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Nonprofits and the Social Graph

My first grade teacher friended me on Facebook and inspired this presentation about the social graph, social capital, and nonprofits.

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Nonprofits and The Social Graph:
The Wave of Change     By Beth Kanter
Hi, my name is Beth Kanter
and I blog about nonprofits
and social media.
That’s my blog
That’s me
My first grade teacher
is now my friend on Facebook!
How will social networks
continuemakes me wonder about social our lives
   networks will continuechange our
                    to to change our lives and
   That thought


and our the nonprofit you know, butwork?
                nonprofit officer of the
   work. Will                development
   future say, quot;It's not who             whether
     you're connected with them online.quot;
Ad

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Nonprofits and the Social Graph

  • 1. http://www.flickr.com/photos/doegox/2085419215/ Nonprofits and The Social Graph: The Wave of Change By Beth Kanter
  • 2. Hi, my name is Beth Kanter and I blog about nonprofits and social media.
  • 5. My first grade teacher is now my friend on Facebook!
  • 6. How will social networks continuemakes me wonder about social our lives networks will continuechange our to to change our lives and That thought and our the nonprofit you know, butwork? nonprofit officer of the work. Will development future say, quot;It's not who whether you're connected with them online.quot;
  • 7. Will the nonprofit development officer of the future say, quot;It's not who you know, but whether you're connected with them online.quot;
  • 8. Welcome to the Social World
  • 9. Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about. What is Social Media?
  • 11. It is a conversation between people
  • 17. And guess what? That conversation is …
  • 21. SOCIAL MEDIA USE IS GROWING http://www.flickr.com/photos/dotpolka/34311984/
  • 22. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008
  • 23. Not everyone is a social media user
  • 24. Social is not slowing down ….
  • 26. In the 70’s, it was mainframe computers
  • 27. In the 80’s, it the PC http://www.flickr.com/photos/mwichary/
  • 28. In the 1990s, it was the Internet
  • 29. Today, it’s the “online social graph” Source: Beth Kanter
  • 30. The online social graph is the map being constructed by social networking sites of every person on the Internet and how they are connected.
  • 31. Marketing Fundraising Nonprofit Sector Taking Action Program Delivery Source: Beth Kanter
  • 33. “Online Markets... Networked markets are beginning to self- organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.” The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
  • 34. And the conversation Is taking place without your org! Amy Sample Ward Ruby Sinreich
  • 35. “The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky http://www.flickr.com/photos/good_day/110559381/
  • 37. What if What happens?
  • 41. Trust Factor http://www.nielsenbuzzmetrics.com/cgm.asp
  • 43. With my friends How people are getting info to make decisions
  • 44. Net Gen Dominates 2.0 Online Behavior, but Other Groups are Large and Growing
  • 45. Why It’s Important • Social Media is growing in adoption • The Trust factor • Socializing online to get information to make decisions • Rapid word of mouth • Digital natives • The social networks are making it easy for people to connect and take action outside of organizations
  • 46. What’s the benefit? http://www.flickr.com/photos/spunkinator/3191123494/
  • 50. Turn Angry Customers Into Fans
  • 51. Increase Traffic http://www.slideshare.net/danielle.brigida
  • 52. Benefits Market Research Concept Testing Issues Awareness Improve Reputation Improve Customer Improve Client Service Content Generation Program Ideas Increased Relevant Visitor Traffic Increased Page Rankings Viral spreading of petitions or actions Fundraising – reach new donors Recruit volunteers
  • 53. What are the limitations? http://www.flickr.com/photos/ben_pollard/2342924889
  • 55. Some questions to ask first … •Are there more important organizational issues to address? •Are there more efficient ways to reach same outcomes? • Are you getting seduced by Shiny Object Syndrome?
  • 56. Summary Points • The social graph allows people to organize outside of organizations • Your organization can use social media to avoid being left out of the conversation • Think through the benefits and limitations before you leap
  • 57. Sources Sources of Inspiration Inspiration and WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener) These awesome slide shows I found on SlideShare Welcome to the Social World by Razorfish Social Media Is by Lee White All Photos Creative Commons Licensed from Flickr as noted on slide
  • 58. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org

