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Monica Hamburg - Twitter, Facebook & You Tube Oh My! Understanding Philanthropy 2.0

by CanadaHelps / MyCharityConnects

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The internet is a powerful way to get your message across to the right audience. Social media sites like YouTube, Twitter, Flickr, MySpace, and Facebook can help raise awareness for your cause, build a network of support, coordinate events and create change. We'll explore the Dos and Don'ts of social networking, as well as hear some inspiring examples of how other nonprofits have used social media to advance their cause & broadcast their message to the world.

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Set up:Open in browser: http://delicious.com/mhamburg/MCCfacebook From there make sure to open Playlist in a seperate window (Reference:Playlist at: http://diaryofnicky.blogspot.com/2009/05/mcc-presentation-videos.html)Now advance to 2nd slide
[Talk has changed – “see ______ - Talk with Notes”]My name is Monica & I love social media. The reason I love social media is because it’s social – it’s not just about connecting online. It’s about making connections that transfer to “real life” to a world outside the internet.While we often bemoan the fact that the internet has no barriers – that’s it the wild-west or a free for all. But it’s the lack of barriers that often allow people to feel more comfortable than they would in traditional social situations. It’s easier to make connections online without the limitations and judgements that meeting in person entails. I read this very cool article in Psychology Today about how teenagers are finding kindred spirits online – people like them, no matter how “quirky” they are and that internet culture is fostering a type of acceptance and self-acceptance that didn’t exist before. http://www.powerhousebooks.com/book/432Social media also allows us to stay in touch with old friends. We now have a continual pulse on friends and family, no matter where they live.
Social Media uses technology. It’s not about the technology. It’s not about what’s behind all of this – it’s who’s a part of it.And that’s all of us.This form of connecting has meant that the concept of “word of mouth” has become larger, more encompassing --- How many of you are getting tired of ads? So many of us are. In fact it seems like sometimes we’re getting immune, because it so constant and constant and pervasive.
This is my favourite example of how bad it’s gotten... Here’s an article about how irritating ads are – and it has an ad, about advertising. It’s like one of those Russian Marushka dolls of irony or advertising In contrast – what our friends tell us and recommend is more worthwhile and feels more reliable – more authentic.
People online talk – they talk about the things they’re doing – what they like – and what they support/believe in.And when otherpeople endorse, talk about your organization, spread the message, - it is believed to be more reliableUnlike advertising – it is personal, is not a corporation or a faceless entity talking – it’s a pal. ) not self-interestWhat people you know say cuts through the clutter of other advertising By being a online - you are able to show yourself in more personal vein. And when people about you it also has more value. And when someone talks online – there is exponential exposure. It’s no longer 1 person talking to 1 person. It’s _______ Someone else talks about you, others hear about it. ] Over the internet, your exposure is not 1 to 1. It is 1 to many and many to many.
(Read quote) “As Tony [Hsieh, CEO of Zappos] says...\"People don't relate to companies, they relate to people.\" This is important insight. You, the 57 year old CEO may not use social, but that doesn't mean that your customers don't use social. You are not your customer.”Participating in social media is referred to as social networking . And just like networking offline, while sometimes you might prefer not to do it, there is a huge benefit to participating. You may not want to go to that cocktail party – but you know it’s a good idea. And if the cocktail party had an infinite amount of people, and you could potentially have face-time with all of them, wouldn’t it seem like an even better idea?http://www.onedegree.ca/#ixzz0FCr6X3Jo&A
And even if you feel this isn’t the thing for you – what you should consider is that your audience, your potential donors, your current donors – are already online. & you should meet them where they are. 75% of the total U.S. Internet audience watches YouTubeTwitter is fast becoming the go to source for immediate breaking news and informationFacebook has More than 150 million active usersStill wondering if people are online.Facebook has so many users, that it has become a type of internet phone book… pages:
The story involves a business called Workspace in Vancouver – it’s a shared office space.
One night, someone broken in and stole 6 computers. (Here’s a picture of the video footage of the two guys entering the building) In many cases of property theft, the odds of the computers being found and returned aren’t great.
So, Flickr [picture or browser http://www.flickr.com/ ] is an online photo sharing site. People upload their pictures to share them with the public. And what this computer had installed was something called Flickrbooth
which you can use to take pictures from your computer
and, you can set it to upload picture automatically to the your Flickr account online.
