Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
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Transcript of Leonard Turkel Nonprofit Network: Social Media & Building Attendee Consensus
Social Media & Building Attendee ConsensusApril 25th, 2013 Alex de Carvalho ● @alexdc
Agenda
✤ Introduction & context
✤ Concepts
✤ Implementation
✤ Software
I’m just a social media user ... and not
a guru, expert, or swami*!
(*The only Suomi in me is from my Finnish heritage)
Adjunctfrom Fall ’07 to Spring ’12
Securing the ClicksNetwork Security in the Age of Social Media
Co-author
I create spaces for individuals,
companies, and brands to connect
Before a community is formed, potential community members are as fickle as crabs
They are quick to hole-up and hide out
But they are not alone
@brianbreslin
@robertmurray
@cwsaylor @alexdc
It took us 3 months to organize our first meetup ... and only 5 people showed up (including the photographer)
But we persevered, meeting up monthly ....
Within 18 months, our meetups averaged 100 people and our community grew to over 2,500 members
- South Florida’s largest web community
- Established March 2006
- Over 2,500 members
- Monthly meetups average 150 participants
http://refreshmiami.org
RefreshMiami: new media community
facebook.com/groups/smcsf
Social Media Club of South Florida
Established September 2008
- Over 2,500 members
- Monthly meetups average 100 participants
Expand media literacy
Share lessons learned
Adopt industry standards
Promote ethical practices
- Web and new media “un”conference
- Over 1,600 have attended five events
- Next one: June 2013
twitter.com/barcampmiami
First one in June 2012:
16 presenters & 300 attendees
500 people joined for the conference and networking in May 2012
Community spawns communities,like rainfall makes things grow
• RefreshMiami• BarCamp Miami• Social Media Club South Florida• Mobile Monday Miami• Tech Tuesday• Tweetups• Coworking Miami• Ruby Brigade• iPhone Lovers Meetup• Wordpress Meetup
Concepts
Social media is present in your marketing mix
whether you like it or not
I grew up in the age of broadcast media
Characteristics of broadcast mediaProfessionals with degrees
Space limitations Editors
Publishing process Time constraints and deadlines Demographic targeting
Always pitching something
•Amateurs with time
•No space limitations
•Self-editing
•Updating, Sharing, Participating
•No Deadlines
•Social consumption and engagement rather than demographic targeting
from Traditional Media ... ... to Social MediaInstitutional Mediation
• Editing Process
• Publishing Process
• Time and Space Constraints
• Professionals with Degrees
Distributed Mediation
• Self-editing
• Updating, Sharing, Participating
• No Deadlines or Space Limitations
• Amateurs with Time
Individual Consumption
Broadcasting
Social Consumption
Engaging Communities
My BlogPodcasts
WikisForums
TV
Radio
Social Networks
markets are conversations
This is not a conversation
Interruption marketing
Traditional marketers broadcast “crafted” messages
How traditional marketers see us
They keep pitching at us!
they might as well talk to the hand
we’re besieged by ads!
... unsolicited commercial messages
The best pitchers have a highly developed sense of Peripheral Vision
They know when bases are being stolen
“People don’t just connect to each other.
They connect through a shared object.”
-‐ Jyri Engestrom
TextText
“So ... what’s the scuttlebutt?”
We have shared interests
It’s the reason we speak to each other and not someone else
social object
We can create social objects
The market for shared experiences is inexhaustible
The social object is the reason two
people are talking to each other as
opposed to talking to someone else.
Implementation
Are you listening?
... Are you listening?
What are people discussing?
Who’s doing the talking?
Is the content accurate?
What are they passionate about?
Can you identify relationships and communities?
Are they meeting up in the real world?
google.com/alerts
You’ll be amazed at what you’ll find out ...
