Definition: Networked NonprofitsNetworked Nonprofits aresimple, agile, and transparent NGOs.They are experts at using social mediatools to make the world a better place.Networked Nonprofits first must “be”before they can “do.”For some NGOS, it means changing theway they work.Others naturally work in a networked wayso change isn’t as difficult.
Modified illustration by David ArmanoThe Micro-Sociology of NetworksNGONGO: Not Networked
With apologies to David Armano for hacking his visual!Source: The Micro-Sociology of NetworksNGOStaffNetworked NgoNetworks
Becoming a Networked NGO Beginswith Understanding Your Network
Networks are collections ofpeople and organizationsconnected to one another.The glue that holds themtogether is relationships– itis sharedinterests, connections, andsocial change outcomes.Online tools can help usleverage our networks tomake social change.Network: DefinitionImage Source: Innonet
Networks Connected To StrategyNational Wildlife FederationBrought together team that isworking on advocacy strategy tosupport a law that encourageschildren to play outside.Team mapped their 5 “go topeople” about this issueLook at connections and strategicvalue of relationships, gaps
Create Your Map1. Use sticky notes, markers andposter paper to create yourorganization’s map.2. Think about communicationsgoals and brainstorm a list of“go to”people, organizations, andonline resources3. Decide on different colors todistinguish between differenttypes, write the names on thesticky notes4. Identify influencers, discussspecific ties and connections.Draw the connections
Walk About, View Other Maps, Leave NotesVisualize, develop, and weave relationships with others to helpsupport your program or communications goals.What insights did youlearn from mapping yournetwork?How can you each useyour professionalnetworks to support oneanother’s social mediastrategy work?
The Networked NonprofitIn PracticeCrawl, Walk, Run, Fly
CRAWL WALK RUN FLYMaturity of Practice: Where is Your Organization?Linking Social withResults andNetworksPilot: Focus oneprogram or channelwith measurementIncremental CapacityLadder ofEngagementContent StrategyBest PracticesMeasurement andlearning in all aboveMarketing StrategyDevelopmentCulture ChangeNetwork BuildingMany champions and freeagents work for youMulti-ChannelEngagement, Content, andMeasurementReflection and ContinuousImprovement
Share Pair: Where is your organization?Where is your organization now? What does that looklike? What do you need to get to the next level?
A Network Mindset: A Leadership Style• Openness, transparency, decentralized decision-making, andcollective action.• Listening and cultivating organizational and professionalnetworks to achieve the impact• Leadership through active participation.• Social Media Policy living document, all staff participate includingleaders• Sharing control of decision-making• Communicating through a network model, rather than abroadcast model• Data-Informed
“As a co-founder and director ofCurative, I am an avid user of SocialMedia channels for both personal andprofessional worlds.”
The Networked NGO Leader: 1 Tweet = 1000 by StaffOpen and accessible to the world andbuilding relationshipsMaking interests, hobbies, passions visiblecreates authenticity
You want meto startTweeting too?From scarcity to abundance …
Best Practice: Write Down the Rules – Social Media PolicyRecruit and Scale – All Volunteers, New Volunteershttp://www.bethkanter.org/category/organizational-culture/
• 3 person staff• Social mediaresponsibilities in all threejob descriptions• Each person 2-4 hoursper week• Weekly 20 minutemeeting to coordinate• Three initiatives tosupport SMARTobjectives• Weekly video w/Flip• Blogger outreach• FacebookSocial Media for Small NGOs: 30 Minutes A Day
532 41What are some of your culture challenges inadopting social media? How to change?
CWRF - STRATEGYCRAWL WALK RUN FLYConsideration ofcommunications strategywith SMART objectivesand audiences andstrategies for brandingand web presence. SocialMedia is not fully aligned.Strategic plan with SMARTobjectives and audiencesfor branding and webpresence, include strategypoints to align socialmedia for one or twosocial media channels.Strategic plan withSMART objectives andaudience definition.Includes integratedcontent, engagementstrategy, and formalchampions/influencerprogram and workingwith aligned partners.Uses more than twosocial media channels.Strategic plan with SMARTobjectives and audiencedefinition. Includesintegrated content,engagement strategy, andformalchampions/influencerprogram and working withaligned partners. Usesmore than three socialmedia channels. Formalprocess for testing andadopting social mediachannels.1.83
• What keeps them up at night?• What are they currently seeking?• Where do they go for information?• What influences their decisions?• What’s important to them?• What makes them act?POST: KNOW YOUR AUDIENCE
PEOPLE: Artists and people in their communityOBJECTIVES:Increase engagement by 2 comments per post by FY 2013Content analysis of conversations: Does it make theorganization more accessible?Increase enrollment in classes and attendance at events by5% by FY 201310% students /attenders say they heard about us throughFacebookSTRATEGYShow the human face of artists, remove the mystique, getaudience to share their favorites, connect with otherorganizations.TOOLSFocused on one social channel (Facebook) to use bestpractices and align engagement/content with other channelswhich includes flyers, emails, and web site.POST APPLIED: SMALL ARTS NONPROFIT
