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Becoming A Networked Nonprofit:
Developing An Effective Integrated Social Media
Strategy
Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books
Toledo, Ohio
October, 2013
Welcome Your Burning Questions!
Please write down
your burning
question about
networked
nonprofits or social
media on sticky note
What do you want
answered by the end
of the day?
Post it on the flip
chart
Beth Kanter: Master Trainer, Author, and ChangeMaker
Raise your hand if ……. - Executive Director - Board Member - IT Staff - Communications Staff - Program Staff - Do you implement the social media?
-
Raise your hand if organization is budget is .. -All Volunteer Staff -10 or less FTE Staff -10-20 FTE -More than FTE
Raise Your Hand If Your Digital Strategy Goal Is …. Improve relationships Increase awareness Increase traffic referral Increase engagement Increase dollars Increase action
Stand Up, Sit Down
Is your nonprofit using these tools?
Photo by net_efekt Are you getting results?
AGENDA OUTCOMES
Interactive
Learning Together
Reflect
http://bethkanter.wikispaces.com/toledo
FRAMING
Take small steps
to improve your
strategy to get
better results
Networked Nonprofits and
Mapping Your Network
SMARTer Social Media
Lunch/Book Signing
Social Integration:
Listening, Engagement,
and Content
Mindful or Mindfull Social
Media
Social in 30 Minutes A Day
Burning Questions
Answered
The Agenda
#netnon
Definition
Networked Nonprofits are simple, agile, and transparent nonprofits.
They are experts at using social media tools to make the world a
better place.
Broadband Mobile
Social Networks
3 Digital Revolutions
NGO Photography
Modified illustration by David Armano The Micro-Sociology of Networks
With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
NGO
Not Networked
With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
Nonprofit Staff
Networked
If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep
moving forward.”
CRAWL
WALK
RUN
FLY
Maturity of Practice: Network Nonprofits
Linking Social with
Results and
Networks
Pilot: Focus one
campaign or channel
Incremental Capacity
Ladder of
Engagement
Content Strategy
Best Practices
Some measurement
and learning in all
above
Communications
Strategy
Development
Culture Change
Network Building
Many champions &
Influencers
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
Share Pair: Where is your organization?
Where is your organization now? What does that look like? What do you need to get to the next level?
Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices CULTURE Networked Mindset
Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping
1 2 3 4
http://bethkanter.wikispaces.com/toledo
CWRF Tracker
“It helps us put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”
The Networked Mindset The Social Nonprofit
• Take jot down insights on sticky notes
• Rose = your org is doing and does well
• Thorn = challenge to do it or do it well
• Opportunity = something we want to improve
Active Listening Challenge
A Network Mindset: A Leadership Style
• Openness, transparency, decentralized decision-making, and collective action.
• Listening and cultivating organizational and professional networks to achieve the impact
• Leadership through active participation. • Social Media Policy living document, all staff participate including
leaders • Sharing control of decision-making • Communicating through a network model, rather than a
broadcast model • Data-Informed
The Social CEO: In Service of Strategy
What do they spend time doing that they could do better via
social ?
Whose work do they respect or feel inspired by?
How will social improve things they know already and value?
http://www.bethkanter.org/nonprofit-ceo-leaders/
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
One Tweet by Director = 1,000 by Staff
Open and accessible to the world and building
relationships Making interests, hobbies,
passions visible creates authenticity
Different Voices
Leveraging Networks
Are you thinking this?
You want me to Tweet?
Who has time?
Best Practice: Write Down the Rules – Social Media Policy
http://www.bethkanter.org/category/organizational-culture/
Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/
Are you thinking this?
You want everyone on staff to Tweet too?
Great idea but .. Who has time?
@rdearborn works for UpWell and she
LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
Hybrid Model Staffing: Tear Down Those Silos
Source: SSIR – Mogus, Silberman, and Roy
5 3 2 4 1
How social is your organization’s culture? What are some of your challenges?
Affinity Cluster
• Add your sticky notes to the wall
• Identify buckets
Networked Mindset/Social Nonprofit: Concept Map
How Nonprofits Visualize Their Networks
OTHER ORGANIZATIONS
• Describe
• Describe
• Staff
• Staff
• Board
INFORMAL RELATIONSHIPS
Target Audiences
STAFF and BOARD
PARTNERS
• Describe
• Describe
• Other Constituents
• Other Constituents
• Other Constituents
• Other Constituents • Other Constituents
• Other Constituents
• Aligned Partners
• Aligned Partners
• Aligned Partners
FORMAL RELATIONSHIPS
© 2008 The Grove Consultants International
Network Map Process
Create Your Map: Work Thru Break – Finish by 10:45 am
1. Use sticky notes, markers and poster paper to create your organization’s map.
2. Think about communications goals and brainstorm a list of “go to” people, organizations, and online resources
3. Decide on different colors to distinguish between different types, write the names on the sticky notes
4. Identify influencers, discuss specific ties and connections. Draw the connections
Walk About, View Other Maps, Leave Notes
Visualize, develop, and weave relationships with others to help support your program or communications goals.
