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Becoming a Netwoked 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
Who is here?
Name
Title
Organization/Focus
TOPICS
OUTCOMES
Buffet
Interactive
Reflective
Questions
Slido.com
#FIN-2
FRAMING
The Agenda
Implement one
small step
towards
becoming a
networked
nonprofit
• Networked
Nonprofits: What and
Why
• Leveraging staff and
board professional
networks in service of
your mission
• Avoiding Networked
Overload
• Raffle
http://bethkanter.wikispaces.com/FIN-2
Think and Share
• What is one example of a small
or big win that your
organization has experienced
using networks or social
media?
• Just three words to describe
your organization’s biggest
challenge using networks
and/or social media
effectively? Slido.com
#FIN-2
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Beth
356,371
Conan
236,251
Three Digital Revolutions
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
How has online connectivity enabled us to
activate social change networks?
Workshop at Helsinki University: Social Media and NGOS
Example
Source: Heather McLeod Grant
Example
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Traditional Nonprofit
Networked Nonprofit
CRAWL WALK RUN FLY
Where is your organization?
Leader does not
have a
presence on social
media channels
No social media
policy for all staff
and board
Leader has a
personal social
profile, but does not
have a formal
personal brand
strategy
Social media policy
exists, but only
organizational
brand’s social media
presence
Leader uses social media
informally
Have staff social media
ambassadors, but no
strategy or system to
support and encourage
them.
Social media policy provides
guidelines for all staff, board,
and volunteers in personal
use of social media
Leader has authentic personal
brand strategy, aligns with
organizational objectives, uses
best practices
Ambassadors has formal plan,
supported and encouraged
Social media policy includes
regular training and support
for all staff, board, and
volunteers
Take Assessment
Slido.com #FIN-1
Share Pair: Where are you now?
• How well are you
leveraging your
professional networks on
social media in service of
your organization’s goals?
• Is your organization at
crawl, walk, run, or fly?
• What do you need to do
to improve?
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
Staff Champions Increase Capacity, Less Risk
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
Workshop at Helsinki University: Social Media and NGOS
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
Workshop at Helsinki University: Social Media and NGOS
Save the Children: Go #Lunchless
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
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?
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Write Your Elevator Pitch
• 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?
Redefining Brand Ambassadors for Digital
• Any stakeholder who is
passionate about your
organization – Staff, Board,
and Supporters
• Shares information about
your organization on social
channels
• Asks their online social
networks to support to the
organization.
Digital Brand
Ambassadors
Social Media Ambassador Programs
Staff/Board
“Insiders”
Supporters
“Outsiders”
Organizational Campaign
Human Rights Watch: Organizational – Employee Engagement
• Goal: Supports Program and
Fundraising Campaigns
• Leverage individual networks of
over 200 staff members on Twitter
• Social media policy encourages all
staff to participate as personal
brands
• Provide training and support, with
social media manager providing
support
• Internal coordination via listserv
• Provides value to staff for content
curation and media relations
Meals on Wheels: Giving Day Campaign
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
How Do Identify Potential Ambassadors?
Start with your database,
followers, and fans!
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Workshop at Helsinki University: Social Media and NGOS
Ambassadors: Who is Most Engaged on Social Channels?
Workshop at Helsinki University: Social Media and NGOS
Dealing with Networked Overload
Workshop at Helsinki University: Social Media and NGOS
Challenge for Networked Nonprofits: Networked
Overload
● More connectivity externally and
more collaboration internally is
positive, but can lead to being
“overwhelmed”
● Burnout from too many e-mails,
meetings, and collaborative tech
tools that limits our ability to get stuff
done
● Research shows that today’s office
worker spends 90% of their time
engaged in tasks with other people.
Research Source: Rob Cross, Adam Grant
Is this familiar?
• Long work week
• Come home to realize
you didn’t get stuff
done
• You start doing solo
work in evenings and
weekends
• You don’t do it because
you are too exhausted
Not Saying To Stop Using Technology
Be Intentional
Solution: The Four P’s
Planning People
Priorities Present
Tips to Improve Planning
● Clearly Define Workflow for Online Collaboration
Platforms and Training
● Adopt Formal Practices Around Team Emails
Tips to Improve People
● Write emails that are precise
● Create a remote working charter for your team
Subjects w/Keywords
[ACTION] [SIGN]
[DECISION] [CORD]
[INFO]
Bottom Line Up Front (BLUF)
Fewer Words
Link to Attachments
Tips to Improve Priorities
● Rethink Status Updates Meetings
Tips to Improve to Presence
● Device free zones in your workplace
● Meeting policy about use of devices to avoid “technoference”
Workshop at Helsinki University: Social Media and NGOS
Open Question and Answer
One Minute of Silent Reflection: I Commit To …
Futureme.org
Book Raffle
Many More Tips in the Book
www.bethkanter.org
The Happy Healthy Nonprofit
http://bit.ly/happyhealthynpbook

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Workshop at Helsinki University: Social Media and NGOS

  • 1. Becoming a Netwoked 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
  • 5. TOPICS OUTCOMES Buffet Interactive Reflective Questions Slido.com #FIN-2 FRAMING The Agenda Implement one small step towards becoming a networked nonprofit • Networked Nonprofits: What and Why • Leveraging staff and board professional networks in service of your mission • Avoiding Networked Overload • Raffle http://bethkanter.wikispaces.com/FIN-2
  • 6. Think and Share • What is one example of a small or big win that your organization has experienced using networks or social media? • Just three words to describe your organization’s biggest challenge using networks and/or social media effectively? Slido.com #FIN-2
  • 14. How has online connectivity enabled us to activate social change networks?
