Florida Social Media Conference Nsc

Social Networking: 11 Steps to Success, 6 Things to Avoid Katya Andresen, Network for Good www.networkforgood.org | www.nonprofitmarketingblog.com

What is Web 2.0 Anyway? And how do you feel about it?

Brian Solis of PR 2.0

Mashup!

You can excel at this.
Because you are already doing the most important part: the human part.
This is about bonds, not wires.
FacesofMillions.com

What I Want to Share with You
What is Web 2.0/social media anyway?
Absolutely essential guiding principles
What to do, What to avoid

Brian Solis of PR 2.0

My Definition of Web 2.0
It’s about people wanting to be seen and heard .
And to connect with others.

The Official Definition (thanks, Wikipedia)
“ Web 2.0 is a living term describing changing trends… It does not refer to an update to any technical specifications, but to changes in the ways ( people ) use the Web.”

Someone for everyone

No, Seriously: Everyone

Very Human Needs at Work Here
To be HEARD
To be CONNECTED to others
To be part of SOMETHING GREATER THAN THEMSELVES
The security of TRUST

We have to change our paradigm Web 1.0 : Launch and walk away Web 2.0 : Engagement!

We’re not in charge any more.

A little scary, a lot wonderful
Not about them coming to us
No control
No mothership (Clay Shirky)
New messengers

Haiti Matthew Marek, ARC on Flickr

To be heard

To be connected

To be part of something

We need to engage.
Because it is close to pervasive
Because it is powerful – relationship and conversation based
Because it puts word of mouth on steroids
Because the price is right (though the time investment is considerable)
Because there are many amazing, passionate, mobilized people! You have an army of Davids.

Most nonprofits are now at least dabbling in social networking
Of charities surveyed….
74% have a presence on Facebook, average community size is 5,391
80% are committing at least ¼ of an employee
30% have built one or more house social networks
Source: Common Knowledge and ThePort Network Study

Getting the culture Seth Godin: Flipping the Funnel

Listen, listen, follow
This is not a message delivery vehicle
It is a conversation
Listening tells you how your audience is using social media and gives you clues as to how to proceed
Listening is appreciated, deeply

Be Authentic

Flip the funnel (and control)

We are NOT the best messengers
76% of givers are motivated by friends and family, says Cone
65% of internet users trust friends and user forums more than any other media*
It’s okay to relinquish control of the message
These people are experts at speaking about your cause to their friends and family
Source: TNS Media Intelligence Survey, eMarketer

Robin’s Story “ I would email somebody at their office and then they would email a bunch of people…they felt like there’s somebody’s story that they could attach to it”

What You Can Do

1. Listen

From a presentation by Charlene Li, author, Groundswell

2. Share and start playing in THEIR space

3. Define Your Desired Outcome
Who are you trying to reach?
What do you want them to do?
Do some basic marketing planning and set some goals

Page Impressions, Visits, Unique Visitors
Time Spent, Pages per visitor
Emails opened, click-throughs
Videos viewed, audio plays
Engagement & Reach
Number of Mentions, Posts, Comments
Recommendations
Mentions-per-user
Send This To A Friend
Inbound links
Word of Mouth
Offline media mentions
Online media mentions
Earned Media
Higher search results
Greater search results “share”
3 rd party results
Customer/stakeholder feedback
Product sampling
Research Search Visibility Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com Know what the point is!

4. Decide if Social Networking Will Get You There
Don’t put the cart
before the horse

5. Borrow Your Tools
Social networks
Widgets
Blogs
Change.org SixDegrees

6. Find Your Wired Fans
Wired fundraiser noun (wīr’d fŭnd'rā'zər) Someone who is relatively tech-savvy, spends a decent amt. of time online, and has a built-in network.
Word of mouth maven
Emotional connection, passionate
Active connecters, sphere of influence
Could be new to fundraising or dabblers
Tech savvy
Young 20-40yrs

7. Think Like the Marine Corps
The few the proud
Not every wired person is a champion
5% of your donors might be ü ber-activists

8. Crawl before you run
Listen first
Set small, simple goals so you know if you are succeeding (or not)
Have a qualified staff member who can commit the time – and give them a policy

9. Have a policy!
Engage in a discussion -- policy creation process itself makes you think and increase understanding among staff
Be clear upfront
Address who responds to conversation and how
Protect your brand by training your staff/volunteers
Identify which platforms you get active on, and how?
Specify the types of social media that is ok to do at work
Consult sample policies
Based on guidelines from Beth Kanter and Nancy Schwartz

10. Measure and Monitor! Nigel: "What we do is if we need that extra push over the cliff, you know what we do?" Marty: "Put it up to eleven." Nigel: "Eleven. Exactly. One louder." Marty: "Why don't you just make ten louder and make ten be the top number and make that a little louder?" Nigel: “[pause] These go to eleven."

Page Impressions, Visits, Unique Visitors
Time Spent, Pages per visitor
Emails opened, click-throughs
Videos viewed, audio plays
Engagement & Reach
Number of Mentions, Posts, Comments
Recommendations
Mentions-per-user
Send This To A Friend
Inbound links
Word of Mouth
Offline media mentions
Online media mentions
Earned Media
Higher search results
Greater search results “share”
3 rd party results
Customer/stakeholder feedback
Product sampling
Research Search Visibility Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com How are you doing vs. goals?

11. Plug in your supporters
Add an area to your website
Starter text
Images
Video links
Testimonials
Keep people aware of upcoming events
Thank people and give regular updates

What NOT to do: 6 pitfalls
Trying to control it
Going wild west – get ground rules!
Taking a self-important, promotional “broadcast” approach
Seeing dollar signs only
Failing to set goals – do what with whom?
Quitting when we mess up – they are lessons, not mistakes

Questions
Katya Andresen
[email_address] [email_address]
888.284.7978
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com

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Florida Social Media Conference Nsc

by katyaa on Feb 18, 2010

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Florida Social Media Conference Nsc — Presentation Transcript