So a few days after the robbery at workspace, Kris Krug, a friend of Bill McEwen (who owns workspace), checked Workspace’s Flickr stream and saw something strange – This picture taken a few days after the robbery.
And then he realized - what this was...– the new owner of the computer (possibly also the thief) had taken a picture of himself with his new toy and didn’t realize it would get uploaded to his victim’s public photo account...
Bill McEwen, posted a blog entry with the picture http://billmacewen.com/blog/2007/09/24/name-that-theif/And other people blogged about it too - because it’s hilarious - and included the link to the Flickr photo.
(Huge sites picking it up)
Wired online (sounds circus-y)
International - I also don’t speak --- Norweigen...? But I have a feeling this refers to America’s Dumbest CriminalAnd the Flickr photo got Dugg (next)–....
Digg is a social new site. Users (regular people) submit news stories (links with a brief synopsis) and the importance/rank (how close to the front page and the top of the page is determined by the users (i.e. how many users vote up – i.e. “Digg” an item).By the next day the photo had been viewed more than 217 thousand times.The alleged thief was phoned by his lawyer who encouraged him to turn himself in to police.
& Here’s the Vancouver Sun headline from less than 6 days after the theft.
So, of course this is a special circumstance. But what makes this happen is that people get excited and passionate.
So not everyoneis lucky enough to have a story that involves Canada’s dumbest criminal. But what every nonprofit does have in its arsenal is “a story” – and generally a compelling one. Numbers are dull and impersonal– people have difficulty connecting to numbers (e.g. Darfur). People relate to stories. Who is affected? What is happening? And how can it be solved.
GO TO PLAYLIST http://diaryofnicky.blogspot.com/ http://www.youtube.com/view_play_list?p=633CE5704326FAA8Delbert – Green Dot CommercialLINK: http://www.youtube.com/watch?v=btt_naCXi2U
Blogs are a great way to get the word around.Blog = Literally is web-logging. it’s like an online diary or log – with latest/most recent content on topEach dated entry is called a posthttp://www.ugm.ca/blog/UGM1_10170802.aspxit can be very editorial and focus specific entries about a particular topic. It’s viewed now as an alternative media. (Talk,Not just about your organization –related things, any number of different varients)Variety of things you can talk about
You can talk about most anything in a blog – from specificstories about people donations are going to, or responses to items in the news, to things that are top of mind – for instance concerns or questions that you getting. Almost anything goes
Current.A standardwebsite can be stagnant, often hard to update and often that updating is not done in house. Blogs = very easy to update Personal.You are able to post content, tell stories (updates, impact, thoughts). It allows there to feel like there’s a human voice / entity to the organization. There’s someone there that you can talk to, communicate with. 2-way communication. People on websites can only talk to you through email. On blogs people can directly and easily respond to content by commenting, or by posting responses on their own blog and link back (which helps you – ranking and traffic wise).
OTHER BLOGGERS HELP YOU SPREAD THE MESSAGEOther Bloggers can help by: Linking to you Quoting you Passing message around - eventshttp://www.miss604.com/2009/01/beauty-night-vancouver-an-interview-with-caroline.html
YouTube is a video site that anyone can post videos to.Sometimes that’s a problem:
[Results for “Crotch kick” ...]So yes, it does have has alot of fluff but it also has the ability to get a message out succinctly and effectively – to very very large audience.
The Humane Society had a video competition that addressed: “Stop Dogfighting - it drew 2,000 new members to their email list, provided the organization with a whole batch of new online videos to use, & garnered over 95,000 views of the winning video.)
