• Save
How Networked Nonprofits Use Facebook Smart.ly
Upcoming SlideShare
Loading in...5
×
 

How Networked Nonprofits Use Facebook Smart.ly

on

  • 5,307 views

 

Statistics

Views

Total Views
5,307
Views on SlideShare
2,620
Embed Views
2,687

Actions

Likes
10
Downloads
0
Comments
2

14 Embeds 2,687

http://www.bethkanter.org 2436
http://advancementsupport.wikispaces.com 68
http://socialmedia-strategy.wikispaces.com 56
http://feeds.feedburner.com 51
http://www.new.memberclicks.com 20
http://buckssocialmedia.wikispaces.com 16
http://northcentralsocialmedia.wikispaces.com 15
http://www.mindframecampaign.org 9
http://teamrubicon.wikispaces.com 6
http://blog.memberclicks.com 3
http://static.slidesharecdn.com 3
http://www.twylah.com 2
http://www.memberclicks.com 1
http://translate.googleusercontent.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Wonderful examples, Beth. Thanks!
    Are you sure you want to
    Your message goes here
    Processing…
  • one of the best presentations that i've seen. its a great tool to get your nonprofit facebook strategy on its way
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • http://bit.ly/spitfire-fb
  • As part of my work at the Packard Foundation as visiting scholar, I co-authored a book called the Networked Nonprofit – about how all this connectedness is changing the way that nonprofits do their work – from the inside out. I’ve had the opportunity to teach workshops to ngos all over the world, most recently in the Middle East as part of a state department Civil Society 2.0.
  • A lot of ideas transcend
  • SHABAKAT youth integrate information and communication technologies in the day-to-day lives of their communities to positively transform our families, education, businesses, environment and community. Rami Al-Karmi will share a few words. Founder and CEO of Shabakat , Al Ordon (JordanNet) and is serving as the E-Mediat Strategic Adviser for the Jordan In-Country Team shared some lessons about working as networked ngo. His organization’s name, Shabakat , translates into the word “network.” Shabakat Al Ordon trains young people in technical, professional and facilitation skills who then go out and create programs to train people in their communities. Rami shared how his organization works in a transparent way, open sourcing its program materials and processes. They also work many different partners to spread the program so that his organization isn’t doing everything. They’ve simplified and focused on what they do best.
  • http://www.bethkanter.org/emediat-day2/ ounder and CEO of Shabakat , Al Ordon (JordanNet) and is serving as the E-Mediat Strategic Adviser for the Jordan In-Country Team shared some lessons about working as networked ngo. His organization’s name, Shabakat , translates into the word “network.” Shabakat Al Ordon trains young people in technical, professional and facilitation skills who then go out and create programs to train people in their communities. Rami shared how his organization works in a transparent way, open sourcing its program materials and processes. They also work many different partners to spread the program so that his organization isn’t doing everything. They’ve simplified and focused on what they do best.
  • http://www.flickr.com/photos/rg-b/3243840206/
  • http://www.flickr.com/photos/avlxyz/2077892948/sizes/o/in/photostream/
  • http://www.flickr.com/photos/24443965@N08/3639694353/
  • Identify the intent of your Facebook Page Keep current audiences engaged between performances Raise brand awareness Identify and recruit new audiences to your events, programs, concerts. or exhibits Inspire conversation online/offline to support audience development Get new ideas and feedback on programs and services Research what people are saying about your art Drive traffic to web site or blog Social content generation Identify and build relationships with influencers, allies & supporters
