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Crawl, Walk, Fly, Run:  Using Social Media For Good,[object Object],Tech for Good Leadership Summit ,[object Object],Microsoft Community Affairs and Npower SeattleFebruary, 2011,[object Object]
Watech4good Summit
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.”,[object Object],Inspiration,[object Object]
What we are  going to talk about,[object Object],Part 1:,[object Object],Interactive AssessmentCrawl, Walk, Run, Fly Social Media Nonprofit FrameworkPart 2:Social Media Practice:  How To Keep Moving Forward,[object Object]
Photo by sveeta,[object Object],Be warned:  Don’t just sit back and passively listen,[object Object]
I’ve been watching you ….. ,[object Object]
#watech4good,[object Object]
#watech4good,[object Object]
Share Pairs at Your Table,[object Object]
Interactive Assessment,[object Object]
Number of Social Media tools currently using …..,[object Object],19%,[object Object],17%,[object Object],40%,[object Object],24%,[object Object], ONE,[object Object],NONE,[object Object], TWO OR THREE,[object Object], FOUR OR MORE,[object Object]
It isn’t about the tools or how many social channels you use that makes your social media practice effective …..,[object Object],[object Object]
Stand up if you listen to what people are saying about your brand
 Stand up if you promote your message via Twitter or have Share This Button
 Stand up if you publish content through your social channels that is integrated and encourage user generated content
 Stand up  you are building your network through social networks
 Stay standing if you have a measurement and reflection strategy, sit down if you do not,[object Object]
BuildNetwork,[object Object],Participate,[object Object],Listen,[object Object],Promote,[object Object],Publish,[object Object],Low Engagement,[object Object],Content Intensive,[object Object],No Engagement,[object Object],Broadcast/Share,[object Object],High Engagement,[object Object],Original concept by Beth Kanter – remix by Aliza Sherman,[object Object]
Share Pair:   Where is your nonprofit?  What do you need to move forward? ,[object Object],Strategy,[object Object],Measure,[object Object],Improve,[object Object],Listen,[object Object],Participate,[object Object],Promote,[object Object],Publish,[object Object],Network,[object Object]
What’s the value? How much time?,[object Object],Nonprofit CEO,[object Object],Photo by edyson,[object Object]
ROI:  Crawl, Walk, Run, Fly,[object Object],Results,[object Object],Impact,[object Object],$,[object Object],Investment,[object Object],Interaction,[object Object],Insight,[object Object],Number of Months Strategy, Measure, Improve,[object Object]
Survey:  Please share one story about how social media has brought value to your organization …..,[object Object]
Spreading awareness about a program to drive traffic or downloads ….,[object Object]
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),[object Object]
Mobilize Supporters,[object Object]
“Social Media helped to galvanize response that helped us break a Guinness World Record for largest food drive in a 24-hour period.”,[object Object]
Direct impact on ticket sales,[object Object]
“We created a flashmob and promoted it with facebook, youtube, and twitter effectively.  This directly increased our ticket sales.”,[object Object]
Survey: Social Media Challenges,[object Object],No Strategy,[object Object],Capacity Issues,[object Object],Culture Not OpenLacks Measurement ,[object Object]
Strategy,[object Object],No strategy or missing component – no web site or digital home baseNot linked to organizational mission Lack a plan on what to use it for.We have dabbled but are not focused and do not have a good strategy around how and when we should use it.,[object Object],Need better content, engagement, or network building strategy,[object Object]
Communications and Program Assessment,[object Object],[object Object]
What do you want to accomplish?
Where can social improve or supplement programs, services, or communications?
What’s our available budget/time?
