World Wide Web Show - Engage Your Supporters with Real-time Social Media

The World Wide Web Show Engage Your Supporters with Real-Time Social Media Chad Norman, Internet Marketing Manager

All You Really Need to Know About Me BASICA D&D Boy Scouts + + = Me!

Internet Marketing Manager, Blackbaud

Corporate Web Content, Blackbaud Blogs, Community and Social Media, Email Marketing, Podcasting, SEO

Founder, GoGreenCharleston.org

Web Design/Development, Blogging, Press Relations, Community and Social Media, Events

Agenda

What I’m going to cover:

The Live Channel

Micro Media and Social News

Interactive Live Video

Mobile Technology

Other real-time web tools

Listening and Brand Monitoring

Questions

The Starting Line

Before we start the race, I’m thinking that you might be...

Looking for new channels of online communication

Ready to move past Web 2.0 basics

Wondering what you can actually do with Twitter

Expanding your use of the social web

Super passionate about engagement

Integrating Multiple Channels of Communication Interactivity Audience Size A look at the communication continuum

Social Tools of the Live Channel

The Live Channel is Emerging Because…

Post “Time Person of the Year”

We ARE the content

Person-to-person marketing

Cheap bandwidth

Mobile networks

Use of smart phones

Self-documentation

Getting Your Supporters Engaged… Especially this group

Then Blowing Them Out of Their Seats!

OK, They’re Engaged…Now What? Photo: AP

Micro Media – A Network about Everything So, what’s your social network about? Nothing. Nothing. Everybody’s doing something - we’ll do nothing. Nothing?

What is Twitter?

Twitter is a social network based on text messages, or updates

You post updates for your followers to read

Your followers post updates for you to read

Platform for the web or your mobile device

Are Updates Becoming the Base Unit of Social Media? If you have an iPhone, you might think so.

Example: Real-time Fundraising by Beth Kanter

On stage at Gnomedex, Beth asked the crowd and her network to give

Beth’s appeal spread via UStream.tv and Twitter feeds

Simple payment helped (ChipIn + PayPal)

Raised $2,657 in 90 minutes

Goal was $2,500 in 3 days ($3,774 including offline)

Example: Real-time Fundraising For NTEN Staff

Idea during lunch

Donate page soon after

$350 by dinner

Used Twitter exclusively

www.flickr.com/photos/94299285@N00/

Example: 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

Example: Twestival

Organized and promoted via Twitter

Over $250,000 USD raised

55 water projects around world - clean water for over 17k people.

Funds raised in just 2 weeks

Over 200 cities

Build a Deep Network Around You Leverage your entire network, not just your organizations supporters.

Why Does This Work? Whuffie! Whuffie is the culmination of your reputation, influence, bridging and bonding capital, current and potential assess to ideas, talent and resources, saved-up favors, and accomplishments. The Whuffie Factor by Tara Hunt www.tarahunt.com

Example: Personal Networks for Action & Traffic Danielle Brigida, nwf.org Jonathon Colman, Nature.org Peter Deitz, Social Actions

Example: Go Green Charleston Increasing traffic & ad revenue in 24 hours by using your network and social news

Imagining Uses of Micro Media… Organize and Manage Activism Supporters and staff can keep in contact with each other, spread a call to action, and update plans on the fly. Enhance an Alumni Event Have alumni and staff use the network to communicate event news, after-parties, ridesharing, and more. Tech up your Walk/Golf/Bowl-a-thon Participants can receive updates on scores, team changes, announcements, and results. This is perfect for a spread out, distributed event. Wildlife and Pet Rescue Network Use micromedia to appeal to supporters to adopt a pet, shelter an animal, or reach out to volunteers. Promote Your Stars Get the stars of your actors to update your supporters as they prepare for a big performance. Crisis Management Develop a network that can be used to receive help during a crisis, provide support to those trying to recover, or report from disasters.

Social Tools of the Live Channel

Live Video :: That’s no moon, that’s a Nonprofit Star

What Star Wars, WALL-E, and soccer moms taught me

We want to be connected at all times!

Interactive Live Video

Ustream.tv and Stickam.com provide live streaming video for free

Viewers and on-air personalities can interact live via chat

Embed tool on your own website

UStream is more professional, Stickam is more social.

Your Supporters Talking You Your Supporters

Example: SEFF Fundraiser for Annual Festival

SEFF used Ustream.tv to broadcast fundraising event to audience

Able to bring in a larger, more distributed audience

Were able to promote stream via email and newsletters, making the event seem even cooler

Example: Real-time Fundraising by Beth Kanter

On stage at Gnomedex, Beth asked the crowd and her network to give

Beth’s appeal spread via UStream.tv and Twitter feeds

Simple payment helped (ChipIn + PayPal)

Raised $2,657 in 90 minutes

Goal was $2,500 in 3 days ($3,774 including offline)

Streaming Live from your Phone

Using Qik or Kyte, you can stream content directly from your mobile

Example: Advocacy and Calls to Action

Texas Congressman John Culberson uses Qik mobile streaming to advance cause from Congress

Fires up his Nokia N95, and chats with fellow congressman about issues

Ask followers via Twitter to ask their representative to vote for X, Y, and Z.

