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Becoming A Networked Arts Nonprofit
         Train the Trainers
            Beth Kanter, Master Trainer

          Arts Boot Camp - - April 3, 2013
Write Down and Post It
What are your greatest
    hopes for your
     organization’s
   integrated digital
strategy, delivering the
       program?

    What are your
     concerns?


What are your burning
     questions?
Beth Kanter: Master Trainer, Author, and ChangeMaker
The Afternoon Agenda

     AGENDA
                                                       OUTCOMES
Introduction                                           Get Inspired

Crawl, Walk, Run, Fly                              Understand how being
                                                   networked can reach
Networked Mindset                                       your goals


Institutional Support

Break                             FRAMING

Strategy and Measurement      Interactive

Content Strategy              Fun

Webinar 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 of
the digital tools and getting results?
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.”




              Inspiration
Where to focus …
 CRAWL                   WALK                      RUN                         FLY




                     Linking Social with    Ladder of               Network Building
Marketing Strategy   Results and            Engagement
Development          Networks                                       Many champions and free
                                            Content Strategy        agents work for you
Culture 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 Room
Where is your organization now? What does that look
  like? What do you need to get to the next level?

CRAWL                                          RUN




Walk                                         FLY
Maturity of Practice: Crawl-Walk-Run-Fly
Categories  Practices                      Average
CULTURE     Networked Mindset              2.3
            Institutional Support          1.5
CAPACITY    Staffing                       1.8
            Strategy                       1.5
MEASUREMENT Analysis                       1.5
            Tools                          2.0
            Adjustment                     1.8
LISTENING   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 Mindset
CRAWL                           WALK                      RUN                   FLY

Understanding of                Listening to and          Comfort level with Leadership is
networks that are               cultivating               greater organizational comfortable using
connected 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 Pull




SF Goodwill's CEO, Debbie Alvarez-Rodriguez
Leading With A Network Mindset
The Networked CEO: 1 Tweet = 1000 by Staff




 Open and accessible to the world and
          building relationships
Making interests, hobbies, passions visible
           creates authenticity
The Networked Artistic Director
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 Participate




http://www.bethkanter.org/staff-guidelines/
Arts Train the Trainers
Share Pair: What are some institutional culture
capacity building issues you will face? What are
                your first steps?
Understand, Feed, and Tune Your Networks
Blends Network Strategy With Communications Strategy
Feeding A Network of Networks
A Bridge Between Network of Networks
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
How Nonprofits Visualize Their Networks




“This Tweepsmap shows the geography of
organization’s followers. We use this as a visual
representation of this network and it is part of knowing
our 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 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?
Strategy , Measurement, Capacity and Content
CWRF - STRATEGY
CRAWL                          WALK                     RUN                     FLY

Consideration of            Strategic plan with SMART Strategic plan with       Strategic plan with SMART
communications strategy objectives and audiences SMART objectives and           objectives and audience
with SMART objectives       for branding and web       audience definition.     definition. Includes
and audiences and           presence, include strategy Includes integrated      integrated content,
strategies for branding     points to align social     content, engagement      engagement strategy, and
and web presence. Social media for one or two          strategy, and formal     formal
Media 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
        Tools
POST 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, Dollars

1. 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
Walking Speed Debrief: 60 Seconds
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
Tasks
Social Media Overview
Account
Creation/Customization
Social Media Research
Template Creation
Blog Monitoring
Blog Drafts
Video
Post Facebook Content
Answer comments on
Facebook
Collect measurement data
Small Nonprofits: Spread the Work Between Staff
Debrief



What 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 don't even get Google
       RUN
                                                       1.8      Alerts. And - observing conversations?
      WALK
                                                                I do, on Twitter, when I can, but it's
                                                                not systematic.”
     CRAWL
                                                                “Our process isn't 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 Curation
Analysis                      Dashboard



               Respond
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
Manual Content Analysis
  Authority


  Visibility


    Tone

  Messages     Pages 133-137
Communicated

Conversation
   Type
Maturity of Practice: CWRF - Engagement

CRAWL                        WALK                      RUN                      FLY
Not 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


                                 Awareness
Strategies and Tactics to move people up the ladder, measure
conversions
Maturity of Practice: CWRF – Content
CRAWL                    WALK                    RUN                    FLY

Shares content that      Uses an editorial       Uses an editorial       Uses an editorial
may be relevant to       calendar to align       calendar to align       calendar to align
audience, but not        content with objectives content with objectives content with objectives
consistently and not     and audiences to        and audiences to        and audiences to
measuring                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 To
Idea Pieces   Highlights     Breaking News    Tips
Interviews    Reviews        Policy News      Tutorials
Opinion       Stories        Data             Lists
Analysis      Case Studies   Reports          Resources




