Professional Online Networking and Community Building
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The document discusses how social networks and the online social graph are changing how nonprofits engage with supporters. It defines the online social graph as the map of connections between people on the internet. It argues that nonprofit development officers will need to focus on being connected to supporters online, rather than just knowing people personally. Community managers will need skills like listening, engagement, and network weaving to leverage social networks and help nonprofits work beyond internal boundaries. Examples are given of how monitoring social media and engaging with supporters online can help nonprofits build relationships and increase fan growth over time.
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Professional Online Networking and Community Building
- 1. Using Your Social Graph for Public Media’s Good Beth Kanter, Beth’s Blog Developing and Managing Relationships
- 2. How are you currently using social networks? just for fun part of my degree work personal learning (optional) professional development (required) part of my job I’m not using any social networking sites Just for fun to keep up with my friends, family, or colleagues For professional networking and relationships, or professional learning, but not as a formal part of my job Part of my job Community Manager
- 3. Offline: Trainer Photo by Steve Goodman
- 5. Listening, Engaging, Sharing Profiles & Presence Communities RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
- 6. Over $215,000 raised ….
- 7. What’s a Social Graph?
- 8. A graph It’s actually a human graph
- 9. Doesn’t look like that Looks more like this
- 10. The online social graph is the map being constructed by social networking sites of every person on the Internet and how they are connected.
- 11. It’s also a disruptive technology ……
- 12. In the 70’s, it was mainframe computers
- 13. In the 80’s, it was the PC http://www.flickr.com/photos/mwichary/
- 14. In the 1990s, it was the Internet
- 15. Today, it’s the “online social graph” Source: Beth Kanter
- 17. Will the nonprofit development officer of the future say, "It's not who you know, but whether you're connected with them online."
- 19. That’s me
- 20. My first grade teacher is now my friend on Facebook!
- 21. That thought makes me wonder about social networks will continue to change our lives and our work. Will the nonprofit development officer of the future say, "It's not who you know, but whether you're connected with them online." Will the development professional of the future say it isn’t who you know, but who you’re connected with them online?
- 22. That thought makes me wonder about social networks will continue to change our lives and our work. Will the nonprofit development officer of the future say, "It's not who you know, but whether you're connected with them online." The Social Graph means that we can’t work in silos. Staff must be encouraged to leverage their own social networks and work beyond the firewall.
- 24. CAN, FAN, PAN
- 25. Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation TALK CONVERSATIONS Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Understand the differences
- 26. Source: David Wilcox, The Social Reporter One Way Social Media Take it from us Get it from our friends Different Approaches
- 27. Involvement Participator Type Ladder of Engagement Happy Bystanders Create Solicit Money Share Listen Spreaders Donors Evangelists Instigators
- 28. A New Job Description Or At Least Tasks
- 29. Essential Skills of Community Manager (Chris Brogan) Party Host/Restaurant Host Experienced Listeners Ability to Engage with Authentic Voice Ambassador and Advocate Protector Build Actionable Reports/Internal Evangelist
- 30. The Online Community Manager As Party Host: Three R’s Network Weaving
- 32. Rewards
- 33. Reciprocity
- 35. The Three R’s in Action
- 48. 125 people donated 142 birthday wishes 180 views on “see me naked” photo
- 49. Meet People As People First
- 50. Take Every Opportunity to Keep People Connected
- 51. Build Your Network Before You Need It
- 52. Community Manager As Restaurant Host
- 53. Using monitoring tools Know your keywords Use your RSS reader like a rock star Engaging and monitoring responses from clients Engaging internally Listening is Very Important!
- 54. The Red Cross
- 55. Monitors Compiles Distributes Wendy Harman
- 57. “ I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.” - Blogger
- 58. Relationship building Customer service issue BIG PROBLEM! Staff determines what type of response
- 59. Look for Trends Over Time Very important step!
- 60. Documentation creates internal value Relationship building Identifies influencers Incremental campaign improvements Listening Offers Value
- 62. Growth of Facebook fans since Community Manager involvement
- 63. Is that growth natural or guided? Month ending # of fans Fan growth Event 7/19/08 158 0 Started page 8/19/08 225 67 No action 9/19/08 464 239 Community Mgr begins to post and interact 10/19/08 1023 559 Comm Mgr talks with fans
- 64. The Social Graph effects us personally first, and in the workplace second Know the art of listening and engagement You need the skills of a party host and a restaurant manager to make it work for your organization Be a highly skilled network weaver
- 65. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address]
Editor's Notes
- http://www.flickr.com/photos/rborja/1798622687/ Developing and Managing Relationships