Nonprofits in the Age of Social Networks




                      Beth Kanter, Beth’s Blog
                      Meyer Me...
Beth Kanter: Offline




     Photo by Steve Goodman
Beth Kanter: Online

           Profiles
              &
                                            Content in
          ...
David Wilcox
http://socialmedia.wikispaces.com/Social+media+game
Photo by Preetam Rai
Social Media?




http://www.flickr.com/photos/raincitystudios/


                        One Minute Poll
Web 1.0 = Kansas
Reading
               Surfing

         Consuming         Browsing


That sounds
  lonely …
Connecting
                          Creating
                                     Sharing


  Collaborating




Web 2.0
It’s not the same web!
Web 1.0




          Source: Alan Levine – CogDog Blog
Web 2.0
Digital Natives
I’m going to get your
brand and your little
      logo too!
Why Important?
But wait, there is more …




                    http://www.nielsenbuzzmetrics.com/cgm.asp
Social Media matters because …
• The Trust factor
• Impacts to Google Results
• Rapid Word of Mouth
• Different than Broad...
The Wizard
             Facebook
             Myspace
             Change.org
             Ning
             Gather
      ...
Challenges


             Skepticism
             Lack of Understanding
             Time suck
             Individual’s a...
Tools come and go, a strategy sustains
And Say …
Outcome
Strategy
Metric
Measurement
Reputation
                                               Awareness
                       Outcome                   Leads...
The Art of (online) Social Networking
Friend of a
Friend
Object Sharing
Platform
Open Platform
Social
Presence
Friend of a Friend
Social Networks: How It Works

                                               1) I am linked to ->


                     ...
Now I
know
all
these
people!
Social Networks Based on Sharing Objects
Watercooler conversations facilitated by sharing
                  objects ..

                         1) I share my pics...
Source Techcrunch/Comscore
Social Networks Based on Sharing Photos
Social Features
http://www.flickr.com/photos/zoomar/




Flickr it isn’t just about doggy photos
Start with a profile for your organization
Community Organizing
Social
Networking
Platform
Open Social Platform
White Label
Build or Join?   “If you want your org to
                 become an online activism
                 hub, it takes a deep...
Social Networking Silo
Where’s our target
              audience?
•What social networking has my audience?
•How do they use technologies?
•What a...
Should we go to a general site or
niche audience site?
What about using more than one site?
Some advice from nonprofit
early adopters of
social networking sites
It was a trial and error
on Facebook and
MySpace. I posted the
same content. I
monitored responses
as well as the tone.
Th...
2 hours a day
Outreach
Friendship




     Profile Content



                  Workflow
Time Savers
A Few Time Savers ….
If I had to log into
              every social
              networking site I use
              to keep, I'd shoot
Time ...
Applications that cross-post
automatically or bookmarklets
Establish a routine and stick to it
Spread the workload: Persona
Managers
Social Presence
Dip in or Stay Hyper Connected
How Used?




 In an emergency?
Reputation
                                               Awareness
                      Outcome                    Leads...
Metrics are the attributes or
factors that are important for you
to measure results or make
improvements.
What is measurement?




The process of determining the result
            of a strategy
The hard truth
about social
media
measurement …
Social Media
measurement is
not like Martha
Intangible
AELIA


Audience
Engagement
Loyalty
Influence
Action
Audience




                       Who
           # Trend for Unique
                      Visitors
Engagement = Interaction + Attention

                      •What do they click
                      on?

               ...
Posts
   _____
Track backs +
  Comments
Loyalty




RSS Subscribers - trends, not actual numbers
Repeat visitors
Tell other people about you
Grain of Salt
Influential Ideas: Memes,
and their intensity over time
Intent/Action




                Goal
                Conversion Rate
                Qualitative Data
Okay, but where do I begin?
Reputation
                                               Awareness
                      Outcome                    Leads...
Low Risk Experiments




   http://www.flickr.com/photos/striatic
• A project that won’t take much
  time and relates to org goals.
• Write down your successes.
• Write down your challenge...
Reputation
                                               Awareness
                      Outcome                    Leads...
Contact Information


Beth Kanter
beth@bethkanter.org


Beth’s Blog
http://beth.typepad.com
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Meyer Memorial Trust

