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Communications 2.0 Bootcamp


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Putting web 2.0 and social media to work for foundations. This presentation was part of an interactive workshop at the Conference of SW Foundations in Vail, Colorado on October 1, 2010. Presented by Josie Burke from El Pomar Foundation and Rob Simon from BurstMarketing.

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Communications 2.0 Bootcamp

  1. 1. Communications 2.0 Boot Camp<br />Putting Web 2.0 & Social Media To Work <br />For Foundations<br />
  2. 2.
  3. 3. 12 Platforms<br />And How To Use Them<br />
  4. 4. Why Use Social Media<br />?<br />Great way to tell and share stories<br />Now mainstream<br />More effective and engaging<br />Sustainable & green<br />Cost-efficient and scalable<br />Starts conversations<br />Invites people into your org<br />Assists with transparency<br />Can become viral<br />Trackable, measurable and ROI<br />
  5. 5. Why You Should Care<br />!<br />In 2005, 8% of adults had a social network profile. Today, nearly 40% do.<br />Nielsen reports that 142 million Americans use social media, largest in the world<br />Usage (time spent) increased 86% over last year<br />
  6. 6. “If you are online, you are using social media.”<br />Universal McCain <br />Comparative Study on Social Media Trends<br />
  7. 7. 1. Facebook<br />The “standard” for social networking, social media, social content<br />500 million users<br />500 billion minutes/month<br />135 friends average<br />
  8. 8. How To Use Facebook<br />Build official, branded “fan” page with info on organization, mission<br />Find fans to “like” your page<br />Post updates and news regularly on you and grantees<br />Upload videos and photos<br />Promote and publicize events<br />Open up your page to allow fans to post, comment & discuss<br />Use surveys<br />
  9. 9. How To Use (cont.)<br />
  10. 10. 2. Twitter<br />Real-time micro-blogging using phone, computer, tablet<br />106 million+ users<br />300,000 new accounts every day<br />97% have less than 100 followers, follow less than 100 Twitters<br />55 million Tweets per day<br />140-character text-messages with short links to photos, videos, URLs, blogs, <br />
  11. 11. How to Use Twitter<br />Set up an official Twitter feed with custom background and @YourOrganization handle<br />Post daily updates, links to interesting articles, grantee information<br />Create a TwitterList of @handles for organization’s staff, partners, supporters, grantees<br />Use “” to find and connect with top tweeters in your area<br />Reply, retweet and join discussions<br />Recruit staff, volunteers, supporters, grantees<br />Promote an event, campaign, movement, issue<br />
  12. 12. How to Use (cont.)<br />
  13. 13. 3. Mobile & Smartphone<br />A “Swiss army knife” phone that provides Internet access & browsing, GPS & location, email, audio, video, photo, SMS text-messaging, calendars, contacts applications – and oh yes, making telephone calls<br />iPhone, Blackberry, Droid (Google)<br />Predicted to overtake “regular” phones w. 50% penetration by 2011<br />285 million mobile users now (60 million of which were “smart”)<br />Becoming the new standard for mobile communications<br />
  14. 14. How to Use Mobile<br />Make your website “mobile” friendly so it can be easily viewed on mobile devices (no Flash)<br />Partner with cause-related apps such as CauseWorld to promote a cause, raise funds<br />Integrate usage of your Facebook, Twitter accounts on mobile platforms<br />Build an “off-the-shelf” iPhone app that aggregates your content from multiple RSS feeds using AppMkr<br />Create a custom app for iPhone, Droid<br />
  15. 15. 3. Mobile & Smartphone<br />
  16. 16. 4. YouTube & Video Sharing<br />Video sharing and hosting website<br />2 billion views a day, nearly double primetime audience of all TV networks combined<br />24 hours new video uploaded every minute<br />Avg person spends 15 minutes a day on YouTube<br />More video in 6 months than networks have created in 60 years<br />
