Web 2.0 Man Ynet 1007


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  • Web 2.0 Man Ynet 1007

    1. 1. Stacie Mann October, 2007 Demystifying the World of Social Networking
    2. 2. Agenda: What I Will Cover <ul><li>Quick Marketing 101 </li></ul><ul><li>What is this web 2.0 stuff, anyway? </li></ul><ul><li>How is it relevant to me? </li></ul><ul><li>Actions you can take now </li></ul><ul><li>Q&A </li></ul>
    3. 3. What I Can’t Cover <ul><li>How it works technologically (I can give you driving tips but I can’t begin to explain what’s under the hood) </li></ul><ul><li>Things like “semantically valid XHTML markup” and Ajax (unless you want to talk about household cleaners) </li></ul><ul><li>But there are great places to get smart: </li></ul><ul><li>TechSoup.org and N-TEN.org </li></ul>
    4. 4. An Orienting Question <ul><li>When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to act? </li></ul><ul><ul><li>How did you get the message? </li></ul></ul><ul><ul><li>What was the message? </li></ul></ul><ul><ul><li>What did you do? </li></ul></ul><ul><ul><li>Why did you act? </li></ul></ul>
    5. 5. First point of orientation: Marketing is about looking at the world from the point of view of our audience rather than our own.
    6. 6. The Mission Megaphone
    7. 7. You are not the target audience!
    8. 8. My Story Homepage in 2004
    9. 9. Who is our audience? <ul><li>Survey (Give us 30 seconds for charity!) </li></ul><ul><li>In-depth interviews </li></ul><ul><li>Donation records </li></ul><ul><li>The “mom” test </li></ul>
    10. 10. Message is convenience Homepage in 2007
    11. 11. What Savvy Corporate Marketers Know <ul><li>There is a marketing sweet spot </li></ul><ul><li>There are four elements of an audience-based message (CRAM) </li></ul><ul><li>You have to tell a story </li></ul>
    12. 12. Finding the Marketing Sweet Spot Your Org Is Good at It Important to Partner/Audience No One Else Does It/UVP Sources: BBMG and Jim Collins, Good to Great, Hedgehog Concept
    13. 13. Four Parts of Audience-Based Message <ul><li>Connection </li></ul><ul><li>Reward </li></ul><ul><li>Action </li></ul><ul><li>Memory </li></ul>The benefit exchange – aka what’s in it for the audience
    14. 14. How CRAM Works C RA M
    15. 15. Get Someone’s Attention by Connecting… <ul><li>To existing values </li></ul><ul><li>To existing feelings </li></ul><ul><li>To existing desires </li></ul>
    16. 16. What do we mean by values? <ul><li>Rest/sleep </li></ul><ul><li>Convenience </li></ul><ul><li>Comfort </li></ul><ul><li>Health and well-being </li></ul><ul><li>Time </li></ul><ul><li>Safety </li></ul><ul><li>Security </li></ul><ul><li>Predictability </li></ul><ul><li>Control </li></ul><ul><li>Pleasure </li></ul><ul><li>Fun </li></ul><ul><li>Excitement/thrills </li></ul><ul><li>Love </li></ul><ul><li>Sexual fulfillment </li></ul><ul><li>Friendship </li></ul><ul><li>Emotional support </li></ul><ul><li>Participation </li></ul><ul><li>Self-improvement </li></ul><ul><li>Beauty/physical appeal </li></ul><ul><li>Pride of ownership </li></ul><ul><li>Independence </li></ul><ul><li>Privacy </li></ul><ul><li>Conformity </li></ul><ul><li>Achievement </li></ul><ul><li>Style </li></ul><ul><li>Social status </li></ul><ul><li>Admiration </li></ul><ul><li>Approval </li></ul><ul><li>Attention </li></ul><ul><li>Profit </li></ul><ul><li>Savings </li></ul><ul><li>Power </li></ul><ul><li>Hope </li></ul><ul><li>Happiness </li></ul>
    17. 17. What are the values of… <ul><li>Teenage girls? </li></ul>
    18. 19. What are the values of… <ul><li>Potential YouthAIDS donors? </li></ul>
    19. 21. What are the values of… <ul><li>Potential CARE donors? </li></ul>
    20. 24. Failure to CRAM
