Crawl, Walk, Fly, Run: Using
Social Media For Good<br />Tech for Good Leadership Summit <br />Microsoft Community Affairs and Npower SeattleFebruary, 2011<br />

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.”<br />Inspiration<br />

What we are going to
talk about<br />Part 1:<br />Interactive AssessmentCrawl, Walk, Run, Fly Social Media Nonprofit FrameworkPart 2:Social Media Practice: How To Keep Moving Forward<br />

Photo by sveeta<br />Be warned:
Don’t just sit back and passively listen<br />

I’ve been watching you …..
<br />

#watech4good<br />

#watech4good<br />

Share Pairs at Your Table<br
/>

Interactive Assessment<br />

Number of Social Media tools
currently using …..<br />19%<br />17%<br />40%<br />24%<br /> ONE<br />NONE<br /> TWO OR THREE<br /> FOUR OR MORE<br />

It isn’t about the tools
or how many social channels you use that makes your social media practice effective …..<br /><ul><li>If you are asked to stand up stay standing until you are asked to sit down

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</li></li></ul><li>What is<br />Strategy<br />Measure<br />Improve<br />Listen<br />Participate<br />Promote<br />Publish<br />Build<br />Network<br />

BuildNetwork<br />Participate<br />Listen<br />Promote<br />Publish<br
/>Low Engagement<br />Content Intensive<br />No Engagement<br />Broadcast/Share<br />High Engagement<br />Original concept by Beth Kanter – remix by Aliza Sherman<br />

Share Pair: Where is your
nonprofit? What do you need to move forward? <br />Strategy<br />Measure<br />Improve<br />Listen<br />Participate<br />Promote<br />Publish<br />Network<br />

What’s the value? How much
time?<br />Nonprofit CEO<br />Photo by edyson<br />

ROI: Crawl, Walk, Run, Fly<br
/>Results<br />Impact<br />$<br />Investment<br />Interaction<br />Insight<br />Number of Months Strategy, Measure, Improve<br />

Survey: Please share one story
about how social media has brought value to your organization …..<br />

Spreading awareness about a program
to drive traffic or downloads ….<br />

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)<br />

Mobilize Supporters<br />

“Social Media helped to galvanize
response that helped us break a Guinness World Record for largest food drive in a 24-hour period.”<br />

Direct impact on ticket sales<br
/>

“We created a flashmob and
promoted it with facebook, youtube, and twitter effectively. This directly increased our ticket sales.”<br />

Survey: Social Media Challenges<br />No
Strategy<br />Capacity Issues<br />Culture Not OpenLacks Measurement <br />

Strategy<br />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.<br />Need better content, engagement, or network building 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 and opportunities for the year or month or quarter?<br />

Listen and Engage: Conversations<br />

Think Micro Content for Social
Channels<br />

Micro Content<br />doesn’t have to
be new content<br />RecyleRepurposeReuseRemix<br />

How can your content engage?
Storytelling<br />

Network Building: <br />Visualize To
Find Influencers<br />

Use social media tools to
organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls <br />

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

Capacity<br />Staff and volunteer capacity
is currently limited.Time to set-up and maintain the page.Choosing where to focus my energy on. <br />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.<br />

You want me to start
Tweeting too? <br />Networked Approaches: From scarcity to abundance … leverage ….<br />

“Powerful & large response (registering
for an event) from one person leveraging their LinkedIn network to invite people to a specific event.”<br />

Who is going to do
the work?!<br />But social media takes time …<br />

Build Community<br />Participate<br />Listen<br />Promote<br
/>Publish<br />Low Engagement<br />Content Intensive<br />No Engagement<br />Broadcast/Share<br />High Engagement<br />+<br />+<br />+<br />+<br />30 min/day<br />30 min/day<br />30 min/day<br />3-5 hrs/wk<br />5-10 hrs/wk<br />Original concept by Beth Kanter – remix by Aliza Sherman<br />

Three Models<br />How does your
organization implement social media? <br />

Make them part of your
team<br />Tasks<br />Social Media Overview<br />Account Creation/Customization<br />Social Media Research<br />Template Creation<br />Blog Monitoring<br />Blog Drafts<br />Video<br />Post Facebook Content<br />Answer comments on Facebook<br />Collect measurement data<br />Don’t do this to your intern ….<br />

Oh Look, A Squirrel!<br />ADOLAS<br
/>

Checking too often – too
many followers – read every tweet - <br />

Culture<br />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.<br />

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 />Privacy and security concerns<br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more<br />

Conversation starters, not stoppers<br />What
are the conversation starters that you need to have?<br />

Codify to Scale: Social Media
Policy and Operational Guidelines<br />

Measurement<br />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.<br />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!<br /> <br />

How to keep flying…….<br />Strategy<br
/>Measure<br />Improve<br />

Data-Driven Decisions<br />

Spreadsheet Aerobics<br />

To serve as a focus
group <br /><ul><li> Number of new ideas for blog posts

Saved time in researching for
examples used in posts/workshops

Number of questions answers</li></ul>Testing Against
FB Insights and Export.ly<br />Content format<br />Content topics<br />Outreach TacticsFrequency of PostsTime/Date of week<br />FB Insights Metrics<br />Number of New FansImpressions Per PostFeedback per Post<br />

Open-Ended Question<br />

Question with links ..<br />

Strategy --- Measure - Improve<br
/>

More than collecting data<br />

Joyful funerals<br />

What can we learn from
nonprofit social media mistakes?<br />

Steve Norris, ex-Tory Mayoral contender,
says: “I think the National Theatre should have a Compulsory Demolition Order!”<br />

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.<br />

To be successful, use social
media like Kanye West<br />What can we learned about a try and fix approach to social media from Kanye West?<br />

Source: @clairew<br />

Source: @clairew<br />

Source: @clairew<br />

Source: @clairew<br />

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.”<br />Inspiration<br />

Thank you<br />

“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. “<br />