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- 1. The Networked NonprofitNonprofits in an Age of Social Media Beth Kanter, Visiting ScholarSocial Media and Nonprofits, David and Lucile Packard FoundationOctober, 2010 – Independent Sector
- 4. What we’re going to cover today ….. 3:30-3:45 Introductions, Icebreaker 3:45-4:45 Culture, Transparency, Simplicity 4:45-5:00 Break 5:00-5:45 Effective Social Media Strategy 5:45-6:00 Reflection, Raffle
- 5. Share Pairs Introduce yourselves and your organizations How are you currently using social media? What is your burning question? Photo by Franie
- 6. Just Two Words …..
- 8. What is a Networked Nonprofit?
- 9. Why become a Networked Nonprofit?
- 10. Complex social problems that outpace the capacity of any individual organization Photo by uncultured
- 11. In a networked world, nonprofits need to work less like this Source: David Armano The Micro-Sociology of Networks
- 12. And more like this …. With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
- 13. Social Culture: Not Afraid of Letting Go Control
- 14. Other nonprofits make that transition more slowly
- 17. Transparency
- 19. Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more
- 20. The Black Smoke Monster on LOST
- 23. Leaders understand the power behind the tools …. Video
- 24. Leaders Experience Personal Use
- 25. Describe results versus tools
- 26. Making Social A Cultural Norm ….
- 28. Joyful funerals
- 31. Why policy is needed
- 32. Cases when it will be used, distributed
- 33. Oversight, notifications, and legal implications
- 34. Guidelines
- 35. Identity and transparency
- 36. Responsibility
- 37. Confidentiality
- 38. Judgment and common sense
- 39. Best practices
- 40. Tone
- 41. Expertise
- 42. Respect
- 43. Quality
- 45. Training
- 47. Escalation
- 48. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
- 49. Scale
- 52. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
- 53. Testing the policies: Refining, Educating
- 54. Operational guidelines need to be specific and include examples
- 55. Your organization has a social culture if …. Treats skepticism as a conversation starter, not stopper Leaders understand the power behind the tools Leaders are open to reverse mentoring if needed Describe results Social is the cultural norm Try it and fix it approach Value learning Social media policy is not just a piece of paper
- 56. Reflection: How social is your organization’s culture? NOT AT ALL VERY Somewhere in between? Flickr photos by heydee and intherough
- 57. Theme 2: Transparency Networked Nonprofits consider everyone inside and outside of the organization resources for helping them to achieve their goals
- 60. Video
- 63. Do we have to share everything? Flickr by uncorneredmarket
- 66. Share Pairs Is your organization’s work style more like a Fortressor a Sponge? If your organization’s default approach was that everything you did was “open,” what would you keep private? Photo by Franie
- 67. Before I built a wall I'd ask to knowWhat I was walling in or walling out,And to whom I was like to give offense.Something there is that doesn't love a wall, that wants it down. - Robert Frost The Mending Wall by Robert Frost
- 68. Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls
- 69. Video
- 70. You want me to start Tweeting too? Theme 3: Simplicity: From scarcity to abundance …
- 71. Simplicity: Leverage your networks … Flickr photo by vmaiden
- 76. What could you do less of?
- 77. Three Models
- 79. Don’t do this to your intern ….
- 81. The perfect intern might be already be in your network
- 82. How many are hands-on with social media? How many manage someone who is doing the work? ADOLAS
- 83. Oh Look, A Squirrel!
- 87. Effective Social Media Strategy Networked Nonprofits know how to use social media to connect, engage, and build a network of passionate people who care about their work.
- 89. Listen: Uses listening and responding techniques to develop a deep understanding of the audience
- 90. Engage: Uses conversation starters to engage audience
- 91. Relationships: Builds relationships with influencers on social media spaces
- 92. Integrated: Integrate and cross distribute content across social media channels
- 93. Bridge:Uses social media to close the gap between online/offline
- 94. Capacity: Allocates time and has the capacity to implement
- 96. Smart Objective and Target Audience
- 98. What do you want to accomplish?
- 99. Where can social improve or supplement programs, services, or communications?
- 100. What’s our available budget/time?
- 103. United Ways of California
- 105. Charting: What are your planned events, content, and opportunities for the year? What to socialize?
