FOSDEM2014 - Social Network Benchmark (SNB) Graph Generator - Peter Boncz
Social network benchmark report presentation ntc 4 1-2010carawan
-
Upload
suzanne-carawan -
Category
Technology
-
view
103 -
download
1
description
Transcript of Social network benchmark report presentation ntc 4 1-2010carawan
1
2010 Nonprofit Social Network Benchmark Report (2nd Annual)
An industry-wide look at the adoption of social networks within the nonprofit sector
NTEN National Technology ConferenceApril 9, 2010
2
Survey Sponsors
NTEN.org
CommonKnow.com
ThePort.com
3
Speakers
Common Knowledge
Jeff PatrickPresident, [email protected]
CommonKnow.com
NTEN
Holly RossExecutive [email protected]
NTEN.org
ThePort
Suzanne CarawanVP, Mktg & [email protected]
ThePort.comSocialInstitute.org
4
Survey Methodology
• Instrument: A 50-question online survey was fielded from February 3 to March 15, 2010, including 1,173 respondents representing nonprofit professionals from small, medium and large nonprofits, and all major segments of the industry
• Margin of error: ±2.86% with 95% confidence
5
TERMINOLOGYPart 1
6
Terms Used in Presentation
• FTE: Full-time equivalent; one full-time staff employee
• Commercial Social Network: Social networking community built on a commercial platform with an existing audience
• House Social Network: Social networking community built on a nonprofits own web site. Term derived from direct mail house list
• White Label Social Networking Software: A programmable social networking platform and database used to build a house social network.
• Community Size - Commercial Social Network: Number of fans, friends, subscribers or readers
• Community Size - House Social Networks: Number of registered profiles
7
BIG THEMESPart 2
8
Big Themes from Social Networking Report
• Nonprofits increase use of commercial social networks Facebook and Twitter
– More nonprofits using Facebook for first time– Nonprofits already on Facebook extend their use– Average community size on Facebook is smaller
than in 2009– Twitter usage up significantly from 2009 and
average community size grew dramatically
9
Big Themes from Social Networking Report
• Other commercial social networks trend flat or down– LinkedIn, YouTube usage remain steady– Past market leader MySpace drops sharply
10
Big Themes from Social Networking Report
• Selected nonprofit sectors have very strong (higher than average) presence on Facebook• International• Environment & Animal Welfare • Arts & Culture
11
Big Themes from Social Networking Survey
• Staffing for Social Networks– Budgets and staff devoted to maintaining social
networks are still relatively small– ¼ to ½ staff person most commonly allocated to
maintaining social networks– About half of organizations plan to increase
employee staffing, but less for external resources – Nonprofits with 2+ staff dedicated to commercial
networks report greater value
12
Big Themes from Social Networking Survey
• Mixed Picture on Fundraising
– Fundraising reported as second most important role of social networks (after Marketing)
– Fundraising / Development departments are increasingly involved in managing social networks
– While more nonprofits are raising money on Facebook, most (78%) raised $1,000 or less
– Only 3.5% of organizations raised $10,000 or more on Facebook
13
Big Themes from Social Networking Survey
• Mixed Picture on House Social Networks
– 28% drop in nonprofits using house social networks– Groups with house networks say they are valuable– Average house network size is 50% higher than the
average Facebook community size– Fundraising results comparable to commercial social
networks – No one software platform is dominant
14
Commercial vs. House Social NetworksQuestion Commercial House
Does your org. have one? 90% 22% (1+ communities)
Primary purpose? Marketing (92%) Marketing (57%)
Staff time (last 12 months)? 1/4 to 1/2 FTE(67%)
1/4 to 1/2 FTE(57%)
Ext. resources budget (last 12 months)?
None (59%)$1-$10,000 (33%)
None (38%)$1 - $10,000 (42%)
# of community members? Average: 2,440* Average: 3,520
How old is your community? 1-24 months (87%)* 1-24 months (62%)
Fundraising revenue (last 12 months)?
