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The Networked Nonprofit:
   Theory and Practice




  Beth Kanter, Beth’s Blog
   June 28, 2010: Annie E. Casey Foundation
Read Blogs
                     Watch Videos

                     Write Blog
                     Create Video

         ...
Just three words . . .

When you think about social media
and nonprofits, what comes to mind?

How would you describe how ...
The Agenda for the Day
      The Networked Nonprofit:
           Part 1: Overview - 9:30-10:30
         Part 2: Deeper Div...
The Networked Nonprofit
Launched on June 21st

#108 of all books on Amazon

#3 in Business Books

#1 in Nonprofit Books
http://networkednonprofit.wikispaces.com

Definition: Networked Nonprofits are simple and transparent organizations that o...
Why become a Networked Nonprofit?
Complex social problems that outpace the capacity of
any single nonprofit organization
                                   ...
In a networked world, nonprofits need to work less like this




      Source: David Armano
      The Micro-Sociology of N...
And more like this ….




With apologies to David Armano for hacking his visual!
Source: The Micro-Sociology of Networks
The Networked Nonprofit

              BE                          DO
Understand Networks          Work with Free Agents

...
Some nonprofits are born
networked nonprofits, it is in
their DNA ….
Social Culture: Not Afraid of Letting Go Control
Simplicity: Focus on what they do best, network the rest
Other nonprofits make that
transition more slowly
Red Cross: Making the Transition to A
Networked Nonprofit
Listen: Monitor, Compile, Distribute




 I took an American Red Cross class I thought was
 less than satisfactory. […] Th...
Listening Drove Adoption
Influencer
               Customer   complaining …
Relationship
                service
  building
                 issue
Scale
January 11, 2010

                          Robust and Agile Listening
                          and Engagement System

  ...
Social Media’s Role in Disaster Relief Effort in Haiti
Are your grantees transforming
into networked nonprofits?
What resonated?
What have you thought about
before?
It has taken five years, but the Red Cross
is slowly but surely becoming a
Networked Nonprofit. They are less of
Fortress ...
Use social media
 tools to organize,
  mobilize, raise
    funds, and
   communicate
with constituents
   but outside of
i...
The Nonprofit Fortress
The
Unfortress



Transparent
Transparent
 nonprofits consider
 everyone inside and
    outside of the
     organization
resources for helping
them to a...
Nonprofit Fortress




                     Free Agent
“I can’t single-handedly end global
poverty, but I can take actions and
inspire others.”




               Shawn Ahmed
“the problem isn’t social media, the
problem is that YOU are the
fortress. Social media is not my
problem: I have over a q...
Part 2:
Social Culture, Experimentation, and Capacity
Social Culture
Uses social media to engage
people inside and outside the
organization to improve
programs, services, or re...
Loss of control over their branding
and marketing messages
Dealing with negative comments
Addressing personality versus
or...
Making a strong business case
Leaders Experience Personal Use
Challenge the Default Settings
Make Learning in Public Less Stressful
Codifying A Social Culture: Policy
• Encouragement and support                • Best practices
                           ...
Be professional, kind, discreet,
authentic. Represent us well.
Remember that you can’t control it
once you hit “update.”
Testing the policies: Refining, Educating
Operational guidelines need to be specific
and include examples
Don’t moon anyone with a camera, unless you hide your
face ….
Capacity: Taking Small Steps
You want me
                              to start
                           Tweeting too?




They make it a habit …..
Staffing


Free           Integrated   Staff
• Intern       • Tasks in   • Full-Time
• Fans           Job        • Part-Ti...
Don’t do this to your intern ….
How many are hands-on with social media?
 How many think it is a time suck?




ADOLAS
Oh Look, A Squirrel!
9:15    • Monitor RSS


9:30    • Twitter


10:00   • Content Creation


10:15   • Social Networking
Squirrel!
Launch small pilots and
reiterates using the right
metrics to understand
what is and what isn’t
working.




