SXSW Recap and Highlights

Throughout the conference, I posted notes from sessions and other highlights from the hallways – and you can get all of the posts from the Nonprofit Times!

Hot Button Issues at SXSW: Kony and Homeless Hotspots
We’ve all experienced videos, blogs, photos, or topics “going viral” online before our eyes – the number of views increases, our Facebook timeline fills with reposts of the story, or a hashtag rises up the trending charts. At SXSW, there…

Crowdfunding Social Ventures at SXSW
Start Some Good, a platform for social good groups – whether nonprofit organizations or not – to raise funds and build community, highlighted eight diverse projects working for social impact at an evening event hosted by Center61 at SXSW. Each…

Personal and Professional Identity: Social Media Policies for Nonprofits
I was joined today for a panel at SXSW to discuss the blurry or blurring lines of personal and professional identify online. With me on the panel was Debra Askanase, Jess Main, and Vanessa Rhinesmith. This topic was especially relevant…

Tendenci Released as Open Source by Schipul
Schipul, a web marketing agency based in Houston, Texas, announced yesterday during the 2012 South by Southwest Interactive festival that Tendenci, a content management system (CMS) will be released as an open source solution. Tendenci was developed by Schipul especially…

Tech Talk at SXSW
South by Southwest Interactive is a major hotspot for new tools to launch, applications and platforms to find early adopters, and those looking for ideas or suggestions to get recommendations from others already exploring the newest, shiny toys. I’ve been…

Stand with Planned Parenthood: Lessons from Crisis Response Campaigns
Just over one year ago, on February 18, 2011, Planned Parenthood Federation of America launched the largest integrated campaign in its history. The threat to defund Planned Parenthood was bundled in a larger packaged proposal of funding cuts to be…

Social Philanthropy: Raising Money on YouTube and Twitter
Money is always a hot topic of conversation at SXSW from new start-ups looking for venture funds to nonprofits looking for philanthropic support, all for innovative ways of changing and shaping our communities and the world. One panel, moderated by…

Ambient Location and the Future of the Interface: SXSW Keynote with real implications for Nonprofits 
“We are all cyborgs. The minute you look at a screen, you are in a symbiotic relationship with technology.” This is how Amber Case opened her 2012 South by Southwest Interactive keynote talk on Sunday, March 13th. Case, and her…

New Empire Builders Podcasts

Throughout SXSW, Brian Reich, ShiftCast host and information strategist, pulled together small groups of people for interesting conversations broadcast live and recorded as podcasts. I had the pleasure to participate in one of these recorded sessions, along with Uwe Hook, co-founder and CEO of Bates Hook, and Kevin Lloyd, founder and CEO of Momentum OS, Inc. We talked about the differences and the opportunities for convergence between big brands, start-ups, and nonprofits.

Listen to our Daily Roundtable conversation or subscribe to the podcast in iTunes. You can also check out all of the recorded sessions from SXSW on the New Empire Builders’ website.

Tools and Apps to Energize Your Base

Want to build a powerful movement online? You need two key ingredients – people and tools to connect and engage with them. From “texting” to location based apps like FourSquare this panel will give you the nuts and bolts of the latest apps and tools organizations can use to effectively moblize and energize people online.

SLIDES

NOTES

My slides covered the tools and apps for the back stage side of energizing your community.  Having tools in place to help you monitor, measure, and evaluate your work in real time will help you be more successful with your campaign, better engage with the community, and make more lasting change in the long run.  Since my slides are mostly screen shots, I’ve shared a bit of context below.

Google Analytics – http://www.google.com/analytics/
Whether you have a blog, website, or even multiple, you can use Google Analytics to really drill down into the data and understand how people are visiting and using your site.  Some things I recommend watching for:

• Don’t only pay attention to what people are doing on your site, but watch where traffic is coming from! Whether you are running a campaign, trying out a new social media platform or anything else, monitoring which places are sending in the most traffic can help you focus attention to the best places.
• Use different links on different sites to see what really gets people clicking through.
• Watch for long-term trends, not just what is popular that week or month. For example, if your home page and contribute pages are the highest visited pages consistently, and then one month there is another page that makes it to the top above those, you know something interesting is going on.
• Tip: You can also get Google Analytics for your Facebook Page!

