introduction to social media for nonprofits
DESCRIPTION
Another remix of WeAreMedia material for nonprofits considering social mediaTRANSCRIPT
Introduction to
Social MediaA presentation for CT Association of
Nonprofits
FIO Partners, LLCOctober, 2 2009
Topics for Today’s Session
• To define social media
• To identify how social media fits into the strategic management of a nonprofit
• To define a process for determining how your organization would like to engage with social media
Conceptual Framework - NPO Strategic Management
Board of DirectorsBoard of Directors
Executive LeadershipExecutive Leadership
Task #1Align leadership on vision, mission, values, elements of strategic management
Task #1Align leadership on vision, mission, values, elements of strategic management
Quality AssuranceQuality
AssuranceOrganizational
LearningOrganizational
Learning
Task #4Enact ways to improve the organization
Task #4Enact ways to improve the organization
Leadership
Core
Safeguards and Support
Organization Improvements
Task #2Design or re-design the core
Task #2Design or re-design the core
Relational Strategy
Relational Strategy
ProgrammaticStrategy
ProgrammaticStrategy
Systems Participation
Fund
Development
Marketing/Public Relations
Systems Participation
Fund
Development
Marketing/Public Relations
Program Goals
Strategies
Tactics
Outcomes
Program Goals
Strategies
Tactics
Outcomes
Task #3Create or adjust supports and safeguards
Task #3Create or adjust supports and safeguards
Financial ManagementFinancial Management
Organizational ClimateOrganizational Climate
Physical PlantPhysical Plant
Human ResourcesHuman Resources
Risk ManagementRisk Management
Information ManagementInformation Management
All four tasks take place with continuous input and interaction with the organization’s environment.All four tasks take place with continuous input and interaction with the organization’s environment.
Source: FIO Partners, LLC
BASED ON A PRESENTATION BY LEE WHITE
Social Media is…
Blogs
Wikis
Podcasts
RSS
Social Networks
Well…
sort of.
Social Media
REALLY is…
a CONVERSATION…
That is powered by…
Blogs
Wikis
Podcasts
RSS
Social Networks
It is a conversation between…
Clients…Staff…
Board Members…
Donors…
Thought Leaders…
Funders…
Peer Nonprofits…
Government…
…People!
And guess what?
The social media conversation is…
Not Organized
Not Controlled
And not on message.
The conversation is…
Vibrant
Emergent
Compelling
Fun!!!
and full of insight…
…if we choose
to join.
To join the conversation,
we need to be…
Present
Dedicated
Patient
We begin by listening.
If we listen,
we will learn.
But why do we need to listen before we
join the conversation?
• Conversations among human beings sound human. They are conducted in a human voice.
• The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
• These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
From the Clue Train Manifesto:
The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
• You must talk to the people with whom you hope to create relationships.
• If you want us to talk to you, tell us something. Make it something interesting for a change.
• We have better tools, more new ideas, no rules to slow us down.
The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
From the Clue Train Manifesto:
Social Media is…
…a brand new way of creating
relationships,knowledge,
change…not just a passing fad.
Why is it important for
you to consider
joining the conversation?
The conversation is happening…with or without you.The conversation is happening…with or without you.
April 2008 Study
• 17000 – globally, only requirement was to log onto internet 1x per day
• 73% of active online users have read a blog • 45% have started their own blog • 39% subscribe to an RSS feeds • 57% have joined a social network • 55% have uploaded photos • 83% have watched video clips
What are some other reasons?
NPO Strategic Management & Social Media
Board of DirectorsBoard of Directors
Executive LeadershipExecutive Leadership
Task #1Align leadership on vision, mission, values, elements of strategic management
Task #1Align leadership on vision, mission, values, elements of strategic management
Quality AssuranceQuality
AssuranceOrganizational
LearningOrganizational
Learning
Task #4Enact ways to improve the organization
Task #4Enact ways to improve the organization
Leadership
Core
Safeguards and Support
Organization Improvements
Task #2Design or re-design the core
Task #2Design or re-design the core
Relational Strategy
Relational Strategy
ProgrammaticStrategy
ProgrammaticStrategy
Systems Participation
Fund
Development
Marketing/Public Relations
Systems Participation
Fund
Development
Marketing/Public Relations
Program Goals
Strategies
Tactics
Outcomes
Program Goals
Strategies
Tactics
Outcomes
All four tasks take place with continuous input and interaction with the organization’s environment.All four tasks take place with continuous input and interaction with the organization’s environment.
Task #3Create or adjust supports and safeguards
Task #3Create or adjust supports and safeguards
Financial ManagementFinancial Management
Organizational ClimateOrganizational Climate
Physical PlantPhysical Plant
Human ResourcesHuman Resources
Risk ManagementRisk Management
Information ManagementInformation Management
Source: FIO Partners, LLC
How do we develop a plan?POST
• P is People
• O is Objectives
• S is Strategy
• T is Technology
Source: Forrester
People
Source: Beth Kanter, from 10/08 Share Our Strength presentation
Who are your people?What are they ready for?
Source: Forrester, Groundswell
Who are YOUR people?
Source: Forrester, Groundswell
Find them….
And then listen….
Objective: What do you want to accomplish?
• Increase Revenue from New Donors? By how much?• Engage New Clients for Programs? Referrals from
Website – how many? • Build Awareness of your Cause? New inquiries?
Mentions of organization across internet?
PICK ONE OBJECTIVE TO START WITH…MUST BE ABLE TO MEASURE
a specific measurable result expected within a particular time period
a specific measurable result expected within a particular time period
Objective: Decide what you want to accomplish!
