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T H R I V E Presentation

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T H R I V E Presentation

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  1. T H R I V E Presentation Susan Tenby Online Community Director, TechSoup Global September 2009 Using Social Media Tools for your organization

  2. Overview <ul><ul><li>Introduction/background on TechSoup community </li></ul></ul><ul><ul><li>Social media tools overview </li></ul></ul><ul><ul><li>--(I will delve deeper into these)-- </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Second Life </li></ul></ul><ul><ul><li>--and other online social networks-- </li></ul></ul><ul><ul><li>Facebook Page </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>YouTube (Digital Storytelling Event) </li></ul></ul><ul><ul><li>Google Tools (keeping you in the conversation) </li></ul></ul><ul><ul><li>Wrap-Up/Q & A/discussion </li></ul></ul> Overview <ul><ul><li>Introduction/background on TechSoup community </li></ul></ul><ul><ul><li>Social media tools overview </li></ul></ul><ul><ul><li>--(I will delve deeper into these)-- </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Second Life </li></ul></ul><ul><ul><li>--and other online social networks-- </li></ul></ul><ul><ul><li>Facebook Page </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>YouTube (Digital Storytelling Event) </li></ul></ul><ul><ul><li>Google Tools (keeping you in the conversation) </li></ul></ul><ul><ul><li>Wrap-Up/Q & A/discussion </li></ul></ul>

  3. TechSoup.org The technology place for nonprofits TechSoup is a popular, comprehensive online content and community destination for nonprofits that provides unbiased information and technical know-how to ensure that nonprofits make the best possible use of technology. TechSoup.org The technology place for nonprofits TechSoup is a popular, comprehensive online content and community destination for nonprofits that provides unbiased information and technical know-how to ensure that nonprofits make the best possible use of technology.

  4. A Comprehensive Technology Resource for Nonprofits <ul><ul><li>Software donation program (TechSoup Stock) </li></ul></ul><ul><ul><li>Refurbished Computer Initiative (RCI) </li></ul></ul><ul><ul><li>Learning Center articles </li></ul></ul><ul><ul><li>TechSoup Community </li></ul></ul><ul><ul><li>Nonprofit Commons </li></ul></ul><ul><ul><li>NetSquared (Net2) </li></ul></ul><ul><ul><li>Public Computing & Libraries </li></ul></ul><ul><ul><li>Free Downloads </li></ul></ul><ul><ul><li>TechSoup Global Network </li></ul></ul> A Comprehensive Technology Resource for Nonprofits <ul><ul><li>Software donation program (TechSoup Stock) </li></ul></ul><ul><ul><li>Refurbished Computer Initiative (RCI) </li></ul></ul><ul><ul><li>Learning Center articles </li></ul></ul><ul><ul><li>TechSoup Community </li></ul></ul><ul><ul><li>Nonprofit Commons </li></ul></ul><ul><ul><li>NetSquared (Net2) </li></ul></ul><ul><ul><li>Public Computing & Libraries </li></ul></ul><ul><ul><li>Free Downloads </li></ul></ul><ul><ul><li>TechSoup Global Network </li></ul></ul>

  5. TechSoup.org/community

  6. TechSoup Community <ul><ul><li>17 Forums </li></ul></ul><ul><ul><li>Events Calendar </li></ul></ul><ul><ul><li>Member Spotlight </li></ul></ul><ul><ul><li>Community Blog </li></ul></ul><ul><ul><li>Second Life </li></ul></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Soup Recipes </li></ul></ul><ul><ul><li>Managed by two Community Managers and volunteer hosts and star users </li></ul></ul><ul><li>. </li></ul> TechSoup Community <ul><ul><li>17 Forums </li></ul></ul><ul><ul><li>Events Calendar </li></ul></ul><ul><ul><li>Member Spotlight </li></ul></ul><ul><ul><li>Community Blog </li></ul></ul><ul><ul><li>Second Life </li></ul></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Soup Recipes </li></ul></ul><ul><ul><li>Managed by two Community Managers and volunteer hosts and star users </li></ul></ul><ul><li>. </li></ul>