Editor's Notes

  1. http://www.flickr.com/photos/doegox/2085419215/
  2. Now that are computers and data can be connected via the Internet, we are witnessing a social layer – and it is challenging our assumptions of everything and here’s why
  3. http://www.flickr.com/photos/mattborowick/3208613554/
  4. http://www.flickr.com/photos/libertinus/384258423/
  5. http://www.flickr.com/photos/commitforlife/2907627885/
  6. http://www.flickr.com/photos/vhannon/1470314760/
  7. http://www.flickr.com/photos/stuckincustoms/374458067/
  8. http://www.flickr.com/photos/dotpolka/34311984/
  9. http://mashable.com/2008/09/16/twitter-traffic-growth/
  10. http://www.flickr.com/photos/doegox/2085419215/
  11. http://www.flickr.com/photos/sainz/3015818920/
  12. http://www.flickr.com/photos/mwichary/
  13. http://www.flickr.com/photos/future15/2036935569/
  14. Now that are computers and data can be connected via the Internet, we are witnessing a social layer – and it is challenging our assumptions of everything.
  15. One of the most compelling aspects of social media is that your constituents are already organizing themselves. (a la Cluetrain) Social media is a way for orgs to not be completely left behind by their supporters.
  16. One of the most compelling aspects of social media is that your constituents are already organizing themselves. (a la Cluetrain) Social media is a way for orgs to not be completely left behind by their supporters.
  17. http://www.flickr.com/photos/good_day/110559381/The transformation begins with the tools but doesn’t end there. What fortifies the new age is the “social graph” – the connections between people that can be created or augmented and fostered by online social networking sites like Linked In, Facebook and MySpace. In addition, social media tools like blogs and online videos strengthen person-to-person connections in a way and at a speed we have not witnessed before. Individuals can now connect directly with one another to raise money, sign petitions, or provide social services directly to people in need instantly, inexpensively, globally.
  18. http://www.flickr.com/photos/pinelife/1230486189/
  19. [1] http://beth.typepad.com/beths_blog/2008/11/twitter-as-char.html[2] http://beth.typepad.com/beths_blog/2009/01/twestival-here.html
  20. It is also getting information about what to support … it’s rapid word of mouth
  21. Did you remember that game where you would read your fortune and put the “in bed” at the end. Just add the phrase “with your friends” -- and it isn’t just purchase decisions, where to go on vacation, what movie, or where to eat.
  22. he share of adult Internet users who have a profile on an online social network site has more than quadrupled since 2005, from 8% to 35%, according to a November–December 2008 Pew Internet & American Life Project survey. Pew said adults still make up the bulk of social networking site users. But younger online adults were much more likely than their older counterparts to use social networks, with three-quarters of those ages 18 to 24 using the sites, compared with just 7% of Internet users ages 65 and older.
  23. http://www.flickr.com/photos/spunkinator/3191123494/
  24. http://beth.typepad.com/beths_blog/2009/01/roi-nonprofit-examples-of-how-listening-returns-value.html
  25. http://beth.typepad.com/beths_blog/2009/01/roi-nonprofit-examples-of-how-listening-returns-value.html
  26. http://beth.typepad.com/beths_blog/2009/01/roi-nonprofit-examples-of-how-listening-returns-value.html
  27. http://beth.typepad.com/beths_blog/2009/01/roi-nonprofit-examples-of-how-listening-returns-value.html
  28. Source: http://www.slideshare.net/danielle.brigida - have permission
  29. http://www.flickr.com/photos/ben_pollard/2342924889/http://www.blogtrepreneur.com/2008/05/27/the-limitations-of-social-media/
  30. http://www.chrisbrogan.com/social-media-is-not-a-life-raft/http://www.blogtrepreneur.com/2008/05/27/the-limitations-of-social-media/