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Colorado Project

by Beth Kanter on Aug 19, 2010

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David Pires , Community Manager at AIESEC France Alumni Really nice presentation 1 year ago Reply
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Ted Fickes, Electronic Communications Manager, The Wilderness SocietyJen Caltrider and Alan Franklin, ProgressNow ColoradoDaniel Weinshenker, Rocky Mountain/Midwest Region Director, Center for Digital StorytellingMark Marosits and Andrea Hill, Worldways Social MarketingRamonnaTooley and Jim Licko, GroundFloor Media
WhoHow many organizations are not yet using social media, just getting started, have a strategy in place – using effectively or not?
http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
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/Problem statement: Explosion in size of nonprofit sector over last twenty years, huge increase in donations and number of nonprofits, and yet the needle hasn’t moved on any serious social issue. A sector that has focused on growing individual institutions ever larger has failed to address complex social problems that outpace the capacity of any individual org. or institution to solve them.
Problem statement: Explosion in size of nonprofit sector over last twenty years, huge increase in donations and number of foundations, and yet needle hasn’t moved on any serious social issue. A sector that has focused on growing individual institutions ever larger has failed to address complex social problems that outpace the capacity of any individual org. or institution to solve them. That’s why feel strongly that nonprofits need to work more like networks.http://www.flickr.com/photos/sorby/258577150/http://www.flickr.com/photos/uncultured/1815645413/
The transition from working like this to this – doesn’t happen over night, can’t flip a switch
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
http://www.flickr.com/photos/kingcoyote/101629460/in/set-72057594070147041/
http://www.flickr.com/photos/45825575@N03/4289957595/Kate Scadding
Organizational culture is the psychology, attitudes, and experiences and beliefs of the people who lead organizations. Culture impactsUse social media to engage people inside and outside the organization to improve programs, services, or reach communications goals. Embrace mistakes and take calculated risksReward learning and reflectionUse a “try it and fix it as we go” approach that emphasizes failing fastOvercomes organizational innertiaUnderstand and appreciate informality and individuality do not necessarily indicate a lack of professionalism and caring.Trust staff to make decisions and respond rapidly rather than craw through endless check-ins and approval processes
http://www.flickr.com/photos/24443965@N08/3639694353/
So what happens is that we treat this skepticism like the black smoke monster on LOST – we’re afraid to have those difficult conversations that gets us to a social culture.
How many LOST Fans? Pick your boggyman – the blob, the attack of the killer tomatoes
Andy Bales Union Rescue Mission
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.
There is also a need to describe your social media strategy in terms of the value – how it will help you reach your goals. Many leaders are “yellow thinkers” – that is they need to see the results laid out in advance before they will say.Pre-school California – there is also a conversation about value – and that happens by connecting social media strategy to communications objectives.
Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidlyIt is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
Don’t do anything stupid – Social MediaDon’t moon anyone with camera
Testing of the policy – and there may be things that you didn’t think
They also know that in order to have more impact, they need to scale. They wanted to go beyond having social media be a silo in the communications department, and through the Target experience they realized the value of employee use of social networks/social media. They worked on a social media policy, guidelines and an operational manual so that anyone working in affiliates as well as national could be ambassador on social networks. The guidelines also extend to volunteers. The overall policy is encouraging, not controlling. The operational handbook gives them specific steps, examples, and tips for being effective.
http://www.flickr.com/photos/hermida/490868828/
http://www.flickr.com/photos/stuckincustoms/444790702/Fortresses work hard to keep their communities and constituents at a distance, pushing out messages and dictating strategy rather than listening or building relationships. Fortress organizations are losing ground today because they spend an extraordinary amount of energy fearing what might happen if they open themselves up to the world. These organizations are floundering in this set-me-free world powered by social media and free agents.This trajectory changes when organizations learn to use social media and actually become their own social networks.
