Setting The Stage For Extending Our Reach: An Overview Of Web 2.0 Tools And R...
Brian Dowling Web 20 30 Social Networking
1.
2. Session Goals
Web 2.0 and Social Networking
To review definitions, trends, examples, ideas
definitions trends examples ideas,
do some looking forward and think about how
we integrate web 2.0 and beyond into our
online engagement and e-philanthropy
e-
activities.
This is a broad topic and we’re only going to
touch on the surface in this session
session.
3. Who are you who who …
you,
Chief Information Officer
VGH & UBC Hospital Foundation
brian.dowling@supportingadvancement.com
http://www.facebook.com/brian.dowling/
http://twitter.com/brianwdowling
5. 1968
The world of "Stand on Zanzibar" is an overpopulated and
generally stressed-out world of the early 21st century. This is
stressed-
a world beset by all variety of problems, some related to
diminishing resources, some related to the breakneck
p g
progress of technology. Nation-states still hold power, some
gy Nation- p
people still have regular jobs, people even still use paper mail
and voice phones.
In the world of "Stand on Zanzibar" governments and
corporations hold power at the macro level, while society
p p , y
frays on the street. Technology is zooming ahead for those
at the top: the government is able to bug an apartment and
scan conversations for key words.
A world where the information technology exists to tailor
broadcasts for each individual doesn't necessarily lead to a
freer, richer intellectual life.
News and entertainment broadcasts feature two characters
called Mr. & Mrs. Everywhere: digital anchorpersons whose
image is altered to fit the viewer. Africans see an African,
i i l d fi h i Af i Af i
Asians see an Asian, Russians see a Russian...but it's the
same old corporate line. "Whatever my country and whatever
my name/a gadget on the set makes me think the same."
6. History
1970 - First ARPANET Host-Host protocol
Host-
1998 - 2,000,000+ Domains, E-auctions, Portals
E-
2000 - ASP, Napster
2001 - SETI@Home, Grid Computing
SETI@Home,
2002 - Blogs
2003 - Flash Mobs, SQL Slammer Worm
2004 - Internet2 Backbone Upgraded to 10Gbps
2005 – Year of the iPod
2006 – Year of the video download?
2007 – Facebook MySpace YouTube Web 2 0 …
Facebook, MySpace, YouTube, 2.0
2008 – American Presidential Election,Twitter, iPhones
Election,Twitter,
& Mobile Web
2009 – Changes in “Traditional” Media Consumption
8. Web 2 0
2.0
Alluding to the version-numbers that
version-
commonly designate software upgrades, the
phrase "Web 2.0" hints at an improved form
Web 2.0
of the World Wide Web; and advocates
Web;
suggest that technologies such as weblogs,
weblogs,
social bookmarking, wikis, podcasts, RSS
bookmarking, wikis, podcasts,
feeds (and other forms of many-to-many
many-to-
publishing), social software, Web APIs, Web
software, APIs,
standards and online Web services imply a
significant change in web usage.
usage.
Wikipedia
10. there
"When I wrote 'Neuromancer' " almost 25 years
'Neuromancer'
ago, he says, "cyberspace was there, and we
were here.
In 2007, what we no longer bother to call
cyberspace is here, and those increasingly rare
moments of nonconnectivity are th
t f ti it there.
And that's the difference. There's no scarlet-
scarlet-
tinged dawn on which we rise and look out the
window and go, 'Oh my God, it's all cyberspace
now.' “
William Gibson
12. Predicting the Future
The Money Value of Time
Increasing Globalization
g
Intense Competition
Resource Scarcity
Changes in Social Capital
Collective Intelligence
Visualization Tools
Affinity f G
Affi it for Games
13. Predicting the Future
Unprecedented Growth in Mobile Devices
Cloud Computing
Ubiquitous High Speed Bandwidth
Geo-
Geo-Everything (Photo Tagging and More)
The Personal W b
Th P l Web
Semantic-Aware Applications (Human
Semantic-
Language) & Search Engine Wars
Smart Objects (Where We Are Determines
What We Do)
14. Predicting the Future
http://www.robinsloan.com/epic/
The Click Stream Data Warehouse
http://www.clickstreamconsulting.com/index.html
16. Exciting,
Exciting But ……
There are a series of steps we need to take before we
step fully into the “new world” or even revamp the
current world.
What’s a project?
A planned, inter-related group of activities that are done
planned inter-
in a certain order to create or provide a unique product
or service within in a specified time and cost.