Networked Non...
Results! I have gotten a
                  lot of results. I know
                  what doesn’t work and
                ...
Pick the Right Result


         Tangible                             Intangible
                   Donations
            ...
Identify the most important metric to measure
it!
Spreadsheet Aerobics
Joyful funerals
Squirrel!
Visiting Scholar: Packard Foundation
Social Media and Nonprofits: Effective Use

Year 1:

Coaching Grantees one-on-one
Grantee Convenings – Network Effectivene...
The Social Media Lab: Peer Training
Social Learning With Social Media




If two minds are better than one, what about a
hundred?
Overview
 Goals:
 -Create effective social media strategy that supports and enhances
 communications objectives
 -Design a...
Expectations
The gift of time: Shoulder to Shoulder Learning
The Dance Floor and The Balcony:
Social Media Strategy and Tactics




                 Zabara Tango
Social Media Strategy Blocks
                                                                Movement
                    ...
acticaches
  Social Media: Picking Tools
                                                             Movement
           ...
Share Pairs




Are you in the crawl, walk, run, or fly stage with your social media?

     What does that look like?

   ...
Strategy


Aligns social media with communications
and program objectives.
Communications and Program Assessment




• Who do you want to reach?
• What do you want to accomplish?
• Where can social...
Charting: What are your planned events,
content, and opportunities for the year? What
to socialize?
Strategy

Uses actionable listening
techniques to develop a deep
understanding of your network
Source: Communications Network Listening Presentation OSI Foundation
Strategy

Uses conversation starters to
engage audience.
Conversation Starters

Audience                  O     Audience
Twitter                         Facebook
                 ...
Strategy

Uses social network analysis to
identify influencers and build
relationships on social media
spaces
Strategy

Use social media to close the loop
between online and offline action
Closing the Loop with Social Media
Tweet Ups
Strategy

Your web site content has a
social life.
The Social Life of Content

                              Co-Create
                                                   Bra...
Give yourself some link love
Engage   Spread   Remix
Engage   Spread   Remix
Co-Created              Branded
  Social                Content
 Content




              Social
             Outposts
Co-Created              Branded
                 Social                Content
                Content




               ...
Co-Created               Branded
  Social                 Content
 Content                 Web Site




              Soci...
1.   Refine Objective
2.   Identify Audience
3.   Brainstorm Strategy Using Principles
4.   Reflection: First Steps
Thank you!
http://www.bethkanter.org




http://bit.ly/networkednp


Virtual Launch Party
      June 21st
     4-5 PM EST
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
Networked Nonprofit Theory and Practice
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Transcript of "Networked Nonprofit Theory and Practice"

