Next up: Web 2.0: Hot Or Not? 5:15 PM EST
Twitter! Facebook! Ning! Panelists share their opinions on the latest trends in Web 2.0 and how organizations can effectively use them to build community as well as as how to measure the real ROI’s.
Panelists: Heather Holdridge, Care2.com, Connie Reece, Social Media Club and Frozen Pea Fund, Beth Kanter
Moderator: Allyson Kapin, Women Who Tech and Rad Campaign
Should your organization start online communication plans?
- -update online profiles regularly
- -participate in the community
- -give up control and let your campaign or content be criticized and commented upon
Online messaging with online social networks:
Keep messages short, link to your website or blog, and use casual, conversational language.
Remember it’s a two-way communications tool so invite participation from readership.
Beth Kanter sound bite:
Her cute dog theory of social media adoption (which was once the cute cat theory) — which means: utilize global visual activism e.g. in the spirit of when people post pics of their dogs and cats to relate.
-consider if your social network community posts certain types of content;
-know what technology your audience is comfortable with;
-understand institutional listening. For example, organizations like people – in order to be effective – should listen in these social networking conversations;
-participate in conversation (that’s key) and be transparent.
Organizations who are successful with Web 2.0
-define what they will or will not do e.g. endure hate commentary or share specific corporate information;
-conduct thoughtful experimentation of certain tools or content;
-reiterate repeatedly a certain ethic, philosophy, message, or tone in their approach;
-remember that certain cultural shifts will happen in the organization from involvement with blogs or other 2.0 tools;
-commit time: (2) hours a day proves best to be effective in building community and feedback.
It takes (2) hours a day to maintain and participate within an organization to be best effective.
Because of variety of tools available, the ‘online conversation’ is fragmenting. An idea that starts in one online location may continue in another. It may be hard to track but it also creates new venues and audiences to contribute and mobilize.
Connie is sharing the evolution of The Frozen Pea Fund — using Twitter (where she met Susan Reynolds who was diagnosed with breast cancer), Facebook, and Flickr. Susan said she was physically sore in her chest and used bags of frozen peas to ease the pain.
What followed – through networking tools, widgets, and online community strength & viral promos – is the launch by Connie and others of The Frozen Pea Fund to raise money for cancer research. Washington Post reporters joined Twitter and learned the story.
Results that followed:
Coverage came from BBC and the Pea Fund has now raised $8,000.
Connie confirms the ultimate goal with the project:
The goal was not to be campaign-driven but to simply motivate and encourage Susan Reynolds in her recovery and raise money for breast cancer.
ROI: Return on involvement
You can create an incredible return if you invest the time.
ROI: Return on influence
Results can increase influence within your community and sphere of influence where sociology interfaces with technology and tools.
Heather Holdridge contributes to panel:
Core human need (and opportunity) is people have need to connect, be creative, & to influence what’s occurring around them.
Tips for building your online community:
-have more than (10) friends or followers in order for social media tools to be effective in campaigns or marketing efforts.
-have dedicated staff to invest time and attention in building the social networks.
Why use social tools for nonprofits (and what’s the success with each)?
Per her research —
Awareness and outreach – great success;
Advocacy – some;
Fundraising – minimal; 90% of Facebook Cause fundraising efforts fail (as in they raise between $0-$30); ROI on time invested is negative.
Suggested analytics resource:
See http://www.frogloop.com for analytical tools.