How Networked NonprofitsUse Facebook Effectively<br />Beth Kanter,   Beth’s BlogSeptember 7, 2010<br />
Beth Kanter<br />http://www.bethkanter.org<br />
http://bit.ly/networkednp <br />
Agenda<br />Defining Networked Nonprofit<br />Being A Networked Nonprofit<br />5 Secrets of Networked Nonprofits on Facebo...
Just Two words ….<br />What comes to mind when you think about your museum’s Facebook page? <br />
What is a Networked Nonprofit?<br />
Why become a Networked Nonprofit?<br />
Networks reduce the burden and leverage resources<br />
The Networked Nonprofit <br />
In a networked world, nonprofits need to work less like this<br />Source:  David Armano The Micro-Sociology of Networks<br />
And more like this ….<br />Some nonprofits are born this way, others have to make the transition … slowly ..<br />With apo...
Social Culture:  Not Afraid of Letting Go Control<br />
Three Themes and Some Nuts and Bolts ….<br /><ul><li>  Social Culture
Relationships
  Simplicity</li></li></ul><li>Theme 1:  Social Culture<br />Share in the chat:   Does your museum have more than one pers...
Leaders Experience Personal Use<br />
Making Social A Cultural Norm …. <br />
Codifying A Social Culture: Policy<br /><ul><li> 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</li></ul>Source:  Charlene Li, Altimeter Group<br />
Personal Use:  Specific guidelines and encouragement to scale<br />
Empower all staff <br />
Organization Use:  If your department wants to use social tools to augment a campaign ….<br />
The Best Way to Leverage Unofficial Fan Pages<br />
Theme 2:  Listen, Engage, Relationships<br />
Are you listening and engaging?<br />Are your Facebook status updates always asking  people to do  something for you?<br /...
Does Your Listening Post Include A Way To Listen Deeply on Facebook?<br />
Are you monitoring what fans say and responding consistently?   Tracking and getting to know them?<br />
Do you know who are your biggest fans?   Your Superfans?<br />
It’s a like, it’s a comment, it’s a wall post, it’s a status update, no it is Superfan! <br />
SuperfanEvangelism<br />Birth of a Super Fan by Aliza Sherman<br />
How can you leverage love?<br />TrackRecognizeSurveyEvaluate<br />Proposal/ToolsEngage and Amplify<br />Evangelism<br />
Theme 3: Simplicity<br />
You want me to  start Facebooking too? <br />You have too much to do because you do too much<br />
 From scarcity to abundance …<br />
Simplicity:  Leverage your networks ..<br />
@user or page tagging<br />
5 Secrets of Networked Nonprofits on Facebook<br />
5 Secrets of Networked Nonprofits on Facebook<br />
1. Smart Objective and Target Audience<br />
<ul><li>Keep current supporters engaged
Inspire conversation to support communications goal
Create buzz around an offline event before, during, and after
Get new ideas and feedback on programs and services
Program support to members
Drive traffic to web site or blog
Recruit volunteers
Identify and build relationships with allies & supporters
Research to guide program or exhibition design</li></li></ul><li>How many Facebook pages does a museum need?<br />Capacity...
Wrapper design contest<br />Video promo for “Get Some” campaign<br />http://fblandingtabs.wikispaces.com/<br />
Alignmentwith content strategy: Link, Distribute, Co-Create<br />
Charting: What are your planned events, web content, and opportunities for the year?  Format and frequency for Facebookvs ...
Give Yourself Some Link Love<br />
Give Yourself Some Link Love<br />
Cross Distribute – selectively ….<br />
Cross Distribute – selectively ….<br />
Cross Distribute – selectively ….<br />
1<br />2<br />3<br />Feeds are slow ….<br />
Co-Create<br />
Co-Create<br />
Co-Create<br />
Co-Create<br />
Takes some planning, organization, and structure<br />
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How Networked Nonprofits Use Facebook

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  • http://www.flickr.com/photos/88526923@N00/2114874155/sizes/m/in/photostream/
  • 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 Foundation
  • http://www.flickr.com/photos/avlxyz/2077892948/sizes/o/in/photostream/
  • 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/45825575@N03/4289957595/Kate Scadding
  • Andy Bales Union Rescue Mission
  • 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/
  • 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.
