17. But wait, there is more โฆ
http://www.nielsenbuzzmetrics.com/cgm.asp
18. Social Media matters because โฆ
โข The Trust factor
โข Impacts to Google Results
โข Rapid Word of Mouth
โข Different than Broadcast Marketing
โข To cultivate the next generation of
donors
19. The Wizard
Facebook
Myspace
Change.org
Ning
Gather
Flickr
YouTube
Twitter
20. Challenges
Skepticism
Lack of Understanding
Time suck
Individualโs authentic voice on
behalf of organization versus
institutional messaging
Too much of a good thing
Lack of resources
Need a strategy
ROI
32. Watercooler conversations facilitated by sharing
objects ..
1) I share my pics ->
-> with you --->
-->You share your pics ->
---> with him
Source: Slideshare by Rashmi Sinha
50. Build or Join? โIf 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;
52. Whereโs our target
audience?
โขWhat social networking has my audience?
โขHow do they use technologies?
โขWhat are they talking about?
โขWho are they?
โขWhat do they want?
-Ask them (surveys)
-Field research
-Look at demographics of site
53. Should we go to a general site or
niche audience site?
60. Some advice from nonprofit
early adopters of
social networking sites
61. 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
100. Engagement = Interaction + Attention
โขWhat do they click
on?
โขHow long do they
stay?
โขHow many people
comment on posts?
โขWhat is the shape of
the conversation?
โขWhat is your post to
comment ratio?
110. โข A project that wonโt take much
time and relates to org goals.
โข Write down your successes.
โข Write down your challenges.
โข Ask the people you want to
connect with whether they think
your outreach and listening is
valuable.
โข Watch other nonprofits and copy
and remix for your next project.
โข Rinse, repeat.