Feb. 19 #2 Social Media, GG Tools
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Transcript of Feb. 19 #2 Social Media, GG Tools
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SocialSocial mediamedia
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Why is Social Media Important to Your Organization?
76% of givers are motivated by friends and
family
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there are
A ‘blog’ is one of 200,000,000 conversations happening this minute!
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Posting and
watching video.
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Spotlight on: Twitter
• www.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• Twitter grew by over 1,928% between 6/2008 –
6/2009, to over 20 million users• 10,000+ people are joining every day
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But it’s not who you think
Medium age = 31
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Twitter and GlobalGiving
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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.)
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GlobalGiving TweetCloud
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How to use Twitter
Hashtag (#)– 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
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How to use Twitter
Create 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
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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”
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Twitter Speak
How 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
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Case Study
iPad vs. iTampon
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Pass along
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Pass alongDonations
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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
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Example:How
Obama became
president through social media
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From this
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to to this…this…
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A good message is simple, short,memorable, and even iconic
CHANGE
“Yes we can”
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Because someone may want to spread your message for you…
Stencil for a make-your-own Obama message
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Image stenciled on a building 500m from GlobalGiving’s old office.
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Complex messages are hard to remember: USA government’s bank bailout.
(Don’t do this!)
??
?
?
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Your message is a
cause! Time is ticking!
Give, Donate, Send money now.
You must take action.
We are competing.
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Your friends will be the first to adopt your message:
my cause our cause
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The Biggest
WordIs
You!
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A good message will A good message will spread.spread.
Source: David Wilcox, The Social Reporter
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Corporate
= control = democracy++
Source: “What’s next in media: by Neil Perkin
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It’s OK to be a person.
GlobalGiving Tweet: “Intense debate going around the office about what spice/flavoring/condiment should be in the 4th holder. Salt, pepper, garlic powder and...?”
Response from Stephanie Strom (New York Times): “@GlobalGiving: Cinnamon. Very healthy.”
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Your supporters need different messages and languages.
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Where is this?
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Where is this?
Hint: think strategically!
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Strategic thinking:In Germanythere are
ZERO voters…
but they will be future
allies.
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Not every message will applaud you.
But if you talk openly about failure, most people will
want to help you.
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Obama won through social media
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
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Source: “Creating Your Organization's Social Media Strategy Map” by Beth Kanter
In the end:
Iconic Obama art becomes
everyone’s tool for self-expression.
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The Internet is about
interacting… & dialogue!
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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
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“Being on the internet” means….
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Recent survey:
A quarter (25%) of “engaged” donors think the organizations they
support are NOT honest or ethical!
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Viral marketing has a simple message, tells you why to share it, and how to “pass-on”
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Make your message count
(and spread)
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Engage people
BU
ILD
R
EL
AT
ION
SH
IPS
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
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BU
ILD
R
EL
AT
ION
SH
IPS
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
Engage people…on GlobalGiving
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Tools for Tools for donors to donors to promote promote
projects they projects they lovelove
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Gift Cards
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Registries
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Registries allow people to endorse/advertise combinations of
projects
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Fundraisers
Allows any person to take control of fundraising for your project. Tools to integrate into Facebook and other social media.
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Widget
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• A year’s worth of donations in 1 check-out
•Same donation benefits as a one-time donation
Recurring Donations
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BU
ILD
R
EL
AT
ION
SH
IPS
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
Engage people…on GlobalGiving