june 22 mumbai #2 social media, gg tools
TRANSCRIPT
SocialSocial mediamedia
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What is “Social Media”?
Why is Social Media Important to Your Organization?
76% of givers in the U.S. are motivated by friends and family
A ‘blog’ is one of 200,000,000 conversations happening this minute!
Posting & watching
video
< 3 minutes!
Spotlight on: Twitter
• http://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• You can Tweet from your phone
Twitter is growing
Particularly internationally
Twitter and GlobalGiving
GlobalGiving Twitter Goals
• Develop community/network• Empower people to be ambassadors• Engage in conversation• Create content• Provide news• Promote GlobalGiving opportunities
(campaigns, Opens, partners, etc.)
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”
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
Shorten long links
Make long url’s shorter using bit.ly– A url like this:
http://themountainfundnews.blogspot.com/2009/01/new-safe-house-for-women-in-kathmandu.html [90 characters]
– Now looks like this: http://bit.ly/bp4ns8 [20 characters]
*And you can track your clicks
Case Study
iPad vs. iTampon
Pass along
Pass alongDonations
Initial Impact
• 40 donations, $1,676 raised– 62% Twitter– 38% Facebook
• “ReTweet Reach”: 349,000• “Mentions Reach”: 357,000
Good ideas spread
Another 40 donations, $1,270 raised(Total: 80 donations, ~$3,000)
A good message will A good message will spread.spread.
Source: David Wilcox, The Social Reporter
A good message is simple, short,memorable, and even iconic
CHANGE
“Yes we can”
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
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GlobalGiving Tweet:
“Intense debate going around the office about what spice should be in the 4th holder. Salt, pepper, garlic powder and...?”
Response from Stephanie Strom (NYTimes):
“@GlobalGiving: Cinnamon. Very healthy.”
Use for program goals
Social Media
Indian NGO publisher promoting child literacyRead about a group of kids in Kolkata that went with a van full of books to areas where the kids had no access tobooksWanted to give the kids some Pratham books• No answer from the news agency so turned to
social mediaTweet & Retweets• Within 24 hours they had names and contact info• Sending books
Pratham Books
Via Beth Kanter
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Beneficiary Feedback
Social Media
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>60% of the world has access to mobile phones
My solar lamp works great!
Beneficiary Feedback
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Engage people
BU
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AT
ION
SH
IPS
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
BU
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SH
IPS
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
Engage people…on GlobalGiving
GlobalGiving Tools GlobalGiving Tools for donors to for donors to
promote projects promote projects they lovethey love
Registries
Registries allow people to endorse/advertize combinations of projects
Gift Cards
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
ResourcesBeth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change *Beth Kanter: The queen of social media for non-profits
http://www.socializeyourcause.org/ *”It’s your cause. Make it social.” *blog, resources, useful Tweets
http://www.diosacommunications.com/ *webinars and blog
http://www.futurefundraisingnow.com/ *Focus on donors to raise funds effectively
http://www.globalgiving.org/toolkit-fundraising/http://www.globalgiving.org/toolkit-socialmedia/
Messaging Practice
Describe a specific project to someone sitting next to you.
Now do it again in 10 words.
3 words.
1 word.
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
TweetDeck
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
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Twitter Tips
Greatest value: building online community & being “in the conversation”
• RT & thank people by @name• Try to keep follow:following ratio to about 1:1• 1-5 well spaced Tweets per day• Track links on bit.ly• Poll followers (Twtpoll.com) to increase
participation• Tweet interesting stats, inspiring quotes• Repeat popular Tweets
From: “Twitter Best Practices for Nonprofit Organizations” (diosacommunications.com)
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Facebook Tips
Greatest value: building a brand & online community
• Vanity URL at www.facebook.com/username • Change settings to allow more participation• Use your logo as your Page picture• Put "http://" before all Web sites in "Updates“• Ask questions to spark conversation on your Page• Add a (GG) Give Now button with the Static FBML App• Add Twitter, YouTube tabs (Involver's App Gallery)• Add Share Buttons to your website and blog• Ask supporters to become a fan in your newsletter
From: “Facebook Best Practices for Nonprofit Organizations” (diosacommunications.com)
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Facebook Causes
Tools so that any Facebook user can leverage their network to effect positive change
• “Equal opportunity activism" --empowering individuals
• Any Facebook user can create a cause• Raise money directly through the cause for any U.S.
registered 501(c)(3) nonprofit or Canadian registered charity (“working on” other countries)
• Donation activity reported via a public "scorecard“– Rewards people who grow their causes