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Convened by    National Conference on Volunteering and Service Do Users Really Generate Content?          Tips and Tools f...
Today’s Agenda• Who we are• Who are you?• What is UGC?• Building Relationships in a changing  (digital) world (Kate)• Cura...
Who We Are• Laura Norvig  National Service Resources & Training• Kate Olsen  Network for Good• Jason Kooper  KaBoom!
Who Are You?• What is your end goal for UGC?• What is the size of your org and your  staffing capacity for community  enga...
What is User Generated Content? •   A Facebook “Like”? •   A comment from an anonymous website visitor? •   A Facebook com...
Typical example of UGC
Building relationships in a               changing (digital) worldKate OlsenDirector of Partnerships@Kate4Goodkate.olsen@n...
How Our WorldIs Changing
Old: In marketers we trust.   New: In each other we trust.
Percent of consumers who say theybelieve marketers’ claims*                           6%Percent of consumers who say they ...
The Funnel has Flipped                                        Credit: Crystal Version, Flickr                Image from: O...
Old: Marketers target everyone.   New: MicroMARKETING                                  Drew Olanoff, Micromarketer
Old: Mass communication                          New: ‘Masses of communicators’*                          *From Greg Verdi...
It’s noisyout there!The ConversationPrism by BrianSolis of PR 2.0                   Brian Solis of PR 2.0
Old: Marketing Monologues                            New: Conversation                        Social Sampling Scores Big f...
Old: Try to Command & Control                        New: Engage, Participate                                      Malaria...
What ThisMeans For Us
The new (digital) world order                               What else is out there?                               •Are new...
What WeMustDo
Don’t Teeter on the Tip of the SocialWeb Iceberg!        Courtesy of Frank Rodríguez        http://fjrodriguezg.tumblr.com...
Join a Conversation
And Start a Relationship
Let your masses be your message This is about bonds, trust and authenticity. Not Wires.                                   ...
Listen!
Source: a presentation by Charlene Li, author, Groundswell
Set goals for your site & social media…    Engagement & Reach                                                  Earned Medi...
Curating and Highlighting UGC         Laura Norvig         Online Community Manager         National Service Resources and...
Why Listen?• Find out who is talking  about your organization and  cause• Research topics and trends  related to your nich...
Listening Tools• Google alerts• Tweetdeck / Twitter searches• Tags (blogs, Twitter, delicious)• Aggregated dashboards (lik...
Netvibes – dashboard listening tool                                      netvibes.com/amysampleward
Curation: What is it?• “Content curation is organizing,  filtering and “making sense of”  information on the web and shari...
Curation: Why do it?•   Grow your audience•   Become a leader•   Build relationships•   Build trust through the human touc...
Curation Tools• Scoop.it• Storify• Pinterest
Curating UGC
Curating Non-UGC
Scoop.it behind the scenes– pulling from many sources  • .
Scoop.it behind the scenes    – curation proces
Scoop.it page automatically created
Scoop.it on your own website
Storify• Highlight tweets on a certain theme,  from a tweet chat, or with links to  your community’s pics/videos• Flexible...
See bit.ly/RockStorifyfor great examples of using Storify
NPTech Tag Community                       Collecting UGC:                       Inclusive model
Collecting UGC:Exclusive model
KaBOOM! Case Study: The Park-a-DaySummer Challenge       By Jason Cooper, Quality Assurance       Coordinator for KaBOOM!(...
KaBOOM!Our Vision: A Great Place to Play WithinWalking Distance of Every ChildOur mission is to create great playspacesthr...
“Did you just use theword ‘map’ as averb?”
Yes, I did! Meet the Map of Play!
Map of Play: Park-a-Day SummerChallengeJune 1st to September 1st• Over 100 people signed up for the challenge• Only 21 bec...
The Pitch – What we asked them todo1. Create a profile on kaboom.org2. Join us on one of our two “orientation” conference ...
The Pitch – What we will do for them1. Coverage on the KaBOOM! Blog, Play Today.2. Coverage on KaBOOM! social networks, hi...
How it worked• We put out the call on social media and our newsletter for new  challengers and users responded by signing ...
Tired of bullets? ME TOO!
When I started this project, I was looking to find outmore about the playgrounds around us in Troy, in orderto make a case...
-Michelle from Troy, NY
-Dana and Gordie, Calgary, Alberta
My kids have definitely started to use their imaginations a bit more at theplayground. I notice them striking up conversat...
