Common Knowledge Social Networking Experience overview 3 4-2011

March 4, 20111Social Networking Clients & Projects Overview

Questions about this PresentationWhat 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.March 4, 20112

RA Connect Arthritis Foundation March 4, 20113

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 communities4

Arthritis Foundation“Connecting people with Rheumatoid Arthritis”Rheumatoid Arthritis community site presented on the Arthritis Foundation homepage.Friday, March 04, 20115

Arthritis Foundation2003: Arthritis Community 1.0ChatsDiscussion GroupPersonal PagesAudio Success StoriesGoal: Peer-to-Peer Support; Acquisition & CultivationHistory of Community Building at Arthritis FoundationFriday, March 04, 20116

Arthritis FoundationArthritis Community 1.0 ObservationsChats were not popular (“critical mass problem”)Success stories were expensive to collect (“Audio”)Personal pages under-utilized (“not customizable”)Discussion Groups were very popularFriday, March 04, 20117

Arthritis FoundationFeatures Discussion Groups

PodcastsFast-forward to 2008 with Community 2.0Friday, March 04, 20118

Arthritis FoundationStrong emphasis on AF’s expert content within the community.Friday, March 04, 20119

Arthritis FoundationPromote community engagement at the same time.Friday, March 04, 201110

Generation TwoDiscussion groups are central to the growth of this community.Friday, March 04, 201111

Arthritis FoundationAn example of a discussion posted within the community.Friday, March 04, 201112

Arthritis FoundationDiscussion thread showing individual postings and members.13

Arthritis FoundationDetailed view of a posting and member.14

Arthritis FoundationDetailed view of a member profile.15

Arthritis FoundationDetailed view of profile tabs.Friday, March 04, 201116

Arthritis FoundationMember photos on profile.17

Arthritis FoundationFriends on member profile.18

Arthritis FoundationCross-pollinating members from RAConnect to 2nd community –Lets Move Together (Event Participants).19

Lets move togetherArthritis Foundation March 4, 201120

Arthritis FoundationMarch 4, 201121Lets Move Together. This site engages event participants in activities and community to remain active from this year’s event into next year’s event.

Arthritis FoundationMarch 4, 201122Community section incorporates rich media, blogs, success stories, resources, and more.

Arthritis FoundationMarch 4, 201123Once 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.

Arthritis FoundationMarch 4, 201124One 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.

Custom ApplicationMarch 1127ClientArthritis FoundationProjectLets Move TogetherMovement TrackerDescriptionThis 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 ApplicationMarch 1128ClientArthritis FoundationProjectLets Move TogetherMovement TrackerDescriptionThe 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© 2010 Common Knowledge

March 1129Custom ApplicationClientArthritis FoundationProjectLets Move TogetherMovement TrackerDescriptionMost 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© 2010 Common Knowledge

March 1130Custom ApplicationClientArthritis FoundationProjectLets Move TogetherMovement TrackerDescriptionThe 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© 2010 Common Knowledge

March 1131Custom ApplicationClientArthritis FoundationProjectLets Move TogetherMovement TrackerDescriptionThe 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 © 2010 Common Knowledge

March 1132Custom ApplicationClientArthritis FoundationProjectLets Move TogetherMovement TrackerDescriptionThe 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© 2010 Common Knowledge

Custom ApplicationClientArthritis FoundationProjectLets Move TogetherMovement TrackerDescriptionThe 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© 2010 Common Knowledge33

March 1134Custom ApplicationClientArthritis FoundationProjectLets Move TogetherMovement TrackerDescriptionHere 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© 2010 Common Knowledge

Fairdebate.orgFederation for American Immigration Reform March 4, 201135

Federation for American Immigration ReformMarch 4, 201136PurposeEngage young audience in the immigration reform debate.MessagingThe growing American population (from immigration) is threatening the environment. Get Involved. Make a difference.AudienceMillenialsFeaturesProfiles, 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.

Climate crossroads.orgSierra Club March 4, 201137

Sierra ClubMarch 4, 201138Purpose“Go-to” destination for content and community related to climate change.MessagingA Cool Place to Connect AudienceEnviro’s;Gen-X & BoomersFeaturesProfiles, photos, video, blogs, discussion, expert content, recipes, local events, and more.Climate Crossroads is one of four social networking communities from Sierra Club.

Sierra ClubMarch 4, 201139The 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.

Sierra ClubMarch 4, 201140This 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.

Sierra ClubMarch 4, 201141Discussion 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.

Sierra student coalitionSierra Club March 4, 201142

Sierra ClubMarch 4, 201143PurposePlatform for Sierra Club college student groups to organize, communicate, collaborate and promote their issues.MessagingThe National Student Chapter of the Sierra ClubAudienceCollege studentsFeaturesProfiles, photos, video, blogs, discussion, expert content, local events, and more.

