Social Networking 101 for Nonprofits
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Social Networking Strategy for NonprofitsBy Frank Barry (Blackbaud) and Jeff Patrick (Common Knowledge)
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Who’s Talking?
Jeff PatrickPresidentCommon Knowledge
@commonknow ^jp
Frank BarryManaging ConsultantBlackbaud
@franswaa
FB
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What is a Social Network?
FB
Question?
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Social NetworkA collection of people tied together by their relationships around a common area of interest.
A network of networks.
JP
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Social Network Example - Jason
Soccer TeamCA Stanford Alumni
Nonprofit Job
Church Choir
Jason
Networks:• Soccer Team• Stanford Alum• Nonprofit Job• Church Choir
Jason
JP
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Important Concepts About Jason & His NetworkConcept ImpactNetworks form around common interests Your nonprofit or programs are a suitable
common interest; Individuals have multiple social networks People join more multiple networks if they
provide value & are uniqueNetwork memberships overlap Your constituents are in multiple networks &
notice when your messaging is inconsistentIndividual roles vary across networks Don’t absolutely count on offline highly
networked individuals to help onlineOnline networks reflect offline relationships An important role of online networks is to
embellish offline relationships.Geographical proximity is a good predictor of network membership
Geo-targeting when promoting and managing your community is crucial.
JP
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Social networking facilitates relationship building via improved communications and collaboration in a social environment.
Social networking is the means to an end.
Social networking assists in the delivery of your programs, services and mission.
FB
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Online Social Networks
Commercial Social Networks· Facebook , Twitter· Built-in audience· Owned by commercial entity· Integrates with 3rd party
software· Minimal community
management tools
House Social Networks· Built on nonprofit website· Owned & operated by
nonprofit· Integrates well with 3rd
party software· Great community
management tools
FB
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Commercial Social NetworkExample
FB
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Example – Commercial Social Network
FB
http://www.facebook.com/livestrong
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Facebook Community: People
The hear of a social network is people. No people = no networkNo people = no social
FB
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Facebook Community: Reaching Out
FB
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Facebook Community: EngagementEvents
Comm.
Blog Post
eStore Promo
FB
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Facebook Community: Comments & Discussion
FB
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Facebook Community: Comment Counts
FB
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Facebook Community: Discussions
FB
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Facebook Community: Events
FB
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Facebook Community: Media
FB
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Service, Programs & Mission via Social Network LIVESTRONG is able to meet these objectives:
· Engagement / Communication· Awareness / Education· Advocacy & Activism· Fundraising· Volunteering· CHANGE
FB
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House Social NetworkExample
JP
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Example – House Social Network at Sierra Club
JP
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Community, People & Profiles
JP
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Tioga Jenny Profile (cont.)
JP
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User Generated Content: Community Discussions
JP
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UGC: Events
JP
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UGC: Targeted “Groups”
JP
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Organizational Blog
JP
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Advocacy Actions: Organization + UGC
JP
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Service, Programs & Mission via Social Network Sierra Club is able to deliver on these objectives:
· Awareness· Education· Advocacy & Activism· Engagement· Volunteering· CHANGE
JP
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How are online social networks used by nonprofits?
Question?
JP
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Answer: Social networks are increasingly integral to most aspects of
nonprofits & their work
· Fundraising· Volunteering· Events· Advocacy· Service Delivery
JP
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Examples of Social Networks Within Nonprofits
Area Activity Online Social NetworkFundraising
Board Member Give/Get Fundraising
Annual Fund Twitter
Event Fundraising Facebook
House Parties Facebook, House Network
Giving Circles Facebook
Alumni Decade or Year Leaders
Facebook, Online Alumni Directory (House Network)
Local Fundraisers – Hair Dresser, Brownie Troop
JP
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Examples of Social Networks Within Nonprofits
Area Activity Online Social NetworkVolunteering Corporate Volunteer Groups Facebook
Neighborhood Virtual Volunteering Day
High School Volunteering Facebook
Accounting/Legal Volunteers via Professional Association
Association Member Directory (House Network)
Alumni for Student Recruiting
Alumni Directory (House Network), Facebook
Sports Clubs Mentoring Urban Youth
FB
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Examples of Social Networks Within Nonprofits
Area Activity Online Social NetworkEvents Corporate Teams at Walk-a-
thonsFacebook, MySpace, Twitter
Event Participants Fundraising in their Network
Facebook, Twitter
Table Sponsorship at Dinner Gala
House Network (Sponsorship)
Community Groups Attending a Rally
Blog + House Network
Member Organizations Promote Coalition Campaign
Facebook, House Network
Church congregation volunteers for home-building weekend
Facebook, House Network
FB
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Examples of Social Networks Within Nonprofits
Area Activity Online Social NetworkAdvocacy Grasstops Advocates Recruit
Local Grassroots ActivistsHouse Network
Recruiting Reward Programs House Network
Get Out the Vote Campaign Facebook, Twitter, Blog
JP
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Examples of Social Networks Within Nonprofits
Area Activity Online Social NetworkService Delivery
Education: Volunteer professionals lead seminars (ex. Tax filing)
House Network
Health: Parents mentoring parents to treat and manage their children’s illness; Blood drives at corporate location
House Network
Technology: Technology professional community support one another as technical support service
House Network
Faith: Volunteer parishioners lead virtual prayer meetings
House Network
JP
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Arthritis FoundationExample
JP
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House Network: Arthritis Foundation
JP
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“Connecting people with Rheumatoid Arthritis”
RA Connect
JP
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History 2003: Arthritis Community 1.0
· Chats· Discussion Group· Personal Pages· Audio Success Stories
Goal: Peer-to-Peer Support; Acquisition & Cultivation
JP
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Community 1.0 - Conclusions
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
JP
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Features• Discussion Groups• Blog• Profiles (Robust)• Podcasts
Arthritis Community 2.0
JP
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Content = Education
Arthritis Community 2.0
JP
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Generation Two
JP
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Generation Two – Discussion Groups
JP
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Generation Two
JP
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Profiles
JP
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Cross-Pollination to other Online Communities
JP
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Arthritis Community Strategy Lets Talk RA RA Connect Lets Move Together Others (Future)
Strategy: Targeted communities to serve individual segments of the base, tied together via a universal profile.
