Talk's Cheap: What Does the Research
About Social Media Show?

Andrea Berry, Director of Partnerships and Learning, Idealw...
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New Research on Social Media

        November 2010
Introductions




     Andrea Berry
     Director of Partnerships and Learning
     Idealware
What We’ll Cover

•   A Five Piece Research Study
•   Social Media for Specific Goals
•   Facebook
•   Twitter
•   Blogs
•...
A Five Piece Research Study
High Level Survey
Social Media to Meet Nonprofit Goals survey


                                          Online survey of...
Discussion Groups
Six telephone discussion groups with nonprofit staff


                                            17 st...
Case Study Analysis
We analyzed details of nonprofit social media stories


                                            An...
Facebook Survey
We surveyed frequent Facebook users about nonprofit topics




                                          A...
Twitter Survey
We surveyed frequent Twitter users about nonprofit themes


                                          69 no...
How Does Social Media Help
  to Meet Specific Goals?
Reaching Out




               From the high level survey
Enhancing Relationships




                          From the high level survey
Fundraising




              From the high level survey
How Many Are Succeeding?
Of those who spent at least two hours a week on social media…


  Substantial Success         54%...
How Much Time Are They Putting In?



              Rule of thumb:

              2 Hours per Channel




        But okay...
How Much Time Are They Putting In?
Overall success in social media by hours spent




     Total hours per week spent on a...
What Specific Results are They Seeing?
Some results were mentioned a lot in discussion groups and
case studies




Percent...
Facebook
Would You Refer to Facebook?
“Would you look for a Facebook Page for an organization with
which you were considering volun...
Would You Refer to A Website?
“Would you look for a website for an organization with which
you were considering volunteeri...
Does a Facebook Page Encourage Confidence?
“Would you be more likely to volunteer if the nonprofit had a
Facebook page (as...
What About the Number of Fans?




                                 Facebook Survey
What’s it Good For?

                      From our qualitative data:

                      • Increasing feedback and
   ...
Twitter
Why Twitter?




               Case study analysis
How Are People Interacting with Nonprofits?




                                       Twitter Survey
Are They Really Listening?




                             Twitter Survey
What’s it Good For?
                      From our qualitative data:

                      • Connecting with like-
      ...
Blogs
In Our Research, Few Reported Success
Very few of the 14 who shared blogging experiences were
happy with the results

    ...
It’s Hard to Get Comments
They didn’t get as many comments as they’d like


                   7
                   6
   #...
What Are They Good For?
But that’s not to say they aren’t useful in the right circumstances:

                            ...
Photo and Video Sharing
Not Much “Social” Use As of Yet

                                  There were few
                                  exampl...
What are Photo Sharing Sites Good For?


From our qualitative data:

• Getting and displaying photos from a
  distributed ...
What are Video Sharing Sites Good For?
Our qualitative data shows video sites are particularly good for:


               ...
Technology and the Performing Arts Field:
     Usage and Issues
Commissioned by the Andrew W. Mellon Foundation


        ...
Social Media Findings
Striking Change from Survey to New Research
2008 Survey (NPower)                               2010 ...
Questions?
Thank you for your kind attention!
         There are just two more items…
Join us for the next webinar…

 Social Media: The Real Return On Investment
                    (ROI)
         Wednesday, ...
Continue this Conversation

For additional dialogue about this topic, visit the EDA Learning
  Community at http://eda.dan...
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Talk's Cheap: What Does the Research About Social Media Show?

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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.

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Talk's Cheap: What Does the Research About Social Media Show?

  1. 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.
  2. 2. First, the GoToWebinar dashboard You can raise Be active! your hand by Ask a question clicking here. using the space here.
  3. 3. First, the GoToWebinar dashboard If the dashboard minimizes and you want to ask a question, You can expand the dashboard by clicking on the red arrow here.
  4. 4. Second, some housekeeping If you are using a telephone for audio, • Please take a moment to mute your line by pressing *6. • You may un-mute your line by pressing *7.
  5. 5. New Research on Social Media November 2010
  6. 6. Introductions Andrea Berry Director of Partnerships and Learning Idealware
  7. 7. What We’ll Cover • A Five Piece Research Study • Social Media for Specific Goals • Facebook • Twitter • Blogs • Photo and Video Sharing Sites
  8. 8. A Five Piece Research Study
  9. 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. 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. 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. 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. 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. 14. How Does Social Media Help to Meet Specific Goals?
  15. 15. Reaching Out From the high level survey
  16. 16. Enhancing Relationships From the high level survey
  17. 17. Fundraising From the high level survey
  18. 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. 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. 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. 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. 22. Facebook
  23. 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. 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. 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. 26. What About the Number of Fans? Facebook Survey
  27. 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. 28. Twitter
  29. 29. Why Twitter? Case study analysis
  30. 30. How Are People Interacting with Nonprofits? Twitter Survey
  31. 31. Are They Really Listening? Twitter Survey
  32. 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. 33. Blogs
  34. 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. 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. 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. 37. Photo and Video Sharing
  38. 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. 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. 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. 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. 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. 43. Questions?
  44. 44. Thank you for your kind attention! There are just two more items…
  45. 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. 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).

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