Facebook Insights
These analytics are part of having a Facebook Page. While they aren’t the most comprehensive of reports, there is no point in ignoring free metrics! Pay attention to the “change” in weekly numbers and measure it against activities or messages you were pushing that week.

URL Shorteners – http://bit.ly
There are various URL shorteners out there, but Bitly is one of the most commonly used (I use it!). There are stats built into the tool for the number of clicks and so on, but if you are measuring site traffic already it shouldn’t be new that regard.  What is actually of interest is:

• Who is doing the clicking? Check out who is actually clicking on the links you share to identify passionate and interested people who you could engage on a deeper level (invite them to help share your message in other ways and so on).
• Create easy to reuse links. This is great for use in your Twitter messages but also in emails or even text messages.  Plus, remember to make them something that even your followers/supporters will remember and can reuse!
• Don’t just look at how many clicks you get, but pay attention to when people are clicking. Your interested followers may actually be checking twitter during their lunch break, or in the evening, and not when you’re at work at posting!

Nutshell Mail – http://nutshellmail.com/
Do you prefer getting your infomration in email? If you do, check out Nutshell Mail for reports on your various social media presences.

Google Alerts – http://www.google.com/alerts
Google Alerts is one of my absolute favorite tools. It’s free, you can set up as many of them as you like, and you can choose to get roundups or individual alerts as well as subscribe via email or RSS. Here are a few ways you can take advantage of Google Alerts:

• Be sure to set up alerts for your organization name, project or program names, and key staff people (any one that may be quoted or referenced in association with your work).
• Subscribe via RSS in a reader to cut down on emails.
• Prefer email but want to be sure multiple people on staff get updates? Subscribe with an email address like comms@ or another address that forwards to or can be accessed by multiple staff members.

Listening Dashboards
I recommend using a tool like Netvibes because it allows you to have a public and/or private dashboard, and is easy to use and customize. Dashboards or RSS Readers rely heavily on RSS, or Really Simple Syndication. If you are new to RSS, here’s a great video to explain it! You can see an example of a dashboard by visiting my public Nonprofit Tech Dashboard. I’ve also set up a step-by-step guide to creating your own dashboard.

Community Mapping
Community Mapping helps you identify not just the various segments of your audience, but also create a clear picture of which tools/platforms are associated with those groups and which messages are best to target where.  To get started, first brainstorm and identify the various groups or segments of your community.  This may be other organizations/partners, donors, volunteers, fundraisers, event attendees, etc.  Then, for each group, create a chart with 4 columns and identify:

1. Their goal: why do they engage with you
2. Your goal: why do you engage with them
3. Tools: which platforms and tools do they commonly use for online engagement (don’t forget to include your website if they are visitors/donors/engaged there)
4. Action: The action or connection that ties it together

There may be just 1 item, or goal, that is listed or there may be 50! Some groups have many different reasons or pieces of communication that they want to share with you and you to them, and some may be very simple and straightforward.

At the end of the mapping exercise, you can write an overall goal, like connecting offline, or fundraising, or maybe advocating on important issues, and the main platforms where it takes place. You now have a deep understanding and chart of the kinds of engagement for all your community groups, but you always have very high level information you can easily share with your director or other key staff that identifies a group with the core goal for engagement and platform/s where it takes place.

QUESTIONS

After three presentations in such a short amount of time there was going to certainly be questions. We tried to address many on the webinar, but I have no doubt there are more out there. Here are a few questions that were asked during the session and answered via chat:

Was mGive included in the mobile report from M+R?
Yes, there are a couple case studies included in the report of organizations using mGive.

