nonprofits and the social graph
TRANSCRIPT
Nonprofits and The Social Graph:The Wave of Change By Beth Kanter
http://www.flickr.com/photos/doegox/2085419215/
Hi, my name is Beth Kanterand I blog about nonprofitsand social media.
That’s my blog
That’s me
My first grade teacheris now my friend on Facebook!
That thought makes me wonder about socialnetworks will continue to change our lives and ourwork. Will the nonprofit development officer of thefuture say, "It's not who you know, but whetheryou're connected with them online."
How will social networkscontinue to change our livesand our nonprofit work?
Will the nonprofit developmentofficer of the future say, "It's notwho you know, but whether you'reconnected with them online."
Welcome to the Social World
What is Social Media?
Using the Internet to instantlycollaborate, share information, andhave a conversation about ideas andcauses we care about.
Powered by ..
It is a conversationbetween people
Supporters
Clients
Audiences
Donors
And thosedonors too!
And guess what?That conversation is …
Not Controlled
Not Organized
Not On Message
SOCIAL MEDIA USE IS GROWING
http://www.flickr.com/photos/dotpolka/34311984/
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
Not everyone is a social media user
Social is not slowing down ….
In the 70’s, it was mainframe computers
In the 80’s, it the PC http://www.flickr.com/photos/mwichary/
In the 1990s, it was the Internet
Today, it’s the “online social graph”Source: Beth Kanter
The online social graph is themap being constructed bysocial networking sites ofevery person on the Internetand how they are connected.
Nonprofit Sector Fundraising
Program Delivery
Taking Action
Marketing
Source: Beth Kanter
“Online Markets...Networked markets are beginning to self-
organize faster than the companies that havetraditionally 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, ChristopherLocke, Doc Searls, David Weinberger; Perseus Books ©2000
Amy Sample Ward Ruby Sinreich
And theconversation
Is takingplace
withoutyour org!
“The desire to be part of agroup that shares,
cooperates, or acts in concertis a basic human instinct.”
Clay Shirky
http://www.flickr.com/photos/good_day/110559381/
What if
What happens?
Trust Factor
http://www.nielsenbuzzmetrics.com/cgm.asp
How people are getting info to make decisions
With my friends
Net Gen Dominates 2.0 Online Behavior,but Other Groups are Large and Growing
Why It’s Important
• Social Media is growing in adoption
• The Trust factor
• Socializing online to get informationto make decisions
• Rapid word of mouth
• Digital natives
• The social networks are making iteasy for people to connect and takeaction outside of organizations
What’s thebenefit?
http://www.flickr.com/photos/spunkinator/3191123494/
Improve Customer Service
Solicit Program Ideas/Traffic
Recruit Volunteers
Turn Angry Customers Into Fans
Increase Traffic
http://www.slideshare.net/danielle.brigida
Market ResearchConcept TestingIssues AwarenessImprove ReputationImprove CustomerImprove Client ServiceContent GenerationProgram IdeasIncreased Relevant Visitor TrafficIncreased Page RankingsViral spreading of petitions oractionsFundraising – reach new donorsRecruit volunteers
Benefits
What arethe
limitations?
http://www.flickr.com/photos/ben_pollard/2342924889
http://www.chrisbrogan.com/social-media-is-not-a-life-raft/
•Are there more important organizationalissues to address?
•Are there more efficient ways to reachsame outcomes?
• Are you getting seduced by Shiny ObjectSyndrome?
Some questions to ask first …
Summary Points
• The social graph allows peopleto organize outside oforganizations
• Your organization can usesocial media to avoid being leftout of the conversation
• Think through the benefits andlimitations before you leap
Inspiration and SourcesSources of Inspiration
WeAreMedia: Nonprofit Social Media Starter Kithttp://www.wearemedia.org/
(I’m the wiki facilitator and gardener)
These awesome slide shows I found onSlideShareWelcome to the Social World by RazorfishSocial Media Is by Lee White
All Photos Creative Commons Licensedfrom Flickr as noted on slide
