Throw out the old model you've been using with traditional media. Social media isn't your grandma's audience. Not only does your new audience listen, they want to help you create. Find out how to adapt to social media by adjusting to two-or-more-way communication.

1. Social Media Now Adapting to Facebook and Twitter while Anticipating the Next Big Thing Presented by Don Havey and Stacy Kim

2. Introductions Who we are, who you are, and why we’re here

3. Meet Don & Stacy 3 Stacy and Don run 3c32 and Design for Good together. 3c32 is a design studio dedicated to offering unique and engaging design solutions to socially responsible businesses and organizations. Stacy works primarily on the design side of things, Don manages development. Design for Good is a work in progress. Through DFG, Don and Stacy plan to provide strategic design resources, support and guidance to nonprofits interested in evaluating and improving the effectiveness of their communications. Between them, Stacy and Don have over 10 years of experience working on web-based projects. They are members of the dial-up AOL generation.

4. A quick show of hands 4 Does your organization have an active... Twitter account? Facebook page? Website with an RSS feed? (No right answers here. Just wondering about your experience level. Not every organization needs each.)

5. What to expect today 5 The plan: An overview of the conceptsNew media vs. traditional media, pros & cons comparison What social media tools exist today? What’s next?Best practices and types of uses, plus ways to measure effectiveness Examples of good nonprofit social media campaignsFundraising, using Twitter & Facebook, and activating followers Develop a social media plan of your ownEstablish a reusable workflow Q&A, brainstormingMight as well solve some problems while we’re all sitting around

6. New vs. Traditional Media Key concepts and comparison

7. Traditional Media

8. Broadcast media: pushing out 8 Traditional media (TV, radio, newspaper, mail, etc.) relies heavily on the concept of broadcasting. broad∙cast–verb to spread widely; disseminate 1Not such a bad definition, right? Large audiences necessitate one-way messagingToo much time and effort to address each member individually 2 Don’t blame the toolsetContrary to popular belief, technological limitationsare not the primary factor behind one-way communication; two-way communication breaksdown when the author cannot reasonablyspend enough time with the entire audience 3

10. Delivery channels are neutral at best, sometimes untrusted

11. Typically once-and-done; removed from daily workflow

13. Social media: a living network 11 Social media is all about creating opportunities for communication in as many (preferably interchangeable) forms as possible. Personal, meaningful two-or-more-way interaction”A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content” 5 User as publisher, editor, curator, criticAllowing your audience to become participants Flexibility is keyOpen source data formats allow informationto be shared across platform-independent apps

15. Limited audience size; young

16. Effective campaigns require some serious creative thinking

18. Time for a Shift “The great French Marshall Lyautey once asked his gardener to plant a tree. The gardener objected that the tree was slow growing and would not reach maturity for 100 years. The Marshall replied, 'In that case, there is no time to lose; plant it this afternoon!‘” -JFK

19. Future-proofing: no checks, no mail 15 Between the mid-1990s and present day, the number of internet users has grown from ~10 million to ~2 billion. 7 In 1995, how did you… Find information? Communicate with friends? Pay for purchases? (Needless to say, it is hard to imagine nonprofits fundraising via postal mail in 2030.)

20. Not your grandma’s audience 16 Your audience is always changing, but today, so is the very concept of “audience”. You are still the primary actors, but your supporters no longer simply pay admission, sit in the seats, and watch the performance. We’re not just talking about bringing people up on stage. We’re talking about letting them help write the play and perform it with you.

21. (Re)(re)(re)distribution 17 The founding principle behind most social media sites is this: make it easy to share and redistribute information. Good broadcast-style campaigns converge on similar network behavior (think Super Bowl ads that go viral), but the potential for redistribution of a message is built into the DNA of new media.

22. The price of failure 18 Web-based campaigns are tricky, but failure is essentially free, due to the low cost of admission into the social media carnival. The key is to integrate the time you spend building your organization’s web identity into your daily workflow.

23. Fund vs. friendraising 19 Social media is better suited to friendraising than fundraising. It helps you build connections—avenues for finding donations, volunteers, grants, media attention, etc.—but it does not magically create money. Don’t try to force your social media efforts to fit into a standard fundraising model! It’s a different game. Friendraising increases your potential for fundraising: it reduces the number of degrees of separation between you and prospective donors.

