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Presentation @ CEDAR Fund on 2009.12.01 about Social Networking and the corresponding strategy and implementation for CEDAR Fund.

Presentation @ CEDAR Fund on 2009.12.01 about Social Networking and the corresponding strategy and implementation for CEDAR Fund.

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  • Latest Facebook user statistics from Pew Internet (2010.08.28): Older Adults Nearly Double Social Media Presence [STATS] http://mashable.com/2010/08/28/social-media-stats-adults/
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  • Many thanks for your encouragement! I will surely create one for general NGOs. As you can see from the slides, while it summarizes my experience during the past 2 years in creating the Social Networking strategy and implementation for CEDAR, the experience itself is fully transferable. It would be my great pleasure to share the experience to as many people as I can. ^_^

    For your information, I chose the images from a free stock photo library (http://www.sxc.hu/). I will give you the original keynote (over 130MB!) when I get home tonight.
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  • wow, good stuff!
    a lot of preparation!!
    maybe u can create one that's for general NGO
    i like the image
    can i have the file?
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  • Christian Education Development and Relief
  • CEDAR serves as a bridge that connects brothers and sisters in need to Christians.
  • Challenges in building and maintaining connections
  • Too much information - overload, confusion
    How can CEDAR get the proper attention among all the colour spots?
  • Which one to trust?
    Even among NGOs, there are over 5,000 in HK. How can donors/potential donors find and pick CEDAR among them?
  • Myth #6
    We don’t know how to pick the right Social Media! There are so many of them!
  • Myth #5
    We don’t know how to pick the right Social Media! There are so many of them!
  • Coherent: consistent, well thought-out, infrastructural, long-term, mix and match, complementary platforms

    Social Networking: Solidify, Deepen and Extend Connections
    What is the strategy?
    - Empower the supporters to participate
    - Educate and spread

    Distribution Engine: Facebook, Twitter, friendfeed, RSS
    Multimedia Sharing: Slideshare, YouTube, Flickr, delicious, Scribd, digg, Google Map, Google Calendar
  • The tools are here to serve. The infrastructure established. Then what?
  • Stock take the resources on hand
    - vision & mission
    - mindset
    - manpower
    - resources
    - objectives
  • Correct
    - identify and fine-tune the focus
    - pick the correct tool for the correct purpose
    - focus is important
  • Connect
    - make connections to deliver the info!
  • Don’t just build connections - mobilize them!

