Social Networking For Nonprofits, and Why You Should Care
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How nonprofit organizations are using social media, including types of platforms, success metrics, benchmarks, recent studies, and a few sample campaigns. Also includes a brief section on social network fundraising.
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Social Networking For Nonprofits, and Why You Should Care
- 1. Online Networking for the Nonprofit World …and why you should care Gvahim, March 4, 2010
- 2. Social Media Is… http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/
- 3. A platform for conversation http://www.flickr.com/photos/crystaljingsr/3915516040/in/set-72157622354789320/
- 4. Utilizes the Power of Weak Ties http://www.flickr.com/photos/tierug/3154245590/in/set-72157611999817541/
- 5. Encourages group conversation http://www.flickr.com/photos/crystaljingsr/3915515536/in/set-72157622354789320/
- 6. Organic and emergent http://www.flickr.com/photos/eelssej_/524781662/ http://www.flickr.com/photos/crystaljingsr/3915513242/in/set-72157622354789320/
- 7. Includes viral elements http://www.flickr.com/photos/kalmirage/1904699001/
- 8. Communication Collaboration Multimedia Entertainment Reviews and Opinions
- 9. The old way is static
- 10. The new way is dynamic
- 11. The new way is dynamic
- 12. Just to put it all in perspective http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/
- 13. 2/3 of the GLOBAL population visits social networks Social Media Trends 2006-2008 Source: Universal McCann Comparative Study on Social Media Trends, 2008 http://www.readwriteweb.com/archives/social_networks_growing_while_other_social_media_sites_stagnate_and_decline.php
- 14. 2/3 of the GLOBAL population visits social networks (Nielsen Report, Global Faces and Networked Places, 2009) http://www.readwriteweb.com/archives/social_networks_growing_while_other_social_media_sites_stagnate_and_decline.php
- 15. Social networking continues to lead http://www.flickr.com/photos/crystaljingsr/3915516172/in/set-72157622354789320/ … while other activities are stagnating
- 16. Social networking demographics http://www.emarketer.com/Article.aspx?R=1007484
- 17. Social media adoption (Nielsen Report, Led by Facebook, Twitter, Global Time Spent on Social Media Sites up 82% Year over Year, 2010)
- 18. Nonprofit social network benchmarks Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
- 19. Nonprofit social network activity www.nonprofitsocialnetworksurvey.com Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
- 20. Nonprofit social network size www.nonprofitsocialnetworksurvey.com
- 21. And some thoughts about the future
- 22. Why should you care about social media? http://www.flickr.com/photos/maclover/4319538262/
- 23. 90% of people trust recommendations by people they know (Nielsen report, Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most, 2009 http://www.flickr.com/photos/crystaljingsr/3915515338/in/set-72157622354789320/
- 24. …and 70% of consumers trust recommendations of consumers they don’t know (Nielsen report, Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most, 2009 http://www.flickr.com/photos/crystaljingsr/3915515338/in/set-72157622354789320/
- 25. The potential of social media marketing http://www.emarketer.com/Article.aspx?R=1007538
- 26. The potential of social media Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
- 27. The potential of social media Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
- 28. Social media influences action (nonprofit)
- 29. How social media power users talk about your nonprofit online http://mashable.com/2009/03/26/social-media-nonprofit-study/
- 30. 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
- 31. Growing preference for communication via social media http://mashable.com/2009/03/26/social-media-nonprofit-study/
- 32. Opportunity Social Media Engagement Donations
- 33. Social media is changing the nonprofit world http://www.flickr.com/photos/crystaljingsr/3915513486/in/set-72157622354789320/
- 34. It’s not in your control any more… http://www.flickr.com/photos/crystaljingsr/3915515628/in/set-72157622354789320/
- 35. Self-organizing Two-way communication Extends reach Culture of sharing and collaboration Creates deep engagement Reference: http://mashable.com/2009/05/22/non-profit-social-media/
- 36. Social media is democratizing communications, making it all-to-all instead of one-to-all “Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” – Rupert Murdoch http://www.flickr.com/photos/9359358@N06/2402909122/
- 37. So listen. And talk. And listen. And talk. And listen.
- 38. What should you do? http://www.flickr.com/photos/crystaljingsr/3915514014/in/set-72157622354789320/
- 39. Take a look at your own goals http://www.flickr.com/photos/crystaljingsr/3915512024/in/set-72157622354789320/
- 40. How will social media support your goals?