• Reach, Engagement, Action, DollarsResults1. How many?2. By when?3. Measure with metricsPOST: SMART OBJECTIVES
SMARTER SOCIAL MEDIA: CREATE A POSTERCreate A PosterSMARTOBJECTIVETARGETAUDIENCESSUCCESSMETRICS
SMARTER SOCIAL MEDIA: GALLERY WALKHang YourPoster on WallLook at otherpostersLeave Notes
WelcomeReflections• What resonated?• What questionsremain?Write on a stickynote and post it onthe flip chart
Social Media Integration and OptimizationContentEngagementListeningChampions
Maturity of Practice: CWRF – ContentCRAWL WALK RUN FLYShares content thatmay be relevant toaudience, but notconsistently and notmeasuringUses an editorialcalendar to aligncontent with objectivesand audiences topublish acrosschannels consistently –aligns with programand advocacycalendarsUses an editorialcalendar to aligncontent with objectivesand audiences topublish acrosschannels consistentlyand measuresperformanceUses an editorialcalendar to aligncontent with objectivesand audiences topublish acrosschannels consistently,measuresperformance, and usesdata to plan content1.67
ObjectiveAudienceContentSocial Media Content: 20 Minutes A Day
Editorial Calendar ExampleJanuary 2013United Ways of California www.unitedwaysCA.org 72Include hashtags (#) and URL resources for staff to do some research on topics
Social Content Optimization• Focus on publishing high-quality, engaging, relevantcontent• Timing and Frequency• Post questions• Use images/visuals, but varytype of content and test• Clear to call to action• Follow your analytics
Date Hook Web Email Facebook Twitter Blog12345671. Volunteer?2. Brainstorm an editorialcalendar for one week.3. Use template, stickynotes, and poster paperPhoto Source: Beth KanterFriending the Finish Line Peer Group
Result Metrics Analysis QuestionConsumption ViewsReachFollowersDoes your audience care about the topics yourcontent covers? Are they consuming yourcontent?Engagement Re-tweetsSharesCommentsDoes your content mean enough to youraudience for them to share it or engage with it?Action ReferralsSign UpsPhone CallsDoes your content help you achieve your goals?Revenue DollarsDonorsVolunteersDoes your content help you raise money, recruitvolunteers or save time?Measuring Your Content
You Don’t Have To Measure All Right Awayhttp://bit.ly/npspreadsheet
Use Data To Make Better DecisionsLook for patterns
Share PairHow will you coordinate, create, and measure your socialmedia content? What questions do you still have?
MindfulSocial Media orMind Full?Photo by pruzicka
Managing Your Attention Online: Why Is It An ImportantNetworking Skill?
1. When you open email or do social media tasks, does it make you feel anxious?2. When you are seeking information to curate, have you ever forgotten what it was inthe first place you wanted to accomplish?3. Do you ever wish electronic information would just go away?4. Do you experience frustration at the amount of electronic information you need toprocess daily?5. Do you sit at your computer for longer than 30 minutes at a time without gettingup to take a break?6. Do you constantly check (even in the bathroom on your mobile phone) youremail, Twitter or other online service?7. Is the only time youre off line is when you are sleeping?8. Do you feel that you often cannot concentrate?9. Do you get anxious if you are offline for more than a few hours?10.Do you find yourself easily distracted by online resources that allow you to avoidother, pending work?Self-Knowledge Is The First StepA few quick assessment questionsAdd up your score: # of YES answers
0…1…2…3…4…5…6…7…8…9…10Source: LulumonathleticaMindful Online………………………………………………………..Need Help NowWhat’s Your Attention Focusing Score?
• Understand your goals and priorities andask yourself at regular intervals whetheryour current activity serves your higherpriority.• Notice when your attention haswandered, and then gently bringing itback to focus on your highest priority• Sometimes in order to learn or deepenrelationships -- exploring from link to linkis permissible – and important. Don’tmake attention training so rigid that itdestroys flow.Source: Howard RheingoldNetSmartWhat does it mean to manage your attention while yourcurate or other social media tasks?
Takeaways: Share Pairs• What’s one tip or technique that youcan put into practice next week to bemore mindful online?
Your Questions Answered: Creating An Online Resource• What are your remaining questions aboutimplementing social media?• What is still unclear?• Feedback on Your Social Media Channelshttp://bethkanter.wikispaces.com/NZ+Half-Day+Workshop
Glenfield Community Centrehttp://www.glenfieldcommunitycentre.co.nzhttp://www.facebook.com/GlenfieldCommunityCentreWAVES Trusthttp://www.waves.org.nzCancer Society Auckland Northlandhttp://www.cancersocietyauckland.org.nzIHChttp://www.ihc.org.nz
The Parenting Placehttp://www.theparentingplace.comhttp://www.facebook.com/theparentingplacehttps://twitter.com/@parentingplacehttp://pinterest.com/tppdotcom/Pukekohe Golf Clubhttp://www.pukekohegolf.co.nzhttp://www.twitter.com/pukekohegolfEnglish Language Partners North Shorehttp://englishlanguage.org.nz/http://www.facebook.com/groups/youthworx/http://www.youtube.com/theparentingplace