The Networked Nonprofit
Using Social Media To Power Change




        Beth Kanter, Beth’s Blog
       June 7, 2010, Toron...
Beth Kanter
http://www.bethkanter.org
@afine @kanter



 June 21st Virtual
   Launch Party
    4-5 PM EST
http://bit.ly/netnongo
We’re going to talk about …

The Networked Nonprofit:
     The Big Picture

Effective Social Media Use:
  On The Ground Pr...
Why become a Networked Nonprofit?
Complex social problems that outpace the capacity of
any single nonprofit organization
                                   ...
In a networked world, nonprofits need to work less like this




      Source: David Armano
      The Micro-Sociology of N...
And more like this ….




With apologies to David Armano for hacking his visual!
Source: The Micro-Sociology of Networks
The Networked Nonprofit

              BE                          DO
Understand Networks          Work with Free Agents

...
Some nonprofits are born
networked nonprofits, it is in
their DNA ….
Simplicity: Focus on what they do best, network the rest
Social Culture: Not Afraid of Letting Go Control
Other nonprofits make that
transition more slowly
Red Cross: Making the Transition to A
Networked Nonprofit
Listen: Monitor, Compile, Distribute




 I took an American Red Cross class I thought was
 less than satisfactory. […] Th...
Listening Drove Adoption
Influencer
               Customer   complaining …
Relationship
                service
  building
                 issue
Scale
Social Media’s Role in Disaster Relief Effort in Haiti
The Nonprofit Fortress
The
Unfortress



Transparent
Transparent
 nonprofits consider
 everyone inside and
    outside of the
     organization
resources for helping
them to a...
Reflection:
      Is your nonprofit a networked nonprofit?




                                                    NOT AT ...
Social Culture
Uses social media to engage
people inside and outside the
organization to improve
programs, services, or re...
Loss of control over their branding
and marketing messages
Dealing with negative comments
Addressing personality versus
or...
Leaders Experience Personal Use
Making a strong business case
Make Learning in Public Less Stressful
Codifying A Social Culture: Policy
• Encouragement and support                • Best practices
                           ...
Be professional, kind, discreet,
authentic. Represent us well.
Remember that you can’t control it
once you hit “update.”
Testing the policies: Refining, Educating
Operational guidelines need to be specific
and include examples
Don’t moon anyone with a camera, unless you hide your
face ….
Let’s go from the moon to back on the ground
I’ve been watching you
  …..every tweet you take …
       And so has @davidahood
You may be in the slide show!
Networked Nonprofits in Practice


                   Strategy


                   Capacity




                   Learni...
Strategy


Aligns social media with communications
and program objectives.
Communications and Program Assessment




• Who do you want to reach?
• What do you want to accomplish?
• Where can social...
Charting: What are your planned events,
content, and opportunities for the year? What
to socialize?
Strategy

Uses actionable listening
techniques to develop a deep
understanding of your network
Source: Communications Network Listening Presentation OSI Foundation
Strategy

Uses conversation starters to
engage audience.
Conversation Starters

Audience                  O     Audience
Twitter                         Facebook
                 ...
Strategy

Uses social network analysis to
identify influencers and build
relationships on social media
spaces
Strategy

Use social media to close the loop
between online and offline action
Closing the Loop with Social Media
Tweet Ups
Strategy

Your web site content has a
social life.
The Social Life of Content

                              Co-Create
                                                   Bra...
Give yourself some link love
Engage   Spread   Remix
Co-Created              Branded
  Social                Content
 Content




              Social
             Outposts
Co-Created              Branded
                 Social                Content
                Content




               ...
Co-Created               Branded
  Social                 Content
 Content                 Web Site




              Soci...
Capacity

Allocates enough staff time and
has the expertise to implement
strategy
Staffing


Free           Integrated   Staff
• Intern       • Tasks in   • Full-Time
• Fans           Job        • Part-Ti...
Don’t do this to your intern ….
How many are hands-on with social media?
 How many think it is a time suck?




ADOLAS
Oh Look, A Squirrel!
9:00    • Monitor RSS


9:30    • Twitter


10:00   • Content Creation


11:00   • Social Networking
Squirrel!
Learning

Launches small pilots and
reiterates using the right metrics
to understand what is and what
isn’t working.
Pick the Right Result


         Tangible                             Intangible
                   Donations
            ...
Identify the most important metric and measure it!
Spreadsheet Aerobics
Testing, Testing, Testing
Joyful funerals
Squirrel!
Summary:

Scaling social media means working
more like a network, less like an isolated
organization

You can make the tra...
Squirrel!
Did you hear something new ?
What have you thought about before?
What resonated?

#netnon
Thank you!
 http://www.bethkanter.org




http://bit.ly/netnongo

 Virtual Launch Party
       June 21st
      4-5 PM EST
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
Beth Kanter - The Networked Nonprofit: Using Social Media Effectively to Power Social Change
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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 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.

