New Media for the Networked NGO Principles of Successful
Networked NGOs Presenter: 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
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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
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Aligns social media with their communications strategy and
objectives Principle #1
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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 SSpecific MMeasurable AAttainable RRelevant
TTimely
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KSW's mission is to produce, present, and promote art that
empowers Asian American artists and communities.
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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
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Photos What Worked: Showing our faces Looking behind-the-scenes
What Didnt 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 Didnt 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
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Partnerships What Worked: Mutually supporting another page
Using that page as a source of content What Didnt 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
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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
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Principle #2 Scales social media by empowering everyone in the
organization and integrating social media into work flow
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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
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Participation Guidelines for Everyone
http://www.bethkanter.org/trust-control/ The Rule Book: Social
Media Strategy
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How can your NGO integrate social media tasks into staffs 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
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Monitors, listens and researches the people in their network
Principle #3
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DIY Listening Dashboard
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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
Keywords
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Principle #3: Sticky Note Brainstorm
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Gets feedback and start conversations about their work
Principle #4
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Example
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Principle #4: Think and Write Think and Write: What content
have you shared on social media that inspired conversation about
your organizations work? What is a good example of a question,
link, video, photo, or other visual that might spark conversation
about your organizations programs?
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Works with brand champions and influencers to help implement
strategy Principle #5
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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
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A Tweetathon was held on June 13 th, a week before World
Refugee Day on June 20 th. Champions signed up to Tweet about the
refugee crisis and #bluekey. Roya Hosseini did a Twitter Chat.
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Concerns Rogue Fan May move on Control Issues Benefits
Testimonials Open Door Its genuine Principle #5: Consider the Pros
and Cons
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How might your NGO use champions as part of its strategy?
Principle #5 Share Pair
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Curates content to capture attention from people in their
network in an age of information overload Principle #6
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Content curation is the organizing, filtering and making sense
of information on the web and sharing the very best content with
your network Definition
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He curates content related to his organizations 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.
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Principle #6: Sticky Note Brainstorm
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Learn from Experience and Measurement Principle #7
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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
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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.orgs key results are:
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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
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Use Worksheet
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Resources Kearny Street Workshop http://kearnystreet.org/ Bay
Area Childrens Theatre http://www.bactheatre.org/ The Blue Key Blog
http://bluekeyblog.org/ Khaled Hosseini Foundation
http://khaledhosseinifoundation.org/ Social Media Examiner
http://www.socialmediaexaminer.com/3-rewards-and-3-risks-of-making-customers-
brand-ambassadors/ Grist http://grist.org/