The Women's Foundation of California: Connecting California

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Presentation for workshop at conference
http://www.womensfoundca.org/site/c.aqKGLROAIrH/b.5487909/k.5B8C/Events_Connecting_California_2010__January_2010.htm

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  • 1. Effective Nonprofit Social Media Strategy
    for
    Social Change
    Beth Kanter, Beth’s Blog
    Women’s Foundation of California
    Connecting California Conference
    2010
    Photo by Ada,m Jones
    Photo by Adam Jones
  • 2. My passion is teaching and learning ….
    Photo by Steve Goodman
  • 3. Engaging
    Content in
    many places
    network
    Sharing
    Conversations
    Crowdsourcing
    Fundraising
    Learning and content creation
    Social Media
  • 4. Beth Kanter, CEO, Zoetica
  • 5. Agenda
    1:45-2:00
    Social Media and You
    2:00-2:45
    Principles for Effective Nonprofit Social Media Strategy
    2:45-3:00SpectraGram
    3:00-3:15
    Reflection
  • 6. http://socialmediafoundations.wikispaces.com/
    http://www.flickr.com/photos/gilgamesh/
  • 7. Stand up, Sit Down
  • 8. Social Media is another way to stay informed
    and tap into the wisdom of the crowds
  • 9.
  • 10.
  • 11. You Don’t Have To Be Joey Chestnut
  • 12. Share Pairs
    What benefit does social media have for you as a donor?
    Photo by Franie
  • 13. Let’s look at effective social media strategy for nonprofit organizations ….
  • 14.
    • Monitor brand and reputation
    • 15. Identify and reach new supporters
    • 16. Raise money
  • ListenEngageRelationshipsMobilize
    Scale
  • 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. Listening Drove Adoption
  • 19. Influencer complaining …
    Customer service issue
    Relationship building
    Engagement
  • 20. Mobilize
  • 21. Scale
  • 22.
  • 23. Social Media’s Role in Disaster Relief Effort in Haiti
  • 24. Social Media’s Role in Disaster Relief Effort in Haiti
  • 25. What are the indicators of an effective nonprofit social media strategy?
  • 26. Principles
    Flickr Photo by toby_maloy
  • 27. Principles
    A Bridge to Offline Behavior Change or Action
    Listen First, Engage Second
    Build Relationships with Influencers
    Leveraging A Networked Effect
    Web Content Has A Social Life
    Staff time and expertise
    The right metrics
    Small pilots and Reiterate
    Assess organizational culturea
  • 28. 1. A Bridge to Offline Action/Change
  • 29.
  • 30. 2. Listen First, Engage Second
  • 31. Source: Communications Network Listening Presentation OSI Foundation
  • 32. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”
    Danielle Brigida
  • 33. 3. Building Relationships with Influencers
  • 34. Empowering supporters without loosing control …
  • 35. 4. Leverage A Networked Effect
  • 36. Example
  • 37. Networked Effect
  • 38. 5. Web Site Content Has A Social Life
  • 39. Branded Content
  • 40. Social Media Outposts
  • 41. Curated Social Content
  • 42. 6. Allocate staff time, have expertise to implement strategy
  • 43. KD Paine
  • 44. 8. Assess Organizational Culture
    Flickr photos by jamesjordan
  • 45. Common Concerns
    Loss of control over their branding and marketing messages
    Dealing with negative comments
    Addressing personality versus organizational voice (trusting employees)
    Fear of failure
    Perception of wasted of time and resources
    Suffering from information overload already, this will cause more
  • 46.
  • 47. Creating A Safe Place
    Identify worst case scenarios
    Develop contingency plans
    Prepare for the failures
  • 48. 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.
  • 49. Principles
    A Bridge to Offline Behavior Change or Action
    Listen First, Engage Second
    Build Relationships with Influencers
    Leveraging A Networked Effect
    Web Content Has A Social Life
    Staff time and expertise
    The right metrics
    Small pilots and Reiterate
    Assess organizational culturea
  • 50. Human Spectragram: Experience with social media
  • 51. Share Pairs
    How could you start using social media?
    What’s one thing that is holding you back?
    What’s one idea you would take away and start doing tommorrow?
    Photo by Franie
  • 52. Thank You!
    Beth’s Bloghttp://beth.typepad.com
    Slides and Linkshttp://socialmediafoundations.wikispaces.com/