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Most everyone has dipped their toe into the social media waters over the past few years, taking a peek at Facebook and Twitter to see what the buzz is all about. But we have learned that using social media tools isn't very difficult, however using them effectively,particularly for social change, is challenging. Beth Kanter will leadan interactive keynote the key principles for effective social media use that turns traditional organizations into cost-effective,far-reaching and effective Networked Nonprofits.
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Beth Kanter, Beth’s Blog
June 7, 2010, TorontoMy Charity Connects
The Networked NonprofitUsing Social Media To Power Change
Beth Kanter
http://www.bethkanter.org
@afine @kanter
June 21st Virtual Launch Party 4-5 PM EST
http://bit.ly/netnongo
We’re going to talk about …
The Networked Nonprofit: The Big Picture
Effective Social Media Use: On The Ground Practice
#NCWK
Why become a Networked Nonprofit?
Complex social problems that outpace the capacity of any single nonprofit organization
Photo by uncultured
Source: David ArmanoThe Micro-Sociology of Networks
In a networked world, nonprofits need to work less like this
And more like this ….
With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
The Networked Nonprofit
BE DO
Understand Networks Work with Free Agents
Create Social Culture Work with Crowds
Listen, Engage, and Build Relationships
Learning Loops
Trust Through Transparency Friending or Funding
Simplicity Govern through Networks
Some nonprofits are born networked nonprofits, it is in their DNA ….
Simplicity: Focus on what they do best, network the rest
Social Culture: Not Afraid of Letting Go Control
Other nonprofits make that transition more slowly
Red Cross: Making the Transition to A Networked Nonprofit
Listen: Monitor, Compile, Distribute
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
Listening Drove Adoption
Relationship building
Customer service issue
Influencer complaining …
Scale
Social Media’s Role in Disaster Relief Effort in Haiti
The Nonprofit Fortress
Transparent
The Unfortress
Transparent nonprofits consider everyone inside and
outside of the organization
resources for helping them to achieve their
goals
Reflection:
Is your nonprofit a networked nonprofit?
Somewhere in between?
YE
SN
OT
AT
AL
L
#netnon
Uses social media to engage
people inside and outside the
organization to improve
programs, services, or reach
communications goals.
Social Culture
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
Perception of wasted of time and resources
Suffering from information overload already, this will cause more
Leaders Experience Personal Use
Making a strong business case
Make Learning in Public Less Stressful
Codifying A Social Culture: Policy
• Encouragement and support
• Why policy is needed• Cases when it will be used, distributed• Oversight, notifications, and legal implications
• Guidelines• Identity and transparency• Responsibility• Confidentiality • Judgment and common sense
• Best practices• Tone• Expertise• Respect• Quality
• Additional resources• Training• Press referrals• Escalation
• Policy examples available at wiki.altimetergroup.com
Source: Charlene Li, Altimeter Group
Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
Testing the policies: Refining, Educating
Operational guidelines need to be specific and include examples
Don’t moon anyone with a camera, unless you hide your face ….
Let’s go from the moon to back on the ground
I’ve been watching you…..every tweet you take …
And so has @davidahood
You may be in the slide show!
Strategy
Capacity
Learning
Networked Nonprofits in Practice
Aligns social media with communications
and program objectives.
Strategy
Communications and Program Assessment
• 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?
Charting: What are your planned events, content, and opportunities for the year? What to socialize?
Uses actionable listening
techniques to develop a deep
understanding of your network
Strategy
Source: Communications Network Listening Presentation OSI Foundation
Uses conversation starters to
engage audience.
Strategy
Conversation Starters
Audience
TwitterO
B
J
E
C
T
I
V
E
Audience
What are they saying that is relevant to/engages?
What are they saying that is relevant
to/engages?
How can you rework your message as a response or conversation starter?
How can you rework your message as response or conversation starter?
Follow up
points
Content Follow up
points
Content
Uses social network analysis to
identify influencers and build
relationships on social media
spaces
Strategy
Use social media to close the loop
between online and offline action
Strategy
Closing the Loop with Social Media
Tweet Ups
Your web site content has a
social life.
Strategy
Branded Content
Social Outposts
Co-Create
Social Content
The Social Life of Content
Engage Spread Remix
Branded Content
Social Outposts
Give yourself some link love
Engage Spread Remix
Branded
Content
Social Outposts
Co-Created
Social Content
Social Media Outposts
Branded Content
Social Outposts
Co-Created
Social Content
Curated Social Content
Branded ContentWeb Site
Social Outposts
Co-Created
Social Content
Branded Content
Social Outposts
Co-Created
Social Content
Allocates enough staff time and
has the expertise to implement
strategy
Capacity
Staffing
Free
• Intern
• Fans
• Volunteer
Integrated
• Tasks in Job
Staff
• Full-Time
• Part-Time
Don’t do this to your intern ….
ADOLAS
How many are hands-on with social media?How many think it is a time suck?
Oh Look, A Squirrel!
• Monitor RSS 9:00
• Twitter9:30
• Content Creation10:00
• Social Networking11:00
Squirrel!
Launches small pilots and
reiterates using the right metrics
to understand what is and what
isn’t working.
Learning
KD Paine
Pick the Right Result
TangibleDonations
LeadsSubscribersMembers
Saved Time
Saved CostsIncreased page rank
Increased media attention
Signed petitionsCalls or emails to government
officials
IntangibleInsights about what works
Interaction EngagementReputation
Loyalty
Satisfaction
Sentiment
Feedback
Objective, Audience, Strategy, Tactics, Time investment,
Identify the most important metric and measure it!
Spreadsheet Aerobics
Testing, Testing, Testing
Joyful funerals
Squirrel!
Summary:
Scaling social media means working more like a network, less like an isolated organization
You can make the transition with small incremental steps and be successful
Squirrel!
Did you hear something new ?What have you thought about before?What resonated?
#netnon
Thank you!http://www.bethkanter.org
http://bit.ly/netnongo
Virtual Launch PartyJune 21st
4-5 PM EST
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