Finding Focus In A 24-7 Networked Environment

1Photo by http://www.flickr.com/photos/margolove/

Finding

In the 24-7Networked Environment

2

1) Explore the

shift from the

industrial age to

the networked

environment

and how it

affects your

association.

3

2) Identify ways to develop a networked strategy that includes social media and aligns with your

organizational mission.

4

My plate is already

Full.

Social Media?

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How can I Add one more thing?

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I don’t have

Timeto play on

Facebook or Twitter?

Photo by http://www.flickr.com/photos/tonivc

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Our members aren’t on social media

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How did we get here?

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New industries, products, social classes, cities & villages, travel & communication

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FrederickWinslow

Taylor

Father of Scientific

Management

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Efficiency = new business religion

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The Birth of the

Normal Workday

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Typical nonprofit

organizational chart

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Small staff associations like this

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Or like thisPhoto by http://www.flickr.com/photos/adaptivelabs//

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Nonprofit associations birthed for a CauseAdvocacyEducationPromote Industry Growth

Photo by http://www.flickr.com/photos/loomstudio/2202200250/sizes/o/

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2nd Half Of 20th Century Npfts Increase in professional staff Success = staff & budget growth

Photo by http://www.flickr.com/photos/tobanblack/3705183552/

19Photo by http://www.flickr.com/photos/photonquantique/

Our orgs became more complex

Increased role of structure & design = more silos, authority, control

20Photo by http://www.flickr.com/photos/zooboing

The more COMPLEX we became as nonprofit associations,

the more WORK we had to do

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Complexity and desire to control…

led to scramble for resources.

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You have too much to do because

you do too

much

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The birth of the

Internet &

Social Networking

24Photo by http://www.flickr.com/photos/orangeacid

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New OrganizationalChart (networked)

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Nature ripe with network examples

HivePhoto by http://www.flickr.com/photos/krayker/

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Nature ripe with network examples

HerdPhoto by http://www.flickr.com/photos/krayker/

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Nature ripe with network examples

PackPhoto by http://www.flickr.com/photos/ucumari/

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Nature ripe with network examples

TribePhoto by http://www.flickr.com/photos/ucumari/

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Networked Nonprofit Thinks DifferentlyFlat OrganizationsShared ResponsibilityInformation SharingExtreme CollaborationFlexibility

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Networked Nonprofit Thinks DifferentlyCooperationMany voices on behalf of the orgAbundance MentalitySocial Capital & Reputation

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Working Wikily: Finding BalanceTRADITIONAL

Centralized

Firmly Controlled

Planned

Proprietary

1-Way Communication

NETWORKED

Decentralized

Loosely Controlled

Emergent

Public

2-Way Communication

Monitor Institute: “Working Wikily: How Networks Are Changing Social Life” http://workingwikily.net

Where Is Your Nonprofit Association?

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Social Network

NodePeople

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Social Network

TieConnection

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Social Network – Hubs w/ Influencers

TieConnection

36Photo by http://www.flickr.com/photos/margolove/

Find

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Focus on Core

Association’sMission &

GoalsPhoto by http://www.flickr.com/photos/36291048@N06/3389124067/

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AnalyzePrograms &

Services

Photo by http://www.flickr.com/photos/96914972@N00/403830495/

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Outside judges socialness on openness, authenticity, ability to

connect and share Photo by http://www.flickr.com/photos/thetruthabout/2779411275//

We Can’t Be Open 24-7!

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Everyone And AnyoneDon’t Silo or Department It

Photo by http://www.flickr.com/photos/thetruthabout/2779411275//

Who Should Manage It

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Use New Social ToolsHelp you do what you’re

already doing

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Use New Social ToolsSchedule Meetings

meetingwizard.com

doodle.com

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Use New Social ToolsVideo Conferencing

skype.com

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Use New Social ToolsCollaboration

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Use New Social ToolsCommunicate, File & Filter

Getting Organized In Google Era By Douglas C. Merrill

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Social Media StrategyAligns With Your Mission & Goals

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Social Media StrategyAligns With Your Mission & Goals

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Social Media StrategyListen

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Social Media StrategyListenBe informed re public opinion

Track conversationsand trends

Identify influencers

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Social Media StrategyListenBuild relationships

Correct misinformation

View negative comments as opportunities

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Social Media StrategyListenTwitter (using filters)

Google Alerts (blogs & comments)

Facebook (set lists)

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Social Media StrategyEngage

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Social Media StrategyEngageShift from messaging to conversation starters

Act as conduits of conversations

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Social Media StrategyEngageAct as conduits of conversations

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Social Media StrategyEngageLet them speak on your association’s behalf

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Social Media StrategyEngageTwitter, Blog Comments, eCommunities, Facebook

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Social Media StrategyShare Social ContentMove content from behind membership firewalls

Make content easy to share

Give your content social life

Don’t assume your content is thatunique

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Social Media StrategyShare Social ContentUse social media widgets on your website

Old website, consider WordPress for your website

Identify your influencers andconnect with them

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Social Media StrategyShare Social ContentWordPress or eBlogger Blogs

YouTube

Flckr

Twitter

Facebook

BlogTalk Radio

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Resources• Diminished Democracy: From Membership To

Management In American Civic Lifeby Theda Skocpol

• Getting Organized In Google Era by Douglas Merrill

• The Networked Nonprofitby Beth Kanter & Alison H. Fine

• Working Smarter: Informal Learning In The Cloudby Jay Cross & Friends

61

1) Explore the

shift from the

industrial age to

the networked

environment

and how it

affects your

association.

62

2) Identify ways to develop a networked strategy that includes social media and aligns with your

organizational mission.

Connecting Great Ideas and Great People

Contact Information:

Jeff HurtDirector, Education & Engagement,

Velvet Chainsaw ConsultingPhone: 214.941.4330E-mail: jhurt@velvetchainsaw.comWebsite:http://velvetchainsaw.com