Networked NGO Workshop in Australia
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Beth Kanter conducted a workshop for non-profit organizations on using social media more effectively. The workshop covered assessing an organization's current maturity with social media and networks, developing strategies and SMART objectives, creating content plans, and optimizing engagement. Participants worked on mapping their networks and developing social media plans. The workshop emphasized taking a networked approach, aligning social media with communications goals, and using data to improve strategies over time.
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Networked NGO Workshop in Australia
- 1. Photo by Fras1977 The Networked NGO in Australia Beth Kanter Master Trainer Workshop ConnectingUp Gold Coast, Australia May 15, 2013
- 2. WelcomeYour Burning Questions! Please write down your burning question about networked nonprofits or social media on sticky note What do you want answered by the end of the day? Post it on the flip chart
- 3. Beth Kanter: Master Trainer, Author, and ChangeMaker
- 4. Raise your hand if ……. - Executive Director - Board Member - IT Staff - Communications Staff - Program Staff - Do you implement the social media?
- 5. And your Org? Raise your hand if organization is budget is .. -All Volunteer Staff -10 or less FTE Staff -10-20 FTE -More than FTE
- 6. Raise Your Hand If Your Social Strategy Goal Is …. Improve relationships Change behavior Increase awareness Increase engagement Increase dollars Increase action
- 7. Stand Up, Sit Down Is Your Nonprofit Using Online Social Networks for Social Change? Photo by net_efekt
- 8. AGENDA OUTCOMES Interactive Learn from Each Other Reflect FRAMING Take small steps to improve your strategy to get better results Networked Nonprofits SMARTer Social Media Lunch Social Integration: Content Mindful or Mindfull Social Media Reflection The Agenda #netnon
- 9. SHARE PAIRS AND POPCORN Introduce yourself to someone you don’t know and share your burning question!
- 10. CRAWL WALK RUN FLY Networked Nonprofits: Maturity of Practice Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Best Practices Measurement and learning in all above Communications Strategy Development Culture Change Network Building Many Free Agents work for you Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
- 11. Share Pair: Where is your organization? Where is your organization now? What does that look like? What do you need to get to the next level?
- 12. Maturity of Practice: Crawl-Walk-Run-Fly Categories Practices CULTURE Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4
- 13. The Networked Mindset The Social NGO
- 14. A Network Mindset: A Leadership Style • Openness, transparency, decentralized decision-making, and collective action. • Listening and cultivating organizational and professional networks to achieve the impact • Leadership through active participation. • Social Media Policy living document, all staff participate including leaders • Sharing control of decision-making • Communicating through a network model, rather than a broadcast model • Data-Informed
- 15. The Networked NGO Leader: 1 Tweet = 1000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
- 16. “As a co-founder and director of Curative, I am an avid user of Social Media channels for both personal and professional worlds.”
- 18. The Social CEO: In Service of Strategy What do they spend time doing that they could do better via social ? Whose work do they respect or feel inspired by? How will social improve things they know already and value? http://www.bethkanter.org/nonprofit-ceo-leaders/
- 19. Best Practice: Write Down the Rules – Social Media Policy http://www.bethkanter.org/category/organizational-culture/
- 20. • Encouragement and support • Why policy is needed • Cases when it will be used, distributed • Oversight, notifications, and legal implications • Guidelines • Identity and transparency • Responsibility • Confidentiality • Judgment and common sense • Best practices • Tone • Expertise • Respect • Quality • Additional resources • Training • Press referrals • Escalation • Policy examples available at wiki.altimetergroup.com Source: Charlene Li, Altimeter Group Social Media Policy – Living Document
- 21. Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/
- 22. @rdearborn works for UpWell and she LOVES sharks. Leverage Staff Personal Passion In Service of Mission
- 23. 532 41 How social is your organization’s culture? What are some of your challenges?
- 24. Are you thinking this? You want everyone on staff to Tweet too? Great idea but .. Who has time?
- 25. Free • Intern • Volunteer • Board Members Integrated • Spread tasks across staff jobs Staff • Part-Time • Hybrid Model Staff • Full-Time • Hybrid Model Networks Create An Abundance Frame, Not Scarcity
- 26. • 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 Hybrid Model Adapted to Small Nonprofit
- 27. Hybrid Model Staffing: Tear Down Those Silos Source: SSIR – Mogus, Silberman, and Roy
- 28. CRAWL, WALK, RUN, FLY: Maturity of Practice: Networked Mindset CRAWL WALK RUN FLY Understanding of networks that are connected to organization Listening to and cultivating relationships with networks based on mapping networks. Comfort level with greater organizational openness and transparency. Leadership is using social networks and comfortable with showing personality. Leadership is comfortable using decentralized decision- making and collective action with networks. Considers people inside and outside of the organizations as assets in strategy.