The opposite of Fortresses, Transparents can be considered as glass houses, with the organizations presumably sitting behind glass walls. However, this isn’t really transparency because a wall still exists. True transparency happens when the walls are taken down, when the distinction between inside and outside becomes blurred, and when people are let in and staffers are let out.University of California Museum of Paleontology, “Introduction to Porifera,” http://www.ucmp.berkeley.edu/porifera/porifera.html (accessed on May 21, 2009). Opening the Kimono in Beth’s Blog: A Day in the Life of Nonprofit Social Media Strategists and Transparency,” Beth’s Blog, posted August 3, 2009, http://beth.typepad.com/beths_blog/2009/08/opening-the-kimino-week-on-beths-blog-a-day-in-the-life-of-nonprofit-social-media-strategists-and-tr.html (accessed September 30, 2009).
http://www.flickr.com/photos/uncorneredmarket/370672187/“You cannot be fully transparent all the time because you need to give people a safe place to have the discussion without disrespecting others.”Not black and white – line the Esther Dyson Story at Transparency CampWhat is TransparencyTransparency isn’t black and white. It is very tempting to grade organizations as either transparent or not. However, transparency isn’t quite that simple, it is a sliding scale of openness that changes upon the circumstances and needs of an organization and its network. Organizations certainly need to be open to people on the outside, easy to enter, understand, and navigate. However, this does not mean that every conversation, every piece of paper, every decision, needs to be open to everybody. “You cannot be fully transparent all the time because you need to give people a safe place to have the discussion without disrespecting others.”This black and white notion scares a lot of organizations. Their is definitely a need for a safe place for private conversations – but I our default impulse is to do things in screen – is to build a Robert Frost mending wall. I wonder what it would be like if the default was – everything is open and you had to decide what should be closed?
When is more transparency not a good thing? in an era of information overload, is more transparency (making information available) adding to the noise? Relationships to protect – safe placeSecurity – personal or informationTrade secrets
PDF celebrate free agents ---What we’d like to talk about today – is the challenges that some nonprofits are facing – working with free agents.Millennials, with their passion for causes and fluency with social media, are also a part of a powerful new force for social change players called free agents. Free agents are individuals working outside of organizations to organize, mobilize, raise funds, and communicate with constituents. In the old paradigm, organizations could dismiss free agents as amateurs not worthy of their time and attention. And without the connectedness of social media they might have been able to afford to ignore them. But not any more, not with the power of an entire social movement in the palm of an individual’s hand. Free agents are not by definition Millennials, but many free agents are young people. Free agents take advantage of the social media toolset to do everything organizations have always done, but outside of institutional walls.
http://www.flickr.com/photos/bigtallguy/139143816/We wrote this book because we saw a landscape of free agents and nonprofit fortresses crashing into one another ….
Shawn Ahmed is 29 year-old Canadian from Toronto and the founder of the “The Uncultured Project.” He raises money and awareness on the issue of extreme global poverty. He is idealistic, facile with social media and works outside the walls of an institution. He’s passionate about wanted to end global poverty and wants to do it on his terms.Shawn feels strongly that his generation can end extreme poverty with one small action at a time in places like Bangladesh. His on-the-ground work aims to make as many meaningful differences in other people’s lives as possible. This includes helping a widow keep her children, helping a student stay in high school, helping malaria survivors live malaria-free lives, and much more. But as he acknowledges, that he can’t do it alone.http://www.flickr.com/photos/uncultured/1173511851/
By sharing this journey on social networks like YouTube and Twitter, he is inspiring other people to talk about issue of global poverty and take action, and as he says, “in a way that is different from the big nonprofit organizations.”
We witnessed this collision first hand during our session on the Networked Nonprofit at the NTEN NTC Conference as Shawn’s frustration with traditional organizations spilled over. He grabbed the microphone to address the room full of nonprofit professionals and said, “the problem isn’t social media, the problem is that YOU are the fortress.Social media is not my problem: I have over a quarter million followers on Twitter, 10,800 subscribers on YouTube, and 2.1 million views. Yet, despite that, I have a hard time having you guys take me seriously. “
He turned and pointed a finger at Wendy Harman from the Red Cross who was in the room. He told the room full of nonprofits staffers …..When the Haiti earthquake struck, I contacted the Red Cross. I offered to connect the community supporting my work with your efforts in Haiti. But I was dismissed as ‘just a guy on YouTube’”.
