integrating social media into essential organizational functions

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Integra(ngSocialMediaIntoEssen(alOrganiza(onalFunc(ons

Twi9ertag:#npwebinarsDebraAskanase,CommunityOrganizer2.0h9p://www.communityorganizer20.com

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Integra(ngSocialMediaIntoEssen(alBusinessFunc(ons

April28,2010

Aboutme

Professional:formerexecu6vedirector,nonprofitexec,businessconsultant,andteacher.

Strategicperspec(ve:businessconsultant,campaigndirector,socialstrategist.It’sallaboutstrategyforme.

B.A.EmoryUniversityM.B.A.BarIlanUniversity…andILOVEresearch!

KeyTakeaways!

OneideayouwillImplement

Characteris6csofthe“SocialOrganiza6on”

Socialmediaintegra6on:conceptandimplementa6onideas

DeterminingReturnonInfluence/Investment hZp://www.flickr.com/photos/83371160@N00/25928863/

Someworkshopresourcesmen6onedatDelicious,withthetags“socialbizpreso”+“NBN”

hZp://delicious.com/tag/socialbizpreso+NBN(feelfreetocon6nuetoaddtothislist)

Post‐WorkshopOpportuni(es

Takeawayoneideafromtheworkshopthatyouwillimplement!

Communica6on

Collabora6on

Mul6media

Entertainment

ReviewsandOpinions

IsYourOrganiza(onReadyToBeSocial?

hZp://www.flickr.com/photos/49503180180@N01/3608757486/

Numberoflevelsofapproval

Degreeofemployeetrust

Willingnesstolisten

Howopenistheorganiza6ontochange?

hZp://www.flickr.com/photos/49922542@N00/401343608/

SomeConsidera(ons:

InterestinListening

WillingtoTakeRisksAbilityto

RespondQuickly

BeliefinTransparency

hZp://www.flickr.com/photos/71325969@N00/2634561264/

BeliefinStakeholderEngagement

TheCultureofSocial

hZp://www.flickr.com/photos/40624839@N02/3784049371/

Createasocialmediateam.

Decisionmakersonteam

TryingtoIntegrateSocialMedia?

Traintheen(restaff.Nosilos!

hZp://www.flickr.com/photos/40624839@N02/3784049371/

TryingtoIntegrateSocialMedia?

Everyonereceivesreports

DefineROIexpecta(onsaheadof(me

SupportOrganiza(onalFunc(ons

HumanResources:recrui6ng,reten6on,jobdescrip6ons

hZp://www.flickr.com/photos/32955500@N08/3084647270/

InternalCommunica(oncollabora6on,communica6on,resourcesharing

SupportOrganiza(onalFunc(ons

hZp://www.flickr.com/photos/32955500@N08/3084647270/

StaffDevelopment:tools,processes,informa6on‐sharing,knowledge‐

building

SupportOrganiza(onalFunc(ons

hZp://www.flickr.com/photos/32955500@N08/3084647270/

ProgramDevelopment:research,sen6ment,real‐6mefeedback

SupportOrganiza(onalFunc(ons

hZp://www.flickr.com/photos/32955500@N08/3084647270/

StakeholderEngagement:volunteerrecruitment,programrecruitmentand

par6cipa6on,boarddevelopment

Increasingscaleofreturn

ReturnonInfluence=

hZp://www.flickr.com/photos/22799508@N07/3180165241/

HumanResources

FormaFacebookGrouptoRecruitemployees

HumanResources

Adver(singexpense

Interviewandrecrui(ng(me

Costofhiringreplacements

Costofretraining

hZp://www.flickr.com/photos/38726791@N06/4067195335/

HumanResourcesROI

InternalCommunica(on

InternalCommunica(on

Costof(me

Be9erideas

Moreefficientuseof(me

Programdelivery,organiza(onalimprovements

hZp://www.flickr.com/photos/38726791@N06/4067195335/

InternalCommunica(onsROI

StaffDevelopment:WaterCooler2.0

Trainingandcollabora6ontools:Internalpodcas6ng,

video,bookmarking,collabora6vetech

StaffDevelopment:OnlineListening

Weurgeeveryemployeetolistentoonlineconversa6onsabouttheirareaofexper6se–itmakesthemmoreknowledgeableintheirown

