Social Media & Community Building


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Slides presented in my presentation to Olympia, WA (Thurston Co.) non profit organizations on March 10, 2010.

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Social Media & Community Building

  1. 1. Social Media and Community Development (There’s an App for That!) Presentation – March 10, 2010: TCTV, Olympia WA Laurie Cirivello [email_address]
  2. 2. <ul><li>Today’s Session </li></ul><ul><li>How Social Media is altering the communications landscape </li></ul><ul><li>What that means for community organizations (the good news and the bad news) </li></ul><ul><li>Basic tools and Cool Apps </li></ul><ul><li>Managing & Leveraging Social Media in your Organization </li></ul><ul><li>Examples of NPO social media in action </li></ul>
  3. 3. Social Media Revolution Video
  4. 5. Over 350 Million people have Facebook profiles (over half interact daily) More than 30,000 NPOs have active Facebook Pages.
  5. 6. 78% of consumers trust peer recommendations. Only 14% trust advertisements The fastest growing segment on Facebook is 55-65 year-old females. Twitter is most popular among working adults (Nielson News)
  6. 7. WHAT we use has changed HOW we communicate. “ Organizations who communicate effectively with members and supporters through digital media will grow, while those who don’t will perish along with the traditional media they cling to”. Rand Cordle, Publisher
  7. 8. Traditional Communications One to many – broadcast “talking to” Social Media Communications Many to many – Conversation
  8. 10. What Hasn’t Changed? Why people get involved with your organization. Why people give to your organization. Why people care about what you do. The most important lessons for effective use of social media…you likely already know.
  9. 11. The most important lessons for effective use of social media…you already know.
  10. 12. Social Media tools offer new, and very effective ways to do what we have always done: Inspire Motivate Serve Garner Support Build Community
  11. 13. Elements of a strong, modern, web Communications Strategy 1. Presence 2. Delivery 3. Getting Social
  12. 14. Presence: Attractive, Functional, Dynamic, Interactive
  13. 15. Taking info to stakeholders and helping your ambassadors do the same. E-Newsletters RSS feeds Sharing Tools Delivery
  14. 16. Getting Social...the heart of social media It's Rhizomatic! June Holley, Network Weaving Guru “ People are spending less time navigating the Internet on their own and are now navigating the Internet based on their friends’ recommendations or their friends’ activities.” Dave Yovanno, chief executive of Gigya Inc.
  15. 17. Google ( searching ) vs. Facebook (socializing)
  16. 18. Promoting Listening Asking Responding Empowering Go to where people are Evaluate, revise, do it some more… “ Using social media simply for marketing and fundraising, the understandable obsession of nonprofits during recessionary times, may be missing the point, experts say”. &quot;It's incredibly important to find that authentic voice and make personal connections”. Philanthropy Journal, July 2009
  17. 19. Nonprofit Use of Facebook It’s a place to connect with your communities in authentic, personal, and engaging ways.
  18. 20. Basic Types of “PAGES” Personal Profiles People Pages Professional Groups Informal/Working Causes 501c3/fundraising
  19. 22. Direct Traffic to your Website
  20. 23. Promoting Events
  21. 24. Passing Along Info & Resources
  22. 25. Having Conversations and Getting Feedback
  23. 26. Empowering & Mobilizing
  24. 27. Events
  25. 28. Comparing FB Pages
  26. 29. “ It's a different kind of distribution where the nonprofit reaches influential people who then reach their friends with their own message about a cause”. - Beth Kanter
  27. 30. “ To have a friend, you have to be a friend” -Laurie's Mom
  28. 31. How are you doing? Insights
  29. 32. Twitter Began as “what are you doing”? Keeping track of friends Has become 24/7 personalized headline stream. A Social Network Summary
  30. 33. Why I Like Twitter Headlining with 140 characters The ambient media stream Finding resources/professional development Organizing conversation around topic The value of “right now”
  31. 34. Twitter & the NPO sector Listening: Paying attention to what matters to others (your constituents and friends) and what they are saying (if anything) about you and your cause .
  32. 35. Informing/Promoting
  33. 36. Activating What’s wrong with this tweet? Plenty .
  34. 37. Features of Twitter The Profile Following Balance “following” and “followers”
  35. 38. Select Favorites Direct Message Ideas for who to follow
  36. 39. Anatomy of a Tweet retweet linking Shortened URL hashtag
  37. 40. Shortened URL’s
  38. 41. The Power and Reach of the Retweet From “ Beth’s Blog” Beth Kanter
  39. 42. <ul><li>A way of organizing conversations </li></ul><ul><li>through tagging </li></ul><ul><li>Particularly </li></ul><ul><li>effective for </li></ul><ul><li>searching </li></ul><ul><li>Can be semantic </li></ul><ul><li>ex. “Check out this </li></ul><ul><li>new # rapidian </li></ul><ul><li>article” </li></ul>#Hashtags
  40. 43. Lists Make a list of your staff, partners and supporters
  41. 44. Lets you share photos on Twitter Particularly useful with mobile phones Twitpic
  42. 45. Authenticity before marketing. Have personality. Build community. Twitter Etiquette – for NPOs Heather Mansfield: Nonprofits 2.0 Be nice. Be thankful. Reply and Retweet! Follow everyone who follows you...(and use “Favorites” to organize the chaos). Don’t only Tweet your own content.
  43. 46. How are you doing? Twitter Search
  44. 47. Adding Rich Media Content: Photos and Videos The Emotional Reward
  45. 48. 3 rd Party Hosting YouTube Vimeo
  46. 49. The Cloud Advantage
  47. 50. Custom Channels
  48. 51. Embedding vs. Linking Linking takes viewers away from your site. Embedding gives you control of everything around your video
  49. 52. Notes for Making it Look (and sound) Good! <ul><li>Length for Web </li></ul><ul><li>Light & Sound </li></ul><ul><li>Zoom, Pan & Stability </li></ul><ul><li>Special Effects (or not) </li></ul><ul><li>Music </li></ul><ul><li>Graphics </li></ul><ul><li>Voice Overs vs. Talking heads </li></ul>Video Tips from Flip Video
  50. 53. Protecting Content: Creative Commons Licensing
  51. 54. Participatory Campaigns Set a simple but powerful premise Provide simple instruction Invite others to share/promote. Spotlight the Participants Eternal Moonwalk
  52. 55. When Soliciting Multimedia Content Think Collage...Not Masterpiece Only a small percentage are “ original content creators” But many are contributors
  53. 56. Raising Funds & Social Media Facebook Doesn’t Raise Money, People Raise Money. (But Social Media can provide powerful new channels)
  54. 57. As part of conversation
  55. 58. Causes (a Facebook application)
  56. 59. 3 rd Part Apps/Tools
  57. 60. Mobile Fundraising
  58. 61. Social Media and Fundraising: Behavioral Economics “ Real people make decisions like Homer Simpson, not Spock”. Nudge , Richard Thaler and Cass Sunstein
  59. 62. Money you donate will go to Rokia, a seven-year old girl who lives in Mali, Africa. vs. 100,000 children are starving
  60. 63. Apps for Efficiency & Organization
  61. 64. Co-tweet
  62. 65. Screen Capture
  63. 66. “ Listening” Tools
  64. 67. Finally: Everything I need to know about social media…I learned in Kindergarten. Share Remember the Golden Rule Be Curious Listen And there’s nothing like a good story Thanks for Coming! Laurie Cirivello [email_address]