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Transcript of Uc berkeley-slides-senior-leaders-session
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Beth Kanter, ZoeticaUC Berkeley Center for Health Leadership
Flickr photo by rosefirerising
The Networked Health Organization:Leveraging Social Media to Serve Your Mission
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The Networked Health OrganizationAGENDA
OUTCOMES
• Senior Leaders
• Learning from adjacentpractices
• Interactive
• http://bit.ly/health-orgs
FRAMING
• Introduction/Ice Breaker
• Overview of Networked
Nonprofit Framework
• Theme 1: Social Culture
• Theme 2: Simplicity
• Theme 3: Mistakes
• Reflection
Leave the room witha basic understandingof being a networkedhealth organizationand one small step
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Be warned: Don’t just sit back andpassively listen
Photo by sveeta
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Share Pairs and Table Shares
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Name, Title, Organization
What is something youalready know about socialmedia?
What is your burningquestion that you wantanswered today?
Blue=Hands on Social MediaRed=Org Leader
Flickr Photo by John K
Speedy Introductions: Table Shares
Report: Popcorn and Twinkle
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Quick PollRoleType of Health Org
How many are monitoring whatpeople say on social channelsabout your organization or issuearea?
How many have a social mediapolicy?
Does your organization use ….Facebook, Twitter.Blog.YouTubeOther
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Networked NGOs in the Arab World
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Social media is a disruptive technology because of theconnectedness of living in a networked world. We seeit in our personal lives first. But it is also having aprofound impact on the way health organizations andnonprofits do their work, communicate withstakeholders, and deliver programs.
Disruption is our friend …..
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Human Spectragram
Not at all VeryHow comfortable are you personally social media?
Social media canh elp us achieve results that support our mission
YesNo
Social media is so much a part of everyone’s life that health organizations must usesocial media to be successful now or in the future
Agree StronglyDisagree Strongly
Not sure
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What is a Networked Nonprofit?
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The Networked Nonprofit
BE DO
Understand Networks Work with Free Agents
Create Social Culture Work with Crowds
Listen, Engage, and BuildRelationships
Learning Loops
Building Networks ThroughTransparency
Friending or Funding
Simplicity Govern through Networks
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Red Cross Case Study
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Smart Social Objective: StakeholderEmpowerment to Spread Mission
First Step: Robust and agile listeningand engagement system
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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
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Listening Drove Adoption
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Relationshipbuilding
Customerserviceissue
Influencercomplaining …
Engagement
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A Rule Book
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Scale
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Integrated Social Content Strategy
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Capacity
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Wendy HarmanDirector, Social Media
Create ROI MeasurementsDevelop Internal Education andTrainingApply Social Insights to theStrategic PlanGet Buy-In from StakeholdersDevelops Listening andMonitoring StrategyGets Tools and Technologies inplaceFacilitate policy and proceduresCommunity manager
Two Full-Time Staff Members
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Social Media’s Role in Disaster Relief Effort in Haiti
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Working with Free Agents, BrandAmbassadors, and Others
Leveraging Your Network!
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Shawn AhmedFree Agent
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“The problem is that YOU arethe fortress. Social media isnot my problem.“
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Now working together on aproject
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Share Pair: What resonated? What insights did you gain that you canapply to your organization? What have you thought about before?
Flickr photo: Otis Archives
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Everyone in the organization (board
and staff) uses social media to
engage people to improve programs,
services, or reach communications
goals.
Theme 1: Social Culture
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Loss of control over their branding and marketingmessages
Dealing with negative comments
Addressing personality versus organizational voice(trusting employees)
Make mistakes
Make senior staff too accessible
Privacy and security concerns
Perception of wasted of time and resources
Suffering from information overload already, thiswill cause more
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Conversation starters,not stoppers
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Explore the possibilities – how are yourstakeholders and other healthorganizations using social media?
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Video
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“People regard our program as honest and informative. After almost two years on thesocial media front, we’ve developed a good system to get timely and accurate publichealth messaging to our communities. We firmly believe that our presence on social mediasites has really enhanced our communication with the media and public.
Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tougheconomic times, SLVHD rose to the occasion and found innovative, cost effective ways tocommunicate with our community. “ - Vanna Livaditis, New Media Coordinator
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The fans of the page and the friends of my identity, have becomepatients after i expressed empathy for their expressions of being ill- Dr. Enoch Choi, PAMF
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“I only provide medical advice via our HIPAAcompliant iPhone app, but not on insecure FB ortwitter. “
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Small Pilots
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The Rule Book: Social Media 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• Operational Guidelines• Escalation
• Policy examples available atwiki.altimetergroup.com
Source: Charlene Li, Altimeter Group
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Share Pair: What does your health organization need to do to becomemore social?
Flickr photo: Otis Archives
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You want meto start
Tweeting too?
Simplicity: From scarcity to abundance …
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Leverage the Network
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Who will do the work?
Free
• Intern
• Volunteer
• Board Members
• Fans
Integrated
• Tasks in Job
Staff
• Full-Time
• Part-Time
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Wendy HarmanDirector, Social Media
Create ROI MeasurementsDevelop Internal Education andTrainingApply Social Insights to theStrategic PlanGet Buy-In from StakeholdersDevelops Listening andMonitoring StrategyGets Tools and Technologies inplaceFacilitate policy and proceduresCommunity manager
Two Full-Time Staff Members
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Social Media Team,although the word“social media” is beingreplaced by“emerging,”“interactive,” or“online.”
StrategyImplementationCommunity Manager
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Strategy for Scale: Internal/External
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Share Pair: What could your organization do less ofto allow for more capacity to implement socialmedia? How will your organization do the work?
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Handling Mistakes
“MisTweet” – A tweet intended to come froma personal account but sent out on anorganizational account by mistake.
x
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This “MisTweet” by a Red Cross employee wasout for an hour before Wendy Harman got a callin the middle of the night.
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Disaster recovery on the tweet ….
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Apologized and share on their blog
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Employee confessed on Twitter
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Got picked up by mainstream media and blogs
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•You can’t hide or not respond•Act quickly•Admit the mistake, stakeholders are forgiving•Use humor when appropriate•Build your network before you need it•Employees should use different Twitter apps forpersonal/organizational tweeting•If the mistake had been damaging to theorganization, a social media policy would havebeen critical if taking appropriate action
What are your takeaways about socialmedia mistakes from this story?
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Reflection and Closing
What is one idea that you can put intopractice?What resources do you need to besuccessful?What are the challenges?What is one small step you can taketomorrow?
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Thank you
http://www.bethkanter.orghttp://bit.ly/networkednphttp://bit.ly/health-orgs