An exploration of how and why nonprofits are using Social Media and Mobile Tools Katrin Verclas and Beth Kanter CLEAR Training June 4, 2009

Workshop Leaders Katrin Verclas Beth Kanter

Agenda 3:15-3:30 Icebreaker 3:30-4:15 Social Media Tools Overview by Beth Kanter Mobile: What/How by Katrin Verclas 4:15-4:45 Small Group Activity 4:45-5:00 Full Group Laser Out Report Reflection

What’s your burning question? Find someone in the room you don’t know Share it Twitter style! (140 characters is the length of a headline) “ ReTweet” three times

Social Media Tools by Beth Kanter

The Web has become more social…. Publisher Media Social Media

Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume Page View Share Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Publisher Media Social Media 2008

Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume

Not everyone is a social media user

Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation Traditional Media Social Media Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Understand the Difference

Pick where you want to play ….

Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Share Story Listen Participate Community Building & Social Networking

acticaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tool Selection Matching your tools with your social approaches Share Story

A few listening tools …

What decisions will you link your listening to? What key words will you use? How will share or summarize what you learn from listening with others in your organization? Listening

What decisions will you link your listening to?

What key words will you use?

How will share or summarize what you learn from listening with others in your organization?

First project was a listening project over two years ago People were talking and they needed to listen At first, felt like going to war, but changed internal perception of social media The Red Cross Case Study: Listening Comes First

First project was a listening project over two years ago

People were talking and they needed to listen

At first, felt like going to war, but changed internal perception of social media

Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger

Changes internal perception of social media value Improves relationships with audience and identifies influencers Incremental improvements for campaigns Trends over time Listen: What’s the Value?

Changes internal perception of social media value

Improves relationships with audience and identifies influencers

Incremental improvements for campaigns

Trends over time

Participation Who is empowered to respond and in what circumstances? How will you address negative comments or perceptions?

Who is empowered to respond and in what circumstances?

How will you address negative comments or perceptions?

Relationship building Customer service issue Influencer complaining … Staff determines comments or tweets that need response

People share their wildlife sightings

Sharing your story social media style …

Source: NTEN Newsletter October, 2008

Aggregation Strategy/Event Coverage Photos Blog Videos Podcast Tweets

What content or information will be used to update or feed the social media sites? Who will assist or support users in remixing your message or co-creating content? If you’re aggregating content to establish expertise or social media newsroom, what sources? Sharing Your Story Social Media Style

What content or information will be used to update or feed the social media sites?

Who will assist or support users in remixing your message or co-creating content?

If you’re aggregating content to establish expertise or social media newsroom, what sources?

Spreading Buzz

Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)

How will you “brand” your presence on buzz sites? (Personal/Organizational) Who will implement and build relationships with influencers? How will you get fans to talk about you to their friends? What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix)

How will you “brand” your presence on buzz sites? (Personal/Organizational)

Who will implement and build relationships with influencers?

How will you get fans to talk about you to their friends?

What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix)

Community Building and Social Networking Community Building & Social Networking

How will your organization represent itself on social networks? How will your web presence become more “social”? House Social Network or Online Community? What’s your engagement strategy? Who will implement? Questions

How will your organization represent itself on social networks?

How will your web presence become more “social”? House Social Network or Online Community?

What’s your engagement strategy? Who will implement?

Resources Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address] WeAreMedia Wiki http://www.wearemedia.org

http://www.flickr.com/photos/ywds/ Let’s talk about Mobile Phones

The Hype-cyle Source: Gartner Group

Advocacy Uses Recruit supporters Conduct petitions Conduct on-demand advocacy/urgent alerts Mobilize supporters Get out the vote Fundraise Real-time reporting/citizen journalism On-demand volunteerism

Recruit supporters

Conduct petitions

Conduct on-demand advocacy/urgent alerts

Mobilize supporters

Get out the vote

Fundraise

Real-time reporting/citizen journalism

On-demand volunteerism

Functionality Voice/Audio Freedom Phone/Trixbox SMS Mobile Web Mobile Applications Data Collection (Rapid SMS, Frontline, Nokia Data Gathering, etc) Supply Chain Management USSD Location-based services Bluetooth Games Photos and Video/Livestreaming

Voice/Audio

Freedom Phone/Trixbox

SMS

Mobile Web

Mobile Applications

Data Collection (Rapid SMS, Frontline, Nokia Data Gathering, etc)

Supply Chain Management

USSD

Location-based services

Bluetooth

Games

Photos and Video/Livestreaming

Example

Getting Started Building a mobile list Vendors MMA resources and code of conduct http://www.mmaglobal.com/resources/articles http://www.mmaglobal.com/policies/code-of-conduct Low-service vendors/DIY http://mobileactive.org/low-cost-low-barriers

Building a mobile list

Vendors

MMA resources and code of conduct

http://www.mmaglobal.com/resources/articles

http://www.mmaglobal.com/policies/code-of-conduct

Low-service vendors/DIY

http://mobileactive.org/low-cost-low-barriers

More Resources http://mobileactive.org and http://mobileactive.org/wiki/ Mobile_Advocacy

http://mobileactive.org

and

http://mobileactive.org/wiki/

Mobile_Advocacy

Share Pair Share Pair Squared How may you use any of these tools to reach your objectives? What's holding you back? What do you need to know or do before or have? What is the first step you will take when you are back at the office?

http://www.flickr.com/photos/dslrninja / Laser Out: Your Key Take Aways