- 29. Blends Network Strategy With Communications Strategy
- 30. Feeding A Network of Networks
- 31. A Bridge Between Network of Networks
- 32. How Nonprofits Visualize Their Networks
- 33. Create Your Map 1. Use sticky notes, markers and poster paper to create your organization’s map. 2. Think about communications goals and brainstorm a list of “go to” people, organizations, and online resources 3. Decide on different colors to distinguish between different types, write the names on the sticky notes 4. Identify influencers, discuss specific ties and connections. Draw the connections
- 34. Walk About, View Other Maps, Leave Notes Visualize, develop, and weave relationships with others to help support your program or communications goals. What insights did you learn from mapping your network? How can you each use your professional networks to support one another’s social media strategy work?
- 37. CWRF - STRATEGY CRAWL WALK RUN FLY Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned. Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.
- 39. • 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
- 40. PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site. POST APPLIED: SMALL ARTS NONPROFIT
- 41. • Reach, Engagement, Action, Dollars Results 1. How many? 2. By when? 3. Measure with metrics POST: SMART OBJECTIVES
- 42. Goal Metric Increase donations % reduction in cost per dollar raised Increase donor base % increase in new donors Increase number of volunteers % increase in volunteers Increase awareness % increase in awareness, % increase in visibility/prominence Improve relationships with existing donors/volunteers % improvement in relationship scores, % increase in donation from existing donors Improve engagement with stakeholders % increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc. Change in behavior % decrease in bad behavior, % increase in good behavior Change in attitude about your organization % increase in trust score or relationship score Pick The Right Success Metric!
- 43. SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster SMART OBJECTIVE TARGET AUDIENCES SUCCESS METRICS STRATEGY Tools
- 44. SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster on Wall Look at other posters Leave Notes
- 45. Walking Speed Debrief: One Minute
- 46. Social Media Integration and Optimization Engagement Listening Champions
- 47. Key Words Dashboard Respond Analysis Repeat Purpose Brand Monitoring Customer Service Engagement Influencers Crowdsourcing Content Curation Listening 1.33
- 48. 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.
- 51. What Will Motivate Your Audience? • Defined Objective • Clearly designated steps • A way to track process • Multiple entry points
- 52. fun on-ramps stories of people making change personal calls to action policy level discussions/calls to action Social Media: Fun On Ramp
- 53. Influencers Influencers: Individuals who are passionate about your mission and have the power or ability to affect someone’s actions. Champions are people will tap into their networks and inspire others to action, etc.. Influencer Research: Using online search and other tools to identify social media profiles of influencers and an analysis of what they are saying to design a formal program to engage them.
- 54. Research Recruit Resources Unleash Influencers • NodeXL • Twiangulate • Klout • Desk Research
- 55. Maturity of Practice: CWRF – Content CRAWL WALK RUN FLY Shares content that may be relevant to audience, but not consistently and not measuring Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently – aligns with program and advocacy calendars Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently and measures performance Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently, measures performance, and uses data to plan content
- 56. Lunch Break
- 57. WelcomeGathering Our Thoughts What resonated from this morning? What insights did you gain? Post it on the flip chart
- 58. Day Two: Effective Social Media: Strategy Energizer Play Video
- 59. Objective Audience Content Strategy Linking Your Content Strategy To SMART Objectives
- 60. Highlights Reviews Stories Case Studies Breaking News Policy News Data Reports Tips Tutorials Lists Resources Features News How To How To Think About Content Idea Pieces Interviews Opinion Analysis Ideas Real Time Planned Original Curated
- 61. Editorial Calendar Example January 2013 United Ways of California www.unitedwaysCA.org 61 Include hashtags (#) and URL resources for staff to do some research on topics
- 62. 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
- 63. 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
- 64. 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
- 65. Result Metrics Analysis Question Consumption Views Reach Followers Does your audience care about the topics your content covers? Are they consuming your content? Engagement Re-tweets Shares Comments Does your content mean enough to your audience for them to share it or engage with it? Action Referrals Sign Ups Phone Calls Does your content help you achieve your goals? Revenue Dollars Donors Volunteers Does your content help you raise money, recruit volunteers or save time? Measuring Your Content
- 66. You Don’t Have To Measure All Right Away http://bit.ly/npspreadsheet
- 67. Use Data To Make Better Decisions Look for patterns
- 69. Share Pair How will you coordinate, create, and measure your social media content? What questions do you still have?
