Uploaded byBeth Kanter
Community Foundation of Monterey
This document summarizes a presentation about using social media for nonprofits. The presentation covers: 1) Defining a "networked nonprofit" as one that leverages relationships and partnerships through social media to address complex issues. 2) The importance of developing a social culture within the organization that is open to new ideas and not afraid of losing some control. 3) Developing an effective social media strategy by aligning efforts with objectives, listening to audiences, engaging in conversations, building relationships, integrating across channels, and learning through testing. 4) Examples of how specific nonprofits have successfully used social media for outreach, fundraising, and achieving their missions.
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Community Foundation of Monterey
- 1. The Networked NonprofitNonprofitsin an Age of Social MediaBeth Kanter, Visiting ScholarSocial Media and Nonprofits, David and Lucile Packard FoundationOctober, 2010 - Monterey
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- 4. What we’re goingto cover today …..1:00-1:30 Introductions, Icebreaker, Networked Nonprofit Overview1:30-2:30 Culture, Simplicity2:30-2:45 Quick Break2:45-3:30 Effective Social Media Strategy3:30-4:45 Small Groups: Social Media Strategy4:45-5:00 Reflection and Raffle for Book
- 5. Share PairsIntroduce yourselvesand your organizationsWhat two words come to mind when you think about social media?Photo by Franie
- 6. Stand up, SitDown
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- 8. What is aNetworked Nonprofit?
- 9. Why become aNetworked Nonprofit?
- 10. Complex social problemsthat outpace the capacity of any individual organizationPhoto by uncultured
- 11. In a networkedworld, nonprofits need to work less like thisSource: David Armano The Micro-Sociology of Networks
- 12. And more likethis ….With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
- 13. Social Culture: Not Afraid of Letting Go Control
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- 17. “Our biggest takeawaywas that we could reach a wider and more diverse audience--and that audience was energized and moved to take action. Social Media information is up-to-date, the message can be altered or modified easily, and supporters’ questions and concerns quickly addressed. It can be transmitted as events are unfolding, and allow supporters to feel as if they are taking part in the experience instead of learning about it at a future date through a brief article and single photo.”
- 18. Let’s explore twothemes …. Social Culture
- 19. SimplicityTheme1: Social Culture
- 20. Loss of controlover their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Make mistakesMake senior staff too accessiblePerception of wasted of time and resources Suffering from information overload already, this will cause more
- 21. The Black SmokeMonster on LOST
- 24. Leaders understand thepower behind the tools ….Video
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- 27. Making Social ACultural Norm ….
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- 31. Do experiments tosee what works#speciesday
- 33. Steve Norris, ex-ToryMayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”
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- 38. Two guiding principlesin social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.
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- 46. Codifying A SocialCulture: Policy Encouragement and support
- 47. Why policyis needed
- 48. Cases whenit will be used, distributed
- 49. Oversight, notifications,and legal implications
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- 51. Identity andtransparency
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- 54. Judgment andcommon sense
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- 64. Policy examplesavailable at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
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- 68. Hybrid: SharedTwitter Account
- 69. Be professional, kind,discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
- 70. Testing the policies: Refining, Educating
- 71. Operational guidelines needto be specific and include examples
- 72. Your organization hasa social culture if ….Treats skepticism as a conversation starter, not stopperLeaders understand the power behind the toolsLeaders are open to reverse mentoring if neededDescribe resultsSocial is the cultural normTry it and fix it approach vs blame gameValue learningSocial media policy is not just a piece of paper
- 73. Reflection:How social isyour organization’s culture?NOT AT ALLVERYSomewhere in between? Flickr photos by heydee and intherough
- 74. You want meto start Tweeting too? Theme 2: Simplicity: From scarcity to abundance …
- 75. Simplicity: Leverageyour networks …Flickr photo by vmaiden
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- 83. Don’t do thisto your intern ….
- 85. The perfect intern might be already be in your network
- 86. How many arehands-on with social media?How many manage someone who is doing the work?ADOLAS
- 87. Oh Look, ASquirrel!
- 90. Effective Social MediaStrategyNetworked Nonprofits know how to use social media to connect, engage, and build a network of passionate people who care about their work.
- 91. PrinciplesAlignment: Social media strategy supports program or communications objectives
- 92. Listen: Uses listeningand responding techniques to develop a deep understanding of the audience
- 93. Engage: Uses conversationstarters to engage audience
- 94. Relationships: Builds relationshipswith influencers on social media spaces
- 95. Integrated: Integrateand cross distribute content across social media channels
- 96. Bridge:Uses social mediato close the gap between online/offline
- 97. Capacity: Allocates timeand has the capacity to implement
- 98. Learn: Launches smallpilots and revises using the right metrics to understand what is and what isn’t workingAlignment: Supports program or communications objective.