Not Fundraising (60%)Fundraising - raised $0 - $10,000 (39%)*
Not Fundraising (68%)Fundraising - Raised $0 - $10,000 (22%)
Revenue from sponsorship, underwriting, advertising (last 12 months)
Not Advertising (99%)*Advertising and raised$0 - $10,000 (1%)
Not Advertising (87%)Advertising and raised$0 - $10,000 (10%)
Why don’t you have one? Lack of expertise (47%)Insufficient budget (32%)
Insufficient budget (46%)Lack of expertise (46%)
15
A CLOSER LOOKPart 3
16
Commercial Social Networks - Facebook
• Facebook continues to be the most popular commercial social network, with 86% of nonprofits indicating they have a presence on FB. (74% last year)
• Average Facebook community size is 2,440, down
from 5,391 last year
• 86.7% of nonprofits have been on Facebook for less than 2 years (94.4% last year)
17
Commercial Social Networks - Twitter
• 60% of Nonprofits are on Twitter, up 38% from 2009
• Average Twitter community size is 1,792, up 627% from last year
• 77% of nonprofits have been on Twitter for less than 1 year (94% last year)
18
Staffing / Budget - Commercial Social Networks
• 85% of nonprofits committed at least ¼ FTE to commercial social networking over last 12 months
• About half of nonprofits plan to increase staff commitment over the next 12 months
• Only 4 out of 10 organizations have any budget for external resources for commercial social networks
• Just 8.1% allocated $10K or more budget for external resources over the last 12 months
19
Promoting Social Networks
• Organization’s website (83%) and email marketing
(76%) most common outlets used to promote presence on commercial social networks
• Organization events (54%) and Twitter (52%) play a smaller role in promotion
• For house networks, email marketing (77%) and
organization website (75%) are mainly used to promote constituent participation
20
Departments Managing Social Networks
• Mostly Communications (27%) and Marketing
(20%) manage commercial social networks
• Fundraising / Development department is increasingly involved (20%)
• Information Technology manages only 3% of communities
• For House Networks, Marketing (57%) and Program
Delivery (49%) have largest management roles
21
Fundraising from Social Networks • Fundraising is mostly done on Facebook (40%), but
78% have raised under $1,000
• Fundraising also reported on Twitter (12%), YouTube
(5%), Change.org (3%), MySpace (3%)
• One-third of nonprofits with house social networks are fundraising (up from one-quarter last year)
• One-third of these fundraisers accumulated $10K or more over the last year
22
House Social Networks
• 22% of nonprofits have one or more house social networks (31% last year)
• Average community size is 3,520, 50% higher than average Facebook network size
• 17% of nonprofits with house community(s) have two
and 5% have three or more communities
• 93% of nonprofits with house networks have 10,000 members or less
• Three-quarters indicated house networks are valuable
23
House Social Network Software
• Ning and Drupal (12% each) are most popular platforms for house social networks, followed by ThePort (8%)
• Custom software is in use by 23% of nonprofits to build house social networks
• Wide variety of other vendors (commercial & open source) were reported by almost half of respondents
24
DEEP DIVE ON STATISTICSPart 4
25
Face
book
Twitt
er
YouTube
Linke
dInFli
ckr
MySpace
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0% 85.7%
59.7%
48.1%
33.1%
25.3%
14.4%
Nonprofits on Commercial Social Networks
Facebook still leads, but Twitter is gaining fast
26
Assoc
iatio
ns
Human
Ser
vice
s
Publ
ic/So
cieta
l Ben
efit
Health
/ Hea
lthca
re
Envi
ronm
ent /
Ani
mal
s
Arts /
Cultu
re
Educ
atio
n
Inte
rnat
iona
l
Relig
ious
/ Sp
iritu
al0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Vertical Segments on Commercial Social Networks
FacebookTwitterYouTubeLinkedIn
International organizations lead in use of Facebook and Twitter
27
Mar
ketin
g
Fund
raising
Progr
am D
eliver
y
Mar
ket R
esea
rch
Custo
mer
Sup
port
Other
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%92.0%
45.8%
34.5%
24.3%17.7%
9.3%
Role of Commercial Social Networking Community
Marketing still leads, but Fundraising now second
28
15.1%
66.6%
11.2%5.3% 1.9%
Staff Time Allocated to Commercial Social Networks
0¼ to ½¾ to 11 ¼ to 2> 2
Two thirds of nonprofits allocate ¼ to ½ of person
29
None Under $10,000 $10,001 - $25,000
$25,001 - $50,000
$50,001 - $100,000
Over $100,0000.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
59.0%
32.8%
4.7%1.6% 1.0% 0.8%
External Resources Allocated to Social Networking
6 of 10 nonprofits don’t use external resources
30
Facebook MySpace Twitter Change.org LinkedIn YouTube Flickr0
500
1,000
1,500
2,000
2,5002,440
1,794 1,792
1,334
450 447
122
Average Community Size on Commercial Social Networks
Facebook still leads but Twitter is gaining
31
Web
site
Pro
mot
ion
Emai
l Mar
ketin
g
Organ
izat
ion
Even
ts
Twitt
er
