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Social Media Decision Making


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You've heard that social media can be useful to your organization… but how useful? For what? What tangible results are people seeing from it? If you or others at your organization are asking these quest ions, this webinar is for you.

Kami Griffiths of TechSoup will interview Laura Quinn, Executive Director of Idealware. They’ve recently created the Social Media Decision Guide, in partnership with the New Organizing Institute, which walks you through a step-by-step process to decide what social media channels make sense for your organization via a workbook, guide, and the results of more than six months of research.

We will also hear from Tex Dworkin, Social Media Director at Global Exchange. She will share the story of how social media was introduced to he r nonprofit, and the steps and challenges that followed.

This webinar is ideal for nonprofits and libraries who are struggling to understand social media and if it’s worth the time invested in implementing, training and sustaining. Use this webinar to support your case fo r why you should or shouldn’t take the next step with social media.

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Social Media Decision Making

  1. 1. Social Media Decision Making September 21, 2010 Audio is only available by calling this number: Conference Call: 866-740-1260; Access Code: 6339392 Sponsored by
  2. 2. Using ReadyTalk <ul><li>Chat & raise hand </li></ul><ul><li>All lines are muted </li></ul><ul><li>If you lose your internet connection, reconnect using the link emailed to you. </li></ul><ul><li>If you lose your phone connection, re-dial the phone number and re-join. </li></ul><ul><li>ReadyTalk support: 800-843-9166 </li></ul>
  3. 3. You are being recorded… <ul><li>Streaming into Second Life </li></ul><ul><li>This seminar will be available on the TechSoup website along with past webinar presentations: </li></ul><ul><ul><li> </li></ul></ul><ul><li>You will receive a link to this presentation, material and links. </li></ul><ul><li>After the webinar, you can ask follow-up questions in the Virtual Community Forum: </li></ul><ul><ul><li> </li></ul></ul><ul><li>Twitter hashtags: #techsoup </li></ul>
  4. 4. Social Media Decision Making Presenters: Laura Quinn, Tex Dworkin Sponsored by
  5. 5. We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources and knowledge they need to operate at their full potential
  6. 7. Today’s Speakers Tex Dworkin Global Exchange Laura Quinn Idealware Facilitator: Kami Griffiths, TechSoup Assisting with chat questions: Becky Wiegand, TechSoup, Andrea Berry Idealware
  7. 8. Agenda <ul><li>Social Media Decision Guide </li></ul><ul><li>Tools that organizations find successful </li></ul><ul><li>Case Study: Global Exchange </li></ul><ul><li>Tracking impact </li></ul><ul><li>How to get buy-in </li></ul><ul><li>Differences between Facebook and Twitter </li></ul><ul><li>Time commitment </li></ul><ul><li>Photo & video sharing tools </li></ul>
  8. 9. A Five Piece Research Study
  9. 10. Nonprofit Social Media Decision Guide
  10. 11. A Plethora of Resources Helpful narrative and examples Worksheets to guide you And a directory of consultants All based on real research!
  11. 12. 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
  12. 13. Discussion Groups and Case Studies We collected stories of social media use More than 290 nonprofit staff members volunteered verbal pr written information about what social media channels they are using, for what, and how it’s working
  13. 14. Facebook and Twitter Surveys 271 frequent Facebook users took our survey about how they might use Facebook to evaluate nonprofits; 69 frequent Twitter users took a similar survey about Twitter We surveyed frequent social media users about nonprofit topics
  14. 15. What Tools Do Organizations Find Successful?
  15. 16. Reaching Out From the high level survey
  16. 17. Enhancing Relationships From the high level survey
  17. 18. Fundraising From the high level survey
  18. 19. What More Specific Results? Some results were mentioned a lot in discussion groups and case studies
  19. 20. <ul><li>Global Exchange® is an international human rights organization dedicated to promoting social, economic and environmental justice around the world. </li></ul>
  20. 21. <ul><li>Do Good Biz provides marketing and social media support services to mission driven businesses and organizations. </li></ul>
  21. 22. Global Exchange Social Media Tools <ul><li>Blogs: </li></ul><ul><li>Facebook : </li></ul><ul><li>Twitter: </li></ul><ul><li>Flickr: </li></ul><ul><li>YouTube: </li></ul>
  22. 23. Example of How Global Exchange Put Social Media Tools to Use
  23. 24. Facebook
  24. 25. Would You Refer to Facebook? “ Would you look for a Facebook Page for an organization with which you were considering volunteering?” How often do you use Facebook?
  25. 26. Would You Refer to A Website? “ Would you look for a website for an organization with which you were considering volunteering?” How often do you use Facebook?
  26. 27. Does a 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?
  27. 28. What About the Number of Fans?
  28. 29. What’s Facebook Effective For? <ul><li>Our research shows: </li></ul><ul><li>Increasing feedback and discussion </li></ul><ul><li>Driving traffic to your website– and thus spreading information </li></ul><ul><li>Building an email list </li></ul><ul><li>Attracting event attendees </li></ul>
  29. 30. Twitter
  30. 31. Why Twitter?
  31. 32. How Are People Interacting with Nonprofits?
  32. 33. Are They Really Listening?
  33. 34. What’s it Good For? <ul><li>From our qualitative data: </li></ul><ul><li>Connecting with like-minded organizations </li></ul><ul><li>Connecting with the media </li></ul><ul><li>Engaging people with frequent updates </li></ul><ul><li>Providing near-real-time-updates </li></ul><ul><li>Coordinating in real time </li></ul>
  34. 35. How Much Time Does it Take?
  35. 36. How Much Time are They Putting In? The most successful orgs averaged about 2 hrs/wk per channel Not a single respondents who spent less than 1 hr/wk felt they were seeing results
  36. 37. 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
  37. 38. Photo and Video Sharing
  38. 39. 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. 40. Rails-to-Trails Conservancy in Flickr 249 Group Members Photo Pool Discussion Board “ About” Section Message from admin to tag photos for a specific event
  40. 41. Contests (Nature Conservancy) Give people a fun incentive to participate
  41. 42. Repower America’s Video Website <ul><li> </li></ul>
  42. 43. Earthjustice: YouTube Channel Brand your channel Supporters subscribe to the channel Archive your videos
  43. 44. “Viral” Videos “ Going viral” is more of an aspiration than a strategy Tell a terrific story via video – which you can then post on a site like YouTube or
  44. 45. Surveys, a Strategy Shaping Tool
  45. 46. Resources <ul><li>Idealware </li></ul><ul><li>Social Media Decision Guide </li></ul><ul><li>Global Exchange Blog </li></ul><ul><li>DoGoodBiz </li></ul>
  46. 47. Questions? Submit your questions using the chat box.
  47. 48. Continue the Discussion… <ul><li>Additional questions can be answered by posting in the Virtual Community Forum: </li></ul><ul><ul><li> </li></ul></ul>
  48. 49. Upcoming Webinars <ul><li>Donor Management Solutions </li></ul><ul><ul><li>Thursday, September 30, 11 a.m. Pacific </li></ul></ul>
  49. 50. Thank you to our Webinar Sponsor! ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per week. For more information:
  50. 51. Thank you! Please complete the post event survey! Kami Griffiths,, 415-633-9392