Social Networking 101 for Nonprofits

Social Networking Strategy for NonprofitsBy Frank Barry (Blackbaud) and Jeff Patrick (Common Knowledge)

Page #2 © 2009 Blackbaud

Who’s Talking?

Jeff PatrickPresidentCommon Knowledge

@commonknow ^jp

Frank BarryManaging ConsultantBlackbaud

@franswaa

FB

http://netwitsthinktank.com/

http://twitter.com/franswaa


What is a Social Network?

FB

Question?


Social NetworkA collection of people tied together by their relationships around a common area of interest.

A network of networks.

JP


Social Network Example - Jason

Soccer TeamCA Stanford Alumni

Nonprofit Job

Church Choir

Jason

Networks:• Soccer Team• Stanford Alum• Nonprofit Job• Church Choir

Jason

JP


Important Concepts About Jason & His NetworkConcept ImpactNetworks form around common interests Your nonprofit or programs are a suitable

common interest; Individuals have multiple social networks People join more multiple networks if they

provide value & are uniqueNetwork memberships overlap Your constituents are in multiple networks &

notice when your messaging is inconsistentIndividual roles vary across networks Don’t absolutely count on offline highly

networked individuals to help onlineOnline networks reflect offline relationships An important role of online networks is to

embellish offline relationships.Geographical proximity is a good predictor of network membership

Geo-targeting when promoting and managing your community is crucial.

JP


Social networking facilitates relationship building via improved communications and collaboration in a social environment.

Social networking is the means to an end.

Social networking assists in the delivery of your programs, services and mission.

FB


Online Social Networks

Commercial Social Networks· Facebook , Twitter· Built-in audience· Owned by commercial entity· Integrates with 3rd party

software· Minimal community

management tools

House Social Networks· Built on nonprofit website· Owned & operated by

nonprofit· Integrates well with 3rd

party software· Great community

management tools

FB


Commercial Social NetworkExample

FB


Example – Commercial Social Network

FB

http://www.facebook.com/livestrong

http://www.facebook.com/livestrong


Facebook Community: People

The hear of a social network is people. No people = no networkNo people = no social

FB


Facebook Community: Reaching Out

FB


Facebook Community: EngagementEvents

Comm.

Blog Post

eStore Promo

FB


Facebook Community: Comments & Discussion

FB


Facebook Community: Comment Counts

FB


Facebook Community: Discussions

FB


Facebook Community: Events

FB


Facebook Community: Media

FB


Service, Programs & Mission via Social Network LIVESTRONG is able to meet these objectives:

· Engagement / Communication· Awareness / Education· Advocacy & Activism· Fundraising· Volunteering· CHANGE

FB


House Social NetworkExample

JP


Example – House Social Network at Sierra Club

JP


Community, People & Profiles

JP


Tioga Jenny Profile (cont.)

JP


User Generated Content: Community Discussions

JP


UGC: Events

JP


UGC: Targeted “Groups”

JP


Organizational Blog

JP


Advocacy Actions: Organization + UGC

JP


Service, Programs & Mission via Social Network Sierra Club is able to deliver on these objectives:

· Awareness· Education· Advocacy & Activism· Engagement· Volunteering· CHANGE

JP


How are online social networks used by nonprofits?

Question?

JP


Answer: Social networks are increasingly integral to most aspects of

nonprofits & their work

· Fundraising· Volunteering· Events· Advocacy· Service Delivery

JP


Examples of Social Networks Within Nonprofits

Area Activity Online Social NetworkFundraising

Board Member Give/Get Fundraising

Facebook

Annual Fund Twitter

Event Fundraising Facebook

House Parties Facebook, House Network

Giving Circles Facebook

Alumni Decade or Year Leaders

Facebook, Online Alumni Directory (House Network)

Local Fundraisers – Hair Dresser, Brownie Troop

Facebook

JP



Area Activity Online Social NetworkVolunteering Corporate Volunteer Groups Facebook

Neighborhood Virtual Volunteering Day

Twitter

High School Volunteering Facebook

Accounting/Legal Volunteers via Professional Association

Association Member Directory (House Network)

Alumni for Student Recruiting

Alumni Directory (House Network), Facebook

Sports Clubs Mentoring Urban Youth

Facebook

FB



Area Activity Online Social NetworkEvents Corporate Teams at Walk-a-

thonsFacebook, MySpace, Twitter

Event Participants Fundraising in their Network

Facebook, Twitter

Table Sponsorship at Dinner Gala

House Network (Sponsorship)

Community Groups Attending a Rally

Blog + House Network

Member Organizations Promote Coalition Campaign

Facebook, House Network

Church congregation volunteers for home-building weekend

Facebook, House Network

FB



Area Activity Online Social NetworkAdvocacy Grasstops Advocates Recruit

Local Grassroots ActivistsHouse Network

Recruiting Reward Programs House Network

Get Out the Vote Campaign Facebook, Twitter, Blog

JP



Area Activity Online Social NetworkService Delivery

Education: Volunteer professionals lead seminars (ex. Tax filing)

House Network

Health: Parents mentoring parents to treat and manage their children’s illness; Blood drives at corporate location

House Network

Technology: Technology professional community support one another as technical support service