fields–AmericanRedCross

Be9erservicedelivery

Staffinputandcontribu(on

TrainedStaff

Be9erprograms/services,lessburnout

hZp://www.flickr.com/photos/38726791@N06/4067195335/

StaffDevelopmentROI

ProgramDevelopment

ProgramDevelopment

HildygoZlieb.com

Createappropriateservices,metrics,

outcomes

Neworimprovedideas

Gatherideas

ImprovedservicedeliveryhZp://www.flickr.com/photos/38726791@N06/4067195335/

ProgramDevelopmentROI

SocialM

edia

Engage Creates

Trust

Moveto

Ac6on

TheSocialMediaFunnel

hZp://www.flickr.com/photos/cambodia4kidsorg/2299939842/sizes/m/

GoogleBuzz

Facebook

Onlineforums/nicheforums

Socialnetworks

TwiZer

Socialbookmarkingsites

LookatReal‐(meSen(mentPla_orms!

Videosharing(YouTube)

ProgramandVolunteerRecruitment

Rememberthisemail?

Engagementisthebestrecruitmentstrategy!

ProgramandVolunteerRecruitment:BestPrac(ces

ProgramandVolunteerRecruitment:BestPrac(ces

BeProac(ve

1.  Developasocialmediapresenceforvolunteerrecruitment

2.  Tweetit,blogit,talkaboutitonFacebookand4sq3.  Listopportuni6esonvolunteersites4.  Askvolunteersitesandstrategicgeographic

partnerstotalkaboutitonsocialmedia

BeProac(ve

hZp://www.flickr.com/photos/cambodia4kidsorg/2299939842/sizes/m/

BoardDevelopment

1.  Directstakeholdercommunica6oniskey2.  HyperlinktheirLinkedinprofileorsocialmedia

profiletothewebsite3.  Becomeinvolvedincrowdsourcingini6a6ves4.  Includeboardmembersintheintranet5.  Includeboardinstafftraining/communica6ons

BoardDevelopment

Directtouchwithstakeholders

Be9erunderstandandservetheorganiza(on

Dona(ons,recruitment,etc.

hZp://www.flickr.com/photos/38726791@N06/4067195335/

BoardDevelopment

Increasedengagement

SomeIdeas

ThishandbookisavailabletoanyRedCrossvolunteer,employee,andfanathZp://sites.google.com/site/wharman/social‐media‐strategy‐handbook

AmericanRedCrossSocialMedia

Lookattheirac6vi6esallovertheworldviaFlickrgeomap

WebinarExercise

Chooseonebusinessfunc6onthatyouwanttointegratewithsocialmedia.

KeyTakeaways!

OneideayouwillImplement

Characteris6csofthe“socialorganiza6on”

Socialmediaintegra6on:conceptandimplementa6onideas

ThinkaboutReturnonInfluence/Investment hZp://www.flickr.com/photos/83371160@N00/25928863/

ThanksfortheInspira6on!HatTipsTo:

OlivierBlanchardhZp://www.slideshare.net/thebrandbuilder/olivier‐blanchard‐basics‐of‐social‐media‐roi

BethKanterhZp://www.slideshare.net/kanter/social‐media‐trainers‐bag‐of‐tricks

DuctTapeMarke6nghZp://www.ducZapemarke6ng.com/blog/2009/12/29/small‐businesses‐will‐simply‐become‐more‐naturally‐social/

5/5:ModernizingExecu6veSearchforaNewEconomy

5/12:BuildingDonorLoyalty5/19:StrategicPlanningasOrganiza6onal

Development5/26:HireLikeaSearchFirm101

6/2:WhatIsaSocialMediaStrategy,Anyway?

Registeratwww.nonprofitwebinars.comEntercode:co2compforacomplimentarywebinar

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DebraAskanaseSocialStrategistandCrea6veDirector

[email protected]

TwiZer:@askdebra