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Nonprofits and The Social Graph:
The Wave of Change     By Beth Kanter
Hi, my name is Beth Kanter
and I blog about nonprofits
and social media.
That’s my blog
That’s me
My first grade teacher
is now my friend on Facebook!
How will social networks
continuemakes me wonder about social our lives
   networks will continuechange our
                    to to change our lives and
   That thought


and our the nonprofit you know, butwork?
                nonprofit officer of the
   work. Will                development
   future say, quot;It's not who             whether
     you're connected with them online.quot;
Will the nonprofit development
officer of the future say, quot;It's not
who you know, but whether you're
connected with them online.quot;
Welcome to the Social World
Using the Internet to instantly
collaborate, share information, and
have a conversation about ideas and
causes we care about.




  What is Social Media?
Powered by ..
It is a conversation
between people
Supporters
Clients
Audiences
Donors
And those
donors too!
And guess what?
That conversation is …
Not Controlled
Not Organized
Not On Message
SOCIAL MEDIA USE IS GROWING
              http://www.flickr.com/photos/dotpolka/34311984/
184 million bloggers


                                                73% of active online users have read a blog


            45% have started their own blog


                                                                  57% have joined a social network


             55% have uploaded photos


                                                                      83% have watched video clips


                         39% subscribe to an RSS feed
Source: Universal McCann Comparative Study on Social Media Trends April 2008
Not everyone is a social media user
Social is not slowing down ….
Nonprofits and the Social Graph
In the 70’s, it was mainframe computers
In the 80’s, it the PC   http://www.flickr.com/photos/mwichary/
In the 1990s, it was the Internet
Today, it’s the “online social graph”
                           Source: Beth Kanter
The online social graph is the
map being constructed by
social networking sites of
every person on the Internet
and how they are connected.
Marketing
                    Fundraising
Nonprofit Sector
                     Taking Action
                   Program Delivery




                                      Source: Beth Kanter
Nonprofits and the Social Graph
“Online Markets...
    Networked markets are beginning to self-
  organize faster than the companies that have
  traditionally served them. Thanks to the web,
     markets are becoming better informed,
    smarter, and more demanding of qualities
   missing from most business organizations.”

The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher
Locke, Doc Searls, David Weinberger; Perseus Books ©2000
And the
                              conversation




                  Is taking
                    place
                   without
                  your org!
Amy Sample Ward                Ruby Sinreich
“The desire to be part of a
                                                          group that shares,
                                                   cooperates, or acts in concert
                                                     is a basic human instinct.”
                                                             Clay Shirky
http://www.flickr.com/photos/good_day/110559381/
Nonprofits and the Social Graph
What if


          What happens?
Nonprofits and the Social Graph
Nonprofits and the Social Graph
Nonprofits and the Social Graph
Trust Factor




               http://www.nielsenbuzzmetrics.com/cgm.asp
Nonprofits and the Social Graph
With my friends




How people are getting info to make decisions
Net Gen Dominates 2.0 Online Behavior,
but Other Groups are Large and Growing
Why It’s Important

    • Social Media is growing in adoption
    • The Trust factor
    • Socializing online to get information
      to make decisions
    • Rapid word of mouth
    • Digital natives
    • The social networks are making it
      easy for people to connect and take
      action outside of organizations
What’s the
                                                        benefit?




http://www.flickr.com/photos/spunkinator/3191123494/
Improve Customer Service
Solicit Program Ideas/Traffic
Recruit Volunteers
Turn Angry Customers Into Fans
Increase Traffic
                   http://www.slideshare.net/danielle.brigida
Benefits
Market Research
Concept Testing
Issues Awareness
Improve Reputation
Improve Customer
Improve Client Service
Content Generation
Program Ideas
Increased Relevant Visitor Traffic
Increased Page Rankings
Viral spreading of petitions or
actions
Fundraising – reach new donors
Recruit volunteers
What are
          the
     limitations?




http://www.flickr.com/photos/ben_pollard/2342924889
http://www.chrisbrogan.com/social-media-is-not-a-life-raft/
Some questions to ask first …

