Presentation to Rockland County Capacity Building Initiative - Cornell Cooperative Extension

1. New Media 202: Implementing
Social Networks For Non-Profits
P R E S E N T E D B Y : H O WA R D G R E E N S T E I N ,
PRESIDENT OF THE HARBROOKE GROUP
Entire presentation (CC) 2008 Attribute-Share-Alike- Non Commercial
by The Harbrooke Group, Inc. Some Rights Reserved.
Some slides copyrighted by others
Please respect their ownership

2. Social Media and Social Networks
 Tech tools include:
 YOUR WEBSITE!
 Facebook and MySpace – Social networks
 Flickr and YouTube – Photo and video sharing
 Twitter – Microblogging and information sharing
 Your Blog or a Blogging tool like Wordpress.org, Blogger.com, or
Typepad.com
 Boards, Forums, local newspaper sites and places where people are
interested in your cause

3. Facebook, MySpace and Other
Social Communities
3
 All intended to bring people together
 People can show their interests, join groups
 Photo and Video Sharing, links, information, invitations
 Applications – allow for games, socializing, spending
virtual time with friends

4. Defining Your Goal(s)

5. Web 2.0 and Social Media
Expression

6. New Ways to think about
Communications
 “We are the authors of each other.”
 Doc Searls
 “I am who I am because of who we are together.”
 Definition of the Zulu word Ubuntu.
 (Ubuntu is also the name of popular variant of the Linux free operating
system.)

7. Current, Updated Information
 No one likes a web page that never changes
 Social Media and Social Networks can provide you new
content – created by your team as well as your
volunteers and fans

8. Recruit and Retain
 Recruiting: Having a public place for your constituents to
share information, comments, photos, events will help
promote your cause
 Retaining:
 Social Networks can help facilitate connections among current
constituents
 By having a site with profiles showing their interests and
connections, members can make connections where they didn’t
previously exist.
 A goal of Social Networking is to help online connections meet in
person!

9. Social Networks in Plain English

http://www.youtube.com/watch?v=6a_KF7TYKVc

10. What’s really the difference?
10
 Do you need all 3?
 Demographics – MySpace doesn’t seem to have many professional
groups – but check to see if your fans are there
 LinkedIn good for Mailing Lists and some professional interaction,
especially job leads
 Facebook more for social interaction, even if it is ‘professional social’
– more like a Cocktail party

11. Key Elements of Social Media
 Listening
 Participating
 Creating and Managing your own space
 And of course, set up to measure what you’re doing
 You need to be able to monitor your outcome

12. Measurement
 What will you measure?
 How many people recruited?
 Constituent satisfaction?
 Views of your blog?
 News mentions (on blogs, in traditional media)
 General satisfaction?
 It is up to you to define, but once defined, it is important
to measure and judge

13. WEVote08
 Case Study: For WEtv, a Cable Network
 Public Service Campaign In conjunction with on-air campaign:
WE Vote 08
 Facebook app
 Addedpopular friends with personal notes to encourage adding, even
though this was “yet another application”
 Blog – got other bloggers to pay attention, some by interviewing
them for the blog
 Created a Twitter account: @WEVote08
 Reached out to popular and relevant Twitterati
 In-Person Tweetups in several cities
 Blog Badges

14. How Do You Measure?
 Measured using Omniture reports to find referrers, blog
references, measure or approximate their traffic
 Able to see how many badges are being served – like a small ad
network – and where - Somewhat
 Found references to campaign on other sites, blogs and
forums using Radian 6 searches and Google searches
 Kept a dashboard for the client to track these mentions,
sites, tweets, pictures from Flickr accounts

15. Listening
 First, find out what’s going on out there
 Is anyone talking about you? Positive or Negative, or
Neutral?
 Where are they talking?
 What’s the community like?
 Can you join it?

16. Stormhoek Wine + Social Media

17. Stormhoek Results
 From a $1MM to a $10MM business with Internet
advertising and word-of-mouth, only.
 http://www.flickr.com/photos/technokitten/47458362/

18. Participating
 Create a strategy, based on your listening
 What are people talking about?
 What would be your answers? Do you need “official” answers? (Can
you make them sound non-canned?)
 Join in to be helpful or useful
 If constituents are having a problem, help them solve it

19. What if Someone says something
bad about us?!
 It WILL happen. Will it happen where you can address it?
 If people are talking in a negative way, ask about it
 Don’t be defensive!
 And don’t sound like you’re towing the company line.
 This is your opportunity to WIN people over

20. Creating Your Own Space
 Not every group or company has people talking about
them in other communities
 Sometimes you have to create the space for people to talk about
you on your own website
 If you build it, they may not come…
 There are no guarantees
 If people are treated poorly in a community they may leave
 Monitoring, empowering discussion leaders can help build a
community

21. Listening Tools
21
 A number are listed in the ‘extra slides”
 Google Alerts
 www.Google.com/Alerts
 A way to take a Google search, and have new results emailed to you
when they’re indexed
 If someone posts on “Charity” and “YourGroupName” and
“YourCity” you’d get an alert
 If it is a blog or a forum, you could then decide whether or not to
respond
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.

