Social Networking For Nonprofits, and Why You Should Care

Online Networking for the Nonprofit World

Gvahim, March 4, 2010

…and why you should care

http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/

Social Media Is…

A platform for conversation


http://www.flickr.com/photos/tierug/3154245590/in/set-72157611999817541/

Utilizes the Power of Weak Ties


Encourages group conversation

http://www.flickr.com/photos/eelssej_/524781662/

Organic and emergent


http://www.flickr.com/photos/kalmirage/1904699001/

Includes viral elements

Communication

Collaboration

Multimedia

Entertainment

Reviews and Opinions

The old way is static

The new way is dynamic

The new way is dynamic

Just to put it all inperspective


2/3 of the GLOBAL population visits social networks

Source: Universal McCann Comparative Study on Social Media Trends, 2008

http://www.readwriteweb.com/archives/social_networks_growing_while_other_social_media_sites_stagnate_and_decline.php

Social Media Trends 2006-2008

http://www.slideshare.net/hessiej/universal-mc-cann-social-networking

2/3 of the GLOBAL population visits social networks

http://www.readwriteweb.com/archives/social_networks_growing_while_other_social_media_sites_stagnate_and_decline.php

(Nielsen Report, Global Faces and Networked Places, 2009)

http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/03/nielsen_globalfaces_mar09.pdf

Social networking continues to lead


… while other activities are stagnating

Social networking demographics

http://www.emarketer.com/Article.aspx?R=1007484

Social media adoption

(Nielsen Report, Led by Facebook, Twitter, Global Time Spent on Social Media Sites up 82% Year over Year, 2010)

http://blog.nielsen.com/nielsenwire/global/led-by-facebook-twitter-global-time-spent-on-social-media-sites-up-82-year-over-year/



Nonprofit social network benchmarks

Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

Nonprofit social network activity

www.nonprofitsocialnetworksurvey.comUsing Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

Nonprofit social network size

www.nonprofitsocialnetworksurvey.com

Hyper Local Search

• Geo-based search

• Geo-based social networks

The Rise of Mobile

• Apps

• Usage

Convergence

• Apps that converge platforms

• Cross-platform use

And some thoughts about the future

Why should you care about social media?

http://www.flickr.com/photos/maclover/4319538262/

(Nielsen report, Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most, 2009


90% of people trust recommendations by people they know

http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/07/pr_global-study_07709.pdf





(Nielsen report, Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most, 2009

…and 70% of consumers trust recommendations of

consumers they don’t know







The potential of social media marketing

http://www.emarketer.com/Article.aspx?R=1007538

The potential of social media



The potential of social media

Social media influences action

(nonprofit)

http://mashable.com/2009/03/26/social-media-nonprofit-study/

How social media power users talk about your nonprofit online

http://www.createthefuture.com/trend_of_the_week_2008.htmhttp://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html

64% of engaged Americans want to keep up with nonprofits through social media

Growing preference forcommunication via social media

http://mashable.com/2009/03/26/social-media-nonprofit-study/

Opportunity

Social

MediaEngagement Donations


Social media is changing the nonprofit world

It’s not in your control any more…


Self-organizing

Two-way communication

Extends reach

Creates deep engagement

Reference: http://mashable.com/2009/05/22/non-profit-social-media/

Culture of sharing and collaboration

“Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” – Rupert Murdoch

Social media is democratizing communications, making it all-to-all

instead of one-to-all

http://www.flickr.com/photos/9359358@N06/2402909122/

So listen.

And talk.

And listen.

And talk.

And listen.

What should you do?


Take a look at your own goals


How will social media support your goals?

Define a strategy


Select platforms

BloggingMicro

Blogging

Photo Sharing

Video Sharing

PodcastsWidgets

Social Networking

Chat Rooms

Message Boards

RSS Feeds

Source: Universal McCann Companies Study on Social Media Trends (March 2008)

Define your ROI


ROI

Leading to tangible Tangible:converts to time and/or

(Money, customers, clients, volunteers, activities, etc)

Blog YouTube

Facebook Twitter

It’s all connected

Website

Case studies

ONE Sermon Challenge: attract influencers, create a movement

HSUS LOL Seals: create a mailing list of known enthusiasts; Flickr campaign

Tweetsgiving 2009: online fundraising campaign


Clear ROI that supports goals in every case

ONE Sermon Challenge

ONE Sermon Challenge

HSUS LOL Seals

But wait!

(what about the money?)

Leverage your assetsgo where your people are, mailing list, online community, online influencers, brand evangelists, and stakeholders

Pre-seeding is keyinfluencers, activists, plan the viral spiral, have a mechanism to track influence

Framework for online fundraisinggreat cause/story, short time frame, online viral platform, realistic fundraising goals, recognize lead activists, ease of use

Influencer mapping informs strategy

http://blog.hubspot.com/blog/tabid/6307/bid/5330/Lead-Nurturing-Lessons-from-the-eNonprofit-Benchmarks-Study.aspx

Identify key action takers and key influencers online

Case study: Tweetsgiving 2009

Screenshot courtesy of @amyrsward

Strategy


Storytelling and transparency


Go where your supporters are


Giving Feels Great!(Twitter NPTechiesand NPO consultants to follow)

@amyrsward@JohnCarnell@JohnHaydon@HeidiKMassey@Sue_Anne@kanter@AlisonRapping@wonderwebby@mickeygomez

@HildyGottlieb@franswaa@rjleaman@engagejoe@farra@Nedra@JeffHurt@PamelaGrow@LeahJones

Thank [email protected]

@askdebraBuzz: daskanase

Slideshare.net/debask

mailto:[email protected]

mailto:[email protected]