    21. 25. Let’s Free Associate <ul><li>When you hear “social networking,” what comes to mind? </li></ul><ul><li>(Don’t worry, almost any answer will be right) </li></ul><ul><li>What do you hope to use it for? </li></ul>
    22. 26. What Is Social Networking Anyway? <ul><li>A way of using the Internet to instantly collaborate and share information about ourselves, each other and things we care about. It’s a world where anyone can be a pundit, a publisher, a musician, an artist, a filmmaker, a photographer…. Even an activist or citizen philanthropist! </li></ul>
    23. 27. That Covers… <ul><li>Social networking sites like AIM Pages, Facebook, Friendster, My Space, LinkedIn, Plaxo, Hi5, Match.com </li></ul><ul><li>Activist networking like Care2 </li></ul><ul><li>Blogs </li></ul><ul><li>Instant messaging </li></ul><ul><li>Tagging (keywords, descriptive info that organizes info and helps you find urls) </li></ul><ul><li>Photo sharing (Flickr) </li></ul><ul><li>RSS (real simple syndication) </li></ul><ul><li>Mashups…. </li></ul>
    24. 28. <ul><li>Fundraising, along with everything else, is moving online </li></ul><ul><li>The way we use the Internet is changing </li></ul><ul><li>Our old marketing model is turning inside out </li></ul><ul><li>Web 2.0 can make our life easier </li></ul>4 Things Are Important to Note
    25. 29. Growth of Online Giving
    26. 30. Who Is Giving Online?* <ul><li>Online givers are young (38-39 years old) </li></ul><ul><li>They are generous -- ($163) </li></ul><ul><li>Men and women give online in equal numbers </li></ul><ul><li>Virtually all (96%) have given to charity before, but 38% haven’t given online before </li></ul><ul><li>Online giving is tracking to the trends of online shopping and banking </li></ul><ul><li>* Network for Good Study, “The Young and Generous” </li></ul>
    27. 31. Crisis giving is the vanguard <ul><li>9/11: one-fifth to one-sixth of giving was online </li></ul><ul><li>Tsunami: one-third of giving online </li></ul><ul><li>Hurricane Katrina: half of giving online </li></ul>
    28. 32. First Things First <ul><li>Do you have a website? </li></ul><ul><li>Do you have online donation processing? </li></ul><ul><li>Do you have mass email capability? </li></ul><ul><li>If you answered no to either of these, don’t worry about social networking for now. </li></ul>
    29. 33. Online Fundraising: The Ultimate Equalizer <ul><li>Any nonprofit can do it </li></ul><ul><li>It’s simple </li></ul><ul><li>It’s efficient </li></ul><ul><li>It’s what donors want </li></ul><ul><li>It opens the door to a different kind of engagement </li></ul>
    30. 34. We are the long tail. <ul><li>The Long Tail: </li></ul><ul><li>Leveling the playing field for small-medium sized orgs </li></ul>
    31. 35. Action item #1: Get online now <ul><li>Network for Good helps you get donors online: 7,500 nonprofits like you raising money, sending email, managing donors </li></ul><ul><li>The Amazon of philanthropy at www.networkforgood.org -- more than one million charities, 40,000+ volunteer opps </li></ul>
    32. 36. <ul><li>Fundraising, along with everything else, is moving online </li></ul><ul><li>The way we use the Internet is changing </li></ul><ul><li>Our old marketing model is turning inside out </li></ul><ul><li>Web 2.0 can make our life easier </li></ul>4 Things Are Important to Note
    33. 37. A new model <ul><li>Not about them coming to us </li></ul><ul><li>A new way to listen </li></ul><ul><li>A new way to engage: It’s about user-driven content and an evolving conversation </li></ul>
    34. 38. Millions of passionate constituencies
    35. 43. <ul><li>44 million active users; half return daily </li></ul><ul><li>10,000 Causes </li></ul><ul><li>Users are aging </li></ul>
    36. 45. Even The Wall Street Journal Gets it!
