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9 th  SEA Summit  March 11, 2008 Katya Andresen Robin Hood Marketing
Everything I say today is online now… ,[object Object],[object Object]
A question  for you ,[object Object]
Mission statements aren’t the answer.
So what is the answer?
The right way to answer
The kitchen sink is not the answer.
The Answer Is: Looking at the world from the point of view of our audience rather than our own.  This is especially true online.
Web 2.0, Social Networking, Blogging…..   ,[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda:  ,[object Object],[object Object],[object Object]
Four Parts of Audience-Based Message ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why me?
Why me: speak to THEIR values ,[object Object],[object Object],[object Object],[object Object]
What Are Their Values? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cold Hard Truth about Values ,[object Object],[object Object],[object Object],[object Object],[object Object]
The story of my sock drawer
What are the values of… ,[object Object]
Moral of the Story ,[object Object]
What for?
What for? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
It’s not about our organization. It’s about what we do for our audience.
What’s in it for them?  A reward that is: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Suburbanites ,[object Object]
 
Why now?
Why now? ,[object Object]
Why now?  The Disaster/December Answer
But what if someone’s life is not at stake? ,[object Object],[object Object],[object Object]
A very true, somewhat embarrassing story ,[object Object]
 
 
Fixing the broken button
Who Says?  The newest question blank
Who says: the Internet has changed this forever
Who says? ,[object Object],[object Object],[object Object]
The Wired Champion   http://www.cnn.com/2007/LIVING/10/09/bacon.heroes/index.html#cnnSTCVideo
Embrace the wired fundraiser.
Taking it web 2.0
What you need to know ,[object Object],[object Object],[object Object],[object Object]
On the web:  millions of passionate constituencies
 
Action #1: Find your constituency. Listen. ,[object Object],[object Object],[object Object],[object Object]
Google Alerts
 
 
Action #2: Make a goal. ,[object Object]
Action #3: Engage in authentic conversation.
#4: Ask your supporters to help.
(Not just with their wallets)
#5: Think portable in all you do online. ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],What now?
You can do it!
 
 
 
Online donations
Resources ,[object Object],[object Object],[object Object],[object Object]
Q&A

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