  17. 17. How to Use YouTube<br />Buy Flipcams at nonprofit rate and start making videos of what you & grantees do<br />Create 15 second opening with logo, music, brand<br />Keep videos short, fun, compelling<br />Average YouTube video is 19 seconds!<br />Create branded, custom YouTube channel<br />Post videos, share on Facebook, Twitter, website, email, newsletter<br />Invite supporters to upload video responses, comments<br />
  18. 18. How to Use Video (cont.)<br />Set up other video platforms<br />Vimeo, Blip.TV, Brightcove<br />Use TubeMogul to distribute one video to all platforms at once, maximizing content distribution<br />Distribute as “podcast” on iTunes and other podcast portals using FeedBurner<br />Track views and learn what sticks<br />
  19. 19. How to Use YouTube<br />
  20. 20. 5. Blog<br />A blog is…<br />personal diary<br />daily pulpit<br />collaborative space<br />political soapbox<br />breaking-news outlet<br />collection of links<br />memos to the world<br />Whatever you want it to be!<br />50 million and counting<br />
  21. 21. How to Use a Blog<br />Real power is a blog’s ability to “push” content out into “blogosphere”<br />People can find posts, enter conversations<br />Maintain regularly – pick a frequency<br />Pick a content approach and strategy<br />Identify internal “owners” or collaborative owners<br />Find, link and cross-link with other blogs<br />Integrate with Website, social media<br />
  22. 22. 5. Blog<br />
  23. 23. 6. Web 2.0<br />Websites that move away from static pages toward dynamic<br />Flash, javascript or HTML 5 animation<br />Shareable <br />Interactive<br />Customizable home pages<br />RSS feeds to push content<br />Searchable databases / custom information<br />Media (video, podcasts, audio)<br />
  24. 24. How to Use Web 2.0<br />Add animated player of photos of grantees<br />Add “ShareThis” widget to facilitate social sharing<br />Integrate blog into website<br />Feature video(s) of grantee<br />Subscribe to RSS feeds, podcasts<br />Create searchable database of grantees<br />
  25. 25. 6. Web 2.0 site<br />
  26. 26. 7. Online Annual Report<br />A “flip-able” page-turning PDF<br />Embedded audio, video<br />Interactive with polls, hyperlinks, email, sharing<br />Trackable and measurable<br />Print-on-demand options<br />Green<br />Scalable and viral at no cost<br />
  27. 27. How to Use Online Reports<br />Community reports with video stories on grantees<br />Annual reports with financials, foundation information<br />Animated charts and graphs to bring foundation mission to life<br />Self-publish magazines, whitepapers<br />
  28. 28.
  29. 29. 8. ePR & Community<br />Engage with your community online<br />Yelp! Community sharing and rating<br />Google Places<br />Reach out to online local websites and newspapers, i.e. YourHub and MetroMix<br />Issue ePress Releases<br /><br /><br />
  30. 30. How to Use ePR & Community Sites<br />Set up and “claim” your organization on popular local sites<br />Yelp!<br />Google Places<br />FourSquare<br />Yahoo Local<br />Build online ePR distribution list<br />Websites, newspapers, bloggers<br />Free ePR sites<br />No excuses: send ‘em!<br />
  31. 31. 8. Community Sharing<br />
  32. 32. 9. eNewsletter<br />Regularly distributed electronic newsletter with current information<br />Subscribers (for free)<br />eNewsletter/eMail services<br />Vertical Response<br />ConstantContact<br />Emma Mail<br />
  33. 33. How to Use eNewsletter<br />Set up a graphic, bold template<br />Build subscription base<br />Have subscribe button on home page<br />Embed multimedia<br />Video “play” window but not actual video; won’t go through spam<br />KISS (Keep it simple & sincere)<br />Honest voice, breezy, newsy<br />Allow for unsubscribe<br />Don’t overwhelm: monthly or qrtly<br />Monitor open-rates and clicks & learn<br />
  34. 34. 9. eNewsletter<br />
  35. 35. 10. Content Sharing<br />You’ve got content – now share it!<br />Videos (we’ve talked about)<br />Photos on flickr<br />Presentations on Slideshare<br />Live video webcasts on uStream<br />Live radio show on BlogTalkRadio<br />Conference calls on Skype, ReadyTalk<br />
  36. 36. 10. Content Sharing<br />