    37. 46. Action Items, Part 2 <ul><li>Listen. Know your audience – It’s like one big focus group out there! </li></ul><ul><li>Create a hit list of best bloggers, web sites, communities, etc. </li></ul><ul><li>Go to your most passionate supporters and have a conversation </li></ul>
    38. 47. <ul><li>Fundraising, along with everything else, is moving online </li></ul><ul><li>The way we use the Internet is changing </li></ul><ul><li>Our old marketing model is turning inside out </li></ul><ul><li>Web 2.0 can make our life easier </li></ul>4 Things Are Important to Note
    39. 48. Choose the right messenger
    40. 49. Millions of passionate constituencies
    41. 50. We are NOT the best messengers <ul><li>76% of givers are motivated by friends and family, says Cone </li></ul><ul><li>It’s okay to relinquish control of the message </li></ul><ul><li>Donors are experts at knowing how to speak about your cause to their friends and family </li></ul><ul><li>Tools out there to do that for free! </li></ul>
    42. 51. Donor as Messenger
    43. 52. User-generated content
    44. 53. Celebrity-obsessed
    45. 58. Uber-activists -- more than ATMs
    46. 59. Lessons learned with SixDegrees.org <ul><li>Focus on audience values not your own </li></ul><ul><li>Choose the right messenger </li></ul><ul><li>What attracts is celebs; what motivates is personal </li></ul><ul><li>Contests are good </li></ul><ul><li>Uber-activists are more than ATMs </li></ul><ul><li>Give them the tools to fundraise WHERE THEY ARE ONLINE </li></ul><ul><li>Social networks are complex </li></ul><ul><li>Be prepared to help people; this is bleeding edge </li></ul>
    47. 60. Personal Motivation <ul><li>“ I’m a runner and a tri-athlete, and the mother of two small children, and girl scout leader. I went from being totally normal and healthy to facing a life of paralysis and future disability, and those were really, really dark days, those first two weeks.” </li></ul><ul><li>-Robin, MS Society Blue Ridge Chapter </li></ul><ul><li>“ My husband and I started sponsoring a child at the Child Rescue Centre several years ago and we have just become more and more involved… we were given the opportunity to travel to Sierra Leone and visit the Child Rescue Centre and meet these children, hold them and play with them. It was a life-changing experience. I‘m definitely a different person for having had that experience and met those children .” </li></ul><ul><li>-Ginny, Helping Children Worldwide </li></ul>
    48. 61. Robin’s Story
    49. 62. Tools to fundraise where they are online
    50. 63. Build one for your organization
    51. 64. Tips for building a successful badge <ul><li>Build a Great Badge </li></ul><ul><li>Donate to Your Own Badge </li></ul><ul><li>Post the Badge on Your Site, Blog(s) and All Staff Email Signatures </li></ul><ul><li>Send a Link to the Badge to People in Your Email Address Book </li></ul><ul><li>Promote to Your Donor and Volunteer Lists </li></ul><ul><li>Ask Bloggers to Join Your Cause </li></ul><ul><li>Take Your Cause (and Laptop) Everywhere </li></ul><ul><li>Thank People and Report Back on Progress. </li></ul>
    52. 65. Contests are good! “ We put the information on our website…constantly updating them [donors] as to how we were doing…our volunteers were really eager to try to get the matching grant, but they also reached out about our mission.” -Kristy, Bubel-Aiken Foundation
    53. 66. Social Networks <ul><li>They are complex </li></ul><ul><li>Be prepared to help (or get your kids to!) </li></ul><ul><li>“ My daughter’s in college right now, so I contacted her….They [her friends] started putting it on their blogs and on Facebook, and she became so energized around it.” </li></ul><ul><li>-Tom, Helping Children Worldwide </li></ul>
