Connections
      Collect Correct Connect




Calvin C. Yu / 2009.12.01 @ CEDAR Fund
Agenda
• CEDAR’s Core Values
• Challenges
• Social Networking: Myths, Facts and Tips
• Characteristics of Social Networkin...
From Church Through Church
Connection Matters
Challenges
Too much information
Too many NGOs
Solution?
Social Networking
Myths of Social Networking
Myth #1
It is for the Youth only!
Fact #1
      • Research by The Nielsen Company in the
            United States in November 2009
      • During the past ...
Tip #1
The audience spectrum is
 much wider than what
    you can imagine!
Myth #2
We have website already!
Fact #2
• Website is passive information distribution
• Social Networking is active information sharing
  and interaction ...
Tip #2
Be open-minded and embrace
      new possibilities!
Myth #3
We have no resources!
Fact #3
• That is exactly the reason why you need
  Social Networking!
• Build connections through trusted
  connections i...
Tip #3
 With Social Networking, you
become much more resourceful
    than you used to be!
Myth #4
We have no IT people!
Fact #4
• Social Networking is designed for
  everyone!
• The people behind the Social Networking
  platforms have already...
Tip #4
   You need relevant Social
Networking strategy rather than
    competent IT people!
Myth #5
Facebook=Social Networking
Fact #5
• Yes and No
• Yes: Facebook is a popular Social
  Networking service
• No: Social Networking takes many different...
Tip #5
Do your research to
see the possibilities!
Myth #6
How to pick the right ones?
Fact #6
• Social Networking is no different from
  what your organization have been doing for
  years: mailings, email, ph...
Tip #6
The choice is a strategic one
rather than a technical one!
Myth #7
Just put everything on it!
Fact #7
• Highly competitive in attention seeking
• What to share and how to share are critical
• Rules of Thumb in Editin...
Tip #7
Customize and Differentiate!
Characteristics of
Social Networking
Connections of Connections
Trusted Connections
Sharing and Interaction
Participation
Social Networking Strategy
Focused
Focused Strategy
• Use Social Networking to strengthen CEDAR’s
  vision: “From Church Through Church”
• Strengthen and ext...
Coherent
Coherent Strategy
• The selected Social Networking platforms should
  work in coherence for CEDAR’s vision
• Each platform...
Sustainable
Sustainable Strategy
• Empower, educate and mobilize the Connections
  for Sharing, Interaction and Participation
• Make i...
Social Networking
  Infrastructure
Core Distribution &
 Interaction Engine
Core Engine
www.facebook.com/cedarfund
Sharing quick updates
 twitter.com/cedarfund
Tweets from Partners
Feeds of Feeds
www.friendfeed.com/cedarfund
Media Sharing Platform
flickr photostream
www.flickr.com/photos/cedarfund
flickr album for FAIR TRADE
Presentation with audio
www.slideshare.com/cedarfund
Dedicated Video Channel
www.youtube.com/cedarfund
Social Bookmarking
delicious.com/cedarfund
Customizable Bookmark List
e.g. delicious.com/cedarfund/social+network
Infrastructure
Under Construction
Scribd: Social Publishing
www.scribd.com/cedarfund
digg: Discover & Share
digg.com/users/cedarfund
Google Map: CEDAR Projects
Project in Nigeria
Google Calendar
Constrained
Maximization
Collect
connections
Correct
info / focus / tool
Connect
supporters / partners
Mobilize Connections!
Convert supporters into
actively participating partners!
BUT HOW?
“From Church Through Church”
      With Your Share!
Empower the Participants
Get Connected!
www.cedarfund.org/connect
Share with a Click!
Facebook: Refer Your Friends!
Facebook: Like & Share!
Twitter: Follow & Retweet!
friendfeed: Join & Follow!
YouTube: Comment & Rate!
delicious:
Customize & Explore!
RSS: Subscribe & Read!
EPILOGUE
(updated as at 2009.12.13)
CEDAR colleagues reacted promptly and
start doing friend referral right after the
       delivery of this Keynote......
CEDAR’s friends in Facebook:
209 friends as at 2009.12.01
  14% growth in 12 hours
  75% growth in 12 days
Trusted connection really matters.
Connections
Connections
Connections
Connections
Connections
Connections
Connections
Connections
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Presentation @ CEDAR Fund on 2009.12.01 about Social Networking and the corresponding strategy and implementation for CEDAR Fund.

