College of Consultants Presentation - Kellogg Action Lab

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  • http://www.flickr.com/photos/nelsva/1509825/
  • College of Consultants Presentation - Kellogg Action Lab

    1. Beth Kanter, Beth’s Blog Making Sense of and Success With Social Media for Nonprofits http://www.flickr.com/photos/nelsva/
    2. Workshop Goal An introduction social media concepts, strategies, examples, and tools for nonprofits http://www.flickr.com/photos/zeyneparkok/
    3. Beth Kanter: Offline Photo by Steve Goodman
    4. http://beth.typepad.com Profiles & Presence Content in many places RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
    5. Results from Workshop Pre-Assessment Questions
    6. Benefits Value Cost Results Effectiveness Capacity Adoption Audience Techniques Communications Tools
    7. http://socialmedia-success.wikispaces.com
    8. Reflection Form Note Form
    9. Two Minute Poll Read Blogs (work) Write a Blog Social Network YouTube Twitter http://www.flickr.com/photos/raincitystudios/
    10. <ul><li>What we’re going to cover … </li></ul><ul><li>Social Media – Yes or No? </li></ul><ul><li>Benefits/Value of Social Media </li></ul><ul><li>Patterns of Success </li></ul><ul><li>Examples, Tactics, and Tools </li></ul>
    11. What is social media?
    12. Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
    13. Powered by the tools ….
    14. Does life cycle of an organization impact the effective use of social media for mission-based work?
    15. Should you encourage all nonprofits to jump into the waters of social media?
    16. Stop, don’t drink (yet)…
    17.  
    18.  
    19. <ul><li>Are there more important organizational issues to address? </li></ul><ul><li>Are there more efficient ways to reach same outcomes? </li></ul><ul><li>Does the organization’s audience use social media? </li></ul><ul><li>Is the organization getting seduced by Shiny Object Syndrome? </li></ul>
    20. What is the most effective way to educate the board on social media?
    21. Why should we pay attention?
    22.  
    23. Trust Factor http://www.nielsenbuzzmetrics.com/cgm.asp
    24. How people are getting info to make decisions With my friends
    25.  
    26.  
    27.  
    28.  
    29.  
    30.  
    31.  
    32. Why Important <ul><li>The Trust factor </li></ul><ul><li>Socializing online to get information to make decisions </li></ul><ul><li>Rapid Word of Mouth </li></ul><ul><li>Digital Natives </li></ul>
    33. What are the benefits of using social media for nonprofits? What is the return on investment?
    34. The ROI of Blogging There’s a lot intangible that are difficult to measure too …
    35.  
    36.  
    37. Impact on Google Results
    38. Increased and more efficient inquiries for service
    39. Over $215,000 raised ….
    40. Intangible Benefits
    41. Subjective
    42. Less Credible
    43. Usually Behaviorally Oriented
    44. Enhance expertise and writing
    45.  
    46. “ Your blog has made a tremendous difference in my work at my nonprofit .” “ You've really been a huge help. Thank you for taking the time to help us newbies along. I especially appreciate both the quality and the personal nature of your posts and learning tools.&quot;   - Nonprofit Readers
    47. Is my blog worth the investment?
    48. What works? What doesn’t work when it comes to integrating social media strategies? Cute Dog Theory
    49.  
    50.  
    51.  
    52.  
    53. What are the patterns of success?
    54. Assess Audience Online Social Activities
    55.  
    56.  
    57. Where on the social web will I find my audience? How do they use the social web? What are they talking about? Who are they? What do they want? But first you need to do some research ….
    58.  
    59. Discuss/set objectives first
    60. Not a monologue
    61. Listening
    62. Conversation
    63. Even difficult ones …
    64. The audience wants a voice
    65.  
    66.  
    67. Transparency
    68.  
    69. Source: Alan Levine – CogDog Blog Web 1.0
    70. Web 2.0
    71. Staff Roles
    72. “ I was a Facebook junkie before I was hired!”
    73.  
    74.  
    75.  
    76. Mixing Social Media with Communications and Fundraising Strategies afrochild_0
    77.  
    78.  
    79. “ Over 14,000 profile views in 3 weeks. 500 NEW signups to our email list from MySpace”
    80. Define a box Define a Box
    81.  
    82.  
    83.  
    84.  
    85.  
    86. Start small, reiterate over and over
    87. The best advice from Wendy Harmon, Red Cross Blogger
    88. <ul><li>A project that won’t take much time and relates to org goals. </li></ul><ul><li>Write down your successes. </li></ul><ul><li>Write down your challenges. </li></ul><ul><li>Ask the people you want to connect with whether they think your outreach and listening is valuable. </li></ul><ul><li>Watch other nonprofits and copy and remix for your next project. </li></ul><ul><li>Rinse, repeat. </li></ul>
