Presentation to Rockland County Capacity Building Initiative - Cornell Cooperative Extension

New Media 202: Implementing Social Networks For Non-Profits P R E S E N T E D B Y : H O WA R D G R E E N S T E I N , PRESIDENT OF THE HARBROOKE GROUP Entire presentation (CC) 2008 Attribute-Share-Alike- Non Commercial by The Harbrooke Group, Inc. Some Rights Reserved. Some slides copyrighted by others Please respect their ownership

Social Media and Social Networks   Tech tools include:   YOUR WEBSITE!   Facebook and MySpace – Social networks   Flickr and YouTube – Photo and video sharing   Twitter – Microblogging and information sharing   Your Blog or a Blogging tool like Wordpress.org, Blogger.com, or Typepad.com   Boards, Forums, local newspaper sites and places where people are interested in your cause

Facebook, MySpace and Other Social Communities 3   All intended to bring people together   People can show their interests, join groups   Photo and Video Sharing, links, information, invitations   Applications – allow for games, socializing, spending virtual time with friends

Defining Your Goal(s)

Web 2.0 and Social Media Expression

New Ways to think about Communications   “We are the authors of each other.”   Doc Searls   “I am who I am because of who we are together.”   Deﬁnition of the Zulu word Ubuntu.   (Ubuntu is also the name of popular variant of the Linux free operating system.)

Current, Updated Information   No one likes a web page that never changes   Social Media and Social Networks can provide you new content – created by your team as well as your volunteers and fans

Recruit and Retain   Recruiting: Having a public place for your constituents to share information, comments, photos, events will help promote your cause   Retaining:   Social Networks can help facilitate connections among current constituents   By having a site with proﬁles showing their interests and connections, members can make connections where they didn’t previously exist.   A goal of Social Networking is to help online connections meet in person!

Social Networks in Plain English   http://www.youtube.com/watch?v=6a_KF7TYKVc

What’s really the difference? 10   Do you need all 3?   Demographics – MySpace doesn’t seem to have many professional groups – but check to see if your fans are there   LinkedIn good for Mailing Lists and some professional interaction, especially job leads   Facebook more for social interaction, even if it is ‘professional social’ – more like a Cocktail party

Key Elements of Social Media   Listening   Participating   Creating and Managing your own space   And of course, set up to measure what you’re doing   You need to be able to monitor your outcome

Measurement   What will you measure?   How many people recruited?   Constituent satisfaction?   Views of your blog?   News mentions (on blogs, in traditional media)   General satisfaction?   It is up to you to deﬁne, but once deﬁned, it is important to measure and judge

WEVote08   Case Study: For WEtv, a Cable Network   Public Service Campaign In conjunction with on-air campaign: WE Vote 08   Facebook app   Addedpopular friends with personal notes to encourage adding, even though this was “yet another application”   Blog – got other bloggers to pay attention, some by interviewing them for the blog   Created a Twitter account: @WEVote08   Reached out to popular and relevant Twitterati   In-Person Tweetups in several cities   Blog Badges

How Do You Measure?   Measured using Omniture reports to ﬁnd referrers, blog references, measure or approximate their trafﬁc   Able to see how many badges are being served – like a small ad network – and where - Somewhat   Found references to campaign on other sites, blogs and forums using Radian 6 searches and Google searches   Kept a dashboard for the client to track these mentions, sites, tweets, pictures from Flickr accounts

Listening   First, ﬁnd out what’s going on out there   Is anyone talking about you? Positive or Negative, or Neutral?   Where are they talking?   What’s the community like?   Can you join it?

Stormhoek Wine + Social Media

Stormhoek Results   From a $1MM to a $10MM business with Internet advertising and word-of-mouth, only.   http://www.ﬂickr.com/photos/technokitten/47458362/

Participating   Create a strategy, based on your listening   What are people talking about?   What would be your answers? Do you need “ofﬁcial” answers? (Can you make them sound non-canned?)   Join in to be helpful or useful   If constituents are having a problem, help them solve it

What if Someone says something bad about us?!   It WILL happen. Will it happen where you can address it?   If people are talking in a negative way, ask about it   Don’t be defensive!   And don’t sound like you’re towing the company line.   This is your opportunity to WIN people over

Creating Your Own Space   Not every group or company has people talking about them in other communities   Sometimes you have to create the space for people to talk about you on your own website   If you build it, they may not come…   There are no guarantees   If people are treated poorly in a community they may leave   Monitoring, empowering discussion leaders can help build a community

Listening Tools 21   A number are listed in the ‘extra slides”   Google Alerts   www.Google.com/Alerts   A way to take a Google search, and have new results emailed to you when they’re indexed   If someone posts on “Charity” and “YourGroupName” and “YourCity” you’d get an alert   If it is a blog or a forum, you could then decide whether or not to respond CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09 Reserved.

