Presentation on Groundswell for the Elkhart County Community Foundation.

1. Social Technology
The “Groundswell”

2. Why?
• What happened to
Digg
• The Streisand effect
• President who?

3. “You can’t take something off the
Internet. That’s like trying to take pee
out of a swimming pool.”
-Joe Garrelli, NewsRadio

4. What is social media?
• Blogs, user-generated content, and
podcasts
• Social networks and virtual worlds
• People collaborating: wikis and open
source
• People reacting to each other: forums,
ratings and reviews

5. What is social media?
• People organizing content: tags
• Accelerating consumption: rss and widgets
Is the term social media too narrow?
★ The Groundswell concept-- A social trend in
which people use technologies to get the things they
need from each other, rather than from traditional
institutions like corporations.

6. The social technographics

7. The social technographics

8. The social technographics

9. The social technographics

10. The social technographics

11. The social technographics

12. The social technographics

13. The social technographics

14. The social technographics

15. The social technographics

16. Strategy
• Rule #1: Concentrate on the
relationships not the technology!
• Be aware of the needs wants, and
satisfaction of donors.
• POST

17. People
• Know the people
• What are they ready for?
• How will your audience engage?
• Social technographics profile

18. Objectives
• What are your goals?
• Five types of objectives
1. Listening
2. Talking
3. Energizing
4. Supporting
5. Embracing

20. Strategy
• Strategy here means figuring out what will be different after you're done.
• How do you want your relationships with customers to change?
• Do you want a closer, two-way relationship with your best customers?
• Do you want to get people talking about your products/services?
• Do you want a permanent focus group for testing product ideas and
generating new ones?
• Imagine you succeed.
• How will things be different afterwards?
• Imagine the endpoint and you'll know where to begin.

21. Areas for online strategy
• Social networking and community building
• Communication/Education
• Online donations and membership
• Event registration and management
• Prospect research
• Volunteer recruitment and management
• Advocacy and activism

22. Technology
• AFTER you’ve decided on People,
Objectives and Strategy then you can
pick the technology.

23. More Online Basics
1. Establish and informative website (Content!)
2. Collect email addresses
3. Communicate with those who opt in
4. Offer the option of online giving (encrypted)
5. Recruit and manage volunteers online

24. P2P/Online Fundraising
• Fundraising that is inspired by charities
but is initiated or undertaken by people
connecting with their family, friends
and colleagues to raise money for the
causes they support
• Example: Facebook Causes

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! 2001 = $550 M illion
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! 2002 = $1.1 Billion
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! 2003 = $1.9 Billion
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! 2004 = $2.62 Billion
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quot;### !2007 = $10.44 Billion
D$$$
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T he United States represents:
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28. Other tidbits
•Post photos
•Add video
•Teach!
•Link
•Get feedback (and use it)
•Differentiate
•Define- be clear about expectation, instructions etc

29. Other tidbits
•Be real: When writing website copy, direct
your message to one person who represents
your target audience. Speak to him from the
heart. Personalize email whenever possible.
•Share your stories- shows you are relevant