What Social Media Should Be Doing For You 27 May 2009 Sandy Luther, Internet Solutions Manager
Agenda The Market is Noisy o o o o o o What is Social Media? o What is Social Networking? Who uses it? o What are they doing? Why should you care? o What are not for profits doing with Social Networking? o What should you be doing? How do you get started? Where do we go from here? How Can Blackbaud Help? Sandy Luther I Page #2
What is Social Media? Sandy Luther I Page #3
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What is Social Media? At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology and is the democratisation of information, transforming people from content readers into publishers. Source: www.wikipedia.org Sandy Luther I Page #5
Web 1.0 refers to first generation Web- based content that was typically one-way static communication. Web 2.0 refers to second generation Web- based services that emphasises two-way online collaboration and sharing among users. Sandy Luther I Page #6
What is Social Networking? Sandy Luther I Page #7
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Billed as Popular among Useful for Facebook "A social utility that Once, geeky college Stalking that hottie from connects you with the people around you." kids. Now, geeks of all ages. psych class or the Web 2.0 conference. Friendster "Helping people stay in People who don't get it Reliving 2005 (the last touch with friends." when "friends" bail on them at a party. time anyone actually used this site). LinkedIn "Relationships matter." People who take themselves and Begging former classmates and networking seriously. colleagues for a job. MySpace "A place for friends." Everyone under 35. And Getting the deets on your 76-year-old billionaires friend's band "tour tour. " named Rupert. Twitter "What are you doing?" Text-messaging addicts. Finding out when your neighbor last got a mocha. Source: http://www.wired.com/culture/geekipedia/magazine/geekipedia/social_networking Sandy Luther I Page #9
Wild Wild West Middle Earth Button Down East Sandy Luther I Page #10
Who uses it? Sandy Luther I Page #11
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Change in Audience Composition Shifts from Young to Old Source: Nielsen, March 2009 Sandy Luther I Page #13
Facebook s Growth by Age Group Source: Nielsen, March 2009 Sandy Luther I Page #14
What are they doing? Sandy Luther I Page #15
Use Wave 3, Page 12 screenshot Source: Power to the people - Social Media Tracker Wave 3, Universal McCann - March 2008 Sandy Luther I Page #16
Reach and Growth in Online Activities Sandy Luther I Page #17
Top 5 Global Social Networking Sites Sandy Luther I Page #18
The Newcomer... In March 2009, the NY Times reported that twitter had more than 14 million unique visitors, compared to eight million visitors in February 2009. Sandy Luther I Page #19
And let s not forget o A place for people to discover and share content from anywhere on the web o A service that allows users to tag, save, manage and share web pages from a centralised source o Open source, community news service, which h lets members customise the news viewed Sandy Luther I Page #20
Why should you care? Sandy Luther I Page #21
Source: comscore, 2008 Sandy Luther I Page #22
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What are not for profit organisations doing with Social Networking? Sandy Luther I Page #24
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How do you get started? t Sandy Luther I Page #27
"Unless you focus on objectives, you can't tell if you're accomplishing anything. And unless you can prove you are accomplishing something, your project will be cancelled. Josh Bernoff, Co-author of Groundswell Sandy Luther I Page #28
How do you get started? The Market is Noisy o Experiment first. Plan later. o Listen to the networks. o Enlist savvy people. Sandy Luther I Page #29
The POST Method o People o Who are you targeting? o Objectives o What are you trying to achieve? o Strategies o What will it look like when you are done? o Technology o What tools are you going to use? Groundswell Charlene Li and Josh Bernoff Sandy Luther I Page #30
Fundraising Strategy Stewardship Strategy Mission Strategy Programme Strategy Communication Strategy Sandy Luther I Page #31
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Six Signs that Social Networking Isn't for You The Market is Noisy 1. You're still trying to get a handle on your basic software infrastructure 2. Your target audiences aren't using social networking tools 3. You don't have time to experiment with something that might not work 4. You're not willing to deal with technologies that don't work as well as they could 5. You're not ready to invest in gaining a real understanding of the medium 6. You want clear editorial i control over your brand and message Source: Brett Bonfield, Idealware Sandy Luther I Page #33
Where do we go from here? Sandy Luther I Page #34
"The old systems get broken long before new ones become stable." Clay Shirky, Author of Here Comes Everybody Sandy Luther I Page #35
Embracing Web 2.0 in Your Organisation The Market is Noisy o Personalise Your Mission o The organisations that will succeed will be those that transform their mission into personalised experiences for constituents. o Embrace Your Frienemies o The organisations that stop viewing external Web sites as competitors and start embracing them as a part of an online strategy will be more successful. o Integrate Your Channels o The organisations that leverage both online and offline channels together will have the agility to communicate in more successful ways. o Measure Your Progress o The organisations that understand that both qualitative and quantitative measures help guide decision making will be best able to confirm their success. Sandy Luther I Page #36 Note: Complete article available at http://www.blackbaud.com/connections
