Yearly Archives ⇒ 2009

Nonprofits and Social Media

May 5, 2009
· Martin Kelley

I’d like to talk today about social media and non­prof­its. I’ve had a cou­ple of inter­est­ing projects late­ly help­ing non­prof­its put togeth­er Face­book Pages, LinkedIn Groups and Twit­ter sites. I think this is an excit­ing way to reach out to audi­ence members. 

Today: Email Lists

Over the last few years we’ve focused on email lists. We all have big email lists – tens of thou­sands of users, seg­ment­ed all sorts of dif­fer­ent ways. We send out dozens of emails a week and they end up seem­ing not spam.

Face­book Pages

A new era is com­ing with social media. A big change is Face­book Pages. These are geared toward adver­tis­ers although you don’t need to have a Face­book adver­tis­ing cam­paign to use them. In March 2009, Face­book redesigned Pages to act much more like typ­i­cal user pro­files: there’s a wall, there’s an activ­i­ty stream, and you can asso­ciate dif­fer­ent appli­ca­tions with them. 

Two things about Pages are excit­ing. One is the activ­i­ty stream. Peo­ple who sign up as “fans” of your Page see what you’re putting out in their indi­vid­ual stream. They’ll log into Face­book and see that mes­sages like “Jen just got engaged!” or “Joe is hav­ing a bad hair day” and that your orga­ni­za­tion is hav­ing some great event com­ing up this week­end. You’re seen in the asso­ci­a­tion of hap­py news from their friends. It’s dif­fer­ent from a spam­mish email because it’s com­ing in with the con­text of their friends, which is very pow­er­ful for publicity.

The oth­er nice thing about Face­book Pages is that they’re pub­lic. A lot of por­tions of Face­book aren’t but mak­ing Pages pub­lic means you can point to them from your web­site or oth­er social media campaigns.

I think Face­book fan groups are going to be the new email list. They are the way we’ll be able to reach out to peo­ple. I’m very excit­ed about this because there’s all sorts of easy mul­ti­me­dia pos­si­bil­i­ties. You can inte­grate with Youtube, with Twit­ter, with pod­casts, etc., embed­ded for fans of your Face­book page to see as it’s hap­pen­ing. This is much more excit­ing than some of the emails that we send out. They are also more inter­ac­tive because fans can post things on your fan walls so you can have con­ver­sa­tions on your sites.

Inti­mate, imme­di­ate, engaging

What the smart non­prof­its are going to be doing is a lot of post­ing in a style that’s authen­tic and inti­mate and less wor­ried about being slick than we’ve typ­i­cal­ly been.

What I would love to see non­prof­its doing is to get seri­ous about video. I’m not talk­ing about fan­cy video, haul­ing in video­g­ra­phers for six months shoot­ing a three minute slick com­mer­cial. Get an inex­pen­sitve video recorder and start doing five minute inter­views with the peo­ple your orga­ni­za­tion serves. This will dif­fer depend­ing on your orga­ni­za­tion’s focus. One advan­tage to sim­ple videos is that you can con­vince even the busiest of your inter­vie­wees to take out a few min­utes. You make these videos and post them to Youtube, Vimeo or direct­ly to Face­book video. It does­n’t mat­ter where they host­ed but you’ll have to make sure they’re embed­ded on your Face­book fan page. 

Build­ing our Face­book Fan Page

How to direct? You can direct in the emails you’re send­ing out or through oth­er sources. Twit­ter is a great way of direct­ing peo­ple to what’s hap­pen­ing: you send out a 140-character “tweet” with an inter­est­ing tease about the video you’ve pro­duced and a link to the Face­book fan page.

The whole goal is to get Face­book fans. Once you’re in as a fan, you show up in their activ­i­ty streams. All the fans get to see the events you’re orga­niz­ing, the videos. If you have extra tick­ets to an upcom­ing event, post about it because peo­ple will see it imme­di­ate­ly. It’s a won­der­ful way to reach peo­ple quick­ly in a way that’s not as intru­sive as email (I sus­pect a lot of younger users are actu­al­ly check­ing their Face­book home­page more often than their emails!).

The New Non­prof­it Outreach

I’d love to see a lot more of these inti­mate, almost home-made videos going up on Face­book fan pages and using fan pages as a way of con­nect­ing with peo­ple. We can think of these as the new email list.

