Presentation to graduate students at Milano | The New School for Management and Urban Policy about what leaders need to know about technology and social media
8. Get started
Image by http://www.elca.org/~/media/Images/Stewardship/Started/Getting_Started.jpg
9. • Programs
• Raise awareness
• Build brand equity
• Increase # of
downloads or requests
• Reach a particular new
audience
• Recruit volunteers
• Promote events
Set goals and priorities
• Fundraising
• Raise $XXXXXXX
• Attract XX% new
donors
• Advocacy
• Change policy
• Be the go-to org for
your issue
• Increase your list by
XX%
13. • Sign up for alerts
• www.google.com/alerts
• www.twilert.com
• www.backtype.com
• Suites of listening tools:
http://socialmedia-listening.wikispaces.com/
Tools
Listen
14. • Your organization’s name
• Program or event names
• Peer/competitor names
• Individuals connected to your organization
• Tagline or key phrases
• URL for any web properties (website, blog)
• Related issues/topics
• Common misspellings
• Twitter handle and common hashtags
Select keywords/phrases
Adapted from a list on Beth’s Blog, by Beth Kanter
15. • Get your feet wet
• Sign up for alerts
• Research
• www.pewinternet.org
• www.mashable.com
• Survey your email list
• Conduct informal focus groups
Listen
18. • Revisit your goals and priorities
• Do they still make sense in light of the
listening you’ve done?
Make a plan
19. • Revisit your goals and priorities
• Identify barriers
• Buy-in from leadership
• Cultural change within your organization
• Staff time
Make a plan
20. 1. You have no control of your message.
2. You never did.
3. The conversation is happening, with or
without you!
Let go…
21. • Revisit your goals and priorities
• Identify barriers
• Decide which technology to use
• What suits your mission?
• What’s going to give you the biggest bang for
your buck?
• What can your team sustain and grow?
Make a plan
22. • Revisit your goals and priorities
• Identify barriers
• Decide which media to use
• Build your capacity
• Hire, if needed
• Offer training (reverse mentoring)
• Have and encourage realistic expectations
• Avoid outsourcing/use interns wisely
Make a plan
23. • Revisit your goals and priorities
• Identify barriers
• Decide which media to use
• Build your capacity
• Create & share a social media policy
Make a plan
24. Create a social media policy
• Scan sample policies from other orgs
• http://socialmediagovernance.com/policies.php
• Agree on contents
• Write them in a way that addresses concerns,
but feels friendly and easy to follow
• Try http://socialmedia.policytool.net/
• Rollout through staff trainings/meetings
• Update 2x/year
25. • How will we address negative comments?
• What is our policy about employees’ personal
use of social networks?
• What is our policy about employees using social
media for work-related activities?
• What topics are acceptable for staff to talk about
online, and what is off-limits?
• What is our privacy policy?
• When should a staffer ask for help in deciding
what to do online?
Questions to address
The Networked Nonprofit by Beth Kanter & Allison Fine, page 58
28. • Measure your progress (at least monthly)
• Set up a dashboard
• Website: Referrals from social media sites
• Facebook: likers, pageviews, comments, etc.
• Twitter: Followers, retweets, lists, etc.
• Blog: Subscribers, views, comments, etc.
• Bit.ly: track clicks and stats for the links you
share
Assess
29.
30. • Measure your progress
• Check-in once a quarter
• What’s working? What’s not?
• Are you achieving your goals?
• If yes: How can you build on your momentum?
• If no: Why not?
Most common reason: Not enough time
• Determine your ROI (return on investment)
Assess
31. • Increased awareness of your cause
• Shift in your org’s perception
• New program participants
• Increased requests for info/programs
• Pageviews/clicks/comments/etc.
• New email addresses/contact info
• Signatures/actions taken
• Dollars raised
• Mentions online
Defining Success
32. • How much money are you spending?
• How much staff time are you spending?
• Is the return (meeting your goals)
proportional to the investment (time and
money)?
Remember: Return ≠ $
(necessarily)
Measuring ROI
34. • Meet semi-annually to assess strategy
• New tools we should explore?
• Old tools no longer working?
• Examine goals—still relevant?
• Consider staff/time—is it enough?
• Reprioritize as needed
Evolve
35. • Meet semi-annually to assess strategy
• Become an “open leader”
• Respect that your stakeholders and
employees have power.
• Share constantly to build trust.
• Nurture curiosity and humility.
• Hold openness accountable.
• Forgive failure.
Evolve
40. Resources
• Nonprofit Technology Network
http://www.nten.org
• Open Leadership by Charlene Li
http://www.charleneli.com/open-leadership/
• Internet Management for Nonprofits by Ted Hart et al.
http://books.google.com/books?id=Ct1u5HQkeA8C
• Pew Internet & American Life Project
http://www.pewinternet.org
• Big Duck: Website, eNews, and Duck Call Blog
http://www.bigducknyc.com
http://www.bigducknyc.com/blog
41. You might want to check this out:
Becoming a Nonprofit Tech/Social Media Superstar
Wednesday, Nov 17th, 6-8pm (free; @PlannedParenthood)
http://501technycnov10.eventbrite.com/
Online Engagement: Leveraging the Internet and
Social Media to Increase Visibility, Raise Money, and
Create Change
Spring semester, Thursdays 6-7:50pm (not so free; @Milano)
http://www.newschool.edu/milano/courses.aspx?id=37551