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

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. 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. 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. Communica6on
Collabora6on
Mul6media
Entertainment
Reviews and Opinions

7. Is Your Organiza(on Ready
To Be Social?
/
hZp://www.flickr.com/photos/49503180180@N01/3608757486

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. 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. 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. Trying to Integrate Social Media?
Define ROI expecta(ons ahead of (me
Everyone receives reports
hZp://www.flickr.com/photos/40624839@N02/3784049371/

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

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

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

17. Human Resources
Form a Facebook
Group to Recruit
employees

18. Human Resources

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. Internal Communica(on

21. Internal Communica(on

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

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. 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. Program Development

27. Program Development
HildygoZlieb.com

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. The Social Media Funnel
Move to
Ac6on
Creates
Trust
Social Media
Engage

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

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. Program and Volunteer Recruitment
Remember this
email?
Engagement
is the best
recruitment
strategy!

33. Program and Volunteer Recruitment:
Best Prac(ces

34. Program and Volunteer Recruitment:
Best Prac(ces

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. Be Proac(ve

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

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. Board Development

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. Some Ideas

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. American Red
Cross Social Media

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

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

47. 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/

48. 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/

49. 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

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