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An exploration of how and why nonprofits are using  Social Media and Mobile Tools Katrin Verclas and Beth Kanter   CLEAR T...
Workshop Leaders Katrin Verclas Beth Kanter
Agenda 3:15-3:30 Icebreaker   3:30-4:15 Social Media Tools Overview by Beth Kanter Mobile: What/How by Katrin Verclas 4:15...
What’s your burning question?  Find someone in the room you don’t know Share it Twitter style!  (140 characters is the len...
Social Media Tools by Beth Kanter
The Web has become more social…. Publisher Media Social Media
<ul><li>Social Media took the lion’s share of the  2.1 trillion   page views made at the top 1k media sites last year, nea...
Not everyone is a social media user
Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates ...
Pick where you want to play ….
Social Media:  Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Share Story Listen Participate ...
acticaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tool...
A few listening tools …
<ul><li>What decisions will you link your listening to? </li></ul><ul><li>What key words will you use? </li></ul><ul><li>H...
<ul><li>First project was a listening project over two years ago </li></ul><ul><li>People were talking and they needed to ...
Listen:  Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The loc...
<ul><li>Changes internal perception of social media value </li></ul><ul><li>Improves relationships with audience and ident...
Participation <ul><li>Who is empowered to respond and in what circumstances? </li></ul><ul><li>How will you address negati...
Relationship building Customer service issue Influencer complaining … Staff determines comments or tweets that need response
 
People share their wildlife sightings
 
 
Sharing your story social media style …
Source: NTEN Newsletter October, 2008
Aggregation Strategy/Event Coverage Photos Blog Videos Podcast Tweets
 
<ul><li>What content or information will be used to update or feed the social media sites?  </li></ul><ul><li>Who will ass...
Spreading Buzz
 
Results 7,600+ unique visitors in a single hour  More than 35,000 unique visitors  in one day (best ever)
<ul><li>How will you “brand” your presence on buzz sites?  (Personal/Organizational) </li></ul><ul><li>Who will implement ...
Community Building and Social Networking Community Building & Social Networking
 
 
<ul><li>How will your organization represent itself on social networks? </li></ul><ul><li>How will your web presence becom...
Resources Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address] WeAreMedia Wiki http://www.wear...
http://www.flickr.com/photos/ywds/ Let’s talk about Mobile Phones
The  Hype-cyle Source: Gartner Group
 
 
 
 
Advocacy Uses <ul><li>Recruit supporters </li></ul><ul><li>Conduct petitions </li></ul><ul><li>Conduct on-demand advocacy/...
Functionality <ul><li>Voice/Audio </li></ul><ul><ul><li>Freedom Phone/Trixbox </li></ul></ul><ul><li>SMS  </li></ul><ul><l...
 
 
 
 
 
 
 
 
Example
Getting Started <ul><li>Building a mobile list </li></ul><ul><li>Vendors </li></ul><ul><li>MMA resources and code of condu...
More Resources <ul><li>http://mobileactive.org </li></ul><ul><li>and </li></ul><ul><li>http://mobileactive.org/wiki/ </li>...
Share Pair Share Pair Squared How may you use any of these tools to reach your objectives? What's holding you back? What d...
http://www.flickr.com/photos/dslrninja / Laser Out:  Your Key Take Aways
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CLEAR Training: Social Media and Mobile Phones

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CLEAR Training: Social Media and Mobile Phones

