nptech FAIL: How to Crash and Burn and Turn It Into a Win

nptechFAIL: How to Crash and Burn and Turn It into a Win

#13NTCfail(#npfail)

Shari Ilsen, VolunteerMatchPeter Panapento, Chronicle of PhilanthropyJenna Sauber, Case FoundationEmma Pfister, Water for People

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About the Speakers

Peter PanepentoAssistant Managing Editor

Chronicle of Philanthropy

[email protected]

@ppanepento

Jenna SauberDigital Mktg & Comm Manager

Case Foundation

[email protected]

@cajunjen

Emma PfisterMgr, Social Media & Partnerships

Water For People

[email protected]

@emmacpfister

Shari IlsenSr Online Communications Manager

VolunteerMatch

[email protected]

@silsen

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Agenda

• All About Failure

• VolunteerMatch’s Failures

• Chronicle of Philanthropy’s Failures

• Case Foundation’s Failures

• Water for People’s Failures

• Your Failures

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Failure - So Hot Right Now

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An Opportunity to Surpriseand Delight

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An Opportunity to StepOutside the Box

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An Opportunity to Learn and Teach

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Beth Kanter and the Failure Bow

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Arianna Huffington

October 7, 2003: Arianna Huffington loses the California gubernatorial recall election to Arnold Schwarzenegger.

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May 9, 2005: Arianna Huffington launches The Huffington Post.

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Born: 1955

FoundedApple, Inc.: 1976

Fired: 1985

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Michael Jordan

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"I have missed more than 9,000 shots in my

career. I have lost almost 300 games. On 26

occasions I have been entrusted to take the

game winning shot, and I missed. I have

failed over and over and over again in my life.

And that is why I succeed."

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It’s All in Your Head

Fixed Mindset Growth Mindset

Intelligence is a fixed trait

Intelligence is malleable, full of potential

Goals Looking Smart Learning

Effort Beliefs Effort is Negative Effort is Positive

Strategies After Failure Helpless Resilient

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From the research of Dr. Carol S. Dweck

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It’s All in Your Prep

• Manage your risk:– Take little bets– Fail early and often– Fail fast and cheap

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Don’t Let Failure Be Your “F” Word

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Talk About It!

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Our Failures

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21% adoption rate

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Ok, fine.

8% adoption rate

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Lesson

Don’t build the path before learning where people already walk.

Failures are just works in progress.

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And now for something completely different…

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What We Learned:

• Timing Matters

• How to plan and execute a multi-platform

engagement campaign

• You gotta know people (and be willing to

spend money)

• Ice cream is delicious

Innovation in a Conservative Organization

Evolving past risk-averse culture

Understanding there are no “sure things”

Giving people the confidence to fail

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The Chronicle’s Challenge

A Business Model That (Once) Worked

Major Disruption

Changing a Culture: Understanding that Failure IS an Option

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A Traditional Journalist’s Mindset

Mistakes Can Get You Fired

A Quest for the Truth

Distrust of the Sales Side – Preserving Editorial Integrity

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My Challenge: Swing for the Fences

Evangelizing Online First and Social Media

A Move to Online Education

Data

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Failure Case Study #1

Causes Pages:

A Failed Assumption or Just Failed Execution?

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Failure Case Study #2

The Philanthropy 50:

Understanding that Some Failures Lead to Future Successes

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3

3

Failure Case Study #3

Webinars:

Some Failures Lead to Future Successes

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Compelling Storytelling in an Online Age

How to reach meTwitter: @ppanepento @philanthropy

Facebook: facebook.com/peter.panepento

E-mail: [email protected]

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39

BE FEARLESS, NOT RECKLESS: SOCIAL MEDIA FAILURES

APRIL 7, 2023#13NTCfail

40CITY YEAR ONLINE BEST PRACTICES | PARTNER RELATIONSHIPS

41 NTC 2013 | BE FEARLESS, NOT RECKLESS

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WHAT IS SOCIAL MEDIA FAILURE?It is: • Insensitive or inappropriate commentary, photos, media• Attacking other brands/orgs and your community• Deleting “oops” posts with no explanation or retractions• Crossing the line between brand and personal voice and views

But it is also:

• Ignoring your community completely, in crisis mode or not

• Not having a backup plan if something goes wrong (staff, messaging, etc.)

• Avoiding real time marketing and communications

• Assuming your followers didn’t screenshot/see/RT your original post

• Continuing to try the same tactic that didn’t work, again and again

• Not pivoting or adjusting midway in a strategy

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43NTC 2013 | BE FEARLESS, NOT RECKLESS #13NTCfail

44NTC 2013 | BE FEARLESS, NOT RECKLESS#13NTCfail

45NTC 2013 | BE FEARLESS, NOT RECKLESS

FEARLESS RECKLESS

• Opportunistic / joining the

conversation• Experimenting with new tools /

tactics• Reaching beyond your bubble

for new audiences• Letting urgency conquer fear:

have a crisis/big moment

gameplan• Owning your mistakes &

showing transparency• Setting big goals for your social

media strategy

• Trying too hard to force your

brand where it doesn’t fit• Not evaluating along the way to

pivot for better results• Alienating specific demographics

or forgetting your current

community• Ignoring a big moment, or

responding without a strategy• Ignoring your mistakes and

hiding what went wrong• Not having goals or metrics at all

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COME FIND US:

NTC 2013 | BE FEARLESS, NOT RECKLESS

CaseFoundation.org | BeFearless.CaseFoundation.org@casefoundation Facebook.com/casefoundation

@cajunjen

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Breaking Things For The Better

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How did our website fail?is ing

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Failure.

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How did this happen?#13NTCfail

Failure is slow. It doesn’t happen overnight.

Sometimes, this makes it even harder to see.

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Courage!

Still Broke things for the better. breaking

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Emma C. PfisterEmma C. Pfister

Manager, Social Media & [email protected]

@emmacpfister

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Your Failures

(Best failure gets an awesome VolunteerMatch T-shirt!)

Slide 57SESSION TITLE

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About the Speakers

Peter PanepentoAssistant Managing Editor

Chronicle of Philanthropy

[email protected]

@ppanepento

Jenna SauberDigital Mktg & Comm Manager

Case Foundation

[email protected]

@cajunjen

Emma PfisterMgr, Social Media & Partnerships

Water For People

[email protected]

@emmacpfister

Shari IlsenSr Online Communications Manager

VolunteerMatch

[email protected]

@silsen

#13NTCfail

VolunteerMatchWhere volunteering begins.

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Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! 

or Online using <#13NTCfail> at www.nten.org/ntc/eval

#13NTCfail