Lean more about social networking and social media for nonprofits.

1. Social Networking Strategy for Nonprofits By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)

2. Who’s Talking? Jeff Patrick President Common Knowledge @commonknow ^jp Frank Barry Managing Consultant Blackbaud @franswaa FB

3. Question? What is a Social Network? FB

4. Social Network A collection of people tied together by their relationships around a common area of interest. A network of networks. JP

6. Stanford Alum

7. Nonprofit Job

8. Church ChoirChurch Choir Nonprofit Job JP

9. Important Concepts About Jason & His Network JP

10. Social networking facilitates relationship building via improved communications and collaboration in a social environment. Social networking is the means to an end. Social networking assists in the delivery of your programs, services and mission. FB

11. Online Social Networks House Social Networks Built on nonprofit website Owned & operated by nonprofit Integrates well with 3rd party software Great community management tools Commercial Social Networks Facebook , Twitter Built-in audience Owned by commercial entity Integrates with 3rd party software Minimal community management tools FB

12. Example Commercial Social Network FB

13. Example – Commercial Social Network http://www.facebook.com/livestrong FB

14. Facebook Community: People The hear of a social network is people. No people = no network No people = no social FB

15. Facebook Community: Reaching Out FB

16. Facebook Community: Engagement Events Comm. eStore Promo Blog Post FB

17. Facebook Community: Comments & Discussion FB

18. Facebook Community: Comment Counts FB

19. Facebook Community: Discussions FB

20. Facebook Community: Events FB

21. Facebook Community: Media FB

22. Service, Programs & Mission via Social Network LIVESTRONG is able to meet these objectives: Engagement / Communication Awareness / Education Advocacy & Activism Fundraising Volunteering CHANGE FB

23. Example House Social Network JP

24. Example – House Social Network at Sierra Club JP

25. Community, People & Profiles JP

26. Tioga Jenny Profile (cont.) JP

27. User Generated Content: Community Discussions JP

28. UGC: Events JP

29. UGC: Targeted “Groups” JP

30. Organizational Blog JP

31. Advocacy Actions: Organization + UGC JP

32. Service, Programs & Mission via Social Network Sierra Club is able to deliver on these objectives: Awareness Education Advocacy & Activism Engagement Volunteering CHANGE JP

33. Question? How are online social networks used by nonprofits? JP

34. Answer: Social networks are increasingly integral to most aspects of nonprofits & their work Fundraising Volunteering Events Advocacy Service Delivery JP

35. Examples of Social Networks Within Nonprofits JP

36. Examples of Social Networks Within Nonprofits FB

37. Examples of Social Networks Within Nonprofits FB

38. Examples of Social Networks Within Nonprofits JP

39. Examples of Social Networks Within Nonprofits JP

40. Example Arthritis Foundation JP

41. House Network: Arthritis Foundation JP

42. “Connecting people with Rheumatoid Arthritis” RA Connect JP

43. History 2003: Arthritis Community 1.0 Chats Discussion Group Personal Pages Audio Success Stories Goal: Peer-to-Peer Support; Acquisition & Cultivation JP

44. Community 1.0 - Conclusions Chats were not popular (“critical mass problem”) Success stories were expensive to collect (“Audio”) Personal pages under-utilized (“not customizable”) Discussion Groups were very popular JP

46. Blog

47. Profiles (Robust)

48. PodcastsArthritis Community 2.0 JP

49. Arthritis Community 2.0 Content = Education JP

50. Generation Two JP

51. Generation Two – Discussion Groups JP

52. Generation Two JP

53. Profiles JP

54. Cross-Pollination to other Online Communities JP

55. Arthritis Community Strategy Lets Talk RA RA Connect Lets Move Together Others (Future) Strategy: Targeted communities to serve individual segments of the base, tied together via a universal profile. JP

56. Types of Social Networking Communities JP

57. Risk assessment Online Social Networks FB

58. Issues & Concerns with Nonprofit Social Networks “You’re going to ruin our brand” “Our opponents are going to have a field day” “I’m not sure we can trust our constituents to say the right thing” “Won’t a few bad people ruin it for the community?” “What if a community member says something that isn’t true (about us)?” “How do we manage everything?” FB

59. Community Management & Moderation Role Manager Auditor Police Community Advocate Brand Evangelist Editor Market Researcher FB

60. Real Issues Require Real Strategies This is a short list of examples to get you thinking about the realities of managing an online social network FB

61. Social Networking Culture Be democratic Be transparent Be real Be a person Be engaged Dialogue not monologue BE all of these things, but employ a realistic and professionalcommunity management strategy, policy, and team. FB

62. Return on investment Online Social Networks JP

63. ROI for Social Networking Sites & Communities Soft ROI Awareness & branding Education Higher level of engagement Higher affinity for organization Community Building Email List Acquisition Advocacy Volunteer recruitment FB

64. ROI for Social Networking Sites & Communities Hard ROI Annual or membership fundraising Event fundraising (peer-to-peer) Major Donors Advertising Underwriting Sponsorship Cause Marketing Grants JP

65. Staffing & Resources Online Social Networks JP

66. Resourcing for Social Networking Projects JP

67. Social Networking Budgets JP

68. Final point Online Social Networks FB

69. Social Networking Success Experimentation is OK … at the beginning Then Be Sure to Have: Objectives Audience Metrics Resources Budget Executive Support Demand Entrepreneurial Growth FB

70. Questions? Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/

71. Social Media Webinar Series http://www.blackbaud.com/bb/internet/social-media.aspx

72. The End … We appreciate your time! Frank Barry Managing Consultant Blackbaud 858.795.8947 www.blackbaud.com frank.barry@blackbaud.com @franswaa (http://twitter.com/franswaa) Jeff Patrick President & Founder Common Knowledge www.commonknow.com jpatrick@commonknow.com @commonknow (http://twitter.com/commonknow)