communications 2.0 bootcamp
DESCRIPTION
Putting web 2.0 and social media to work for foundations. This presentation was part of an interactive workshop at the Conference of SW Foundations in Vail, Colorado on October 1, 2010. Presented by Josie Burke from El Pomar Foundation and Rob Simon from BurstMarketing.TRANSCRIPT
Communications 2.0
Boot Camp
Putting Web 2.0 & Social Media To Work
For Foundations
12 PlatformsAnd How To Use Them
Why Use Social Media
Great way to tell and share stories
Now mainstream
More effective and engaging
Sustainable & green
Cost-efficient and scalable
Starts conversations
Invites people into your org
Assists with transparency
Can become viral
Trackable, measurable and ROI
?
Why You Should Care
In 2005, 8% of adults had a social network profile. Today, nearly 40% do.
Nielsen reports that 142 million Americans use social media, largest in the world
Usage (time spent) increased 86% over last year
!
“If you are online, you are using social media.”
Universal McCain Comparative Study on Social Media Trends
1. Facebook
The “standard” for social networking, social media, social content
500 million users
500 billion minutes/month
135 friends average
How To Use Facebook
Build official, branded “fan” page with info on organization, mission
Find fans to “like” your page
Post updates and news regularly on you and grantees
Upload videos and photos
Promote and publicize events
Open up your page to allow fans to post, comment & discuss
Use surveys
How To Use (cont.)
2. Twitter
Real-time micro-blogging using phone, computer, tablet
106 million+ users
300,000 new accounts every day
97% have less than 100 followers, follow less than 100 Twitters
55 million Tweets per day
140-character text-messages with short links to photos, videos, URLs, blogs,
How to Use Twitter
Set up an official Twitter feed with custom background and @YourOrganization handle
Post daily updates, links to interesting articles, grantee information
Create a TwitterList of @handles for organization’s staff, partners, supporters, grantees
Use “Twitterholic.com” to find and connect with top tweeters in your area
Reply, retweet and join discussions
Recruit staff, volunteers, supporters, grantees
Promote an event, campaign, movement, issue
How to Use (cont.)
3. Mobile & Smartphone
A “Swiss army knife” phone that provides Internet access & browsing, GPS & location, email, audio, video, photo, SMS text-messaging, calendars, contacts applications – and oh yes, making telephone calls
iPhone, Blackberry, Droid (Google)
Predicted to overtake “regular” phones w. 50% penetration by 2011
285 million mobile users now (60 million of which were “smart”)
Becoming the new standard for mobile communications
How to Use Mobile
Make your website “mobile” friendly so it can be easily viewed on mobile devices (no Flash)
Partner with cause-related apps such as CauseWorld to promote a cause, raise funds
Integrate usage of your Facebook, Twitter accounts on mobile platforms
Build an “off-the-shelf” iPhone app that aggregates your content from multiple RSS feeds using AppMkr
Create a custom app for iPhone, Droid
3. Mobile & Smartphone
4. YouTube & Video Sharing
Video sharing and hosting website
2 billion views a day, nearly double primetime audience of all TV networks combined
24 hours new video uploaded every minute
Avg person spends 15 minutes a day on YouTube
More video in 6 months than networks have created in 60 years
How to Use YouTube
Buy Flipcams at nonprofit rate and start making videos of what you & grantees do
Create 15 second opening with logo, music, brand
Keep videos short, fun, compelling
Average YouTube video is 19 seconds!
Create branded, custom YouTube channel
Post videos, share on Facebook, Twitter, website, email, newsletter
Invite supporters to upload video responses, comments
How to Use Video (cont.)
Set up other video platforms✼ Vimeo, Blip.TV, Brightcove
Use TubeMogul to distribute one video to all platforms at once, maximizing content distribution
Distribute as “podcast” on iTunes and other podcast portals using FeedBurner
Track views and learn what sticks
How to Use YouTube
5. Blog
A blog is…✼personal diary✼daily pulpit✼collaborative space✼political soapbox✼breaking-news outlet✼collection of links✼memos to the world✼Whatever you want it to be!
50 million and counting
How to Use a Blog
Real power is a blog’s ability to “push” content out into “blogosphere”
People can find posts, enter conversations
Maintain regularly – pick a frequency
Pick a content approach and strategy
Identify internal “owners” or collaborative owners
Find, link and cross-link with other blogs
Integrate with Website, social media
5. Blog
6. Web 2.0
Websites that move away from static pages toward dynamic✼Flash, javascript or HTML 5
animation✼Shareable ✼ Interactive✼Customizable home pages✼RSS feeds to push content✼Searchable databases / custom
information✼Media (video, podcasts, audio)
How to Use Web 2.0
Add animated player of photos of grantees
Add “ShareThis” widget to facilitate social sharing
Integrate blog into website
Feature video(s) of grantee
Subscribe to RSS feeds, podcasts
Create searchable database of grantees
6. Web 2.0 site
7. Online Annual Report
A “flip-able” page-turning PDF
Embedded audio, video
Interactive with polls, hyperlinks, email, sharing
Trackable and measurable
Print-on-demand options
Green
Scalable and viral at no cost
How to Use Online Reports
Community reports with video stories on grantees
Annual reports with financials, foundation information
Animated charts and graphs to bring foundation mission to life
Self-publish magazines, whitepapers
8. ePR & Community
Engage with your community online✼ Yelp! Community sharing and
rating✼ Google Places
Reach out to online local websites and newspapers, i.e. YourHub and MetroMix
Issue ePress Releases✼ Free-press-release.com✼ PRLog.org
How to Use ePR & Community Sites
Set up and “claim” your organization on popular local sites✼Yelp!✼Google Places✼FourSquare✼Yahoo Local
Build online ePR distribution list✼Websites, newspapers, bloggers✼Free ePR sites✼No excuses: send ‘em!
