TechSoup Microsoft NGO Connection Day


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  • 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
  • I’m also the author of The Networked Nonprofit – which will be launching in June
  • 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 ..
  •’ve been watching you ….Some of you already know that ….But some of you on Twitter already knew that!!
  • And my colleague, David Hood, who is visiting from Australia has been watching you too …..
  • 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 outposts
  • 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?
  • 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
  • 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.
  • How do you get started?
  • out all planned communication and marketing events and opportunities for the year and determine which ones you want to socialize …
  • 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 ..
  • Facebook as a listening post!/
  • 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.
  • 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
  • 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
  • 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.
  • 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 content
  • Stage: Link on web page pages down followersLink w/ Facebookwidgets – streaming content posted on FB!/album.php?aid=165556&id=89491849573&comments&ref=mf – use of FB plugin – and like button
  • Stage: Link on web page pages down followersLink w/ Facebookwidgets – streaming content posted on FB!/album.php?aid=165556&id=89491849573&comments&ref=mf – use of FB plugin – and like button
  • Stage: Link on web page pages down followersLink w/ Facebookwidgets – streaming content posted on FB!/album.php?aid=165556&id=89491849573&comments&ref=mf – use of FB plugin – and like button
  • Stage: Link on web page pages down followersLink w/ Facebookwidgets – streaming content posted on FB!/album.php?aid=165556&id=89491849573&comments&ref=mf – use of FB plugin – and like button
  • Berkley Rep Use of Events: 
  • donations, leads, new subscribers, increased page rank,Interaction ReputationLoyaltySatisfactionSentimentFeedbackInsights about what worksDonationsLeadsSubscribersMembersSaved Time Saved CostsIncreased page rankSigned petitionsCalls or emails to government officials
  • 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
  • Testing
  • 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
  • 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.
  • Andy Bales Union Rescue Mission
  • contingency plans, worst case scenarios – having that conversation and building it into their policy and operational guides.
  • 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
  • Don’t do anything stupid – Social MediaDon’t moon anyone with camera
  • Testing of the policy – and there may be things that you didn’t think
  • But it really boils down to common sense ….
  • 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.  
  • 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
  • TechSoup Microsoft NGO Connection Day

    1. The Dance Floor and The Balcony:<br />How NGOs can Excel at Social Media<br />Zabara Tango<br />Beth Kanter, Beth’s Blog<br />Microsoft and TechSoup Global NGO Connection DayMay, 2010 <br />
    2. Beth Kanter<br /><br />
    3. @afine @kanter<br />Book on Amazon:<br /> <br />
    4. The Dance Floor and The Balcony:How NGOs can Excel at Social Media<br />Zabara Tango<br />
    5. Social Media Best Practices<br />Flickr Photo by toby_maloy<br />
    6. I’ve been watching you<br />…..every tweet you take …<br />
    7. And so has @davidahood<br />
    8. Pay attention ….<br />#ngoconnect<br />
    9. Excel with Social Media<br />Flickr Photo by toby_maloy<br />
    10. Social Media Strategy Blocks<br />Movement Building with Multi-Channels<br />Generate Buzz<br />Social Content<br />Engage<br />Listen<br />Integrated with Overall Communications and Internet StrategyDrives Offline Action, Change of Behavior, or Impact Outcome<br />
    11. acticaches<br />Social Media: Picking Tools<br />Movement Building and Multi-Channel<br />GenerateBuzz<br />Social Content<br />Listen<br />Engage<br /> 10hr<br /> 15hr<br /> 20hr<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />Less Time<br />
    12. Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />What does that look like?<br />What’s needed to get you to the next stage?<br />#excelsm<br />Photo by Franie<br />
    13. Strategy<br />
    14. Communications and Program Assessment<br /><ul><li>Who do you want to reach?
    15. What do you want to accomplish?
    16. Where can social improve or supplement programs, services, or communications?
    17. What’s our available budget/time?
    18. What opportunities to pilot?</li></li></ul><li>Charting: What are your planned events, content, and opportunities for the year? What to socialize?<br />
    19. Strategy<br />
    20. Source: Communications Network Listening Presentation OSI Foundation<br />
    21. Influencer complaining …<br />Customer service issue<br />Relationship building<br />
    22. Facebook As Interactive Listening Post<br />
    23. Strategy<br />
    24. Conversation Starters<br />
    25. Strategy<br />
    26. #ngoconnect<br />Did you hear something new ?<br />What have you thought about before?<br />What resonated?<br />
    27. Strategy<br />
    28. The Social Life of Content<br />Crawl<br />Fly<br />Walk Run<br />
    29. Social Media Outposts<br />
    30. Curated Social Content<br />
    31. Strategy<br />
    32. Closing the Loop with Social Media<br />
    33. Tweet Ups<br />
    34. Capacity<br />
    35. Staffing<br />
    36. ADOLAS<br />
    37. Oh Look, A Squirrel!<br />
    38. Squirrel!<br />
    39. Learning<br />
    40. Pick the Right Result<br />Objective, Audience, Strategy, Tactics, Time investment, <br />KD Paine<br />
    41. Identify the most important metric to measure it!<br />
    42. Spreadsheet Aerobics<br />
    43. Testing, Testing, Testing<br />
    44. Look at your data and think about what it means<br />
    45. Squirrel!<br />
    46. Social Culture<br />
    47. A Social Culture: Looks less like this …..<br />Source: David Armano The Micro-Sociology of Networks<br />
    48. And more like this ….<br />With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks<br />
    49. Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Make mistakes<br />Make senior staff too accessible<br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more<br />
    50. Making a strong business case<br />
    51. Leaders Experience Personal Use<br />
    52. Make Learning in Public Less Stressful: Worst Case Scenarios & Contingency Plans<br />
    53. Reflection<br />
    54. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
    55. Why policy is needed
    56. Cases when it will be used, distributed
    57. Oversight, notifications, and legal implications
    58. Guidelines
    59. Identity and transparency
    60. Responsibility
    61. Confidentiality
    62. Judgment and common sense
    63. Best practices
    64. Tone
    65. Expertise
    66. Respect
    67. Quality
    68. Additional resources
    69. Training
    70. Press referrals
    71. Escalation
    72. Policy examples available at</li></ul>Source: Charlene Li, Altimeter Group<br />
    73. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />
    74. Testing the policies: Refining, Educating<br />
    75. Operational guidelines need to be specific and include examples<br />
    76. Don’t moon anyone with a camera, unless you hide your face ….<br />
    77. Summary:<br />Social Media should be integrated into your organization’s communications plan<br />You can be successful with small incremental steps<br />Spend time in balcony and on the dance floor.<br />Excel is a great social media tool! <br />
    78. Thank you!<br /><br />