More Food for Thought People to People Fundraising Various Authors Here Comes Everybody Clay Shirky Groundswell Charlene Li and Josh Bernoff Sandy Luther I Page #37
How Can Blackbaud Help? Sandy Luther I Page #38
Alumni Benefits of an Interactive Web Site Easy access to personalised information and content On my time access to self-service service capabilities (e.g. profile updates, donations, event registrations) Access to exclusive alumni-only information Access to network for professional development Personal, editable pages, club leader pages, group pages with photo uploads & slideshows Sandy Luther I Page #39
Organisational Benefits of an Interactive Web Site Increase acquisition and improve retention of alumni, donors, and other supporters by fostering deeper loyalty through enhanced services Improve quality of information in the database Use all the information you have acquired Interact more frequently and with more relevance, which increases long term support Sandy Luther I Page #40
Common Challenges You May be Facing Keeping your Web site fresh and up-to-date despite limited technical expertise or lack of access to Webmaster resources Coordinating online/email marketing with traditional direct mail because direct mail alone is becoming less effective Creating an interactive site and having it stand out among other sites Keeping alumni connected to the school despite changing interests and life demands Managing transactions online through one central database to have one true CRM solution Sandy Luther I Page #41
How Blackbaud Can Help Blackbaud NetCommunity is NOT an average Web site. Our solution is an integrated platform for building an interactive community, which includes: Website Building Platform Targeted Content Based on the Constituent Integration with The Raiser s Edge Includes ecommunication Tools Sandy Luther I Page #42
How Blackbaud NetCommunity Works Email Segments, Giving History, Personalised Content, Profile information, Mailing Preferences, Funds, Appeals, Queries, etc. Website The Raiser s Edge Donations, Event Registrations, Profile Updates, Surveys, Polls, Email Statistics, Web Behaviour, and Integrated Data Transfer Sandy Luther I Page #43
Blackbaud NetCommunity Features BENEFIT SPECIFIC FEATURE Email Marketing Content Management Online Transactions Self-Service Tools Subscription management enewsletters Targeted Email Delivery Workflows for content approval Role based security Web Content Optimisation Donations Event Registrations Peer Fundraising Profile updates Classmate searches Alumni-only Resources Sandy Luther I Page #44 Web 2.0 Community Building Tools Blogs RSS Feeds Discussion Boards Page Sharing Social Networking Alumni Pages Calendars Class Notes ecards Email for Life
What Does BBNC Provide in the Social Media Forum? Discussion Boards Weblogs Embedded Videos Podcasts RSS Feeds Polls Surveys Personal Messaging Self forming groups Photos estickers Facebook integration Sandy Luther I Page #45
Weblogs or blogs The blogsphere is becoming increasingly participatory, now 184m bloggers world-wide Blogs are a mainstream media world-wide and as a collective rival any traditional media 73% have read a blog Source: Power to the people - Social Media Tracker Wave 3,Universal McCann - March 2008 Sandy Luther I Page #46
Embedded Videos Thanks to video sharing sites, watching a video online is THE most popular activity on the web today 84.6% of the UK population surveyed reported watching a video online 45% said they watch videos weekly Source: Power to the people - Social Media Tracker Wave 3,Universal McCann - March 2008 Sandy Luther I Page #47
Photos A picture can be worth 1000 words Sandy Luther I Page #48
Discussion Group/Board Steer conversation on your website Encourage communication between alumni and groups Sandy Luther I Page #49
estickers Connect your site to other social media sites Empower users to advertise on your behalf! Sandy Luther I Page #50
News Reader/RSS Really Simple Syndication Get updates on blogs & event calendar entries in your news reader or inbox Sandy Luther I Page #51
Podcasts Another cool feature that encourages alumni to keep coming back to your site to stay engaged g Sandy Luther I Page #52
Communication Tools Emails based on Raiser s Edge Queries, Imported Lists, & Subscriptions enewsletters SMS Text Messages Targeted Content on Your Website Holistic Views of Your Constituents Communications Received Communication Preferences Response Rate Analysis Sandy Luther I Page #53
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Targeted Content Web Content Driven By Constituent Data from The Raiser s Edge Sandy Luther I Page #55
Seamless Integration to The Raiser s Edge Approve Data as it Enters The Raiser s Edge Sandy Luther I Page #56
Web Trending and Historical Information Constituent-level NetCommunity Activity Sandy Luther I Page #57
Facebook Integration Out of the box we offer: estickers (HTML tags users can embed on their social networking personal pages) Facebook Profile Link (allow users to link their user networking accounts to their Facebook accounts from any ypage on your website) Custom Application: Sandy Luther I Page #58
Check Out: http://labs.blackbaud.com/netcommunity/facebook for related articles, discussion, and sample code to help you get started building a Facebook application for your NetCommunity website Sandy Luther I Page #59
Questions? Answers? Sandy Luther, Internet Solutions Manager sandra.luther@blackbaud.co.uk www.blackbaud.com/internetresources