Keynote notes
From MMTNewMedia
Nonprofits in the Age of Social Networks Beth Kanter Meyer Memorial Trust event December 7, 2007
Purpose of this event is networking, connect, allow people to share, engage and interact.
Beth Kanter- An experienced coach to digital immigrants. She writes about how nonprofits use social media on her blog.
• Is a group IM of your friends, and it’s based on what you are doing. You can have it on your screen, you can get it on your phone (but have unlimited messaging!), you can get it in your google talk or IM client. You can dip in, or stay hyper connected. It’s being used as a virtual water cooler, industry gossip, and you can use it for fundraising.
• She set up a fundraising campaign on Twitter. She announced her campaign, she asked her friends for advice, give people lots of ways to help, and she thanked everyone for donations publically. And every time she twittered, the money would go up, and more t-shirts would arrive.
• Twitter-Adobe Air application download. Try Twitbin for Firefox
• News stories from Twitter-answers from twitter people
• http://SNURL.com/1ux83 check out how to do Twitter, this is Marshall’s article
• Twitter has a good API for people to build stuff on top of. 40404 is the number you can twitter from your cellphone. http://Twitterwhere.mattking.com talk with people in a specific area.
David Wilcox’s website http://Socialmedia.wikispaces.com/social+media+game
People are making decisions about donating by getting recommendations from friends or consumers. They are more trust worthy than advertising.
Social Media Matters BECAUSE
• The trust factor
• The impacts to Google Results
• Rapid Word of Mouth
• Cultivate Next Generation of Donors
TRY
• Myspace
• Change.org
• NING
• Flickr
• Youtube
Issues with new media acceptance in organizations
• Skepticism
• Lack of understanding
• Time suck
• Too much of a good thing
• Lack of Resources
• Need for a strategy
• Justifying the Results.
Here’s what you focus on:
• Outcome-What do you want to happen? Reputation? Awareness? Leads? Volutneers? Donations? Subscriptions? Sign petitions?
• Strategy-Audience, Tools, Budget, Conversations, Content, Staffing
• Metric- New evolving metrics. Metrics are the attributes or factors that are important for you to measure results or make improvements. It’s not a report card. You want to think about: Audience, Engagement, Loyalty, Influence, and Action.
• Measurement –page views, who is donating, how long they stay on your page, the kind of conversations they’re having, trend of building friends of subscribers over time. Action-how many people signed up for email list. Technorati-search engine for blogs, authority rating. Can expect results after about 3 months, 3 hours a day.
5 kinds of social networking sites:
• Friend of a friend aka the Social graph-Linked in (myspace for the over 35 set)
• Social Networks based on sharing objects- (sharing photos, stories, videos, songs, movies) Flickr.com shows the 3rd biggest growth after myspace.com and facebook.com.
• Social Features-comments-generate conversations around the photos. Tags-keywords to describe photos. Start with a profile for your organization. You can link in fundraising letters. You can do contests. (Nature Conservancy) Creative Commons
• Social Sharing Sites-stumble-upon, youtube, delicious, digg. Universal search, your google/youtube videos will make you show up higher in search returns.
• Social Networking Platforms-Facebook is now a platform. You can set up a cause on Facebook, and get people to join and donate to you. Orkut, hi5, salesforce, plaxo, viadeo, bebo? (Open Social =API) You can send your friendslist to multiple places. White Label-Build your own social networking site as part of your website. If you do this, you need to have the ability for staff to speak authentically on behalf of your organization. Adjust where you’re posting and how you say it.
So ask yourself: Where’s your target audience? What social networking site has my audience? How do they use technologies? What are they talking about? Who are they? What do they want?
Here’s how you find out: Ask them-surveys, Field Research, Analyze demographics of site. Find demographics on Wikipedia list of social networking websites.
To do social networking:
• 2 hours a day for friend outreach on myspace, for two weeks, spend that initial time, or don’t bother.
• Friendship-friend people.
• Outreach –find out who has joined other groups like yours.
• Profile content-your profile needs to be changing.
• Establish a routine and stick to it.
Time Savers – Use RSS, and flickr posts to facebook Have your facebook profile badge on your e-newsletter, get people to join your group. Can idealist give us one?
Here’s how you get started on buy-in:
1. Map a project that won’t take much time and relates to org goals
2. Write down your successes
3. Write down your challenges
4. Ask the people you want to connect with whether they think your outreach and listening is valuable
5. Watch other nonprofits and copy and remix for your next project.
6. Rinse, repeat.
Penguins-A social networking site for kids-buy stuff for your penguins. Google: Look at Horizons Report, New Media Consortium: http://www.nmc.org/horizon/2007/report
notas compliments of Mazarine Treyz! :)
