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Crawl, Walk, Fly, Run:  Using Social Media For Good Tech for Good Leadership Summit  Microsoft Community Affairs and Npower SeattleFebruary, 2011
If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration
What we are  going to talk about Part 1: Interactive AssessmentCrawl, Walk, Run, Fly Social Media Nonprofit FrameworkPart 2:Social Media Practice:  How To Keep Moving Forward
Photo by sveeta Be warned:  Don’t just sit back and passively listen
I’ve been watching you …..
#watech4good
#watech4good
Share Pairs at Your Table
Interactive Assessment
Number of Social Media tools currently using ….. 19% 17% 40% 24%  ONE NONE  TWO OR THREE  FOUR OR MORE
It isn’t about the tools or how many social channels you use that makes your social media practice effective ….. ,[object Object]
Stand up if you listen to what people are saying about your brand
 Stand up if you promote your message via Twitter or have Share This Button
 Stand up if you publish content through your social channels that is integrated and encourage user generated content
 Stand up  you are building your network through social networks
 Stay standing if you have a measurement and reflection strategy, sit down if you do not,[object Object]
BuildNetwork Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement Original concept by Beth Kanter – remix by Aliza Sherman
Share Pair:   Where is your nonprofit?  What do you need to move forward?  Strategy Measure Improve Listen Participate Promote Publish Network
What’s the value? How much time? Nonprofit CEO Photo by edyson
ROI:  Crawl, Walk, Run, Fly Results Impact $ Investment Interaction Insight Number of Months Strategy, Measure, Improve
Survey:  Please share one story about how social media has brought value to your organization …..
Spreading awareness about a program to drive traffic or downloads ….
Promoted Community Action Project grant social media channels.   For each new FB post or "like”, we promised to donate a book to a baby through our partner Reach Out and Ready.This effort resulted in the following successes:331 users accessed information about the new grant22% increase in traffic to web siteFacebook fan +16% increase in Facebook Fans (948)Twitter follower +5% (1108)
Mobilize Supporters
“Social Media helped to galvanize response that helped us break a Guinness World Record for largest food drive in a 24-hour period.”
Direct impact on ticket sales
“We created a flashmob and promoted it with facebook, youtube, and twitter effectively.  This directly increased our ticket sales.”
Survey: Social Media Challenges No Strategy Capacity Issues Culture Not OpenLacks Measurement
Strategy No strategy or missing component – no web site or digital home baseNot linked to organizational mission Lack a plan on what to use it for.We have dabbled but are not focused and do not have a good strategy around how and when we should use it. Need better content, engagement, or network building strategy
Communications and Program Assessment ,[object Object]
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?,[object Object]
Charting: What are your planned events and opportunities for the year or month or quarter?
Listen and Engage:  Conversations
Think Micro Content for Social Channels
Micro Content doesn’t have to be new content RecyleRepurposeReuseRemix
How can your content engage?  Storytelling
Network Building:  Visualize To Find Influencers
Use social media tools to organize, mobilize, raise funds, and communicate with constituents  but outside of institutional walls
“I can’t single-handedly end global poverty, but I can take actions and inspire others.”  Shawn Ahmed
Capacity Staff and volunteer capacity is currently limited.Time to set-up and maintain the page.Choosing where to focus my energy on.   Since small non-profits use a lot of student intern help, how do we chunk out the work so that we can assign tasks to these interns (and not lose control of it)Staff investment in carving out time for social media content.
You want me to start Tweeting too?  Networked Approaches:  From scarcity to abundance … leverage ….
“Powerful & large response (registering for an event) from one person leveraging their LinkedIn network to invite people to a specific event.”
Who is going to do the work?! But social media takes time …
Build Community Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement + + + + 30 min/day 30 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk Original concept by Beth Kanter – remix by Aliza Sherman
Three Models How does your organization implement social media?
Make them part of your team Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data Don’t do this to your intern ….
