NDN Presentation - DRAFT

Slide 1: Nonprofits in an age of social networks NDN, May 2008 Beth Kanter, Beth’s Blog

Slide 2: Beth Kanter, Nonprofit Technology Trainer Photo by Steve Goodman

Slide 3: Beth’s Blog Profiles & Presence Communities RSS Powered network Sharing photos, bookmarks, videos, and more Conversations Fundraising

Slide 4: A Quick Poll

Slide 5: What I’m going to talk about … Why Social Networks are important What are some patterns for success? Social Networking Strategy Success Story

Slide 6: Social networks are a fad Why Important …

Slide 7: Source: Morgan Stanley

Slide 8: Social Networks are changing the way people are getting information to make decisions

Slide 9: Trust Factor http://www.nielsenbuzzmetrics.com/cgm.asp

Slide 15: Digital Natives

Slide 16: Why Important… • The Trust factor • Rapid Word of Mouth • To cultivate the next generation of donors, volunteers, stakeholders

Slide 17: The Cute Dog Theory: Nonprofits and Social Networking

Slide 18: It’s a remix of the Cute Cat Theory!

Slide 19: Web 1.0 tools were created so physicists could share their research papers

Slide 20: Wait a second … looking at nonprofits that have successfully Adopted social media .. There are a lot of dog lovers …..

Slide 21: Web2.0: to share cute cat photos

Slide 26: Assess Audience Online Social Activities

Slide 28: Where’s our target audience? •What social networking site 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

Slide 29: Discuss/set objectives first

Slide 30: Not a monologue

Slide 31: Listening

Slide 32: Conversation

Slide 33: Even difficult ones …

Slide 34: The audience wants to participate

Slide 37: Web 1.0 Source: Alan Levine – CogDog Blog

Slide 38: Web 2.0

Slide 41: Staff Roles

Slide 42: Define a Box Define a box

Slide 46: Start small, reiterate over and over

Slide 47: Here’s some advice from Wendy Harmon, Red Cross Blogger

Slide 48: • 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.

Slide 50: It takes time

Slide 51: Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0

Slide 52: Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment

Slide 53: So how do you avoid this?

Slide 54: How I used Facebook and other social media tools to raise $93,000 for Cambodian Orphans and win 1st Place in America’s Giving Challenge

Slide 57: Contest Opens: December 13, 2007 3:00 PM

Slide 58: December 13, 2007 3:01 PM

Slide 59: I opened my Kimono

Slide 61: Strategy Make It Personal Theory Example ….

Slide 62: “The message is not about the charity. It’s about why the messenger cares.” Katya Andresen, Network For Good

Slide 66: Will it scale?

Slide 67: Ladder of Engagement Participator Type Instigators Evangelists Donors Spreaders Happy Bystanders Listen Share Money Solicit Create Involvement Personal Fundraiser does the Network Weaving

Slide 68: Strategy: Stories

Slide 69: Strategy Three R’s of Network Weaving

Slide 70: Relationship Building

Slide 71: Rewards

Slide 72: Reciprocity

Slide 73: Stories and Network Weaving …

Slide 75: Strategy Fun, Humor, Easy, Urgency, Competitive Spirit, and Passion!

Slide 76: What’s more fun than a birthday party?

Slide 85: Where did they get all those embarrassing photos?

Slide 88: 125 people donated 142 birthday wishes 180 views on “see me naked” photo

Slide 89: But my birthday was Jan. 11th and we had 20 more days to go …

Slide 93: 57 donors Energizing Burst

Slide 94: How To Ask for Donations on Twitter

Slide 95: Offline/Online

Slide 98: 24 hours before the contest ends We’re in 1st Place

Slide 108: WooT! WooT!

Slide 109: Chan Piseth

Slide 110: Lessons Learned •Open the Kimono •Make it personal •Use the Ladder of Engagement •Stories •The Three R’s of Network Weaving •Fun, Humor, Easy, Urgency, and Competitive Spirit •Say thank you in creative ways