common knowledge social networking experience overview 3 4-2011

Jeff PatrickPresident415.543.7600jpatrick@commonknow.comwww.commonknow.com

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April 9, 2023

Social Networking

Clients & Projects Overview

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Questions about this Presentation

What is this presentation?This deck presents an overview of the social networking, social media, and

community projects completed by Common Knowledge in conjunction with our nonprofit clients.

Over what period of time were these projects completed?We have been actively engaged in developing, promoting and managing

online communities since 2006. The first of these sites launched in December 2006 and most are still live and continuing to expand today.

What is NOT presented here that you should know?This is an overview. It highlights the work that we’ve done, but it does not

begin to describe all of the strategy, best practices, processes and methodology incorporated into this work by Common Knowledge for our clients.

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RA CONNECT Arthritis Foundation

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Arthritis Foundation Social Networking Strategy

• Multiple social networking communities

• Communities target individual segmentsex. Rheumatoid Arthritis, Event Participants

• Communities share a common social networking platform

• Incorporates single sign-on with enterprise CRM

• Members cross-pollinated across communities

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Sunday, April 9, 2023

Arthritis Foundation

“Connecting people with Rheumatoid Arthritis”

Rheumatoid Arthritis community site presented on the Arthritis Foundation homepage.

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• 2003: Arthritis Community 1.0

– Chats– Discussion Group– Personal Pages– Audio Success Stories

Goal: Peer-to-Peer Support; Acquisition & Cultivation


History of Community Building at Arthritis Foundation

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• Arthritis Community 1.0 Observations

– Chats were not popular (“critical mass problem”)

– Success stories were expensive to collect (“Audio”)

– Personal pages under-utilized (“not customizable”)

– Discussion Groups were very popular




Features• Discussion Groups• Blog• Profiles (Robust)• Podcasts

Fast-forward to 2008 with Community 2.0

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Strong emphasis on AF’s expert content within the community.

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Promote community engagement at the same time.

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Generation Two


Discussion groups are central to the growth of this community.

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An example of a discussion posted within the community.

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Discussion thread showing individual postings and members.

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Detailed view of a posting and member.

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Detailed view of a member profile.

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Detailed view of profile tabs.

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Member photos on profile.

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Friends on member profile.

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Cross-pollinating members from RAConnect to 2nd community –Lets Move Together (Event Participants).

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LETS MOVE TOGETHERArthritis Foundation

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Lets Move Together. This site engages event participants in activities and community to remain active from this year’s event into next year’s event.

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Community section incorporates rich media, blogs, success stories, resources, and more.

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Once again the discussion groups play an integral role in attracting and engaging Lets Move Together community members.

Note the same software platform for discussion groups here as with RAConnect.

It is important for Arthritis Foundation that all of their community sites be dual-branded – for the particular site/community and for AF more generally.

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One of the Lets Move Together “citizen bloggers”.

Part of the blogging strategy is to recruit and promote a limited number of “everyday citizens” living with Arthritis. They share their experiences and act as role models for the community.

TEAM ACTIVITY CENTER & COMMUNITY


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25© 2010 Common Knowledge

Custom Application

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Custom Application

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Client Arthritis Foundation

ProjectLets Move TogetherMovement Tracker

DescriptionThis PHP-based custom application is deployed to help members of Arthritis Foundation’s Lets Move Together online private social network to join a team, set joint daily exercise goals, record their daily exercise, and connectwith team mates to coordinatetraining and team activities.

© 2010 Common Knowledge

Custom Application

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DescriptionThe Enter Activity page assistscommunity members to add theirdaily exercise results into the teamactivity log. Application tracks goal vs. results, and accumulatesmore than 20 different types of activity, and variable intensity levels.

Activity Logging Form


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Custom Application



DescriptionMost activities within the Movement Tracker support social sharing of activities or results. Current social sharing feature focuses on Facebook and Twitter.

Activity Logging Form – Social Sharing


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Custom Application



DescriptionThe Activity Report presents an overview and detail report of each member’s activity to date, including actual vs. goal barometer and social share option – “Forward results to a Friend”.

Activity Report


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Custom Application



DescriptionThe My Goal page assists the member in setting an exercise goal (ex. 100 minutes per week). Here again, passive and active FB and Twitter social share is presented to the member.

My Goal


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Custom Application



DescriptionThe My Crew page reports on the member’s team results, displays all team members, connects all team member via the “Crew Forum”, and offers a chance to get the Movement Tracker Badge.