- 70. Stretch Break
- 71. Mindful Social Media or Mind Full? Photo by pruzicka
- 72. Managing Your Attention Online: Why Is It An Important Networking Skill?
- 73. 1. When you open email or do social media tasks, does it make you feel anxious? 2. When you are seeking information to curate, have you ever forgotten what it was in the first place you wanted to accomplish? 3. Do you ever wish electronic information would just go away? 4. Do you experience frustration at the amount of electronic information you need to process daily? 5. Do you sit at your computer for longer than 30 minutes at a time without getting up to take a break? 6. Do you constantly check (even in the bathroom on your mobile phone) your email, Twitter or other online service? 7. Is the only time you're off line is when you are sleeping? 8. Do you feel that you often cannot concentrate? 9. Do you get anxious if you are offline for more than a few hours? 10.Do you find yourself easily distracted by online resources that allow you to avoid other, pending work? Self-Knowledge Is The First Step A few quick assessment questions Add up your score: # of YES answers
- 74. 0…1…2…3…4…5…6…7…8…9…10 Source: Lulumonathletica Mindful Online………………………………………………………..Need Help Now What’s Your Attention Focusing Score?
- 75. • Understand your goals and priorities and ask yourself at regular intervals whether your current activity serves your higher priority. • Notice when your attention has wandered, and then gently bringing it back to focus on your highest priority • Sometimes in order to learn or deepen relationships -- exploring from link to link is permissible – and important. Don’t make attention training so rigid that it destroys flow. Source: Howard Rheingold NetSmart What does it mean to manage your attention while your curate or other social media tasks?
- 76. Exercise: Shift Into A Reflective Mindset
- 78. Takeaways: Share Pairs • What’s one tip or technique that you can put into practice next week to become more mindful? • Put it on 3x5 card for raffle for the book
- 79. Break
- 80. Your 2 Big Takeaways Beth’s Workshop John’s Workshop
- 82. Closing Circle and Reflection
- 83. Takeaways: Share Pairs • What is one thing you learned from the workshop that you will put into practice next week? • Put it on 3x5 card for raffle
Editor's Notes
- Fras1977PhotoThe Networked NGO in New Zealand
- http://www.flickr.com/photos/socialgoodbrasil/8179199091/sizes/l/in/photostream/
- http://www.flickr.com/photos/tom-poes/505598151/in/photostreamI’ve been watching you ….Some of you already know that ….
- http://www.flickr.com/photos/tallmariah/185557867/sizes/z/in/faves-cambodia4kidsorg/
- http://www.flickr.com/photos/sacharules/7098262927/sizes/l/http://www.flickr.com/photos/1007http://www.flickr.com/photos/iansand/441582100/sizes/l/in/faves-cambodia4kidsorg/6764@N06/3530670220/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/mokolabs/2108257466/sizes/o/
- 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
- 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 ..
- As the leader and voice for your nonprofit organization, should you as the CEO or executive director use social media as part of your organizational or personal leadership tool set? Certainly, your marketing communications staff has talked about the benefits of effective social media integration that personalizes your organization’s brand with the voice of its leader – you. But getting into the habit of regular tweeting, Facebooking, or experimenting with new tools like Instagram is another story.It’s not that you don’t think it is a good idea. But you are probably, like most who work in the social change sector, incredibly busy. Maybe you are muttering to yourself ”Who can find the time to do social media?” It isn’t a matter of finding the time, it is a matter of making the time and starting with some steps. Have a conversation with your social media team and ask these questions:What do you spend time doing now that you could do better via social?What other executive directors in your field that you respect, follow or and feel inspired by are using social creatively?What are your strengths and preferences and what is the best match in terms of social channels?How will social improve things you already KNOW and value?The executive director for the ACLU-NJ, UdiOfer, had that exact conversation with his staff when he was started last February and set up a Twitter account @UdiACLU and started using Instagramand YouTube to answer questions about marriage equality, DOMA, police misconduct, and other issues on the organization’s docket. While the communications department has suggested the idea, he was on board from the start. He does his own all of his own tweeting and as his communications staff reports, “enthusiastically at that!”Udi was not on Twitter before he started tweeting for his organization and was a Twitter novice, but he was opened to sitting down with his communications staff for a half hour tutorial where they showed him the basics of using Twitter and how to do it from his mobile phone. What did the trick was a “How To Tweet” cheat sheet that not only included the simple mechanics, but also sample tweets from other ACLU leaders around the country, subtle form of peer pressure. Says Eliza Stram, ACLU-NJ Communications Associate, “I was able to make the sometimes intimidating prospect of tweeting approachable and very doable. In other words, if your peer at another ACLU Affiliate can do it, then so can you!”Stram also says that her new boss was very open and enthusiastic in trying out this new way of communication with reporters, civil liberties activists, and their supporters. Says Stram, “Without that openness, I don’t believe he would be having nearly as much fun with Twitter as he is now.”By using twitter, the ACLU-NJ’s is not just sharing what ate for breakfast, Udi provides quotes on his organization’s