•Are there more important organizational
issues to address?
•Are there more efficient ways to reach
same outcomes?
• Are you getting seduced by Shiny Object
Syndrome?
Summary Points
• The social graph allows people
to organize outside of
organizations
• Your organization can use
social media to avoid being left
out of the conversation
• Think through the benefits and
limitations before you leap
Sources Sources  of Inspiration
    Inspiration and

WeAreMedia: Nonprofit Social Media Starter Kit
http://www.wearemedia.org/
(I’m the wiki facilitator and gardener)
These awesome slide shows I found on
SlideShare
Welcome to the Social World by Razorfish
Social Media Is by Lee White

All Photos Creative Commons Licensed
from Flickr as noted on slide
Thank You!

Beth’s Blog
http://beth.typepad.com


Have a blog post topic idea?
beth@bethkanter.org
Nonprofits and the Social Graph

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Nonprofits and the Social Graph

  • 1. http://www.flickr.com/photos/doegox/2085419215/ Nonprofits and The Social Graph: The Wave of Change By Beth Kanter
  • 2. Hi, my name is Beth Kanter and I blog about nonprofits and social media.
  • 5. My first grade teacher is now my friend on Facebook!
  • 6. How will social networks continuemakes me wonder about social our lives networks will continuechange our to to change our lives and That thought and our the nonprofit you know, butwork? nonprofit officer of the work. Will development future say, quot;It's not who whether you're connected with them online.quot;
  • 7. Will the nonprofit development officer of the future say, quot;It's not who you know, but whether you're connected with them online.quot;
  • 8. Welcome to the Social World
  • 9. Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about. What is Social Media?
  • 11. It is a conversation between people
  • 17. And guess what? That conversation is …
  • 21. SOCIAL MEDIA USE IS GROWING http://www.flickr.com/photos/dotpolka/34311984/
  • 22. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008
  • 23. Not everyone is a social media user
  • 24. Social is not slowing down ….
  • 26. In the 70’s, it was mainframe computers
  • 27. In the 80’s, it the PC http://www.flickr.com/photos/mwichary/
  • 28. In the 1990s, it was the Internet
  • 29. Today, it’s the “online social graph” Source: Beth Kanter
  • 30. The online social graph is the map being constructed by social networking sites of every person on the Internet and how they are connected.
  • 31. Marketing Fundraising Nonprofit Sector Taking Action Program Delivery Source: Beth Kanter
  • 33. “Online Markets... Networked markets are beginning to self- organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.” The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
  • 34. And the conversation Is taking place without your org! Amy Sample Ward Ruby Sinreich
  • 35. “The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky http://www.flickr.com/photos/good_day/110559381/
  • 37. What if What happens?
  • 41. Trust Factor http://www.nielsenbuzzmetrics.com/cgm.asp
  • 43. With my friends How people are getting info to make decisions
  • 44. Net Gen Dominates 2.0 Online Behavior, but Other Groups are Large and Growing
  • 45. Why It’s Important • Social Media is growing in adoption • The Trust factor • Socializing online to get information to make decisions • Rapid word of mouth • Digital natives • The social networks are making it easy for people to connect and take action outside of organizations
  • 46. What’s the benefit? http://www.flickr.com/photos/spunkinator/3191123494/
  • 50. Turn Angry Customers Into Fans
  • 51. Increase Traffic http://www.slideshare.net/danielle.brigida
  • 52. Benefits Market Research Concept Testing Issues Awareness Improve Reputation Improve Customer Improve Client Service Content Generation Program Ideas Increased Relevant Visitor Traffic Increased Page Rankings Viral spreading of petitions or actions Fundraising – reach new donors Recruit volunteers
  • 53. What are the limitations? http://www.flickr.com/photos/ben_pollard/2342924889
  • 55. Some questions to ask first … •Are there more important organizational issues to address? •Are there more efficient ways to reach same outcomes? • Are you getting seduced by Shiny Object Syndrome?
  • 56. Summary Points • The social graph allows people to organize outside of organizations • Your organization can use social media to avoid being left out of the conversation • Think through the benefits and limitations before you leap
  • 57. Sources Sources of Inspiration Inspiration and WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener) These awesome slide shows I found on SlideShare Welcome to the Social World by Razorfish Social Media Is by Lee White All Photos Creative Commons Licensed from Flickr as noted on slide
  • 58. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org