My Crew


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Custom Application



DescriptionThe Movement Tracker Badge links the member’s Movement Tracker account (and activity results) to the badge which can be displayed on a member’s Facebook, Myspace or Lets Move Together private network profile, and on any web page or blog.

Movement Tracker Badge

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Custom Application



DescriptionHere we show the Movement Tracker Badge displayed on the member’s Lets Move Together private social network profile.

The badge is compatible with other social networks such as Facebook, Myspace and any web page or blog.

Movement Tracker Badge on Private Network Profile


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FAIRDEBATE.ORGFederation for American Immigration Reform

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Federation for American Immigration Reform

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PurposeEngage young audience in the immigration reform debate.

MessagingThe growing American population (from immigration) is threatening the environment. Get Involved. Make a difference.

AudienceMillenials

FeaturesProfiles, rich media, discussion, ask the expert, mobile, etc.

FAIRDebate.org: FAIR wanted to engage the next generation in the immigration reform debate in a way that would resonate for them – stylistically, technologically, and via suitable messaging.

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CLIMATE CROSSROADS.ORG

Sierra Club

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Sierra Club

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Purpose“Go-to” destination for content and community related to climate change.

MessagingA Cool Place to Connect

AudienceEnviro’s;Gen-X & Boomers

FeaturesProfiles, photos, video, blogs, discussion, expert content, recipes, local events, and more.

Climate Crossroads is one of four social networking communities from Sierra Club.

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Sierra Club

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The site features four content areas: Explore, Enjoy, Protect …and Connect. (the first three are in SC’s tag line).

This page is the “Enjoy” section where Sierra Club repurposes consumer-oriented climate change content from its many properties– Sierra Magazine, Sierra Radio, Sierra Club Blogs, Green Life eNewsletter, Insider eNewsletter, along with a “roundup” of daily news in the form of an automated newsfeed, and recipes for sustainable living.

This page, like many pages on the site intelligently cross-promotes other site sections to maximize site visit duration.

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Sierra Club

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This page is the “Protect” section, focusing on citizen advocacy.

The center-column content is individual e-actions related to climate change – all sourced from Sierra Club (for now).

Over time, the intention is to partner with other environmental nonprofits to present a broad cross-section of activity types and local events to engage site visitors.

While the community function – environmentally-minded peers meeting, talking and interacting – is an important part of the site, the ability to produce real change against the goals of the climate change agenda is important.

Jointly we’ve set the goal of having a 50/50 split between community and content/action. In other words, this is not uniquely a community site.

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Sierra Club

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Discussion groups which are used to connect members on key sub-issue areas.

Increasingly, we find that the site is useful as a substitute or addition to campaign micro-sites as it facilitates quick and easy content management, interaction, discussion, and other tools.

The Climate Crossroads team is promoting the site broadly on climate change, and in a very targeted manner, pulling in visitors on individual sub-issues like coal mining/energy, nuclear energy, sustainable farming, green products, etc.

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SIERRA STUDENT COALITION

Sierra Club

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Sierra Club

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PurposePlatform for Sierra Club college student groups to organize, communicate, collaborate and promote their issues.

MessagingThe National Student Chapter of the Sierra Club

AudienceCollege students

FeaturesProfiles, photos, video, blogs, discussion, expert content, local events, and more.

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Sierra Club

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Purpose-built community site with messaging, content, style and creative all tuned for the target demographic – college students.

Issue areas, content, and community building/management are all coordinated by students.

This site leverages the same base social networking software and CRM solution (via single sign-on) as Climate Crossroads.

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TRAILSSierra Club

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Sierra Club

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PurposeProvide the largest collection of hikes and hikers in the U.S.

MessagingShare your favorite places to hike, bike and paddle…

Audience30-55+, hikers (initially)

FeaturesHikes, wiki (hikes), profiles, photos, video, blogs, discussion, expert content, local events, and more.

The unique challenge here is to stimulate enough interest to grow the database of trails which are all contributed by the community.

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Sierra Club

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Fields Describing a Trail

• Trail Name• Trail Description• What to Expect• Trailhead Location• Accessing the Trail• Property Access• Dangers/Other Considerations• Trail Details• Trail Map• Social: Fans, Ratings,

Reviews

A trail detail page showing the information presented for each trail.

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ABILITYPATHCommunity Gatepath

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PurposeProvide content, community and services to parents of young children with special needs.

MessagingSupport for parents of children birth to 5 years with special needs.

AudienceParents & other caretakers of developmentally delayed children

FeaturesProfiles, photos, video, blogs, discussion, expert content, services and more.

