Making Media Connections

Beth Kanter, Beth’s Blog Making Media Connections: Social Media Game Flickr Photo by Chris Brogan (read his blog)

Take Aways http://www.flickr.com/photos/dslrninja / A basic understanding Resources for further exploration An idea or two for experimentation

Agenda Overview Intro & Icebreaker Why? Adoption Issues Social Media Game Getting Started

http://www.flickr.com/photos/gilgamesh/ bethkanter.wikispaces.com http:// makingmediaconnections.wikispaces.com /

Two Minute Poll Experience with … http://www.flickr.com/photos/raincitystudios/

http://socialmedia.wikispaces.com/Social+media+game David Wilcox

http://internet-fundraising.wikispaces.com/

Photo by Preetam Rai

Let’s Create the Parking Lot Zkorb Flickr phot by zkrob

Ice Breaker

What is Web 2.0? Using the Internet to instantly collaborate, share information, and have a conversation about ideas we care about.

Why Important ….

How people are getting info to make decisions With my friends

Impact on Google Results

Why Important…

The Trust factor

Socializing online to get information to make decisions

Rapid Word of Mouth

Impact on Google results

Source for main stream media

Digital natives

Share pair exercise What is the most important reason why social media is important to your nonprofit? Are there other points about why social media is important that were not mentioned?

The Cute Dog Theory

Assess Audience Online Social Activities

Where on the social web will I find my audience? How do they use the social web? What are they talking about? Who are they? What do they want?

Discuss/set objectives first

Not a monologue

Listening

Conversation

Even difficult ones …

The audience wants a voice

Mixing Social Media with Communications and Fundraising Strategies afrochild_0

“ Over 14,000 profile views in 3 weeks. 500 NEW signups to our email list from MySpace”

Staff Roles

“ I was a Facebook junkie before I was hired!”

Define a box Define a Box

Is this real work?

It takes time

Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0

Start small, reiterate over and over

Yes

Youtube Video Contest

# of list members & video views // time spent = good

Our first UGC contest

Good, original content

Developed free TV PSA

Positive, active commenting on social networks

Caught attention of higher ups

Conveyed a powerful message to America

Microsoft Facebook Challenge

Payoff ($50k) // time spent = good

Recognition from contest win

Strong feedback and willingness from participants

New “Facebook responders” segment of email file

Was it worth it?

No

Wendy’s Flickr Photo Petition

Time spent // number of entries = bad

Numerous technical problems

Uploading process took too much time (email)

Campaign was too narrow

High volume of problem feedback

Case Foundation Facebook Challenge

Time spent // number of participants = bad

Raised $3k but no contest recognition

Wasted opportunity to message new Facebook responders

High volume of negative feedback – people didn’t understand

However.. We learned from both campaigns!

Here’s some advice from Wendy Harmon, Red Cross Blogger

A project that won’t take much time and relates to org goals.

Write down your successes.

Write down your challenges.

Ask the people you want to connect with whether they think your outreach and listening is valuable.

Watch other nonprofits and copy and remix for your next project.

Rinse, repeat.

Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment

Darren Barefoot 1 2 3 4 5

Source: littleoslo.com - Blogpoly Small Groups with a pack of cards Identify context or pick someone in group Discussion Adoption and Strategy Issues External Communications Tool: What and Why? One person to tell story from each group

Blogs Flickr Youtube Social Networks Social Presence Fundraising Widgets

Storytelling (with a blog)

Storytelling (with photos & video)

Start with an individual profile

Groups: Organize

Groups:Educate

Visual Petitions

Groups: Contests

If you’re lucky might go viral

Social Networking Sites

Where’s your audience? Who?

Let a thousand flowers bloom … Simple actions repeated Respond quickly Funnel to your web site

Nonprofits

Newswire

Fundraising and Activism

Disaster

Avoiding Disaster

Stretch Break

Jump in as an individual first!

http://www.flickr.com/photos/johnnyhuh/ Five projects to get started that require 1 to 10 hours per week …

1: Put on Your Listening Ears

A homeless person isn’t someone you pass on your way into a fancy restaurant

http://www.flickr.com/photos/alismith44/ Listening: Read a few good feeds ….

http://www.flickr.com/photos/smudie / RSS Reader

Joining the conversation

Read someone's blog post and start a conversation: Before you leave a comment, ask yourself:

What did they say well?

What did they miss?

Answer questions

What are other people saying

How does it apply to you

Look forward

Look backward

Ask what if?

Twitter Conversations http://www.flickr.com/photos/vox /

The point is not to just talk about yourself. Think of Twitter as a cocktail party and the types of chat you'd engage in to get to know people.

Tweets that make people laugh are awesome, but tweets that make people think are even better.

What might you “tweet” about?

Social Bookmarking

Findable

http://www.flickr.com/photos/brettlider/ Blogs

Find blogs

Read blogs

Comment on blogs

Get bloggers to write about your program

Write personal blog about your practice

Internal org blog behind the firewall

Org public blog – group authors

Blogs by patients or clients as support service

In order of amount of time/investment/complexity

Individual Blogs Reflect about your practice Connect with peers Back up brain http://www.flickr.com/photos/kk/

Creating a blog takes less time than making this

What should I blog about?

Small Group: Getting Started Card Game What “getting started” project or idea will you put into practice after the workshop? What challenges do you anticipate? How to avoid those challenges?

Just Three Words

Contact Information Beth Kanter [email_address] Beth’s Blog http://beth.typepad.com http:// makingmediaconnections.wikispaces.com /