An introduction to social media for nonprofits

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A high-level overview of digital strategy, social media's role in it, as well as platforms and tools, and the business and management implications, including structures and policies.

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  • Okay! So, with that, let me see what questions I can answer for you… Val?
  • FacebookTwitterLinkedIn
  • Larger than the US!
  • Desired outcome: familiarize President’s Board with the business implications of social media, its primary applications, opportunities and challenges, and future trends; review plans for webinar series
  • (Yes, I believe live interactions are part of a digital strategy.)Anyway, across those five components run four other areas of cross-platform activity (some of which are tools in their own right):
  • A (complete) digital strategy considers them all, and combines those that make the most sense.
  • Meet them where they areRaise probability, reduce friction – operating where they want, about what they want to talk about.
  • First, let’s talk about what you, or the people that work with and for you, might be feeling about all of this.
  • ShockIn this phase, there’s numbness, immobilization, it’s where people marvel that people could actually care what you had for lunch. Most of the questions and statements in this phase ring with disbelief, or simply reflect a lack of knowledge (What are the tools? Why should I care?)Folks in this stage need education most of all. They need patient (not condescending) explanations of what the tools are and how *other* people use them – and, in some cases, they need reassurance that it’s even possible for them get up to speed on what they need to know….After Shock comes Denial.
  • Here’s where people -- now aware of the tools and at least partially aware of what they’re about -- ignore or minimize the tools and what they mean. They carry on as before, comfortable that they’re ignoring a fad and feeling confident enough in that comfort enough to scoff social media and the need for their or their organization’s invovlement.Their questions and statements tend to be dismissive, even argumentative.What they need from you is to continue to feel confident, and to have their doubt reflected back to them. (“Yeah, it seems crazy, doesn’t it?”)
  • Negotiation is next. Here reality sets in… as does the mental bargaining as they try to figure out how to follow old rules using new tools or to force-fit old business models into a completely new relationship with the marketplace.This is where there’s some level of acceptance that they need to get involved, but there’s a negotiation about how much time, energy, and money is really necessary. “Can the intern do it?” is a tell-tale sign of someone in this phase, as is the “Oh, content strategy? That’s just messaging. So? We’ll just call it content strategy now. Whatever.” and related sentiments.People in the negotiation phase need to be encouraged in the steps they’re taking, and to be slowly educated not in how things are the same (they’ll see that pretty easily themselves) but in how they really *are* different.Soon, though, you’ll likely see them flagging a bit, sinking down into Social Media Depression.
  • A.k.a. the “Valley of Tears.” (I should note here that Meg Fowler, my colleague here at Sametz Blackstone Associates, is the one who came up with the illustrative quotes for these phases…Love her.)This is where our dear skeptics finally get that things have changed. And where they start realizing all the opportunities that *could* be put in place – but now they’re feeling overwhelmed and a bit despondent as a result.These folks sound harried and as if they should be accompanied by tremolo violins: “Woe is me!” “How are we ever going to catch up?” “It’s no use, we’ll all be left behind… Let me go snuggle my fax machine.”Mostly people in this Depression phase need to be consoled – but perhaps more importantly, they need to know that it’s possible to get out of the dip, they need to be presented with steps for what to do next – ones that feel small (and thus, feel *doable*)But this is usually the worst it gets – because in the next phase they’ve at least accepted that change is happening, even if they’re not happy about it.
  • After Depression comes Acceptance.In this phase our now-former skeptics start to let go of old attitudes and behaviors and start talking in terms of possibilities, and plans.They start researching the tools, how others are using them, and how to use the tools in combination. They’re particularly interested in best practices. How do you recognize them? Well, through those behaviors, but also through their questions, which are now quite specific and reflect the research they’ve been doing. They need to have those questions answered, of course, but they also want and need to have new ideas introduced to them as they start pulling it all together into a plan.With research done and plan in hand, you’ll see them start to experiment – which is, conveniently, the next phase.
  • So here, we’re actually, and finally, dealing with a new reality. These people are now more interested in the hows than the whys, and you can recognize them by that curiosity, and by the energy they’re getting from their new attitudes and new opportunities.They don’t need too much from you beyond practical tips and how-tos, praise for jobs well done, and safe landings for their inevitable missteps (they are still learning after all…)Ultimately, their goal – and yours -- is…
  • Integration – at last!All those new attitudes are now internalized, and those new behaviors are now incorporated into their business strategy and actions.These folks are easy to spot: They’re proselytizing, spreading the word. They now have their own opinions about how to use the tools, what they mean, and how to get the most out of them.If they need anything, it’s a reminder that not everyone is where they are.A lot of of us would be thrilled to be surrounded by folks in the last few phases…All are “normal” -- you’ll have people at every stage, and you’ll likely find yourself on there somewhere, too.
