Archive for the ‘WomenWhoTech 08’ Category

live blogging women who tech telesummit: web 2.0, hot or not?
March 31, 2008

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,, Connie Reece, Social Media Club and Frozen Pea Fund, Beth Kanter
Moderator: Allyson Kapin, Women Who Tech and Rad Campaign

  • panel logo

    Should your organization start online communication plans?
    Ask first:

    • -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.

    Sound bite:
    It takes (2) hours a day to maintain and participate within an organization to be best effective.

    Connie Reece:
    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.

    It’s incredible.

    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 for analytical tools.

  • live blogging from women who tech: improve this blog pitch
    March 31, 2008

    Next up: 4:00PM EST: Improve This Blog Pitch

    Panelists: Susan Getgood, Marketing Roadmaps, Mir Kamin, WouldaShoulda Blog, and Maria Niles, Consumerpop

    Real-live outreach programs from our attendees. A panel of experts offer constructive improvements…to creatives, calls to action and blogger targeting since they have been on both sides of the marketing/blogger equation…and can feel your pain, even as they hope to help you not get blown up by the bloggers. This session is a special preview of the BlogHer Business Conference and is sponsored by BlogHer.
    Marketing Consulting.
    Moderator: Liz Gumbinner, momblogpreneur

    WomenWhoTech’s tech review…:
    The tech involved with the whole event works wonderfully: webinar & conference call via ReadyTalk Conferencing. I’m a happy registrant!

    Bloggers care & that’s strategic to know in pitching to them:
    Bloggers aren’t like journalists in terms of maintaining objectivity. Bloggers write about what they love or don’t and are at the same time consumers. That’s why marketing teams want to reach out to them.

    Be aware of bloggers’ nature aka it’s not a profit motive (at least initially):
    A blogger is your customer or constituent; they blog because they have something personal, their passion they want to share. And their passion can intersect with your product. It’s not a profit motive.


    How to view blog relations:
    Know and understand the content of the bloggers you’re trying to reach. It’s like making a new friend. Get to know their blog and their content. And then participate in that blogger community before pitching an article or request.

    Participate in the blogosphere in different ways:
    -attend blogger meetups in your local community for face-to-face time;
    -engage with bloggers on other social networks (purely to get to know them vs asking them to buy or contribute to your cause);
    -comment on their blog;
    -publish your own personal blog to better relate to the blogger community;
    -realize building first a small blogger community is more effective than attempting to connect with bloggers en masse;
    -know it takes time to build a feedback community with bloggers.

    live blogging women who tech: firing up your online list
    March 31, 2008

    Next up at 2:45PM
    Firing Up Your Online List 2:45 PM EST
    Are you burning out your list with action alerts and fundraising appeals? This session is for you. Our all-star panel will identify strategies to rejuvenate your online constituents in 2008 and ramp up your online advocacy and fundraising.
    Panelists: Marie Michelson, Greenpeace, Shirley Sexton, Easter Seals, Farra Trompeter, Big Duck
    Moderator: Kelly O’Neal

    Pardon the grammar and spelling bloopers; post-event edits will take place!

    Cool set-up at Care2:
    We’re all listening to the panelists and other participants dial-in. Heather Holdridge here at Care2 was gracious and dialed-in on our behalf.


    Sample online campaign & how it influenced an email list (and don’t forget ‘thank you’): Is an interactive site to promote breast screening and breast cancer prevention. The panelist is emphasizing outreach to different blogs – and Care2 – on growing one’s regular email list. Expressing thanks to people who participate in your campaign, and who agree to be on your mailing list, is critical.

    Sound bite:
    While striving to garner new people for your list, be mindful of current email loyalists aka appreciate people who currently show loyalty for your cause via email and other communication outlets so they don’t feel under valued.

    Get fired up yourself:
    Greenpeace shared about a popular campaign that was completely online: She says to emphasize your enthusiasm and use it to motivate your email list. That’s key.

    An example of an effective campaign being discussed is worked on a recent advocacy campaign — to motivate Apple to make their technology more green.

    Email lists and being campaign-focused (or not):
    Affiliating with your email list does not always have to be campaign-centric. Find out what excites them regarding advocacy and your work. Offer incentives to your email list members e.g. raffle a dinner with a key leader related to your field and mission.

    Sen. Obama’s campaign exemplifies this well.

    Engage, listen, facilitate, value your audience:
    Listen to your email list members and their feedback. Engage, be transparent, and facilitative (vs dominating) on social networking sites, websites, and emails related to your advocacy campaign. Know the value of your target audience; use those people on your email list to tell stories via social online tools, especially video.

    live blogging women who tech telesummit from Care2 downtown – rockstars: building social capital
    March 31, 2008

    Rock stars = our next panelists:
    Joan Blades, and MomsRising — plus Arianna Huffington, Huffington Post

    lunching care2
    working and lunching at Care2 while listening to WomenWhoTech Telesummit

    Next up: Women And Social Capital 1:30 PM EST
    Networking, schmetworking…why is it that women are statistically more ‘social’ than men, but have statistically less powerful business networks than men? This panel will explore how the women who have entered boys clubs and built powerful Social Capital have done it and give ideas to women on how to build their networks.
    Panelists: Joan Blades, and MomsRising, Arianna Huffington, Huffington Post
    Moderator: Tara Hunt, Citizen Agency

    They’re setting up the panelists on the phone.

