Panel: Across The Specturm of Social Media - How Nonprofit Organizations of All Sizes Are Leveraging Web 2.0
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Panel: Across The Specturm of Social Media - How Nonprofit Organizations of All Sizes Are Leveraging Web 2.0

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Panel discussion covering ways nonprofit organizations are using social media and virtual communities to raise money, connect at events, and promote action. Featuring Susan Tenby (TechSoup) and Janet ...

Panel discussion covering ways nonprofit organizations are using social media and virtual communities to raise money, connect at events, and promote action. Featuring Susan Tenby (TechSoup) and Janet Fouts of (Tatu Digital Media), and Chad Norman (Blackbaud)

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Panel: Across The Specturm of Social Media - How Nonprofit Organizations of All Sizes Are Leveraging Web 2.0 Presentation Transcript

  • 1. Across the Spectrum of Social Media How Organizations of All Sizes Are Leveraging Web 2.0 Susan Tenby, Senior Manager, Online Community Development TechSoup Janet Fouts, Social Media Coach, Tatu Digital Media Chad Norman, Internet Marketing Manager, Blackbaud
  • 2. Sharing Today’s Event #NetWitsLive
  • 3. Meet The Panel
    • Susan Tenby
    • Senior Manager, Online Community Development,
    • TechSoup
    Janet Fouts Social Media Coach, Tatu Digital Media
  • 4. Getting People Engaged
  • 5. Integrating Multiple Channels of Communication
  • 6. OK, They’re Engaged…Now What? Photo: AP
  • 7. Case Study – Integrating an Event
    • Added to Facebook
    • Used Twitter during the event for meet-ups & announcements
    • Gave away prizes via Twitter
    • Provided event coverage via #chs hashtag
  • 8. NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0 Where do we start?
  • 9. Get a plan
    • Identify where your market is represented.
    • How you will engage them?
    • What tools will you need?
    • What resources do you have to start with?
    • Allow users ownership.
    • Create evangelists for your cause.
    • Virtual sales force.
    • Start small.
    • Plan to re-evaluate.
    NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 10. Flickr.com
      • Flickr groups: public or private
      • User participation in campaigns
      • User to user relationships
      • Creative Commons license
    NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 11. Humane Society LOL Seal Photo Contest
      • Create your caption
      • “ LOLseal” tag to keep entries together
      • Link to take action
      • Button to spread word on Facebook
      • 3,000 entries from around the world
    NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 12. NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 13. NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 14. NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 15. NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 16. What’s Twitter Good For?
    • Calls to action
    • Resource gathering
    • News and conference briefs
    • Team building and messaging
    • Crowd-sourcing
    • Emergency communication - Red Cross - Nate Ritter
    NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 17. Twestival
    • $250,000 USD = 55 water projects in Ethiopia, Uganda and India - clean water for just over 17,000 people.
    • Funds raised in just 2 weeks
    • Over 200 cities participated
    NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 18. Help Daniela
    • One man campaign dedicated to one family
    • Relied on Twitter network, then picked up worldwide
    • $7,000 raised in 10 hours
    NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 19. NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 20. NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 21. Resources
    • www.flickr.com (search lolseal)
    • www.facebook.com
    • www.twitter.com
    • www.SmallCanbeBig.org
    • www.CharityWater.org
    • www.twestival.com
    • www.google.com/grants
    • www.tipjoy.com
    • www.chipin.com
    • www.widgetbox.com
    NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 22. Contact
    • Janet Fouts
    • [email_address]
    • www.janetfouts.com
    • www.twitter.com/jfouts
    • 408.216.7423
    NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0
  • 23. TechSoup.org The technology place for nonprofits TechSoup is a popular, comprehensive online content and community destination for nonprofits that provides unbiased information and technical know-how to ensure that nonprofits make the best possible use of technology.
  • 24. A Comprehensive Technology Resource for Nonprofits
      • Software donation program (TechSoup Stock)
      • Refurbished Computer Initiative (RCI)
      • Learning Center articles
      • TechSoup Community
      • Nonprofit Commons
      • NetSquared (Net2)
      • Public Computing & Libraries (MaintainIT Project)
      • Free Downloads
      • TechSoup Global
  • 25. TechSoup Global
  • 26. 20 Countries and growing
  • 27. TechSoup.org/community
  • 28. TechSoup Community
      • 17 Forums
      • Events Calendar
      • Member Spotlight
      • Community Blog
      • Second Life
      • Surveys
      • Soup Recipes
      • Managed by two Community Managers and volunteer hosts and star users
  • 29. TechSoup Community Network
      • Extending community beyond TechSoup site
      • Reach out to constituents on other online community platforms that they already frequent
      • Expand our community to wider range of nonprofits
      • Provide community members with further networking and collaboration opportunities
      • Leverage social media tools towards social change
  • 30. Where in the (Online) World is TechSoup?
