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Nonprofits in the Age of Social Networks




                      Beth Kanter, Beth’s Blog
                      Meyer Memorial Trust
                      December 7, 2007
Beth Kanter: Offline




     Photo by Steve Goodman
Beth Kanter: Online

           Profiles
              &
                                            Content in
          Presence
                                           many places


RSS
Powered
                                                      network
                            Sharing photos,
                           bookmarks, videos,
                               and more
                                                Conversations

             Fundraising
Meyer Memorial Trust
David Wilcox
http://socialmedia.wikispaces.com/Social+media+game
Photo by Preetam Rai
Social Media?




http://www.flickr.com/photos/raincitystudios/


                        One Minute Poll
Web 1.0 = Kansas
Reading
               Surfing

         Consuming         Browsing


That sounds
  lonely …
Meyer Memorial Trust
Connecting
                          Creating
                                     Sharing


  Collaborating




Web 2.0
It’s not the same web!
Web 1.0




          Source: Alan Levine – CogDog Blog
Web 2.0
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Digital Natives
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I’m going to get your
brand and your little
      logo too!
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Why Important?
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But wait, there is more …




                    http://www.nielsenbuzzmetrics.com/cgm.asp
Social Media matters because …
• The Trust factor
• Impacts to Google Results
• Rapid Word of Mouth
• Different than Broadcast Marketing
• To cultivate the next generation of
  donors
The Wizard
             Facebook
             Myspace
             Change.org
             Ning
             Gather
             Flickr
             YouTube
             Twitter
Challenges


             Skepticism
             Lack of Understanding
             Time suck
             Individual’s authentic voice on
             behalf of organization versus
             institutional messaging
             Too much of a good thing
             Lack of resources
             Need a strategy
             ROI
Tools come and go, a strategy sustains
Meyer Memorial Trust
And Say …
Outcome
Strategy
Metric
Measurement
Reputation
                                               Awareness
                       Outcome                   Leads
                                               Volunteers
                                               Donations
                                              Subscriptions
                                              Sign Petition

                          Tools
       Audience

                  Strategy           Budget
Conversations

                          Staffing
           Content
                   What to Measure?
                                  Metric
                                        Measurement
The Art of (online) Social Networking
Friend of a
Friend
Object Sharing
Platform
Open Platform
Social
Presence
Friend of a Friend
Social Networks: How It Works

                                               1) I am linked to ->


                                                                  -> to you




                                        --->You are linked to her ->


                                                                 -> to her…




   Source: Slideshare by Rashmi Sinha
Meyer Memorial Trust
Now I
know
all
these
people!
Social Networks Based on Sharing Objects
Watercooler conversations facilitated by sharing
                  objects ..

                         1) I share my pics ->


                                            -> with you --->




                                     -->You share your pics ->

                     ---> with him




                                              Source: Slideshare by Rashmi Sinha
Source Techcrunch/Comscore
Social Networks Based on Sharing Photos
Social Features
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http://www.flickr.com/photos/zoomar/




Flickr it isn’t just about doggy photos
Start with a profile for your organization
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Community Organizing
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Social
Networking
Platform
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Open Social Platform
White Label
Build or Join?   “If you want your org to
                 become an online activism
                 hub, it takes a deep level of
                 engagement to build a
                 successful socnet. Staff
                 need to spend real time
                 cultivating people and need
                 to be given real authority to
                 speak on behalf of the
                 organization.quot;
Social Networking Silo
Where’s our target
              audience?
•What social networking has my audience?
•How do they use technologies?
•What are they talking about?
•Who are they?
•What do they want?



     -Ask them (surveys)
     -Field research
     -Look at demographics of site
Should we go to a general site or
niche audience site?
What about using more than one site?
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Some advice from nonprofit
early adopters of
social networking sites
It was a trial and error
on Facebook and
MySpace. I posted the
same content. I
monitored responses
as well as the tone.
Then I modified my
messaging based on
that. Eventually, I
became familiar with
the different crowds
and learned how to
speak with them.
 Feedback and Improvement
2 hours a day
Outreach
Friendship




     Profile Content



                  Workflow
Meyer Memorial Trust
Time Savers
A Few Time Savers ….
If I had to log into
              every social
              networking site I use
              to keep, I'd shoot
Time Savers
              myself.quot;
Applications that cross-post
automatically or bookmarklets
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Establish a routine and stick to it
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Spread the workload: Persona
Managers
Social Presence
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Dip in or Stay Hyper Connected
How Used?




 In an emergency?
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Reputation
                                               Awareness
                      Outcome                    Leads
                                               Volunteers
                                               Donations
                                              Subscriptions
                                              Sign Petition

                       Channels
       Audience

                Strategy Map
Conversations                        Budget

                         Staffing
           Content
                  What to Measure?
                               Metrics
                                     Measurement
Metrics are the attributes or
factors that are important for you
to measure results or make
improvements.
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What is measurement?




The process of determining the result
            of a strategy
The hard truth
about social
media
measurement …
Social Media
measurement is
not like Martha
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Intangible
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AELIA


Audience
Engagement
Loyalty
Influence
Action
Audience




                       Who
           # Trend for Unique
                      Visitors
Engagement = Interaction + Attention

                      •What do they click
                      on?

                      •How long do they
                      stay?

                      •How many people
                      comment on posts?

                      •What is the shape of
                      the conversation?

                      •What is your post to
                      comment ratio?
Posts
   _____
Track backs +
  Comments
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Loyalty




RSS Subscribers - trends, not actual numbers
Repeat visitors
Tell other people about you
Grain of Salt
Influential Ideas: Memes,
and their intensity over time
Intent/Action




                Goal
                Conversion Rate
                Qualitative Data
Okay, but where do I begin?
Reputation
                                               Awareness
                      Outcome                    Leads
                                               Volunteers
                                               Donations
                                              Subscriptions
                                              Sign Petition

                       Channels
       Audience

                Strategy Map
Conversations                        Budget

                         Staffing
           Content
                  What to Measure?
                               Metrics
                                     Measurement
Low Risk Experiments




   http://www.flickr.com/photos/striatic
Meyer Memorial Trust
• A project that won’t take much
  time and relates to org goals.
• Write down your successes.
• Write down your challenges.
• Ask the people you want to
  connect with whether they think
  your outreach and listening is
  valuable.
• Watch other nonprofits and copy
  and remix for your next project.
• Rinse, repeat.
Reputation
                                               Awareness
                      Outcome                    Leads
                                               Volunteers
                                               Donations
                                              Subscriptions
                                              Sign Petition

                       Channels
       Audience

                Strategy Map
Conversations                        Budget

                         Staffing
           Content
                  What to Measure?
                               Metrics
                                     Measurement
Contact Information


Beth Kanter
beth@bethkanter.org


Beth’s Blog
http://beth.typepad.com

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