Legacy Social Media

Discovering Web 2.0 and Social Media

What is Web 2.0 and Social Media?

Web 2.0 is a way of thinking about how knowledge is created, shared, managed, and leveraged using technology.

Web 2.0 is NOT a particular look, feel, or design – nor is it limited to just the Internet.

Social media are web and mobile tools used for sharing and discussing information.

Web 1.0 vs. Web 2.0

Web 1.0 was about reading Web 2.0 is about writing

Web 1.0 was about owning Web 2.0 is about sharing

Web 1.0 was about companies Web 2.0 is about communities

Web 1.0 was about home pages Web 2.0 is about blogs

Web 1.0 was about portals Web 2.0 is about RSS and syndication

Web 1.0 was about taxonomy Web 2.0 is about “tags” and folksonomy

Web 1.0 was about Netscape Web 2.0 is about Google

Web 1.0 was about wires Web 2.0 is about wireless

Web 1.0 was about dialup Web 2.0 is about broadband

Adapted from www.joedrumgoole.com

Social media is a conversation between people…

Supporters Participants Audiences

Donors Thought Leaders

And guess what?

The conversation is NOT controlled…

Not organized…

Not on message…

184 million bloggers

73% of active online users have read a blog

45% have started their own blog

57% have joined a social network

55% have uploaded photos

83% have watched video clips

39% subscribe to an RSS feed

Source: Universal

SOCIAL MEDIA USE IS GROWING

Why Now?

Better access to technology for the average user – higher speed Internet connections, faster computers, better cell phones, etc

Millennials are known as “digital natives,” having lived with the internet all of their lives.

Young people are beginning to expect and demand their employers and others to use online media to recruit, communicate, engage,

and manage knowledge.

Those who use technology will outlast those who don’t.

Why does it matter?

Web 2.0 and social media technologies are about connecting people information and each other so they can better create and

collaborate.

This user-driven form of community development is becoming an essential driver of civic engagement.

We need to be in touch with how our constituents interact and communicate both with us and

each other.

Web 2.0 and social media technologies will help strengthen and enhance traditional communication and recruitment strategies.

What am I missing out on?

Viral nature of Web 2.0 and social media technologies

Improved customer service

Increased storytelling

Social Media Listening Literacy

Listening is knowing what is being said online about your organization and the field.

Beth Kanter, Beth’sBlog http://beth.typepad.com

How will you organize listening?

Who will do the listening and responding?

Response policy?

How much time will you allocate?

How will you analyze the results and share insights?

How will you know if listening has be useful?


Think like your audience. It is important to connect with

people based on their interests.


Good RSS Habits

Create a small block of time for daily reading

Clean house, reorganize

Don’t feel obligated to read everything



Think before you respond!

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?

Read and comment on blogs

Social Media Listening Literacy for Nonprofits

http://socialmedia-listening.wikispaces.com

Social Media Strategies

Social Media Objectives

What are your objectives for engaging in social media?

What do you want to accomplish?

Are your objectives SMART?


Target Audience

Who must you reach with your social media efforts to meet your objective?

Why this target group?

Is this a target group identified in your organization’s communications plan?

What do they know or believe about your organization or issue?

What will resonate with them?

What key points do you want to make with your audience?


Culture Change


brainstorm how you might turn it around...

Loss of control over your organization's branding and marketing messages

Dealing with negative comments

Addressing personality versus organizational voice

Fear of failure

Perception of wasted time and resources

Suffering from information overload already, this will cause more

Capacity


Measurement

All campaigns are a numbers game

Get your message out and determine how many people respond by visiting your site and taking action

Create systems to approximate where new supporters come from

Third dimension - measuring influence

NTEN, www.NTEN.org, The Three Dimensions of Social Media ROI

ROI

Return on Investment or Results on Insight?

Measure value

Are you really making a difference?


“If you don’t launch, you don’t learn.” David Armano

Document on the fly

Pick the right hard data points

Harvest your insights

Hit the pause button


Example

Creating a video to change way most Americans think about Muslims.

How do you measure ROI? Mobilizing your base Recruiting new people

What about Influence? Popularity Tone Influence

NTEN, www.NTEN.org, The Three Dimensions of Social Media ROI

Example

Facebook Causes

http://www.amysampleward.org/2008/12/16/my-birthday-cause-free-geek/

Birthday Cause

Example

LOLseals Photo Caption Contest

Humane Society

3,000 submissionshelped get about 2,000 new email addresses

ExampleMLK Day of Service

Example

March of Dimes

Video Contest

What can you do?

Listening and Learning

Build Relationships and Issues Awareness

Improve Reputation

Content Generation and Issues Awareness

Increased Relevant Visitor Traffic and Page Rankings

Taking Action or Fundraising


Improve intra-organization communication and knowledge

Increase the organizations name recognition

Define and strengthen Legacy "brand“

Build awareness of Legacy's expertise in NGO capacity-building

Reach new customers - bring in projects and funds

Improve internal communications with DC partners

What you want to accomplish…

What you want to accomplish…

Celebrate Legacy's 30th anniversary

Become established as a thought leader

Evaluate what is offered based on trends or who is doing similar work

Reach out visually: Using videos to spread the word of Legacy

Activate or invigorate alumni from adult programs or development

Let participants work with each other to come up with ideas to improve services offered.

Legacy Social Media Brainstorm

Next Steps

Legacy Social Media

Technology

Transcript of Legacy Social Media