An introduction to social media for nonprofits

Sametz Blackstone Associates

An introduction to social media

Institute for Nonprofits, 17 May 2011

Sametz Blackstone Associates Director of Strategic Initiatives www.sametz.com www.sametz.com/roundthesquare @sametz

Tamsen McMahon tamsen@sametz.com @tamadear

BrassTackThinking.com

PersonalCartography.com

Who I am

The Challenges

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Managing multiple lines of business

Answering to more affinity groups than ever

…throughmore channelsthan ever

…to people with competing allegiances

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Balancing diverse income streams

…and multiple bottom lines

Creating loyalty to the forest, but not the trees

So what happens?

In other words:

social media + ? = $

90% of nonprofits have a presence on social networks.

14© Sametz Blackstone Associates

90% of nonprofits have a presence on social networks.

But fewer than 3% have raised more the $10,000.

But why?

640 million.175 million.100 million.

8% of Americans are active users of Twitter.

51% are active users of Facebook.

If Facebook were a country, it would be the world’s third largest.

…and be only six years old.

Social networking is more popular than email.

Mashable.com

Only 10% of people trust advertisers.

GALLUP

Only 10% of people trust advertisers.

90% of people trust recommendations from people they know.

GALLUP

So, yes, it’s a big deal.

Understanding digital strategy Understanding social media

— resistance and acceptance— definition— major tool types— key platforms— business implications

> what’s new, and isn’t> opportunities, challenges

—management implications> structures> policies

Learning more

Agenda

Digital strategy

An integrated program

WebsitesMicrositesBlogsetc.

Web Email

NewslettersDirect marketingOne-to-oneetc.

Web Email Social

Content sharingMedia sharingInteractiveetc.

Web Email Social Mobile

SitesAppsetc.

Web Email Social Mobile Live EventsMeetingsPhoneetc.

Web Email Social Mobile Live

content

search

content

search

paid | earned | shared media

content

search

paid | earned | shared media

monitoring & measurement

Your customers aren’t monolithic

And neither are you.

Where do you intersect?

Social media

The Stages of Social Media Acceptance

1. Shock"There's no chance anyone

cares what you had for lunch."

Energy

Adaptation of http://www.jobs.ac.uk/career-tools-and-advice/managing-your-career/381/career-crisis-3/

and http://nickisreef.blogspot.com/2010/09/renewal-abs-carnival-blog-post.html

2. Denial"Yes, and we all loved acid

wash, too."

Energy

3. Negotiation"Surely I can tweet from my

rotary phone?"

wash, too."

Energy

4. DepressionChecking in @ "Valley of Tears”

rotary phone?"

wash, too."

Energy

5. Acceptance"A door closes... but a

Facebook chat window opens.”

rotary phone?"

wash, too."

Energy

6. Experimentation“You always remember your

first…RT.”

rotary phone?"

wash, too."

Energy

6. Experimentation“You always remember your

first…RT.”

7. Integration"Stop by our Facebook

page and tell us what you had for lunch!"

rotary phone?"

wash, too."

Energy

But, what is it?

“Social media is using the Web to have conversations with people.”

GEORGY COHEN

In other words, it’s a fusion of technology and human behavior.

Either way:

SOCIAL > media

What does it look like?

tools and platforms

Content sharing—blogs—microblogs—bookmarking

Multimedia sharing—photos—video—audio—presentations—documents

Interactive—social networks— location-based services

Three types of tools

Content sharing—Blogs—Twitter

Multimedia sharing—YouTube—Flickr

Interactive—Facebook—LinkedIn—Foursquare

Key platforms

Twitter

175 million registered users 95 million tweets a day – a 250% increase 4 million tweets an hour

Twitter

YouTube

24 hours uploaded every minute 2 billion views every 24 hours

YouTube

Flickr

3,000 images a minute 5 billion images steady growth – 25% in last 12 months

Flickr

Facebook

640 million members 50% of active users log into Facebook each day

— 250 million users every 24 hours— 40% increase in last 12 months

200 million access through mobile device— 200% increase in last 12 months — mobile users are twice as active as non-mobile

30 billion pieces of content shared each month— 7 billion pieces a week. — 90 pieces per month, per user

Facebook

100 million users worldwide >1 million companies with Company Pages 2010: >2 billion people searches

FourSquare

“listening”

Grow bigger ears – and eyes.

Paraphrase of Chris Brogan

So what’s (really) changed?

You heard feedback, and thought you were done.

Now with amplification!

Opportunities—New ways to measure and gauge response—New ways of learning about both their customers and

their competitors—New agility in messaging and responding, building

community Challenges

—Time management—Privacy—Public relations

Business implications

Structures Policies

Management implications

structureswho owns it?

The doughnut

Adaptation of J. Owyang concept

The tower

The solar system

policiesWho controls it?

No policy

“No!” policy

Spokesmodel

A-team

The train (all aboard!)

Learning more

Questions?

Sametz Blackstone Associates Director of Strategic Initiatives www.sametz.com www.sametz.com/roundthesquare @sametz

Tamsen McMahon tamsen@sametz.com @tamadear

BrassTackThinking.com

PersonalCartography.com

Who I am

An introduction to social media for nonprofits

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