Jan 25 #2 Social Media and GG Tools


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Presentation from a January 2010 workshop on online fundraising in Siem Reap, Cambodia.

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  • Jan 25 #2 Social Media and 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 3 rd most popular social network, behind Facebook and MySpace </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 is a private message between 2 users </li></ul>
    14. 15. Example: How Obama became president through social media
    15. 16. From this
    16. 17. to this…
    17. 18. A good message is simple, short, memorable , and even iconic CHANGE “ Yes we can”
    18. 19. Because someone may want to spread your message for you… Stencil for a make-your-own Obama message
    19. 20. Image stenciled on a building 500m from GlobalGiving’s old office.
    20. 21. Complex messages are hard to remember: USA government’s bank bailout. (Don’t do this!) ? ? ? ?
    21. 22. Your message is a cause! Time is ticking! Give , Donate, Send money now. You must take action . We are competing.
    22. 23. Your friends will be the first to adopt your message: my cause  our cause
    23. 24. The Biggest Word Is You!
    24. 25. A good message will spread. Source: David Wilcox, The Social Reporter
    25. 26. Corporate = control = democracy + + Source: “What’s next in media: by Neil Perkin
    26. 27. 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.”
    27. 28. Your supporters need different messages and languages.
    28. 30. Where is this?
    29. 31. Where is this? Hint: think strategically!
    30. 32. Strategic thinking: In Germany there are ZERO voters… but they will be future allies.
    31. 33. Not every message will applaud you. But if you talk openly about failure, most people will want to help you.
    32. 34. Obama won through social media Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
    33. 35. 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.
    34. 37. The Internet is about interacting… & dialogue!
    35. 38. 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
    36. 39. “ Being on the internet” means….
    37. 41. Recent survey: A quarter (25%) of “engaged” donors think the organizations they support are NOT honest or ethical!
    38. 42. Viral marketing has a simple message, tells you why to share it, and how to “pass-on”
    39. 44. Make your message count (and spread)
    40. 45. Engage people BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
    41. 46. BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman Engage people… on GlobalGiving
    42. 47. Tools for donors to promote projects they love
    43. 49. Gift Cards
    44. 50. Registries
    45. 51. Registries allow people to endorse/advertise combinations of projects
    46. 52. Allows any person to take control of evangelizing for your project. These tools integrate into Facebook and other social media. Fundraisers
    47. 53. Widget
    48. 56. BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman Engage people… on GlobalGiving