The document discusses the integration of Web 2.0 and social networking into online engagement and e-philanthropy, emphasizing the historical context and evolution of digital technologies. It outlines strategies for improving online presence, including project planning, quality control, and content creation, while highlighting the importance of metrics and research in measuring success. Additionally, it addresses challenges and opportunities in utilizing social media and other online platforms for effective communication and fundraising.

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

4. The Past

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

7. The Present

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

9. Web 2 0
2.0

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

11. Predicting the Future

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

15. Back to the Present

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-

17. Develop a Plan

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?

20. Conduct Research
http://www.alexa.com/

21. Conduct Research
http://www.pewinternet.org/

22. Conduct Research

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

25. Research Yourself

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”

32. Acquisition Strategies

33. Manage Touch Points

34. Evaluate Costs

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.

37. Don t
Don’t Forget …
http://www.comscore.com/

38. Examples “The Big Three”
The Three

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

40. Success Stories

41. Messaging

42. Celebrate Success

43. Engage Donors

44. Games and Contests

45. Peer Networking

46. Group for Staff

47. Resource
http://www.insidefacebook.com/

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

49. YouTube

50. YouTube

51. Set up Channel

52. Integrate with Offline

53. Integrate with Web
http://www.supportvgh.ca/

54. Flash Email
http://www.supportingadvancement.com/web_sightings/esolicitations/

55. Integration
http://www.facebook.com/event.php?eid=5641486329&ref=mf

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

60. TweetDeck

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

63. Examples “Next Tier
Next Tier”

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

66. “Closed” Communities
Closed

67. Wikipedia

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?

70. Blogs
http://usdphonecenter.blogspot.com/

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.

74. Social Bookmarking
 Tagging – Up in Search Engines
 Tagging – Viral Content

75. Goucher College

76. Goucher College

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?

78. Less Obvious Socializing

79. Re-writing Philanthropy
Re-
http://www.karma411.com

80. Re-writing Philanthropy
Re-
http://www.firstgiving.com

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?

82. Third Party Events
http://www.firstgiving.com

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 ?

84. Real Time Interaction
http://owuannualfund.blogspot.com/

85. Real Time Interaction
http://www.umf.olemiss.edu/intermed/annual/home/webcam_broadband1.php

86. Real Time Interaction
http://admissions.msu.edu/learnMore/IM.asp

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

89. Photo Sharing
Gives
Reason to
Submit
Photos

90. Audio/Video Messaging

91. Lessons
 Niche Markets Served
 Multi Purpose as Much of Your Content
as You Can i.e. Photos
 Use Where Appropriate

92. The Far Future

93. In the year ….
Glocalization
Advancement/
Development
Compelling
Case
http://pollyglotto.com/

94. Virtual Worlds
http://secondlife.com

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!

96. Questions?
brian.dowling@supportingadvancement.com
http://www.facebook.com/brian.dowling/
http://twitter.com/brianwdowling