  • http://www.flickr.com/photos/vmaidens/4634423822/sizes/l/in/photostream/
  • http://www.flickr.com/photos/pmarkham/3819720909/sizes/l/in/photostream/
  • http://www.facebook.com/Beth.Kanter.Blog?v=wall&amp;story_fbid=132603873445566&amp;ref=mfKeep current supporters engagedInspire conversation to support communications goalCreate buzz around an offline event before, during, and afterGet new ideas and feedback on programs and servicesProgram support to membersDrive traffic to web site or blogRecruit volunteersIdentify and build relationships with allies &amp; supportersResearch to guide program or exhibition design
  • But your Facebook fan page should be unique to gain lots of visitors as most of the fan page look same in terms of design. And one of the simple way to distinguish your fan page from others is to create Landing page. Landing page is a tab where a new visitor is taken before he/she is a fan of that page. Static FBML application offers you to create a beautiful landing page but you should familiar with the HTML coding and everyone is not good at it. You can check this link to set up static FBML application for your Facebook fan page.
  • http://fblandingtabs.wikispaces.com/
  • http://www.facebook.com/americanrepertorytheater
  • http://www.facebook.com/MOCACleveland
  • http://www.facebook.com/ybca.org
  • http://www.flickr.com/photos/brentdanley/238882398/
  • 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/s4xton/461112546/
  • http://www.flickr.com/photos/s4xton/46111http://www.flickr.com/photos/mcaven/4319012152/2546/
  • http://www.flickr.com/photos/11356857@N08/4521057776/
  • http://www.flickr.com/photos/financialaidpodcast/4559943455/in/faves-cambodia4kidsorg/
  • http://beth.typepad.com/beths_blog/2010/05/icecream.html
  • http://beth.typepad.com/beths_blog/2010/05/icecream.html
  • Berkley Rep Use of Events: 
  • http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/
  • Testing
  • 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
  • Transcript of "How Networked Nonprofits Use Facebook"

    1. 1. How Networked NonprofitsUse Facebook Effectively<br />Beth Kanter, Beth’s BlogSeptember 7, 2010<br />
    2. 2. Beth Kanter<br />http://www.bethkanter.org<br />
    3. 3. http://bit.ly/networkednp <br />
    4. 4. Agenda<br />Defining Networked Nonprofit<br />Being A Networked Nonprofit<br />5 Secrets of Networked Nonprofits on Facebook<br />
    5. 5. Just Two words ….<br />What comes to mind when you think about your museum’s Facebook page? <br />
    6. 6. What is a Networked Nonprofit?<br />
    7. 7. Why become a Networked Nonprofit?<br />
    8. 8. Networks reduce the burden and leverage resources<br />
    9. 9. The Networked Nonprofit <br />
    10. 10. In a networked world, nonprofits need to work less like this<br />Source: David Armano The Micro-Sociology of Networks<br />
    11. 11. And more like this ….<br />Some nonprofits are born this way, others have to make the transition … slowly ..<br />With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks<br />
    12. 12. Social Culture: Not Afraid of Letting Go Control<br />
    13. 13. Three Themes and Some Nuts and Bolts ….<br /><ul><li> Social Culture
    14. 14. Relationships
    15. 15. Simplicity</li></li></ul><li>Theme 1: Social Culture<br />Share in the chat: Does your museum have more than one person or one department on Facebook? Is every staff person, volunteer, or stakeholder empowered to be your ambassador on Facebook? <br />
    16. 16. Leaders Experience Personal Use<br />
    17. 17. Making Social A Cultural Norm …. <br />
    18. 18. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
    19. 19. Why policy is needed
    20. 20. Cases when it will be used, distributed
    21. 21. Oversight, notifications, and legal implications
    22. 22. Guidelines
    23. 23. Identity and transparency
    24. 24. Responsibility
    25. 25. Confidentiality
    26. 26. Judgment and common sense
    27. 27. Best practices
    28. 28. Tone
    29. 29. Expertise
    30. 30. Respect
    31. 31. Quality
    32. 32. Additional resources
    33. 33. Training
    34. 34. Operational Guidelines
    35. 35. Escalation
    36. 36. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
    37. 37.
    38. 38. Personal Use: Specific guidelines and encouragement to scale<br />
    39. 39. Empower all staff <br />
    40. 40. Organization Use: If your department wants to use social tools to augment a campaign ….<br />
    41. 41.
    42. 42.
    43. 43.