  • http://www.flickr.com/photos/17657816@N05/1971826491/sizes/l/in/photostream/ Results Increase website traffic by 25% by adding social media content starting posting by November 1, 2012. Acquire 100 new donors through Facebook Causes by June 30, 2012 Increase email list sign ups through social media channels by 500 names by June 30, 2012 Increase the number of gallery visitors who purchase (in person or online) by 20% by June 30, 2012 Increase online and print mentions by 25% by June 30, 2012 Increase enrollment in classes and workshops by 50% by June 30, 2012 Increase exhibition visitors by 15% by June 30, 2012 Tactical Increase audience connections through Facebook to 1000 by June 1, 2012. Increase our month to month Post Feedback on Facebook by 25% on average. Increase mentions by 20% on Twitter before, during, and after performances for 2011 Increase views on YouTube Channel by 50% by January, 2012 Increase number of retweets and @replies on Twitter by 20% by September, 30, 2011 Recruit 40 organizations to join our LinkedIn organization page by June 30, 2012 Increase web site traffic from Facebook by 20% by September 30, 2012 Utilize Facebook to increase Festival attendance and online program views by 5% by September 2011 Identify top 25 influencers on Twitter to build relationships to help blog, repost, and spread the word about online program by September, 30, 2012 Increase the age/ethincity/gender/income/geographic of Facebook fans by 20% by June 30, 2012 Capacity Create video trailers for all productions garnering an average of 100 views per trailer for the 2011-2012 programs. Integrate social media across organization staff and departments to use it reach goals by 2012 Conduct an audience survey to determine where to expand, grow, and diversify social media presence for 2012 Create one video per month to tell stories about the impact of our organization by January, 2012. Recruit 40 organization Staff members in membership, fundraising, communications, and marketing departments will use social media tools to engage audiences on Facebook page 3 times per week. Conduct surveys at the end of every class and workshop to gather important audience social media usage data and experience with program by June 2012 Enhance visual storytelling capacity and diversify type of content shared with a goal increasing videos by 10%, photos by 20% photographic and text that stimulates comments by 20% by August 1, 2012 Create a presence and support active fans on social fundraisings Jumo, Crowdrise, and Change.org by September 30, 2012 Create a system to collect, aggregate, and share user generated content on social media by audiences by September 30, 2012
  • http://www.flickr.com/photos/violetblue/331392404/ A report card ..
  • http://www.facebook.com/Beth.Kanter.Blog#!/Beth.Kanter.Blog/posts/219935014698043 BrandGlue had a study where they did a split test ads and they drove ads to custom landing tab and another set was driving just to the wall. They found that the custom landing tab will convert visitors to fans at a rate of about 47% versus the wall which is about 26% BrandGlue Study: Custom landing tab will convert visitors to fans at a rate of about 47% versus the wall which is about 26%
  • http://www.facebook.com/americanrepertorytheater
  • http://www.dreamgrow.com/4-free-facebook-landing-page-creation-tools/
  • http://www.flickr.com/photos/financialaidpodcast/4559943455/in/faves-cambodia4kidsorg/
  • http://beth.typepad.com/beths_blog/2010/05/icecream.html
  • http://beth.typepad.com/beths_blog/2010/05/icecream.html
