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Workshop at Helsinki University: Social Media and NGOS


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Workshop at Helsinki University: Social Media and NGOS

  1. Becoming a Netwoked NGO: Best Practices in Using Social Media for Networking and Relationship Marketing Beth Kanter Master Trainer, Speaker, and Author
  2. @kanter Beth Kanter: Master Trainer, Speaker, Author and Nonprofit Thought Leader
  3. My Work: The Networked Nonprofit Networked Nonprofits are simple, agile, and transparent Listen and engage with networks of people and organizations to reach outcomes Staff and board leverage their professional networks in service of mission Experts at using social media and online collaboration tools to make the world a better place
  4. Who is here? Name Title Organization/Focus
  5. TOPICS OUTCOMES Buffet Interactive Reflective Questions #FIN-2 FRAMING The Agenda Implement one small step towards becoming a networked nonprofit • Networked Nonprofits: What and Why • Leveraging staff and board professional networks in service of your mission • Avoiding Networked Overload • Raffle
  6. Think and Share • What is one example of a small or big win that your organization has experienced using networks or social media? • Just three words to describe your organization’s biggest challenge using networks and/or social media effectively? #FIN-2
  7. Beth 356,371 Conan 236,251
  8. Three Digital Revolutions
  9. How has online connectivity enabled us to activate social change networks?
  10. Example
  11. Source: Heather McLeod Grant
  12. Example
  13. Traditional Nonprofit
  14. Networked Nonprofit
  15. CRAWL WALK RUN FLY Where is your organization? Leader does not have a presence on social media channels No social media policy for all staff and board Leader has a personal social profile, but does not have a formal personal brand strategy Social media policy exists, but only organizational brand’s social media presence Leader uses social media informally Have staff social media ambassadors, but no strategy or system to support and encourage them. Social media policy provides guidelines for all staff, board, and volunteers in personal use of social media Leader has authentic personal brand strategy, aligns with organizational objectives, uses best practices Ambassadors has formal plan, supported and encouraged Social media policy includes regular training and support for all staff, board, and volunteers Take Assessment #FIN-1
  16. Share Pair: Where are you now? • How well are you leveraging your professional networks on social media in service of your organization’s goals? • Is your organization at crawl, walk, run, or fly? • What do you need to do to improve?
  17. Networked Leadership Mindset and Skillsets • Leadership through active social participation and engagement • Listening and cultivating organizational and professional networks, including influencers • An authentic voice and compelling personal brand • Transparent, agile, and responsive • Shares content with and from network to create positive loop • Social media literacy and comfort • Effective online collaboration internally and w/ outsiders
  18. Start With Your Insiders!! Staff Board • Believe in your organization • Have the desire to work to make things better • Understand your nonprofit mission and the bigger picture • Already have great stories about your organization • Have networks who may already be interested in your organization • Know your organization and industry really well • May already be using social media channels
  19. Staff Champions Increase Capacity, Less Risk
  20. RWJF: Foundation Strategy - #cultureofhealth “We believe that striving toward a culture of health will help us realize our mission to improve health and health care for all Americans. ” GOALS Inform Behavior Change Audience: Grantees, Researchers, Policy Makers, Practitioners
  22. Socially-Engaged Staff Support #cultureofhealth Audience: Specific content areas, grants, and communities
  23. Socially-Engaged Staff: Social Media Plans and Personal Brands
  24. Adding Social to Thought Leadership Activities In the field Sharing Expert Presentations Live Tweeting Conferences Monthly Chats
  25. Given all the benefits, what is holding insiders back? Why run from leveraging their networks?
  26. Personal Professional Private Public Personal Professional Private Public Worlds Collide: Identity and Boundaries Before Social Media
  27. Turtle • Profile locked down (or not present) • Share content with family and personal friends • Little benefit to your organization/professional Jelly Fish • Profile open to all • Share content & engage frequently with little censoring • Potential decrease in respect Chameleon • Profile open, curated connections • Engagement Strategy: Purpose, Audience, Persona, Tone • Increased thought leadership for you and your organization Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013) What Kind of Social Animal Are You?
  28. Socially Engaged Nonprofit Leader: In Service of Mission
  29. Brand Twitter Account: Save the Children Audience: Supporters, Donors, Advocates
  30. Audience: Influencers, Donors Journalists, Policy Makers, World Leaders
  31. Save the Children: Go #Lunchless
  32. Purpose Audience Persona Tone Leader Profile Leadership Strategy on Social
  33. Your Social Profile is an Elevator Speech • What is your professional expertise? • Why should someone follow you? • What hashtags or keywords align with your objectives, audiences? • Does your cover image align with your objectives, audiences? • What makes you human? • Disclaimer?
  34. Write Your Elevator Pitch • What is your professional expertise? • Why should someone follow you? • What hashtags or keywords align with your objectives, audiences? • Does your cover image align with your objectives, audiences? • What makes you human? • Disclaimer?
  35. Redefining Brand Ambassadors for Digital • Any stakeholder who is passionate about your organization – Staff, Board, and Supporters • Shares information about your organization on social channels • Asks their online social networks to support to the organization. Digital Brand Ambassadors
  36. Social Media Ambassador Programs Staff/Board “Insiders” Supporters “Outsiders” Organizational Campaign
  37. Human Rights Watch: Organizational – Employee Engagement • Goal: Supports Program and Fundraising Campaigns • Leverage individual networks of over 200 staff members on Twitter • Social media policy encourages all staff to participate as personal brands • Provide training and support, with social media manager providing support • Internal coordination via listserv • Provides value to staff for content curation and media relations
  38. Meals on Wheels: Giving Day Campaign
  39. How Do Identify Potential Ambassadors? Start with your database, followers, and fans!
  40. Ambassadors: Who is Most Engaged on Social Channels?
  41. Dealing with Networked Overload
  42. Challenge for Networked Nonprofits: Networked Overload ● More connectivity externally and more collaboration internally is positive, but can lead to being “overwhelmed” ● Burnout from too many e-mails, meetings, and collaborative tech tools that limits our ability to get stuff done ● Research shows that today’s office worker spends 90% of their time engaged in tasks with other people. Research Source: Rob Cross, Adam Grant
  43. Is this familiar? • Long work week • Come home to realize you didn’t get stuff done • You start doing solo work in evenings and weekends • You don’t do it because you are too exhausted
  44. Not Saying To Stop Using Technology Be Intentional
  45. Solution: The Four P’s Planning People Priorities Present
  46. Tips to Improve Planning ● Clearly Define Workflow for Online Collaboration Platforms and Training ● Adopt Formal Practices Around Team Emails
  47. Tips to Improve People ● Write emails that are precise ● Create a remote working charter for your team Subjects w/Keywords [ACTION] [SIGN] [DECISION] [CORD] [INFO] Bottom Line Up Front (BLUF) Fewer Words Link to Attachments
  48. Tips to Improve Priorities ● Rethink Status Updates Meetings
  49. Tips to Improve to Presence ● Device free zones in your workplace ● Meeting policy about use of devices to avoid “technoference”
  50. Open Question and Answer
  51. One Minute of Silent Reflection: I Commit To …
  52. Book Raffle
  53. Many More Tips in the Book The Happy Healthy Nonprofit