What, Why, Wow and So What Social Media and Nonprofits: Two-Day Intensive Workshop

We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org Funded by the Surdna Foundation

Objectives What Why Benefits Limitations

What

Why

Benefits

Limitations

What is Social Media? Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.

Powered by ..

It is a conversation between people

Supporters

Clients

Audiences

Donors

And those donors too!

And guess what? That conversation is …

Not Controlled

Not Organized

Not On Message

SOCIAL MEDIA USE IS GROWING http://www.flickr.com/photos/dotpolka/34311984/

184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source : Universal McCann Comparative Study on Social Media Trends April 2008

Not everyone is a social media user

Social is not slowing down ….

Online Media Broadly speaking, the top 1,000 media sites fall into two categories Publisher Media Social Media

Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume Page View Share Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Publisher Media Social Media 2008

Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume

Welcome to the Social World

In the 70’s, it was mainframe computers

In the 80’s, it was the PC http://www.flickr.com/photos/mwichary/

In the 90’s, it was the Internet

Today, it’s the “online social graph” Source: Beth Kanter

The online social graph is the map being constructed by social networking sites of every person on the Internet and how they are connected.

Nonprofit Sector Fundraising Program Delivery Taking Action Marketing Source: Beth Kanter

“ Online Markets... Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.” The Cluetrain Manifesto: The End of Business as Usual : Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

Amy Sample Ward Ruby Sinreich And the conversation Is taking place without your org!

“ The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky http://www.flickr.com/photos/good_day/110559381/

What if What happens?

Trust Factor http://www.nielsenbuzzmetrics.com/cgm.asp

Net Gen Dominates 2.0 Online Behavior, but Other Groups are Large and Growing

Why It’s Important Social Media is growing in adoption The Trust factor Socializing online to get information to make decisions Rapid word of mouth Digital natives The social networks are making it easy for people to connect and take action outside of organizations

Social Media is growing in adoption

The Trust factor

Socializing online to get information to make decisions

Rapid word of mouth

Digital natives

The social networks are making it easy for people to connect and take action outside of organizations

What’s the benefit? http://www.flickr.com/photos/spunkinator/3191123494/

Improve Customer Service

Solicit Program Ideas/Traffic

Recruit Volunteers

Turn Angry Customers Into Fans

Increase Traffic http://www.slideshare.net/danielle.brigida

Market Research Concept Testing Issues Awareness Improve Reputation Improve Customer Improve Client Service Content Generation Program Ideas Increased Relevant Visitor Traffic Increased Page Rankings Viral spreading of petitions or actions Fundraising – reach new donors Recruit volunteers Benefits

What are the limitations? http://www.flickr.com/photos/ben_pollard/2342924889

http://www.chrisbrogan.com/social-media-is-not-a-life-raft/

Are there more important organizational issues to address? Are there more efficient ways to reach same outcomes? Are you getting seduced by Shiny Object Syndrome?

Are there more important organizational issues to address?

Are there more efficient ways to reach same outcomes?

Are you getting seduced by Shiny Object Syndrome?

Share Pair http://www.flickr.com/photos/ginable/325235488/

Share Pair: Tweet on Paper How can social media benefit your organization? Write it down as “Tweet” – 1 brief sentence Laser out share and retweet

How can social media benefit your organization?

Write it down as “Tweet” – 1 brief sentence

Laser out share and retweet

All sources and additional material can be found on the WeAreMedia Wiki http://www.wearemedia.org/Strategy+Track+Module+1

If you remix this presentation, please add your remixed version to the wiki. Thank you