A month after our gathering in Atlanta. Shawn Admed shared news of a meeting with the Red Cross, an organization he now describes as “unfortress.” He applauds them for exploring ways to team up with a free agent. The hardest step is for most organizations is the first one. They have to admit their fear of a loss of control that prevents them from working with free agents – and get to a conversation to explore the possibilities. The Red Cross took that first step. There are actually 12 steps – and we lay this out in the chapter on social culture.
Doing more by Theme: Explain - Feel like you have too much to do, because you do too much - do what you do best and network the rest Exercise: Surfrider - Reflection question doing lesshttp://www.flickr.com/photos/martinlabar/3248079595/Eugene Eric Kim recently gave a terrific talk at Packard on principles for online social networks. One of his principles was simplicity and used the metaphor of ant trails. Ants leave a trail that says "I was here." That way others can find them and connect. Twitter is simply an ant trail. We can leave a pulse, it is simple and easy. It keeps the connections going. Eugene said not to focus on the content. Leave a trail and emergence to happen.I did a very quick of your social media ant trails and was delighted to see many of the best principles for effective social media exist – and so hoping that we can have a robust conversation about best practices.
Focus on what you do best, network the rest
http://www.flickr.com/photos/peggycollins/2597798134/
Amy Boroff (@njdevmgr), development manager for Junior Achievement of NJ in Princeton [emphasis added], discovered one of her new Twitter followers was Kate Specchio (@ecsfoundation), co-founder of Morris County-based The Emily C. Specchio Foundation. Through their tweets, Amy recognized the potential for working together. They continued to communicate on Twitter in real-time, after working hours, to learn more about each respective organization. After several weeks, JANJ submitted a proposal to ECS for funding for an inaugural event: the Women's Future Leadership Forum. The ECS Foundation accepted the proposal and granted funds to help support aspiring female high school students become future leaders.
http://www.flickr.com/photos/brentdanley/238882398/
How do you get started?http://www.flickr.com/photos/ryanobjc/2712391135/
http://www.flickr.com/photos/yandle/844341197/Lay out all planned communication and marketing events and opportunities for the year and determine which ones you want to socialize …
http://www.flickr.com/photos/garibaldi/361920500/
This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
http://www.flickr.com/photos/s4xton/461112546/With everything connected, now you can start thinking about ways to strengthen the bonds between your online channels, which encourages your supporters to move between them and to connect with you in multiple ways.The more channels you can use to reach a supporter, the more likely they are to see your updates, to engage in conversation, and to build a positive image of and rapport with your organization.As you develop your editorial calendar and think about what to say and where to say it, keep in the mind the strengths and weaknesses of various channels. You want to share the same basic message across all channels, but you’ll often vary the specific call to actions.For example, if you are working on a fundraising campaign, email is a better bet than social media for the direct ask for the donation, with highly visible links back to a campaign landing page and donation form on your website.But what if you want supporters to connect with others who are also giving to the same campaign? That’s where social media can be highly effective. For example, on your thank-you pages and follow-up emails, you could encourage your supporters to share a story about why they are giving to your cause on your Facebook wall. Both calls to action – donate in email and share in social media – support the overall campaign by capitalizing on the strengths of the two different channels.
