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
Increase in views of online VIDEO STREAMS Increase in time spent watching videos on social networking sites Percentage of internet users VISIT social networking or blog sites Data year-on-year, October 2009 Source: Neilsen Newswire 26% 66% 98%
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 results http://mashable.com/2009/03/26/social-media-nonprofit-study /
Found that the greatest opportunities were in the 30-49 age bracket. Within this group … Donated more than US$1,000 Source: http://slideshare.net/geoliv/phil-20-social-media-research-final 47% Philanthropy 2.0 78% Participated in social media 27% Trust it for important philanthropic information
trust engagement &
Want authenticity – not spin
Want useful information
Want to participate
Are willing to contribute
Want information on demand
Understand your audience
“ 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
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
Rules of engagement
Where to begin ?
CC image: www.flickr.com/photos/matthamm/2945559128/
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?
Plan: answer these questions
Monitor and measure
Manage donations / sales
Things you can do
Content Relationships Measurement Donations
Integrate social media with existing strategies