The Hope (And Hype) Of Social Media

Ends Means Match Method (Why?) (What?) (Whether?) (How?)

Categories Social Networking Blogging Wikis Podcasting (Audio/Video) Photo Sharing Video Sharing Social Bookmarking

Web 2.0 Social Media Social Networking Social connections Universal expression

Ends Means The Terminology The Hope The Tools Match Method

Marketing 2009 eNonprofit Benchmarks Study NTEN and M+R Strategic Services

Why might Social Media have good results for high-effort requests?

TRUST

“People don't join social networks to give to a charity. They join to connect with their friends.” Carie Lewis (Humane Society of the United States) On Social Good Podcast with Allison Fine Chronicle of Philanthropy )

Facebook Causes -Typical Results (April 2009) -Taproot Foundation: $3,000 > $30

Charity: Water Raised $250,000 in a week for water well drilling in Ethiopia.

Financial Capital  Social Capital Fundraising  Friend Raising Fundraising  Awareness Raising

The great promise of social media isn’t cash but connection.

Your Successes?

Ends Means The Terminology The Hope The Tools Match Method

Diversity of Experience

THE TOOLS 1.Social Networking 2.Blogging 3.Other Stuff

THE TOOLS 1.Social Networking 2.Blogging 3.Other Stuff

WHY? 1.Connect with friends/peers/members 2.Share breaking news 3.Build a community of interest 4.Help people to find you

FACEBOOK 1.Has over 30% of all social networking time, and 4% of all online time Guardian, 4/ Over 400 million are on it Mark Zuckerberg - Facebook Blog, 2/ Over-35 population doubled to 17 million in just 60 days Inside Facebook, 3/ nearly-doubles-in-last-60-days/

Facebook Growth 1/2009 – 1/2010

Profile: personal Group: ad hoc group Page: organization

create-a-nonprofit-facebook-page-in-3-easy-steps/ Setting up a Page

THE TOOLS 1.Social Networking 2.Blogging 3.Other Stuff

WHY? 1.Share your thoughts 2.Share breaking news 3.Provide helpful information 4.Hear back from readers 5.Have a website without geekery

Microblogs

EDF Twitter Page

EDF Facebook Page

EDF Home Page

eVolunteerism: Social Media Advocacy

Most Twitter users are under 25. No, most of them are over 35. But young people are joining fastest. No, old people are. Shut up! No, you shut up! Twelve Months Of Twitter Demographics: A Summary

Growth 2/2008-2/2009: 1,000% Growth 8/2008-8,2009: 27,000% People can agree: It’s growing

“Nonprofit Social Network Survey” NTEN Common Knowledge The Port (April 2009)

THE TOOLS 1.Social Networking 2.Blogging 3.Other Stuff

WIKI What It Is A tool letting a variety of people create and edit information for reference. Examples Wikipedia PBWiki WikiDot

PHOTO SHARING What It Is A place where you can post your group’s photos, often giving visitors the ability to comment. Examples Flickr PhotoBucket Picassa Shutterfly

VIDEO SHARING What It Is Like Photo Sharing, but with videos. Examples YouTube Vimeo DailyMotion Metacafe

ONLINE COLLABORATION What It Is A variety of tools that let people share schedules, co-author documents, and meet online. Examples Google Docs Adobe Buzzword Cozimo Scriblink BaseCamp

Ends Means Match Method

#3: Match

Pass The Sniff Test?

Why? Find it Use it Return Share

Who? Know Thy Audience If You Build It They Will Come Go Where They Already Are “{technology} demographics”

How Much? Return on Investment (ROI)

If you put up a web page and never visit it… If you put up a Facebook page and never visit it…

ROI Time and money to do it Benefits received Benefits you could have gotten

Potential Costs Updating your social media site. Coordinating messages (conventional + social). Watching peoples’ entries on your Facebook wall. Watching peoples’ comments on your postings. Following partner groups’ social media. Following other groups like yours but elsewhere.

Ends Means Match Method

1.Listen 2.Launch 3.Manage 4.Let Go

1. Listen Find 5 (Blogs, Facebook pages, whatever) Follow for 2 (Every every day or two for a couple weeks) Participate 2 (Contribute at least twice, preferably more)

2. Launch Create an account Add pictures, events, thoughts, etc. Integrate with your overall message Ask people to check it out

3. Manage “Don't leave your community organizing experience at the door.” Joe Green Co-Founder Facebook Causes

3. Manage Consider Concrete calls to action. Concrete deadlines. Regular progress updates. Ask people to spread word. Ask people to spread connections.

3. Manage Analyze How did they find out about you? Did they take actions because of social media that they wouldn’t have otherwise?

4. Let Go

Poll current staff and volunteers. Ask if anyone knows a college student. UW Service Learning (Morgridge Center) IT Consultants (DANEnet, independent, or for-profit) Or…

Ends Means Match Method

Image Credits Lollapalooza Crowd Surfer Nerd Race Nerd Fanny Daggett's Spinning Wheel Field of Dreams Pie Chart Conversation Prism "Free Kitten!!! Free Kitten!!!” HM1900.jpg

The Hope (And Hype) Of Social Media