In less than 36 hours, I’m talking to a group of non-profit minstry executive directors. I’ve already told them that I will be talking about word-of-mouth marketing, somehow. I said I would be about gossiping good and helping other people help them. And I want to include some social media perspectives (which I will summarize over the next couple days).
1. I’ve already talked with them about new media, have created a blog for them (which I haven’t kept up), included video (which was the only one I did), and generally have not done well with folding new media into their lives.
2. For most of them, email and a 1.0 website are still being in step with the times.
3. Many of them have constituencies/clients who are not living in a 2.0 world. Some of them are barely better than third world.
So what’s to say?
One direction is to forget what I told them and just talk about “Made to Stick”. This is a book that many people have read, but probably not many in my audience. (For anyone who has not read it, “Made to Stick” identifies 6 properties of ideas that have stickiness, that spread well from person to person.)
If I were to go this route, I would draw examples from each of their organizations to illustrate (thereby, of course, showing that I have stickiness). And talking to these leaders about simplicity, unexpectedness, concreteness, credibility, emotion, and stories would be very helpful to them.
But as I think about the other side, about the need to help them understand the conversational perspective which will be essential as they move into the next generations, I am stuck.
They need to think about authenticity, about journey, about process, about relationship, about community forming along digital lines. They need to respond to a mileau that cares less about their ideology than about their practical compassion. They need to build coalitions around projects, which then reform for the next and the next..
In short, do I talk about how they can talk…or about how they can listen.
That’s it, isn’t it? “Made to Stick” is about the flow out from the organization. WOMM, and, in the online world, conversational marketing, have more to do with relationship and shared values.
Okay, I’m back to the writing. But if in the middle of this you have any thoughts, I’m open.
If you had 30 minutes with 20 ministry leaders primarily involved in social renewal areas, whould you spend more time on helping them talk…or helping them connect? (I know, false dichotomy. Sorry. Now you know why I need help).