http://www.flickr.com/photos/s4xton/46111http://www.flickr.com/photos/mcaven/4319012152/2546/
http://beth.typepad.com/beths_blog/2010/05/icecream.html
Berkley Rep Use of Events:
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/notanartist/263545370/sizes/l/
http://socialmediatoday.com/content/6-ways-waste-your-time-social-medhttp://www.flickr.com/photos/inel/4160678255/ia?utm_source=smt_newsletter&utm_medium=email&utm_caSocial Media Marketing is a helpful tool, but you have to be careful not to waste time on unnecessary and even harmful actions in your quest to make the most of this new tool. Here are six big time-wasters to be aware of:Subscribing to too many Blogs. I highly recommend that you subscribe to relevant blogs for your industry, but be picky, be realistic, and set an egg timer. The point is that you cannot be everywhere, you just can't. So choose your feeds wisely. Following blogs won't do you any good if you don't have time to read, understand, and respond when necessary. You may want to respond by sharing with others, you might join the conversation, you might need to adjust something you are doing based on this new information. So don't over do it, because if you read ALL the relevant blogs there will be no time to respond accordingly.Reading every Tweet, Facebook post, or Status Update. This is similar to subscribing to too many blogs. You want to follow them because they have good stuff to say, but once you begin to follow a big crowd you can't catch every little thing. So don't feel guilty if you miss some posts. I highly recommend making Favorites Lists (“Groups” in Facebook) so that you can make sure to catch everything that the most relevant people have to say. **Disclaimer: if you have time to read a ton, read as much as you realistically have time for. I think listening (reading) is one of the most important parts of social media marketing, but don't kill your productivity by reading all day long.Getting involved in too many different social media sites. Keep it to the sites that are most relevant to your immediate fan base. We use Facebook, YouTube, Twitter, LinkedIn, Blogs, & a few Forums. We post to a few main forums that speak to our industry. We comment on blog articles that are relevant and we can add some value to. We write our own blog, and we are maintaining our Twitter, Facebook, LinkedIn and YouTube profiles. There certainly are more options for us, but this is where we find our specific community interacts. Your industry may have a ton of forums but not a lot of bloggers. It is certainly industry specific. Don't be afraid to ask customers where they “hang-out”, and don't be afraid to try something, give it the appropriate time to see if it works, and then make your exit if you find it does not work for your needs.mpaign=newsletterChecking your social media too often. Block out specific times of day where you spend 30 minutes or an hour, reading and replying on your social media pages. Don't let the urge to hop over and check it every hour pull you under. Then the day is over and all you have to show for it is your social media posts and by then you are running out of good original work and content to talk about anyway.Following or Friending people who are not a part of your community. Do you automatically let anyone who asks you to be a friend, be a friend? Do you automatically follow any Twitter follower that follows you? This can be a humongous waste of time. Again, you have to be choosy. Don't let anyone who is not relevant to your business take any of your time or energy. There are many types of relevant people in this world; mentors, prospects, clients, industry experts, P.R. connections, local connections, you will have to make the final decision. The important thing here is to not let a bunch of spamming, get rich quick, time wasters get mixed into your community.Posting repeat messages or setting up automated messages. I know this sounds ridiculous that these two things actually waste your time, but let me explain. If you set up automated status updates through ping or an rss feed you are wasting your time and everyone else's. No one wants to read automatic status updates. Everyone knows they are automated, especially if they are following several industry giants and see the same thing posted, verbatim, over and over. Those messages are not personal and will send your followers straight to their Unfollow buttons.I have seen many companies on many occasions who have a slogan or an elevator pitch or a special claim to fame, use that message non-stop on their social media feeds. I have even witnessed updates like these containing the exact same typo they had in the previous version of it. I have also seen this status update posted multiple times in the same day! Talk about exasperating. Can you imagine in your twitter feed, over and over again all day “companyxyz: We're the home of the Award Winning Acme XYZ Thing-a-ma-jig!” Literally copied & pasted all day long? Not so good. #UnfollowHow do you keep from wasting valuable time while tackling your Social Media Marketing?
