0
Becoming A Networked
Nonprofit:
Developing An Effective
Integrated Social Media
Strategy
Beth Kanter, Master Trainer and A...
Your Burning Questions!

Welcome

Please write down
your burning
question about
networked
nonprofits or social
media on st...
Beth Kanter: Master Trainer, Author, and ChangeMaker
SHARE PAIRS AND POPCORN

Introduce yourself to someone you don’t know
and share your burning question!
Who are you?

Raise your hand if …….
- Executive Director
- Board Member
- Nonprofit Staff Person who Implements Social Me...
And your Org?
Raise your hand if
organization is budget is ..
-All Volunteer
-1-2 FTE
-Over 2 FTE
Type ..
-Social Service
...
Is your nonprofit using these tools?

Stand Up, Sit Down
Photo by net_efekt
The Agenda
AGENDA

OUTCOMES

Networked Nonprofits and
Mapping Your Network

Take small steps
to improve your
strategy to g...
Networked Nonprofits Defined
Simple, agile, and
transparent
nonprofits.
They are experts at
using networks and
social medi...
3 Digital Revolutions

Broadband
NGO Photography

Mobile

Social Networks
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
...
Maturity of Practice: Network Nonprofits

CRAWL

WALK

Communications
Strategy
Development

Linking Social with
Results an...
Where is your organization?
Where is your organization now? What does that look
like? What do you need to get to the next ...
Maturity of Practice: Crawl-Walk-Run-Fly
Categories
CULTURE

Practices
Networked Mindset
Institutional Support
CAPACITY
St...
CWRF Tracker

“It helps us put some
focused attention into our
strategy and practice. I’ve
set some defined goals and
area...
Becoming A Networked Nonprofit
Understanding Networks
Active Listening Challenge
• Take jot down
insights on sticky
notes
• Rose = your org is
doing and does well
• Thorn = cha...
A Network Mindset: A Leadership Style

•
•
•
•
•
•
•

Openness, transparency, decentralized decision-making, and
collectiv...
The Networked NGO Leader: 1 Tweet = 1000 by Staff

Open and accessible to the world and
building relationships
Making inte...
The Social CEO: In Service of Strategy

What do they spend time
doing that they could do
better via social ?
Whose work do...
One Tweet by Director = 1,000 by Staff

Open and accessible to the
world and building
relationships
Making interests, hobb...
Different Voices
Leveraging Networks
Best Practice: Write Down the Rules – Social Media Policy


http://www.bethkanter.org/category/organizational-culture/
Social Media Policy – All Staff Participate

http://www.bethkanter.org/staff-guidelines/
Leverage Staff Personal Passion In Service of Mission

@rdearborn works for UpWell and she
LOVES sharks.
Hybrid Model Staffing: Tear Down Those Silos

Source: SSIR – Mogus, Silberman, and Roy
Hybrid Model Adapted to Small Theatre
• 3 person staff
• Social media
responsibilities in all three
job descriptions
• Eac...
How social is your organization’s culture?
What are some of your challenges?

1

2

3

4

5
How Nonprofits Visualize Their Networks
Network or Stakeholder Map
INFORMAL RELATIONSHIPS
OTHER ORGANIZATIONS
• Other Constituents
• Other Constituents

• Other C...
Create Your Map
1. Use sticky notes, markers and
poster paper to create your
organization’s map.
2. Think about communicat...
Walk About, View Other Maps, Leave Notes
Visualize, develop, and weave relationships with others to help
support your prog...
SMARTer Social Media
POST FRAMEWORK

People
Objectives
Strategies
Tactics
POST APPLIED: SMALL ARTS NONPROFIT
PEOPLE: Artists and people in their community
OBJECTIVES:
Increase engagement by 2 comm...
POST: KNOW YOUR AUDIENCE
•
•
•
•
•
•

What keeps them up at night?
What are they currently seeking?
Where do they go for i...
POST: SMART OBJECTIVES

Results
• Reach, Engagement, Action,
Dollars

1. How many?

2.

