Becoming A Networked Arts Nonprofit Train the Trainers Beth Kanter, Master Trainer Arts Boot Camp - - April 3, 2013
Write Down and Post ItWhat are your greatest hopes for your organization’s integrated digitalstrategy, delivering the program? What are your concerns?What are your burning questions?
Beth Kanter: Master Trainer, Author, and ChangeMaker
The Afternoon Agenda AGENDA OUTCOMESIntroduction Get InspiredCrawl, Walk, Run, Fly Understand how being networked can reachNetworked Mindset your goalsInstitutional SupportBreak FRAMINGStrategy and Measurement InteractiveContent Strategy FunWebinar Tips Transdisciplinary #netnon Eat Your Own Dog Food!
Raise Your Hand If Your Digital Strategy Goal Is …. Improve relationships Increase awareness Increase traffic referral Increase engagement Increase dollars Increase action
Is Your Nonprofit Using Online Social Networks for Social Change?Stand Up, Sit Down Photo by net_efekt
Stay standing if your organization is using any ofthe digital tools and getting results?
If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have to keep moving forward.” Inspiration
Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder of Network BuildingMarketing Strategy Results and EngagementDevelopment Networks Many champions and free Content Strategy agents work for youCulture Change Pilot: Focus one program or channel Best Practices Multi-Channel Engagement, with measurement Content, and Measurement Measurement and Incremental Capacity learning in all above Reflection and Continuous Improvement
Four Corners of the RoomWhere is your organization now? What does that look like? What do you need to get to the next level?CRAWL RUNWalk FLY
Maturity of Practice: Crawl-Walk-Run-FlyCategories Practices AverageCULTURE Networked Mindset 2.3 Institutional Support 1.5CAPACITY Staffing 1.8 Strategy 1.5MEASUREMENT Analysis 1.5 Tools 2.0 Adjustment 1.8LISTENING Brand Monitoring 1.5 Influencer Research 1.3 ENGAGEMENT Ladder of Engagement 1.5 CONTENT Integration/Optimization 1.8 NETWORK Influencer Engagement 2.0 All Indicators Relationship Mapping 1.3 C4 Atlanta Theatre Bay Area 1 2 3 4 Austin Creative Alliance The Alliance of Resident Theatres/New York LA Stage Alliance Arts & Cultural Alliance of Central Florida 0.0 0.5 1.0 1.5 2.0 2.5
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• Sharing control of decision-making• Communicating through a network model, rather than a broadcast model• Data-Informed
Maturity of Practice: Networked MindsetCRAWL WALK RUN FLYUnderstanding of Listening to and Comfort level with Leadership isnetworks that are cultivating greater organizational comfortable usingconnected to relationships with openness and decentralized decision-organization networks based on transparency. making and collective mapping networks. Leadership is using action with networks. social networks and Considers people inside comfortable with and outside of the CULTURE: Networked Mindset showing personality. organizations as assets FLY in strategy. RUN “We have a small staff so WALK the leadership relies on CRAWL staff to make 0% 5% 10% 15% 20% 25% 30% 35% suggestions, provide feedback and to allows 2.3 collective action. “ (Austin
Leading With A Network Mindset: Shift From Push To PullSF Goodwills CEO, Debbie Alvarez-Rodriguez
The Networked CEO or Artistic Leader 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?
Maturity of Practice: CWRF – Institutional Support CRAWL WALK RUN FLY Social media policy Social media policy Social media staff All staff use social is drafted and has been discussed position includes media effectively to gaining support and approved by facilitating training support organization through “road leadership. other staff to use objectives. shows” with social networks. departments CULTURE: Social Media Policy FLY “Leadership is very involved in social media RUN strategies, and most of the staff is social media savvy and engaged, though not all activity is WALK strategized together. “ (LA Theatre Alliance) CRAWL “Social media policy has been drafted but sits on back burner, lacking leadership buy- 0% 20% 40% 60% 80% in, departmental coordination, and enough time/staff to develop/execute plan. “ 1.5 )
Best Practice: Write Down the Rules – Social Media Policy http://www.bethkanter.org/category/organizational-culture/
Social Media Policy – Living Document• Encouragement and support • Best practices • Tone• Why policy is needed • Expertise • Cases when it will be • Respect used, distributed • Quality • Oversight, notifications, and legal implications • Additional resources • Training• Guidelines • Press referrals • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common wiki.altimetergroup.com sense Source: Charlene Li, Altimeter Group
Social Media Policy – All Staff Participatehttp://www.bethkanter.org/staff-guidelines/
Share Pair: What are some institutional culturecapacity building issues you will face? What are your first steps?
Maturity of Practice: CWRF – Relationship Mapping CRAWL WALK RUN FLY Lists organizations or Uses low tech methods Uses low tech methods Uses low tech methods partners but has not (drawings and sticky and free social network and free and paid social visualized or identified notes) to visualize analysis tools to visualize network analysis tools new ones. networks of individuals networks of individuals and uses resulting and organizations and organizations. Uses visualizations to inform data to inform strategy strategy and/or measure and tactics. results. RELATIONSHIP MAPPING FLY RUN 1.5 WALK CRAWL 0% 10% 20% 30% 40% 50% 60% 70%
How Nonprofits Visualize Their Networks“This Tweepsmap shows the geography oforganization’s followers. We use this as a visualrepresentation of this network and it is part of knowingour audience.”
