Social Networking
and Non-Profits
K.S.LeBlanc Nov 11, 2008 www.aleurosolutions.com Twitter Me: KSL
1

Understanding
2

What does it mean to
be a NPO?
3

What does it mean to
be a NPO?
• 501c3 organization, or a 501c4, or a ...
• an organization that supports a community mission
• an organization that resolves issues within a
community
• there are as many different npo’s as there are
communities, issues, people
3

How does a non-profit survive?
What is their “air”?
4

How does a non-profit survive?
What is their “air”?
• the people that support it
• volunteers
• staff
• financial contributors
• leaders
• the community
4

So ... a NPO is ...
5

So ... a NPO is ...
• a collection of people with a common
interest or goal, with a set of common or
shared values
5

What’s a Social
Network?
6

What’s a Social
Network?
isn’t the Internet?
6

What’s a Social
Network?
isn’t the Internet?
MyFaceTube?
6

What’s a Social
Network?
isn’t the Internet?
MyFaceTube?
No.
6

What’s a Social
Network?
isn’t the Internet?
MyFaceTube?
No.
A Social Network is a collection of people
with a common interest or goal, with a set of
common or shared values.
6

Language
7

Terms
8

Terms
Forum
8

Terms
Forum
• A public meeting or assembly for open discussion
8

Terms
Forum
• A public meeting or assembly for open discussion
Blog
8

Terms
Forum
• A public meeting or assembly for open discussion
Blog
• A frequent, chronological publication of personal
thoughts and Web links.
8

Terms
Forum
• A public meeting or assembly for open discussion
Blog
• A frequent, chronological publication of personal
thoughts and Web links.
Micro-Blog or Tweets
8

Terms
Forum
• A public meeting or assembly for open discussion
Blog
• A frequent, chronological publication of personal
thoughts and Web links.
Micro-Blog or Tweets
• One or two sentences of personal thoughts, questions
and/or links, usually spawning conversation threads
8

Terms
9

Terms
Social Network
9

Terms
Social Network
The personal or professional set of relationships between individuals. Social
networks represent both a collection of ties between people and the strength of
those ties.
9

Terms
Social Network
The personal or professional set of relationships between individuals. Social
networks represent both a collection of ties between people and the strength of
those ties.
Social Media
9

Terms
Social Network
The personal or professional set of relationships between individuals. Social
networks represent both a collection of ties between people and the strength of
those ties.
Social Media
An umbrella term that defines the various activities that integrate technology,
social interaction, and the construction of words and pictures. This interaction,
and the manner in which information is presented, depends on the varied
perspectives and \"building\" of shared meaning, as people share their stories,
and understandings.
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Terms
10

Terms
RSS
10

Terms
RSS
• Is short for Rich Site Summary. RSS is an XML-based language which
represents information on the World Wide Web in a form which may be
syndicated (subscribed to) in special news reader applications. RSS
allows your news reader program to bring a websites news feed
directly to your computer. (aka Really Simple Syndication)
10

Terms
RSS
• Is short for Rich Site Summary. RSS is an XML-based language which
represents information on the World Wide Web in a form which may be
syndicated (subscribed to) in special news reader applications. RSS
allows your news reader program to bring a websites news feed
directly to your computer. (aka Really Simple Syndication)
Mobile Marketing
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Terms
RSS
• Is short for Rich Site Summary. RSS is an XML-based language which
represents information on the World Wide Web in a form which may be
syndicated (subscribed to) in special news reader applications. RSS
allows your news reader program to bring a websites news feed
directly to your computer. (aka Really Simple Syndication)
Mobile Marketing
• Calls to action sent to cell phones via SMS, MMS, or WAP
10

Terms
RSS
• Is short for Rich Site Summary. RSS is an XML-based language which
represents information on the World Wide Web in a form which may be
syndicated (subscribed to) in special news reader applications. RSS
allows your news reader program to bring a websites news feed
directly to your computer. (aka Really Simple Syndication)
Mobile Marketing
• Calls to action sent to cell phones via SMS, MMS, or WAP
New Media
10

Terms
RSS
• Is short for Rich Site Summary. RSS is an XML-based language which
represents information on the World Wide Web in a form which may be
syndicated (subscribed to) in special news reader applications. RSS
allows your news reader program to bring a websites news feed
directly to your computer. (aka Really Simple Syndication)
Mobile Marketing
• Calls to action sent to cell phones via SMS, MMS, or WAP
New Media
• The marriage of mediated communications technologies with digital
computers.
10

Statistics
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What’s the buzz about?
Data is pulled from various sources including the social networks themselves and ComScore - these numbers were collected Nov 10, 2008
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What’s the buzz about?
As of November 2008....
• MySpace has surpassed 100 million registered users worldwide
• Facebook at more than 160 million registered users worldwide
• HI5 80 million registered users
• Friendster 85 million registered users; 61 million unique visitors each month
• Orkut 22 million registered users
• Bebo 27 million registered users
• Skyrock Network 10 million profiles
Data is pulled from various sources including the social networks themselves and ComScore - these numbers were collected Nov 10, 2008
12