              Real Time                      Original




    Planned                       Curated
Editorial Calendar Example
January 2013




 Include hashtags (#) and URL resources for staff to do some research on topics


United Ways of California www.unitedwaysCA.org                                    61
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
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 Content

Result        Metrics       Analysis Question
Consumption   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 Calls
Revenue       Dollars       Does your content help you raise money, recruit
              Donors
              Volunteers
                            volunteers or save time?
You Don’t Have To Measure All Right Away
Use Data To Make Better Decisions




                   Look for patterns
Action Learning Projects
    Conference Calls
Orientation

• Please arrive on the call promptly as we'll 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 Study


Automate your reminders via Email – weekly and 2 hours before
Post on Facebook Group
Peer Learning Conference Calls: Structure


                              Check In


                Next Action
                                          Content
                  Steps


Might require
some 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
Closing Circle and Reflection
Thank you!




www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter

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Arts Train the Trainers

  • 1. Becoming A Networked Arts Nonprofit Train the Trainers Beth Kanter, Master Trainer Arts Boot Camp - - April 3, 2013
  • 2. Write Down and Post It What are your greatest hopes for your organization’s integrated digital strategy, delivering the program? What are your concerns? What are your burning questions?
  • 3. Beth Kanter: Master Trainer, Author, and ChangeMaker
  • 4. The Afternoon Agenda AGENDA OUTCOMES Introduction Get Inspired Crawl, Walk, Run, Fly Understand how being networked can reach Networked Mindset your goals Institutional Support Break FRAMING Strategy and Measurement Interactive Content Strategy Fun Webinar Tips Transdisciplinary #netnon Eat Your Own Dog Food!
  • 5. Raise Your Hand If Your Digital Strategy Goal Is ….  Improve relationships  Increase awareness  Increase traffic referral  Increase engagement  Increase dollars  Increase action
  • 6. Is Your Nonprofit Using Online Social Networks for Social Change? Stand Up, Sit Down Photo by net_efekt
  • 7. Stay standing if your organization is using any of the digital tools and getting results?
  • 8. 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.” Inspiration
  • 9. Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder of Network Building Marketing Strategy Results and Engagement Development Networks Many champions and free Content Strategy agents work for you Culture 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
  • 10. Four Corners of the Room Where is your organization now? What does that look like? What do you need to get to the next level? CRAWL RUN Walk FLY
  • 11. Maturity of Practice: Crawl-Walk-Run-Fly Categories Practices Average CULTURE Networked Mindset 2.3 Institutional Support 1.5 CAPACITY Staffing 1.8 Strategy 1.5 MEASUREMENT Analysis 1.5 Tools 2.0 Adjustment 1.8 LISTENING 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
  • 12. 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
  • 13. Maturity of Practice: Networked Mindset CRAWL WALK RUN FLY Understanding of Listening to and Comfort level with Leadership is networks that are cultivating greater organizational comfortable using connected 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
  • 14. Leading With A Network Mindset: Shift From Push To Pull SF Goodwill's CEO, Debbie Alvarez-Rodriguez
  • 15. Leading With A Network Mindset
  • 16. The Networked CEO: 1 Tweet = 1000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  • 18. 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?
  • 19. 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 )
  • 20. Best Practice: Write Down the Rules – Social Media Policy  http://www.bethkanter.org/category/organizational-culture/
  • 21. 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
  • 22. Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/
  • 24. Share Pair: What are some institutional culture capacity building issues you will face? What are your first steps?
  • 25. Understand, Feed, and Tune Your Networks
  • 26. Blends Network Strategy With Communications Strategy
  • 27. Feeding A Network of Networks
  • 28. A Bridge Between Network of Networks
  • 29. 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%
  • 30. How Nonprofits Visualize Their Networks
  • 31. How Nonprofits Visualize Their Networks “This Tweepsmap shows the geography of organization’s followers. We use this as a visual representation of this network and it is part of knowing our audience.”
