Photo by Ada,m Jones

Beth Kanter, Beth’s Blog

Effective Nonprofit Social Media Strategy

for Social Change

Women’s Foundation of CaliforniaConnecting California Conference

2010

Photo by Adam Jones

Photo by Steve Goodman

My passion is teaching and learning ….

Engaging

Content inmany

places

Sharing

Conversations

networkCrowdsourcing

Learning and content creation

Fundraising

Social Media

Beth Kanter, CEO, Zoetica

Agenda

1:45-2:00Social Media and You

2:00-2:45Principles for Effective Nonprofit Social Media Strategy

2:45-3:00SpectraGram

3:00-3:15Reflection

http://www.flickr.com/photos/gilgamesh/

http://socialmediafoundations.wikispaces.com/

Stand up, Sit Down

Social Media is another way to stay informed and tap into the wisdom of the crowds

You Don’t Have To Be Joey Chestnut

Photo by Franie

Share Pairs

What benefit does social media have for you as a donor?

Let’s look at effective social media strategy for nonprofit organizations ….

• Monitor brand and reputation• Identify and reach new supporters• Raise money

ListenEngageRelationshipsMobilizeScale

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

Listening Drove Adoption

Relationship building

Customer service issue

Influencer complaining …

Engagement

Mobilize

Scale

Social Media’s Role in Disaster Relief Effort in Haiti

Social Media’s Role in Disaster Relief Effort in Haiti

What are the indicators of an effective nonprofit social media strategy?

Strategy

Principles

Flickr Photo by toby_maloy

A Bridge to Offline Behavior Change or Action

Listen First, Engage Second

Build Relationships with Influencers

Leveraging A Networked EffectWeb Content Has A Social LifeStaff time and expertiseThe right metricsSmall pilots and ReiterateAssess organizational culture a

Principles

1. A Bridge to Offline Action/Change

2. Listen First, Engage Second

Source: Communications Network Listening Presentation OSI Foundation

“It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”

Danielle Brigida

3. Building Relationships with Influencers

Empowering supporters without loosing control …

4. Leverage A Networked Effect

Example

Networked Effect

5. Web Site Content Has A Social Life

Branded Content

Social Media Outposts

Curated Social Content

• Monitor RSS 9:00• Twitter9:30•Content Creation10:00

•Social Networking11:00

6. Allocate staff time, have expertise to implement strategy

Tangible

DonationsLeads

SubscribersMembers

Saved Time Saved Costs

Increased page rankSigned petitions

Calls or emails to government officials

Intangible

Interaction ReputationLoyalty

SatisfactionSentimentFeedback

Insights about what works

KD Paine

8. Assess Organizational Culture

Flickr photos by jamesjordan

Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees)

Fear of failure

Perception of wasted of time and resources

Suffering from information overload already, this will cause more

Common Concerns

Creating A Safe Place

Identify worst case scenarios

Develop contingency plans

Prepare for the failures

Pick a social media project that won’t take much time

Write down successes

Write down challenges

Ask or listen to the people you connect with about what worked and what didn't

Watch other nonprofits and copy and remix for your next project.

Rinse, repeat.

A Bridge to Offline Behavior Change or Action

Listen First, Engage Second

Build Relationships with Influencers

Leveraging A Networked EffectWeb Content Has A Social LifeStaff time and expertiseThe right metricsSmall pilots and ReiterateAssess organizational culture a

Principles

Human Spectragram: Experience with social media

Photo by Franie

Share Pairs

How could you start using social media?What’s one thing that is holding you back?What’s one idea you would take away and start doing tommorrow?

Thank You!

Beth’s Bloghttp://beth.typepad.com

Slides and Linkshttp://socialmediafoundations.wikispaces.com/