Post on 09-May-2015
transcript
Networked Nonprofits: Leading the Charge for Social
Change from Inside OutBeth Kanter,
Co‐Author, The Networked Nonprofit
Beyond Tweeting: Social Media and GrantmakingStrategies to Amplify Social ImpactSession on Tuesday, September 20th4:00 PM ‐ Nob Hill A‐C, Lower B2 Level
Networked Nonprofits
Climbing a Mountain for Parkinson’s Research
“When the technology becomes boring, it becomes socially interesting” – Clay Shirky
The connectedness of living in a networked, mobile world has become more a part our daily lives.
These disruptive technologies are having a profound impact on the way nonprofits do their work, communicate with stakeholders, and deliver programs.
Remember: Disruption is can be our friend …..
Share Pair: How are online social networks changing the way the nonprofits you support or your foundation does it work, delivers programs, fundraises, or communicates with stakeholders?
What is a Networked Nonprofit?
Social Culture: Not Afraid of Sharing Control
Social Culture: Everyone Uses Social Media To Spread Mission
The Networked Nonprofit
BE DOUnderstand 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
Everyone in the organization uses social media to engage people inside and outside the organization to continuously learn how to improve programs, services, or reach communications goals.
Social Culture
Sharing 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
Privacy and Security concerns
Suffering from information overload already, this will cause more
What are the conversation starters about social media that your organization needs to have?
The Rule Book: Social Media 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• Operational Guidelines• Escalation
• Policy examples available at wiki.altimetergroup.com
Vision Statement
http://www.bethkanter.org/trust‐control/
Participation Guidelines for Everyone
http://www.bethkanter.org/trust‐control/
Trust is Cheaper than Control …..
Facebook Specific: Community Guidelines
“Girl Scouts of the USA welcomes interaction, discussion, commentary, questions and criticism but ask that comments are kept relevant and respectful. GSUSA reserves the right to remove comments or ban anyone who violates these guidelines. Personal attacks, inappropriate
language, spamming and excessive posting will not be tolerated.”
Share Pair: What’s needed to scale social inside your organization?
Social media provided a twist to the ongoing negotiations between musicians and the DSO
Musicians22% cut
Management33% cut
Detroit Symphony Strike: October, 2010
A louder mouthpiece inserted itself into the debate
“Television news and newspapers write what they want, mostly one‐sided,” says Allen. “Now we were able to get our message out to so many people.”– Ethan Allen, Orchestra Librarian
The people formerly known as the audience: “ The rise of social media has completely changed the way an organization like the DSO interacts with its stakeholders.”
With a strategy and social media policy, social media can avoid being ….
Flickr photo by sugarhiccuphiccup
Queen of the NightFrom The Magic Flute
Flickr photo: shuri
Black Swan Queen in Swan Lake
A well‐crafted social media strategy and good practice of networked nonprofits is more like ….
The Nonprofit Fortress
Use social media tools to organize, mobilize,
raise funds, and communicate with constituents but
outside of institutional walls
Nonprofit Fortress
Free Agent
#netnon
Global Back Channel: Other Region
@amoration@michael_hoffman@keshields@danportnoy
@uncultured Shawn Ahmed
“The problem is that YOU are the fortress. Social media is not my problem.“
Now working together on a project
Mark Horvath ‐ @hardlynormal
Ecosystem of Free Agents
Free Agents: A Variety of Approaches
Militant Optimists = Free Agents in the UK
Trust — Transparency — Empathy – Enthusiasm
Share Pair: What needs to change in your foundation or in your grantees to open up and work with free agents?
You want me to start
Tweeting too?
From scarcity to abundance …
Three Models
Free• Intern• Volunteer• Fans
Integrated• Tasks in Job
Staff• Full‐Time• Part‐Time
How does your organization implement social media?
Online
Offline
Don’t do this to them ….
Make them part of your team
TasksSocial Media OverviewAccount Creation/CustomizationSocial Media ResearchTemplate CreationBlog MonitoringBlog DraftsVideoPost Facebook ContentAnswer comments on FacebookCollect measurement data
Integrate into job description
Wendy HarmanAmerican Red Cross
Create ROI MeasurementsDevelop Internal Education and TrainingApply Social Insights to the Strategic PlanGet Buy‐In from StakeholdersDevelops Listening and Monitoring StrategyGets Tools and Technologies in placeFacilitate policy and proceduresCommunity manager
Two Full‐Time Staff Members
Strategy for Scale: Internal/External
Flickr Photo by John K
One Minute of Silence: What does your foundation need to do to increase capacity to do social media?
Joyful funerals
Metrics Monday: 30 Minutes
Key Results:• increasing the movement size by increasing membership• garnering attention from all media through creative engagements• getting policies passed• working with aligned partner organizations• increasing capacity
Share Pair: What needs to change in your foundation or in your grantees to make organizational learning a habit?
Handling Mistakes
“MisTweet” – A tweet intended to come from a personal account but sent out on an organizational account by mistake.
x
Steve Norris, ex‐Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”
X
Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.
This “MisTweet” by a Red Cross employee was out for an hour before Wendy Harman got a call in the middle of the night.
Disaster recovery on the tweet ….
Apologized and share on their blog
Employee confessed on Twitter
Got picked up by mainstream media and blogs
•You can’t hide or not respond•Act quickly•Admit the mistake, stakeholders are forgiving•Use humor when appropriate•Build your network before you need it•Employees should use different Twitter apps for personal/organizational tweeting•If the mistake had been damaging to the organization, a social media policy would have been critical if taking appropriate action
Lessons Learned
If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have
to keep moving forward.”
Inspiration
CRAWL WALK RUN FLYWhere to focus …
Social Media StrategySMART ObjectivesAudienceListeningExperiments/Pilots
Social Media StrategyEngagementContent
Communications StrategyCulture Change
Multiple ChannelsReflection/ImprovementNetwork Building
Listen ParticipatePromote Publish BuildNetworkLow Engagement
High Engagement
Content IntensiveNo Engagement Broadcast/Share
CRAWL WALK RUN FLYOriginal concept by Beth Kanter – remix by Aliza Sherman
15 min/day 20 min/day 30 min/day 3‐5 hrs/wk 5‐10 hrs/wk+ + + +
What can we learned about a try and fix approach to social media from Kanye West?
To be successful, use social media like Kanye West
Source: @clairew
Source: @clairew
Source: @clairew
Source: @clairew
Thank you
Slides and Resources: http://socialmedia‐strategy.wikispaces.comBeth’s Blog: http://www.bethkanter.orgTwitter: @kanterFacebook: http://www.facebook.com/beth.kanter.blog