Feb. 19 #2 Social Media, GG Tools

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  • update
  • Obama hesitant to use it at first, but the ease with which people adopted it and all the meaning it conveyed to them, changed his mind.
  • Selling it to Americans
  • & comprehensive—he was everywhere in a COORDINATED manner
  • Others spreading your message
  • Update. Move toward more social behavior.
  • How GG allows you to do this—fundraisers, profiles, share on FB/Twitter, comments on proj. updates, pics on page, subscribe to updates
  • Easy to share on soc. Media sites
  • $310k in ‘09
  • update
  • How GG allows you to do this—fundraisers, profiles, share on FB/Twitter, comments on proj. updates, pics on page, subscribe to updates
  • Feb. 19 #2 Social Media, GG Tools

    1. 1. Social media
    2. 2. Why is Social Media Important to Your Organization? <ul><li>76% of givers are motivated by friends and family </li></ul>
    3. 4. there are A ‘blog’ is one of 200,000,000 conversations happening this minute!
    4. 5. Posting and watching video.
    5. 6. Spotlight on: Twitter <ul><li>www.Twitter.com </li></ul><ul><li>Micro-blogging platform </li></ul><ul><li>You send updates or “tweets” up to 140 characters </li></ul><ul><li>Your tweets are received by your followers – people who opt-in to receive your updates </li></ul><ul><li>You receive Tweets from people you are following </li></ul><ul><li>Unlike Facebook, following is not always reciprocal </li></ul><ul><li>Twitter is now the 2 nd most popular social network </li></ul><ul><li>Twitter grew by over 1,928% between 6/2008 – 6/2009, to over 20 million users </li></ul><ul><li>10,000+ people are joining every day </li></ul>
    6. 7. But it’s not who you think Medium age = 31
    7. 8. Twitter and GlobalGiving
    8. 9. GlobalGiving Twitter Goals <ul><li>Develop community/network </li></ul><ul><li>Empower people to be ambassadors </li></ul><ul><li>Engage in conversation </li></ul><ul><li>Create content </li></ul><ul><li>Provide news </li></ul><ul><li>Promote GlobalGiving opportunities (donation, campaigns, Opens, partners, etc.) </li></ul>
    9. 10. GlobalGiving TweetCloud
    10. 11. How to use Twitter <ul><li>Hashtag (#) </li></ul><ul><ul><li>Dramatically increases your reach </li></ul></ul><ul><ul><li>Expands beyond your network </li></ul></ul><ul><ul><li>Includes you in the conversation </li></ul></ul><ul><ul><li>Search ahead if you’re unsure </li></ul></ul><ul><ul><li>Examples : </li></ul></ul><ul><ul><ul><li>Keywords: #charity #nonprofit #philanthropy </li></ul></ul></ul><ul><ul><ul><li>Locations: #kenya #dc #africa #india </li></ul></ul></ul><ul><ul><ul><li>Events: #ramadan #taiwanfloods #hyatt4good </li></ul></ul></ul><ul><ul><ul><li>Topics: #climate #olympics #coldplay </li></ul></ul></ul>
    11. 12. How to use Twitter <ul><li>Create searches </li></ul><ul><ul><li>Monitor the topics or people you’re interested in </li></ul></ul><ul><ul><li>Helps you join/find conversations </li></ul></ul><ul><ul><li>Helps you find the people in your space </li></ul></ul><ul><ul><li>Helps you gain legitimacy </li></ul></ul>
    12. 13. Creating your Twitter community <ul><li>Start Following </li></ul><ul><ul><li>Your friends (people find by name) </li></ul></ul><ul><ul><li>People with common interests (people find by topic) </li></ul></ul><ul><li>Be followed </li></ul><ul><ul><li>People will follow you if you do these things: </li></ul></ul><ul><ul><ul><li>Be authentic </li></ul></ul></ul><ul><ul><ul><li>Tweet what you know </li></ul></ul></ul><ul><ul><ul><li>Fill out a profile </li></ul></ul></ul><ul><ul><ul><li>Don’t market or be “spammy” </li></ul></ul></ul>
    13. 14. Twitter Speak <ul><li>How to communicate on twitter </li></ul><ul><li>Keep it to 140 characters (or 120 to be “Retweet-friendly”) </li></ul><ul><li>For long url’s make them shorter using bit.ly </li></ul><ul><ul><li>A url like this: http://www.who.int/topics/womens_health/en/ </li></ul></ul><ul><ul><li>Now looks like this: http://bit.ly/4msJC </li></ul></ul><ul><li>Twitter speak and common symbols </li></ul><ul><li>@ means you’re talking to or about someone </li></ul><ul><li># means you’re labeling something </li></ul><ul><li>RT means you’re Re-Tweeting something </li></ul><ul><li>via means you’re repeating a message that you read first from someone else </li></ul><ul><li>Direct message (DM) is a private message between 2 users </li></ul>
