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The Networked NonprofitNonprofits in an Age of Social Media<br />Beth Kanter, Visiting ScholarSocial Media and Nonprofits,...
Beth Kanter<br />http://www.bethkanter.org<br />
http://socialmedia-strategy.wikispaces.com/monterey<br />
What we’re going to cover today …..<br />1:00-1:30		Introductions, Icebreaker, Networked 			Nonprofit Overview<br />1:30-2...
Share Pairs<br />Introduce yourselves and your organizations<br />What two words come to mind when you think about social ...
Stand up, Sit Down<br />
The Networked Nonprofit<br />
What is a Networked Nonprofit?<br />
Why become a Networked Nonprofit?<br />
Complex social problems that outpace the capacity of any individual organization<br />Photo by uncultured<br />
In a networked world, nonprofits need to work less like this<br />Source:  David Armano The Micro-Sociology of Networks<br />
And more like this ….<br />With apologies to David Armano for hacking his visual! Source:  The Micro-Sociology of Networks...
Social Culture:  Not Afraid of Letting Go Control<br />
The Networked Nonprofit <br />
“Our biggest takeaway was that we could  reach a wider and more diverse audience--and that audience was energized and move...
Let’s explore two themes ….<br /><ul><li>  Social Culture
  Simplicity</li></li></ul><li>Theme 1:  Social Culture<br />
Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality...
The Black Smoke Monster on LOST<br />
Leaders understand the power behind the tools ….<br />Video<br />
Leaders Experience Personal Use<br />
Describe results versus tools<br />
Making Social A Cultural Norm …. <br />
Joyful funerals<br />
Do experiments to see what works<br />#speciesday<br />
Steve Norris, ex-Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”<b...
X<br />
Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they...
Source: @clairew<br />
Source: @clairew<br />
Source: @clairew<br />
The Nonprofit Fortress<br />
Transparent<br />Sponges<br />
Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
 Why policy is needed
 Cases when it will be used, distributed
 Oversight, notifications, and legal implications
 Guidelines
 Identity and transparency
 Responsibility
 Confidentiality
 Judgment and common sense
 Best practices
 Tone
 Expertise
 Respect
 Quality
 Additional resources
 Training
Operational Guidelines
 Escalation
 Policy examples available at wiki.altimetergroup.com</li></ul>Source:  Charlene Li, Altimeter Group<br />
Scale<br />
Hybrid:  Shared Twitter Account<br />
Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<b...
Testing the policies:  Refining, Educating<br />
Operational guidelines need to be specific and include examples<br />
Your organization has a social culture if ….<br />Treats skepticism as a conversation starter, not stopper<br />Leaders un...
Reflection:<br />How social is your organization’s culture?<br />NOT AT ALL<br />VERY<br />Somewhere in between? <br />Fli...
You want me to start Tweeting too? <br />Theme 2: Simplicity: From scarcity to abundance …<br />
Simplicity:  Leverage your networks …<br />Flickr photo by vmaiden<br />
Three Models<br />
Don’t do this to your intern ….<br />
The perfect  intern might be already be in your network<br />
How many are hands-on with social media?<br />How many manage someone who is doing the work?<br />ADOLAS<br />
Oh Look, A Squirrel!<br />
Effective Social Media Strategy<br />Networked Nonprofits know how to use social media to connect, engage, and build a net...
Principles<br /><ul><li>Alignment:   Social media strategy supports program or communications objectives
Listen: Uses listening and  responding techniques to develop a deep understanding of the audience
Engage: Uses conversation starters to engage audience
Relationships: Builds relationships with influencers on social media spaces
Integrated:  Integrate and cross distribute content across social media channels
Bridge:Uses social media to close the gap between online/offline
Capacity: Allocates time and has the capacity to implement
Learn: Launches small pilots and revises using the right metrics to understand what is and what isn’t working</li></li></u...
Smart Objective and Target Audience<br />
Communications and Program Assessment<br /><ul><li>Who do you want to reach?
What do you want to accomplish?
Where can social improve or supplement programs, services, or communications?
What’s our available budget/time?
What opportunities to pilot?</li></li></ul><li>
Twitter for Buzz<br />
Networked Effect<br />
United Ways of California<br />
Charting: What are your planned events, content, and opportunities for the year?  What to socialize?<br />
Share Pairs<br />What event, content, or program organization can you “socialized”? <br />Photo by Franie<br />
Listen<br />
Source: Communications Network Listening Presentation OSI Foundation<br />
We Listen for Our Issues<br />
Engage: Conversation Starters<br />
Influencer complaining …<br />Customer service issue<br />Relationship building<br />
Relationships<br />
Exploring the Relationship<br />Are you even listening to me?<br />How well do I really know you?<br />Do we have anything...