All of these are Short. Tell the story in a brief way & make it clear. Riveting – Make it Compelling so that people will want to share it with others.& Call to Action – Tell someone how they can take action What do you need them to do (sign a petition, take pictures? ) - where they should go to do it.GO TO PLAYLIST http://diaryofnicky.blogspot.com/Educate/Raise Awareness (24HRS FOR DARFUR)LINK: www.youtube.com/watch?v=Hzf2flWM0WISend a Message (to government etc.)Shauna for healthcare reform (SHAUNA FOR HEALTHCARE REFORM)LINK: http://www.youtube.com/watch?v=SrYrti4G5-ASHOW “World Water Day Video from charity: water” http://www.youtube.com/watch?v=DEnlrE4iMBU 2.5min
Try to provide a solution – that’s clear. Not drop in bucket but a clear goal & campaignTargets $ 20,00
Is a place where you can interact with your friends and find out what they are doing. Plus you can create and join groups of like-minded people, schedule and join events and share photos from Flickr,videos from Youtube,blog posts and articles from around the web.Status http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/GroupsPagesEvents
Status The nature of Facebook is entirely viral, People information about their contacts/friends in the “news feed” (events, groups they join etc.) & the message spreads!)LOG ON AND SHOW IN BROWSER WINDOWhttp://www.Facebook.comMix of business and personal – even if you’re the President & Founder of an organization
People can:Create a group (like SHOW IN BROWSER WINDOWSupport Monks in Burma) http://www.new.facebook.com/pages/Support-The-Monks-Protest-In-Burma/29132528736?ref=ts
- A fan page - Message issue
Message large database to:-encourage signing petition-remind them about an event – or changes to plan - Where something is at
Keep supporters apprised of events (meeting, protests etc.) - invite their networks and share
Like a Fan Page – but allows for Donation on site “Causes empowers anyone with a good idea or passion for change to impact the world. Using our platform, individuals mobilize their network of friends to grow lasting social and political movements.
Twitter can be a powerful tool to get a message out quickly and build relationships.Twitter messages are a maximum of 140 characters – they can direct people to relevant links. It’s been described as a cross between instant messaging and chat rooms. So people write short posts and talk to each other. Twitter communication is brief and its life-span is short.
www.telegraph.co.uk/scienceandtechnology/technology/twitter/4269765/New-York-plane-crash-Twitter-breaks-the-news-again.html- People also report on things themselves, often quicker than traditional media because the participants are news – what makes it very powerful. No filter
You can communicate, Learn from others – information, reading material, other initiatives, Ask for help etc.Can Mobilize people to do things with urgency (that’s what Twitters quite good for) – you can ask people occasionally to donate, encourage signing of petition, submit and vote on articles re social news sites like Digg etc.Post new information, blog posts - call out press releases, links to new pages on their blog or websiteOther people can Re-post important messages or requests from your nonprofits, which gets the word out to people beyond your network.You can ask questions from a whole bunch of people at once in an unobtrusive way E.g. – Recommendations etc. “Someone know a good consultant re: X?”, “Does anyone know someone at company X that I could contact? I`ve been having trouble getting my calls returned...” Twitter – Facebook IMPORTANT POINT = HASHTAGIf you want to make your messages searchable – which is ideal - since Twitter doesn’t have a tag section- so you need to write the key word with a #sign in front of it. That’s called a Hashtag.This makes the message searchable, so for a particular topic/event [#MCC] LearningOne of the big appeals is the ability to learn from others- People post articles they read and liked
http://twitter.com/greenpeace Look at Tweets
Login http://twitter.com/antigenocide
Look at Tweets Login http://twitter.com/spirit_bearThis was part of a very successful campaign that I’ll be discussing laterThe tweets are pretty cute – even about a serious topic Calls for trophy-hunting ban in Great Bear RainforestUpdated: Tue Mar. 17 2009 08:48:57The Canadian PressConservation and First Nations groups are calling for a ban on trophy hunting for bears in the Great Bear Rainforest on the B.C. coast. Bruce Passmore of the Humane Society International says the provincial government should listen to public opinion and science and stop the hunt, which opens on April 1st. He says an Ipsos Reid poll found 78 per cent of B.C. residents oppose bear hunting in the Great Bear Rainforest. Ian McAllister of Pacific Wild says hunting bears doesn't make sense in a protected area and also hurts eco-tourism.
Google Alerts - ______ (options of frequency – also available in Email or as a feed – link you can go to o see the list)Technorati – search and see your “rank” & “authority”Google Analytics – special stuff for nonprofits - “Understand how people find and interact with information on your website” (find out what page they clicked on, how long they stayed & where they came from.
Addict-o-matic – if you like something shinyThis page shows you the activity on several sites related to the keyword Finding out what’s going on is critical for your organization, but it also helps inspire blog posts etc. And finding out what’s being said about your organization enables you to respond, or understand who’s already in your corner...
