nptech fail: how to crash and burn and turn it into a win
Post on 21-Oct-2014
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Slide deck from session at 2013 Nonprofit Technology Conference. Panel session featuring Shari Ilsen of VolunteerMatch, Peter Panepento of Chronicle of Philanthropy, Jenna Sauber of Case Foundation and Emma Pfister of Water for People.TRANSCRIPT
nptechFAIL: How to Crash and Burn and Turn It into a Win
#13NTCfail(#npfail)
Shari Ilsen, VolunteerMatchPeter Panapento, Chronicle of PhilanthropyJenna Sauber, Case FoundationEmma Pfister, Water for People
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!
or Online using <#13NTCfail> at www.nten.org/ntc/eval
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VolunteerMatchWhere volunteering begins.
Volunteer
About the Speakers
Peter PanepentoAssistant Managing Editor
Chronicle of Philanthropy
@ppanepento
Jenna SauberDigital Mktg & Comm Manager
Case Foundation
@cajunjen
Emma PfisterMgr, Social Media & Partnerships
Water For People
@emmacpfister
Shari IlsenSr Online Communications Manager
VolunteerMatch
@silsen
#13NTCfail
VolunteerMatchWhere volunteering begins.
Volunteer
Agenda
• All About Failure
• VolunteerMatch’s Failures
• Chronicle of Philanthropy’s Failures
• Case Foundation’s Failures
• Water for People’s Failures
• Your Failures
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VolunteerMatchWhere volunteering begins.
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Failure - So Hot Right Now
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VolunteerMatchWhere volunteering begins.
Volunteer
An Opportunity to Surpriseand Delight
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VolunteerMatchWhere volunteering begins.
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An Opportunity to StepOutside the Box
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VolunteerMatchWhere volunteering begins.
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An Opportunity to Learn and Teach
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VolunteerMatchWhere volunteering begins.
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Beth Kanter and the Failure Bow
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Arianna Huffington
October 7, 2003: Arianna Huffington loses the California gubernatorial recall election to Arnold Schwarzenegger.
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May 9, 2005: Arianna Huffington launches The Huffington Post.
VolunteerMatchWhere volunteering begins.
Volunteer#13NTCfail
Born: 1955
FoundedApple, Inc.: 1976
Fired: 1985
VolunteerMatchWhere volunteering begins.
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Michael Jordan
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"I have missed more than 9,000 shots in my
career. I have lost almost 300 games. On 26
occasions I have been entrusted to take the
game winning shot, and I missed. I have
failed over and over and over again in my life.
And that is why I succeed."
VolunteerMatchWhere volunteering begins.
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It’s All in Your Head
Fixed Mindset Growth Mindset
Intelligence is a fixed trait
Intelligence is malleable, full of potential
Goals Looking Smart Learning
Effort Beliefs Effort is Negative Effort is Positive
Strategies After Failure Helpless Resilient
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From the research of Dr. Carol S. Dweck
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It’s All in Your Prep
• Manage your risk:– Take little bets– Fail early and often– Fail fast and cheap
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Don’t Let Failure Be Your “F” Word
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VolunteerMatchWhere volunteering begins.
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Talk About It!
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Our Failures
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21% adoption rate
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Ok, fine.
8% adoption rate
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Lesson
Don’t build the path before learning where people already walk.
Failures are just works in progress.
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VolunteerMatchWhere volunteering begins.
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And now for something completely different…
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Volunteer#13NTCfail
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What We Learned:
• Timing Matters
• How to plan and execute a multi-platform
engagement campaign
• You gotta know people (and be willing to
spend money)
• Ice cream is delicious
Innovation in a Conservative Organization
Evolving past risk-averse culture
Understanding there are no “sure things”
Giving people the confidence to fail
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The Chronicle’s Challenge
A Business Model That (Once) Worked
Major Disruption
Changing a Culture: Understanding that Failure IS an Option
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A Traditional Journalist’s Mindset
Mistakes Can Get You Fired
A Quest for the Truth
Distrust of the Sales Side – Preserving Editorial Integrity
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My Challenge: Swing for the Fences
Evangelizing Online First and Social Media
A Move to Online Education
Data
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Failure Case Study #1
Causes Pages:
A Failed Assumption or Just Failed Execution?
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Failure Case Study #2
The Philanthropy 50:
Understanding that Some Failures Lead to Future Successes
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3
3
Failure Case Study #3
Webinars:
Some Failures Lead to Future Successes
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Compelling Storytelling in an Online Age
How to reach meTwitter: @ppanepento @philanthropy
Facebook: facebook.com/peter.panepento
E-mail: [email protected]
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39
BE FEARLESS, NOT RECKLESS: SOCIAL MEDIA FAILURES
APRIL 7, 2023#13NTCfail
40CITY YEAR ONLINE BEST PRACTICES | PARTNER RELATIONSHIPS
41 NTC 2013 | BE FEARLESS, NOT RECKLESS
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WHAT IS SOCIAL MEDIA FAILURE?It is: • Insensitive or inappropriate commentary, photos, media• Attacking other brands/orgs and your community• Deleting “oops” posts with no explanation or retractions• Crossing the line between brand and personal voice and views
But it is also:
• Ignoring your community completely, in crisis mode or not
• Not having a backup plan if something goes wrong (staff, messaging, etc.)
• Avoiding real time marketing and communications
• Assuming your followers didn’t screenshot/see/RT your original post
• Continuing to try the same tactic that didn’t work, again and again
• Not pivoting or adjusting midway in a strategy
NTC 2013 | BE FEARLESS, NOT RECKLESS #13NTCfail
43NTC 2013 | BE FEARLESS, NOT RECKLESS #13NTCfail
44NTC 2013 | BE FEARLESS, NOT RECKLESS#13NTCfail
45NTC 2013 | BE FEARLESS, NOT RECKLESS
FEARLESS RECKLESS
• Opportunistic / joining the
conversation• Experimenting with new tools /
tactics• Reaching beyond your bubble
for new audiences• Letting urgency conquer fear:
have a crisis/big moment
gameplan• Owning your mistakes &
showing transparency• Setting big goals for your social
media strategy
• Trying too hard to force your
brand where it doesn’t fit• Not evaluating along the way to
pivot for better results• Alienating specific demographics
or forgetting your current
community• Ignoring a big moment, or
responding without a strategy• Ignoring your mistakes and
hiding what went wrong• Not having goals or metrics at all
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COME FIND US:
NTC 2013 | BE FEARLESS, NOT RECKLESS
CaseFoundation.org | BeFearless.CaseFoundation.org@casefoundation Facebook.com/casefoundation
@cajunjen
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Breaking Things For The Better
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How did our website fail?is ing
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Failure.
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How did this happen?#13NTCfail
Failure is slow. It doesn’t happen overnight.
Sometimes, this makes it even harder to see.
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Courage!
Still Broke things for the better. breaking
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Your Failures
(Best failure gets an awesome VolunteerMatch T-shirt!)
Slide 57SESSION TITLE
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VolunteerMatchWhere volunteering begins.
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About the Speakers
Peter PanepentoAssistant Managing Editor
Chronicle of Philanthropy
@ppanepento
Jenna SauberDigital Mktg & Comm Manager
Case Foundation
@cajunjen
Emma PfisterMgr, Social Media & Partnerships
Water For People
@emmacpfister
Shari IlsenSr Online Communications Manager
VolunteerMatch
@silsen
#13NTCfail
VolunteerMatchWhere volunteering begins.
Volunteer
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!
or Online using <#13NTCfail> at www.nten.org/ntc/eval
#13NTCfail