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Social Media for Nonprofits

Presentation given at:

AVACA Meeting
October 8, 2009
Phoenix, AZ
Social Media for Nonprofits

View more presentations from Barbara Daniels.

Conducting a Social Media Partner Assessment and How It Helps to Analyze the Partner Eco System

A complete, in depth assessment provides the foundation of a comprehensive social media strategy, aligned with corporate objectives and the corresponding market. Many are surprised by how much is really going on in the social web ...amazed by how active their partners are, and how much buzz goes on around them without their knowledge. Not all buzz is 'good buzz'.  It's important to know when there's 'good' buzz, where there's 'not so good' buzz, and where there's 'no buzz or presence at all'.

Using the Social Media Academy's 4 Quadrant Assessment Method, it is possible to analyze and understand the market from a social point of view.

Key components of conducting a Partner Assessment are: 

1. Identifying the places and spaces where an organization's partners are present;
2. Defining the partner's topics and their second degree eco system, 'their customers';
3. Identifying the key individuals and primary influencers of those conversations; and  
4. Creating a factual analysis, including identifying opportunities and threats and making initial suggestions about how to best leverage the conversation. 

Identifying major influencers and the level of influence a network has is an essential component of any comprehensive strategy in the social web. This is particularly valuable when assessing the partner landscape, in that businesses that market and sell through their alliance channels recognize the importance of integrating their partner – as they typically control the social relationship with one’s customers.

Deploying a systematic and comprehensive assessment of the organization’s partners and key alliances, including where they are active in the social web, their sentiment analysis, key interests and reflections; results in better alignment with one’s customers and the development of a stronger and more mutually beneficial relationship with partners, alliances and resellers.

The Partner Assessment discussed in this post is only one component of the 4 Quadrant Assessment Method. If you don't have a social media strategy or engagement plan, the first thing you may want to consider is a professional assessment of your eco system. The main objective of a corporate social media engagement should be to create a better business experience for a company's eco system. Social media is a cross functional, corporate culture related engagement - not a marketing campaign.

If you need help figuring out where to start engaging in the Social Web, visit us at: http://www.caffesocialmedia.com.

Poll Results - Arizona masses are moving to Social Media

A recent poll conducted in April by WestGroup Research indicates that 88 percent of Arizona adult residents use cell phones, 79 percent use computer-based Email, 41 percent use FaceBook, 24 percent use MySpace, 20 percent post blogs, and 15 percent use Twitter.

SOMA Leadership Class - Definitely Worth The Investment!

I recently attended the Social Media Academy Leadership Class and wanted to share my experience. This is a rigorous, fast-paced course on the Social Media phenomenon and application of practical business methods and models that, when applied, will help individual consultants, managers, teams and companies to have a targeted, positive impact in the social web. I highly recommend reading the 2009 Mindshare Report, an enterprise social media status report published by the Social Media Academy. For a copy of the full 220 page report, click here. The report shares new ways to create a better customer experience and the importance of Social Media in the competition for mind and market share, as well as making the case for why companies who are not present in the social web are unable to compete in today’s market - Well worth the read! If you don’t think you have the time to read the full report, start with the Executive Summary to see the value of this groundbreaking research on Social Media.

In the Social Media Leadership Class we learned that corporate presence in the social web needs to be managed in a direct way, integrating corporate objectives, teams, brands and products, using the NCP model (Networks – Contribution – Participation). Companies need to be where their customers are, including the various networks, groups, tools and initiatives – places like LinkedIn, Facebook, MySpace, Twitter, SlideShare, YouTube, Flickr… Before attending the Social Media Academy, I was a huge opponent of MySpace and couldn’t even consider a practical use for it; however, what I learned is that there are a lot of customers on My Space. MySpace reported $1 Billion in additional revenue for 2008, as part of the $23 Billion overall advertising shift to online media last year. The eight-week intensive training began with an overview of the socio economic changes our society is experiencing and the social media impact on corporations.

