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  • http://www.flickr.com/photos/adc/228720789/
  • Beth wears many hates. She is the CEO of Zoetica, writes Beth’s Blog, and Visiting Scholar for Nonprofits and Social Media at the Packard Foundation. She started off her 30 year nonprofit career as a classical flute player and when she didn’t get first chair in the Boston Symphony, she started working in orchestra administration. It’s a long story about how she from tooting to tweeting …
  • http://www.flickr.com/photos/celinesphotographer/2598816622/
  • http://www.flickr.com/photos/angela7/93854574/
  • It isn’t a nonprofit with an Internet Connection and a Facebook Profile …Networked Nonprofits are simple and transparent organizations. They are easy for outsiders to get in and insiders to get out. They engage people to shape and share their work in order to raise awareness of social issues, organize communities to provide services or advocate for legislation. In the long run, they are helping to make the world a safer, fairer, healthier place to live.Networked Nonprofits don’t work harder or longer than other organizations, they work differently. They engage in conversations with people beyond their walls -- lots of conversations -- to build relationships that spread their work through the network. Incorporating relationship building as a core responsibility of all staffers fundamentally changes their to-do lists. Working this way is only possible because of the advent of social media. All Networked Nonprofits are comfortable using the new social media toolset -- digital tools such as email, blogs, and Facebook that encourage two-way conversations between people, and between people and organizations, to enlarge their efforts quickly, easily and inexpensively.
  • http://www.flickr.com/photos/nicmcphee/422442291/
  • Solution: Networks of individuals and institutions that reduces the burden on everyone, leverages the capacity, creativity, energy and resources of everyone to share solutions, solve problems. This changes the definition of scale for social change - was institutions now networks. http://www.flickr.com/photos/me_maya/171223061/
  • The transition of how a nonprofit goes from institution to looking like and working more like a network is what our book is aboutThe transition isn’t an easy, flip a switch – and it happens – it takes time Some nonprofits, newer ones like Mom’s Rising have networked nonprofit in their DNA, while others – institutions – make the change slowly.Way of being transforms into a way of doing
  • The transition from working like this to this – doesn’t happen over night, can’t flip a switch
  • http://www.flickr.com/photos/peggycollins/2597798134/
  • http://www.devonvsmith.com/2010/07/the-networked-nonprofit-theatre-a-manifesto-a-book-review/We assert the unalienable rights of The Intern. We understand that The Intern might be a high school student, an MBA, a retiree, or anyone in between. The Intern will be taken seriously, given real work to do, be respected for their opinion, and will be patiently taught the things they don’t yet know.
  • http://disruptology.com/10-social-media-tasks-for-summer-interns/
  • http://www.flickr.com/photos/24443965@N08/3639694353/
  • Bit of history/Harvey MilkOrganization with a great problem to have. We are known world round.We started a global movement of LGBT choral groups.Here is the challenge. As the Social Media Director for the world’s first LGBT Chorus, we want to embrace new technologies to take our mission of changing lives through music to new audiences. Which brings us to our participation here, and our choice to do a Listening Experiment.
  • Andy Bales Union Rescue Mission
  • Thomas Alva Edison held 1,093 patents for different inventions. Many of them, like the lightbulb, the phonograph, and the motion picture camera, were brilliant creations that have a huge influence on our everyday life. However, not everything he created was a success; he also had a few failures.

Arts Council Silicon Valley Arts Council Silicon Valley Presentation Transcript

  • Arts Council Silicon Valley
    Becoming a Networked Arts Council:Effective Social Media Practice
  • Beth Kanter
    http://www.bethkanter.org
  • Let’s find out about you…
    What is your name, job? (Executive director, marketing director, audience development, education, operations, artistic director)
    Three words about social media …
  • Survey Summary
    Benefits
    • Good channel for reaching particular demographic
    • Increase arts community engagement
    Challenges
    • How to integrate into our communications plan to achieve explicit goals
    • Who is the audience?
    • Keep content fresh and exciting
    • Rely on integrity of each individual participating w/out top down critic
    • Not to let the momentary excitement fade – launch and leave it
    • Keeping it fun and informative
    • Nice design
    Skepticism
    • Not worth the amount of time required – why add another channel
  • The Media Landscape: Newspapers are disappearing like Cheshire cats
  • The internet and social media has not replaced/ displaced traditional media
    but…
    It is fundamentally changing the way people consume and interact with information
  • The “New” Information Ecology
    Local TV news (78%)
    National TV news (73%)
    Print national newspaper (17%)
    Internet (61%)
    Print local newspaper (50%)
    Radio (54%)
    Menu of Choices for News on a Typical Day
  • With my friends
    How people are getting info to make decisions
  • What we’re going to cover today ….