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/ Qualities of Good Fans/Likers Here is a list of some of the most important qualities of fans of a brand’s Facebook Page. Some of these also translate to other social networks, including Twitter. Attention. When someone “likes” a Facebook Page, they are usually expressing their affinity for a product, brand, organization, individual or whatever or whomever is represented on the Page. But do they pay attention? In my mind, attention is, at its most basic, watching out for or noticing the status updates from brands in one’s newsfeed. Participation. Taking attention to the next level, a good fan responds to your status updates. They not only noticed but felt compelled to react in some way, usually with a “like” on the update or (better yet) with a comment. Interaction. Taking attention and participation even further, a good fan not only responds to your updates but comments on other fans’ comments. Leadership. There are some fans who rise to the top as organic leaders of the community that forms on a Facebook Page, most commonly on its Wall, but sometimes within Discussions. These are fans to watch closely and to consider rewarding over time. Loyalty. Once a fan is attentive, participates, interacts and start to take the lead in conversations, you are witnessing a powerful form of loyalty to your brand. They are going beyond simply being interested in the goods or services you are offering, but are willing to spend time and energy in the social space you’ve created to align themselves with you. Wow! Evangelism. Once you move past simple attention, your fans can easily become evangelists for your brand. What are you doing (in a transparent, generous and respectful manner) every step of the way to encourage this behavior? It is so easy to “share” what you like on Facebook. What are you doing that is worthy of sharing? Identify superfans. Recognize superfans publicly. Privately request that superfans respond to a questionnaire to get a better sense of who they are. Evaluate the responses to identify potential brand ambassadors. Approach superfans privately with a proposal to become a brand ambassador. Engage the new brand ambassadors to amplify their passions around the brand. /how-to-convert-your-facebook-superfans-into-brand-ambassadors/
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/ Identify superfans. Recognize superfans publicly. Privately request that superfans respond to a questionnaire to get a better sense of who they are. Evaluate the responses to identify potential brand ambassadors. Approach superfans privately with a proposal to become a brand ambassador. Engage the new brand ambassadors to amplify their passions around the brand.
  • The ideal ratio of peoples’ comments to your responses is one-to-one. The exception is when there are many comments that are generic such as “Nice!” “Cool!” or “Love it!” Each of these doesn’t require a response, but when comments are more individualistic, jump in and comment back. People want to know that you’re reading your Wall and reacting to comments, so the three keys of commenting are: fast (within 24 hours); many (respond to everyone); and often (make commenting core to your Facebook activity). This is a lot of work, but enchanting people is a lot of work—otherwise more people and companies would be enchantin
  • Affinity = the relationship between you and each individual fan. That is, how often a fan views and interacts with your Facebook page and individual posts. Plus, how much you engage with your fans: Facebook rewards you for building relationships! Weight = typically, photos receive the highest weight, followed by videos, links, status updates and apps. Manual posts receive more weight than posts by apps. Time = the more recent your post, the higher your EdgeRank score. A popular piece of content will stay for a longer period of time in the News Feed of your fans.
  • http://www.flickr.com/photos/civisi/2930794542/sizes/o/in/photostream/
  • http://www.flickr.com/photos/yandle/844341197/ Lay out all planned communication and marketing events and opportunities for the year and determine which ones you want to socialize …
  • WorkFlow Who will set up your dashboard? Who will read the the feeds? Who will summarize the findings and share with others on staff? If you're working an intern, will they be empowered to respond to comments? If you are going to do the work yourself, how will you integrate listening in your routine?
  • I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and have been Visiting Scholar for Nonprofits and Social Media at the Packard Foundationv