  • 27. CRAWL WALK RUN FLY Where is your organization? Leader does not have a presence on social media channels No social media policy for all staff and board Leader has a personal social profile, but does not have a formal personal brand strategy Social media policy exists, but only organizational brand’s social media presence Leader uses social media informally Have staff social media ambassadors, but no strategy or system to support and encourage them. Social media policy provides guidelines for all staff, board, and volunteers in personal use of social media Leader has authentic personal brand strategy, aligns with organizational objectives, uses best practices Ambassadors has formal plan, supported and encouraged Social media policy includes regular training and support for all staff, board, and volunteers Take Assessment Slido.com #FIN-1
  • 28. Share Pair: Where are you now? • How well are you leveraging your professional networks on social media in service of your organization’s goals? • Is your organization at crawl, walk, run, or fly? • What do you need to do to improve?
  • 29. 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
  • 30. 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
  • 31. Staff Champions Increase Capacity, Less Risk
  • 32. 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
  • 34. Socially-Engaged Staff Support #cultureofhealth Audience: Specific content areas, grants, and communities
  • 35. Socially-Engaged Staff: Social Media Plans and Personal Brands
  • 36. Adding Social to Thought Leadership Activities In the field Sharing Expert Presentations Live Tweeting Conferences Monthly Chats
  • 38. Given all the benefits, what is holding insiders back? Why run from leveraging their networks?
  • 39. Personal Professional Private Public Personal Professional Private Public Worlds Collide: Identity and Boundaries Before Social Media
  • 40. 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?
  • 41. Socially Engaged Nonprofit Leader: In Service of Mission
  • 42. Brand Twitter Account: Save the Children Audience: Supporters, Donors, Advocates
  • 45. Save the Children: Go #Lunchless
  • 54. 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?
  • 57. Write Your Elevator Pitch • 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?
  • 58. Redefining Brand Ambassadors for Digital • Any stakeholder who is passionate about your organization – Staff, Board, and Supporters • Shares information about your organization on social channels • Asks their online social networks to support to the organization. Digital Brand Ambassadors
  • 59. Social Media Ambassador Programs Staff/Board “Insiders” Supporters “Outsiders” Organizational Campaign
  • 60. Human Rights Watch: Organizational – Employee Engagement • Goal: Supports Program and Fundraising Campaigns • Leverage individual networks of over 200 staff members on Twitter • Social media policy encourages all staff to participate as personal brands • Provide training and support, with social media manager providing support • Internal coordination via listserv • Provides value to staff for content curation and media relations
  • 61. Meals on Wheels: Giving Day Campaign
  • 65. How Do Identify Potential Ambassadors? Start with your database, followers, and fans!
  • 69. Ambassadors: Who is Most Engaged on Social Channels?
  • 73. Challenge for Networked Nonprofits: Networked Overload ● More connectivity externally and more collaboration internally is positive, but can lead to being “overwhelmed” ● Burnout from too many e-mails, meetings, and collaborative tech tools that limits our ability to get stuff done ● Research shows that today’s office worker spends 90% of their time engaged in tasks with other people. Research Source: Rob Cross, Adam Grant
  • 74. Is this familiar? • Long work week • Come home to realize you didn’t get stuff done • You start doing solo work in evenings and weekends • You don’t do it because you are too exhausted
  • 75. Not Saying To Stop Using Technology Be Intentional
  • 76. Solution: The Four P’s Planning People Priorities Present
  • 77. Tips to Improve Planning ● Clearly Define Workflow for Online Collaboration Platforms and Training ● Adopt Formal Practices Around Team Emails
  • 78. Tips to Improve People ● Write emails that are precise ● Create a remote working charter for your team Subjects w/Keywords [ACTION] [SIGN] [DECISION] [CORD] [INFO] Bottom Line Up Front (BLUF) Fewer Words Link to Attachments
  • 79. Tips to Improve Priorities ● Rethink Status Updates Meetings
  • 80. Tips to Improve to Presence ● Device free zones in your workplace ● Meeting policy about use of devices to avoid “technoference”
  • 83. One Minute of Silent Reflection: I Commit To … Futureme.org
  • 85. Many More Tips in the Book www.bethkanter.org The Happy Healthy Nonprofit http://bit.ly/happyhealthynpbook