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Photo by Fras1977The NetworkedNGO in AustraliaBeth KanterMaster TrainerWorkshopConnectingUpGold Coast, AustraliaMay 15, 2013
WelcomeYour Burning Questions!Please write downyour burningquestion aboutnetworkednonprofits or socialmedia on sticky noteWhat do you wantanswered by the endof the day?Post it on the flipchart
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?
And your Org?Raise your hand if organizationis budget is ..-All Volunteer Staff-10 or less FTE Staff-10-20 FTE-More than FTE
Raise Your Hand If Your Social Strategy Goal Is …. Improve relationships Change behavior Increase awareness Increase engagement Increase dollars Increase action
Stand Up, Sit DownIs Your Nonprofit Using Online SocialNetworks for Social Change?Photo by net_efekt
AGENDAOUTCOMESInteractiveLearn from EachOtherReflectFRAMINGTake small stepsto improve yourstrategy to getbetter resultsNetworked NonprofitsSMARTer Social MediaLunchSocial Integration:ContentMindful or MindfullSocial MediaReflectionThe Agenda#netnon
SHARE PAIRS AND POPCORNIntroduce yourself to someone you don’t knowand share your burning question!
CRAWL WALK RUN FLYNetworked Nonprofits: Maturity of PracticeLinking Social withResults andNetworksPilot: Focus oneprogram or channelwith measurementIncremental CapacityLadder ofEngagementContent StrategyBest PracticesMeasurement andlearning in all aboveCommunicationsStrategyDevelopmentCulture ChangeNetwork BuildingMany Free Agents work foryouMulti-Channel Engagement,Content, and MeasurementReflection and ContinuousImprovement
Share Pair: Where is your organization?Where is your organization now? What does that looklike? What do you need to get to the next level?
A Network Mindset: A Leadership Style• Openness, transparency, decentralized decision-making, andcollective action.• Listening and cultivating organizational and professionalnetworks to achieve the impact• Leadership through active participation.• Social Media Policy living document, all staff participate includingleaders• Sharing control of decision-making• Communicating through a network model, rather than abroadcast model• Data-Informed
The Networked NGO Leader: 1 Tweet = 1000 by StaffOpen and accessible to the world andbuilding relationshipsMaking interests, hobbies, passions visiblecreates authenticity
“As a co-founder and director ofCurative, I am an avid user of SocialMedia channels for both personal andprofessional worlds.”
The Social CEO: In Service of StrategyWhat do they spend timedoing that they could dobetter via social ?Whose work do theyrespect or feel inspired by?How will social improvethings they know alreadyand value?http://www.bethkanter.org/nonprofit-ceo-leaders/
Best Practice: Write Down the Rules – Social Media Policyhttp://www.bethkanter.org/category/organizational-culture/
• Encouragement and support• Why policy is needed• Cases when it will be used,distributed• Oversight, notifications, andlegal implications• Guidelines• Identity and transparency• Responsibility• Confidentiality• Judgment and commonsense• Best practices• Tone• Expertise• Respect• Quality• Additional resources• Training• Press referrals• Escalation• Policy examples available atwiki.altimetergroup.comSource: Charlene Li, Altimeter GroupSocial Media Policy – Living Document
Social Media Policy – All Staff Participatehttp://www.bethkanter.org/staff-guidelines/
@rdearborn works for UpWell and sheLOVES sharks.Leverage Staff Personal Passion In Service of Mission
532 41How social is your organization’s culture?What are some of your challenges?
Are you thinkingthis?You want everyone onstaff to Tweet too?Great idea but ..Who has time?
