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While nonprofit associations have to focus on results, it seems that the demands of managing an organization never stop. Your members communicate with each other around the clock, and you feel you have to stay on top of all those conversations in addition to everything else on your list. Can you find time for Twitter, Facebook, and all the rest while still getting your work done? Seasoned association executives and staff are having a challenging time shifting from the industrial age mindset of logic, certainty and confined restraints to the network gestalt of interaction, self-organization, unlimited potential and unpredictability. The secret to success is having a strategy of doing the right things rather than doing things right and embracing a networked mindset. Knowing your goal will help you to channel your energies on what’s most important to your industry, your organization, and your members.
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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?
5
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?
9
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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/
39
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 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
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: [email protected]:http://velvetchainsaw.com
