1. The Networked Nonprofit
Using Social Media To Power Change
Beth Kanter, Beth’s Blog
June 7, 2010, Toronto
My Charity Connects

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

4. @afine @kanter
June 21st Virtual
Launch Party
4-5 PM EST
http://bit.ly/netnongo

5. We’re going to talk about …
The Networked Nonprofit:
The Big Picture
Effective Social Media Use:
On The Ground Practice
#NCWK

6. Why become a Networked Nonprofit?

7. Complex social problems that outpace the capacity of
any single nonprofit organization
Photo by uncultured

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

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

10. The Networked Nonprofit
BE DO
Understand Networks Work with Free Agents
Create Social Culture Work with Crowds
Listen, Engage, and Build Learning Loops
Relationships
Trust Through Transparency Friending or Funding
Simplicity Govern through Networks

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

12. Simplicity: Focus on what they do best, network the rest

13. Social Culture: Not Afraid of Letting Go Control

14. Other nonprofits make that
transition more slowly

15. Red Cross: Making the Transition to A
Networked Nonprofit

16. Listen: Monitor, Compile, Distribute
I took an American Red Cross class I thought was
less than satisfactory. […] The local chapter
director. called me to talk about it honestly.
They care about me and they’re willing to go the
extra mile. I am now significantly more likely to
take another class than I was before.” - Blogger

17. Listening Drove Adoption

18. Influencer
Customer complaining …
Relationship
service
building
issue

19. Scale

21. Social Media’s Role in Disaster Relief Effort in Haiti

23. The Nonprofit Fortress

24. The
Unfortress
Transparent

25. Transparent
nonprofits consider
everyone inside and
outside of the
organization
resources for helping
them to achieve their
goals

26. Reflection:
Is your nonprofit a networked nonprofit?
NOT AT ALL
YES
Somewhere in between? #netnon

27. Social Culture
Uses social media to engage
people inside and outside the
organization to improve
programs, services, or reach
communications goals.

28. 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

29. Leaders Experience Personal Use

30. Making a strong business case

31. Make Learning in Public Less Stressful

32. Codifying A Social Culture: Policy
• Encouragement and support • Best practices
• Tone
• Why policy is needed • Expertise
• Cases when it will be used, • Respect
distributed • Quality
• Oversight, notifications, and
legal implications • Additional resources
• Training
• Guidelines • Press referrals
• Identity and transparency • Escalation
• Responsibility
• Confidentiality • Policy examples available at
• Judgment and common wiki.altimetergroup.com
sense
Source: Charlene Li, Altimeter Group

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

34. Testing the policies: Refining, Educating

35. Operational guidelines need to be specific
and include examples

36. Don’t moon anyone with a camera, unless you hide your
face ….

37. Let’s go from the moon to back on the ground

38. I’ve been watching you
…..every tweet you take …
And so has @davidahood

39. You may be in the slide show!

40. Networked Nonprofits in Practice
Strategy
Capacity
Learning

42. Strategy
Aligns social media with communications
and program objectives.

46. Communications and Program Assessment
• Who do you want to reach?
• What do you want to accomplish?
• Where can social improve or
supplement programs, services, or
communications?
• What’s our available budget/time?
• What opportunities to pilot?

47. Charting: What are your planned events,
content, and opportunities for the year? What
to socialize?

48. Strategy
Uses actionable listening
techniques to develop a deep
understanding of your network

49. Source: Communications Network Listening Presentation OSI Foundation

50. Strategy
Uses conversation starters to
engage audience.

51. Conversation Starters
Audience O Audience
Twitter Facebook
B
What are they saying J What are they saying
that is relevant that is relevant
to/engages? E to/engages?
C
How can you rework How can you rework
your message as a T your message as
response or response or conversation
conversation starter? I starter?
Follow up Content V Follow up Content
points points
E

56. Strategy
Uses social network analysis to
identify influencers and build
relationships on social media
spaces

61. Strategy
Use social media to close the loop
between online and offline action

62. Closing the Loop with Social Media

65. Tweet Ups

66. Strategy
Your web site content has a
social life.

67. The Social Life of Content
Co-Create
Branded
Branded Social Social Content
Content Outposts Content
Social
Outposts
Engage Spread Remix

68. Give yourself some link love

70. Engage Spread Remix

71. Co-Created Branded
Social Content
Content
Social
Outposts

72. Co-Created Branded
Social Content
Content
Social
Outposts
Social Media
Outposts

73. Co-Created Branded
Social Content
Content Web Site
Social
Outposts
Curated Social Content

74. Capacity
Allocates enough staff time and
has the expertise to implement
strategy

75. Staffing
Free Integrated Staff
• Intern • Tasks in • Full-Time
• Fans Job • Part-Time
• Volunteer

77. Don’t do this to your intern ….

78. How many are hands-on with social media?
How many think it is a time suck?
ADOLAS

79. Oh Look, A Squirrel!

80. 9:00 • Monitor RSS
9:30 • Twitter
10:00 • Content Creation
11:00 • Social Networking

81. Squirrel!

82. Learning
Launches small pilots and
reiterates using the right metrics
to understand what is and what
isn’t working.

83. Pick the Right Result
Tangible Intangible
Donations
Leads Insights about what works
Subscribers Interaction
Members Engagement
Saved Time Reputation
Saved Costs Loyalty
Increased page rank
Satisfaction
Increased media attention
Sentiment
Signed petitions
Calls or emails to government Feedback
officials
Objective, Audience, Strategy, Tactics, Time investment,
KD Paine

84. Identify the most important metric and measure it!

85. Spreadsheet Aerobics

86. Testing, Testing, Testing

87. Joyful funerals

88. Squirrel!

89. Summary:
Scaling social media means working
more like a network, less like an isolated
organization
You can make the transition with small
incremental steps and be successful

90. Squirrel!

91. Did you hear something new ?
What have you thought about before?
What resonated?
#netnon

92. Thank you!
http://www.bethkanter.org
http://bit.ly/netnongo
Virtual Launch Party
June 21st
4-5 PM EST