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Presentation to Rockland County Capacity Building Initiative - Cornell Cooperative Extension
1. New Media 202: Implementing
Social Networks For Non-Profits
P R E S E N T E D B Y : H O WA R D G R E E N S T E I N ,
PRESIDENT OF THE HARBROOKE GROUP
Entire presentation (CC) 2008 Attribute-Share-Alike- Non Commercial
by The Harbrooke Group, Inc. Some Rights Reserved.
Some slides copyrighted by others
Please respect their ownership
2. Social Media and Social Networks
Tech tools include:
YOUR WEBSITE!
Facebook and MySpace – Social networks
Flickr and YouTube – Photo and video sharing
Twitter – Microblogging and information sharing
Your Blog or a Blogging tool like Wordpress.org, Blogger.com, or
Typepad.com
Boards, Forums, local newspaper sites and places where people are
interested in your cause
3. Facebook, MySpace and Other
Social Communities
3
All intended to bring people together
People can show their interests, join groups
Photo and Video Sharing, links, information, invitations
Applications – allow for games, socializing, spending
virtual time with friends
6. New Ways to think about
Communications
“We are the authors of each other.”
Doc Searls
“I am who I am because of who we are together.”
Definition of the Zulu word Ubuntu.
(Ubuntu is also the name of popular variant of the Linux free operating
system.)
7. Current, Updated Information
No one likes a web page that never changes
Social Media and Social Networks can provide you new
content – created by your team as well as your
volunteers and fans
8. Recruit and Retain
Recruiting: Having a public place for your constituents to
share information, comments, photos, events will help
promote your cause
Retaining:
Social Networks can help facilitate connections among current
constituents
By having a site with profiles showing their interests and
connections, members can make connections where they didn’t
previously exist.
A goal of Social Networking is to help online connections meet in
person!
9. Social Networks in Plain English
http://www.youtube.com/watch?v=6a_KF7TYKVc
10. What’s really the difference?
10
Do you need all 3?
Demographics – MySpace doesn’t seem to have many professional
groups – but check to see if your fans are there
LinkedIn good for Mailing Lists and some professional interaction,
especially job leads
Facebook more for social interaction, even if it is ‘professional social’
– more like a Cocktail party
11. Key Elements of Social Media
Listening
Participating
Creating and Managing your own space
And of course, set up to measure what you’re doing
You need to be able to monitor your outcome
12. Measurement
What will you measure?
How many people recruited?
Constituent satisfaction?
Views of your blog?
News mentions (on blogs, in traditional media)
General satisfaction?
It is up to you to define, but once defined, it is important
to measure and judge
13. WEVote08
Case Study: For WEtv, a Cable Network
Public Service Campaign In conjunction with on-air campaign:
WE Vote 08
Facebook app
Addedpopular friends with personal notes to encourage adding, even
though this was “yet another application”
Blog – got other bloggers to pay attention, some by interviewing
them for the blog
Created a Twitter account: @WEVote08
Reached out to popular and relevant Twitterati
In-Person Tweetups in several cities
Blog Badges
14. How Do You Measure?
Measured using Omniture reports to find referrers, blog
references, measure or approximate their traffic
Able to see how many badges are being served – like a small ad
network – and where - Somewhat
Found references to campaign on other sites, blogs and
forums using Radian 6 searches and Google searches
Kept a dashboard for the client to track these mentions,
sites, tweets, pictures from Flickr accounts
15. Listening
First, find out what’s going on out there
Is anyone talking about you? Positive or Negative, or
Neutral?
Where are they talking?
What’s the community like?
Can you join it?
17. Stormhoek Results
From a $1MM to a $10MM business with Internet
advertising and word-of-mouth, only.
http://www.flickr.com/photos/technokitten/47458362/
18. Participating
Create a strategy, based on your listening
What are people talking about?
What would be your answers? Do you need “official” answers? (Can
you make them sound non-canned?)
Join in to be helpful or useful
If constituents are having a problem, help them solve it
19. What if Someone says something
bad about us?!
It WILL happen. Will it happen where you can address it?
If people are talking in a negative way, ask about it
Don’t be defensive!
And don’t sound like you’re towing the company line.
This is your opportunity to WIN people over
20. Creating Your Own Space
Not every group or company has people talking about
them in other communities
Sometimes you have to create the space for people to talk about
you on your own website
If you build it, they may not come…
There are no guarantees
If people are treated poorly in a community they may leave
Monitoring, empowering discussion leaders can help build a
community
21. Listening Tools
21
A number are listed in the ‘extra slides”
Google Alerts
www.Google.com/Alerts
A way to take a Google search, and have new results emailed to you
when they’re indexed
If someone posts on “Charity” and “YourGroupName” and
“YourCity” you’d get an alert
If it is a blog or a forum, you could then decide whether or not to
respond
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.