  1. An exploration of how and why nonprofits are using Social Media and Mobile Tools Katrin Verclas and Beth Kanter CLEAR Training June 4, 2009
  2. Workshop Leaders Katrin Verclas Beth Kanter
  3. Agenda 3:15-3:30 Icebreaker   3:30-4:15 Social Media Tools Overview by Beth Kanter Mobile: What/How by Katrin Verclas 4:15-4:45 Small Group Activity 4:45-5:00 Full Group Laser Out Report Reflection
  4. What’s your burning question? Find someone in the room you don’t know Share it Twitter style! (140 characters is the length of a headline) “ ReTweet” three times
  5. Social Media Tools by Beth Kanter
  6. The Web has become more social…. Publisher Media Social Media
  7. <ul><li>Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume </li></ul>Page View Share Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Publisher Media Social Media 2008
  8. Not everyone is a social media user
  9. Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation Traditional Media Social Media Source: Slide 10 from &quot; What's Next In Media ?&quot; by Neil Perkin Understand the Difference
  10. Pick where you want to play ….
  11. Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Share Story Listen Participate Community Building & Social Networking
  12. acticaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tool Selection Matching your tools with your social approaches Share Story
  13. A few listening tools …
  14. <ul><li>What decisions will you link your listening to? </li></ul><ul><li>What key words will you use? </li></ul><ul><li>How will share or summarize what you learn from listening with others in your organization? </li></ul>Listening
  15. <ul><li>First project was a listening project over two years ago </li></ul><ul><li>People were talking and they needed to listen </li></ul><ul><li>At first, felt like going to war, but changed internal perception of social media </li></ul>The Red Cross Case Study: Listening Comes First
  16. Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
  17. <ul><li>Changes internal perception of social media value </li></ul><ul><li>Improves relationships with audience and identifies influencers </li></ul><ul><li>Incremental improvements for campaigns </li></ul><ul><li>Trends over time </li></ul>Listen: What’s the Value?
  18. Participation <ul><li>Who is empowered to respond and in what circumstances? </li></ul><ul><li>How will you address negative comments or perceptions? </li></ul>
  19. Relationship building Customer service issue Influencer complaining … Staff determines comments or tweets that need response
  20.  
  21. People share their wildlife sightings
  22.  
  23.  
  24. Sharing your story social media style …
  25. Source: NTEN Newsletter October, 2008
  26. Aggregation Strategy/Event Coverage Photos Blog Videos Podcast Tweets
  27.  
  28. <ul><li>What content or information will be used to update or feed the social media sites? </li></ul><ul><li>Who will assist or support users in remixing your message or co-creating content? </li></ul><ul><li>If you’re aggregating content to establish expertise or social media newsroom, what sources? </li></ul>Sharing Your Story Social Media Style
  29. Spreading Buzz
  30.  
  31. Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)
  32. <ul><li>How will you “brand” your presence on buzz sites? (Personal/Organizational) </li></ul><ul><li>Who will implement and build relationships with influencers? </li></ul><ul><li>How will you get fans to talk about you to their friends? </li></ul><ul><li>What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix) </li></ul>
  33. Community Building and Social Networking Community Building & Social Networking
  34.  
  35.  
  36. <ul><li>How will your organization represent itself on social networks? </li></ul><ul><li>How will your web presence become more “social”? House Social Network or Online Community? </li></ul><ul><li>What’s your engagement strategy? Who will implement? </li></ul>Questions
  37. Resources Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address] WeAreMedia Wiki http://www.wearemedia.org
  38. http://www.flickr.com/photos/ywds/ Let’s talk about Mobile Phones
  39. The Hype-cyle Source: Gartner Group
  40.  
  41.  
  42.  
  43.  
  44. Advocacy Uses <ul><li>Recruit supporters </li></ul><ul><li>Conduct petitions </li></ul><ul><li>Conduct on-demand advocacy/urgent alerts </li></ul><ul><li>Mobilize supporters </li></ul><ul><li>Get out the vote </li></ul><ul><li>Fundraise </li></ul><ul><li>Real-time reporting/citizen journalism </li></ul><ul><li>On-demand volunteerism </li></ul>
  45. Functionality <ul><li>Voice/Audio </li></ul><ul><ul><li>Freedom Phone/Trixbox </li></ul></ul><ul><li>SMS </li></ul><ul><li>Mobile Web </li></ul><ul><li>Mobile Applications </li></ul><ul><ul><li>Data Collection (Rapid SMS, Frontline, Nokia Data Gathering, etc) </li></ul></ul><ul><ul><li>Supply Chain Management </li></ul></ul><ul><li>USSD </li></ul><ul><li>Location-based services </li></ul><ul><li>Bluetooth </li></ul><ul><li>Games </li></ul><ul><li>Photos and Video/Livestreaming </li></ul>
  46.  
  47.  
  48.  
  49.  
  50.  
  51.  
  52.  
  53.  
  54. Example
  55. Getting Started <ul><li>Building a mobile list </li></ul><ul><li>Vendors </li></ul><ul><li>MMA resources and code of conduct </li></ul><ul><ul><li>http://www.mmaglobal.com/resources/articles </li></ul></ul><ul><ul><li>http://www.mmaglobal.com/policies/code-of-conduct </li></ul></ul><ul><li>Low-service vendors/DIY </li></ul><ul><ul><li>http://mobileactive.org/low-cost-low-barriers </li></ul></ul>
  56. More Resources <ul><li>http://mobileactive.org </li></ul><ul><li>and </li></ul><ul><li>http://mobileactive.org/wiki/ </li></ul><ul><li>Mobile_Advocacy </li></ul>
  57. Share Pair Share Pair Squared How may you use any of these tools to reach your objectives? What's holding you back? What do you need to know or do before or have? What is the first step you will take when you are back at the office?
  58. http://www.flickr.com/photos/dslrninja / Laser Out: Your Key Take Aways

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