Board of DirectorsBoard of Directors
Executive LeadershipExecutive Leadership
Task #1Align leadership on vision, mission, values, elements of strategic management
Task #1Align leadership on vision, mission, values, elements of strategic management
Quality AssuranceQuality
AssuranceOrganizational
LearningOrganizational
Learning
Task #4Enact ways to improve the organization
Task #4Enact ways to improve the organization
Leadership
Core
Safeguards and Support
Organization Improvements
Task #2Design or re-design the core
Task #2Design or re-design the core
Relational Strategy
Relational Strategy
ProgrammaticStrategy
ProgrammaticStrategy
Systems Participation
Fund
Development
Marketing/Public Relations
Systems Participation
Fund
Development
Marketing/Public Relations
Program Goals
Strategies
Tactics
Outcomes
Program Goals
Strategies
Tactics
Outcomes
All four tasks take place with continuous input and interaction with the organization’s environment.All four tasks take place with continuous input and interaction with the organization’s environment.
Task #3Create or adjust supports and safeguards
Task #3Create or adjust supports and safeguards
Financial ManagementFinancial Management
Organizational ClimateOrganizational Climate
Physical PlantPhysical Plant
Human ResourcesHuman Resources
Risk ManagementRisk Management
Information ManagementInformation Management
Social Media Tracking
Source: Danielle Brigada, NWF
Types of Metrics
Source: Beth Kanter, PostRank
Strategy: Plan for how relationships with people will change
• Supporters to help carry messages to other supporters?
• Volunteers to be more engaged in your organization?
• How will the stakeholder interface change and/or be improved upon?
Source: Forrester, Groundswell
Strategy: Plan for how relationships with people will change
• Listening• Participating • Sharing Your Story Social
Media Style• Generating Buzz• Social Networking For
Action And Fundraising
Technology: Decide which social
technologies to use to support strategies
SEE LIST OF TOOLS for….• Listening• Participating• Sharing Your Story Social Media Style• Generating Buzz• Social Networking For Action And Fundraising
BlogsWikis
Podcasts
RSS
Social Networks
T: What is the most appropriate tool?
Listen Participate
Community Building &
Social Networking
Generate Buzz
Less Time More time
5hr 10hr
15hr
20hr
ShareContent
Source: Beth Kanter & Nina Simon
YIKES!
How does this fit in to our current online efforts?
Source: Beth Kanter
POST: Components of a Plan
• P is People
• O is Objectives
• S is Strategy
• T is Technology
Source: Groundswell
Wrap-Up
• Social Media and Why It Matters
• Link Your Objective to the Management of Your Organization
• Have a Plan
• Experiment!
Connect with me!
• FIO Partners Blog: www.fiopartners.typepad.com
• Facebook: Anne Yurasek
• LinkedIn: Anne Yurasek
• Twitter: @annefio
• Email: [email protected]
Photo Creditshttp://www.flickr.com/photos/smartbrother/44226712/
http://www.flickr.com/photos/apophysis_rocks/376467264/
http://www.flickr.com/photos/missrogue/619781610/
http://www.flickr.com/photos/decrepit-telephone/280291545/
http://www.flickr.com/photos/stephareno/478105646/
http://www.flickr.com/photos/practicalowl/433659667/
http://www.flickr.com/photos/brokenpixels/108547742/
http://www.flickr.com/photos/kalisah/63911359/
http://www.flickr.com/photos/hoguewhite/127756979/in/set-72057594105805030/
Photo by :Lee White
SOCIAL MEDIA - Presentation by :Lee White
http://www.flickr.com/photos/theamarand/2883056321/sizes/m/
http://www.flickr.com/photos/totalaldo/2400635097/sizes/m/
http://www.flickr.com/photos/nickerson/54599684/sizes/m/
Best Practice Example – Small Organization
Best Practice Example –Large National Organization
NWF inspires Americans to:• Confront Global Warming
• Protect and Restore Wildlife Habitat• Connect with Nature
Source: Danielle Brigada, NWF
Mixx
MySpace
Change.org
Best Practice Example –Large National Organization
Source: Danielle Brigada, NWF
Results
Source: Danielle Brigada, NWF
Tools You Can Use
Facebook: Getting Started
Create your Profile
Facebook: Getting Started
Find your People!
Facebook: Getting Started
Collaborative Tools: Pages
• Applications• Photos• Events• Discussion• The “Wall”
Facebook: Getting Started
Collaborative Tools: Groups
• Discussion Board
• Links• Photos• The “Wall”
Groups Pages
Applications None Most
Active Outreach
Post to Profile Post to ProfileSend Update to FansAdvertisements
Event Invitations
Invite Members
Invite Fans
Metrics None Comprehensive
Control of Associations
Partial Yes
Facebook: Getting Started
Collaborative Tools: Comparison
Getting Started
…the popular micro-blogging site that publishes online messages with a maximum of 140
characters….
Getting Started
• Name• Image• Profile • Background
Develop your Twitter Identity
Example: @annefio
How to Follow• Start following…the right
people…– Influencers and Industry Experts– Common Interests– Clients
• How do I find them?– Directories and lists
• Twitter Search - http://search.twitter.com
• http://twitterpacks.pbworks.com• http://twibes.com
– Hashtags• #diet, #nutrition, #wellness
How to Follow
Twitter Language
• A “tweet” • @ replies• Retweet – RT• Direct Message – DM