Palo Alto Community Fund

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Palo Alto Community Fund

  1. The Networked NonprofitUsing Social Media for Social Change<br />Beth Kanter, Visiting ScholarThe Palo Alto Community Fund<br />Social Media and Nonprofits, David and Lucile Packard FoundationSeptember 13, 2010<br />Flickr Photo by Bike<br />
  2. Beth Kanter<br />http://www.bethkanter.org<br />
  3. http://socialmedia-strategy.wikispaces.com/Palo+AltoCommunity+Fund<br />
  4. What we’re going to cover today …..<br />5:30-5:45 Icebreaker, Overview<br />5:45-6:30 Culture, Transparency, Simplicity<br />6:30-6:40 Quick Break<br />6:40-7:15 Effective Social Media Strategy<br />7:15-7:30 Reflection, Raffle <br />
  5. Share Pairs<br />Introduce yourselves and your organizations<br />How are you currently using social media?<br />Photo by Franie<br />
  6. Popcorn Report ….<br />Just two words that come to mind when you think about social media ….<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 squeakymarmot<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. Some nonprofits are born networked nonprofits, it is in their DNA ….<br />
  14. Social Culture: Not Afraid of Letting Go Control<br />
  15. Other nonprofits make that transition more slowly<br />
  16. The Networked Nonprofit <br />
  17. Three Themes<br /><ul><li> Social Culture
  18. Transparency
  19. Simplicity</li></li></ul><li>Theme 1: Social Culture<br />
  20. 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 />
  21. The Black Smoke Monster on LOST<br />
  22. Leaders Experience Personal Use<br />
  23. Describe results versus tools<br />
  24. Making Social A Cultural Norm …. <br />
  25. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
  26. Why policy is needed
  27. Cases when it will be used, distributed
  28. Oversight, notifications, and legal implications
  29. Guidelines
  30. Identity and transparency
  31. Responsibility
  32. Confidentiality
  33. Judgment and common sense
  34. Best practices
  35. Tone
  36. Expertise
  37. Respect
  38. Quality
  39. Additional resources
  40. Training
  41. Operational Guidelines
  42. Escalation
  43. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
  44. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />
  45. Testing the policies: Refining, Educating<br />
  46. Operational guidelines need to be specific and include examples<br />
  47. 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<br />Value learning<br />Social media policy is not just a piece of paper<br />
  48. 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 />
  49. Theme 2: Transparency<br />Networked Nonprofits consider everyone inside and outside <br />of the organization resources for helping them to achieve their goals<br />
  50. The Nonprofit Fortress<br />
  51. Transactionals<br />
  52. Transparent<br />Sponges<br />
  53. Do we have to share everything?<br />Flickr by uncorneredmarket<br />
  54. Share Pairs<br />Is your organization’s work style more like a Fortress, Transactional, or Transparent?<br />If your organization’s default approach was that everything you did was “open,” what would you keep private?<br />Photo by Franie<br />
  55. 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.<br />- Robert Frost <br />The Mending Wall by Robert Frost<br />
  56. Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls <br />
  57. You want me to start Tweeting too? <br /> Theme 3: Simplicity: From scarcity to abundance …<br />
  58. Simplicity: Leverage your networks …<br />Flickr photo by vmaiden<br />
  59. Popcorn: What could you do less of?<br />
  60. Three Models<br />
  61. Don’t do this to your intern ….<br />
  62. The perfect intern might be already be in your network<br />
  63. How many are hands-on with social media?<br />How many manage someone who is doing the work?<br />ADOLAS<br />
  64. Oh Look, A Squirrel!<br />
  65. Stretch Break: What’s Your Big Take Away? <br />
  66. 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 />
  67. Principles<br /><ul><li>Alignment: Social media strategy supports program or communications objectives
  68. Listen: Uses listening and responding techniques to develop a deep understanding of the audience
  69. Engage: Uses conversation starters to engage audience
  70. Relationships: Builds relationships with influencers on social media spaces
  71. Integrated: Integrate and cross distribute content across social media channels
  72. Bridge:Uses social media to close the gap between online/offline
  73. Capacity: Allocates time and has the capacity to implement
  74. 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 />
  75. Smart Objective and Target Audience<br />
  76. Communications and Program Assessment<br /><ul><li>Who do you want to reach?
  77. What do you want to accomplish?
  78. Where can social improve or supplement programs, services, or communications?
  79. What’s our available budget/time?
  80. What opportunities to pilot?</li></li></ul><li>Charting: What are your planned events, content, and opportunities for the year? What to socialize?<br />
  81. Listen<br />
  82. Source: Communications Network Listening Presentation OSI Foundation<br />
  83. Influencer complaining …<br />Customer service issue<br />Relationship building<br />
  84. Engage: Conversation Starters<br />
  85. Relationships<br />
  86. 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 />
  87. Give Yourself Some Link Love<br />
  88. Give Yourself Some Link Love<br />
  89. Give Yourself Some Link Love<br />
  90. Give Yourself Some Link Love<br />
  91. Cross Distribute – selectively ….<br />
  92. Cross Distribute – selectively ….<br />
  93. Cross Distribute – selectively ….<br />
  94. 1<br />2<br />3<br />Feeds are slow ….<br />
  95. Co-Create<br />
  96. Co-Create<br />
  97. Takes some planning, organization, and structure<br />
  98. Some Automation, Some Manual<br />
  99. Bridge: Multi-Channel Outreach<br />
  100. Window Clings<br />
  101. Sandwich boards<br />
  102. Be Creative<br />
  103. Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery<br />
  104. Pick the Right Result<br />
  105. Identify the most important metric to measure it!<br />
  106. Spreadsheet Aerobics<br />
  107. To serve as a focus group <br /><ul><li> Number of new ideas for blog posts
  108. Saved time in researching for examples used in posts/workshops
  109. 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 />
  110. Open-Ended Question<br />
  111. Question with links ..<br />
  112. Testing, Testing, Testing<br />
  113. Principles<br /><ul><li>Alignment: Social media strategy supports program or communications objectives
  114. Listen: Uses listening and responding techniques to develop a deep understanding of the audience
  115. Engage: Uses conversation starters to engage audience
  116. Relationships: Builds relationships with influencers on social media spaces
  117. Integrated: Integrate and cross distribute content across social media channels
  118. Bridge:Uses social media to close the gap between online/offline
  119. Capacity: Allocates time and has the capacity to implement
  120. Learn: Launches small pilots and revises using the right metrics to understand what is and what isn’t working</li></li></ul><li>Reflection<br />Book Raffle: <br />Write on index card <br />What is one idea you can put into practice?<br />Include your name and email address<br />Share PairPopcorn<br />
  121. The Networked Nonprofit<br />
  122. Beth Kanter<br />http://www.bethkanter.org<br />

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