Create Your Map 1. Work on your org’s map 2. Use sticky notes, markers and poster paper. 3. Think about marketing goals and brainstorm a list of “go to” people, organizations, and online resources 4. Decide on different colors to distinguish between different types, write the names on the sticky notes 5. Identify influencers, discuss specific ties and connections. Draw the connections
Walk About, View Other Maps, Leave NotesVisualize, develop, and weave relationships with others to helpsupport your program or communications goals.What insights didyou learn frommapping yournetwork?
CWRF - STRATEGYCRAWL WALK RUN FLYConsideration of Strategic plan with SMART Strategic plan with Strategic plan with SMARTcommunications strategy objectives and audiences SMART objectives and objectives and audiencewith SMART objectives for branding and web audience definition. definition. Includesand audiences and presence, include strategy Includes integrated integrated content,strategies for branding points to align social content, engagement engagement strategy, andand web presence. Social media for one or two strategy, and formal formalMedia is not fully aligned. social media channels. champions/influencer champions/influencer program and working program and working with Capacity: Strategy with aligned partners. aligned partners. Uses FLY 1.5 Uses more than two social media channels. more than three social media channels. Formal RUN process for testing and WALK adopting social media channels. CRAWL “We use several social media outlets. The 0% 10% 20% 30% 40% 50% 60% content fits within mission. We do keep up with reach measurements and test messages. During specific campaigns, we align with “Social media integration is strategic partners--sometimes with haphazard and barely success, and other times the results are existent.” sporadic.” (C4 Atlanta)
POST FRAMEWORK People Objectives Strategies ToolsPOST Worksheet from “Measuring the Networked Nonprofit”
POST: KNOW YOUR AUDIENCE• What keeps them up at night?• What are they currently seeing?• Where do they go for information?• What influences their decisions?• What’s important to them?• What makes them act?
POST: SMART OBJECTIVES - RESULTS Results • Reach, Engagement, Action, Dollars1. How many? 5. Reflect 2. By when? 3. Benchmark 4. Measure with metrics
POST APPLIED: SMALL ARTS NONPROFIT 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.
SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster SMART OBJECTIVE TARGET AUDIENCES SUCCESS METRICS
SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster Next To Your Network Poster Look at other posters Leave Notes
Maturity of Practice: CWRF -Capacity CRAWL WALK RUN FLY 5 hours or less per week 5-19 hours per week of 20-29 hours per week 30-40 hours of staff time is of staff time is invested staff time is invested in of staff time in a invested in a dedicated one position. Other staff dedicated social social media position with or intentions implement media position. Other support staff. Other staff social media. staff or interns or or interns or influencers influencers implement implement social media. social media strategy. CAPACITY: STAFFING FLY RUN 1.8 “I am the staff member who WALK manages our social media efforts, but it is a CRAWL small fraction of my duties.” 0% 10% 20% 30% 40% 50% 60%
You want me to Tweet too? Who has time? Privacy?
Options for Getting the Work Done Free Integrated Staff Staff • Intern • Spread • Part-Time • Full-Time • Volunteer tasks across • Hybrid • Board staff jobs Model Members
Hybrid Model Staffing – Larger Organizations Source: SSIR – Mogus, Silberman, and Roy
Hybrid Model Adapted to Small Nonprofit • 3 person staff • Social media responsibilities in all three job descriptions • Each person 2-4 hours per week • Weekly 20 minute meeting to coordinate • Three initiatives to support SMART objectives • Weekly video w/Flip • Blogger outreach • Facebook
TasksSocial Media OverviewAccountCreation/CustomizationSocial Media ResearchTemplate CreationBlog MonitoringBlog DraftsVideoPost Facebook ContentAnswer comments onFacebookCollect measurement data
Small Nonprofits: Spread the Work Between Staff
DebriefWhat are some ways you can expand your capacity to do social media?
Maturity of Practice: CWRF - Listening CRAWL WALK RUN FLY Observing conversations and Tracking keywords, Tracking keywords, Tracking keywords, receiving Google Alerts, but influencers, or conversations influencers, and influencers, and not doing analysis using free tools, but does conversations using free conversations using free and not have a formal tools and weekly/monthly paid tools and organizational process for reporting and synthesis. weekly/monthly reporting synthesis and reporting. and synthesis. Capacity to use “real-time” information to respond. Uses both to make decisions, avoid social media crisis before LISTENING: Brand Monitoring escalating. FLY “Goodness. We dont even get Google RUN 1.8 Alerts. And - observing conversations? WALK I do, on Twitter, when I can, but its not systematic.” CRAWL “Our process isnt formal but we do 0% 10% 20% 30% 40% 50% 60% 70% look at the information regularly and adjust messages and, in some cases, how we portray our brand.” C4
Repeat Key Words Purpose Brand Monitoring Customer Service Engagement Content CurationAnalysis Dashboard Respond
California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the namesof that seasons directors andproductions.
