Presentation to graduate students at Milano | The New School for Management and Urban Policy about what leaders need to know about technology and social media
8. Get started
Image by http://www.elca.org/~/media/Images/Stewardship/Started/Getting_Started.jpg
9. â˘âŻ Programs
â˘âŻ Raise awareness
â˘âŻ Build brand equity
â˘âŻ Increase # of
downloads or requests
â˘âŻ Reach a particular new
audience
â˘âŻ Recruit volunteers
â˘âŻ Promote events
Set goals and priorities
â˘âŻ Fundraising
â˘âŻ Raise $XXXXXXX
â˘âŻ Attract XX% new
donors
â˘âŻ Advocacy
â˘âŻ Change policy
â˘âŻ Be the go-to org for
your issue
â˘âŻ Increase your list by
XX%
13. â˘âŻ Sign up for alerts
â˘âŻ www.google.com/alerts
â˘âŻ www.twilert.com
â˘âŻ www.backtype.com
â˘âŻ Suites of listening tools:
http://socialmedia-listening.wikispaces.com/
Tools
Listen
14. â˘âŻ Your organizationâs name
â˘âŻ Program or event names
â˘âŻ Peer/competitor names
â˘âŻ Individuals connected to your organization
â˘âŻ Tagline or key phrases
â˘âŻ URL for any web properties (website, blog)
â˘âŻ Related issues/topics
â˘âŻ Common misspellings
â˘âŻ Twitter handle and common hashtags
Select keywords/phrases
Adapted from a list on Bethâs Blog, by Beth Kanter
15. â˘âŻ Get your feet wet
â˘âŻ Sign up for alerts
â˘âŻ Research
â˘âŻ www.pewinternet.org
â˘âŻ www.mashable.com
â˘âŻ Survey your email list
â˘âŻ Conduct informal focus groups
Listen
18. â˘âŻ Revisit your goals and priorities
â˘âŻ Do they still make sense in light of the
listening youâve done?
Make a plan
19. â˘âŻ Revisit your goals and priorities
â˘âŻ Identify barriers
â˘âŻ Buy-in from leadership
â˘âŻ Cultural change within your organization
â˘âŻ Staff time
Make a plan
20. 1.⯠You have no control of your message.
2.⯠You never did.
3.⯠The conversation is happening, with or
without you!
Let goâŚ
21. â˘âŻ Revisit your goals and priorities
â˘âŻ Identify barriers
â˘âŻ Decide which technology to use
â˘âŻ What suits your mission?
â˘âŻ Whatâs going to give you the biggest bang for
your buck?
â˘âŻ What can your team sustain and grow?
Make a plan
22. â˘âŻ Revisit your goals and priorities
â˘âŻ Identify barriers
â˘âŻ Decide which media to use
â˘âŻ Build your capacity
â˘âŻ Hire, if needed
â˘âŻ Offer training (reverse mentoring)
â˘âŻ Have and encourage realistic expectations
â˘âŻ Avoid outsourcing/use interns wisely
Make a plan
23. â˘âŻ Revisit your goals and priorities
â˘âŻ Identify barriers
â˘âŻ Decide which media to use
â˘âŻ Build your capacity
â˘âŻ Create & share a social media policy
Make a plan
24. Create a social media policy
â˘âŻ Scan sample policies from other orgs
â˘âŻ http://socialmediagovernance.com/policies.php
â˘âŻ Agree on contents
â˘âŻ Write them in a way that addresses concerns,
but feels friendly and easy to follow
â˘âŻ Try http://socialmedia.policytool.net/
â˘âŻ Rollout through staff trainings/meetings
â˘âŻ Update 2x/year
25. â˘âŻ How will we address negative comments?
â˘âŻ What is our policy about employeesâ personal
use of social networks?
â˘âŻ What is our policy about employees using social
media for work-related activities?
â˘âŻ What topics are acceptable for staff to talk about
online, and what is off-limits?
â˘âŻ What is our privacy policy?
â˘âŻ When should a staffer ask for help in deciding
what to do online?
Questions to address
The Networked Nonprofit by Beth Kanter & Allison Fine, page 58
28. â˘âŻ Measure your progress (at least monthly)
â˘âŻ Set up a dashboard
â˘âŻ Website: Referrals from social media sites
â˘âŻ Facebook: likers, pageviews, comments, etc.
â˘âŻ Twitter: Followers, retweets, lists, etc.
â˘âŻ Blog: Subscribers, views, comments, etc.
â˘âŻ Bit.ly: track clicks and stats for the links you
share
Assess
29.
30. â˘âŻ Measure your progress
â˘âŻ Check-in once a quarter
â˘âŻ Whatâs working? Whatâs not?
â˘âŻ Are you achieving your goals?
â˘âŻ If yes: How can you build on your momentum?
â˘âŻ If no: Why not?
Most common reason: Not enough time
â˘âŻ Determine your ROI (return on investment)
Assess
31. â˘âŻ Increased awareness of your cause
â˘âŻ Shift in your orgâs perception
â˘âŻ New program participants
â˘âŻ Increased requests for info/programs
â˘âŻ Pageviews/clicks/comments/etc.
â˘âŻ New email addresses/contact info
â˘âŻ Signatures/actions taken
â˘âŻ Dollars raised
â˘âŻ Mentions online
Defining Success
32. â˘âŻ How much money are you spending?
â˘âŻ How much staff time are you spending?
â˘âŻ Is the return (meeting your goals)
proportional to the investment (time and
money)?
Remember: Return â $
(necessarily)
Measuring ROI
34. â˘âŻ Meet semi-annually to assess strategy
â˘âŻ New tools we should explore?
â˘âŻ Old tools no longer working?
â˘âŻ Examine goalsâstill relevant?
â˘âŻ Consider staff/timeâis it enough?
â˘âŻ Reprioritize as needed
Evolve
35. â˘âŻ Meet semi-annually to assess strategy
â˘âŻ Become an âopen leaderâ
â˘âŻ Respect that your stakeholders and
employees have power.
â˘âŻ Share constantly to build trust.
â˘âŻ Nurture curiosity and humility.
â˘âŻ Hold openness accountable.
â˘âŻ Forgive failure.
Evolve
40. Resources
⢠Nonprofit Technology Network
http://www.nten.org
⢠Open Leadership by Charlene Li
http://www.charleneli.com/open-leadership/
⢠Internet Management for Nonprofits by Ted Hart et al.
http://books.google.com/books?id=Ct1u5HQkeA8C
⢠Pew Internet & American Life Project
http://www.pewinternet.org
⢠Big Duck: Website, eNews, and Duck Call Blog
http://www.bigducknyc.com
http://www.bigducknyc.com/blog
41. You might want to check this out:
Becoming a Nonprofit Tech/Social Media Superstar
Wednesday, Nov 17th, 6-8pm (free; @PlannedParenthood)
http://501technycnov10.eventbrite.com/
Online Engagement: Leveraging the Internet and
Social Media to Increase Visibility, Raise Money, and
Create Change
Spring semester, Thursdays 6-7:50pm (not so free; @Milano)
http://www.newschool.edu/milano/courses.aspx?id=37551