legacy social media
TRANSCRIPT
Discovering Web 2.0 and Social Media
What is Web 2.0 and Social Media?
Web 2.0 is a way of thinking about how knowledge is created, shared, managed, and leveraged using technology.
Web 2.0 is NOT a particular look, feel, or design – nor is it limited to just the Internet.
Social media are web and mobile tools used for sharing and discussing information.
Web 1.0 vs. Web 2.0
Web 1.0 was about reading Web 2.0 is about writing
Web 1.0 was about owning Web 2.0 is about sharing
Web 1.0 was about companies Web 2.0 is about communities
Web 1.0 was about home pages Web 2.0 is about blogs
Web 1.0 was about portals Web 2.0 is about RSS and syndication
Web 1.0 was about taxonomy Web 2.0 is about “tags” and folksonomy
Web 1.0 was about Netscape Web 2.0 is about Google
Web 1.0 was about wires Web 2.0 is about wireless
Web 1.0 was about dialup Web 2.0 is about broadband
Adapted from www.joedrumgoole.com
Social media is a conversation between people…
Supporters Participants Audiences
Donors Thought Leaders
And guess what?
The conversation is NOT controlled…
Not organized…
Not on message…
184 million bloggers
73% of active online users have read a blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
39% subscribe to an RSS feed
Source: Universal
SOCIAL MEDIA USE IS GROWING
Why Now?
Better access to technology for the average user – higher speed Internet connections, faster computers, better cell phones, etc
Millennials are known as “digital natives,” having lived with the internet all of their lives.
Young people are beginning to expect and demand their employers and others to use online media to recruit, communicate, engage,
and manage knowledge.
Those who use technology will outlast those who don’t.
Why does it matter?
Web 2.0 and social media technologies are about connecting people information and each other so they can better create and
collaborate.
This user-driven form of community development is becoming an essential driver of civic engagement.
We need to be in touch with how our constituents interact and communicate both with us and
each other.
Web 2.0 and social media technologies will help strengthen and enhance traditional communication and recruitment strategies.
What am I missing out on?
Viral nature of Web 2.0 and social media technologies
Improved customer service
Increased storytelling
Social Media Listening Literacy
Listening is knowing what is being said online about your organization and the field.
Beth Kanter, Beth’sBlog http://beth.typepad.com
Beth Kanter, Beth’sBlog http://beth.typepad.com
How will you organize listening?
Who will do the listening and responding?
Response policy?
How much time will you allocate?
How will you analyze the results and share insights?
How will you know if listening has be useful?
Beth Kanter, Beth’sBlog http://beth.typepad.com
Beth Kanter, Beth’sBlog http://beth.typepad.com
Think like your audience. It is important to connect with
people based on their interests.
Beth Kanter, Beth’sBlog http://beth.typepad.com
Good RSS Habits
Create a small block of time for daily reading
Clean house, reorganize
Don’t feel obligated to read everything
Beth Kanter, Beth’sBlog http://beth.typepad.com
Beth Kanter, Beth’sBlog http://beth.typepad.com
Think before you respond!
What did they say well?
What did they miss?
Answer questions!
What are other people saying?
How does it apply to you?
Look forward / Look backward!
Ask what if?
Read and comment on blogs
Social Media Listening Literacy for Nonprofits
http://socialmedia-listening.wikispaces.com
Social Media Strategies
Social Media Objectives
What are your objectives for engaging in social media?
What do you want to accomplish?
Are your objectives SMART?
Beth Kanter, Beth’sBlog http://beth.typepad.com
Target Audience
Who must you reach with your social media efforts to meet your objective?
Why this target group?
Is this a target group identified in your organization’s communications plan?
What do they know or believe about your organization or issue?
What will resonate with them?
What key points do you want to make with your audience?
Beth Kanter, Beth’sBlog http://beth.typepad.com
Culture Change
Beth Kanter, Beth’sBlog http://beth.typepad.com
brainstorm how you might turn it around...
Loss of control over your organization's branding and marketing messages
Dealing with negative comments
Addressing personality versus organizational voice
Fear of failure
Perception of wasted time and resources
Suffering from information overload already, this will cause more
Capacity
Beth Kanter, Beth’sBlog http://beth.typepad.com
Measurement
All campaigns are a numbers game
Get your message out and determine how many people respond by visiting your site and taking action
Create systems to approximate where new supporters come from
Third dimension - measuring influence
NTEN, www.NTEN.org, The Three Dimensions of Social Media ROI
ROI
Return on Investment or Results on Insight?
Measure value
Are you really making a difference?
Beth Kanter, Beth’sBlog http://beth.typepad.com
“If you don’t launch, you don’t learn.” David Armano
Document on the fly
Pick the right hard data points
Harvest your insights
Hit the pause button
Beth Kanter, Beth’sBlog http://beth.typepad.com
Example
Creating a video to change way most Americans think about Muslims.
How do you measure ROI? Mobilizing your base Recruiting new people
What about Influence? Popularity Tone Influence
NTEN, www.NTEN.org, The Three Dimensions of Social Media ROI
Example
Facebook Causes
http://www.amysampleward.org/2008/12/16/my-birthday-cause-free-geek/
Birthday Cause
Example
LOLseals Photo Caption Contest
Humane Society
3,000 submissionshelped get about 2,000 new email addresses
ExampleMLK Day of Service
Example
March of Dimes
Video Contest
What can you do?
Listening and Learning
Build Relationships and Issues Awareness
Improve Reputation
Content Generation and Issues Awareness
Increased Relevant Visitor Traffic and Page Rankings
Taking Action or Fundraising
Beth Kanter, Beth’sBlog http://beth.typepad.com
Improve intra-organization communication and knowledge
Increase the organizations name recognition
Define and strengthen Legacy "brand“
Build awareness of Legacy's expertise in NGO capacity-building
Reach new customers - bring in projects and funds
Improve internal communications with DC partners
What you want to accomplish…
What you want to accomplish…
Celebrate Legacy's 30th anniversary
Become established as a thought leader
Evaluate what is offered based on trends or who is doing similar work
Reach out visually: Using videos to spread the word of Legacy
Activate or invigorate alumni from adult programs or development
Let participants work with each other to come up with ideas to improve services offered.
Legacy Social Media Brainstorm
Next Steps