networked nonprofit theory and practice

Beth Kanter, Beth’s Blog

June 28, 2010: Annie E. Casey Foundation

The Networked Nonprofit:Theory and Practice

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Just three words . . .

When you think about social mediaand nonprofits, what comes to mind?

How would you describe how you feelabout social media?

The Agenda for the DayThe Networked Nonprofit:

Part 1: Overview - 9:30-10:30Part 2: Deeper Dive – 10:45-11:30

Visiting Scholar at Packard Foundation:Capacity Building Work – 11:30-11:45

Networked Nonprofit in PracticeEffective Social Media:

Strategy and Tactics – 1-4

The Networked NonprofitLaunched on June 21st

#108 of all books on Amazon

#3 in Business Books

#1 in Nonprofit Books

http://networkednonprofit.wikispaces.com

Definition: Networked Nonprofits are simple and transparent organizations that outsidesin and insiders out and use social media effectively …..

Why become a Networked Nonprofit?

Complex social problems that outpace the capacity ofany single nonprofit organization

Photo by uncultured

Source: David ArmanoThe Micro-Sociology of Networks

In a networked world, nonprofits need to work less like this

And more like this ….

With apologies to David Armano for hacking his visual!Source: The Micro-Sociology of Networks

The Networked Nonprofit

BE DO

Understand Networks Work with Free Agents

Create Social Culture Work with Crowds

Listen, Engage, and BuildRelationships

Learning Loops

Trust Through Transparency Friending or Funding

Simplicity Govern through Networks

Some nonprofits are bornnetworked nonprofits, it is intheir DNA ….

Social Culture: Not Afraid of Letting Go Control

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

Other nonprofits make thattransition more slowly

Red Cross: Making the Transition to ANetworked Nonprofit

Listen: Monitor, Compile, Distribute

I took an American Red Cross class I thought wasless than satisfactory. […] The local chapterdirector. called me to talk about it honestly.They care about me and they’re willing to go theextra mile. I am now significantly more likely totake another class than I was before.” - Blogger

Listening Drove Adoption

Relationshipbuilding

Customerserviceissue

Influencercomplaining …

Scale

Wendy Harman, Red Cross

January 11, 2010

Robust and Agile Listeningand Engagement System

Objective: StakeholderEmpowerment

Social Content

Rule Book

Internal Capacity Building

Social Media’s Role in Disaster Relief Effort in Haiti

Are your grantees transforminginto networked nonprofits?What resonated?What have you thought aboutbefore?

It has taken five years, but the Red Crossis slowly but surely becoming aNetworked Nonprofit. They are less ofFortress and also working with freeagents . . .

Use social mediatools to organize,

mobilize, raisefunds, and

communicatewith constituents

but outside ofinstitutional walls

#netnon #freeagent

The Nonprofit Fortress

Transparent

TheUnfortress

Transparentnonprofits considereveryone inside and

outside of theorganization

resources for helpingthem to achieve their

goals

Nonprofit Fortress

Free Agent

Shawn Ahmed

“I can’t single-handedly end global

poverty, but I can take actions andinspire others.”

“the problem isn’t social media, theproblem is that YOU are thefortress. Social media is not myproblem: I have over a quartermillion followers on Twitter, and 2.1million views on YouTube. I have ahard time having you guys take meseriously. “

Part 2:Social Culture, Experimentation, and Capacity

Uses social media to engage

people inside and outside the

organization to improve

programs, services, or reach

communications goals.

Social Culture

Loss of control over their brandingand marketing messages

Dealing with negative comments

Addressing personality versusorganizational voice (trustingemployees)

Make mistakes

Make senior staff too accessible

Perception of wasted of time andresources

Suffering from information overloadalready, this will cause more

Making a strong business case

Leaders Experience Personal Use

Challenge the Default Settings

Make Learning in Public Less Stressful

Codifying A Social Culture: Policy

• Encouragement and support

• Why policy is needed• Cases when it will be used,distributed• Oversight, notifications, andlegal implications

• Guidelines• Identity and transparency• Responsibility• Confidentiality• Judgment and commonsense

• Best practices• Tone• Expertise• Respect• Quality

• Additional resources• Training• Press referrals• Escalation

• Policy examples available atwiki.altimetergroup.com

Source: Charlene Li, Altimeter Group

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

Testing the policies: Refining, Educating

Operational guidelines need to be specificand include examples

Don’t moon anyone with a camera, unless you hide yourface ….

Capacity: Taking Small Steps

You want meto start

Tweeting too?

They make it a habit …..

