the hope (and hype) of social media. ends means match method (why?) (what?) (whether?) (how?)

The Hope (And Hype)Of Social Media

EndsMeansMatchMethod

(Why?)

(What?)

(Whether?)

(How?)

CategoriesSocial NetworkingBloggingWikisPodcasting (Audio/Video)Photo SharingVideo SharingSocial Bookmarking

Web 2.0Social Media

Social Networking

•Social connections•Universal expression

EndsMeans

The TerminologyThe HopeThe Tools

MatchMethod

E-MailMarketing

2009 eNonprofit Benchmarks StudyNTEN 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 http://www.charitywater.org/twestival/

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

Financial Capital Social Capital

Fundraising Friend Raising

Fundraising Awareness Raising

The great promiseof social mediaisn’t cash but

connection.

YourSuccesses?

EndsMeans

The TerminologyThe HopeThe Tools

MatchMethod

Diversity ofExperience

http://w

ww

.briansolis.com/2008/08/introducing-conversation-prism

/

THE TOOLS

1. Social Networking2. Blogging3. Other Stuff

THE TOOLS

1. Social Networking2. Blogging3. Other Stuff

WHY?

1. Connect with friends/peers/members2. Share breaking news3. Build a community of interest4. Help people to find you

FACEBOOK1. Has over 30% of all social networking

time, and 4% of all online timeGuardian, 4/2009http://www.guardian.co.uk/media/pda/2009/apr/15/facebook-socialnetworking

2. Over 400 million are on itMark Zuckerberg - Facebook Blog, 2/2010 http://blog.facebook.com/blog.php?post=287542162130

3. Over-35 population doubled to 17 million in just 60 daysInside Facebook, 3/2009http://www.insidefacebook.com/2009/03/25/number-of-us-facebook-users-over-35-nearly-doubles-in-last-60-days/

Facebook Growth1/2009 – 1/2010

Profile: personalGroup: ad hoc groupPage: organization

http://www.blazingmoon.org/news/2009/08/ create-a-nonprofit-facebook-page-in-3-easy-steps/

Setting up a Page

THE TOOLS

1. Social Networking2. Blogging3. Other Stuff

WHY?

1. Share your thoughts2. Share breaking news3. Provide helpful information4. Hear back from readers5. 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 MonthsOf 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 KnowledgeThe Port

(April 2009)

THE TOOLS

1. Social Networking2. Blogging3. Other Stuff

WIKI

What It IsA tool letting a

variety of people create and edit information for reference.

ExamplesWikipediaPBWikiWikiDot

PHOTO SHARING

What It IsA place where you

can post your group’s photos, often giving visitors the ability to comment.

ExamplesFlickrPhotoBucketPicassaShutterfly

VIDEO SHARING

What It IsLike Photo Sharing,

but with videos.

ExamplesYouTubeVimeoDailyMotionMetacafe

ONLINE COLLABORATION

What It IsA variety of tools

that let people share schedules, co-author documents, and meet online.

ExamplesGoogle DocsAdobe BuzzwordCozimoScriblinkBaseCamp

EndsMeansMatchMethod

#3: Match

Pass TheSniff Test?

Why?Find itUse itReturnShare

Who?Know Thy Audience

If You Build It They Will ComeGo 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…

ROITime and money to do it

Benefits receivedBenefits you could have gotten

Potential CostsUpdating 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.

EndsMeansMatchMethod

1. Listen2. Launch3. Manage4. Let Go

1. ListenFind 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. LaunchCreate an accountAdd pictures, events, thoughts, etc.Integrate with your overall messageAsk people to check it out

3. Manage

“Don't leave your community organizing

experience at the door.”

Joe GreenCo-Founder Facebook Causes

3. ManageConsider

Concrete calls to action.Concrete deadlines.

Regular progress updates.Ask people to spread word.

Ask people to spread connections.

3. ManageAnalyze

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…

EndsMeansMatchMethod

Image Credits Lollapalooza Crowd Surferhttp://www.flickr.com/photos/justinpward/93182613/

Nerdhttp://www.flickr.com/photos/mybluevan/3780363712/

Race 005http://www.flickr.com/photos/jonandbev-adams/2928628386/

Nerdhttp://www.flickr.com/photos/theinfamousgdub/1765952198/

Fannyhttp://www.flickr.com/photos/45631076@N00/43092365/

Daggett's Spinning Wheelhttp://www.flickr.com/photos/maiac/773639488/

Field of Dreamshttp://www.flickr.com/photos/rockman13/1065893976/

Pie Charthttp://www.flickr.com/photos/wheatfields/2587147000/

Conversation Prismhttp://www.flickr.com/photos/briansolis/2735401175/

"Free Kitten!!! Free Kitten!!!”http://www.flickr.com/photos/elnegro/185169520/

HM1900.jpghttp://www.flickr.com/photos/markkenny/468864482/

The Hope (And Hype)Of Social Media