Published on February 18, 2009
Social Media for Non Proﬁts
What is Social Media? Social Media is people using tools (like blogs & video) and sites (like Facebook & Twitter) to share content and have conversations online.
Blogging Photo Micro Sharing Blogging Key Video RSS Sharing Social Platforms Podcasts Widgets Social Message Boards Networking Chat Rooms Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
& & &
Why should we care? In 2005, 8% of all adults online had a proﬁle on a social network site. Today, 35% do. Source: Pew Internet & American Life Report (January 2009)
In December 2008, 76 million people visited MySpace - a 10% increase from the previous year.* 50% of adults online have a proﬁle on MySpace. Sources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009) * Unless otherwise noted, stats are for the United States
In December 2008, 54.5 million people visited Facebook - a 57% increase from the previous year. 22% of adults online have a proﬁle on Facebook. Sources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009)
In August 2008, 23.7 million people visited YouTube. Every minute, 13 hours of video are uploaded to YouTube. 1 out of 3 videos viewed online is on YouTube. Source: ComScore Inc. (August 2008)
64 million people worldwide use the photo sharing site Flickr. More than 3 billion images are posted on Flickr. Each day 2.5 to 3 million new photos are uploaded. Sources: ComScore Inc. (December 2008) Wikipedia
In December 2008 4.5 million people visited Twitter - a 753% increase from the previous year. 70% of twitter users joined in ‘08. 5-10 thousand new accounts are created daily. Sources: Compete (December 2008) Hubspot State of the Twittersphere (December 2008)
“If you are online, you are using social media.” Universal McCain Comparative Study on Social Media Trends (March 2008)
73% of active online users have read a blog Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
57% have joined a Social Network Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
55% have uploaded photos Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
22% have uploaded videos Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
Your donors are online... In 2007, total online giving in the US reached over $10 billion - a 52% increase over 2006. 51% of wealthy donors prefer to give online. Source: Convio The Wired Wealthy (March 2008)
...and they use Social Media. 52% of these “wired wealthy” donors use YouTube. 14% use MySpace. 12% use Flickr. 9 % use Facebook. Source: Convio The Wired Wealthy (March 2008)
Social Media + Non Proﬁts Making the connection
Non proﬁts on MySpace
Non proﬁts on Facebook
Non proﬁts on YouTube
Non proﬁts on Flickr
Non proﬁts on Twitter
Non proﬁts on Change.org
Notice a trend? 51% of social network users have 2 or more online proﬁles. Savvy non proﬁts are on more than one Social Media site. Source: Pew Internet & American Life Report (January 2009)
“The real value of social media is that it exponentially leverages word-of-mouth.” John Haydon, marketing consultant
Twitter Success Story Epic Change used Twitter to raise over $11,000 in just 48 hours to help build a classroom in Tanzania. Over 98% of donors had never before donated to Epic Change. Source: Tweetsgiving.org
Why it worked - Clear, achievable but audacious goal - Short deadline gave sense of urgency - Easy to understand, easy to give - Fun, positive focus - Leveraged existing networks - Recognized top donors
Facebook Success Story The “Dollars for Darfur” Group on Facebook has over 5,000 student members and raised almost $150,000 in 2007 to help stop the genocide in Sudan. Source: Nonproﬁt 2.0 (November 2008)
Why it worked - Harnessed the power of young people - Used the right Social Media networks - Easy to get involved - Incentives for top fundraisers Source: savedarfur.org/dollarsfordarfur
Flickr Success Story Oxfam America created a photo petition campaign on Flickr to put pressure on Starbucks to give poor coffee farmers in Ethiopia a chance to earn more proﬁts. It worked. Source: oxfamamerica.org/whatwedo/campaigns/coffee/starbucks/
Why it worked - Simple, clear message - Easy to get involved - Leveraged existing supporters - Integrated campaign across multiple Social Media sites - Frequent updates - PR Photos: Oxfam America
The 5 Rules of Social Media for Non Proﬁts (and everyone else!)
5 Rules of Social Media for Non Proﬁts 1. Listen. Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.
55 Rules of Social Media for Non Proﬁts Rules of Social Media for Non Proﬁts 2. Get involved. Social Media is about conversations and building relationships. It takes effort. Don’t just talk about yourself. Ask questions, engage people and link. Most of all, be inspiring.
55 Rules of Social Media for Non Proﬁts Rules of Social Media for Non Proﬁts 3. Give up control. You can’t control the conversation. If you want people to spread your message, you have to trust them. Listen. Inspire. Engage. Let go.
55 Rules of Social Media for Non Proﬁts Rules of Social Media for Non Proﬁts 4. Be honest. You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.
55 Rules of Social Media for Non Proﬁts Rules of Social Media for Non Proﬁts 5. Think long term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.
Thank you (now, go out there and connect!)
Sources Aaron Stiner (November 6, 2008). Nonproﬁt 2.0 http://aaronstinerdrb.blogspot.com/2008/11/ nonproﬁt-20-how-nonproﬁts-can-use.html ComScore Inc. http://www.comscore.com Convio, Sea Change Strategies and Edge Research (March 24, 2008). The Wired Wealthy: Using the Internet to Connect with Your Middle and Major Donors. http://my.convio.com/? elqPURLPage=104 Hubspot (December 2008). State of the Twittersphere: Q4 2008. http://cdnqa.hubteam.com/ State_of_the_Twittersphere_by_HubSpot_Q4-2008.pdf Pew Internet & American Life Project (January 14, 2009). Adults and Social Networks Report. http://www.pewinternet.org/PPF/r/272/report_display.asp Universal McCann (March 2008). Power To The People - Wave3 Study on Social Media Trends. www.universalmccann.com/Assets/wave_3_20080403093750.pdf YouTube. http://www.youtube.com/nonproﬁts
Connect Cheri Hegi Creative Director Linkedin: linkedin.com/in/cherihegi Facebook: facebook.com/people/Cheri-Hegi/750372957 blog: primalmedia.com/blog Twitter: twitter.com/primalmedia email: firstname.lastname@example.org phone: (603) 436-1072 © 2008, Primal Media. All rights reserved. (We’ll share - just ask!)
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