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  • 1. Communicating in the Age of New Media Beth Kanter, Beth’s Blog Meyer Memorial Trust December 7, 2007
  • 2. Beth Kanter: Offline Photo by Steve Goodman
  • 3. Beth Kanter: Online Profiles & Content in Presence many places RSS Powered network Sharing photos, bookmarks, videos, and more Conversations Fundraising
  • 4. David Wilcox http://socialmedia.wikispaces.com/Social+media+game
  • 5. Photo by Preetam Rai
  • 6. Social Media? http://www.flickr.com/photos/raincitystudios/ One Minute Poll
  • 7. Web 1.0 = Kansas
  • 8. Reading Surfing Consuming Browsing That sounds lonely …
  • 9. Connecting Creating Sharing Collaborating Web 2.0
  • 10. It’s not the same web!
  • 11. Web 1.0 Source: Alan Levine – CogDog Blog
  • 12. Web 2.0
  • 13. Digital Natives
  • 14. I’m going to get your brand and your little logo too!
  • 15. Why Important?
  • 16. But wait, there is more … http://www.nielsenbuzzmetrics.com/cgm.asp
  • 17. Social Media matters because … • The Trust factor • Impacts to Google Results • Rapid Word of Mouth • Different than Broadcast Marketing • To cultivate the next generation of donors
  • 18. The Wizard Facebook Myspace Change.org Ning Gather Flickr YouTube Twitter
  • 19. Challenges Skepticism Lack of Understanding Time suck Individual’s authentic voice on behalf of organization versus institutional messaging Too much of a good thing Lack of resources Need a strategy ROI
  • 20. Tools come and go, a strategy sustains
  • 21. And Say … Outcome Strategy Metric Measurement
  • 22. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Tools Audience Strategy Budget Conversations Staffing Content What to Measure? Metric Measurement
  • 23. The Art of (online) Social Networking
  • 24. Friend of a Friend Object Sharing Platform Open Platform Social Presence
  • 25. Friend of a Friend
  • 26. Social Networks: How It Works 1) I am linked to -> -> to you --->You are linked to her -> -> to her… Source: Slideshare by Rashmi Sinha
  • 27. Now I know all these people!
  • 28. Social Networks Based on Sharing Objects
  • 29. Watercooler conversations facilitated by sharing objects .. 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him Source: Slideshare by Rashmi Sinha
  • 30. Source Techcrunch/Comscore
  • 31. Social Networks Based on Sharing Photos
  • 32. Social Features
  • 33. http://www.flickr.com/photos/zoomar/ Flickr it isn’t just about doggy photos
  • 34. Start with a profile for your organization
  • 35. Community Organizing
  • 36. Social Networking Platform
  • 37. Open Social Platform
  • 38. White Label
  • 39. Build or Join? “If you want your org to become an online activism hub, it takes a deep level of engagement to build a successful socnet. Staff need to spend real time cultivating people and need to be given real authority to speak on behalf of the organization.quot;
  • 40. Social Networking Silo
  • 41. Where’s our target audience? •What social networking has my audience? •How do they use technologies? •What are they talking about? •Who are they? •What do they want? -Ask them (surveys) -Field research -Look at demographics of site
  • 42. Should we go to a general site or niche audience site?
  • 43. What about using more than one site?
  • 44. Some advice from nonprofit early adopters of social networking sites
  • 45. It was a trial and error on Facebook and MySpace. I posted the same content. I monitored responses as well as the tone. Then I modified my messaging based on that. Eventually, I became familiar with the different crowds and learned how to speak with them. Feedback and Improvement
  • 46. 2 hours a day
  • 47. Outreach Friendship Profile Content Workflow
  • 48. Time Savers A Few Time Savers ….
  • 49. If I had to log into every social networking site I use to keep, I'd shoot Time Savers myself.quot;
  • 50. Applications that cross-post automatically or bookmarklets
  • 51. Establish a routine and stick to it
  • 52. Spread the workload: Persona Managers
  • 53. Social Presence
  • 54. Dip in or Stay Hyper Connected
  • 55. How Used? In an emergency?
  • 56. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  • 57. Metrics are the attributes or factors that are important for you to measure results or make improvements.
  • 58. What is measurement? The process of determining the result of a strategy
  • 59. The hard truth about social media measurement …
  • 60. Social Media measurement is not like Martha
  • 61. Intangible
  • 62. AELIA Audience Engagement Loyalty Influence Action
  • 63. Audience Who # Trend for Unique Visitors
  • 64. Engagement = Interaction + Attention •What do they click on? •How long do they stay? •How many people comment on posts? •What is the shape of the conversation? •What is your post to comment ratio?
  • 65. Posts _____ Track backs + Comments
  • 66. Loyalty RSS Subscribers - trends, not actual numbers Repeat visitors Tell other people about you Grain of Salt
  • 67. Influential Ideas: Memes, and their intensity over time
  • 68. Intent/Action Goal Conversion Rate Qualitative Data
  • 69. Okay, but where do I begin?
  • 70. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  • 71. Low Risk Experiments http://www.flickr.com/photos/striatic
  • 72. • 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.
  • 73. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  • 74. Contact Information Beth Kanter beth@bethkanter.org Beth’s Blog http://beth.typepad.com

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