beth kanter - the networked nonprofit: using social media effectively to power social change
DESCRIPTION
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.TRANSCRIPT
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Beth Kanter, Beth’s Blog
June 7, 2010, TorontoMy Charity Connects
The Networked NonprofitUsing Social Media To Power Change
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Beth Kanter
http://www.bethkanter.org
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@afine @kanter
June 21st Virtual Launch Party 4-5 PM EST
http://bit.ly/netnongo
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We’re going to talk about …
The Networked Nonprofit: The Big Picture
Effective Social Media Use: On The Ground Practice
#NCWK
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Why become a Networked Nonprofit?
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Complex social problems that outpace the capacity of any single nonprofit organization
Photo by uncultured
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Source: David ArmanoThe Micro-Sociology of Networks
In a networked world, nonprofits need to work less like this
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And more like this ….
With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
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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
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Some nonprofits are born networked nonprofits, it is in their DNA ….
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Simplicity: Focus on what they do best, network the rest
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Social Culture: Not Afraid of Letting Go Control
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Other nonprofits make that transition more slowly
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Red Cross: Making the Transition to A Networked Nonprofit
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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
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Listening Drove Adoption
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Relationship building
Customer service issue
Influencer complaining …
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Scale
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Social Media’s Role in Disaster Relief Effort in Haiti
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The Nonprofit Fortress
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Transparent
The Unfortress
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Transparent nonprofits consider everyone inside and
outside of the organization
resources for helping them to achieve their
goals
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Reflection:
Is your nonprofit a networked nonprofit?
Somewhere in between?
YE
SN
OT
AT
AL
L
#netnon
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Uses social media to engage
people inside and outside the
organization to improve
programs, services, or reach
communications goals.
Social Culture
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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
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Leaders Experience Personal Use
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Making a strong business case
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Make Learning in Public Less Stressful
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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
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Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
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Testing the policies: Refining, Educating
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Operational guidelines need to be specific and include examples
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Don’t moon anyone with a camera, unless you hide your face ….
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Let’s go from the moon to back on the ground
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I’ve been watching you…..every tweet you take …
And so has @davidahood
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You may be in the slide show!
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Strategy
Capacity
Learning
Networked Nonprofits in Practice
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Aligns social media with communications
and program objectives.
Strategy
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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?
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Charting: What are your planned events, content, and opportunities for the year? What to socialize?
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Uses actionable listening
techniques to develop a deep
understanding of your network
Strategy
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Source: Communications Network Listening Presentation OSI Foundation
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Uses conversation starters to
engage audience.
Strategy
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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
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Uses social network analysis to
identify influencers and build
relationships on social media
spaces
Strategy
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Use social media to close the loop
between online and offline action
Strategy
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Closing the Loop with Social Media
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Tweet Ups
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Your web site content has a
social life.
Strategy
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Branded Content
Social Outposts
Co-Create
Social Content
The Social Life of Content
Engage Spread Remix
Branded Content
Social Outposts
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Give yourself some link love
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Engage Spread Remix
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Branded
Content
Social Outposts
Co-Created
Social Content
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Social Media Outposts
Branded Content
Social Outposts
Co-Created
Social Content
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Curated Social Content
Branded ContentWeb Site
Social Outposts
Co-Created
Social Content
Branded Content
Social Outposts
Co-Created
Social Content
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Allocates enough staff time and
has the expertise to implement
strategy
Capacity
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Staffing
Free
• Intern
• Fans
• Volunteer
Integrated
• Tasks in Job
Staff
• Full-Time
• Part-Time
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Don’t do this to your intern ….
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ADOLAS
How many are hands-on with social media?How many think it is a time suck?
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Oh Look, A Squirrel!
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• Monitor RSS 9:00
• Twitter9:30
• Content Creation10:00
• Social Networking11:00
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Squirrel!
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Launches small pilots and
reiterates using the right metrics
to understand what is and what
isn’t working.
Learning
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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,
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Identify the most important metric and measure it!
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Spreadsheet Aerobics
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Testing, Testing, Testing
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Joyful funerals
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Squirrel!
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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
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Squirrel!
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Did you hear something new ?What have you thought about before?What resonated?
#netnon
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Thank you!http://www.bethkanter.org
http://bit.ly/netnongo
Virtual Launch PartyJune 21st
4-5 PM EST