http://socialmedia-strategy.wikispaces.com/Palo+AltoCommunity+Fund

1. The Networked NonprofitUsing Social Media for Social Change Beth Kanter, Visiting ScholarThe Palo Alto Community Fund Social Media and Nonprofits, David and Lucile Packard FoundationSeptember 13, 2010 Flickr Photo by Bike

2. Beth Kanter http://www.bethkanter.org

3. http://socialmedia-strategy.wikispaces.com/Palo+AltoCommunity+Fund

4. What we’re going to cover today ….. 5:30-5:45 Icebreaker, Overview 5:45-6:30 Culture, Transparency, Simplicity 6:30-6:40 Quick Break 6:40-7:15 Effective Social Media Strategy 7:15-7:30 Reflection, Raffle

5. Share Pairs Introduce yourselves and your organizations How are you currently using social media? Photo by Franie

6. Popcorn Report …. Just two words that come to mind when you think about social media ….

7. The Networked Nonprofit

8. What is a Networked Nonprofit?

9. Why become a Networked Nonprofit?

10. Complex social problems that outpace the capacity of any individual organization Photo by squeakymarmot

11. In a networked world, nonprofits need to work less like this Source: David Armano The Micro-Sociology of Networks

12. And more like this …. With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks

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

14. Social Culture: Not Afraid of Letting Go Control

15. Other nonprofits make that transition more slowly

16. The Networked Nonprofit

18. Transparency

20. 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

21. The Black Smoke Monster on LOST

23. Leaders Experience Personal Use

24. Describe results versus tools

25. Making Social A Cultural Norm ….

29. Why policy is needed

30. Cases when it will be used, distributed

31. Oversight, notifications, and legal implications

32. Guidelines

33. Identity and transparency

34. Responsibility

35. Confidentiality

36. Judgment and common sense

37. Best practices

38. Tone

39. Expertise

40. Respect

41. Quality

42. Additional resources

43. Training

44. Operational Guidelines

45. Escalation

46. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group

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

49. Testing the policies: Refining, Educating

50. Operational guidelines need to be specific and include examples

51. Your organization has a social culture if …. Treats skepticism as a conversation starter, not stopper Leaders understand the power behind the tools Leaders are open to reverse mentoring if needed Describe results Social is the cultural norm Try it and fix it approach Value learning Social media policy is not just a piece of paper

52. Reflection: How social is your organization’s culture? NOT AT ALL VERY Somewhere in between? Flickr photos by heydee and intherough

53. Theme 2: Transparency Networked Nonprofits consider everyone inside and outside of the organization resources for helping them to achieve their goals

54. The Nonprofit Fortress

55. Transactionals

56. Transparent Sponges

59. Do we have to share everything? Flickr by uncorneredmarket

61. Share Pairs Is your organization’s work style more like a Fortress, Transactional, or Transparent? If your organization’s default approach was that everything you did was “open,” what would you keep private? Photo by Franie

62. 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. - Robert Frost The Mending Wall by Robert Frost

63. Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls

65. You want me to start Tweeting too? Theme 3: Simplicity: From scarcity to abundance …

66. Simplicity: Leverage your networks … Flickr photo by vmaiden

75. Popcorn: What could you do less of?

76. Three Models

78. Don’t do this to your intern ….

80. The perfect intern might be already be in your network

81. How many are hands-on with social media? How many manage someone who is doing the work? ADOLAS

82. Oh Look, A Squirrel!

85. Stretch Break: What’s Your Big Take Away?

86. Effective Social Media Strategy Networked Nonprofits know how to use social media to connect, engage, and build a network of passionate people who care about their work.

88. Listen: Uses listening and responding techniques to develop a deep understanding of the audience

89. Engage: Uses conversation starters to engage audience

90. Relationships: Builds relationships with influencers on social media spaces

91. Integrated: Integrate and cross distribute content across social media channels

92. Bridge:Uses social media to close the gap between online/offline

93. Capacity: Allocates time and has the capacity to implement

95. Smart Objective and Target Audience

97. What do you want to accomplish?

98. Where can social improve or supplement programs, services, or communications?

99. What’s our available budget/time?

105. Listen

106. Source: Communications Network Listening Presentation OSI Foundation

108. Influencer complaining … Customer service issue Relationship building

109. Engage: Conversation Starters

114. Relationships

115. Exploring the Relationship Are you even listening to me? How well do I really know you? Do we have anything in common? Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)

120. Give Yourself Some Link Love

121. Give Yourself Some Link Love

122. Give Yourself Some Link Love

123. Give Yourself Some Link Love

124. Cross Distribute – selectively ….

125. Cross Distribute – selectively ….

126. Cross Distribute – selectively ….

127. 1 2 3 Feeds are slow ….

128. Co-Create

129. Co-Create

130. Takes some planning, organization, and structure

131. Some Automation, Some Manual

132. Bridge: Multi-Channel Outreach

133. Window Clings

134. Sandwich boards

136. Be Creative

138. Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery

139. Pick the Right Result

140. Identify the most important metric to measure it!

141. Spreadsheet Aerobics

143. Saved time in researching for examples used in posts/workshops

144. Number of questions answersTesting Against FB Insights Content format Content topics Outreach TacticsFrequency of PostsTime/Date of week FB Insights Number of New FansTotal Interactions Page Viewson FB Referrals to Blog

145. Open-Ended Question

146. Question with links ..

147. Testing, Testing, Testing

150. Listen: Uses listening and responding techniques to develop a deep understanding of the audience

151. Engage: Uses conversation starters to engage audience

152. Relationships: Builds relationships with influencers on social media spaces

153. Integrated: Integrate and cross distribute content across social media channels

154. Bridge:Uses social media to close the gap between online/offline

155. Capacity: Allocates time and has the capacity to implement

157. The Networked Nonprofit

158. Beth Kanter http://www.bethkanter.org