Legacy Social Media


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  • Legacy Social Media

    1. 1. Discovering Web 2.0 and Social Media
    2. 2. What is Web 2.0 and Social Media? Web 2.0 is a way of thinking about how knowledge is created, shared, managed, and leveraged using technology . Web 2.0 is NOT a particular look, feel, or design – nor is it limited to just the Internet. Social media are web and mobile tools used for sharing and discussing information.
    3. 3. Web 1.0 vs. Web 2.0 Web 1.0 was about reading Web 2.0 is about writing Web 1.0 was about owning Web 2.0 is about sharing Web 1.0 was about companies Web 2.0 is about communities Web 1.0 was about home pages Web 2.0 is about blogs Web 1.0 was about portals Web 2.0 is about RSS and syndication Web 1.0 was about taxonomy Web 2.0 is about “tags” and folksonomy Web 1.0 was about Netscape Web 2.0 is about Google Web 1.0 was about wires Web 2.0 is about wireless Web 1.0 was about dialup Web 2.0 is about broadband Adapted from www.joedrumgoole.com
    4. 4. <ul><li>Social media is a conversation between people… </li></ul><ul><li>Supporters Participants Audiences </li></ul><ul><li>Donors Thought Leaders </li></ul><ul><ul><li>And guess what? </li></ul></ul><ul><li>The conversation is NOT controlled … </li></ul><ul><li>Not organized … </li></ul><ul><li>Not on message … </li></ul>
    5. 5. <ul><li>184 million bloggers </li></ul><ul><li>73% of active online users have read a blog </li></ul><ul><li>45% have started their own blog </li></ul><ul><li>57% have joined a social network </li></ul><ul><li>55% have uploaded photos </li></ul><ul><li>83% have watched video clips </li></ul><ul><li>39% subscribe to an RSS feed </li></ul><ul><li>Source: Universal </li></ul>SOCIAL MEDIA USE IS GROWING
    6. 8. Why Now? <ul><li>Better access to technology for the average user – higher speed Internet connections, faster computers, better cell phones, etc </li></ul><ul><li>Millennials are known as “ digital natives ,” having lived with the internet all of their lives . </li></ul><ul><li>Young people are beginning to expect and demand their employers and others to use online media to recruit , communicate , engage , and manage knowledge . </li></ul><ul><li>Those who use technology will outlast those who don’t. </li></ul>
    7. 9. Why does it matter? <ul><li>Web 2.0 and social media technologies are about connecting people information and each other so they can better create and collaborate . </li></ul><ul><li>This user-driven form of community development is becoming an essential driver of civic engagement . </li></ul><ul><li>We need to be in touch with how our constituents interact and communicate both with us and each other. </li></ul><ul><li>Web 2.0 and social media technologies will help strengthen and enhance traditional communication and recruitment strategies . </li></ul>
    8. 10. What am I missing out on? <ul><li>Viral nature of Web 2.0 and social media technologies </li></ul><ul><li>Improved customer service </li></ul><ul><li>Increased storytelling </li></ul>
    9. 11. Social Media Listening Literacy Listening is knowing what is being said online about your organization and the field .
    10. 12. Beth Kanter, Beth’sBlog http://beth.typepad.com
    11. 13. Beth Kanter, Beth’sBlog http://beth.typepad.com
    12. 14. How will you organize listening? <ul><li>Who will do the listening and responding ? </li></ul><ul><li>Response policy ? </li></ul><ul><li>How much time will you allocate? </li></ul><ul><li>How will you analyze the results and share insights ? </li></ul><ul><li>How will you know if listening has be useful ? </li></ul>Beth Kanter, Beth’sBlog http://beth.typepad.com
    13. 15. Beth Kanter, Beth’sBlog http://beth.typepad.com
    14. 16. <ul><li>Think like your audience. It is important to connect with people based on their interests. </li></ul>Beth Kanter, Beth’sBlog http://beth.typepad.com
    15. 17. Good RSS Habits <ul><li>Create a small block of time for daily reading </li></ul><ul><li>Clean house, reorganize </li></ul><ul><li>Don’t feel obligated to read everything </li></ul>Beth Kanter, Beth’sBlog http://beth.typepad.com
    16. 18. Beth Kanter, Beth’sBlog http://beth.typepad.com Think before you respond! What did they say well ? What did they miss ? Answer questions! What are other people saying ? How does it apply to you? Look forward / Look backward ! Ask what if? Read and comment on blogs