A structured approach to planning, implementing and
improving your Web 2.0 online presence should be an
important element of your e-philanthropy strategy.
e-
18. E-Strategy
Develop quality control and business processes to more effectively
integrate online and offline activities.
activities.
Implement defined roles, responsibilities and accountability for
p , p y
systematic and regular creation of content for electronic channels.
Develop and implement email marketing and messaging.
messaging.
Re-
Re-develop the online web presence to support e-philanthropy
e-
objectives and to reinforce email marketing and messaging. Content
will include interactive activities such as online giving, events
management and a portals for different groups of users. Example -
online portal for fund managers to provide support for a more robust
funds management policy.
Integrate metrics into monthly reporting cycles to provide ongoing
and systematic evaluation of online communication channels
channels.
19. Determine Your Goals
Formal Audit of Your E-Philanthropy Program
E-
Channel Shifts in Marketing and Communication Mix
New Web Site
Organizational Change
Regular and Systematic Content Strategy
New Training and Skills Grown In-House
g In-
Hiring New Staff with New Job Descriptions
More “Web Centricity”
New Online Functionality
Pages in Multiple Languages
Others?
23. Conduct Research
Compare Your Organizations to Top Web
Presences
Review What the Best in Your Space Are
Doing
Review What Your Peers are Doing
Vendor Web Sites/White Papers
Subscribe to Key Newsletters
Ask Questions
Devote Time to Research and Learning
Understand Web and Email Analytics
y
Be Systematic and Focus
24. Conduct Research
Add Social Networking to Your
Professional Development & Training
p g
Conferences
Join Social Networking Sites to
Understand How They Work
Create Your Own Social Networking
Presence
Presence
26. Sobering Truths
Is your own house in order?
Robust email marketing in place?
Best in class online giving?
Time to email receipts?
Time it takes to respond t an external email
Ti t k t d to t l il
inquiry?
State of your online presence?
Content deployment strategy?
Ease in contacting a “real person” at your
organization?
g
27. Metrics for Success
Web Site Traffic Growth
# of Registrations in Social Networking Communities
# of Email Messages Sent Out and Deployed
g p y
Click Through % on Emails
$ Raised as a Result of Implementation
# of Pieces of Information Submitted Online
$ Saved as a Result of Channel Shift
Position in Search Engines
# of Views of Your YouTube Videos
____ New Donors Stories Per ______
Others?
Add metrics to your monthly reporting cycle,
Do split testing whenever you can.
28. Effort/Return Analysis
High Effort/Low Return High Effort/High Return
Online Data
Strategies Warehouse
Moves
Improve Management Other
Training Misc.
Consolidate Programs Projects
Digital Receipting
Assets Improvements
Relationships
With
Hardware
Central IT
Software Staff
Inventory
Low Effort/Low Return Low Effort/High Return
Value to Stakeholders
29. Getting Started
Plan Implementation
Measure Metrics
Review and Revise Plan
Begin to Incorporate Social Networking into
Strategic Planning
Begin to Incorporate Social Networking into
Budgets
Begin to Incorporate Social Networking
Responsibilities into Job Descriptions and
Accountability
A t bilit
30. Holistic Integration
Other
Social
Organization’s Networks
Organization’s
“Traditional” Facebook
Your
Organization’s Your
Email Personal Organization’s
Marketing
a g Email Your
YouTube
Signature Personal
Facebook
Page
Organization’s
O i ti ’
Your Organization’s
Tweeting
Web Site Search Your
Engines Personal
Tweeting
31. Data Harvesting
Self Reporting of Information is a New
Model that Doesn’t Require Data Entry
Staff
You Need to Have Goals and
Measurable Outcomes
Accuracy of Self Reported Information
May Vary by Community
Ethical Considerations of “Friending”
“Friending”
35. At a Minimum
Register wherever appropriate to
“protect your brand.”
p y
Keep track of all administrative logins
and passwords.
passwords
Encourage staff to participate.
Build
B ild your organizational skills.
i ti l kill
36. Don t
Don’t Forget …
Participative democracy for messaging
means that you lose control of content.
y
General populace is much less accepting
of “corporate speak.”
p p
YouTube has already taught us that
g
grass roots content does not have to be
“ultra professional” to go viral.
Public conversations and issue
escalations happen very quickly.
39. Facebook
August 2009
The Facebook application has now
been released for the iPhone.