• Audit of current state • Competitive landscape • Listening & monitoring
• Planning • Roadmap • Resources • Policies • Processes
• Community management • Content marketing • Outreach & engagement • Marketing & comms support • Media buys
• Metrics • Analysis • Optimization
Goals
Research
Strategy
Implementation
Measurement
Framework for implementation
Establish outposts on social networks
Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
The Social Media Starfish
Credit: Robert Scoble
(Good for search engine optimization)
“In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule where:”
90 - 9 - 1 rule of social participation
A single user may affect or “infect” many others
When listening, quality counts, not quantity
Credit: David Armano
Quality becomes quantity: stuff gets shared between networks
Lots of cows ...
Become the purple cow
Branding
Transform Your Business by Being RemarkableSeth Godin
Influence
Authority
Reputation
Credibility
Identity
Presence
The online objective
Strategic objectives:social media opens the door for ...
✤ Increased name recognition
✤ Maintaining relationships with current supporters
✤ Connecting with new supporters
✤ Sharing your nonprofit’s impact
✤ Establishing your authority on a topic
Creating Content & Connecting
✤ Find your core and connect through your passions
✤ Ask people big questions, challenge them to think big
✤ Open the side door: “The Making Of” & “B-Roll”
✤ It’s about your customers, not you: provide support
✤ People love a good story
✤ Use outside voices: videos and interviews
✤ Be real and be yourself: share your own challenges and opportunities
Typical nonprofit metrics
✤ Number of new donors
✤ Number of repeat donors
✤ Overall fundraising
✤ Number of new volunteers
✤ Number of repeat volunteers
✤ Total number of volunteer hours
New donorsNew volunteersCollaboration opportunities
Increased name recognition
Repeat giving Overall fundraisingRepeat volunteers
Maintaining relationships with current supporters
New donorsNew volunteersCollaboration opportunities
Connecting with new supporters
New donorsReduced donor attritionOverall fundraisingNew volunteersRepeat volunteers
Sharing your nonprofit’s impact
Impact of social media strategies
Collaboration opportunitiesNew donorsEstablishing your authority on a topic
http://www.wiredimpact.com/library/nonprofit-social-media-defining-success/
Software
✤ Plan content✤ Sum up events and topics✤ Define timing of output✤ Assign roles✤ Comment and collaborate
scribefire.com
google.com/reader
feedly.com
tweetdeck.com
hootsuite.com
bufferapp.com
shareaholic.com
Embrace your inner geek
We can leverage social media to build real bridges between communities, by:
✤ Engaging people around topics of interest and encouraging them to collaborate and to develop communities
✤ Empowering people to use technologies to assist in improving their lives
✤ Open sharing of experiences, information and knowledge
✤ Developing cultures of transparency, inclusiveness, and innovation
✤ Localisation; local content creation, local resource distribution, local awareness development, local knowledge transfer, local solution development
Photo Credits - Creative Commons
✦ Swami http://www.flickr.com/photos/boskizzi/12103933/✦ Marketing mix http://www.flickr.com/photos/luc/1824234195/✦ Birsay cow http://www.flickr.com/photos/jamesm/1074197357/✦ Country living http://www.flickr.com/photos/sentrawoods/3473586209/✦ puppy http://www.flickr.com/photos/klapow/39693385/✦ garfield http://www.flickr.com/photos/pasma/580401331/✦ 70 years of Spam http://www.flickr.com/photos/dok1/2607573904/✦ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/✦ talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248✦ child http://www.flickr.com/photos/40732566596@N01/109538354/✦ hungry fish http://www.flickr.com/photos/75269757@N00/727422407✦ seti http://www.flickr.com/photos/49457106@N00/280789933/✦ attention http://www.flickr.com/photos/69148125@N00/326386880/✦ community manager http://www.flickr.com/photos/celesteh/397931208/✦ volume http://www.flickr.com/photos/john/10196037/✦ india water http://www.flickr.com/photos/t4deux/3442829950/✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593✦ jellybeans http://www.flickr.com/photos/jspad/450848498/
✦ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