These tools work together – so it might seem like there are so many things to do, but on some level it can often make things easier – and certainly more integrated. So say you constantly upload things to Flickr. When you need a picture you just embed and it [?]It all works together Show examples online/screenshotsEmbed video in newsletter, slideshareBlogFlickr into Blog YouTube into Blog etc.Recently Linkedin has been making strides to make the platform more appetizing, adding SlideShare and blog post integration (and other applications) as well as “Groups“
And now – onto the Case Studies
http://www.ugm.ca/ HOMELESS DOESN'T MEAN HOPELESSUnion Gospel Mission is a non-profit urban relief organization serving Metro Vancouver and the City of Mission, providing hope for the hungry, hurting and homeless since 1940. If you find yourself without shelter, without food or without hope, UGM can help. You can also donate online to help us reach our community. Thanks for visiting!
http://domain7.com/orange/ http://www.ugm.ca/News_Releases/news04220901.aspx
http://domain7.com/orange/ http://www.ugm.ca/News_Releases/news04220901.aspx
http://domain7.com/orange/ http://www.ugm.ca/News_Releases/news04220901.aspx
Flickr – Orange Day Set http://www.flickr.com/photos/ugm/sets/72157615891147386/
http://domain7.com/orange/ http://www.ugm.ca/News_Releases/news04220901.aspxWanted to raise around $10,000[Next slide for actual results... ]
http://domain7.com/orange/ http://www.ugm.ca/News_Releases/news04220901.aspx
ORANGE DAY AT UNION GOSPEL MISSIONOrange Day was a hit at Union Gospel Mission this Easter. Over 3,000 traditional Easter meals were served to those in need across Greater Vancouver, as staff and volunteers showed off their orange gear. The BC Lions were onsite, giving their support, while Orange Day’s social media campaign raised $23,069.59 dollars for the homeless.
Strong, Engaging Call to Action - Theirs was very clear2. Find Bloggers who are already Talking about you - Also look at, who are the key influencers 3.Having a blog establishes that you speak the same language 4.Remember to tell stories 5. Understand that endorsement is stronger when coming from others
Social media = Opening up to a new demographic. Noticed that there were younger people attending 20-35 Ling Chan, SM Manager, figured she’d run with that
Set up a Flickr account – took people’s picture “Fashion at the Opera”
1rst Blogger Night = experiment Contact prominent bloggers – relevant – read local – already Found people who were influential and local – Ling already read those blogs so she knew who to contactAskedthem to attend theatre for special bloggers night. Very receptive.Then emailed week before gave backgrounders –– w/ synopsis artist bios
(Please do not feed the bloggers) Photo by: Miss604
ProvidedBackstage tour Set up wireless outside blogged observations prior to curtain at intermission they continued to blog and [twitter about they saw, impressions, thoughts - ]Invited to main lobby, created buzz [pic of them ] Sidebar of the blog linked to them – so they checkedPeople were reading blogs and commenting even during Photo by: Ling Chan
Did the same for their next Opera – RigalettoMost of the same bloggers + some new/established ones (still small group)They moved the bloggers nightto the same night as traditional media (before it was a few days after trad. Media) Traditional media – reviews Bloggers discussed the experience (newbies – more “of the people” – instant audience reliability Salome as well- They also do things on Facebook & Twitter – Bloggers night has been very influencial
Also have a Fan Page on Facebook w/ They had some Fan Appreciation Nights 50-60 showing – pre-show talk w/ Q&A Intermission coffee mingle – VIP Lounge [Talking online into real life]Twitter Ling, Social Media Manager, does dress rehearsal tweeting Tweet behind the scenes, tidbits – noticed - also tweeted promotion Aggregator – factoids about Opera etc. Follow not all – but do follow other Opera communities – know what their doing, support Follow fans, activily engaged in Vancouver opera or opera in general Also have a Youtube channel where they’ve given some of artists a flip can to take around with them (obvious not when they’re performing)
Traditional media blogged about them People contacting them wanting to blog at bloggers nightOn blog comments – “This makes Vancouver opera seem more interesting Surprised and impressed that a “stuffy” would be doing cutting edge Traditional media blogged about themHas spread – now Portland Opera is having a Blogger Night influenced by Vancouver Opera’s success - Demystify stories and event – great date night, reinforcing cool hip thing to do – Not abandoning loyal fans – they’re excited too – impassioned
Not online just to be online-Had to build [___] 1/3 of time devoted + after hours- Go to your audience – create a new audience Used Facebook as an entry point to direct (& promo code)[Gave something that was appealing/unique (backstage)Made contact and spoke to their new audience Brought audience inside ]
PLAY VIDEO http://www.youtube.com/watch?v=ZNxmM3cCQno Notable stats:
Marry your online work with offline PR. In the case of Save the Great Bear, the two worked in tandem to raise awareness.Don't rely on a single online tactic to get the job done. For the Save the Great Bear campaign we simultaneously ran four online campaigns: Facebook group, online petition, blogger outreach and the photo contest. Each of these campaigns contributed to the overall project successGive yourself enough time to succeed. Many people think a few weeks is enough time to achieve campaign success. The Save the Great Bear online campaign ran for five months, and all that time was needed to build sizable awareness and support.