It is estimated that there are
12,000,000 users of the current
version of the iPhone application.
pp
48. Lessons
Fast Growth
Time Spent on Site
Facebook Fan Pages
Facebook Causes (Not much raised)
Facebook Applications
Facebook Messaging
Events and Engagement
Connection to Mobile Devices
Commerce
Search Engine Changes
56. Integration
Related
Links
Culture
Cultural
Bond
Through
Shared
History
http://www.alumni.utoronto.ca/shaker/recommends.asp
57. Internationalization
English
Version
Spanish
Version
http://www.youtube.com/watch?v=u3FmHVb_grk
58. Lessons
Viewing Video on Internet Increasing
YouTube is the #2 Search Engine
g
YouTube Nonprofit Channels
Integrate Video Across Your
Messaging Strategies
Target to Demographics
Broadcast Media Moving to Internet
Build Your Video Messaging Skills
59. Managing Twitter
Megaphone
Micro Blogging
gg g
Real Time Updates
Updates not in Search Engine Indexes
p g
Takes a While to “Become Social”
Useful for Customer Service
Tweeting with Mobile Devices
8.3% of Tweets Considered Useful
61. Lessons
Integrate Across Your Messaging
Use Appropriate Tools
Frequency and Consistency
Target to Demographics
Enlist Advocates
E li t Ad t
Monitor Tweets
Growth Problems with Technology
No Revenue Model in Place Yet
Facebook Becoming more “Twitter Like”
62. Small Devices
“Sea Change in our Internet Habits
Becoming #1 Entry Point for the Web
g y
Small Device Content
Small Device Applications
High Degree of Innovation in the
Space
Subscription Content and New
Commerce Models
http://www.supportingadvancement.com/systems/systems_general/dowling_iPhone_applications.htm
64. “Closed” Communities
Closed
Advantages
Behavior Tracking
Give Them a Trail to the Moneyy
Content Targeted on Login
You can Create Incentives for Visiting
You can Control Messaging Easier
Reinforces Data Integrity and Can
Improve Data Acquisition
65. “Closed” Communities
Closed
Disadvantages
Cost of Licensing and Maintenance
May Not Have Critical Mass
y
Need Technical Expertise
Your Vendors May Not be Able to Add
Features as Quickly as Public Sites
Not Always Where People Want to
Spend Their Time
68. Great Lakes Wiki
http://www.greatlakeswiki.org/index.php/Main_Page
69. Lessons
Highly Indexed
Used to Develop Definitions
Used to Develop Policies and Procedures
Learning Curve to Understand how to Use
Effectively
y
Can Generate a Lot of Email Traffic
Moderated vs. Less Moderation
Critical
C itical Mass for Success
fo S ccess
Have you audited and reviewed y
y your entry in
y
Wikipedia?
71. Lessons
Easy to Set up And Start
Search Engines Love Text
Need ___ months of content before starting
otherwise they can quickly languish.
Challenging to get people to write.
write
“Corporate speak” not well received.
Integrate metaphors of how blogs work into
your web sites.
Free blogs do not match your corporate brand
presence.
72. RSS Feeds
RSS Feeds (Ready for Some Stories)
73. Lessons
Include in your web site to both
g
generate “free” content and “provide”
p
free content.
77. Lessons
More Chaotic
Large Market Share but Slower Growth
g
Strong in Music Arena
Nonprofits Not Clearly Differentiated
p y
Register Your Brand
May Be Better for Advocacy
y y
Recently Announced Layoffs
Can they Recover the Magic?
81. Lessons
Direct Donor Control
Easy to Use Technology
Create Communities of Giving
f
Do our own “social” web presences
social
provide the same easy to use robust
functionality?
Do we work with these sites as partners
or competitors?
Can we replicate these models?
83. Lessons
Friends Asking Friends
Enthusiastic Donors
Unique Ideas
May be Costly to Set Up
Very Time Consuming to Manage
V Ti C i t M
Training and Education
Do we have a workable model in place to
mange these in as much of an
automated fashion as possible?
df h bl ?
87. Lessons
Provide a Personal Face to Our Organizations
How can we integrate “instant”
communication into our customer service
activities.
Critical Mass of People Wanting Customer
Service This Way
What are tradeoffs against corporate brand,
privacy?
Have you audited your phone messages,
phone menus and toll free numbers?
88. LinkedIn
Professional Networking
Lots of Tools for Surveys Etc
Surveys, Etc.
Recruiting Staff
Appropriate for P f i
A i t f Professional l
Organizations
95. The Future
Lots of Opportunities
Prioritize to Plan
P i iti
Prioritize to M
t Message
Prioritize to Demographics
Keep Learning
Know When to Say No
Do what is practical but take some
time to just experiment and have
fun!