Bounded Group: We Unbounded: Many What structure? How much control of your boundaries do you need?
Inward Outward Communications Coordination Collaboration Publishing Shared Resources Learning Networking Engage Fundraising Action Outreach Bounded Group: We Unbounded: Many What direction? Purpose, Audience, and Existing Use of Technology before tool selection.
Characteristics Life Cycle Constitution Technographics Just Forming Self-Designing Growing & Restless Stable and Adapting Diversity Openness Boundaries Time zones, languages, participation Interest and Skills Tolerance Factors Orientation Patience Bandwidth 1 2 Know Your Network Technology Inventory 3 Existing platforms and tools and understand their features and usage 4 How well does current technology inventory support ? Based on Action Notebook from Digital Habitats: http://technologyforcommunities.com Meetings Open-Ended Conversation Projects Content Publishing Access to Expertise Relationships Individual Participation Community Cultivation
Social Media Tools How do you think strategically about social media for outward facing work?
Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation Traditional Media Social Media Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Social Media requires a different mindset…
Tactics Amount of Time Increases …. Generate Buzz Share Content Listen Participate Community Building & Social Networking
Tactical Approaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tactical Approaches and Tools Share Story
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html Measurement Broader use of hard web metrics – users, time spent, comments, bookmark, outbound links, engagement … combined with digital ethnographic insights
Design Around Problems, Not Tools Start small, reiterate over and over
Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.