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Sustainable Social Mediafor Nonprofits<br />Beth Kanter, Visiting Scholar Packard FoundationAg Subprogram Convening<br />M...
Beth Kanter<br />http://www.bethkanter.org<br />Visiting Scholar Packard Foundation – Coaching and Peer Learning<br />
Best Practices<br />Flickr Photo by toby_maloy<br />
Spectra Gram:<br />Using social media in our organization’s communications strategy is valuable<br />AGREE STRONGLY<br />D...
Sustainable Social Media<br />Uses Multi-Channels<br />Inside/Outside<br />Generate Buzz, Spreads Ideas<br />Social Conten...
acticaches<br />Sustainable Social Media: Picking Tools<br />Uses Multi-ChannelInside/Outside<br />GenerateBuzz, Spread Id...
Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />Photo by Franie<br />What does...
Meet Apollo<br />
Toyota supported the Hill-Terry bill that called for substantially less aggressive fuel economy standards2006-2007 <br />
Let’s look at a couple of best practices:<br />Listening PostsEngagingInfluencers<br />Social Content Strategy<br />
Source: Communications Network Listening Presentation OSI Foundation<br />
What ‘s involved with setting up a listening post?<br />KeywordsSearch Feeds  Read<br />Analyze<br />Apply<br />
Video: Click Here<br />
How does listening and responding  on social media channels  inform your communications strategy?<br />
Conversation Starters<br />
What are some successful conversation starters that enhance your communications goals and engage your stakeholders?<br />H...
How are you  identifying and cultivating  social media influencers? <br />
Social Life of Content<br />Charting: Creating Reusable Chunks of Content<br />
Conversational Content<br />Crawl<br />Fly<br />Walk             Run<br />
Social Media Outposts<br />
Curated Social Content<br />
What  could happen if social media folks  in 150 environmental organizations worked together?<br />
Shared best practices<br />Discovered they could learn from each other<br />Shared listening<br />Coordinated Twitter camp...
Established cultural norms:  simplicity<br />Technology Stewards: Shared Task of approving access to the list<br />
A Window of Opportunity<br />
Social Culture<br />
A Social Culture:  Looks 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...
Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality...
Making a strong business case<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
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Sustainable Social Media

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  • Hi Beth

    Really good presentation. Shame it's not downloadable but thanks for sharing I will use some of the points - capacity issues & use of staff/volunteers - with one of my current clients.
    Many thanks,
    Jim
    P.S. I think you've forgotten to give it its proper title..
       Reply 
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Sustainable Social Media

  1. Sustainable Social Mediafor Nonprofits<br />Beth Kanter, Visiting Scholar Packard FoundationAg Subprogram Convening<br />May, 2010 <br />
  2. Beth Kanter<br />http://www.bethkanter.org<br />Visiting Scholar Packard Foundation – Coaching and Peer Learning<br />
  3. Best Practices<br />Flickr Photo by toby_maloy<br />
  4. Spectra Gram:<br />Using social media in our organization’s communications strategy is valuable<br />AGREE STRONGLY<br />DISAGREE STRONGLY<br />Somewhere in between? <br />
  5. Sustainable Social Media<br />Uses Multi-Channels<br />Inside/Outside<br />Generate Buzz, Spreads Ideas<br />Social Content<br />Engage<br />Listen<br />Integrated with Overall Communications, Internet Strategy, or ProgramHelps Drives Offline Action or Behavior Change <br />
  6. acticaches<br />Sustainable Social Media: Picking Tools<br />Uses Multi-ChannelInside/Outside<br />GenerateBuzz, Spread Ideas<br />Social Content<br />Listen<br />Engage<br /> 10hr<br /> 15hr<br /> 20hr<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />Less Time<br />
  7. Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />Photo by Franie<br />What does that look like?<br />What’s needed to get you to the next stage?<br />
  8. Meet Apollo<br />
  9. Toyota supported the Hill-Terry bill that called for substantially less aggressive fuel economy standards2006-2007 <br />
  10. Let’s look at a couple of best practices:<br />Listening PostsEngagingInfluencers<br />Social Content Strategy<br />
  11. Source: Communications Network Listening Presentation OSI Foundation<br />
  12. What ‘s involved with setting up a listening post?<br />KeywordsSearch Feeds Read<br />Analyze<br />Apply<br />
  13. Video: Click Here<br />
  14. How does listening and responding on social media channels inform your communications strategy?<br />
  15. Conversation Starters<br />
  16. What are some successful conversation starters that enhance your communications goals and engage your stakeholders?<br />How do bring them up the ladder of engagement on social media channels?<br />
  17. How are you identifying and cultivating social media influencers? <br />
  18. Social Life of Content<br />Charting: Creating Reusable Chunks of Content<br />
  19. Conversational Content<br />Crawl<br />Fly<br />Walk Run<br />
  20. Social Media Outposts<br />
  21. Curated Social Content<br />
  22. What could happen if social media folks in 150 environmental organizations worked together?<br />
  23. Shared best practices<br />Discovered they could learn from each other<br />Shared listening<br />Coordinated Twitter campaign<br />
  24. Established cultural norms: simplicity<br />Technology Stewards: Shared Task of approving access to the list<br />
  25. A Window of Opportunity<br />
  26. Social Culture<br />
  27. A Social Culture: Looks less like this …..<br />Source: David Armano The Micro-Sociology of Networks<br />
  28. And more like this ….<br />With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks<br />
  29. 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 />
  30. Making a strong business case<br />
  31. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
  32. Why policy is needed
  33. Cases when it will be used, distributed
  34. Oversight, notifications, and legal implications
  35. Guidelines
  36. Identity and transparency
  37. Responsibility
  38. Confidentiality
  39. Judgment and common sense
  40. Best practices
  41. Tone
  42. Expertise
  43. Respect
  44. Quality
  45. Additional resources
  46. Training
  47. Press referrals
  48. Escalation
  49. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
  50. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />
  51. Testing the policies: Refining, Educating<br />Operational guidelines need to be specific and include examples<br />
  52. Capacity<br />
  53. Staffing<br />
  54. Learning<br />
  55. Spreadsheet Aerobics<br />
  56. Testing, Testing, Testing<br />
  57. Summary:<br />Social Media should be integrated into your organization’s communications or program plan<br />You can be successful with small incremental steps matched to your capacity<br />Experiment, Measure, Learn, and Refine<br />
  58. Beth Kanter<br />http://www.bethkanter.org<br />Visiting Scholar Packard Foundation – Coaching and Peer Learning<br />

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