Opening the Electronic Doors Stafford Kendall Principal, Covalent Logic

In The Long, Long Ago TelephoneTelegraphTell-a-FriendTelevision

Broadcast Twitter Facebook Pages Blogs Newsletters

Conversation MySpace Facebook Groups LinkedINBlogs Discussion Boards

Build It Minimum: – Share – to a Friend – Subscribe Extras: – Facebook Page – Facebook Group – Twitter

Share On Facebook

Subscribe Don’t require too much – they will just lie. Follow CAN- SPAM: – Your Contact Info – Unsubscribe Link Double Opt-in Recommended Allow Self- Segmenting

Consider Social Networking FacebookTwitterBlog Newsletter

Facebook Users

Page

Page Broadcast Get “fans” Message the group Postings appear in fans’ News Feed Update once a week – minimum. Message once a week – maximum.

Group

Group Conversation Can be private Posts do not appear in News Feed Can message whole group Have to “let it go” more than with a Page.

Causes

Causes App to encourage action – using overt viral networking and broadcast tools. Adds donation portal to “Page” concept. Once a week updating is a good pace.

Twitter

Twitter Multiple feeds – niche, niche, niche. Write evergreen tweets before you start to help fill the void. No necessary, required updating schedule, once a day is a good pace.

There’s Nothing New Under the Sun Same rules of etiquette and grace apply. Trust your instincts. Listen before you speak. Beg forgiveness, don’t ask for permission. (unless you’re mass ing)

Online, You Should Still… Define the Target Audience Create a Message Distribute the Message Assess the Campaign

Grow It Invite by Follow Up In-Person Seek Out Opinion Leaders Nurture with Content Make it Valuable More Than Repurposed

Manage It Make a daily & weekly action plan. Just like losing weight – 10 minutes a day can make a difference.

Better than Other Media Print: Lots of space to add details Radio: Easy to record audio Television: Don’t have to count seconds Outdoor: Simple messages simply work online. Direct Mail: Completely customizable WOM: Easy to share

All the Worst of Other Media Print: Rarely is the whole message read. Radio: Hard to use one voice to reach all audiences. Television: Still have to produce excellence, and keep their attention. Outdoor: Will they even glance at the message when they surf by? Direct Mail: Seems cheesy and uncaring. WOM: Easy to share a negative.

Let It Go Start the Message and then let it go, let it grow, let it change, and build.

Support with Off-line Print: Earned Media Radio: Drive Time Television: Morning Shows Direct Mail: Postcards! Web Site: WordPress.com Newsletters: Constant Contact, My Emma. Social Networking: Facebook, Blogs, Twitter