By doing this, he has put the issue of lifestreaming Congress in the forefront

He received a lot of press

Imagining Uses of Live Interactive Video… Fireside Chats with Executive Directors Setup a recurring meeting with your executive director and speak directly to your supports. Use the chat feature to interact and field questions. Live Stream and Event, with Hosts Setup a live stream to capture your annual event, complete with hosts that pop in to periodically update the audience. Host an online-a-thon Take the “a-thon” model online, and take pledges via a call to action from a live stream. Do it during work hours so people are at their desks. Share the Voice of Field Workers Give your field workers a phone that can stream Qik or Kyte video, and have them check in at scheduled times. Or, use a Twitter feed specifically for field workers. . Host Bible Study or Stream a Service Get your staff in front of the camera to spread the reach of your mission. Reaching new people, or those who have a hard time leaving home, is perfect for live interactive video.

Example: Using SMS to Raise Awareness

www.itsourhealthcare.org

www.dosomething.org

Allowed people to upload thoughts on healthcare to display on street

Volunteer alerts go out to subscribers for time sensitive action

Imagining Real-time Uses Mobile & GPS… Field Activity Use smart phones and geo-tagging to upload images and maps to a location of action. Think Greenpeace staff creating a live map of abuses. Excursion Tracking Mobile updates from outings like a river trip. Tag locations of spotted wildlife and chart progress along the way. GPS Appeals Have alerts that are distributed to supporters who travel. Upon arrival in a city, or while cruising down the street, have volunteer options or appeals appear. Think N.O. after Katrina. Animal Adoption and Rescue Pics Use a service like Twitter and TwitPic to upload photos of animals in need of adoption to potential adoptees. This would work great on a regional scale in a rural area. Meals on Wheels Map Have volunteers upload coordinates to a map as they deliver each meal. Might be an interesting way to show volume.

Meebo :: Real-time Embeddable Chat

Meebo provides instant messaging and group chat

Integration with existing IM services like AIM, Yahoo!, MSN, Google Talk and Gmail, ICQ, and Jabber

Meebo rooms allow for group communication structure

Rooms are embeddable on your website

Example: NTEN Office Hours

Woopra :: Real-time Web Analytics

Tracks live traffic on your site

Allows visitor tagging

Provides ability to chat with visitors

View real-time visitor user paths

Includes real-time KPI ticker.

Skype :: Real-time Video & Audio

Allows for real-time audio, video, and IM communication with anyone around the world.

Create conference calls

Hold planning meetings with key supporters

Effective way to get information in from the field.

Imagining Other Real-time Uses… Executive or Expert Chats Throw a Meebo room up on your site, and invite your audience to come chat with key staff about issues. Watch Geographic Click-throughs Use Woopra to test and monitor alumni emails for regional guidance on send time, subject lines, and content.. Education Chats Groups like Planned Parenthood could use Meebo chats to provide support and education for their audience. Track a-thons Use Google spreadsheets to tally results, gifts, and participation of distributed events. Hold Virtual Events and Meetups Use Second Life to bring people together from distributed locations. .

Listening is Important Too

Serve your audience better through increased understanding

Monitor and respond to positive and negative chatter

Collect RSS feeds from social networks and blog, then scan them each day

Not listening may make you “anti-social” online

Learn what your peers are doing

The social web gives us unprecedented access into the lives of supporters – ignore it at your own peril.

The Firehose: Live Election Feed on Twitter

Social Filtering is the Future of Listening

Social filtering is the ability to tag friends, then sort social feeds based on those tags

Segmenting your social graph

Putting your friends in buckets

There are tools out there to help

Tweetdeck

FriendFeed

This is the key to managed listening

It’s difficult now when you follow too many friends

Imagine listening to just the feeds of:

The alumni attending your reunion or homecoming

The local participants of Relay for Life

Your supporters on Earth Day

Extra Toppings

Here are some positive side effects:

These high tech programs may attract younger donors

Exciting programs can help with staff recruitment

Great ideas can bring publicity

Provides content for blog posts, newsletter, emails, and website

Your staff improves through education and networking

Happy is the staff that gets to tell their friends they actually use Facebook and Twitter for work

Something to Keep in Mind

As with every foray into social media,

you need to walk, not run .

Set goals you would like to achieve

More site visitors, conversions, improved SEO, or email subscribers

Develop a strategy to meet those goals

Measure the results!

Adjust goals and strategy, then repeat

4 Things you can do today

Start a Twitter account not for your org, but for you

Pickup a cheap webcam and experiment

Add social feeds from key supporters to your reader – Listen!

Register www.YourOrganization.tv and start dreaming

4 Things you can do tomorrow

Start looking for stars among your staff, donors, board, and supporters

Plan to broadcast your next event live

Research how similar organizations are using Twitter

Develop a social strategy and assign ownership

Questions?

Thank you! If you have any questions, or just want to chat, you can find me online here: Email: [email_address] Twitter: www.twitter.com/ChadNorman Blackbaud.com/ChadNorman GoGreenCharleston.org