Elements of success:

Social + Technology + Storytelling

I’m Alexandra

I do digital media, including social media,

for NeighborWorks America

Agenda

• Strategy overview• Social technology overview• Examples from NeighborWorks America• Questions

I want to do social media!

How I see communications

Communications strategy

Digital marketing

Website

Social media Email

RelationshipsReporter

s & media

Supporters

Funders

PaperFlyers/ brochures

“Stories are more convincing than sets of data…numbers numb, jargon jars, and no one ever marched on Washington because of a pie chart.”

Andy GoodmanStory Telling as a Best Practice

Why stories matter

• For millennia, humans have told stories to help us convey important messages/morals to one another• Marketing is modern storytelling. It’s used to

convince people to spend money and/or take particular actions• Nonprofits can use stories to convey the

effectiveness of their work and to motivate others to join the cause

What makes a good story?

• A good storyteller makes the audience feel like s/he is part of the story• A good story leaves the audience ready to take action• Your work in the community leads to great stories

every day.

How do you capture stories?

• Verbally at staff meetings• On photo or video before client

ends services (as a step in the exit interview for example)

• Presentations from clients during board meetings

• Physical thank you notes stored in a central filing cabinet

• A shared spreadsheet on your computer system

• A Google form/document to which everyone contributes and one person manages

What is your communications

strategy?

Who are you trying to reach?

What actions should these people take as a result of your communications?

1. Who is your audience?

2. What do you need to say? (think about audience-specific wording and actions

audience should take)

3. When do you need to say it?

4. How will you spread the message?

Key elements: communications

strategy

1. Primary audience: funders

2. Message: We have been effective stewards of your dollars

3. Timing: Every year, ideally as soon as impact is calculated

4. Distribution: All communication channels, especially newsletter to funders

Example: Annual report

Matrix for Annual report

Not too bad, right?

What is social media?

Source: Creative Commons, Yoel Ben Avraham

My definition of social media

A two-way form of digital communication between:

1. Peers

2. People and organizations

3. People and government

Source: Neil Perkins, “What’s Next in Media” via SlideShare

The Social in Social Media

TRADITIONALMEDIA

Why is this so important?

People are more invested when their opinions and contributions are valued

Example: NeighborWorks Week 2013

NeighborWorks Week on Twitter

NeighborWorks Week on Twitter

NWW Photo Contest 2013

75 photos entered

955 votes

263 new Facebook fans

NeighborWorks Week photo contest

Caution:

Social media is

not magic

Thank you!

Appendix

• Storytelling resources• Social media resources• Social media explained – a chart• Social media channels evaluation chart• A good Facebook post – example• An engaged neighborhood video campaign

• Winning the Story Wars by Jonah Sachs

• Nonprofit Storytelling http://ow.ly/h1ms0

• Using Storytelling to Engage and Motivate

Constituents http://ow.ly/h1muZ

Storytelling Resources

Social media Reading/Resources

•NTEN – nten.org•Beth Kanter – bethkanter.org• Debra Askanase – communityorganzer20.com

Online Resources

•Social Tech Symposium – bit.ly/SocialTechNTI•The Networked Nonprofit•Measuring the Networked Nonprofit

Books

Select the tool(s) based on your goals

Source: FrogLoop.com via Allyson Kapin “Which Social Media Platforms Are Worth Your Time and Energy?”

Select the tool(s) based on your audience

Source: Pew Center for Internet Research, via DocStoc

Events on Facebook

• Facebook post liked by 32 followers & shared

15 times

• Online and offline component to the content

• Cute/relevant picture to stir positive emotions

Example 3: Community Interviews