What’s the buzz about?
As of November 2008....
• MySpace has surpassed 100 million registered users worldwide
• Facebook at more than 160 million registered users worldwide
• HI5 80 million registered users
• Friendster 85 million registered users; 61 million unique visitors each month
• Orkut 22 million registered users
• Bebo 27 million registered users
• Skyrock Network 10 million profiles
... and they are all growing.
Data is pulled from various sources including the social networks themselves and ComScore - these numbers were collected Nov 10, 2008
12

http://bp1.blogger.com/_W1tx8Q4vrbo/R54g3Kp5POI/AAAAAAAAAE8/mQFr7OniMpc/s1600-h/Picture+1.png
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As of Nov 2, 2008
303,824,646
220,141,969
72.5%
130.9%
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
14

As of Nov 2, 2008
Internet Usage in U.S.
U.S.Population: 303,824,646
Internet Usage: 220,141,969
Penetration rate: 72.5%
Growth from 2000-2008: 130.9%
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
14

As of Nov 2, 2008
Internet Usage in U.S.
U.S.Population: 303,824,646
Internet Usage: 220,141,969
Penetration rate: 72.5%
Growth from 2000-2008: 130.9%
YouTube
Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110
McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993
Obama has 403% more subscribers than McCain
Obama has 905% more viewers than McCain
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
14

As of Nov 2, 2008
Internet Usage in U.S.
U.S.Population: 303,824,646
Internet Usage: 220,141,969
Penetration rate: 72.5%
Growth from 2000-2008: 130.9%
YouTube
Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110
McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993
Obama has 403% more subscribers than McCain
Obama has 905% more viewers than McCain
MySpace
Obama: Friends: 833,161
McCain: Friends: 217,811
Obama has 380% more supporters than McCain
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
14

As of Nov 2, 2008
Internet Usage in U.S.
U.S.Population: 303,824,646
Internet Usage: 220,141,969
Penetration rate: 72.5%
Growth from 2000-2008: 130.9%
YouTube
Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110
McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993
Obama has 403% more subscribers than McCain
Obama has 905% more viewers than McCain
MySpace Twitter
Obama: Friends: 833,161 Obama: @barackobama has 112,474 followers
McCain: Friends: 217,811 McCain: @JohnMcCain (is it real?) 4,603 followers
Obama has 380% more supporters than McCain Obama has 240 times more followers in Twitter than McCain
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
14

As of Nov 2, 2008
Internet Usage in U.S.
U.S.Population: 303,824,646
Internet Usage: 220,141,969
Penetration rate: 72.5%
Growth from 2000-2008: 130.9%
YouTube
Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110
McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993
Obama has 403% more subscribers than McCain
Obama has 905% more viewers than McCain
MySpace Twitter
Obama: Friends: 833,161 Obama: @barackobama has 112,474 followers
McCain: Friends: 217,811 McCain: @JohnMcCain (is it real?) 4,603 followers
Obama has 380% more supporters than McCain Obama has 240 times more followers in Twitter than McCain
Facebook
Obama: 2,379,102 supporters
McCain: 620,359 supporters
Obama has 380% more supporters than McCain
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
14

Facebook
15

Facebook
15

16

16

How many people are
online?
• As of June 30, 2008, 1.463 billion people
use the Internet according to Internet
World Stats.
• In July 2008, Google found more than 1
trillion active urls
http://en.wikipedia.org/wiki/Internet http://www.bspcn.com/2008/07/30/10-things-you-should-know-about-the-internet/
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Impact
18

What’s Different Now
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What’s Different Now
• Marketing used to be in one direction
• business to consumer
• we were given their brand and their message to
ingest
• Now it’s bi-directional
• we make decisions about the brand and message
• we decide if they are good or bad or unworthy
• we decide who to listen to
19

What’s Different Now
20

What’s Different Now
• a power shift is occurring
• it is no longer in the few but in the many
• supply and demand have begun to reflect the
consumer want and needs more than ever
• transparency in business is required, no more
curtain to hide behind
• our professional lives and personal lives have
begun to merge into whole life
20

Raising Money
http://www.chicagotribune.com/news/nationworld/chi-campaign_monoct20,0,2448256.story
21

Raising Money
How did Obama raise so much money?
http://www.chicagotribune.com/news/nationworld/chi-campaign_monoct20,0,2448256.story
21

Raising Money
How did Obama raise so much money?
“‘There's $200 million of those campaign
contributions, there's no record,’ McCain said.
‘They're not reported.You can report online now ...
$200 million that we don't know where the money
came from. A lot of strange things [are] going on in
this campaign.’”
http://www.chicagotribune.com/news/nationworld/chi-campaign_monoct20,0,2448256.story
21