How Networked Nonprofits Use Facebook Smart.ly How Networked Nonprofits Use Facebook Smart.ly Presentation Transcript

  • Beth Kanter, The Networked Nonprofit June 16, 2011 How Networked Nonprofits Use Facebook Effectively
  • SpitFire: How Nonprofits Can Use Facebook Effectively AGENDA OUTCOMES
    • Learning from adjacent practices
    • Interactive
    • http://bit.ly/spitfire-fb
    FRAMING Leave the room with a basic understanding of the Principles and one small step for tomorrow
    • Introduction and Icebreaker
    • Networked Nonprofits and Facebook
    • 8 Principles
    • Facebook Culture
    • SMART Intent
    • Pick Valid Metrics
    • Recruitment Matters
    • Ladder of Love
    • Deep Engagement
    • Integrated Content
    • Capacity and Learning
  •  
  • SpectraGram: Your organizations Facebook presence . . . -no presence -dabbling -strategic
  • Networked Nonprofits
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  • The connectedness of living in a networked, mobile world has become more a part our daily lives. Remember: Disruption is can be our friend ….. “ When the technology becomes boring, it becomes socially interesting …” Clay Shirky
  • Share Pair: How is connectedness changing the way your organization engages with target audiences, influencers, or works? What is the value? What is the challenge?
  • Principle 1: Create A Facebook Culture
  •  
  • Sharing control of branding and messaging Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more
  • Codifying A Social Culture: Policy
    • 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
      • Operational Guidelines
      • Escalation
    • Policy examples available at wiki.altimetergroup.com
    Source: Charlene Li, Altimeter Group
  • Personal Use: Specific guidelines and encouragement to scale
  • Staff can help with recruitment …..
  •  
  • Organizational and community guidelines
  •  
  •  
  • Is every staff person, volunteer, or stakeholder empowered to be your ambassador on Facebook? What do you need to have in place to encourage this? Photo by Franie
  • Principle 2: Use SMART objectives for Facebook that align with communications strategy
  • Step 1: Identify the intent of your Facebook Page Raise brand awareness Identify and recruit new stakeholders to your events, programs, or advocacy actions Answer customer questions or provide customer service Inspire conversation online/offline to support advocacy Get new ideas and feedback on programs and services Research what people are saying about your organization or program area Drive traffic to web site or blog Identify and build relationships with influencers, allies & supporters Research channel
  • Make it Smart! 1. How many? 2. By when? S Specific M Measurable A Attainable R Relevant T Time Bound
  • IQ TEST: What objective is SMART? Increase the number of Facebook Fans by 300 by September, 2012 Get more Facebook Fans
  • Examples: SMART Social Media Objectives Results Acquire 100 new donors through social media channels by June 30, 2012 Tactical Increase likes and comments with fans on Facebook to 3 comments per post by June 30, 2012 Capacity Create one video per month to tell stories about the impact of our organization by January, 2012. Integrate social media across all organization staff and board to use it reach goals by September 30, 2012
  • One-Minute of Silence: What is your SMART objective?
  • "The greatest danger for most of us is not that our aim is too high and we miss it but that it is too low and we reach it." Michelangelo
  • Use industry studies
  • DYI Benchmark Study of Peers
  • Principle 3: Have a Measurement strategy on the front-end, not the back-end
  • Social/Community Engagement
    • Active brand ambassdors
    • Donors
    • List sign ups
    • Donations
    • Market share
    • Cost savings
    Awareness Knowledge Interest Support Action Public Relations Activity
    • Content creation (e.g. assets created, videos/podcasts)
    • Social media engagement (e.g. Facaebook Page, blog posts, blogger events, blogger briefings, Twitter posts, community site posts & events)
    • Influencer engagement
    • Stakeholder engagement
    • Events/speeches
    Intermediary Effect
    • Impressions/Target audience impressions
    • Earned media site visitors/day
    • % share of conversation
    • Video views
    • Prominence
    • Key message alignment [traditional & social media]
    • Accuracy of facts
    • % share of conversationx
    • Expressed opinions of interest
    • Social network Followers
    • Retweets/Shares/ Linkbacks
    • % share of conversation
    • Endorsement by journalists or influencers
    • Rankings on industry lists
    • Expressed opinions of support
    • Likes and comments per post
    • Feedback percentage
    Target Audience Effect
    • Unaided awareness
    • Aided awareness
    • Owned media site visitors per day
    • Facebook Fans and post impressions
    • Knowledge of company/pro duct attributes and features
    • Brand association and differentiation
    • Relevance of brand (to consumer/ customer)
      • Visitors to website
      • Click-thru to site
