Networked Nonprofit Slides

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  • This is what we’re going to cover ….
  • Beth’s Cowboy Hat Photo: Screen capture of blog –w/ScholarZoetica Logo
  • WhoHow many organizations are not yet using social media, just getting started, have a strategy in place – using effectively or not?
  • Beth: In the spirit of one of the themes in the book – transparency – we thought we’d to let you know that …-This is the second time that we have been in the same room, face-to-face together-We’ve never presented together-This is the first time we’re talking about the book together in public-We have different styles of presenting and writingAnd on that note, we thought we’d start by opening the Kimono on our collaborative process …
  • Our writing processes were very different …Beth is an expository writer, Allison prefers narrativeTranslation: Beth likes to start the writing process with a conceptual framework and outline. Allison likes to start writing!
  • Pictures me, WordsOur brains work differently …Beth is a visual thinker. Allison is a wordsmithTranslation: Beth could spend hours drawing charts, graphs, and visuals to come up with the ideas and concepts. Allison could spent hours writing and refining one sentence.
  • Beth prefers the voice of helpful guide. Allison likes colorful language.Translation: Beth says some of Allison’s sentences are too snarky and wants to change! Allison says some of Beth’s sentences are boring and wants to change! Resolution: Copy editor turns into independent Snark Arbitrator
  • BK start: GenesisIssue of social lchangeWhere we’ve been’Opportunity
  • Pairs Stand Up – Every other row to stand out and face the back of the roomSpace in room – then find someone in the room you haven’t talked toIntroduce yourselves, an idea that excited you that you heard at the conference?(each pair, find another pair)What do you think are some adjectives that describe a the Networked Nonprofit?   Make wordle -- Pop Corn Report: Ring bells
  • In the book, we tell the story about the American Red Cross and how beginning with listening had an unanticipated outcome – it helped demonstrate the value of social media and lead to a shift to a social culture.I have been honored to have the opportunity to presentwith and learn from Wendy Harman who works at the Red Cross. As an early adopter of social media shortly, we can take a look back and see the arc of this transition to a more social culture. Let’s take a quick look at that ….
  • Fast forward to 2009, and the Red Cross, knows 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 they realized the value of employees, volunteers, affiliates being ambassadors for them on social networks/social media. They worked on a social media policy, guidelines and an operational manual so that anyone working in affiliates were encouraged to do so and equipped with best practices to do it. The overall policy is encouraging, not controlling. The operational handbook gives them specific steps, examples, and tips for being effective.
  • In early 2010, I started to notice social media as part of program delivery – continuing evidence of a social culture.
  • Organizational culture is the psychology, attitudes, and experiences and beliefs of the people who lead organizations. Culture impactsUse social media to engage people inside and outside the organization to improve programs, services, or reach communications goals. Embrace mistakes and take calculated risksReward learning and reflectionUse a “try it and fix it as we go” approach that emphasizes failing fastOvercomes organizational innertiaUnderstand and appreciate informality and individuality do not necessarily indicate a lack of professionalism and caring.Trust staff to make decisions and respond rapidly rather than craw through endless check-ins and approval processes
  • The established and traditional ways of working are centralized, firmly controlled, planned, properitary, and one-way communication.
  • Decentralized, loosely controlled, emergent, public, two-way conversation
  • 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 rapidly
  • contingency plans, worst case scenarios – having that conversation and building it into their policy and operational guides.
  • 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.
  • Don’t do anything stupid – Social MediaDon’t moon anyone with camera
  • Don’t do anything stupid – Social MediaDon’t moon anyone with camera
  • pair, where are you and what does it look like?Ask Very social, Ask Not all, Ask MiddleWhat does your organization need to do to be more social?
  • a sponge - Porifera-]
  • (This is chapter that I felt we were writing for me …Tweet: key points and make screen captures)Focus on what you do best, and network the restWhat are the things you need to do that you don’t need to be doing-- we have too much to do because we do too much)Leverage the Network - - Chris Brogan – Archimedes – Leverage the network – Mashable talk
  • Focus on what you do best, network the rest
  • Doing more by Theme: Explain - Feel like you have too much to do, because you do too much - do what you do best and network the rest Exercise: Surfrider - Reflection question doing less
  • What's one small step that your organization can take towards being a networked nonprofit? on the back of business card - and draw a winner free copy.  


  • 1.
  • 2. What we’re going to cover ….
    Intros and IcebreakerA Peek Inside of Kimono the Collaborative Writing Process
    The Networked Nonprofit Defined
    A couple of themes from the book ….
    • A Social Culture
    • 3. Transparency
    • 4. Simplicity
  • 5. Allison H. Fine
  • 6. Beth Kanter
  • 7. Let’s Get Social!
    Quick Poll: Social Media Use; Who
    Hashtag: networkednp
    Book on Amazon:
  • 8. Kimono Shot
  • 9. Our writing processes are very different
    Our writing
  • 10. Our brains work very differently …
  • 11. Our writing tone and styleare very different …
  • 12. There was one thing that we both had in
    common that powered our collaborative writing process …
  • 13.
  • 14. What is the Networked Nonprofit?
  • 15. The Networked Nonprofit
  • 16. Share Pairs
    What is something you heard that resonated?
    What is something new or thought about before?
    Photo by Franie
  • 17. Three Themes from the Networked Nonprofit
  • Red Cross: Creating A Social Culture
  • 20.
  • 21. Listening Drove Adoption
  • 22. Social Media Policy Panel: Sat. 10:30 AM - International Ballroom F
  • 23. More Evidence of a Social Culture
  • 24. Defining A Social Culture
    Uses social media to engage people inside/outside to improve programs, services, or reach communications goals
  • 25. It looks less like this …..
    Source: David Armano The Micro-Sociology of Networks
  • 26. And more like this ….
    With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  • 27. Photo: ableman
    Overcoming the fear and opening up is the first step
  • 28. Loss of control over their branding and marketing messages
    Dealing with negative comments
    Addressing personality versus organizational voice (trusting employees)
    Make mistakes
    Make senior staff too accessible
    Perception of wasted of time and resources
    Suffering from information overload already, this will cause more
  • 29.
  • 30. Reduce the Fear of Learning in Public
  • 31. Making a strong business case
  • 32. Leaders Experience Personal Use
  • 33.
  • 34. Codifying A Social Culture: Policy
    • Encouragement and support
    • 35. Why policy is needed
    • 36. Cases when it will be used, distributed
    • 37. Oversight, notifications, and legal implications
    • 38. Guidelines
    • 39. Identity and transparency
    • 40. Responsibility
    • 41. Confidentiality
    • 42. Judgment and common sense
    • 43. Best practices
    • 44. Tone
    • 45. Expertise
    • 46. Respect
    • 47. Quality
    • 48. Additional resources
    • 49. Training
    • 50. Press referrals
    • 51. Escalation
    • 52. Policy examples available at
    Source: Charlene Li, Altimeter Group
  • 53. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
  • 54.
  • 55. Don’t moon anyone with a camera, unless you hide your face ….
  • 56. Reflection:
    How social is your organization’s culture?
    Somewhere in between?
  • 57. Transparency
  • 58. Three Types of Organizations
  • 59. Porifera
  • 60.
  • 61. Simplicity
  • 62. Focus on what you do best, network the rest
  • 63.
  • 64. You have too much to do because you do too much