24. New Media Tools & Uses What can this new approach do for you? What types of content match each social media site?

25. Connect & engage 21 Interacting with your supporters is the number one reason to use social media. Stay in front of them! Here’s how we recommend connecting: Twitter and other short-status-update services are great for finding and publishing breaking news, special events and secrets (important!), and campaign progress updates (“if we can get 25 more followers…”) Facebook and comment-enabled community sites are ideal for gathering feedback and starting conversations to keep your audience engaged (and solve problems); don’t forget to create a plan for comment moderation! Your website should house ALL content in some form or another and offer it up to users in an interchangeable format, such as RSS or Atom Comment-enabled blogs can be a good way to offer supporters a view from inside the organization, addressing challenges and successes

26. 22 Facebook wall Twitter feed Facebook events YouTube Your own blog Meetup Connect & engage: sample tools

27. Share & collaborate 23 Rule of thumb: anyone who has had success on the internet (with anything) will be happy to tell you about it. Ties to other organizations are just as important as ties to supporters: Twitter, Facebook, and other status-enabled services can be a great way to keep track of how other organizations are doing, what works, and what doesn’t RSS feeds, email newsletters & digests, and micro news sites such as Twitter can help you keep you updated on foundation announcements and aid in the grant-finding process Many sites, organizations, and agencies have begun opening the doors to their resource archives; look for public APIs that can be used in combination with your own website and applications Use document sharing services to collaborate internally and externally

28. 24 Facebook “discussions” Twitter RTs StumbleUpon YouTube video responses Google Docs MindMeister Share & collaborate: sample tools

29. Streamline 25 This sounds like a lot of work, but you can always count on the web to build the right tool for the job. There are many ways to simplify web-based updates: Automatically push updates out from your website to Twitter, Facebook, etc. using modules in your CMS or by importing RSS feeds Use third-party social network merging applications (such as HootSuite, TweetDeck, and Google Buzz) to aggregate your profiles and send across-the-board announcements Keep track of your favorite sites using a social bookmarking service (e.g. StumbleUpon, Delicious, Digg, etc.); browse relevantly-tagged favorites for inspiration; recommend sites to other organizations

30. Social Media Now | Design for Good 26

31. Social Media Now | Design for Good 27

32. Measure 28 Everyone wants to see the numbers. There are two key principles to successful social media measurement: Send them to you: End goals should be located on your own website Set up unique funnels: Create campaign-specific landing pages and goals; give users unique objectives and rewards for achieving them Measure the results using these methods: Website analytics: Learn and install Google Analytics or similar to get to know your audience better; find out who is interested in what content Social network analytics: Facebook, Bit.ly, AddThis, Google Adwords, and other services all offer some form of user tracking Historical comparisons: Analyze new- vs. old-media success

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36. Prepare for future trends 32 Let’s try our hand at some internet fortunetelling. Where is the web headed? What’s next? There will be data… lots of dataThink of the amount of personal data you generate on a daily basis: emails, browsing history, status updates, location… now multiply that by 10 years; successful future web services will focus on parsing existing data in unique ways; interchangeable data formats will be key Decreased separation, increased augmentationAs connectivity increases, the web ceases to act as an alternativereality 8 and instead becomes an extension of daily life Long live the appAs the web grows ever more complicated, users will continue to show a preference for task-specific tools that do the dirty work of finding info

37. Prepare for future trends, cont’d 33 So how can we prepare for the data zombie attack? Disperse your presenceOne of the keys to survival on the web is to offer your audience many channels for engagement; do this by tapping in to as many existing networks as possible, but don’t forget to maintain a consistent identity Get used to transparencyShift your organization to the web slowly, but start now Invite collaborationThe goal of a nonprofit is to successfully solve the problem it addresses; the web is a perfect tool for sharing, just check your ego at the door StandardizeDesign creatively, but offer information to supporters in a technically useful way; maybe someone will offer to build you a free Android app