    44. 44. The Best Way to Leverage Unofficial Fan Pages<br />
    45. 45. Theme 2: Listen, Engage, Relationships<br />
    46. 46. Are you listening and engaging?<br />Are your Facebook status updates always asking people to do something for you?<br />How well do you really know your fans?<br />
    47. 47. Does Your Listening Post Include A Way To Listen Deeply on Facebook?<br />
    48. 48. Are you monitoring what fans say and responding consistently? Tracking and getting to know them?<br />
    49. 49. Do you know who are your biggest fans? Your Superfans?<br />
    50. 50. It’s a like, it’s a comment, it’s a wall post, it’s a status update, no it is Superfan! <br />
    51. 51. SuperfanEvangelism<br />Birth of a Super Fan by Aliza Sherman<br />
    52. 52. How can you leverage love?<br />TrackRecognizeSurveyEvaluate<br />Proposal/ToolsEngage and Amplify<br />Evangelism<br />
    53. 53. Theme 3: Simplicity<br />
    54. 54. You want me to start Facebooking too? <br />You have too much to do because you do too much<br />
    55. 55. From scarcity to abundance …<br />
    56. 56. Simplicity: Leverage your networks ..<br />
    57. 57. @user or page tagging<br />
    58. 58.
    59. 59. 5 Secrets of Networked Nonprofits on Facebook<br />
    60. 60. 5 Secrets of Networked Nonprofits on Facebook<br />
    61. 61. 1. Smart Objective and Target Audience<br />
    62. 62. <ul><li>Keep current supporters engaged
    63. 63. Inspire conversation to support communications goal
    64. 64. Create buzz around an offline event before, during, and after
    65. 65. Get new ideas and feedback on programs and services
    66. 66. Program support to members
    67. 67. Drive traffic to web site or blog
    68. 68. Recruit volunteers
    69. 69. Identify and build relationships with allies & supporters
    70. 70. Research to guide program or exhibition design</li></li></ul><li>How many Facebook pages does a museum need?<br />Capacity<br />Content<br />Audience<br />Life Cycle<br />
    71. 71.
    72. 72.
    73. 73.
    74. 74. Wrapper design contest<br />Video promo for “Get Some” campaign<br />http://fblandingtabs.wikispaces.com/<br />
    75. 75.
    76. 76.
    77. 77.
    78. 78.
    79. 79.
    80. 80.
    81. 81. Alignmentwith content strategy: Link, Distribute, Co-Create<br />
    82. 82. Charting: What are your planned events, web content, and opportunities for the year? Format and frequency for Facebookvs other channels?<br />
    83. 83. Give Yourself Some Link Love<br />
    84. 84. Give Yourself Some Link Love<br />
    85. 85. Cross Distribute – selectively ….<br />
    86. 86. Cross Distribute – selectively ….<br />
    87. 87. Cross Distribute – selectively ….<br />
    88. 88. 1<br />2<br />3<br />Feeds are slow ….<br />
    89. 89. Co-Create<br />
    90. 90. Co-Create<br />
    91. 91. Co-Create<br />
    92. 92. Co-Create<br />
    93. 93. Takes some planning, organization, and structure<br />
    94. 94. Some Automation, Some Manual<br />
    95. 95. Conversation starters<br />Playful<br />Visual<br />Rolling interaction<br />Deep Engagement <br />
    96. 96.
    97. 97.
    98. 98.
    99. 99.
    100. 100.
    101. 101.
    102. 102.
    103. 103. Multi-Channel Outreach<br />
    104. 104. Window Clings<br />
    105. 105. Sandwich boards<br />
    106. 106.
    107. 107. Be Creative<br />
    108. 108.
    109. 109. Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery<br />
    110. 110. Pick the Right Result<br />
    111. 111. Identify the most important metric to measure it!<br />
    112. 112. Spreadsheet Aerobics<br />
    113. 113. To serve as a focus group <br /><ul><li> Number of new ideas for blog posts
    114. 114. Saved time in researching for examples used in posts/workshops
    115. 115. Number of questions answers</li></ul>Testing Against FB Insights<br />Content format<br />Content topics<br />Outreach TacticsFrequency of PostsTime/Date of week<br />FB Insights<br />Number of New FansTotal Interactions<br />Page Viewson FB<br />Referrals to Blog<br />
    116. 116. Open-Ended Question<br />
    117. 117. Question with links ..<br />
    118. 118. Testing, Testing, Testing<br />
    119. 119.
    120. 120.
    121. 121. Thank you!<br />bit.ly/networkednp<br />

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