What is the cost of adding text messaging?
Prices vary by platform/provider and what you are trying to do. There are even free options but they include advertising and possible other limitations.  The best place to look for information on prices and options and even case studies is MobileActive.

How do you find time for so many tools?
Most tools allow you the option to cross post to other social media platforms – this can help save time so that you can post a message in one place and have it pushed across the web!

What about risk management issues around geo-social tools?
The best practice with geo-social tools is to practice “checking-out” and not “checking-in” which means to tag yourself at a location as you are leaving, and not necessarily when you show up.

How do you set up an unconference?
Here are two great resources to get you started: unconference and open space technology.

How do you find a developer to build an app?
A great place to start is MobileActive!

How do you know an “influencer?”
In my opinion, an influencer isn’t just someone with a lot of followers but is someone that is passionate and dedicated to making an influence. It can be much more helpful to have someone advocating on your behalf that is willing to ultimately show up at your event or bring others into your work than someone who tweets your message once and is otherwise never connected.

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Have any other questions or tips you want to add? Would love to hear about your favorite highlights from other WWT sessions as well!

Thanks again to Allyson Kapin and the Women Who Tech team, as well as all those at NTEN who made the webinars happen!

Last month, I presented at the NCVO Foresight seminar: Changing ICT – what does it mean for your charity with a focus on the future of online revenue generation for nonprofit organizations.  What’s most interesting to me within the nonprofits-in-social-space is the difference between organization-driven and individual-driven fundraising (and other promotion) campaigns.  Social media is a space where the individual reigns, relationships are required, and conversations are public.  That’s not exactly the way business normally goes down offline.  And it has real impact on the way organizations fundraise.

Online, the process and attributes that succeed are traits you’d normally associate with an individual: authenticity, relationships, conversations, etc. Organizations should recognize the need for being “real” online and can honor that by, for example, putting in the profile information of organizational presences who is actually speaking from that account, sharing information, resources and links that aren’t only associated with the organization, and responding to people online to have conversations in public (even put a smiley face in there while you’re at it!).  When it comes to fundraising and the options available to individuals to campaign on your behalf online, think of the differences this way:

Offline: you would never have someone that has never met any staff of the organization, or even know where the organization is located, become so excited about the work it’s doing that he or she creates an annual campaign to raise funds on the organizations behalf and then goes through with it each year.

Online: that is already happening with people who use applications like Causes in facebook, which encourages users to fundraise each year on their birthday via their Birthday Cause tool (individuals select an organization, ask their facebook friends to give donations instead of presents, and the funds get distributed to the organization).

Offline: you would probably not have someone who’s had no physical connection with your organization be so excited about your work that they design and produce their own fliers about your work and then canvass their local community to raise awareness or your programs.

Online: that’s exactly what people are doing when they become a fan of your organization on facebook (adding your icon to their profile), add your twibon to their Twitter avatar (a little logo that is placed over the user’s picture), or even when sharing links or messages about your organization (even ones that you didn’t create) with their social networks.

So, how do you respond?

Like I said at the beginning, it’s important for organizations to move into the social media space using the processes that are accepted and successful, with the focus on being transparent and real, and so on.  Some key questions to ask yourself include:

• If people are supporting you by directly connecting with you on different social media platforms, what are you doing to encourage them to connect with you in a space where you have access to the data? (You can’t access your friends on facebook if the platform is down for maintenance, let alone if it goes down permanently!)
• If people are fundraising for you online, do you know about it? (Start looking for it!)
• If people are fundraising for you online, are you saying ‘thank you’ to the fundraisers and to the donors?
• If people are giving to you online on different social media platforms, are you encouraging them to connect with you directly so you can encourage them to give again later?
• How are you showing your gratitude for the hard work of your supporters (“volunteer” means something very different online!) online?

What do you think?

In this very different space for organizations, how has your organization adapted to the online culture and opportunities?  Do you have any tips or examples from your social media presences or campaigns to share?

You can review the slides from my whole presentation, as well as all of the speaker notes, here.

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