Our
Webinar
Will
Start
Soon.
Thank
You
For
Your
Pa6ence.

Integra(ng
Social
Media
Into
Essen(al
Organiza(onal

           ...
Integra(ng
Social
Media
Into

Essen(al
Business
Func(ons




      April
28,
2010

About
me

                         Professional:
former
execu6ve

                         director,
nonprofit
exec,
busine...
Key
Takeaways!



Characteris6cs
of
the

“Social
Organiza6on”


Social
media
integra6on:

concept
and

implementa6on
ideas...
Post‐Workshop
Opportuni(es

Some
workshop
resources
men6oned
at
Delicious,
with

the
tags
“socialbizpreso”
+
“NBN”


hZp:/...
Communica6on



   Collabora6on



    Mul6media



   Entertainment



Reviews
and
Opinions

Is
Your
Organiza(on
Ready

       To
Be
Social?






                                                                /

 ...
Some
Considera(ons:

Number
of
levels

of
approval


Degree
of

employee
trust


Willingness
to

listen



How
open
is
the...
The
Culture
of
Social

          Belief
in
                                Interest
in

       Transparency
              ...
Trying
to
Integrate
Social
Media?


Create
a
social
media
team.


                         Train
the
en(re
staff.
No

     ...
Trying
to
Integrate
Social
Media?


  Define
ROI
expecta(ons
ahead
of
(me





   Everyone
receives
reports


             ...
Support
Organiza(onal

         Func(ons

             Human
Resources:

    recrui6ng,
reten6on,
job
descrip6ons


      ...
Support
Organiza(onal

           Func(ons

               Staff
Development:

tools,
processes,
informa6on‐sharing,
knowle...
Support
Organiza(onal

       Func(ons

        Program
Development:

research,
sen6ment,
real‐6me
feedback





         ...
Support
Organiza(onal

          Func(ons

           Stakeholder
Engagement:

volunteer
recruitment,
program
recruitment
...
Return
on
Influence
=






Increasing
scale
of

      return



              hZp://www.flickr.com/photos/22799508@N07/3180...
Human
Resources





                   Form
a
Facebook

                   Group
to
Recruit

                   employees...
Human
Resources

Adver(sing
expense
                         Cost
of
hiring

                                            replacements

Cost...
Internal
Communica(on

Internal
Communica(on

More
efficient
use
of
         Cost
of
(me

(me





   
Internal
Communica(ons
ROI



                         Program
deli...
Staff
Development:
Water
Cooler
2.0





Training
and
collabora6on

tools:
Internal
podcas6ng,

   video,
bookmarking,

   ...
Staff
Development:
Online
Listening


   We
urge
every
employee
to
listen
to
online

 conversa6ons
about
their
area
of
expe...
Trained
Staff
             Be9er
service

                          delivery





        
Staff
Development
ROI




Staff
in...
Program
Development


Program
Development





                 HildygoZlieb.com

Gather
ideas
              Create

appropriate

                            services,
metrics,

                          ...
The
Social
Media
Funnel





                                      Move
to


                                             ...
hZp://www.flickr.com/photos/cambodia4kidsorg/2299939842/sizes/m/

Look
at
Real‐(me
Sen(ment

         Pla_orms!



     Video
sharing
(YouTube)

     Google
Buzz

     Facebook

     Onlin...
Program
and
Volunteer
Recruitment

                       Remember
this

                          email?




            ...
Program
and
Volunteer
Recruitment:

          Best
Prac(ces

Program
and
Volunteer
Recruitment:

          Best
Prac(ces

Be
Proac(ve


1.  Develop
a
social
media
presence
for
volunteer

    recruitment

2.  Tweet
it,
blog
it,
talk
about
it
on
...
Be
Proac(ve

hZp://www.flickr.com/photos/cambodia4kidsorg/2299939842/sizes/m/

Board
Development



1.  Direct
stakeholder
communica6on
is
key

2.  Hyperlink
their
Linkedin
profile
or
social
media

    ...
Board
Development

Direct
touch
with
                         Be9er

stakeholders
                            understand

                   ...
Some
Ideas

This
handbook
is
available
to
any
Red
Cross

volunteer,
employee,
and
fan
at

hZp://sites.google.com/site/wharman/
social‐...
American
Red

Cross
Social
Media

Look
at
their
ac6vi6es
all
over

the
world
via
Flickr
geomap

Webinar
Exercise


Choose
one
business
func6on

that
you
want
to
integrate
with

social
media.


Key
Takeaways!



Characteris6cs
of
the

“social
organiza6on”


Social
media
integra6on:

concept
and

implementa6on
ideas...
Thanks
for
the
Inspira6on!
Hat
Tips
To:

Olivier
Blanchard

hZp://www.slideshare.net/thebrandbuilder/olivier‐blanchard‐bas...
Don’t
miss
our
upcoming
webinars!


