an introduction to social media for nonprofits

Sametz Blackstone Associates

An introduction to social media

Institute for Nonprofits, 17 May 2011

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

The Challenges

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Managing multiple lines of business

Answering to more affinity groups than ever

…throughmore channelsthan ever

…to people with competing allegiances

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Balancing diverse income streams

…and multiple bottom lines

Creating loyalty to the forest, but not the trees

So what happens?

In other words:

social media + ? = $

90% of nonprofits have a presence on social networks.

14© Sametz Blackstone Associates


90% of nonprofits have a presence on social networks.

But fewer than 3% have raised more the $10,000.

But why?


640 million.175 million.100 million.

8% of Americans are active users of Twitter.


8% of Americans are active users of Twitter.

51% are active users of Facebook.


If Facebook were a country, it would be the world’s third largest.

…and be only six years old.

Social networking is more popular than email.

© Sametz Blackstone Associates

Mashable.com

Only 10% of people trust advertisers.

GALLUP


Only 10% of people trust advertisers.

90% of people trust recommendations from people they know.

GALLUP


So, yes, it’s a big deal.

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


Digital strategy

Web

An integrated program

WebsitesMicrositesBlogsetc.

Web Email


NewslettersDirect marketingOne-to-oneetc.

Web Email Social


Content sharingMedia sharingInteractiveetc.

Web Email Social Mobile


SitesAppsetc.

Web Email Social Mobile Live EventsMeetingsPhoneetc.


Web Email Social Mobile Live




content



content

search



content

search

paid | earned | shared media



content

search

paid | earned | shared media

monitoring & measurement

Your customers aren’t monolithic

And neither are you.

Where do you intersect?

Social media

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




2. Denial"Yes, and we all loved acid

wash, too."

Time

Energy






3. Negotiation"Surely I can tweet from my

rotary phone?"


wash, too."

Time

Energy






4. DepressionChecking in @ "Valley of Tears”


rotary phone?"


wash, too."

Time

Energy







5. Acceptance"A door closes... but a

Facebook chat window opens.”


rotary phone?"


wash, too."

Time

Energy









6. Experimentation“You always remember your

first…RT.”


rotary phone?"


wash, too."

Time

Energy









6. Experimentation“You always remember your

first…RT.”

7. Integration"Stop by our Facebook

page and tell us what you had for lunch!"


rotary phone?"


wash, too."

Time

Energy



But, what is it?

“Social media is using the Web to have conversations with people.”


GEORGY COHEN

In other words, it’s a fusion of technology and human behavior.


Either way:

SOCIAL > media

What does it look like?

tools and platforms

Content sharing—blogs—microblogs—bookmarking

Multimedia sharing—photos—video—audio—presentations—documents

Interactive—social networks— location-based services

Three types of tools


58

Content sharing—Blogs—Twitter

Multimedia sharing—YouTube—Flickr

Interactive—Facebook—LinkedIn—Foursquare

Key platforms


Blogs


Twitter


175 million registered users 95 million tweets a day – a 250% increase 4 million tweets an hour

Twitter


YouTube


24 hours uploaded every minute 2 billion views every 24 hours

YouTube


Flickr


3,000 images a minute 5 billion images steady growth – 25% in last 12 months

Flickr


Facebook


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

Facebook


100 million users worldwide >1 million companies with Company Pages 2010: >2 billion people searches

LinkedIn


FourSquare


“listening”

Grow bigger ears – and eyes.

Paraphrase of Chris Brogan

So what’s (really) changed?

You heard feedback, and thought you were done.

Now with amplification!

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


84

Structures Policies

Management implications


structureswho owns it?

The doughnut

Adaptation of J. Owyang concept

The tower



The solar system



policiesWho controls it?

No policy


“No!” policy


Spokesmodel


A-team


The train (all aboard!)


Learning more


Questions?

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

an introduction to social media for nonprofits

Business

sametz blackstone associates

social mediainstitute

tamsen mcmahon