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Uc berkeley-slides-senior-leaders-session


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Uc berkeley-slides-senior-leaders-session

  1. 1. The Networked Health Organization: Leveraging Social Media to Serve Your MissionFlickr photo by rosefirerising Beth Kanter, Zoetica UC Berkeley Center for Health Leadership
  2. 2. The Networked Health Organization AGENDA OUTCOMES• Introduction/Ice Breaker Leave the room with a basic understanding• Overview of Networked of being a networkedNonprofit Framework health organization and one small step• Theme 1: Social Culture• Theme 2: Simplicity• Theme 3: Mistakes FRAMING• Reflection • Senior Leaders • Learning from adjacent practices • Interactive •
  3. 3. Photo by sveetaBe warned: Don’t just sit back andpassively listen
  4. 4. Share Pairs and Table Shares
  5. 5. Speedy Introductions: Table Shares Name, Title, Organization What is something you already know about social media? What is your burning question that you want answered today?Flickr Photo by John K Blue=Hands on Social Media Red=Org Leader Report: Popcorn and Twinkle
  6. 6. Quick PollRoleType of Health OrgHow many are monitoring whatpeople say on social channelsabout your organization or issuearea?How many have a social mediapolicy?Does your organization use ….Facebook, Twitter.Blog.YouTubeOther
  7. 7. Networked NGOs in the Arab World
  8. 8. Social media is a disruptive technology because of theconnectedness of living in a networked world. We seeit in our personal lives first. But it is also having aprofound impact on the way health organizations andnonprofits do their work, communicate withstakeholders, and deliver programs.Disruption is our friend …..
  9. 9. Not at all How comfortable are you personally social media? Very Social media canh elp us achieve results that support our mission No Not sure Yes Social media is so much a part of everyone’s life that health organizations must use social media to be successful now or in the future Disagree Strongly Agree StronglyHuman Spectragram
  10. 10. What is a Networked Nonprofit?
  11. 11. The Networked Nonprofit BE DOUnderstand Networks Work with Free AgentsCreate Social Culture Work with CrowdsListen, Engage, and Build Learning LoopsRelationshipsBuilding Networks Through Friending or FundingTransparencySimplicity Govern through Networks
  12. 12. Red Cross Case Study
  13. 13. Smart Social Objective: StakeholderEmpowerment to Spread MissionFirst Step: Robust and agile listeningand engagement system
  14. 14. 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
  15. 15. Listening Drove Adoption
  16. 16. Influencer Customer complaining …Relationship service building issueEngagement
  17. 17. A Rule Book
  18. 18. Scale
  19. 19. Integrated Social Content Strategy
  20. 20. Capacity
  21. 21. Wendy Harman Director, Social Media Create ROI Measurements Develop Internal Education and Training Apply Social Insights to the Strategic Plan Get Buy-In from Stakeholders Develops Listening and Monitoring Strategy Gets Tools and Technologies in place Facilitate policy and procedures Community managerTwo Full-Time Staff Members
  22. 22. Social Media’s Role in Disaster Relief Effort in Haiti
  23. 23. Working with Free Agents, Brand Ambassadors, and Others Leveraging Your Network!
  24. 24. Shawn AhmedFree Agent
  25. 25. “The problem is that YOU arethe fortress. Social media isnot my problem.“
  26. 26. Now working together on aproject
  27. 27. Share Pair: What resonated? What insights did you gain that you can apply to your organization? What have you thought about before? Flickr photo: Otis Archives
  28. 28. Theme 1: Social CultureEveryone in the organization (boardand staff) uses social media toengage people to improve programs,services, or reach communicationsgoals.
  29. 29. Loss of control over their branding and marketingmessagesDealing with negative commentsAddressing personality versus organizational voice(trusting employees)Make mistakesMake senior staff too accessiblePrivacy and security concernsPerception of wasted of time and resourcesSuffering from information overload already, thiswill cause more
  30. 30. Conversation starters,not stoppers
  31. 31. Explore the possibilities – how are yourstakeholders and other healthorganizations using social media?
  32. 32. Video
  33. 33. “People regard our program as honest and informative. After almost two years on thesocial media front, we’ve developed a good system to get timely and accurate publichealth messaging to our communities. We firmly believe that our presence on social mediasites has really enhanced our communication with the media and public.Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tougheconomic times, SLVHD rose to the occasion and found innovative, cost effective ways tocommunicate with our community. “ - Vanna Livaditis, New Media Coordinator
  34. 34. The fans of the page and the friends of my identity, have becomepatients after i expressed empathy for their expressions of being ill- Dr. Enoch Choi, PAMF
  35. 35. “I only provide medical advice via our HIPAAcompliant iPhone app, but not on insecure FB ortwitter. “
  36. 36. Small Pilots
  37. 37. The Rule Book: Social Media 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 • Operational Guidelines • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common sense Source: Charlene Li, Altimeter Group
  38. 38. Share Pair: What does your health organization need to do to become more social? Flickr photo: Otis Archives
  39. 39. You want me to start Tweeting too?Simplicity: From scarcity to abundance …
  40. 40. Leverage the Network
  41. 41. Who will do the work?Free Integrated Staff• Intern • Tasks in Job • Full-Time• Volunteer • Part-Time• Board Members• Fans
  42. 42. Wendy Harman Director, Social Media Create ROI Measurements Develop Internal Education and Training Apply Social Insights to the Strategic Plan Get Buy-In from Stakeholders Develops Listening and Monitoring Strategy Gets Tools and Technologies in place Facilitate policy and procedures Community managerTwo Full-Time Staff Members
  43. 43. Social Media Team,although the word“social media” is beingreplaced by“emerging,”“interactive,” or“online.”StrategyImplementationCommunity Manager
  44. 44. Strategy for Scale: Internal/External
  45. 45. Share Pair: What could your organization do less ofto allow for more capacity to implement socialmedia? How will your organization do the work?
  46. 46. Handling Mistakes x“MisTweet” – A tweet intended to come froma personal account but sent out on anorganizational account by mistake.
  47. 47. This “MisTweet” by a Red Cross employee wasout for an hour before Wendy Harman got a callin the middle of the night.
  48. 48. Disaster recovery on the tweet ….
  49. 49. Apologized and share on their blog
  50. 50. Employee confessed on Twitter
  51. 51. Got picked up by mainstream media and blogs
  52. 52. What are your takeaways about socialmedia mistakes from this story?•You can’t hide or not respond•Act quickly•Admit the mistake, stakeholders are forgiving•Use humor when appropriate•Build your network before you need it•Employees should use different Twitter apps forpersonal/organizational tweeting•If the mistake had been damaging to theorganization, a social media policy would havebeen critical if taking appropriate action
  53. 53. Reflection and ClosingWhat is one idea that you can put intopractice?What resources do you need to besuccessful?What are the challenges?What is one small step you can taketomorrow?
  54. 54. Thank youhttp://www.bethkanter.org