Workshop, Santa Cruz


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  • I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and have been Visiting Scholar for Nonprofits and Social Media at the Packard Foundation
  • statement: Explosion in size of nonprofit sector over last twenty years, huge increase in donations and number of nonprofits, and yet the needle hasn’t moved on any serious social issue. A sector that has focused on growing individual institutions ever larger has failed to address complex social problems that outpace the capacity of any individual org. or institution to solve them.
  • Solution: Networks of individuals and institutions that reduces the burden on everyone, leverages the capacity, creativity, energy and resources of everyone to share solutions, solve problems. This changes the definition of scale for social change - was institutions now networks.
  • The transition of how a nonprofit goes from institution to looking like and working more like a network is what our book is aboutThe transition isn’t an easy, flip a switch – and it happens – it takes time Some nonprofits, newer ones like Mom’s Rising have networked nonprofit in their DNA, while others – institutions – make the change slowly.Way of being transforms into a way of doing
  • Focus on what you do best, network the rest
  • They also know that in order to have more impact, they need to scale. They wanted to go beyond having social media be a silo in the communications department, and through the Target experience they realized the value of employee use of social networks/social media. They worked on a social media policy, guidelines and an operational manual so that anyone working in affiliates as well as national could be ambassador on social networks. The guidelines also extend to volunteers. The overall policy is encouraging, not controlling. The operational handbook gives them specific steps, examples, and tips for being effective.
  • For example, they are able to provide advice and support to their affiliates who want to use Twitter effectively. Show example of all Twitter Accounts they have this network set up in the event of a disaster to quickly spread news/information.Their constituents/donors/stakeholders expect them to have a presence (screen capture of this comment)Summarize: The Red Cross found value from social media – by monitoring brand, reaching out to new supporters, and mobilizing them – and they did it by following these incremental steps: listen, engagement, build relationships, mobilize and scaleIt isn’t just Red Cross that has found value in Twitter. Here’s a couple of brief examples.
  • A month after our gathering in Atlanta. Shawn Admed shared news of a meeting with the Red Cross, an organization he now describe as “unfortress.” He applauds them for exploring ways to team up with a free agent. The hardest step is for most organizations is the first one. They have to admit their fear of a loss of control that prevents them from working with free agents – and get to a conversation to explore the possibilities. The Red Cross took that first step. There are actually 12 steps – and we lay this out in the chapter on social culture.
  •’ve been watching you ….Some of you already know that ….But some of you on Twitter already knew that!!
  • They’re even experimenting with Four Square …. A location based social network where the status line is not what you’re doing, but where you are – so your friends can find you. Think about dogs and fire hydrants …Anyway, the Brooklyn Museum had this pilot – to test out who of their audience using it, they also had a group on staff go out into the neighborhood and check into location establishments and leave tips “Great place to have lunch while visiting the museum”The point is that social media is brilliant integrated with their membership program.
  • How do you get started?
  • out all planned communication and marketing events and opportunities for the year and determine which ones you want to socialize …
  • This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
  • don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
  • So, now you’re all probably freaking out and saying – OMG … I don’t have time to have one-on-one conversations with 1,000 people – you don’t have – the idea is to find the influencers .. Let me show you
  • Another way to say this: You need to start thinking of an integrated content strategy75% of online news consumers say they get news forwarded through email or posts on social networking sites52% say they share links to news with others via those means.
  • Let’s look at this in terms of crawl, walk, run, flyDoes your web site suck?Have you not linked your social outposts?If you have, next step is to engage, spread, and remixThen get to the advanced stage of co-created content
  • Berkley Rep Use of Events: 
  • Thomas Alva Edison held 1,093 patents for different inventions. Many of them, like the lightbulb, the phonograph, and the motion picture camera, were brilliant creations that have a huge influence on our everyday life. However, not everything he created was a success; he also had a few failures.
  • I have not failed, I've just found 10,000 ways that won't work. Response to the idea that he had failed after 10,000 experiments to develop a storage battery, as quoted in The World Book Encyclopedia (1993) Vol. E, p. 78; there are many variants on this quote, with the numbers mentioned ranging from 97 to 10,000.Variants:I have not failed, I've just found 10,000 ways that won't work. Response to the idea that he had failed after 10,000 experiments to develop a storage battery, as quoted in The World Book Encyclopedia (1993) Vol. E, p. 78; there are many variants on this quote, with the numbers mentioned ranging from 97 to 10,000.Variants:Results! I have gotten a lot of results. I know several thousand things that won't work.We have only found 586 ways that won't work and won't have to be tried again.Soon, we will find one that does.I have not failed 700 times. I have not failed once. I have succeeded in proving that those 700 ways will not work.If I find 10,000 ways something won't work, I haven't failed. I am not discouraged, because every wrong attempt discarded is another step forward.Failed? — why we haven't failed, we only know the thousands of ways that won't work.