Prin
t Adv
ertis
ing
Socia
l Net
wor
ks
PR -
Offlin
e
Blogg
ing
Other
Eve
nts
Direct
Mai
l0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 83%76%
54% 52%45%
36%33%
29%26%
22%
Promoting Commercial Social Networks
Website and Email Marketing Used Mostly for Promotion
32
Communications
Marketing
Development Fundraising
Other
Executive Management
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
27.3%
20.3%
20.0%
10.5%
7.9%
Dept with Primary Responsibility for Com-mercial Social Networks
Communications most often manages social networks
33
Length of Presence on Commercial Social Networks – 2010
No Presenc
e
1 - 3 months
3 - 6 months
6 - 12 months
12 - 24 months
2-3 years
Over 3 years
Facebook3.61% 9.7% 15.0% 25.4% 33.1% 11.2% 2.1%
Twitter21.96% 13.9% 15.1% 26.5% 20.0% 2.5% 0.1%
YouTube32.02% 8.1% 9.9% 14.9% 21.5% 11.7% 1.8%
LinkedIn48.30% 9.1% 7.9% 11.1% 17.0% 5.0% 1.6%
Flickr58.38% 4.0% 4.8% 8.6% 14.9% 7.1% 2.2%
MySpace74.14% 1.7% 1.1% 3.2% 8.0% 8.8% 3.2%
Most communities in use 12 – 24 months
34
Facebook Twitter YouTube Change.org MySpace LinkedIn0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0% 40.4%
12.0%
5.1%3.1% 2.7% 1.9%
Fundraising on Commercial Social Networks
Mostly Facebook is used for fundraising so far
35
None 1 2 3 4 5 or more0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%77.8%
16.9%
2.9% 1.2% 0.3% 0.8%
Number of House Social Networks
22% of nonprofits have house social networks
36
Other
Market Research
Fundraising
Customer Support
Program Delivery
Marketing
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
16.5%
20.0%
27.4%
34.7%
49.1%
56.8%
Role of House Social Network
As with commercial social networks, marketing is primary
37
Registe
red
Mem
bers
Site
Visito
rs
User C
onte
nt
Custo
mer
Feed
back
New S
uppo
rters
Conve
rsio
ns
Fund
raisi
ng R
even
ue
Other
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
59.8% 59.1%
46.3% 45.6%
35.9%
28.1%24.6%
7.1%
Metrics to Measure Successof House Social Networks
Fundraising used by ¼ to measure house network success
38
13.6%
57.0%
15.8%
8.2%5.4%
Staff Allocated to Working on House Social Networks
0¼ to ½¾ to 11 ¼ to 2> 2
Most allocate only ¼ to ½ person to managing house networks
39
63.2%10.0%
5.3%
4.3%
10.0% 7.2%
Number of Members on House Social Networks
0 - 500501 - 10001001 - 15001501 - 20002501 - 10000> 10,000
Almost 2/3 of house networks have under 500 members
40
IT
Programs
Marketing
Development / Fundraising
Communications
10.0%
12.7%
13.9%
13.9%
23.6%
Department Managing House Social Networks
Fundraising now manages social networks as much as Marketing
41
1 - 3 months 3 - 6 months 6 - 12 months 12 - 24 months
2-3 years More than 3 years
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
14.7%
8.9%
20.9%
23.6%
11.6%
20.2%
Community DurationHouse Social Networks
Over 20% of house networks used more than 3 years
42
67.5%
14.5%
7.1%
7.5%
2.0% 1.6%
Revenue Generation onHouse Social Networks
Not Fundraising$0 - $1,000$1,001 - $10,000$10,001 - $50,000$50,001 - $100,000More than $100,000
Two thirds of house networks are not fundraising
43
$0 - $1,000 $1,001 - $10,000 $10,001 - $50,000 $50,001 - $100,000 More than $100,000
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
44.6%
21.7% 22.9%
6.0% 4.8%
Fundraising Results onHouse Social Networks
Above results for 1/3 of house networks that ARE fundraising
44
Other Custom Drupal Ning ThePort0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%48.5%
22.5%
12.3% 12.3%
8.4%
House Social Network Software Platform
%
No vendor is dominant, >70% use custom or ‘other’ software
45
RESPONDENT PROFILESPart 5
46
None 1 to 5 6 to 20 21 to 50 51 to 250 Over 250
5.0%
24.3% 24.4%
13.3%
18.4%
14.5%
Size of Nonprofits Surveyed
Employees
% of Nonprofits
47
Under
$1
million
$1 -$
5 m
illion
$6 -
$50
million
$51
- $25
0 m
illion
Over $2
50 m
illion
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%
40.5%
31.3%
19.6%
5.7%2.9%
Annual Budget
% of Nonprofits
48
Organization Types
Human Services – Crime and legal, employment, agriculture and nutrition, housing, public safety, youth and recreation
22.7%
Education – Higher education, K-12 18.8%
Public & Societal Benefit – Civic rights and advocacy, community organizing, philanthropy, science and technology, social sciences and government
16.9%
Health & Healthcare – Mental health, diseases, disorders, and research
14.5%
Environment & Animals – Environmental and animal welfare
7.6%
Arts & Culture – Museums, community theatres, cultural centers and preservation societies
7.2%
49
Organization Types
Association - Professional and trade 4.3%
Religious – Religious and spiritual development 3.5%
International - Foreign affairs, international human rights, national security and diplomacy
2.8%
Other – Media, labor union, mutual benefit and for profit businesses
1.8%
50
Complete 2010 Nonprofit Social Network Benchmark Report Available Now
Download at www.nonprofitsocialnetworksurvey.com
Thank you!