- 110. Share Pairs What event, content, or program has your organization “socialized”? Photo by Franie
- 111. Listen
- 112. Source: Communications Network Listening Presentation OSI Foundation
- 113. We Listen for Our Issues
- 120. Influencer complaining … Customer service issue Relationship building
- 121. Relationships
- 122. Exploring the Relationship Are you even listening to me? How well do I really know you? Do we have anything in common? Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)
- 127. SuperfanEvangelism Birth of a Super Fan by Aliza Sherman
- 128. How can you leverage love? TrackRecognizeSurveyEvaluate Proposal/ToolsEngage and Amplify Evangelism
- 129. Give Yourself Some Link Love
- 130. Give Yourself Some Link Love
- 131. Cross Distribute – selectively ….
- 132. Cross Distribute – selectively ….
- 133. Cross Distribute – selectively ….
- 134. 1 2 3 Feeds are slow ….
- 135. Co-Create
- 136. Co-Create
- 137. Co-Create
- 138. Co-Create
- 140. Window Clings
- 141. Sandwich boards
- 143. Be Creative
- 145. Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery
- 146. Pick the Right Result
- 147. Identify the most important metric to measure it!
- 148. Spreadsheet Aerobics
- 150. Saved time in researching for examples used in posts/workshops
- 151. Number of questions answersTesting Against FB Insights Content format Content topics Outreach TacticsFrequency of PostsTime/Date of week FB Insights Number of New FansTotal Interactions Page Viewson FB Referrals to Blog
- 152. Open-Ended Question
- 153. Question with links ..
- 156. What can you apply to your organization’s social media strategy? What questions do you have?
- 157. Reflection Book Raffle: Write on index card include your name and email address
Editor's Notes
- http://www.flickr.com/photos/bike/190157514/sizes/l/in/photostream/
- I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and Visiting Scholar for Nonprofits and Social Media at the Packard Foundation
- http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
- I’ll be talking about a couple of themes from my book, The Networked Nonprofit.
- It isn’t a nonprofit with an Internet Connection and a Facebook Profile …Networked Nonprofits are simple and transparent organizations. They are easy for outsiders to get in and insiders to get out. They engage people to shape and share their work in order to raise awareness of social issues, organize communities to provide services or advocate for legislation. In the long run, they are helping to make the world a safer, fairer, healthier place to live.Networked Nonprofits don’t work harder or longer than other organizations, they work differently. They engage in conversations with people beyond their walls -- lots of conversations -- to build relationships that spread their work through the network. Incorporating relationship building as a core responsibility of all staffers fundamentally changes their to-do lists. Working this way is only possible because of the advent of social media. All Networked Nonprofits are comfortable using the new social media toolset -- digital tools such as email, blogs, and Facebook that encourage two-way conversations between people, and between people and organizations, to enlarge their efforts quickly, easily and inexpensively.
- http://www.flickr.com/photos/nicmcphee/422442291/Problem statement: Explosion in size of nonprofit sector over last twenty years, huge increase in donations and number of foundations, and yet needle hasn’t moved on any serious social issue. A sector that has focused on growing individual institutions ever larger has failed to address complex social problems that outpace the capacity of any individual org. or institution to solve them. Our interest and passion is in solving these problems.
- http://www.flickr.com/photos/squeakymarmot/3419918805/Problem statement: Explosion in size of nonprofit sector over last twenty years, huge increase in donations and number of foundations, and yet needle hasn’t moved on any serious social issue. A sector that has focused on growing individual institutions ever larger has failed to address complex social problems that outpace the capacity of any individual org. or institution to solve them. That’s why feel strongly that nonprofits need to work more like networks.
- Solution: Networks of individuals and institutions that reduces the burden on everyone, leverages the capacity, creativity, energy and resources of everyone to share solutions, solve problems. This changes the definition of scale for social change – was institutions now networks. The transition from working like this to this – doesn’t happen over night, can’t flip a switch
- http://www.flickr.com/photos/kingcoyote/101629460/in/set-72057594070147041/
- http://www.flickr.com/photos/45825575@N03/4289957595/Kate Scadding
- http://www.flickr.com/photos/24443965@N08/3639694353/
- So what happens is that we treat this skepticism like the black smoke monster on LOST – we’re afraid to have those difficult conversations that gets us to a social culture.
- How many LOST Fans? Pick your boggyman – the blob, the attack of the killer tomatoes
- Andy Bales Union Rescue Mission
- There is also a need to describe your social media strategy in terms of the value – how it will help you reach your goals. Many leaders are “yellow thinkers” – that is they need to see the results laid out in advance before they will say.Pre-school California – there is also a conversation about value – and that happens by connecting social media strategy to communications objectives.
- Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidlyIt is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
- They also know that in order to have more impact, they need to scale. They wanted to go beyond having social media be a silo in the communications department, and through the Target experience they realized the value of employee use of social networks/social media. They worked on a social media policy, guidelines and an operational manual so that anyone working in affiliates as well as national could be ambassador on social networks. The guidelines also extend to volunteers. The overall policy is encouraging, not controlling. The operational handbook gives them specific steps, examples, and tips for being effective.
- Don’t do anything stupid – Social MediaDon’t moon anyone with camera
- Testing of the policy – and there may be things that you didn’t think
- http://www.flickr.com/photos/heydee/240653254/http://www.flickr.com/photos/intherough/3781583774/in/photostream/
- http://www.flickr.com/photos/stuckincustoms/444790702/
- http://www.flickr.com/photos/uncorneredmarket/370672187/“You cannot be fully transparent all the time because you need to give people a safe place to have the discussion without disrespecting others.”Not black and white – line the Esther Dyson Story at Transparency CampWhat is TransparencyTransparency isn’t black and white. It is very tempting to grade organizations as either transparent or not. However, transparency isn’t quite that simple, it is a sliding scale of openness that changes upon the circumstances and needs of an organization and its network. Organizations certainly need to be open to people on the outside, easy to enter, understand, and navigate. However, this does not mean that every conversation, every piece of paper, every decision, needs to be open to everybody. “You cannot be fully transparent all the time because you need to give people a safe place to have the discussion without disrespecting others.”This black and white notion scares a lot of organizations. Their is definitely a need for a safe place for private conversations – but I our default impulse is to do things in screen – is to build a Robert Frost mending wall. I wonder what it would be like if the default was – everything is open and you had to decide what should be closed?
- http://www.flickr.com/photos/franie/471300085/What do you want to learn today about social media strategy?What’s your burning question?What’s one thing you know about social media that you can share with others today?
- http://www.flickr.com/photos/martinlabar/3248079595/What could do less of?
- http://www.flickr.com/photos/vmaidens/4634423822/sizes/l/in/photostream/
- Amy Boroff (@njdevmgr), development manager for Junior Achievement of NJ in Princeton [emphasis added], discovered one of her new Twitter followers was Kate Specchio (@ecsfoundation), co-founder of Morris County-based The Emily C. Specchio Foundation. Through their tweets, Amy recognized the potential for working together. They continued to communicate on Twitter in real-time, after working hours, to learn more about each respective organization. After several weeks, JANJ submitted a proposal to ECS for funding for an inaugural event: the Women's Future Leadership Forum. The ECS Foundation accepted the proposal and granted funds to help support aspiring female high school students become future leaders.
- http://www.flickr.com/photos/janet/3991162367/sizes/l/in/photostream/
- http://www.devonvsmith.com/2010/07/the-networked-nonprofit-theatre-a-manifesto-a-book-review/We assert the unalienable rights of The Intern. We understand that The Intern might be a high school student, an MBA, a retiree, or anyone in between. The Intern will be taken seriously, given real work to do, be respected for their opinion, and will be patiently taught the things they don’t yet know.
