online social networks for nonprofits we are media presentation 2009
DESCRIPTION
Presentation for the We Are Media Workshop in San Francisco, February 2009. Presenters: Joel Bush, Rachel Weidinger, David ChohTRANSCRIPT
Joel BushSenior [email protected]
Rachel WeidingerMarketing Manager & Senior [email protected]
February 2009
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The Social Web, Facebook, and a Few Other Things to Think About and DoWe are Media Conference
February 2009
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Today’s Agenda
• Social Media Strategy
• Facebook Pages Workshop
• Spot.us Presentation
• Create Your Own Social Network or Just Use Facebook
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Q (first)&
A (ongoing!)
February 2009
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Social Media Strategy Activity: Ecosystem
• Social Media Eco-System Quick Review
• Who’s Your Audience?
• What are your organization’s social media objectives?
February 2009
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Social Media Strategy Activity: Facebook
• What are your specific Facebook objectives?
• Is your audience on Facebook?
• Can your objectives be met using Facebook?
• What supporter (or potential supporter) needs are you fulfilling by using Facebook?
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Ecosystem
Org
Website
YouTube
Commercial
Content
Flickr
MySpace
BlogosphereInternal
PeerWebsite
PartnerWebsite
SponsorWebsite
External
February 2009
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Interaction TypesExternal Networks
Pier to Peer
Organization’s Website
Organization
Organization to Peer
Organization
Organization
Organization
MySpace
Flickr
Peer to Peer
February 2009
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Acquisition Path
External NetworksOrganization Website
Organization
Org’s SocialNetwork
Acquisition & Cultivation Database
February 2009
February 2009
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Facebook Stats
50% of active users return to the site daily (AllFacebook.com)
+150 million active users (Facebook.com)
Average of 120 friends per user
+3 billion minutes per day are spent on Facebook (worldwide)
+15 million users update their status at least once each day
+3.5 million users become fans of Pages each day
February 2009
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Understanding Facebook
Why do people use Facebook?
(Clue: It’s not because they like your non-profit)
February 2009
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Understanding Facebook
• Facebook best practices
– Authenticity: Profiles, pages, and comments
– Me, Me, Me: The Profile and News Feed
– Chirping Crickets: If you build it, they won’t necessarily come
– Content: It’s still king…at least if you want people to come back
February 2009
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Understanding Facebook
Facebook best practices: Authenticity
“If you don’t want to associate your personal identity with the product or service you’re trying to promote, Facebook in not for you. Inherent in the current state of Facebook is a culture of transparency that devalues
and ignores inauthenticity.” - The Facebook Marketing Bible
Discussion: What are the practical implications on profiles, pages, and comments?
February 2009
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Understanding Facebook
Facebook best practices: Me Me Me
– Profile: What I’m doingAuthenticity, privacy, and activity
– Newsfeed: What everyone else is doingComment, like, explore
– Status: What I say I’m doingIt’s public, personal, and consistent** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it.
Activity: Update your status daily for six days
February 2009
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Understanding Facebook
Facebook best practices: Chirping Crickets
– Update: Give people new things to looks at and do**Remember the venue (Group v. Page v. App v. Profile). **Send shareable calls to action (not press releases).**Recognize valuable members of the community.
– Promote: 20 per day, personal profile, advertising**Remember: It’s all about the newsfeed.** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it.
Discussion: What kind of things would your organization have people do?
A Tale of Two Non-Profit Facebook Pages
February 2009
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The Good
A Tale of Two Non-Profit Facebook Pages
February 2009
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And the Ugly
Most Popular Pages
February 2009
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Source: AllFacebook.com
Most Popular Facebook Non-Profit Pages
February 2009
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Source: AllFacebook.com
Most Popular Applications
February 2009
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Source: AllFacebook.com
Most Popular Politics Applications
February 2009
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Source: AllFacebook.com
Understanding Facebook
Facebook best practices: Content• Photos, Videos
**Keep them topical: You really thought it was a good idea to post that picture of you dancing on a table at the bar last weekend?**Be vigilant: Remove spam quickly
• Discussions**Relax and sit back: It’s okay if everyone’s not on message**Intervene only if there is factually incorrect information**Let conversation happen organically
June 2008
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• Commenting**Good or Bad, not everything deserves a comment
• Applications**Appropriateness: Should the application go on your Facebook Page? **Purpose: How do you expect it will increase activity on your page? **Manageability: Will you be able to keep it up to date?
February 2009
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Understanding Facebook
So many choices: Groups, Pages, and Applications, oh my!
– Groups: A way to dip your toe or run a small campaign
– Pages: Improved communication with supporters, metrics, and control
– Applications: Improved communications, integration capabilities, supporter activities, and control
February 2009
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Facebook Pages Hands On
• Create your own page
• Update
• Trick out
• Spread the word
• Metrics for success
February 2009
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Spot.us Presentation
February 2009
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Build Your Own Social Network or Use Facebook?• Facebook-Only Pros and Cons
• Build Your Own-Only Pros and Cons
• The Answer Lies in the Social Web Eco-System
Case Study: Sierra Club
February 2009
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Case Study: Sierra Club
February 2009
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Build Your Own Social Network or Use Facebook?
BOTH!
February 2009
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What to Take Away• Social Networking is a Permanent Shift
• Options O’Plenty: Just About Anything is Possible
• Strategy Strategy Strategy: It’s a Big Eco-System, Have a Plan
• Community First: Community Building and Management is No Joke…Have a Plan (again)
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Q&A
Joel BushSenior [email protected]
Rachel WeidingerMarketing Manager & Senior [email protected]
February 2009
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We’ll add this presentation to the wiki!
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