2012 Challenge– Begins July 2nd                 All new app, Tag!, on iPhone and Android                 Easier to use, us...
Tips for making a campaign like thiswork• Find where your cause and your user meet.• “High touch” campaign.• Fly under the...
Questions and Answers
Discussion Topics•What type of community are youcultivating?•Is it your job to run this thing? Is thisyour sole job? If no...
Further Resources• Content and Community at Boston University    bit.ly/ContentRole•   Think Tank Round-up: Curating Conte...
Contact Us• Kate Olsen     • Kate.Olsen@networkforgood.org     • @Kate4Good• Jason Cooper     • jcooper@kaboom.org     • @...
• Please fill out the session evaluation  form• Thank You!
Do Users Really Generate Content? Tips and Tools for Building Engaged Online Communities
Do Users Really Generate Content? Tips and Tools for Building Engaged Online Communities
Do Users Really Generate Content? Tips and Tools for Building Engaged Online Communities
Do Users Really Generate Content? Tips and Tools for Building Engaged Online Communities
Do Users Really Generate Content? Tips and Tools for Building Engaged Online Communities
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Do Users Really Generate Content? Tips and Tools for Building Engaged Online Communities

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Presented at the National Conference on Volunteering and Service, Chicago, IL, June 18, 2012

Published in: Technology, Business
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Do Users Really Generate Content? Tips and Tools for Building Engaged Online Communities

  1. 1. Convened by National Conference on Volunteering and Service Do Users Really Generate Content? Tips and Tools forBuilding Engaged Online Communities
  2. 2. Today’s Agenda• Who we are• Who are you?• What is UGC?• Building Relationships in a changing (digital) world (Kate)• Curating and Highlighting UGC (Laura)• KaBOOM! Case Study (Jason)• Questions / Discussion
  3. 3. Who We Are• Laura Norvig National Service Resources & Training• Kate Olsen Network for Good• Jason Kooper KaBoom!
  4. 4. Who Are You?• What is your end goal for UGC?• What is the size of your org and your staffing capacity for community engagement?• What platforms do you currently use? (Twitter, Facebook, YouTube, “White label” or custom, other)• What do you want to learn today?
  5. 5. What is User Generated Content? • A Facebook “Like”? • A comment from an anonymous website visitor? • A Facebook comment? • A Facebook post? • A tweet from a member of your community? • A comment on your blog? • An external blog post that mentions your org/topic? • A YouTube video related to your cause? • A YouTube video created at your request? • A guest blog post written for your blog? • A shared document?
  6. 6. Typical example of UGC
  7. 7. Building relationships in a changing (digital) worldKate OlsenDirector of Partnerships@Kate4Goodkate.olsen@networkforgood.org
  8. 8. How Our WorldIs Changing
  9. 9. Old: In marketers we trust. New: In each other we trust.
  10. 10. Percent of consumers who say theybelieve marketers’ claims* 6%Percent of consumers who say they trustrecommendations from acquaintances*** Forrester, 2009** Nielsen, 2009 90%
  11. 11. The Funnel has Flipped Credit: Crystal Version, Flickr Image from: Optimize & Prophesize (http://www.optimizeandprophesize.com/)
  12. 12. Old: Marketers target everyone. New: MicroMARKETING Drew Olanoff, Micromarketer
  13. 13. Old: Mass communication New: ‘Masses of communicators’* *From Greg Verdino, MicroMARKETING
  14. 14. It’s noisyout there!The ConversationPrism by BrianSolis of PR 2.0 Brian Solis of PR 2.0
  15. 15. Old: Marketing Monologues New: Conversation Social Sampling Scores Big for Kleenex as a Million People Share Packs
  16. 16. Old: Try to Command & Control New: Engage, Participate Malaria Griot Program Web 1.0: Launch and walk away
  17. 17. What ThisMeans For Us
  18. 18. The new (digital) world order What else is out there? •Are new supporters finding you through P2P sites? •What’s your plan to keep them in your community? What tools make sense? •Where do your supporters congregate? •Are you ready to hand over the megaphone? •Do you have a micro-content strategy? •What resources are available (staff, time etc…) Have you mastered the basics? •Well-branded, easy-to-use website Email Website Events •Ability to process secure donations •Email campaign tool (federal anti-spam laws) •Website analytics tool (like Google Analytics) •Listening tool (monitor online conversations) •Great follow-up for online supporters •Smooth integration of online & offline efforts •Regular reporting on all of your efforts What do they care about? •Why me? •What for? •Why now? •Who says?
