What Social Networks Should be Doing for You

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Presented at the 2009 Big 12 Development Conference. Social networking is a hot topic these days — but is it a passing fad, a potential for lots of work with little payoff, or the most important thing for you to focus on right now? We’ll discuss why the answer depends on your organization, your vision, and your expectations, plus give you a solid plan for making the most of the social networking phenomenon.

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  • Mark Zuckerberg
  • What Social Networks Should be Doing for You

    1. 1. What Social Networks Should be Doing for You<br />March 11, 2009<br />Steve MacLaughlin, Director – Internet Solutions<br />Read my blog:www.blackbaud.com/connections<br />
    2. 2. The Hidden Agenda<br />The Market is Noisy<br />AGENDA<br />What is Web 2.0?<br />What is Social Networking? <br />Who uses it? <br />What are they doing? <br />Where do they get all that free time? <br />Why should you care? <br />What are Nonprofits doing with Social Networking? <br />What is and isn&apos;t working? <br />What should you be doing? <br />How do you get started? <br />Where do we go from here?<br />
    3. 3. “The Internet is not something that you just dump something on. It&apos;s not a big truck. It&apos;s a series of tubes.&quot;<br />– Fmr. Senator Ted Stevens<br />
    4. 4. What is Web 2.0?<br />
    5. 5. &quot;Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending on your state of mind.&quot;<br />– KevinManey<br />
    6. 6. Web 1.0 vs. Web 2.0<br />Web 1.0 refers to first generation Web-based content that was typically one-way static communication.<br />Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.<br />
    7. 7.
    8. 8.
    9. 9.
    10. 10. What is Social Networking?<br />
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15. Who uses it?<br />
    16. 16. &quot;Kids, let&apos;s face it. Facebook is Webkinz for adults. Facebook is a Ponzi scheme.&quot;<br />– Fake Steve Jobs<br />
    17. 17.
    18. 18. Source: Nielsen Online, March 2008<br />
    19. 19.
    20. 20. Source: http://www.wired.com/culture/geekipedia/magazine/geekipedia/social_networking<br />
    21. 21. Not All Social Networks are the Same<br />Wild Wild West Middle Earth Button Down East<br />
    22. 22. What are they doing?<br />
    23. 23. &quot;While people are engaged in creating a totally different world, they always form vivid images of the preceding world.&quot;<br />– Marshall McLuhan<br />
    24. 24.
    25. 25. The Market is Noisy<br />The Inequality of Participation<br /> 90% of users are lurkers (i.e., read or observe, but don&apos;t contribute). <br /> 9% of users contribute from time to time, but other priorities dominate their time. <br /> 1% of users participate a lot and account for most contributions.<br />Source: Jacob Nielsen (http://www.useit.com/alertbox/participation_inequality.html)<br />
    26. 26. Why should you care?<br />
    27. 27. Source: Le Monde<br />
    28. 28. Source: comScore, 2008<br />
    29. 29. Time is Everything<br />Source: HitWise, 2008<br />
    30. 30. <ul><li>October 2007
    31. 31. $240 million
    32. 32. 1.6%</li></li></ul><li>Fundraising Pyramid 1.0<br />
    33. 33. Fundraising Pyramid 2.0<br />Face-to-Face <br />Phone<br />$$$$ $$$ $$ $<br />Direct Marketing<br />Constituent Lifetime Value<br />Email & Web<br />
    34. 34. What are Nonprofits doing with Social Networking?<br />
    35. 35. &quot;You don’t need 1000 shallow relationships, you don’t need a long list of friends. What you need is deep relationships, people willing to mortgage their house to support you, willing to host a party to support you, willing to devote a vacation to support you.That’s not about volume, nor is it about the site. It’s about how you build relationships that matter.&quot;<br />– SethGodin<br />
    36. 36. <ul><li> Create an Account
    37. 37. Create a Group
    38. 38. Create a Group
    39. 39. Create a Page
    40. 40. Use the Causes Application
    41. 41. Use another Application
    42. 42. Create an Account
    43. 43. Create a Group
    44. 44. Create an Account
    45. 45. Create a Group
    46. 46. Create an Account</li></li></ul><li>What is and isn’t working?<br />
    47. 47.
    48. 48. The Hype Cycle<br /> You Are Here<br />Source: Gartner Group<br />
    49. 49. How do you get started?<br />
    50. 50. &quot;For nonprofit organizations and the philanthropists who support them, a grasp of the coming influence of social networks in causes will be, frankly, key to survival in a world where your grandfather’s style of check - writing charity no longer applies.&quot;<br />– Tom Watson<br />
    51. 51. The Market is Noisy<br />How do you get started?<br />Experiment first. Plan later.<br />Listen to the networks.<br />Enlist savvy people.<br />
    52. 52. The POST Method<br /> People<br />Who are you targeting?<br /> Objectives<br />What are you trying to achieve?<br />Strategies<br />What will it look like when you are done?<br />Technology<br />What tools are you going to use?<br />GroundswellCharlene Li and Josh Bernoff<br />
    53. 53. What to Remember<br />The Market is Noisy<br />Embracing Web 2.0 in Your Organization<br />Personalize Your Mission<br />The organizations that will succeed will be those that transform their mission into personalized experiences for constituents.<br />Embrace Your Frienemies<br />The organizations that stop viewing external Web sites as competitors and start embracing them as a part of an online strategy will be more successful.<br />Integrate Your Channels<br />The organizations that leverage both online and offline channels together will have the agility to communicate in more successful ways.<br />Measure Your Progress<br />The organizations that understand how both qualitative and quantitative measures can help guide decision making will be best able to confirm their success. <br />Note: Complete article available at http://www.blackbaud.com/connections <br />
    54. 54. Where do we go from here?<br />
    55. 55. &quot;The old systems get broken long before new ones become stable.&quot;<br />– Clay Shirky<br />
    56. 56. We may experience some turbulence<br />
    57. 57. The Experience Gap<br />The Market is Noisy<br />What to do about it?<br />Start experimenting and begin listening to the networks<br />Continue to expand both acquisition and retention efforts<br />Stop waiting for things to be perfect before you change<br />
    58. 58. Stuff Worth Reading<br />More Food for Thought<br />People to People FundraisingVarious Authors<br />CauseWiredTom Watson<br />Here Comes EverybodyClay Shirky<br />
    59. 59. Questions? Answers?<br />Steve MacLaughlin, Director – Internet Solutionssteve.macLaughlin@blackbaud.comwww.blackbaud.com/connections<br />

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