  7. TechSoup Community Network <ul><ul><li>Extending community beyond TechSoup site </li></ul></ul><ul><ul><li>Reach out to constituents on other online community platforms that they already frequent </li></ul></ul><ul><ul><li>Expand our community to wider range of nonprofits </li></ul></ul><ul><ul><li>Provide community members with further networking and collaboration opportunities </li></ul></ul><ul><ul><li>Leverage social media tools towards social change </li></ul></ul> TechSoup Community Network <ul><ul><li>Extending community beyond TechSoup site </li></ul></ul><ul><ul><li>Reach out to constituents on other online community platforms that they already frequent </li></ul></ul><ul><ul><li>Expand our community to wider range of nonprofits </li></ul></ul><ul><ul><li>Provide community members with further networking and collaboration opportunities </li></ul></ul><ul><ul><li>Leverage social media tools towards social change </li></ul></ul>

  8. Where in the (Online) World is TechSoup?

  9. NetSquared (Net2) <ul><ul><li>TechSoup’s Web 2.0 arm </li></ul></ul><ul><ul><li>Spur responsible use of social media tools for social change </li></ul></ul><ul><ul><li>Annual conference </li></ul></ul><ul><ul><li>Monthly Net Tuesday events </li></ul></ul><ul><ul><li>Community blog </li></ul></ul><ul><ul><li>International reach with local groups and events </li></ul></ul><ul><ul><li>Community Tagging Project (nptech, net2) </li></ul></ul> NetSquared (Net2) <ul><ul><li>TechSoup’s Web 2.0 arm </li></ul></ul><ul><ul><li>Spur responsible use of social media tools for social change </li></ul></ul><ul><ul><li>Annual conference </li></ul></ul><ul><ul><li>Monthly Net Tuesday events </li></ul></ul><ul><ul><li>Community blog </li></ul></ul><ul><ul><li>International reach with local groups and events </li></ul></ul><ul><ul><li>Community Tagging Project (nptech, net2) </li></ul></ul>

  10. . Traditional online community building tools <ul><ul><li>Message boards </li></ul></ul><ul><ul><li>Listservs </li></ul></ul><ul><ul><li>Email newsletters </li></ul></ul>

  11. . Social Media “Web 2.0” Tools <ul><ul><li>What does Web 2.0 really mean anyway? </li></ul></ul><ul><ul><li>Wikipedia definition: “…web technology and web design that aims to facilitate creativity, information sharing, and, most notably, collaboration among users” </li></ul></ul><ul><li>Sounds like online community! </li></ul>

  12. . New social tools for community building <ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>Social bookmarking (tagging) </li></ul></ul><ul><ul><li>Event sites </li></ul></ul><ul><ul><li>Video sharing services </li></ul></ul><ul><ul><li>Online social networking sites </li></ul></ul>

  13. . There’s no shortage of social media tools…

  14. . … but how do you decide which ones to use?… <ul><ul><li>Consider your audience </li></ul></ul><ul><ul><li>Time and resources to establish and maintain online presence </li></ul></ul><ul><ul><li>Desired benefits </li></ul></ul><ul><ul><li>Experimentation </li></ul></ul><ul><ul><li>Outreach strategy and periodic re-evaluation of strategies </li></ul></ul>

  15. . … and how to you use them? <ul><ul><li>Different tools good for different purposes, not always for others </li></ul></ul><ul><ul><li>Multiple tools means more time to upkeep, important not to fragment community across many platforms </li></ul></ul><ul><ul><li>Key to best implement them all in way that is useful and easy to maintain, and a place people will want to go </li></ul></ul>

  16. . Online Communities in Disguise May not appear to be online communities, but have tremendous potential for getting your message across

  17. . <ul><ul><li>Photo-sharing service </li></ul></ul><ul><ul><li>Many people use casually but uses for organizations too </li></ul></ul><ul><ul><li>Raising awareness </li></ul></ul><ul><ul><li>Launching campaigns </li></ul></ul><ul><ul><li>Documenting impact </li></ul></ul><ul><ul><li>Illustrating change over time </li></ul></ul><ul><ul><li>Showcasing your organization </li></ul></ul>

  18. . Building community around photos <ul><ul><li>Flickr groups: Individual accounts, but group organizing features </li></ul></ul><ul><ul><li>Pro Accounts on TechSoup </li></ul></ul><ul><ul><li>Public or private groups </li></ul></ul><ul><ul><li>Increased visibility </li></ul></ul><ul><ul><li>Humanize organization with visual images of people behind the organization and those they serve </li></ul></ul>

  19. . Making the most of Flickr <ul><ul><li>Tagging, titles, descriptions so photos are findable </li></ul></ul><ul><ul><li>Creative Commons licensing to allow further distribution of your photos </li></ul></ul><ul><ul><li>Privacy settings, filters to share images appropriately </li></ul></ul><ul><ul><li>Create promotional materials: cards, mugs, t-shirts, etc. </li></ul></ul><ul><ul><li>Online embedded editing tool </li></ul></ul>