  5/5:
Modernizing
Execu6ve
Search
for
a
New

                     Economy

          ...
Debra
Askanase


Social
Strategist
and
Crea6ve
Director


debra@communityorganizer20.com

 www.communityorganizer20.com

 ...
integrating social media into essential organizational functions
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integrating social media into essential organizational functions

  1. 1. Our
Webinar
Will
Start
Soon.
Thank
You
For
Your
Pa6ence.
 Integra(ng
Social
Media
Into
Essen(al
Organiza(onal
 Func(ons
 Twi9er
tag:
#npwebinars
 Debra
Askanase,
Community
Organizer
2.0
 h9p://www.communityorganizer20.com
 Special
Thanks
To
Our
Sponsors

  2. 2. Integra(ng
Social
Media
Into
 Essen(al
Business
Func(ons
 April
28,
2010

  3. 3. About
me
 Professional:
former
execu6ve
 director,
nonprofit
exec,
business
 consultant,
and
teacher.

 Strategic
perspec(ve:
business
 consultant,
campaign
director,
 social
strategist.
 It’s
all
about
strategy
for
me.
 B.A.
Emory
University
 …and
I
LOVE
research!
 M.B.A.
Bar
Ilan
University

  4. 4. Key
Takeaways!

 Characteris6cs
of
the
 “Social
Organiza6on”
 Social
media
integra6on:
 concept
and
 implementa6on
ideas
 One
idea
you
will
 Implement
 Determining
Return
on
 Influence/Investment

 hZp://www.flickr.com/photos/83371160@N00/25928863/

  5. 5. Post‐Workshop
Opportuni(es
 Some
workshop
resources
men6oned
at
Delicious,
with
 the
tags
“socialbizpreso”
+
“NBN”
 hZp://delicious.com/tag/socialbizpreso+NBN
 
(feel
free
to
con6nue
to
add
to
this
list)
 Take
away
one
idea
from
the
workshop
that
you
will
 implement!

  6. 6. Communica6on
 Collabora6on
 Mul6media
 Entertainment
 Reviews
and
Opinions

  7. 7. Is
Your
Organiza(on
Ready
 To
Be
Social?

 /
 hZp://www.flickr.com/photos/49503180180@N01/3608757486
  8. 8. Some
Considera(ons:
 Number
of
levels
 of
approval
 Degree
of
 employee
trust
 Willingness
to
 listen

 How
open
is
the
 organiza6on
to
 change?
 hZp://www.flickr.com/photos/49922542@N00/401343608/

  9. 9. The
Culture
of
Social
 Belief
in
 Interest
in
 Transparency
 Listening
 Willing
to
Take
 Ability
to
 Risks
 Respond
Quickly
 Belief
in
Stakeholder
 Engagement
 hZp://www.flickr.com/photos/71325969@N00/2634561264/

  10. 10. Trying
to
Integrate
Social
Media?

 Create
a
social
media
team.

 Train
the
en(re
staff.
No
 silos!
 Decision
makers
on
team
 hZp://www.flickr.com/photos/40624839@N02/3784049371/

  11. 11. Trying
to
Integrate
Social
Media?

 Define
ROI
expecta(ons
ahead
of
(me
 Everyone
receives
reports

 hZp://www.flickr.com/photos/40624839@N02/3784049371/

  12. 12. Support
Organiza(onal
 Func(ons
 Human
Resources:
 recrui6ng,
reten6on,
job
descrip6ons
 Internal
Communica(on
 collabora6on,
communica6on,
resource
sharing
 hZp://www.flickr.com/photos/32955500@N08/3084647270/

  13. 13. Support
Organiza(onal
 Func(ons
 Staff
Development:
 tools,
processes,
informa6on‐sharing,
knowledge‐ building
 hZp://www.flickr.com/photos/32955500@N08/3084647270/

  14. 14. Support
Organiza(onal
 Func(ons
 Program
Development:
 research,
sen6ment,
real‐6me
feedback
 hZp://www.flickr.com/photos/32955500@N08/3084647270/

  15. 15. Support
Organiza(onal
 Func(ons
 Stakeholder
Engagement:
 volunteer
recruitment,
program
recruitment
and
 par6cipa6on,
board
development
 hZp://www.flickr.com/photos/32955500@N08/3084647270/

  16. 16. Return
on
Influence
=

 Increasing
scale
of
 return
 hZp://www.flickr.com/photos/22799508@N07/3180165241/

  17. 17. Human
Resources
 Form
a
Facebook
 Group
to
Recruit
 employees


  18. 18. Human
Resources

  19. 19. Adver(sing
expense
 Cost
of
hiring
 replacements
 Cost
of
retraining
 
Human
Resources
ROI
 Interview
and
recrui(ng
 (me
 hZp://www.flickr.com/photos/38726791@N06/4067195335/

  20. 20. Internal
Communica(on

  21. 21. Internal
Communica(on

  22. 22. More
efficient
use
of
 Cost
of
(me
 (me
 
Internal
Communica(ons
ROI
 Program
delivery,
 organiza(onal
 Be9er
ideas
 improvements
 hZp://www.flickr.com/photos/38726791@N06/4067195335/

  23. 23. Staff
Development:
Water
Cooler
2.0
 Training
and
collabora6on
 tools:
Internal
podcas6ng,
 video,
bookmarking,
 collabora6ve
tech

