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Online Social Networks for Nonprofits We Are Media Presentation 2009
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Online Social Networks for Nonprofits We Are Media Presentation 2009

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Presentation for the We Are Media Workshop in San Francisco, February 2009. Presenters: Joel Bush, Rachel Weidinger, David Choh

Presentation for the We Are Media Workshop in San Francisco, February 2009. Presenters: Joel Bush, Rachel Weidinger, David Choh

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Transcript

  • 1. The Social Web, Facebook, and a Few Other Things to Think About and Do We are Media Conference February 2009
  • 2. Today’s Agenda
    • Social Media Strategy
    • Facebook Pages Workshop
    • Spot.us Presentation
    • Create Your Own Social Network or Just Use Facebook
    February 2009
  • 3. Q (first) & A (ongoing!)
  • 4. Social Media Strategy Activity: Ecosystem
    • Social Media Eco-System Quick Review
    • Who’s Your Audience?
    • What are your organization’s social media objectives?
    February 2009
  • 5. Social Media Strategy Activity: Facebook
    • What are your specific Facebook objectives?
    • Is your audience on Facebook?
    • Can your objectives be met using Facebook?
    • What supporter (or potential supporter) needs are you fulfilling by using Facebook?
    February 2009
  • 6. Ecosystem Org Website YouTube Commercial Content Flickr MySpace Facebook Blogosphere Internal Peer Website Partner Website Sponsor Website External February 2009
  • 7. Interaction Types External Networks Pier to Peer Organization’s Website Organization Organization to Peer Organization Organization Organization Facebook MySpace Flickr Peer to Peer February 2009
  • 8. Acquisition Path External Networks Organization Website Organization Facebook Org’s Social Network Acquisition & Cultivation Database February 2009
  • 9. Facebook Stats
    • 50% of active users return to the site daily (AllFacebook.com)
    • + 150 million active users (Facebook.com)
    • Average of 120 friends per user
    • + 3 billion minutes per day are spent on Facebook (worldwide)
    • +15 million users update their status at least once each day
    • +3.5 million users become fans of Pages each day
    February 2009
  • 10. Understanding Facebook
    • Why do people use Facebook?
    • (Clue: It’s not because they like your non-profit)
    February 2009
  • 11. Understanding Facebook
    • Facebook best practices
      • Authenticity: Profiles, pages, and comments
      • Me, Me, Me: The Profile and News Feed
      • Chirping Crickets: If you build it, they won’t necessarily come
      • Content: It’s still king…at least if you want people to come back
    February 2009
  • 12. Understanding Facebook
    • Facebook best practices: Authenticity
      • “ If you don’t want to associate your personal identity with the product or service you’re trying to promote, Facebook in not for you. Inherent in the current state of Facebook is a culture of transparency that devalues and ignores inauthenticity.” - The Facebook Marketing Bible
    February 2009 Discussion: What are the practical implications on profiles, pages, and comments?
  • 13. Understanding Facebook
    • Facebook best practices: Me Me Me
      • Profile: What I’m doing Authenticity, privacy, and activity
      • Newsfeed: What everyone else is doing Comment, like, explore
      • Status: What I say I’m doing It’s public, personal, and consistent ** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it.
    February 2009 Activity: Update your status daily for six days
  • 14. Understanding Facebook
    • Facebook best practices: Chirping Crickets
      • Update: Give people new things to looks at and do **Remember the venue (Group v. Page v. App v. Profile). **Send shareable calls to action (not press releases). **Recognize valuable members of the community.
      • Promote: 20 per day, personal profile, advertising **Remember: It’s all about the newsfeed. ** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it.
    February 2009 Discussion: What kind of things would your organization have people do?
  • 15. A Tale of Two Non-Profit Facebook Pages February 2009 The Good
  • 16. A Tale of Two Non-Profit Facebook Pages February 2009 And the Ugly
  • 17. Most Popular Pages February 2009 Source: AllFacebook.com
  • 18. Most Popular Facebook Non-Profit Pages February 2009 Source: AllFacebook.com
  • 19. Most Popular Applications February 2009 Source: AllFacebook.com
  • 20. Most Popular Politics Applications February 2009 Source: AllFacebook.com
  • 21. Understanding Facebook
    • Facebook best practices: Content
    • Photos, Videos **Keep them topical: You really thought it was a good idea to post that picture of you dancing on a table at the bar last weekend? **Be vigilant: Remove spam quickly
    • Discussions **Relax and sit back: It’s okay if everyone’s not on message **Intervene only if there is factually incorrect information **Let conversation happen organically
    • Commenting **Good or Bad , not everything deserves a comment
    • Applications **Appropriateness: Should the application go on your Facebook Page? **Purpose: How do you expect it will increase activity on your page? **Manageability: Will you be able to keep it up to date?
    June 2008
  • 22. Understanding Facebook
    • So many choices: Groups, Pages, and Applications, oh my!
      • Groups: A way to dip your toe or run a small campaign
      • Pages: Improved communication with supporters, metrics, and control
      • Applications: Improved communications, integration capabilities, supporter activities, and control
    February 2009
  • 23. Facebook Pages Hands On
    • Create your own page
    • Update
    • Trick out
    • Spread the word
    • Metrics for success
    February 2009
  • 24. Spot.us Presentation February 2009
  • 25. Build Your Own Social Network or Use Facebook?
    • Facebook-Only Pros and Cons
    • Build Your Own-Only Pros and Cons
    • The Answer Lies in the Social Web Eco-System
      • Case Study: Sierra Club
    February 2009
  • 26. Case Study: Sierra Club February 2009
  • 27. Build Your Own Social Network or Use Facebook?
    • BOTH!
    February 2009
  • 28. What to Take Away
    • Social Networking is a Permanent Shift
    • Options O’Plenty: Just About Anything is Possible
    • Strategy Strategy Strategy: It’s a Big Eco-System, Have a Plan
    • Community First: Community Building and Management is No Joke…Have a Plan (again)
    February 2009
  • 29. Q&A
  • 30. We’ll add this presentation to the wiki! www.twitter.com/commonknow February 2009