JP
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Types of Social Networking Communities
Role DescriptionResearch Market research function used to learn about the activities, habits,
needs, desires, or opinions of your constituency
Marketing Promote your brand, programs, events and mission via direct or referral marketing
Service Delivery Delivery the services offered by your organization via the community site
Emotional Support Members connect and support one another emotionally or spiritually.
Customer Service Members help one another by asking and answering questions about your organization, events, services, programs, thereby reducing the customer service burden on your organization.
JP
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RISK ASSESSMENTOnline Social Networks
FB
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Issues & Concerns with Nonprofit Social Networks
“You’re going to ruin our brand”
“Our opponents are going to have a field day”
“I’m not sure we can trust our constituents to say the right thing”
“Won’t a few bad people ruin it for the community?”
“What if a community member says something that isn’t true (about us)?”
“How do we manage everything?”
FB
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Community Management & Moderation Role
· Manager· Auditor· Police· Community Advocate· Brand Evangelist· Editor· Market Researcher
FB
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Real Issues Require Real Strategies
Issue Remediation
Ruin our brand Being aware of negative public opinion is 80% of the work. Community Managers/Moderators provide visibility & means to correct the issue.
Opponents Don’t use it lightly, but you have the power to exclude people from network.
Trust constituency We assume the community will behave and that only a small % will mis-behave.
Few bad people 80% of moderator time is focused on 5 % of the members & content.
Something not true Organizational SME’s interject with a correction, politely.
FB
This is a short list of examples to get you thinking about the realities of managing an online social network
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Social Networking Culture Be democratic Be transparent Be real Be a person Be engaged Dialogue not monologue
BE all of these things, but employ a realistic and professionalcommunity management strategy, policy, and team.
FB
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RETURN ON INVESTMENTOnline Social Networks
JP
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ROI for Social Networking Sites & Communities Soft ROI
· Awareness & branding· Education· Higher level of engagement· Higher affinity for organization· Community Building· Email List Acquisition· Advocacy· Volunteer recruitment
FB
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ROI for Social Networking Sites & Communities Hard ROI
· Annual or membership fundraising· Event fundraising (peer-to-peer)· Major Donors· Advertising· Underwriting· Sponsorship· Cause Marketing· Grants
JP
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STAFFING & RESOURCESOnline Social Networks
JP
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Resourcing for Social Networking Projects
Resource DescriptionProject Management Timeline, resourcing, communications
Graphic Design Site design and branding
Programming Coding and implementation
Software Configure and implement on social networking software platform
Marketing Site promotion
Communications PR and earned media
Program Expert Organizational content, expertise
Social Networking Strategist Social networking consultation
Web Master Site architecture, org content and technology
Community Manager/Moderators Moderation, user-generated content, overall community ‘care & feeding’
Development Fundraising, sponsorship, etc.
JP
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Social Networking Budgets
Level Description Example RangeExperimental Getting started with a
goal of understanding how social networking works & benefits
Facebook CauseorNing Site
0-$5,000
Campaign Focused campaign effort with real ROI goals; limited duration
Facebook Page + ApplicationorNing Site
$5,000 - $25,000
Community Program
Long-duration, targeted audience, large community and real ROI
Enterprise Social Networking Platform, House Community
$25,000 - $150,000+
JP
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FINAL POINTOnline Social Networks
FB
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Social Networking Success Experimentation is OK … at the beginning
Then Be Sure to Have:· Objectives· Audience· Metrics· Resources· Budget· Executive Support
Demand Entrepreneurial Growth
FB
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Questions?
Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/
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Social Media Webinar Serieshttp://www.blackbaud.com/bb/internet/social-media.aspx
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Frank BarryManaging ConsultantBlackbaud858.795.8947
www.blackbaud.com frank.barry@blackbaud.com @franswaa (http://twitter.com/franswaa)
The End … We appreciate your time!
Jeff PatrickPresident & FounderCommon Knowledge
www.commonknow.comjpatrick@commonknow.com@commonknow (http://twitter.com/commonknow)
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