  • 31. NetSquared (Net2)
      • TechSoup’s Web 2.0 arm
      • Spur responsible use of social media tools for social change
      • Annual conference
      • Monthly Net Tuesday events
      • Community blog
      • International reach with local groups and events
  • 32. What is Second Life? Attributes of a Virtual World
    • Opened to the public by Linden Lab in 2003
    • Immersive 3D Environment
    • NOT a game
    • Avatars: Digital Representations of Self
    • User Created World
    • Real-time communication between avatars
    • Micro economy/Currency Exchange
  • 33. Second Life Metrics: Who’s Using Second Life?
    • As of November, 2008:
    • 15,992,386 Total Residents
    • 1,349,551 residents logged in the last 60 days
    • 61,467 unique residents with “Positive Monthly Linden Dollar Flow”
    • Usage by Age:
    • Usage by Gender:
    13-17 (Teen Grid) 0.53% 18-24 15.53% 25-34 34.77% 35-44 28.28% 45 plus 20.37% Unknown 0.51% Male 59.57% Female 40.43%
  • 34. Second Life Metrics: Who’s Using Second Life?
    • Usage by Country (based on total hours to date)
    Notice that within the top six countries, usage spans four continents! United States 13,901,429.03 40.13% Germany 3,461,378.03 9.99% United Kingdom 2,362,937.37 6.82% Japan 2,109,781.27 6.09% France 1,715,615.13 4.95% Brazil 1,276,916.50 3.69% Canada 1,245,798.50 3.60% Netherlands 1,239,647.48 3.58% Italy 1,175,888.45 3.39% Spain 950,782.55 2.74% Australia 694,580.20 2.01% Belgium 302,122.95 0.87% Portugal 294,680.68 0.85% Switzerland 258,725.32 0.75% Poland 224,577.07 0.65% Argentina 183,159.15 0.53% Denmark 182,383.53 0.53% Sweden 168,336.67 0.49% Austria 162,338.82 0.47% Mexico 161,590.82 0.47% Others 2,565,135.87 7.41%
  • 35. Nonprofit Commons in Second Life Through the Nonprofit Commons project, TechSoup is assembling a community of nonprofits in Second Life to help lower the barriers of access to this emerging virtual world
  • 36. Nonprofit Commons in Second Life
    • Through this community, we provide free office space to qualifying groups, hold meetings, create a cooperative supportive learning environment and foster outreach, education, fundraising, all in a virtual space.
    • Our goal is to create a learning community of practice for nonprofits to explore and learn about the virtual world, and to investigate the many ways in which nonprofits can utilize this unique environment.
  • 37. International Reach
    • Free, real-time meeting space to collaborate with activists across real and virtual borders
    • Connect with organizations doing similar work worldwide
    • Networking in-world for real life and in-world projects
    • Social Platform with user-gen content
  • 38. Leadership and assistance through virtual community organizing strategies
    • In-world Meetings
    • Wiki
    • Website/community blog
    • NPSL tag
    • Management steering committee group
    • Directory of Nonprofits in Second Life
    • Branding as NPO experts and advisors to all new orgs in-world
  • 39. Community Blog: Nonprofitcommons.org
  • 40. Community Wiki
  • 41. But isn’t Second Life just a game?
    • Often a matter of convincing board members and funders of its value
    • Finding more ways of obtaining statistics and measuring impact
    • Medium fosters innovation and creativity through combination of audio, text, and visual technologies
    • Nonprofits continuing to develop new ways to build awareness and reach people
  • 42. New ways to collaborate and get work done
    • Free, real-time meeting space to collaborate with activists around the globe via voice and text chat capabilities
    • Connect with organizations doing similar work worldwide
    • Networking in-world for real life and in-world projects
    • Valuable tool for activists
    • Basic account is free
    • Costs virtually nothing to build a location in Second Life
    • Nonprofit Commons virtual space is donated allowing qualifying social benefit organizations to have office space free of charge
  • 43. Reduces Your Carbon Footprint
    • Carbon (and cost) savings of participating in event from own computer screen
    • OneClimate’s Virtual Bali Conference this past Dec.