  • donations, leads, new subscribers, increased page rank,Interaction ReputationLoyaltySatisfactionSentimentFeedbackInsights about what worksDonationsLeadsSubscribersMembersSaved Time Saved CostsIncreased page rankSigned petitionsCalls or emails to government officials
  • should inform specific decisions and/or actions.Do not measure everything, but do measure what is most important to your goals.The data you gather should help you learn
  • Testing
  • Organizational culture is the psychology, attitudes, and experiences and beliefs of the people who lead organizations. Culture impactsUse social media to engage people inside and outside the organization to improve programs, services, or reach communications goals. Embrace mistakes and take calculated risksReward learning and reflectionUse a “try it and fix it as we go” approach that emphasizes failing fastOvercomes organizational innertiaUnderstand and appreciate informality and individuality do not necessarily indicate a lack of professionalism and caring.Trust staff to make decisions and respond rapidly rather than craw through endless check-ins and approval processes
  • There is also a need to describe your social media strategy in terms of the value – how it will help you reach your goals. Many leaders are “yellow thinkers” – that is they need to see the results laid out in advance before they will say.Pre-school California – there is also a conversation about value – and that happens by connecting social media strategy to communications objectives.
  • contingency plans, worst case scenarios – having that conversation and building it into their policy and operational guides.
  • Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidly
  • Andy Bales Union Rescue Mission
  • Don’t do anything stupid – Social MediaDon’t moon anyone with camera
  • Testing of the policy – and there may be things that you didn’t think
  • But it really boils down to common sense ….
  • What's one small step that your organization can take towards being a networked nonprofit? on the back of business card - and draw a winner free copy.  
  • I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and have been Visiting Scholar for Nonprofits and Social Media at the Packard Foundation
  • Workshop, Santa Cruz

    1. Weaving Social Media Into Your Communications Strategy<br />Beth Kanter<br />Visiting Scholar, Packard Foundation<br />June 15, 2010<br />
    2. Objectives<br />Experience a social media strategy planning session that integrates social media with overall communications plan and Internet strategy <br />Address organizational culture and capacity issues that often arise when a new technology is introduced <br />Identify one thing you can do to change your organization’s practice around social media<br />
    3. Agenda<br />1:00 – 2:15 <br />Principles of Effective Social Media Strategy<br />2:15-2:30<br />Spectra Gram and Quick Break<br />2:45-4:15<br />Small Groups to Play Simulation Game<br />4:15-4:30Reflection<br />
    4. #weavesc<br /><br />
    5. Stand up, Sit Down<br />
    6. Beth Kanter<br /><br />
    7. @afine @kanter<br />June 21st Virtual Launch Party <br />4-5 PM EST<br /> <br />  <br />
    8. Why become a Networked Nonprofit?<br />
    9. Complex social problems that outpace the capacity of any single nonprofit organization<br />Photo by uncultured<br />
    10. The Networked Nonprofit <br />
    11. Some nonprofits are born networked nonprofits, it is in their DNA ….<br />
    12. Connect online/offline and not afraid of letting go and letting outsiders in<br />
    13. Simplicity: Focus on what they do best, network the rest<br />
    14. Other nonprofits make that transition more slowly<br />
    15. Red Cross: Making the Transition to A Networked Nonprofit<br />
    16. Listen: Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger<br />
    17. Listening Drove Adoption<br />
    18. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Engagement<br />
    19. Scale<br />
    20. Social Media’s Role in Disaster Relief Effort in Haiti <br />
    21. Social Media, do we have to? <br />How many of you feel like this?<br />
    22. The Media Landscape: Newspapers are disappearing like Cheshire cats<br />
    23. The internet and social media has not replaced/ displaced traditional media <br />but…<br />It is fundamentally changing the way people consume and interact with information<br />
    24. The “New” Information Ecology<br />Local TV news (78%)<br />National TV news (73%)<br />Print national newspaper (17%)<br />Internet (61%)<br />Print local newspaper (50%)<br />Radio (54%)<br />Menu of Choices for News on a Typical Day<br />
    25. With my friends<br />How people are getting info to make decisions<br />
    26. Overall, 71% of internet users get news and information through email or posts on social networking sites – PEW Internet Project – 6/2010<br />
