A comprehensive overview of social media for the nonprofit arts organization. This presentation introduces the topics of listening, social media strategy, online fundraising and key social media platforms. The slideshow also offers screenshots of performing arts organizations who blog, utilize Twitter, upload photos and share video, and use Facebook.

1. Social Media: Building Your Brand Community Organizer 2.0 [email_address] Through Relationships

2. What Is Social Media? It is Online Conversation: Information Sharing New Relationships Action! It is about Relationships, Trust and the Power of Trusted Relationships What Is Social Media?

3. Who Is Using Social Media? Social Media is not controlled or directed, it is as organic as all social relationships… (So Who’s Talking?) Your stakeholders are…even if you are NOT What Is Social Media?

4. You Know Who This Is http://www.flickr.com/photos/rachaelvoorhees/435964839/

5. All Your Supporters http://www.flickr.com/photos/markhillary/3132991144/

6. And Your Donors

7. Every One of Your Stakeholders Talks…

8. Look at their Social Graph

9. Yeah, But Why…? Engaged Stakeholders Care More! They Donate They Act They Refer To Others

10. Friends & Family Trump all other recommendations influencing purchases Fellow Consumers/Reviewers Most credible form of advertising, second only to personal advice from a friend Social Network Peers Are 3X more likely to trust their peers’ opinions over advertising when making a purchasing decision

11. Social Media Influences Actions http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html Action Taken As a Result of Social Media

12. Online Donations 2007 online giving: $10.44b 2008 average online gift: $152.12 Sources: http://www.philanthropyjournal.org/news/total-online-giving-2007-reaches-1044b http://ejewishphilanthropy.com/jewish-organizations-grew-online-revenue-32-percent-in-2008/ For all nonprofits, online revenue grew from 2007 to 2008 at rate of 14%

13. Donations = Relationships! 40% of “Wired Wealthy” feel connected to their cause through nonprofit websites 64% of “engaged Americans” want to keep up with nonprofits through social media http://www.createthefuture.com/trend_of_the_week_2008.htm http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html

15. Easy to Give Socially Causes Application (MySpace, Facebook) We Care application Social Changer Paypal

16. How Do I Start?

18. Step Two: Define Audience

19. Research Existing Uses Who do you want to reach? What are they using now? Facebook fan pages or groups Influential bloggers Blogs in the market space Existing You Tube channels Twitter groups Chat forums Existing Usage = Audience + Interest

20. Step Three: Listen! http://www.flickr.com/photos/striatic/133146861/ Monitor Your Brand What are They Saying? Do You Need to Act?

21. SET UP LISTENING POSTS Message Boards Blogs Twitter Social Networks Google Alerts RSS Feeds

23. Blog Search using Technorati

24. How Listening Brings Value Identify who is talking Influencers, Fans &Critics Utilize & Engage in the Conversation Monitor & Adapt Programs Crowdsourcing Potential

25. Step Four: Select Platforms Which Platforms Will Help You Do That?

26. Key Social Platforms Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Source: Universal McCann Companies Study on Social Media Trends (March 2008)

27. Blogs: Worldwide Trends and Facts Social Platforms: Blogs Search engines love blogs Better reach than print advertising 71% read blogs weekly, or more frequently Source: www.universalmccann.com/Assets/wave_3_20080403093750.pdf

32. Blogs Can Also Be Viral Publicize Blog Search engines (Technorati, Google, StumbleUpon, Yahoo) Social (Facebook, Friendfeed, Twitter, Yelp) Eyeballs, Rank, Engagement, Action Syndication

33. Twitter: 752% Growth in 2008 Social Platforms: Micro Blogging http://mashable.com/2009/01/09/twitter-growth-2008/ Create Community Raise Awareness Engage Move to Action Raise Money

36. http://www.flickr.com/photos/cambodia4kidsorg/3368133614/in/set-72157615619567396/

39. Social Networks: Trends and Facts 57.5% use networks 272m global 64% manage their page at least weekly 31% write blogs 21% use widgets 55% upload photos 23% upload video

40. Facebook: The Statistics Most popular US social network 120 friends per average user Sources: http://www.communityorganizer20.com/2009/03/27/the-facebook-page-is-the-new-website/ Greatest growth groups? Ages 35-49. Doubled 50-64 yr old users in 2008. They use it to share and search

41. Facebook: How its Used http://www.emarketer.com/Article.aspx?R=1006930 ,

45. Photo and Video Sharing 49% upload photos weekly or more frequently Growth in 2 yrs from 32% to 82% REACH: Broadcast media, 71% Video sharing, 82%

46. Enhanced listings on nonprofit channels Share dynamically

48. Comments on Houston Ballet’s You Tube Channel

49. You Tube Orchestra: Innovation You Tube Symphony Orchestra Finalists selected by judges Players selected by voters Result : Michael Tilson Thomas conducts Internet Symphony, Eroica Source: http://beth.typepad.com/beths_blog/2009/04/youtube-symphony-orchestra-mashed-up-beethoven.html

52. Flickr Photo and Video Practices Basic : Individual or Pro Account for a community Upload, share, order photos, make things Organize : into sets, tag, comment, describe Share : Private (collaborating) and Public groups Act : what they can do for you, descriptions tell stories, make things from photos

57. How Much Time? http://www.flickr.com/photos/cambodia4kidsorg/2906235414/

58. Step Five: Identify Measurements Choose data points related to both platform and goals http://www.flickr.com/photos/emeryjl/1577580736/

59. Two Measurement Categories Leading to tangible Tangible : Converts to Time and/or Money

60. Step 6: Website Integration http://www.flickr.com/photos/specialkrb/2915560157/ Your website is “Home Base” BUT…

61. Website Is Not One Place SM Outposts Website “ call to action” landing pages Jump from website SM “Outposts” Your Website is not just your URL anymore

64. Fully Embedded

65. Summing Up Step One : Define Strategy Step Two : Define Audience Step Three : Listen Step Four : Choose Platforms Step Five : Measure Step Six : Website Integration

66. Thank You! http://www.flickr.com/photos/wagnerr/1700539727/ The Possibilities Are Limited Only By Your Imagination!

67. Contact: Community Organizer 2.0 That’s me, Debra Askanase! Questions? Website: www.communityorganizer20.com Contact info: debra@ communityorganizer20.com Friend me on Follow @askdebra