House Network

Faith: Volunteer parishioners lead virtual prayer meetings

House Network

JP


Arthritis FoundationExample

JP


House Network: Arthritis Foundation

JP


“Connecting people with Rheumatoid Arthritis”

RA Connect

JP


History 2003: Arthritis Community 1.0

· Chats· Discussion Group· Personal Pages· Audio Success Stories

Goal: Peer-to-Peer Support; Acquisition & Cultivation

JP


Community 1.0 - Conclusions

Chats were not popular (“critical mass problem”)

Success stories were expensive to collect (“Audio”)

Personal pages under-utilized (“not customizable”)

Discussion Groups were very popular

JP


Features• Discussion Groups• Blog• Profiles (Robust)• Podcasts

Arthritis Community 2.0

JP


Content = Education

Arthritis Community 2.0

JP


Generation Two

JP


Generation Two – Discussion Groups

JP


Generation Two

JP


Profiles

JP


Cross-Pollination to other Online Communities

JP


Arthritis Community Strategy Lets Talk RA RA Connect Lets Move Together Others (Future)

Strategy: Targeted communities to serve individual segments of the base, tied together via a universal profile.

JP


Types of Social Networking Communities

Role DescriptionResearch Market research function used to learn about the activities, habits,

needs, desires, or opinions of your constituency

Marketing Promote your brand, programs, events and mission via direct or referral marketing

Service Delivery Delivery the services offered by your organization via the community site

Emotional Support Members connect and support one another emotionally or spiritually.

Customer Service Members help one another by asking and answering questions about your organization, events, services, programs, thereby reducing the customer service burden on your organization.

JP


RISK ASSESSMENTOnline Social Networks

FB


Issues & Concerns with Nonprofit Social Networks

“You’re going to ruin our brand”

“Our opponents are going to have a field day”

“I’m not sure we can trust our constituents to say the right thing”

“Won’t a few bad people ruin it for the community?”

“What if a community member says something that isn’t true (about us)?”

“How do we manage everything?”

FB


Community Management & Moderation Role

· Manager· Auditor· Police· Community Advocate· Brand Evangelist· Editor· Market Researcher

FB


Real Issues Require Real Strategies

Issue Remediation

Ruin our brand Being aware of negative public opinion is 80% of the work. Community Managers/Moderators provide visibility & means to correct the issue.

Opponents Don’t use it lightly, but you have the power to exclude people from network.

Trust constituency We assume the community will behave and that only a small % will mis-behave.

Few bad people 80% of moderator time is focused on 5 % of the members & content.

Something not true Organizational SME’s interject with a correction, politely.

FB

This is a short list of examples to get you thinking about the realities of managing an online social network


Social Networking Culture Be democratic Be transparent Be real Be a person Be engaged Dialogue not monologue

BE all of these things, but employ a realistic and professionalcommunity management strategy, policy, and team.

FB


RETURN ON INVESTMENTOnline Social Networks

JP


ROI for Social Networking Sites & Communities Soft ROI

· Awareness & branding· Education· Higher level of engagement· Higher affinity for organization· Community Building· Email List Acquisition· Advocacy· Volunteer recruitment

FB


ROI for Social Networking Sites & Communities Hard ROI

· Annual or membership fundraising· Event fundraising (peer-to-peer)· Major Donors· Advertising· Underwriting· Sponsorship· Cause Marketing· Grants

JP


STAFFING & RESOURCESOnline Social Networks

JP


Resourcing for Social Networking Projects

Resource DescriptionProject Management Timeline, resourcing, communications

Graphic Design Site design and branding

Programming Coding and implementation

Software Configure and implement on social networking software platform

Marketing Site promotion

Communications PR and earned media

Program Expert Organizational content, expertise

Social Networking Strategist Social networking consultation

Web Master Site architecture, org content and technology

Community Manager/Moderators Moderation, user-generated content, overall community ‘care & feeding’

Development Fundraising, sponsorship, etc.

JP


Social Networking Budgets

Level Description Example RangeExperimental Getting started with a

goal of understanding how social networking works & benefits

Facebook CauseorNing Site

0-$5,000

Campaign Focused campaign effort with real ROI goals; limited duration

Facebook Page + ApplicationorNing Site

$5,000 - $25,000

Community Program

Long-duration, targeted audience, large community and real ROI

Enterprise Social Networking Platform, House Community

$25,000 - $150,000+

JP


FINAL POINTOnline Social Networks

FB


Social Networking Success Experimentation is OK … at the beginning

Then Be Sure to Have:· Objectives· Audience· Metrics· Resources· Budget· Executive Support

Demand Entrepreneurial Growth

FB


Questions?

Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/

http://www.flickr.com/photos/-bast-/349497988/sizes/l/


Social Media Webinar Serieshttp://www.blackbaud.com/bb/internet/social-media.aspx

http://www.blackbaud.com/bb/internet/social-media.aspx


Frank BarryManaging ConsultantBlackbaud858.795.8947

www.blackbaud.com [email protected] @franswaa (http://twitter.com/franswaa)

The End … We appreciate your time!

Jeff PatrickPresident & FounderCommon Knowledge

[email protected]@commonknow (http://twitter.com/commonknow)

http://www.blackbaud.com/

mailto:[email protected]

http://twitter.com/franswaa

http://www.commonknow.com/

mailto:[email protected]

http://twitter.com/commonknow