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June 18 Bangalore #2 social media, GG tools


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June 18 Bangalore #2 social media, GG tools

  1. 1. Social media
  2. 2. What is “Social Media”?
  3. 3. Why is Social Media Important to Your Organization? <ul><li>76% of givers are motivated by friends and family </li></ul>
  4. 5. A ‘blog’ is one of 200,000,000 conversations happening this minute!
  5. 6. Posting & watching video < 3 minutes!
  6. 7. Spotlight on: Twitter <ul><li> </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>You can Tweet from your phone </li></ul>
  7. 10. Twitter is growing Particularly internationally
  8. 11. Twitter and GlobalGiving
  9. 12. 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 (campaigns, Opens, partners, etc.) </li></ul>
  10. 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>
  11. 14. 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. 15. Shorten long links <ul><li>Make long url’s shorter using </li></ul><ul><ul><li>A url like this: [90 characters] </li></ul></ul><ul><ul><li>Now looks like this: [20 characters] </li></ul></ul><ul><ul><li>*And you can track your clicks </li></ul></ul>
  13. 16. Case Study iPad vs. iTampon
  14. 17. Pass along
  15. 18. Pass along  Donations
  16. 19. Initial 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 </li></ul><ul><li>“ Mentions Reach”: 357,000 </li></ul>
  17. 20. Good ideas spread <ul><li>Another 40 donations, $1,270 raised </li></ul><ul><li>(Total: 80 donations, ~$3,000) </li></ul>
  18. 21. <ul><li>Use for program goals </li></ul>Social Media
  19. 22. <ul><li>Indian NGO publisher promoting </li></ul><ul><li>child literacy </li></ul><ul><li>Read about a group of kids in </li></ul><ul><li>Kolkata that went with a van full </li></ul><ul><li>of books to areas where the kids had no access to </li></ul><ul><li>books </li></ul><ul><li>Wanted to give the kids some Pratham books </li></ul><ul><li>No answer from the news agency so turned to social media </li></ul><ul><li>Tweet & Retweets </li></ul><ul><li>Within 24 hours they had names and contact info </li></ul><ul><li>Sending books </li></ul>Pratham Books Via Beth Kanter
  20. 23. <ul><li>Beneficiary Feedback </li></ul>Social Media
  21. 24. >60% of the world has access to mobile phones Beneficiary Feedback My solar lamp works great!
  22. 25. Example: How Obama became president through social media
  23. 26. From this
  24. 27. to this…
  25. 28. A good message is simple, short, memorable , and even iconic CHANGE “ Yes we can”
  26. 29. Your friends will be the first to adopt your message: my cause  our cause
  27. 30. The Biggest Word Is You!
  28. 31. A good message will spread. Source: David Wilcox, The Social Reporter
  29. 32. Your supporters need different messages and languages.
  30. 33. Not every message will applaud you. But if you talk openly about failure, most people will want to help you.
  31. 34. Obama won through social media Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
  32. 35. 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
  33. 36. GlobalGiving Tweet : “ Intense debate going around the office about what spice should be in the 4th holder. Salt, pepper, garlic powder and...?” Response from Stephanie Strom (NYTimes): “ @GlobalGiving: Cinnamon. Very healthy.”
  34. 37. Engage people BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
  35. 38. BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman Engage people… on GlobalGiving
  36. 39. GlobalGiving Tools for donors to promote projects they love
  37. 41. Registries
  38. 42. Registries allow people to endorse/advertize combinations of projects
  39. 43. Gift Cards
  40. 44. Fundraisers Allows any person to take control of fundraising for your project. Tools to integrate into Facebook and other social media.
  41. 45. Widget
  42. 47. <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
  43. 49. BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman Engage people… on GlobalGiving
  44. 50. Resources <ul><li>Beth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change </li></ul><ul><li>*Beth Kanter: The queen of social media for non-profits </li></ul><ul><li> </li></ul><ul><li>*”It’s your cause. Make it social.” </li></ul><ul><li>*blog, resources, useful Tweets </li></ul><ul><li> </li></ul><ul><li>*webinars and blog </li></ul><ul><li> </li></ul><ul><li>*Focus on donors to raise funds effectively </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  45. 51. Messaging Practice <ul><li>Describe a specific project to someone sitting next to you. </li></ul><ul><li>Now do it again in 10 words. </li></ul><ul><li>3 words. </li></ul><ul><li>1 word. </li></ul>
  46. 53. 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>
  47. 54. TweetDeck
  48. 55. 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 </li></ul><ul><ul><li>A url like this: </li></ul></ul><ul><ul><li>Now looks like this: </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>
  49. 56. Twitter Tips <ul><li>Greatest value: building online community & being “in the conversation” </li></ul><ul><li>RT & thank people by @name </li></ul><ul><li>Try to keep follow:following ratio to about 1:1 </li></ul><ul><li>1-5 well spaced Tweets per day </li></ul><ul><li>Track links on </li></ul><ul><li>Poll followers ( ) to increase participation </li></ul><ul><li>Tweet interesting stats, inspiring quotes </li></ul><ul><li>Repeat popular Tweets </li></ul>From: “Twitter Best Practices for Nonprofit Organizations” (
  50. 57. Facebook Tips <ul><li>Greatest value: building a brand & online community </li></ul><ul><li>Vanity URL at </li></ul><ul><li>Change settings to allow more participation </li></ul><ul><li>Use your logo as your Page picture </li></ul><ul><li>Put &quot;http://&quot; before all Web sites in &quot;Updates“ </li></ul><ul><li>Ask questions to spark conversation on your Page </li></ul><ul><li>Add a (GG) Give Now button with the Static FBML App </li></ul><ul><li>Add Twitter, YouTube tabs ( Involver's App Gallery ) </li></ul><ul><li>Add Share Buttons to your website and blog </li></ul><ul><li>Ask supporters to become a fan in your newsletter </li></ul>From: “Facebook Best Practices for Nonprofit Organizations” (
  51. 58. Facebook Causes <ul><li>Tools so that any Facebook user can leverage their network to effect positive change </li></ul><ul><li>“ Equal opportunity activism&quot; --empowering individuals </li></ul><ul><li>Any Facebook user can create a cause </li></ul><ul><li>Raise money directly through the cause for any U.S. registered 501(c)(3) nonprofit or Canadian registered charity (“working on” other countries) </li></ul><ul><li>Donation activity reported via a public &quot;scorecard“ </li></ul><ul><ul><li>Rewards people who grow their causes </li></ul></ul>