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Social Media in a Virtual World


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Social Media in a Virtual World

  1. 1. Social Media in a Virtual World<br />March 2010<br />A Communications Overview for <br />Nonprofit Commons in Second Life<br />
  2. 2. Page 2<br />Nonprofit Commons (NPC) is a 4-sim archipelago in Second Life. Housing over 80 social benefit organizations from around the globe, NPC is managed by volunteers under the leadership of TechSoup Global.<br />Advocacy & Outreach Community<br />Communications Objectives<br /><ul><li>Use communication channels to galvanize community interaction.
  3. 3. Integrate 2D and 3D communication tools as much as possible.
  4. 4. Deploy and efficiently maintain a steady social media communication stream about nonprofit activities.</li></ul>Professional Network Outside SL<br />Second Life Community<br />NPC & Techsoup Groups<br />Active Tenants & Volunteers<br />NPC Serves Virtual and Real World Communities<br />
  5. 5. Page 3<br />NPC Community Interaction is Rich and Diverse <br />
  6. 6. Page 4<br />Inworld (SL)<br />Outworld (Flat Web)<br />Local chat<br />Group chat<br />Group notices<br />Instant Messaging<br />Voice<br />Audio/Video<br />Notecards<br />Interactive Displays<br />Presentation Tools<br />Mixed Media applications<br />Website<br />Blogs<br />Email<br />Google applications<br />Social Media<br /><ul><li>Twitter
  7. 7. Facebook
  8. 8. LinkedIn
  9. 9. YouTube
  10. 10. Flickr
  11. 11. Avatars United
  12. 12. Plurk</li></ul>Limited Outworld Flow<br />Expanding Inworld Flow<br />NPC Community - Many Communication Options<br />Increasing potential for reaching communities in both the virtual and physical world.<br />Inworld and Outworld Tools Used <br />
  13. 13. Page 5<br />From<br />To<br />Somewhat engaged<br />Occasional<br />Impersonal<br />Short-term<br />Passionately committed<br />Constant<br />Intimate<br />Loyal<br />Transform<br />NPC Community - Communications Challenge<br />Diverse Audience Inworld & Outworld<br />How can the use of social media assist this transformation?<br />
  14. 14. Page 6<br />Three Virtual World/Real World Levels of Interaction<br />NPC community interacts on three levels:<br />Within Second Life as NPC tenants, volunteers and NPC/Techsoup group members<br />Across Second Life with other individuals and groups<br />In our real world interactions with each other, our colleagues, interested friends and related organizations<br />Advocacy & Outreach Community<br />Professional Network Outside SL<br />LEVEL 3<br />Real World<br />Second Life Community<br />LEVEL 2<br />Second Life<br />NPC & Techsoup Groups<br />Active Tenants & Volunteers<br />LEVEL 1<br />NPC/Techsoup<br />
  15. 15. Page 7<br />Many loose connections across broad audience (i.e. least likely to be real/virtual friends or colleagues); interactions are frequent but short. Most potential for viral sharing.<br />Increasing numbers<br />Decreasing Intimacy<br />Advocacy & Outreach Community<br />Large, Least Intimate<br />Professional Network Outside SL<br />Medium number of connections with people that often have a real world interest (i.e. are or have been friends or colleagues). Good for group information sharing and updates .<br />Second Life Community<br />Medium, Less Intimate<br />NPC & Techsoup Groups<br />Smallest number of core connections with people that have an active affiliation and meet real-time in virtual world (i.e. are avatar friends or colleagues). Provides most intimate level of interaction & collaboration.<br />Active Tenants & Volunteers<br />Small, Most Intimate<br />Social Media Tools and How They Work for NPC<br />
  16. 16. Page 8<br />NPC on <br />Small, Most Intimate<br /><ul><li>Social networking site for avatars, recently purchased by Second Life’s owner, Linden Lab.