    54. 67. Getting Started <ul><li>Go to www.SixDegrees.org and click on &quot;create a badge&quot; </li></ul><ul><li>Create a badge for your charity by uploading photo and text and generating a donate button for your organization - this takes about 5-10 minutes </li></ul><ul><li>We give you the code to display the badge on your website and share it with your supporters. The badge tracks in real time the number and amount of donations </li></ul><ul><li>You can create as many badges as you want, and you can invite your supporters to create their own badges if they'd rather design their own, instead of using yours. Any badge created at Six Degrees during a matching grants campaign is eligible for matching grants </li></ul><ul><li>There's no charge for creating badges . The only fees involved with the program are the Network for Good transaction processing fees, which are 4.75% of transactions. We give donors the choice of covering that fee for the charity or deducting it from the donation </li></ul><ul><li>The charity can log in to your Network for Good Donation Tracking Report ( https://www.networkforgood.org/Npo/reports/ ) at any time to obtain information on the donors that have supported you through the badges </li></ul><ul><li>We've had hundreds of nonprofits participate in Six Degrees, and their organizations and supporters have raised hundreds of thousands of dollars. You can read about some of them at http://www.sixdegrees.org/Winners.aspx . </li></ul>
    55. 68. Getting Started
    56. 72. Thanking your donors
    57. 73. Implications for you <ul><li>Take notice of widgets : Consider it a creative, easy, and low-cost supplement to the fundraising you already do via your website and email. Here are some widgets to consider: </li></ul><ul><ul><ul><li>SixDegrees.org </li></ul></ul></ul><ul><ul><ul><li>Apps.facebook.com </li></ul></ul></ul><ul><ul><ul><li>Change.org </li></ul></ul></ul><ul><ul><ul><li>DoSomething.org </li></ul></ul></ul><ul><ul><ul><li>Firstgiving.com </li></ul></ul></ul><ul><ul><ul><li>ChipIn.com </li></ul></ul></ul><ul><ul><ul><li>Givemeaning.com </li></ul></ul></ul><ul><ul><ul><li>Impact.myspace.com </li></ul></ul></ul><ul><ul><ul><li>Kiva.org </li></ul></ul></ul><ul><ul><ul><li>LinkedIn For Good! </li></ul></ul></ul><ul><li>Find your cause ambassadors; don’t under estimate the power of their networks </li></ul><ul><li>Tap into the blogosphere and social networks </li></ul><ul><li>Relinquish control of the message </li></ul><ul><li>Evaluate if a widget campaign is worth it ( http://www.frogloop.com/social-network-calculator ) </li></ul>
    58. 74. Action Items, Part 3 <ul><li>Give your supporters a way to speak for you in their own networks. </li></ul>
    59. 75. 4 Things Are Important to Us <ul><li>Fundraising, along with everything else, is moving online </li></ul><ul><li>The way we use the Internet is changing </li></ul><ul><li>Our old marketing model is turning inside out </li></ul><ul><li>Web 2.0 can make our life easier </li></ul>
    60. 76. Making things easier <ul><li>It’s faster to find people </li></ul><ul><li>It’s easier to point than to create </li></ul><ul><li>No CMS? Use your blog. </li></ul><ul><li>Hard to keep your site fresh? Use RSS. </li></ul><ul><li>Stay informed (google alerts!) </li></ul>
    61. 77. Closing Thoughts <ul><li>Don’t get carried away by the hype; you still need all the offline stuff </li></ul><ul><li>Dabble and borrow, don’t create </li></ul><ul><li>ALL THE SAME MARKETING PRINCIPLES APPLY: It’s about the audience, NOT you </li></ul>
    62. 78. How to dabble if you’re thinking… <ul><li>I am not ready for web 2.0, I have no money, I have no time! </li></ul>
    63. 79. Marketing online and off, really well
    64. 80. One chicken suit:$125
    65. 81. One chicken donate now button: $20/month
    66. 82. Pickup in all media AND recurring donors… Priceless !
    67. 86. My CRAM to You <ul><li>Network for Good has very affordable tools for online outreach ( www.networkforgood.org/npo ) </li></ul><ul><li>http://www.fundraising123.org/ </li></ul><ul><li>www.nonprofitmarketingblog.com </li></ul><ul><li>Email me: [email_address] </li></ul>
    68. 87. Q&A
    69. 88. <ul><li>20 group fundraising platforms you need to know about </li></ul>