  • 32. 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
  • 33. 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?
  • 34. Strategy , Measurement, Capacity and Content
  • 35. CWRF - STRATEGY CRAWL WALK RUN FLY Consideration of Strategic plan with SMART Strategic plan with Strategic plan with SMART communications strategy objectives and audiences SMART objectives and objectives and audience with SMART objectives for branding and web audience definition. definition. Includes and audiences and presence, include strategy Includes integrated integrated content, strategies for branding points to align social content, engagement engagement strategy, and and web presence. Social media for one or two strategy, and formal formal Media 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)
  • 36. POST FRAMEWORK People Objectives Strategies Tools POST Worksheet from “Measuring the Networked Nonprofit”
  • 37. 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?
  • 38. POST: SMART OBJECTIVES - RESULTS Results • Reach, Engagement, Action, Dollars 1. How many? 5. Reflect 2. By when? 3. Benchmark 4. Measure with metrics
  • 39. 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.
  • 40. SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster SMART OBJECTIVE TARGET AUDIENCES SUCCESS METRICS
  • 41. SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster Next To Your Network Poster Look at other posters Leave Notes
  • 43. 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%
  • 44. You want me to Tweet too? Who has time? Privacy?
  • 45. 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
  • 46. Hybrid Model Staffing – Larger Organizations Source: SSIR – Mogus, Silberman, and Roy
  • 47. 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
  • 48. Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data
  • 49. Small Nonprofits: Spread the Work Between Staff
  • 50. Debrief What are some ways you can expand your capacity to do social media?
  • 51. 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 don't even get Google RUN 1.8 Alerts. And - observing conversations? WALK I do, on Twitter, when I can, but it's not systematic.” CRAWL “Our process isn't 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
  • 52. Repeat Key Words Purpose Brand Monitoring Customer Service Engagement Content Curation Analysis Dashboard Respond
  • 53. 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.
  • 55. Manual Content Analysis Authority Visibility Tone Messages Pages 133-137 Communicated Conversation Type
  • 56. Maturity of Practice: CWRF - Engagement CRAWL WALK RUN FLY Not 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%
  • 57. Ladder of Engagement Champion Action Engagement Interest Social Media Awareness Strategies and Tactics to move people up the ladder, measure conversions
  • 58. Maturity of Practice: CWRF – Content CRAWL WALK RUN FLY Shares content that Uses an editorial Uses an editorial Uses an editorial may be relevant to calendar to align calendar to align calendar to align audience, but not content with objectives content with objectives content with objectives consistently and not and audiences to and audiences to and audiences to measuring 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%
  • 59. Linking Your Content Strategy To SMART Objectives Objective Target Audience Content Strategy
  • 60. How To Think About Content Ideas Features News How To Idea Pieces Highlights Breaking News Tips Interviews Reviews Policy News Tutorials Opinion Stories Data Lists Analysis Case Studies Reports Resources Real Time Original Planned Curated
  • 61. Editorial Calendar Example January 2013 Include hashtags (#) and URL resources for staff to do some research on topics United Ways of California www.unitedwaysCA.org 61
  • 62. 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
  • 63. 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
  • 64. 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
  • 65. Measuring Your Content Result Metrics Analysis Question Consumption 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 Calls Revenue Dollars Does your content help you raise money, recruit Donors Volunteers volunteers or save time?
  • 66. You Don’t Have To Measure All Right Away
  • 67. Use Data To Make Better Decisions Look for patterns
  • 68. Action Learning Projects Conference Calls
  • 69. Orientation • Please arrive on the call promptly as we'll 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.
  • 70. 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 Study Automate your reminders via Email – weekly and 2 hours before Post on Facebook Group
  • 71. Peer Learning Conference Calls: Structure Check In Next Action Content Steps Might require some coaching Show and Discussion Tell
  • 72. 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
  • 73. 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
  • 74. 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
  • 75. Closing Circle and Reflection

