Social Technology
    The “Groundswell”
Why?

• What happened to
  Digg

• The Streisand effect

• President who?
“You can’t take something off the
Internet. That’s like trying to take pee
      out of a swimming pool.”
             -Jo...
What is social media?
• Blogs, user-generated content, and
  podcasts
• Social networks and virtual worlds
• People collab...
What is social media?
• People organizing content: tags
• Accelerating consumption: rss and widgets
  Is the term social m...
The social technographics
The social technographics
The social technographics
The social technographics
The social technographics
The social technographics
The social technographics
The social technographics
The social technographics
The social technographics
Strategy

• Rule #1: Concentrate on the
  relationships not the technology!
• Be aware of the needs wants, and
  satisfact...
People

• Know the people
• What are they ready for?
• How will your audience engage?
• Social technographics profile
Objectives
• What are your goals?
• Five types of objectives
  1. Listening
  2. Talking
  3. Energizing
  4. Supporting
 ...
Strategy
•   Strategy here means figuring out what will be different after you're done.

•   How do you want your relations...
Areas for online strategy
• Social networking and community building
• Communication/Education
• Online donations and memb...
Technology


• AFTER you’ve decided on People,
  Objectives and Strategy then you can
  pick the technology.
More Online Basics

1. Establish and informative website (Content!)

2. Collect email addresses

3. Communicate with those...
P2P/Online Fundraising

 • Fundraising that is inspired by charities
   but is initiated or undertaken by people
   connec...
!quot;#$quot;%&'$($quot;)&*+,$-.,%+/
                                 01$#&234567
                                        ...
Other tidbits

•Post photos
•Add video
•Teach!
•Link
•Get feedback (and use it)
•Differentiate
•Define- be clear about expe...
Other tidbits


•Be real: When writing website copy, direct
your message to one person who represents
your target audience...
Groundswell Presentation for ECCF
Groundswell Presentation for ECCF
Groundswell Presentation for ECCF
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Groundswell Presentation for ECCF

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Presentation on Groundswell for the Elkhart County Community Foundation.

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Groundswell Presentation for ECCF

  1. 1. Social Technology The “Groundswell”
  2. 2. Why? • What happened to Digg • The Streisand effect • President who?
  3. 3. “You can’t take something off the Internet. That’s like trying to take pee out of a swimming pool.” -Joe Garrelli, NewsRadio
  4. 4. What is social media? • Blogs, user-generated content, and podcasts • Social networks and virtual worlds • People collaborating: wikis and open source • People reacting to each other: forums, ratings and reviews
  5. 5. What is social media? • People organizing content: tags • Accelerating consumption: rss and widgets Is the term social media too narrow? ★ The Groundswell concept-- A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
  6. 6. The social technographics
  7. 7. The social technographics
  8. 8. The social technographics
  9. 9. The social technographics
  10. 10. The social technographics
  11. 11. The social technographics
  12. 12. The social technographics
  13. 13. The social technographics
  14. 14. The social technographics
  15. 15. The social technographics
  16. 16. Strategy • Rule #1: Concentrate on the relationships not the technology! • Be aware of the needs wants, and satisfaction of donors. • POST
  17. 17. People • Know the people • What are they ready for? • How will your audience engage? • Social technographics profile
  18. 18. Objectives • What are your goals? • Five types of objectives 1. Listening 2. Talking 3. Energizing 4. Supporting 5. Embracing
  19. 19. Strategy • Strategy here means figuring out what will be different after you're done. • How do you want your relationships with customers to change? • Do you want a closer, two-way relationship with your best customers? • Do you want to get people talking about your products/services? • Do you want a permanent focus group for testing product ideas and generating new ones? • Imagine you succeed. • How will things be different afterwards? • Imagine the endpoint and you'll know where to begin.
  20. 20. Areas for online strategy • Social networking and community building • Communication/Education • Online donations and membership • Event registration and management • Prospect research • Volunteer recruitment and management • Advocacy and activism
  21. 21. Technology • AFTER you’ve decided on People, Objectives and Strategy then you can pick the technology.
  22. 22. More Online Basics 1. Establish and informative website (Content!) 2. Collect email addresses 3. Communicate with those who opt in 4. Offer the option of online giving (encrypted) 5. Recruit and manage volunteers online
  23. 23. P2P/Online Fundraising • Fundraising that is inspired by charities but is initiated or undertaken by people connecting with their family, friends and colleagues to raise money for the causes they support • Example: Facebook Causes
  24. 24. !quot;#$quot;%&'$($quot;)&*+,$-.,%+/ 01$#&234567 Estimates in: quot;##G ! 2001 = $550 M illion quot;##B ! 2002 = $1.1 Billion quot;##F quot;##A ! 2003 = $1.9 Billion quot;##E ! 2004 = $2.62 Billion quot;##quot; ! 2005= $4.53 Billion quot;##D ! 2006= $6.87 Billion quot;### !2007 = $10.44 Billion D$$$ ?#% ?quot;@###% ?A@###% ?B@###% ?C@###% ?D#@###% ?Dquot;@###% T he United States represents: -./+0'1%,'(2*+,30.4%*5(% )*+6*+(%7586'+98,:%;58,8*,86'% ! Slightly more than ½ the G lobal O nline .5%-.08*<%=5,'+>+89' Philanthropic M ar ket ! !quot;#$%quot;quot;&'(#)*'+,%-'./0'$1quot;quot;1#-'23045 !quot;##$%&'(%)*+, 7
  25. 25. Other tidbits •Post photos •Add video •Teach! •Link •Get feedback (and use it) •Differentiate •Define- be clear about expectation, instructions etc
  26. 26. Other tidbits •Be real: When writing website copy, direct your message to one person who represents your target audience. Speak to him from the heart. Personalize email whenever possible. •Share your stories- shows you are relevant

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