- 99. Smart Objective andTarget Audience
- 100. Communications and ProgramAssessmentWho do you want to reach?
- 101. What do youwant to accomplish?
- 102. Where can socialimprove or supplement programs, services, or communications?
- 103. What’s our availablebudget/time?
- 104. What opportunities topilot?
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- 107. United Ways ofCalifornia
- 110. Charting: What areyour planned events, content, and opportunities for the year? What to socialize?
- 115. Share PairsWhat event,content, or program organization can you “socialized”? Photo by Franie
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- 117. Source: Communications NetworkListening Presentation OSI Foundation
- 118. We Listen forOur Issues
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- 125. Influencer complaining …Customerservice issueRelationship building
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- 127. Exploring the RelationshipAreyou 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)
- 132. SuperfanEvangelismBirth of aSuper Fan by Aliza Sherman
- 133. How can youleverage love?TrackRecognizeSurveyEvaluateProposal/ToolsEngage and AmplifyEvangelism
- 134. Give Yourself SomeLink Love
- 135. Give Yourself SomeLink Love
- 136. Cross Distribute –selectively ….
- 137. Cross Distribute –selectively ….
- 138. Cross Distribute –selectively ….
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- 149. Connecting online andoffline engagement
- 150. Networked Nonprofits approachSocial Media likeThomas Edison inventing the storage battery
- 151. Pick the RightResult
- 152. Identify the mostimportant metric to measure it!
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- 154. To serve asa focus group Number of new ideas for blog posts
- 155. Saved timein researching for examples used in posts/workshops
- 156. Number ofquestions answersTesting Against FB InsightsContent formatContent topicsOutreach TacticsFrequency of PostsTime/Date of weekFB InsightsNumber of New FansTotal InteractionsPage Viewson FBReferrals to Blog
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- 161. Ready to playthe Social MediaGame? Source: littleoslo.com - Blogpoly
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- 164. Rules … Valueof the exercise is the discussion and how you navigate through choices
- 165. Rome wasn’tbuilt in a day
- 166. There areno right or wrong answers
- 167. Instructions on paperand knowledge in the cards and other people at tableStep 1: (10 minutes – don’t talk)Quietly review the assignment that you worked on from the last workshop with Dan.Think about some of the ideas you just heard and make some notes on where to integrate social mediaHow can social media align with your objectives and target audience?Your smart program objectiveAssets/ChallengesTarget AudiencesTheme, Messages, MessengersTactics
- 168. Step 2: (20 minutes) Pick someone from the group for a peer assist
- 169. Reviewsocial media strategy checklist
- 170. Brainstormsome ideas for a social media strategyWhat listening do you need to do?What are some conversation starters?How to integrate offline/online tactics?How can you cross-link, distribute or co-create content?Are there organizational adoption issues?Who will do the work?How will you measure success?
- 171. Step 3: (20 minutes) Review the cards
- 172. Share whatyou know
- 173. Discuss whattools you might selectReflectionHow will you apply what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward?What Challenges?
- 174. Reflection and RaffleWhatis one idea you can put into practice after the workshop?Write on index card include your name and email address
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Editor's Notes
- #2Â http://www.flickr.com/photos/bike/190157514/sizes/l/in/photostream/
- #3 I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and Visiting Scholar for Nonprofits and Social Media at the Packard Foundation
- #6 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?
- #8 I’ll be talking about a couple of themes from my book, The Networked Nonprofit.
- #9 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.
- #10 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 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. Our interest and passion is in solving these problems.
- #11 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/
- #13 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. The transition from working like this to this – doesn’t happen over night, can’t flip a switch
- #17 The most important takeaway was that social media enabled the Food Bank for Monterey Countyto reach a wider and more diverse audience--and that audience was energized and moved to take action. On Facebook, supporters were engaged in helping to bring in a truckload of Tyson Food simply through “Liking” us online and urging their friends to do the same. There was a sense of conversation taking place in real time as a two-sided exchange. Conversely, traditional “ask” letters and newsletters are published at fixed times and the information being conveyed in them may not be completely up-to-date or precisely what the receiver is interested in. With social media, the information is up-to-date, the message can be altered or modified easily, and supporters’ questions and concerns quickly addressed. News and photos can be transmitted as events are unfolding, and allow supporters to feel as if they are taking part in the experience instead of learning about it at a future date through a brief article and single photo. And not only has social media allowed the Food Bank for Monterey County to bring people more into our “world,” it also allows us to interact with and participate in the larger world of social media. We are able to access opportunities (such as Tyson Foods’ Tenth Anniversary of Hunger-Relief Efforts) that companies and other organizations are offering exclusively through their social media. Were it not for the David and Lucile Packard Foundation providing the Food Bank for Monterey County the opportunity to work with Social Media Messaging Coach Beth Kanter, we would not have been introduced to Ed Nicholson, Tyson Food’s Director of Community and Public Relations.This online event galvanized people both to support the Food Bank’s mission and to promote the organization to others. Thanks very much to Tyson Foods and Beth Kanter!