I would strong­ly encour­age non­prof­its to use all of these these media to rein­force their mes­sage and to find new ways to reach their audi­ences in a much more engag­ing, inti­mate way. 

— —  —  — –

Mar­tin Kel­ley is a web devel­op­er and social media con­sul­tant spe­cial­iz­ing in non­prof­its. This post is a loose tran­scrip­tion of his video, Non­prof­its and Social Media. This essay is also avail­able on the Mar​tinKel​ley​.com Face­book fan page.

Convergent Friends: Content not designed for our market?

April 24, 2009
· Martin Kelley

Hen­ry Jenk­ins (right) mix­es up the names but has good com­men­tary on the Susan Boyle phe­nom­e­non in How Sarah [Susan] Spread and What it Means. I’ve been quot­ing lines over on my Tum­blr blog but this is a good one for Quak­er read­ers because I think it says some­thing about the Con­ver­gent Friends culture:

When we talk about pop cos­mopoli­tanism, we are most often talking
about Amer­i­can teens doing cos­play or lis­ten­ing to K‑Pop albums, not
church ladies gath­er­ing to pray for the suc­cess of a British reality
tele­vi­sion con­tes­tant, but it is all part of the same process. We are
reach­ing across bor­ders in search of con­tent, zones which were used to
orga­nize the dis­tri­b­u­tion of con­tent in the Broad­cast era, but which
are much more flu­id in an age of par­tic­i­pa­to­ry cul­ture and social
networks.

We live in a world where con­tent can be accessed quick­ly from any
part of the world assum­ing it some­how reach­es our radar and where the
col­lec­tive intel­li­gence of the par­tic­i­pa­to­ry cul­ture can identify
con­tent and spread the word rapid­ly when need­ed. Susan Boyle in that
sense is a sign of big­ger things to come — con­tent which wasn’t
designed for our mar­ket, con­tent which was­n’t timed for such rapid
glob­al cir­cu­la­tion, gain­ing much greater vis­i­bil­i­ty than ever before
and net­works and pro­duc­tion com­pa­nies hav­ing trou­ble keep­ing up with
the rapid­ly esca­lat­ing demand.

Susan Boyle’s video was pro­duced for a U.K.-only show but social media has allowed us to share it across that bor­der. In the Con­ver­gent Friends move­ment, we’re dis­cov­er­ing “con­tent which was­n’t designed for our mar­ket” – Friends of all dif­fer­ent stripes hav­ing direct access to the work and thoughts of oth­er types of Friends, which we are able to sort through and spread almost imme­di­ate­ly. In this con­text, the “net­works and pro­duc­tions com­pa­nies” would be our year­ly meet­ings and larg­er Friends bodies.

Torture for Ideology

April 22, 2009
· Martin Kelley

Reports are in that link up the US tor­ture pro­gram and the hunt for the non-existent weapons of mass destruc­tion. Jonathan S Lan­day in McClatchy News quotes a “for­mer senior U.S. intel­li­gence offi­cial famil­iar with the inter­ro­ga­tion issue”:

“The main [rea­son for the tor­ture] is that every­one was wor­ried about some kind of
follow-up attack (after 9/11). But for most of 2002 and into 2003,
Cheney and Rums­feld, espe­cial­ly, were also demand­ing proof of the links
between al Qai­da and Iraq that (for­mer Iraqi exile leader Ahmed)
Cha­l­abi and oth­ers had told them were there.”

“There was constant
pres­sure on the intel­li­gence agen­cies and the inter­roga­tors to do
what­ev­er it took to get that infor­ma­tion out of the detainees,
espe­cial­ly the few high-value ones we had, and when peo­ple kept coming
up emp­ty, they were told by Cheney’s and Rums­feld’s peo­ple to push
hard­er,” he continued.

All this is not real­ly a sur­prise; I cov­ered it in real time over on Non​vi​o​lence​.org. There were numer­ous reports that the Vice Pres­i­dent and Sec­re­tary of Defense were push­ing the intel­li­gence agen­cies to come up with evi­dence that would back their flawed theories. 

The Unit­ed States is sup­posed to be the cham­pi­on of free­dom but we resort­ed to the most bru­tal of communist-era tor­ture tech­niques because our high­est offi­cials were more inter­est­ed in their car­toon view of the world than the com­plex real­i­ty (and not so com­plex: any­one who’s tak­en an “Intro to Islam” class would know that an alliance between Sad­dam Hus­sein and Osama bin Laden would be have been very unlike­ly). When facts and ide­o­log­i­cal the­o­ries don’t match up, it’s time to dig for more facts and revis­it the ideologies. 

