Pages v. Groups: Fan Pages are visible to unregistered users who may search for your kitchen on the Internet Fan Pages allow you to add extra applications just as you can on your profiles When creating events, you can create them in relation to your Fan Page so potential attendees can see what you’re all about And my personal favorite: you can gain “Facebook Insights” as admin of a Fan Page. Facebook provides you with demographics of who is participating (age, male/female, location) and when and how they are participating. Welcome Page: Pagemodo, or borrow your favorite graphic designer Email Capture: Constant Contact, Network for Good, or go through your university. Best Practices: Choose the Best Name for your Fan Page, and don’t change it. Fill out the “About” box toward, top left-hand corner, of your page. Use keywords like “local”, “green”, “hunger relief”, “UVM.” Content toward the top of the page gets picked up more easily in searches. When posting a link, maximize the characters you put in the box. For the same reason its good to include keywords in a static part of your page, it’s even better to include them in a post on the top of your wall because the content is new and at the top of your page. I’m sure you have a lot to write about the links you post – so say it all! You have 420 characters to write it (the same length of the mid-sized newspaper article) When posting, use URLs with images Are you more likely to read something with or without pictures? When your links show up in Fan’s News Feeds, they’ll often click the link with the image over something with nothing. When someone asks a question, always respond Links Drive quality traffic back to your website Add a custom donations button (try Paypal) Become a thought influencer: post valuable content from other sites Video (connect your YouTube channel) Pictures (connect Flickr) RSS Feeds: Twitter, Blog or … RSS Graffiti. All in one.
The Facebook page is the catalyst for driving people back to the blog, which is the organization’s main purpose .. Giving people who’s lives are touched by Autism a voice. 206,276 Fans 94 Favorite Pages –most are walks for Autism On website, has Facebook “community” page with listings of all Facebook page. Engage in cyclical traffic to keep interest peeked First visit landing page: e-newsletter sign up captures audience of those who want regular communication - and those who think they have to sign up to be a member of the FB page Posts 3 times daily – one question daily: What is Autism.? Some of the best crowd sourcing and user-generated content comes from these posts One comment: 316 people like this. 144 comments. Engagement with a community on Facebook definitely presents more donations and volunteers for community walk events Our Traffic: Just from Google Analytics, the second highest traffic source for our blog is via Facebook. Second to Google
Twitter tops All for Biz - not just a place to blabber about what was for lunch Twitter helps one organize great, instant meetups (tweetups) surrounding topical issues Twitter can help direct people’s attention to good things. Twitter at events helps people build an instant “backchannel.” Twitter breaks news faster than other sources, often (especially if the news impacts online denizens). Tell Portland Snow Story. Can we make it up the hill? Twitter brings great minds together, and gives you daily opportunities to learn I know more about food policy in my year connecting with food policy advocates over Twitter than I might have learned at a college course. Twitter helps with business development, if your prospects are online (mine are). Learned about Campus Kitchens forming I would have never known of. By the Numbers: 106 million Twitter accounts, users increase by 300,000 everyday, 180 million unique viewers. Do you need Twitter? 75% of Traffic comes from outside Twitter. Thursday and Friday are the most active days, 10-11 pm is the most active hour More than 70,000 applications using Twitter API Twitter is the easiest way to integrate your conversation almost anywhere and the easiest way to generate content Max your Time: Hootsuite (or Tweetdeck) You can’t know if your Tweets are doing well without some form of metrics. Hootsuite: track who’s saying something about you (follow them!), how many clicks (are you interesting?), where traffic is coming from, what’s your most popular content? Replicate that. Set up Tweets if you wont be at your computer that day Set up lists (custom searches, preset) to easily skim content General rule 3-5 Tweets a day if its cutting into your other work Don’t be “That Guy” – Be a Content Curator Tweet about your blog/activities/successes only 50% of the time Don’t keep your motivations and opinions hidden – volunteers want to connect with real people, not bots Don’t wait to get involved. If you have an event coming up, join Twitter well in advance Tweet about Upcoming Events Great way to build awareness and volunteers Don’t constantly retweet the event web site – release exciting details one by one Do make sure you tweet the website and registration process more than once Build circles of trust ahead of time by following valuable organizations who will support your event Hold a contest associated with Tweeting in the leadup to the event to build buzz – free registration? Great way to log event happenings, especially at a conference: set up a #HungryforJustice well in advance – offer those who can’t attend the ability to follow that tag.