8. Community Sharing
9. eNewsletter
Regularly distributed electronic newsletter with current information
Subscribers (for free)
eNewsletter/eMail services✼Vertical Response✼ConstantContact✼Emma Mail
How to Use eNewsletter
Set up a graphic, bold template
Build subscription base✼ Have subscribe button on home page
Embed multimedia✼ Video “play” window but not actual video;
won’t go through spam
KISS (Keep it simple & sincere)✼ Honest voice, breezy, newsy
Allow for unsubscribe
Don’t overwhelm: monthly or qrtly
Monitor open-rates and clicks & learn
9. eNewsletter
10. Content Sharing
You’ve got content – now share it!
Videos (we’ve talked about)
Photos on flickr
Presentations on Slideshare
Live video webcasts on uStream
Live radio show on BlogTalkRadio
Conference calls on Skype, ReadyTalk
10. Content Sharing
11. Listening & Polling
“Listen” to what people are saying about your organization, grantees and issues✼ On blogs, Tweets, discussion boards,
forums
Poll your audience with interactive online surveys✼ E.g. SurveyMonkey
Many free listening and polling tools✼ GoogleAlerts ✼ Search.Twitter.com✼ SocialMention✼ Spy, ViralHeat, FiltrBox
11. Listening & Polling
12. Engagement & Mobilization
Social networking software and websites that help you to:✼Raise awareness✼Create engagement on an issue
or cause✼Spread information and support✼Get votes✼Raise funds✼Mobilize!
How to Engage & Mobilize
Start a petition drive on Twitter using Act.ly
Create events, polls on your Facebook page
Raise funds for your cause on CauseWorld (website and app)
Promote an event with EventBrite
Use SpredFast and SmallAct to reach across multiple social media platforms to engage and mobilize
12. Engagement & Mobilization
13.Other
Your ideas?
Other services?
The next best thing?
Social Media GameThe Social
Media Game
CONGRATULATIONS
YOU ALL NOW WORK FOR A NEW ORGANIZATION:
GetSmartNow Foundation
GetSmartNowMISSION
To provide college scholarships to financially disadvantaged students who excel academically.
Group Exercise
Each group given a communications goal
Each group has 90 points to “spend” to accomplish goal through communications platforms
“Playing cards” distributed to help guide group decision-making
Each group will report back to share its communication strategy
Additional Resources
✼Search.Twitter.com – find topics of discussion✼Act.ly – petitions on Twitter✼Tweetdeck – organize, manage and publish tweets✼HootSuite – organize, manage and publish tweets✼Bit.ly or Tinyurl.com – create shortened URL links✼TwitPic – share photos✼Twitalyzer –monitor Twitter stats, influencers✼Mr. Tweet – find influencers✼Klout – influencer cultivation✼FriendorFollow – influencer cultivation
Free Listening & Monitoring
✼ GoogleAlerts – on any topic✼ GoogleReader – RSS reader✼ SocialMention – all user-generated content✼ Technorati –blogs✼ Spy – all user-generated content✼ FiltrBox – social media mentions✼ vViralHeat – social media mentions✼ Backtype –blog comments✼ YackTrack – social media comments✼ Boardtracker – alerts on discussion boards✼ Twilert & Tweetbeep – Twitter mentions✼ FriendFeed – social aggregator✼ YahooPipes –blog and topic monitor
Paid Listening & Management
✼Radian6 – comprehensive listening and tracking✼SpredFast – comprehensive social media management ✼SmallAct – web software specifically for non-profits to
help them raise money, find supporters and maximize social media
Fundraising & Engagement
✼Crowdrise – fundraising website, community, gaming✼Convio – marketing, fundraising, advocacy for
nonprofits✼FirstGiving – fundraising ✼FourSquare – cause related iPhone app✼ChipIn – widget used in fundraising w. “donate” button✼GlobalGiving – online marketplace for philanthropy✼Change.org – empowers people to take action✼Givezooks – support a cause in minutes✼YourCause – fundraising through personal web pages✼ JustGive – remove barriers to charitable giving✼SixDegrees.org – spread a ripple of good✼SocialVibe – micro-fundraising through social media
Other
✼LinkedIn – professional networking✼EventBrite – event management✼Upcoming – event management✼MobileCommons – SMS text messaging campaigns✼TextMarks – SMS text messaging campaigns✼AppMkr – “off-the-shelf” iPhone apps✼Ning – build your own social network ala Facebook✼Brightkite – geolocation website and app ✼Gowalla – geolocation website and app
