Google is Old, Yahoo is Young, but Lifestyle is better determiner of social media usage

http://www.freefoto.com/images/04/19/04_19_23_prev.jpgJoel Cere’s headline, “Poor Young People Use Yahoo; Rich Old People Use Google,” in response to recently released research from Hitwise leads back to an issue I promised Beth Kanter I’d ponder this last weekend: lifestyle versus age when examining how people use social media.   This issue arose after Beth informally polled a group of teens about their social media usage.  Not one of them used Twitter, yet all used text messaging (SMS).  I’ve gotten into the “age” issue before, in my post on email is for old fogies.

Nonprofit Focus: Social media is “place” not “promotion”

As nonprofit marketers, the focus is not how to get people to use certain web 2.0 media.  It’s about creating “customer” loyalty and communicating the value of what you do—to the right people at the right place.  And, in the old lingo of marketing (product, price, promotion, place), the right social media becomes “place”  rather than what we might think of as “promotion.”

Age, Influence Groups

Yes, age is one demographic we can’t overlook when trying to understand where to reach new volunteers, donors and advocates for nonprofits.  But as I noted on Beth’s blog, “influence groups” are an important determiner of consumer behavior: 

“I know my late adoption of Facebook (or MySpace) was influenced by who I saw using it: teens in my classes and how they were using it (for hooking up).

Really, we’re talking consumer behavior, and the myriad of reference groups that influence behavior. Friendship groups, work groups, virtual communities, advocacy groups—they all influence behavior.”

Even though maintaining friends is a fundamental drive for teens, they may still feel more grounded in face-to-face contact for those times when they want validation (although there is also a role for anonymity in expressing yourself). And, there may be an avoidance to Twitter, given the “watchdog” aspect (given the proliferation of “helicopter parents,” how do you say “no” to a parent who wants to “follow” you?).

Bigger Picture: Lifestyle

An individual’s pattern of living might be even more important to nonprofit marketers.  It also explains why some people over 50 seem to be heavy users of new technology when younger folks are not.  A Pearson marketing textbook I use by Armstrong and Kotler references Forrester Research Inc.’s framework for looking at consumer adoption of online technolgoy.  Forrester has a well-developed “Technographics©” series of research data that looks at how to segment consumers in a variety of ways.  In 2005, they developed 10 categories that segmented tech users including (this quote from text) :

  • Fast Forwards (biggest spenders on tech. Time-strapped, driven, top users).
  • New Age Nurturers (big spenders too, but more of a focus on home use, whether for education or entertainment)
  • Mouse Potatoes (those dedicated to interactive entertainment)
  • Techno-strivers (career advancement oriented use of technology)
  • Traditionalists (small-town folks, suspicious of technology beyond the basics)

Looking at the landscape of social media and users in these terms makes a lot of sense.  For nonprofits to build relationships, we need to be in the right place.  But where that is depends upon who we are trying to reach. 

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When Wikis Trump Email

j0404960.jpgGlad I discovered Stewart Mader yesterday.  What drew me was a discussion of wiki versus email on Day 2 of his series, “21 Days of Wiki Adoption.”

Last month, I wrote how email might not be going away anytime soon, and I stick with that.  But having held jobs where I’d leave my desk for a meeting, returning to find 100 emails, I know there must be a better way.  My email-from-hell experience was during the implementation of a rather large project–welfare reform–in one of the largest state agencies in existence.  I was top assistant to the Deputy Secretary overseeing this sea change. 

Everyone would “CYA” themselves by copying me on every email…it was how they “collaborated.”  Sound familiar?

Oh, if we only had wikis then.  Development of regulations, retraining of staff, outreach to constituencies, new policy manuals, IT apps–all under deadline with thousands of people involved.  How many days we broke our momentum to attend front-office meetings to explain where we were on the project(s) and “collaborate.”  Some staff had to come from across town or across the state. 

Collaboration and a Smaller Inbox

Fortunately, wikis are now idiot-proof and easy to set up.  I’ve used them (from PBWiki) for my college teaching, in both traditional and online classes.  In all cases, I’ve been the only person involved who knew what a wiki was at the outset, but most participants adapted quickly. 

 duqprojectmanagementwiki2.jpg

The screenshot here was for a Project Management class I ran of adult (mostly National Guard) students enrolled in a Masters of Leadership program run by Duquesne U. 

We were spread all over central PA during the week at our jobs, but had 8 weeks (and 8 evening classes) to run a fundraiser from scratch to finish to benefit The American Legion Legacy Scholarship.  We used the wiki to get our ducks in a row for a mission statement, then used subsequent pages to share word documents, timelines, tick lists, etc.  In projects, a wiki lets you:

  • Avoid the barrage of email
  • Have one source for the most current version of documents
  • Get input from multiple sources in an orderly manner
  • See the most recent updates, comments and postings by your colleagues
  • Let participants view parallel activities that might affect their portion of the project
  • Be more nimble, reacting to new input and altering direction, if needed.
  • Cut down on meeting time (if you need meetings at all).

