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Spreading “Happy Birthday” to Send Cambodian Youngsters to School with Social Technology The  Art of Re-Tweet,  Learning Loops and Chocolate Beth Kanter,  Beth’s Blog How I’m Celebrating My 53rd Birthday: Jan. 11, 2010
I’m spending my birthday doing three things I love!
Teaching and learning Photo by Steve Goodman
Helping children in Cambodia
Engaging Content in many places network Sharing Conversations Crowdsourcing Fundraising Learning and content creation Social Technology
Today is my birthday, but I don’t any more stuff
I don’t want cake and ice cream
I want to use social technology to help send Cambodian Youngsters to school!
Share some insights with you about how to do it …
Spread happiness too!
And eat chocolate!
Eat Chocolate = Feel Good
Why Cambodia ?
Framework
1 2 4 3
The results …  people joined my flickr group – 18 people created cards – half I’ve never met f-2-f Many annotated their cards with how they remixed it providing me with content for blog posts to promote the contest 12 people wrote birthday blog posts, one person created a birthday blog Barriers:  lack of creativity, no technical skills,  no flickr account
Ladder of Engagement Participator Type Involvement Personal Fundraiser does the Network Weaving
Strategy:Stories
The photos were from my flickr Beth 5.0 Group
125 people donated  142 birthday wishes 180 views on “see me naked” photo
[object Object]
  Learning Loops
 $6,300
 # of Members Recruited - 253,[object Object]
Beth is turning 53rd today!   And we’re going to learn about the art  and science of retweeting!
Experiment:  The Art & Science of Re-tweeting Compose Tweet of this  message in your own words: Happy birthday Beth!  #beth53!  Let's send Cambodian kids to school: http://bit.ly/beth53
The Science of Re-tweeting @DanZarrella Ask for Retweet Use Nouns Colons  Rule!
Ask for the ReTweet
ReTweets are Noun Heavy
ReTweets have More Punctuation: Colons Rule
The Exercise Compose Tweet in your own words of this  message: Happy birthday Beth!  #beth53! Let's send Cambodian kids to school: http://bit.ly/beth53 Rules: Must include hashtag and the bit.ly url Write  Tweet in your own words in a way you think will get attention from your network.   Happiness and provoking Review the call to action: http://bit.ly/beth53
The Secret Sauce: Learning Loops Review your goals against your metrics , extract insights, and adapt or delete what isn’t working.   Learning Loops: Real Time Tracking and Reflection David ArmanoListen, Learn, and Adapt
Before During Listening and tracking After
Real Time Tracking Tools Many tools, pick right ones For our experiment
Seed:  Twitalyzer to identify Influencers    # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates
Reach:  What the Hashtag  Tweets
Engagement: Bit.ly for  Click Thrus
What’s Missing?
Seed  Identify Influencers TrackingThe Whole Funnel ATTENTION Tweets Blog PostsFB StatusFB Wall Posts FB Cause Messaging ENGAGEMENT Click Thrus Retweets CONVERSION Based on:  Sean Power and Alistair Croll http://bit.ly/cummunilytics Donations/DollarsOngoing Donor
Learning “We spend more time figuring out whether something is a good idea than we would have just trying it."  - Clay Shirky
Think like a rocket scientist Optional Essential
Observe and sift through qualitative data like a Primatologist
You’re saying that your followers are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
My Learning Process For Every Campaign… ,[object Object]
 Test and tweak
 Pick the right hard data points
 Harvest insights
 Look at what other nonprofits are doing in the space
 Pause for reflection time before next reiteration: How to improve results?,[object Object]
Test and Tweak
You need numbers too
Pick the right metrics that translates into a value … Photo by smitty
Harvest Insights

