successful social media for non-profits
Post on 20-Jan-2015
961 Views
Preview:
DESCRIPTION
TRANSCRIPT
Successful Social Media
for Non-ProfitsSteven L. Johnson
Assistant ProfessorDirector Social Media Programs and Research
Temple University Fox School of Business
Follow me: @StevenLJohnson
xeeme.com/StevenLJohnson
StevenLJohnson.org
Presented 26 Sept 2011 for Georgetown UniversityMcDonough School of Business
First Year Seminar Program Case Competition
What is social media?
decentralizednetwork
listening
Why social media?
empoweringpervasiveenabling
By hectorir on Flickr
Social Media Phases
Costs
Return
Non-Profits: Making Connections
Example: wildlifedirect.orgGoals: Donor choice + transparency: match results to donations
Example: tomamawithlove.orgPain: individual donor fatigue
Example: iava.orgChallenge: Private space for Iraq/Afghanistan vets to “connect with one another, share stories, offer support”
Opportunities: One Global Economy
Quantifying Benefits
• General benefits– Risk avoidance– Innovation image– Red queen
• Beneficiary benefits– Delivery mechanism
– Social media skills
• Supporter benefits– Higher satisfaction
• Organization benefits– Increase average donation
– Expand supporter base
– Decrease costs
11
Winning Business Case
DiagnosePain
By Kevin N. Murphy on Flickr
Winning Business Case
After you learn how to solve a problem for one person,
you can solve it for many.
By colleen_taugher on FlickrBy colleen_taugher on Flickr
Winning Business Case
Research
InvestigateInsight
By Image Editor on Flickr
by xJasonRogersx on Flickr
Social Media Keys
Content
Credibility – Authenticity
Conversation
By striatic on Flickr
Question and Answer
Steven L. JohnsonAssistant ProfessorDirector Social Media Programs and ResearchTemple University Fox School of Business
Follow me: @StevenLJohnson
Like: Prof. Johnson's Social Media Innovation Course
xeeme.com/StevenLJohnson
StevenLJohnson.org
top related