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Nfp prezzo april 2011


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NFP discussion on social media usage for NFP course at UTS, April 2011

NFP discussion on social media usage for NFP course at UTS, April 2011

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  • Social graph in the following order: you, your social network friends, friends-of-friends, your followers, and the overall community.Wall Street feed – simple way to navigate social network of friends social gestures and your –efficient, increased engagement , increases importance of attention info c.f. banking – remember fuss around news feedGoogle Open Social Attention Streams (already included in Plaxo Pulse) - MySpace Friends Updates -Netvibes Activities-LinkedIn Network UpdatesHigh social engagement vs traditional media (radio, tv, print, outdoor) with low engagement. This is about dialogue, interactivity, informality, people + technology & niche NOT Tradigital for mass using push, automation & technology only. Social Media Marketing practice centres around – networks, communities, blogs and microblogging. Traditional business functions can be socialised e.g. legal, supply chain, R&D, HR…Social Strategy (Media) - through sharing; engaging; building relationships and influencingincrease our reach, influence and relevancecreate ambassadors to support and promote what we dopersonalise interactionsencourage and grow communities through a critical mass of active cultural and scientific participants maximise revenuechange our work models from one-to-one communication to many-to-many communicationmove from providing information to creating shared meaning with audiences
  • Diana – max links (degree centrality) most connected – connector or hub – number of nodes connected – high influence of spreading info or virusHeather – best location powerful figure as broker to determine what flows and doesn’t –single point of failure – high betweeness = high influence – position of node as gatekeeper to exploit structural holes (gaps in network)Fernado & Garth – shortest paths = closeness – the bigger the number the less centralEigenvector = importance of node in network ~ page rank google is similar measure
  • For participation on Amazon see:
  • Social Objects:Books --- AmazonVideo ---- YouTubePhotos --- Flickr
  • Transcript