- http://disruptology.com/10-social-media-tasks-for-summer-interns/
- http://www.flickr.com/photos/notanartist/263545370/sizes/l/
- http://socialmediatoday.com/content/6-ways-waste-your-time-social-medhttp://www.flickr.com/photos/inel/4160678255/ia?utm_source=smt_newsletter&utm_medium=email&utm_caSocial Media Marketing is a helpful tool, but you have to be careful not to waste time on unnecessary and even harmful actions in your quest to make the most of this new tool. Here are six big time-wasters to be aware of:Subscribing to too many Blogs. I highly recommend that you subscribe to relevant blogs for your industry, but be picky, be realistic, and set an egg timer. The point is that you cannot be everywhere, you just can't. So choose your feeds wisely. Following blogs won't do you any good if you don't have time to read, understand, and respond when necessary. You may want to respond by sharing with others, you might join the conversation, you might need to adjust something you are doing based on this new information. So don't over do it, because if you read ALL the relevant blogs there will be no time to respond accordingly.Reading every Tweet, Facebook post, or Status Update. This is similar to subscribing to too many blogs. You want to follow them because they have good stuff to say, but once you begin to follow a big crowd you can't catch every little thing. So don't feel guilty if you miss some posts. I highly recommend making Favorites Lists (“Groups” in Facebook) so that you can make sure to catch everything that the most relevant people have to say. **Disclaimer: if you have time to read a ton, read as much as you realistically have time for. I think listening (reading) is one of the most important parts of social media marketing, but don't kill your productivity by reading all day long.Getting involved in too many different social media sites. Keep it to the sites that are most relevant to your immediate fan base. We use Facebook, YouTube, Twitter, LinkedIn, Blogs, & a few Forums. We post to a few main forums that speak to our industry. We comment on blog articles that are relevant and we can add some value to. We write our own blog, and we are maintaining our Twitter, Facebook, LinkedIn and YouTube profiles. There certainly are more options for us, but this is where we find our specific community interacts. Your industry may have a ton of forums but not a lot of bloggers. It is certainly industry specific. Don't be afraid to ask customers where they “hang-out”, and don't be afraid to try something, give it the appropriate time to see if it works, and then make your exit if you find it does not work for your needs.mpaign=newsletterChecking your social media too often. Block out specific times of day where you spend 30 minutes or an hour, reading and replying on your social media pages. Don't let the urge to hop over and check it every hour pull you under. Then the day is over and all you have to show for it is your social media posts and by then you are running out of good original work and content to talk about anyway.Following or Friending people who are not a part of your community. Do you automatically let anyone who asks you to be a friend, be a friend? Do you automatically follow any Twitter follower that follows you? This can be a humongous waste of time. Again, you have to be choosy. Don't let anyone who is not relevant to your business take any of your time or energy. There are many types of relevant people in this world; mentors, prospects, clients, industry experts, P.R. connections, local connections, you will have to make the final decision. The important thing here is to not let a bunch of spamming, get rich quick, time wasters get mixed into your community.Posting repeat messages or setting up automated messages. I know this sounds ridiculous that these two things actually waste your time, but let me explain. If you set up automated status updates through ping or an rss feed you are wasting your time and everyone else's. No one wants to read automatic status updates. Everyone knows they are automated, especially if they are following several industry giants and see the same thing posted, verbatim, over and over. Those messages are not personal and will send your followers straight to their Unfollow buttons.I have seen many companies on many occasions who have a slogan or an elevator pitch or a special claim to fame, use that message non-stop on their social media feeds. I have even witnessed updates like these containing the exact same typo they had in the previous version of it. I have also seen this status update posted multiple times in the same day! Talk about exasperating. Can you imagine in your twitter feed, over and over again all day “companyxyz: We're the home of the Award Winning Acme XYZ Thing-a-ma-jig!” Literally copied & pasted all day long? Not so good. #UnfollowHow do you keep from wasting valuable time while tackling your Social Media Marketing?
- http://socialmediatoday.com/content/6-ways-waste-your-time-social-medhttp://www.flickr.com/photos/inel/4160678255/ia?utm_source=smt_newsletter&utm_medium=email&utm_caSocial Media Marketing is a helpful tool, but you have to be careful not to waste time on unnecessary and even harmful actions in your quest to make the most of this new tool. Here are six big time-wasters to be aware of:Subscribing to too many Blogs. I highly recommend that you subscribe to relevant blogs for your industry, but be picky, be realistic, and set an egg timer. The point is that you cannot be everywhere, you just can't. So choose your feeds wisely. Following blogs won't do you any good if you don't have time to read, understand, and respond when necessary. You may want to respond by sharing with others, you might join the conversation, you might need to adjust something you are doing based on this new information. So don't over do it, because if you read ALL the relevant blogs there will be no time to respond accordingly.Reading every Tweet, Facebook post, or Status Update. This is similar to subscribing to too many blogs. You want to follow them because they have good stuff to say, but once you begin to follow a big crowd you can't catch every little thing. So don't feel guilty if you miss some posts. I highly recommend making Favorites Lists (“Groups” in Facebook) so that you can make sure to catch everything that the most relevant people have to say. **Disclaimer: if