http://socialmediatoday.com/content/6-ways-waste-your-time-social-medhttp://www.flickr.com/photos/inel/4160678255/ia?utm_source=smt_newsletter&utm_medium=email&utm_caSocial Media Marketing is a helpful tool, but you have to be careful not to waste time on unnecessary and even harmful actions in your quest to make the most of this new tool. Here are six big time-wasters to be aware of:Subscribing to too many Blogs. I highly recommend that you subscribe to relevant blogs for your industry, but be picky, be realistic, and set an egg timer. The point is that you cannot be everywhere, you just can't. So choose your feeds wisely. Following blogs won't do you any good if you don't have time to read, understand, and respond when necessary. You may want to respond by sharing with others, you might join the conversation, you might need to adjust something you are doing based on this new information. So don't over do it, because if you read ALL the relevant blogs there will be no time to respond accordingly.Reading every Tweet, Facebook post, or Status Update. This is similar to subscribing to too many blogs. You want to follow them because they have good stuff to say, but once you begin to follow a big crowd you can't catch every little thing. So don't feel guilty if you miss some posts. I highly recommend making Favorites Lists (“Groups” in Facebook) so that you can make sure to catch everything that the most relevant people have to say. **Disclaimer: if you have time to read a ton, read as much as you realistically have time for. I think listening (reading) is one of the most important parts of social media marketing, but don't kill your productivity by reading all day long.Getting involved in too many different social media sites. Keep it to the sites that are most relevant to your immediate fan base. We use Facebook, YouTube, Twitter, LinkedIn, Blogs, & a few Forums. We post to a few main forums that speak to our industry. We comment on blog articles that are relevant and we can add some value to. We write our own blog, and we are maintaining our Twitter, Facebook, LinkedIn and YouTube profiles. There certainly are more options for us, but this is where we find our specific community interacts. Your industry may have a ton of forums but not a lot of bloggers. It is certainly industry specific. Don't be afraid to ask customers where they “hang-out”, and don't be afraid to try something, give it the appropriate time to see if it works, and then make your exit if you find it does not work for your needs.mpaign=newsletterChecking your social media too often. Block out specific times of day where you spend 30 minutes or an hour, reading and replying on your social media pages. Don't let the urge to hop over and check it every hour pull you under. Then the day is over and all you have to show for it is your social media posts and by then you are running out of good original work and content to talk about anyway.Following or Friending people who are not a part of your community. Do you automatically let anyone who asks you to be a friend, be a friend? Do you automatically follow any Twitter follower that follows you? This can be a humongous waste of time. Again, you have to be choosy. Don't let anyone who is not relevant to your business take any of your time or energy. There are many types of relevant people in this world; mentors, prospects, clients, industry experts, P.R. connections, local connections, you will have to make the final decision. The important thing here is to not let a bunch of spamming, get rich quick, time wasters get mixed into your community.Posting repeat messages or setting up automated messages. I know this sounds ridiculous that these two things actually waste your time, but let me explain. If you set up automated status updates through ping or an rss feed you are wasting your time and everyone else's. No one wants to read automatic status updates. Everyone knows they are automated, especially if they are following several industry giants and see the same thing posted, verbatim, over and over. Those messages are not personal and will send your followers straight to their Unfollow buttons.I have seen many companies on many occasions who have a slogan or an elevator pitch or a special claim to fame, use that message non-stop on their social media feeds. I have even witnessed updates like these containing the exact same typo they had in the previous version of it. I have also seen this status update posted multiple times in the same day! Talk about exasperating. Can you imagine in your twitter feed, over and over again all day “companyxyz: We're the home of the Award Winning Acme XYZ Thing-a-ma-jig!” Literally copied & pasted all day long? Not so good. #UnfollowHow do you keep from wasting valuable time while tackling your Social Media Marketing?
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.
http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/
Testing
Social media must be aligned with your communications or program objectivesUses listening and responding techniques to develop a deep understanding of the audience. Uses conversation starters to engage your audience.Builds relationships with influencers on social media spacesIntegrate and cross distribute content across social media channelsUses social media to close the gap between online/offlineAllocates enough staff time and has the expertise to implement the strategyLaunches small pilots and reiterates using the right metrics to understand what is and what isn’t working.Assesses organizational culture and has strategies to address issues that may prevent adoption
http://www.flickr.com/photos/franie/471300085/What is one thing you learned from the break out sessions?Revisit the strategy your created, would you change anything based on what your learned at breakout sessionsPop Corn ReportShare Pair Reflection:What’s one thing you will put into practice?Book drawing
http://www.flickr.com/photos/g_w_y_n/3410304378/
I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and have been Visiting Scholar for Nonprofits and Social Media at the Packard Foundationv

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ajoa76 Tags smm ngo 1 year ago
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Colorado Project

by Beth Kanter on Aug 19, 2010

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