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Beth Kanter, ZoeticaCenter for Nonprofit Excellence
The Networked Nonprofit:Principles of Social Media Practice
The Networked NonprofitAGENDA
OUTCOMES
• Interactive
• http://bit.ly/cen-netnon
FRAMING
• Introduction/Ice Breaker
• Overview of Networked
Nonprofit In Practice
Framework
Good Practice
• Theme 1: Strategy
• Theme 2: Social Culture
• Theme 3: Doing the Work
•
Reflection
Leave the room with a basic understanding of being a networked organization and one
small step
Name, Title, Organization
What is the one thing you most want to learn in the next two hours?
Flickr Photo by John K
Speed Share Pairs
Report: Popcorn and Twinkle
Quick PollRoleType of Org
How many are monitoring what people say on social channels about your organization or issue area?
How many have a social media policy?
What percentage of staff time is spent on social media?
Does your organization use ….Facebook, Twitter.Blog.YouTubeOther
Networked NGOs in the Arab World
The connectedness of living in a networked, mobile world has become more a part our daily lives.
These disruptive technologies are having a profound impact on the way arts organizations do their work, communicate with audiences, and programs.
Remember: Disruption is can be our friend …..
“When the technology becomes boring, it becomes socially interesting …” Clay Shirky
What is a Networked Nonprofit?
Always moving forward in social media practice….
Social Media StrategySMART ObjectivesAudienceListeningExperiments/Pilots
Integrated Social Media StrategyEngagementIntegrated ContentBest Practices TacticsBuild Capacity
MarketingCommunicationsStrategy
Culture Change
Multiple ChannelsInstitutionalizedNetwork BuildingMeasurement/KPIReflection/Improvement
CRAWL WALK RUN FLY
Based on Visiting Scholar, Packard Foundation, 2010
Goals:1. To promote Independent Sector with “non-attending audiences” through attendees’ social media mentions2. To capture summaries of the 2010 conference to show the richness of the content as a means to promote the event for 20113. To test pilot social media at the conference and to capture lessons learned and ideas for future social media efforts
SMART Objectives1. Strategy: Seven influencers are identified and recruited to blog and tweet the event2. Tactical: The number of retweets using the hashtag #ISconf increases from 20093. Capacity: Content from seven sessions is posted to the IS blog or other blogs4. Learning: The team debriefs its social media experience and uses insights to guide next pilot
Crawl to Walk
Social Media strategy is part of integrated communications strategy.
Track Awareness: Share of Conversion About Hunger
Conversions for advocacy (Child Nutrition Bill) and donations
Cross Department Dashboard
KPI: Linked to Job PerformanceFLY
Human Spectragram
FlyCrawl
Benefits
Value
Costs
The ROI Puzzle
Math
Photo by edyson
What were the results? What’s the value?How much time?
Number of Months Strategy, Measure, Improve
Investment
Insight
ROI: Crawl, Walk, Run, Fly
$
Interaction
Results
Impact
Video
Listen for value:
-Tangible Benefits- Intangible Benefits
Share Pairs
Share Pair: What are the tangible and intangible benefits? How would you convert these into value (money/time) or (other)? What’s needed to document and share the ROI story?
“People regard our program as honest and informative. After almost two years on the social media front, we’ve developed a good system to get timely and accurate public health messaging to our communities. We firmly believe that our presence on social media sites has really enhanced our communication with the media and public.
Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tough economic times, SLVHD rose to the occasion and found innovative, cost effective ways to communicate with our community. “ - Vanna Livaditis, New Media Coordinator
Break
Strategy: Communications and Program Assessment
• Who do you want to reach?• What do you want to accomplish?• How to make it SMART? (Strategy,
Tactical, and Capacity)
S Specific
M Measurable
A Attainable
R Relevant
T Time Bound
To place pins on x number of legislators to signal support for healthy kids and families by Jan. 2010To get 3,000 Facebook advocates to put a virtual pin on their profile to signal support for healthy kids and families by Jan. 2010
How many? By When?
Strategy, Tactics, Capacity
Share Pair: What’s the smart objective? Who is the audience? How to make it measurable?
What’s in Wendy’s Tool Box?
Engage: Conversation StartersAudienceTwitter
OBJECTIVE
AudienceFacebook
What are they saying that is relevant to/engages?LISTENING
What are they saying that is relevant
to/engages?LISTENING
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
Content Strategy
Think of your content as expressions of a single bigger idea or themeBecome a chop shop
It isn’t once and done ….
Video
Reimagine
Editorial Calendar1= Daily
7= Weekly30= Monthly 4= Quarterly
Leverage the Network
Everyone in the organization uses social media to engage people to improve programs, services, or reach communications goals.
Theme 2: Social Culture
Conversation starters, not stoppers
Sharing control of branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees)
Make mistakes
Make senior staff too accessible
Privacy and security concerns
Perception of wasted of time and resources
Suffering from information overload already, this will cause more
The Rule Book: Social Media 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• Operational Guidelines• Escalation
• Policy examples available at wiki.altimetergroup.com
Source: Charlene Li, Altimeter Group
One Minute Reflection: What does your nonprofit organization need to do to become more social?
You want me to start
Tweeting too?
Theme 2: Doing the Work
Listen ParticipatePromote Publish Build CommunityLow Engagement
High Engagement
Content IntensiveNo Engagement Broadcast/Share
Original concept by Beth Kanter – remix by Aliza Sherman
15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk+ + + +
CRAWL WALK RUN FLY
Who will do the work?
Free• Intern• Volunteer• Board Members• Fans
Integrated• Tasks in Job
Staff• Full-Time• Part-Time
Volunteers and Interns
Want to see the video?
Integrate into job description
Wendy HarmanDirector, Social Media
Create ROI MeasurementsDevelop Internal Education and TrainingApply Social Insights to the Strategic PlanGet Buy-In from StakeholdersDevelops Listening and Monitoring StrategyGets Tools and Technologies in placeFacilitate policy and proceduresCommunity manager
Two Full-Time Staff Members
Strategy for Scale: Internal/External
Share Pair: How will your organization do the work?
Handling Mistakes
“MisTweet” – A tweet intended to come from a personal account but sent out on an organizational account by mistake.
x
This “MisTweet” by a Red Cross employee was out for an hour before Wendy Harman got a call in the middle of the night.
Disaster recovery on the tweet ….
Apologized and share on their blog
Employee confessed on Twitter
Got picked up by mainstream media and blogs
•You can’t hide or not respond•Act quickly•Admit the mistake, stakeholders are forgiving•Use humor when appropriate•Build your network before you need it•Employees should use different Twitter apps for personal/organizational tweeting•If the mistake had been damaging to the organization, a social media policy would have been critical if taking appropriate action
What are your takeaways about social media mistakes from this story?
Reflection and Raffle
What is one idea that you can put into practice?What resources do you need to be successful?What are the challenges?What is one small step you can take tomorrow?
