Beth Kanter, Beth’s Blog

Making Media Connections: Social Media Game

Flickr Photo by Chris Brogan (read his blog)

Take Aways

http://www.flickr.com/photos/dslrninja/

A basic understanding Resources for further exploration An idea or two for experimentation

Agenda Overview

Intro & IcebreakerWhy? Adoption IssuesGetting StartedBreak (around 2:30)Let’s Play the Game

http://www.flickr.com/photos/gilgamesh/

bethkanter.wikispaces.com

Two Minute Poll

Experience with …

http://www.flickr.com/photos/raincitystudios/

http://socialmedia.wikispaces.com/Social+media+game

David Wilcox

http://internet-fundraising.wikispaces.com/

Photo by Preetam Rai

Let’s Create the Parking Lot

Zkorb

Flickr phot by zkrob

Ice Breaker

What is Web 2.0?

Using the Internet to instantly collaborate, share information, and have a conversation about ideas we care about.

Why Important ….

How people are getting info to make decisions

With my friends

Impact on Google Results

Why Important…• The Trust factor

• Socializing online to get information to make decisions

• Rapid Word of Mouth

• Impact on Google results

• Source for main stream media

• Digital natives

The Cute Dog Theory

Assess Audience

Online Social Activities

Where on the social web will I find my audience?How do they use the social web?What are they talking about?Who are they?What do they want?

Discuss/set objectives first

Not a monologue

Listening

Conversation

Even difficult ones …

The audience wants a voice

Mixing Social Media with Communications and Fundraising Strategies

afrochild_0

“Over 14,000 profile views in 3 weeks. 500 NEW signups to our email list from MySpace”

Staff Roles

“I was a Facebook junkie before I was hired!”

Define a boxDefine a Box

Is this real work?

It takes time

Participant Content Creator Community Manager

You get out what you put in …

Source: Nina Simon, Museum2.0

Start small, reiterate over and over

Yes

Youtube Video Contest• # of list members & video views // time spent = good• Our first UGC contest• Good, original content• Developed free TV PSA• Positive, active commenting on social networks• Caught attention of higher ups• Conveyed a powerful message to America

Microsoft Facebook Challenge• Payoff ($50k) // time spent = good• Recognition from contest win• Strong feedback and willingness from participants• New “Facebook responders” segment of email file

Was it worth it?No

Wendy’s Flickr Photo Petition• Time spent // number of entries = bad• Numerous technical problems• Uploading process took too much time (email)• Campaign was too narrow• High volume of problem feedback

Case Foundation Facebook Challenge• Time spent // number of participants = bad• Raised $3k but no contest recognition• Wasted opportunity to message new Facebook responders• High volume of negative feedback – people didn’t understand

However.. We learned from both campaigns!

Here’s some advice from Wendy

Harmon, Red Cross Blogger

• A project that won’t take much time and relates to org goals.

• Write down your successes. • Write down your challenges. • Ask the people you want to

connect with whether they think your outreach and listening is valuable.

• Watch other nonprofits and copy and remix for your next project.

• Rinse, repeat.

Success Patterns

Assess AudienceObjectives Policy and EducationTime investmentStaff RolesExperiment

Jump in as an individual first!

http://www.flickr.com/photos/johnnyhuh/

Five ways to get started ..

1: Put on Your Listening Ears

A homeless person isn’t

someone you pass on

your way into a fancy restaurant

http://www.flickr.com/photos/alismith44/

Listening: Read a few good feeds ….

http://www.flickr.com/photos/smudie/

RSS Reader

Joining the conversation

Read someone's blog post and start a conversation:

Before you leave a comment, ask yourself:

•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?

Twitter Conversations

http://www.flickr.com/photos/vox/

• The point is not to just talk about yourself. Think of Twitter as a cocktail party and the types of chat you'd engage in to get to know people.

• Tweets that make people laugh are awesome, but tweets that make people think are even better.

What might you “tweet” about?

Social Bookmarking

Findable

http://www.flickr.com/photos/brettlider/

Blogs

Individual Blogs

Reflect about your practice

Connect with peers

Back up brain

http://www.flickr.com/photos/kk/

Creating a blog takes less time than making this

What should I blog about?

Small Group: Getting Started Card Game

What “getting started” project or idea will you put into practice after the workshop?What challenges do you anticipate?How to avoid those challenges?

Break

Content CreationCommunity Building

BlogsFlickrYoutubeSocial NetworksTwitterFundraising Widgets

Source: littleoslo.com - Blogpoly

Small Groups with a pack of cards

Scenario and Context for outcome

Choose Your Tools: What and why?

One person to tell story from each group

Storytelling (with a blog)

• 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 support

service

In order of amount of time/investment/complexity

Storytelling (with photos & video)

Start with an individual profile

Groups: Organize

Groups:Educate

Visual Petitions

Groups: Contests

If you’re lucky might go viral

Social Networking Sites

Where’s your audience? Who?

Let a thousand flowers bloom …

Simple actions repeatedRespond quickly

Funnel to your web site

Nonprofits

Newswire

Fundraising and Activism

Disaster

Avoiding Disaster

Source: littleoslo.com - Blogpoly

Small Groups with a pack of cards

Scenario and Context for outcome

Choose Your Tools: What and why?

One person to tell story from each group

Just Three Words

Contact Information

Beth Kanterbeth@bethkanter.org

Beth’s Blog http://beth.typepad.com

http://makingmediaconnections.wikispaces.com/