AUDC: Truth or Dare
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To be social is to be human. It's not about your tool, it's about your message. 2013 AUDC - Avectra's Conference in Orlando, Florida.
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AUDC: Truth or Dare
- 1. TRUTH or DARE? TO BE SOCIAL IS TO BE HUMAN Kylee Coffman / @kyleecoffman #AUDC13
- 2. In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed. -Charles Darwin
- 3. Associations Can’t Afford to Ignore Social • Avg amount of time a person uses Facebook per month: 15 hours, 33 mins • 56% of customer Tweets to companies are being ignored • 34% of marketers have generated leads using Twitter • Websites using the +1 button increase page traffic by 350%
- 4. www.Avectra.com It is essential to be authentic & focused to be successful with your social media. #AUDC13
- 5. www.Avectra.com SAY HELLO TO DelCor We’re Sociable! Del Corian Kylee hey, that’s ASAE Annual me! Sweet Spot Live! Track Star and Senior • Live, bi-weekly DelCorian Cheer Consultant, Techn Master webshow ology & Digital • Friday at 12:30pm ET Strategy @DelCor #AUDC13
- 6. By not being authentic and focused, your time and resources are scattered and your results are murky.
- 8. Because Otherwise It’s SPAM • Untargeted messages are disruptive, offensive • I refuse to add to the garbage can of online noise and bad advertising • All of my messages will have the audience in mind
- 13. Lesson: Watch Your Automating
- 14. Why Authenticity & Focus Win • Human beings desire connection • Members want to support your mission & cause • Members become your brand ambassadors • A community of support invites innovation • Advancements to the cause & industry
- 15. Teamwork
- 16. Exercise 1: Mission & Desire • Write your mission statement • Write your desire statement
- 18. Live and Breathe Your Culture
- 19. Zappos – Video Reviews
- 22. Do You Know Your Members? • How are you fostering a community online? • Are they connected to the org’s mission & desire? • What do they care about? • What solutions are they seeking?
- 23. Exercise 2 • My Audience is _________________. • When do they access their mobile devices? • What mobile devices do they use? • Do they have access to social media sites during the day? Which ones? • When does their “PB&J” break happen?
- 25. “People don’t buy what you do, they buy why you do it.” - Simon Sinek
- 29. Exercise 3: Spin the Bottle
- 30. Review • Social media isn’t a question • It’s not the tools, it’s the message • It’s not marketing, it’s a conversation • Authenticity builds trust • Understand your audience • Focus your attention & resources • Start with Why
- 31. THANK YOU #AUDC13
Notas do Editor
- Why is this old man on my screen? Social Media is no different. We are in the middle of a digital renaissance and never before more ways to communicate and connect. And with that comes noise, no doubt. Lots of social networks and every expanding channels vying for our attention, our focus, our energy. This is why more than ever it’s important to bringing our authenticity to build trust to form true relationships and stronger collaborations. To be focused with our authenticity. Focused with our intention. --- you have two choices. To ignore it and risk becoming obsolete or join the noise?
- 1 minutes, 3 seconds. – this is the optimal time to respond on social media. No longer than 6 hours. Do you have a sm response plan? Pinterest, infographics --- images are big in 2013.
- That’s the key message for today’s session. Truth or Dare- how authentic are you online? What makes your org stand apart, your org’s mission so critical, and is that being mirrored online? Is the personality of your mission being mirror online?
- Are you too self-promotional? Cocktail receptions – hand out flyers. Or, are you too afraid. Risk adverse to do anything. 1 month to have a tweet approved?
- SOCIAL MEDIA IS NOT MARKETING. Repeat with me now: “I refuse to add to the garbage can of online noise and bad advertising.”
- I know my first reaction when a hurrican of this magnitude hits is to go buy khakis. What about you? This is transparent. Yes, we know your sales are down bc of the storm, back off. “To help, support, to aid in times of need – not to clog #sandy channels.” **Tell my Earthquake story – RILA** Unless you’re givin’ away sandbags, just say no.*** Even sending good thoughts. To be pitching during a natural disaster is poor taste to say the least. Over 1400 cell towers in the afflicted area were knocked out, leaving ...our cell phone networks more reliable in times of disasters, natural or otherwise
- The clothing retailer sent out an email blast Monday night, offering 20% off to customers for the next 36 hours "in case you're bored during the storm."
- A fake account — @KennethColePR, à la @BPGlobalPR — has even cropped up, mocking the designer with such tweets as: "Our new slingback pumps would make Anne Frank come out of hiding! #KennethColeTweets."