Show Video We Are Visible created by Mark Horvath. Web site dedicated to teaching Homeless people to use social media, giving them a voice, providing the platform “ A community of support is just a tweet away.” Twitter can provide that extra extension of support – and libraries with Internet these days are not that hard to come by. Individuals can also download flyers about the website to share with homeless people. For example, librarians can hang the posters up in their libraries to share the message with homeless library visitors. Everyone can type their thoughts and feelings in a short 140-word tweet. Signing up is very simple. In addition to gaining volunteers through passing on the message through Twitter, campus kitchens could possibly gain clientele – agencies or individuals connected with agencies who need your help Horvath found one major volunteer via Twitter in @project5050. “I am driving to every state in the US in 50 wks, living in a truck named Bubba, with my dog ZuZu. I take photos, I hang with the homeless and I volunteer.” She is the ultimate volunteer, and she’s also helping to promote #wearevisible. She started out herself as someone becoming homeless through eviction.
There’s more to Flickr than you think Upload collections, galleries, sets, and archives with tags for easy reference, serving as your picture catalog. Sort by event, program, or month. For $25 a year, upload as many photos as you’d like, or use the limited program (or be a non-profit) Keeps metrics for you: total views (we’re at 11,600), set views, daily views, referers (Flickr is our #1, meaning Flickr users are browsing through our pictures Favorite photos for quick reference Edit Batches and Organizes Batches of Pictures – quick editing! Great for sharing across campus Print photos from the site directly Find contacts Integrate Blogs, Facebook, Social Networks – It’s very much a community Visit your account then Sharing & Extending and you have options for automatically integrating your Flickr account with Facebook (downside: every picture you post shows up on your page) Blog: you’ll need to be able to grant access from your blog – Campus Kitchen blogs wont allow for this unless you ask us to set it up Private Social Networks: Ning and some other sources use “Flickr API” to integrate Flickr directly into the platform. At The Kitchen Table you can upload pictures directly from Flickr. Groups and Contests Group feature for pooling pictures from multiple users – CKP Group Pool is an open resuorce Great way to croudsource content. Try a contest – best carboard sign destroying the stereotypes of homelessness? Vodpod Actually a tool for collecting “Video”, but the way Flickr embeds, easiest way to share a slideshow. Visit your Flickr slideshow, click share, copy and past embed link into your vodpod account. Slideshows paint the story of the organization for potential volunteers.
Recognizing volunteers like Carolina through albums T-shirt design contests – gets everyone participating, more tshirts bought, free advertising Shows the result of donations – haiti water distribution Photo crowd-sourcing to generate awareness: U2 Houston 360 tour / kissing. Who on this page wont show their friends? Whille outlets like Twitter/Facebook may initially gain interest, Flickr provides evidence that makes it ok for volunteer to donate time or funds
Branding the Buzz Start by creating your own YouTube channel for your org. with custom colors, logos, and modules. YouTube lets you create the viewing experience for whoever’s visiting Why is having your own channel important? Easy & free tools for video Flip cams are cheap and really easy to integrate with digital media Try the video function on your point and shoot or phone Simple editing: iMovie, Microsoft Movie Maker or Wax, AvidFreeDV Integration WordPress blogs will mostly allow you to integrate YouTube’s embed link (under sharing) directly into your posts If you do not have that capability, use Vodpod like you would with Flickr If on a campus, make use of film/video classes and students to create one promotional video for you Lure in volunteers Parody music videos Coordinator introduction News Clips Making cooking fun Turning vegetables into people
Blogging – some rules to type by … Recommended platform is WordPress – more widely used, better help sections, integrates well with other platforms. Alternatives are blogspot.com and typepad. An editorial mission serves as a compass, and keeps a blogger from wandering into the inevitable eddies and pools on the social web that while personally interesting, your readers don’t care about. Write out a simple mission that generally determines the topics you’ll discuss. Your offline experiences are valuable and a great platform for a unique idea or perspective. Keep an idea log for future posts. Commentary: Choose a position, have a stance, offer a point of view, and take a risk. Don’t be afraid to be criticized for standing up against what may be deemed popular in the echo chamber - that will distinguish your blog for taking risks compared to other social media conversations. Try to limit posts to 3-10 paragraphs in length. Fully researched concepts can be broken into several posts. If you are trying to build readerships, you want to post a minimum of two to three times a week . Consistent on topic discussion and frequency is what creates loyal readers. Campus Kitchens – just try to post regularly! Always include at least one picture. Multiple pictures are best. Links and videos are too. Do proof-read, but only a couple times at most. Accept that there will be mistakes Insert personality here Thought-leader