SocialSocial mediamedia

Why is Social Media Important to Your Organization?

76% of givers are motivated by friends and

family

there are

A ‘blog’ is one of 200,000,000 conversations happening this minute!

Posting and

watching video.

Spotlight on: Twitter

• www.Twitter.com• Micro-blogging platform• You send updates or “tweets” up to 140 characters• Your tweets are received by your followers – people

who opt-in to receive your updates• You receive Tweets from people you are following• Unlike Facebook, following is not always reciprocal• Twitter is now the 2nd most popular social network• Twitter grew by over 1,928% between 6/2008 –

6/2009, to over 20 million users• 10,000+ people are joining every day

But it’s not who you think

Medium age = 31

Twitter and GlobalGiving

GlobalGiving Twitter Goals

• Develop community/network• Empower people to be ambassadors• Engage in conversation• Create content• Provide news• Promote GlobalGiving opportunities (donation,

campaigns, Opens, partners, etc.)

GlobalGiving TweetCloud

How to use Twitter

Hashtag (#)– Dramatically increases your reach– Expands beyond your network– Includes you in the conversation– Search ahead if you’re unsure

Examples:• Keywords: #charity #nonprofit #philanthropy• Locations: #kenya #dc #africa #india• Events: #ramadan #taiwanfloods #hyatt4good• Topics: #climate #olympics #coldplay

How to use Twitter

Create searches– Monitor the topics or people you’re interested

in– Helps you join/find conversations– Helps you find the people in your space– Helps you gain legitimacy

Creating your Twitter community

Start Following– Your friends (people find by name)– People with common interests (people find by

topic)Be followed

– People will follow you if you do these things:• Be authentic• Tweet what you know• Fill out a profile• Don’t market or be “spammy”

Twitter Speak

How to communicate on twitter• Keep it to 140 characters (or 120 to be “Retweet-friendly”)• For long url’s make them shorter using bit.ly

– A url like this: http://www.who.int/topics/womens_health/en/

– Now looks like this: http://bit.ly/4msJC

Twitter speak and common symbols• @ means you’re talking to or about someone

• # means you’re labeling something

• RT means you’re Re-Tweeting something

• via means you’re repeating a message that you read first from someone else

• Direct message (DM) is a private message between 2 users

Case Study

iPad vs. iTampon

Pass along

Pass alongDonations

Impact

• 40 donations, $1,676 raised– 62% Twitter– 38% Facebook

• “ReTweet Reach”: 349,000 on 1/28• “Mentions Reach”: 357,000 on 1/28

In recent weeks Twitter has been our #1 referrer– 35% of all referral traffic to the site– 13% of all traffic to the site

Example:How

Obama became

president through social media

From this

to to this…this…

A good message is simple, short,memorable, and even iconic

CHANGE

“Yes we can”

Because someone may want to spread your message for you…

Stencil for a make-your-own Obama message

Image stenciled on a building 500m from GlobalGiving’s old office.

Complex messages are hard to remember: USA government’s bank bailout.

(Don’t do this!)

??

?

?

Your message is a

cause! Time is ticking!

Give, Donate, Send money now.

You must take action.

We are competing.

Your friends will be the first to adopt your message:

my cause our cause

The Biggest

WordIs

You!

A good message will A good message will spread.spread.

Source: David Wilcox, The Social Reporter

Corporate

= control = democracy++

Source: “What’s next in media: by Neil Perkin

It’s OK to be a person.

GlobalGiving Tweet: “Intense debate going around the office about what spice/flavoring/condiment should be in the 4th holder. Salt, pepper, garlic powder and...?”

Response from Stephanie Strom (New York Times): “@GlobalGiving: Cinnamon. Very healthy.”

Your supporters need different messages and languages.

Where is this?

Where is this?

Hint: think strategically!

Strategic thinking:In Germanythere are

ZERO voters…

but they will be future

allies.

Not every message will applaud you.

But if you talk openly about failure, most people will

want to help you.

Obama won through social media

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

Source: “Creating Your Organization's Social Media Strategy Map” by Beth Kanter

In the end:

Iconic Obama art becomes

everyone’s tool for self-expression.

The Internet is about

interacting… & dialogue!

The whole idea is to be in the conversation:

To raise your profile.

To interact with people in your sector/region.

Before you’re forced into it.

So your communication isn’t only asking for $.

80/20

“Being on the internet” means….

Recent survey:

A quarter (25%) of “engaged” donors think the organizations they

support are NOT honest or ethical!

Viral marketing has a simple message, tells you why to share it, and how to “pass-on”

Make your message count

(and spread)

Engage people

BU

ILD

R

EL

AT

ION

SH

IPS

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

BU

ILD

R

EL

AT

ION

SH

IPS

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

Engage people…on GlobalGiving

Tools for Tools for donors to donors to promote promote

projects they projects they lovelove

Gift Cards

Registries

Registries allow people to endorse/advertise combinations of

projects

Fundraisers

Allows any person to take control of fundraising for your project. Tools to integrate into Facebook and other social media.

Widget

• A year’s worth of donations in 1 check-out

•Same donation benefits as a one-time donation

Recurring Donations

BU

ILD

R

EL

AT

ION

SH

IPS

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

Engage people…on GlobalGiving