Editor's Notes

  1. http://www.flickr.com/photos/socialgoodbrasil/8179199091/sizes/l/in/photostream/
  2. http://www.flickr.com/photos/tallmariah/185557867/sizes/z/in/faves-cambodia4kidsorg/
  3. https://twitter.com/larissaarcher/status/265618371947687937
  4. 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.”
  5. Framework to guide my coaching and peer learning design over the yearsThere are different stages of development for networked nonprofits. The Crawl StageCrawlers are not using social media consistently or measurement processes; they also lack a robust communications strategy. Crawlers can be small or large nonprofits that have all the basics in place, but they either lack a social culture or resist transforming from a command-and-control style to a more networked mindset. These nonprofits need to develop a strategy. Even with a communications strategy in place, some organizations may face challenges to adopting a networked way of working. If so, they should start with a discussion of the organizational issues, followed by codifying the rules in a social media policy. They should also anticipate learning and benefiting from inspiring stories from peers.The Walk StageNonprofits in this stage are using several social media channels consistently, but may not be strategic or fully embracing best practices—maybe they don’t engage with users, or they only share content and messaging produced by their own organization. These nonprofits need to create a social media strategy to support short- and long-term objectives, such policy change or increasing public engagement on an issue. Walkers internalize listening, and use the data they collect to improve engagement and some content best practices.These organizations implement small, low-risk projects that collect stories, learning, and metrics to help leadership better understand the value, benefits, and costs. Walkers should focus on one or two social media tools, going deep on tactics and generating tangible results and learning. They must identify low-cost ways to build capacity internally, such as integrating social media responsibilities into existing staff jobs. Capacity is built with support from leadership and a social media policy formalizes the value and vision.The Run StageRunners use more than two social media channels as part of an integrated strategy, identifying key result areas and metrics that drive everything they do. They have a formal ladder of engagement that illustrates how supporters move from just hearing about your organization to actively engaging, volunteering, or donating to your organization. This is used to guide strategy and measurement. They visualize their networks and measure relationships. These organizations practice basic measurement religiously and use data to make decisions about social media best practices.In these organizations, a single department does not guard social media, and staff are comfortable working transparently and with people outside the organization. The board is also using social media as part of its governance role.To build internal capacity, runners invest in a community manager whose job it is to build relationships with people on social media or emerging platforms. These organizations know how to create great content, and use an editorial calendar to coordinate and curate content across channels. They are routinely tracking the performance of their content strategy and adjust based on measurement.The Fly StageThese organizations have institutionalized everything in the running stage. Flyers embrace failure and success alike, and learn from both. Flyers are part of a vibrant network of people and organizations all focused on social change. They use sophisticated measurement techniques, tools, and processes.http://www.flickr.com/photos/oreoqueen/3235090633/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/jonathandesign/7031920221/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/bdfbrasil/2416260064/sizes/m/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/levymh/6891554365/in/faves-cambodia4kidsorg/
  6. The maturing of practice framework includes looking at 7 best practice areas for networked approaches and social media – and some specific indicators – and looking at what they look at the different maturity levels. If you remember the application form, it asked you questions and that’s how I came up with the scoring system. If you were “crawl” you got 1, Walk 2, Run 3, and Fly 4 – and then I average the scores for the group. I also could come up with a score for your organization overall.So, if you got a 1.5, it means that you are on your way to walking.https://docs.google.com/spreadsheet/ccc?key=0AtsV5h84LWk0dFhENWFXVzBwZ2lWOGlzazZSek5Iemc#gid=1
  7. I recently heard Debbie Alvarez –Rodriguez from Goodwill SF give a talk about leading with a network mindset ….She’s the CEO - and was talking about how see is often up late at night. And back a year or so ago, her org was going through layoffs ..Tough times – so she up late, checking her email ..She received an email from some employees requesting to be part of the decision-making.    She thought, “I better call my board chair because he calls me.”As they were talking, she realized, “They could have put it on Facebook.”    This could have created a public relations nightmare (It’s happened in the orchestra world when the Detroit Symphony musicians went on strike and used social media to air their concerns.    Instead, these Goodwill employees went to their CEO.This lead them to really examine how to effect culture change. As Debbie says, it wasn’t about just using the tools and platforms like Facebook and Twitter – even for herself as the CEO or her organization. That it required a shift from “pushing to engaging.”  
  8. So, it is not really about using the tools – it is organizational mindshift that begins with the leadership …..
  9. But, it isn’t just a spectator sport, it’s a contact sport – you have to be presence and engage ..This is the hard part … especially for CEOs of a certain age – this shift ..
  10. But, it isn’t just a spectator sport, it’s a contact sport – you have to be presence and engage ..This is the hard part … especially for CEOs of a certain age – this shift ..https://twitter.com/UdiACLU/status/What does your executive spend time doing now that they could do better via social? Whose work do they respect, follow or and feel inspired by?What are their communication strengths and preferences?How will social improve things they already KNOW they value?307513866315763712
  11. http://www.si.edu/content/pdf/about/sd/SD-814.pdfhttp://www.bethkanter.org/category/organizational-culture/
  12. http://www.bethkanter.org/staff-guidelines/
