New Media for the Networked NGO

Principles of Successful Networked NGOsPresenter: Beth Kanter

E-Mediat is funded by the Middle East Partnership Initiative of the United States Department of State with support from Microsoft Corporation and craigslist Charitable Fund and administrated by the Institute of International

Education

1. Aligns social media with their communications strategy and objectives

2. Scales social media by empowering everyone in the organization and integrating social into work flow

3. Monitors, listens, and researches the people in their network

4. Gets feedback and start conversations about their work

5. Work with brand ambassadors to spread their mission

6. Learn from experience and data

The Principles

Aligns social media with their communications strategy and objectives

Principle #1

• What is your result?• Who do you want to reach?• What do you want them to do?• How will you measure success?

SMART Social Media Objectives

1. How many?

2. By when?

• Awareness• Engagement• Education• Action

Results

S SpecificM MeasurableA AttainableR RelevantT Timely

KSW's mission is to produce, present, and promote art that empowers Asian American artists and communities.

• Focused on one channel (Facebook) to use best practices to:• Increase brand awareness

RESULT: We went from 343 to 593 fans• Increase engagement

RESULT: Our post feedback went up 269%• Increase participation of new people in classes and events

RESULT: 10% new students /attenders say they heard about us through Facebook

Audience: Artists and community

Strategy: • Show the human face of artists and remove the mystique• Get audience to share their favorites• Connect with other organizations

Kearny Street Workshop SMART Objectives

• Photos• What Worked:

• Showing our faces• Looking behind-the-scenes

• What Didn’t Work: • Posting on evenings/weekends• Links to event albums

• AH-HA! Our FB page needed a personality makeover; we needed to be ourselves

• Questions• What Worked:

• Fun, easy to answer questions that tapped into our fans’ expertise• What Didn’t Work:

• Anything too personal and open-ended questions.• AH-HA! We needed to engage our audience in a two-way conversation

Figure Out What Resonates with Your Audience

• Partnerships• What Worked:

• Mutually supporting another page• Using that page as a source of content

• What Didn’t Work:• Last-minute giveaways

• AH-HA! Partnering with another org can expand our audience and provide interesting content.

• Other things that worked:• Multiple posts per day• Weekly editorial calendaring• Commenting on other pages• Tagging• Enlisting board members to invite friends (result: +40 fans)

Figure Out What Resonates With Your Audience

• Aligning social media with your communications strategy and

objectives• Write down one of your SMART social

media objectives• Share it with the person next to you• Test to make sure it is SMART

Principle #1:Share Pair

Principle #2

Scales social media by empowering everyone in the organization and

integrating social media into work flow

• 3 person staff• Social media

responsibilities in all three job descriptions

• Each person 2-4 hours per week

• Weekly 20 minute meeting to coordinate

• Three initiatives to support SMART objectives

• Weekly video w/Flip• Blogger outreach• Facebook

Small NGOs share the work load across staff

Participation Guidelines for Everyone

http://www.bethkanter.org/trust-control/

The Rule Book: Social Media Strategy

• How can your NGO integrate social media tasks into staff’s work flow? How would you divide the work?

• What principles would your NGO include in its social media policy for all staff or volunteers?

Principle #2:Full Group

Monitors, listens and researches the people in their network

Principle #3

DIY – Listening Dashboard

• Nonprofit Name • Other nonprofit names in your space • Program, services, and event names • CEO or well-known personalities

associated with your organization • Other nonprofits with similar program

names • Your brand or tagline • URLs for your blog, web site, online

community • Industry terms or other phrases • Issue area, synonyms, geography• Your known strengths and weaknesses.

Brainstorm KeywordsBrainstorm Keywords

Principle #3: Sticky Note Brainstorm

Gets feedback and start conversations about their work

Principle #4

Example

Example

Principle #4:Think and Write

Think and Write:

• What content have you shared on social media that inspired conversation about your organization’s work?

• What is a good example of a question, link, video, photo, or other visual that might spark conversation about your organization’s programs?

Works with brand champions and influencers to help implement strategy

Principle #5

Principle #5: How To Work With Champions

Track: Who Are They?

Recognize: Shout Outs, Tagging

Cultivate: What do they want to do?

Proposal/Tools: Ways to participate

Engage and Amplify: Make it fun

A Tweetathon was held on June 13th, a week before World Refugee Day on June 20th. Champions signed up to Tweet about the refugee crisis and #bluekey. Roya Hosseini did a Twitter Chat.

Concerns

Rogue Fan

May move on

Control Issues

Benefits

Testimonials

Open Door

It’s genuine

Principle #5: Consider the Pros and Cons

How might your NGO use champions as part of its strategy?

Principle #5Share Pair

Curates content to capture attention from people in their network in an age of

information overload

Principle #6

Content curation is the organizing, filtering and “making sense of” information on the

web and sharing the very best content with your network

Definition

He curates content related to his organization’s mission as an advocacy organization dedicated to making children and families a priority in federal policy and budget decisions. He writes blog posts using the links he curated.

Principle #6: Sticky Note Brainstorm

Learn from Experience and Measurement

Principle #7

fun on-ramps

stories of people making change

personal calls to action

policy level discussions/calls to action

grist sets the agenda by showing how green is reshaping our world. we cut through the noise and empower a new generation to make change.

gristastic ladder ‘o engagement

• Footprint: The reach of their activities, both online and offline

• Engagement: Readers engage with their content

• Individual Behavior Change: Impact on users behaviors, purchase decisions, and daily lives that are in line with sustainability

• Societal Change: Impact on society, policy discussions, and conversations that advance sustainable practices.

grist.org’s key results are:

The Principles

1. Aligns social media with their communications strategy and objectives

2. Scales social media by empowering everyone in the organization and integrating social into work flow

3. Monitors, listens, and researches the people in their network

4. Gets feedback and start conversations about their work

5. Curate content to capture attention from their network in an age of information overload

6. Work with brand ambassadors to spread their mission

7. Learn from experience and data

Use Worksheet

ResourcesKearny Street Workshophttp://kearnystreet.org/ Bay Area Children’s Theatre http://www.bactheatre.org/  The Blue Key Bloghttp://bluekeyblog.org/  Khaled Hosseini Foundation http://khaledhosseinifoundation.org/ Social Media Examinerhttp://www.socialmediaexaminer.com/3-rewards-and-3-risks-of-making-customers-brand-ambassadors/  Gristhttp://grist.org/

Lunch Flickr photo by Littlelakes