most important cases and issues to reporters, in addition to their traditional press release or emailed statement. He is also publicly debating civil liberties issues with reporters, lawyers and followers. As Eliza notes, “Something that would have been impossible to do unless you were sitting with him in his office. ” There is the occasional personal tweet, but these serve to make him seem approachable and human.While Udi is the face of the ACLU-NJ in the organization’s “official” communications such as press releases or in newspaper articles or sound bytes on the evening news, Twitter has become the place where he injects warmth into the organization. Says Eliza, “This is accomplished through the “Ask Udi Anything” project, which asked ACLU-NJ’s followers to pose questions about his goals for the organization and even what his favorite karaoke song is! By answering the public’s questions in a video Udi became an accessible, humorous, and more personal face for the ACLU-NJ.”Udi is just one example of nonprofit CEOs and leaders who use Twitter and other social media platforms. Take for exampleRobert Falls who is the artistic director of the Goodman Theater he not only uses his personal Twitter account to highlight the Goodman’s shows, but also to share creative ideas, connect with peers, and discuss the art of theatre.Getting Past the Learning CurveDon’t let the learning curve get in the way of adopting social media as a personal and organizational leadership tool for your organization as Alexandra Samuel advises in this recent post on the WSJ. While learning any new skill or tool will feel daunting when you start, if you can get started with small steps and practice it daily for a short amount of time, like Udi you’ll be a whiz in a matter of weeks. Samuel also offers some ways to approach social media as a personal leadership tool. This include:Create a Leadership Dashboard: Using a tool like Mention or Feedly, you can put together a small list of leadership blogs or publications and set aside 15 minutes a day to read.Stay Focused: Use online visualize tools to mindmap ideasAmplify Your Voice: If you are sharing articles suggested your staff or colleagues “read this,” switch the channel to something like Twitter.Social Media Golf Course: Find a tool or channel that is simply fun and have some play time.If you are a nonprofit CEO, how did you get comfortable with incorporating social media into your personal and organizational leadership tool kit? What support and encouragement did your staff provide? Do you have an “ah ha” moment from social media a leadership tool that convinced you it wasn’t a waste of time?
- http://www.si.edu/content/pdf/about/sd/SD-814.pdfhttp://www.bethkanter.org/category/organizational-culture/
- http://www.bethkanter.org/staff-guidelines/
- So sharks aren’t really our focus. We work mostly on sustainable seafood and overfishing.But Ray reaaaaaaly loves sharks. This could be a big problem.
- 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
- 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.
- 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 …
- 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 ..
- But this is not a networked silo --- he is a bridge between networks of networks in other issues – Network mindset ..
- image: http://4.bp.blogspot.com/_dj7hueuj-U0/SzKOsC5LCyI/AAAAAAAABZ8/Um4e2Glzb60/s320/Tea+Cup.jpg
- 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.
- California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.
- http://www.flickr.com/photos/siette/2470934835/sizes/o/http://www.wildwomanfundraising.com/slacktivism-is-good/A way to track processClearly designated stepsA well defined goalMany entry pointsWebsite SignupForm• Social Media• Online Petitions• Banner Ads• Paid Acquisition• List Chaperones• Whitepapers• Mobile List• Mobile &Facebook Apps• Face-to-Face• OfflineFundraising
- grist.org is a Seattle-based nonprofit that supports a destination news website for environmental news, reports, and opinion with a wry sense of humor. Chip Giller launched grist.org in 1999 to counter the stereotype that all environmentalists were either dour doomsayers or holier-than-thou tree-huggers. grist.org’s editorial mission is to publish a new, positive form of green journalism with a comical twist. The vision is to spread independent environmental online content free of charge to a young and growing readership. grist.org reports on everything from climate change to the organic food movement, demonstrating how the environment intersects with critical issues like poverty, health care, and economic growth. What started as a quirky website with a hundred readers has grown to a leading news source that engages millions who might otherwise be turned off by the-bummer-of-the-day environmental news.Grist.org Uses Measurement to Learn How to Deepen Relationshipsgrist.org has succeeded in connecting with a younger audience that not only reads its content but is also inspired to take action. It has accomplished this by using measurement to learn what it takes to move readers from being passive consumers of content to taking offline action. grist.org operates on a modest budget but is highly effective at uncovering real meaning behind green stories and connecting big issues like climate change to daily life. While grist.org constantly attracts new readers, these are not the passive consumers typical of most media. They engage in the comments, share their own stories, take action, and, more importantly, are changing their personal behavior to benefit the environment and, ultimately, to save the planet. Grist.org Builds Its Own Ladder of Engagementgrist.org is a data-informed organization that uses a ladder of engagement not only to guide its content and social media integration strategy, but uses measurement at each rung of the ladder to ensure that they are getting results.