  17. 17. Can tweet messages, pictures and locations directly from Second Life using application. </li></ul>NPC's Visit Avatars United page here<br />
  18. 18. Page 9<br />NPC on <br /><ul><li>Largest social networking site where you can host a fan page for your organization’s followers.
  19. 19. Interacts with Twitter and other social media applications. </li></ul>Visit NPC's Facebook page here<br />Medium, Less Intimate<br />
  20. 20. Page 10<br />NPC on <br />Medium, Less Intimate<br /><ul><li>Professional networking site where there are many groups that cover both virtual and real world organization activities.
  21. 21. Can tweet into LinkedIn, start discussion, share news, resources and presentations. </li></ul>Visit NPC's LinkedIn page here<br />
  22. 22. Page 11<br />NPC on <br />Large, Least Intimate<br /><ul><li>High-volume, 140-character text messaging platform to get word of events out quickly, send links and follow people and institutions in the nonprofit sector.
  23. 23. Can link to Facebook and LinkedIn, as well as website and blog. </li></ul>Visit NPC's Twitter page here<br />
  24. 24. Page 12<br />NPC on <br />Large, Least Intimate<br /><ul><li>Global video-sharing site where organizations can upload videos, establish subscription channels and amass large followings.
  25. 25. Videos easily linked to or embedded into other social sharing sites (e.g. Facebook) as well as topic-related blogs and websites. </li></ul>Visit NPC's (TechSoup) YouTube page here<br />
  26. 26. Page 13<br />Search a particular NPSL tweeter<br />Search a twitter list (followed by NPSL)<br />All tweeters (following NPSL)<br />Example: Tweetdeck<br /><ul><li>Monitor and respond to several social media channels from one application.
  27. 27. Selectively search on your twitter address activity.
  28. 28. Selectively tweet or re-tweet information from several individual or organization accounts</li></ul>Third Party Applications Make Deployment & Tracking Easier<br />
  29. 29. Page 14<br />Lessons Learned (and still learning) about Social Media<br /><ul><li>Develop an integrated communications strategy. This is as important in a virtual world as it is in the real world.
  30. 30. Event promotion requires a messaging and message timing strategy across all the communication channels you plan to use.
  31. 31. Define your metrics for success: is it event attendance, number of donations raised, more volunteer activity? Apply these metrics every time you run a new campaign.
  32. 32. Your community includes people with different levels of social media usage; make it easy for them to hear and respond to your messages on the platforms they are comfortable with.
  33. 33. Solicit feedback from your community on all your communication efforts in order to target your efforts on the right platforms and refine your messaging.
  34. 34. Using volunteers? Make sure they have the right skill-sets for social media -- and train them if they do not.
  35. 35. Social media is time consuming. Plan it out and determine which third-party applications will help you be more efficient.
  36. 36. Do not fall in love with your tools! Both Inworld and Outworld, they are changing rapidly. Experiment and test - keep the best, divest the rest.</li></li></ul><li>Page 15<br />For Further Information…<br />More about Nonprofit Commons can be found at the URLs below:<br />Nonprofit Commons Website:<br />TechSoup Global Website:<br />Wiki:<br />Twitter:<br />Google Group:<br />Facebook:<br />LinkedIn:<br />About the Author<br /><ul><li>Randi Kopp of Digital Ability Marketing is a social media and marketing strategy expert. One of her clients is Kidsbridge Tolerance Museum, located on the campus of The College of New Jersey.
  37. 37. Randi’s Second Life avatar, Dusty Artaud, is a tenant of Nonprofit Commons, representing Kidsbridge Tolerance Museum.
  38. 38. Dusty is also the volunteer communications coordinator for Nonprofit Commons, a role that she shares with her typist and many other wonderful volunteers.
  39. 39. Contact information:</li></ul>For Randi:<br />For Dusty:<br /><ul><li>Follow @DustyArtaud on Twitter (she is much more interesting than her typist).</li>