Hinweis der Redaktion

  1. http://www.flickr.com/photos/doegox/2085419215/
  2. Now that are computers and data can be connected via the Internet, we are witnessing a social layer – and it is challenging our assumptions of everything and here’s why
  3. http://www.flickr.com/photos/mattborowick/3208613554/
  4. http://www.flickr.com/photos/libertinus/384258423/
  5. http://www.flickr.com/photos/commitforlife/2907627885/
  6. http://www.flickr.com/photos/vhannon/1470314760/
  7. http://www.flickr.com/photos/stuckincustoms/374458067/
  8. http://www.flickr.com/photos/dotpolka/34311984/
  9. http://mashable.com/2008/09/16/twitter-traffic-growth/
  10. http://www.flickr.com/photos/doegox/2085419215/
  11. http://www.flickr.com/photos/sainz/3015818920/
  12. http://www.flickr.com/photos/mwichary/
  13. http://www.flickr.com/photos/future15/2036935569/
  14. Now that are computers and data can be connected via the Internet, we are witnessing a social layer – and it is challenging our assumptions of everything.
  15. One of the most compelling aspects of social media is that your constituents are already organizing themselves. (a la Cluetrain) Social media is a way for orgs to not be completely left behind by their supporters.
  16. One of the most compelling aspects of social media is that your constituents are already organizing themselves. (a la Cluetrain) Social media is a way for orgs to not be completely left behind by their supporters.
  17. http://www.flickr.com/photos/good_day/110559381/The transformation begins with the tools but doesn’t end there. What fortifies the new age is the “social graph” – the connections between people that can be created or augmented and fostered by online social networking sites like Linked In, Facebook and MySpace. In addition, social media tools like blogs and online videos strengthen person-to-person connections in a way and at a speed we have not witnessed before. Individuals can now connect directly with one another to raise money, sign petitions, or provide social services directly to people in need instantly, inexpensively, globally.
  18. http://www.flickr.com/photos/pinelife/1230486189/
  19. [1] http://beth.typepad.com/beths_blog/2008/11/twitter-as-char.html[2] http://beth.typepad.com/beths_blog/2009/01/twestival-here.html
  20. It is also getting information about what to support … it’s rapid word of mouth
  21. Did you remember that game where you would read your fortune and put the “in bed” at the end. Just add the phrase “with your friends” -- and it isn’t just purchase decisions, where to go on vacation, what movie, or where to eat.
  22. he share of adult Internet users who have a profile on an online social network site has more than quadrupled since 2005, from 8% to 35%, according to a November–December 2008 Pew Internet & American Life Project survey. Pew said adults still make up the bulk of social networking site users. But younger online adults were much more likely than their older counterparts to use social networks, with three-quarters of those ages 18 to 24 using the sites, compared with just 7% of Internet users ages 65 and older.
  23. http://www.flickr.com/photos/spunkinator/3191123494/
  24. http://beth.typepad.com/beths_blog/2009/01/roi-nonprofit-examples-of-how-listening-returns-value.html
  25. http://beth.typepad.com/beths_blog/2009/01/roi-nonprofit-examples-of-how-listening-returns-value.html
  26. http://beth.typepad.com/beths_blog/2009/01/roi-nonprofit-examples-of-how-listening-returns-value.html
  27. http://beth.typepad.com/beths_blog/2009/01/roi-nonprofit-examples-of-how-listening-returns-value.html
  28. Source: http://www.slideshare.net/danielle.brigida - have permission
  29. http://www.flickr.com/photos/ben_pollard/2342924889/http://www.blogtrepreneur.com/2008/05/27/the-limitations-of-social-media/
  30. http://www.chrisbrogan.com/social-media-is-not-a-life-raft/http://www.blogtrepreneur.com/2008/05/27/the-limitations-of-social-media/