Free• Intern• Volunteer• BoardMembersIntegrated• Spreadtasks acrossstaff jobsStaff• Part-Time• HybridModelStaff• Full-Time• HybridModelNetworks Create An Abundance Frame, Not Scarcity
• 3 person staff• Social mediaresponsibilities in all threejob descriptions• Each person 2-4 hoursper week• Weekly 20 minutemeeting to coordinate• Three initiatives tosupport SMARTobjectives• Weekly video w/Flip• Blogger outreach• FacebookHybrid Model Adapted to Small Nonprofit
Hybrid Model Staffing: Tear Down Those SilosSource: SSIR – Mogus, Silberman, and Roy
CRAWL, WALK, RUN, FLY: Maturity of Practice: Networked MindsetCRAWL WALK RUN FLYUnderstanding ofnetworks that areconnected toorganizationListening to andcultivatingrelationships withnetworks based onmapping networks.Comfort level withgreater organizationalopenness andtransparency.Leadership is usingsocial networks andcomfortable withshowing personality.Leadership iscomfortable usingdecentralized decision-making and collectiveaction with networks.Considers people insideand outside of theorganizations as assetsin strategy.
Blends Network Strategy With Communications Strategy
Create Your Map1. Use sticky notes, markers andposter paper to create yourorganization’s map.2. Think about communicationsgoals and brainstorm a list of“go to” people, organizations,and online resources3. Decide on different colors todistinguish between differenttypes, write the names on thesticky notes4. Identify influencers, discussspecific 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 did youlearn from mapping yournetwork?How can you each useyour professionalnetworks to support oneanother’s social mediastrategy work?
CWRF - STRATEGYCRAWL WALK RUN FLYConsideration ofcommunications strategywith SMART objectivesand audiences andstrategies for brandingand web presence. SocialMedia is not fully aligned.Strategic plan with SMARTobjectives and audiencesfor branding and webpresence, include strategypoints to align socialmedia for one or twosocial media channels.Strategic plan withSMART objectives andaudience definition.Includes integratedcontent, engagementstrategy, and formalchampions/influencerprogram and workingwith aligned partners.Uses more than twosocial media channels.Strategic plan with SMARTobjectives and audiencedefinition. Includesintegrated content,engagement strategy, andformalchampions/influencerprogram and working withaligned partners. Usesmore than three socialmedia channels. Formalprocess for testing andadopting social mediachannels.
• 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 communityOBJECTIVES:Increase engagement by 2 comments per post by FY 2013Content analysis of conversations: Does it make theorganization more accessible?Increase enrollment in classes and attendance at events by5% by FY 201310% students /attenders say they heard about us throughFacebookSTRATEGYShow the human face of artists, remove the mystique, getaudience to share their favorites, connect with otherorganizations.TOOLSFocused on one social channel (Facebook) to use bestpractices and align engagement/content with other channelswhich includes flyers, emails, and web site.POST APPLIED: SMALL ARTS NONPROFIT
• Reach, Engagement, Action,DollarsResults1. How many?2. By when?3. Measure with metricsPOST: SMART OBJECTIVES
Goal MetricIncrease donations % reduction in cost per dollarraisedIncrease donor base % increase in new donorsIncrease number of volunteers % increase in volunteersIncrease awareness % increase in awareness,% increase invisibility/prominenceImprove relationships with existingdonors/volunteers% improvement in relationshipscores,% increase in donation fromexisting donorsImprove engagement withstakeholders% increase in engagement(comments on YouTube, shareson Facebook, comments onblog, etc.Change in behavior % decrease in bad behavior,% increase in good behaviorChange in attitude about yourorganization% increase in trust score orrelationship scorePick The Right Success Metric!
SMARTER SOCIAL MEDIA: CREATE A POSTERCreate A PosterSMARTOBJECTIVETARGETAUDIENCESSUCCESSMETRICSSTRATEGYTools
SMARTER SOCIAL MEDIA: GALLERY WALKHang YourPoster on WallLook at otherpostersLeave Notes
California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the namesof that seasons directors andproductions.
