Online Social Networks for Nonprofits We Are Media Presentation 2009


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Presentation for the We Are Media Workshop in San Francisco, February 2009. Presenters: Joel Bush, Rachel Weidinger, David Choh

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Online Social Networks for Nonprofits We Are Media Presentation 2009

  1. 1. The Social Web, Facebook, and a Few Other Things to Think About and Do We are Media Conference February 2009
  2. 2. Today’s Agenda <ul><li>Social Media Strategy </li></ul><ul><li>Facebook Pages Workshop </li></ul><ul><li> Presentation </li></ul><ul><li>Create Your Own Social Network or Just Use Facebook </li></ul>February 2009
  3. 3. Q (first) & A (ongoing!)
  4. 4. Social Media Strategy Activity: Ecosystem <ul><li>Social Media Eco-System Quick Review </li></ul><ul><li>Who’s Your Audience? </li></ul><ul><li>What are your organization’s social media objectives? </li></ul>February 2009
  5. 5. Social Media Strategy Activity: Facebook <ul><li>What are your specific Facebook objectives? </li></ul><ul><li>Is your audience on Facebook? </li></ul><ul><li>Can your objectives be met using Facebook? </li></ul><ul><li>What supporter (or potential supporter) needs are you fulfilling by using Facebook? </li></ul>February 2009
  6. 6. Ecosystem Org Website YouTube Commercial Content Flickr MySpace Facebook Blogosphere Internal Peer Website Partner Website Sponsor Website External February 2009
  7. 7. Interaction Types External Networks Pier to Peer Organization’s Website Organization Organization to Peer Organization Organization Organization Facebook MySpace Flickr Peer to Peer February 2009
  8. 8. Acquisition Path External Networks Organization Website Organization Facebook Org’s Social Network Acquisition & Cultivation Database February 2009
  9. 9. Facebook Stats <ul><li>50% of active users return to the site daily ( </li></ul><ul><li>+ 150 million active users ( </li></ul><ul><li>Average of 120 friends per user </li></ul><ul><li>+ 3 billion minutes per day are spent on Facebook (worldwide) </li></ul><ul><li>+15 million users update their status at least once each day </li></ul><ul><li>+3.5 million users become fans of Pages each day </li></ul>February 2009
  10. 10. Understanding Facebook <ul><li>Why do people use Facebook? </li></ul><ul><li>(Clue: It’s not because they like your non-profit) </li></ul>February 2009
  11. 11. Understanding Facebook <ul><li>Facebook best practices </li></ul><ul><ul><li>Authenticity: Profiles, pages, and comments </li></ul></ul><ul><ul><li>Me, Me, Me: The Profile and News Feed </li></ul></ul><ul><ul><li>Chirping Crickets: If you build it, they won’t necessarily come </li></ul></ul><ul><ul><li>Content: It’s still king…at least if you want people to come back </li></ul></ul>February 2009
  12. 12. Understanding Facebook <ul><li>Facebook best practices: Authenticity </li></ul><ul><ul><li>“ If you don’t want to associate your personal identity with the product or service you’re trying to promote, Facebook in not for you. Inherent in the current state of Facebook is a culture of transparency that devalues and ignores inauthenticity.” - The Facebook Marketing Bible </li></ul></ul>February 2009 Discussion: What are the practical implications on profiles, pages, and comments?
  13. 13. Understanding Facebook <ul><li>Facebook best practices: Me Me Me </li></ul><ul><ul><li>Profile: What I’m doing Authenticity, privacy, and activity </li></ul></ul><ul><ul><li>Newsfeed: What everyone else is doing Comment, like, explore </li></ul></ul><ul><ul><li>Status: What I say I’m doing It’s public, personal, and consistent ** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it. </li></ul></ul>February 2009 Activity: Update your status daily for six days
  14. 14. Understanding Facebook <ul><li>Facebook best practices: Chirping Crickets </li></ul><ul><ul><li>Update: Give people new things to looks at and do **Remember the venue (Group v. Page v. App v. Profile). **Send shareable calls to action (not press releases). **Recognize valuable members of the community. </li></ul></ul><ul><ul><li>Promote: 20 per day, personal profile, advertising **Remember: It’s all about the newsfeed. ** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it. </li></ul></ul>February 2009 Discussion: What kind of things would your organization have people do?
  15. 15. A Tale of Two Non-Profit Facebook Pages February 2009 The Good
  16. 16. A Tale of Two Non-Profit Facebook Pages February 2009 And the Ugly
  17. 17. Most Popular Pages February 2009 Source:
  18. 18. Most Popular Facebook Non-Profit Pages February 2009 Source:
  19. 19. Most Popular Applications February 2009 Source:
  20. 20. Most Popular Politics Applications February 2009 Source:
  21. 21. Understanding Facebook <ul><li>Facebook best practices: Content </li></ul><ul><li>Photos, Videos **Keep them topical: You really thought it was a good idea to post that picture of you dancing on a table at the bar last weekend? **Be vigilant: Remove spam quickly </li></ul><ul><li>Discussions **Relax and sit back: It’s okay if everyone’s not on message **Intervene only if there is factually incorrect information **Let conversation happen organically </li></ul><ul><li>Commenting **Good or Bad , not everything deserves a comment </li></ul><ul><li>Applications **Appropriateness: Should the application go on your Facebook Page? **Purpose: How do you expect it will increase activity on your page? **Manageability: Will you be able to keep it up to date? </li></ul>June 2008
  22. 22. Understanding Facebook <ul><li>So many choices: Groups, Pages, and Applications, oh my! </li></ul><ul><ul><li>Groups: A way to dip your toe or run a small campaign </li></ul></ul><ul><ul><li>Pages: Improved communication with supporters, metrics, and control </li></ul></ul><ul><ul><li>Applications: Improved communications, integration capabilities, supporter activities, and control </li></ul></ul>February 2009
  23. 23. Facebook Pages Hands On <ul><li>Create your own page </li></ul><ul><li>Update </li></ul><ul><li>Trick out </li></ul><ul><li>Spread the word </li></ul><ul><li>Metrics for success </li></ul>February 2009
  24. 24. Presentation February 2009
  25. 25. Build Your Own Social Network or Use Facebook? <ul><li>Facebook-Only Pros and Cons </li></ul><ul><li>Build Your Own-Only Pros and Cons </li></ul><ul><li>The Answer Lies in the Social Web Eco-System </li></ul><ul><ul><li>Case Study: Sierra Club </li></ul></ul>February 2009
  26. 26. Case Study: Sierra Club February 2009
  27. 27. Build Your Own Social Network or Use Facebook? <ul><li>BOTH! </li></ul>February 2009
  28. 28. What to Take Away <ul><li>Social Networking is a Permanent Shift </li></ul><ul><li>Options O’Plenty: Just About Anything is Possible </li></ul><ul><li>Strategy Strategy Strategy: It’s a Big Eco-System, Have a Plan </li></ul><ul><li>Community First: Community Building and Management is No Joke…Have a Plan (again) </li></ul>February 2009
  29. 29. Q&A
  30. 30. We’ll add this presentation to the wiki! February 2009