Uploaded byBeth Kanter
TechSoup Microsoft NGO Connection Day
This document discusses how NGOs can effectively use social media. It recommends that NGOs (1) develop a social media strategy that is integrated with their overall communications plan and drives offline goals, (2) start with small steps like sharing content before attempting more advanced uses, and (3) spend time both creating social media content and listening to conversations.
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TechSoup Microsoft NGO Connection Day
- 1. The Dance Floorand The Balcony:How NGOs can Excel at Social MediaZabara TangoBeth Kanter, Beth’s BlogMicrosoft and TechSoup Global NGO Connection DayMay, 2010
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- 4. @afine @kanterBookon Amazon:http://bit.ly/networkednp
- 5. The Dance Floorand The Balcony:How NGOs can Excel at Social MediaZabara Tango
- 6. Social Media BestPracticesFlickr Photo by toby_maloy
- 7. I’ve been watchingyou…..every tweet you take …
- 8. And so has@davidahood
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- 10. Excel with SocialMediaFlickr Photo by toby_maloy
- 11. Social Media StrategyBlocksMovement Building with Multi-ChannelsGenerate BuzzSocial ContentEngageListenIntegrated with Overall Communications and Internet StrategyDrives Offline Action, Change of Behavior, or Impact Outcome
- 12. acticachesSocial Media: PickingToolsMovement Building and Multi-ChannelGenerateBuzzSocial ContentListenEngage 10hr 15hr 20hrCrawl ………..……Walk …….…….. Run ……..…………….FlylLess Time
- 13. Share PairsAre youin 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?#excelsmPhoto by Franie
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- 18. Communications and ProgramAssessmentWho do you want to reach?
- 19. What do youwant to accomplish?
- 20. Where can socialimprove or supplement programs, services, or communications?
- 21. What’s our availablebudget/time?
- 22. What opportunities topilot?Charting: What are your planned events, content, and opportunities for the year? What to socialize?
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- 24. Source: Communications NetworkListening Presentation OSI Foundation
- 26. Influencer complaining …Customerservice issueRelationship building
- 27. Facebook As InteractiveListening Post
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- 39. #ngoconnectDid you hearsomething new ?What have you thought about before?What resonated?
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- 41. The Social Lifeof ContentCrawlFlyWalk Run
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- 53. Closing the Loopwith Social Media
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- 60. Oh Look, ASquirrel!
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- 64. Pick the RightResultObjective, Audience, Strategy, Tactics, Time investment, KD Paine
- 65. Identify the mostimportant metric to measure it!
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- 68. Look at your data and think about what it means
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- 72. A Social Culture: Looks less like this …..Source: David Armano The Micro-Sociology of Networks
- 73. And more likethis ….With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
- 74. Loss of controlover their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Make mistakesMake senior staff too accessiblePerception of wasted of time and resources Suffering from information overload already, this will cause more
- 75. Making a strongbusiness case
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- 77. Make Learning inPublic Less Stressful: Worst Case Scenarios & Contingency Plans
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- 79. Codifying A SocialCulture: Policy Encouragement and support
- 80. Why policyis needed
- 81. Cases whenit will be used, distributed
- 82. Oversight, notifications,and legal implications
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- 84. Identity andtransparency
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- 87. Judgment andcommon sense
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- 97. Policy examplesavailable at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
- 98. Be professional, kind,discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
- 99. Testing the policies: Refining, Educating
- 100. Operational guidelines needto be specific and include examples
- 101. Don’t moon anyonewith a camera, unless you hide your face ….
- 102. Summary:Social Media shouldbe integrated into your organization’s communications planYou can be successful with small incremental stepsSpend time in balcony and on the dance floor.Excel is a great social media tool!
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Editor's Notes
- #3 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
- #5 I’m also the author of The Networked Nonprofit – which will be launching in June
- #6 Let me decode the title of my talk, the Dance Floor and the Balcony is an that comes from a book called 'Leadership Without Easy Answers' by Ronald Heifetz. He discusses a way of seeing both the big strategic picture and the smaller immediate tactics. This concept can be applied to effective social media -- having social media be both strategic, laddering up to your program or communication goals as well as using the tools effectively. And of course the word “excel” is short for excellent or To do or be better than; surpass – and it is also the name of one of my favorite social media tools ..
