Date post: | 16-May-2015 |
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Economy & Finance |
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Beth Kanter, Beth’s Blog
Mixing SocialMedia and
Fundraising
Beth Kanter: Offline
Photo by Steve Goodman
Beth Kanter: Online
Profiles&
PresenceContent in
many places
RSSPowered
Fundraising
Sharing photos,bookmarks, videos,
and more
Conversations
network
Take Aways
http://www.flickr.com/photos/dslrninja/
A basic understandingResources for further explorationAn idea or two for experimentation
Agenda Overview
MorningWhat, Why, Strategies and Tools
AfternoonSmall Group WorkFundraising 2.0 Game
http://socialmedia.wikispaces.com/Social+media+game
David Wilcox
http://internet-fundraising.wikispaces.com/
Photo by Preetam Rai
Two Minute Poll
And you?
http://www.flickr.com/photos/raincitystudios/
Using the Internet to instantlycollaborate, share information, andhave a conversation about ideaswe care about.
AnthropologyProfessor
Michael Weschfrom the
University ofKansas
explains it best
Let’s Watch
What doyou think
are the corethemes?
http://www.flickr.com/photos/kk/
Listening
http://www.flickr.com/photos/sookie/
Conversations
http://www.flickr.com/photos/vox/
http://www.flickr.com/photos/petroleumjelliffe/
It’s Mes
sy!
How is thatdifferent fromWeb 1.0?
Source: Alan Levine – CogDog Blog
Web 1.0
Web 2.0
Why does it matter?
Digital Natives
They’recomfortable
with using newmedia!
They arefuture
donors!
Trust Factor
http://www.nielsenbuzzmetrics.com/cgm.asp
• The Trust factor
• Impacts to Google Results
• Rapid Word of Mouth
• Different than Broadcast Marketing
• To cultivate the next generation ofdonors, volunteers, stakeholders
Social Media matters because …
Impact on Google Results
• The Trust factor
• Impacts to Google Results
• More visible to mainstream journalists
• Rapid Word of Mouth
• Different than Broadcast Marketing
• To cultivate the next generation ofdonors, volunteers, stakeholders
Why Important…
Tools come and go
Why?
Understand the hard truths ofraising money …..
Stories that tug at the heartstrings
Donor loyalty
Show me the money!
Who you know is veryimportant
Now, wheredid I toss that
postagemeter?
AwarenessInterest
ConsiderationDonate
TraditionalOffline/Online
Tools
MediaDirect MailWeb Site
Email NewsletterCMSCRS
Internet AdvertisingSEO
Online Donations
AwarenessInterest
ConsiderationDonate
AwarenessInterest
ConsiderationDonate
AwarenessInterest
ConsiderationDonate
EmailMarketing
Online Auctions
Virtual Gift Catalog
Online Merchandising
Fundraising Events
Direct Mail
Traditional Media
Membership & Online Renewal
Pay Per Click
Blogs
\YouTube
Flickr
Will It Blend?
It’s both/and not an either or!
Web 2.0/Bleeding Edge orBasic Needs and
Traditional Approaches?
INSERT NAME OFCOOL NEW SOCIAL
MEDIA TOOL
To Reach Outcomes!
What to Measure?
AudienceTools
Conversations
Staffing
Budget
Content
Measurement
Metric
Outcome
ReputationAwareness
LeadsVolunteersDonations
SubscriptionsSign Petition
Strategy
Questions and break ….
BlogsTechnoratiRSSTaggingSocial BookmarkingFlickrVideo SharingSocial Networking SitesTwitter
Won’tsomeoneget hurt?
http://www.flickr.com/photos/tomthephotographer/
What to Measure?
AudienceTools
Conversations
Staffing
Budget
Content
Measurement
Metric
Outcome
ReputationAwareness
LeadsVolunteersDonations
SubscriptionsSign Petition
Strategy
Find People and Listen
A homelessperson isn’t
someoneyou pass on
your wayinto a fancyrestaurant
Think google for social mediaconversations …
http://www.flickr.com/photos/alismith44/
Listening:Read a few good blogs
There are two ways to consume information on the web
http://www.flickr.com/photos/smudie/
RSS Reader
How does it work?
1. What do you monitor?2. Search terms3. Set up4. Monitor
Technorati Search, Watchlistsand Google Alerts
RSS Reader
How do they work?
