How Non Profits Can Tap The Power Of The Social Web

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presentation I gave to a group of non-profits who are all interested in the implications of the social web for their respective businesses. highlighted broad cultural implications of the social web, 5 themes or 'things to know' as a non-profit looking to get involved, as well as case studies to show how cause brands and non-profits have engaged people effectively.

Published in: Business, Technology

How Non Profits Can Tap The Power Of The Social Web

  1. TAPPING THE POWER OF THE SOCIAL TO DO GOOD IN THE WORLD March 2010, Presentation To More Than Words
  2. HELLO, I’M AVIN AND I’M AN ACCOUNT PLANNER
  3. PUT ANOTHER WAY, I TRY TO SERVE AS A GUIDE, INTERNALLY AND EXTERNALLY
  4. I WORK WITH BRANDS TO ENGAGE THEIR COMMUNITIES AND DRIVE SOCIAL IMPACT 5
  5. CURRENTLY, THAT HAPPENS TO BE IN AREAS LIKE THESE. 6
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  8. THE TRUTH IS, IT’S NOT AS COMPLICATED AS MANY WOULD LEAD YOU TO BELIEVE
  9. PEOPLE...BEHAVING LIKE PEOPLE
  10. AND NOT SURPRISINGLY, SUCCESSFUL BRANDS BEHAVE LIKE PEOPLE
  11. THE END 13
  12. j/k 14
  13. WHAT THE SOCIAL WEB MEANS FOR YOU
  14. US Internet Users Who Currently Maintain At Least One Profile On The Social Web (% By Generation) 80 60 40 20 0 2009 2007 2008 Millenials Gen X Boomers Matures Total Source: eMarketer 2010 16
  15. THE IMPACT IS BEYOND SIMPLY KEEPING UP WITH WHAT YOUR FRIENDS ARE UP TO IN REAL-TIME 17
  16. Growth In Real Dollars Raised Through Facebook Causes Application $20,000,000.00 $15,000,000.00 $10,000,000.00 $5,000,000.00 $0 May 2007 December 2007 May 2008 December 2008 July 2009 January 2010 Cumulative $ (Dollars) Raised Source: Facebook Causes Official Fundraising Report, 1/27/10 18
  17. A SHIFT FROM TRADITIONAL DONOR PROFILES: 400,000 INDIVIDUAL DONORS MEDIAN DONATION: $25 SPREAD ACROSS 35,000 DIFFERENT CAUSES Source: Facebook Causes Official Fundraising Report, 1/27/10 19
  18. NOT LONG AGO, WE WERE ALL WITNESS TO THE POWER OF THAT CULTURAL SHIFT 20
  19. FROM BRAND LED TO COMMUNITY DRIVEN 21
  20. AS NON-PROFITS, YOU START FROM A POSITION OF ADVANTAGE 22
  21. BUT THAT DOESN’T MEAN YOU CAN ASSUME PEOPLE WILL CARE 23
  22. 5 THINGS TO KEEP IN MIND AS YOU APPROACH THE SOCIAL WEB 24
  23. 1. REAL TIME EVERYTHING 25
  24. DATA HAS NEVER BEEN THIS FREELY AVAILABLE 26
  25. NOR THIS FREE 27
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  29. LIVE FEEDBACK AND THE NEED FOR LIVING IN CONSTANT BETA 31
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  32. I M P L I Listen, listen, listen C Watch for opportunities in the moment A Test and refine-- watch it take shape on its own T I O N S 34
  33. 2. FACILITATE CO-CREATION 35
  34. What Do You Look For In Philanthropic Social Engagements? 0% 23% 45% 68% 90% Highly Credible Source Of Info Trust Organization Interact With Other Donors Interact With Philanthropic Experts Lead A Public Conversation Lead Discussions On Their Own 30-40 Over 50 Source: Mashable + Society Of New Comms Research March 2009 36
  35. GIVE YOUR COMMUNITY THINGS TO DO TOGETHER 37
  36. AND ENABLE A HIGHLY VISIBLE ENVIRONMENT 38
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  50. A TRUE LEARNING EXPERIENCE 52
