world wide web show - engage your supporters with real-time social media

The World Wide Web ShowThe World Wide Web Show

Engage Your Supporters with Engage Your Supporters with Real-Time Social MediaReal-Time Social Media

Chad Norman, Internet Marketing ManagerChad Norman, Internet Marketing Manager

Blackbaud’s Conference for Nonprofits — Ottawa | Chad Norman | Page #2

The World Wide Web Show – Engage Your Supporters with Real-time Social Media

All You Really Need to Know About Me

BASICA D&D Boy Scouts

+ + =

Me!

Internet Marketing Manager, Blackbaud

– Corporate Web Content, Blackbaud Blogs, Community and Social Media, Email Marketing, Podcasting, SEO

Founder, GoGreenCharleston.org

– Web Design/Development, Blogging, Press Relations, Community and Social Media, Events



Agenda

What I’m going to cover: The Live Channel Micro Media and Social News Interactive Live Video Mobile Technology Other real-time web tools Listening and Brand Monitoring Questions



The Starting Line

Before we start the race, I’m thinking that you might be...

Looking for new channels of online communication Ready to move past Web 2.0 basics Wondering what you can actually do with Twitter Expanding your use of the social web Super passionate about engagement



Integrating Multiple Channels of Communication

Interactivity Audience Size

A look at the communication continuum



Social Tools of the Live Channel



The Live Channel is Emerging Because… Post “Time Person of the Year” We ARE the content Person-to-person marketing Cheap bandwidth Mobile networks Use of smart phones Self-documentation



Getting Your Supporters Engaged…

Especially this group



Then Blowing Them Out of Their Seats!



OK, They’re Engaged…Now What?

Photo: AP



Micro Media – A Network about Everything

So, what’s your social network about?

Nothing.

Nothing.

Everybody’s doing something - we’ll do nothing.

Nothing?



What is Twitter? Twitter is a social network based on text messages, or updates You post updates for your followers to read Your followers post updates for you to read Platform for the web or your mobile device



Are Updates Becoming the Base Unit of Social Media?If you have an iPhone, you might think so.



Example: Real-time Fundraising by Beth Kanter

On stage at Gnomedex, Beth asked the crowd and her network to give

Beth’s appeal spread via UStream.tv and Twitter feeds

Simple payment helped (ChipIn + PayPal) Raised $2,657 in 90 minutes

Goal was $2,500 in 3 days ($3,774 including offline)



Example: Real-time Fundraising For NTEN Staff

Idea during lunch Donate page soon after $350 by dinner Used Twitter exclusively

www.flickr.com/photos/94299285@N00/



Example: Integrating an Event

Added to Facebook Used Twitter during the

event for meet-ups & announcements

Gave away prizes via Twitter

Provided event coverage via #chs hashtag



Example: Twestival

Organized and promoted via Twitter Over $250,000 USD raised

55 water projects around world - clean water for over 17k people. Funds raised in just 2 weeks Over 200 cities



Build a Deep Network Around You

Leverage your entire network, not just your organizations supporters.



Why Does This Work?

Whuffie!Whuffie is the culmination of your reputation, influence, bridging and bonding capital, current and potential assess to ideas, talent and resources, saved-up favors, and accomplishments.

The Whuffie Factor by Tara Hunt

www.tarahunt.com



Example: Personal Networks for Action & Traffic

Danielle Brigida, nwf.org

Jonathon Colman, Nature.org

Peter Deitz, Social Actions



Example: Go Green Charleston Increasing traffic & ad revenue in 24 hours by using your network and social news



Imagining Uses of Micro Media…

Organize and Manage ActivismSupporters and staff can keep in contact with each other, spread a call to action, and update plans on the fly.

Enhance an Alumni EventHave alumni and staff use the network to communicate event news, after-parties, ridesharing, and more.

Tech up your Walk/Golf/Bowl-a-thonParticipants can receive updates on scores, team changes, announcements, and results. This is perfect for a spread out, distributed event.

Wildlife and Pet Rescue NetworkUse micromedia to appeal to supporters to adopt a pet, shelter an animal, or reach out to volunteers.

Promote Your StarsGet the stars of your actors to update your supporters as they prepare for a big performance.

Crisis ManagementDevelop a network that can be used to receive help during a crisis, provide support to those trying to recover, or report from disasters.



Social Tools of the Live Channel



Live Video :: That’s no moon, that’s a Nonprofit Star

What Star Wars, WALL-E, and soccer moms taught me We want to be connected at all times!



Interactive Live Video Ustream.tv and

Stickam.com provide live streaming video for free

Viewers and on-air personalities can interact live via chat

Embed tool on your own website

UStream is more professional, Stickam is more social.

Your Supporters Talking

You

Your Supporters



Example: SEFF Fundraiser for Annual Festival SEFF used Ustream.tv to

broadcast fundraising event to audience

Able to bring in a larger, more distributed audience

Were able to promote stream via email and newsletters, making the event seem even cooler



Example: Real-time Fundraising by Beth Kanter

On stage at Gnomedex, Beth asked the crowd and her network to give

Beth’s appeal spread via UStream.tv and Twitter feeds

Simple payment helped (ChipIn + PayPal) Raised $2,657 in 90 minutes

Goal was $2,500 in 3 days ($3,774 including offline)



Streaming Live from your Phone

Using Qik or Kyte, you can stream content directly from your mobile



Example: Advocacy and Calls to Action Texas Congressman John Culberson

uses Qik mobile streaming to advance cause from Congress

Fires up his Nokia N95, and chats with fellow congressman about issues

Ask followers via Twitter to ask their representative to vote for X, Y, and Z.

