Social Networking for Social GoodRoundtable DiscussionSeptember 16, 2015

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Networking Drives Nonprofit Success, Online & Offline

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A Clear Strategic Framework Needed

The Social Seige: Too Many Options Coming Too Fast

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Social is Natural

We live in a web of informal networks

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Formal Networks Are Designed & Built with Skill & Insight

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Strategic Dimensions of Social Networking1. Primary Connections

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Strategic Dimensions of Social Networking2. Community Building

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Strategic Dimensions of Social Networking3. Node-Building

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Strategic Dimensions of Social Networking3. Web-Building

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Social Network Fun Fact

• Learning: Your Friend’s Friend Will Have More Friends Than Your Friend.

• Action: Create opportunities for your friends to asks friends to asks friends.

• Example: Ice Bucket Challenge – Pour ice water while asking 3 friends to participate.

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Strategic Dimensions of Social Networking4. Coalition Building – Linking Formal Networks

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Strategic Dimensions of Social Networking5. Influencer Building – Linking Formal & Informal Networks

Through People Central to Network

Top 5% of influencers reach 85% of your extended online reach

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Strategic Building Blocks - Review

• Primary Connections– bonds between you and your stakeholder. • Community Building – bonds among primary stakeholders.• Node building – get primary connections to organize their relationship

to act together on behalf of the organization. • Web building – bridging to other informal networks• Coalition building - bridging to other formal networks.• Influencer Networking – get folks central to networks amplifying each

others messages.

Targeting Influencer Networking from Hootsuite Contacts

Targeting Klout

Accelerated Recruitment with Facebook Ads

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Transmitability … and Contagion

Wrap the Campaignable Idea in Story Easily Told

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Ice Bucket Challenge ‘Rules’

Nominated via Social Media

Accept the Challenge…within 24 hours … or pay.

Add donation link

Tag ‘@’ people you want to challenge

Upload to social media with #tags

Scripted activity with video

Challenge 3 Others During Your Pour & State the You are Donating

Donate

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Building & Managing Social Networks is…

Multi-Disciplinary

Cross-Functional

Strategic

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