The document outlines principles for an effective nonprofit social media strategy. It discusses listening to audiences and influencers, engaging in conversations, building relationships, leveraging networks, and using content to mobilize audiences and scale impact. Key principles include using social media as a bridge to offline action, listening before engaging, building relationships with influencers, leveraging networks, ensuring web content has a social life, allocating staff time and expertise, using the right metrics, starting with small pilots and iterating strategies, and assessing organizational culture. The presentation provides examples and encourages nonprofits to start using social media by selecting manageable pilots and learning from successes and challenges.

1. Effective Nonprofit Social Media Strategy for Social Change Beth Kanter, Beth’s Blog Women’s Foundation of California Connecting California Conference 2010 Photo by Ada,m Jones Photo by Adam Jones

2. My passion is teaching and learning …. Photo by Steve Goodman

3. Engaging Content in many places network Sharing Conversations Crowdsourcing Fundraising Learning and content creation Social Media

4. Beth Kanter, CEO, Zoetica

5. Agenda 1:45-2:00 Social Media and You 2:00-2:45 Principles for Effective Nonprofit Social Media Strategy 2:45-3:00SpectraGram 3:00-3:15 Reflection

6. http://socialmediafoundations.wikispaces.com/ http://www.flickr.com/photos/gilgamesh/

7. Stand up, Sit Down

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

11. You Don’t Have To Be Joey Chestnut

12. Share Pairs What benefit does social media have for you as a donor? Photo by Franie

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

15. Identify and reach new supporters

17. 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

18. Listening Drove Adoption

19. Influencer complaining … Customer service issue Relationship building Engagement

20. Mobilize

21. Scale

23. Social Media’s Role in Disaster Relief Effort in Haiti

24. Social Media’s Role in Disaster Relief Effort in Haiti

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

26. Principles Flickr Photo by toby_maloy

27. Principles A Bridge to Offline Behavior Change or Action Listen First, Engage Second Build Relationships with Influencers Leveraging A Networked Effect Web Content Has A Social Life Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culturea

28. 1. A Bridge to Offline Action/Change

30. 2. Listen First, Engage Second

31. Source: Communications Network Listening Presentation OSI Foundation

32. “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

33. 3. Building Relationships with Influencers

34. Empowering supporters without loosing control …

35. 4. Leverage A Networked Effect

36. Example

37. Networked Effect

38. 5. Web Site Content Has A Social Life

39. Branded Content

40. Social Media Outposts

41. Curated Social Content

42. 6. Allocate staff time, have expertise to implement strategy

43. KD Paine

44. 8. Assess Organizational Culture Flickr photos by jamesjordan

45. Common Concerns 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

47. Creating A Safe Place Identify worst case scenarios Develop contingency plans Prepare for the failures

48. 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.

49. Principles A Bridge to Offline Behavior Change or Action Listen First, Engage Second Build Relationships with Influencers Leveraging A Networked Effect Web Content Has A Social Life Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culturea

50. Human Spectragram: Experience with social media

51. 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? Photo by Franie

52. Thank You! Beth’s Bloghttp://beth.typepad.com Slides and Linkshttp://socialmediafoundations.wikispaces.com/