3.

Measure with metrics

By when?
Pick The Right Success Metric!
Goal
Increase donations

Metric

Increase donor base

% reduction in cost per dollar
raised...
SMARTER SOCIAL MEDIA: CREATE A POSTER

Create A Poster
PEOPLE
OBJECTIVES
STRATEGIES
TOOLS
SMARTER SOCIAL MEDIA: GALLERY WALK

Hang Your
Poster on Wall
Look at other
posters
Leave Notes
Walking Speed Debrief: One Minute
LUNCH
BOOKS for SALE
Stretch Break
Social
Strategy

Listen

Engage

Content

Champions
Listening
Repeat

Analysis

Key Words

Purpose
Brand Monitoring
Customer Service
Engagement
Influencers
Crowdsourcing
Cont...
California Shakespeare Theater
California Shakespeare Theatre
California Shakespeare Festival
Cal Shakes
Jonathan Moscone
...
http://en.mention.net
Engagement With A Purpose: Macro and Micro
Creators
Conversions
Critics
Collectors
Joiners

Views

Spectators

Likes

Tria...
What’s Important: Ladder of Engagement

• Defined Objective
• Clearly designated
steps
• A way to track process
• Many ent...
Social Media Integrated Campaign: CTA
Creators
Critics
Collectors

Joiners
Spectators

Adopt
Pet
Donate
to
Shelter
Volunte...
Think and Write: Brainstorm Your Ladder

Engagement
• CTA: Learn
more

Reach

• CTA: Share
why you
care about x

• CTA: Do...
Champions
Finding and Leveraging Champions

Unleash
Resources
Recruit
Research
•
•
•
•
•

NodeXL
Twiangulate
Klout
Desk Research
Net...
Add Champions to Network Maps
How To Think About Content

Ideas
Idea Pieces
Interviews
Opinion
Analysis

Features
Highlights
Reviews
Stories
Case Studie...
Editorial Calendar Example
January 2013

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

U...
Social Content Optimization
• Focus on publishing highquality, engaging, relevant
content
• Timing and Frequency
• Post qu...
Date

Hook

Web

Email

Facebook

Twitter

1
2
3
4
5
6
7
1. Volunteer?
2. Brainstorm an editorial
calendar for one week.
3...
It’s A Process: Ideas, Organize, Create, Measure

• Allocate staff meeting
time
• Regular content
brainstorm meetings
• Ne...
Measuring Your Content
Result

Metrics

Analysis Question

Consumption

Views
Reach
Followers

Does your audience care abo...
You Don’t Have To Measure All Right Away

http://bit.ly/npspreadsheet
Use Data To Make Better Decisions

Look for patterns
Share Pair

How will you coordinate, create, and measure your social
media content? What questions do you still have?
Coffee and Tea Break
Discussion and Q/A

• What are your remaining questions about
implementing your strategy?
• What is still unclear?
• How t...
Mindful
Social Media or
Mind Full?

Photo by pruzicka
Managing Your Attention Online: Why Is It An Important
Networking Skill?
Self-Knowledge Is The First Step
1. When you open email or do social media tasks, does it make you feel anxious?
2. When y...
What’s Your Attention Focusing Score?

Source: Lulumonathletica

0…1…2…3…4…5…6…7…8…9…10
Mindful Online……………………………………………………...
What does it mean to manage your attention while your
curate or other social media tasks?
• Understand your goals and prio...
Takeaways: Share Pairs
• What’s one tip or technique that you can
put into practice next week to improve
your social media...
Closing Circle and Reflection
Thank you!

www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter
Fund for Santa Barbara: Networked Nonprofit Workshop
Fund for Santa Barbara: Networked Nonprofit Workshop
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Transcript of "Fund for Santa Barbara: Networked Nonprofit Workshop"

