Erin Bury - Build It And They Will Come … Not! The Fundamentals of Building An Online Community

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Social media is a hot topic at organizations big and small – everyone wants to leverage new media sites to engage with their audience. Community-building tools like Twitter, Facebook, and blogs have been an effective way for brands to reach their audience, all for a small price tag. In this session you will learn about the different tools and tactics you can use to engage with your community and attract attention to your cause. You’ll also learn from case studies of how charities, non-profit organizations and fundraising events have seen success using Web 2.0 technologies.

Attendees Will Walk Away With:
• An understanding of the social media landscape and the most popular tools you can use to connect with your community
• Concrete examples of charities that have successfully leveraged new media tools
• An action plan for getting started with your own community-building initiatives

Erin Bury
After managing public relations for tech companies, Erin joined Sprouter to better utilize her passion for networking, community-building & Web 2.0 technologies. As Community Manager, Erin is the voice of the Sprouter community of entrepreneurs. A journalism grad who loves social media, Erin was a co-organizer of Twestival Toronto.

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Erin Bury - Build It And They Will Come … Not! The Fundamentals of Building An Online Community

  1. 1. THE FUNDAMENTALS OF BUILDING AN ONLINE COMUNITY How to leverage online tools for your cause
  2. 2. Who am I? 2
  3. 3. Online giving continues to grow • online revenue grew by 46% in 2009 compared to 2008 • The average online gift in 2009 was $144.72 Data from the Nonprofit Technology Network - www.nten.org 3
  4. 4. 4
  5. 5. “Using the internet to instantly collaborate, share information, and have a conversation about ideas and causes they care about.” •Beth Kanter •http://beth.typepad.com •@Kanter 5
  6. 6. Why social media? • You can use social media to: – Engage discussion – Spread awareness – Inspire – Collaborate – Engage participation – Fundraise 6
  7. 7. What are people saying? • tweets • blog posts • Daily Chatter • photos • event RSVPs • comments • customer feedback • new fans 7
  8. 8. What are people saying? • Listen • 3 steps • Engage • Create 8
  9. 9. STEP 1: LISTEN social media monitoring & hearing your audience The tools: • Google Alerts • Twitter search The benefits: • Find out what people are saying about your cause • Find out what people are saying about you specifically • Find new supporters 9
  10. 10. Google Alerts 10
  11. 11. Twitter search 11
  12. 12. STEP 2: ENGAGE spur conversation and incite action The tools: • Twitter • Facebook • Giveforward/StayClassy.org • Events (Meetup.com) The Benefits: • More transparency on issues • Dialogue between nonprofits and followers • Get input from supporters • Find new supporters 12
  13. 13. 13 @gapingvoid
  14. 14. Twitter 14
  15. 15. Facebook 15
  16. 16. GiveForward 16
  17. 17. StayClassy.org 17
  18. 18. Events 18
  19. 19. Meetup.com 19
  20. 20. STEP 3: CREATE social media outreach The tools: • Wordpress • YouTube • Flickr • Newsletters The benefits • Keep your community interested and committed to your cause • Expand your reach to new and potential supporters • Get attention from media and influencers 20
  21. 21. Wordpress 21
  22. 22. YouTube 22
  23. 23. Flickr 23
  24. 24. Newsletters 24
  25. 25. Case study: Haiti earthquake • Gave people a first-hand glimpse into the devastation • Allowed people to donate online and mobilize offline to support the cause • Relief workers, news outlets and relief organizations all used social media to keep people updated and to mobilize support • Donations for the first five days after the January 12 disaster totaled 19% more than during the same time frame after the 2004 Asian tsunami and 109% higher than the equivalent following Hurricane Katrina in 2005 (USA Today) 25
  26. 26. #HaiHaiTO 26
  27. 27. Indie Relief 27
  28. 28. Toronto Works for Haiti 28
  29. 29. Case study: Twestival Toronto • First globally-organized event using social media • Used primarily social media to get the word out • 3 successful events in Toronto • Events in over 120 cities around the world • Over 1300 attendees in total • Over $36,000 raised for 3 different charities 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. Community Guidelines •Be •Be •Be •Amazing •Accessible •Authentic •Respond •Honest •Provide and and real value participate transparent 33
  34. 34. What’s your story? SPREAD THE LOVE. 34
  35. 35. And remember – for every DO there’s a DON’T… 35
  36. 36. Thank you! How to reach me: • erin@sprouter.com • Twitter: @erin_bury • Blog: erinbury.wordpress.com • Sprouter: @erin 36

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