  1. Nonprofits in the Age of Social Networks Beth Kanter, Beth’s Blog Meyer Memorial Trust December 7, 2007
  2. Beth Kanter: Offline Photo by Steve Goodman
  3. Beth Kanter: Online Profiles & Content in Presence many places RSS Powered network Sharing photos, bookmarks, videos, and more Conversations Fundraising
  4. David Wilcox http://socialmedia.wikispaces.com/Social+media+game
  5. Photo by Preetam Rai
  6. Social Media? http://www.flickr.com/photos/raincitystudios/ One Minute Poll
  7. Web 1.0 = Kansas
  8. Reading Surfing Consuming Browsing That sounds lonely …
  9. Connecting Creating Sharing Collaborating Web 2.0
  10. It’s not the same web!
  11. Web 1.0 Source: Alan Levine – CogDog Blog
  12. Web 2.0
  13. Digital Natives
  14. I’m going to get your brand and your little logo too!
  15. Why Important?
  16. But wait, there is more … http://www.nielsenbuzzmetrics.com/cgm.asp
  17. Social Media matters because … • The Trust factor • Impacts to Google Results • Rapid Word of Mouth • Different than Broadcast Marketing • To cultivate the next generation of donors
  18. The Wizard Facebook Myspace Change.org Ning Gather Flickr YouTube Twitter
  19. Challenges Skepticism Lack of Understanding Time suck Individual’s authentic voice on behalf of organization versus institutional messaging Too much of a good thing Lack of resources Need a strategy ROI
  20. Tools come and go, a strategy sustains
  21. And Say … Outcome Strategy Metric Measurement
  22. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Tools Audience Strategy Budget Conversations Staffing Content What to Measure? Metric Measurement
  23. The Art of (online) Social Networking
  24. Friend of a Friend Object Sharing Platform Open Platform Social Presence
  25. Friend of a Friend
  26. Social Networks: How It Works 1) I am linked to -> -> to you --->You are linked to her -> -> to her… Source: Slideshare by Rashmi Sinha
  27. Now I know all these people!
  28. Social Networks Based on Sharing Objects
  29. Watercooler conversations facilitated by sharing objects .. 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him Source: Slideshare by Rashmi Sinha
  30. Source Techcrunch/Comscore
  31. Social Networks Based on Sharing Photos
  32. Social Features
  33. http://www.flickr.com/photos/zoomar/ Flickr it isn’t just about doggy photos
  34. Start with a profile for your organization
  35. Community Organizing
  36. Social Networking Platform
  37. Open Social Platform
  38. White Label
  39. Build or Join? “If you want your org to become an online activism hub, it takes a deep level of engagement to build a successful socnet. Staff need to spend real time cultivating people and need to be given real authority to speak on behalf of the organization.quot;
  40. Social Networking Silo
  41. Where’s our target audience? •What social networking has my audience? •How do they use technologies? •What are they talking about? •Who are they? •What do they want? -Ask them (surveys) -Field research -Look at demographics of site
  42. Should we go to a general site or niche audience site?
  43. What about using more than one site?
  44. Some advice from nonprofit early adopters of social networking sites
  45. It was a trial and error on Facebook and MySpace. I posted the same content. I monitored responses as well as the tone. Then I modified my messaging based on that. Eventually, I became familiar with the different crowds and learned how to speak with them. Feedback and Improvement
  46. 2 hours a day
  47. Outreach Friendship Profile Content Workflow
  48. Time Savers A Few Time Savers ….
  49. If I had to log into every social networking site I use to keep, I'd shoot Time Savers myself.quot;
  50. Applications that cross-post automatically or bookmarklets
  51. Establish a routine and stick to it
  52. Spread the workload: Persona Managers
  53. Social Presence
  54. Dip in or Stay Hyper Connected
  55. How Used? In an emergency?
  56. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  57. Metrics are the attributes or factors that are important for you to measure results or make improvements.
  58. What is measurement? The process of determining the result of a strategy
  59. The hard truth about social media measurement …
  60. Social Media measurement is not like Martha
  61. Intangible
  62. AELIA Audience Engagement Loyalty Influence Action
  63. Audience Who # Trend for Unique Visitors
  64. Engagement = Interaction + Attention •What do they click on? •How long do they stay? •How many people comment on posts? •What is the shape of the conversation? •What is your post to comment ratio?
  65. Posts _____ Track backs + Comments
  66. Loyalty RSS Subscribers - trends, not actual numbers Repeat visitors Tell other people about you Grain of Salt
  67. Influential Ideas: Memes, and their intensity over time
  68. Intent/Action Goal Conversion Rate Qualitative Data
  69. Okay, but where do I begin?
  70. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  71. Low Risk Experiments http://www.flickr.com/photos/striatic
  72. • A project that won’t take much time and relates to org goals. • Write down your successes. • Write down your challenges. • Ask the people you want to connect with whether they think your outreach and listening is valuable. • Watch other nonprofits and copy and remix for your next project. • Rinse, repeat.
  73. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  74. Contact Information Beth Kanter beth@bethkanter.org Beth’s Blog http://beth.typepad.com

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