  1. 1. Becoming A Networked Nonprofit: Developing An Effective Integrated Social Media Strategy Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books Santa Barbara, CA December, 2013
  2. 2. Your Burning Questions! Welcome 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. 3. Beth Kanter: Master Trainer, Author, and ChangeMaker
  4. 4. SHARE PAIRS AND POPCORN Introduce yourself to someone you don’t know and share your burning question!
  5. 5. Who are you? Raise your hand if ……. - Executive Director - Board Member - Nonprofit Staff Person who Implements Social Media - Other Staff - Other
  6. 6. And your Org? Raise your hand if organization is budget is .. -All Volunteer -1-2 FTE -Over 2 FTE Type .. -Social Service -Environment -Arts -Education -Animal Welfare -Community Services -Health Care -Other
  7. 7. Is your nonprofit using these tools? Stand Up, Sit Down Photo by net_efekt
  8. 8. The Agenda AGENDA OUTCOMES Networked Nonprofits and Mapping Your Network Take small steps to improve your strategy to get better results SMARTer Social Media Social Integration: Listening, Engagement, and Content Mindful Social Media Burning Questions Answered FRAMING Interactive Learning Together Reflect http://bethkanter.wikispaces.com/sb2 #netnon
  9. 9. Networked Nonprofits Defined Simple, agile, and transparent nonprofits. They are experts at using networks and social media tools to make the world a better place.
  10. 10. 3 Digital Revolutions Broadband NGO Photography Mobile Social Networks
  11. 11. 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.”
  12. 12. Maturity of Practice: Network Nonprofits CRAWL WALK Communications Strategy Development Linking Social with Results and Networks Culture Change Pilot: Focus one campaign or channel RUN Ladder of Engagement Content Strategy Incremental Capacity Best Practices Some measurement and learning in all above FLY Network Building Many champions & Influencers Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
  13. 13. Where is your organization? Where is your organization now? What does that look like? What do you need to get to the next level?
  14. 14. Maturity of Practice: Crawl-Walk-Run-Fly Categories CULTURE Practices 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 http://bethkanter.wikispaces.com/sb1
  15. 15. CWRF Tracker “It helps us put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”
  16. 16. Becoming A Networked Nonprofit Understanding Networks
  17. 17. Active Listening Challenge • Take jot down insights on sticky notes • Rose = your org is doing and does well • Thorn = challenge to do it or do it well • Opportunity = something we want to improve
  18. 18. 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
  19. 19. 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
  20. 20. 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? http://www.bethkanter.org/nonprofit-ceo-leaders/ How will social improve things they know already and value?
  21. 21. One Tweet by Director = 1,000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  22. 22. Different Voices
  23. 23. Leveraging Networks
  24. 24. Best Practice: Write Down the Rules – Social Media Policy  http://www.bethkanter.org/category/organizational-culture/
  25. 25. Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/
  26. 26. Leverage Staff Personal Passion In Service of Mission @rdearborn works for UpWell and she LOVES sharks.
  27. 27. Hybrid Model Staffing: Tear Down Those Silos Source: SSIR – Mogus, Silberman, and Roy
  28. 28. Hybrid Model Adapted to Small Theatre • 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
  29. 29. How social is your organization’s culture? What are some of your challenges? 1 2 3 4 5
  30. 30. How Nonprofits Visualize Their Networks
  31. 31. Network or Stakeholder Map INFORMAL RELATIONSHIPS OTHER ORGANIZATIONS • Other Constituents • Other Constituents • Other Constituents • Other Constituents • Other Constituents • Other Constituents Target Audiences • Describe • Describe • Describe • Describe STAFF and BOARD • Staff • Staff • Board • Aligned Partners PARTNERS • Aligned Partners • Aligned Partners FORMAL RELATIONSHIPS
  32. 32. 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
  33. 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? How can you each use your professional networks to support one another’s social media strategy work?
  34. 34. SMARTer Social Media
  35. 35. POST FRAMEWORK People Objectives Strategies Tactics
  36. 36. 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.
