What Social Media Should Be Doing For You Social Media for... · What Social Media Should Be Doing For You 27 May 2009 Sandy Luther, Internet Solutions ManagerSandy Luther, Internet

What Social Media Should Be Doing For You

27 May 2009

Sandy Luther, Internet Solutions ManagerSandy Luther, Internet Solutions Manager

Th M k t i N i

Wh i S i l M di ?

The Market is NoisyAgenda

o What is Social Media?o What is Social Networking?

o Who uses it? o What are they doing?

o Why should you care? o What are not for profits doing with Social Networking?o What are not for profits doing with Social Networking? o What should you be doing?

o How do you get started? o Where do we go from here?o How Can Blackbaud Help?

Sandy Luther I Page #2 © 2009 Blackbaud Europe

Wh t i S i l M di ?What is Social Media?



What is Social Media?

At its most basic sense, social media is a shift in how people discover, read and share news information and contentshare 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


Web 1.0 refers to first generation Web-gbased content that was typically one-way static communicationstatic communication.

Web 2 0 refers to second generation Web-Web 2.0 refers to second generation Webbased services that emphasises two-way online collaboration and sharing amongonline collaboration and sharing among users.


Wh t i S i l N t ki ?What is Social Networking?



Billed as Popular among Useful forFacebook "A social utility that Once, geeky college Stalking that hottie fromFacebook A social utility that

connects you with the people around you."

Once, geeky college kids. Now, geeks of all ages.

Stalking that hottie from 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 andthemselves — and

networking — seriously.classmates and colleagues for a job.

MySpace "A place for friends." Everyone under 35. And 76-year-old billionaires

Getting the deets on your friend's band "tour "76 year old billionaires

named Rupert.friend s band tour.

Twitter "What are you doing?" Text-messaging addicts. Finding out when your neighbor last got aneighbor last got a mocha.


Source: http://www.wired.com/culture/geekipedia/magazine/geekipedia/social_networking

Wild Wild West Middle Earth Button Down East


Wh it?Who uses it?



Change in Audience Composition Shifts from Young to Old


Source: Nielsen, March 2009

Facebook’s Growth by Age Group


Source: Nielsen, March 2009

Wh t th d i ?What are they doing?


Use Wave 3, Page 12 screenshot

Source: Power to the people - Social Media Tracker Wave 3,


Universal McCann - March 2008

Reach and Growth in Online Activities


Top 5 Global Social Networking Sites


The “Newcomer”...

In March 2009, the NY Times reported that twitter had more than 14 illi i14 million unique visitors, compared to eight million visitors in February 2009.


And let’s not forget

o A place for people to discover ando 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 i hi h l t b

from a centralised source

service, which lets members customise the news viewed


Wh h ld ?Why should you care?



Source: comScore, 2008


Wh t t f fit i ti d i ithWhat are not for profit organisations doing with Social Networking?




H d t t t d?How do you get started?


"U l f bj i '"Unless you focus on objectives, you can't tell if you're accomplishing anything. y g y g

And unless you can prove you are accomplishing something,are accomplishing something, your project will be cancelled.“

J h B ff– Josh Bernoff,Co-author of Groundswell


Th M k t i N iThe Market is NoisyHow do you get started?

o Experiment first. Plan later.

o Listen to the networks.

o Enlist savvy people.


The POST Methodo Peopleo People

o Who are you targeting?

o Objectiveso What are you trying to achieve?

o Strategieso What will it look like when you are done?o What will it look like when you are done?

o Technologyo What tools are you going to use? Groundswell

Charlene Li and Josh Bernoff


Fundraising StrategyStrategy

MissionMission Strategy

ProgrammeStrategy

Stewardship Strategy

CommunicationStrategy



Th M k t i N i

1. You're still trying to get a handle on your basic software infrastructure

The Market is NoisySix Signs that Social Networking Isn't for You1. 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 Y t l dit i l t l b d d6. You want clear editorial control over your brand and message


Source: Brett Bonfield, Idealware

Wh d f h ?Where do we go from here?


"The old systems get broken long y g gbefore new ones become stable."

Cl Shi k– Clay Shirky,Author of Here Comes Everybody


Th M k t i N i

o Personalise Your Mission

The Market is NoisyEmbracing Web 2.0 in Your Organisation

o Personalise Your Missiono The organisations that will succeed will be those that transform their mission into personalised

experiences for constituents.

o Embrace Your Frienemieso The organisations that stop viewing external Web sites as competitors and start embracing them

as a part of an online strategy will be more successfulas a part of an online strategy will be more successful.

o Integrate Your Channelso The organisations that leverage both online and offline channels together will have the agility to

communicate in more successful ways.

o Measure Your Progresso 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 © 2009 Blackbaud EuropeNote: Complete article available at http://www.blackbaud.com/connections

More Food for Thought

Here Comes EverybodyClay Shirky

People to People FundraisingVarious Authors

GroundswellCharlene Li and Josh Bernoff


H C Bl kb d H l ?How Can Blackbaud Help?