- http://www.flickr.com/photos/jss8699ca/6823806955/
- 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.
- MonthlyCommon messaging - along with partners on health careShare the responsibility – brainstorm contentIntegrate with what is timelyGet input from partners and friends – group learning
- 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 …
- http://www.flickr.com/photos/technorandy/3161373190/sizes/o/
- http://www.flickr.com/photos/pruzicka/335467743/sizes/l/
- http://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/We have to cover a lot of ground in our work today and do it while logged on to the greatest tool for distraction and procrastination ever invented! And now we can access the Internet anytime, anywherehttp://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/Nearly 60% said they don’t go an hour without checking their phone. Younger folks were the most addicted: 63% of women and 73% of men ages 18-34 say they don’t go an hour without checking their phones.Our connection never sleeps. 54% said they check their phones while lying in bed: before they go to sleep, after they wake up, even in the middle of the night.We need access everywhere. Nearly 40% admit to checking their phone while on the toilet.Learning how to use mindfulness online is an essential work place skill!
- http://www.flickr.com/photos/tzofia/270800047/sizes/m/in/photostream/http://www.flickr.com/photos/lululemonathletica/5724696305/sizes/m/in/photostream/
- http://www.flickr.com/photos/tracyhunter/144845928/sizes/l/
- http://www.flickr.com/photos/technorandy/3161373190/sizes/o/
- Exercise: (10 minutes)Find someone who knows about a platform you don’t ..Share pairOne question would be timing, how much time should we let pass before we post something new, or make changes? How do we keep our audience engaged and growing?I am interested in starting up Twitter for our organsiation. I'd be very interested in tips for starting up and useful ways of measuring our success. Im also interested in your thoughts on the pros and cons of twitter vsinstagram as a way of connecting with others and raising our profile.Is it effective? As a fundraising organization, our bottom line is to raise funds. I understand that social media is all about engagement but it comes at great time expense for an ultimate unknown....how do we know it is making a difference?"How to use social media effectively for a small nonprofit?What are realistic goals for using social media in the areas of Communications? Fundraising? Recruiting volunteers?"For an alcohol and drug non profit organization, what would be the best way to reach out to our community?How do organizations use social media to effectively engage with the community?How to keep FB page fresh and relevant with limited time and resources.How can we increase engagement? We get a lot of likes, but not enough shares and comments...."fostering higher viewership/ engagement, in existing fans/followershow to create meaningful dashboard to bring the data together to track direction and engagement"How can we extend our reach on facebook to the public at large?What are key elements of being mindful? How to prioritize measures?"What does neuroscience have to say about the effects of social media on us?What are some organizational culture building strategies that could be implemented to promote authentic, sustainable and 'mindful' communications?""1. How can I get my current networks to act as advocates for my organization?2. How much engagement is too much? Is it too much to post every day? How do I encourage other departments to develop meaningful content?""1) How does Beth recommend nonprofits tier their use of different networks?2) What tools does Beth recommend for social media tracking?"We utilize Facebook quite a bit, although I still don't understand all the ins and outs of it. We have never used Twitter. Would like to understand that better.Which social media is best suited to our purpose? How often do we need to put something out? What kinds of "messages" are effective? How do we measure effectively? How do other organizations use it successfully? How do we keep from being overwhelmed? What do you mean...mindful about what? Thank you."Is there a hierarchy of channel effectiveness that will allow us to leverage minimal resources for maximum results?What are the simplest means of measuring effectiveness/impact?"Essentially, how do engage audience and measure results of that engagement.How can I use social media to increase awareness of and participation in our service?Number or daily or weekly postings? Should separate Facebook pages receive same posts or should they change>1. How do I successfully integrate these tools, with each other and into my day, so they're working for me, rather than the other way round?tips and ways of focusing messages for the appropriate social media
- 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
- http://www.flickr.com/photos/tracyhunter/144845928/sizes/l/
- http://bit.ly/network-leadership