Case Study on how to build organizational buy in and begin the process of using online tools to build community.
Text of Guerilla Campgains 2 Wetwiring (Ujafed)
1. Guerilla Web 1 Guerilla Campaigns II: Wetwiring Aharon Horwitz PresenTense Group Wiener Educational Center, UJA Federation New York
2. Case study on wetwiring:
Rimon is a Jewish learning program that has been operating in Philadelphia for twenty years and has an appreciative alumni community. In the recent financial crisis it lost support from some of its major donors. The Dev team came to the realization that it needed to beef up its grassroots revenue streams. The senior management theoretically agrees.
3. Ready List:
The story: whats the quest and who are the heroes?
The community: do you understand what they want and need to be invested in Rimon?
The tools: Do you have a command of the tools and the basic interaction points?
4. Pilot Project: Teacher Without Border
True to the essence of the organization
Answers a community need (or at least a serious want)
Easy points of participation
Both online and offline interaction opportunities
Leverages hub connection to create network connections
Free from time and space
5. How can you build internal buy in?
Map organization and establish buy in plan
Learn from CRM implementations
Pilot project: Limited risk
Involve key players
Quick demonstration of success through fast to market project (CEO Blog, etc.)
Magic show: people love to see themselves and their organization on the web
6. Principles Remember:
Build network by giving and gathering--emails, friends, lists
Be Transparent and Authentic
Ignore fences in building alliances
Broadcast your mission constantly: wherever possible use pictures and video
Build opportunities for involvement and leveraging networks
Engage through competition
7. Building Presence
Social Media Presence
Facebook Fan Page
Rimon Twitter Account
SessionTwitter Hash Tag that is used regularly
Email Delivery before, during, and after the class
Live streaming of the class
YouTube posting of the class
Viral Party Methodology to enable comments in to the class
Organization Website Promotion
Stream and email blast for excitementUSE VIRAL PARTY Method
Online source sheet
Real World Groups with source sheets and dedicated Twitterer or blogger
Facebook Status campaign
8. Use Event to Catalyze Community
Conduct class broadcast online, with video recording and quick to youtube, pictures uploaded with EyeFi, email blast to encourage write ins, same with Transmedia
Task Five sofrim in the classroom who will document class through Twitter and other platforms
Assign one person to monitor Twitter/web submitted questions and insure they are raised in question and answer session
-Propel class and provide material for circles in different time zones by sending out video and text through email, Rimons web site, Facebook, Seesmic teasers, and on youtube
Produce spreadsheet noting presence throughout the web to whatever extent possible. Track presence through searches, alerts, and checking for the class tag on Twitter and other sites.
Generate publicity around feedback by discussing the class spread on Rimons channels and staff Facebook profiles.
Follow up with real world leaders and identify other potential leaders
9. Follow Up
Failed implementations of CRMs
Successful implementation of CRMs
Run an intelligence operation
Test and Encourage
Make it easy to get involved
10. In an era of convergence, consumers become hunters and gatherers pulling together information from multiple sources to form a new synthesis. - projectnml.org/node/151 The Thrill of the Hunt
The thrill of discovery leads individuals to search out queries
The vastness of data and possible experience leads to a semi-conscious search for structure and direction
Focusing the hunt is the key to value creation
11. Case Study Hamans Song Case Study: Seeding Model