Sierra ClubMarch 4, 201144Purpose-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.

TrailsSierra Club March 4, 201145

Sierra ClubMarch 4, 201146PurposeProvide 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.

Sierra ClubMarch 4, 201147Fields Describing a TrailTrail Name

Social: Fans, Ratings, Reviews A trail detail page showing the information presented for each trail.

AbilityPathCommunity GatepathMarch 4, 201148

March 4, 201149PurposeProvide 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 childrenFeaturesProfiles, photos, video, blogs, discussion, expert content, services and more.

March 4, 201150Parent ProfileMuch 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.

March 4, 201151GroupsThe 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).

March 4, 201152Blogs“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.

53Educational ContentOne 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.

Student portalOperation SmileMarch 4, 201154

March 4, 201155PurposeCommunity 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 UniversityFeaturesProfiles, photos, video, blogs, discussion, expert content, services and more.

March 4, 201156K 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.

March 4, 201157Get 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.

Facebook Application59ClientAlliance for Lupus ResearchProjectFacebook Fundraising BadgeDescriptionCustom FB application installedon member profile page. Assistsevent participants to fundraiseon behalf of nonprofit among member’s FB friend network.© 2010 Common Knowledge

Facebook Application (Detail View)60 Displays on profile

Personalized donation form link

March 1162Facebook ApplicationClientAlliance for Lupus ResearchProjectFacebook Fundraising TabDescriptionCustom 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.© 2010 Common Knowledge

March 1164Facebook ApplicationClientAlliance for Lupus ResearchProjectFacebook Fundraising TabDescriptionCustom 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.© 2010 Common Knowledge

March 1167Facebook ApplicationClientJunior AchievementProjectJA ‘Company Program’Education ApplicationDescriptionCustom 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)© 2010 Common Knowledge

Facebook ApplicationMarch 1168ClientJunior AchievementProjectJA ‘Company Program’Education ApplicationDescriptionCompany Dashboard displayingthe company information, student teamdirectory, announcements, and menuof tools, information and resources.Company Dashboard© 2010 Common Knowledge

Facebook ApplicationMarch 1169ClientJunior AchievementProjectJA ‘Company Program’Education ApplicationDescriptionTools menu offers 25+ tools and reports to help students build andmanage their company during the16-week course.Tools Menu© 2010 Common Knowledge

Facebook ApplicationMarch 1170ClientJunior AchievementProjectJA ‘Company Program’Education ApplicationDescriptionThe 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© 2010 Common Knowledge

Facebook ApplicationMarch 1171ClientJunior AchievementProjectJA ‘Company Program’Education ApplicationDescriptionThe 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© 2010 Common Knowledge

Facebook ApplicationMarch 1172ClientJunior AchievementProjectJA ‘Company Program’Education ApplicationDescriptionThe 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© 2010 Common Knowledge

Facebook ApplicationMarch 1173ClientJunior AchievementProjectJA ‘Company Program’Education ApplicationDescriptionThe 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© 2010 Common Knowledge

Facebook ApplicationMarch 1174ClientJunior AchievementProjectJA ‘Company Program’Education ApplicationDescriptionThe 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© 2010 Common Knowledge

March 1176Twitter ApplicationClientOperation SmileProject140 Smiles Fundraising viaTwitter CampaignDescriptionThis 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.© 2009 Common Knowledge

March 1177Twitter ApplicationClientOperation SmileProject140 Smiles Fundraising viaTwitter CampaignDescriptionHere 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.© 2009 Common Knowledge

March 1178Twitter ApplicationClientOperation SmileProject140 Smiles Fundraising viaTwitter CampaignDescriptionHere we see the Twitter application requesting access to the donor’s twitter account and personal information.© 2009 Common Knowledge

March 1179Twitter ApplicationClientOperation SmileProject140 Smiles Fundraising viaTwitter CampaignDescriptionOn 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.© 2009 Common Knowledge

March 1180Twitter ApplicationClientOperation SmileProject140 Smiles Fundraising viaTwitter CampaignDescriptionHere 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.© 2009 Common Knowledge

Activist networkSierra Club March 4, 201181

Activist Network82ClientSierra ClubProjectActivist NetworkDescriptionA 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.© 2009 Common Knowledge

Mission volunteer communityOperation SmileMarch 4, 201189

MVACMarch 4, 201191ClientOperation SmileProjectMVAC(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 FoundationMarch 1192

Juvenile Diabetes Research Foundation - Facebook PageJanuary 201093

94Juvenile Diabetes Research FoundationType 1 Talk CampaignFacebook Application Page

Juvenile Diabetes Research FoundationJune 200897

March 1198# Events: 75 | # Viewers: 300 | # App Likes: 2,336

Common Knowledge Social Networking Experience overview 3 4-2011

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Common Knowledge Social Networking Experience overview 3 4-2011