March 4, 2011 1 Social Networking Clients & Projects Overview
Questions about this Presentation What is this presentation? This deck presents an overview of the social networking, social media, and community projects completed by Common Knowledge in conjunction with our nonprofit clients. Over what period of time were these projects completed? We have been actively engaged in developing, promoting and managing online communities since 2006. The first of these sites launched in December 2006 and most are still live and continuing to expand today. What is NOT presented here that you should know? This is an overview. It highlights the work that we’ve done, but it does not begin to describe all of the strategy, best practices, processes and methodology incorporated into this work by Common Knowledge for our clients. March 4, 2011 2
RA Connect Arthritis Foundation March 4, 2011 3
Arthritis Foundation Social Networking Strategy
Arthritis Foundation “Connecting people with Rheumatoid Arthritis” Rheumatoid Arthritis community site presented on the Arthritis Foundation homepage. Friday, March 04, 2011 5
Arthritis Foundation 2003: Arthritis Community 1.0 Chats Discussion Group Personal Pages Audio Success Stories Goal: Peer-to-Peer Support; Acquisition & Cultivation History of Community Building at Arthritis Foundation Friday, March 04, 2011 6
Arthritis Foundation Arthritis Community 1.0 Observations Chats were not popular (“critical mass problem”) Success stories were expensive to collect (“Audio”) Personal pages under-utilized (“not customizable”) Discussion Groups were very popular Friday, March 04, 2011 7
Fast-forward to 2008 with Community 2.0 Friday, March 04, 2011 8
Arthritis Foundation Strong emphasis on AF’s expert content within the community. Friday, March 04, 2011 9
Arthritis Foundation Promote community engagement at the same time. Friday, March 04, 2011 10
Generation Two Discussion groups are central to the growth of this community. Friday, March 04, 2011 11
Arthritis Foundation An example of a discussion posted within the community. Friday, March 04, 2011 12
Arthritis Foundation Discussion thread showing individual postings and members. 13
Arthritis Foundation Detailed view of a posting and member. 14
Arthritis Foundation Detailed view of a member profile. 15
Arthritis Foundation Detailed view of profile tabs. Friday, March 04, 2011 16
Arthritis Foundation Member photos on profile. 17
Arthritis Foundation Friends on member profile. 18
Arthritis Foundation Cross-pollinating members from RAConnect to 2nd community – Lets Move Together (Event Participants). 19
Lets move together Arthritis Foundation March 4, 2011 20
Arthritis Foundation March 4, 2011 21 Lets Move Together. This site engages event participants in activities and community to remain active from this year’s event into next year’s event.
Arthritis Foundation March 4, 2011 22 Community section incorporates rich media, blogs, success stories, resources, and more.
Arthritis Foundation March 4, 2011 23 Once again the discussion groups play an integral role in attracting and engaging Lets Move Together community members. Note the same software platform for discussion groups here as with RAConnect. It is important for Arthritis Foundation that all of their community sites be dual-branded – for the particular site/community and for AF more generally.
Arthritis Foundation March 4, 2011 24 One of the Lets Move Together “citizen bloggers”. Part of the blogging strategy is to recruit and promote a limited number of “everyday citizens” living with Arthritis. They share their experiences and act as role models for the community.
Fairdebate.org Federation for American Immigration Reform March 4, 2011 35
Federation for American Immigration Reform March 4, 2011 36 Purpose Engage young audience in the immigration reform debate. Messaging The growing American population (from immigration) is threatening the environment. Get Involved. Make a difference. Audience Millenials Features Profiles, rich media, discussion, ask the expert, mobile, etc. FAIRDebate.org: FAIR wanted to engage the next generation in the immigration reform debate in a way that would resonate for them – stylistically, technologically, and via suitable messaging.
Climate crossroads.org Sierra Club March 4, 2011 37
Sierra Club March 4, 2011 38 Purpose “Go-to” destination for content and community related to climate change. Messaging A Cool Place to Connect Audience Enviro’s;Gen-X & Boomers Features Profiles, photos, video, blogs, discussion, expert content, recipes, local events, and more. Climate Crossroads is one of four social networking communities from Sierra Club.
Sierra Club March 4, 2011 39 The site features four content areas: Explore, Enjoy, Protect …and Connect. (the first three are in SC’s tag line). This page is the “Enjoy” section where Sierra Club repurposes consumer-oriented climate change content from its many properties– Sierra Magazine, Sierra Radio, Sierra Club Blogs, Green Life eNewsletter, Insider eNewsletter, along with a “roundup” of daily news in the form of an automated newsfeed, and recipes for sustainable living. This page, like many pages on the site intelligently cross-promotes other site sections to maximize site visit duration.
Sierra Club March 4, 2011 40 This page is the “Protect” section, focusing on citizen advocacy. The center-column content is individual e-actions related to climate change – all sourced from Sierra Club (for now). Over time, the intention is to partner with other environmental nonprofits to present a broad cross-section of activity types and local events to engage site visitors. While the community function – environmentally-minded peers meeting, talking and interacting – is an important part of the site, the ability to produce real change against the goals of the climate change agenda is important. Jointly we’ve set the goal of having a 50/50 split between community and content/action. In other words, this is not uniquely a community site.