    • In-world speeches, press conferences
    • Alternative way to participate, minus carbon cost of flying
  • 44. Fundraising
    • Nonprofits can use Second Life to raise funds
    • The 4 th Annual American Cancer Society's virtual Relay 4 Life just raised over $200,000
    • Second Life awareness can translate into real-world dollars
    • Digital Campfires received truck-load of real-world monitors and computers through connections made in Second Life
  • 45. Provides safe and anonymous means of self-expression
  • 46. A Space for making the impossible happen
    • Large community of people with disabilities in Second Life
    • Second Life Wheelies (disability nightclub) where adults with disabilities can interact in an environment without the physical constraints they experience in real life
  • 47. Virtual sandbox for experimentation
    • Experiment with different ways to bring support and awareness to a cause
    • Example: Lower Eastside Girls Club of NY developed Second Life presence as pilot project for new program
    • Second Life another possible way to help organizations achieve their mission
  • 48. Leadership role for your organization
    • Opportunity to become thought leaders and innovators in your area of expertise
    • Global Kids runs virtual workshops on global issues and leadership to teens
    • Best Practices for bringing this type of education to Second Life
  • 49. What works?
    • Activities that take advantage of 3-D interactivity of virtual world that the web can’t match
    • Bay Area Video Coalition (BAVC)’s Gone Gitmo installation
    • Virtual representation of Guantanamo Bay gives avatars temporary simulated experience of being imprisoned in Guantanamo Bay
    • Teaching tool about issues of habeaus corpus
  • 50. Best Practices: What we have learned
    • Holding events is a great way to bring avatars to our offices, and builds friendships and connections among our members.
    • In-world fundraising was our initial goal, but it hasn't worked out for most.
    • It’s important to maintain a presence on the mainland, for foot-traffic, versus being on our own private island
    • Freebies/branded tools are a great way to draw traffic, and can spread your message far and wide.
  • 51. Raising public awareness of Nonprofits in Second Life through the media
    • New York Times
    • Washington Post
    • San Jose Mercury News
    • Contribute Magazine – Sept/Oct Issue
    • New Scientist – September Issue
    • Launch Squad
    • KQED Radio - California Report
    • Nonprofit Times- 2 September Issues
  • 52. It’s even got the attention of Congress…
    • Susan Tenby testified in Congressional subcommittee hearing on potential of virtual worlds for nonprofits
    • Hearing simultaneously broadcasted in Second Life with select avatar attendees in virtual rendering of hearing room
  • 53. ..and perhaps more importantly—the Daily Show!
  • 54. NPC provides virtual offices to over 80 social benefit organizations in a community setting
  • 55. Newly launched second location
  • 56. Looking forward…
  • 57. Integration with other platforms
    • Second Life applications that interact with other web applications
    • Increased interaction between web and virtual worlds
    • More and better ways of documenting and tying Second Life work to real-world missions
  • 58. Future Goals
    • Lower the barrier of entry
    • Increase NPC capacity
    • Build branded, reusable tools
    • Awareness and Action Campaigns
    • Organized Events both Virtual and Mixed Reality
    • Foster Second Life Developer Network for Nonprofits
    • Evaluate impact of Nonprofit Commons work
    • Health Panel in SL
    • Mixed Reality Conferences like Service Learning
  • 59. Resources
    • Second Life http://www.secondlife.com
    • Nonprofit Commons wiki http://www.npsl.wikispaces.com
    • Nonprofit Commons blog http://www.nonprofitcommons.org
    • TechSoup Community http://www.techsoup.org/community
  • 60. Contact Info Susan Tenby Senior Manager -Online Community Development, TechSoup Network susan@techsoup.org SL avatar: Glitteractica Cookie Twitter: suzboop
    • http://www.techsoup.org/
    • http://www.netsquared.org
    • http://npsl.wikispaces.com/
    • http:// www.nonprofitcommons.org
  • 61. Thanks! Let’s Continue the Conversation…
    • Susan Tenby
    www.blackbaud.com/NetWitsLive [email_address] www.nonprofitcommons.org Janet Fouts [email_address] www.janetfouts.com Chad Norman [email_address] www.blackbaud.com/chadnorman