Oh Look, A Squirrel! ADOLAS
Checking too often – too many followers – read every tweet -
Culture Understanding how it can benefit the mission of the organizationDisagreement within the organization on the goals and purpose of adopting social media.  Some people are eager to immediately adopt the latest technology, others are cautious.Resistance from executive leadership to use social media based on the risks involved.
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 Privacy and security concerns Perception of wasted of time and resources  Suffering from information overload already, this will cause more
Conversation starters, not stoppers What are the conversation starters that you need to have?
Codify to Scale:   Social Media Policy and Operational Guidelines
Measurement No Measurement StrategyFiguring out where to invest timeKnowing what are the best tools to utilize.What to post and how often to post.Figuring out whether it really makes a differenceMeasuring results from social media efforts.Updating content often enough - knowing how much is too much or not enough. Prioritization and/or ruling out non-critical stuffStaying relevant - making sure that what we post is valuable, posting frequently, and paying attention to "insights" - do they really matter? I have no idea!  
How to keep flying……. Strategy Measure Improve
Data-Driven Decisions
Spreadsheet  Aerobics
To serve as a focus group   ,[object Object]
 Saved time in researching for examples used in posts/workshops
 Number of questions answersTesting Against FB Insights and Export.ly Content format Content topics Outreach TacticsFrequency of PostsTime/Date of week FB Insights Metrics Number of New FansImpressions Per PostFeedback per Post
Open-Ended Question
Question with links ..
Strategy --- Measure - Improve
More than collecting data
Joyful funerals
What can we learn from nonprofit social media mistakes?
Steve Norris, ex-Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”
Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.
To be successful,  use social media like Kanye West What can we learned about a try and fix approach to social media from Kanye West?
Source: @clairew

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Watech4good Summit

  • 1. Crawl, Walk, Fly, Run: Using Social Media For Good Tech for Good Leadership Summit Microsoft Community Affairs and Npower SeattleFebruary, 2011
  • 2.
  • 3. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration
  • 4. What we are going to talk about Part 1: Interactive AssessmentCrawl, Walk, Run, Fly Social Media Nonprofit FrameworkPart 2:Social Media Practice: How To Keep Moving Forward
  • 5. Photo by sveeta Be warned: Don’t just sit back and passively listen
  • 9. Share Pairs at Your Table
  • 11. Number of Social Media tools currently using ….. 19% 17% 40% 24% ONE NONE TWO OR THREE FOUR OR MORE
  • 12.
  • 13. Stand up if you listen to what people are saying about your brand
  • 14. Stand up if you promote your message via Twitter or have Share This Button
  • 15. Stand up if you publish content through your social channels that is integrated and encourage user generated content
  • 16. Stand up you are building your network through social networks
  • 17.
  • 18. BuildNetwork Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement Original concept by Beth Kanter – remix by Aliza Sherman
  • 19. Share Pair: Where is your nonprofit? What do you need to move forward? Strategy Measure Improve Listen Participate Promote Publish Network
  • 20. What’s the value? How much time? Nonprofit CEO Photo by edyson
  • 21. ROI: Crawl, Walk, Run, Fly Results Impact $ Investment Interaction Insight Number of Months Strategy, Measure, Improve
  • 22. Survey: Please share one story about how social media has brought value to your organization …..
  • 23. Spreading awareness about a program to drive traffic or downloads ….
  • 24. Promoted Community Action Project grant social media channels. For each new FB post or "like”, we promised to donate a book to a baby through our partner Reach Out and Ready.This effort resulted in the following successes:331 users accessed information about the new grant22% increase in traffic to web siteFacebook fan +16% increase in Facebook Fans (948)Twitter follower +5% (1108)
  • 26. “Social Media helped to galvanize response that helped us break a Guinness World Record for largest food drive in a 24-hour period.”
  • 27. Direct impact on ticket sales
  • 28. “We created a flashmob and promoted it with facebook, youtube, and twitter effectively.  This directly increased our ticket sales.”