What insights did you learn from mapping your network? How can you each use your professional networks to support one another’s social media strategy work?
Random Speed Debrief: 60 Seconds
SMARTer Integrated Social Media Understanding strategy, audience identification, and
measurement
CWRF - STRATEGY
CRAWL WALK
RUN
FLY
Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned.
Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels.
Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than two social media channels.
Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.
People
Objectives
Strategies
Tactics
POST FRAMEWORK
• What keeps them up at night? • What are they currently seeking? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act?
POST: KNOW YOUR AUDIENCE
PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
POST APPLIED: SMALL ARTS NONPROFIT
• Reach, Engagement, Action, Dollars
Results
1. How many? 2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
Goal Metric
Increase donations % reduction in cost per dollar raised
Increase donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness, % increase in visibility/prominence
Improve relationships with existing donors/volunteers
% improvement in relationship scores, % increase in donation from existing donors
Improve engagement with stakeholders
% increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc.
Change in behavior % decrease in bad behavior, % increase in good behavior
Change in attitude about your organization
% increase in trust score or relationship score
Pick The Right Success Metric!
Listen Engage
Content Champions Influencers
Social Strategy
Tools and Tactics
Social Media Channels
Web Site Email
Mobile Paid Media
Earned Media Offline Print
Other Channels
SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
SMART
OBJECTIVE
TARGET AUDIENCES
SUCCESS METRICS
SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your
Poster on Wall
Look at other posters
Leave Notes
Walking Speed Debrief: One Minute
Key Words
Dashboard
Respond
Analysis
Repeat
Purpose Brand Monitoring Customer Service
Engagement Influencers
Crowdsourcing Content Curation
Listening
California Shakespeare Theater California Shakespeare Theatre California Shakespeare Festival Cal Shakes Jonathan Moscone Susie Falk As the season approaches -- the names of that season's directors and productions.
http://en.mention.net
Think and Write: What keywords do you need to monitor to help you reach your objectives, learn more about your audience, or support content strategy? WRITE ON STICKY NOTES and add to your poster
Creators
Critics
Collectors
Joiners
Spectators
Source: KD Paine
Likes Views Followers
Trial/Consideration Donate Advocacy
Engagement With A Purpose: Macro and Micro Conversions
Engagement With A Purpose!
• What is your objective? • Who is the audience? • What are different ways
that your audience can engage or take action with your organization or campaign to reach that goal?
• What motivates a person to get to the next level?
• Who influences them or who do they influence?
• What metrics will you use to measure conversion?
Creators
Critics
Collectors
Joiners
Spectators
• Allows for supporter to be engaged at different entry points and move easily between them during engagement life cycle • Accounts for influence of other people on the strength of the supporter-organization relationship
• Allow for the network to respond with creativity – requires listening, relationship building, being agile
Examples
Creators
Critics
Collectors
Joiners
Spectators
Adopt Pet
Donate to
Shelter
Volunteer at Shelter
Take photos at Shelter and share
online
Download App
Promote Campaign
Social Media Integrated Campaign: CTA
Creators
Critics
Collectors
Spectators
Offline/Online Activism
PLAY VIDEO
Activity: Brainstorm Your Ladder
•CTA
•Metric
Reach
•CTA
•Metric
Engagement •CTA
•Metric
Action
LUNCH BOOKS for SALE
Welcome Reflections
• What resonated?
• What questions
remain?
