mar 26 #2 social media, gg tools
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SocialSocial mediamedia
Why is Social Media Important to Your Organization?
76% of givers are motivated by friends and
family
A âblogâ 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 âtweetsâ up to 140 characters⢠Your tweets are received by your followers â 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
â Monitor the topics or people youâre interested in
â Helps you join/find conversationsâ Helps you find the people in your spaceâ Helps you gain legitimacy
How to use TwitterHashtag (#)
â Dramatically increases your reachâ Expands beyond your networkâ Includes you in the conversationâ Search ahead if youâre 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 Followingâ Your friends (people find by name)â People with common interests (people find by
topic)Be followed
â People will follow you if you do these things:⢠Be authentic⢠Tweet what you know⢠Fill out a profile⢠Donât market or be âspammyâ
Twitter SpeakHow to communicate on twitter⢠Keep it to 140 characters (or 120 to be âRetweet-friendlyâ)⢠For long urlâs make them shorter using bit.ly
â A url like this: http://www.who.int/topics/womens_health/en/
â Now looks like this: http://bit.ly/4msJC
Twitter speak and common symbols⢠@ means youâre talking to or about someone⢠# means youâre labeling something⢠RT means youâre Re-Tweeting something⢠via means youâre 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
â 62% Twitterâ 38% Facebook
⢠âReTweet Reachâ: 349,000 on 1/28⢠âMentions Reachâ: 357,000 on 1/28
In recent weeks Twitter has been our #1 referrerâ 35% of all referral traffic to the siteâ 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 thisâŚthisâŚ
A good message is simple, short,memorable, and even iconic
CHANGE
âYes we canâ
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: âWhatâs 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 votersâŚ
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: âThe Social Pulpit: Barack Obamaâs Social Media toolkitâ by Edelman
The whole idea is to be in the conversation:
To raise your profile.
To interact with people in your sector/region.
Before youâre forced into it.
So your communication isnât only asking for $.
80/20
Make your message count
(and spread)
Engage people
BUIL
D R
ELAT
ION
SHIP
S
Source: âThe Social Pulpit: Barack Obamaâs Social Media toolkitâ by Edelman
BUIL
D R
ELAT
ION
SHIP
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Source: âThe Social Pulpit: Barack Obamaâs Social Media toolkitâ by Edelman
Engage peopleâŚon 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 yearâs worth of donations in 1 check-outâ˘Same donation benefits as a one-time donation
Recurring Donations
BUIL
D R
ELAT
ION
SHIP
S
Source: âThe Social Pulpit: Barack Obamaâs Social Media toolkitâ by Edelman
Engage peopleâŚon 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/ *âItâs your cause. Make it social.â *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 itâs not who you thinkMedium age = 31
GlobalGiving TweetCloud