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The Dance Floor and The Balcony:<br />How NGOs can Excel at Social Media<br />Zabara Tango<br />Beth Kanter, Beth’s Blog<b...
Beth Kanter<br />http://www.bethkanter.org<br />
@afine  @kanter<br />Book on Amazon:<br />http://bit.ly/networkednp <br />
The Dance Floor and The Balcony:How NGOs can Excel at Social Media<br />Zabara Tango<br />
Social Media Best Practices<br />Flickr Photo by toby_maloy<br />
I’ve been watching you<br />…..every tweet you take …<br />
And so has @davidahood<br />
Pay attention ….<br />#ngoconnect<br />
Excel with Social Media<br />Flickr Photo by toby_maloy<br />
Social Media Strategy Blocks<br />Movement Building with Multi-Channels<br />Generate Buzz<br />Social Content<br />Engage...
acticaches<br />Social Media: Picking Tools<br />Movement Building  and Multi-Channel<br />GenerateBuzz<br />Social Conten...
Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />What does that look like?<br /...
Strategy<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>Charting: What are your planned events, content, and opportunities for the ...
Strategy<br />
Source: Communications Network Listening Presentation OSI Foundation<br />
Influencer complaining …<br />Customer service issue<br />Relationship building<br />
Facebook As Interactive Listening Post<br />
Strategy<br />
Conversation Starters<br />
Strategy<br />
#ngoconnect<br />Did you hear something new ?<br />What have you thought about before?<br />What resonated?<br />
Strategy<br />
The Social Life of Content<br />Crawl<br />Fly<br />Walk             Run<br />
Social Media Outposts<br />
Curated Social Content<br />
Strategy<br />
Closing the Loop with Social Media<br />
Tweet Ups<br />
Capacity<br />
Staffing<br />
ADOLAS<br />
Oh Look, A Squirrel!<br />
Squirrel!<br />
Learning<br />
Pick the Right Result<br />Objective, Audience, Strategy, Tactics, Time investment, <br />KD Paine<br />
Identify the most important metric to measure it!<br />
Spreadsheet  Aerobics<br />
Testing, Testing, Testing<br />
Look at  your data and think about what it means<br />
Squirrel!<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 />
Leaders Experience Personal Use<br />
Make Learning in Public Less Stressful:  Worst Case Scenarios & Contingency Plans<br />
Reflection<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
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TechSoup Microsoft NGO Connection Day

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TechSoup Microsoft NGO Connection Day

  1. The Dance Floor and The Balcony:<br />How NGOs can Excel at Social Media<br />Zabara Tango<br />Beth Kanter, Beth’s Blog<br />Microsoft and TechSoup Global NGO Connection DayMay, 2010 <br />
  2. Beth Kanter<br />http://www.bethkanter.org<br />
  3. @afine @kanter<br />Book on Amazon:<br />http://bit.ly/networkednp <br />
  4. The Dance Floor and The Balcony:How NGOs can Excel at Social Media<br />Zabara Tango<br />
  5. Social Media Best Practices<br />Flickr Photo by toby_maloy<br />
  6. I’ve been watching you<br />…..every tweet you take …<br />
  7. And so has @davidahood<br />
  8. Pay attention ….<br />#ngoconnect<br />
  9. Excel with Social Media<br />Flickr Photo by toby_maloy<br />
  10. Social Media Strategy Blocks<br />Movement Building with Multi-Channels<br />Generate Buzz<br />Social Content<br />Engage<br />Listen<br />Integrated with Overall Communications and Internet StrategyDrives Offline Action, Change of Behavior, or Impact Outcome<br />
  11. acticaches<br />Social Media: Picking Tools<br />Movement Building and Multi-Channel<br />GenerateBuzz<br />Social Content<br />Listen<br />Engage<br /> 10hr<br /> 15hr<br /> 20hr<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />Less Time<br />
  12. Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />What does that look like?<br />What’s needed to get you to the next stage?<br />#excelsm<br />Photo by Franie<br />
  13. Strategy<br />
  14. Communications and Program Assessment<br /><ul><li>Who do you want to reach?
  15. What do you want to accomplish?
  16. Where can social improve or supplement programs, services, or communications?
  17. What’s our available budget/time?
  18. What opportunities to pilot?</li></li></ul><li>Charting: What are your planned events, content, and opportunities for the year? What to socialize?<br />
  19. Strategy<br />
  20. Source: Communications Network Listening Presentation OSI Foundation<br />
  21. Influencer complaining …<br />Customer service issue<br />Relationship building<br />
  22. Facebook As Interactive Listening Post<br />
  23. Strategy<br />
  24. Conversation Starters<br />
  25. Strategy<br />
  26. #ngoconnect<br />Did you hear something new ?<br />What have you thought about before?<br />What resonated?<br />
  27. Strategy<br />
  28. The Social Life of Content<br />Crawl<br />Fly<br />Walk Run<br />
  29. Social Media Outposts<br />
  30. Curated Social Content<br />
  31. Strategy<br />
  32. Closing the Loop with Social Media<br />
  33. Tweet Ups<br />
  34. Capacity<br />
  35. Staffing<br />
  36. ADOLAS<br />
  37. Oh Look, A Squirrel!<br />
  38. Squirrel!<br />
  39. Learning<br />
  40. Pick the Right Result<br />Objective, Audience, Strategy, Tactics, Time investment, <br />KD Paine<br />
  41. Identify the most important metric to measure it!<br />
  42. Spreadsheet Aerobics<br />
  43. Testing, Testing, Testing<br />
  44. Look at your data and think about what it means<br />
  45. Squirrel!<br />
  46. Social Culture<br />
  47. A Social Culture: Looks less like this …..<br />Source: David Armano The Micro-Sociology of Networks<br />
  48. And more like this ….<br />With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks<br />
  49. 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 />
  50. Making a strong business case<br />
  51. Leaders Experience Personal Use<br />
  52. Make Learning in Public Less Stressful: Worst Case Scenarios & Contingency Plans<br />
  53. Reflection<br />
  54. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
  55. Why policy is needed
  56. Cases when it will be used, distributed
  57. Oversight, notifications, and legal implications
  58. Guidelines
  59. Identity and transparency
  60. Responsibility
  61. Confidentiality
  62. Judgment and common sense
  63. Best practices
  64. Tone
  65. Expertise
  66. Respect
  67. Quality
  68. Additional resources
  69. Training
  70. Press referrals
  71. Escalation
  72. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
  73. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />
  74. Testing the policies: Refining, Educating<br />
  75. Operational guidelines need to be specific and include examples<br />
  76. Don’t moon anyone with a camera, unless you hide your face ….<br />
  77. Summary:<br />Social Media should be integrated into your organization’s communications plan<br />You can be successful with small incremental steps<br />Spend time in balcony and on the dance floor.<br />Excel is a great social media tool! <br />
  78. Thank you!<br />http://www.bethkanter.org<br />

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