Write on a sticky
note and post it on
the flip chart
Influencers and Champions
Research
Recruit
Resources
Unleash
From Influencer Research to Champions Program
• NodeXL • Twiangulate • Klout • Desk Research • Network Map
Add Your Influencers/Champions: Network Maps
Maturity of Practice: CWRF – Content CRAWL WALK
RUN
FLY
Shares content that may be relevant to audience, but not consistently and not measuring
Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently – aligns with program and advocacy calendars
Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently and measures performance
Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently, measures performance, and uses data to plan content
Objective
Audience
Content Strategy
Linking Your Content Strategy To SMART Objectives
Highlights Reviews Stories Case Studies
Breaking News Policy News Data Reports
Tips Tutorials Lists Resources
Features News How To
How To Think About Content
Idea Pieces Interviews Opinion Analysis
Ideas
Real Time
Planned
Original
Curated
Editorial Calendar Example
United Ways of California www.unitedwaysCA.org 70
Include hashtags (#) and URL resources for staff to do some research on topics
Social Content Optimization
• Focus on publishing high-
quality, engaging, relevant
content
• Timing and Frequency
• Post questions
• Use images/visuals, but
vary type of content and
test
• Clear to call to action
• Follow your analytics
Date Hook Web Email Facebook Twitter Blog
1
2
3
4
5
6
7
1. Volunteer? 2. Brainstorm an editorial
calendar for one week. 3. Use template, sticky notes,
and poster paper
It’s A Process: Ideas, Organize, Create, Measure
• Allocate staff meeting time
• Regular content brainstorm meetings
• Next steps at meeting • Have your metrics in
hand
Result Metrics Analysis Question
Consumption Views Reach Followers
Does your audience care about the topics your content covers? Are they consuming your content?
Engagement Re-tweets Shares Comments
Does your content mean enough to your audience for them to share it or engage with it?
Action Referrals Sign Ups Phone Calls
Does your content help you achieve your goals?
Revenue Dollars Donors Volunteers
Does your content help you raise money, recruit volunteers or save time?
Measuring Your Content
Use Data To Make Better Decisions
Look for patterns
Share Pair
How will you coordinate, create, and measure your social media content? What questions do you still have?
Break
Stretch Break
Mindful Social Media
•How To Be Intentional •Efficiency Tips •Privacy Tips •Your Burning Questions
Answered
Mindful Social Media or
Mind Full?
Photo by pruzicka
Managing Your Attention Online: Why Is It An Important Networking Skill?
1. When you open email or do social media tasks, does it make you feel anxious? 2. When you are seeking information to curate, have you ever forgotten what it was in
the first place you wanted to accomplish? 3. Do you ever wish electronic information would just go away? 4. Do you experience frustration at the amount of electronic information you need to
process daily? 5. Do you sit at your computer for longer than 30 minutes at a time without getting
up to take a break? 6. Do you constantly check (even in the bathroom on your mobile phone) your email,
Twitter or other online service? 7. Is the only time you're off line is when you are sleeping? 8. Do you feel that you often cannot concentrate? 9. Do you get anxious if you are offline for more than a few hours? 10.Do you find yourself easily distracted by online resources that allow you to avoid
other, pending work?
Self-Knowledge Is The First Step
A few quick assessment questions Add up your score: # of YES answers
0…1…2…3…4…5…6…7…8…9…10 Source: Lulumonathletica
Mindful Online………………………………………………………..Need Help Now
What’s Your Attention Focusing Score?
• Understand your goals and priorities and ask yourself at regular intervals whether your current activity serves your higher priority.
• Notice when your attention has
wandered, and then gently bringing it back to focus on your highest priority
• Sometimes in order to learn or deepen
relationships -- exploring from link to link is permissible – and important. Don’t make attention training so rigid that it destroys flow.
Source: Howard Rheingold NetSmart
What does it mean to manage your attention while your curate or other social media tasks?
6 Tips for Fitting In Social Media in a Packed Schedule
1. Tailor your social media tasks to support your goals
2. Go mobile 3. More curation 4. Use social media scheduling tools 5. Recycle, Repurpose, Remix 6. Focus, Focus, Focus
Spectragram
The only way to protect your privacy and safety is avoid using online social network for professional networking
Agree Disagree
COMMON SENSE NETWORKING ONLINE
Location Based Social Networks: • Turn off social location features and geo tagging. • Don’t announce where you are right now on Twitter or Facebook Think Before You Share: • Is what you’re posting something that you wouldn’t mind being seen by your
children, parents, employer, employees, or government? Connect Thoughtfully: • Friending policy for each online social network you use • Don’t accept an invitation to connect if it doesn’t feel safe. Protect your privacy and that of others: • Be careful on Facebook w/ photos, tagging friends, and privacy settings
Techniques
Techniques
https://myshadow.org/lost-in-small-print
Takeaways: Share Pairs
• What’s one tip or technique that you can put into practice next week to improve your social media strategy?
• Put on index card with your name/email for raffle for book at the end ….
Closing Circle and Reflection
Thank you!
www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter