This document summarizes an online briefing about non-profit organizations (NFPs) and social media. It includes an agenda covering topics like human interaction, online social networking, NFP trends, managing online communities, monetizing social media, and applying social media purposefully. There are also brief discussions of wine communities, social gestures on social media, consumer interactions with brands, and key network measures. Case studies are presented on charity responses to disasters in Haiti. Guidelines are provided for launching an online community and participating in online conversations.

1. NFPs Online Community Briefing "frequent reader"sureshGreatMystery14Suresh S.soodysoodywww.facebook.com/sureshsoodssoodHero5!twitter.com/soodywww.bravenewtalent.com/talent/suresh_soodwww.linkedin.com/in/sureshsoodscuzzy55GeektoidMangalasuresh.sood@uts.edu.auhttp://www.slideshare.net/ssood/nfp-prezzo-aug-2011

2. AgendaHuman Interaction Online social networking & social objectsNFP trendsManaging community & Australian SocialgraphicsSocial media & monetization potential Purposeful application of social media

3. Wine Communities

6. Social Gesture @BlockBookmarkCheck-in (Foursquare)Comments#tags(Un)FollowLike (Facebook)SharePokesRetweetReblogStatus update(Un)Subscribe

9. …Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station. We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected.40 year old Mom blogger “nightowlmama” (#260)

11. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010

12. MX , 19 July 2011

13. Relationships # TechnologiesSocial architectureconversationsrelationshipsWhat happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

14. AgendaHuman InteractionOnline social networking & social objects ✔NFP trendsManaging community & Australian SocialgraphicsSocial media & monetization potential Purposeful application of social media

17. Key Network MeasuresDegree CentralityBetweenness CentralityCloseness CentralityEigenvector CentralityDiana’sCliquekrackkite.##h (modified labels)Connector(hub)VendorContractor ?BrokerBoundary spanners

18. 0.10.003050.219599.899

19. The benefits of “own” COMMUNITYSocial commerceDonations, gifts, e-coupons…Brand equitybuild enduring and intimate brand relationships in Australiaand globallyResearch & Developmentgenerate ideas, develop insights, test strategiesKnowledge management generate, aggregate, disseminate organisational knowledge

20. “…why social objects are the future of marketing.” (MacLeod 2008)Social Networks form around Social Objects**, not the other way around.(** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com

21. Social Object

22. AgendaHuman InteractionOnline social networking & social objectsNFP trends ✔Managing community & Australian SocialgraphicsSocial media & monetization potential Purposeful application of social media

23. The Blackbaud Index of Online Givinghttp://www.blackbaud.com/bb/index/bb-online-index.aspxThe Blackbaud Index of Online Giving represents 1,833 organizations with combined online giving of $426 million. The chart represents the change in online giving for the 3 months ending May 2011 as compared to the same period in 2010.

24. Key Findings -NFP Social Networks US Benchmark Report 2011Facebook89% of NFPs (97% of international service organisations)Average community 6,376 (environmental/animal groups 8,490) 46% contribute $1 to 10k 0.2% generate >$100k“Master Social Fundraisers” with 100,000 members dedicate 2+ employees Twitter57% of NFPsAverage community size 1,822 LinkedIn30% of NFPsNew SocialFoursquare(4% of NFPs)Jumo philanthropy/volunteering (1%) House Social Network i.e. white labelAverage community size 5,967

25. Analysis of online messaging, fundraising and advocacy metrics for non profits

26. AgendaHuman InteractionOnline social networking & social objectsNFP trendsManaging community & Australian Socialgraphics✔Social media & monetization potential Purposeful application of social media

27. Launching a Social Network Service0. Mobile Photos, Videos, Latest Activity, Members, and EventsKeywords for discoverabilityWelcome centreFAQsModeration e.g. suspend members, own user moderationKick start with champions/evangelists/passionatesLatest activityGiveaways e.g. book from authors/guest visiting libraryMonitor registrationsMembers/volunteers as moderatorsLink to main web sitePromote content via email, Twitter & FacebookShare content on Facebook

28. March 2011 “Online Australians Shift To Social Networks”Most Online Australian Adults Use Social Media Regularly

29. Community Manager Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiativesStart community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.

30. How to Participate in ConversationsConversational calendarKeywords/Vocabulary online & offline What topics do your customers care about ?What topics are trending in your industry Monitor existing social media via dashboard e.g. Facebook or TwitterUse complaints or opportunity to discuss solutionsBecome an expert providing service through social exchange

31. AgendaHuman InteractionOnline social networking & social objectsNFP trendsManaging community & Australian SocialgraphicsSocial media & monetization potential ✔Purposeful application of social media

33. “…Packard Foundation would like to bring the wisdom of crowds to bear on the development of a possible grantmaking strategy…”https://nitrogen.packard.org/default.aspx

34. Blendtech & Old Spice 700,884Susan Boyle62,169,017“United Breaks Guitars”10,177,221Old Spice The Man Your Man Could Smell Like30,796,471 ** views current as at 25 March 2011

35. User generated video reviews show strong presence of strategic advertising elements

36. Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor

37. Interview people, have a talk show, do a video blog with commentary, make short films, be creative

38. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube

39. Username becomes a channel

40. Tag videos with appropriate key terms to help others find your content

41. Explore and post other video sites, like Vimeo, ViddlerUNICEF/Oxfam Haiti emergency case studyEwan McGregor's appeal for the children of HaitiIan Bray Oxfam Haiti emergency appeal

42. Comparing User Engagement Across Different Ad Types (Psychster and allrecipes.com, 2010)Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).

43. AgendaHuman InteractionOnline social networking & social objectsNFP trendsManaging community & Australian SocialgraphicsSocial media & monetization potential Purposeful application of social media ✔

44. Purpose Motive Linux-Apache-WikipediaDrive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc. Drive #2: Respond to rewards and punishments in our environment. Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!)“Our Third Drive, intrinsic motivation, is the most powerful.”Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009

45. Evil Plans: Having Fun on the Road to World Domination by Hugh MacLeod (Kindle Edition - Feb 17, 2011)