22. Participation means
Joining forums where the discussion is happening
Answering questions
Blogging (always a combination of listening and talking)
Always listening to hear the response to your
participation
23. Social Connector Personality
Organizational Culture Check in – the person who does
this has to love the Online medium
Person has to be open to communication
Receptive to criticism
A little geeky – willing to try new tools
26. Example of someone enabling Storytelling:
“My” Barack Obama” = Personal page
27. Enabling your network means
Letting your story go
Empowering people to tell it for you
Content that can be shared
Messages you want passed on
Rules or Guidelines about how to share
Listening for people talking about your story
And talking back to them
28. Pay it Forward, First
Blogger Sean Bohan asked: “Are you paying forward into
Social Media’s equivalent of a 401k (relationships) by
being an active participant?
What are you doing to give back to your community
online, before you need something from them?
http://www.seanbohan.com/2008/09/23/outreach-is-networking-for-your-social-media-efforts/
30. Running a Social Media Site Is Like
Hosting an Event
30
Create a clear purpose
Inviting the early users
Setting the mood
Picking the people needed to get the party started
Having someone or a group tasked to help introduce new people
A basic set of rules or guidelines
A “bouncer” to take care of unexpected situations
A way for attendees to pitch in
Multiple ways to participate
Everybody has fun
References:
http://www.commoncraft.com/party
http://www.slideshare.net/leelefever/online-community-as-party
31. Community Moderation
31
Self-moderation and self-policing – “report this”
Tools to manage language and issues
Reporting on the back end
Personnel to moderate and manage situations where
“flaming” or “trolling” may potentially make community
communications uncomfortable
32. LinkedIn.com
32
A Professional/Work focused social networking site
Big draw is the Questions and Answers feature
Some ability to form groups, but not as developed as
some of the other networks
Great place to make connections for future employment,
to endorse the work of others by recommending them,
to get recommendations
33. Difference between Pages and
Groups
33
Pages
Groups
More like a ‘person’ with Privacy, can be closed or
ability to have friends/fans
secret
Anyone can post to wall, Can use email to
pictures, etc.
communicate with members
Communicate by “updates” Limited to 5000 members (if
which show on the update you want to send mail)
tab or person’s wall
Can limit what is posted
Can have applications
http://www.facebook.com/
http://www.facebook.com/ help.php?page=826
advertising/?pages
34. What does your FB page look like?
Facebook
What’s the strategy here?
Easy sharing
Easy to take action
35. Facebook Causes
Enables people to support you and share that support
message with friends – Whether or not they donate.
“…in connected thinking, it means that each one of us is can be more
than an ATM for our causes. Causes on FB enables us to tell our own
world – distinct from the world - about the issues, campaigns, orgs that
they are passionate about. We can bring our networks of friends, our
ingenuity, our passion, our time, our expertise to support causes. It
enables lots and lots of people to learn about causes and to share them
with their friends easily, quickly and inexpensively” -- Allison Fine.
36. Causes and Effects
We found that the Causes Giving Challenge on
Facebook raised a total of $571,686 from 25,795
unique donors for 3,936 causes. That’s an
average gift of just over $20, a very respectable
amount in the online direct mail world….
Remember that the overwhelming number of Facebook users are still
under 25 years old. This is very young for donors, and it is unreasonable to
expect them to give the number and size gifts of their parents and
grandparents
http://afine2.wordpress.com/2009/04/22/wash-post-disses-causes-on-
facebook/
37. Causes functionality
Causes
A FB Cause does not have to be run by the Non Profit which
benefits from it
Can be Verified by Network for Good and allow people to
contribute to your cause directly. Must be a 501c3 and registered
with Guidestar
39. Enable your supporters to tell a good
story about your cause
You’re looking to get people to take actions –
To connect with each other
To reach out to potential new members
To pass on your story to others who will (insert YOUR action here)
What things do you need on your site, your blog, your FB
group, to ENABLE your supporters to tell your story for
you?
43. Twitter requires using power tools
Search.Twitter.com
TweetDeck.com
CoTweet (for orgs with a budget)
TweetLater.com
44. What, you don’t have one?
Inexpensive Email
Free or cheap blog or page
creation sites
Campaign software
MyEmma – (Ask Ann Byne!)
Google Pages
Blogger
Photo Hosting
Wordpress.org
Flickr.com
PhotoBucket.com
TypePad.com
Social Networks
Facebook, MySpace, Twitter
Video Hosting
Make your own: Ning.com,
YouTube
Kickapps.com
Magnify.net
Blip.Tv
45. Don’t run out of gas…you need a
team
Who will blog?