you have time to read a ton, read as much as you realistically have time for. I think listening (reading) is one of the most important parts of social media marketing, but don't kill your productivity by reading all day long.Getting involved in too many different social media sites. Keep it to the sites that are most relevant to your immediate fan base. We use Facebook, YouTube, Twitter, LinkedIn, Blogs, & a few Forums. We post to a few main forums that speak to our industry. We comment on blog articles that are relevant and we can add some value to. We write our own blog, and we are maintaining our Twitter, Facebook, LinkedIn and YouTube profiles. There certainly are more options for us, but this is where we find our specific community interacts. Your industry may have a ton of forums but not a lot of bloggers. It is certainly industry specific. Don't be afraid to ask customers where they “hang-out”, and don't be afraid to try something, give it the appropriate time to see if it works, and then make your exit if you find it does not work for your needs.mpaign=newsletterChecking your social media too often. Block out specific times of day where you spend 30 minutes or an hour, reading and replying on your social media pages. Don't let the urge to hop over and check it every hour pull you under. Then the day is over and all you have to show for it is your social media posts and by then you are running out of good original work and content to talk about anyway.Following or Friending people who are not a part of your community. Do you automatically let anyone who asks you to be a friend, be a friend? Do you automatically follow any Twitter follower that follows you? This can be a humongous waste of time. Again, you have to be choosy. Don't let anyone who is not relevant to your business take any of your time or energy. There are many types of relevant people in this world; mentors, prospects, clients, industry experts, P.R. connections, local connections, you will have to make the final decision. The important thing here is to not let a bunch of spamming, get rich quick, time wasters get mixed into your community.Posting repeat messages or setting up automated messages. I know this sounds ridiculous that these two things actually waste your time, but let me explain. If you set up automated status updates through ping or an rss feed you are wasting your time and everyone else's. No one wants to read automatic status updates. Everyone knows they are automated, especially if they are following several industry giants and see the same thing posted, verbatim, over and over. Those messages are not personal and will send your followers straight to their Unfollow buttons.I have seen many companies on many occasions who have a slogan or an elevator pitch or a special claim to fame, use that message non-stop on their social media feeds. I have even witnessed updates like these containing the exact same typo they had in the previous version of it. I have also seen this status update posted multiple times in the same day! Talk about exasperating. Can you imagine in your twitter feed, over and over again all day “companyxyz: We're the home of the Award Winning Acme XYZ Thing-a-ma-jig!” Literally copied & pasted all day long? Not so good. #UnfollowHow do you keep from wasting valuable time while tackling your Social Media Marketing?
- http://www.flickr.com/photos/brentdanley/238882398/
- How do you get started?http://www.flickr.com/photos/ryanobjc/2712391135/
- http://www.flickr.com/photos/yandle/844341197/Lay out all planned communication and marketing events and opportunities for the year and determine which ones you want to socialize …
- http://www.flickr.com/photos/garibaldi/361920500/
- http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
- http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
- Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Qualities of Good Fans/LikersHere is a list of some of the most important qualities of fans of a brand’s Facebook Page. Some of these also translate to other social networks, including Twitter.Attention. When someone “likes” a Facebook Page, they are usually expressing their affinity for a product, brand, organization, individual or whatever or whomever is represented on the Page. But do they pay attention? In my mind, attention is, at its most basic, watching out for or noticing the status updates from brands in one’s newsfeed.Participation. Taking attention to the next level, a good fan responds to your status updates. They not only noticed but felt compelled to react in some way, usually with a “like” on the update or (better yet) with a comment.Interaction. Taking attention and participation even further, a good fan not only responds to your updates but comments on other fans’ comments.Leadership. There are some fans who rise to the top as organic leaders of the community that forms on a Facebook Page, most commonly on its Wall, but sometimes within Discussions. These are fans to watch closely and to consider rewarding over time.Loyalty. Once a fan is attentive, participates, interacts and start to take the lead in conversations, you are witnessing a powerful form of loyalty to your brand. They are going beyond simply being interested in the goods or services you are offering, but are willing to spend time and energy in the social space you’ve created to align themselves with you. Wow!Evangelism. Once you move past simple attention, your fans can easily become evangelists for your brand. What are you doing (in a transparent, generous and respectful manner) every step of the way to encourage this behavior? It is so easy to “share” what you like on Facebook. What are you doing that is worthy of sharing?Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand./how-to-convert-your-facebook-superfans-into-brand-ambassadors/
- Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
- http://www.flickr.com/photos/financialaidpodcast/4559943455/in/faves-cambodia4kidsorg/
- http://beth.typepad.com/beths_blog/2010/05/icecream.html
- http://beth.typepad.com/beths_blog/2010/05/icecream.html
- Berkley Rep Use of Events:
- http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/
- Testing
- I’ll be talking about a couple of themes from my book, The Networked Nonprofit.
- I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and Visiting Scholar for Nonprofits and Social Media at the Packard Foundation