Transcript

  • 1. Connections Collect Correct Connect Calvin C. Yu / 2009.12.01 @ CEDAR Fund
  • 2. Agenda • CEDAR’s Core Values • Challenges • Social Networking: Myths, Facts and Tips • Characteristics of Social Networking • Social Networking Strategy • Social Networking Infrastructure • Constrained Maximization • “From Church Through Church” With Your Share
  • 3. From Church Through Church
  • 4. Connection Matters
  • 5. Challenges
  • 6. Too much information
  • 7. Too many NGOs
  • 8. Solution?
  • 9. Social Networking
  • 10. Myths of Social Networking
  • 11. Myth #1 It is for the Youth only!
  • 12. Fact #1 • Research by The Nielsen Company in the United States in November 2009 • During the past 5 years • seniors actively using the Internet ^ 55% • time spent online by the seniors ^ 11% • During the past 2 years • social networking seniors ^ 53% Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
  • 13. Tip #1 The audience spectrum is much wider than what you can imagine!
  • 14. Myth #2 We have website already!
  • 15. Fact #2 • Website is passive information distribution • Social Networking is active information sharing and interaction through trusted connections • The speed of distribution is vastly different: Passive Pull vs. Active Push • Website:Visitor choose what to explore • Social Networking:You choose what to share and the connections choose how to interact
  • 16. Tip #2 Be open-minded and embrace new possibilities!
  • 17. Myth #3 We have no resources!
  • 18. Fact #3 • That is exactly the reason why you need Social Networking! • Build connections through trusted connections is much more efficient • Spiral effect: More connections will get you even more! • Social Networking facilitates Constrained Maximization: explore the hidden potentials of your work
  • 19. Tip #3 With Social Networking, you become much more resourceful than you used to be!
  • 20. Myth #4 We have no IT people!
  • 21. Fact #4 • Social Networking is designed for everyone! • The people behind the Social Networking platforms have already done the technical hard work for you! • You know better about your organization’s vision than any IT experts! • If you can see these slides online, you already have the skills required!
  • 22. Tip #4 You need relevant Social Networking strategy rather than competent IT people!
  • 23. Myth #5 Facebook=Social Networking
  • 24. Fact #5 • Yes and No • Yes: Facebook is a popular Social Networking service • No: Social Networking takes many different forms and perspectives. Take a look at Twitter, Delicious, Digg,YouTube, SlideShare, Scribd...
  • 25. Tip #5 Do your research to see the possibilities!
  • 26. Myth #6 How to pick the right ones?
  • 27. Fact #6 • Social Networking is no different from what your organization have been doing for years: mailings, email, phone calls, etc. • Only the SPEED and SCOPE are different • You know the target audience of your organization (supposingly!) - go find them in the relevant Social Networking platforms • The right Social Networking platforms are where you will find your audience!
  • 28. Tip #6 The choice is a strategic one rather than a technical one!
  • 29. Myth #7 Just put everything on it!
  • 30. Fact #7 • Highly competitive in attention seeking • What to share and how to share are critical • Rules of Thumb in Editing: • Concise & Accurate: get to the point instantly • Creative & Photographic: catch the attention • Active & Interactive: update frequently and make room for interaction
  • 31. Tip #7 Customize and Differentiate!
  • 32. Characteristics of Social Networking
  • 33. Connections of Connections
  • 34. Trusted Connections
  • 35. Sharing and Interaction
  • 36. Participation
  • 37. Social Networking Strategy
  • 38. Focused
  • 39. Focused Strategy • Use Social Networking to strengthen CEDAR’s vision: “From Church Through Church” • Strengthen and extend CEDAR’s role as a bridge between Christian communities and the poor • Solidify, deepen and extend Trusted Connections including supporters and partners • Select Social Networking platforms by evaluating its appropriateness in reaching and bridging target communities
  • 40. Coherent
  • 41. Coherent Strategy • The selected Social Networking platforms should work in coherence for CEDAR’s vision • Each platform should have a clear and unique role in the whole puzzle: “There’s a platform for that!” • Establish linkage among the chosen Social Networking platforms to enhance coherence • Relevance and proper coordination are more important than the number of platforms chosen
  • 42. Sustainable
  • 43. Sustainable Strategy • Empower, educate and mobilize the Connections for Sharing, Interaction and Participation • Make it simple is the key to sustainability: • “Simplicity is the ultimate sophistication” ~ Leonardo da Vinci • Ease of use for all (staff, supporters, partners, etc.) • Share Together, Interact Together and Grow Together
  • 44. Social Networking Infrastructure
  • 45. Core Distribution & Interaction Engine
  • 46. Core Engine www.facebook.com/cedarfund
  • 47. Sharing quick updates twitter.com/cedarfund
  • 48. Tweets from Partners
  • 49. Feeds of Feeds www.friendfeed.com/cedarfund
  • 50. Media Sharing Platform
  • 51. flickr photostream www.flickr.com/photos/cedarfund
  • 52. flickr album for FAIR TRADE
  • 53. Presentation with audio www.slideshare.com/cedarfund
  • 54. Dedicated Video Channel www.youtube.com/cedarfund
  • 55. Social Bookmarking delicious.com/cedarfund
  • 56. Customizable Bookmark List e.g. delicious.com/cedarfund/social+network
  • 57. Infrastructure Under Construction
  • 58. Scribd: Social Publishing www.scribd.com/cedarfund
  • 59. digg: Discover & Share digg.com/users/cedarfund
  • 60. Google Map: CEDAR Projects
  • 61. Project in Nigeria
  • 62. Google Calendar
  • 63. Constrained Maximization
  • 64. Collect connections
  • 65. Correct info / focus / tool
  • 66. Connect supporters / partners
  • 67. Mobilize Connections!
  • 68. Convert supporters into actively participating partners!
  • 69. BUT HOW?
  • 70. “From Church Through Church” With Your Share!
  • 71. Empower the Participants
  • 72. Get Connected! www.cedarfund.org/connect
  • 73. Share with a Click!
  • 74. Facebook: Refer Your Friends!
  • 75. Facebook: Like & Share!
  • 76. Twitter: Follow & Retweet!
  • 77. friendfeed: Join & Follow!
  • 78. YouTube: Comment & Rate!
  • 79. delicious: Customize & Explore!
  • 80. RSS: Subscribe & Read!
  • 81. EPILOGUE (updated as at 2009.12.13)
  • 82. CEDAR colleagues reacted promptly and start doing friend referral right after the delivery of this Keynote......
  • 83. CEDAR’s friends in Facebook: 209 friends as at 2009.12.01 14% growth in 12 hours 75% growth in 12 days
  • 84. Trusted connection really matters.