Mar 26 #2 Social Media, Gg Tools

SocialSocial mediamedia

Why is Social Media Important to Your Organization?

76% of givers are motivated by friends and

family

A ‘blog’ is one of 200,000,000 conversations happening this minute!

Posting and

watching video.

< 3 minutes!

Spotlight on: Twitter• http://twitter.com• Micro-blogging platform• You send updates or “tweets” up to 140 characters• Your tweets are received by your followers – people

who opt-in to receive your updates• You receive Tweets from people you are following• Unlike Facebook, following is not always reciprocal• Twitter is now the 2nd most popular social network• You can Tweet from your phone

Twitter is growingGrowing internationally

Twitter and GlobalGiving

GlobalGiving Twitter Goals• Develop community/network• Empower people to be ambassadors• Engage in conversation• Create content• Provide news• Promote GlobalGiving opportunities (donation,

campaigns, Opens, partners, etc.)

How to use TwitterCreate searches

– Monitor the topics or people you’re interested in

– Helps you join/find conversations– Helps you find the people in your space– Helps you gain legitimacy

How to use TwitterHashtag (#)

– Dramatically increases your reach– Expands beyond your network– Includes you in the conversation– Search ahead if you’re unsure

Examples:• Keywords: #charity #nonprofit #philanthropy• Locations: #kenya #dc #africa #india• Events: #ramadan #taiwanfloods #hyatt4good• Topics: #climate #olympics #coldplay

TweetDeck

Creating your Twitter community

Start Following– Your friends (people find by name)– People with common interests (people find by

topic)Be followed

– People will follow you if you do these things:• Be authentic• Tweet what you know• Fill out a profile• Don’t market or be “spammy”

Twitter SpeakHow to communicate on twitter• Keep it to 140 characters (or 120 to be “Retweet-friendly”)• For long url’s make them shorter using bit.ly

– A url like this: http://www.who.int/topics/womens_health/en/

– Now looks like this: http://bit.ly/4msJC

Twitter speak and common symbols• @ means you’re talking to or about someone• # means you’re labeling something• RT means you’re Re-Tweeting something• via means you’re repeating a message that you read first

from someone else• Direct message (DM) is a private message between 2 users

Case Study

iPad vs. iTampon

Pass along

Pass alongDonations

Impact• 40 donations, $1,676 raised

– 62% Twitter– 38% Facebook

• “ReTweet Reach”: 349,000 on 1/28• “Mentions Reach”: 357,000 on 1/28

In recent weeks Twitter has been our #1 referrer– 35% of all referral traffic to the site– 13% of all traffic to the site

Use for program goals

Social Media

Indian NGO publisher promoting child literacyRead about a group of kids in Kolkata that went with a van full of books to areas where the kids had no access tobooksWanted to give the kids some Pratham books• No answer from the news agency so turned to social

mediaTweet & Retweets• Within 24 hours they had names and contact info• Sending books

Pratham Books

Via Beth Kanter

Example:How

Obama became

president through social media

From this

to to this…this…

A good message is simple, short,memorable, and even iconic

CHANGE

“Yes we can”

Your friends will be the first to adopt your message:

my cause our cause

The Biggest

WordIs

You!

A good message will A good message will spread.spread.

Source: David Wilcox, The Social Reporter

Corporate

= control = democracy++

Source: “What’s next in media: by Neil Perkin

Your supporters need different messages and languages.

Where is this?

Where is this?

Hint: think strategically!

Strategic thinking:In Germanythere are

ZERO voters…

but they will be future

allies.

Not every message will applaud you.

But if you talk openly about failure, most people will

want to help you.

Obama won through social media

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

The whole idea is to be in the conversation:

To raise your profile.

To interact with people in your sector/region.

Before you’re forced into it.

So your communication isn’t only asking for $.

80/20

Make your message count

(and spread)

Engage people

BUIL

D R

ELAT

ION

SHIP

S

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

BUIL

D R

ELAT

ION

SHIP

S

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

Engage people…on GlobalGiving

Tools for Tools for donors to donors to promote promote

projects they projects they lovelove

Registries

Registries allow people to endorse/advertise combinations of

projects

Gift Cards

Fundraisers

Allows any person to take control of fundraising for your project. Tools to integrate into Facebook and other social media.

Widget

• A year’s worth of donations in 1 check-out•Same donation benefits as a one-time donation

Recurring Donations

BUIL

D R

ELAT

ION

SHIP

S

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

Engage people…on GlobalGiving

ResourcesBeth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change *Beth Kanter: The queen of social media for non-profits

http://www.socializeyourcause.org/ *”It’s your cause. Make it social.” *blog, resources, useful Tweets

http://www.diosacommunications.com/ *webinars and blog

http://www.futurefundraisingnow.com/ *Focus on donors to raise funds effectively

http://www.globalgiving.org/toolkit-fundraising/http://www.globalgiving.org/toolkit-socialmedia/

But it’s not who you thinkMedium age = 31

GlobalGiving TweetCloud