Movement for a New Society and the Old New Monastics

April 13, 2009
· Martin Kelley

Robin wrote a lit­tle about the New Monas­tic move­ment in a plug for the Pen­dle Hill work­shop I’m doing with Wess Daniels this Fall. 

Here’s my work­ing the­o­ry: I think Lib­er­al Friends have a good claim to invent­ing the “new monas­tic” move­ment thir­ty years ago in the form of Move­ment for a New Soci­ety, a net­work of peace and anti-nuclear activists based in Philadel­phia that cod­i­fied a kind of “sec­u­lar Quak­er” decision-making process and trained thou­sands of peo­ple from around the world in a kind of engaged drop-out lifestyle that fea­tured low-cost com­mu­nal liv­ing arrange­ments in poor neigh­bor­hoods with part-time jobs that gave them flex­i­bil­i­ty to work as full-time com­mu­ni­ty activists. There are few activist cam­paigns in the 1970s and 1980s that weren’t touched by the MNS style and a less-ideological, more lived-in MNS cul­ture sur­vives today in bor­der­line neigh­bor­hoods in Philadel­phia and oth­er cities. The high-profile new monas­tics rarely seem to give any props to Quak­ers or MNS, but I’d be will­ing to bet if you sat in on any of their meet­ings the process would be much more inspired by MNS than Robert’s Rules of Order or any fif­teen cen­tu­ry monas­tic rule that might be cited.

For a decade I lived in West Philly in what I called “the ruins of the Move­ment for a New Soci­ety.” The for­mal struc­ture of MNS had dis­band­ed but many of its insti­tu­tions car­ried on in a kind of lived-in way. I worked at the remain­ing pub­lish­ing house, New Soci­ety Pub­lish­ers, lived in a land-trusted West Philly coop house, and was fed from the old neigh­bor­hood food coop and occa­sion­al­ly dropped in or helped out with Train­ing for Change, a revived train­ing cen­ter start­ed by MNS-co-founder (and Cen­tral Philadel­phia Meeting-member) George Lakey It was a tight neigh­bor­hood, with strong cross-connections, and it was able to absorb relat­ed move­ments with dif­fer­ent styles (e.g., a strong anar­chist scene that grew in the late 1980s). I don’t think it’s coin­ci­dence that some of the Philly emer­gent church projects start­ed in West Philly and is strong in the neigh­bor­hoods that have become the new ersatz West Philly as the actu­al neigh­bor­hood has gentrified.

So some ques­tions I’ll be wrestling with over the next six months and will bring to Pen­dle Hill:

  • Why haven’t more of us in the Reli­gious Soci­ety of Friends adopt­ed this engaged lifestyle?
  • Why haven’t we been good at artic­u­lat­ing it all this time?
  • Why did the for­mal struc­ture of the Quaker-ish “new monas­ti­cism” not sur­vive the 1980s?
  • Why don’t we have any younger lead­ers of the Quak­er monas­ti­cism? Why do we need oth­ers to remind us of our own recent tradition?
  • In what ways are some Friends (and some fel­low trav­el­ers) still liv­ing out the “Old New Monas­tic” expe­ri­ence, just with­out the hype and with­out the buzz?

It’s entire­ly pos­si­ble that the “new monas­ti­cism” isn’t sus­tain­able. At the very least Friends’ expe­ri­ences with it should be stud­ied to see what hap­pened. Is West Philly what the new monas­ti­cism looks like thir­ty years lat­er? The biggest dif­fer­ences between now and the hey­day of the Move­ment for a New Soci­ety is 1) the Inter­net’s abil­i­ty to orga­nize and stay in touch in com­plete­ly dif­fer­ent ways; and 2) the pow­er of the major Evan­gel­i­cal pub­lish­ing hous­es that are hyp­ing the new kids.

I’ll be look­ing at myself as well. After ten years, I felt I need­ed a change. I’m now in the “real world” – semi sub­ur­ban free­stand­ing house, nuclear fam­i­ly. The old new West Philly monas­ti­cism, like the “new monas­ti­cism” seems opti­mized for hip twenty-something sub­ur­ban kids who roman­ti­cized the grit­ty city. Peo­ple of oth­er demo­graph­ics often fit in, but still it was nev­er very scal­able and for many not very sus­tain­able. How do we bring these con­cerns out to a world where there are sub­urbs, fam­i­lies, etc?

