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

Sharing Today’s Event #NetWitsLive

Meet The Panel Susan Tenby Senior Manager, Online Community Development, TechSoup Janet Fouts Social Media Coach, Tatu Digital Media

Getting People Engaged

Integrating Multiple Channels of Communication

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

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

Added to Facebook

Used Twitter during the event for meet-ups & announcements

Gave away prizes via Twitter

Provided event coverage via #chs hashtag

NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0 Where do we start?

NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0 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.

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 Flickr.com Flickr groups: public or private User participation in campaigns User to user relationships Creative Commons license

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 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

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

NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0

NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0

NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0

NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0 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

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 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

$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 Help Daniela One man campaign dedicated to one family Relied on Twitter network, then picked up worldwide $7,000 raised in 10 hours

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

NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0

NetWits Live @ San Francisco | Presenter’s Name | Page # Leveraging Web 2.0 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

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 Contact Janet Fouts [email_address] www.janetfouts.com www.twitter.com/jfouts 408.216.7423

Janet Fouts

[email_address]

www.janetfouts.com

www.twitter.com/jfouts

408.216.7423

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. TechSoup.org The technology place for nonprofits

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

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

TechSoup Global

20 Countries and growing

TechSoup.org/community

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

17 Forums

Events Calendar

Member Spotlight

Community Blog

Second Life

Surveys

Soup Recipes

Managed by two Community Managers and volunteer hosts and star users

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

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

Where in the (Online) World is TechSoup?

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

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

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

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

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%

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:

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%

Usage by Country (based on total hours to date)

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

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.

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.

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

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

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

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

Community Blog: Nonprofitcommons.org

Community Wiki

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

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

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

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

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

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

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

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

Provides safe and anonymous means of self-expression

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

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

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

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

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

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

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

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

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.

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.

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

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

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

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

..and perhaps more importantly—the Daily Show!

NPC provides virtual offices to over 80 social benefit organizations in a community setting

Newly launched second location

Looking forward…

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

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

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

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

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

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

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

http://www.techsoup.org/

http://www.netsquared.org

http://npsl.wikispaces.com/

http:// www.nonprofitcommons.org

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