Workshop

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  • http://www.flickr.com/photos/sparktography/74973135/ http://www.ethanzuckerman.com/blog/2008/03/08/the-cute-cat-theory-talk-at-etech/ Many nonprofits are just beginning to use social media as part of their advocacy and organizing tool box We’re at the beginning of learning what works and what doesn’t There isn’t yet a predictable template and formula However, based on observing nonprofits that have been successful– there are some success patterns.
  • Workshop

    1. Nonprofits and Successful Social Media Adoption:
    2. Beth Kanter, Nonprofit Technology Trainer Photo by Steve Goodman
    3. Beth’s Blog Profiles & Presence Communities RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
    4. Two Minute Poll Experience with … http://www.flickr.com/photos/raincitystudios/
    5. Take Aways http://www.flickr.com/photos/dslrninja / A basic understanding Resources for further exploration An idea or two for experimentation
    6. http://www.flickr.com/photos/gilgamesh/ bethkanter.wikispaces.com
    7. Agenda Overview Intro & Icebreaker Why? Adoption Issues Getting Started Break (around 10:30) Let’s Play the Game
    8. http://socialmedia.wikispaces.com/Social+media+game David Wilcox
    9. http://internet-fundraising.wikispaces.com/
    10. Photo by Preetam Rai
    11. Ice Breaker
    12. Let’s Create the Parking Lot Zkorb Flickr phot by zkrob
    13. What is Web 2.0? Using the Internet to instantly collaborate, share information, and have a conversation about ideas we care about.
    14. Why Important ….
    15.  
    16. How people are getting info to make decisions With my friends
    17.  
    18.  
    19. Impact on Google Results
    20.  
    21. Why Important… <ul><li>The Trust factor </li></ul><ul><li>Socializing online to get information to make decisions </li></ul><ul><li>Rapid Word of Mouth </li></ul><ul><li>Impact on Google results </li></ul><ul><li>Source for main stream media </li></ul><ul><li>Digital natives </li></ul>
    22. The Cute Dog Theory
    23. A Remix of the Cute Cat Theory
    24. Web2.0: to share cute cat photos
    25. Wait a second … looking at nonprofits that have successfully Adopted social media .. There are a lot of dog lovers …..
    26.  
    27.  
    28. Assess Audience Online Social Activities
    29.  
    30. 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?
    31.  
    32. Discuss/set objectives first
    33. Not a monologue
    34. Listening
    35. Conversation
    36. Even difficult ones …
    37. The audience wants a voice
    38.  
    39.  
    40. Mixing Social Media with Communications and Fundraising Strategies afrochild_0
    41.  
    42. “ Over 14,000 profile views in 3 weeks. 500 NEW signups to our email list from MySpace”
    43. Staff Roles
    44. “ I was a Facebook junkie before I was hired!”
    45.  
    46.  
    47. Define a box Define a Box
    48.  
    49. Is this real work?
    50.  
    51.  
    52. It takes time
    53. Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0
    54. Start small, reiterate over and over
    55. <ul><li>Yes </li></ul><ul><li>Youtube Video Contest </li></ul><ul><li># of list members & video views // time spent = good </li></ul><ul><li>Our first UGC contest </li></ul><ul><li>Good, original content </li></ul><ul><li>Developed free TV PSA </li></ul><ul><li>Positive, active commenting on social networks </li></ul><ul><li>Caught attention of higher ups </li></ul><ul><li>Conveyed a powerful message to America </li></ul><ul><li>Microsoft Facebook Challenge </li></ul><ul><li>Payoff ($50k) // time spent = good </li></ul><ul><li>Recognition from contest win </li></ul><ul><li>Strong feedback and willingness from participants </li></ul><ul><li>New “Facebook responders” segment of email file </li></ul>Was it worth it? <ul><li>No </li></ul><ul><li>Wendy’s Flickr Photo Petition </li></ul><ul><li>Time spent // number of entries = bad </li></ul><ul><li>Numerous technical problems </li></ul><ul><li>Uploading process took too much time (email) </li></ul><ul><li>Campaign was too narrow </li></ul><ul><li>High volume of problem feedback </li></ul><ul><li>Case Foundation Facebook Challenge </li></ul><ul><li>Time spent // number of participants = bad </li></ul><ul><li>Raised $3k but no contest recognition </li></ul><ul><li>Wasted opportunity to message new Facebook responders </li></ul><ul><li>High volume of negative feedback – people didn’t understand </li></ul>However.. We learned from both campaigns!
    56. Here’s some advice from Wendy Harmon, Red Cross Blogger
    57. <ul><li>A project that won’t take much time and relates to org goals. </li></ul><ul><li>Write down your successes. </li></ul><ul><li>Write down your challenges. </li></ul><ul><li>Ask the people you want to connect with whether they think your outreach and listening is valuable. </li></ul><ul><li>Watch other nonprofits and copy and remix for your next project. </li></ul><ul><li>Rinse, repeat. </li></ul>
    58.  
    59. Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment
    60. http://www.flickr.com/photos/johnnyhuh/ Five step plan to started ..
    61. 1: Listen and know your audience
    62. Find Blogs to Read …
    63.  
    64. A homeless person isn’t someone you pass on your way into a fancy restaurant
    65.  
    66.  
    67.  
    68. http://www.flickr.com/photos/smudie / RSS Reader
    69. Step 2: Prepare Photo by Pingnews
    70. Who in your organization will have the conversation?
    71. Rules of Engagement
    72. <ul><li>Read someone's blog post and start a conversation: Before you leave a comment, ask yourself: </li></ul><ul><li>What did they say well? </li></ul><ul><li>What did they miss? </li></ul><ul><li>Answer questions </li></ul><ul><li>What are other people saying </li></ul><ul><li>How does it apply to you </li></ul><ul><li>Look forward </li></ul><ul><li>Look backward </li></ul><ul><li>Ask what if? </li></ul>
    73. Twitter Conversations http://www.flickr.com/photos/vox /
    74. <ul><li>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. </li></ul><ul><li>Tweets that make people laugh are awesome, but tweets that make people think are even better. </li></ul>
    75. What might you “tweet” about?
    76. http://www.flickr.com/photos/tomthephotographer/ Step 3: Select your tools …
    77. Step 4: Jump in
    78. Storytelling (with a blog)
    79.  
    80. <ul><li>Write personal/profesional blog about your practice </li></ul><ul><li>Internal org blog behind the firewall </li></ul><ul><li>Org public blog – group authors </li></ul><ul><li>Blogs by patients or clients as support service </li></ul>In order of amount of time/investment/complexity
    81. Storytelling (with photos & video)
    82. Start with an individual profile
    83. Visual Petitions
    84. Groups: Organize
    85.  
    86. If you’re lucky might go viral
    87. Social Networking Sites
    88.  
    89. Newswire
    90. At an event
    91.  
    92.  
    93. Fundraising and Activism
    94. Step 5: Measuring Success
    95. <ul><li>Did we learn something about our audience that we didn’t know before? </li></ul><ul><li>Did our audience learn something about us? </li></ul><ul><li>Were we able to engage our customers in new conversations? </li></ul><ul><li>Do our employees have an effective new tool for external feedback and reputation management? </li></ul>
    96. Break
    97. Source: littleoslo.com - Blogpoly Small Groups with a pack of cards Scenario and Context for outcome Choose Your Tools: What and why? One person to tell story from each group
    98. Just Three Words
    99. Contact Information Beth Kanter [email_address] Beth’s Blog http://beth.typepad.com http://bvac.wikispaces.com

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