  19. 19. What WeMustDo
  20. 20. Don’t Teeter on the Tip of the SocialWeb Iceberg! Courtesy of Frank Rodríguez http://fjrodriguezg.tumblr.com/post/2101032155/social-media-iceberg-diagram
  21. 21. Join a Conversation
  22. 22. And Start a Relationship
  23. 23. Let your masses be your message This is about bonds, trust and authenticity. Not Wires. • Let your supporters spread your message • Fill your site and social media outposts with their content and conversation • Highlight the great work they are doing furthering your mission See how much easier that is! FacesofMillions.com
  24. 24. Listen!
  25. 25. Source: a presentation by Charlene Li, author, Groundswell
  26. 26. Set goals for your site & social media… Engagement & Reach Earned Media •Offline media mentions •Page Impressions, Visits, Unique Visitors •Online media mentions •Time Spent, Pages per visitor •Emails opened, click-throughs •Videos viewed, audio plays Search Visibility •Higher search results •Greater search results “share” Word of Mouth •3rd party results •Number of Mentions, Posts, Comments •Recommendations Research •Mentions-per-user •Send This To A Friend •Customer/stakeholder feedback •Inbound links •Product sampling …monitor & adjust Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com
  27. 27. Curating and Highlighting UGC Laura Norvig Online Community Manager National Service Resources and Training
  28. 28. Why Listen?• Find out who is talking about your organization and cause• Research topics and trends related to your niche• Discover who is sharing your content• Engage with your community
  29. 29. Listening Tools• Google alerts• Tweetdeck / Twitter searches• Tags (blogs, Twitter, delicious)• Aggregated dashboards (like Netvibes)• Many new social media listening tools like SocialMention – http://tnw.co/50FreeTools
  30. 30. Netvibes – dashboard listening tool netvibes.com/amysampleward
  31. 31. Curation: What is it?• “Content curation is organizing, filtering and “making sense of” information on the web and sharing the very best with your network.” –Beth Kanter• Curating User Generated Content is a way to draw attention to the best of your UGC, and honor your community members’ contributions.
  32. 32. Curation: Why do it?• Grow your audience• Become a leader• Build relationships• Build trust through the human touch (i.e., hand curated content, not automatic RSS feeds)
  33. 33. Curation Tools• Scoop.it• Storify• Pinterest
  34. 34. Curating UGC
  35. 35. Curating Non-UGC
  36. 36. Scoop.it behind the scenes– pulling from many sources • .
  37. 37. Scoop.it behind the scenes – curation proces
  38. 38. Scoop.it page automatically created
  39. 39. Scoop.it on your own website
  40. 40. Storify• Highlight tweets on a certain theme, from a tweet chat, or with links to your community’s pics/videos• Flexible, easy platform allows you to intersperse words, tweets, links, pics, and videos.
  41. 41. See bit.ly/RockStorifyfor great examples of using Storify
  42. 42. NPTech Tag Community Collecting UGC: Inclusive model
  43. 43. Collecting UGC:Exclusive model
  44. 44. KaBOOM! Case Study: The Park-a-DaySummer Challenge By Jason Cooper, Quality Assurance Coordinator for KaBOOM!(202) 464-6189 | jcooper@kaboom.org | @jrcooper
  45. 45. KaBOOM!Our Vision: A Great Place to Play WithinWalking Distance of Every ChildOur mission is to create great playspacesthrough the participation and leadership ofcommunities.Why go online?We can’t do it alone.
  46. 46. “Did you just use theword ‘map’ as averb?”
  47. 47. Yes, I did! Meet the Map of Play!
  48. 48. Map of Play: Park-a-Day SummerChallengeJune 1st to September 1st• Over 100 people signed up for the challenge• Only 21 became official challengers• 81 new entries were created• 327 photos were added• 84 ratings• 180 posts were made to the Park-a-Day forum• Visits to the Park-a-Day Challenge section of our community stayed 143% longer• Most of the challengers received coverage from their local community’s media outlets (TV and Print)• Tweets, ReTweets, Facebook likes– countless!
