What Social Networks Should be Doing for YouMarch 11, 2009Steve MacLaughlin, Director – Internet SolutionsRead my blog:www.blackbaud.com/connections

The Hidden AgendaThe Market is NoisyAGENDAWhat is Web 2.0?What is Social Networking? Who uses it? What are they doing? Where do they get all that free time? Why should you care? What are Nonprofits doing with Social Networking? What is and isn't working? What should you be doing? How do you get started? Where do we go from here?

“The Internet is not something that you just dump something on. It's not a big truck. It's a series of tubes."– Fmr. Senator Ted Stevens

What is Web 2.0?

"Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending on your state of mind."– KevinManey

Web 1.0 vs. Web 2.0Web 1.0 refers to first generation Web-based content that was typically one-way static communication.Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.

What is Social Networking?

Who uses it?

"Kids, let's face it. Facebook is Webkinz for adults. Facebook is a Ponzi scheme."– Fake Steve Jobs

Source: Nielsen Online, March 2008

Source: http://www.wired.com/culture/geekipedia/magazine/geekipedia/social_networking

Not All Social Networks are the SameWild Wild West Middle Earth Button Down East

What are they doing?

"While people are engaged in creating a totally different world, they always form vivid images of the preceding world."– Marshall McLuhan

The Market is NoisyThe Inequality of Participation 90% of users are lurkers (i.e., read or observe, but don't contribute). 9% of users contribute from time to time, but other priorities dominate their time. 1% of users participate a lot and account for most contributions.Source: Jacob Nielsen (http://www.useit.com/alertbox/participation_inequality.html)

Why should you care?

Source: Le Monde

Source: comScore, 2008

Time is EverythingSource: HitWise, 2008

October 2007$240 million1.6%

October 2007

$240 million

1.6%

Fundraising Pyramid 1.0

Fundraising Pyramid 2.0Face-to-Face Phone$$$$ $$$ $$ $Direct MarketingConstituent Lifetime ValueEmail & Web

What are Nonprofits doing with Social Networking?

"You don’t need 1000 shallow relationships, you don’t need a long list of friends. What you need is deep relationships, people willing to mortgage their house to support you, willing to host a party to support you, willing to devote a vacation to support you.That’s not about volume, nor is it about the site. It’s about how you build relationships that matter."– SethGodin

Create an Account Create a Group Create a Group Create a Page Use the Causes Application Use another Application Create an Account Create a Group Create an Account Create a Group Create an Account

Create an Account

Create a Group

Create a Group

Create a Page

Use the Causes Application

Use another Application

Create an Account

Create a Group

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Create a Group

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What is and isn’t working?

The Hype Cycle You Are HereSource: Gartner Group

How do you get started?

"For nonprofit organizations and the philanthropists who support them, a grasp of the coming influence of social networks in causes will be, frankly, key to survival in a world where your grandfather’s style of check - writing charity no longer applies."– Tom Watson

The Market is NoisyHow do you get started?Experiment first. Plan later.Listen to the networks.Enlist savvy people.

The POST Method PeopleWho are you targeting? ObjectivesWhat are you trying to achieve?StrategiesWhat will it look like when you are done?TechnologyWhat tools are you going to use?GroundswellCharlene Li and Josh Bernoff

What to RememberThe Market is NoisyEmbracing Web 2.0 in Your OrganizationPersonalize Your MissionThe organizations that will succeed will be those that transform their mission into personalized experiences for constituents.Embrace Your FrienemiesThe organizations that stop viewing external Web sites as competitors and start embracing them as a part of an online strategy will be more successful.Integrate Your ChannelsThe organizations that leverage both online and offline channels together will have the agility to communicate in more successful ways.Measure Your ProgressThe organizations that understand how both qualitative and quantitative measures can help guide decision making will be best able to confirm their success. Note: Complete article available at http://www.blackbaud.com/connections

Where do we go from here?

"The old systems get broken long before new ones become stable."– Clay Shirky

We may experience some turbulence

The Experience GapThe Market is NoisyWhat to do about it?Start experimenting and begin listening to the networksContinue to expand both acquisition and retention effortsStop waiting for things to be perfect before you change

Stuff Worth ReadingMore Food for ThoughtPeople to People FundraisingVarious AuthorsCauseWiredTom WatsonHere Comes EverybodyClay Shirky

Questions? Answers?Steve MacLaughlin, Director – Internet Solutionssteve.macLaughlin@blackbaud.comwww.blackbaud.com/connections