Using Online Social Networks to Build Buzz, Community & Support for Your Cause

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A presentation I gave at the NTEN 2007 NTC in Washington, DC with Heather Holdridge of Care2 and Scott Goodstein of the Obama 2008 campaign. My section of the panel (this presentation) covered an introduction to online social networks and a specific case study of using social news networks for good.

You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

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Using Online Social Networks to Build Buzz, Community & Support for Your Cause

  1. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Using Online Social Networks to Build Buzz, Community & Support for Your Cause nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #1 of 59
  2. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 About Your Panel of Speakers Scott Goodstein, Catalyst Campaigns scott@catalystcampaigns.com nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #2 of 59
  3. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 About Your Panel of Speakers Heather Holdridge, Care2 heather@earth.care2.com nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #3 of 59
  4. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 About Your Panel of Speakers Jonathon D. Colman, The Nature Conservancy jcolman@tnc.org nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #4 of 59
  5. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 About You: Good News! nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #5 of 59
  6. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 About You: The Not-So-Good-News flickr: makeitup flickr: ricko flickr: varf nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #6 of 59
  7. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 About You... ...and You ...and You ...and You flickr: makeitup flickr: ricko flickr: varf nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #7 of 59
  8. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 “Web 1.0”: A Static Framework Site owner creates web site ”Contact us” forms, Static web site e-mail feedback, e-newsletters, etc. visits web site Site visitors Site visitors Site visitor nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #8 of 59
  9. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 “Web 2.0”: It’s All About... You nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #9 of 59
  10. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 “Web 2.0”: The Active Framework blog(s) photos comments You videos friends songs events groups nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #10 of 59
  11. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 “Web 2.0”: Cross-linked, Content-rich, Easy blog(s) photos comments You videos friends songs events groups nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #11 of 59
  12. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 “Web 2.0”: The Social Network blog(s) blog(s) blog(s) blog(s) blog(s blog(s) photos photos photos photos photos omments comments comments comments comments comments User User User User You videos friends friends videos friends videos videos friends videos friends songs songs songs songs songs events events events events events events groups groups groups groups group groups nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #12 of 59
  13. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Whoa... Where Am I in All of This?! nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #13 of 59
  14. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Social Networks Are Still About You: ...and You flickr: makeitup nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #14 of 59
  15. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Social Networks Are Still About You: ...and You ...and You flickr: makeitup flickr: ricko nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #15 of 59
  16. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Social Networks Are Still About You: ...and You ...and You ...and You flickr: makeitup flickr: ricko flickr: varf nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #16 of 59
  17. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 But Are Social Networks Just About Ego? nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #17 of 59
  18. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #18 of 59
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  20. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #20 of 59
  21. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #21 of 59
  22. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #22 of 59
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  28. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #28 of 59
  29. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 The Top Five Social Networks Today [ALEXA] nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #29 of 59
  30. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Building Buzz, Quick ‘n’ Dirty nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #30 of 59
  31. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Me, Before Non-Profit Life nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #31 of 59
  32. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Me, First Non-Profit Job nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #32 of 59
  33. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Your Task: Get Eyeballs! flickr: ricko flickr: ricko nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #33 of 59
  34. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Your Task: Get People Talking! flickr: bucciboo flickr: bucciboo flickr: bucciboo nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #34 of 59
  35. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #35 of 59
  36. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 nten ntc 2007 flickr: ricko NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #36 of 59
  37. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 No Time? No Money? No Problem! • Social news/media sites can help you get the word out fast • They’re among the most popular sites on the web • They have diverse audiences • They’re free for you to use • Great at driving traffic (eyeballs) as well as commentary (talking) • Your partners/competitors are already using them • Hold both short-term and long-term benefits nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #37 of 59
  38. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Introducing: Digg Truly breaking news, video, podcasts, and amazing pictures from all over the world - users find, post, and rate the best of the web’s newest content • 84th most-visited site on the Web [ALEXA] • Just over 1 million users [DUGG] • Over 12 million unique visitors/month [COMPETE] • Largest demographic: 18-24 years [QUANTCAST] • Second largest: 45-54 years [QUANTCAST] • Referred 25,533 visitors to nature.org for FY07 YTD nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #38 of 59