- #8 http://www.flickr.com/photos/tom-poes/505598151/in/photostreamI’ve been watching you ….Some of you already know that ….But some of you on Twitter already knew that!! http://www.lyricsdownload.com/sting-i-ll-be-watching-you-feat-the-police-lyrics.html
- #9 And my colleague, David Hood, who is visiting from Australia has been watching you too …..
- #10 So, be sure to pay attention – you may find your organization in this presentation! Because we used one our favorite social media tools – an excel spreadsheet –to follow your web sites to social media outpostshttp://www.flickr.com/photos/mikaelmiettinen/3697535285/
- #14 http://www.flickr.com/photos/powi/25851http://www.flickr.com/photos/laenulfean/356868692/96427/http://www.flickr.com/photos/wurzeltod/264999759/http://www.flickr.com/photos/eag/4509163979/in/faves-cambodia4kidsorghttp://www.flickr.com/photos/prawnpie/57293107/
- #16 This examples comes from a small nonprofit based in Kenya – called Wildlife Direct – that has a mission around Wildlife Conservation … They have lay out a theory of change for how their social media support supports their mission …They have blogging platform is 50 different animal blogs – and the conservationists are blogging from the field - The conservationists blog, potential donors read stories, engage, and donors make contributionsRangers do anti-poaching – and more wild lifeThey’ve raised over $1 million through their blogging platform …But there’s one more secret to their success … can anyone guest what that is?
- #17 Here’s an example from the Brooklyn Museum that is using social media do drive its membership – a socially networked membership – where they are trying to get their fans to take the next step - and become members
- #18 They’re even experimenting with Four Square …. A location based social network where the status line is not what you’re doing, but where you are – so your friends can find you. Think about dogs and fire hydrants …Anyway, the Brooklyn Museum had this pilot – to test out who of their audience using it, they also had a group on staff go out into the neighborhood and check into location establishments and leave tips “Great place to have lunch while visiting the museum”The point is that social media is brilliant integrated with their membership program.http://www.flickr.com/photos/neatonjr/2346078093/in/faves-cambodia4kidsorg/
- #19 How do you get started?http://www.flickr.com/photos/ryanobjc/2712391135/
- #20 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 …
- #22 This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
- #25 Facebook as a listening posthttp://www.facebook.com/BillWilsonCenter.org#!/BillWilsonCenter.org?v=wall&story_fbid=401445540352&ref=mf
- #31 http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
- #32 So, now you’re all probably freaking out and saying – OMG … I don’t have time to have one-on-one conversations with 1,000 people – you don’t have – the idea is to find the influencers .. Let me show you
- #33 http://beth.typepad.com/beths_blog/2009/03/new-twitter-tool-mailana-helps-me-visualize-strong-ties-in-my-network.htmlhttp://twitter.mailana.com/
- #35 Who you are following, but they’re not following you backWho is following you, but you’re not following them backWho is following and you’re following them
- #38 Another way to say this: You need to start thinking of an integrated content strategy75% of online news consumers say they get news forwarded through email or posts on social networking sites52% say they share links to news with others via those means.http://pewresearch.org/pubs/1508/internet-cell-phone-users-news-social-experience
- #39 Let’s look at this in terms of crawl, walk, run, flyDoes your web site suck?Have you not linked your social outposts?If you have, next step is to engage, spread, and remixThen get to the advanced stage of co-created contenthttp://smartblogs.com/socialmedia/2010/02/24/live-from-oms-the-10-step-content-strategy/