  1. 1. The Networked Nonprofit: Theory and Practice Beth Kanter, Beth’s Blog June 28, 2010: Annie E. Casey Foundation
  2. 2. Read Blogs Watch Videos Write Blog Create Video Facebook Twitter Personal Professional Learning Part of Job Mixed Stand up, Sit Down
  3. 3. Just three words . . . When you think about social media and nonprofits, what comes to mind? How would you describe how you feel about social media?
  4. 4. The Agenda for the Day The Networked Nonprofit: Part 1: Overview - 9:30-10:30 Part 2: Deeper Dive – 10:45-11:30 Visiting Scholar at Packard Foundation: Capacity Building Work – 11:30-11:45 Networked Nonprofit in Practice Effective Social Media: Strategy and Tactics – 1-4
  5. 5. The Networked Nonprofit Launched on June 21st #108 of all books on Amazon #3 in Business Books #1 in Nonprofit Books
  6. 6. http://networkednonprofit.wikispaces.com Definition: Networked Nonprofits are simple and transparent organizations that outsides in and insiders out and use social media effectively …..
  7. 7. Why become a Networked Nonprofit?
  8. 8. Complex social problems that outpace the capacity of any single nonprofit organization Photo by uncultured
  9. 9. In a networked world, nonprofits need to work less like this Source: David Armano The Micro-Sociology of Networks
  10. 10. And more like this …. With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  11. 11. The Networked Nonprofit BE DO Understand Networks Work with Free Agents Create Social Culture Work with Crowds Listen, Engage, and Build Learning Loops Relationships Trust Through Transparency Friending or Funding Simplicity Govern through Networks
  12. 12. Some nonprofits are born networked nonprofits, it is in their DNA ….
  13. 13. Social Culture: Not Afraid of Letting Go Control
  14. 14. Simplicity: Focus on what they do best, network the rest
  15. 15. Other nonprofits make that transition more slowly
  16. 16. Red Cross: Making the Transition to A Networked Nonprofit
  17. 17. Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
  18. 18. Listening Drove Adoption
  19. 19. Influencer Customer complaining … Relationship service building issue
  20. 20. Scale
  21. 21. January 11, 2010 Robust and Agile Listening and Engagement System Objective: Stakeholder Empowerment Social Content Rule Book Internal Capacity Building Wendy Harman, Red Cross
  22. 22. Social Media’s Role in Disaster Relief Effort in Haiti
  23. 23. Are your grantees transforming into networked nonprofits? What resonated? What have you thought about before?
  24. 24. It has taken five years, but the Red Cross is slowly but surely becoming a Networked Nonprofit. They are less of Fortress and also working with free agents . . .
  25. 25. Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls #netnon #freeagent
  26. 26. The Nonprofit Fortress
  27. 27. The Unfortress Transparent
  28. 28. Transparent nonprofits consider everyone inside and outside of the organization resources for helping them to achieve their goals
  29. 29. Nonprofit Fortress Free Agent
  30. 30. “I can’t single-handedly end global poverty, but I can take actions and inspire others.” Shawn Ahmed
  31. 31. “the problem isn’t social media, the problem is that YOU are the fortress. Social media is not my problem: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously. “
  32. 32. Part 2: Social Culture, Experimentation, and Capacity
  33. 33. Social Culture Uses social media to engage people inside and outside the organization to improve programs, services, or reach communications goals.
  34. 34. 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
  35. 35. Making a strong business case
  36. 36. Leaders Experience Personal Use
  37. 37. Challenge the Default Settings
  38. 38. Make Learning in Public Less Stressful
  39. 39. Codifying A Social Culture: Policy • Encouragement and support • Best practices • Tone • Why policy is needed • Expertise • Cases when it will be used, • Respect distributed • Quality • Oversight, notifications, and legal implications • Additional resources • Training • Guidelines • Press referrals • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common wiki.altimetergroup.com sense Source: Charlene Li, Altimeter Group
  40. 40. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
  41. 41. Testing the policies: Refining, Educating
  42. 42. Operational guidelines need to be specific and include examples
  43. 43. Don’t moon anyone with a camera, unless you hide your face ….
  44. 44. Capacity: Taking Small Steps
  45. 45. You want me to start Tweeting too? They make it a habit …..
  46. 46. Staffing Free Integrated Staff • Intern • Tasks in • Full-Time • Fans Job • Part-Time • Volunteer
  47. 47. Don’t do this to your intern ….
  48. 48. How many are hands-on with social media? How many think it is a time suck? ADOLAS
