10. Social networking facilitates relationship building via improved communications and collaboration in a social environment. Social networking is the means to an end. Social networking assists in the delivery of your programs, services and mission. FB
11. Online Social Networks House Social Networks Built on nonprofit website Owned & operated by nonprofit Integrates well with 3rd party software Great community management tools Commercial Social Networks Facebook , Twitter Built-in audience Owned by commercial entity Integrates with 3rd party software Minimal community management tools FB
22. Service, Programs & Mission via Social Network LIVESTRONG is able to meet these objectives: Engagement / Communication Awareness / Education Advocacy & Activism Fundraising Volunteering CHANGE FB
32. Service, Programs & Mission via Social Network Sierra Club is able to deliver on these objectives: Awareness Education Advocacy & Activism Engagement Volunteering CHANGE JP
34. Answer: Social networks are increasingly integral to most aspects of nonprofits & their work Fundraising Volunteering Events Advocacy Service Delivery JP
43. History 2003: Arthritis Community 1.0 Chats Discussion Group Personal Pages Audio Success Stories Goal: Peer-to-Peer Support; Acquisition & Cultivation JP
44. Community 1.0 - Conclusions Chats were not popular (“critical mass problem”) Success stories were expensive to collect (“Audio”) Personal pages under-utilized (“not customizable”) Discussion Groups were very popular JP
55. Arthritis Community Strategy Lets Talk RA RA Connect Lets Move Together Others (Future) Strategy: Targeted communities to serve individual segments of the base, tied together via a universal profile. JP
58. Issues & Concerns with Nonprofit Social Networks “You’re going to ruin our brand” “Our opponents are going to have a field day” “I’m not sure we can trust our constituents to say the right thing” “Won’t a few bad people ruin it for the community?” “What if a community member says something that isn’t true (about us)?” “How do we manage everything?” FB
59. Community Management & Moderation Role Manager Auditor Police Community Advocate Brand Evangelist Editor Market Researcher FB
60. Real Issues Require Real Strategies This is a short list of examples to get you thinking about the realities of managing an online social network FB
61. Social Networking Culture Be democratic Be transparent Be real Be a person Be engaged Dialogue not monologue BE all of these things, but employ a realistic and professionalcommunity management strategy, policy, and team. FB
63. ROI for Social Networking Sites & Communities Soft ROI Awareness & branding Education Higher level of engagement Higher affinity for organization Community Building Email List Acquisition Advocacy Volunteer recruitment FB
64. ROI for Social Networking Sites & Communities Hard ROI Annual or membership fundraising Event fundraising (peer-to-peer) Major Donors Advertising Underwriting Sponsorship Cause Marketing Grants JP
69. Social Networking Success Experimentation is OK … at the beginning Then Be Sure to Have: Objectives Audience Metrics Resources Budget Executive Support Demand Entrepreneurial Growth FB
71. Social Media Webinar Series http://www.blackbaud.com/bb/internet/social-media.aspx
72. The End … We appreciate your time! Frank Barry Managing Consultant Blackbaud 858.795.8947 www.blackbaud.com frank.barry@blackbaud.com @franswaa (http://twitter.com/franswaa) Jeff Patrick President & Founder Common Knowledge www.commonknow.com jpatrick@commonknow.com @commonknow (http://twitter.com/commonknow)
Notes de l'éditeur
Fundraising Capital Campaigns Board members leveraging their networks Tell-a-friend Event fundraising House parties Giving Circles Alumni Decade or Year Leaders Local fundraisers – hairdressers, brownie troops, Volunteering Corporate volunteer groups High school teams College sororities/fraternities Phone banks to networkEvents Corporate Teams Participants and their donor networks Tables at GalasAdvocacyGrasstops recruiting local grassroots participants Viral campaigns Tell-a-friends Get-out-the-vote phone banking Canvassing among your networkService Delivery Education: volunteer leaders who host events, lead learning circles, mentor a team Healthcare: parents mentoring one another, emotional support Alumni Events: Alum volunteers who pull together their network of alums for a picnic or tailgate Technology: technical support Blood Drive: Corporate day