Sierra Club March 4, 2011 41 Discussion groups which are used to connect members on key sub-issue areas. Increasingly, we find that the site is useful as a substitute or addition to campaign micro-sites as it facilitates quick and easy content management, interaction, discussion, and other tools. The Climate Crossroads team is promoting the site broadly on climate change, and in a very targeted manner, pulling in visitors on individual sub-issues like coal mining/energy, nuclear energy, sustainable farming, green products, etc.
Sierra student coalition Sierra Club March 4, 2011 42
Sierra Club March 4, 2011 43 Purpose Platform for Sierra Club college student groups to organize, communicate, collaborate and promote their issues. Messaging The National Student Chapter of the Sierra Club Audience College students Features Profiles, photos, video, blogs, discussion, expert content, local events, and more.
Sierra Club March 4, 2011 44 Purpose-built community site with messaging, content, style and creative all tuned for the target demographic – college students. Issue areas, content, and community building/management are all coordinated by students. This site leverages the same base social networking software and CRM solution (via single sign-on) as Climate Crossroads.
Sierra Club March 4, 2011 46 Purpose Provide the largest collection of hikes and hikers in the U.S. Messaging Share your favorite places to hike, bike and paddle… Audience 30-55+, hikers (initially) Features Hikes, wiki (hikes), profiles, photos, video, blogs, discussion, expert content, local events, and more. The unique challenge here is to stimulate enough interest to grow the database of trails which are all contributed by the community.
Sierra Club March 4, 2011 47 Fields Describing a Trail
A trail detail page showing the information presented for each trail.
AbilityPath Community Gatepath March 4, 2011 48
March 4, 2011 49 Purpose Provide content, community and services to parents of young children with special needs. Messaging Support for parents of children birth to 5 years with special needs. Audience Parents & other caretakers of developmentally delayed children Features Profiles, photos, video, blogs, discussion, expert content, services and more.
March 4, 2011 50 Parent Profile Much like Facebook, the AbilityPath community requires parents to create a profile with a minimum set of information about themselves. The community software further rounds out the profile by showcasing the groups, discussions, posts, photos, friends, etc. that this parent is connected to in the community.
March 4, 2011 51 Groups The Groups feature helps to segment the overarching audience of parents into useful sub-groups. Examples of sub-groups include geographical (ex. Parents in San Francisco), Diagnosis (Parents of Kids with Autism), or role (secondary caretaker – e.g. grandparents).
March 4, 2011 52 Blogs “Expert” blogs feature subject matter experts and are highlighted/promoted around the site. “Community” blogs are written by individual parents sharing their experiences. These blogs are presented with the parent’s profile.
53 Educational Content One of the high value components of the site is educational content that helps parents to better care and advocate for their child’s health and education. This organizational content is purposely intermingled with the community – members, member content.
Student portal Operation Smile March 4, 2011 54
March 4, 2011 55 Purpose Community of students and student groups supporting Operation Smile with local events and fundraising. Messaging You have the power to change a life. Audience Kids, K-8th, High School, and University Features Profiles, photos, video, blogs, discussion, expert content, services and more.
March 4, 2011 56 K thru 8th Grade One of three student communities within the OS Central web site, the K-8 serves and supports the work of the younger OS supporters in the local club work and their interface with Operation Smile national.
March 4, 2011 57 Get Involved The site effectively recruits site visitors by immediately engaging them with calls-to-action and information about the online communities and the work and benefits of participating in a local Operation Smile student club.
MVAC March 4, 2011 91 ClientOperation Smile ProjectMVAC (Mission Volunteer Action Center) Description MVAC is a volunteer acquisitions, credentialing, and management system within a volunteer community. The community serves prospect volunteers, volunteers preparing for their medical mission, and the more than 10,000+ medical volunteer alumni.
Facebook - Type 1 talk Juvenile Diabetes Research Foundation March 11 92
Juvenile Diabetes Research Foundation - Facebook Page January 2010 93
94 Juvenile Diabetes Research Foundation Type 1 Talk Campaign Facebook Application Page
Stop the Seal hunt International Fund for Animal Welfare March 4, 2011 113
March 4, 2011 114 IFAW Seal Campaign Site Total Impressions: 33,574,147 Total Clicks: 29,360 CTR: .09% Community Mbrs 98,000+ Countries: 26 Total $$: $130K +30% (Year-over-Year)
International Fund for Animal Welfare Community Montage: Featured on the homepage; when visitor mouses over each cell in the montage, the Flash module displays the short profile for each member of the community. Short Profile: Includes first name, last initial, city, country, testimonial – why I think the seal hunt is wrong, and should be stopped. March 4, 2011 115
International Fund for Animal Welfare March 4, 2011 116 Join the Campaign 1: Personal Info 2: Personal Message 3: Avatar or photo 4: Audio Message Member profile (registration) page
International Fund for Animal Welfare March 4, 2011 117 Community engagement pages for advocacy and fundraising. Make a Donation Take Action
International Fund for Animal Welfare March 4, 2011 118 Community 1 1: Video Podcast 2: Recent Blog Posts 3: Recent Comments 4: Blogroll 5: MySpace Friends 6: Tagging 5 2 3 Commercial social media integrated on the site. 4 6
International Fund for Animal Welfare March 4, 2011 119 Photos from the ice, helicopter sand the boats taking part in the seal hunt. Very compelling and sometimes difficult images. Commercial social media channels leveraged for additional exposure (YouTube, Flickr). Video footage from the field reporting on the seal hunt as it unfolds in real time.
International Fund for Animal Welfare March 4, 2011 120