The document discusses the concept of a "networked nonprofit" and how nonprofits can use social media effectively. It emphasizes three main themes: having an open social culture where everyone uses social media, keeping strategies simple, and being transparent. It provides examples of how nonprofits can build community through social platforms, participate in conversations, and leverage their networks to achieve goals in a more open, distributed way. The document advocates for nonprofits to shift away from traditional marketing "fortress" models toward more transparent and collaborative approaches online.

1. The Networked Nonprofit Beth Kanter, CEO ZoeticaBeth’s Blog Global Washington, February, 2011

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

3. Introduction Introduce yourselves and your organizations 3 Words

4. Share Pairs How is your organization currently using social media? What is your organization’s biggest social media challenge? What is your organization’s most exciting social media accomplishment?

5. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration

6. What is Strategy Measure Improve Listen Participate Promote Publish Build Network

7. BuildNetwork Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement Original concept by Beth Kanter – remix by Aliza Sherman

8. Share Pair: Where is your nonprofit? What do you need to move forward? Strategy Measure Improve Listen Participate Promote Publish Network

9. What’s the value? How much time? Nonprofit CEO Photo by edyson

10. ROI: Crawl, Walk, Run, Fly Results Impact $ Investment Interaction Insight Number of Months Strategy, Measure, Improve

11. Survey: Please share one story about how social media has brought value to your organization …..

12. Spreading awareness about a program to drive traffic or downloads ….

13. Promoted Community Action Project grant social media channels. For each new FB post or "like”, we promised to donate a book to a baby through our partner Reach Out and Ready.This effort resulted in the following successes:331 users accessed information about the new grant22% increase in traffic to web siteFacebook fan +16% increase in Facebook Fans (948)Twitter follower +5% (1108)

14. Mobilize Supporters

15. “Social Media helped to galvanize response that helped us break a Guinness World Record for largest food drive in a 24-hour period.”

16. Direct impact on ticket sales

17. “We created a flashmob and promoted it with facebook, youtube, and twitter effectively. This directly increased our ticket sales.”

18. Survey: Social Media Challenges No Strategy Capacity Issues Culture Not OpenLacks Measurement

19. Overview Three ThemesSocial CultureSimplicityTransparency and Free Agents

20. What is a Networked Nonprofit?

21. Why become a Networked Nonprofit?

22. Complex social problems that outpace the capacity of any individual organization Photo by uncultured

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

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

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

26. Social Culture: Not Afraid of Letting Go Control

27. Social Culture: Everyone Uses Social Media To Spread Mission

28. Other nonprofits make that transition more slowly

29. The Networked Nonprofit

30. What resonated? What have you thought about before?

32. Simplicity

34. 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

35. The Black Smoke Monster on LOST

37. What are the conversation starters about social media fears that your organization needs to have?

38. Describe results versus tools

39. Leaders Experience Personal Use

41. Joyful funerals

42. What needs a Joyful Funeral to make space for social media in your organization?

43. Do experiments to see what works

44. Source: @clairew

45. Source: @clairew

46. Source: @clairew

47. Source: @clairew

48. Codify to Scale: Social Media Policy and Operational Guidelines

52. Why policy is needed

53. Cases when it will be used, distributed

54. Oversight, notifications, and legal implications

55. Guidelines

56. Identity and transparency

57. Responsibility

58. Confidentiality

59. Judgment and common sense

60. Best practices

61. Tone

62. Expertise

63. Respect

64. Quality

65. Additional resources

66. Training

67. Operational Guidelines

68. Escalation

69. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group

70. Your organization has a social culture if …. Treats skepticism as a conversation starter, not stopper Leaders understand the power behind the tools Leaders are open to reverse mentoring if needed Describe results Try it and fix it approach vs blame game Value learning

71. Reflection: How social is your organization’s culture? NOT AT ALL VERY Somewhere in between? Flickr photos by heydee and intherough

72. You want me to start Tweeting too? Simplicity: From scarcity to abundance …

73. Simplicity: Leverage your networks … Flickr photo by vmaiden

78. What could your organization do less of?

79. Who is going to do the work?! But social media takes time …

80. Build Community Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement + + + + 30 min/day 30 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk Original concept by Beth Kanter – remix by Aliza Sherman

81. Three Models How does your organization implement social media?

82. Make them part of your team Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data Don’t do this to your intern ….

83. Oh Look, A Squirrel! ADOLAS

84. Checking too often – too many followers – read every tweet -

87. Transparency Networked Nonprofits consider everyone inside and outside of the organization resources for helping them to achieve their goals

88. The Nonprofit Fortress

89. Transparent Sponges

92. Do we have to share everything? Flickr by uncorneredmarket

93. If everything was open, what would you close? Keep share?

94. Before I built a wall I'd ask to knowWhat I was walling in or walling out,And to whom I was like to give offense.Something there is that doesn't love a wall, that wants it down. - The Medning Wall, Robert Frost Who are you trying to keep out?

95. Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls

96. “I can’t single-handedly end global poverty, but I can take actions and inspire others.” Shawn Ahmed

98. “The problem is that YOU are the fortress.Social media is not my problem: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously. “

102. Thank you! bit.ly/networkednp