What, Why, Wow and

So What

Social Media and Nonprofits: Two-Day Intensive Workshop

We Are Media Project:The Social Media Starter Kit for Nonprofits

Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org

Funded by the Surdna Foundation

Objectives

• What

• Why

• Benefits

• Limitations

What is Social Media?

Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.

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 ….

Online MediaBroadly speaking, the top 1,000 media sites fall into two categories

Publisher MediaPublisher Media Social MediaSocial Media

• Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume

Page View ShareShare of all page views at the Top 1,000 Media sites, December 2007 – 2008

15%

85%

Publisher MediaPublisher Media

Social MediaSocial Media2008

Welcome to the Social World

In the 70’s, it was mainframe computers

In the 80’s, it was the PChttp://www.flickr.com/photos/mwichary/

In the 90’s, 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.

Nonprofit Sector Fundraising

Program Delivery

Taking Action

Marketing

Source: Beth Kanter

“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

Amy Sample Ward Ruby Sinreich

And the conversation

Is taking place

without your org!

“The desire to be part of a group that shares,

cooperates, or acts in concert is a basic human

instinct.”Clay Shirkyhttp://www.flickr.com/photos/good_day/110559381/

What if

What happens?

Trust Factor

http://www.nielsenbuzzmetrics.com/cgm.asp

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

Market ResearchConcept TestingIssues AwarenessImprove ReputationImprove Customer Improve Client ServiceContent GenerationProgram Ideas Increased Relevant Visitor TrafficIncreased Page RankingsViral spreading of petitions or actionsFundraising – reach new donorsRecruit volunteers

Benefits

What are the

limitations?

http://www.flickr.com/photos/ben_pollard/2342924889

http://www.chrisbrogan.com/social-media-is-not-a-life-raft/

•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?

Share Pairhttp://www.flickr.com/photos/ginable/325235488/

Share Pair: Tweet on Paper

•How can social media benefit your organization?

•Write it down as “Tweet” – 1 brief sentence

•Laser out share and retweet

All sources and additional material can be found on the WeAreMedia Wiki

http://www.wearemedia.org/Strategy+Track+Module+1

If you remix this presentation, please add your remixed version to the wiki.

Thank you