Communicating effectively

in the face of changing

rules, tools and noise

Jon Ford, SLHI

June 10, 2008
Who Knew?
 1 99 9
c.
^
Technology

Habits

Expectations
 Take what you know…

Take what you have…

…and mercifully (but forcefully)

get it out of your way.
 I=PxAxT

The formula for noise, competition

 PxA
I= S

The formula for connection, engagement

 What
Resources?

What
Goals?

What Sustainability?
Social Media is
about the social,
not the media.
Be seen and
heard. Connect
with each other.

- Katya Andreson
Don’t be a “fool with a tool”

- Nicole Engelbert
 of Contact
Every
Point

07
20
Is a of Brand
©
n
ai
lC
rie

Contact
ab

Point
G
by
e
ag
Im
 Kn
wa ow
nt wh
to at
Kn sa yo
o
NE w y. u
ED wh
to at y
sa ou
y. Time to figure out what
your constituents want
to hear…
 Send a signal,
Get the feedback
The rules are your rules.

The measures are your measures.

The right, best experiences are Steer by these

and not by
your highest goal. anything
(or anyone)
The ones that net you progress else.
towards:
Attraction, Engagement, Dialogue
Coalition and Network Building
Volunteers, Advocates
Including the
Resources fool making
this
presentation!
Listen
 Learn what you
need to say –
again and again

Say it well
(content, tools,

presentation)

Create feedback loops

(actions, reactions,
attractions, engagement)
Tom Roach, 1968
The power of being heard is the power of feedback.
Its power is human. Don’t outsource it.
Email Still a bedrock driver

 Be respectful
 Be legal

 Be smart
 Be compelling
Create the clearing, step into the middle.
Invite others to join.
 The Birth of a Scale-Free Network
(Albert-Laszlo Barabasi)

“It’s a boy … and a girl … and a boy … and a boy … and a girl …”
To Prosper --
Think up and out,
not down and in.
Don’t be a control
junkie.
Focus on balance, relationship.
Real power comes from this.
Look for ways to change rules
and procedures to leverage
collaboration rather than impede it.
Don’t obsess with ownership.
Disappear into leadership;
encourage the light in others.
 Broaden your understanding
of accountability.

A narrow institution-driven
definition is a drag on real social
and community benefit.
Think plural:
Collaboratives, not
collaborative.

Link networks of
community-based
collaborations across
the social “brands.”
Share information.
Information is
power.
The more you
share information,
the more power
you get, and the
more you can
empower other
people.
Our
Goal
Once we’re all there
we can harness collaborative
energy and…