22. Participation means
 Joining forums where the discussion is happening
 Answering questions
 Blogging (always a combination of listening and talking)
 Always listening to hear the response to your
participation

23. Social Connector Personality
 Organizational Culture Check in – the person who does
this has to love the Online medium
 Person has to be open to communication
 Receptive to criticism
 A little geeky – willing to try new tools

24. Enable Your Network (for
Recruiting)

25. Since Ancient times, people have told
stories

26. Example of someone enabling Storytelling:
 “My” Barack Obama” = Personal page

27. Enabling your network means
 Letting your story go
 Empowering people to tell it for you
 Content that can be shared
 Messages you want passed on
 Rules or Guidelines about how to share
 Listening for people talking about your story
 And talking back to them

28. Pay it Forward, First
 Blogger Sean Bohan asked: “Are you paying forward into
Social Media’s equivalent of a 401k (relationships) by
being an active participant?
 What are you doing to give back to your community
online, before you need something from them?
http://www.seanbohan.com/2008/09/23/outreach-is-networking-for-your-social-media-efforts/

29. Using Facebook and other
SN sites effectively

30. Running a Social Media Site Is Like
Hosting an Event
30
 Create a clear purpose
 Inviting the early users
 Setting the mood
 Picking the people needed to get the party started
 Having someone or a group tasked to help introduce new people
 A basic set of rules or guidelines
 A “bouncer” to take care of unexpected situations
 A way for attendees to pitch in
 Multiple ways to participate
 Everybody has fun
 References:
 http://www.commoncraft.com/party
 http://www.slideshare.net/leelefever/online-community-as-party

31. Community Moderation
31
 Self-moderation and self-policing – “report this”
 Tools to manage language and issues
 Reporting on the back end
 Personnel to moderate and manage situations where
“flaming” or “trolling” may potentially make community
communications uncomfortable

32. LinkedIn.com
32
 A Professional/Work focused social networking site
 Big draw is the Questions and Answers feature
 Some ability to form groups, but not as developed as
some of the other networks
 Great place to make connections for future employment,
to endorse the work of others by recommending them,
to get recommendations

33. Difference between Pages and
Groups
33
 Pages
 Groups
 More like a ‘person’ with  Privacy, can be closed or
ability to have friends/fans
secret
 Anyone can post to wall,  Can use email to
pictures, etc.
communicate with members
 Communicate by “updates”  Limited to 5000 members (if
which show on the update you want to send mail)
tab or person’s wall
 Can limit what is posted
 Can have applications
 http://www.facebook.com/
 http://www.facebook.com/ help.php?page=826
advertising/?pages

34. What does your FB page look like?
 Facebook
 What’s the strategy here?
 Easy sharing
 Easy to take action

35. Facebook Causes
 Enables people to support you and share that support
message with friends – Whether or not they donate.
 “…in connected thinking, it means that each one of us is can be more
than an ATM for our causes. Causes on FB enables us to tell our own
world – distinct from the world - about the issues, campaigns, orgs that
they are passionate about. We can bring our networks of friends, our
ingenuity, our passion, our time, our expertise to support causes. It
enables lots and lots of people to learn about causes and to share them
with their friends easily, quickly and inexpensively” -- Allison Fine.

36. Causes and Effects
 We found that the Causes Giving Challenge on
Facebook raised a total of $571,686 from 25,795
unique donors for 3,936 causes. That’s an
average gift of just over $20, a very respectable
amount in the online direct mail world….
 Remember that the overwhelming number of Facebook users are still
under 25 years old. This is very young for donors, and it is unreasonable to
expect them to give the number and size gifts of their parents and
grandparents
 http://afine2.wordpress.com/2009/04/22/wash-post-disses-causes-on-
facebook/

37. Causes functionality
 Causes
 A FB Cause does not have to be run by the Non Profit which
benefits from it
 Can be Verified by Network for Good and allow people to
contribute to your cause directly. Must be a 501c3 and registered
with Guidestar

38. Causes let you pass on your
passion

39. Enable your supporters to tell a good
story about your cause
 You’re looking to get people to take actions –
 To connect with each other
 To reach out to potential new members
 To pass on your story to others who will (insert YOUR action here)
 What things do you need on your site, your blog, your FB
group, to ENABLE your supporters to tell your story for
you?