- 41. Define a strategy http://www.flickr.com/photos/crystaljingsr/3914731337/in/set-72157622354789320/
- 42. Blogging Micro Blogging RSS Feeds Photo Sharing Message Boards Select platforms Chat Rooms Video Sharing Social Networking Podcasts Widgets Source: Universal McCann Companies Study on Social Media Trends (March 2008)
- 43. Define your ROI http://www.flickr.com/photos/crystaljingsr/3915515098/in/set-72157622354789320/
- 44. ROI Leading to tangible Tangible:converts to time and/or (Money, customers, clients, volunteers, activities, etc)
- 46. It’s all connected Blog YouTube Twitter Facebook Website
- 47. Case studies Clear ROI that supports goals in every case ONE Sermon Challenge: attract influencers, create a movement HSUS LOL Seals: create a mailing list of known enthusiasts; Flickr campaign Tweetsgiving 2009: online fundraising campaign http://www.flickr.com/photos/crystaljingsr/3915515846/in/set-72157622354789320/
- 51. HSUS LOL Seals
- 53. But wait! (what about the money?)
- 54. Framework for online fundraising great cause/story, short time frame, online viral platform, realistic fundraising goals, recognize lead activists, ease of use Pre-seeding is key influencers, activists, plan the viral spiral, have a mechanism to track influence Leverage your assets go where your people are, mailing list, online community, online influencers, brand evangelists, and stakeholders
- 55. Influencer mapping informs strategy
- 56. Identify key action takers and key influencers online http://blog.hubspot.com/blog/tabid/6307/bid/5330/Lead-Nurturing-Lessons-from-the-eNonprofit-Benchmarks-Study.aspx
- 57. Case study: Tweetsgiving 2009 Screenshot courtesy of @amyrsward
- 58. Strategy Screenshot courtesy of @amyrsward
- 59. Storytelling and transparency Screenshot courtesy of @amyrsward
- 60. Go where your supporters are Screenshot courtesy of @amyrsward
- 61. Giving Feels Great! (Twitter NPTechiesand NPO consultants to follow) @amyrsward @JohnCarnell @JohnHaydon @HeidiKMassey @Sue_Anne @kanter @AlisonRapping @wonderwebby @mickeygomez @HildyGottlieb @franswaa @rjleaman @engagejoe @farra @Nedra @JeffHurt @PamelaGrow @LeahJones
- 62. Thank You! debra@communityorganizer20.com @askdebra Buzz: daskanase Slideshare.net/debask
Editor's Notes
- Collaboration: Wikipedia, wikis, social bookmarkingMultimedia: photo sharing, video sharing, art sharing, livecasting, podcastingEntertainment: virtual worlds, online gamingReviews and opinions: product reviews, service or entertainment reviews (amazon, yelp epinions, eluna) and Q&A (yahoo answers, linkedin answers)
- Worldwide study of active internet users in 38 countries 2008 – 2009. Only 1% increase in blogging over last year. Uploading to video sharing sites dipped but uploading to social networks climbed ffrom 16.9% to 33%.. 2/3 of users have an online profile.
- US is 60% of active internet users have an online profile – was 43% last year. While photo sharing and video sharing has stagnated, it has increased in popularity on social networking sites. Example: 76% of social network users upload photos, and 33% upload videos, up from 45% and 16.9%.
- Older folks coming online, fastest growing segments
- Idealware’s survey of 459 nonprofit staffers that already use social media in their nonprofit. No correlation between number of channels and organizational budget26% update 2 channels, 24% update one. 15% update 5 or more.
- April 2009 Nonprofit Social Network Survey Report: 980 nonprofit professionals responded, representing all types and sizes of nonprofit organizations
- Foursqure, GoWalla, Yelp – all geo basedApps, mobile web, mobile geo locationgBuzz, gWave, Linkedin now can Tweet, TweetDeck integrates WP, LI, FB, etc.
- Survey report published Feb 2010, results from Nov 2009. Note highest results are from Twitter and the surprise of YouTube.
- Note the satisfaction with blogs as highest.
- Among engaged Americans (defined as those who have volunteered, donated or advocated in the past year). Survey by Harris Interactive (Harris Poll), March 2009
- Social Media for Causes Study: March 2009. 426 respondents are all “social media power users.” Forty-seven percent were aged 30-49, 40 percent were under the age of 30, and only 13 percent were 50 or older. Almost two thirds (62 percent) were female.TOTAL: 84 percent of the social media savvy aged 30-49 and 55 percent of those older than 50 used conversational media for these purposes.
- It’s happening with you and without youListening, responding is a must. No more walled cities.Collaborative possibilities, cross-border reach and funds Takes casual fans to the next level
- Organizational goalsProgrammatic goalsAdministrative goalsLong –term goals (5 year plan) and Short-term goals (next 6 mo. To 1 yr)
- there were a small number of activisits, called "super activists", that account for a large number of actions taken, large number of 1-tiime activists who account for the smallest number of actions taken!Action: Identify your biggest promoters and cater your communications accordingly. For example, give them the tools to more easily and effectively promote your organization and your content.