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Intro To New Media Workshop
Transcript of Intro To New Media Workshop
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J.R. Logan is the director for the New Media Strategies for United Way of Greater New Haven. In his role, he works to foster an organizational culture of knowledge and learning that empowers employees to effectively participate in online and new media outreach activities. Who are you? Login to Google google docs at docs.google.com
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Check out notification settings (Comments > Notification settings) New Media: Most technologies described as "new media" are digital, often having characteristics of being manipulated, networkable, dense, compressible, and interactive.
Social Media: The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.
Web 2.0: The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. Advice Contact Learn More Multi-channel Fundraising
It has become increasingly common for new donors to give their first gift online.
Online-acquired donors are significantly younger and tend to have higher household incomes than mail-acquired donors.
Online-acquired donors tend to give much larger gifts than mail-acquired donors.
However, online-acquired donors tend to have slightly lower retention rates than mail-acquired donors.
Every year, large proportions of online-acquired donors switch from online giving to offline sources — primarily to direct mail. The reverse is not true, however; only a tiny percentage of mail-acquired donors give online in later years.
Robust direct mail programs drive up the retention and long-term value of new donors acquired online. If you are looking for some measure of your reach in social media that is better then number of fans, here are some places to start. None are perfect but by looking at a few you can get an idea of what metrics can narrow in on the quality of the interacations.
hootsuite.com Several groups have higher than average levels of smartphone adoption, including:
The financially well-off and well-educated – 59% of adults living in a household earning income of $75,000 or more are smartphone owners; 48% of those with a college degree own smartphones.
Those under the age of 45 – 58% of Americans between the ages of 25 and 34 now own a smartphone as do 49% of those ages 18-24 and 44% of those ages 35-44. Even among those with a household income of $30,000 or less, smartphone ownership rates for those ages 18-29 are equal to the national average.
African-Americans and Latinos – 44% of blacks and Latinos are smartphone users.
Urban and suburban residents are roughly twice as likely to own a smartphone as those living in rural areas, and employment status is also strongly correlated with smartphone ownership.
Source: Pew, http://www.pewinternet.org/~/media/Files/Reports/2011/PIP_Smartphones.pdf Mobile phones are a main source of internet access for one-quarter of the smartphone population. -- Pew I have basic familiarity with facebook, texting, emailing. I have never used twitter or any of the other sites. we serve a low- to moderate- income population and there is a sense of “digital divide” with some of our clients not having internet access. We’d like to develop a system for tracking/recruiting/engaging volunteers and expand our visibility in the community. At 23, I’ve had a Facebook account since my sophomore year of high school. My challenges in my new position are keeping the posts fresh and intriguing and gaining new and consistent followers. Biggest challenge is devoting time to doing it well. I would really like to learn more about using hashtags on twitter and tagging in facebook. Have a Facebook page that I rarely use and don't know how to get around in. Want to know sites I can go to to keep up with latest trends. I attempted to put my agencies presence on Facebook. I think I failed miserably! I never use twitter and linked in, as I feel like I just don’t have the time to stay on time of all of these sites. I’m on Linked In and Facebook, but don’t really use them how to know what’s appropriate for business people to post and not to post Activity -
Collaborative Note Taking General Public
See regional content and make comments
Create blog post
Post events/ discussion forms
Post blogs and client stories
Update web content on projects Think Multi-channel Have a clear and achievable goal; set it then broadcast it
Create an urgency with a short deadline to donate
Leverage your existing networks
Make giving easy
Make it clear what you plan to do with the money raised
Publicly recognize your top donors! Take a moment and go to your own website. Have someone in the group who has not been to your website do three things (no helping, just watching).
Figure out how you would make a donation
Learn more about a program
Find who you would contact if you have a question about a donation Activity -
User Testing Blogging A blog (a blend of the term web log) is a type of website or part of a website supposed to be updated with new content from time to time. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. The Curator,
The Thinker and
the Personal Storyteller. Types of Bloggers Keep it to 600 words or less.
Use bullets, lists and bolding so it's easy to scan.
Be generous with linking out to relevant resources.
Be descriptive and accurate in your headlines (but still punchy).
Be sure to share your posts with your social network.
Post on Thursdays, and avoid Mondays.
Ask Where, When and Would questions, not Why or What.
Read other related blogs and participate in commenting.
Respond to comments left on your blog post.
Be sure to experiment and measure your success. Blogging Tips What are your favorite blogs? Lets visit them.
What do you like about them how are they helpful?
What could you write about if you did an orginizational blog? Activity -
Reviewing Blogs Create a conversation
Allow talk directly to your audience
Learn what where your audience wants
Engage your audience Conversation vs Broadcast Guess what percent of each group report ever using a mobile phone for internet access. Write down your answers. Age 50+
Income Less then $30,000
Income Greater then $50,000
Ethnicity - White, Black, Hispanic Activity
Mobile Use Authentic – Not Corporate
Open to Feedback
Frequent, Information Updates
Low Expense (Relatively)
Humanizing When done well social media is... Measuring Social Media Listen to what your Fans are saying then interact
Give them plenty of things to do, think about, tips, tricks, tidbits, trivia
Ask open-ended questions to evoke responses
Positive uplifting stories, testimonials
Lots of photos Creating a Great Fan or Brand Page Activity
Facebook Insights Have someone in your group who manages a facebook page login and open up Insights.
