Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change

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Most everyone has dipped their toe into the social media waters over the past few years, taking a peek at Facebook and Twitter to see what the buzz is all about. But we have learned that using social …

Most everyone has dipped their toe into the social media waters over the past few years, taking a peek at Facebook and Twitter to see what the buzz is all about. But we have learned that using social media tools isn't very difficult, however using them effectively,
particularly for social change, is challenging. Beth Kanter will lead
an interactive keynote the key principles for effective social media use that turns traditional organizations into cost-effective,far-reaching and effective Networked Nonprofits.

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  • 1. The Networked Nonprofit Using Social Media To Power Change Beth Kanter, Beth’s Blog June 7, 2010, Toronto My Charity Connects
  • 2. Beth Kanter http://www.bethkanter.org
  • 3. @afine @kanter June 21st Virtual Launch Party 4-5 PM EST http://bit.ly/netnongo
  • 4. We’re going to talk about … The Networked Nonprofit: The Big Picture Effective Social Media Use: On The Ground Practice #NCWK
  • 5. Why become a Networked Nonprofit?
  • 6. Complex social problems that outpace the capacity of any single nonprofit organization Photo by uncultured
  • 7. In a networked world, nonprofits need to work less like this Source: David Armano The Micro-Sociology of Networks
  • 8. And more like this …. With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  • 9. The Networked Nonprofit BE DO Understand Networks Work with Free Agents Create Social Culture Work with Crowds Listen, Engage, and Build Learning Loops Relationships Trust Through Transparency Friending or Funding Simplicity Govern through Networks
  • 10. Some nonprofits are born networked nonprofits, it is in their DNA ….
  • 11. Simplicity: Focus on what they do best, network the rest
  • 12. Social Culture: Not Afraid of Letting Go Control
  • 13. Other nonprofits make that transition more slowly
  • 14. Red Cross: Making the Transition to A Networked Nonprofit
  • 15. Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
  • 16. Listening Drove Adoption
  • 17. Influencer Customer complaining … Relationship service building issue
  • 18. Scale
  • 19. Social Media’s Role in Disaster Relief Effort in Haiti
  • 20. The Nonprofit Fortress
  • 21. The Unfortress Transparent
  • 22. Transparent nonprofits consider everyone inside and outside of the organization resources for helping them to achieve their goals
  • 23. Reflection: Is your nonprofit a networked nonprofit? NOT AT ALL YES Somewhere in between? #netnon
  • 24. Social Culture Uses social media to engage people inside and outside the organization to improve programs, services, or reach communications goals.
  • 25. Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more
  • 26. Leaders Experience Personal Use
  • 27. Making a strong business case
  • 28. Make Learning in Public Less Stressful
  • 29. Codifying A Social Culture: Policy • Encouragement and support • Best practices • Tone • Why policy is needed • Expertise • Cases when it will be used, • Respect distributed • Quality • Oversight, notifications, and legal implications • Additional resources • Training • Guidelines • Press referrals • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common wiki.altimetergroup.com sense Source: Charlene Li, Altimeter Group
  • 30. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
  • 31. Testing the policies: Refining, Educating
  • 32. Operational guidelines need to be specific and include examples
  • 33. Don’t moon anyone with a camera, unless you hide your face ….
  • 34. Let’s go from the moon to back on the ground
  • 35. I’ve been watching you …..every tweet you take … And so has @davidahood
  • 36. You may be in the slide show!
  • 37. Networked Nonprofits in Practice Strategy Capacity Learning
  • 38. Strategy Aligns social media with communications and program objectives.
  • 39. Communications and Program Assessment • Who do you want to reach? • What do you want to accomplish? • Where can social improve or supplement programs, services, or communications? • What’s our available budget/time? • What opportunities to pilot?
  • 40. Charting: What are your planned events, content, and opportunities for the year? What to socialize?
  • 41. Strategy Uses actionable listening techniques to develop a deep understanding of your network
  • 42. Source: Communications Network Listening Presentation OSI Foundation
  • 43. Strategy Uses conversation starters to engage audience.
  • 44. Conversation Starters Audience O Audience Twitter Facebook B What are they saying J What are they saying that is relevant that is relevant to/engages? E to/engages? C How can you rework How can you rework your message as a T your message as response or response or conversation conversation starter? I starter? Follow up Content V Follow up Content points points E
  • 45. Strategy Uses social network analysis to identify influencers and build relationships on social media spaces
  • 46. Strategy Use social media to close the loop between online and offline action
  • 47. Closing the Loop with Social Media
  • 48. Tweet Ups
  • 49. Strategy Your web site content has a social life.
  • 50. The Social Life of Content Co-Create Branded Branded Social Social Content Content Outposts Content Social Outposts Engage Spread Remix
  • 51. Give yourself some link love
  • 52. Engage Spread Remix
  • 53. Co-Created Branded Social Content Content Social Outposts
  • 54. Co-Created Branded Social Content Content Social Outposts Social Media Outposts
  • 55. Co-Created Branded Social Content Content Web Site Social Outposts Curated Social Content
  • 56. Capacity Allocates enough staff time and has the expertise to implement strategy
  • 57. Staffing Free Integrated Staff • Intern • Tasks in • Full-Time • Fans Job • Part-Time • Volunteer
  • 58. Don’t do this to your intern ….
  • 59. How many are hands-on with social media? How many think it is a time suck? ADOLAS
  • 60. Oh Look, A Squirrel!
  • 61. 9:00 • Monitor RSS 9:30 • Twitter 10:00 • Content Creation 11:00 • Social Networking
  • 62. Squirrel!
  • 63. Learning Launches small pilots and reiterates using the right metrics to understand what is and what isn’t working.
  • 64. Pick the Right Result Tangible Intangible Donations Leads Insights about what works Subscribers Interaction Members Engagement Saved Time Reputation Saved Costs Loyalty Increased page rank Satisfaction Increased media attention Sentiment Signed petitions Calls or emails to government Feedback officials Objective, Audience, Strategy, Tactics, Time investment, KD Paine
  • 65. Identify the most important metric and measure it!
  • 66. Spreadsheet Aerobics
  • 67. Testing, Testing, Testing
  • 68. Joyful funerals
  • 69. Squirrel!
  • 70. Summary: Scaling social media means working more like a network, less like an isolated organization You can make the transition with small incremental steps and be successful
  • 71. Squirrel!
  • 72. Did you hear something new ? What have you thought about before? What resonated? #netnon
  • 73. Thank you! http://www.bethkanter.org http://bit.ly/netnongo Virtual Launch Party June 21st 4-5 PM EST