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Tweets ahead: Aussies embrace social media Posted Mon Feb 1, 2010 6:00pm AEDT Updated Mon Feb 1, 2010 7:05pm AEDT Australians are leading the world when it comes to time spent on social media sites, with a new survey showing we spend on average almost seven hours a month on sites such as Twitter and Facebook.
Time spent on social networking sites: December 2009
26% Increase in views of online VIDEO STREAMS 66% Percentage of internet users VISITsocial networking or blog sites 98% Increase in time spent watching videos on social networking sites Data year-on-year, October 2009Source: Neilsen Newswire
Great! So everyone’s doing it. But what does it mean for NONprofits?
“… a tremendous opportunity [exists] for nonprofits to participate as trusted providers of credible information and ultimately cultivate the next generation of major donors through the social web” Philanthropy 2.0 Social Media Research Social media for social causes study: the resultshttp://mashable.com/2009/03/26/social-media-nonprofit-study/
Philanthropy 2.0 Found that the greatest opportunities were in the 30-49 age bracket. Within this group … 47% Donated more than US$1,000 78% Participated in social media 27% Trust it for important philanthropic information Source: http://slideshare.net/geoliv/phil-20-social-media-research-final
trust & engagement
Understand your audience
Want authenticity – not spin
Want useful information
Want to participate
Are willing to contribute
Want information on demand
` “The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organisation as a leader … “What works is a focus on your buyers and their problems. What fails is an egocentric display of your products or services.” David Meerman Scott The New Rules of Marketing and PR
Rules of engagement
Engage … it’s a conversation
Be a person, not a nameless brand
Involve the whole organisation
Prepare to lose control
Give your ‘friends’ the chance to act
Generate good content
Have a plan for maintaining profiles
Where to begin?
CC image: www.flickr.com/photos/matthamm/2945559128/
Plan: answer these questions
Where is your audience?
How are others using social media?
Is anyone pretending to be you?
What are your goals?
What type of content do you have?
How will you maintain your sites?
Things you can do
Monitor and measure
Manage donations / sales
Content Relationships Measurement Donations
Integrate social media with existing strategies