an introduction to social media for nonprofits
DESCRIPTION
A high-level overview of digital strategy, social media's role in it, as well as platforms and tools, and the business and management implications, including structures and policies.TRANSCRIPT
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Sametz Blackstone Associates
An introduction to social media
Institute for Nonprofits, 17 May 2011
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Sametz Blackstone Associates Director of Strategic Initiatives www.sametz.com www.sametz.com/roundthesquare @sametz
Tamsen McMahon [email protected] @tamadear
BrassTackThinking.com
PersonalCartography.com
Who I am
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The Challenges
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Click icon to add picture
Managing multiple lines of business
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Answering to more affinity groups than ever
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…throughmore channelsthan ever
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…to people with competing allegiances
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Balancing diverse income streams
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…and multiple bottom lines
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Creating loyalty to the forest, but not the trees
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So what happens?
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This.
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In other words:
social media + ? = $
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90% of nonprofits have a presence on social networks.
14© Sametz Blackstone Associates
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15© Sametz Blackstone Associates
90% of nonprofits have a presence on social networks.
But fewer than 3% have raised more the $10,000.
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But why?
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17© Sametz Blackstone Associates
640 million.175 million.100 million.
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8% of Americans are active users of Twitter.
18© Sametz Blackstone Associates
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8% of Americans are active users of Twitter.
51% are active users of Facebook.
19© Sametz Blackstone Associates
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If Facebook were a country, it would be the world’s third largest.
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…and be only six years old.
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Social networking is more popular than email.
© Sametz Blackstone Associates
Mashable.com
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Only 10% of people trust advertisers.
GALLUP
© Sametz Blackstone Associates
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Only 10% of people trust advertisers.
90% of people trust recommendations from people they know.
GALLUP
© Sametz Blackstone Associates
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So, yes, it’s a big deal.
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Today
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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
27© Sametz Blackstone Associates
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Digital strategy
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Web
An integrated program
WebsitesMicrositesBlogsetc.
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Web Email
An integrated program
NewslettersDirect marketingOne-to-oneetc.
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Web Email Social
An integrated program
Content sharingMedia sharingInteractiveetc.
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Web Email Social Mobile
An integrated program
SitesAppsetc.
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Web Email Social Mobile Live EventsMeetingsPhoneetc.
An integrated program
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Web Email Social Mobile Live
An integrated program
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Web Email Social Mobile Live
An integrated program
content
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Web Email Social Mobile Live
An integrated program
content
search
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Web Email Social Mobile Live
An integrated program
content
search
paid | earned | shared media
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Web Email Social Mobile Live
An integrated program
content
search
paid | earned | shared media
monitoring & measurement
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Your customers aren’t monolithic
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And neither are you.
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Where do you intersect?
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Social media
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The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
Time
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
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The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
2. Denial"Yes, and we all loved acid
wash, too."
Time
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
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The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
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
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The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
4. DepressionChecking in @ "Valley of Tears”
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
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
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The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
4. DepressionChecking in @ "Valley of Tears”
5. Acceptance"A door closes... but a
Facebook chat window opens.”
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
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
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The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
4. DepressionChecking in @ "Valley of Tears”
5. Acceptance"A door closes... but a
Facebook chat window opens.”
6. Experimentation“You always remember your
first…RT.”
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
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
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The Stages of Social Media Acceptance
1. Shock"There's no chance anyone
cares what you had for lunch."
4. DepressionChecking in @ "Valley of Tears”
5. Acceptance"A door closes... but a
Facebook chat window opens.”
6. Experimentation“You always remember your
first…RT.”
7. Integration"Stop by our Facebook
page and tell us what you had for lunch!"
3. Negotiation"Surely I can tweet from my
rotary phone?"
2. Denial"Yes, and we all loved acid
wash, too."
Time
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
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But, what is it?
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“Social media is using the Web to have conversations with people.”
© Sametz Blackstone Associates
GEORGY COHEN
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In other words, it’s a fusion of technology and human behavior.
53© Sametz Blackstone Associates
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Either way:
SOCIAL > media
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What does it look like?
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tools and platforms
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Content sharing—blogs—microblogs—bookmarking
Multimedia sharing—photos—video—audio—presentations—documents
Interactive—social networks— location-based services
Three types of tools
57© Sametz Blackstone Associates
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Content sharing—Blogs—Twitter
Multimedia sharing—YouTube—Flickr
Interactive—Facebook—LinkedIn—Foursquare
Key platforms
© Sametz Blackstone Associates
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Blogs
59© Sametz Blackstone Associates
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60© Sametz Blackstone Associates
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175 million registered users 95 million tweets a day – a 250% increase 4 million tweets an hour
61© Sametz Blackstone Associates
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YouTube
62© Sametz Blackstone Associates
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24 hours uploaded every minute 2 billion views every 24 hours
YouTube
63© Sametz Blackstone Associates
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Flickr
64© Sametz Blackstone Associates
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3,000 images a minute 5 billion images steady growth – 25% in last 12 months
Flickr
65© Sametz Blackstone Associates
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66© Sametz Blackstone Associates
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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
67© Sametz Blackstone Associates
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68© Sametz Blackstone Associates
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100 million users worldwide >1 million companies with Company Pages 2010: >2 billion people searches
69© Sametz Blackstone Associates
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FourSquare
70© Sametz Blackstone Associates
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“listening”
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Grow bigger ears – and eyes.
Paraphrase of Chris Brogan
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So what’s (really) changed?
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You heard feedback, and thought you were done.
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Nope.
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Now with amplification!
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83
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
© Sametz Blackstone Associates
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84
Structures Policies
Management implications
© Sametz Blackstone Associates
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structureswho owns it?
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The doughnut
Adaptation of J. Owyang concept
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The tower
© Sametz Blackstone Associates
Adaptation of J. Owyang concept
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The solar system
© Sametz Blackstone Associates
Adaptation of J. Owyang concept
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policiesWho controls it?
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No policy
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“No!” policy
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Spokesmodel
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A-team
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The train (all aboard!)
94© Sametz Blackstone Associates
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Learning more
95© Sametz Blackstone Associates
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Questions?
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Sametz Blackstone Associates Director of Strategic Initiatives www.sametz.com www.sametz.com/roundthesquare @sametz
Tamsen McMahon [email protected] @tamadear
BrassTackThinking.com
PersonalCartography.com
Who I am
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