23. But wait, there is more …
http://www.nielsenbuzzmetrics.com/cgm.asp
24. Social Media matters because …
• The Trust factor
• Impacts to Google Results
• Rapid Word of Mouth
• Different than Broadcast Marketing
• To cultivate the next generation of
donors
25. The Wizard
Facebook
Myspace
Change.org
Ning
Gather
Flickr
YouTube
Twitter
26. Challenges
Skepticism
Lack of Understanding
Time suck
Individual’s authentic voice on
behalf of organization versus
institutional messaging
Too much of a good thing
Lack of resources
Need a strategy
ROI
38. Watercooler conversations facilitated by sharing
objects ..
1) I share my pics ->
-> with you --->
-->You share your pics ->
---> with him
Source: Slideshare by Rashmi Sinha
56. Build or Join? “If you want your org to
become an online activism
hub, it takes a deep level of
engagement to build a
successful socnet. Staff
need to spend real time
cultivating people and need
to be given real authority to
speak on behalf of the
organization.quot;
58. Where’s our target
audience?
•What social networking has my audience?
•How do they use technologies?
•What are they talking about?
•Who are they?
•What do they want?
-Ask them (surveys)
-Field research
-Look at demographics of site
59. Should we go to a general site or
niche audience site?
66. Some advice from nonprofit
early adopters of
social networking sites
67. It was a trial and error
on Facebook and
MySpace. I posted the
same content. I
monitored responses
as well as the tone.
Then I modified my
messaging based on
that. Eventually, I
became familiar with
the different crowds
and learned how to
speak with them.
Feedback and Improvement
106. Engagement = Interaction + Attention
•What do they click
on?
•How long do they
stay?
•How many people
comment on posts?
•What is the shape of
the conversation?
•What is your post to
comment ratio?
116. • A project that won’t take much
time and relates to org goals.
• Write down your successes.
• Write down your challenges.
• Ask the people you want to
connect with whether they think
your outreach and listening is
valuable.
• Watch other nonprofits and copy
and remix for your next project.
• Rinse, repeat.