  24. 24. Staff
Development:
Online
Listening
 We
urge
every
employee
to
listen
to
online
 conversa6ons
about
their
area
of
exper6se
–
it
 makes
them
more
knowledgeable
in
their
own
 fields
–
American
Red
Cross

  25. 25. Trained
Staff
 Be9er
service
 delivery
 
Staff
Development
ROI
 Staff
input
and
 Be9er
programs/ contribu(on
 services,
less
burnout
 hZp://www.flickr.com/photos/38726791@N06/4067195335/

  26. 26. Program
Development


  27. 27. Program
Development
 HildygoZlieb.com

  28. 28. Gather
ideas
 Create

appropriate
 services,
metrics,
 outcomes
 
Program
Development
ROI
 New
or
 improved
ideas
 Improved
service
delivery
 hZp://www.flickr.com/photos/38726791@N06/4067195335/

  29. 29. The
Social
Media
Funnel
 Move
to

 Ac6on
 Creates
 Trust
 Social
Media
 Engage

  30. 30. hZp://www.flickr.com/photos/cambodia4kidsorg/2299939842/sizes/m/

  31. 31. Look
at
Real‐(me
Sen(ment
 Pla_orms!
 Video
sharing
(YouTube)
 Google
Buzz
 Facebook
 Online
forums/niche
forums
 Social
networks
 TwiZer
 Social
bookmarking
sites

  32. 32. Program
and
Volunteer
Recruitment
 Remember
this
 email?

 Engagement
 is
the
best
 recruitment
 strategy!

  33. 33. Program
and
Volunteer
Recruitment:
 Best
Prac(ces

  34. 34. Program
and
Volunteer
Recruitment:
 Best
Prac(ces

  35. 35. Be
Proac(ve
 1.  Develop
a
social
media
presence
for
volunteer
 recruitment
 2.  Tweet
it,
blog
it,
talk
about
it
on
Facebook
and
4sq
 3.  List
opportuni6es
on
volunteer
sites
 4.  Ask
volunteer
sites
and
strategic
geographic
 partners
to
talk
about
it
on
social
media

  36. 36. Be
Proac(ve

  37. 37. hZp://www.flickr.com/photos/cambodia4kidsorg/2299939842/sizes/m/

  38. 38. Board
Development
 1.  Direct
stakeholder
communica6on
is
key
 2.  Hyperlink
their
Linkedin
profile
or
social
media
 profile
to
the
website
 3.  Become
involved
in
crowdsourcing
ini6a6ves
 4.  Include
board
members
in
the
intranet
 5.  Include
board
in
staff
training/communica6ons

  39. 39. Board
Development

  40. 40. Direct
touch
with
 Be9er
 stakeholders
 understand
 and
serve
the
 organiza(on
 Board
Development
 Dona(ons,
 Increased
engagement
 recruitment,
etc.
 hZp://www.flickr.com/photos/38726791@N06/4067195335/

  41. 41. Some
Ideas

  42. 42. This
handbook
is
available
to
any
Red
Cross
 volunteer,
employee,
and
fan
at
 hZp://sites.google.com/site/wharman/ social‐media‐strategy‐handbook

  43. 43. American
Red
 Cross
Social
Media

  44. 44. Look
at
their
ac6vi6es
all
over
 the
world
via
Flickr
geomap

  45. 45. Webinar
Exercise
 Choose
one
business
func6on
 that
you
want
to
integrate
with
 social
media.


  46. 46. Key
Takeaways!

 Characteris6cs
of
the
 “social
organiza6on”
 Social
media
integra6on:
 concept
and
 implementa6on
ideas
 One
idea
you
will
 Implement
 Think
about
Return
on
 Influence/Investment

 hZp://www.flickr.com/photos/83371160@N00/25928863/

  47. 47. Thanks
for
the
Inspira6on!
Hat
Tips
To:
 Olivier
Blanchard
 hZp://www.slideshare.net/thebrandbuilder/olivier‐blanchard‐basics‐of‐ social‐media‐roi
 Beth
Kanter
 hZp://www.slideshare.net/kanter/social‐media‐trainers‐bag‐of‐tricks
 Duct
Tape
Marke6ng
 hZp://www.ducZapemarke6ng.com/blog/2009/12/29/small‐ businesses‐will‐simply‐become‐more‐naturally‐social/

  48. 48. Don’t
miss
our
upcoming
webinars!
 5/5:
Modernizing
Execu6ve
Search
for
a
New
 Economy
 5/12:
Building
Donor
Loyalty
 5/19:
Strategic
Planning
as
Organiza6onal
 Development
 5/26:
Hire
Like
a
Search
Firm
101
 6/2:
What
Is
a
Social
Media
Strategy,
Anyway?
 Register
at
www.nonprofitwebinars.com
 Enter
code:
co2comp
for
a
complimentary
webinar

  49. 49. Debra
Askanase

 Social
Strategist
and
Crea6ve
Director
 debra@communityorganizer20.com
 www.communityorganizer20.com
 TwiZer:
@askdebra

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