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Parent Profile

Much like Facebook, the AbilityPath community requires parents to create a profile with a minimum set of information about themselves.

The community software further rounds out the profile by showcasing the groups, discussions, posts, photos, friends, etc. that this parent is connected to in the community.

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Groups

The Groups feature helps to segment the overarching audience of parents into useful sub-groups.

Examples of sub-groups include geographical (ex. Parents in San Francisco), Diagnosis (Parents of Kids with Autism), or role (secondary caretaker – e.g. grandparents).

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Blogs

“Expert” blogs feature subject matter experts and are highlighted/promoted around the site.

“Community” blogs are written by individual parents sharing their experiences. These blogs are presented with the parent’s profile.

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Educational Content

One of the high value components of the site is educational content that helps parents to better care and advocate for their child’s health and education.

This organizational content is purposely intermingled with the community – members, member content.

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STUDENT PORTALOperation Smile

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PurposeCommunity of students and student groups supporting Operation Smile with local events and fundraising.

MessagingYou have the power to change a life.

AudienceKids, K-8th, High School, and University

FeaturesProfiles, photos, video, blogs, discussion, expert content, services and more.

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K thru 8th Grade

One of three student communities within the OS Central web site, the K-8 serves and supports the work of the younger OS supporters in the local club work and their interface with Operation Smile national.

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Get InvolvedThe site effectively recruits site visitors by immediately engaging them with calls-to-action and information about the online communities and the work and benefits of participating in a local Operation Smile student club.

FUNDRAISING BADGEFacebook Application: Alliance for Lupus Research

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Facebook Application


Client Alliance for Lupus Research

ProjectFacebook Fundraising Badge

DescriptionCustom FB application installedon member profile page. Assistsevent participants to fundraiseon behalf of nonprofit among member’s FB friend network.

Facebook Application (Detail View)

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• Displays on profile

• Org/Event branded

• Fundraising focused

• Personalized giving results

• Personalized donation form link

• Tabbed navigation

• Progress meter

Profile Badge


EVENT FUNDRAISERS COMMUNITY

Alliance for Lupus Research

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ProjectFacebook Fundraising Tab

DescriptionCustom FB application installedon member profile page TAB. Assists event participants to fundraise on behalf of nonprofitamong member’s FB friend network.

Alternative to earlier profile badge approach.

EVENT FUNDRAISERS COMMUNITY

Alliance for Lupus Research

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ProjectFacebook Fundraising Tab

DescriptionCustom FB application installedon member profile page TAB. Assists event participants to fundraise on behalf of nonprofitamong member’s FB friend network.

Alternative to earlier profile badge approach.

STUDENT EDUCATION PLATFORM & COMMUNITY

Junior Achievement (Worldwide)

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Client Junior Achievement

ProjectJA ‘Company Program’Education Application

DescriptionCustom FB application used byJA as supporting education platformfor students participating in the Company Program. FB Application presents interactive, rules-based forms, tools, reports, administration, and social outreach features to assiststudent teams of 16-20 members as they build a fictitious company during a 16-week course. (Examples of various features on following 7 pages)




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DescriptionCompany Dashboard displayingthe company information, student teamdirectory, announcements, and menuof tools, information and resources.

Company Dashboard



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DescriptionTools menu offers 25+ tools and reports to help students build andmanage their company during the16-week course.

Tools Menu



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DescriptionThe interactive PayrollReport presents employeepayroll details via an interactivedrill-down format that helpsstudents to see the supportingdata behind each data fieldon the report.

Interactive Payroll Report



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DescriptionThe interactive Employee Rosterpresents the roles of the 16-20students within the company, withlinks to each profile, friend request, internal messaging, and role editfeatures.

Interactive Employee Roster



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DescriptionThe Receive Inventory formallows students to log physicalinventory as it is produced. Theunderlying database automaticallytracks inventory in, inventory sold, net inventory on hand, andassociated revenue, costs, and net profit.

Inventory Reception Log Form



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DescriptionThe Member Invite feature auto-extracts the member’s Facebookfriend network, and helps the student to a double opt-in inviteto the selected friends.

In this way, student members assemble their company team.

Member Invite Feature



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DescriptionThe smart Meeting Attendance form helps the company team to track meeting attendees and record meeting minutes, which are auto-logged and archived. Rightsmanagement ensures all appropriate company employeescan retrieve meeting minutes from the central repository at any time.