  20. . Raising Awareness <ul><ul><li>Let your users create yr content </li></ul></ul><ul><ul><li>Nature Conservancy Photo Contest </li></ul></ul><ul><ul><li>Photo group and contest tag </li></ul></ul><ul><ul><li>Incentive to get involved </li></ul></ul><ul><ul><li>Multiple ways to enter </li></ul></ul>

  21. . Launching campaign <ul><ul><li>Humane Society LOLSeal Photo Caption contest </li></ul></ul><ul><ul><li>Users submitted captions for baby seal photos </li></ul></ul>

  22. . Used Flickr to display all entries <ul><ul><li>“ lolseals08” tag to keep entries together </li></ul></ul><ul><ul><li>Link to take further action in campaign to save baby seals </li></ul></ul><ul><ul><li>Button to spread word on Facebook </li></ul></ul><ul><ul><li>Element of Fun </li></ul></ul>

  23. . Documenting Impact <ul><ul><li>International Federation of Red Cross & Red Crescent Societies (IFRC) </li></ul></ul><ul><ul><li>Day after Sichuan earthquake </li></ul></ul><ul><ul><li>Documenting important issues, historical events </li></ul></ul>

  24. . Showcasing your work <ul><li>No group, “npsl” tag holds it all together </li></ul><ul><li>Easy way to communicate a visual concept that might be unfamiliar </li></ul><ul><li>Outstanding promotional vehicle </li></ul>

  25. . <ul><ul><li>Microblogging </li></ul></ul><ul><ul><li>What are you doing? </li></ul></ul><ul><ul><li>SMS, instant messaging, web updates </li></ul></ul><ul><ul><li>Short, succinct updates --140 character limit per Tweet </li></ul></ul><ul><ul><li>Started as way to document life activities, but has evolved into more uses </li></ul></ul>

  26. . Followers and followees <ul><ul><li>Building up larger network of followers broadcasts your message to wider audience </li></ul></ul>

  27. . Twitterpacks <ul><ul><li>Wiki of people to follow by topic, location, events, etc. </li></ul></ul><ul><ul><li>Large signal to noise ratio </li></ul></ul><ul><ul><li>Value in following those with useful/relevant updates </li></ul></ul>

  28. . What’s Twitter good for? <ul><ul><li>Quick shout-outs, calls to action </li></ul></ul><ul><ul><li>Promoting events </li></ul></ul><ul><ul><li>News, conference briefings </li></ul></ul><ul><ul><li>Sharing articles, blog entries, other resources with others </li></ul></ul><ul><ul><li>Getting a quick answer to a question </li></ul></ul><ul><ul><li>Solicit feedback, ideas, suggestions, news source </li></ul></ul>

  29. . Disaster Response <ul><ul><li>Nate Ritter during San Diego fires </li></ul></ul><ul><ul><li>Non-web alerts </li></ul></ul><ul><ul><li>Aggregating information from news sources </li></ul></ul><ul><ul><li>Wisdom of crowds: compilation of updates from community </li></ul></ul>

  30. . Power of Twitter <ul><li>Beth Kanter 2008: Can conference room of connected people get 250 people to donate $10 by the end of the conference? </li></ul><ul><li>$2,657  from 112 donors in 90 minutes </li></ul>

  31. . Instant communication <ul><ul><li>Finding others at conferences/events </li></ul></ul><ul><ul><li>@ messages or direct messages </li></ul></ul><ul><ul><li>Follow certain Twitter accounts to get updates on particular topic </li></ul></ul><ul><ul><li>Twitter Clients (Twirhl) </li></ul></ul>

  32. . Important to listen too <ul><ul><li>Twitter search, track mentions of name/cause/organization/replies </li></ul></ul><ul><ul><li>Subscribe as RSS feed or email update </li></ul></ul><ul><ul><li>Firefox extension </li></ul></ul><ul><ul><li>Use favorites feature to document feedback </li></ul></ul><ul><ul><li>Support community efforts </li></ul></ul>

  33. . Second Life

  34. . Nonprofit Commons in Second Life Through the Nonprofit Commons project, TechSoup is assembling a community of nonprofits in Second Life to help lower the barriers of access to this emerging virtual world