We learned about social media assessments and vulnerability analysis. We reviewed various tools, places and spaces and discussed what makes sense for business. Then came the really exciting part: creating and crafting a Social Media strategy. I really enjoyed the team interaction in the class and the group presentations were excellent. We operated very efficiently in team-based implementation scenarios, where we put everything we were learning to practical use. The class was very hands-on and we learned so much about topics like the changing face of marketing and public relations in the Social Media age, the shifting of ‘human resources’ to ‘human talent management’, and how Social Media affects departments like logistics and procurement. We worked with major analytics tools, such as Techrigy, Sysomos, ScoutLabs… We broke down budgets, resources, planning, and ROI considerations, and learned how to create a profitable social media consulting practice, as well as apply our learning from a social media departmental management perspective.

There were several great speakers during the course of the class, including Axel Schultze, our main instructor, who brought an amazing wealth of industry knowledge and value to every class. Axel kept the class exciting with his dry sense of humor, practical examples and positive insight – a world-class leader; John I. Todor, Ph.D. did a superb job of explaining how Social Media fits into an overall business strategy, and methods for turning challenges into opportunities through applied use of Social Media; and finally, Adrienne Corn did an excellent job of explaining the process of leveraging human talent in the ‘new’ human resource department.

My overall experience with the Social Media Academy was outstanding. In my opinion, the Social Media Academy offers the broadest educational experience available on industry-accepted models and methods focused on reaping the greatest benefit from the social web. The Social Media Leadership Class was excellent and definitely worth the investment! Marita Roebkes did an outstanding job of keeping our class organized and was always available to answer any questions we had during the course of the class. I highly recommend the SOMA Leadership Class, as well as its instructors, speakers, founders, and graduating students, who are all extraordinary leaders in their own right.

For more information on the Social Media Academy Leadership Class, click here.

LinkedIn Live Phoenix!

Join Me For LinkedIn Live Phoenix! Thursday, July 9, 2009, 5:30-8:30 pm at Crowne Plaza

Barbara A. Daniels, LION™ TopLinked™ [3,500+] is attending LinkedIn Live Phoenix on LinkedIn Events and thought you might be interested in going!

http://events.linkedin.com/LinkedIn-Live-Phoenix/pub/83111

LinkedIn Live Phoenix
Thursday, July 9, 2009
5:30 p.m. - 8:30 p.m.

Crowne Plaza
4300 E. Washington Street
Phoenix, AZ 85034

Event website: http://www.phoenixsocialmediaevents.com

US Keywords: LinkedIn, Marketing, Social Media, Phoenix, Twitter, Business, Networking, Mesa, Chandler, Scottsdale, Tempe, Glendale, Facebook, Chris Kokalis

Come and join us for LinkedIn Live. Our goal is to connect as many people as possible and show them the power of LinkedIn. Networking, LinkedIn tips, and much more!

This is a great way for you to network and build relationships with other LinkedIn users. Featuring FREE professional head shots for attendees.

http://events.linkedin.com/LinkedIn-Live-Phoenix/pub/83111

Hope to see you there!

Slides Gsp Final

Check out this SlideShare Presentation:

Slides Gsp Final

View more Microsoft Word documents from kanter.

Social media: Whose job is it anyway? - iMediaConnection.com

In the online world, all media is quickly becoming social. But which part of your team should be responsible for handling it? Six industry leaders share their opinions.

View >>

just finished up Session #2 of the Social Media Academy Leadership Class. The info is fabulous and I'm learning tons and using and sharing it! More at http://ping.fm/KXX9R

Social Media at Sun Microsystems

Check out this SlideShare Presentation:

Social Media at Sun Microsystems

View more presentations from Lou Ordorica.

I've been using FriendFeed, a great way to share things with my friends and family. I thought you might like to try it out, too.
Check out my feed here: http://ping.fm/9VIIL

"Together we will prosper only when we are willing to reach out and help each other; Social Media is the road that can get us there."

Your thoughts? ... What role do you believe social media will play in the future of nonprofits and fundraising?

- Barbara A. Daniels, Managing Director/CEO for The Caffe Publishing Group, LLC


COMMENTS:

“Great statement Barbara. I just saw this here. I like the analogy of the read. Like with all reads it is ours to take it and use it to. It is up to us to share it with others and keep it safe. And if somebody strands on the side it is up to us to help each other. But we all have to walk it ourselves. We may take wrong exits take wrong routes and will get lost. So we help each other to find our goals.

