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
@ppanepento
Jenna SauberDigital Mktg & Comm Manager
Case Foundation
@cajunjen
Emma PfisterMgr, Social Media & Partnerships
Water For People
@emmacpfister
Shari IlsenSr Online Communications Manager
VolunteerMatch
@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
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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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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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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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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
@ppanepento
Jenna SauberDigital Mktg & Comm Manager
Case Foundation
@cajunjen
Emma PfisterMgr, Social Media & Partnerships
Water For People
@emmacpfister
Shari IlsenSr Online Communications Manager
VolunteerMatch
@silsen
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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
