Beth Kanter, Beth’s Blog

June 7, 2010, TorontoMy Charity Connects

The Networked NonprofitUsing Social Media To Power Change

Beth Kanter

http://www.bethkanter.org

@afine @kanter

June 21st Virtual Launch Party 4-5 PM EST

http://bit.ly/netnongo

We’re going to talk about …

The Networked Nonprofit: The Big Picture

Effective Social Media Use: On The Ground Practice

#NCWK

Why become a Networked Nonprofit?

Complex social problems that outpace the capacity of any single nonprofit organization

Photo by uncultured

Source: David ArmanoThe Micro-Sociology of Networks

In a networked world, nonprofits need to work less like this

And more like this ….

With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks

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

Some nonprofits are born networked nonprofits, it is in their DNA ….

Simplicity: Focus on what they do best, network the rest

Social Culture: Not Afraid of Letting Go Control

Other nonprofits make that transition more slowly

Red Cross: Making the Transition to A Networked Nonprofit

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

Listening Drove Adoption

Relationship building

Customer service issue

Influencer complaining …

Scale

Social Media’s Role in Disaster Relief Effort in Haiti

The Nonprofit Fortress

Transparent

The Unfortress

Transparent nonprofits consider everyone inside and

outside of the organization

resources for helping them to achieve their

goals

Reflection:

Is your nonprofit a networked nonprofit?

Somewhere in between?

YE

SN

OT

AT

AL

L

#netnon

Uses social media to engage

people inside and outside the

organization to improve

programs, services, or reach

communications goals.

Social Culture

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

Leaders Experience Personal Use

Making a strong business case

Make Learning in Public Less Stressful

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

Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”

Testing the policies: Refining, Educating

Operational guidelines need to be specific and include examples

Don’t moon anyone with a camera, unless you hide your face ….

Let’s go from the moon to back on the ground

I’ve been watching you…..every tweet you take …

And so has @davidahood

You may be in the slide show!

Strategy

Capacity

Learning

Networked Nonprofits in Practice

Aligns social media with communications

and program objectives.

Strategy

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?

Charting: What are your planned events, content, and opportunities for the year? What to socialize?

Uses actionable listening

techniques to develop a deep

understanding of your network

Strategy

Source: Communications Network Listening Presentation OSI Foundation

Uses conversation starters to

engage audience.

Strategy

Conversation Starters

Audience

TwitterO

B

J

E

C

T

I

V

E

Audience

Facebook

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

Uses social network analysis to

identify influencers and build

relationships on social media

spaces

Strategy

Use social media to close the loop

between online and offline action

Strategy

Closing the Loop with Social Media

Tweet Ups

Your web site content has a

social life.

Strategy

Branded Content

Social Outposts

Co-Create

Social Content

The Social Life of Content

Engage Spread Remix

Branded Content

Social Outposts

Give yourself some link love

Engage Spread Remix

Branded

Content

Social Outposts

Co-Created

Social Content

Social Media Outposts

Branded Content

Social Outposts

Co-Created

Social Content

Curated Social Content

Branded ContentWeb Site

Social Outposts

Co-Created

Social Content

Branded Content

Social Outposts

Co-Created

Social Content

Allocates enough staff time and

has the expertise to implement

strategy

Capacity

Staffing

Free

• Intern

• Fans

• Volunteer

Integrated

• Tasks in Job

Staff

• Full-Time

• Part-Time

Don’t do this to your intern ….

ADOLAS

How many are hands-on with social media?How many think it is a time suck?

Oh Look, A Squirrel!

• Monitor RSS 9:00

• Twitter9:30

• Content Creation10:00

• Social Networking11:00

Squirrel!

Launches small pilots and

reiterates using the right metrics

to understand what is and what

isn’t working.

Learning

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,

Identify the most important metric and measure it!

Spreadsheet Aerobics

Testing, Testing, Testing

Joyful funerals

Squirrel!

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

Squirrel!

Did you hear something new ?What have you thought about before?What resonated?

#netnon

Thank you!http://www.bethkanter.org

http://bit.ly/netnongo

Virtual Launch PartyJune 21st

4-5 PM EST