    Social capital exists inside your social circle and sphere of influence.

    Critical: respond in kind…
    Reciprocity is very important in strengthening social capital; strong online tools to use are LinkedIn (more professionally focused), Facebook, etc.

    Types of social capital:
    -bonding capital: closer friends e.g. who sent you flowers on your birthday
    -bridging capital: less close but accessible people in different spheres

    Building new capital:
    -consciously meet new people

    Women are better at building bonding capital; men build bridging capital more naturally.

    Sound bite:
    When writing or communicating in general, consider that each level of correspondence is a chance to widen your audience aka create ‘bridging capital.’ That’s the type of social capital most influential for career development.

    Arianna Huffington, Huffington Post
    She views social capital as your tribe; figure out ways to expand that tribe.

    Sound bite:
    Often times the connection with a new person is not your work but some other social, personal experience. The social and professional are very interconnected.

    All panelists agree balancing life responsibilities with the goal of building social capital can be a challenge but is necessary.

    Huffington’s examples of social capital in her experience:
    She’s now built up to 1,800 bloggers for Huffington Post; using social capital – personal and professional sources of capital – helped accomplish this. She says living your life, including the chaos, is a chance to compound your relationships and thus, your social capital.

    Passion is the link:
    Passion in life (and for what you do) helps influence the capital you secure.

    Sound bite.
    It’s about the results you get — she said in regard to merging personal and professional relationships plus decisions in the quest to build social capital.

    Barriers in technology field are breaking down. Yet it’s still a need for women to learn and be exposed to new technologies – social and otherwise.

    Women & a team-driven attitude:
    Working and collaborating together will advance us more than competing with eachother. Women need to continue to be effective mentors.

    Being yourself, confident & witty…:
    We as women need to continue to conquer our fears in general to be more empowering professionals and people in general. Bringing our own humor and sense of self to the table will help that development.

    On influence of social media & social capital:
    It’s not a zero-sum game. Using social media improves your social capital if you invest in it and use it.

    live blogging women who tech telesummit from Care2: build an online campaign & change the world
    March 31, 2008

    at Oxfam’s conference room

    12:15pm: Build an Online Campaign and Change the World
    This panel will explore what it takes to act local and achieve big results running local campaigns by synchronizing your offline and online tools and strategies.
    Panelists: Jo Lee, Citizen Speak, Clarissa Goodlett, Color of Change, Dani Simons, NYC Department of Transportation

    Moderator: Julia Rosen, Courage Campaign

    WomenWhoTech, first ever, occurs today.

    NOTE: It’s live blogging for WomenWhoTech. Photos, corrections of grammar errors, etc are forthcoming, thanks!

    Lunch and anticipation:
    We’ve just logged in at Care2 downtown with Oxfam, who is unpacking lunch. A small group of registrants logged in together here to group-listen the tele-panels.

    A sample online campaign (…and offline) to end Iraq War
    MoveOn: suggests delivering hand-written letters, hundreds of thousands of signatures on petitions to influence Congress to end the war.

    Their goal with this campaign: garner 1 million messages for Congress to set a timeline to end the war.

    Always important to learn as you go…in launching these campaigns.

    Big lessons learned during this campaign: The opposition will say ending the war is somehow “anti-troop”.

    Interrupting for a cool tech note:
    To confirm, this is a free, simultaneous telesummit and webinar. So as we participate via speaker phone with the panelists, we see their posted slide shows projected overhead via LCD.

    Heather Holdridge, Director of Nonprofits, at Care2.

    Human Rights Campaign
    From Human Rights Campaign aka HRC: 1 of 6 hate crimes in USA is due to sexual orientation. Yet sexual orientation abuse is not an official ‘hate crime’ under law. They created an advocacy campaign to change that reality.

    They focused these approaches on in their campaign:
    -asked John Kerry to send advocacy letter to his email file;
    -advertised through Care2;
    -partnered with Cindy Lauper’s concert tour for “True Colors” to take petition signatures (up to 30k!) and take video of support.

    On May 3rd, the Hate Crimes Prevention Act passed House and Senate yet died in conference committee. Panelist was happy with this outcome even though it’s imperfect. Blogger’s note: I don’t understand why it was rejected…shall learn that committee process.

    How to craft an efficient advocacy campaign:

    -outline goals for specific actions, fundraising, recuritment, etc
    -know your target audience – who, where are they?
    -know your action targets
    -be clear on timing aka for current events, maximize benefits, delivery, and time issues

    follow up slide
    Don’t forget to thank partners when you analyze success and review implementation.

    Campaign messaging

    -note geography and relevance of demography plus previous actions taken
    -know if your campaign is timely
    -gauge appropriate tone and tact aka humor, straight-forward, gimmicky – what’s appropriate and what’s not
    on graphics – be clear, simple, consistent, thematic content. Showing faces and eyes are effective in graphics and photos

    Social networks to suggest for online campaigning:
    Care2, Digg, Facebook, Yahoo groups, C2NN, MySpace

    Your core advocates can help mobilize:
    Be sure to summon those people, those ‘ambassadors’ — write letters and launch online voicing.

    Test your messaging:
    Note which message campaign tests more effectively with gender, demographics, marital status, childen in home, occupation, etc.

    Online advocacy tool: is a great source to find advocacy tools that advance your campaigns.