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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
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
6. Think and Share
โข What is one example of a small
or big win that your
organization has experienced
using networks or social
media?
โข Just three words to describe
your organizationโs biggest
challenge using networks
and/or social media
effectively? Slido.com
#FIN-2
27. 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
brandโs 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
Slido.com #FIN-1
28. Share Pair: Where are you now?
โข How well are you
leveraging your
professional networks on
social media in service of
your organizationโs goals?
โข Is your organization at
crawl, walk, run, or fly?
โข What do you need to do
to improve?
29. Networked Leadership Mindset and Skillsets
โข Leadership through active social participation and
engagement
โข Listening and cultivating organizational and
professional networks, including influencers
โข An authentic voice and compelling personal brand
โข Transparent, agile, and responsive
โข Shares content with and from network to create
positive loop
โข Social media literacy and comfort
โข Effective online collaboration internally and w/
outsiders
30. Start With Your Insiders!!
Staff
Board
โข Believe in your organization
โข Have the desire to work to
make things better
โข Understand your nonprofit
mission and the bigger
picture
โข Already have great stories
about your organization
โข Have networks who may
already be interested in your
organization
โข Know your organization and
industry really well
โข May already be using social
media channels
32. RWJF: Foundation Strategy - #cultureofhealth
โWe believe that striving
toward a culture of health
will help us realize our
mission to improve health
and health care for all
Americans. โ
GOALS
Inform
Behavior Change
Audience:
Grantees, Researchers, Policy
Makers, Practitioners
40. Turtle
โข Profile locked down (or not present)
โข Share content with family and personal friends
โข Little benefit to your organization/professional
Jelly Fish
โข Profile open to all
โข Share content & engage frequently with little censoring
โข Potential decrease in respect
Chameleon
โข Profile open, curated connections
โข Engagement Strategy: Purpose, Audience, Persona, Tone
โข Increased thought leadership for you and your organization
Based on โWhen Worldโs Collideโ Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)
What Kind of Social Animal Are You?
54. Your Social Profile is an Elevator Speech
โข What is your professional expertise?
โข Why should someone follow you?
โข What hashtags or keywords align with
your objectives, audiences?
โข Does your cover image align with your
objectives, audiences?
โข What makes you human?
โข Disclaimer?
55.
56.
57. Write Your Elevator Pitch
โข What is your professional expertise?
โข Why should someone follow you?
โข What hashtags or keywords align with
your objectives, audiences?
โข Does your cover image align with your
objectives, audiences?
โข What makes you human?
โข Disclaimer?
58. Redefining Brand Ambassadors for Digital
โข Any stakeholder who is
passionate about your
organization โ Staff, Board,
and Supporters
โข Shares information about
your organization on social
channels
โข Asks their online social
networks to support to the
organization.
Digital Brand
Ambassadors
59. Social Media Ambassador Programs
Staff/Board
โInsidersโ
Supporters
โOutsidersโ
Organizational Campaign
60. Human Rights Watch: Organizational โ Employee Engagement
โข Goal: Supports Program and
Fundraising Campaigns
โข Leverage individual networks of
over 200 staff members on Twitter
โข Social media policy encourages all
staff to participate as personal
brands
โข Provide training and support, with
social media manager providing
support
โข Internal coordination via listserv
โข Provides value to staff for content
curation and media relations
73. Challenge for Networked Nonprofits: Networked
Overload
โ More connectivity externally and
more collaboration internally is
positive, but can lead to being
โoverwhelmedโ
โ Burnout from too many e-mails,
meetings, and collaborative tech
tools that limits our ability to get stuff
done
โ Research shows that todayโs office
worker spends 90% of their time
engaged in tasks with other people.
Research Source: Rob Cross, Adam Grant
74. Is this familiar?
โข Long work week
โข Come home to realize
you didnโt get stuff
done
โข You start doing solo
work in evenings and
weekends
โข You donโt do it because
you are too exhausted
77. Tips to Improve Planning
โ Clearly Define Workflow for Online Collaboration
Platforms and Training
โ Adopt Formal Practices Around Team Emails
78. Tips to Improve People
โ Write emails that are precise
โ 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
79. Tips to Improve Priorities
โ Rethink Status Updates Meetings
80. Tips to Improve to Presence
โ Device free zones in your workplace
โ Meeting policy about use of devices to avoid โtechnoferenceโ