  13. Let’s look at some of the first steps of this change …The first step is to understand, feed, and tune your networksNetworks consist of people and organizationsYou have your professional network – and your organization has a network – there are connected.
  14. Bruce Lesley is one of a growing number of  nonprofit executive directors and senior leaders that are blending their networking with organizational communications strategy – from CEO to CNO. He’s the CEO of First Focus First Focus is working to change the dialogue around children’s issues by taking a cross-cutting and broad based approach to federal policy making. In all of our work, we seek to raise awareness regarding public policies impacting children and ensure that related programs have the resources necessary to help them grow up in a healthy and nurturing environment.He curates on Twitter – tracking articles and trends about children’s issues, making sense of them, and sharing the best with his network of individuals and aligned partners …
  15. He’s feeding a network of networks .. Partners at the state level also working on children’s issues – who curate from Bruce’s feed to share with their networks – for social good outcomes like getting kids health care insurance ..
  16. But this is not a networked silo --- he is a bridge between networks of networks in other issues – Network mindset ..
  17. The tweetsmap is a bit more simple - this shows the geography of @cfmco's followers. We haven't used this map other than as a visual representation of this network. It's part of knowing our audience. We began tweeting a year ago on general topics like philanthropy and grantmaking with an occasional tweet about our work in Monterey County, CA. More recently we've begun to monitor our Hootsuite Ow.ly reports which tells us which links are opened, retweeted, etc. I was surprised to learn that we have higher levels of engagement with the local content, even though less than a third of our Tweeps are from the Central Coast area.
  18. You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
  19. CRAWL: I am the staff member who manages our social media efforts, but it is a small fraction of my duties.
  20. http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_twoHybrid is the most progressive and the most conducive to producing continuous innovation at the pace of digital change. In this model, different business units continue to build their own capacity based on their specific needs, but all digital staffers are connected to and supported by a central and strong digital experience team that directs the whole system toward long-term strategic goals. With this model, the culture of the central digital team is practicing what we’ll call “open leadership”: service oriented, highly collaborative, hyper-connected listeners, who also have the technical and content expertise to be high-value strategists. They take on leadership of high-leverage or high-risk projects themselves, but leave space for others to lead on their own initiatives.  This may sound ideal, but in practice it is a more organic model than most institutions are comfortable with. It’s actually unclear whether this model can actually exist if the rest of the institution is highly silo-ized, politicized, and competitive. To be sustainable, support for this new type of collaborative leadership needs to come via a larger change initiative from the top that moves toward looser, more adaptive structures overall.Jason Mogus is the principal strategist at Communicopia, a Webby Award-winning digital consultancy that helps social change organizations adapt to a networked world. Jason has led digital transformation projects for the TckTckTck global climate campaign, The Elders, NRDC, the United Nations Foundation, and the City of Vancouver, and he is the founder of the Web of Change community. Michael Silberman is the global director of Digital Innovation at Greenpeace, where he leads a lab that envisions, tests, and rolls out creative new means of engaging and mobilizing supporters in 42 countries. Silberman is a co-founder of EchoDitto, a digital consultancy that empowers leading organizations to have a greater impact through the creative use of new technologies. Follow Michael on twitter: @silbatron. Christopher Roy is a senior strategist with Communicopia and the founder of Open Directions. He works with social purpose organizations and businesses to create clear strategies and tactical plans that harness the full potential of online engagement for creating change.
  21. This is a very small NGO in the US. The have 3 people on staff. Each staff person is responsible for one area of their social media related to a SMART objective.Increase awareness by producing one FLIP camera video per week and posting on YouTubeIncrease engagement by reaching out to and encouraging bloggers to write about the organization’s programsIncrease engagement and conversation about the organization’s program by posting content and engaging with fans on FacebookThey have a weekly 20 minute meeting to discuss their plans of what they’re going to do and evaluate how they did last week
  22. Will hand out worksheets
  23. California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.
  24. The action learning projects are very critical to the success of the program .. So I will be measuring
  25. Content strategy is the technique of creating, curating, repurposing, and sharing relevant and valuable content across your channels (web site, email, print, social, and mobile) to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving results. You need to have a clear logic path from objective, audience, and content – as well as an internal practice that allows you create, curate, repurpose, and track the performance of your social content so you can optimize it.
  26. MonthlyCommon messaging - along with partners on health careShare the responsibility – brainstorm contentIntegrate with what is timelyGet input from partners and friends – group learning
  27. They focused on developing a robust engagement and content strategy – that was integrated with other channels, all to support objectives in communications strategy and outcomes – and used measurement. They started with one channel – FB …
  28. Primary Dial-in: 1 (888) 291-0312Participant Passcode: 7299 096 Alternate Dial-in:18002004473India Freephone 91 22 3301 9461India-Mumbai Local 
  29. Primary Dial-in: 1 (888) 291-0312Participant Passcode: 7299 096 Alternate Dial-in:18002004473India Freephone 91 22 3301 9461India-Mumbai Local 
  30. Share pair 2 xThink and Write index card – one thing to put into practiceBring into the circleMake one commitment for advancing their social media strategyOne word to resonate with you today …Future
  31. http://bit.ly/network-leadership