Strategy Uses social network analysis Networked Nonprofit Theory and Practice

The Networked Nonprofit: Theory and Practice Beth Kanter, Beth’s Blog June 28, 2010: Annie E. Casey Foundation

Read Blogs Watch Videos Write Blog Create Video Facebook Twitter Personal Professional Learning Part of Job Mixed Stand up, Sit Down

Just three words . . . When you think about social media and nonprofits, what comes to mind? How would you describe how you feel about social media?

The Agenda for the Day The Networked Nonprofit: Part 1: Overview - 9:30-10:30 Part 2: Deeper Dive – 10:45-11:30 Visiting Scholar at Packard Foundation: Capacity Building Work – 11:30-11:45 Networked Nonprofit in Practice Effective Social Media: Strategy and Tactics – 1-4

The Networked Nonprofit Launched on June 21st #108 of all books on Amazon #3 in Business Books #1 in Nonprofit Books

http://networkednonprofit.wikispaces.com Definition: Networked Nonprofits are simple and transparent organizations that outsides in and insiders out and use social media effectively …..

Why become a Networked Nonprofit?

Complex social problems that outpace the capacity of any single nonprofit organization Photo by uncultured

In a networked world, nonprofits need to work less like this Source: David Armano The Micro-Sociology of Networks

And more like this …. With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks

The Networked Nonprofit BE DO Understand Networks Work with Free Agents Create Social Culture Work with Crowds Listen, Engage, and Build Learning Loops Relationships Trust Through Transparency Friending or Funding Simplicity Govern through Networks

Some nonprofits are born networked nonprofits, it is in their DNA ….

Social Culture: Not Afraid of Letting Go Control

Simplicity: Focus on what they do best, network the rest

Other nonprofits make that transition more slowly

Red Cross: Making the Transition to A Networked Nonprofit

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

Listening Drove Adoption

Influencer Customer complaining … Relationship service building issue

Scale

January 11, 2010 Robust and Agile Listening and Engagement System Objective: Stakeholder Empowerment Social Content Rule Book Internal Capacity Building Wendy Harman, Red Cross

Social Media’s Role in Disaster Relief Effort in Haiti

Are your grantees transforming into networked nonprofits? What resonated? What have you thought about before?

It has taken five years, but the Red Cross is slowly but surely becoming a Networked Nonprofit. They are less of Fortress and also working with free agents . . .

Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls #netnon #freeagent

The Nonprofit Fortress

The Unfortress Transparent

Transparent nonprofits consider everyone inside and outside of the organization resources for helping them to achieve their goals

Nonprofit Fortress Free Agent

“I can’t single-handedly end global poverty, but I can take actions and inspire others.” Shawn Ahmed

“the problem isn’t social media, the problem is that YOU are the fortress. Social media is not my problem: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously. “

Part 2: Social Culture, Experimentation, and Capacity

Social Culture Uses social media to engage people inside and outside the organization to improve programs, services, or reach communications goals.

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

Making a strong business case

Leaders Experience Personal Use

Challenge the Default Settings

Make Learning in Public Less Stressful

Codifying A Social Culture: 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 • Press referrals • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common wiki.altimetergroup.com sense Source: Charlene Li, Altimeter Group

Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”

Testing the policies: Refining, Educating

Operational guidelines need to be specific and include examples

Don’t moon anyone with a camera, unless you hide your face ….

Capacity: Taking Small Steps

You want me to start Tweeting too? They make it a habit …..

Staffing Free Integrated Staff • Intern • Tasks in • Full-Time • Fans Job • Part-Time • Volunteer

Don’t do this to your intern ….

How many are hands-on with social media? How many think it is a time suck? ADOLAS

Oh Look, A Squirrel!

9:15 • Monitor RSS 9:30 • Twitter 10:00 • Content Creation 10:15 • Social Networking

Squirrel!

Launch small pilots and reiterates using the right metrics to understand what is and what isn’t working. Networked Nonprofits approach Social Media like Thomas Edison inventing the storage battery

Results! I have gotten a lot of results. I know what doesn’t work and won’t have to be tried again. storage battery

Pick the Right Result Tangible Intangible Donations Leads Insights about what works Subscribers Interaction Members Engagement Saved Time Reputation Saved Costs Loyalty Increased page rank Satisfaction Increased media attention Sentiment Signed petitions Calls or emails to government Feedback officials Objective, Audience, Strategy, Tactics, Time investment, KD Paine

Identify the most important metric to measure it!

Spreadsheet Aerobics

Joyful funerals

Squirrel!

Visiting Scholar: Packard Foundation

Social Media and Nonprofits: Effective Use Year 1: Coaching Grantees one-on-one Grantee Convenings – Network Effectiveness Internal coaching, meetings Book Blogging Year 2: Peer learning groups of grantees: Effective Social Media Practice Workshops Coaching Blogging

The Social Media Lab: Peer Training

Social Learning With Social Media If two minds are better than one, what about a hundred?

Overview Goals: -Create effective social media strategy that supports and enhances communications objectives -Design and implement low risk, focused experiment -Method for individual learning and improving -Social Learning with social media April-May • Strategy • Share • Tactics • Check-In Learning • Experiment • Advice • Support March June/July:

Expectations

The gift of time: Shoulder to Shoulder Learning

The Dance Floor and The Balcony: Social Media Strategy and Tactics Zabara Tango

Social Media Strategy Blocks Movement Building with Multi- Generate Channels Social Buzz Content Engage Listen Integrated with Overall Communications and Internet Strategy Drives Offline Action, Change of Behavior, or Impact Outcome

acticaches Social Media: Picking Tools Movement Generate Building and Social Buzz Multi- Content Channel Listen Engage 10hr 15hr 20hr Crawl ………..……Walk …….…….. Run ……..…………….Flyl Less Time

Share Pairs Are you in the crawl, walk, run, or fly stage with your social media? What does that look like? What’s needed to get you to the next stage? #excelsm Photo by Franie

Strategy Aligns social media with communications and program objectives.

Communications and Program Assessment • 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?

Charting: What are your planned events, content, and opportunities for the year? What to socialize?

Strategy Uses actionable listening techniques to develop a deep understanding of your network

Source: Communications Network Listening Presentation OSI Foundation

Strategy Uses conversation starters to engage audience.

Conversation Starters Audience O Audience Twitter Facebook B What are they saying J What are they saying that is relevant that is relevant to/engages? E to/engages? C How can you rework How can you rework your message as a T your message as response or response or conversation conversation starter? I starter? Follow up Content V Follow up Content points points E

Strategy Uses social network analysis to identify influencers and build relationships on social media spaces

Strategy Use social media to close the loop between online and offline action

Closing the Loop with Social Media

Tweet Ups

Strategy Your web site content has a social life.

The Social Life of Content Co-Create Branded Branded Social Social Content Content Outposts Content Social Outposts Fly Engage Spread Remix

Give yourself some link love

Engage Spread Remix

Co-Created Branded Social Content Content Social Outposts

Co-Created Branded Social Content Content Social Outposts Social Media Outposts

Co-Created Branded Social Content Content Web Site Social Outposts Curated Social Content

1. Refine Objective 2. Identify Audience 3. Brainstorm Strategy Using Principles 4. Reflection: First Steps

Thank you! http://www.bethkanter.org http://bit.ly/networkednp Virtual Launch Party June 21st 4-5 PM EST