  • The problem is, most communication strategies are this… (one-way)
  • masquerading as this…
  • When the reality is more like this: people get their understanding of you (and your brand) from multiple, and largely peer-to-peer, sources...and always have.
  • Social media just microphones, cameras, speakers, and video screens, so now we can see and hear all of those conversations if we choose to.
  • : who owns it?– and regardless of who owns it, everyone needs to know what it is, what the plan is, and the impact it does / doesn’t have on what they do
  • Adaptation of Jeremiah Owyang’s “wheel” conceptWhy: Content owners, product experts and market specialists (GB)Why Not: Resources are not used efficiently, data is spread on multiple systems, and the right hand doesn’t know what the left is doing. (TM)
  • Why: streamlined branding and messaging, coordination, eventual resources (TM)Why Not: no voice of the content and product experts (GB)
  • Why: coordinated, yet empowered (GB)Why Not: Not another policy, process and procedure! Slows down flexibility; could cloud targeted needs (TM)
  • (creating a solid policy makes it easier on everyone to create and moderate content, and eases worries for higher ups. Fences protect the folks on the inside AND keep the folks on the outside at bay – you can’t just hope everything will go well, especially in a regulated industry)
  • Why: experiment! (GB)Why not: disorganized (TM)
  • Why: No action, no harm, no foul! (GB)Why Not: missed opportunity; stifling employee morale (TM)
  • Why: personable and authentic (GB)Why not: potential for not enough brand messaging (TM)
  • Why: coordinated, blessed and empowered (GB)Why Not: distributed message control, potentially confusing to audiences, inconsistent standards)
  • Why: total empowerment; authenticityWhy Not: chaos!
  • Okay! So, with that, let me see what questions I can answer for you… Val?
  • An introduction to social media for nonprofits

    1. 1. An introduction to social media<br />Institute for Nonprofits, 17 May 2011<br />
    2. 2. Who I am<br /><ul><li>Sametz Blackstone Associates
    3. 3. Director of Strategic Initiatives
    4. 4. www.sametz.com
    5. 5. www.sametz.com/roundthesquare
    6. 6. @sametz
    7. 7. Tamsen McMahon
    8. 8. tamsen@sametz.com
    9. 9. @tamadear
    10. 10. BrassTackThinking.com
    11. 11. PersonalCartography.com</li></li></ul><li>The Challenges<br />
    12. 12. Managing multiple lines of business<br />
    13. 13. Answering to more affinity groups than ever<br />
    14. 14. …throughmore channelsthan ever<br />
    15. 15. …to people with competing allegiances<br />
    16. 16. Balancing diverse income streams<br />
    17. 17. …and multiple bottom lines<br />
    18. 18. Creating loyalty to the forest, but not the trees<br />
    19. 19. So what happens?<br />
    20. 20. This.<br />
    21. 21. In other words:<br />social media + ? = $<br />
    22. 22. 90% of nonprofits have a presence on social networks.<br />14<br />© Sametz Blackstone Associates<br />
    23. 23. 90% of nonprofits have a presence on social networks.<br />But fewer than 3% have raised more the $10,000.<br />15<br />© Sametz Blackstone Associates<br />
    24. 24. But why?<br />
    25. 25. 17<br />© Sametz Blackstone Associates<br />640million.175million.100million.<br />
    26. 26. 8% of Americans are active users of Twitter.<br />18<br />© Sametz Blackstone Associates<br />
    27. 27. 8% of Americans are active users of Twitter.<br />51% are active users of Facebook.<br />19<br />© Sametz Blackstone Associates<br />
    28. 28. If Facebook were a country, it would be the world’s third largest.<br />
    29. 29. …and be onlysix years old.<br />
    30. 30. Social networking is more popular than email. <br />© Sametz Blackstone Associates<br />Mashable.com<br />
    31. 31. Only 10% of people trust advertisers.<br />GALLUP<br />© Sametz Blackstone Associates<br />
    32. 32. Only 10% of people trust advertisers.<br />90%of people trust recommendations from people they know.<br />GALLUP<br />© Sametz Blackstone Associates<br />
    33. 33. So, yes, it’s a big deal.<br />
    34. 34. Today<br />
    35. 35. Understanding digital strategy<br />Understanding social media<br /> resistance and acceptance<br /> definition<br /> major tool types<br /> key platforms<br /> business implications<br /> what’s new, and isn’t<br /> opportunities, challenges<br />management implications<br /> structures<br /> policies<br />Learning more<br />Agenda<br />27<br />© Sametz Blackstone Associates<br />
    36. 36. Digital strategy<br />
    37. 37. Web<br />An integrated program<br />Websites<br />Microsites<br />Blogs<br />etc.<br />
    38. 38. Web<br />Email<br />An integrated program<br />Newsletters<br />Direct marketing<br />One-to-one<br />etc.<br />
    39. 39. Web<br />Email<br />Social<br />An integrated program<br />Content sharing<br />Media sharing<br />Interactive<br />etc.<br />
    40. 40. Web<br />Email<br />Social<br />Mobile<br />An integrated program<br />Sites<br />Apps<br />etc.<br />
    41. 41. Web<br />Email<br />Social<br />Mobile<br />Live<br />Events<br />Meetings<br />Phone<br />etc.<br />An integrated program<br />
    42. 42. Web<br />Email<br />Social<br />Mobile<br />Live<br />An integrated program<br />
    43. 43. Web<br />Email<br />Social<br />Mobile<br />Live<br />An integrated program<br />content<br />
    44. 44. Web<br />Email<br />Social<br />Mobile<br />Live<br />An integrated program<br />content<br />search<br />
    45. 45. Web<br />Email<br />Social<br />Mobile<br />Live<br />An integrated program<br />content<br />search<br />paid | earned | shared media<br />
    46. 46. Web<br />Email<br />Social<br />Mobile<br />Live<br />An integrated program<br />content<br />search<br />paid | earned | shared media<br />monitoring & measurement<br />
    47. 47. Your customers aren’t monolithic<br />
    48. 48. And neither are you.<br />
    49. 49.
