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The Networked NonprofitUsing Social Media for Social Change,[object Object],Beth Kanter, Visiting ScholarThe Palo Alto Community Fund,[object Object],Social Media and Nonprofits, David and Lucile Packard FoundationSeptember 13, 2010,[object Object],Flickr Photo by Bike,[object Object]
Beth Kanter,[object Object],http://www.bethkanter.org,[object Object]
http://socialmedia-strategy.wikispaces.com/Palo+AltoCommunity+Fund,[object Object]
What we’re going to cover today …..,[object Object],5:30-5:45		Icebreaker, Overview,[object Object],5:45-6:30		Culture, Transparency, 						Simplicity,[object Object],6:30-6:40 		Quick Break,[object Object],6:40-7:15		Effective Social Media 						Strategy,[object Object],7:15-7:30		Reflection,  Raffle ,[object Object]
Share Pairs,[object Object],Introduce yourselves and your organizations,[object Object],How are you currently using social media?,[object Object],Photo by Franie,[object Object]
Popcorn Report ….,[object Object],Just two words that come to mind when you think about social media ….,[object Object]
The Networked Nonprofit,[object Object]
What is a Networked Nonprofit?,[object Object]
Why become a Networked Nonprofit?,[object Object]
Complex social problems that outpace the capacity of any individual organization,[object Object],Photo by squeakymarmot,[object Object]
In a networked world, nonprofits need to work less like this,[object Object],Source:  David Armano The Micro-Sociology of Networks,[object Object]
And more like this ….,[object Object],With apologies to David Armano for hacking his visual! Source:  The Micro-Sociology of Networks,[object Object]
Some nonprofits are born networked nonprofits, it is in their DNA ….,[object Object]
Social Culture:  Not Afraid of Letting Go Control,[object Object]
Other nonprofits make that transition more slowly,[object Object]
The Networked Nonprofit ,[object Object]
Three Themes,[object Object],[object Object]
  Transparency
  Simplicity,[object Object]
Loss of control over their branding and marketing messages,[object Object],Dealing with negative comments,[object Object],Addressing personality versus organizational voice  (trusting employees),[object Object],Make mistakes,[object Object],Make senior staff too accessible,[object Object],Perception of wasted of time and resources ,[object Object],Suffering from information overload already, this will cause more,[object Object]
The Black Smoke Monster on LOST,[object Object]
Palo Alto Community Fund
Leaders Experience Personal Use,[object Object]
Describe results versus tools,[object Object]
Making Social A Cultural Norm …. ,[object Object]
Palo Alto Community Fund
Palo Alto Community Fund
Codifying A Social Culture: Policy,[object Object],[object Object]
 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
Operational Guidelines
 Escalation
 Policy examples available at wiki.altimetergroup.comSource:  Charlene Li, Altimeter Group,[object Object]
Palo Alto Community Fund
Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”,[object Object]
Testing the policies:  Refining, Educating,[object Object]
Operational guidelines need to be specific and include examples,[object Object]
Your organization has a social culture if ….,[object Object],Treats skepticism as a conversation starter, not stopper,[object Object],Leaders understand the power behind the tools,[object Object],Leaders are open to reverse mentoring if needed,[object Object],Describe results,[object Object],Social is the cultural norm,[object Object],Try it and fix it approach,[object Object],Value learning,[object Object],Social media policy is not just a piece of paper,[object Object]
Reflection:,[object Object],How social is your organization’s culture?,[object Object],NOT AT ALL,[object Object],VERY,[object Object],Somewhere in between? ,[object Object],Flickr photos by heydee and intherough,[object Object]
Theme 2: Transparency,[object Object],Networked Nonprofits consider everyone inside and outside ,[object Object],of the organization resources for helping them to achieve their goals,[object Object]
The Nonprofit Fortress,[object Object]
Transactionals,[object Object]
Transparent,[object Object],Sponges,[object Object]
Palo Alto Community Fund
Palo Alto Community Fund
Do we have to share everything?,[object Object],Flickr by uncorneredmarket,[object Object]
Palo Alto Community Fund
Share Pairs,[object Object],Is your organization’s work style more like a Fortress, Transactional, or Transparent?,[object Object],If your organization’s default approach was that everything you did was “open,”  what would you keep private?,[object Object],Photo by Franie,[object Object]
Before I built a wall I'd ask to knowWhat I was walling in or walling out,And to whom I was like to give offense.Something there is that doesn't love a wall, that wants it down.,[object Object],- Robert Frost ,[object Object],The Mending Wall by Robert Frost,[object Object]
Use social media tools to organize, mobilize, raise funds, and communicate with constituents  but outside of institutional walls ,[object Object]
Palo Alto Community Fund
You want me to start Tweeting too? ,[object Object], Theme 3: Simplicity: From scarcity to abundance …,[object Object]
Simplicity:  Leverage your networks …,[object Object],Flickr photo by vmaiden,[object Object]
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Popcorn:  What could you do less of?,[object Object]
Three Models,[object Object]
Palo Alto Community Fund
Don’t do this to your intern ….,[object Object]
Palo Alto Community Fund
The perfect  intern might be already be in your network,[object Object]
How many are hands-on with social media?,[object Object],How many manage someone who is doing the work?,[object Object],ADOLAS,[object Object]
Oh Look, A Squirrel!,[object Object]
Palo Alto Community Fund
Palo Alto Community Fund
Stretch Break:   What’s Your Big Take Away? ,[object Object]
Effective Social Media Strategy,[object Object],Networked Nonprofits know how to use social media to connect, engage, and build a network of passionate people who care about their work. ,[object Object]
Principles,[object Object],[object Object]
Listen: Uses listening and  responding techniques to develop a deep understanding of the audience
Engage: Uses conversation starters to engage audience
Relationships: Builds relationships with influencers on social media spaces
Integrated:  Integrate and cross distribute content across social media channels
Bridge:Uses social media to close the gap between online/offline
Capacity: Allocates time and has the capacity to implement
Learn: Launches small pilots and revises using the right metrics to understand what is and what isn’t working,[object Object]
Smart Objective and Target Audience,[object Object]
Communications and Program Assessment,[object Object],[object Object]
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?,[object Object]
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Listen,[object Object]
Source: Communications Network Listening Presentation OSI Foundation,[object Object]
Palo Alto Community Fund
Influencer complaining …,[object Object],Customer service issue,[object Object],Relationship building,[object Object]
Engage: Conversation Starters,[object Object]
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Relationships,[object Object]
Exploring the Relationship,[object Object],Are you even listening to me?,[object Object],How well do I really know you?,[object Object],Do we have anything in common?,[object Object],Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike),[object Object]
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Palo Alto Community Fund
Give Yourself Some Link Love,[object Object]
Give Yourself Some Link Love,[object Object]
Give Yourself Some Link Love,[object Object]

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