Participation means   Joining forums where the discussion is happening   Answering questions   Blogging (always a combination of listening and talking)   Always listening to hear the response to your participation

Social Connector Personality   Organizational Culture Check in – the person who does this has to love the Online medium   Person has to be open to communication   Receptive to criticism   A little geeky – willing to try new tools

Enable Your Network (for Recruiting)

Since Ancient times, people have told stories

Example of someone enabling Storytelling:   “My” Barack Obama” = Personal page

Enabling your network means   Letting your story go   Empowering people to tell it for you   Content that can be shared   Messages you want passed on   Rules or Guidelines about how to share   Listening for people talking about your story   And talking back to them

Pay it Forward, First   Blogger Sean Bohan asked: “Are you paying forward into Social Media’s equivalent of a 401k (relationships) by being an active participant?   What are you doing to give back to your community online, before you need something from them? http://www.seanbohan.com/2008/09/23/outreach-is-networking-for-your-social-media-efforts/

Using Facebook and other SN sites effectively

Running a Social Media Site Is Like Hosting an Event 30   Create a clear purpose   Inviting the early users   Setting the mood   Picking the people needed to get the party started   Having someone or a group tasked to help introduce new people   A basic set of rules or guidelines   A “bouncer” to take care of unexpected situations   A way for attendees to pitch in   Multiple ways to participate   Everybody has fun   References:   http://www.commoncraft.com/party   http://www.slideshare.net/leelefever/online-community-as-party

Community Moderation 31   Self-moderation and self-policing – “report this”   Tools to manage language and issues   Reporting on the back end   Personnel to moderate and manage situations where “ﬂaming” or “trolling” may potentially make community communications uncomfortable

LinkedIn.com 32   A Professional/Work focused social networking site   Big draw is the Questions and Answers feature   Some ability to form groups, but not as developed as some of the other networks   Great place to make connections for future employment, to endorse the work of others by recommending them, to get recommendations

Difference between Pages and Groups 33   Pages   Groups   More like a ‘person’ with   Privacy, can be closed or ability to have friends/fans secret   Anyone can post to wall,   Can use email to pictures, etc. communicate with members   Communicate by “updates”   Limited to 5000 members (if which show on the update you want to send mail) tab or person’s wall   Can limit what is posted   Can have applications   http://www.facebook.com/   http://www.facebook.com/ help.php?page=826 advertising/?pages

What does your FB page look like?   Facebook   What’s the strategy here?   Easy sharing   Easy to take action

Facebook Causes   Enables people to support you and share that support message with friends – Whether or not they donate.   “…in connected thinking, it means that each one of us is can be more than an ATM for our causes. Causes on FB enables us to tell our own world – distinct from the world - about the issues, campaigns, orgs that they are passionate about. We can bring our networks of friends, our ingenuity, our passion, our time, our expertise to support causes. It enables lots and lots of people to learn about causes and to share them with their friends easily, quickly and inexpensively” -- Allison Fine.

Causes and Effects   We found that the Causes Giving Challenge on Facebook raised a total of $571,686 from 25,795 unique donors for 3,936 causes. That’s an average gift of just over $20, a very respectable amount in the online direct mail world….   Remember that the overwhelming number of Facebook users are still under 25 years old. This is very young for donors, and it is unreasonable to expect them to give the number and size gifts of their parents and grandparents   http://aﬁne2.wordpress.com/2009/04/22/wash-post-disses-causes-on- facebook/

Causes functionality   Causes   A FB Cause does not have to be run by the Non Profit which benefits from it   Can be Verified by Network for Good and allow people to contribute to your cause directly. Must be a 501c3 and registered with Guidestar

Causes let you pass on your passion

Enable your supporters to tell a good story about your cause   You’re looking to get people to take actions –   To connect with each other   To reach out to potential new members   To pass on your story to others who will (insert YOUR action here)   What things do you need on your site, your blog, your FB group, to ENABLE your supporters to tell your story for you?

Twitter

Twitter requires using power tools   Search.Twitter.com   TweetDeck.com   CoTweet (for orgs with a budget)   TweetLater.com

What, you don’t have one?   Inexpensive Email   Free or cheap blog or page creation sites Campaign software   MyEmma – (Ask Ann Byne!)   Google Pages   Blogger   Photo Hosting   Wordpress.org   Flickr.com   PhotoBucket.com   TypePad.com   Social Networks   Facebook, MySpace, Twitter   Video Hosting   Make your own: Ning.com,   YouTube Kickapps.com   Magnify.net   Blip.Tv

