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

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So your organization has a social media presence...now what? Integrating social media into your multi-channel communication strategy is an effective way to attract and engage your audience, and doing ...

So your organization has a social media presence...now what? Integrating social media into your multi-channel communication strategy is an effective way to attract and engage your audience, and doing it live can make your constituents feel involved like never before. In this session, we’ll discuss how nonprofits are using Twitter®, Facebook®, Digg®, Ustream.TV, Qik, Meebo®, and Second Life®nds to connect and engage their audiences in real-time.

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

  • 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!
    • Measure the results!
    • 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