    14. 15. Case Study iPad vs. iTampon
    15. 16. Pass along
    16. 17. Pass along  Donations
    17. 18. Impact <ul><li>40 donations, $1,676 raised </li></ul><ul><ul><li>62% Twitter </li></ul></ul><ul><ul><li>38% Facebook </li></ul></ul><ul><li>“ ReTweet Reach”: 349,000 on 1/28 </li></ul><ul><li>“ Mentions Reach”: 357,000 on 1/28 </li></ul><ul><li>In recent weeks Twitter has been our #1 referrer </li></ul><ul><ul><li>35% of all referral traffic to the site </li></ul></ul><ul><ul><li>13% of all traffic to the site </li></ul></ul>
    18. 19. Example: How Obama became president through social media
    19. 20. From this
    20. 21. to this…
    21. 22. A good message is simple, short, memorable , and even iconic CHANGE “ Yes we can”
    22. 23. Because someone may want to spread your message for you… Stencil for a make-your-own Obama message
    23. 24. Image stenciled on a building 500m from GlobalGiving’s old office.
    24. 25. Complex messages are hard to remember: USA government’s bank bailout. (Don’t do this!) ? ? ? ?
    25. 26. Your message is a cause! Time is ticking! Give , Donate, Send money now. You must take action . We are competing.
    26. 27. Your friends will be the first to adopt your message: my cause  our cause
    27. 28. The Biggest Word Is You!
    28. 29. A good message will spread. Source: David Wilcox, The Social Reporter
    29. 30. Corporate = control = democracy + + Source: “What’s next in media: by Neil Perkin
    30. 31. It’s OK to be a person. GlobalGiving Tweet: “Intense debate going around the office about what spice/flavoring/condiment should be in the 4th holder. Salt, pepper, garlic powder and...?” Response from Stephanie Strom (New York Times): “@GlobalGiving: Cinnamon. Very healthy.”
    31. 32. Your supporters need different messages and languages.
    32. 34. Where is this?
    33. 35. Where is this? Hint: think strategically!
    34. 36. Strategic thinking: In Germany there are ZERO voters… but they will be future allies.
    35. 37. Not every message will applaud you. But if you talk openly about failure, most people will want to help you.
    36. 38. Obama won through social media Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
    37. 39. Source: “Creating Your Organization's Social Media Strategy Map” by Beth Kanter In the end: Iconic Obama art becomes everyone’s tool for self-expression.
    38. 41. The Internet is about interacting… & dialogue!
    39. 42. The whole idea is to be in the conversation : To raise your profile. To interact with people in your sector/region. Before you’re forced into it. So your communication isn’t only asking for $. 80/20
    40. 43. “ Being on the internet” means….
    41. 45. Recent survey: A quarter (25%) of “engaged” donors think the organizations they support are NOT honest or ethical!
    42. 46. Viral marketing has a simple message, tells you why to share it, and how to “pass-on”
    43. 48. Make your message count (and spread)
    44. 49. Engage people BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
    45. 50. BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman Engage people… on GlobalGiving
    46. 51. Tools for donors to promote projects they love
    47. 53. Gift Cards
    48. 54. Registries
    49. 55. Registries allow people to endorse/advertise combinations of projects
    50. 56. Fundraisers Allows any person to take control of fundraising for your project. Tools to integrate into Facebook and other social media.
    51. 57. Widget
    52. 59. <ul><li>A year’s worth of donations in 1 check-out </li></ul><ul><li>Same donation benefits as a one-time donation </li></ul>Recurring Donations
    53. 61. BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman Engage people… on GlobalGiving

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