  • 29. Survey: Social Media Challenges No Strategy Capacity Issues Culture Not OpenLacks Measurement
  • 30. Strategy No strategy or missing component – no web site or digital home baseNot linked to organizational mission Lack a plan on what to use it for.We have dabbled but are not focused and do not have a good strategy around how and when we should use it. Need better content, engagement, or network building strategy
  • 31.
  • 32. What do you want to accomplish?
  • 33. Where can social improve or supplement programs, services, or communications?
  • 34. What’s our available budget/time?
  • 35.
  • 36.
  • 37.
  • 38. Charting: What are your planned events and opportunities for the year or month or quarter?
  • 39.
  • 40. Listen and Engage: Conversations
  • 41.
  • 42. Think Micro Content for Social Channels
  • 43.
  • 44. Micro Content doesn’t have to be new content RecyleRepurposeReuseRemix
  • 45. How can your content engage? Storytelling
  • 46. Network Building: Visualize To Find Influencers
  • 47.
  • 48.
  • 49. Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls
  • 50. “I can’t single-handedly end global poverty, but I can take actions and inspire others.” Shawn Ahmed
  • 51.
  • 52. Capacity Staff and volunteer capacity is currently limited.Time to set-up and maintain the page.Choosing where to focus my energy on. Since small non-profits use a lot of student intern help, how do we chunk out the work so that we can assign tasks to these interns (and not lose control of it)Staff investment in carving out time for social media content.
  • 53. You want me to start Tweeting too? Networked Approaches: From scarcity to abundance … leverage ….
  • 54. “Powerful & large response (registering for an event) from one person leveraging their LinkedIn network to invite people to a specific event.”
  • 55.
  • 56. Who is going to do the work?! But social media takes time …
  • 57. Build Community Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement + + + + 30 min/day 30 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk Original concept by Beth Kanter – remix by Aliza Sherman
  • 58. Three Models How does your organization implement social media?
  • 59. Make them part of your team Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data Don’t do this to your intern ….
  • 60. Oh Look, A Squirrel! ADOLAS
  • 61. Checking too often – too many followers – read every tweet -
  • 62.
  • 63.
  • 64. Culture Understanding how it can benefit the mission of the organizationDisagreement within the organization on the goals and purpose of adopting social media. Some people are eager to immediately adopt the latest technology, others are cautious.Resistance from executive leadership to use social media based on the risks involved.
  • 65. 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 Privacy and security concerns Perception of wasted of time and resources Suffering from information overload already, this will cause more
  • 66. Conversation starters, not stoppers What are the conversation starters that you need to have?
  • 67. Codify to Scale: Social Media Policy and Operational Guidelines
  • 68. Measurement No Measurement StrategyFiguring out where to invest timeKnowing what are the best tools to utilize.What to post and how often to post.Figuring out whether it really makes a differenceMeasuring results from social media efforts.Updating content often enough - knowing how much is too much or not enough. Prioritization and/or ruling out non-critical stuffStaying relevant - making sure that what we post is valuable, posting frequently, and paying attention to "insights" - do they really matter? I have no idea!  
  • 69. How to keep flying……. Strategy Measure Improve
  • 72.
  • 73. Saved time in researching for examples used in posts/workshops
  • 74. Number of questions answersTesting Against FB Insights and Export.ly Content format Content topics Outreach TacticsFrequency of PostsTime/Date of week FB Insights Metrics Number of New FansImpressions Per PostFeedback per Post
  • 77. Strategy --- Measure - Improve
  • 80.
  • 81. What can we learn from nonprofit social media mistakes?
  • 82.
  • 83. Steve Norris, ex-Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”
  • 84.
  • 85.
  • 86.
  • 87.
  • 88. Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.
  • 89. To be successful, use social media like Kanye West What can we learned about a try and fix approach to social media from Kanye West?
  • 94. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration
  • 96. “The problem is that YOUR nonprofit is a 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. “