Meeting Attendance Form


TEAM FUNDRAISING COMMUNITY ON TWITTER

Operation Smile

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Twitter Application

Client Operation Smile

Project140 Smiles Fundraising viaTwitter Campaign

DescriptionThis application uses the Twitter API’s to tie a 3rd party donation web service to Twitter, thereby helping supporters on Twitter to donate to Operation Smile’s fundraising effort, formed around celebrity teams including lead celebrities Ashton Kutcher, Guy Kawasaki, and MC Hammer.

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Twitter Application



DescriptionHere we see the most common process flow – visitors are inspired to give a gift (on the site), where they start a team or add their donation to an existing team, and then they are automatically prompted to tweet out an announcement to their follower base about their donation, asking their base to give as well.

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Twitter Application



DescriptionHere we see the Twitter application requesting access to the donor’s twitter account and personal information.

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Twitter Application



DescriptionOn the left, we see the stream of tweets sent out by the Operation Smile supporters regarding their donations.

This is a web page presenting the Twitter widget displaying the Tweet-stream for, in this case, Operation Smile’s Twitter account.

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Twitter Application



DescriptionHere is the typical tweet auto-generated and pushed out via the donor’s Twitter account regarding their donation to Operation Smile. Note the link to the website to encourage followers to learn more about the campaign and donate.

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ACTIVIST NETWORKSierra Club

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Activist Network


Client Sierra Club

ProjectActivist Network

DescriptionA community site targeting the ~1,000 “grasstops” activists across the U.S. who support Sierra Club with local environmental projects.

The community site supplies the communications, collaboration, and promotional tools for each team to concept, develop and get the word out locally about their project.

Activist Profile


Teams


Projects


Events


Forums


Resources


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MISSION VOLUNTEER COMMUNITY

Operation Smile

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MVAC – Volunteer Recruitment & Management


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MVAC

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ProjectMVAC(Mission Volunteer Action Center)

DescriptionMVAC is a volunteer acquisitions, credentialing, and management system within a volunteer community.

The community serves prospect volunteers, volunteers preparing for their medical mission, and the more than 10,000+ medical volunteer alumni.

FACEBOOK - TYPE 1 TALKJuvenile Diabetes Research Foundation

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Juvenile Diabetes Research Foundation - Facebook Page

January 2010

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Juvenile Diabetes Research Foundation Type 1 Talk Campaign

Facebook Application Page

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Juvenile Diabetes Research Foundation

June 200897

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# Events: 75 | # Viewers: 300 | # App Likes: 2,336

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June 2008

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MY4-HNational 4-H

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My4-H Homepage (Activity Feed)

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Homepage (Part 2)

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Event Listing

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Programs: Health Rocks

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Programs: Health Rocks

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MyProjects – Work Tools

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STOP THE SEAL HUNTInternational Fund for Animal Welfare

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IFAW Seal Campaign Site

Total Impressions: 33,574,147

Total Clicks: 29,360

CTR: .09%

Community Mbrs 98,000+

Countries: 26

Total $$: $130K +30% (Year-

over-Year)

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International Fund for Animal Welfare

• Community Montage: Featured on the homepage; when visitor mouses over each cell in the montage, the Flash module displays the short profile for each member of the community.

Short Profile: Includes first name, last initial, city, country, testimonial – why I think the seal hunt is wrong, and should be stopped.

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Join the Campaign

1: Personal Info

2: Personal Message

3: Avatar or photo

4: Audio Message

Member profile (registration) page

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Take Action Make a Donation

Community engagement pages for advocacy and fundraising.

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Community1

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1: Video Podcast

2: Recent Blog Posts

3: Recent Comments

4: Blogroll

5: MySpace Friends

6: Tagging

Commercial social media integrated on the site.

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Commercial social media channels leveraged for additional exposure (YouTube, Flickr).

Video footage from the field reporting on the seal hunt as it unfolds in real time.

Photos from the ice, helicopter sand the boats taking part in the seal hunt. Very compelling and sometimes difficult images.

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Campaign Marketing (Online Advertising Outlets)– CampusPlus (college students)– CanWest Media Sales– Grist– GroovyGreen– National Geographic– Treehugger– Tribal Fusion, Inc.– Undertone Networks– USA Today (targeted)– Yahoo! (targeted: Pets/Animals)

– ENN (Online Enviro Community)– Assorted Blog Ads– Online College Newspapers– Local Newspaper -Ottawa

Citizen– Assorted Blog Ads

Animals Women Progressive Political Others

– Online College Newspapers

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common knowledge social networking experience overview 3 4-2011

Business

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