how non profits can tap the power of the social web
DESCRIPTION
presentation I gave to a group of non-profits who are all interested in the implications of the social web for their respective businesses. highlighted broad cultural implications of the social web, 5 themes or 'things to know' as a non-profit looking to get involved, as well as case studies to show how cause brands and non-profits have engaged people effectively.TRANSCRIPT
TAPPING THE POWER OF THE SOCIAL TO DO GOOD IN THE WORLD
March 2010, Presentation To More Than Words
HELLO, I’M AVIN
AND I’M AN ACCOUNT PLANNER
PUT ANOTHER WAY, I TRY TO SERVE AS A GUIDE,
INTERNALLY AND EXTERNALLY
I WORK WITH BRANDS TO ENGAGE THEIR COMMUNITIES
AND DRIVE SOCIAL IMPACT
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CURRENTLY, THAT HAPPENS TO BE IN AREAS LIKE THESE.
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THE TRUTH IS, IT’S NOT AS COMPLICATED AS MANY WOULD
LEAD YOU TO BELIEVE
PEOPLE...BEHAVING LIKE PEOPLE
AND NOT SURPRISINGLY, SUCCESSFUL BRANDSBEHAVE LIKE PEOPLE
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THE END
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WHAT THE SOCIAL WEB MEANS FOR YOU
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0
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40
60
80
2007 2008 2009
Millenials Gen X Boomers Matures Total
US Internet Users Who Currently Maintain At Least One Profile On The Social Web
(% By Generation)
Source: eMarketer 2010
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THE IMPACT IS BEYOND SIMPLY KEEPING UP WITH WHAT YOUR
FRIENDS ARE UP TO IN REAL-TIME
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$0
$5,000,000.00
$10,000,000.00
$15,000,000.00
$20,000,000.00
May 2007 December 2007 May 2008 December 2008 July 2009 January 2010
Cumulative $ (Dollars) Raised
Growth In Real Dollars Raised Through Facebook Causes Application
Source: Facebook Causes Official Fundraising Report, 1/27/10
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A SHIFT FROM TRADITIONAL DONOR PROFILES:
400,000 INDIVIDUAL DONORSMEDIAN DONATION: $25SPREAD ACROSS 35,000 DIFFERENT CAUSES
Source: Facebook Causes Official Fundraising Report, 1/27/10
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NOT LONG AGO, WE WERE ALL WITNESS TO THE POWER OF
THAT CULTURAL SHIFT
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FROM BRAND LED TO COMMUNITY DRIVEN
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AS NON-PROFITS, YOU START FROM A POSITION OF ADVANTAGE
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BUT THAT DOESN’T MEAN YOU CAN ASSUME PEOPLE WILL CARE
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5 THINGS TO KEEP IN MIND
AS YOU APPROACH THE SOCIAL WEB
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1. REAL TIME EVERYTHING
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DATA HAS NEVER BEEN THIS FREELY AVAILABLE
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NOR THIS FREE
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LIVE FEEDBACK AND THE NEED FOR LIVING IN
CONSTANT BETA
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IMPLICATIONS
Listen, listen, listen
Watch for opportunities in the moment
Test and refine-- watch it take shape on its own
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2. FACILITATE CO-CREATION
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0% 23% 45% 68% 90%
Highly Credible Source Of Info
Trust Organization
Interact With Other Donors
Interact With Philanthropic Experts
Lead A Public Conversation
Lead Discussions On Their Own
30-40Over 50
What Do You Look For In Philanthropic Social Engagements?
Source: Mashable + Society Of New Comms Research March 2009
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GIVE YOUR COMMUNITY THINGS TO DO TOGETHER
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AND ENABLE A HIGHLY VISIBLE ENVIRONMENT
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A TRUE LEARNING EXPERIENCE
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IMPLICATIONS
Let people own it with you
Create the right environment for collaboration
Embrace the small failures (and learn from them)
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3. GIVE PEOPLECLEAR GOALS TO STRIVE FOR
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BUT GOALSCAN
AND SHOULDCHANGE
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IMPLICATIONS
Don’t be afraid to put people to work for you
But never forget they need constant reassurance
Never let your first goal be the only goal
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4. ALLOW FOR MANY WAYS TO GET INVOLVED
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A LOT LIKE TRYING TO CHANGE HUMAN BEHAVIOR
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FOCUS ON
SMALL SHIFTS THAT MAKE
BIG DIFFERENCES
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OVER $22 MILLION RAISED FOR HAITI VIA MOBILE
GIVING IN UNDER 3 WEEKS
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THE COLLECTIVE POWER OF THE MANY
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IMPLICATIONS
Make it easy for even the unengaged to get involved
Give activists ways to recruit the mainstream
No matter what, keep it simple!
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5. FOCUS ON LONG-TERM COMMUNITY IMPACT
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BUILD RELATIONSHIPS, DON’T RUN CAMPAIGNS
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IMPLICATIONS
Give your self-organizers the tools they need
“It’s not about me. It’s about you”.
Never, never forget the ones who gave it their all
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TO SUM UP
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1. REAL-TIME EVERYTHING
2. FACILITATE CO-CREATION
3. GIVE PEOPLE EVOLVING GOALS
4. MANY WAYS TO GET INVOLVED
5. FOCUS ON LONG-TERM COMMUNITY IMPACT
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BUT MAYBE IT WILL HELP
AVOID...
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LET’S KEEPIT GOING
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facebook.com/avin.narasimhan
twitter.com/avin_narasimhan
linkedin.com/avinnarasimhan
avin.posterous.com
avin.tumblr.com
skype: nahmisaran
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PEOPLE I STOLE ALL THOSE IMAGES FROM.
Slide 1: http://c2.api.ning.com/files/h*20kVQqAIMWgZrUEc5A5Dbxnx0ruC*qWfx*Iknbcig_/charity.jpg
Slide 3: Plan-ning
Slide 4: http://farm2.static.flickr.com/1217/1225356298_fd93463311.jpg
Slide 7: gaping void
Slide 8:http://pages.quicksilver.net.nz/pepe/no.jpg
Slide 9: http://www.uo.com/uokr/UOKR/Desktops/Unicorn_1600.jpg
Slide 10: http://www.rficdesign.com/rf/img/742Eq13.gif
Slide 11: http://blog.coloradocollege.edu/students/files/2009/02/009.jpg
Slide 15: http://gii2.nagaokaut.ac.jp/gii/media/69/20090615-2007.01.nt.social.network.big.png
Slide 19: http://upload.wikimedia.org/wikipedia/commons/c/c0/Camp_Randall_Stadium_crowd.jpg
Slide 20:http://z.about.com/d/chicago/1/0/s/3/-/-/ObamaWins8JustinSullivan.JPG
Slide 21: http://spliit.files.wordpress.com/2009/11/megaphone-girl.jpg
Slide 23: http://comps.fotosearch.com/comp/OJO/OJO106/alarm-clock-woman_~pe0027923.jpg
Slide 25: charity water press photos
Slide 52:http://www.cwpi.biz/images/tape_measure.jpg
Slide 72: http://upload.wikimedia.org/wikipedia/commons/c/cf/US_$5_Series_2006_reverse.jpg
Slide 87: http://www.ghostinthemachine.net/bluesky.jpg
Slide 88: http://silwerminter.files.wordpress.com/2007/09/commandments.jpg
Slide 91: http://www.life4seekers.co.uk/images/Questionmark.jpg