—


RELATED READING: I first wrote about the sim­i­lar­i­ty between MNS and the Philadel­phia “New Monas­tic” move­ment six years ago in Peace and Twenty-Somethings, where I argued that Pen­dle Hill should take a seri­ous look at this new movement.

Extending customer relationships through social media

April 8, 2009
· Martin Kelley

Over on my O’Reil­ly Media blog, I’ve writ­ten “Will Face­book (all but) replace cor­po­rate web­sites?,” a look at where I think the third-party social media web­sites are going. Here’s a taste:

The goal of most web­sites is to extend­ed the inter­ac­tion with the vis­i­tor beyond this one vis­it: we seek to sell them a prod­uct, join our mail­ing list, buy tick­ets to our event or sub­scribe to us in a news read­er. Face­book is quick­ly becom­ing the most impor­tant email list and news read­er. If it con­tin­ues to inno­vate (and bor­row ideas from inno­v­a­tive com­peti­tors) it could quick­ly become a major com­mer­cial por­tal as well. As its adop­tion rate climbs with­in the ranks of our tar­get audi­ences, it becomes an effec­tive way to extend vis­i­tor rela­tion­ship and build more inti­mate brand identities.

This will change com­pa­ny’s inter­ac­tions with cus­tomers, who will start to expect and then demand real-time inter­ac­tion. This can take many forms – sta­tus updates, cal­en­dars, videos – but the empha­sis will be on imme­di­a­cy. The style will shift from slickly-produced mass mar­ket­ing to a one-on-one respon­sive back and forth. Smart mar­keters will think less in terms of sell­ing and more in terms of rela­tion­ship build­ing. Ana­lyt­ics and constantly-rolling A/B tests will give us a near real-time gauge with which to mea­sure the suc­cess of these rela­tion­ships. The reces­sion is bring­ing a new urgency for mea­sur­able results and might actu­al­ly help shift cor­po­rate and non-profit bud­gets away from high-price opin­ions and toward this new style of social-network-mediated marketing.

It will be inter­est­ing to see how orga­ni­za­tions adapt to social medi­a’s evolv­ing role.

Pushing houses across sandy soil

March 29, 2009
· Martin Kelley

I feel I’m being called to be pro­found­ly non-strategic these days. What do big words add to under­stand­ing? Our mes­sage is sim­ple. All we need to do is love God and care for one anoth­er. Our task is not to know all the answers but to sim­ply fol­low what small leads we’ve been giv­en and trust in the Lord that this is the work of the King­dom. It is too easy to adopt the clothes of a pro­fes­sion­al­ism that hide a preda­to­ry motive and mask the unspo­ken fear at the root of our labors.

But love ye your ene­mies, and do good, and lend, hop­ing for noth­ing again; and your reward shall be great, and ye shall be the chil­dren of the High­est: for he is kind unto the unthank­ful and to the evil​.Be ye there­fore mer­ci­ful, as your Father also is mer­ci­ful. Judge not, and ye shall not be judged: con­demn not, and ye shall not be con­demned: for­give, and ye shall be forgiven:Give, and it shall be giv­en unto you; good mea­sure, pressed down, and shak­en togeth­er, and run­ning over, shall men give into your bosom. For with the same mea­sure that ye mete with­al it shall be mea­sured to you again. 

I will wor­ry less about those who seem intent to push hous­es across sandy soil. I will dig down look­ing for the bedrock and I will invite oth­ers to join with their shov­els. I will stop wor­ry­ing about the specks in my broth­ers’ eyes.

And why call ye me, Lord, Lord, and do not the things which I say? Whoso­ev­er cometh to me, and heareth my say­ings, and doeth them, I will shew you to whom he is like: He is like a man which built an house, and digged deep, and laid the foun­da­tion on a rock: and when the flood arose, the stream beat vehe­ment­ly upon that house, and could not shake it: for it was found­ed upon a rock. But he that heareth, and doeth not, is like a man that with­out a foun­da­tion built an house upon the earth; against which the stream did beat vehe­ment­ly, and imme­di­ate­ly it fell; and the ruin of that house was great. Quotes from Luke 6.