  37. 37. POST: KNOW YOUR AUDIENCE • • • • • • 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?
  38. 38. POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars 1. How many? 2. 3. Measure with metrics By when?
  39. 39. Pick The Right Success Metric! Goal Increase donations Metric Increase donor base % reduction in cost per dollar raised % increase in new donors Increase number of volunteers % increase in volunteers Increase awareness % increase in awareness, % increase in visibility/prominence Improve relationships with existing % improvement in relationship donors/volunteers scores, % increase in donation from existing donors Improve engagement with % increase in engagement stakeholders (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
  40. 40. SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster PEOPLE OBJECTIVES STRATEGIES TOOLS
  41. 41. SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster on Wall Look at other posters Leave Notes
  42. 42. Walking Speed Debrief: One Minute
  43. 43. LUNCH BOOKS for SALE
  44. 44. Stretch Break
  45. 45. Social Strategy Listen Engage Content Champions
  46. 46. Listening Repeat Analysis Key Words Purpose Brand Monitoring Customer Service Engagement Influencers Crowdsourcing Content Curation Respond Dashboard
  47. 47. 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.
  48. 48. http://en.mention.net
  49. 49. Engagement With A Purpose: Macro and Micro Creators Conversions Critics Collectors Joiners Views Spectators Likes Trial/Consideration Donate Followers Advocacy Source: KD Paine
  50. 50. What’s Important: Ladder of Engagement • Defined Objective • Clearly designated steps • A way to track process • Many entry points
  51. 51. Social Media Integrated Campaign: CTA Creators Critics Collectors Joiners Spectators Adopt Pet Donate to Shelter Volunteer at Shelter Take photos at Shelter and share online Download App Promote Campaign
  52. 52. Think and Write: Brainstorm Your Ladder Engagement • CTA: Learn more Reach • CTA: Share why you care about x • CTA: Do Your goal Action
  53. 53. Champions
  54. 54. Finding and Leveraging Champions Unleash Resources Recruit Research • • • • • NodeXL Twiangulate Klout Desk Research Network Map
  55. 55. Add Champions to Network Maps
  56. 56. How To Think About Content Ideas Idea Pieces Interviews Opinion Analysis Features Highlights Reviews Stories Case Studies News Breaking News Policy News Data Reports Original Real Time Planned Curated How To Tips Tutorials Lists Resources
  57. 57. 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 58
  58. 58. Social Content Optimization • Focus on publishing highquality, 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
  59. 59. Date Hook Web Email Facebook Twitter 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 Photo Source: Beth Kanter Friending the Finish Line Peer Group Blog
  60. 60. 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
  61. 61. Measuring Your Content 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?
  62. 62. You Don’t Have To Measure All Right Away http://bit.ly/npspreadsheet
  63. 63. Use Data To Make Better Decisions Look for patterns
  64. 64. Share Pair How will you coordinate, create, and measure your social media content? What questions do you still have?
  65. 65. Coffee and Tea Break
  66. 66. Discussion and Q/A • What are your remaining questions about implementing your strategy? • What is still unclear? • How to best support peer learning moving forward?
  67. 67. Mindful Social Media or Mind Full? Photo by pruzicka
  68. 68. Managing Your Attention Online: Why Is It An Important Networking Skill?
  69. 69. Self-Knowledge Is The First Step 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? A few quick assessment questions Add up your score: # of YES answers
  70. 70. What’s Your Attention Focusing Score? Source: Lulumonathletica 0…1…2…3…4…5…6…7…8…9…10 Mindful Online………………………………………………………..Need Help Now
  71. 71. What does it mean to manage your attention while your curate or other social media tasks? • 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
  72. 72. Takeaways: Share Pairs • What’s one tip or technique that you can put into practice next week to improve your social media strategy? • What’s one tip or technique that you can put into practice next week to be more mindful online? • Put on index card with your name/email for raffle for book at the end ….
  73. 73. Closing Circle and Reflection
  74. 74. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter
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