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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&story_fbid=132603873445566&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 & 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

How Networked Nonprofits Use Facebook Presentation Transcript

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