  49. 49. Oh Look, A Squirrel!
  50. 50. 9:15 • Monitor RSS 9:30 • Twitter 10:00 • Content Creation 10:15 • Social Networking
  51. 51. Squirrel!
  52. 52. Launch small pilots and reiterates using the right metrics to understand what is and what isn’t working. Networked Nonprofits approach Social Media like Thomas Edison inventing the storage battery
  53. 53. Results! I have gotten a lot of results. I know what doesn’t work and won’t have to be tried again. storage battery
  54. 54. Pick the Right Result Tangible Intangible Donations Leads Insights about what works Subscribers Interaction Members Engagement Saved Time Reputation Saved Costs Loyalty Increased page rank Satisfaction Increased media attention Sentiment Signed petitions Calls or emails to government Feedback officials Objective, Audience, Strategy, Tactics, Time investment, KD Paine
  55. 55. Identify the most important metric to measure it!
  56. 56. Spreadsheet Aerobics
  57. 57. Joyful funerals
  58. 58. Squirrel!
  59. 59. Visiting Scholar: Packard Foundation
  60. 60. Social Media and Nonprofits: Effective Use Year 1: Coaching Grantees one-on-one Grantee Convenings – Network Effectiveness Internal coaching, meetings Book Blogging Year 2: Peer learning groups of grantees: Effective Social Media Practice Workshops Coaching Blogging
  61. 61. The Social Media Lab: Peer Training
  62. 62. Social Learning With Social Media If two minds are better than one, what about a hundred?
  63. 63. Overview Goals: -Create effective social media strategy that supports and enhances communications objectives -Design and implement low risk, focused experiment -Method for individual learning and improving -Social Learning with social media April-May • Strategy • Share • Tactics • Check-In Learning • Experiment • Advice • Support March June/July:
  64. 64. Expectations
  65. 65. The gift of time: Shoulder to Shoulder Learning
  66. 66. The Dance Floor and The Balcony: Social Media Strategy and Tactics Zabara Tango
  67. 67. Social Media Strategy Blocks Movement Building with Multi- Generate Channels Social Buzz Content Engage Listen Integrated with Overall Communications and Internet Strategy Drives Offline Action, Change of Behavior, or Impact Outcome
  68. 68. acticaches Social Media: Picking Tools Movement Generate Building and Social Buzz Multi- Content Channel Listen Engage 10hr 15hr 20hr Crawl ………..……Walk …….…….. Run ……..…………….Flyl Less Time
  69. 69. Share Pairs Are you in the crawl, walk, run, or fly stage with your social media? What does that look like? What’s needed to get you to the next stage? #excelsm Photo by Franie
  70. 70. Strategy Aligns social media with communications and program objectives.
  71. 71. Communications and Program Assessment • Who do you want to reach? • What do you want to accomplish? • Where can social improve or supplement programs, services, or communications? • What’s our available budget/time? • What opportunities to pilot?
  72. 72. Charting: What are your planned events, content, and opportunities for the year? What to socialize?
  73. 73. Strategy Uses actionable listening techniques to develop a deep understanding of your network
  74. 74. Source: Communications Network Listening Presentation OSI Foundation
  75. 75. Strategy Uses conversation starters to engage audience.
  76. 76. Conversation Starters Audience O Audience Twitter Facebook B What are they saying J What are they saying that is relevant that is relevant to/engages? E to/engages? C How can you rework How can you rework your message as a T your message as response or response or conversation conversation starter? I starter? Follow up Content V Follow up Content points points E
  77. 77. Strategy Uses social network analysis to identify influencers and build relationships on social media spaces
  78. 78. Strategy Use social media to close the loop between online and offline action
  79. 79. Closing the Loop with Social Media
  80. 80. Tweet Ups
  81. 81. Strategy Your web site content has a social life.
  82. 82. The Social Life of Content Co-Create Branded Branded Social Social Content Content Outposts Content Social Outposts Fly Engage Spread Remix
  83. 83. Give yourself some link love
  84. 84. Engage Spread Remix
  85. 85. Engage Spread Remix
  86. 86. Co-Created Branded Social Content Content Social Outposts
  87. 87. Co-Created Branded Social Content Content Social Outposts Social Media Outposts
  88. 88. Co-Created Branded Social Content Content Web Site Social Outposts Curated Social Content
  89. 89. 1. Refine Objective 2. Identify Audience 3. Brainstorm Strategy Using Principles 4. Reflection: First Steps
  90. 90. Thank you! http://www.bethkanter.org http://bit.ly/networkednp Virtual Launch Party June 21st 4-5 PM EST
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