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Becoming	
  a	
  NGO:	
  Best	
  Practices	
  in	
  Using	
  Social	
  Media	
  for	
  
Networking	
  and	
  Relationship	
  Marketing
Beth	
  Kanter
Master	
  Trainer,	
  Speaker,	
  and	
  Author
@kanter
www.bethkanter.org
Beth  Kanter: Master  Trainer,  Speaker,  Author and  
Nonprofit  Thought  Leader
My	
  Work:	
  The	
  Networked	
  Nonprofit
Networked	
  Nonprofits	
  are	
  simple,	
  agile,	
  and	
  
transparent	
  	
  	
  
Listen	
  and	
  engage	
  with	
  networks	
  of	
  people	
  
and	
  organizations	
  to	
  reach	
  outcomes
Staff	
  and	
  board	
  leverage	
  their	
  professional	
  
networks	
  in	
  service	
  of	
  mission
Experts	
  at	
  using	
  social	
  media	
  and	
  online	
  
collaboration	
  tools	
  to	
  make	
  the	
  world	
  a	
  better	
  
place	
  	
  	
  
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Beth
356,371
Conan
236,251
Three	
  Digital	
  Revolutions
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Example
Example
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Traditional	
  Nonprofit
Networked	
  Nonprofit
Source:	
  Heather	
  McLeod	
  Grant
Networked	
  Leadership	
  Mindset	
  and	
  Skillsets
• Leadership	
  through	
  active	
  social	
  participation	
  and	
  
engagement
• Listening	
  and	
  cultivating	
  organizational	
  and	
  
professional	
  networks,	
  including	
  influencers
• An	
  authentic	
  voice	
  and	
  compelling	
  personal	
  brand
• Transparent,	
  agile,	
  and	
  responsive
• Shares	
  content	
  with	
  and	
  from	
  network	
  to	
  create	
  
positive	
  loop
• Social	
  media	
  literacy	
  and	
  comfort
• Effective	
  online	
  collaboration	
  internally	
  and	
  w/	
  
outsiders
Start	
  With	
  Your	
  Insiders!!
Staff
Board
• Believe	
  in	
  your	
  organization
• Have	
  the	
  desire	
  to	
  work	
  to	
  
make	
  things	
  better
• Understand	
  your	
  nonprofit	
  
mission	
  and	
  the	
  bigger	
  
picture
• Already	
  have	
  great	
  stories	
  
about	
  your	
  organization
• Have	
  networks	
  who	
  may	
  
already	
  be	
  interested	
  in	
  your	
  
organization
• Know	
  your	
  organization	
  and	
  
industry	
  really	
  well
• May	
  already	
  be	
  using	
  social	
  
media	
  channels
RWJF:	
  	
  	
  Foundation	
  Strategy	
  -­‐ #cultureofhealth
“We	
  believe	
  that	
  striving	
  
toward	
  a	
  culture	
  of	
  health	
  
will	
  help	
  us	
  realize	
  our	
  
mission	
  to	
  improve	
  health	
  
and	
  health	
  care	
  for	
  all	
  
Americans. ”
GOALS
Inform
Behavior	
  Change
Audience:
Grantees,	
  Researchers,	
  Policy	
  
Makers,	
  Practitioners
http://www.cultureofhealth.org/
Socially-­‐Engaged	
  Staff	
  Support	
  #cultureofhealth
Audience:
Specific	
  content	
  areas,	
  grants,	
  
and	
  communities
Socially-­‐Engaged	
  Staff:	
  Social	
  Media	
  Plans	
  and	
  Personal	
  Brands
Adding	
  Social	
  to	
  Thought	
  Leadership	
  Activities
In	
  the	
  field
Sharing	
  Expert	
  Presentations	
  
Live	
  Tweeting	
  Conferences
Monthly	
  Chats
Fulbright Finland Staff Workshop
Given	
  all	
  the	
  benefits,	
  what	
  is	
  holding	
  insiders	
  back?	
  	
  Why	
  
run	
  from	
  leveraging	
  their	
  networks?
Personal Professional
Private Public
Personal Professional
Private Public
Worlds	
  Collide:	
  Identity	
  and	
  Boundaries	
  Before	
  Social	
  Media
Turtle
• Profile	
  locked	
  down	
  (or	
  not	
  present)
• Share	
  content	
  with	
  family	
  and	
  personal	
  friends
• Little	
  benefit	
  to	
  your	
  organization/professional
Jelly	
  Fish
• Profile	
  open	
  to	
  all
• Share	
  content	
  &	
  engage	
  frequently	
  with	
  little	
  censoring
• Potential	
  decrease	
  in	
  respect
Chameleon	
  
• Profile	
  open,	
  curated	
  connections
• Engagement	
  Strategy:	
  	
  Purpose,	
  Audience,	
  Persona,	
  Tone
• Increased	
  thought	
  leadership	
  for	
  you	
  and	
  your	
  organization
Based	
  on	
  “When	
  World’s	
  Collide”	
  	
  Nancy	
  Rothbard,	
  Justin	
  Berg,	
  Arianne	
  Ollier-­‐Malaterre	
  (2013)
What	
  Kind	
  of	
  Social	
  Animal	
  Are	
  You?	
  