  51. I M P L I Let people own it with you C Create the right environment for collaboration A Embrace the small failures (and learn from them) T I O N S 53
  52. 3. GIVE PEOPLE CLEAR GOALS TO STRIVE FOR 54
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  56. BUT GOALS CAN AND SHOULD CHANGE 58
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  64. I M P L I Don’t be afraid to put people to work for you C But never forget they need constant reassurance A Never let your first goal be the only goal T I O N S 66
  65. 4. ALLOW FOR MANY WAYS TO GET INVOLVED 67
  66. A LOT LIKE TRYING TO CHANGE HUMAN BEHAVIOR 68
  67. FOCUS ON SMALL SHIFTS THAT MAKE BIG DIFFERENCES 69
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  69. OVER $22 MILLION RAISED FOR HAITI VIA MOBILE GIVING IN UNDER 3 WEEKS 71
  70. THE COLLECTIVE POWER OF THE MANY 72
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  74. I M P L I Make it easy for even the unengaged to get involved C Give activists ways to recruit the mainstream A No matter what, keep it simple! T I O N S 76
  75. 5. FOCUS ON LONG-TERM COMMUNITY IMPACT 77
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  80. BUILD RELATIONSHIPS, DON’T RUN CAMPAIGNS 82
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  83. I M P L I Give your self-organizers the tools they need C “It’s not about me. It’s about you”. A Never, never forget the ones who gave it their all T I O N S 85
  84. TO SUM UP 86
  85. 1. REAL-TIME EVERYTHING 2. FACILITATE CO-CREATION 3. GIVE PEOPLE EVOLVING GOALS 4. MANY WAYS TO GET INVOLVED 5. FOCUS ON LONG-TERM COMMUNITY IMPACT 87
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  87. BUT MAYBE IT WILL HELP AVOID... 89
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  89. LET’S KEEP IT GOING 92
  90. facebook.com/avin.narasimhan avin.posterous.com twitter.com/avin_narasimhan avin.tumblr.com linkedin.com/avinnarasimhan skype: nahmisaran email avin.narasimhan@gmail.com 93
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  92. PEOPLE I STOLE ALL THOSE IMAGES FROM. Slide 1: http://c2.api.ning.com/files/h*20kVQqAIMWgZrUEc5A5Dbxnx0ruC*qWfx*Iknbcig_/ Slide 20:http://z.about.com/d/chicago/1/0/s/3/-/-/ObamaWins8JustinSullivan.JPG charity.jpg Slide 21: http://spliit.files.wordpress.com/2009/11/megaphone-girl.jpg Slide 3: Plan-ning Slide 23: http://comps.fotosearch.com/comp/OJO/OJO106/alarm-clock-woman_~pe0027923.jpg Slide 4: http://farm2.static.flickr.com/1217/1225356298_fd93463311.jpg Slide 25: charity water press photos Slide 7: gaping void Slide 52:http://www.cwpi.biz/images/tape_measure.jpg Slide 8:http://pages.quicksilver.net.nz/pepe/no.jpg Slide 72: http://upload.wikimedia.org/wikipedia/commons/c/cf/US_$5_Series_2006_reverse.jpg Slide 9: http://www.uo.com/uokr/UOKR/Desktops/Unicorn_1600.jpg Slide 87: http://www.ghostinthemachine.net/bluesky.jpg Slide 10: http://www.rficdesign.com/rf/img/742Eq13.gif Slide 88: http://silwerminter.files.wordpress.com/2007/09/commandments.jpg Slide 11: http://blog.coloradocollege.edu/students/files/2009/02/009.jpg Slide 91: http://www.life4seekers.co.uk/images/Questionmark.jpg Slide 15: http://gii2.nagaokaut.ac.jp/gii/media/69/20090615-2007.01.nt.social.network.big.png Slide 19: http://upload.wikimedia.org/wikipedia/commons/c/c0/ Camp_Randall_Stadium_crowd.jpg 95

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