If you need an easy-to-understand resource on what a wiki is, check out this video by Lee Lefever of CommonCraft.com

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Risks, rewards involved in adopting new business models–even in Web 2.0

A couple of “down” days with a cold followed by watching the Superbowl led me to ponder new business models and web 2.0. 

online learningAs you recall, the Superbowl was played at University of Phoenix’s stadium.  UOP was one of the first educational institutions to adopt the distance learning model.  The upside to pushing the envelope is their phenomenal growth and still cutting-edge usage of technology (there are no regular textbooks, just e-books).  The downside: traditional institutions scoffed at degrees earned online.  Some business processes (such as incentives for recruitment) had to be tweaked for an educational model. 

Standards for online learning didn’t exist when they began some 30 years ago, but we’ve come a long way.  Departments of education (state and federal) now recognize these degrees through accreditation.  In some quarters, UOPs e-learning reputation overshadows the fact that they have 200 physical campuses too.  (What, a football stadium?)   (Disclosure: I am a part-time business instructor for UOP Harrisburg campus..but for that reason I know first-hand how stringent their academic standards are). 

When bloggers write about Web 2.0 business models, they generally mean how an entire business is modeled via the web 2. 0 world (Twitter, Google, Facebook, any new startup taking advantage of trends).  But I’m more concerned with how individual nonprofits have adapted to use web 2.0–and I’m not just talking about marketing or fundraising. A couple of years ago, Dion Hinchcliffe wrote this:

There’s a whole aspect of Web 2.0 that can drive genuine business value and significant competitive advantage

This applies to nonprofit as well as for-profit organizations.  

Awhile back, I did a presentation to a statewide network of family service agencies focused on adoption of technology in service delivery.  We examined internet “counseling,” which was first emerging. It usually consisted of sort of of email communications with a therapist.  I thought e-therapy had potential to reach consitutencies not reached through ordinary means—rural residents (if they had internet access), people without transportation, or those otherwise resistant to sharing personal information face-to-face. Well, the suggestion didn’t go over too well. 

Since then, e-therapy has moved forward.   A check of sites (I’m not endorsing these, as I have no knowledge of the quality of their services) such as asktheinternettherapist  and letstalkscounseling show added services including internet video counseling via instant messaging, Windows Live, and Skype. 

Certainly, there is a need for local services and face-to-face counseling where human service providers can make appropriate local referrals and interventions.  Many family service agencies end up dealing with unexpected issues–domestic violence, child abuse, and thoughts of suicide.  But I can’t help but wonder how these agencies can benefit from selective use of these technologies to reach clients in need.  Isn’t that where hotlines came from years ago? 

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Social Media in Action 2: Pedal to the Metal for America’s Giving Challenge

On a post last week,  I reported on Social Media In Action, where Beth Kanter’s passion for kids in Cambodia stood to benefit from participation in the online fundraising contest sponsored by America’s Giving Challenge.   Beth’s passion is for The Sharing Foundation, which is benefiting from her networking on Twitter and her blog. 

The contest is intented to encourage better and more use of online fundraising for nonprofits.  The four fundraisers with the highest number of unique donors will receive $50,000 from the Case Foundation. The 50 projects that get the most total donations will each get $1,000.

 As of this moment in time, The Sharing Foundation is at #2 in terms of unique donors, with 1,490–nope, make that 1,495 (just changed) unique donors. 

  • To donate or check out the action, click here (be patient, with last minute donations, the site is a bit slow).  

The leaderboard is here, if you want to check it out.  

The contest ends this afternoon at 3 p.m.  (if you are reading this after that time, still check out the links…there is much to learn). 

If you are reading this in time, please consider giving the $10 minimum donation to help ensure The Sharing Foundation receives the extra $50,000!  It’s the number of donors that counts.

And if you are with a nonprofit, check out all these links above, including Beth’s Blog to see how you too can take advantage of web 2.0 media. 

Are “late” adopters “twits?”

At least I am. 

I confess, I’m “late” with getting on board with Twitter (ok…it launched in late 2006; only in the cyberworld is this late).  Lots of reasons: 

  • Concern with time management 
  •  Already have plenty of work flow interruptions
  • Too busy to take the time regarding how it all works. 
  • Not sure if there was anyone to tweet with (as most of my peers don’t use it)
  • Fear that the Twitterati will regard me as a late adopter that should just go away (blog posts on how Twitter should get back to how it was a year or more ago instilled that one…..)
  • Okay, and maybe the concern that I won’t be able to keep up with the fast-paced lives of others.  I’d look quite boring online. 
  • I need to detach from my electronic devices quite frequently during the day to stay sane.

You get the drift.

Why I’m taking the plunge.

Darren Rowse at problogger   has a recent post that he worked on over several days.  He discusses the Benefits of Twitter to bloggers, showing how, during his blog writing, things were popping.  Other recent posts include:  How to Use Twitter: Tips for Bloggers and 35 Twitter Tips from Twitter Users.   I’m still digesting these tidbits, diving in nonetheless and hoping to find my “voice” and time management tips for getting the most from the technology.  Still figuring out which desktop client, if any, I should use.