Like with all roads they only get us to a target location if we know where we want to go.”
- Axel Schultze, Creating a better customer experience - one ecosystem at a time.

Thank you, Axel, for your very insightful comments. I like the way you think. I am truly looking forward to getting to know you better and learning more about your vision through the Social Media Academy.

Signed, your humble student
- Barbara Daniels, Managing Director/CEO for The Caffe Publishing Group, LLC

“I love this statement and this philosophy. As a business lecturer at San Francisco State University, I have been blessed with the opportunity to immerse myself in the SMM [Social Media Marketing] Revolution/Evolution. It has been exciting and rewarding to bring this knowledge to my students who will make IT all happen as they enter the Business World.

To help me spread the word, many Bay Area professionals in advertising, marketing, and PR have graciously given their time to speak in my classes. We all seem to believe that this Conversation is (a) what social media is all about and (b) exactly the change of direction we need to move us all forward into a brighter future.”
- Shari Weiss, Consultant for Social Media Marketing

“Thank you, Shari, for your wonderful comments and feedback. I'm so glad to hear that you are teaching the ways of Social Media to the next generation; although at times, I believe they are teaching us... Young people seem to "get it" all too well, and they are fearless. I'm always surprised when I run into intelligent business people, at meetings, conferences, etc. that seem so afraid of Social Media. I really do believe it is the wave of the future... and not taking advantage of the opportunity will only hold them back. I am so impressed with the new Mindshare Report - finally, something tangible that really quantifies the impact of social media on business. I am highly recommending it to everyone I know, especially the ‘non-believers’."
- Barbara Daniels, Managing Director/CEO for The Caffe Publishing Group, LLC

“We need concerted efforts to unite and take full advantage of the role of the media, use of the media to the platform called for more people to join our ranks at the same time, also let them know that people in difficulty and for those in need of help people will do more to help themselves! “
- Bluse Lin, Student

“Hello Bluse Lin, thank you for your comments. I totally agree.”
- Barbara Daniels, Managing Director/CEO for The Caffe Publishing Group, LLC

“Social media will play a major role in the future of nonprofits and fundraising. It is a way to reach the masses quicker than traditional forms of communication. Also through the use of social media you are able to extend your reach through your network.”
- Jody McPhearson, Relationship Manager at Scottsdale Area Chamber of Commerce

“Thank you, Jody, for your response. I agree that Social Media will play a major role in the future of nonprofit fundraising, as well as event promotion, volunteer coordination, garnering resources and support, and long-term sustainability. We have become a virtual society. The speed with which we may communicate through the Internet and Social Media has become a pipeline that will continue to grow and become the ‘standard’ for doing business in the future.”
- Barbara Daniels, Managing Director/CEO for The Caffe Publishing Group, LLC

“Barbara, I totally agree, I don't look at social media as first playing in my economic future but in society's economic future. Without building up society's economic future nobody's economic future will be enhanced.

The beauty of TRUE SOCIAL MEDIA is we the people have the power to actually empower and invoke change, with our talents in this uncertain economic time, with our talents not only in social media but in every industry we have been lucky enough to prosper in the past.

We cannot depend on Government to build jobs or an economy to secure our future, all of us who are fortunate enough to be where we are at must do this by training; building and creating solutions/services that jump start our economy once again.

Most of us on here are from the days when we saw this happen at one point and all it will take is another cycle and now it is our turn to be at the forefront and to rely on those who are veterans from the past "cycles" to get us all rolling.

Social Media is one aspect that can instigate this but we cannot ignore our predecessors that have lived through past historic times like these....one thing I know is that I don't know because I lack experience that cannot be taught it has to earned and learned through time. So many companies have cut the most valuable resources, those seasoned people who hold something money or the next new ''fad" cannot replace...and that is experience.

What is unique about Social Media is we can promote and recruit faster but not forget those who truly know what we don't and integrate the two and meet in the middle. The technology and tools change but basic concepts and “revolutions don’t.” I.E. Agricultural Revolution, Industrial Revolution, Technology Revolution, this one we are in not named yet buy sociologists

This same concept holds true in society, we have put our most experienced members of society out to pasture and diluted the respect level down to nothing. With this practice, the concept of "love thy neighbor" and "protect the innocent" has lost a lot of meaning. Companies put these most experienced members out to pastures as well, except at the very top and again created a sub culture that our inexperience and lack of mentorship didn't prepare us for. We forgot about humanity and allowed ourselves to get into this situation.

