rise above the ruckus: hot topics in philanthropy
TRANSCRIPT
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@RichardHBailey
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1975 1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
Design Patents since 1975
appliedgranted
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byte
kilobyte (1000)megabyte (10002)gigabyte (10003)terabyte (10004)petabyte (10005)exabyte (10006)zettabyte (10007)yottabyte (10008)
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4.5 billion years
5 EB in 2003
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~1.27 ZB today
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ruckus
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ruckusRuction
Rumpus
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volatile uncertain complex ambiguous
vuca
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challenge
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challenge
opportunity
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challenge
opportunitychopportunity
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YOUHAVE A GREAT CAUSE.
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Marketing = Exchange
Philip Kotler
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NEUTRONLLC.COM
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ruckus
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IS TELLING THE TRUTH.
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know yourself.
1
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What would happen to your organization if you truly believed how wonderfully
different you are and learned how to tell your story elegantly?
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SELL YOUR SHELL, NOT THE SAND
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DIG FOR YOUR STORY.
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DIG FOR YOUR STORY.
• dig your history
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DIG FOR YOUR STORY.
• dig your history
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DIG FOR YOUR STORY.
• dig your history• dig your mission, vision and values
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“The aim of marketing is to
know the customer so
well as to make selling
superfluous.”
Peter Drucker
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DIG FOR YOUR STORY.
• dig your history• dig your mission, vision and values• dig your difference
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ourthe only
is
that .
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stay focused.
2
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narrrow ≠ small
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know your peeps.
3
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income
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incomeinfluence
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incomeinfluence
interest
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informers
incomeinfluence
interest
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speak clearly.
4
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Where academic vigor and innovative research in biomedical engineering interface with biomedical device development and the incubation of company spin-offs.
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THE NEW AMERICAN WOMEN!S COLLEGE
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know your objectives.
5
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advertising
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advertising
paid
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advertising
paidowned
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advertising
paidownedearned
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earned
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earned
demonstrate expertise
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earned
demonstrate expertisedo something remarkable
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earned
demonstrate expertisedo something remarkable
be controversial
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listen first.then converse.
6
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Overall Unique U.S. Audience JULY 2011 JULY 2012
52,435,000 | 95,176,000 82%MOBILE WEB MOBILE APPS
55,001,000 | 101,802,00085%
213,253,000 | 204,721,000
PC
4%
© Nielsen 20123
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HOW, WHERE AND WHY WE CONNECTWhile the computer is still the primary device used to access social media, the last year saw significant increases in usage, most notably through tablets and Internet-enabled TVs.
HOW WE CONNECT
COMPUTER MOBILE PHONE
TABLET INTERNET ENABLEDTELEVISION
E-READERGAMECONSOLE
HANDHELDMUSIC PLAYER
94%97%
46%
37%
16%
3% 7%7%
4%3% 4%
2% 3%2%
WHERE WE CONNECT
2011 | 2012
AGES 18!24
51%
AGES 25!34
TMI? Nearly a third (32%) of people aged 18-24 use social networking in the bathroom.
More than half of people aged 25-34 use social networking in the office, more than any other age group.
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YOY CHANGEAUDIENCE (000)
Blogger
Wordpress
Tumblr
Wikia
Myspace
85%
140%
100%
4,225%
96%
114%
162%
n/a
153%
57%
foursquare
Google+
88%
134%
118%
86%
1,698%
MOBILE WEB
MOBILE APP
7 8 3 8 8
2 2 6 2 0
1 0 3 8 8
9 7 1 8
4 9 4 6
YOY CHANGEAUDIENCE (000)
7 4 2 7 4
4 2 3 6 6
1 9 9 7 9
1 4 3 1 6
1 1 9 9 5
9 6 7 1
8 5 1 2
5 3 2 5
4 2 7 5
3 5 0 1
A LOOK AT THE TOP SOCIAL NETWORKS
+13%
-3%
-4%
-13%
+10%
0%
+1,047%
+80%*
+55%
+20%
The list of most-visited social networking sites is pretty much the same whether people are going online through a PC browser, through their mobile web browser or using an app. Mobile usage once again proves to be a key component of social as each of the top networks via mobile web saw significantly greater growth compared to its PC audience over the last year.
*Google+ is July 2012 v. Sept 2011, the first month the site became public
1 5 2 2 2 6
5 8 5 1 8
3 7 0 3 3
3 0 9 4 5
2 8 1 1 3
2 7 2 2 3
2 6 2 0 1
2 5 6 3 4
1 9 6 8 0
1 2 5 9 4
UNIQUE PC VISITORS, U.S.(AUDIENCE 000)
BLOGGER
WORDPRESS
GOOGLE+
TUMBLR
MYSPACE
WIKIA
YOY CHANGE
© Nielsen 20127
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A SPOTLIGHT ON PINTEREST Pinterest has experienced exponential growth since bursting on the scene last year. Although that growth has leveled over the last few months, Pinterest had the largest year-over-year increase in audience and time spent of any social network, across PC, mobile web and apps.
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
JUL 12JUN 12MAY 12APR 12MAR 12FEB 12JAN 12DEC 11NOV 11OCT 11SEP 11AUG 11JUL 11
1,255,225,000
2012 Total Minutes Spent
Unique U.S. Audience
720,973,000 120,486,000
PC
MOBILEWEB
MOBILEAPPS
27,223,000
14,316,000
4,946,000
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Social media/Web Guidelines and Strategy Worksheets
Joe Hoover
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behave like your best self.
7
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coherence is not what you say,
it’s what you do.
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fail forward.
8
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ruckusembrace the
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Relevancy should last
longer than a week.
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“"ose who somehow sidestep the pressure [to be ‘normal’] and
let their genius show are customarily ridiculed, reviled
or otherwise discountenanced.”
—Gordon MacKenzie,“Orbiting the Giant Hairball”
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“
— ABRAHAM LINCOLN
IF WE COULD KNOW WHERE
WE ARE AND WHITHER WE ARE TENDING
WE COULD BETTER FIGURE
HOW TO GET THERE.”
“
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ARRIVING AT COHERENCE
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ARRIVING AT COHERENCE
1
Define the destination.
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2
Start the journeywith an open mind.
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1
Satellite One: Who are you?
2
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GRAB A PENCIL OR PEN AND PAPER
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ARRIVING AT COHERENCE
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Satellite Two: What do you say you are?
2
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Satellite Three: What do others say you are?
2
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ARRIVING AT COHERENCE
1
Chart a coherent course.
2
3
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ARRIVING AT COHERENCE
1
2
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1
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3
4
Arrive at yourdestination.
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THECOHERENCE TEST
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IS YOUR STORY
AUTHENTIC?
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IS YOUR STORY
SPECIFIC?
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IS YOUR STORY
ELASTIC?
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IS YOUR STORY
TRANSPARENT?
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IS YOUR STORY
CLEAR?