SuperfanEvangelism<br />Birth of a Super Fan by Aliza Sherman<br />
How can you leverage love?<br />TrackRecognizeSurveyEvaluate<br />Proposal/ToolsEngage and Amplify<br />Evangelism<br />
Give Yourself Some Link Love<br />
Give Yourself Some Link Love<br />
Cross Distribute – selectively ….<br />
Cross Distribute – selectively ….<br />
Cross Distribute – selectively ….<br />
Co-Create<br />
Co-Create<br />
Co-Create<br />
Co-Create<br />
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Community Foundation of Monterey

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Community Foundation of Monterey

  1. The Networked NonprofitNonprofits in an Age of Social Media<br />Beth Kanter, Visiting ScholarSocial Media and Nonprofits, David and Lucile Packard FoundationOctober, 2010 - Monterey<br />
  2. Beth Kanter<br />http://www.bethkanter.org<br />
  3. http://socialmedia-strategy.wikispaces.com/monterey<br />
  4. What we’re going to cover today …..<br />1:00-1:30 Introductions, Icebreaker, Networked Nonprofit Overview<br />1:30-2:30 Culture, Simplicity<br />2:30-2:45 Quick Break<br />2:45-3:30 Effective Social Media Strategy<br />3:30-4:45 Small Groups: Social Media Strategy<br />4:45-5:00 Reflection and Raffle for Book<br />
  5. Share Pairs<br />Introduce yourselves and your organizations<br />What two words come to mind when you think about social media?<br />Photo by Franie<br />
  6. Stand up, Sit Down<br />
  7. The Networked Nonprofit<br />
  8. What is a Networked Nonprofit?<br />
  9. Why become a Networked Nonprofit?<br />
  10. Complex social problems that outpace the capacity of any individual organization<br />Photo by uncultured<br />
  11. In a networked world, nonprofits need to work less like this<br />Source: David Armano The Micro-Sociology of Networks<br />
  12. And more like this ….<br />With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks<br />
  13. Social Culture: Not Afraid of Letting Go Control<br />
  14. The Networked Nonprofit <br />
  15. “Our biggest takeaway was that we could reach a wider and more diverse audience--and that audience was energized and moved to take action. Social Media information is up-to-date, the message can be altered or modified easily, and supporters’ questions and concerns quickly addressed. It can be transmitted as events are unfolding, and allow supporters to feel as if they are taking part in the experience instead of learning about it at a future date through a brief article and single photo.” <br />
  16. Let’s explore two themes ….<br /><ul><li> Social Culture
  17. Simplicity</li></li></ul><li>Theme 1: Social Culture<br />
  18. 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 />
  19. The Black Smoke Monster on LOST<br />
  20. Leaders understand the power behind the tools ….<br />Video<br />
  21. Leaders Experience Personal Use<br />
  22. Describe results versus tools<br />
  23. Making Social A Cultural Norm …. <br />
  24. Joyful funerals<br />
  25. Do experiments to see what works<br />#speciesday<br />
  26. Steve Norris, ex-Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”<br />
  27. X<br />
  28. Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.<br />
  29. Source: @clairew<br />
  30. Source: @clairew<br />
  31. Source: @clairew<br />
  32. The Nonprofit Fortress<br />
  33. Transparent<br />Sponges<br />
  34. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
  35. Why policy is needed
  36. Cases when it will be used, distributed
  37. Oversight, notifications, and legal implications
  38. Guidelines
  39. Identity and transparency
  40. Responsibility
  41. Confidentiality
  42. Judgment and common sense
  43. Best practices
  44. Tone
  45. Expertise
  46. Respect
  47. Quality
  48. Additional resources
  49. Training
  50. Operational Guidelines
  51. Escalation
  52. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
  53. Scale<br />
  54. Hybrid: Shared Twitter Account<br />
  55. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />
  56. Testing the policies: Refining, Educating<br />
  57. Operational guidelines need to be specific and include examples<br />
  58. Your organization has a social culture if ….<br />Treats skepticism as a conversation starter, not stopper<br />Leaders understand the power behind the tools<br />Leaders are open to reverse mentoring if needed<br />Describe results<br />Social is the cultural norm<br />Try it and fix it approach vs blame game<br />Value learning<br />Social media policy is not just a piece of paper<br />
  59. Reflection:<br />How social is your organization’s culture?<br />NOT AT ALL<br />VERY<br />Somewhere in between? <br />Flickr photos by heydee and intherough<br />
  60. You want me to start Tweeting too? <br />Theme 2: Simplicity: From scarcity to abundance …<br />
  61. Simplicity: Leverage your networks …<br />Flickr photo by vmaiden<br />
  62. Three Models<br />
  63. Don’t do this to your intern ….<br />
  64. The perfect intern might be already be in your network<br />
  65. How many are hands-on with social media?<br />How many manage someone who is doing the work?<br />ADOLAS<br />
  66. Oh Look, A Squirrel!<br />
  67. Effective Social Media Strategy<br />Networked Nonprofits know how to use social media to connect, engage, and build a network of passionate people who care about their work. <br />
  68. Principles<br /><ul><li>Alignment: Social media strategy supports program or communications objectives
  69. Listen: Uses listening and responding techniques to develop a deep understanding of the audience
  70. Engage: Uses conversation starters to engage audience
  71. Relationships: Builds relationships with influencers on social media spaces
  72. Integrated: Integrate and cross distribute content across social media channels
  73. Bridge:Uses social media to close the gap between online/offline
  74. Capacity: Allocates time and has the capacity to implement
  75. Learn: Launches small pilots and revises using the right metrics to understand what is and what isn’t working</li></li></ul><li>Alignment: Supports program or communications objective.<br />
