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

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 SSpecific MMeasurable AAttainable RRelevant TTimely

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 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 Keywords

Principle #3: Sticky Note Brainstorm

Gets feedback and start conversations about their work Principle #4

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 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.

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 #5 Share 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

Resources Kearny Street Workshop Bay Area Children’s Theatre The Blue Key Blog Khaled Hosseini Foundation Social Media Examiner brand-ambassadors/ Grist

Lunch Flickr photo by Littlelakes