Who creates the content
Who will edit?
and uploads it?
Who has the final say?
Who approves it?
Who’s watching the Are there pre-arranged
comments?
answers PR/Management
When do you escalate?
wants to create for
Who monitors the social questions people ask on
network?
the site?
Jobs include: Welcoming new
people, teaching, reminding
people of rules of etiquette
46. Your Digital Footprint can grow as
big as you make it
http://flickr.com/photos/coppergecko/316162964
48. Build “outposts” and “passports”
A wonderful article by Chris Brogan-100 Personal
Branding Tactics
http://www.chrisbrogan.com/100-personal-branding-tactics-using-social-media/
Outpost: Feeds of your content that show up in other
networks, like on Facebook or LinkedIn
Passport: Accounts on other networks where you can
find new connections, such as FB, Linked In, E.Factor,
Flickr, YouTube, etc.
51. Your goal isn’t to get people to join your
Facebook group
YOU ARE NOT TRYING TO GET PEOPLE TO JOIN
YOUR FB GROUP, your Email list or your blog
Your goal is Recruiting, or Retention, or Promoting your
League in the community, Or
Fundraising, or…
However, if they DO join your list, read your blog, become your
friend, this is good for your overall cause
52. Start with a Personal invite
Which appeal will you make?
Logo vs. formal vs. informal?
Whichever you do, make it PERSONAL.
53. The best appeals come from
Someone we know
Who has a passionate interest in the cause
Who has provided a specific action that’s
easy to take without leaving the
computer
54. Authentic Stories
54
Key part of the peer-to-peer phenomenon is authenticity,
the idea that you’re plugged into something real
Hands-on, intimate communications – not broadcast
Creative use of video, writing, messaging, and community
Action always available – but not always sought
CauseWired Communications LLC
56. Example: the Twestival
The Twestival history
In September 2008, a group of Twitterers based in London UK
decided to organize an event where the local Twitter community
could socialize offline; meet the faces behind the avatars, enjoy some
entertainment, have a few drinks and tie this in with a food drive and
fundraising effort for a local homeless charity.
The bulk of the event was organized in under two weeks, via Twitter
and utilized the talents and financial support of the local
Twittersphere to make this happen.
60. Thank You!
Howa rd Greenstein
Howa rd @Ha r brooke .com
Howa rdGreenstein.com
61. Resources
Beth Kanter’s description of how she won the Parade
Magazine challenge:
http://beth.typepad.com/beths_blog/2008/02/americas-giving.html
50 Steps to a Social Media Practice
http://www.chrisbrogan.com/50-steps-to-establishing-a-consistent-
social-media-practice/
All items tagged “NPTech” on Delicious.com
http://delicious.com/tag/nptech
62. Sample Blog Search Engines:
62
Google - http://blogsearch.google.com/
Google news alerts – to subscribe via email to terms, URLs
Google Reader – for specific feeds
A Free Service you can use to track other blogs, or see how your
own comes across as a feed
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.
63. Feed Readers
63
Some people like to subscribe to feeds offline or in a
separate application. Here are two great applications.
NewsGator - http://www.newsgator.com - makes two
great applications to track feeds offline;
NetNewsWire – for Mac
Feedemon – for Windows
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.
64. DON’T SPAM
Don’t sent out stuff to inappropriate lists
Don’t subscribe people to lists they don’t want to be on
Ask permission for this not forgiveness
Remind your supporters to do the same!
66. What is your Blog For?
Some people use it to publish articles that make it into
their newsletters
Blog is a place for fresh content on relevant topics for
your league
Opportunities for both text content and audio/video
embedded content
67. Public Blog Strategy
Intent to attract comments from interested parties –
easy way to get involved. Polls and other widgets will also
provide methods for involvement
Get quoted on other blogs, in news media, passed along
to potential members or supporters
68. Content Tone
68
Use a Human Voice – blogs are a personal medium.
Think about blog posts as a conversation and use a
conversational tone.
Read some of the other blogs in ‘your space’ and get a feel of the
tone for the community – what works in one, may not work in
another.
Keep it lively and FUN!
Be personal, be REAL, be TRUTHFUL, be a LEADER. Use the
word “I”, instead of “we”. Don’t be corporate.
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.
69. Link intelligently
69
Linking is part of what makes blogging so viral.
Link to other blogs discussing the same topic as you, link
to related stories on other sites you write for, and most
importantly link to other network bloggers who are
blogging on the same topic as you.
You find them by listening for them!
Links increase your blog’s SEO
Story about SU2C and my Blog
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.