And the ever savvy Beth Kanter again showed how we can all benefit from Twitter.

Journey of a Newbie: Installment 1  

What I’ve figured out so far, in terms of Twitter use:

  1. I’ll use Twitter for mostly professional reasons. (You don’t need to know when I’m running to the grocery store).
  2. However, I’ll be a little more informal then my blog (which is in itself more informal than my presentations).
  3. For now, I’m using Web access only. 
  4. I’ll follow a couple of key people, lurking a little but tweeting concepts I’m working on.
  5. I will start to “tweet” links I find interesting for upcoming blogs, maybe even items that don’t yet make it in, in the hopes of getting other perspectives.
  6. I will learn to think in 140 words or less….but will communicate enough info that followers get the drift.
  7. I will “tweet” more on what I’m thinking, than what I’m doing.   (Advice from Todd Mintz).
  8. I need to learn the lingo.  We use Twitter where we “tweet,” and we are “tweeting,” were “tweeted” but never “twit?”   😉

Stay tuned.  Tips for productive use of this medium actively solicited! 

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Social Media In Action

I haven’t been blogging long, and although I have a depth of experience in communications and a “gut” instinct on what works, there’s still a lot to learn.  One great source has been Beth Kanter’s blog and wiki.  The great thing about social media is that this assistance comes “free” (okay, I retract that, there’s the time issue–but you know what I mean). 

Social Media In Action

Beth’s passion is for lifting kids in Cambodia out of poverty and she’ s involved in The Sharing Foundation, recently mentioned in a slide presentation Ed Schipul gave at the Got Social Media Conference. I had already seen the slideshow posted on Beth’s blog, and read where SHE learned her project was mentioned in the presentation in a “tweet” she received.  I then decided to get more serious about Twitter (had signed up for an account a few days ago but hadn’t yet used it—more on that in future post on being a newbie).  Twitter was having some problems yesterday so I bagged it for another day, but not before directly tweeting Beth Kanter.  She got back to me, asked if I’d donate and help get a couple of other donations for the Cambodia for Kids/Sharing Foundation group.  Ah..the wonders of social media. 

America’ Giving Challenge wants to encourage online giving campaigns.  Toward that end, they are sponsoring an online fundraising contest.  There’s the chance for Sharing Foundation to winner an extra $1,000 or even $50,000 if they can get enough unique donors.  Minimum donation is $10.  Contest ends January 31 at 3 p.m. but…

Beth said:   

..over the next five days (now actually 3), the organizations that get the most donations in a single 24 hour period will receive an additional $250, plus the largest donation will be matched. So, if you haven’t contributed yet, this would be an excellent time to donate $10!

If we are four of the top causes to get the most unique donors, we’ll win $50,000 for the Sharing Foundation as part of America’s Giving Challenge. With $10 you can help improve the lives of over 1,500 children in one of the world’s poorest countries.

So check out this link, donate and spread the word.

How’s that for a “best practice” in action?

BAM: Board Buy-in for Social Media, Part Two

In my previous post, you began to lay the groundwork for board signoff on your web 2.0 initiatives.  

It’s a myth that boards won’t support (increased) usage of web 2.0 technology.  They are simply unfamiliar with the potential of what exists.  They may have seen their teenager use MySpace or a school blog. Your job is to connect the dots. Ultimately, they are accountable for the financial well-being of the organization, which includes ensuring resources are available to achieve the mission.   In BoardSource’s “Twelve Principles of Governance That Power Exceptional Boards,” they state:

Linking budgeting to strategic planning, they approve activities that can be realistically financed with existing or attainable resources, while ensuring that the organization has the infrastructure and internal capacity it needs.

Coupled with the fact that the board’s duties include advancing the public perception of the organization, why wouldn’t they provide the resources and support to more-fully utilize social media?   Now you have your background, let’s get the rest of the ducks in a row:j0314273.jpg

 Questions your presentation should be able to answer:

  1. What do you want the board to sign off on? 
  2. How does this (your web 2.0 suggestions) solve problems or allow staff to do their jobs better?
  3. How does it further the organization’s mission?
  4. How does it link to the organization’s strategic plan?
  5. Are the costs justified? Remember costs include time and money.  Address concerns about learning curves.

Who should do the presentation?

You have two options.  An internal staff member or someone from outside the organization.

  1. Internally, who “owns” your web 2.0 initiative and will be knowledgeable and passionate about it?  It may be the marketing or fund development staff.   Make sure this person presents from an overall strategic standpoint, not their stovepipe, however.
  2.  Sometimes, it might be beneficial to use someone who is perceived as an outside, impartial expert.  You know best.  Consider a consultant (we’re out there) or someone from a larger nonprofit association (perhaps you are a member). 

By getting your Board “on board” with web 2.0, you’ll feel more confident as you build your initiatives. 

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