Networked Nonprofit Theory and Practice
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Transcript of Networked Nonprofit Theory and Practice
Beth Kanter, Beth’s Blog
June 28, 2010: Annie E. Casey Foundation
The Networked Nonprofit:Theory and Practice
Stand up, Sit Down
Read BlogsWatch Videos
Write BlogCreate Video
FacebookTwitter
PersonalProfessional LearningPart of JobMixed
Just three words . . .
When you think about social mediaand nonprofits, what comes to mind?
How would you describe how you feelabout social media?
The Agenda for the DayThe Networked Nonprofit:
Part 1: Overview - 9:30-10:30Part 2: Deeper Dive – 10:45-11:30
Visiting Scholar at Packard Foundation:Capacity Building Work – 11:30-11:45
Networked Nonprofit in PracticeEffective Social Media:
Strategy and Tactics – 1-4
The Networked NonprofitLaunched on June 21st
#108 of all books on Amazon
#3 in Business Books
#1 in Nonprofit Books
http://networkednonprofit.wikispaces.com
Definition: Networked Nonprofits are simple and transparent organizations that outsidesin and insiders out and use social media effectively …..
Why become a Networked Nonprofit?
Complex social problems that outpace the capacity ofany 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 BuildRelationships
Learning Loops
Trust Through Transparency Friending or Funding
Simplicity Govern through Networks
Some nonprofits are bornnetworked nonprofits, it is intheir DNA ….
Social Culture: Not Afraid of Letting Go Control
Simplicity: Focus on what they do best, network the rest
Other nonprofits make thattransition more slowly
Red Cross: Making the Transition to ANetworked Nonprofit
Listen: Monitor, Compile, Distribute
I took an American Red Cross class I thought wasless than satisfactory. […] The local chapterdirector. called me to talk about it honestly.They care about me and they’re willing to go theextra mile. I am now significantly more likely totake another class than I was before.” - Blogger
Listening Drove Adoption
Relationshipbuilding
Customerserviceissue
Influencercomplaining …
Scale
Wendy Harman, Red Cross
January 11, 2010
Robust and Agile Listeningand Engagement System
Objective: StakeholderEmpowerment
Social Content
Rule Book
Internal Capacity Building
Social Media’s Role in Disaster Relief Effort in Haiti
Are your grantees transforminginto networked nonprofits?What resonated?What have you thought aboutbefore?
It has taken five years, but the Red Crossis slowly but surely becoming aNetworked Nonprofit. They are less ofFortress and also working with freeagents . . .
Use social mediatools to organize,
mobilize, raisefunds, and
communicatewith constituents
but outside ofinstitutional walls
#netnon #freeagent
The Nonprofit Fortress
Transparent
TheUnfortress
Transparentnonprofits considereveryone inside and
outside of theorganization
resources for helpingthem to achieve their
goals
Nonprofit Fortress
Free Agent
Shawn Ahmed
“I can’t single-handedly end global
poverty, but I can take actions andinspire others.”
“the problem isn’t social media, theproblem is that YOU are thefortress. Social media is not myproblem: I have over a quartermillion followers on Twitter, and 2.1million views on YouTube. I have ahard time having you guys take meseriously. “
Part 2:Social Culture, Experimentation, and Capacity
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 brandingand marketing messages
Dealing with negative comments
Addressing personality versusorganizational voice (trustingemployees)
Make mistakes
Make senior staff too accessible
Perception of wasted of time andresources
Suffering from information overloadalready, this will cause more
Making a strong business case
Leaders Experience Personal Use
Challenge the Default Settings
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, andlegal implications
• Guidelines• Identity and transparency• Responsibility• Confidentiality• Judgment and commonsense
• Best practices• Tone• Expertise• Respect• Quality
• Additional resources• Training• Press referrals• Escalation
• Policy examples available atwiki.altimetergroup.com
Source: Charlene Li, Altimeter Group
Be professional, kind, discreet,authentic. Represent us well.Remember that you can’t control itonce you hit “update.”
