Netwitslive San Francisco Panel 3 4 09

Across the Spectrum of Social MediaHow Organizations of All Sizes Are Leveraging Web 2.0

Susan Tenby, Senior Manager, Online Community Development TechSoup

Janet Fouts, Social Media Coach, Tatu Digital Media

Chad Norman, Internet Marketing Manager, Blackbaud

NetWits Live @ San Francisco | Chad Norman, Susan Tenby, and Janet Fouts| Page #2

Panel Discussion: Across the Spectrum of Social Media

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#NetWitsLive



Meet The Panel

Susan TenbySenior Manager, Online Community Development,

TechSoup

Janet FoutsSocial Media Coach,

Tatu Digital Media



Getting People Engaged



Integrating Multiple Channels of Communication



OK, They’re Engaged…Now What?

Photo: AP



Case Study – Integrating an Event

Added to Facebook Used Twitter during the

event for meet-ups & announcements

Gave away prizes via Twitter

Provided event coverage via #chs hashtag



NetWits Live @ San Francisco | Presenter’s Name | Page #

Leveraging Web 2.0

Where do we start?




Leveraging Web 2.0

Get a plan Identify where your market is represented. How you will engage them? What tools will you need? What resources do you have to start with? Allow users ownership. Create evangelists for your cause. Virtual sales force. Start small. Plan to re-evaluate.




Leveraging Web 2.0

Flickr.com• Flickr groups: public or

private• User participation in

campaigns• User to user relationships• Creative Commons license




Leveraging Web 2.0

Humane Society LOL Seal Photo Contest

• Create your caption• “LOLseal” tag to keep

entries together• Link to take action• Button to spread word

on Facebook • 3,000 entries from

around the world




Leveraging Web 2.0




Leveraging Web 2.0

What’s Twitter Good For? Calls to action Resource gathering News and conference briefs Team building and messaging Crowd-sourcing Emergency communication - Red Cross - Nate Ritter




Leveraging Web 2.0

Twestival

$250,000 USD = 55 water projects in Ethiopia, Uganda and India - clean water for just over 17,000 people.

Funds raised in just 2 weeks Over 200 cities participated




Leveraging Web 2.0

Help Daniela One man campaign dedicated to one family Relied on Twitter network, then picked up worldwide $7,000 raised in 10 hours




Leveraging Web 2.0




Leveraging Web 2.0

Resources www.flickr.com (search lolseal) www.facebook.com www.twitter.com www.SmallCanbeBig.org www.CharityWater.org www.twestival.com www.google.com/grants www.tipjoy.com www.chipin.com www.widgetbox.com




Leveraging Web 2.0

Contact Janet Fouts [email protected] www.janetfouts.com www.twitter.com/jfouts 408.216.7423



TechSoup is a popular, comprehensive online content and community destination for nonprofits that provides unbiased information and technical know-how to ensure that nonprofits make the best possible use of technology.

TechSoup.orgThe technology place for nonprofits



A Comprehensive Technology Resource for Nonprofits• Software donation program (TechSoup Stock)• Refurbished Computer Initiative (RCI) • Learning Center articles• TechSoup Community• Nonprofit Commons• NetSquared (Net2)• Public Computing & Libraries (MaintainIT Project)• Free Downloads• TechSoup Global



TechSoup Global



20 Countries and growing



TechSoup.org/community



TechSoup Community

• 17 Forums• Events Calendar• Member Spotlight• Community Blog• Second Life• Surveys• Soup Recipes• Managed by two Community Managers and volunteer hosts and star

users



TechSoup Community Network

• Extending community beyond TechSoup site• Reach out to constituents on other online community platforms that

they already frequent• Expand our community to wider range of nonprofits• Provide community members with further networking and collaboration

opportunities• Leverage social media tools towards social change



Where in the (Online) World is TechSoup?



NetSquared (Net2)

• TechSoup’s Web 2.0 arm• Spur responsible use of social media tools for social

change• Annual conference• Monthly Net Tuesday events• Community blog• International reach with local groups and events



What is Second Life?Attributes of a Virtual World

• Opened to the public by Linden Lab in 2003

• Immersive 3D Environment

• NOT a game

• Avatars: Digital Representations of Self

• User Created World

• Real-time communication between avatars

• Micro economy/Currency Exchange



Second Life Metrics: Who’s Using Second Life?

As of November, 2008:

• 15,992,386 Total Residents

• 1,349,551 residents logged in the last 60 days

• 61,467 unique residents with “Positive Monthly Linden Dollar Flow”

• Usage by Age:

• Usage by Gender:

13-17 (Teen Grid) 0.53%

18-24 15.53%

25-34 34.77%

35-44 28.28%

45 plus 20.37%

Unknown 0.51%

Male 59.57%

Female 40.43%



Second Life Metrics: Who’s Using Second Life?

• Usage by Country (based on total hours to date)

United States 13,901,429.03 40.13%

Germany 3,461,378.03 9.99%

United Kingdom 2,362,937.37 6.82%

Japan 2,109,781.27 6.09%

France 1,715,615.13 4.95%

Brazil 1,276,916.50 3.69%

Canada 1,245,798.50 3.60%

Netherlands 1,239,647.48 3.58%

Italy 1,175,888.45 3.39%

Spain 950,782.55 2.74%

Australia 694,580.20 2.01%

Belgium 302,122.95 0.87%

Portugal 294,680.68 0.85%

Switzerland 258,725.32 0.75%

Poland 224,577.07 0.65%

Argentina 183,159.15 0.53%

Denmark 182,383.53 0.53%

Sweden 168,336.67 0.49%

Austria 162,338.82 0.47%

Mexico 161,590.82 0.47%

Others 2,565,135.87 7.41%

Notice that within the top six countries, usage spans four continents!



