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Presentation to graduate students at Milano | The New School for Management and Urban Policy about what leaders need to know about technology and social media
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Nonprofit leaders and technology
Leadership Perspectives and Practice class November 4, 2010
Farra Trompeter
Techie guru
The Twitter?
What can technology do for your
organization?
http://beth.typepad.com/beths_blog/2010/02/reflections-social-media-and-ngo-workshop-in-india.html
Get started
Image by http://www.elca.org/~/media/Images/Stewardship/Started/Getting_Started.jpg
• Programs • Raise awareness • Build brand equity • Increase # of
downloads or requests • Reach a particular new
audience • Recruit volunteers • Promote events
Set goals and priorities
• Fundraising • Raise $XXXXXXX • Attract XX% new
donors • Advocacy
• Change policy • Be the go-to org for
your issue • Increase your list by
XX%
http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you
Time
Money
Audiences
Goals
Listen
Image by http://www.flickr.com/photos/smoovey/ CC BY-ND 2.0
• Sign up for alerts • www.google.com/alerts • www.twilert.com • www.backtype.com • Suites of listening tools:
http://socialmedia-listening.wikispaces.com/Tools
Listen
• Your organization’s name • Program or event names • Peer/competitor names • Individuals connected to your organization • Tagline or key phrases • URL for any web properties (website, blog) • Related issues/topics • Common misspellings • Twitter handle and common hashtags
Select keywords/phrases
Adapted from a list on Beth’s Blog, by Beth Kanter
• Get your feet wet • Sign up for alerts • Research
• www.pewinternet.org • www.mashable.com • Survey your email list • Conduct informal focus groups
Listen
Image by http://www.flickr.com/photos/gi/ CC BY-SA 2.0
Make a plan
• Revisit your goals and priorities • Do they still make sense in light of the
listening you’ve done?
Make a plan
• Revisit your goals and priorities • Identify barriers
• Buy-in from leadership • Cultural change within your organization • Staff time
Make a plan
1. You have no control of your message. 2. You never did. 3. The conversation is happening, with or
without you!
Let go…
• Revisit your goals and priorities • Identify barriers • Decide which technology to use
• What suits your mission? • What’s going to give you the biggest bang for
your buck? • What can your team sustain and grow?
Make a plan
• Revisit your goals and priorities • Identify barriers • Decide which media to use • Build your capacity
• Hire, if needed • Offer training (reverse mentoring) • Have and encourage realistic expectations • Avoid outsourcing/use interns wisely
Make a plan
• Revisit your goals and priorities • Identify barriers • Decide which media to use • Build your capacity • Create & share a social media policy
Make a plan
Create a social media policy
• Scan sample policies from other orgs • http://socialmediagovernance.com/policies.php
• Agree on contents • Write them in a way that addresses concerns,
but feels friendly and easy to follow • Try http://socialmedia.policytool.net/
• Rollout through staff trainings/meetings • Update 2x/year
• How will we address negative comments? • What is our policy about employees’ personal
use of social networks? • What is our policy about employees using social
media for work-related activities? • What topics are acceptable for staff to talk about
online, and what is off-limits? • What is our privacy policy? • When should a staffer ask for help in deciding
what to do online?
Questions to address
The Networked Nonprofit by Beth Kanter & Allison Fine, page 58
http://www.edf.org/page.cfm?tagID=52806
Image by http://www.flickr.com/photos/aussiegall/ CC BY 2.0
Assess
• Measure your progress (at least monthly) • Set up a dashboard • Website: Referrals from social media sites • Facebook: likers, pageviews, comments, etc. • Twitter: Followers, retweets, lists, etc. • Blog: Subscribers, views, comments, etc. • Bit.ly: track clicks and stats for the links you
share
Assess
• Measure your progress • Check-in once a quarter
• What’s working? What’s not? • Are you achieving your goals?
• If yes: How can you build on your momentum? • If no: Why not?
Most common reason: Not enough time • Determine your ROI (return on investment)
Assess
• Increased awareness of your cause • Shift in your org’s perception • New program participants • Increased requests for info/programs • Pageviews/clicks/comments/etc. • New email addresses/contact info • Signatures/actions taken • Dollars raised • Mentions online
Defining Success
• How much money are you spending? • How much staff time are you spending? • Is the return (meeting your goals)
proportional to the investment (time and money)?
Remember: Return ≠ $ (necessarily)
Measuring ROI
Image by http://www.flickr.com/photos/spidermandragon5/CC BY-ND 2.0
Evolve
• Meet semi-annually to assess strategy • New tools we should explore? • Old tools no longer working? • Examine goals—still relevant? • Consider staff/time—is it enough? • Reprioritize as needed
Evolve
• Meet semi-annually to assess strategy • Become an “open leader”
• Respect that your stakeholders and employees have power.
• Share constantly to build trust. • Nurture curiosity and humility. • Hold openness accountable. • Forgive failure.
Evolve
What type of leader are you?
http://www.charleneli.com/resources/open-leadership-self-assessment/
http://www.charleneli.com/resources/open-leadership-self-assessment/
Resources
Resources
Resources • Nonprofit Technology Network http://www.nten.org • Open Leadership by Charlene Li http://www.charleneli.com/open-leadership/ • Internet Management for Nonprofits by Ted Hart et al. http://books.google.com/books?id=Ct1u5HQkeA8C • Pew Internet & American Life Project http://www.pewinternet.org • Big Duck: Website, eNews, and Duck Call Blog http://www.bigducknyc.com http://www.bigducknyc.com/blog
You might want to check this out:
Becoming a Nonprofit Tech/Social Media Superstar Wednesday, Nov 17th, 6-8pm (free; @PlannedParenthood) http://501technycnov10.eventbrite.com/
Online Engagement: Leveraging the Internet and Social Media to Increase Visibility, Raise Money, and Create Change Spring semester, Thursdays 6-7:50pm (not so free; @Milano) http://www.newschool.edu/milano/courses.aspx?id=37551
Let’s stay in touch
facebook.com/farratrompeter
bigducknyc.com/blog/?author=6
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra
Thanks!
© Jeremy Crow