    17. 19. Social Media Listening Literacy for Nonprofits <ul><li>http://socialmedia-listening.wikispaces.com </li></ul>
    18. 20. Social Media Strategies
    19. 21. Social Media Objectives <ul><li>What are your objectives for engaging in social media? </li></ul><ul><li>What do you want to accomplish ? </li></ul><ul><li>Are your objectives SMART ? </li></ul>Beth Kanter, Beth’sBlog http://beth.typepad.com
    20. 22. Target Audience <ul><li>Who must you reach with your social media efforts to meet your objective ? </li></ul><ul><li>Why this target group? </li></ul><ul><li>Is this a target group identified in your organization’s communications plan ? </li></ul><ul><li>What do they know or believe about your organization or issue? </li></ul><ul><li>What will resonate with them? </li></ul><ul><li>What key points do you want to make with your audience? </li></ul>Beth Kanter, Beth’sBlog http://beth.typepad.com
    21. 24. Culture Change Beth Kanter, Beth’sBlog http://beth.typepad.com brainstorm how you might turn it around... Loss of control over your organization's branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice Fear of failure Perception of wasted time and resources Suffering from information overload already, this will cause more
    22. 25. Capacity Beth Kanter, Beth’sBlog http://beth.typepad.com
    23. 26. Measurement <ul><li>All campaigns are a numbers game </li></ul><ul><li>Get your message out and determine how many people respond by visiting your site and taking action </li></ul><ul><li>Create systems to approximate where new supporters come from </li></ul><ul><li>Third dimension - measuring influence </li></ul>NTEN, www.NTEN.org, The Three Dimensions of Social Media ROI
    24. 27. ROI <ul><li>Return on Investment or Results on Insight ? </li></ul><ul><li>Measure value </li></ul><ul><li>Are you really making a difference ? </li></ul>Beth Kanter, Beth’sBlog http://beth.typepad.com
    25. 28. “ If you don’t launch, you don’t learn.” David Armano <ul><li>Document on the fly </li></ul><ul><li>Pick the right hard data points </li></ul><ul><li>Harvest your insights </li></ul><ul><li>Hit the pause button </li></ul>Beth Kanter, Beth’sBlog http://beth.typepad.com
    26. 29. Example <ul><li>Creating a video to change way most Americans think about Muslims. </li></ul><ul><li>How do you measure ROI? </li></ul><ul><ul><li>Mobilizing your base </li></ul></ul><ul><ul><li>Recruiting new people </li></ul></ul><ul><li>What about Influence? </li></ul><ul><ul><ul><li>Popularity </li></ul></ul></ul><ul><ul><ul><li>Tone </li></ul></ul></ul><ul><ul><ul><li>Influence </li></ul></ul></ul>NTEN, www.NTEN.org, The Three Dimensions of Social Media ROI
    27. 30. Example Facebook Causes http://www.amysampleward.org/2008/12/16/my-birthday-cause-free-geek/ Birthday Cause
    28. 31. Example <ul><li>LOLseals Photo Caption Contest </li></ul>Humane Society 3,000 submissions helped get about 2,000 new email addresses
    29. 32. Example MLK Day of Service
    30. 33. Example March of Dimes Video Contest
    31. 34. What can you do? <ul><li>Listening and Learning </li></ul><ul><li>Build Relationships and Issues Awareness </li></ul><ul><li>Improve Reputation </li></ul><ul><li>Content Generation and Issues Awareness </li></ul><ul><li>Increased Relevant Visitor Traffic and Page Rankings </li></ul><ul><li>Taking Action or Fundraising </li></ul>Beth Kanter, Beth’sBlog http://beth.typepad.com
    32. 35. <ul><li>Improve intra-organization communication and knowledge </li></ul><ul><li>Increase the organizations name recognition </li></ul><ul><li>Define and strengthen Legacy &quot;brand“ </li></ul><ul><li>Build awareness of Legacy's expertise in NGO capacity-building </li></ul><ul><li>Reach new customers - bring in projects and funds </li></ul><ul><li>Improve internal communications with DC partners </li></ul>What you want to accomplish…
    33. 36. What you want to accomplish… <ul><li>Celebrate Legacy's 30th anniversary </li></ul><ul><li>Become established as a thought leader </li></ul><ul><li>Evaluate what is offered based on trends or who is doing similar work </li></ul><ul><li>Reach out visually: Using videos to spread the word of Legacy </li></ul><ul><li>Activate or invigorate alumni from adult programs or development </li></ul><ul><li>Let participants work with each other to come up with ideas to improve services offered. </li></ul>
    34. 37. Legacy Social Media Brainstorm
    35. 38. Next Steps