Social Media & Community Building

Social Media and Community Development (There’s an App for That!) Presentation – March 10, 2010: TCTV, Olympia WA Laurie Cirivello [email_address]

Today’s Session
How Social Media is altering the communications landscape
What that means for community organizations (the good news and the bad news)
Basic tools and Cool Apps
Managing & Leveraging Social Media in your Organization
Examples of NPO social media in action

Social Media Revolution Video

Over 350 Million people have Facebook profiles (over half interact daily) More than 30,000 NPOs have active Facebook Pages.

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)

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

Traditional Communications One to many – broadcast “talking to” Social Media Communications Many to many – Conversation

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.

The most important lessons for effective use of social media…you already know.

Social Media tools offer new, and very effective ways to do what we have always done: Inspire Motivate Serve Garner Support Build Community

Elements of a strong, modern, web Communications Strategy 1. Presence 2. Delivery 3. Getting Social

Presence: Attractive, Functional, Dynamic, Interactive

Taking info to stakeholders and helping your ambassadors do the same. E-Newsletters RSS feeds Sharing Tools Delivery

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.

Google ( searching ) vs. Facebook (socializing)

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”. "It's incredibly important to find that authentic voice and make personal connections”. Philanthropy Journal, July 2009

Nonprofit Use of Facebook It’s a place to connect with your communities in authentic, personal, and engaging ways.

Basic Types of “PAGES” Personal Profiles People Pages Professional Groups Informal/Working Causes 501c3/fundraising

Direct Traffic to your Website

Promoting Events

Passing Along Info & Resources

Having Conversations and Getting Feedback

Empowering & Mobilizing

Events

Comparing FB Pages

“ 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

“ To have a friend, you have to be a friend” -Laurie's Mom

How are you doing? Insights

Twitter Began as “what are you doing”? Keeping track of friends Has become 24/7 personalized headline stream. A Social Network Summary

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”

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 .

Informing/Promoting

Activating What’s wrong with this tweet? Plenty .

Features of Twitter The Profile Following Balance “following” and “followers”

Select Favorites Direct Message Ideas for who to follow

Anatomy of a Tweet retweet linking Shortened URL hashtag

Shortened URL’s Bit.ly

The Power and Reach of the Retweet From “ Beth’s Blog” Beth Kanter

A way of organizing conversations
through tagging
Particularly
effective for
searching
Can be semantic
ex. “Check out this
new # rapidian
article”
#Hashtags

Lists Make a list of your staff, partners and supporters

Lets you share photos on Twitter Particularly useful with mobile phones Twitpic

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.

How are you doing? Twitter Search

Adding Rich Media Content: Photos and Videos The Emotional Reward

3 rd Party Hosting YouTube Vimeo Archive.org

The Cloud Advantage

Custom Channels

Embedding vs. Linking Linking takes viewers away from your site. Embedding gives you control of everything around your video

Notes for Making it Look (and sound) Good!
Length for Web
Light & Sound
Zoom, Pan & Stability
Special Effects (or not)
Music
Graphics
Voice Overs vs. Talking heads
Video Tips from Flip Video

Protecting Content: Creative Commons Licensing

Participatory Campaigns Set a simple but powerful premise Provide simple instruction Invite others to share/promote. Spotlight the Participants Eternal Moonwalk

When Soliciting Multimedia Content Think Collage...Not Masterpiece Only a small percentage are “ original content creators” But many are contributors

Raising Funds & Social Media Facebook Doesn’t Raise Money, People Raise Money. (But Social Media can provide powerful new channels)

As part of conversation

Causes (a Facebook application)

3 rd Part Apps/Tools

Mobile Fundraising

Social Media and Fundraising: Behavioral Economics “ Real people make decisions like Homer Simpson, not Spock”. Nudge , Richard Thaler and Cass Sunstein

Money you donate will go to Rokia, a seven-year old girl who lives in Mali, Africa. vs. 100,000 children are starving

Apps for Efficiency & Organization

Co-tweet

Screen Capture

“ Listening” Tools www.socialmention.com www.spezify.com

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] http://lcirivello.wordpress.com

Social Media & Community Building

by Laurie Cirivello on Mar 13, 2010

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Social Media & Community Building — Presentation Transcript