By doing this, he has put the issue of lifestreaming Congress in the forefront

He received a lot of press



Imagining Uses of Live Interactive Video…

Fireside Chats with Executive DirectorsSetup a recurring meeting with your executive director and speak directly to your supports. Use the chat feature to interact and field questions.

Live Stream and Event, with HostsSetup a live stream to capture your annual event, complete with hosts that pop in to periodically update the audience.

Host an online-a-thonTake the “a-thon” model online, and take pledges via a call to action from a live stream. Do it during work hours so people are at their desks.

Share the Voice of Field WorkersGive your field workers a phone that can stream Qik or Kyte video, and have them check in at scheduled times. Or, use a Twitter feed specifically for field workers. .

Host Bible Study or Stream a ServiceGet your staff in front of the camera to spread the reach of your mission. Reaching new people, or those who have a hard time leaving home, is perfect for live interactive video.



Example: Using SMS to Raise Awareness

www.itsourhealthcare.org www.dosomething.org

Allowed people to upload thoughts on healthcare to display on street

Volunteer alerts go out to subscribers for time sensitive action



Imagining Real-time Uses Mobile & GPS…

Field ActivityUse smart phones and geo-tagging to upload images and maps to a location of action. Think Greenpeace staff creating a live map of abuses.

Excursion TrackingMobile updates from outings like a river trip. Tag locations of spotted wildlife and chart progress along the way.

GPS AppealsHave alerts that are distributed to supporters who travel. Upon arrival in a city, or while cruising down the street, have volunteer options or appeals appear. Think N.O. after Katrina.

Animal Adoption and Rescue PicsUse a service like Twitter and TwitPic to upload photos of animals in need of adoption to potential adoptees. This would work great on a regional scale in a rural area.

Meals on Wheels MapHave volunteers upload coordinates to a map as they deliver each meal. Might be an interesting way to show volume.



Meebo :: Real-time Embeddable Chat

Meebo provides instant messaging and group chat

Integration with existing IM services like AIM, Yahoo!, MSN, Google Talk and Gmail, ICQ, and Jabber

Meebo rooms allow for group communication structure

Rooms are embeddable on your website

Example: NTEN Office Hours



Woopra :: Real-time Web Analytics Tracks live traffic

on your site Allows visitor

tagging Provides ability to

chat with visitors View real-time

visitor user paths Includes real-time

KPI ticker.



Skype :: Real-time Video & Audio Allows for real-time audio, video, and

IM communication with anyone around the world.

Create conference calls Hold planning meetings with key

supporters Effective way to get information in

from the field.



Imagining Other Real-time Uses…

Executive or Expert ChatsThrow a Meebo room up on your site, and invite your audience to come chat with key staff about issues.

Watch Geographic Click-throughsUse Woopra to test and monitor alumni emails for regional guidance on send time, subject lines, and content..

Education ChatsGroups like Planned Parenthood could use Meebo chats to provide support and education for their audience.

Track a-thonsUse Google spreadsheets to tally results, gifts, and participation of distributed events.

Hold Virtual Events and MeetupsUse Second Life to bring people together from distributed locations. .



Listening is Important Too

Serve your audience better through increased understanding

Monitor and respond to positive and negative chatter

Collect RSS feeds from social networks and blog, then scan them each day

Not listening may make you “anti-social” online

Learn what your peers are doing

The social web gives us unprecedented access into the lives of supporters – ignore it at your own peril.



The Firehose: Live Election Feed on Twitter



Social Filtering is the Future of Listening Social filtering is the ability to tag friends,

then sort social feeds based on those tags– Segmenting your social graph

– Putting your friends in buckets

There are tools out there to help– Tweetdeck

– FriendFeed

This is the key to managed listening– It’s difficult now when you follow too many

friends

Imagine listening to just the feeds of:– The alumni attending your reunion or

homecoming

– The local participants of Relay for Life

– Your supporters on Earth Day



Extra Toppings

Here are some positive side effects: These high tech programs may

attract younger donors Exciting programs can help with

staff recruitment Great ideas can bring publicity Provides content for blog posts,

newsletter, emails, and website Your staff improves through

education and networking Happy is the staff that gets to tell

their friends they actually use Facebook and Twitter for work



Something to Keep in Mind

As with every foray into social media,

you need to walk, not run.

Set goals you would like to achieve– More site visitors, conversions, improved

SEO, or email subscribers

Develop a strategy to meet those goals Measure the results! Measure the results! Measure the results! Adjust goals and strategy, then repeat



4 Things you can do today Start a Twitter account not for your org, but for you Pickup a cheap webcam and experiment Add social feeds from key supporters to your reader – Listen! Register www.YourOrganization.tv and start dreaming

4 Things you can do tomorrow Start looking for stars among your staff, donors, board, and supporters Plan to broadcast your next event live Research how similar organizations are using Twitter Develop a social strategy and assign ownership



Questions?



Thank you!If you have any questions, or just want to chat, you can find me online here:

Email: [email protected]

Twitter: www.twitter.com/ChadNorman

Blackbaud.com/ChadNorman GoGreenCharleston.org

world wide web show - engage your supporters with real-time social media

Technology

social network

social tools

social actions

fundraising event

entire network

deep network

live channel micro media

social web super passionate