While donations play a key role in community support and engagement, the writing is on the wall regarding how much government, private and foundation funding will continue to be available to public media. As media that exists to serve the public, often the mass reach required to compete for the media dollars available for banner advertising is at odds with serving the public mission. We will look at specific examples of nonprofit news organizations developing mission-supported revenue streams, integrating donor relationships into marketing and advertising, and considering revenue streams that are separate from and/or compliment their mission.
Meet the team that undertook the initiative of opening up one of Harvard College’s most popular undergraduate course, “Justice” with Michael Sandel (justiceharvard.org/). Find out how their focus on social integration increased engagement and online discussion on the Justice site and other social platforms, empowering the audience to join open conversations creating a global intellectual resource. Hear how the team shifted focus to topic rather than brand to allow for the creation of user-generated content without negatively affecting the Harvard’s brand. The team will share the social and digital approach used to build engagement, including their ongoing strategy to leverage user generated content to keep the course and the topics relevant. Lessons include:-Making the case to loosen brand control for the sake of engagement-Maintaining brand strength when opening content-Combining online learning with social media-Managing and engaging in conversations on multiple platforms
Where are all the coffee shops in my neighborhood?
Seemingly easy questions can become complex when you consider ambiguity. This one sounds simple until you consider that folks may define “coffee shop” differently and the boundaries of your “neighborhood” differently. One person’s Central Austin, may be someone else’s South Dallas.
How about instead of working too hard to define the parameters in an attempt to completely remove the ambiguity, we instead look at what people do, interact with and talk about. We can watch what people do and decide from there what a coffee shop is and where the boundaries of your neighborhood are. It might not be the “truth”, but it can be darn close.
When we learn to embrace ambiguity, not only can we still find the answers to our questions, but we can also find answers to questions we hadn’t even thought to ask.
Jo and Blair on Facts of Life; Cagney & Lacey; Marlene Dietrich and any woman she shared the screen with. Before lesbians were allowed to be part of mainstream pop culture, gay women lived for subtext. As visibility increases, queer women dominate blogs, forums and social media sites like Twitter and Tumblr, “shipping” or “slashing” these fictional female couples (and the actresses who play them). The result is a whole new kind of relationship between online content and users. AfterEllen.com editor Trish Bendix and video remixer Elisa Kreisinger will discuss how cultivating these female-heavy fandoms though editorial and video has encouraged a consistent demand for new content for this active and ever growing niche audience.
9th–13th March 2012