In summary, Respect and Loyalty has changed, companies lay off at the direction of wall street, and families uproot and move for jobs only to be out of work sometimes six months later....sometimes causing total destruction of these families. When was it that we put all our eggs in an entity and not our generations of family? When was it we stopped caring about those who really had it worse off than us? When was it that we forgot what community was because the companies that let go of employees in the thousands, due to wall street reactions, pushing jobs overseas or worse yet, bad behaviors that made a false sense of economic safety net...that was never a community and wow did that go away quickly and what was left? How many people have suffered emotional breakdowns because their "sense of community" was that company that had what loyalty to them?

I think this is what you are trying to say in your post, once we are willing to reach out and help one another...Again, we have a wonderful tool to use: Social Media but the Recipe to properly engage in your wonderful concept needs a few more "ingredients" from our Society.....and the great news is:

All of the ingredients are in the pantry, waiting to be pulled out, they are already there....go outside today and look around...because Barbara Daniels is correct: Social Media is the road/tool/cake where each of us will prosper personally, spiritually and make our world a better place. Naturally then the economy too will follow.

We just need to use all of the ingredients and feed it to all of society.”
- Bonnie Murphy, Marketing Professional specializing in online & traditional marketing, Real Estate and software branding.

“Thank you, Bonnie, for your very thought provoking response. It is clear that you took the time to sincerely consider my quote and question. I believe that Social Media is a means to bring people together and mend the broken fences between us. I believe people are beginning to understand through Social Media how working together benefits the whole. I am inspired by your comments.”
- Barbara Daniels, Managing Director/CEO for The Caffe Publishing Group, LLC

“I completely agree. We have to in today's world. It is an evolution back to our roots of how the nation and economy was built. Social Media is a catalyst to fast track where we have lost contact and the ability to see the people we need to see to grow.”
- Cheri Hull, Leader, team player, business developer with entrepreneurial spirit

“Thank you, Cheri, for your great comments! We're all in this together... working together - growing together. It's about building relationships. We are all connected in some way - social media is about keeping that connection open, and keeping our economy thriving. It's teamwork at its best!”
- Barbara Daniels, Managing Director/CEO for The Caffe Publishing Group, LLC

“Barbara - Interesting question and I actually do not agree entirely if by "social media" you mean the typical technologies of Web 2.0 that foster collaboration and community, online.

Lest you think I'm a Luddite, I joined LinkedIn on March 13, 2004 (less than a year after launch) and more than 20 years ago wrote an email program that also allowed for instant messaging.

We’re in 100% agreement that "we will prosper only when we are willing to reach out and help each other". I think social media is a phenomenal tool that dramatically accelerates what happens naturally and has happened for millennia, which is that a community (or tribe, or network) is more resilient and powerful when it grows and each member prospers.

However, it is still just a tool, and since it is computer-based it is limited just as any other technology (even phone) that does not allow for face-to-face communications.

Personally, I think you need both social media for Fast networking, and face-to-face channels for SLOW networking. Fast networking are actions that give you breadth and numbers, whereas SLOW networking gives you depth and quality.”
- Raoul Encinas, Business & Organizational Transformation Executive - Technology, Services, Projects

“Thank you, Raoul, for sharing your thoughts on Social Media. I look at Social Media as a tool as well, and I totally agree that it does not replace face-to-face communications - only that it helps to make the opportunity of face-to-face communications more available and more reachable. The 'tool' as you explained, is only a means in which we may use to connect to each other; yet still a very powerful means.”
- Barbara Daniels, Managing Director/CEO for The Caffe Publishing Group, LLC

Thank you to all who responded to the LinkedIn™ discussions – let the conversation continue…

- Barbara Daniels, Managing Director/CEO for The Caffe Publishing Group, LLC

is working on the American Red Cross Community Leaders Breakfast - May 7, 2009 at the Arizona Biltmore Resort. For more information go to: www.arizonaredcross.org or call (602) 336-6660.