What is Social Media? Why important

2. Web 1.0 = Kansas

3. Reading
Surfing
Consuming Browsing
That sounds
lonely …

5. Connecting
Creating
Sharing
Collaborating
Web 2.0

6. It’s not the same web!

7. Web 1.0
Source: Alan Levine – CogDog Blog

8. Web 2.0

11. Digital Natives

13. I’m going to get your
brand and your little
logo too!

15. Why Important?

17. But wait, there is more …
http://www.nielsenbuzzmetrics.com/cgm.asp

18. 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

19. The Wizard
Facebook
Myspace
Change.org
Ning
Gather
Flickr
YouTube
Twitter

20. 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

21. Tools come and go, a strategy sustains

23. And Say …
Outcome
Strategy
Metric
Measurement

24. Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition
Tools
Audience
Strategy Budget
Conversations
Staffing
Content
What to Measure?
Metric
Measurement

25. The Art of (online) Social Networking

26. Friend of a
Friend
Object Sharing
Platform
Open Platform
Social
Presence

27. Friend of a Friend

28. Social Networks: How It Works
1) I am linked to ->
-> to you
--->You are linked to her ->
-> to her…
Source: Slideshare by Rashmi Sinha

30. Now I
know
all
these
people!

31. Social Networks Based on Sharing Objects

32. Watercooler conversations facilitated by sharing
objects ..
1) I share my pics ->
-> with you --->
-->You share your pics ->
---> with him
Source: Slideshare by Rashmi Sinha

33. Source Techcrunch/Comscore

34. Social Networks Based on Sharing Photos

35. Social Features

38. http://www.flickr.com/photos/zoomar/
Flickr it isn’t just about doggy photos

39. Start with a profile for your organization

43. Community Organizing

46. Social
Networking
Platform

48. Open Social Platform

49. White Label

50. 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;

51. Social Networking Silo

52. 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

53. Should we go to a general site or
niche audience site?

54. What about using more than one site?

60. Some advice from nonprofit
early adopters of
social networking sites

61. 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

62. 2 hours a day

63. Outreach
Friendship
Profile Content
Workflow

65. Time Savers
A Few Time Savers ….

66. If I had to log into
every social
networking site I use
to keep, I'd shoot
Time Savers
myself.quot;

67. Applications that cross-post
automatically or bookmarklets

70. Establish a routine and stick to it

72. Spread the workload: Persona
Managers

73. Social Presence

76. Dip in or Stay Hyper Connected

77. How Used?
In an emergency?

89. Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition
Channels
Audience
Strategy Map
Conversations Budget
Staffing
Content
What to Measure?
Metrics
Measurement

90. Metrics are the attributes or
factors that are important for you
to measure results or make
improvements.

92. What is measurement?
The process of determining the result
of a strategy

93. The hard truth
about social
media
measurement …

94. Social Media
measurement is
not like Martha

96. Intangible

98. AELIA
Audience
Engagement
Loyalty
Influence
Action

99. Audience
Who
# Trend for Unique
Visitors

100. 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?

101. Posts
_____
Track backs +
Comments

103. Loyalty
RSS Subscribers - trends, not actual numbers
Repeat visitors
Tell other people about you
Grain of Salt

104. Influential Ideas: Memes,
and their intensity over time

105. Intent/Action
Goal
Conversion Rate
Qualitative Data

106. Okay, but where do I begin?

107. Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition
Channels
Audience
Strategy Map
Conversations Budget
Staffing
Content
What to Measure?
Metrics
Measurement

108. Low Risk Experiments
http://www.flickr.com/photos/striatic

110. • 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.

111. Reputation
Awareness
Outcome Leads
Volunteers
Donations
Subscriptions
Sign Petition
Channels
Audience
Strategy Map
Conversations Budget
Staffing
Content
What to Measure?
Metrics
Measurement

112. Contact Information
Beth Kanter
beth@bethkanter.org
Beth’s Blog
http://beth.typepad.com