38. Case Studies Who is using social media well?

39. American Red Cross 35

41. Useful Tweets

42. Timely information

44. Useful Tweets

45. Timely information

47. Custom applications

50. Incentive for followers

51. Timely

52. Single purpose tweetsCase study #2: successes

54. Foster community

55. Simplified tabsCase study #2: areas for improvement

57. Try it yourself Let’s develop a sample strategy and some ideas

58. Social media asset mapping: step #1 43 First, let’s list the content we’re working with and some tools.

59. Social media asset mapping: step #2 44 Next, let’s consider how the content flows through each tool.

60. Social media asset mapping: step #3 45 Finally, let’s look at the specifics of each tool in the map. Remember that this is just a boring old sample! Get creative! Twitter: Facilitate conversation with supporters; status updated automatically using CMS module when adding weekly news Facebook: Facilitate conversation with supporters; manage events; allow followers to sign up for email newsletter Flickr: Manage annual event photos Constant Contact: Manage email lists Website: Automatically import events from Facebook; automatically import photos from Flickr; manage monthly web info and weekly updates; unique landing pages for each semi-annual fundraising campaign

61. Homework time: help another nonprofit 46 Uh oh, time to prove you’ve been listening. There is a worksheet in your handout. Fill out a few of your organization’s goals (for a specific campaign or in general) and your target audience, then pass the sheet in. We’ll shuffle them up and pass them back out… it’ll be up to you to take a look at someone else’s situation and make a social media strategy recommendation. Maybe something as simple as creating a Facebook cause? How about a time-sensitive Twitter campaign giving away free admission to a local museum in exchange for volunteer work? A real-time map of all geotagged social network activity related to the cause?

62. Questions & Answers What have we missed?

63. Conclusions Bulleted lists for your viewing convenience

64. The case for a new media approach 49 The internet is not a tool, it is a living network… and you are a big part of it! Social media is not just about finding supporters, it is about developing relationships. Connect & engageListen to question feedback; let your identity evolve; expand your reach Share & collaborateFind similar organizations facing similar challenges, share successes and resources; utilize the collective mind of your supporters StreamlineKeep in front of your audience; merge your campaigns and workflow MeasureFailure is free and it happens; find what works for your organization

65. Next steps 50 Keep up the momentum: Develop your own social media mapOpen a Twitter account and tell the world how much fun you had today Make one big organizational switch to the webMaybe begin sharing documents on Google? Or importing all of your resource bookmarks to Del.icio.us? Talk to a web designerAsk about the current state of your site, what measurement tools your organization is using, and how to integrate social media into your CMS Check out the rest of the Design For Good resourcesHeck, I guess you could even become a member if you want more campaign-specific guidance and consulting (designforgoodmaine.org)

66. Go Forth and Multiply (The size of your organization’s audience)

67. References 52 1. broadcast definitionDictionary.com Unabridged. Retrieved October 19, 2010, from Dictionary.com website: http://dictionary.reference.com/browse/broadcast 2. audience size “you can see Oprah; Oprah can’t see you” Clay Shirky, Here Comes Everybody (New York: Penguin, 2008) pp 90-96. 3. two-way breakdown “the power log distribution of weblogs” Clay Shirky, Here Comes Everybody (New York: Penguin, 2008) pp 122-130. 4. traditional media penetration “percentage of households that possess at least one television: 99” The Sourcebook for Teaching Science. Retrieved October 19, 2010, from CSU Northridge website: http://www.csun.edu/science/health/docs/tv&health.html 5. social media defined Kaplan, Andreas M.; Michael Haenlein (2010). "Users of the world, unite! The challenges and opportunities of Social Media". Business Horizons 53 (1): 59–68. Retrieved from Wikipedia.com website: http://en.wikipedia.org/wiki/Social_media 6. fundraising difficulties “To Nonprofits Seeking Cash, Facebook App Isn't So Green.” The Washington Post. Retrieved October 19, 2010, from The Washington Post website: http://www.washingtonpost.com/wp-dyn/content/article/2009/04/21/AR2009042103786.html 7. internet user growth Internet World Stats. Retrieved October 19, 2010, from Internet World Stats website: http://www.internetworldstats.com/stats.htm 8. alternative reality “what seemed like a deep social change” Clay Shirky, Here Comes Everybody (New York: Penguin, 2008) pp 193-196.