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Notes
  • Latest Facebook user statistics from Pew Internet (2010.08.28): Older Adults Nearly Double Social Media Presence [STATS] http://mashable.com/2010/08/28/social-media-stats-adults/
       Reply 
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  • Many thanks for your encouragement! I will surely create one for general NGOs. As you can see from the slides, while it summarizes my experience during the past 2 years in creating the Social Networking strategy and implementation for CEDAR, the experience itself is fully transferable. It would be my great pleasure to share the experience to as many people as I can. ^_^

    For your information, I chose the images from a free stock photo library (http://www.sxc.hu/). I will give you the original keynote (over 130MB!) when I get home tonight.
       Reply 
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  • wow, good stuff!
    a lot of preparation!!
    maybe u can create one that's for general NGO
    i like the image
    can i have the file?
       Reply 
    Are you sure you want to  Yes  No
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  • Christian Education Development and Relief
  • CEDAR serves as a bridge that connects brothers and sisters in need to Christians.
  • Challenges in building and maintaining connections
  • Too much information - overload, confusion
    How can CEDAR get the proper attention among all the colour spots?
  • Which one to trust?
    Even among NGOs, there are over 5,000 in HK. How can donors/potential donors find and pick CEDAR among them?
  • Myth #6
    We don’t know how to pick the right Social Media! There are so many of them!
  • Myth #5
    We don’t know how to pick the right Social Media! There are so many of them!
  • Coherent: consistent, well thought-out, infrastructural, long-term, mix and match, complementary platforms

    Social Networking: Solidify, Deepen and Extend Connections
    What is the strategy?
    - Empower the supporters to participate
    - Educate and spread

    Distribution Engine: Facebook, Twitter, friendfeed, RSS
    Multimedia Sharing: Slideshare, YouTube, Flickr, delicious, Scribd, digg, Google Map, Google Calendar
  • The tools are here to serve. The infrastructure established. Then what?
  • Stock take the resources on hand
    - vision & mission
    - mindset
    - manpower
    - resources
    - objectives
  • Correct
    - identify and fine-tune the focus
    - pick the correct tool for the correct purpose
    - focus is important
  • Connect
    - make connections to deliver the info!
  • Don’t just build connections - mobilize them!
  • Connections