  76. Smart Objective and Target Audience<br />
  77. Communications and Program Assessment<br /><ul><li>Who do you want to reach?
  78. What do you want to accomplish?
  79. Where can social improve or supplement programs, services, or communications?
  80. What’s our available budget/time?
  81. What opportunities to pilot?</li></li></ul><li>
  82. Twitter for Buzz<br />
  83. Networked Effect<br />
  84. United Ways of California<br />
  85. Charting: What are your planned events, content, and opportunities for the year? What to socialize?<br />
  86. Share Pairs<br />What event, content, or program organization can you “socialized”? <br />Photo by Franie<br />
  87. Listen<br />
  88. Source: Communications Network Listening Presentation OSI Foundation<br />
  89. We Listen for Our Issues<br />
  90. Engage: Conversation Starters<br />
  91. Influencer complaining …<br />Customer service issue<br />Relationship building<br />
  92. Relationships<br />
  93. Exploring the Relationship<br />Are you even listening to me?<br />How well do I really know you?<br />Do we have anything in common?<br />Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)<br />
  94. SuperfanEvangelism<br />Birth of a Super Fan by Aliza Sherman<br />
  95. How can you leverage love?<br />TrackRecognizeSurveyEvaluate<br />Proposal/ToolsEngage and Amplify<br />Evangelism<br />
  96. Give Yourself Some Link Love<br />
  97. Give Yourself Some Link Love<br />
  98. Cross Distribute – selectively ….<br />
  99. Cross Distribute – selectively ….<br />
  100. Cross Distribute – selectively ….<br />
  101. Co-Create<br />
  102. Co-Create<br />
  103. Co-Create<br />
  104. Co-Create<br />
  105. Multi-Channel Outreach<br />
  106. Window Clings<br />
  107. Sandwich boards<br />
  108. Be Creative<br />
  109. Connecting online and offline engagement<br />
  110. Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery<br />
  111. Pick the Right Result<br />
  112. Identify the most important metric to measure it!<br />
  113. Spreadsheet Aerobics<br />
  114. To serve as a focus group <br /><ul><li> Number of new ideas for blog posts
  115. Saved time in researching for examples used in posts/workshops
  116. Number of questions answers</li></ul>Testing Against FB Insights<br />Content format<br />Content topics<br />Outreach TacticsFrequency of PostsTime/Date of week<br />FB Insights<br />Number of New FansTotal Interactions<br />Page Viewson FB<br />Referrals to Blog<br />
  117. Open-Ended Question<br />
  118. Question with links ..<br />
  119. Testing, Testing, Testing<br />
  120. Ready to play the Social Media<br />Game? <br />Source: littleoslo.com - Blogpoly<br />
  121. David Wilcox<br />http://socialmedia.wikispaces.com/Social+media+game<br />
  122. Target AudTable Check<br />iences<br />
  123. Rules …<br /><ul><li> Value of the exercise is the discussion and how you navigate through choices
  124. Rome wasn’t built in a day
  125. There are no right or wrong answers
  126. Instructions on paper and knowledge in the cards and other people at table</li></li></ul><li>Step 1: (10 minutes – don’t talk)<br />Quietly review the assignment that you worked on from the last workshop with Dan.<br />Think about some of the ideas you just heard and make some notes on where to integrate social media<br />How can social media align with your objectives and target audience?<br />Your smart program objective<br />Assets/Challenges<br />Target Audiences<br />Theme, Messages, Messengers<br />Tactics<br />
  127. Step 2: (20 minutes)<br /><ul><li> Pick someone from the group for a peer assist
  128. Review social media strategy checklist
  129. Brainstorm some ideas for a social media strategy</li></ul>What listening do you need to do?<br />What are some conversation starters?<br />How to integrate offline/online tactics?How can you cross-link, distribute or co-create content?Are there organizational adoption issues?<br />Who will do the work?How will you measure success?<br />
  130. Step 3: (20 minutes)<br /><ul><li> Review the cards
  131. Share what you know
  132. Discuss what tools you might select</li></li></ul><li>Reflection<br />How will you apply what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward?<br />What Challenges?<br />
  133. Reflection and Raffle<br />What is one idea you can put into practice after the workshop?<br />Write on index card include your name and email address<br />
  134. The Networked Nonprofit<br />
  135. Beth Kanter<br />http://www.bethkanter.org<br />

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