    89. It takes time
    90. 5-10 hours per week 10-15 hours per week 20+ hours per week How many hours per week does it take to do Social Media? 5-10 hours per week Listen Participate Spread Buzz Share Content Community Building and Social Networking
    91. Tactics, Tools, Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 5hr 10hr 15hr 20hr Share Content Share Content
    92. You get out what you put in … You have to invest 3-6 months before you see results Einstein’s Theory of Social Media Relativity
    93. Success Patterns Assess Audience Objectives Policy and Education Staff Roles Experiment Time investment
    94. What tool to use for which purpose?
    95. How To Think About Tools Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 5hr 10hr 15hr 20hr Share Content
    96. Listening is knowing what is being said online about your organization and your field.
    97. Listening Tools
    98.  
    99.  
    100. A homeless person isn’t someone you pass on your way into a fancy restaurant
    101. Twitter Search
    102. Do you think Twitter is Pointless?
    103. <ul><ul><li>“ We follow conversations about strokes. Reading a long string of comments is very insightful. We share this &quot;trail&quot; back with our staff who oversee caregiver networks. Our staff were can see for themselves how social media is a powerful way of communicating and in being in the right place to provide support and resources to those in need who might come to us. We are working on a plan now.” - American Heart Association </li></ul></ul>
    104. There are two ways to consume information on the web
    105. http://www.flickr.com/photos/smudie / RSS Reader
    106.  
    107. Read blogs …. Where to find nonprofit blogs to read?
    108. http://nonprofit.alltop.com/
    109. Fill out the form <ul><li>FIVE STARTER STEPS </li></ul><ul><li>Set up a Google Alert </li></ul><ul><li>Start using an RSS Reader </li></ul><ul><li>Find 5 blogs to read </li></ul><ul><li>Sign up for Twitter and follow 5 nonprofit folks </li></ul><ul><li>Twitter 10 minutes a day </li></ul>http://socialmedia-success.wikispaces.com/
    110. Participate http://www.flickr.com/photos/vox /
    111. http://www.flickr.com/photos/brettlider/ Get bloggers to write about your organization
    112. “ Pittsburgh arts organizations have begun inviting local bloggers to events who then blog the Invitation and spread it via Twitter or Facebook” – Liz Perry
    113. Set up A Twitter Account
    114.  
    115. That’s dumbest thing I’ve ever seen …
    116. Find a few good people to follow ….
    117. http://twitterpacks.pbwiki.com/Twitter-Pack-by-Topic#NonProfitPack Psst .. I put a short list on the wiki
    118. Your Toes Into Twitter for 10 Minutes Each Morning …. Dip Your Toes Into Twitter Ten Minutes Every Morning!
    119. Crowd Source Your Research
    120.  
    121. Just in time support
    122.  
    123. Engage your audience
    124. Don’t Be A Narcissist On Twitter
    125. Sharing your story social media style …
    126. What color is your organization’s blog? Adapted from Nina Simon: Museum 2.0 Blog Personality Blog Specialized Content Aggregates Content Institutional Blog
    127. Institutional
    128. Aggregates Content
    129. Aggregates Content
    130. Specialized Content
    131. Personality
    132. Personality
    133. It’s more than a site to print photos
    134. Watercooler conversations facilitated by sharing objects .. 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him Source: Slideshare by Rashmi Sinha
    135.  
    136. Social Features
    137.  
    138.  
    139. Groups: Engage and educate
    140.  
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    144. Insert screen capture of interview with Carie
    145.  
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    147.  
    148. Generating Buzz
    149.  
    150. Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)
    151. Digg Effect
    152. Twitter for generating buzz …
    153.  
    154. Not Just Blasting Out A Message
    155.  
    156. Social network Community Building & Social Networking
    157. What’s your goal? Knowledge Sharing Support Organizing Advocacy Fundraising Taking Action
    158.  
    159. Okay, which social networking site?
    160. Where’s our target audience? -Ask them (surveys) -Field research -Analyze demographics of site <ul><li>What social networking site has my audience? </li></ul><ul><li>How do they use technologies? </li></ul><ul><li>What are they talking about? </li></ul><ul><li>Who are they? </li></ul><ul><li>What do they want? </li></ul>
    161.  
    162. What are the options for a presence?
    163. Individual Profile
    164.  
    165.  
    166.  
    167.  
    168. What’s the workflow?
    169. Friendship Content Outreach Workflow
    170. Establish a routine and stick to it
    171.  
    172. Thank you …

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