Andrea Berry, Director of Partnerships and Learning, Idealware Are social media channels working to help nonprofits engage their current audience? Recruit new supporters? Raise money? Idealware’s Andrea Berry will talk through the results of six months of social media research. She will cover what tools nonprofits are using, how well they think they work, and what specific goals each can help nonprofits accomplish. Then the webinar will segue to a conversation about implications of this research for the arts field. Talking through tools including Facebook, Twitter, MySpace, LinkedIn, blogs, photo sharing, and video sharing sites, Andrea will discuss ways to decide which channels are right for your nonprofit, and the arts field.

1. Talk's Cheap: What Does the Research
About Social Media Show?
Andrea Berry, Director of Partnerships and Learning, Idealware
Suzanne Callahan, Project Manager, Engaging Dance Audiences
Rebecca Krause-Hardie, Manager, EDA Learning Community
Rachel Bell, Communications Specialist, Dance/USA
Engaging Dance Audiences is generously supported by
the Doris Duke Charitable Foundation and the James Irvine Foundation.

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5. New Research on Social Media
November 2010

6. Introductions
Andrea Berry
Director of Partnerships and Learning
Idealware

7. What We’ll Cover
• A Five Piece Research Study
• Social Media for Specific Goals
• Facebook
• Twitter
• Blogs
• Photo and Video Sharing Sites

8. A Five Piece Research Study

9. High Level Survey
Social Media to Meet Nonprofit Goals survey
Online survey of an
informal sample of
460 nonprofit staff
members already
using social media

10. Discussion Groups
Six telephone discussion groups with nonprofit staff
17 staff members with
considerable
experience with social
media participated in
two discussion groups
each

11. Case Study Analysis
We analyzed details of nonprofit social media stories
An informal sample of
273 nonprofit staff
members volunteered
written information
about what social
media channels they
are using, for what,
and how it’s working

12. Facebook Survey
We surveyed frequent Facebook users about nonprofit topics
An informal sample of
271 frequent users
took our survey about
how they might use
Facebook to evaluate
nonprofits

13. Twitter Survey
We surveyed frequent Twitter users about nonprofit themes
69 nonprofit staff
members and
technologist provided
information about how
and why they use
Twitter

14. How Does Social Media Help
to Meet Specific Goals?

15. Reaching Out
From the high level survey

16. Enhancing Relationships
From the high level survey

17. Fundraising
From the high level survey

18. How Many Are Succeeding?
Of those who spent at least two hours a week on social media…
Substantial Success 54%
Inconclusive Success 5%
No Success 19%
Don’t Know 7%
Case study analysis

19. How Much Time Are They Putting In?
Rule of thumb:
2 Hours per Channel
But okay, okay, it depends, let’s go to the research…

20. How Much Time Are They Putting In?
Overall success in social media by hours spent
Total hours per week spent on all social media
Case study analysis

21. What Specific Results are They Seeing?
Some results were mentioned a lot in discussion groups and
case studies
Percentage of those participating in case studies
Case study analysis

22. Facebook

23. Would You Refer to Facebook?
“Would you look for a Facebook Page for an organization with
which you were considering volunteering?”
100%
90%
80%
70%
60% Definitely
50% Probably
40% Possibly
30% No
20%
10%
0%
A couple of A couple of Pretty much A couple of Almost
times a month times a week daily times a day constantly
How often do you use Facebook? Facebook Survey

24. Would You Refer to A Website?
“Would you look for a website for an organization with which
you were considering volunteering?”
100%
90% Definitely
80%
70% Probably
60%
Possibly
50%
40% No
30%
20%
10%
0%
A couple of A couple of Pretty much A couple of Almost
times a times a week daily times a day constantly
month
How often do you use Facebook? Facebook Survey

25. Does a Facebook Page Encourage Confidence?
“Would you be more likely to volunteer if the nonprofit had a
Facebook page (as opposed to no Facebook presence at all)?
How often do you use Facebook?
Facebook Survey