Raising Money Cont.
think ... iTunes
http://www.chicagotribune.com/news/nationworld/chi-campaign_monoct20,0,2448256.story
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Raising Money Cont.
think ... iTunes
“Obama campaign manager David Plouffe did not
detail the contributions, beyond saying that the
campaign had added 632,000 new donors to its
rolls and that the average donation for the month
was less than $100.”
“‘What's healthy for democracy is people sending
their contributions in $5 and $10 amounts,’ Obama
strategist David Axelrod said. ‘It's campaign finance
reform on the natural. The more we can encourage
people to contribute like that, the better.’”
http://www.chicagotribune.com/news/nationworld/chi-campaign_monoct20,0,2448256.story
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Power of Many
See this slideshow!
Fundraising 2.0: A New Model for Fundraising on Facebook Using an Old Skool Tool: Cause-Related Marketing
http://www.slideshare.net/jcolman/fundraising-on-facebook-a-new-model-for-fundraising-on-facebook-using-an-old-skool-tool-causerelated-marketing-presentation
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Listeners?
24

Twitter
https://www.twitterfeed.com/socialactions
25

Twitter
https://www.twitterfeed.com/socialactions
25

Twitter
http://bokardo.com/archives/the-opaque-value-problem/
26

Twitter
I still don’t understand why
anyone would want to listen
to me?
http://bokardo.com/archives/the-opaque-value-problem/
26

Twitter
I still don’t understand why
anyone would want to listen
to me?
Opaque Value
http://bokardo.com/archives/the-opaque-value-problem/
26

Listening
click to be redirect, and listen this podcast
http://www.npr.org/templates/story/story.php?storyId=96886703&ft=1&f=3
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Why do constituents
become...
28

Why do constituents
become...
... donors?
28

Why do constituents
become...
... donors?
...volunteers?
28

Why do constituents
become...
... donors?
...volunteers?
...leaders?
28

Why do constituents
become...
... donors?
...volunteers?
...leaders?
because they were asked.
28

Listening II
click to be redirect, and listen this podcast
http://www.npr.org/templates/story/story.php?storyId=96890409
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What are they all
listening for
30

What are they all
listening for
A call to action
30

Tools
31

Tools
... to name a few
32

Tools
• SlideShare
• Yammers
• YouTube
• Twitter
• Creative
Commons
... to name a few
32

Tools
• SlideShare • Google
• Yammers • Causes
• YouTube • Facebook
• Twitter • TechSoup
• Creative • NetSquared
Commons
... to name a few
32

Tools
• SlideShare • Google • Flickr
• Yammers • Causes • AboutUS
• YouTube • Facebook • WordPress
• Twitter • TechSoup • Network for
Good
• Creative • NetSquared • GoodSearch
Commons
... to name a few
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Conclusion
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So what is it?
34

So what is it?
• SocialNetworking (SocNet)
is donor cultivation
• It is event planning
• It is messaging and branding
• It is a two way street
• It is collaborative
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It is NOT
35

It is NOT
• It is not a mailing list
• It is not a place to make demands
• It is not something to be owned or
manipulated
• It is not going to forget, ever
• It cannot be made to listen
35

It Will
36

It Will
• It will provide financial support when
asked, for the right mission at the right time
• It will listen and repeat your messages
• It will work with you and for your cause
• It will forgive
• It will share, converse and relate
36

Take Away
• http://blog.ecairn.com/2008/11/06/top-150-social-marketing-blogs/
• http://www.chrisbrogan.com/
• http://sethgodin.typepad.com/
• http://beth.typepad.com/
• http://www.thoughtlabs.com/
• http://www.aleurosolutions.com/
• http://www.c3net.com/
• http://www.gilbert.org/programs/workshops/seminars/SNST
• http://business.rapleaf.com/
• http://www.convinceandconvert.com/
• Look me up on Twitter: KSL
37

Referenced In This Presentation
Data is pulled from various sources including the social networks themselves and ComScore - these numbers were
Slide 12 collected Nov 10, 2008
Slide 13 http://bp1.blogger.com/_W1tx8Q4vrbo/R54g3Kp5POI/AAAAAAAAAE8/mQFr7OniMpc/s1600-h/Picture+1.png
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-
Slide 14 nov-2-2008/
Slide 17 http://en.wikipedia.org/wiki/Internet
Slide 17 http://www.bspcn.com/2008/07/30/10-things-you-should-know-about-the-internet/
Slide 21& 22 http://www.chicagotribune.com/news/nationworld/chi-campaign_monoct20,0,2448256.story
38

Referenced In This Presentation
http://www.slideshare.net/jcolman/fundraising-on-facebook-a-new-model-for-fundraising-on-facebook-using-an-old-
Slide 23 skool-tool-causerelated-marketing-presentation
Slide 25 https://www.twitterfeed.com/socialactions
Slide 26 http://bokardo.com/archives/the-opaque-value-problem/
Slide 27 http://www.npr.org/templates/story/story.php?storyId=96886703&ft=1&f=3
Slide 29 http://www.npr.org/templates/story/story.php?storyId=96890409
39

Referenced In This Presentation
on Slide 32
www.slideshare.com
www.yammer.com
www.youtube.com
www.twitter.com
www.creativecommons.com
www.google.com
www.causes.com
www.facebook.com
www.techsoup.com
www.netsquared.com
www.flickr.com
www.aboutus.com
www.wordpress.com
www.networkforgood.com
www.goodearch.com
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