Connections
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Presentation @ CEDAR Fund on 2009.12.01 about Social Networking and the corresponding strategy and implementation for CEDAR Fund.
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Connections
- 1. Connections Collect Correct Connect Calvin C. Yu / 2009.12.01 @ CEDAR Fund
- 2. Agenda • CEDAR’s Core Values • Challenges • Social Networking: Myths, Facts and Tips • Characteristics of Social Networking • Social Networking Strategy • Social Networking Infrastructure • Constrained Maximization • “From Church Through Church” With Your Share
- 3. From Church Through Church
- 5. Challenges
- 8. Solution?
- 10. Myths of Social Networking
- 11. Myth #1 It is for the Youth only!
- 12. Fact #1 • Research by The Nielsen Company in the United States in November 2009 • During the past 5 years • seniors actively using the Internet ^ 55% • time spent online by the seniors ^ 11% • During the past 2 years • social networking seniors ^ 53% Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
- 13. Tip #1 The audience spectrum is much wider than what you can imagine!
- 14. Myth #2 We have website already!
- 15. Fact #2 • Website is passive information distribution • Social Networking is active information sharing and interaction through trusted connections • The speed of distribution is vastly different: Passive Pull vs. Active Push • Website:Visitor choose what to explore • Social Networking:You choose what to share and the connections choose how to interact
- 16. Tip #2 Be open-minded and embrace new possibilities!
- 17. Myth #3 We have no resources!
- 18. Fact #3 • That is exactly the reason why you need Social Networking! • Build connections through trusted connections is much more efficient • Spiral effect: More connections will get you even more! • Social Networking facilitates Constrained Maximization: explore the hidden potentials of your work
- 19. Tip #3 With Social Networking, you become much more resourceful than you used to be!
- 20. Myth #4 We have no IT people!
- 21. Fact #4 • Social Networking is designed for everyone! • The people behind the Social Networking platforms have already done the technical hard work for you! • You know better about your organization’s vision than any IT experts! • If you can see these slides online, you already have the skills required!
- 22. Tip #4 You need relevant Social Networking strategy rather than competent IT people!
- 24. Fact #5 • Yes and No • Yes: Facebook is a popular Social Networking service • No: Social Networking takes many different forms and perspectives. Take a look at Twitter, Delicious, Digg,YouTube, SlideShare, Scribd...
- 25. Tip #5 Do your research to see the possibilities!
- 26. Myth #6 How to pick the right ones?
- 27. Fact #6 • Social Networking is no different from what your organization have been doing for years: mailings, email, phone calls, etc. • Only the SPEED and SCOPE are different • You know the target audience of your organization (supposingly!) - go find them in the relevant Social Networking platforms • The right Social Networking platforms are where you will find your audience!
- 28. Tip #6 The choice is a strategic one rather than a technical one!
- 29. Myth #7 Just put everything on it!
- 30. Fact #7 • Highly competitive in attention seeking • What to share and how to share are critical • Rules of Thumb in Editing: • Concise & Accurate: get to the point instantly • Creative & Photographic: catch the attention • Active & Interactive: update frequently and make room for interaction
- 31. Tip #7 Customize and Differentiate!
- 36. Participation
- 38. Focused
- 39. Focused Strategy • Use Social Networking to strengthen CEDAR’s vision: “From Church Through Church” • Strengthen and extend CEDAR’s role as a bridge between Christian communities and the poor • Solidify, deepen and extend Trusted Connections including supporters and partners • Select Social Networking platforms by evaluating its appropriateness in reaching and bridging target communities
- 40. Coherent
- 41. Coherent Strategy • The selected Social Networking platforms should work in coherence for CEDAR’s vision • Each platform should have a clear and unique role in the whole puzzle: “There’s a platform for that!” • Establish linkage among the chosen Social Networking platforms to enhance coherence • Relevance and proper coordination are more important than the number of platforms chosen
- 42. Sustainable
- 43. Sustainable Strategy • Empower, educate and mobilize the Connections for Sharing, Interaction and Participation • Make it simple is the key to sustainability: • “Simplicity is the ultimate sophistication” ~ Leonardo da Vinci • Ease of use for all (staff, supporters, partners, etc.) • Share Together, Interact Together and Grow Together
- 44. Social Networking Infrastructure
- 45. Core Distribution & Interaction Engine
- 49. Sharing quick updates twitter.com/cedarfund
- 56. flickr album for FAIR TRADE
- 63. Customizable Bookmark List e.g. delicious.com/cedarfund/social+network
- 66. digg: Discover & Share digg.com/users/cedarfund
- 67. Google Map: CEDAR Projects
- 69. Google Calendar
- 72. Correct info / focus / tool
- 75. Convert supporters into actively participating partners!
- 76. BUT HOW?
- 77. “From Church Through Church” With Your Share!
- 81. Share with a Click!
- 82. Facebook: Refer Your Friends!
- 83. Facebook: Like & Share!
- 84. Twitter: Follow & Retweet!
- 85. friendfeed: Join & Follow!
- 86. YouTube: Comment & Rate!
- 88. RSS: Subscribe & Read!
- 89. EPILOGUE (updated as at 2009.12.13)
- 90. CEDAR colleagues reacted promptly and start doing friend referral right after the delivery of this Keynote......
- 91. CEDAR’s friends in Facebook: 209 friends as at 2009.12.01 14% growth in 12 hours 75% growth in 12 days
- 92. Trusted connection really matters.
Hinweis der Redaktion
- Christian Education Development and Relief
- CEDAR serves as a bridge that connects brothers and sisters in need to Christians.
- Challenges in building and maintaining connections
- Too much information - overload, confusion How can CEDAR get the proper attention among all the colour spots?
- Which one to trust? Even among NGOs, there are over 5,000 in HK. How can donors/potential donors find and pick CEDAR among them?
- Myth #6 We don’t know how to pick the right Social Media! There are so many of them!
- Myth #5 We don’t know how to pick the right Social Media! There are so many of them!
- Coherent: consistent, well thought-out, infrastructural, long-term, mix and match, complementary platforms Social Networking: Solidify, Deepen and Extend Connections What is the strategy? - Empower the supporters to participate - Educate and spread Distribution Engine: Facebook, Twitter, friendfeed, RSS Multimedia Sharing: Slideshare, YouTube, Flickr, delicious, Scribd, digg, Google Map, Google Calendar
- The tools are here to serve. The infrastructure established. Then what?
- Stock take the resources on hand - vision & mission - mindset - manpower - resources - objectives
- Correct - identify and fine-tune the focus - pick the correct tool for the correct purpose - focus is important
- Connect - make connections to deliver the info!
- Don’t just build connections - mobilize them!