Don’t run out of gas…you need a team   Who will blog?   Who creates the content   Who will edit? and uploads it?   Who has the ﬁnal say?   Who approves it?   Who’s watching the   Are there pre-arranged comments? answers PR/Management   When do you escalate? wants to create for   Who monitors the social questions people ask on network? the site?   Jobs include: Welcoming new people, teaching, reminding people of rules of etiquette

Your Digital Footprint can grow as big as you make it http://flickr.com/photos/coppergecko/316162964

Make It look Inviting

Build “outposts” and “passports”   A wonderful article by Chris Brogan-100 Personal Branding Tactics   http://www.chrisbrogan.com/100-personal-branding-tactics-using-social-media/   Outpost: Feeds of your content that show up in other networks, like on Facebook or LinkedIn   Passport: Accounts on other networks where you can ﬁnd new connections, such as FB, Linked In, E.Factor, Flickr, YouTube, etc.

Photo/Video/ Social Networks Content Sharing Your Site Comments and Presence in Real Recommendations Life

Fundraising on line

Your goal isn’t to get people to join your Facebook group   YOU ARE NOT TRYING TO GET PEOPLE TO JOIN YOUR FB GROUP, your Email list or your blog   Your goal is Recruiting, or Retention, or Promoting your League in the community, Or  Fundraising, or…   However, if they DO join your list, read your blog, become your friend, this is good for your overall cause

Start with a Personal invite Which appeal will you make? Logo vs. formal vs. informal? Whichever you do, make it PERSONAL.

The best appeals come from  Someone we know  Who has a passionate interest in the cause  Who has provided a speciﬁc action that’s easy to take without leaving the computer

Authentic Stories 54   Key part of the peer-to-peer phenomenon is authenticity, the idea that you’re plugged into something real   Hands-on, intimate communications – not broadcast   Creative use of video, writing, messaging, and community   Action always available – but not always sought CauseWired Communications LLC

Cause Marketing - The Charity Smackdown

Example: the Twestival   The Twestival history   In September 2008, a group of Twitterers based in London UK decided to organize an event where the local Twitter community could socialize ofﬂine; meet the faces behind the avatars, enjoy some entertainment, have a few drinks and tie this in with a food drive and fundraising effort for a local homeless charity.   The bulk of the event was organized in under two weeks, via Twitter and utilized the talents and ﬁnancial support of the local Twittersphere to make this happen.

Flash Mob – Twestival for Charity:Water

Final thoughts

Thank You! Howa rd Greenstein Howa rd @Ha r brooke .com Howa rdGreenstein.com

Resources   Beth Kanter’s description of how she won the Parade Magazine challenge:   http://beth.typepad.com/beths_blog/2008/02/americas-giving.html   50 Steps to a Social Media Practice   http://www.chrisbrogan.com/50-steps-to-establishing-a-consistent- social-media-practice/   All items tagged “NPTech” on Delicious.com   http://delicious.com/tag/nptech

Sample Blog Search Engines: 62   Google - http://blogsearch.google.com/   Google news alerts – to subscribe via email to terms, URLs   Google Reader – for speciﬁc feeds   A Free Service you can use to track other blogs, or see how your own comes across as a feed CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09 Reserved.

Feed Readers 63   Some people like to subscribe to feeds ofﬂine or in a separate application. Here are two great applications.   NewsGator - http://www.newsgator.com - makes two great applications to track feeds ofﬂine;   NetNewsWire – for Mac   Feedemon – for Windows CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09 Reserved.

DON’T SPAM   Don’t sent out stuff to inappropriate lists   Don’t subscribe people to lists they don’t want to be on   Ask permission for this not forgiveness   Remind your supporters to do the same!

Effective Blogging

What is your Blog For?   Some people use it to publish articles that make it into their newsletters   Blog is a place for fresh content on relevant topics for your league   Opportunities for both text content and audio/video embedded content

Public Blog Strategy   Intent to attract comments from interested parties – easy way to get involved. Polls and other widgets will also provide methods for involvement   Get quoted on other blogs, in news media, passed along to potential members or supporters

Content & Tone 68   Use a Human Voice – blogs are a personal medium.   Think about blog posts as a conversation and use a conversational tone.   Read some of the other blogs in ‘your space’ and get a feel of the tone for the community – what works in one, may not work in another.   Keep it lively and FUN!   Be personal, be REAL, be TRUTHFUL, be a LEADER. Use the word “I”, instead of “we”. Don’t be corporate. CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09 Reserved.

Link intelligently 69   Linking is part of what makes blogging so viral.   Link to other blogs discussing the same topic as you, link to related stories on other sites you write for, and most importantly link to other network bloggers who are blogging on the same topic as you.   You ﬁnd them by listening for them!   Links increase your blog’s SEO   Story about SU2C and my Blog CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09 Reserved.

Presentation to Rockland County Capacity Building Initiative - Cornell Cooperative Extension

by Howard Greenstein on Jun 19, 2009

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