This panel will discuss what drives success in the serious issues space and the lessons all organizations – and the agencies who that work with them – can take from that. We will explore what makes serious content popular on social media sites, what kind of activities organizations should be creating, and how can you can make sure people see what you are doing once you’ve made it, - in the context of the issues that are important to them.

Moderator: Brian Reich, Director of New Media, Cone. Read full bio.

Presenters:
Stephen J. Cassidy, Chief, Internet, Television, Radio and Image section, UNICEF. Read full bio.
Jason McQueen, Senior Strategic Consultant, Austin, Mindshare. Read full bio.
Liba Rubenstein, Public Affairs Coordinator, MySpace.com. Read full bio.

Virtually every organization, whether it’s a major company or a tiny non-profit organization, wants to know how to engage their audience and drive real, meaningful action. And your job, in the agency world, is to help them do that. Some of your clients measure success by driving sales of a product, others by raising awareness of an issue or mobilizing on behalf of a cause. No matter, technology, and especially the internet, provides both venues and tools for making this happen. They and facilitate facilitating the discussion of ideas, sharing of opinions, and meaningful and measurable engagement.

But what makes it successful?

First, recognize that we are in the early stages of a dramatic transition from a “‘read-only’’’ culture to a new, more dynamic “‘read-write’’’ culture. The audience wants to have choice in what they do. They want to have an impact. And they want feedback when they give, transparency when they invest, and accountability on everything. Social networking and video sharing are just two of the increasing number of online techniques where people no longer just interact with content by “reading” and “clicking,” but digest messages and then contribute their own ideas. You see it from companies who are talking about their corporate responsibility platform, mobilizing their membership to take action, or marketing a product line that benefits the society as a whole. What is the magic ingredient? Substance. Organizations have both a need and an opportunity to talk about serious issues – to be authentic, transparent, and sustainable in their operations and communications. We aren’t talking about going green or baring your soul; – just meeting your audience’s expectations for how to have a conversation and to address their needs.

Organizations that deal in the serious issues space face this challenge every day. And we can learn

a lot from them. They know how to create innovative experiences that the audience can access and influence while still including a take- away message that is meaningful and actionable. They know how to build loyalty and drive participation. And everything they do changes the world. This panel will discuss what drives success in the serious issues space and the lessons all organizations – and the agencies who that work with them – can take from that. We will explore what makes serious content popular on social media sites, what kind of activities organizations should be creating, and how can you can make sure people see what you are doing once you’ve made it, - in the context of the issues that are important to them. and to the society as a whole.

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Presenter: Stephen Cassidy, Jason McQueen, Brian Reich & Liba Rubenstein

Format: Zipped Powerpoint