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 lead
an interactive keynote the key principles for effective social media use that turns traditional organizations into cost-effective,far-reaching and effective Networked Nonprofits.
7. Complex social problems that outpace the capacity of
any single nonprofit organization
Photo by uncultured
8. In a networked world, nonprofits need to work less like this
Source: David Armano
The Micro-Sociology of Networks
9. And more like this ….
With apologies to David Armano for hacking his visual!
Source: The Micro-Sociology of Networks
10. The Networked Nonprofit
BE DO
Understand Networks Work with Free Agents
Create Social Culture Work with Crowds
Listen, Engage, and Build Learning Loops
Relationships
Trust Through Transparency Friending or Funding
Simplicity Govern through Networks
16. 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
25. Transparent
nonprofits consider
everyone inside and
outside of the
organization
resources for helping
them to achieve their
goals
26. Reflection:
Is your nonprofit a networked nonprofit?
NOT AT ALL
YES
Somewhere in between? #netnon
27. Social Culture
Uses social media to engage
people inside and outside the
organization to improve
programs, services, or reach
communications goals.
28. 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
32. Codifying A Social Culture: Policy
• Encouragement and support • Best practices
• Tone
• Why policy is needed • Expertise
• Cases when it will be used, • Respect
distributed • Quality
• Oversight, notifications, and
legal implications • Additional resources
• Training
• Guidelines • Press referrals
• Identity and transparency • Escalation
• Responsibility
• Confidentiality • Policy examples available at
• Judgment and common wiki.altimetergroup.com
sense
Source: Charlene Li, Altimeter Group
33. Be professional, kind, discreet,
authentic. Represent us well.
Remember that you can’t control it
once you hit “update.”
46. 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?
47. Charting: What are your planned events,
content, and opportunities for the year? What
to socialize?
51. Conversation Starters
Audience O Audience
Twitter Facebook
B
What are they saying J What are they saying
that is relevant that is relevant
to/engages? E to/engages?
C
How can you rework How can you rework
your message as a T your message as
response or response or conversation
conversation starter? I starter?
Follow up Content V Follow up Content
points points
E
83. Pick the Right Result
Tangible Intangible
Donations
Leads Insights about what works
Subscribers Interaction
Members Engagement
Saved Time Reputation
Saved Costs Loyalty
Increased page rank
Satisfaction
Increased media attention
Sentiment
Signed petitions
Calls or emails to government Feedback
officials
Objective, Audience, Strategy, Tactics, Time investment,
KD Paine
89. 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