    27. Social Media Best Practices<br />Flickr Photo by toby_maloy<br />
    28. I’ve been watching you<br />
    29. 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 />
    30. 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 />
    31. 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 />
    32. Strategy<br />
    33. Communications and Program Assessment<br /><ul><li>Who do you want to reach?
    34. What do you want to accomplish?
    35. Where can social improve or supplement programs, services, or communications?
    36. What’s our available budget/time?
    37. What opportunities to pilot?</li></li></ul><li>Charting: What are your planned events, content, and opportunities for the year? What to socialize?<br />
    38. Strategy<br />
    39. Source: Communications Network Listening Presentation OSI Foundation<br />
    40. Strategy<br />
    41. Conversation Starters<br />
    42. Strategy<br />
    43. #excelsm<br />Did you hear something new ?<br />What have you thought about before?<br />What resonated?<br />
    44. Strategy<br />
    45. The Social Life of Content<br />Crawl: Link and Recycle<br />Fly<br />Walk Run<br />
    46. Give yourself some link love<br />
    47. Repurposing or recycling content for different channels<br />
    48. Repurposing or recycling content for different channels<br />
    49. Social Media Outposts<br />
    50. Curated Social Content<br />
    51. Strategy<br />
    52. Closing the Loop with Social Media<br />
    53. Tweet Ups<br />
    54. Capacity<br />
    55. Staffing<br />
    56. Don’t do this to your intern ….<br />
    57. ADOLAS<br />
    58. Oh Look, A Squirrel!<br />
    59. Squirrel!<br />
    60. Learning<br />
    61. Approach Social Media as if you were Thomas Edison inventing the storage battery<br />
    62. Results! I have gotten a lot of results. I know what doesn’t work and won’t have to be tried again. <br />I am not discouraged because every wrong attempt discarded is a step forward.<br />storage battery<br />
    63. Pick the Right Result<br />Objective, Audience, Strategy, Tactics, Time investment, <br />KD Paine<br />
    64. Identify the most important metric to measure it!<br />
    65. Spreadsheet Aerobics<br />
    66. Testing, Testing, Testing<br />
    67. Squirrel!<br />
    68. Social Culture<br />
    69. 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 />
    70. Making a strong business case<br />
    71. Make Learning in Public Less Stressful: Worst Case Scenarios & Contingency Plans<br />
    72. Reflection<br />
    73. Leaders Experience Personal Use<br />
    74. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
    75. Why policy is needed
    76. Cases when it will be used, distributed
    77. Oversight, notifications, and legal implications
    78. Guidelines
    79. Identity and transparency
    80. Responsibility
    81. Confidentiality
    82. Judgment and common sense
    83. Best practices
    84. Tone
    85. Expertise
    86. Respect
    87. Quality
    88. Additional resources
    89. Training
    90. Press referrals
    91. Escalation
    92. Policy examples available at</li></ul>Source: Charlene Li, Altimeter Group<br />
    93. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />
    94. Testing the policies: Refining, Educating<br />
    95. Operational guidelines need to be specific and include examples<br />
    96. Don’t moon anyone with a camera, unless you hide your face ….<br />
    97. Summary:<br />Social Media should be integrated into your organization’s communications plan<br />You can be successful with small incremental steps<br />
    98. Spectra Gram:<br />How comfortable are you with social media tools?<br />NOT AT ALL<br />VERY<br />Somewhere in between? <br />
    99. Ready to play the Social Media<br />Game? <br />Source: - Blogpoly<br />
    100. David Wilcox<br /><br />
    101. Table Check<br />Leader<br />Communications<br />Technology<br />Number<br />
    102. Rules …<br /><ul><li> Value of the exercise is the discussion and how you navigate through choices
    103. Don’t get hung up if you don’t have enough context. Make it up!
    104. There are no right or wrong answers
    105. Instructions on paper and knowledge in the cards and other people at table</li></li></ul><li>Each table has been given a number and will work the corresponding scenario.<br />1= Environmental Advocacy Organization<br />2= Homeless Services Center3= Organic Farming Association<br />4= Conservation Education Program5= Performing and Visual Arts Center<br />
    106. Review Scenario<br /> Refine Objective<br /> Identify Audience<br /> Brainstorm Strategy Using Principles<br /> Pick Tools<br /> Reports <br /> Reflection<br />
    107. Reports<br /><ul><li>Summarize strategy decisions
    108. Summarize discussions</li></li></ul><li>Reflection<br />How will you apply what you learned to your external strategy?How will you apply what you learned to your external communications strategy? What do you need to move forward?<br />What is the first step you will take?<br />
    109. Thank you!<br /><br />