day 1 what and why
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http://www.wearemedia.orgTRANSCRIPT
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What, Why, Wow and
So What
Social Media and Nonprofits: Two-Day Intensive Workshop
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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
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Objectives
• What
• Why
• Benefits
• Limitations
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What is Social Media?
Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
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Powered by ..
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It is a conversation between people
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Supporters
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Clients
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Audiences
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Donors
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And those donors too!
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And guess what?That conversation is …
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Not Controlled
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Not Organized
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Not On Message
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SOCIAL MEDIA USE IS GROWING
http://www.flickr.com/photos/dotpolka/34311984/
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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
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Not everyone is a social media user
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Social is not slowing down ….
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Online MediaBroadly speaking, the top 1,000 media sites fall into two categories
Publisher MediaPublisher Media Social MediaSocial Media
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• 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
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Welcome to the Social World
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In the 70’s, it was mainframe computers
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In the 80’s, it was the PChttp://www.flickr.com/photos/mwichary/
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In the 90’s, it was the Internet
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Today, it’s the “online social graph”Source: Beth Kanter
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The online social graph is the map being constructed by social networking sites of every person on the Internet and how they are connected.
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Nonprofit Sector Fundraising
Program Delivery
Taking Action
Marketing
Source: Beth Kanter
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“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
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Amy Sample Ward Ruby Sinreich
And the conversation
Is taking place
without your org!
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“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/
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What if
What happens?
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Trust Factor
http://www.nielsenbuzzmetrics.com/cgm.asp
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Net Gen Dominates 2.0 Online Behavior, but Other Groups are Large and Growing
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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
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What’s the benefit?
http://www.flickr.com/photos/spunkinator/3191123494/
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Improve Customer Service
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Solicit Program Ideas/Traffic
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Recruit Volunteers
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Turn Angry Customers Into Fans
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Increase Traffic
http://www.slideshare.net/danielle.brigida
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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
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What are the
limitations?
http://www.flickr.com/photos/ben_pollard/2342924889
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http://www.chrisbrogan.com/social-media-is-not-a-life-raft/
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•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?
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Share Pairhttp://www.flickr.com/photos/ginable/325235488/
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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
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All sources and additional material can be found on the WeAreMedia Wiki
http://www.wearemedia.org/Strategy+Track+Module+1
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If you remix this presentation, please add your remixed version to the wiki.
Thank you