social media decision making
DESCRIPTION
You've heard that social media can be useful to your organization… but how useful? For what? What tangible results are people seeing from it? If you or others at your organization are asking these quest ions, this webinar is for you.Kami Griffiths of TechSoup will interview Laura Quinn, Executive Director of Idealware. They’ve recently created the Social Media Decision Guide, in partnership with the New Organizing Institute, which walks you through a step-by-step process to decide what social media channels make sense for your organization via a workbook, guide, and the results of more than six months of research.We will also hear from Tex Dworkin, Social Media Director at Global Exchange. She will share the story of how social media was introduced to he r nonprofit, and the steps and challenges that followed.This webinar is ideal for nonprofits and libraries who are struggling to understand social media and if it’s worth the time invested in implementing, training and sustaining. Use this webinar to support your case fo r why you should or shouldn’t take the next step with social media.TRANSCRIPT
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Social Media Decision MakingSeptember 21, 2010
Audio is only available by calling this number:Conference Call: 866-740-1260; Access Code: 6339392
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Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
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Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
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Social Media Decision Making
Presenters: Laura Quinn, Tex DworkinSponsored by
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources
and knowledge they need to operate at their full potential
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Today’s Speakers
Tex DworkinGlobal Exchange
Laura QuinnIdealware
Facilitator: Kami Griffiths, TechSoupAssisting with chat questions: Becky Wiegand, TechSoup, Andrea Berry Idealware
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Agenda
• Social Media Decision Guide• Tools that organizations find successful• Case Study: Global Exchange• Tracking impact • How to get buy-in• Differences between Facebook and Twitter• Time commitment• Photo & video sharing tools
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A Five Piece Research Study
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Nonprofit Social Media Decision Guide
http://idealware.org/reports/nonprofit-social-media-decision-guide
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
A Plethora of Resources
Helpful narrative
and examples
Worksheets to guide you
And a directory
of consultants
All based on real research!
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
High Level SurveySocial Media to Meet Nonprofit Goals survey
Online survey of an informal sample of 460 nonprofit staff members already using social media
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Discussion Groups and Case Studies
We collected stories of social media use
More than 290 nonprofit staff members volunteered verbal pr written information about what social media channels they are using, for what, and how it’s working
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Facebook and Twitter Surveys
271 frequent Facebook users took our survey about how they might use Facebook to evaluate nonprofits; 69 frequent Twitter users took a similar survey about Twitter
We surveyed frequent social media users about nonprofit topics
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What Tools Do Organizations Find Successful?
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Reaching Out
From the high level survey
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Enhancing Relationships
From the high level survey
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Fundraising
From the high level survey
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
What More Specific Results?Some results were mentioned a lot in discussion groups and case studies
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Global Exchange® is an international human rights organization dedicated to promoting social, economic and environmental justice around the world.
www.globalexchange.org/blogs
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Do Good Biz provides marketing and social media support services to mission driven businesses and organizations.
dogoodbiz.com
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Global Exchange Social Media Tools
• Blogs: globalexchange.org/blogs/
• Facebook: facebook.com/globalexchange
• Twitter: twitter.com/globalexchange
• Flickr: flickr.com/photos/globalexchange
• YouTube: youtube.com/globalexchangevideo
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Example of How Global Exchange Put Social Media Tools to Use
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Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Would You Refer to Facebook?“Would you look for a Facebook Page for an organization with which you were considering volunteering?”
How often do you use Facebook?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
A couple oftimes a month
A couple oftimes a week
Pretty muchdaily
A couple oftimes a day
Almostconstantly
Definitely
Probably
Possibly
No
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
A couple oftimes amonth
A couple oftimes a week
Pretty muchdaily
A couple oftimes a day
Almostconstantly
Definitely
Probably
Possibly
No
Would You Refer to A Website?“Would you look for a website for an organization with which you were considering volunteering?”
How often do you use Facebook?
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
A couple oftimes a month
A couple oftimes a week
Pretty muchdaily
A couple oftimes a day
Almostconstantly
No, itwouldn’tmake adifference
Maybe
Definitely;I’d beconcernedif they didnot
Does a Page Encourage Confidence?“Would you be more likely to volunteer if the nonprofit had a Facebook page (as opposed to no Facebook presence at all)?
How often do you use Facebook?
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
What About the Number of Fans?
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
What’s Facebook Effective For?
Our research shows:
• Increasing feedback and discussion
• Driving traffic to your website– and thus spreading information
• Building an email list
• Attracting event attendees
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Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Why Twitter?
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
How Are People Interacting with Nonprofits?
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Are They Really Listening?
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
What’s it Good For?From our qualitative data:
• Connecting with like-minded organizations
• Connecting with the media
• Engaging people with frequent updates
• Providing near-real-time-updates
• Coordinating in real time
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How Much Time Does it Take?
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
How Much Time are They Putting In?The most successful orgs averaged about 2 hrs/wk per channel
Average hours per week
0
1
2
3
4
5
6
7
Don't know Not Successful InconclusiveSuccess
SubstantialSuccess
Not a single respondents who spent less than 1 hr/wk felt they were seeing results
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
How Many Are Succeeding?Of those who spent at least two hours a week on social media…
Substantial Success 54%
Inconclusive Success 5%
No Success 19%
Don’t Know 7%
Case study analysis
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Photo and Video Sharing
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Not Much “Social” Use As of Yet
There were few examples from our research of “social” uses of photo and video sharing sites. Most people were simply using them to post.
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Rails-to-Trails Conservancy in Flickr
249 Group Members
Photo Pool
Discussion Board
“About” Section
Message from admin to tag photos for a specific event
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Contests
http://www.flickr.com/groups/greenest/ (Nature Conservancy)
Give people a fun incentive to participate
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Repower America’s Video Website
http://repoweramerica.org/wall/#/view/25977
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Earthjustice: YouTube Channel
Brand your channel
Supporters subscribe
to the channel
Archive your
videos
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
“Viral” Videos
http://www.storewars.org
“Going viral” is more of an aspiration than a strategy
Tell a terrific story via video – which you can then post
on a site like YouTube or Blip.tv
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Surveys, a Strategy Shaping Tool
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Resources
• Idealware• Social Media Decision Guide• Global Exchange Blog• DoGoodBiz
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Questions?
Submit your questions using the chat box.
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Continue the Discussion…
• Additional questions can be answered by posting in the Virtual Community Forum:– http://bit.ly/smdecide
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
Upcoming Webinars
• Donor Management Solutions – Thursday, September 30, 11 a.m. Pacific
Social Media Decision MakingConference Call: 866-740-1260 Access Code: 6339392
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Thank you! Please complete the post event survey!
Kami Griffiths, [email protected], 415-633-9392