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MONTANA LOCAL COMMUNITY FOUNDATIONS Connecting the Dots with Social Media Qui Diaz, digital strategist 10.12.10

MONTANA LOCAL COMMUNITY FOUNDATIONS Connecting the Dots with Social Media Qui Diaz, digital strategist 10.12.10

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MONTANA LOCAL COMMUNITY FOUNDATIONS

Connecting the Dots with Social MediaQui Diaz, digital strategist

10.12.10

Part I

Same Page

• Social media =

• Social good =

“How Social Good Has Revolutionized Philanthropy” – Zachary Sniderman for Mashable

Why Social Matters

Reputation & Access• Word of mouth• Search engines

5 Building Blocks of Social Media

EDUCATIONENTERTAINMENTCONSTITUENT SERVICE

CONNECTION

UTILITY

Entertainment

Customer Service

Network Solutions + Monitoring

Gatorade Social Media Command Center

Connection

Utility

2 Starting Points

1. A single, concrete goal

2. A powerful narrative

“Social media may make it easier than ever for more people to get involved in a cause, but it takes good stories to motivate people to act.” – Jennifer Aaker, The Dragonfly Effect

Yes, You Can Raise Money Online

• “e-gifts” are fastest growing type of donation

• ~33% of people respond to direct mail by going online (DMA)

• Micro-gifts

But

“Having 10 million people is more important than 10 million dollars. For advocacy you need to mobilize people, and the web helps you mobilize people like never before.” – Ben

Rattray, founder and CEO of Change.org.

SOCIAL GOOD

EXAMPLES

This Place Matters

giveMN (win-win-win)

Quick Survey (no wrong answers)

Who has:• A website with MTCF• An independent website• Enewsletter• Listserv

• YouTube• Facebook• Blog• Twitter• Podcast

Read Enewsletter

1 2

50%50%1. Yes

2. No

Watch videos on YouTube?

1 2

50%50%1. Yes

2. No

On Facebook?

1 2

50%50%1. Yep

2. Nope

Twitter?

1 2

50%50%1. Yes

2. No

YOU DON’T NEED TO BE EVERYWHEREALL THE TIME

If you don’t know where you’re going:

A) You won’t know when you get there (Yogi/Linda)

B) Any road will get you there (Ted)

But you CAN’T know where you’re going:

If you don’t know where you’ve been / are.

3 Faces of Research

Technographics

Competitive Analysis

Social Media Landscape

evaluation (John)+ data resources (Ted)

Rural Social Media

• Rural people have fewer friends online, and those friends live much closer to home.

• 11% read community blogs (17% urban)

STRATEGY

• Research: Where you are

• Goal: Where do we want to go?

• Objective: Specific, quantifiable, time-tied

• Strategy: How will we get there? Framework

• Tactics: What do we have to do to get there?

• Time line: When, how long?

• Measurement: One big metric + KPI’s

Part II

“. . .We want to nudge you – get you to think about the power you have in your own communities.” – Linda Reed,

Montana Community Foundation

Goals

Communication

Collaboration

Community Leadership

Audiences

Local nonprofits

Local community foundations

Local community

Communicate, Collaborate, Community Leadership

Strategies

Share

Cooperate

Collective Action

Audiences

1. Nonprofits

2. Each other

3. People, orgs, issues

Outcomes

1. Standards, trust

2. Smarter, unified

3. Engagement & participation

Goals

mix & match, sharing 1st

“Culture trumps strategy. If the culture doesn’t support the strategy, you won’t go anywhere.” – Penelope McPhee,

Arthur M. Blank Family Foundation

Nonprofits: Starter Questions

Of the nonprofits in our community, how many:• Are willing to join you (off & on-line) to keep in touch

regularly? • Have a website?• Have an enewsletter?• Use social media?

“. . .Most nonprofits should focus on having a highly functioning – not fancy – functioning, website, and writing good email. Rant done.” – Eric Rardin, Care2

Nonprofits: Ideas

Sharing: Information

• Blog, Toolkit, RSS aggregation

Cooperation:Event management• Eventbrite, Facebook Events

Affinity Groups• Google Groups, Yammer, Facebook

Collective Action: Brand Awareness

• YouTube Spotlights, Twitter/Facebook Love

“You are uniquely positioned to lead these conversations (if and when the timing is right).” – Brian Magee, Montana

Nonprofit Association

CFs: Starter Questions

• How are you currently storing information?• Are you willing to share info?• Are you willing to invest time in learning and using online

tools?

“Collaborative tools are valuable because of the options for bringing individuals working on a project into a shared space.” – Amy Sample Ward, NetSquared

CFs: Ideas

Sharing: Keeping in Touch & Knowledge Sharing

• Google Group, Ning Network, Facebook Pages

Cooperation: Getting Things Done

• Google Apps, Wiki, Social Bookmarks (Delicious)

Collective Action: Brand Awareness

• Twitter, Facebook, Statewide campaign (e.g. giveMN)

Community Leadership: Starter Questions

• What issues are most dire and/or popular in your community?

• Who is spearheading them?• What larger online efforts are promoting these issues?

“Collective Action: Getting a group of people to work together toward a shared goal. . . We will be judged by our ability to engage and empower our network.” – Mike Arauz,

Undercurrent

Community Leadership: Ideas

Share: Authority & Influence

• Aggregate & share data and stories via Twitter

Cooperation: Compilation

• Photos and GPS to archive local nonprofits on Google Maps & FourSquare

• Data collection via online forms (Wufoo)

Collective Action: Participation & Engagement

• Rally community around a local nonprofit in a national campaign (Donor’s Choose, Chase, Pepsi Refresh)

• Online petitions

“Make a safe place to have a [complex] dialog about the community’s future.” – Dan Clark, MSU

Extension

“. . .If the organization builds a place that the community comes to, the good will come out of it.” – Brooke McMillan, online

community manager for Livestrong

• A web presence• Listening• A building block

(education, entertainment, customer service, connection, utility)

• Focused goal• Great, clear story

Cost of Entry (ORGANIZATION)

Cost of Entry (INDIVIDUAL)

• LinkedIn• Facebook• Twitter

. . . .Meaningful contributions

Community Philanthropy 2.0 Study

• 30-49 year old donors – High giving opportunity among CURRENT DONORS &

INTERNET SAVVY.

• Said they’d participate in charity-focused social media IF:– QUALITY information from a TRUSTED SOURCE,– And prefer COMMUNITY-ORIENTED social media (rather than

1-to-1 or 1-to-many)

“Investment follows vision” – Dan Clark

Ask donors for their . . .• Feedback • Participation• Word of Mouth• More Feedback• Matching grant for giveMT…. • “Break the grant cycle w/ a project.” – Cathy Cooney,

MTCF)

Sources/Additional Resources

• Social Media and Foundations Wiki – Beth Kanter

• “Are Foundation Leaders Using Social Media?” – Foundation Center

• “The State of Online Video” – Pew Internet and American Life Project

• Mashable: posts about social good, philanthropy, nonprofits

• Gear Up for Giving: Social Media Tutorials for Nonprofits – Case Fdn

• The Networked Nonprofit by Beth Kanter and Allison Fine

• FEED ‘09: Razorfish Digital Brand Experience Report

• What’s Next in Marketing – Paul Isakson

• Design for Networks – Mike Arauz

• Social Media Influence 2010: Starbucks – Andrea Wheeler

• Philanthropy 2.0 Study

• “Neighbors Online” – Pew Internet