Manual Content Analysis Authority Visibility Tone Messages Pages 133-137CommunicatedConversation Type
Maturity of Practice: CWRF - EngagementCRAWL WALK RUN FLYNot using Informal description of Formal description of Formal description of different levels of different levels of different levels of engagement on different engagement based on engagement based on platforms or across survey or qualitative survey or qualitative platforms, but doesn’t research. Aligns with research. Aligns with align with strategy or strategy, but does not strategy and collects data measurement. measurement process for and reports organized by all steps. engagement and conversion levels. ENGAGEMENT FLY RUN WALK 1.5 CRAWL 0% 10% 20% 30% 40% 50% 60% 70%
Ladder of Engagement Champion Action Engagement Interest Social Media AwarenessStrategies and Tactics to move people up the ladder, measureconversions
Maturity of Practice: CWRF – ContentCRAWL WALK RUN FLYShares content that Uses an editorial Uses an editorial Uses an editorialmay be relevant to calendar to align calendar to align calendar to alignaudience, but not content with objectives content with objectives content with objectivesconsistently and not and audiences to and audiences to and audiences tomeasuring publish across publish across publish across channels consistently – channels consistently channels consistently, aligns with program and measures measures and advocacy performance performance, and uses calendars data to plan content CONTENT STRATEGY FLY RUN 1.8 WALK CRAWL 0% 10% 20% 30% 40% 50% 60%
Linking Your Content Strategy To SMART Objectives Objective Target Audience Content Strategy
How To Think About Content Ideas Features News How ToIdea Pieces Highlights Breaking News TipsInterviews Reviews Policy News TutorialsOpinion Stories Data ListsAnalysis Case Studies Reports Resources Real Time Original Planned Curated
Editorial Calendar ExampleJanuary 2013 Include hashtags (#) and URL resources for staff to do some research on topicsUnited Ways of California www.unitedwaysCA.org 61
Date Hook Web Email Facebook Twitter Blog12345671. 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
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
Measuring Your ContentResult Metrics Analysis QuestionConsumption Views Does your audience care about the topics your Reach Followers content covers? Are they consuming your content?Engagement Re-tweets Does your content mean enough to your Shares Comments audience for them to share it or engage with it?Action Referrals Does your content help you achieve your goals? Sign Ups Phone CallsRevenue Dollars Does your content help you raise money, recruit Donors Volunteers volunteers or save time?
Orientation• Please arrive on the call promptly as well begin shortly after the call starts• Please announce yourself once you get on the conference call• Call from your land land line, if possible.• Dial the participant passcode slowly or you may get a message that says the code in invalid. If you get this message, please try dialing in again and re-entering your code - SLOWLY.• Please do not use a speaker phone or speakers without a headphone as this creates an echo• Speak up on the call If there is background noise, please mute your phone.
Peer Learning Calls DATE/TIME TOPIC HOMEWORK June Orientation Discuss and identify pilot that is Participant Assessment an organizational priority, easy Tuesday, 4 PM Hopes and Concerns win July Capacity and Culture Create 1s Draft of Social Media Policy and Review Tuesday, 4 PM Intern Job Description August Strategy and Measurement Identify Objectives, Metrics for Success, and Audience Tuesday, 4 PM September Listening and Engagement Identify keywords and set up Mention October Content Create Editorial Calendar November Measurement Measure Content December Learning Culmination Case StudyAutomate your reminders via Email – weekly and 2 hours beforePost on Facebook Group
Peer Learning Conference Calls: Structure Check In Next Action Content StepsMight requiresome coaching Show and Discussion Tell
RUNNING THE CALL: BEFORE• Have water, chocolate, and take care of your bio needs before call• Test your head set• Have hard copy of the slides just in case• Open up the lines 15 minutes before• As people arrive greet them and do a rolling roll call• Refer technical issues to the tech support line• Helps to have an attendance template to check off• Don’t let there be any dead air• Welcome slide should encourage use of chat• Put people on mute or give them the key code to do so• Do the countdown to get started• Three minutes after the hour, do the final role call• Start the all with a recording• Make co-moderator a co-presenter
RUNNING THE CALL: DURING• Review the participation rules – mute unless asked to unmute, use the chat to ask questions• Have a co-moderator look at the chat as you go and pause to ask them for relevant questions• Don’t get derailed• Have more slides than you think you need – Webinars can handle the visual stimulation• Make use of the polls for interaction and especially for your measurement plan• Between segments, pause and when you ask for people to type into the chat• Ask people to stretch at halfway point• When you do voice interaction, use chat to takes note to summarize points
RUNNING THE CALL: AFTER• Immediately post notes, chat archive, and slides to the wiki• Let people know material has been posted in the FB Group• Email the notes• Check in during the month in the Facebook Group re: homework• Identify show and tell presenter• Prompt people to post in FB group in between phone meetings