    1. 1. Connections Collect Correct Connect Calvin C. Yu / 2009.12.01 @ CEDAR Fund
    2. 2. Agenda • CEDAR’s Core Values • Challenges • Social Networking: Myths, Facts and Tips • Characteristics of Social Networking • Social Networking Strategy • Social Networking Infrastructure • Constrained Maximization • “From Church Through Church” With Your Share
    3. 3. From Church Through Church
    4. 4. Connection Matters
    5. 5. Challenges
    6. 6. Too much information
    7. 7. Too many NGOs
    8. 8. Solution?
    9. 9. Social Networking
    10. 10. Myths of Social Networking
    11. 11. Myth #1 It is for the Youth only!
    12. 12. Fact #1 • Research by The Nielsen Company in the United States in November 2009 • During the past 5 years • seniors actively using the Internet ^ 55% • time spent online by the seniors ^ 11% • During the past 2 years • social networking seniors ^ 53% Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
    13. 13. Tip #1 The audience spectrum is much wider than what you can imagine!
    14. 14. Myth #2 We have website already!
    15. 15. Fact #2 • Website is passive information distribution • Social Networking is active information sharing and interaction through trusted connections • The speed of distribution is vastly different: Passive Pull vs. Active Push • Website:Visitor choose what to explore • Social Networking:You choose what to share and the connections choose how to interact
    16. 16. Tip #2 Be open-minded and embrace new possibilities!
    17. 17. Myth #3 We have no resources!
    18. 18. Fact #3 • That is exactly the reason why you need Social Networking! • Build connections through trusted connections is much more efficient • Spiral effect: More connections will get you even more! • Social Networking facilitates Constrained Maximization: explore the hidden potentials of your work
    19. 19. Tip #3 With Social Networking, you become much more resourceful than you used to be!
    20. 20. Myth #4 We have no IT people!
    21. 21. Fact #4 • Social Networking is designed for everyone! • The people behind the Social Networking platforms have already done the technical hard work for you! • You know better about your organization’s vision than any IT experts! • If you can see these slides online, you already have the skills required!
    22. 22. Tip #4 You need relevant Social Networking strategy rather than competent IT people!
    23. 23. Myth #5 Facebook=Social Networking
    24. 24. Fact #5 • Yes and No • Yes: Facebook is a popular Social Networking service • No: Social Networking takes many different forms and perspectives. Take a look at Twitter, Delicious, Digg,YouTube, SlideShare, Scribd...
    25. 25. Tip #5 Do your research to see the possibilities!
    26. 26. Myth #6 How to pick the right ones?
    27. 27. Fact #6 • Social Networking is no different from what your organization have been doing for years: mailings, email, phone calls, etc. • Only the SPEED and SCOPE are different • You know the target audience of your organization (supposingly!) - go find them in the relevant Social Networking platforms • The right Social Networking platforms are where you will find your audience!
    28. 28. Tip #6 The choice is a strategic one rather than a technical one!
    29. 29. Myth #7 Just put everything on it!
    30. 30. Fact #7 • Highly competitive in attention seeking • What to share and how to share are critical • Rules of Thumb in Editing: • Concise & Accurate: get to the point instantly • Creative & Photographic: catch the attention • Active & Interactive: update frequently and make room for interaction
    31. 31. Tip #7 Customize and Differentiate!
    32. 32. Characteristics of Social Networking
    33. 33. Connections of Connections
    34. 34. Trusted Connections
    35. 35. Sharing and Interaction
    36. 36. Participation
    37. 37. Social Networking Strategy
    38. 38. Focused
    39. 39. Focused Strategy • Use Social Networking to strengthen CEDAR’s vision: “From Church Through Church” • Strengthen and extend CEDAR’s role as a bridge between Christian communities and the poor • Solidify, deepen and extend Trusted Connections including supporters and partners • Select Social Networking platforms by evaluating its appropriateness in reaching and bridging target communities
    40. 40. Coherent
    41. 41. Coherent Strategy • The selected Social Networking platforms should work in coherence for CEDAR’s vision • Each platform should have a clear and unique role in the whole puzzle: “There’s a platform for that!” • Establish linkage among the chosen Social Networking platforms to enhance coherence • Relevance and proper coordination are more important than the number of platforms chosen
    42. 42. Sustainable
    43. 43. Sustainable Strategy • Empower, educate and mobilize the Connections for Sharing, Interaction and Participation • Make it simple is the key to sustainability: • “Simplicity is the ultimate sophistication” ~ Leonardo da Vinci • Ease of use for all (staff, supporters, partners, etc.) • Share Together, Interact Together and Grow Together
    44. 44. Social Networking Infrastructure
    45. 45. Core Distribution & Interaction Engine
    46. 46. Core Engine www.facebook.com/cedarfund
    47. 47. Sharing quick updates twitter.com/cedarfund
    48. 48. Tweets from Partners
    49. 49. Feeds of Feeds www.friendfeed.com/cedarfund
    50. 50. Media Sharing Platform
    51. 51. flickr photostream www.flickr.com/photos/cedarfund
    52. 52. flickr album for FAIR TRADE
    53. 53. Presentation with audio www.slideshare.com/cedarfund
    54. 54. Dedicated Video Channel www.youtube.com/cedarfund
    55. 55. Social Bookmarking delicious.com/cedarfund
    56. 56. Customizable Bookmark List e.g. delicious.com/cedarfund/social+network
    57. 57. Infrastructure Under Construction
    58. 58. Scribd: Social Publishing www.scribd.com/cedarfund
    59. 59. digg: Discover & Share digg.com/users/cedarfund
    60. 60. Google Map: CEDAR Projects
    61. 61. Project in Nigeria
    62. 62. Google Calendar
    63. 63. Constrained Maximization
    64. 64. Collect connections
    65. 65. Correct info / focus / tool
    66. 66. Connect supporters / partners
    67. 67. Mobilize Connections!
    68. 68. Convert supporters into actively participating partners!
    69. 69. BUT HOW?
    70. 70. “From Church Through Church” With Your Share!
    71. 71. Empower the Participants
    72. 72. Get Connected! www.cedarfund.org/connect
    73. 73. Share with a Click!
    74. 74. Facebook: Refer Your Friends!
    75. 75. Facebook: Like & Share!
    76. 76. Twitter: Follow & Retweet!
    77. 77. friendfeed: Join & Follow!
    78. 78. YouTube: Comment & Rate!
    79. 79. delicious: Customize & Explore!
    80. 80. RSS: Subscribe & Read!
    81. 81. EPILOGUE (updated as at 2009.12.13)
    82. 82. CEDAR colleagues reacted promptly and start doing friend referral right after the delivery of this Keynote......
    83. 83. CEDAR’s friends in Facebook: 209 friends as at 2009.12.01 14% growth in 12 hours 75% growth in 12 days
    84. 84. Trusted connection really matters.

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