Using Special Olympics to Overhaul My Social Network

by Wyatt Wood

This past weekend I participated in the first Over The Edge VA 2009 event, participants who raised $1,500 in donations for Special Olympics were given access to rappel down 25 story Suntrust building in Richmond Virginia. I had the opportunity to participate both as a rappeler and as the roof top photographer. Not only was it a rush to look over but to know I was supporting a good cause made it worth it.

I struggled converting my personal enthusiasm into my online network. I realized that my online “brand” wasn’t conducive for inspiring activism within my network. So I took this as a challenge to overhaul over my online image to help change my network into activists like myself. While I wasn’t able to hit the goal of $1500 they were gracious enough to let me go over since I was volunteering my time as a photographer. I learned so much from this experience, I am curious if a refresh of personal brand is a good thing to do on a schedule and if so – how often?

Based on my experience in social media combined with how much chatter there was on Twitter for #oterva the day of the event I was curious to know the usefulness of social media as a strategy leading up and post. I decided it would be insightful to interview the folks responsible. Kira Siddall and Adam Cunningham (seen in the picture rappelling) were influential leaders for the use of social media for this specific event and this is what they had to say:

1. What online channels did you use or recommend?
   As a nonprofit SOVA has limited budget for traditional advertising. The event itself is already a great conversation starter, we hoped that if we could reach out to enough people to tell them about the event that the word of mouth would spread and potential participants would hear about it and sign up. Specifically, a Web site dedicated to the event, Facebook & Twitter.  Also direct email targeted to current, long-term supporters of SOVA.
2. What was the purpose of using social media for this event?
   First: Twitter was used to engage local property managers to help locate a building for the event.  Second: Twitter & FB were used to engage individual rappellers and corporate sponsors. Third: Twitter, FB & direct email were used to build recognition of the event and it’s individual & corporate supporters to increase & amplify their fundraising efforts.
3. How did you measure success in social media?
   Number of followers/friends & speed w/ which they signed up to follow/friend. Level of Twitter RT’s & original postings from followers/friends.  The key measure of success was how many people/corporations signed up to raise funds due to their expose to SM.
4. What impact has this event had for awareness for Special Olympics in Virginia?
   The event had a very positive impact for SOVA’s awareness.  Two major TV stations (Channel 8 & Channel 12), The Richmond Times Dispatch, Q94 & Lite98 all promoted & covered the event.  And, in it’s first year, this event surpassed SOVA’s expectations.  Plus, the event continues to get coverage both in local media & SM.
5. What is your policy on moderating communication?  Define transparency.
   Since we are in the business of communicating on behalf of our clients, the level of moderating communication is, in the end, set by the client.  If a client is not comfortable having an open, two-way communication via SM then we typically don’t recommend they actively engage.  Instead, we will recommend they get involved to simply listen to the conversations and use the information/insights gained to help modify their efforts.  Transparency: open, clear & accountable.
6. How will what you learned with this event change your future strategies?
   While the messaging & SM platform strategy was well defined and executed for this event, they need to be put in play much earlier for an inaugural event.  SM efforts are organic by their nature so ample time is required to allow the relationships to form so the effort can adapt over time and increase the level of engagement.

If adrenaline is your thing and you’re not afraid of heights in your armchair – be sure to checkout the video of Kira going over the edge, and photos from up top and down below. I am interested in learning more about the campaigns are you working on and how you plan to energize your networks into action?