Posts Tagged ‘Amanda Rose’

Case Study: Twestival

Posted on: October 19th, 2010 by Geoff Livingston

Twestival EuroRush | #n86tour

Image by Phil Campbell.

An example of the Fifth Estate and the Long Tail theories at work is Twestival, an online fundraising event run by the enterprising Amanda Rose. The organized group of meet-ups uses a wide variety of social media tools to organize and promote simultaneous events in hundreds of cities across the globe, all to fundraise for charity. People throughout the world were empowered to set up their own event, show up and act on behalf of causes.

With three Twestivals in 2009 and 2010, Twestival has seen tens of thousands of people partake in charitable fundraising. Two of the fundraisers were for specific charities, charity: water and Concern, with the middle Twestival benefited local charity in each host city. At the time of writing a fourth Twestival for 2011 was being planned, again to benefit local charity.

Engagement

Twestival provides people a means to benefit a cause and the opportunity to volunteer and be apart of something bigger. They can participate in event organization, or simply show up and network. Organizer Amando Rose enforces brand and basic event guidelines, and lets cities get creative with their events.

Twitter plays a primary role in outreach for the fundraising series of events. “Twitter allows a platform for organizers to shout out requests that normally might have taken weeks or months to arrange,” said Amanda Rose. “Thanks to a sea of people who pass it along, a tweet might appear a few minutes later that reads ‘I can help with that.’ It is extremely motivating for a local volunteer team to see the way their community pulls together to make this event a success.”

Additional tools have included WhatGives!? widgets powered by PayPal linked to cities and real-time leaderboards. WordPress, Tumblr and Posterous blogs are used for local city events. GoToMeeting is used for global organizers for meetings and presentations without being in the same room, and Huddle was used great for online collaboration and sharing of documents.

The tools are used to foster relationships on a local level. Rose and organizers do connect on the national level, too. Finally, the two global charities found that they developed grassroots networks on a local level as a result of Twestival.

Outcomes

The three Twestivals have raised more than $1.2 million via micro donations in the form of a small $25 cover charge, individual sponsorships and small corporate sponsorships. In addition to the $1.2 million, tens of thousands of people across the globe have attended a Twestival.

“Twestival is able to attract a large number of people because we make it a special event and different from your average meetup,” said Amanda Rose. “For those attending events I think it is really satisfying to know that every single dollar of your event is going directly to support projects – it is something people can feel good about.

“What we are asking of people with Twestival isn’t just donations; it is their time, talent and resources if they want to give it. The way in which we self-organize on Twitter and other social media platforms gives us an opportunity to engage people, before and after the event, in a way that is diverse and layered. People aren’t just participating in an event, they are having an impact.”

Case study based on interview published on 4/19.

The above is draft material for my next book, Welcome to the Fifth Estate (the follow up to Now Is Gone, which is almost out of print). Comments may be used in the final edition. You can download the first drafted chapter of the new edition — Welcome to the Fifth Estate — for free.

Now Is Really Gone

Posted on: July 18th, 2010 by Geoff Livingston 10 Comments

Contraband - Now Is Gone

I’m happy to announce that I am currently writing the second edition of Now Is Gone (Bartleby, the Publisher), which will be released in 2011. Only a few hundred copies of the book remain in stock. Since the social media market has evolved so much over the past three and a half years when the first one was drafted, it will be retitled, “Now Is Really Gone.” You can read the draft of the first chapter — Welcome to the Fifth Estate — on Slideshare, as submitted to my editing committee.

Before describing planned changes for the second edition, it’s really important to thank Engage Author Brian Solis for his work in writing the introduction, consulting on direction and content, and promoting the first Now Is Gone. The book would not have succeeded without Brian’s help. If you don’t own Engage, you should. It’s your opportunity to get a great download from the leading voice in the business of new media.

Like the first one, Now Is Really Gone will serve executives and entrepreneurs, albeit the late adopters. This time the introduction will be written by Amanda Rose, the brilliant creator of the social media fundraising event phenomenon Twestival. Further, a new chapter will be added to the book on measurement, which will be authored by fellow Zoetica partner Kami Huyse.

Additional changes include all new case studies, each chapter with one cause and one corporate example. In addition to Kami’s measurement chapter, a new chapter will be added on cultural barriers to organizational adoption. The chapter on the future of social media will be omitted as will the interviews at the end of the original book. The remaining five chapters will all be revised.

Though the original book was generally well reviewed, the biggest source of criticism was the typos, a result of pushing the book to market to meet a 2007 publishing date and get our ideas into the marketplace. To significantly improve the new product, an editing committee has been created to proof each chapter ruthlessly. While we cannot promise a typo free book, I certainly hope to satisfy my staunch critics with the new product.

New draft material continues to be created, and some of it is blogged here in the Really Gone category. Comments that highlight weaknesses in the posts are appreciated, and if used, will be cited in the book. Like the original book, one of the features will be the citation of source materials. No one gets their ideas on social media in a vacuum, and I believe it’s really important to document sources.

It’s my intent to have the book rewritten by September’s close. Because of the forthcoming birth of my first child later this autumn (November 4 due date), after August I will be on a speaking moratorium until well into 2011. Even then, there will be no in-person book tour, all promotions surrounding Now Is Really Gone will be online. Family first.

Thank you to all of my friends and online supporters who have made this possible!

Attend or Contribute to Twestival on Thursday

Posted on: March 23rd, 2010 by Geoff Livingston 21 Comments
twestival.jpg

The third Twestival will be held this Thursday in cities all over the world. A great event created by my friend Amanda Rose, Twestival has already benefit Charity: Water and hundreds of local charities with its global movement. This Spring’s effort will benefit Concern (on Twitter), an organization that seeks to provide education aid to some of the world’s most impoverished communities.

By partnering with Concern, the 2010 Twestival is aiming to highlight eight areas which are preventing some of our poorest youth around the world from going to school and getting the education they need. With the event just around the corner, Twestival has already raised more than $130,000 for this worthy charity. It is on track to surpass more than $1 million in combined charitable donations to date for all of three Twestivals.

“The power of Twestival is not just in the amount of money it raises for inspiring nonprofits like Concern, an organization whose mission it is to end extreme poverty,” said Allyson Kapin, editor of the Care2 FrogLoop blog. “It’s in Twestival’s incredible reach across communications channels, and how they help to raise awareness about nonprofits and social justice issues through earned media and word of mouth.”

There are several ways to participate, including changing your Twitter avatar. You can also donate directly or participate in the online auction.

And of course, the most obvious and best way is to attend one of your local Twestival events on Thursday. I’d like to highlight two in particular as the East Coast Zoetican:

As a former Washington DC Twestival committee member, I want to wish my colleague Nakeva Corothers good luck on Thursday. The Washington Twestival will be held from 6-9 at the Shadow Room. Sign up today! C’mon DC people, get on board!

And of course, all of my NYC nonprofit tech friends — including organizer Damien Basile — are getting ready their Thursday Twestival, too. The NYC event is extra cool with the Good Units under the Hudson Hotel experience from 6-10pm. The NYC Twestival could surpass $10k with your help!

Wherever, make sure to do your part for Thursday’s Twestival.