40. Twitter

43. Twitter requires using power tools
 Search.Twitter.com
 TweetDeck.com
 CoTweet (for orgs with a budget)
 TweetLater.com

44. What, you don’t have one?
 Inexpensive Email
 Free or cheap blog or page
creation sites
Campaign software
 MyEmma – (Ask Ann Byne!)
 Google Pages
 Blogger
 Photo Hosting
 Wordpress.org
 Flickr.com
 PhotoBucket.com
 TypePad.com
 Social Networks
 Facebook, MySpace, Twitter
 Video Hosting
 Make your own: Ning.com,
 YouTube
Kickapps.com
 Magnify.net
 Blip.Tv

45. Don’t run out of gas…you need a
team
 Who will blog?
 Who creates the content
 Who will edit?
and uploads it?
 Who has the final say?
 Who approves it?
 Who’s watching the  Are there pre-arranged
comments?
answers PR/Management
 When do you escalate?
wants to create for
 Who monitors the social questions people ask on
network?
the site?
 Jobs include: Welcoming new
people, teaching, reminding
people of rules of etiquette

46. Your Digital Footprint can grow as
big as you make it
http://flickr.com/photos/coppergecko/316162964

47. Make It look Inviting

48. Build “outposts” and “passports”
 A wonderful article by Chris Brogan-100 Personal
Branding Tactics
 http://www.chrisbrogan.com/100-personal-branding-tactics-using-social-media/
 Outpost: Feeds of your content that show up in other
networks, like on Facebook or LinkedIn
 Passport: Accounts on other networks where you can
find new connections, such as FB, Linked In, E.Factor,
Flickr, YouTube, etc.

49. Photo/Video/
Social Networks
Content Sharing
Your Site
Comments and Presence in Real
Recommendations Life

50. Fundraising on line

51. Your goal isn’t to get people to join your
Facebook group
 YOU ARE NOT TRYING TO GET PEOPLE TO JOIN
YOUR FB GROUP, your Email list or your blog
 Your goal is Recruiting, or Retention, or Promoting your
League in the community, Or
 Fundraising, or…
 However, if they DO join your list, read your blog, become your
friend, this is good for your overall cause

52. Start with a Personal invite
Which appeal will you make?
Logo vs. formal vs. informal?
Whichever you do, make it PERSONAL.

53. The best appeals come from
 Someone we know
 Who has a passionate interest in the cause
 Who has provided a specific action that’s
easy to take without leaving the
computer

54. Authentic Stories
54
 Key part of the peer-to-peer phenomenon is authenticity,
the idea that you’re plugged into something real
 Hands-on, intimate communications – not broadcast
 Creative use of video, writing, messaging, and community
 Action always available – but not always sought
CauseWired Communications LLC

55. Cause Marketing - The Charity
Smackdown

56. Example: the Twestival
 The Twestival history
 In September 2008, a group of Twitterers based in London UK
decided to organize an event where the local Twitter community
could socialize offline; meet the faces behind the avatars, enjoy some
entertainment, have a few drinks and tie this in with a food drive and
fundraising effort for a local homeless charity.
 The bulk of the event was organized in under two weeks, via Twitter
and utilized the talents and financial support of the local
Twittersphere to make this happen.

57. Flash Mob – Twestival for
Charity:Water

59. Final thoughts

60. Thank You!
Howa rd Greenstein
Howa rd @Ha r brooke .com
Howa rdGreenstein.com

61. Resources
 Beth Kanter’s description of how she won the Parade
Magazine challenge:
 http://beth.typepad.com/beths_blog/2008/02/americas-giving.html
 50 Steps to a Social Media Practice
 http://www.chrisbrogan.com/50-steps-to-establishing-a-consistent-
social-media-practice/
 All items tagged “NPTech” on Delicious.com
 http://delicious.com/tag/nptech

62. Sample Blog Search Engines:
62
 Google - http://blogsearch.google.com/
 Google news alerts – to subscribe via email to terms, URLs
 Google Reader – for specific feeds
 A Free Service you can use to track other blogs, or see how your
own comes across as a feed
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.

63. Feed Readers
63
 Some people like to subscribe to feeds offline or in a
separate application. Here are two great applications.
 NewsGator - http://www.newsgator.com - makes two
great applications to track feeds offline;
 NetNewsWire – for Mac
 Feedemon – for Windows
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.

64. DON’T SPAM
 Don’t sent out stuff to inappropriate lists
 Don’t subscribe people to lists they don’t want to be on
 Ask permission for this not forgiveness
 Remind your supporters to do the same!

65. Effective Blogging

66. What is your Blog For?
 Some people use it to publish articles that make it into
their newsletters
 Blog is a place for fresh content on relevant topics for
your league
 Opportunities for both text content and audio/video
embedded content

67. Public Blog Strategy
 Intent to attract comments from interested parties –
easy way to get involved. Polls and other widgets will also
provide methods for involvement
 Get quoted on other blogs, in news media, passed along
to potential members or supporters

68. Content Tone
68
 Use a Human Voice – blogs are a personal medium.
 Think about blog posts as a conversation and use a
conversational tone.
 Read some of the other blogs in ‘your space’ and get a feel of the
tone for the community – what works in one, may not work in
another.
 Keep it lively and FUN!
 Be personal, be REAL, be TRUTHFUL, be a LEADER. Use the
word “I”, instead of “we”. Don’t be corporate.
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.

69. Link intelligently
69
 Linking is part of what makes blogging so viral.
 Link to other blogs discussing the same topic as you, link
to related stories on other sites you write for, and most
importantly link to other network bloggers who are
blogging on the same topic as you.
 You find them by listening for them!
 Links increase your blog’s SEO
 Story about SU2C and my Blog
CC 2007 Harbrooke Group, Inc. Some Rights 6/19/09
Reserved.