(go to page > on right click "view insights" on the charts be sure to click "See Details" to get more information.) What do you think is a better measurement the number of active users vs number of fans? Activity
Search Twitter Twitter
175 million users
Adding 300,000 users each day
Users post 1 billion tweets a day
Good way to get media attention
Many people using programs other then twitter website.
More likely to be influencers LinkedIn
The world’s largest professional network
LinkedIn has over 90 million members in over 200 countries
Executives from all Fortune 500 companies are LinkedIn members
Offers recruiting service, advertising options, high-end search platform, mobile access, etc.
Good for asking professional questions and affinity groups.
More orderly then Facebook and twitter. Facebook
More than 640 million active users
½ of all users log on to Facebook every day
Average user has 130 friends
More than 250 million active users currently access Facebook through their mobile devices
March 2010, Facebook overtook Google as the most trafficked website in the US
Average user spends 55 minutes a day on Facebook, 70% of that time is spent on News Feed Terminology
Tweet – status update of 140 characters
Follower – someone who follows your tweets
@ - used to reference another user (@nlcsocialmedia)
RT – to re-tweet another user’s tweet to your followers
Reply – to respond to another user’s tweet (public)
DM – a direct message to another user (private)
Twitterverse – the Twitter universe
# - hashtags are used when people tweet about the same topic or event (#worldcupsoccer) To learn more about Twitter:
Online discussion is a major part of Twitter. The goal is to earn some authority for your social media brand, but remember to have fun doing it. A good mix of personal and professional tweets is best. Don't just promote yourself, promote others as well. The general premise behind Twitter is I help you, you help me and together we make the world a more social and informative place.
http://nonprofits.change.org/blog/view/10_twitter_tips_for_nonprofit_organizations Twitter is a great way to get the pulse of the conversation. First search your organization's name. Then search the issues your organization cares about. Take note of the code words that start with the "#" symbol. These are called hash tags and they connect tweets. For example if you were tweeting about health news you might add #health to the end of your tweet. Anyone can do this and people can now more easily zero in on the health related tweets. Anyone can add a hash tag. You can even make your own tag up and try to get others to use it.
Be sure to look at Twitter's advanced search.
http://search.twitter.com/advanced Google +
Just launched brand pages. Not yet as full featured.
Includes group video chat.
A favorite of the geeks. Engineers and Software Developers are top occupation.
Integrating with more Google Products over time.
Will likely be important to future search results.
26,000,000 registered users. Growing Rapidly. Currently 72% men.
There is debate about its ability to sustain interest and activity. J.R. Logan
Director of New Media Strategies
United Way of Greater New Haven
Office: (203) 691-4224
idealware.org Activity: Googling Name. What do we know about what is out there about our organisation?
Try googling your nonprofits name. What are the top ten results? Who else is talking about you?
Google a subject important to your mission and the words "new haven" in quotes.
Look up sytax tips
Question: Where are your organisations? What is the level of constituent activity happening without you? What are the challenges you see and want to face in your organisation?
Activity: Real time search? ( Try obama)
Google Alerts (setup alerts) http://www.google.com/alerts
EXTRA (optional) Search twitter for your organisation. Look to see if there are tags associated with
Question: Who has analytics or an equivalent setup?.... Who understands the results? How do they influence you actions.
Demonstrate Google Analytics
Question: What is RSS. Talk about implication and use of podcasting RSS. Talk about Consuming RSS as a way of listening.
Extra Activity: How can I listen to RSS? Setup Google Reader Question: What is the scariest/worst thing that could happen by opening up participation?
What would you do if the worst happened?
Need to consider both policy and habits.
We had the question? How are your advocates (staff, and volunteers to start) empowered to participate? What are the barriers?
What sort of risk tolerance is necessary?
Question: Do your organisation engage in social networks? Do your staff independently engage in their work rolls?
Social networking sites are only partly about what your organization does. The bigger part is how it empowers your advocates. We need to think about developing super advocates. Evangelists.
Activity: Talk about When and how should you respond to a negative comment. (10 minutes)
Example Document: When to respond document
Jump in! Heart of the Donor study. Russ Reid. 2010.
2011 donorCentricsTM Internet and Multichannel Giving Benchmarking Report Including an Analysis on Online Giving in the Context of an Integrated Direct Marketing Program. Authored by Helen Flannery and Rob Harris. 2011.
Social Media for Nonprofits 101, Kirsten Judd, Social Media Strategist, NLC Social Media. 2011
2011 eNonprofit Benchmarks Study. NTEN. 2011.
The Online Giving Study: A Call to Reinvent Donor Relationships
by Network for Good and TrueSense Marketing. onlinegivingstudy.org. 2011
Nonprofit social network survey. nonprofitsocialnetworksurvey.com. 2011
Engagement Ladder. Forester Research. http://forrester.typepad.com/groundswell/2007/04/forresters_new_.html. 2007.
Pew Internet and Society. http://www.pewinternet.org/ Sources