Haverford Friends Meeting

March 25, 2009
· Martin Kelley

This Quak­er meet­ing sits along Philadel­phi­a’s Main Line sub­urbs and is mak­ing spe­cial efforts at out­reach. They want­ed a design refresh that would allow the heads of com­mit­tees direct access to their sec­tion of the web­sites. With mul­ti­ple log-ins and high con­tent needs, we went with the Dru­pal con­tent man­age­ment sys­tem, which has become the CMS of choice for many non-profits.

The design is built from scratch with obvi­ous nods to the Face­book look-and-feel: we want­ed some­thing that would seem both famil­iar and fresh to the young pro­fes­sion­al crowd that is this meet­ing’s most obvi­ous tar­get audi­ence.

Vis­it: Haver​ford​friendsmeet​ing​.org

Quaker video outreach, a talk with Raye Hodgson

March 21, 2009
· Martin Kelley

An inter­view with Raye, a mem­ber of Ohio Year­ly Meet­ing Con­ser­v­a­tive who serves on their Elec­tron­ic Out­reach Com­mit­tee. You can also watch it on Quak­erQuak­er: Quak­er Video and Elec­tron­ic Out­reach.

Raye: Ohio Year­ly Meet­ing holds our year­ly meet­ing in Bar­nesville Ohio – some peo­ple know us as those Bar­nesville folks. We have an elec­tron­ic Out­reach Com­mit­tee and that includes the over­sight and min­istry asso­ci­at­ed with our web­site. We spend time think­ing about how to open up to peo­ple who might be inter­est­ed in Friends’ ways and might want to know more about us whether or not they’ve ever read the Jour­nal of George Fox. We’re try­ing to expand our wit­ness, if you will.

One of the ques­tions that has come up in this elec­tron­ic out­reach group is: what types of com­mu­ni­ca­tion or video are use­ful for some­one to get to know us but also respect­ful of the fact that we do wor­ship and that wor­ship is a spir­i­tu­al­ly inti­mate time. We’re try­ing to bridge and deal with respect­ing the wor­ship­pers, the Friends them­selves, to not put on a per­for­mance and yet to try to com­mu­ni­cate what it is that is edi­fy­ing in prac­tice and worship.

Mar­tin: How do you give new­com­ers a taste of Quak­ers with­out direct­ing it too much? If you just have that silent emp­ty box it’s hard for new­com­ers to know what should be fill­ing that box.

Raye: One of the things Friends have done for hun­dreds of years is to pub­lish, to keep jour­nals and to share that. But that’s not all there is to the Friends expe­ri­ence. There are those qui­et times and those moments of min­istry that we believe are Spirit-inspired. Many of us wish we could give peo­ple a lit­tle taste of that because that does­n’t show up in a lot of pub­lished writ­ings. That spon­ta­neous and time­ly, and at times prophet­ic, wit­ness that we see in our Meet­ings. We have con­sid­ered dig­i­tal video as a way to do that.

Mar­tin: I love the video pos­si­bil­i­ties here. Video can be a way of reach­ing out to more people.

Raye: It’s not just any­thing that can be writ­ten. Cer­tain­ly the writ­ings that have been pub­lished are very help­ful in get­ting some sort of a glim­mer of where we have been, or in some cas­es where we are head­ed or where we are. But there is noth­ing like that expe­ri­ence of being with Friends in meet­ing. It does­n’t always hap­pen but there are these moments called a cov­ered meet­ing or a gath­ered meet­ing where every­body seems to be in the same place spir­i­tu­al­ly and when seems to be mes­sages and gifts com­ing through peo­ple. That’s dif­fi­cult to get across.

We’re hop­ing that with video we can dis­cuss these kinds of things after the fact. We don’t want to turn it into a spec­ta­tor sport or performance.

Mar­tin: Authen­tic­i­ty is a key part of the Quak­er mes­sage. You’re not prac­tic­ing what you’re going to say for First Day or Sun­day. You’re sit­ting there and wait­ing for that imme­di­ate spir­it to come upon you.

Raye: We don’t know when that will hap­pen. There are meet­ings where every­body is very qui­et, where there’s a sense of that spir­it and uni­ty but it may be an out­ward­ly qui­et meet­ing. I have been in meet­ings where some­one stood up and began to sing their mes­sage or a psalm or some­one had a won­der­ful ser­mon that was per­fect for the moment. These things hap­pen but we don’t know when they will.