What Will Motivate Your Audience?• Defined Objective• Clearly designatedsteps• A way to track process• Multiple entry points
fun on-rampsstories of peoplemaking changepersonal calls toactionpolicy leveldiscussions/callsto actionSocial Media: Fun On Ramp
InfluencersInfluencers: Individuals who are passionate aboutyour mission and have the power or ability to affectsomeone’s actions. Champions are people will tapinto their networks and inspire others to action, etc..Influencer Research: Using online search andother tools to identify social media profiles ofinfluencers and an analysis of what they are sayingto design a formal program to engage them.
ResearchRecruitResourcesUnleashInfluencers• NodeXL• Twiangulate• Klout• Desk Research
Maturity of Practice: CWRF – ContentCRAWL WALK RUN FLYShares content thatmay be relevant toaudience, but notconsistently and notmeasuringUses an editorialcalendar to aligncontent with objectivesand audiences topublish acrosschannels consistently –aligns with programand advocacycalendarsUses an editorialcalendar to aligncontent with objectivesand audiences topublish acrosschannels consistentlyand measuresperformanceUses an editorialcalendar to aligncontent with objectivesand audiences topublish acrosschannels consistently,measuresperformance, and usesdata to plan content
WelcomeGathering Our ThoughtsWhat resonatedfrom this morning?What insights didyou gain?Post it on the flipchart
Day Two: Effective Social Media: StrategyEnergizerPlay Video
ObjectiveAudienceContent StrategyLinking Your Content Strategy To SMART Objectives
HighlightsReviewsStoriesCase StudiesBreaking NewsPolicy NewsDataReportsTipsTutorialsListsResourcesFeatures News How ToHow To Think About ContentIdea PiecesInterviewsOpinionAnalysisIdeasReal TimePlannedOriginalCurated
Editorial Calendar ExampleJanuary 2013United Ways of California www.unitedwaysCA.org 61Include hashtags (#) and URL resources for staff to do some research on topics
Social Content Optimization• Focus on publishing high-quality, engaging, relevantcontent• Timing and Frequency• Post questions• Use images/visuals, but varytype of content and test• Clear to call to action• Follow your analytics
Date Hook Web Email Facebook Twitter Blog12345671. Volunteer?2. Brainstorm an editorialcalendar for one week.3. Use template, sticky notes,and poster paper
It’s A Process: Ideas, Organize, Create, Measure• Allocate staff meetingtime• Regular contentbrainstorm meetings• Next steps at meeting• Have your metrics inhand
Result Metrics Analysis QuestionConsumption ViewsReachFollowersDoes your audience care about the topics yourcontent covers? Are they consuming yourcontent?Engagement Re-tweetsSharesCommentsDoes your content mean enough to youraudience for them to share it or engage with it?Action ReferralsSign UpsPhone CallsDoes your content help you achieve your goals?Revenue DollarsDonorsVolunteersDoes your content help you raise money, recruitvolunteers or save time?Measuring Your Content
You Don’t Have To Measure All Right Awayhttp://bit.ly/npspreadsheet
Use Data To Make Better DecisionsLook for patterns
Share PairHow will you coordinate, create, and measure your socialmedia content? What questions do you still have?
MindfulSocial Media orMind Full?Photo by pruzicka
Managing Your Attention Online: Why Is It An ImportantNetworking 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 inthe 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 toprocess daily?5. Do you sit at your computer for longer than 30 minutes at a time without gettingup 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 youre 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 avoidother, pending work?Self-Knowledge Is The First StepA few quick assessment questionsAdd up your score: # of YES answers
0…1…2…3…4…5…6…7…8…9…10Source: LulumonathleticaMindful Online………………………………………………………..Need Help NowWhat’s Your Attention Focusing Score?
• Understand your goals and priorities andask yourself at regular intervals whetheryour current activity serves your higherpriority.• Notice when your attention haswandered, and then gently bringing itback to focus on your highest priority• Sometimes in order to learn or deepenrelationships -- exploring from link to linkis permissible – and important. Don’tmake attention training so rigid that itdestroys flow.Source: Howard RheingoldNetSmartWhat does it mean to manage your attention while yourcurate or other social media tasks?