NFPs Online Community Briefing

suresh.sood@uts.edu.au

Geektoid Mangala www.linkedin.com/in/sureshsood

twitter.com/soody

www.facebook.com/sureshsood

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www.bravenewtalent.com/talent/suresh_sood

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GreatMystery14

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Suresh S.

http://www.slideshare.net/ssood/nfp

Agenda

0. Informality of social media and social gesture1. Why blog?2. The social CRM3. Primal Forces and power of storytelling4. Social networking and social network analysis5. Building a community and benefits of “house” community6. Social objects and Index of Online Giving 7. NFP social network benchmark study (2011) 8. Launching a social network service9. Community Manager and how to engage in conversations 10. New NFP social networks and wiki usage 11. Power of video and widgets12. Importance of authenticity and motivation for fund raising13. How social media helps the disabled youth

Wine Communities

Social Gesture

• @• Block• Bookmark• Check-in (Foursquare)• Comments• #tags• (Un)Follow

• Like (Facebook)• Share• Pokes• Retweet• Reblog• Status update• (Un)Subscribe

…Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station.

We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected.

40 year old Mom blogger “nightowlmama” (#260)

Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010

Relationships # Technologies

What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.

ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

Social architecture conversations relationships

Key Network Measures

• Degree Centrality• Betweenness Centrality• Closeness Centrality• Eigenvector Centrality

krackkite.##h (modified labels)

Connector(hub)

Diana’sClique

Broker

Boundary spanners

Contractor ? Vendor

95

5

0.1

99.8

0.2

0.003

99

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The benefits of a Windgap “own” COMMUNITY

Social commerceDonations, gifts, e-coupons…

Research & Developmentgenerate ideas, develop insights, test strategies

Knowledge management generate, aggregate, disseminate organisational knowledge

Brand equitybuild enduring and intimate brand relationships in Australiaand globally

“…why social objects are the future of marketing.” (MacLeod 2008)

Social Networks form around Social Objects**, not the other way around.

(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com

Social Object

The Blackbaud Index of Online Givinghttp://www.blackbaud.com/bb/index/bb-online-index.aspx

Key Findings -NFP Social Networks US Benchmark Report 2011

• Facebook– 89% of NFPs (97% of international service organisations)– Average community 6,376 (environmental/animal groups 8,490) – 46% contribute $1 to 10k– 0.2% generate >$100k– “Master Social Fundraisers” with 100,000 members dedicate 2+ employees

• Twitter– 57% of NFPs– Average community size 1,822

• LinkedIn– 30% of NFPs

• New Social– Foursquare (4% of NFPs)– Jumo philanthropy/volunteering (1%)

• House Social Network i.e. white label– Average community size 5,967

Analysis of online messaging, fundraising and advocacy metrics for non profits

Launching a Social Network Service0. Mobile 1. Photos, Videos, Latest Activity, Members, and Events2. Keywords for discoverability3. Welcome centre4. FAQs5. Moderation e.g. suspend members, own user moderation6. Kick start with champions/evangelists/passionates7. Latest activity8. Giveaways e.g. book from authors/guest visiting library9. Monitor registrations10. Members/volunteers as moderators11. Link to main web site12. Promote content via email, Twitter & Facebook 13. Share content on Facebook

Most Online Australian Adults Use Social Media RegularlyMarch 2011 “Online Australians Shift To Social Networks”

Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives

Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.

Community Manager

How to Participate in Conversations• Conversational calendar• Keywords/Vocabulary online & offline • What topics do your customers care about ?• What topics are trending in your industry • Monitor existing social media via dashboard e.g. Facebook or Twitter• Use complaints or opportunity to discuss solutions• Become an expert providing service through social exchange

“…Packard Foundation would like to bring the wisdom of crowds to bear on the development of a possible grantmaking strategy…”

https://nitrogen.packard.org/default.aspx

“United Breaks Guitars” 10,177,221

Susan Boyle62,169,017

Old Spice The Man Your Man

Could Smell Like30,796,471

Blendtech & Old Spice 700,884

** views current as at 25 March 2011

• Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor

• Interview people, have a talk show, do a video blog with commentary, make short films, be creative

• Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube

• Username becomes a channel

• Tag videos with appropriate key terms to help others find your content

• Explore and post other video sites, like Vimeo, Viddler

User generated video reviews show strong presence of strategic advertising elements

Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.

Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.

Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.

Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).

Comparing User Engagement Across Different Ad Types(Psychster and allrecipes.com, 2010)

Purpose Motive Linux-Apache-Wikipedia

Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.

Drive #2: Respond to rewards and punishments in our environment.

Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!)

“Our Third Drive, intrinsic motivation, is the most powerful.”

Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009

The largest funding platform for creative projects in the world

How Social Media Helps

Social Media Use At Imagine! http://www.youtube.com/watch?v=q8epw_s4RVM

Brand Awareness

Fundraising http://twitter.com/imaginecolorado

http://www.facebook.com/pages/Imagine-SmartHomes/86609388388

Service Enhancement http://www.facebook.com/pages/Imagine-Behavioral-Health-Services/253730855681

Community Involvement http://corereviewers.livejournal.com/ http://twitter.com/reviewerspage

Digital Divide for People with Disabilities Pew: Americans living with disability and their technology profile

• 27% of American adults live with a disability that interferes with activities of daily living.

• 2% of American adults say they have a disability or illness that makes it harder or impossible

for them to use the internet.

• 54% of adults living with a disability use the internet, compared with 81% of adults who

report none of the disabilities listed in the survey.

• 41% of adults living with a disability have broadband at home, compared with 69% of those

without a disability.

pewinternet.org/Reports/2011/Disability.aspx, Jan 21,2011

TecAccess Trains Disabled Youth For Social Media CareersFebruary 23, 2011,

Social media such as Facebook, Twitter and LinkedIn are transforming how businesses develop new products and improve services — and the need for tech-savvy people to run social media for companies is growing by leaps and bounds…with students between ages 19 and 24 with disabilities ranging from autism and Down syndrome to attention deficit hyperactivity disorder (ADHD). Social media is a niche that can easily be filled by high functioning people with these types of disabilities, because it doesn’t require an as-intense level of social or customer interaction as other jobs might. The focus on information technology also appeals to many people with disabilities who have grown up with technology that helps them learn and communicate, and tend to be more tech-savvy as a whole.

Class instructors are already reporting progress. One of the interns with Aspergers’ who came into the first class was very hesitant and withdrawn, and didn’t connect with other members of the group, says instructor Chris Hagerman. The intern had difficulty speaking when asked a question in class, but she could write “furiously” and had no trouble reading her answers out loud. “There was much less pressure writing down her answer and then reading it to the class,” Hagerman says. “Now she can’t wait to get started.”

abledbody.com/newswatch/2011/02/23/tecaccess-trains-disabled-youth-for-social-media-careers/