Effective Nonprofit Social Media Strategy<br />for <br />Social Change<br />Beth Kanter,  Beth’s Blog<br />Women’s Foundat...
My passion is teaching and learning ….<br />Photo by Steve Goodman<br />
Engaging<br />Content in<br />many places<br />network<br />Sharing<br />Conversations<br />Crowdsourcing<br />Fundraising...
Beth Kanter, CEO,  Zoetica<br />
Agenda<br />1:45-2:00<br />Social Media and You<br />2:00-2:45<br />Principles for Effective Nonprofit Social Media Strate...
http://socialmediafoundations.wikispaces.com/<br />http://www.flickr.com/photos/gilgamesh/<br />
Stand up, Sit Down<br />
Social Media is  another  way to stay informed <br />and tap into the wisdom of the crowds<br />
You Don’t Have To Be Joey Chestnut<br />
Share Pairs<br />What benefit does social media have for you as a donor?<br />Photo by Franie<br />
Let’s look at effective social media strategy for nonprofit organizations ….<br />
<ul><li> Monitor  brand and reputation
 Identify and reach new supporters
 Raise money</li></li></ul><li>ListenEngageRelationshipsMobilize<br />Scale<br />
Listen:  Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] Th...
Listening Drove Adoption<br />
Influencer complaining …<br />Customer service issue<br />Relationship building<br />Engagement<br />
Mobilize<br />
Scale<br />
Social Media’s Role in Disaster Relief Effort in Haiti <br />
Social Media’s Role in Disaster Relief Effort in Haiti <br />
What are the indicators of an effective nonprofit social media strategy?<br />
Principles<br />Flickr Photo by toby_maloy<br />
Principles<br />A Bridge to Offline Behavior Change or Action<br />Listen First, Engage Second<br />Build Relationships wi...
1. A Bridge to Offline Action/Change<br />
2. Listen First,  Engage Second<br />
Source: Communications Network Listening Presentation OSI Foundation<br />
“It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&q...
3. Building Relationships with Influencers<br />
Empowering supporters without loosing control …<br />
4.  Leverage A Networked Effect<br />
Example<br />
Networked Effect<br />
5. Web Site Content Has A Social Life <br />
Branded Content<br />
Social Media Outposts<br />
Curated Social Content<br />
6. Allocate staff time,  have expertise to implement strategy<br />
KD Paine<br />
8.  Assess Organizational Culture <br />Flickr photos by jamesjordan<br />
Common Concerns<br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />A...
Creating A Safe Place<br />Identify worst case scenarios<br />Develop  contingency plans<br />Prepare for the failures<br />
Pick a social media project that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or l...
Principles<br />A Bridge to Offline Behavior Change or Action<br />Listen First, Engage Second<br />Build Relationships wi...
Human Spectragram:  Experience with social media<br />
Share Pairs<br />How could you start using social media?<br />What’s one thing that is holding you back?<br />What’s one i...
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The Women's Foundation of California: Connecting California

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  • The Women's Foundation of California: Connecting California

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