Join the Conversation
http://www.flickr.com/photos/vox/
The ability to have aconversation
Read and comment on blogsThink before you write!
What did they say well?What did they miss?
Answer questionsWhat are other people saying
How does it apply to youLook forward
Look backward
Ask what if?
http://www.flickr.com/photos/brettlider/
Get bloggers towrite about yourorganization
Your Blog
Individual Blogs
Reflect aboutyour practice
Connect withpeers
Back up brain
http://www.flickr.com/photos/kk/
Creating a blog takes lesstime than making this
How does it work?
Let’s Take A Break!
Tell Your Story in Text
Blog the Impact ofyour program!
Publicly advocate a point of view
From a different perspective
“The best blogs startconversations,
they don’t controlthem” – Seth Godin
But, we are toobusy saving the
whales!
http://www.flickr.com/photos/petelidwell/
Bad idea
My .org
• 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 supportservice
In order of amount oftime/investment/complexity
Photos can tell your stories
Project 7: Tell Your Story In Pictures
1) I share my pics ->
-> with you --->
-->You share your pics ->
---> with him
Watercooler conversations(mediated by photos)
Source: Slideshare by Rashmi Sinha
Social Features
Flickr it isn’t just about doggy photos
http://www.flickr.com/photos/zoomar/
Your Flickr Account as Organizational brochure
A Flickr Group To Record A Short-Term Activity
Community Organizing
A Contest
Watch
Social Networking
Social Networks: First Generation
1) I am linked to ->
-> to you
--->You are linked to her ->
-> to her…
Source: Slideshare by Rashmi Sinha
Now Iknowallthesepeople!
Where’s our targetaudience?
-Ask them (surveys)-Field research-Analyze demographics of site
•What social networking site has myaudience?•How do they use technologies?•What are they talking about?•Who are they?•What do they want?
What about using more than one site?
Friendship
Profile Content
Outreach
Workflow
2 hours a day
Establish a routine and stick to it
A Few Time Savers ….
Time Savers
If I had to log intoevery socialnetworking site I useto keep, I'd shootmyself."
Time Savers
Applications that cross-postautomatically or bookmarklets
Project 9: SocialPresence
Dip in or Stay Hyper Connected
How Used?
In an emergency?
Project 10: Widgets
Tagging
• 3 words – related tofundraising
• Passion
• Find a kindred spirit
• Have a conversation
Just three words….
Strategy Map
What to Measure?
AudienceChannels
Conversations
Staffing
Budget
Content
Measurement
Metrics
Outcome
ReputationAwareness
LeadsVolunteersDonations
SubscriptionsSign Petition
Metrics are the attributes orfactors that are important for youto measure results or makeimprovements.
The process of determining the resultof a strategy
What is measurement?
The hard truthabout socialmediameasurement …
Social Mediameasurement isnot like Martha
Intangible
AELIA
AudienceEngagementLoyaltyInfluenceAction
Audience
Who
# Trend for UniqueVisitors
Engagement = Interaction + Attention
•What do they clickon?
•How long do theystay?
•How many peoplecomment on posts?
•What is the shape ofthe conversation?
•What is your post tocomment ratio?
Posts_____
Track backs +Comments
Loyalty
RSS Subscribers - trends, not actual numbersRepeat visitorsTell other people about youGrain of Salt
Influential Ideas: Memes,and their intensity over time
Intent/Action
GoalConversion RateQualitative Data
Strategy Map
What to Measure?
AudienceChannels
Conversations
Staffing
Budget
Content
Measurement
Metrics
Outcome
ReputationAwareness
LeadsVolunteersDonations
SubscriptionsSign Petition
Low Risk Experiments
http://www.flickr.com/photos/striatic
• A project that won’t take muchtime and relates to org goals.
• Write down your successes.• Write down your challenges.• Ask the people you want to
connect with whether they thinkyour outreach and listening isvaluable.
• Watch other nonprofits and copyand remix for your next project.
• Rinse, repeat.
Strategy Map
What to Measure?
AudienceChannels
Conversations
Staffing
Budget
Content
Measurement
Metrics
Outcome
ReputationAwareness
LeadsVolunteersDonations
SubscriptionsSign Petition
Don’t Forget!http://bethkanter.wikispaces.com
It takes 21 days to make a habit – what one project what first step will implement?Write it on a business card, give it to me, and I’ll email you in 21 days!