Nonprofit Commons in Second Life

Through the Nonprofit Commons project, TechSoup is assembling a community of nonprofits in Second Life to help lower the barriers of access to this emerging virtual world



Nonprofit Commons in Second Life

Through this community, we provide free office space to qualifying groups, hold meetings, create a cooperative supportive learning environment and foster outreach, education, fundraising, all in a virtual space.

Our goal is to create a learning community of practice for nonprofits to explore and learn about the virtual world, and to investigate the many ways in which nonprofits can utilize this unique environment.



Leadership and assistance through virtual community organizing strategies

In-world Meetings Wiki Website/community blog NPSL tag Management steering committee group Directory of Nonprofits in Second Life Branding as NPO experts and advisors to all new orgs in-world



Community Blog: Nonprofitcommons.org



Community Wiki



But isn’t Second Life just a game? Often a matter of convincing board members and funders of its value Finding more ways of obtaining statistics and measuring impact Medium fosters innovation and creativity through combination of audio,

text, and visual technologies Nonprofits continuing to develop new ways to build awareness and

reach people



New ways to collaborate and get work done

Free, real-time meeting space to collaborate with activists around the globe via voice and text chat capabilities

Connect with organizations doing similar work worldwide Networking in-world for real life and in-world projects Valuable tool for activists Basic account is free Costs virtually nothing to build a location in Second Life Nonprofit Commons virtual space is donated allowing qualifying social

benefit organizations to have office space free of charge



Reduces Your Carbon Footprint

Carbon (and cost) savings of participating in event from own computer screen

OneClimate’s Virtual Bali Conference this past Dec.

In-world speeches, press conferences Alternative way to participate, minus

carbon cost of flying



Fundraising Nonprofits can use Second Life to raise funds The 4th Annual American Cancer Society's virtual Relay 4 Life just

raised over $200,000 Second Life awareness can translate into real-world dollars Digital Campfires received truck-load of real-world monitors and

computers through connections made in Second Life



Provides safe and anonymous means of self-expression



A Space for making the impossible happen

Large community of people with disabilities in Second Life

Second Life Wheelies (disability nightclub) where adults with disabilities can interact in an environment without the physical constraints they experience in real life



Leadership role for your organization Opportunity to become

thought leaders and innovators in your area of expertise

Global Kids runs virtual workshops on global issues and leadership to teens

Best Practices for bringing this type of education to Second Life



What works? Activities that take advantage of 3-D

interactivity of virtual world that the web can’t match

Bay Area Video Coalition (BAVC)’s Gone Gitmo installation

Virtual representation of Guantanamo Bay gives avatars temporary simulated experience of being imprisoned in Guantanamo Bay

Teaching tool about issues of habeaus corpus



Best Practices: What we have learned Holding events is a great way to bring avatars to our offices, and builds friendships and

connections among our members.

In-world fundraising was our initial goal, but it hasn't worked out for most. It’s important to maintain a presence on the mainland, for foot-traffic, versus being

on our own private island

Freebies/branded tools are a great way to draw traffic, and can spread your message far and wide.



Raising public awareness of Nonprofits in Second Life through the media

New York Times Washington Post San Jose Mercury News Contribute Magazine –Sept/Oct Issue

New Scientist –September Issue

Launch Squad KQED Radio - California Report Nonprofit Times- 2 September Issues



It’s even got the attention of Congress…

Susan Tenby testified in Congressional subcommittee hearing on potential of virtual worlds for nonprofits

•Hearing simultaneously broadcasted in Second Life with select avatar attendees in virtual rendering of hearing room



..and perhaps more importantly—the Daily Show!



NPC provides virtual offices to over 80 social benefit organizations in a community setting



Newly launched second location



Looking forward…



Integration with other platforms Second Life applications that interact with other web applications Increased interaction between web and virtual worlds More and better ways of documenting and tying Second Life work to

real-world missions



Future Goals Lower the barrier of entry Increase NPC capacity Build branded, reusable tools Awareness and Action Campaigns Organized Events both Virtual and Mixed Reality Foster Second Life Developer Network for Nonprofits Evaluate impact of Nonprofit Commons work Health Panel in SL Mixed Reality Conferences like Service Learning



Resources

Second Life http://www.secondlife.com Nonprofit Commons wiki http://www.npsl.wikispaces.com Nonprofit Commons blog http://www.nonprofitcommons.org TechSoup Community http://www.techsoup.org/community



Contact Info

Susan Tenby

Senior Manager -Online Community Development, TechSoup Network [email protected]

SL avatar: Glitteractica CookieTwitter: suzboop

•http://www.techsoup.org/•http://www.netsquared.org•http://npsl.wikispaces.com/•http://www.nonprofitcommons.org



Thanks! Let’s Continue the Conversation…

Susan Tenby

www.blackbaud.com/NetWitsLive

[email protected]

www.nonprofitcommons.org

Janet Fouts [email protected]

www.janetfouts.com

Chad Norman [email protected]

www.blackbaud.com/chadnorman

Netwitslive San Francisco Panel 3 4 09

Technology

Transcript of Netwitslive San Francisco Panel 3 4 09