    • 1. NFPs Online Community Briefing
      Suresh S.
    • 2. Agenda
      0. Informality of social media and social gesture
      Why blog?
      The social CRM
      Primal Forces and power of storytelling
      Social networking and social network analysis
      Building a community and benefits of “house” community
      Social objects and Index of Online Giving
      NFP social network benchmark study (2011)
      Launching a social network service
      Community Manager and how to engage in conversations
      New NFP social networks and wiki usage
      Power of video and widgets
      Importance of authenticity and motivation for fund raising
      How social media helps the disabled youth
    • 3. Wine Communities
    • 4.
    • 5.
    • 6. Social Gesture
      Check-in (Foursquare)
      Like (Facebook)
      Status update
    • 7.
    • 8.
    • 9. …Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station.
      We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected.
      40 year old Mom blogger “nightowlmama” (#260)
    • 10.
    • 11. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010
    • 12. Relationships # Technologies
      What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.
      ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010
    • 13.
    • 14.
    • 15. Key Network Measures
      Degree Centrality
      Betweenness Centrality
      Closeness Centrality
      Eigenvector Centrality
      krackkite.##h (modified labels)
      Contractor ?
      Boundary spanners
    • 16. 0.1
    • 17. The benefits of a Windgap“own” COMMUNITY
      Social commerce
      Donations, gifts, e-coupons…
      Brand equity
      build enduring and intimate brand relationships in Australia
      and globally
      Research &
      generate ideas, develop insights, test strategies
      Knowledge management
      generate, aggregate, disseminate organisational knowledge
    • 18. “…why social objects are the future of marketing.” (MacLeod 2008)
      Social Networks form around Social Objects**, not the other way around.
      (** Term attributed to JyriEngstrom) MacLeod Hugh (2008)
    • 19. Social Object
    • 20. The Blackbaud Index of Online Giving
    • 21. Key Findings -NFP Social Networks US Benchmark Report 2011
      89% of NFPs (97% of international service organisations)
      Average community 6,376 (environmental/animal groups 8,490)
      46% contribute $1 to 10k
      0.2% generate >$100k
      “Master Social Fundraisers” with 100,000 members dedicate 2+ employees
      57% of NFPs
      Average community size 1,822
      30% of NFPs
      New Social
      Foursquare(4% of NFPs)
      Jumo philanthropy/volunteering (1%)
      House Social Network i.e. white label
      Average community size 5,967
    • 22. Analysis of online messaging, fundraising and advocacy metrics for non profits
    • 23. Launching a Social Network Service
      0. Mobile
      Photos, Videos, Latest Activity, Members, and Events
      Keywords for discoverability
      Welcome centre
      Moderation e.g. suspend members, own user moderation
      Kick start with champions/evangelists/passionates
      Latest activity
      Giveaways e.g. book from authors/guest visiting library
      Monitor registrations
      Members/volunteers as moderators
      Link to main web site
      Promote content via email, Twitter & Facebook
      Share content on Facebook
    • 24. March 2011 “Online Australians Shift To Social Networks”
      Most Online Australian Adults Use Social Media Regularly
    • 25. Community Manager
      Serve customers through listening and responding to needs vs marketing or advertising.
      Focus on launching and growing the community through:
      Invite creators and influencers to become charter members of the community
      Create evangelists through providing exclusive access to new information,
      attendance at pre-launch party and have them provide feedback for future initiatives
      Start community with conversations and have community manager encourage sharing
      stories of problems, overcoming issues and successes
      Ensure community can be readily found with links from web sites, blogs
      and other popular social media.
      Accelerate community adoption through existing marketing efforts including
      emails newsletters and create a sense of urgency.
    • 26. How to Participate in Conversations
      Conversational calendar
      Keywords/Vocabulary online & offline
      What topics do your customers care about ?
      What topics are trending in your industry
      Monitor existing social media via dashboard e.g. Facebook or Twitter
      Use complaints or opportunity to discuss solutions
      Become an expert providing service through social exchange
    • 27.
    • 28. “…Packard Foundation would like to bring the wisdom of crowds to bear on the development of a possible grantmaking strategy…”
    • 29. Blendtech & Old Spice
      Susan Boyle
      “United Breaks Guitars”
      Old Spice
      The Man Your Man
      Could Smell Like
      ** views current as at 25 March 2011
    • 30.
      • Check out e.g. 3D, cloud editor
      • 31. Interview people, have a talk show, do a video blog with commentary, make short films, be creative
      • 32. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
      • 33. Username becomes a channel
      • 34. Tag videos with appropriate key terms to help others find your content
      • 35. Explore and post other video sites, like Vimeo, Viddler
    • User generated video reviews show strong presence of strategic advertising elements
    • 36. Comparing User Engagement Across Different Ad Types
      (Psychster and, 2010)
      Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.
      Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.
      Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.
      Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on and on, but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).
    • 37. Purpose Motive Linux-Apache-Wikipedia
      Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.
      Drive #2: Respond to rewards and punishments in our environment.
      Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!)
      “Our Third Drive, intrinsic motivation, is the most powerful.”
      Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009
    • 38. The largest funding platform for creative projects in the world
    • 39. How Social Media Helps
      Social Media Use At Imagine!
      Brand Awareness
      Service Enhancement
      Community Involvement
    • 40. Digital Divide for People with Disabilities Pew: Americans living with disability and their technology profile
      27% of American adults live with a disability that interferes with activities of daily living.
      2% of American adults say they have a disability or illness that makes it harder or impossible for them to use the internet.
      54% of adults living with a disability use the internet, compared with 81% of adults who report none of the disabilities listed in the survey.
      41% of adults living with a disability have broadband at home, compared with 69% of those without a disability., Jan 21,2011
    • 41. TecAccess Trains Disabled Youth For Social Media CareersFebruary 23, 2011,
      Social media such as Facebook, Twitter and LinkedIn are transforming how businesses develop new products and improve services — and the need for tech-savvy people to run social media for companies is growing by leaps and bounds…with students between ages 19 and 24 with disabilities ranging from autism and Down syndrome to attention deficit hyperactivity disorder (ADHD). Social media is a niche that can easily be filled by high functioning people with these types of disabilities, because it doesn’t require an as-intense level of social or customer interaction as other jobs might. The focus on information technology also appeals to many people with disabilities who have grown up with technology that helps them learn and communicate, and tend to be more tech-savvy as a whole.
      Class instructors are already reporting progress. One of the interns with Aspergers’ who came into the first class was very hesitant and withdrawn, and didn’t connect with other members of the group, says instructor Chris Hagerman. The intern had difficulty speaking when asked a question in class, but she could write “furiously” and had no trouble reading her answers out loud. “There was much less pressure writing down her answer and then reading it to the class,” Hagerman says. “Now she can’t wait to get started.”