- #41 http://livelyarts.stanford.edu/First Stage: Link on web pagehttp://www.siliconvalleycf.org/http://www.kidsclub.org/site/PageServer?pagename=homepage_new&cvridirect=truehttp://www.svilc.org/Two pages downhttp://www.edgewood.org/getinvolved/volunteer/Fewer followersLink http://www.build.org/http://www.nclrights.org/site/PageServerIntegration w/ Facebookwidgets – streaming contenthttp://www.sfnetworkministries.org/Photos posted on FBhttp://www.facebook.com/pages/Montalvo-Arts-Center/89491849573#!/album.php?aid=165556&id=89491849573&comments&ref=mfhttp://www.artscouncil.org/ http://www.glide.org – use of FB plugin – and like button
- #42 http://livelyarts.stanford.edu/First Stage: Link on web pagehttp://www.siliconvalleycf.org/http://www.kidsclub.org/site/PageServer?pagename=homepage_new&cvridirect=truehttp://www.svilc.org/Two pages downhttp://www.edgewood.org/getinvolved/volunteer/Fewer followersLink http://www.build.org/http://www.nclrights.org/site/PageServerIntegration w/ Facebookwidgets – streaming contenthttp://www.sfnetworkministries.org/Photos posted on FBhttp://www.facebook.com/pages/Montalvo-Arts-Center/89491849573#!/album.php?aid=165556&id=89491849573&comments&ref=mfhttp://www.artscouncil.org/ http://www.glide.org – use of FB plugin – and like button
- #44 http://livelyarts.stanford.edu/First Stage: Link on web pagehttp://www.siliconvalleycf.org/http://www.kidsclub.org/site/PageServer?pagename=homepage_new&cvridirect=truehttp://www.svilc.org/Two pages downhttp://www.edgewood.org/getinvolved/volunteer/Fewer followersLink http://www.build.org/http://www.nclrights.org/site/PageServerIntegration w/ Facebookwidgets – streaming contenthttp://www.sfnetworkministries.org/Photos posted on FBhttp://www.facebook.com/pages/Montalvo-Arts-Center/89491849573#!/album.php?aid=165556&id=89491849573&comments&ref=mfhttp://www.artscouncil.org/ http://www.glide.org – use of FB plugin – and like button
- #45 http://livelyarts.stanford.edu/First Stage: Link on web pagehttp://www.siliconvalleycf.org/http://www.kidsclub.org/site/PageServer?pagename=homepage_new&cvridirect=truehttp://www.svilc.org/Two pages downhttp://www.edgewood.org/getinvolved/volunteer/Fewer followersLink http://www.build.org/http://www.nclrights.org/site/PageServerIntegration w/ Facebookwidgets – streaming contenthttp://www.sfnetworkministries.org/Photos posted on FBhttp://www.facebook.com/pages/Montalvo-Arts-Center/89491849573#!/album.php?aid=165556&id=89491849573&comments&ref=mfhttp://www.artscouncil.org/ http://www.glide.org – use of FB plugin – and like button
- #51 http://beth.typepad.com/beths_blog/2010/05/icecream.html
- #52 Berkley Rep Use of Events:
- #57 http://www.flickr.com/photos/notanartist/263545370/sizes/l/
- #62 donations, leads, new subscribers, increased page rank,Interaction ReputationLoyaltySatisfactionSentimentFeedbackInsights about what worksDonationsLeadsSubscribersMembersSaved Time Saved CostsIncreased page rankSigned petitionsCalls or emails to government officials
- #64 http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/http://beth.typepad.com/beths_blog/2010/04/spreadsheet.htmlMeasurement should inform specific decisions and/or actions.Do not measure everything, but do measure what is most important to your goals.The data you gather should help you learn
- #65 Testing
- #69 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
- #70 The established and traditional ways of working are centralized, firmly controlled, planned, properitary, and one-way communication.
- #71 Decentralized, loosely controlled, emergent, public, two-way conversation
- #72 http://www.flickr.com/photos/24443965@N08/3639694353/
- #73 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.
- #74 Andy Bales Union Rescue Mission
- #75 http://www.flickr.com/photos/uncorneredmarket/370672187/Examining contingency plans, worst case scenarios – having that conversation and building it into their policy and operational guides.
- #76 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
- #78 Don’t do anything stupid – Social MediaDon’t moon anyone with camera
- #79 Testing of the policy – and there may be things that you didn’t think
- #81 But it really boils down to common sense ….
- #82 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.
- #83 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