Social Networking

1. Social Networking

2. What We’ll Cover • What is social networking? • Examples • Stats • Metrics • Convincing your boss • Step-By-Step Guide

3. What is social networking? • Two-way communication and collaboration • Interactive way to connect with supporters

4. Differences Web site Social network One way communication Two way communication Content generated in house Content generated by users Organization’s voice People’s voice Talking to people Talking with people Marketing Conversations Expect information Expect interaction

5. From a Strategic Perspective • Need to be where the people are • Opportunity to expand your “universe” and reach an otherwise untapped audience • Should be integrated into your overall communications plan

6. A Supporter’s Network • Supporters have their own networks that they can tap into Image Credit: businessweek.com

7. Keeping Things in Perspective • Not a silver bullet for your organization’s communication goals • Don’t have to be on every social network to be successful • Email program is still very important

8. Examples There are a lot social networking sites out there!

9. Facebook: Group v. Page Common Facebook Question: What’s the difference between a Group and a Page?

10. Facebook: Group v. Page • Groups • Better for organizing on a personal level and for smaller scale interaction • Only groups under 5,000 members can send email blasts • Pages • Similar to an individual’s page • Better for brands, businesses, or movies who want to interact with their fans or customers without having them connected to a personal account • Able to exceed the 5,000 friend cap Source: Howard Greensteinhttp://mashable.com/2009/05/27/facebook-page-vs-group/

11. Stats • How popular are social networks? • What do the numbers look like?

12. Growth Over Time • Highlights: • February, 2005 = 8% • August, 2006 = 16% • December, 2008 = 35% Source:Pew Internet & American Life Project Survey December 2008 Survey

13. Demographics White, non-Hispanic = 31% Black, non-Hispanic = 43% Hispanic = 48% Men = 35% Women = 35% 18-24 = 75% 25-34 = 57% 35-44 = 30% 45-54 = 19% 55-64 = 10% 65+ = 7% Urban = 34% Suburban = 26% Rural = 23% Source:Pew Internet & American Life Project Survey December 2008 Survey

14. User Cross-pollination Source: www.andersonanalytics.com

15. Demographic Comparison MySpace (June 2009) Facebook (June 2009) Change.org (June 2009) Source: www.quantcast.com

16. Comparison: Monthly U.S. People Source: www.quantcast.com

17. Comparison: Monthly U.S. Visits Source: www.quantcast.com

18. Nonprofit Social Network Survey Report • Conducted between February 20 and April 15, 2009 • 980 nonprofit professionals responded • Some Key Themes • Facebook is the most popular @ 74% • Avg. community size: 5,391 members • Time on Facebook: 94%, 2 years or less • Time on Twitter: 94%, 1 year or less

19. Nonprofit Social Network Survey Report • Staff and budgets (real but small) • Four-fifths are committing at least one-quarter of a full-time staff person • Responsibility over the social network efforts • Most likely owned by the comms and marketing depts, followed by fundraising and exec mgmt • Long term • More than half intend to increase social network project staffing over the next 12 months

20. Popularity of Social Networking Sites Source: Nonprofit Social Network Survey Report - April 2009(Sponsored by Nonprofit Technology Network, Common Knowledge, and ThePort)

21. Average Size of Communities Source: Nonprofit Social Network Survey Report - April 2009(Sponsored by Nonprofit Technology Network, Common Knowledge, and ThePort)

22. Side by Side Comparison 46.5% of nonprofits have a YouTube page, with 268 subscribers 43.2% of nonprofits have a Twitter page, with 291 subscribers 26.1% of nonprofits have a MySpace page, with 1905 subscribers

23. Metrics • Different types of metrics to look at: • # of friends, fans, members over time • # of new names • # of donations • # of video / photo views • # of blog and wall comments • # of voting participants • # of blogs linking to or covering the stories (consider quality) • # of friends recruited • $ of donations

24. Metrics • Examine the numbers • Quantify tangible AND intangible results • Compare time & money spent against results • Benchmark against other contests and other nonprofits

25. If Your Boss Needs Convincing • Go under the radar and try things out • Present results that are tied to specific goals • Get them on the network if they’re willing

26. Step-By-Step Guide • Create a Plan • Create Content • Make Friends • Track & Engage

27. 1. Create a Plan • Why are we joining a social network? • Which social network’s demographics most mirror the group that you want to reach out to? • Who's going to maintain/update the social network?

28. 1. Create a Plan • Set priorities & goals • Decide which metrics you want to use to measure success • Dip your toe in and start small

29. 2. Create Content • What information are you sharing? • What are you asking supporters to do? • How can people get involved? • Is the content on your social networking site in sync with the content on your Web site?

30. 3. Make Friends • Stack the deck (start with your base and your own friends) • Be super-responsive to questions that are posted • Reach out to new communities • “Friend” and network with other related orgs • Give supporters a way to invite their friends

31. 4. Track & Engage • Monitor your initiatives and track the progress • Experiment and learn from your own lessons • Keep engaging your supporters with content that is: • Interesting • Meaningful • Updated • Relevant

32. Contact Info New Organizing Institute (202) 558-5585 info@neworganizing.com www.neworganizing.com www.twitter.com/neworganizing