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Final Slides PoST

  • 1. Spreading “Happy Birthday” to Send Cambodian Youngsters to School with Social Technology The Art of Re-Tweet, Learning Loops and Chocolate Beth Kanter, Beth’s Blog How I’m Celebrating My 53rd Birthday: Jan. 11, 2010
  • 2. I’m spending my birthday doing three things I love!
  • 3. Teaching and learning Photo by Steve Goodman
  • 5. Engaging Content in many places network Sharing Conversations Crowdsourcing Fundraising Learning and content creation Social Technology
  • 6. Today is my birthday, but I don’t any more stuff
  • 7. I don’t want cake and ice cream
  • 8. I want to use social technology to help send Cambodian Youngsters to school!
  • 9. Share some insights with you about how to do it …
  • 12. Eat Chocolate = Feel Good
  • 14.
  • 15.
  • 16.
  • 18.
  • 19.
  • 20. 1 2 4 3
  • 21.
  • 22. The results … people joined my flickr group – 18 people created cards – half I’ve never met f-2-f Many annotated their cards with how they remixed it providing me with content for blog posts to promote the contest 12 people wrote birthday blog posts, one person created a birthday blog Barriers: lack of creativity, no technical skills, no flickr account
  • 23.
  • 24.
  • 25. Ladder of Engagement Participator Type Involvement Personal Fundraiser does the Network Weaving
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. The photos were from my flickr Beth 5.0 Group
  • 36.
  • 37.
  • 38. 125 people donated 142 birthday wishes 180 views on “see me naked” photo
  • 39.
  • 40. Learning Loops
  • 42.
  • 43. Beth is turning 53rd today! And we’re going to learn about the art and science of retweeting!
  • 44. Experiment: The Art & Science of Re-tweeting Compose Tweet of this message in your own words: Happy birthday Beth! #beth53! Let's send Cambodian kids to school: http://bit.ly/beth53
  • 45. The Science of Re-tweeting @DanZarrella Ask for Retweet Use Nouns Colons Rule!
  • 46. Ask for the ReTweet
  • 48. ReTweets have More Punctuation: Colons Rule
  • 49. The Exercise Compose Tweet in your own words of this message: Happy birthday Beth! #beth53! Let's send Cambodian kids to school: http://bit.ly/beth53 Rules: Must include hashtag and the bit.ly url Write Tweet in your own words in a way you think will get attention from your network.   Happiness and provoking Review the call to action: http://bit.ly/beth53
  • 50. The Secret Sauce: Learning Loops Review your goals against your metrics , extract insights, and adapt or delete what isn’t working. Learning Loops: Real Time Tracking and Reflection David ArmanoListen, Learn, and Adapt
  • 51. Before During Listening and tracking After
  • 52. Real Time Tracking Tools Many tools, pick right ones For our experiment
  • 53. Seed: Twitalyzer to identify Influencers   # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates
  • 54. Reach: What the Hashtag Tweets
  • 55. Engagement: Bit.ly for Click Thrus
  • 57. Seed Identify Influencers TrackingThe Whole Funnel ATTENTION Tweets Blog PostsFB StatusFB Wall Posts FB Cause Messaging ENGAGEMENT Click Thrus Retweets CONVERSION Based on: Sean Power and Alistair Croll http://bit.ly/cummunilytics Donations/DollarsOngoing Donor
  • 58. Learning “We spend more time figuring out whether something is a good idea than we would have just trying it." - Clay Shirky
  • 59. Think like a rocket scientist Optional Essential
  • 60. Observe and sift through qualitative data like a Primatologist
  • 61. You’re saying that your followers are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
  • 62.
  • 63. Test and tweak
  • 64. Pick the right hard data points
  • 66. Look at what other nonprofits are doing in the space
  • 67.
  • 69.
  • 71. Pick the right metrics that translates into a value … Photo by smitty
  • 74. Exercise: Shift Into A Reflective Mindset
  • 75. What did you notice about the experience of eating the chocolate?
  • 76. Let’s Reflect on Your ReTweet Go to your @sign and look at the ReTweets 2. Go to http://wthashtag.com/Beth53 and review the transcript
  • 77. Reflection Questions What tweets were successful and why? What can you take away form this exercise for your class project? What is a good collaborative goal? What is a good success metric?
  • 78. Thank You! Beth’s Bloghttp://beth.typepad.com @kanter in Twitter Facebook Fan Page http://www.facebook.com/beth.kanter.blog

Editor's Notes

  1. What did you notice about the experience of eating the chocolate?What tweets were successful and why?What might they use from this exercise for their class project?What is a good collaborative goal?What is a good success metric?