      • Time spent on site
      • Downloads from site
    • Calls
    • Event/meeting attendance
    • Attitude uplift
    • Stated intention to buy
    • Brand preference/ Loyalty/Trust
    • Endorsement
    • Requests for quote
    • Links to site
    • Trial
  • Intent: Awareness Objective: By September, 2012, we will increase the number of Fans who "Like" us on Facebook by X% or by x number What’s your current baseline: How many Fans does you have now? Compare To Peer Organizations
  •  
  •  
  • Intent: Support Objective: By September 2012, we will post content daily that increases the number of comments per post by X By September, 2012, we will post engaging content daily scores x% feedback percentage. Compare to your current baseline: What is your average comment per post ratio? What is your current feedback percentage per post on average? Compare to Peer Organizations
  •  
  • Posts By Admin (37) Divided by Total Number of Comments (206) = 5.5 comments per post
  • Compare to yourself
  • Principle 4: Recruitment Matters
  • BrandGlue Study: Custom landing tab will convert visitors to fans at a rate of about 47% versus the wall which is about 26% Use a Custom Landing Page
  •  
  •  
  •  
  • The Geeky Part ….
  • http://www.dreamgrow.com/4-free-facebook-landing-page-creation-tools/
  • Give Yourself Some Link Love
  • Multi-Channel Outreach
  • Window Clings
  • Sandwich boards
  •  
  • Be Creative
  • Principle 5: Identify and Build Relationships with Super Fans
  • It’s a like, it’s a comment, it’s a wall post, it’s a status update, no it is Superfan!
  • Superfan Evangelism Birth of a Super Fan by Aliza Sherman
  • How can you leverage love? Evangelism Track Recognize Survey Evaluate Proposal/Tools Engage and Amplify
  •  
  • Share Pair: How can you make time to get to know your Facebook fans? Photo by Franie
  • Principle 6: Engage with your fans for a few minutes everyday
  • Become an expert at starting conversations Play Video
  •  
  • Always Be Commenting fast (within 24 hours) many (respond to everyone) often (make commenting core to your Facebook activity). “ Facebook is our third biggest referrer of online income. Many people buy tickets on the phone or in person at the venue and say they heard about on Facebook!”
  • "Facebook is just a small piece of my job. I fit in the sort of engagement you see on our page by having set a strategy of treating social media as we would other channel - We would not ignore phone calls, emails or someone talking to us face to face."
  • Share Pair: A question or visual that will spark conversation about your organization’s programs?
  • Secret: Ask Different Types of Questions To Get More Engagement Specific Yes or No Timely Edgy Photo True or False Direct Preference Fun Events Experience Humanistic Tips Mad Lib
  • Beethoven Festival Fan Page Specific What is your favorite Beethoven Symphony? Yes or No Is Beethoven’s Fifth Smphony, your favorite? Timely Today is Beethoven’s Birthday! How are you celebrating? Edgy Do think music in the schools should be cut from public school budgets? Photo What do you think of Beethoven’s family portrait? True or False True or False: Beethoven was completely deaf when we wrote the 9 th Symphony Direct Why do you think people love or hate classical music? Preference Do you like early or late Beethoven? Fun If you were stuck on a deserted island with one Beethoven CD to listen to …. Events Who is attending our All-Beethoven Piano Music concert? Experience What was your favorite moment from our All-Beethoven Piano Music concert last night? Humanistic Have you seen someone fall asleep at a classical music concert? Tips What is your favorite restaurant for before concert dining? Mad Lib If Beethoven’s (fill in the name of piece) was on the concert program, I would not miss it for the world.
  • You Don’t Have To Live on Facebook …..
  • Affinity = the relationship between you and each individual fan. That is, how often a fan views and interacts with your Facebook page and individual posts. Plus, how much you engage with your fans: Facebook rewards you for building relationships! Weight = typically, photos receive the highest weight, followed by videos, links, status updates and apps. Manual posts receive more weight than posts by apps. Time = the more recent your post, the higher your EdgeRank score. A popular piece of content will stay for a longer period of time in the News Feed of your fans.
  • Principle 7: Recycle, reuse, or repurpose chunks of content from other channels
  • Chop Shop
  •  
  •  
  •  
  • Charting: What are your planned events, web content, and opportunities for the year? Micro Content for FB
  • Share Pair: What are some ways that you can repurpose, remix, or reuse existing content on other channels? Photo by Franie
  • Principle 8: Build time for learning into the work flow
  • Metrics Monday: 45 Minutes
  • Who will do the work? 1-4 Hours Per Week Set Up Challenge of Transfer Team or Solo SMART Capacity Building Objectives
  • Index Card: Write down one small idea you can put into practice! Photo by Franie
  • Thank you! http://bit.ly/networkednp