  35. . Nonprofit Commons in Second Life <ul><li>Through this community, we provide free office space to qualifying groups, hold meetings, create a cooperative supportive learning environment and foster outreach, education, fundraising, all in a virtual space. </li></ul><ul><li>Our goal is to create a learning community of practice for nonprofits to explore and learn about the virtual world, and to investigate the many ways in which nonprofits can utilize this unique environment. </li></ul>

  36. . International Reach <ul><li>Free, real-time meeting space to collaborate with activists across real and virtual borders </li></ul><ul><li>Connect with organizations doing similar work worldwide </li></ul><ul><li>Networking in-world for real life and in-world projects </li></ul>

  37. . Leadership and assistance through virtual community organizing strategies <ul><li>In-world Meetings </li></ul><ul><li>Wiki </li></ul><ul><li>Website/community blog </li></ul><ul><li>NPSL tag </li></ul><ul><li>Management steering committee group </li></ul><ul><li>Directory of Nonprofits in Second Life </li></ul><ul><li>Branding as NPO experts and advisors to all new orgs in-world </li></ul>

  38. . Community Blog: NPSL

  39. . Community Wiki

  40. . Nonprofits in Second Life (npsl) Tag <ul><li>Community tag way to document activities and keep track of them in one place </li></ul><ul><li>Flickr stream of photos tagged “npsl” on wiki </li></ul><ul><li>del.icio.us tags for blog and other media mentions </li></ul>

  41. . But isn’t Second Life just a game? <ul><li>Often a matter of convincing board members and funders of its value </li></ul><ul><li>Finding more ways of obtaining statistics and measuring impact </li></ul><ul><li>Medium fosters innovation and creativity through combination of audio, text, and visual technologies </li></ul><ul><li>Nonprofits continuing to develop new ways to build awareness and reach people </li></ul>

  42. . A valuable tool for activists <ul><li>Basic account is free </li></ul><ul><li>Costs virtually nothing to build a location in Second Life </li></ul><ul><li>Nonprofit Commons virtual space is donated allowing qualifying social benefit organizations to have office space free of charge </li></ul>

  43. . New ways to collaborate and get work done <ul><li>Free, real-time meeting space to collaborate with activists around the globe via voice and text chat capabilities </li></ul><ul><li>Connect with organizations doing similar work worldwide </li></ul><ul><li>Networking in-world for real life and in-world projects </li></ul>

  44. . Reduces Your Carbon Footprint <ul><li>Carbon (and cost) savings of participating in event from own computer screen </li></ul><ul><li>OneClimate’s Virtual Bali Conference this past Dec. </li></ul><ul><li>In-world speeches, press conferences </li></ul><ul><li>Alternative way to participate, minus carbon cost of flying </li></ul>

  45. . Fundraising <ul><li>Nonprofits can use Second Life to raise funds </li></ul><ul><li>The 4 th Annual American Cancer Society's virtual Relay 4 Life just raised over $200,000 </li></ul><ul><li>Second Life awareness can translate into real-world dollars </li></ul><ul><li>Digital Campfires received truck-load of real-world monitors and computers through connections made in Second Life </li></ul>

  46. . Provides safe and anonymous means of self-expression

  47. . A Space for making the impossible happen <ul><li>Large community of people with disabilities in Second Life </li></ul><ul><li>Second Life Wheelies (disability nightclub) where adults with disabilities can interact in an environment without the physical constraints they experience in real life </li></ul>

  48. . Virtual sandbox for experimentation <ul><li>Experiment with different ways to bring support and awareness to a cause </li></ul><ul><li>Example: Lower Eastside Girls Club of NY developed Second Life presence as pilot project for new program </li></ul><ul><li>Second Life another possible way to help organizations achieve their mission </li></ul>

  49. . What works? <ul><li>Activities that take advantage of 3-D interactivity of virtual world that the web can’t match </li></ul><ul><li>Bay Area Video Coalition (BAVC)’s Gone Gitmo installation </li></ul><ul><li>Virtual representation of Guantanamo Bay gives avatars temporary simulated experience of being imprisoned in Guantanamo Bay </li></ul><ul><li>Teaching tool about issues of habeaus corpus </li></ul>

  50. . Best Practices: What we have learned <ul><li>Holding events is a great way to bring avatars to our offices, and builds friendships and connections among our members. </li></ul><ul><li>In-world fundraising was our initial goal, but it hasn't worked out for most. </li></ul><ul><li>It’s important to maintain a presence on the mainland, for foot-traffic, versus being on our own private island </li></ul><ul><li>Freebies/branded tools are a great way to draw traffic, and can spread your message far and wide. </li></ul>

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