  49. 49. The Pitch – What we asked them todo1. Create a profile on kaboom.org2. Join us on one of our two “orientation” conference calls to meet fellow challengers and learn from challenge vets.3. Go to a park or playground at least once a week.4. Add that park or playground to the Map of Play. 1. Add a description of the playground 2. Rate the playground 3. Add photos 4. Fill in details about the equipment available5. Join the Park-a-Day discussion group on kaboom.org.6. Participate in discussions at your leisure, including our weekly prompts posted by KaBOOM! staff.7. Tweet about it! Blog about it! Facebook about it!8. Rinse, repeat.
  50. 50. The Pitch – What we will do for them1. Coverage on the KaBOOM! Blog, Play Today.2. Coverage on KaBOOM! social networks, highlighting your blog, Twitter handle, etc.3. We’ll compile each challengers Top 5 playgrounds from the summer, and pitch the story to local and national news outlets using KaBOOM! media contacts.4. Challengers will gain an entirely new perspective on what goes into creating and maintaining quality parks and playgrounds.5. Challengers will gain an entirely new perspective on how their kids can learn and develop, simply by playing.6. KaBOOM! also promises you and your family will have FUN!
  51. 51. How it worked• We put out the call on social media and our newsletter for new challengers and users responded by signing up for more information on a form for our CRM, Salsa.• 2 orientation calls with KaBOOM!, fellow challengers, and challenge veterans• The Map of Play and our iPhone app, Playgrounds!• KaBOOM! Community Forum– hello.kaboom.org• An “always available” policy for support. Challengers had our direct contact information (in one case my personal phone number) to handle support requests or just to shoot the breeze.• Play Today, and KaBOOM! social media, served as the gateway for the broader play community to learn and get involved with our challengers.
  52. 52. Tired of bullets? ME TOO!
  53. 53. When I started this project, I was looking to find outmore about the playgrounds around us in Troy, in orderto make a case that there were plenty of playgroundselsewhere, but none downtown. This was to support ourcase for a downtown Troy playground. But that wasntquite what I found.There actually are a fair number of toddler playspacesdowntown—the problem is that the nice ones are notopen to the public. -Alex from Troy, NY
  54. 54. -Michelle from Troy, NY
  55. 55. -Dana and Gordie, Calgary, Alberta
  56. 56. My kids have definitely started to use their imaginations a bit more at theplayground. I notice them striking up conversations with other kids they dontknow and starting games. Playing "store" and some version of KarateKid/Power Rangers Samurai seem to be their favorites.Instead of hanging from the monkey bars, they seem to be climbing on top ofthem, which makes me cringe. My reaction is to say...get down from there,thats not how you use them and you are going to fall, but it really isnt anydifferent than climbing on the things designed for climbing. My 9 year old was outside from 9 to 4 everyday. My 6 year old played lots of games outside, but also experienced one day that was heavier on classroom time. On our drive home, she said "Mommy, can we stop at a playground?" I was like "What? You just spent 7 hours at camp!" And she complained theyd been inside too much that day. I was amazed she knew herself well enough to know she needed to hang out outside. So we got home and she played outside in our homemade sandboxes for over an hour while I got dinner ready.
  57. 57. 2012 Challenge– Begins July 2nd All new app, Tag!, on iPhone and Android Easier to use, uses GPS to locate where the picture is so it’s easier to get it on the map. PRIZES! Streamlined website: Summer Challenge will have it’s own forum within the Map of Play website. Gamification!
  58. 58. Tips for making a campaign like thiswork• Find where your cause and your user meet.• “High touch” campaign.• Fly under the radar.• Be the best customer service agent you can be.• Don’t restrict.• Learn to re-love your phone.• Give solutions.
  59. 59. Questions and Answers
  60. 60. Discussion Topics•What type of community are youcultivating?•Is it your job to run this thing? Is thisyour sole job? If not, how do youmanage your time/fit it in?•What successes/failures have you had“getting” user generated content?•What did you learn today that you willtake back to work and act on?
  61. 61. Further Resources• Content and Community at Boston University bit.ly/ContentRole• Think Tank Round-up: Curating Content - bit.ly/CurationRoundup• How great nonprofits are rocking Storify - bit.ly/RockStorify• Amy Sample Ward’s blog amysampleward.org/• Tara Hunt’s The Whuffie Factor• Nancy Schwartz’s Getting Attention blog gettingattention.org
  62. 62. Contact Us• Kate Olsen • Kate.Olsen@networkforgood.org • @Kate4Good• Jason Cooper • jcooper@kaboom.org • @jrcooper• Laura Norvig • LauraN@ETR.org • @LNorvig
  63. 63. • Please fill out the session evaluation form• Thank You!

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