Testing the policies: Refining, Educating
Operational guidelines need to be specificand include examples
Don’t moon anyone with a camera, unless you hide yourface ….
Capacity: Taking Small Steps
You want meto start
Tweeting too?
They make it a habit …..
Staffing
Free
• Intern
• Fans
• Volunteer
Integrated
• Tasks inJob
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 RSS9:159:15
• Twitter9:309:30
• Content Creation10:0010:00
• Social Networking10:1510:15
Squirrel!
Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery
Launch small pilots and
reiterates using the right
metrics to understand
what is and what isn’t
working.
storage battery
Results! I have gotten alot of results. I knowwhat doesn’t work andwon’t have to be triedagain.
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
InteractionEngagementReputation
Loyalty
Satisfaction
Sentiment
Feedback
Objective, Audience, Strategy, Tactics, Time investment,
Identify the most important metric to measureit!
Spreadsheet Aerobics
Joyful funerals
Squirrel!
Visiting Scholar: Packard Foundation
Year 1:
Coaching Grantees one-on-oneGrantee Convenings – Network EffectivenessInternal coaching, meetingsBookBlogging
Year 2:
Peer learning groups of grantees: Effective Social Media PracticeWorkshopsCoachingBlogging
Social Media and Nonprofits: Effective Use
The Social Media Lab: Peer Training
If two minds are better than one, what about ahundred?
Social Learning With Social Media
• Strategy
• Tactics
• Experiment
March
• Check-In
• Advice
• Support
April-May• Share
Learning
June/July:
OverviewGoals:-Create effective social media strategy that supports and enhancescommunications objectives-Design and implement low risk, focused experiment-Method for individual learning and improving-Social Learning with social media
Expectations
The gift of time: Shoulder to Shoulder Learning
Zabara Tango
The Dance Floor and The Balcony:Social Media Strategy and Tactics
GenerateBuzzSocial
Content
Listen
Engage
MovementBuilding with
Multi-Channels
Social Media Strategy Blocks
Integrated with Overall Communications and Internet StrategyDrives Offline Action, Change of Behavior, or Impact Outcome
acticaches
Listen Engage
MovementBuilding and
Multi-Channel
GenerateBuzz
Less Time
10hr 15hr 20hr
SocialContent
Social Media: Picking Tools
Crawl ………..……Walk …….…….. Run ……..…………….Flyl
Photo by Franie
Share Pairs
Are you in the crawl, walk, run, or fly stage with your social media?
What does that look like?
What’s needed to get you to the next stage?
#excelsm
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 orsupplement programs, services, orcommunications?
• What’s our available budget/time?
• What opportunities to pilot?
Charting: What are your planned events,content, and opportunities for the year? Whatto 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
AudienceTwitter
O
B
J
E
C
T
I
V
E
AudienceFacebook
What are they sayingthat is relevantto/engages?
What are they sayingthat is relevant
to/engages?
How can you reworkyour message as aresponse orconversation starter?
How can you reworkyour message asresponse or conversationstarter?
Follow uppoints
Content Follow uppoints
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
BrandedContent
SocialOutposts
Co-Create
SocialContent
The Social Life of Content
Engage Spread Remix
BrandedContent
SocialOutposts
Fly
Give yourself some link love
Engage Spread Remix
Engage Spread Remix
Branded
Content
SocialOutposts
Co-Created
SocialContent
Social MediaOutposts
BrandedContent
SocialOutposts
Co-Created
SocialContent
Curated Social Content
BrandedContentWeb Site
SocialOutposts
Co-Created
SocialContent
BrandedContent
SocialOutposts
Co-Created
SocialContent
1. Refine Objective
2. Identify Audience
3. Brainstorm Strategy Using Principles
4. Reflection: First Steps
Thank you!http://www.bethkanter.org
http://bit.ly/networkednp
Virtual Launch PartyJune 21st
4-5 PM EST