Magnetism Establish your presence first. Be Selfless. Promote Others. We promote many other hunger relief organizations in dedicated posts. Ask yourself – can others use this to their advantage? If not, you should not be blogging it Explore other topics – but don’t veer to far off (often tell DCCK stories, but always connect it back to what Campus Kitchens volunteers can do) Content is key – poor or copied information won’t hold attention Once you have an established reader base (Use Google Analytics to track), then start promoting your content across all social media platforms – and asserting your opinion Connect your blog directly to Twitter and Facebook feeds Telling a story: how to engage your readers Human interest: pick a volunteer, client, or farmer to highlight. Make them seem real. Include quotes when they are powerful. Exclude them when they are not. Put a punchy sentence at the beginning and end of your posts Don’t hesitate to give detail – especially when it comes to food Ask a question at the end of your posts to illicit commentary
Crop mobs – a gathering of those who don’t typically farm to carry out an ag-based project for the community to reap its benefits. These groups rely heavily on social media to gain and maintain volunteers Primary building block to their social media presence and all social media presence is the blog Cropmob.org created by farmers in NC to aggregate information and stories about crop mobs in NC – but similar sites like this around the country Go to blog – Introduce home page where they aggregate national media coverage to show “crop mobs” value and notoriety Picture page –integrated with Flickr, gives a national platform for smaller crop mob movements around the country Past mobs – takes you to Google Groups information about what’s happened at past mobs – things like sowing a winter garden, harvesting a summer garden, dig water line Explains how you can DO something. Very important in the blog. Get involved by joining the Google Group – shows where with a Google Map
Google Gives: As you saw from the last slide Google Maps: custom markers, enter your own information, and embed the map almost anywhere. Show your volunteers where to go! Also: Google groups – a way to collectively share information across the Internet through a sign up system. Also best for group email communication Google Docs: Brainstorm together with spreadsheets, documents, and even slideshows Much more: Wave (actually useful collaboration because of real time editing, esp. for campuses), shared calendars, create websites, and Picasa and YouTube integrate well The Kitchen Table Allows us to hold a forum for interested new kitchens and old kitchens to share information and ask specific questions they don’t want to on Facebook Aggregates all of our platforms – Twitter stream, Facebook Fans, Flickr pictures, Youtube and other videos, slides, documents, the list continues Allows for individual groups to share information within the org. We created CK groups and all discussions go direct to inboxes. Great for leadership teams Fourquare One promotion from McDonalds on Foursquare (deal for certain checkins) increased checkins by 33% on foursquare. They consider it the same as a person entering a restaurant. Volunteers check in – first to check in gets to pick what they do first? Great way to advertise – immediately tells everyone else that your org. is the place to be.
Harnessing your volunteer power through sm
Harnessing your volunteer power through social media Gain and maintain volunteers using web 2.0
Facebook, the Almighty <ul><li>Pages v. Groups </li></ul><ul><li>Welcome Page </li></ul><ul><li>Email Capture </li></ul><ul><li>Best Practices </li></ul><ul><li>Links </li></ul>
Case Study: Autism Speaks <ul><li>In Their Own Words: What is Autism? </li></ul><ul><li>The landing page: e-newsletter sign-ups </li></ul>
Twitter, the Unexpected <ul><li>Twitter tops all for Biz </li></ul><ul><li>Maximizing your time (Hootsuite) </li></ul><ul><li>Be a content curator, not a commercial </li></ul><ul><li>Tweet about upcoming events </li></ul>
Case Study: #WeAreVisible “ If it wasn’t for Twitter, I’d be homeless” – Mark Horvath (@HardlyNormal)
Flickr, Oh so Fascinating <ul><li>There’s more to Flickr than you think. </li></ul><ul><li>Integration on Blogs and Facebook </li></ul><ul><li>Flickr Groups and Contests </li></ul><ul><li>Flickr Slideshows on Vodpod </li></ul>
Case Study: One Campaign Carolina believes that education is the way to eradicate poverty. "Poverty is not a job for one person. It should be a group effort. We need to inspire people and remind them about this issue," she says.
YouTube, The Popular One . <ul><li>Branding the Buzz (Channels) </li></ul><ul><li>Easy & free tools </li></ul><ul><li>How Campus Kitchens have lured in volunteers… </li></ul><ul><li>and you can too. </li></ul>
WordPress, Not so Serious <ul><li>Blogging – some rules to type by </li></ul><ul><li>Thought-leader magnetism </li></ul><ul><li>Telling a story: how to engage your readers </li></ul>A disturbingly high number of journalists and others patrol blogs everyday looking for their next story. Make yours one of them.
Case Study:Crop Mobs <ul><li>Crop mob is primarily a group of young, landless, and wannabe farmers who come together to build and empower communities by working side by side. </li></ul>
If You’re Hungry for More <ul><li>Google Applications – Free tools that streamline your online work. </li></ul><ul><li>The Kitchen Table (Ning) – Branded Networks give volunteers a space of their own. </li></ul><ul><li>Foursquare – Why check-ins are earning customers and cash. </li></ul>