Socially	
  Engaged	
  Nonprofit	
  Leader:	
  In	
  Service	
  of	
  Mission
Brand	
  Twitter	
  Account:	
  Save	
  the	
  Children
Audience:
Supporters,	
  Donors,	
  
Advocates
Audience:
Influencers,	
  Donors	
  
Journalists,	
  Policy	
  
Makers,	
  World	
  
Leaders
Fulbright Finland Staff Workshop
Save	
  the	
  Children:	
  Go	
  #Lunchless
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Purpose	
   Audience
Persona Tone
Leader
Profile
Leadership	
  Strategy	
  on	
  Social
Your	
  Social	
  	
  Profile	
  is	
  an	
  Elevator	
  Speech
• What	
  is	
  your	
  professional	
  expertise?
• Why	
  should	
  someone	
  follow	
  you?	
  
• What	
  hashtags	
  or	
  keywords	
  align	
  with	
  
your	
  objectives,	
  audiences?
• Does	
  your	
  cover	
  image	
  align	
  with	
  your	
  
objectives,	
  audiences?	
  
• What	
  makes	
  you	
  human?
• Disclaimer?	
  
Fulbright Finland Staff Workshop
Fulbright Finland Staff Workshop
Many	
  More	
  Tips	
  in	
  the	
  Book
www.bethkanter.org
The	
  Happy	
  Healthy	
  Nonprofit
http://bit.ly/happyhealthynpbook

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Fulbright Finland Staff Workshop

  • 1. Becoming  a  NGO:  Best  Practices  in  Using  Social  Media  for   Networking  and  Relationship  Marketing Beth  Kanter Master  Trainer,  Speaker,  and  Author
  • 2. @kanter www.bethkanter.org Beth  Kanter: Master  Trainer,  Speaker,  Author and   Nonprofit  Thought  Leader
  • 3. My  Work:  The  Networked  Nonprofit Networked  Nonprofits  are  simple,  agile,  and   transparent       Listen  and  engage  with  networks  of  people   and  organizations  to  reach  outcomes Staff  and  board  leverage  their  professional   networks  in  service  of  mission Experts  at  using  social  media  and  online   collaboration  tools  to  make  the  world  a  better   place      
  • 23. Networked  Leadership  Mindset  and  Skillsets • Leadership  through  active  social  participation  and   engagement • Listening  and  cultivating  organizational  and   professional  networks,  including  influencers • An  authentic  voice  and  compelling  personal  brand • Transparent,  agile,  and  responsive • Shares  content  with  and  from  network  to  create   positive  loop • Social  media  literacy  and  comfort • Effective  online  collaboration  internally  and  w/   outsiders
  • 24. Start  With  Your  Insiders!! Staff Board • Believe  in  your  organization • Have  the  desire  to  work  to   make  things  better • Understand  your  nonprofit   mission  and  the  bigger   picture • Already  have  great  stories   about  your  organization • Have  networks  who  may   already  be  interested  in  your   organization • Know  your  organization  and   industry  really  well • May  already  be  using  social   media  channels
  • 25. RWJF:      Foundation  Strategy  -­‐ #cultureofhealth “We  believe  that  striving   toward  a  culture  of  health   will  help  us  realize  our   mission  to  improve  health   and  health  care  for  all   Americans. ” GOALS Inform Behavior  Change Audience: Grantees,  Researchers,  Policy   Makers,  Practitioners
  • 27. Socially-­‐Engaged  Staff  Support  #cultureofhealth Audience: Specific  content  areas,  grants,   and  communities
  • 28. Socially-­‐Engaged  Staff:  Social  Media  Plans  and  Personal  Brands
  • 29. Adding  Social  to  Thought  Leadership  Activities In  the  field Sharing  Expert  Presentations   Live  Tweeting  Conferences Monthly  Chats
  • 31. Given  all  the  benefits,  what  is  holding  insiders  back?    Why   run  from  leveraging  their  networks?
  • 32. Personal Professional Private Public Personal Professional Private Public Worlds  Collide:  Identity  and  Boundaries  Before  Social  Media
  • 33. Turtle • Profile  locked  down  (or  not  present) • Share  content  with  family  and  personal  friends • Little  benefit  to  your  organization/professional Jelly  Fish • Profile  open  to  all • Share  content  &  engage  frequently  with  little  censoring • Potential  decrease  in  respect Chameleon   • Profile  open,  curated  connections • Engagement  Strategy:    Purpose,  Audience,  Persona,  Tone • Increased  thought  leadership  for  you  and  your  organization Based  on  “When  World’s  Collide”    Nancy  Rothbard,  Justin  Berg,  Arianne  Ollier-­‐Malaterre  (2013) What  Kind  of  Social  Animal  Are  You?  
  • 34. Socially  Engaged  Nonprofit  Leader:  In  Service  of  Mission
  • 35. Brand  Twitter  Account:  Save  the  Children Audience: Supporters,  Donors,   Advocates
  • 36. Audience: Influencers,  Donors   Journalists,  Policy   Makers,  World   Leaders
  • 38. Save  the  Children:  Go  #Lunchless
  • 46. Purpose   Audience Persona Tone Leader Profile Leadership  Strategy  on  Social
  • 47. Your  Social    Profile  is  an  Elevator  Speech • What  is  your  professional  expertise? • Why  should  someone  follow  you?   • What  hashtags  or  keywords  align  with   your  objectives,  audiences? • Does  your  cover  image  align  with  your   objectives,  audiences?   • What  makes  you  human? • Disclaimer?  
  • 50. Many  More  Tips  in  the  Book www.bethkanter.org The  Happy  Healthy  Nonprofit http://bit.ly/happyhealthynpbook