Published in: Design, Technology, Business

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

  1. 1. The Networked Nonprofit Using Social Media To Power Change Beth Kanter, Beth’s Blog June 7, 2010, Toronto My Charity Connects
  2. 2. Beth Kanter http://www.bethkanter.org
  3. 3. @afine @kanter June 21st Virtual Launch Party 4-5 PM EST http://bit.ly/netnongo
  4. 4. We’re going to talk about … The Networked Nonprofit: The Big Picture Effective Social Media Use: On The Ground Practice #NCWK
  5. 5. Why become a Networked Nonprofit?
  6. 6. Complex social problems that outpace the capacity of any single nonprofit organization Photo by uncultured
  7. 7. In a networked world, nonprofits need to work less like this Source: David Armano The Micro-Sociology of Networks
  8. 8. And more like this …. With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  9. 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. 10. Some nonprofits are born networked nonprofits, it is in their DNA ….
  11. 11. Simplicity: Focus on what they do best, network the rest
  12. 12. Social Culture: Not Afraid of Letting Go Control
  13. 13. Other nonprofits make that transition more slowly
  14. 14. Red Cross: Making the Transition to A Networked Nonprofit
  15. 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. 16. Listening Drove Adoption
  17. 17. Influencer Customer complaining … Relationship service building issue
  18. 18. Scale
  19. 19. Social Media’s Role in Disaster Relief Effort in Haiti
  20. 20. The Nonprofit Fortress
  21. 21. The Unfortress Transparent
  22. 22. Transparent nonprofits consider everyone inside and outside of the organization resources for helping them to achieve their goals
  23. 23. Reflection: Is your nonprofit a networked nonprofit? NOT AT ALL YES Somewhere in between? #netnon
  24. 24. Social Culture Uses social media to engage people inside and outside the organization to improve programs, services, or reach communications goals.
  25. 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. 26. Leaders Experience Personal Use
  27. 27. Making a strong business case
  28. 28. Make Learning in Public Less Stressful
  29. 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. 30. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
  31. 31. Testing the policies: Refining, Educating
  32. 32. Operational guidelines need to be specific and include examples
  33. 33. Don’t moon anyone with a camera, unless you hide your face ….
  34. 34. Let’s go from the moon to back on the ground
  35. 35. I’ve been watching you …..every tweet you take … And so has @davidahood
  36. 36. You may be in the slide show!
  37. 37. Networked Nonprofits in Practice Strategy Capacity Learning
  38. 38. Strategy Aligns social media with communications and program objectives.
  39. 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. 40. Charting: What are your planned events, content, and opportunities for the year? What to socialize?
  41. 41. Strategy Uses actionable listening techniques to develop a deep understanding of your network
  42. 42. Source: Communications Network Listening Presentation OSI Foundation
  43. 43. Strategy Uses conversation starters to engage audience.
  44. 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. 45. Strategy Uses social network analysis to identify influencers and build relationships on social media spaces
  46. 46. Strategy Use social media to close the loop between online and offline action
  47. 47. Closing the Loop with Social Media
  48. 48. Tweet Ups
  49. 49. Strategy Your web site content has a social life.
  50. 50. The Social Life of Content Co-Create Branded Branded Social Social Content Content Outposts Content Social Outposts Engage Spread Remix
  51. 51. Give yourself some link love
  52. 52. Engage Spread Remix
  53. 53. Co-Created Branded Social Content Content Social Outposts
  54. 54. Co-Created Branded Social Content Content Social Outposts Social Media Outposts
  55. 55. Co-Created Branded Social Content Content Web Site Social Outposts Curated Social Content
  56. 56. Capacity Allocates enough staff time and has the expertise to implement strategy
  57. 57. Staffing Free Integrated Staff • Intern • Tasks in • Full-Time • Fans Job • Part-Time • Volunteer
  58. 58. Don’t do this to your intern ….
  59. 59. How many are hands-on with social media? How many think it is a time suck? ADOLAS
  60. 60. Oh Look, A Squirrel!
  61. 61. 9:00 • Monitor RSS 9:30 • Twitter 10:00 • Content Creation 11:00 • Social Networking
  62. 62. Squirrel!
  63. 63. Learning Launches small pilots and reiterates using the right metrics to understand what is and what isn’t working.
  64. 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. 65. Identify the most important metric and measure it!
  66. 66. Spreadsheet Aerobics
  67. 67. Testing, Testing, Testing
  68. 68. Joyful funerals
  69. 69. Squirrel!
  70. 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. 71. Squirrel!
  72. 72. Did you hear something new ? What have you thought about before? What resonated? #netnon
  73. 73. Thank you! http://www.bethkanter.org http://bit.ly/netnongo Virtual Launch Party June 21st 4-5 PM EST
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