    50. 50. Where do you intersect?<br />
    51. 51. Social media<br />
    52. 52. The Stages of Social Media Acceptance<br />Energy<br />1. Shock<br />"There's no chance anyone cares what you had for lunch."<br />Time<br />Adaptation of <br /> http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/<br />and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html<br />
    53. 53. The Stages of Social Media Acceptance<br />Energy<br />2. Denial<br />"Yes, and we all loved acid wash, too."<br />1. Shock<br />"There's no chance anyone cares what you had for lunch."<br />Time<br />Adaptation of <br /> http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/<br />and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html<br />
    54. 54. The Stages of Social Media Acceptance<br />Energy<br />2. Denial<br />"Yes, and we all loved acid wash, too."<br />3. Negotiation<br />"Surely I can tweet from my rotary phone?"<br />1. Shock<br />"There's no chance anyone cares what you had for lunch."<br />Time<br />Adaptation of <br /> http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/<br />and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html<br />
    55. 55. The Stages of Social Media Acceptance<br />Energy<br />2. Denial<br />"Yes, and we all loved acid wash, too."<br />3. Negotiation<br />"Surely I can tweet from my rotary phone?"<br />1. Shock<br />"There's no chance anyone cares what you had for lunch."<br />4. Depression<br />Checking in @ "Valley of Tears”<br />Time<br />Adaptation of <br /> http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/<br />and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html<br />
    56. 56. The Stages of Social Media Acceptance<br />Energy<br />2. Denial<br />"Yes, and we all loved acid wash, too."<br />3. Negotiation<br />"Surely I can tweet from my rotary phone?"<br />1. Shock<br />"There's no chance anyone cares what you had for lunch."<br />5. Acceptance<br />"A door closes... but a Facebook chat window opens.”<br />4. Depression<br />Checking in @ "Valley of Tears”<br />Time<br />Adaptation of <br /> http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/<br />and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html<br />
    57. 57. The Stages of Social Media Acceptance<br />Energy<br />2. Denial<br />"Yes, and we all loved acid wash, too."<br />3. Negotiation<br />"Surely I can tweet from my rotary phone?"<br />6. Experimentation<br />“You always remember your first…RT.”<br />1. Shock<br />"There's no chance anyone cares what you had for lunch."<br />5. Acceptance<br />"A door closes... but a Facebook chat window opens.”<br />4. Depression<br />Checking in @ "Valley of Tears”<br />Time<br />Adaptation of <br /> http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/<br />and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html<br />
    58. 58. The Stages of Social Media Acceptance<br />7. Integration<br />"Stop by our Facebook page and tell us what you had for lunch!"<br />Energy<br />2. Denial<br />"Yes, and we all loved acid wash, too."<br />3. Negotiation<br />"Surely I can tweet from my rotary phone?"<br />6. Experimentation<br />“You always remember your first…RT.”<br />1. Shock<br />"There's no chance anyone cares what you had for lunch."<br />5. Acceptance<br />"A door closes... but a Facebook chat window opens.”<br />4. Depression<br />Checking in @ "Valley of Tears”<br />Time<br />Adaptation of <br /> http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/<br />and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html<br />
    59. 59. But, what is it?<br />
    60. 60. “Social media is using the Web to have conversations with people.”<br />© Sametz Blackstone Associates<br />GEORGY COHEN<br />
    61. 61. In other words, it’s a fusion of technology and human behavior.<br />53<br />© Sametz Blackstone Associates<br />
    62. 62. Either way:<br />SOCIAL> media<br />
    63. 63. What does it look like?<br />
    64. 64. tools and platforms<br />
    65. 65. Content sharing<br />blogs<br />microblogs<br />bookmarking<br />Multimedia sharing<br />photos<br />video<br />audio<br />presentations<br />documents<br />Interactive<br />social networks<br />location-based services<br />Three types of tools<br />57<br />© Sametz Blackstone Associates<br />