Staffing

Free

• Intern

• Fans

• Volunteer

Integrated

• Tasks inJob

Staff

• Full-Time

• Part-Time

Don’t do this to your intern ….

ADOLAS

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

Oh Look, A Squirrel!

• Monitor RSS9:159:15

• Twitter9:309:30

• Content Creation10:0010:00

• Social Networking10:1510:15

Squirrel!

Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery

Launch small pilots and

reiterates using the right

metrics to understand

what is and what isn’t

working.

storage battery

Results! I have gotten alot of results. I knowwhat doesn’t work andwon’t have to be triedagain.

KD Paine

Pick the Right Result

TangibleDonations

LeadsSubscribersMembers

Saved Time

Saved CostsIncreased page rank

Increased media attention

Signed petitionsCalls or emails to government

officials

IntangibleInsights about what works

InteractionEngagementReputation

Loyalty

Satisfaction

Sentiment

Feedback

Objective, Audience, Strategy, Tactics, Time investment,

Identify the most important metric to measureit!

Spreadsheet Aerobics

Joyful funerals

Squirrel!

Visiting Scholar: Packard Foundation

Year 1:

Coaching Grantees one-on-oneGrantee Convenings – Network EffectivenessInternal coaching, meetingsBookBlogging

Year 2:

Peer learning groups of grantees: Effective Social Media PracticeWorkshopsCoachingBlogging

Social Media and Nonprofits: Effective Use

The Social Media Lab: Peer Training

If two minds are better than one, what about ahundred?

Social Learning With Social Media

• Strategy

• Tactics

• Experiment

March

• Check-In

• Advice

• Support

April-May• Share

Learning

June/July:

OverviewGoals:-Create effective social media strategy that supports and enhancescommunications objectives-Design and implement low risk, focused experiment-Method for individual learning and improving-Social Learning with social media

Expectations

The gift of time: Shoulder to Shoulder Learning

Zabara Tango

The Dance Floor and The Balcony:Social Media Strategy and Tactics

GenerateBuzzSocial

Content

Listen

Engage

MovementBuilding with

Multi-Channels

Social Media Strategy Blocks

Integrated with Overall Communications and Internet StrategyDrives Offline Action, Change of Behavior, or Impact Outcome

acticaches

Listen Engage

MovementBuilding and

Multi-Channel

GenerateBuzz

Less Time

10hr 15hr 20hr

SocialContent

Social Media: Picking Tools

Crawl ………..……Walk …….…….. Run ……..…………….Flyl

Photo by Franie

Share Pairs

Are you in the crawl, walk, run, or fly stage with your social media?

What does that look like?

What’s needed to get you to the next stage?

#excelsm

Aligns social media with communications

and program objectives.

Strategy

Communications and Program Assessment

• Who do you want to reach?

• What do you want to accomplish?

• Where can social improve orsupplement programs, services, orcommunications?

• What’s our available budget/time?

• What opportunities to pilot?

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

Uses actionable listening

techniques to develop a deep

understanding of your network

Strategy

Source: Communications Network Listening Presentation OSI Foundation

Uses conversation starters to

engage audience.

Strategy

Conversation Starters

AudienceTwitter

O

B

J

E

C

T

I

V

E

AudienceFacebook

What are they sayingthat is relevantto/engages?

What are they sayingthat is relevant

to/engages?

How can you reworkyour message as aresponse orconversation starter?

How can you reworkyour message asresponse or conversationstarter?

Follow uppoints

Content Follow uppoints

Content

Uses social network analysis to

identify influencers and build

relationships on social media

spaces

Strategy

Use social media to close the loop

between online and offline action

Strategy

Closing the Loop with Social Media

Tweet Ups

Your web site content has a

social life.

Strategy

BrandedContent

SocialOutposts

Co-Create

SocialContent

The Social Life of Content

Engage Spread Remix

BrandedContent

SocialOutposts

Fly

Give yourself some link love

Engage Spread Remix

Engage Spread Remix

Branded

Content

SocialOutposts

Co-Created

SocialContent

Social MediaOutposts

BrandedContent

SocialOutposts

Co-Created

SocialContent

Curated Social Content

BrandedContentWeb Site

SocialOutposts

Co-Created

SocialContent

BrandedContent

SocialOutposts

Co-Created

SocialContent

1. Refine Objective

2. Identify Audience

3. Brainstorm Strategy Using Principles

4. Reflection: First Steps

Thank you!http://www.bethkanter.org

http://bit.ly/networkednp

Virtual Launch PartyJune 21st

4-5 PM EST