Alumni Benefits of an Interactive Web Site

E t li d Easy access to personalisedinformation and content

“On my time” access to self-service On my time access to self service capabilities (e.g. profile updates, donations, event registrations)

Access to exclusive alumni-only information

Access to network for professional Access to network for professional development

Personal, editable pages, club leader , p g ,pages, group pages with photo uploads & slideshows


Organisational Benefits of an Interactive Web Site

Increase acquisition and improve retention of alumni, donors, and other supporters by fostering deeper loyaltysupporters by fostering deeper loyalty through enhanced services

Improve quality of information in the p q ydatabase

Use all the information you have i dacquired

Interact more frequently and with more relevance, which increases long termrelevance, which increases long term support


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 ith traditional direct mail 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 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 h t CRM l tihave one true CRM solution


How Blackbaud Can Help Blackbaud NetCommunity is NOT an average Web site. Our solution is 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


Email Segments Giving History Personalised

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, ProfileDonations, Event Registrations, Profile Updates, Surveys, Polls, Email Statistics, Web

Behaviour, and Integrated Data Transfer


• SPECIFIC FEATUREBENEFIT

Blackbaud NetCommunity Features

• SPECIFIC FEATUREBENEFIT

•Subscription management• eNewslettersEmail Marketing• Targeted Email Delivery

g

•Workflows for content approval•Role based security•Web Content Optimisation

Content Management Web Content OptimisationManagement

•Donations•Event Registrations•Peer Fundraising

Online Transactions

•Profile updates•Classmate searches•Alumni-only Resources

Self-Service Tools

•Blogs RSS Feeds•Discussion Boards Page Sharing•Social Networking Alumni Pages

Web 2.0


•Calendars Class Notes•eCards Email for Life

Community Building Tools

Discussion Boards

What Does BBNC Provide in the “Social Media” Forum?

Weblogs

Embedded Videos

Podcasts

RSS Feeds

Polls

Surveys

Personal Messaging

Self forming groups

Ph tPhotos

eStickers

Facebook integration


Facebook integration

Weblogs or “blogs” The blogsphere is becoming g p g

increasingly participatory, now 184m bloggers world-wide

Blogs are a mainstream media Blogs are a mainstream media world-wide and as a collective rival any traditional media – 73% have read a blog73% have read a blog


Source: Power to the people - Social Media Tracker Wave 3,Universal McCann - March 2008

Embedded Videos Thanks to video sharing g

sites, watching a video online is THE most popular activity on the web todayy y

84.6% of the UK population surveyed reported watching a video online g 45% said they watch

videos weekly


Source: Power to the people - Social Media Tracker Wave 3,Universal McCann - March 2008

Photos A picture can be p

worth 1000 words


Discussion Group/Board Steer conversation on your y

website

Encourage communication Encourage communication between alumni and groups


eStickers Connect your site to y

other social media sites

Empower users to Empower users to advertise on your behalf!


News Reader/RSS Really y

Simple Syndication

Get updates on blogs & event calendar entries in

d i byour news reader or inbox


Podcasts Another “cool feature” that

encourages alumni to keep coming back to your site to stay engagedy g g


Communication Tools

Emails based on Raiser’s Edge

Queries, Imported Lists, & Subscriptions

eNewsletters

SMS Text Messages SMS Text Messages

Targeted Content on Your Website

Holistic Views of Your Constituents

Communications Received

Communication Preferences

Response Rate Analysis


p y


Targeted ContentWeb Content Driven By Constituent Data from The Raiser’s Edge


Seamless Integration to The Raiser’s EdgeApprove Data as it Enters The Raiser’s Edge


Constituent-level NetCommunity ActivityWeb Trending and Historical Information


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 page on your website)y p g y ) Custom Application:


Check Out:http://labs.blackbaud.com/netcommunity/facebookp y

for related articles, discussion, and sample code to help you get started building a Facebook application for your NetCommunity websitea Facebook application for your NetCommunity website


Questions? Answers?

Sand L ther Internet Sol tions ManagerSandy Luther, Internet Solutions Manager

[email protected]

www.blackbaud.com/internetresources

Documents

What Social Media Should Be Doing For You Social Media for... · What Social Media Should Be Doing For You 27 May 2009 Sandy Luther, Internet Solutions ManagerSandy Luther, Internet