  37. 37. 11. Listening & Polling<br />“Listen” to what people are saying about your organization, grantees and issues<br />On blogs, Tweets, discussion boards, forums<br />Poll your audience with interactive online surveys<br />E.g. SurveyMonkey<br />Many free listening and polling tools<br />GoogleAlerts<br /><br />SocialMention<br />Spy, ViralHeat, FiltrBox<br />
  38. 38. 11. Listening & Polling<br />
  39. 39. 12. Engagement & Mobilization<br />Social networking software and websites that help you to:<br />Raise awareness<br />Create engagement on an issue or cause<br />Spread information and support<br />Get votes<br />Raise funds<br />Mobilize!<br />
  40. 40. How to Engage & Mobilize<br />Start a petition drive on Twitter using<br />Create events, polls on your Facebook page<br />Raise funds for your cause on CauseWorld (website and app)<br />Promote an event with EventBrite<br />Use SpredFast and SmallAct to reach across multiple social media platforms to engage and mobilize<br />
  41. 41. 12. Engagement & Mobilization<br />
  42. 42. 13.Other<br />Your ideas? <br />Other services?<br />The next best thing?<br />
  43. 43. Social Media Game<br />The Social Media Game<br />
  44. 44. CONGRATULATIONS<br /> YOU ALL NOW WORK FOR A NEW ORGANIZATION:<br />GetSmartNow Foundation<br />
  45. 45. GetSmartNowMISSION<br />To provide college scholarships to financially disadvantaged students who excel academically. <br />
  46. 46. Group Exercise <br />Each group given a communications goal<br />Each group has 90 points to “spend” to accomplish goal through communications platforms<br />“Playing cards” distributed to help guide group decision-making<br />Each group will report back to share its communication strategy<br />
  47. 47. Additional Resources<br />
  48. 48. Twitter<br /> – find topics of discussion<br /> – petitions on Twitter<br />Tweetdeck – organize, manage and publish tweets<br />HootSuite – organize, manage and publish tweets<br /> or – create shortened URL links<br />TwitPic – share photos<br />Twitalyzer –monitor Twitter stats, influencers<br />Mr. Tweet – find influencers<br />Klout – influencer cultivation<br />FriendorFollow – influencer cultivation<br />
  49. 49. Free Listening & Monitoring<br />GoogleAlerts – on any topic<br />GoogleReader – RSS reader<br />SocialMention – all user-generated content<br />Technorati –blogs<br />Spy – all user-generated content<br />FiltrBox – social media mentions<br />vViralHeat – social media mentions<br />Backtype –blog comments<br />YackTrack – social media comments<br />Boardtracker – alerts on discussion boards<br />Twilert & Tweetbeep – Twitter mentions<br />FriendFeed – social aggregator<br />YahooPipes –blog and topic monitor<br />
  50. 50. Paid Listening & Management<br />Radian6 – comprehensive listening and tracking<br />SpredFast – comprehensive social media management <br />SmallAct – web software specifically for non-profits to help them raise money, find supporters and maximize social media<br />
  51. 51. Fundraising & Engagement<br />Crowdrise – fundraising website, community, gaming<br />Convio – marketing, fundraising, advocacy for nonprofits<br />FirstGiving – fundraising <br />FourSquare – cause related iPhone app<br />ChipIn – widget used in fundraising w. “donate” button<br />GlobalGiving – online marketplace for philanthropy<br /> – empowers people to take action<br />Givezooks – support a cause in minutes<br />YourCause – fundraising through personal web pages<br />JustGive – remove barriers to charitable giving<br /> – spread a ripple of good<br />SocialVibe – micro-fundraising through social media <br />
  52. 52. Other<br />LinkedIn – professional networking<br />EventBrite – event management<br />Upcoming – event management<br />MobileCommons – SMS text messaging campaigns<br />TextMarks – SMS text messaging campaigns<br />AppMkr – “off-the-shelf” iPhone apps<br />Ning – build your own social network ala Facebook<br />Brightkite – geolocation website and app <br />Gowalla – geolocation website and app<br />
  53. 53. Contact orFollow Me<br />Rob Simon, President<br />(303) 641-0946<br /><br />@burstmarketing<br />
  54. 54. Contact orFollow Me<br />Josie Burke<br />Director of Communications<br />(719) 577-5750<br /><br />