- #19Â http://www.flickr.com/photos/45825575@N03/4289957595/Kate Scadding
- #21Â http://www.flickr.com/photos/24443965@N08/3639694353/
- #22 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.
- #23 How many LOST Fans? Pick your boggyman – the blob, the attack of the killer tomatoes
- #26Â Andy Bales Union Rescue Mission
- #27 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.
- #29 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.”
- #30 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 rapidlyhttp://www.youtube.com/watch?v=-Vo4M4u5Boc
- #34 Steve Norris, ex-Tory Mayoral contender and adviser to Boris Johnson, says: “Not only do I not want the Southbank Centre to be listed — I think the National Theatre should have a Compulsory Demolition Order!” The Londoner, however, has a soft spot for Sir Denys Lasdun’s National. So there.
- #43Â http://www.flickr.com/photos/stuckincustoms/444790702/
- #48Â 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.
- #52 Don’t do anything stupid – Social MediaDon’t moon anyone with camera
- #53 Testing of the policy – and there may be things that you didn’t think
- #56Â http://www.flickr.com/photos/heydee/240653254/http://www.flickr.com/photos/intherough/3781583774/in/photostream/
- #58Â http://www.flickr.com/photos/vmaidens/4634423822/sizes/l/in/photostream/
- #59Â 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.
- #65 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.
- #67Â http://disruptology.com/10-social-media-tasks-for-summer-interns/
- #69Â http://www.flickr.com/photos/notanartist/263545370/sizes/l/
- #71 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?
- #75Â http://www.flickr.com/photos/brentdanley/238882398/
- #77Â How do you get started?http://www.flickr.com/photos/ryanobjc/2712391135/
- #80 But what is different about Twitter and social media tools is the networked effect –
- #82 Here’s an example from the Brooklyn Museum that is using social media do drive its membership – a socially networked membership – where they are trying to get their fans to take the next step - and become members
- #83 They’re even experimenting with Four Square …. A location based social network where the status line is not what you’re doing, but where you are – so your friends can find you. Think about dogs and fire hydrants …Anyway, the Brooklyn Museum had this pilot – to test out who of their audience using it, they also had a group on staff go out into the neighborhood and check into location establishments and leave tips “Great place to have lunch while visiting the museum”The point is that social media is brilliant integrated with their membership program.http://www.flickr.com/photos/neatonjr/2346078093/in/faves-cambodia4kidsorg/
- #84 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 …
- #89 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?
- #90Â http://www.flickr.com/photos/garibaldi/361920500/
- #102Â 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.
- #104Â http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
- #106 Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Qualities of Good Fans/LikersHere is a list of some of the most important qualities of fans of a brand’s Facebook Page. Some of these also translate to other social networks, including Twitter.Attention. When someone “likes” a Facebook Page, they are usually expressing their affinity for a product, brand, organization, individual or whatever or whomever is represented on the Page. But do they pay attention? In my mind, attention is, at its most basic, watching out for or noticing the status updates from brands in one’s newsfeed.Participation. Taking attention to the next level, a good fan responds to your status updates. They not only noticed but felt compelled to react in some way, usually with a “like” on the update or (better yet) with a comment.Interaction. Taking attention and participation even further, a good fan not only responds to your updates but comments on other fans’ comments.Leadership. There are some fans who rise to the top as organic leaders of the community that forms on a Facebook Page, most commonly on its Wall, but sometimes within Discussions. These are fans to watch closely and to consider rewarding over time.Loyalty. Once a fan is attentive, participates, interacts and start to take the lead in conversations, you are witnessing a powerful form of loyalty to your brand. They are going beyond simply being interested in the goods or services you are offering, but are willing to spend time and energy in the social space you’ve created to align themselves with you. Wow!Evangelism. Once you move past simple attention, your fans can easily become evangelists for your brand. What are you doing (in a transparent, generous and respectful manner) every step of the way to encourage this behavior? It is so easy to “share” what you like on Facebook. What are you doing that is worthy of sharing?Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand./how-to-convert-your-facebook-superfans-into-brand-ambassadors/
- #107Â Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
- #117Â http://www.flickr.com/photos/financialaidpodcast/4559943455/in/faves-cambodia4kidsorg/
- #118Â http://beth.typepad.com/beths_blog/2010/05/icecream.html
- #119Â http://beth.typepad.com/beths_blog/2010/05/icecream.html
- #122Â Berkley Rep Use of Events:Â
- #127Â http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/
- #131Â Testing
- #135Â http://www.flickr.com/photos/jrparis/66581120/
- #142 I’ll be talking about a couple of themes from my book, The Networked Nonprofit.
- #143 I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and Visiting Scholar for Nonprofits and Social Media at the Packard Foundation