  39. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Digg: Breaking News nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #39 of 59
  40. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Digg: Posting Your News nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #40 of 59
  41. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Digg: Headline & Content nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #41 of 59
  42. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Digg: Choose Your Category nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #42 of 59
  43. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Digg: Verify & Submit nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #43 of 59
  44. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Real-Life Results from this Digg post Eyeballs: • 836 total “diggs”, 56 comments • 2,127 visitors to nature.org from Digg in one hour • 3,747 visitors over four days • 6,234 views of landing page in one day • 19,013 views over four days nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #44 of 59
  45. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Real-Life Results from this Digg post, cont. People Talking: • “Three cheers for The Nature Conservancy!” • “Good to know that my monthly donation helped them accomplish this.” • “This is one of the most breathtaking places I have ever seen. The photos are amazing, and the craziest thing is that 20 minutes ago I never knew it existed. Amazing job by the conservancy.” nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #45 of 59
  46. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Best Practices for Using Digg • Be a real person, not an organization • Be open/transparent about your role within your org • Be a good community member: don’t spam • Don’t “game the system” or pay for diggs • Be patient: build up credibility over time • Make tit-for-tat/quid pro quo friends, digg their stories (5 mins. daily) • Digg stories in your topical area regularly (5 mins. daily) • Test, test, test to find out what works for you and your org nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #46 of 59
  47. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Introducing: StumbleUpon Surf the best-reviewed sites on the web while blogging about your favorite content and connecting with others who have similar interests • Downlodable toolbar/extension for IE, Firefox browsers • 363rd most-visited site on the Web [ALEXA] • Just over 2 million registered users [STUMBLEUPON] • Nearly 400,000 unique visitors/month [COMPETE] • Largest demographic: 45-54 years [QUANTCAST] nten ntc 2007 • Referred 29,784 visitors to nature.org for FY07 YTD NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #47 of 59
  48. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Stumble: Your Fun Feature nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #48 of 59
  49. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Stumble: Install the Toolbar See everyone’s reviews for a page Send a page to your contacts Rate a page negatively Rate a page positively nten ntc 2007 See a recommended site NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #49 of 59
  50. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Stumble: “Photoblog” a Page nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #50 of 59
  51. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Stumble: “Photoblog” a Page nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #51 of 59
  52. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #52 of 59
  53. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Anatomy of a Stumble: Send to Contacts nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #53 of 59
  54. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Real-Life Results from this SU Post Eyeballs: • At least 20 “thumbs-up”s, no “thumbs-down”s • 894 visitors to nature.org from StumbleUpon within three days • 1,264 visitors over ten days • Over 2,000 views of landing page within three days nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #54 of 59
  55. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #55 of 59
  56. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Best Practices for Using StumbleUpon • Be a real person, not an organization • Be open/transparent about your role within your org • Be a good community member: don’t spam • Don’t “game the system” • Be patient: build up credibility over time • Review other stumblers who review pages in your sector • Send stories out to your contacts • Add/review new pages daily (5 mins. or less) nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #56 of 59
  57. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Short-Term Benefits of Social News/Media • “Popular” stories gain a lot of attention within the network, which sends traffic to your site • “Popular” stories are often mirrored on other sites, which drive more traffic to your page • Many bloggers review social news sites to get ideas; if your story is “popular”, then you increase your chances for blog coverage • Your landing page gains faster ranking in search engines, which results in more traffic • Claim your social news network presences in Technorati so that your posts show up there as well and attract even more blogger attention nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #57 of 59
  58. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Long-term Benefits of Social News/Media • You attract new audiences to your site, yielding new constituents, because you’re building relationships through good content • Your profile gains authority within each network, making it easier for you to connect with more (and better) community members • A credible profile with powerful contacts can more easily place “popular” stories in the network over time • More high-profile links pointing back to your pages means higher ranking in search engines for your landing page and site • Blog coverage of your org can, over time, increase virally as more blogs point links to you nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #58 of 59
  59. Using Online Social Networks to Build Buzz, Community and Support for Your Cause Friday, April 6, 2007 Many Thanks! Scott Goodstein, Catalyst Campaigns scott@catalystcampaigns.com Heather Holdridge, Care2 heather@earth.care2.com Jonathon D. Colman, The Nature Conservancy jcolman@tnc.org nten ntc 2007 NTEN 2007 Nonprofit Technology Conference | Washington, DC Slide #59 of 59

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