    66. 66. 58<br />Content sharing<br />Blogs<br />Twitter<br />Multimedia sharing<br />YouTube<br />Flickr<br />Interactive<br />Facebook<br />LinkedIn<br />Foursquare<br />Key platforms<br />© Sametz Blackstone Associates<br />
    67. 67. Blogs<br />59<br />© Sametz Blackstone Associates<br />
    68. 68. Twitter<br />60<br />© Sametz Blackstone Associates<br />
    69. 69. 175 million registered users<br />95 million tweets a day – a 250% increase<br />4 million tweets an hour<br />Twitter<br />61<br />© Sametz Blackstone Associates<br />
    70. 70. YouTube<br />62<br />© Sametz Blackstone Associates<br />
    71. 71. 24 hours uploaded every minute<br />2 billion views every 24 hours<br />YouTube<br />63<br />© Sametz Blackstone Associates<br />
    72. 72. Flickr<br />64<br />© Sametz Blackstone Associates<br />
    73. 73. 3,000 images a minute<br />5 billion images<br />steady growth – 25% in last 12 months<br />Flickr<br />65<br />© Sametz Blackstone Associates<br />
    74. 74. Facebook<br />66<br />© Sametz Blackstone Associates<br />
    75. 75. 640 million members<br />50% of active users log into Facebook each day<br /> 250 million users every 24 hours<br /> 40% increase in last 12 months<br />200 million access through mobile device<br /> 200% increase in last 12 months <br /> mobile users are twice as active as non-mobile<br />30 billion pieces of content shared each month<br /> 7 billion pieces a week. <br /> 90 pieces per month, per user <br />Facebook<br />67<br />© Sametz Blackstone Associates<br />
    76. 76. LinkedIn<br />68<br />© Sametz Blackstone Associates<br />
    77. 77. 100 million users worldwide<br />>1 million companies with Company Pages<br />2010: >2 billion people searches<br />LinkedIn<br />69<br />© Sametz Blackstone Associates<br />
    78. 78. FourSquare<br />70<br />© Sametz Blackstone Associates<br />
    79. 79. “listening”<br />
    80. 80. Grow bigger ears – and eyes.<br />Paraphrase of Chris Brogan<br />
    81. 81.
    82. 82.
    83. 83.
    84. 84.
    85. 85.
    86. 86. So what’s (really) changed?<br />
    87. 87.
    88. 88. You heard feedback, and thought you were done.<br />
    89. 89. Nope.<br />
    90. 90. Now with amplification!<br />
    91. 91. 83<br />Opportunities<br />New ways to measure and gauge response<br />New ways of learning about both their customers and their competitors<br />New agility in messaging and responding, building community <br />Challenges<br />Time management<br />Privacy<br />Public relations<br />Business implications<br />© Sametz Blackstone Associates<br />
    92. 92. 84<br />Structures<br />Policies<br />Management implications<br />© Sametz Blackstone Associates<br />
    93. 93. structures<br />who owns it?<br />
    94. 94. The doughnut<br />Adaptation of J. Owyang concept<br />
    95. 95. The tower<br />© Sametz Blackstone Associates<br />Adaptation of J. Owyang concept<br />
    96. 96. The solar system<br />© Sametz Blackstone Associates<br />Adaptation of J. Owyang concept<br />
    97. 97. policies<br />Who controls it?<br />
    98. 98. No policy<br />90<br />© Sametz Blackstone Associates<br />
    99. 99. “No!” policy<br />91<br />© Sametz Blackstone Associates<br />
    100. 100. Spokesmodel<br />92<br />© Sametz Blackstone Associates<br />
    101. 101. A-team<br />93<br />© Sametz Blackstone Associates<br />
    102. 102. The train (all aboard!)<br />94<br />© Sametz Blackstone Associates<br />
    103. 103. Learning more<br />95<br />© Sametz Blackstone Associates<br />
    104. 104.
    105. 105.
    106. 106.
    107. 107.
    108. 108.
    109. 109.
    110. 110. Questions?<br />
    111. 111. Who I am<br /><ul><li>Sametz Blackstone Associates
    112. 112. Director of Strategic Initiatives
    113. 113. www.sametz.com
    114. 114. www.sametz.com/roundthesquare
    115. 115. @sametz
    116. 116. Tamsen McMahon
    117. 117. tamsen@sametz.com
    118. 118. @tamadear
    119. 119. BrassTackThinking.com
    120. 120. PersonalCartography.com</li></li></ul><li>
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