26. What About the Number of Fans?
Facebook Survey

27. What’s it Good For?
From our qualitative data:
• Increasing feedback and
discussion
• Driving traffic to your
website– and thus
spreading information
• Building an email list
• Attracting event
attendees

28. Twitter

29. Why Twitter?
Case study analysis

30. How Are People Interacting with Nonprofits?
Twitter Survey

31. Are They Really Listening?
Twitter Survey

32. What’s it Good For?
From our qualitative data:
• Connecting with like-
minded organizations
• Connecting with the
media
• Engaging people with
frequent updates
• Providing near-real-
time-updates
• Coordinating in real
time

33. Blogs

34. In Our Research, Few Reported Success
Very few of the 14 who shared blogging experiences were
happy with the results
14
12
# Respondents
10
8
6
4
2
0
Unsatisfied with Happy with their
success success
Case study analysis

35. It’s Hard to Get Comments
They didn’t get as many comments as they’d like
7
6
# Respondents
5
4
3
2
1
0
Get no Only Lots of Didn't mention
comments occassional comments comments
comments
Case study analysis

36. What Are They Good For?
But that’s not to say they aren’t useful in the right circumstances:
From our qualitative
data:
• Publicizing your
expertise
• Telling stories about
your day-to-day work
• Promoting online
information
Just make sure you have the time and a purpose

37. Photo and Video Sharing

38. Not Much “Social” Use As of Yet
There were few
examples from
our research of
“social” uses of
photo and video
sharing sites.
Most people
were simply
using them to
post.

39. What are Photo Sharing Sites Good For?
From our qualitative data:
• Getting and displaying photos from a
distributed group
• Participating in photo communities
around particular topics
• Finding people posting pictures of
you

40. What are Video Sharing Sites Good For?
Our qualitative data shows video sites are particularly good for:
• Encouraging
conversation
around videos
• Spreading the word
• Asking supporters
to provide videos
• Hosting a video
channel

41. Technology and the Performing Arts Field:
Usage and Issues
Commissioned by the Andrew W. Mellon Foundation
Scope of Research
•Survey of 5 arts disciplines (NPower,2008)
o dance, opera, presenting, symphony and theater
o n=594, representative of members
•New Qualitative Research (Callahan, 2010)
oCase studies of 8 arts organizations
oInterviews with 5 service organizations
•Interpretation (Callahan and Mellon staff, 2010)
•Covers tech use overall, including social media.

42. Social Media Findings
Striking Change from Survey to New Research
2008 Survey (NPower) 2010 Research (Callahan)
– Social media barely – Social media is
addressed increasingly high priority
– Web upgrades – Frequently discussed by
generic all case studies and EDs
– 44% aspired to – Strategies to connect
create a social web and social media
network – Ambitious goals, but
questions about ROI
and effective strategies
Technology and the Performing Arts Field: Usage and Issues
Commissioned by the Andrew W. Mellon Foundation
* http://www.mellon.org/grant_programs/programs/documents/Technology-and-the-Performing-Arts-Field-
2010.pdf

43. Questions?

44. Thank you for your kind attention!
There are just two more items…

45. Join us for the next webinar…
Social Media: The Real Return On Investment
(ROI)
Wednesday, December 15, 2010, 1-2:30 pm EST
Andrea Berry, Director of Partnerships and Learning, Idealware
Holly Ross, Executive Director, NTEN
You know you should be tracking social media stats and creating metrics
for growth and change. But where exactly do you begin? Is what you are
doing working? How can you tell?
In this seminar, NTEN’s Holly Ross and Idealware’s Andrea Berry will talk
through four types of measures-- Views, Followers, Engagement, and
Conversion-- that can help you track your social media efforts to see if
they're worthwhile. We’ll help you pick what metrics make sense to track
and talk through how to measure that data using social media dashboards.

46. Continue this Conversation
For additional dialogue about this topic, visit the EDA Learning
Community at http://eda.danceusa.org.
We’ll keep talking on the discussion boards (Communicate tab,
Discussions).