    Part 1: Networked Nonprofits: The Big Picture
    Part 2: Capacity and Culture Change, ROI
    Part 3: Discussion: Staff Survey
  • What is a Networked Nonprofit?
  • Why become a Networked Nonprofit?
  • Networks reduce the burden and leverage resources
  • The Networked Nonprofit
  • In a networked world, nonprofits need to work less like this
    Source: David Armano The Micro-Sociology of Networks
  • And more like this ….
    Some nonprofits are born this way, others have to make the transition … slowly ..
    With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  • You want me to start blogging too?
    From scarcity to abundance …
  • Simplicity: Leverage your networks ..
  • Objective: Connect CA UW members with one another
  • Exploring the Relationship
    Are you even listening to me?
    How well do I really know you?
    Do we have anything in common?
    Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)
  • Listening Experiment
    Listening Tactics
    Google Alert Keywords:
    • Frameline
    • Frameline34 OR San Francisco International LGBT Film Festival
    • gay OR lesbian OR bisexual OR transgender OR LGBT OR queer film
    • "Youth In Motion"
    Examples of Blogs Followed:
    • IndieWire
    • Towleroad
    • GLAAD Blog
  • Listening Experiment
    What We “Heard”
    News articles about specific festival films
    Filmmakers posting about their own films
  • Listening Experiment
    What We “Heard” (continued)
    Articles about LGBT films, celebrities, etc.
    News articles about the festival
  • Listening Experiment
    How We’ve Used This Information
    • Tracked press clippings
    • Reposted articles on E-News, Facebook, and Twitter
    • Created blog: http://blog.frameline.org
    • Engaged more with friends & followers
  • The more social-media-savvy organizational partners, the better for SFGC social media content!
  • Who is going to do the work?
  • A quick scan of your social media ant trails …
  • The Intern will be taken seriously, given real work to do, be respected for their opinion, and will be patiently taught the things they don’t yet know.
  • Don’t do this to your intern (or staff) ….
  • The perfect intern might be already be in your network
  • Social Culture
  • 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
  • How do arts people get comfortable with social media?
  • The San Francisco Gay Men’s Chorus
  • Leaders Experience Personal Use
  • Codifying A Social Culture: Policy
    • Encouragement and support
    • Why policy is needed
    • Cases when it will be used, distributed
    • Oversight, notifications, and legal implications
    • Guidelines
    • Identity and transparency
    • Responsibility
    • Confidentiality
    • Judgment and common sense
    • Best practices
    • Tone
    • Expertise
    • Respect
    • Quality
    • Additional resources
    • Training
    • Operational Guidelines
    • Escalation
    • Policy examples available at wiki.altimetergroup.com
    Source: Charlene Li, Altimeter Group
  • Part 3: Return on Insight, Return on Investment
  • Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery
  • Social Media ROI: Insight, Interaction, Investment and Impact
    Impact
    Investment
    $
    Return
    Interaction
    Insight
    Number of Months Using listen, learn, and adapt
  • Survey Summary
    Benefits
    • Good channel for reaching particular demographic
    • Increase arts community engagement
    Challenges
    • How to integrate into our communications plan to achieve explicit goals
    • Who is the audience?
    • Keep content fresh and exciting
    • Rely on integrity of each individual participating w/out top down critic
    • Not to let the momentary excitement fade – launch and leave it
    • Keeping it fun and informative
    • Nice design
    Skepticism
    • Not worth the amount of time required – why add another channel
  • Principles
    • Alignment: Social media strategy supports program or communications objectives
    • Listen: Uses listening and responding techniques to develop a deep understanding of the audience
    • Engage: Uses conversation starters to engage audience
    • Relationships: Builds relationships with influencers on social media spaces
    • Integrated: Integrate and cross distribute content across social media channels
    • Bridge:Uses social media to close the gap between online/offline
    • Capacity: Allocates time and has the capacity to implement
    • Learn: Launches small pilots and revises using the right metrics to understand what is and what isn’t working