- Posts pro-gun tweet after Aurora shooting. --- Talk about bad timing. American Rifleman, a journal affiliated with the National Rifle Association, posted a pro-gun tweet as the mass shooting at a movie theater in Aurora, Colo. was unfolding. The tweet itself appeared to have been pre-scheduled through Hootsuite, but needless to say, it struck a nerve. The tweet was deleted several hours later and the account was deleted later that day, as well. The Dark Knight – 12 ppl were killed and 58 injured in a movie theatre. Scheduling tweets isn’t always bad, but in this case it had serious ramifications.
- Innately, as human beings we want to connect. Early in human history, our species's survival required the protection of families and tribes. Isolation meant death. The painful feeling known as loneliness is a prompt to reconnect to others. **You don’t have to have all the answers, but you have to be willing to ask for them. To invite them. To open up, listen, and be real.*
- “Light as a feather, stiff as board.” How is your social media working as a team? How are you lifting one another up online – as an org, other members? How are you fostering a community of “Share”? Speaking of teamwork, we’re going to be….
- [10 mins] I want you to introduce yourselves to one another. Sit down and think about what your mission and desire statement. After you’ve written this down, share what you wrote with your members and then we’re going to reconvene.Write the mission statement for your org. Mission – for orgDesire – how you’re restating and defining.What is your Truth? What do you care about? Do you love your org? Do you care about the work your org is doing? Why do you show up everyday? Write your desire statement. Get clear about your honest intention. Bc you have that clear desire to carry a message. This isn’t marketing, pushing, this is letting go. Law of attraction. Get clear about your story and you won’t be scattered. Where do you feel energized? Where are your best engagements happening? What are you excited about when you start your day? When writing down your mission and desire statement, don’t be surprised if there are parallels or great differences in your statements. Depending on where your org is with authenticity, xxxx this should be illuminating in some way. Consider these things (clues) when writing your desire statement. Share 1 or 2.
- In 1999, at the age of 24, Tony Hsieh (pronounced Shay) sold LinkExchange, the company he co-founded, to Microsoft for $265 million.He then joined us as an advisor and investor, and eventually became CEO, where he helped us grow from almost no sales to over $1 billion in gross merchandise sales annually, while simultaneously making Fortune magazines annual Best Companies to Work For list. In November 2009, Zappos.com, Inc. was acquired by Amazon.com in a deal valued at $1.2 billion on the day of closing. One of the ways Zappos lives their culture is by having these weekly parades in their office.
- Tony’s core values “Be Passionate & Determined.” “Be Humble.” Finance Dept holds weekly parade – picks 3 random ppl and makes them wear a hat and they get a gift. Interview process: On a scale of 1-10, how weird are you? If interviewee gets annoyed with parade, then they’re not the right fit. This all fits in the overall message of authenticity. What is your Truth.
- Keeping with truth or dare,
- 1c. I know my audience, what makes them get up in the morning, eat, breathe, what they care about and will deliver opportunities to help them connect and be part of my mission and desire.
- What gets them out of bed? When’s their PB&J break? What are they doing during that break? What devices do they use?
- And you might have more than 1. Write who your secondary or tertiary audience is. But be clear about those. Clarifying who your audience is. What do they do. What do they eat. What do they drink. Where do they live. What do they read. What does an avg day in their life look like. My audience is ______________________________. Time to discuss and share. Intertwined with her audience. Where is their media consumption happening? Where are they living and breathing? Who is he/she today? How much money do they have? What do they need from your brand? Where are they hanging out? Often times when we’re everywhere, all of the place, you’re SCATTERED.
- By Why – What’s your purpose, why does your organization exist and why should anyone care? We go from the clearest thing to the fuzziest thing. The inspired leaders start and communicate f/ the inside out. Apple – “We believe in being different. We believe in making user-friendly products.” People don’t buy what you do, they buy why you do it. The goal is to business with the people believe what you believe. If we’re thinking about authenticity, we have to start with Why.
- The goal is to do business with the people believe what you believe. People will do what they believe.
- Law of Diffusion – they believe in your passion. It becomes who they are. They are one with your mission. It’s what makes hundreds line up outside of Apple stores in anticipation of a new product release and over 8 million in sales in the first day.
- Passion and belief – it’s what makes over 200,000 motorcycle riders ride f/ around the country gather once a year to RIDE TO THE WALL in rememberence of POWS and MISSING IN ACTION. Rolling Thunder a United States advocacy group that seeks to bring full accountability for prisoners of war (POWs) and missing in action (MIA) service members of all U.S. wars. The group's first demonstration was in 1988. It was incorporated in 1995, and has more than 90 chapters throughout the US, as well as overseas.
- Some of you might not realize this and some of you might not be old enough to remember this, but in year1991 Madonna put out her Truth or Dare video, a documentary chronicling her life during the Blonde Ambition Word Tour and that puts us to the next quissential truth or dare activity for this presentation.
- Spin the Bottle: Where the consequences might be a little different than usual.
- And for those true inspirational leaders among you, start with why. Why should impact everything that you do. Thank you!