What opportunities to pilot?,[object Object]
Watech4good Summit
Watech4good Summit
Charting: What are your planned events and opportunities for the year or month or quarter?,[object Object]
Watech4good Summit
Listen and Engage:  Conversations,[object Object]
Watech4good Summit
Think Micro Content for Social Channels,[object Object]
Watech4good Summit
Micro Content,[object Object],doesn’t have to be new content,[object Object],RecyleRepurposeReuseRemix,[object Object]
How can your content engage?  Storytelling,[object Object]
Network Building: ,[object Object],Visualize To Find Influencers,[object Object]
Watech4good Summit
Watech4good Summit
Use social media tools to organize, mobilize, raise funds, and communicate with constituents  but outside of institutional walls ,[object Object]
“I can’t single-handedly end global poverty, but I can take actions and inspire others.” ,[object Object],Shawn Ahmed,[object Object]
Watech4good Summit
Capacity,[object Object],Staff and volunteer capacity is currently limited.Time to set-up and maintain the page.Choosing where to focus my energy on.  ,[object Object],Since small non-profits use a lot of student intern help, how do we chunk out the work so that we can assign tasks to these interns (and not lose control of it)Staff investment in carving out time for social media content.,[object Object]
You want me to start Tweeting too? ,[object Object],Networked Approaches:  From scarcity to abundance … leverage ….,[object Object]
“Powerful & large response (registering for an event) from one person leveraging their LinkedIn network to invite people to a specific event.”,[object Object]
Watech4good Summit
Who is going to do the work?!,[object Object],But social media takes time …,[object Object]
Build Community,[object Object],Participate,[object Object],Listen,[object Object],Promote,[object Object],Publish,[object Object],Low Engagement,[object Object],Content Intensive,[object Object],No Engagement,[object Object],Broadcast/Share,[object Object],High Engagement,[object Object],+,[object Object],+,[object Object],+,[object Object],+,[object Object],30 min/day,[object Object],30 min/day,[object Object],30 min/day,[object Object],3-5 hrs/wk,[object Object],5-10 hrs/wk,[object Object],Original concept by Beth Kanter – remix by Aliza Sherman,[object Object]
Three Models,[object Object],How does your organization implement social media? ,[object Object]
Make them part of your team,[object Object],Tasks,[object Object],Social Media Overview,[object Object],Account Creation/Customization,[object Object],Social Media Research,[object Object],Template Creation,[object Object],Blog Monitoring,[object Object],Blog Drafts,[object Object],Video,[object Object],Post Facebook Content,[object Object],Answer comments on Facebook,[object Object],Collect measurement data,[object Object],Don’t do this to your intern ….,[object Object]
Oh Look, A Squirrel!,[object Object],ADOLAS,[object Object]
Checking too often – too many followers – read every tweet - ,[object Object]
Watech4good Summit
Watech4good Summit
Culture,[object Object],Understanding how it can benefit the mission of the organizationDisagreement within the organization on the goals and purpose of adopting social media.  Some people are eager to immediately adopt the latest technology, others are cautious.Resistance from executive leadership to use social media based on the risks involved.,[object Object]
Loss of control over their branding and marketing messages,[object Object],Dealing with negative comments,[object Object],Addressing personality versus organizational voice  (trusting employees),[object Object],Make mistakes,[object Object],Make senior staff too accessible,[object Object],Privacy and security concerns,[object Object],Perception of wasted of time and resources ,[object Object],Suffering from information overload already, this will cause more,[object Object]
Conversation starters, not stoppers,[object Object],What are the conversation starters that you need to have?,[object Object]
Codify to Scale:   Social Media Policy and Operational Guidelines,[object Object]
Measurement,[object Object],No Measurement StrategyFiguring out where to invest timeKnowing what are the best tools to utilize.What to post and how often to post.Figuring out whether it really makes a differenceMeasuring results from social media efforts.Updating content often enough - knowing how much is too much or not enough.,[object Object],Prioritization and/or ruling out non-critical stuffStaying relevant - making sure that what we post is valuable, posting frequently, and paying attention to "insights" - do they really matter? I have no idea!,[object Object], ,[object Object]
How to keep flying…….,[object Object],Strategy,[object Object],Measure,[object Object],Improve,[object Object]
Data-Driven Decisions,[object Object]
Spreadsheet  Aerobics,[object Object]
To serve as a focus group  ,[object Object],[object Object]
 Saved time in researching for examples used in posts/workshops
 Number of questions answersTesting Against FB Insights and Export.ly,[object Object],Content format,[object Object],Content topics,[object Object],Outreach TacticsFrequency of PostsTime/Date of week,[object Object],FB Insights Metrics,[object Object],Number of New FansImpressions Per PostFeedback per Post,[object Object]
Open-Ended Question,[object Object]
Question with links ..,[object Object]
Strategy --- Measure - Improve,[object Object]
More than collecting data,[object Object]
Joyful funerals,[object Object]
Watech4good Summit
What can we learn from nonprofit social media mistakes?,[object Object]
Watech4good Summit
Steve Norris, ex-Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”,[object Object]
Watech4good Summit
Watech4good Summit
Watech4good Summit
Watech4good Summit
Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.,[object Object]
To be successful,  use social media like Kanye West,[object Object],What can we learned about a try and fix approach to social media from Kanye West?,[object Object]
Source: @clairew,[object Object]

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