Beth Kanter, Beth’s Blog
Making Media Connections: Social Media Game
Flickr Photo by Chris Brogan (read his blog)
Take Aways
http://www.flickr.com/photos/dslrninja/
A basic understanding Resources for further exploration An idea or two for experimentation
Agenda Overview
Intro & IcebreakerWhy? Adoption IssuesGetting StartedBreak (around 2:30)Let’s Play the Game
http://www.flickr.com/photos/gilgamesh/
bethkanter.wikispaces.com
Two Minute Poll
Experience with …
http://www.flickr.com/photos/raincitystudios/
http://socialmedia.wikispaces.com/Social+media+game
David Wilcox
http://internet-fundraising.wikispaces.com/
Photo by Preetam Rai
Let’s Create the Parking Lot
Zkorb
Flickr phot by zkrob
Ice Breaker
What is Web 2.0?
Using the Internet to instantly collaborate, share information, and have a conversation about ideas we care about.
Why Important ….
How people are getting info to make decisions
With my friends
Impact on Google Results
Why Important…• The Trust factor
• Socializing online to get information to make decisions
• Rapid Word of Mouth
• Impact on Google results
• Source for main stream media
• Digital natives
The Cute Dog Theory
Assess Audience
Online Social Activities
Where on the social web will I find my audience?How do they use the social web?What are they talking about?Who are they?What do they want?
Discuss/set objectives first
Not a monologue
Listening
Conversation
Even difficult ones …
The audience wants a voice
Mixing Social Media with Communications and Fundraising Strategies
afrochild_0
“Over 14,000 profile views in 3 weeks. 500 NEW signups to our email list from MySpace”
Staff Roles
“I was a Facebook junkie before I was hired!”
Define a boxDefine a Box
Is this real work?
It takes time
Participant Content Creator Community Manager
You get out what you put in …
Source: Nina Simon, Museum2.0
Start small, reiterate over and over
Yes
Youtube Video Contest• # of list members & video views // time spent = good• Our first UGC contest• Good, original content• Developed free TV PSA• Positive, active commenting on social networks• Caught attention of higher ups• Conveyed a powerful message to America
Microsoft Facebook Challenge• Payoff ($50k) // time spent = good• Recognition from contest win• Strong feedback and willingness from participants• New “Facebook responders” segment of email file
Was it worth it?No
Wendy’s Flickr Photo Petition• Time spent // number of entries = bad• Numerous technical problems• Uploading process took too much time (email)• Campaign was too narrow• High volume of problem feedback
Case Foundation Facebook Challenge• Time spent // number of participants = bad• Raised $3k but no contest recognition• Wasted opportunity to message new Facebook responders• High volume of negative feedback – people didn’t understand
However.. We learned from both campaigns!
Here’s some advice from Wendy
Harmon, Red Cross Blogger
• A project that won’t take much time and relates to org goals.
• Write down your successes. • Write down your challenges. • Ask the people you want to
connect with whether they think your outreach and listening is valuable.
• Watch other nonprofits and copy and remix for your next project.
• Rinse, repeat.
Success Patterns
Assess AudienceObjectives Policy and EducationTime investmentStaff RolesExperiment
Jump in as an individual first!
http://www.flickr.com/photos/johnnyhuh/
Five ways to get started ..
1: Put on Your Listening Ears
A homeless person isn’t
someone you pass on
your way into a fancy restaurant
http://www.flickr.com/photos/alismith44/
Listening: Read a few good feeds ….
http://www.flickr.com/photos/smudie/
RSS Reader
Joining the conversation
Read someone's blog post and start a conversation:
Before you leave a comment, ask yourself:
•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?
Twitter Conversations
http://www.flickr.com/photos/vox/
• The point is not to just talk about yourself. Think of Twitter as a cocktail party and the types of chat you'd engage in to get to know people.
• Tweets that make people laugh are awesome, but tweets that make people think are even better.
What might you “tweet” about?
Social Bookmarking
Findable
http://www.flickr.com/photos/brettlider/
Blogs
Individual Blogs
Reflect about your practice
Connect with peers
Back up brain
http://www.flickr.com/photos/kk/
Creating a blog takes less time than making this
What should I blog about?
Small Group: Getting Started Card Game
What “getting started” project or idea will you put into practice after the workshop?What challenges do you anticipate?How to avoid those challenges?
Break
Content CreationCommunity Building
BlogsFlickrYoutubeSocial NetworksTwitterFundraising Widgets
Source: littleoslo.com - Blogpoly
Small Groups with a pack of cards
Scenario and Context for outcome
Choose Your Tools: What and why?
One person to tell story from each group
Storytelling (with a blog)
• Find blogs• Read blogs• Comment on blogs• Get bloggers to write about your program• Write personal blog about your practice• Internal org blog behind the firewall• Org public blog – group authors• Blogs by patients or clients as support
service
In order of amount of time/investment/complexity
Storytelling (with photos & video)
Start with an individual profile
Groups: Organize
Groups:Educate
Visual Petitions
Groups: Contests
If you’re lucky might go viral
Social Networking Sites
Where’s your audience? Who?
Let a thousand flowers bloom …
Simple actions repeatedRespond quickly
Funnel to your web site
Nonprofits
Newswire
Fundraising and Activism
Disaster
Avoiding Disaster
Source: littleoslo.com - Blogpoly
Small Groups with a pack of cards
Scenario and Context for outcome
Choose Your Tools: What and why?
One person to tell story from each group
Just Three Words
Contact Information
Beth [email protected]
Beth’s Blog http://beth.typepad.com
http://makingmediaconnections.wikispaces.com/