PHILANTHROPY 2.0 More than an opportunity for raising funds, social media provides a new way to involve constituents Prepared by Marcus Goodyear Senior Editor http://TheHighCalling.org Community Manager http://HighCallingBlogs.com Blogger http:// GoodWordEditing.com

So what is social media?

Social Media 101 Any media that invites interaction Web 2.0 stuff User-generated content Discussion boards, Wikis Social networking sites Measurable grassroots campaigns RSS = Real Simple Syndication BLOGS – BLOGS – BLOGS

Any media that invites interaction

Web 2.0 stuff

User-generated content

Discussion boards, Wikis

Social networking sites

Measurable grassroots campaigns

RSS = Real Simple Syndication

BLOGS – BLOGS – BLOGS

And what is a blog?

Blogs are people…

Blogs are leaders…

Blogs are groups…

Blogs are organizations…

“ Blogs are no fad. They are cheap and easy to do... People write blogs because they want to know themselves and want to be known by others and because they want their lives to count.” Rich Karlgaard, publisher of Forbes magazine, in The Corporate Blogging Book by Debbie Weil (2006)

Blogs are powerful… “ Some 300 bloggers wrote about the book [Waiting for Your Cat to Bark], developed conversations around its ideas, and helped push it along to many thousands of customers via word-of-blog. ” From The New Rules of Marketing & PR by David Meerman Scott

Blogs are powerful… “ We found that the most significant variable [ in predicting album sales] is blog chatter or the volume of blog posts on an album, with higher numbers of posts corresponding to higher sales.” From “Does Chatter Matter?” by Vasant Dhar and Elaine Chang (2007)

Blogs are powerful… “ A loose network of two dozen bloggers spent a few days posting reviews of our site, and the traffic doubled. ” (In fact it was 350% higher than the previous time period last year.) From “Blog Tours – What Is a Successful Blog Tour?” by Marcus Goodyear (2007)

“ People’s attentions are up for grabs. Trust is being transferred... The blogosphere is about trust.” from Blog , by Hugh Hewitt

“ Good blogging creates authority, plain and simple.” From Copyblogger.com by Brian Clark

How do you find good blogs?

Technorati is your friend.

I know I like this site…

Technorati is your friend.

Technorati is your friend.

Technorati is your friend. An RSS feed page in Mozilla Firefox.

An RSS feed page in Mozilla Firefox.

Technorati is your friend. An RSS feed page in Internet Explorer 7

An RSS feed page in Internet Explorer 7

Read the blogs that link here.

How do you engage bloggers? 1. Read and comment on relevant blogs.

Read the good blogs you find.

Read the blogs that link here.

Comment and link back to yourself.

Come on. Does this really work?

MarketingExperiments.com wanted to test this. So they hired an employee at $10 per hour to blog, create content, and in general work to drive traffic to a site. From “Harnessing Social Media – Web 2.0 Grows Up” (June 2007) http://www.marketingexperiments.com/ppc-seo-optimization/social-media-optimized.html

From “Harnessing Social Media – Web 2.0 Grows Up” (June 2007) http://www.marketingexperiments.com/ppc-seo-optimization/social-media-optimized.html

How do you engage bloggers? 1. Read and comment. 2. Help them promote you.

“ Give people a reason to talk about your stuff and make it easier for that conversation to take place.” From Word of Mouth Marketing by Andy Sernovitz

Social Media Allows People to Spread Messages for You This is a new way of involving constituents. Give them something people will want to share. Make it easy to share. Badges Videos Widgets Oh my.

This is a new way of involving constituents.

Give them something people will want to share.

Make it easy to share.

Badges

Videos

Widgets

Oh my.

Give badges to volunteers.

Give badges to volunteers.

Give badges to volunteers. $20,490

Give badges to volunteers. This is the Wally Schirra Memorial Endowment to provide an Aerospace Engineering scholarship in perpetuity at San Diego university.

This is the Wally Schirra Memorial Endowment to provide an Aerospace Engineering scholarship in perpetuity at San Diego university.

Videos make bloggers into heroes.

Videos make bloggers into heroes.

Videos make bloggers into heroes.

Videos make bloggers into heroes.

Videos make bloggers into heroes. You begin to see how he raised 32 million dollars in January… 3,806,626 3,520,409

By the way, notice his landing page? A clear and simple call to action.

Give widgets to bloggers. Widgets are just interactive badges.

Widgets are just interactive badges.

Give widgets to bloggers.

Widgets give bloggers tools.

How do you engage bloggers? 1. Read and comment. 2. Let them promote you badges, videos, widgets 3. Go on tour.

Tour the blogs with your message.

Tour the blogs with your message.

Tour the blogs with your message.

Tour the blogs with your message.

How do you engage bloggers? 1. Read and comment. 2. Let them promote you. badges, videos, widgets 3. Go on tour. 4. Start a network.

Start a network.

Start a network.

Start a network.

Should I have my own blog?

Yes. Wordpress.com Blogger.com There’s just no excuse. And you need the web 2.0 tools of blogs.

“ Blogging requires a large time commitment and some writing skills.” But it is still a low-cost, high return marketing tool that will serve you well because your organization has a social mission . From “Blogging’s a Low-Cost, High Return Marketing Tool” in the New York Times (Dec. 2007)

By the way, blog networks like HighCallingBlogs.com take a lot of time and commitment too. More than I realized. Three bloggers each spend 5-10 hours per week

How are blog networks and social networks related? Starting a network may be easier than you think with social networking tools like Facebook.

Let’s look at Compassion.com again.

They have a Facebook page: http://www.facebook.com/pages/Compassion-International/6231686654?ref=s

They have a Facebook group: http://www.facebook.com/group.php?gid=12614460026

Actually, they have three. And all of them link back here.

How do you create a Facebook page? First, do you have a Facebook profile?

First, do you have a Facebook profile?

How do you create a Facebook page? Go to Compassion’s Facebook page.

Go to Compassion’s Facebook page.

How do you create a Facebook page? Go to Compassion’s Facebook page.

Go to Compassion’s Facebook page.

Too complicated? Use a Facebook Application.

Like Greg Wolfe at Image Journal.

Like Greg Wolfe at Image Journal.

Like Greg Wolfe at Image Journal.

Free money? Maybe. Free marketing? Definitely. Isn’t she cute? Happy Valentine’s Day, Honey.

"Community and collaboration are no longer defined by physical proximity but by common interests." From “How to Write a Social Media Release” by Brian Solis (11/3/2006 SocialMediaRelease.org ) http://www.socialmediarelease.org/2006/11/02/elements-of-the-social-media- release/

“ Blogs can make for a more open organization that engages at a deeper level with the customer. However, blogging can require an honesty and frankness that many organizations are not used to.” Gerry McGovern (web content expert), in The Corporate Blogging Book , by Debbie Weil

This is a lot of stuff. Where do I start? Find good blogs. Read them. Comment. Create your own blog for them to talk with you. Create tools for talk about you. Register with SixDegrees.org. Explore videos, badges, networks, etc. Use Facebook as a portal. Create tools for Facebook users to talk about you. Create a page—they can be your fan. Create a group—they can join. Create a Cause—they can recruit and donate.

Find good blogs. Read them. Comment.

Create your own blog for them to talk with you.

Create tools for talk about you.

Register with SixDegrees.org.

Explore videos, badges, networks, etc.

Use Facebook as a portal.

Create tools for Facebook users to talk about you.

Create a page—they can be your fan.

Create a group—they can join.

Create a Cause—they can recruit and donate.