Social TechnologyThe “Groundswell”

Why?

• What happened to Digg

• The Streisand effect

• President who?

“You can’t take something off the Internet. That’s like trying to take pee

out of a swimming pool.”-Joe Garrelli, NewsRadio

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

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.

The social technographics

The social technographics

The social technographics

The social technographics

The social technographics

The social technographics

The social technographics

The social technographics

The social technographics

The social technographics

Strategy

• Rule #1: Concentrate on the relationships not the technology!

• Be aware of the needs wants, and satisfaction of donors.

• POST

People

• Know the people

• What are they ready for?

• How will your audience engage?

• Social technographics profile

Objectives• What are your goals?

• Five types of objectives

1. Listening

2. Talking

3. Energizing

4. Supporting

5. Embracing

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.

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

Technology

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

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

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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Other tidbits

•Post photos •Add video•Teach!•Link•Get feedback (and use it)•Differentiate•Define- be clear about expectation, instructions etc

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