Off line I work as a trainer, coach, and consultant to nonprofits and effective technology use, with a focus on social media.
I used twitter. I asked my network for contributions, t-shirts, advice, and I thanked them.
And more t-shirts arrived at my door …
Our family cares about Cambodia, it’s in our hearts because we adopted our children from there ..
That’s my son, Harry, and my daughter Sara when they first arrived in the Sharing Foundation’s orphanage ..
This is what they look like now. They have all the benefits of growing up here in the US – enough to eat, healthcare, a good education, etc. They are lucky, but I always …
But there are many children in Cambodia who do not have this opportunity.
The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels. We critiqued the brands on not only their breadth of engagement across these channels, but also their depth , such as whether they reply to comments made on blog posts. Each brand was given a numerical score. The top 10 ENGAGEMENTdb brands with their scores are: Starbucks (127) Dell (123) eBay (115) Google (105) Microsoft (103) Thomson Reuters (101) Nike (100) Amazon (88) SAP (86) Tie - Yahoo!/Intel (85) The report is available at http://bit.ly/KRGNt and the main site is at engagementdb.com (includes ways for you to do a quick ranking of your engagement ). A very neat interactive feature of the site is the ability to see the rankings in different ways, from highest to lowest scores, alphabetical, etc.
Emphasize quality, not just quantity. Engagement is more than just setting up a blog and letting viewers post comments; it’s more than just having a Facebook profile and having others write on your wall. It’s also about keeping your blog content fresh and replying to comments; it’s building your friends network and updating your profile status. Don’t just check the box; engage with your customer audience. To scale engagement, make social media part of everyone’s job. The best practice interviews have a common theme — social media is no longer the responsibility of a few people in the organization. Instead, it’s important for everyone across the organization to engage with customers in the channels that make sense — a few minutes each day spent by every employee adds up to a wealth of customer touch points. Doing it all may not be for you — but you must do something. The optimal social media marketing strategy will depend on a variety of factors, including your industry. If your most valuable customers do not depend on or trust social media as a communication medium, or if your organization is resistant to engagement in some channels, you will have to start smaller and slower. But start you must, or risk falling far behind other brands, not only in your industry, but across your customers’ general online experience. Find your sweet spot. Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. True engagement means full engagement in the channels where you choose to invest. Thus, choose carefully and advocate strongly to acquire the resources and support you will need to succeed. If you are resource-constrained, it is better to be consistent and participate in fewer channels than to spread yourself too thin
Listening: Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit. (5 hours per week) Participate: Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment. You can also participate vicariously through bloggers by encouraging them to write about your organization. (10 hours per week - also includes listening tasks as they go hand-in-hand) Generate Buzz: Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content. Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category. (10-15 hours per week - also includes some listening tasks) Share Your Story: You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site. Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks. But even better is getting your constituents to share their stories about your organization with others (which takes more time) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill) Community Building and Social Networking: You build relationships online community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising. (20 plus hours a week)
donations, leads, new subscribers, increased page rank,
http://www.flickr.com/photos/americanredcross/2584636379/ 3. Response Determine who needs action, whether thanks and relationship building or repairing a customer service issue. Spend time reading other posts by blogger to get a sense of what they’re about Use judgment in avenue of response – email, comment, or better left alone.
Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring - 2007
Wildlife watch is the key way they engage their supporters. They use different channels, including Twitter
The social media strategist for NWF – takes a conversational approach – she asks questions, points to resources, and engages with people about watching wildlife on Twitter. With Twitter, it’s about knowing how to tune the network of people your organization follows and how to feed them.
Did you remember that game where you would read your fortune and put the “in bed” at the end. Just add the phrase “with your friends” -- and it isn’t just purchase decisions, where to go on vacation, what movie, or where to eat.
It is also getting information about what to support … it’s rapid word of mouth
Regular reminders to tag all photos, videos and tweets with the designated hashtag (#PowerShift09) before AND during the event Live-streamed videos of keynotes and other important event moments Several educational sessions on social media geared towards activism Blog updates from multiple voices throughout the event A Media Room on the www.powershift09.org featuring the latest videos, photos, podcasts, blog posts, Tweetgrid widget of latest tweets, media hits and ways people could get involved (see below)
Over the past five years (http://www.thespohrsaremultiplying.com/), The March of Dimes has used social media to nurture its online community, Share Your Story ( http://www.shareyourstory.org ). It is one of the better examples of how nonprofits can use social media to empower supporters without having to control it. A few weeks ago, the March of Dimes supporters came out in droves for a networked memorial service for a toddler named Maddie (http://www.thespohrsaremultiplying.com/). The community raised tens of thousands of dollars for the March of Dimes in Maddie's memory as well as covering the funeral costs for the family. The organization did little to stage this event. The organization has embraced openness and inspired their stakeholders to feel empowered enough to take action on their own. http://beth.typepad.com/beths_blog/2009/04/march-for-maddie-a-networked-memorial-service.html
International Youth Conference
Flickr photo by Claudio Matsuoka
What you can learn from how nonprofits use social media! Beth Kanter Beth’s Blog Youth Leadership Conference on Asian and Pacific Islander Health
<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
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
<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>Listen: What’s the Value?
<ul><li>1. Listen First 2. Engagement
3. Platform for supporters to self-organize </li></ul><ul><li>Staff time and expertise </li></ul><ul><li>The right metrics </li></ul><ul><li>Small pilots and reiterate </li></ul><ul><li>Organizational culture </li></ul>Principles