So why should you use social media?

Monica Hamburg - Twitter, Facebook & You Tube Oh My! Understanding Philanthropy 2.0 Presentation Transcript

Facebook, YouTube, Twitter Oh My! Understanding Philanthropy 2.0
Social Media is NOT about the Technology It’s about the people Photo credit: left-hand
What others say about you is more important than what you say about yourself Photo credit: Stu Willis
“As Tony [Hsieh, CEO of Zappos] says...quot;People don't relate to companies, they relate to people.quot; This is important insight. You, the 57 year old CEO may not use social, but that doesn't mean that your customers don't use social. You are not your customer.” - Bill Sweetman “10 Twitter Tips for Professionals” on One Degree 6
POWER Photo credit: Thomas Hawk
•Friday, September 21, 2007
Photo credit: Kris Krug
Monday, September 24, 2007
•Wednesday, September 26, 2007
STORIES
Stories “Tell real stories in as many ways as possible including video, photos and through personal emails. Quotes from people benefiting from the project as well as people that have been to the community are important. There has to be a real connection to what the money is being raised for.” 25
VIDEO • Tell a story
Photo credit: geishaboy500
BLOGS
BLOGS
Blogs • Current • Personal • 2-way communication 30
Photo credit: topgold
33
•But there’s also...
VIDEOS • Educate/Raise Awareness • Encourage Action • Send a Message
“...to the extent people can’t solve a problem, they tend to ignore that problem” - Tom Bowman of Bowman Design Group Seed Magazine – “The Last Experiment” 36
Photo credit: AJC1
Message (from “Group”) Update (from “Fan Page”)
Photo credit: joomlatools
You can: • Mobilize • Post information/links • Make message searchable • Learn 46
[MONITORING & LISTENING] Photo credit: Lan Bui
Picture from Flickr Video from YouTube
Photo credit: Sim Dawdler
Kevan Gilbert, Project Coordinator of Creative Technologies at Union Gospel Mission: 1. Strong, Engaging Call to Action 2. Find Bloggers who are already Talking about you 3. Having a blog establishes that you speak the same language 4. Remember to tell stories 5. Understand that endorsement is stronger when coming from others 64
Photo credit: Miss604
Photo credit: Ling Chan
Vancouver Opera 72
Responses
Ling Chan, Social Media Manager, Vancouver Opera: 1. Ask: What is your purpose/goal? 2. Be Dedicated! Devote significant time to it (or find someone who can) 3. Combined several tools (Facebook, Twitter, Youtube, Blog, Bloggers, Flickr) 4. Identified the key influencers 74
SAVE THE GREAT BEAR
VIDEO
SAVE THE GREAT BEAR
From Darren Barefoot & Julie Szabo of Capulet – Advice: 1. Marry your online work with offline PR. 2. Don't rely on a single online tactic to get the job done. 3. Give yourself enough time to succeed. Many people think a few weeks is enough time to achieve campaign success. 79
Photo credit: Ben Terrett
Because it matters
And Thank You Thanks to the following people for their help: • Kevan Gilbert of Union Gospel Mission • Ling Chan of the Vancouver Opera • Darren Barefoot & Julie Szabo of Capulet Communications • Caroline MacGillivray of Beauty Night
Find Articles, Notes & Resources http://delicious.com/mhamburg/nonprofits 84
More about Social Media Tools (including RSS, Wikis etc.) [INSERT] Today 3:15 pm - 4:45 pm Game On: An Interactive Session on Social Media
More about Twitter: Tomorrow 10:45 am – 12:15 pm How Tweet It Is: Creating a Following on Twitter
Contact Me 87
Contact Me 88