The Networked Nonprofit: Effective Social MediaMaster Class: Pepperdine University Beth Kanter, Master Trainer
Your Burning Questions! WelcomePlease 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
The Agenda: Day 1 AGENDA OUTCOMESUnderstanding Get InspiredNetworked Nonprofit Understand how being networkedCrawl, Walk, Run, Fly can reach your goalsLunch FRAMINGSmarter Social MediaMindful or Mindfull InteractiveSocial Media Fun #netnon
Who are you?Raise your hand if …….- Executive Director- Board Member- Nonprofit Staff Person who Implements Social Media- Other Staff- Student- Pepperdine University Instructor- Other
And your Org?Raise your hand iforganization is budget is ..-Less than $1 million-$1-$5 million-Over $5 millionType ..-Social Service-Environment-Arts-Education-Animal Welfare-Community Services-Health Care-Other
SHARE PAIRS AND POPCORNIntroduce yourself to someone you don’t know and share your burning question!
Raise Your Hand If Your Social Strategy Goal Is …. Improve relationships Change behavior Increase awareness Increase engagement Increase dollars Increase action
Is Your Nonprofit Using Online Social Networks for Social Change?Stand Up, Sit Down Photo by net_efekt
Stay standing if yourorganization is using socialmedia and getting results?
Definition: Networked NonprofitsNetworked Nonprofits are simple, agile, and transparent nonprofits. They are experts at using social mediatools to make the world a better place. Networked Nonprofits first must “be” before they can “do.”For some nonprofits, it means changing the way they work. Others naturally work in a networked way so change isn’t as difficult.
A Network Mindset: A Leadership Style• Openness, transparency, decentralized decision-making, and collective action.• Listening and cultivating organizational and professional networks to achieve the impact• Leadership through active participation.• Social Media Policy living document• Sharing control of decision-making• Communicating through a network model, rather than a broadcast model• Data-Informed
Leading With A Network Mindset: Shift From Push To PullSF Goodwills CEO, Debbie Alvarez-Rodriguez
Why Does this Change Make Some Nonprofits Scream?
Best Practice: Write Down the Rules – Social Media Policy
Social Media Policy – Living Document• Encouragement and support • Best practices • Tone• Why policy is needed • Expertise • Cases when it will be used, • Respect distributed • Quality • Oversight, notifications, and legal implications • Additional resources • Training• Guidelines • Press referrals • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common wiki.altimetergroup.com sense Source: Charlene Li, Altimeter Group
The Networked CEO: 1 Tweet = 1000 by Staff Open and accessible to the world and building relationshipsMaking interests, hobbies, passions visible creates authenticity
You want me to Tweet too? Tweet what? But what about privacy?
The Networked CEO What does the ED 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?
Share Pair: Is your nonprofit leading with anetwork mindset? What are the benefits? What are the challenges?
CRAWL, WALK, RUN, FLY: Maturity of Practice: Networked Mindset CRAWL WALK RUN FLY Understanding of Listening to and Comfort level with Leadership is networks that are cultivating greater organizational comfortable using connected to relationships with openness and decentralized decision- organization networks based on transparency. making and collective mapping networks. Leadership is using action with networks. social networks and Considers people inside comfortable with and outside of the showing personality. organizations as assets in strategy.
How Nonprofits Visualize Their Networks“This Tweepsmap shows the geography oforganization’s followers. We use this as a visualrepresentation of this network and it is part of knowingour audience.”
Create Your Map 1. Work at your tables on your org’s map 2. Use sticky notes, markers and poster paper. 3. Think about communications goals and brainstorm a list of “go to” people, organizations, and online resources 4. Decide on different colors to distinguish between different types, write the names on the sticky notes 5. Identify influencers, discuss specific ties and connections. Draw the connections
Walk About, View Other Maps, Leave 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?
If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have to keep moving forward.” Inspiration
Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder of Network BuildingCommunications Results and EngagementStrategy Networks Many Free Agents work forDevelopment Content Strategy you Pilot: Focus oneCulture Change program or channel Best Practices Multi-Channel Engagement, with measurement Content, and Measurement Measurement and Incremental Capacity learning in all above Reflection and Continuous Improvement
Crawl, Walk, Run, FlyWhere is your organization now? What does that look like? What do you need to get to the next level?
One Minute Case Studies Table Case Study # 1 Covenant Players 7 First 5 3 Kids & Families Together 2 Missions Without Borders 5 Rain Catcher• 12 Minute Sessions at 4 Project Understanding table 10 Social Justice Fund for Ventura County• Rotate 2-3 times 6 Make A Wish• Share Pair• Pop corn 9 Uganda Buyamba
Reflections Welcome• What resonated?• What questions remain?Write on a stickynote and post it onthe flip chart
Bollywood Near Hollywood After Lunch Energizer
CWRF - STRATEGY CRAWL WALK RUN FLY Consideration of Strategic plan with Strategic plan with Strategic plan with communications SMART objectives and SMART objectives SMART objectives and strategy with SMART audiences for branding and audience audience definition. objectives and and web presence, definition. Includes Includes integrated audiences and include strategy points integrated content, content, engagement strategies for branding to align social media engagement strategy, and formal and web presence. for one or two social strategy, and formal champions/influencer Social Media is not media channels. champions/influenc program and working fully aligned. er program and with aligned partners. working with Uses more than three aligned partners. social media channels. Uses more than two Formal process for social media testing and adopting channels. social media channels. Where is your organization and why?
POST FRAMEWORKPeople Objectives StrategiesTools
POST: KNOW YOUR AUDIENCE• What keeps them up at night?• What are they currently seeing?• Where do they go for information?• What influences their decisions?• What’s important to them?• What makes them act?
POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars1. How many? 5. Reflect 2. By when? 3. Benchmark 4. Measure with metrics
POST APPLIED: SMALL 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.
Students Share Campfire StoriesTeam 1: Organizational Culture Team 2: Organizational Practice Team 3: Personal Use
Social Media StudyPersonal UseSarah Jarman, Lauren O‟Malley, Skie Osborn, Elizabeth Reim,Emily Schad, Dujon Smith
Topic Overview 9 Leaders Interviewed Questions and prompts about Personal Use Whats your personal attitude towards social media in your private life? How much time do you dedicate to building/managing relationships online? What have been your successes and challenges? What are your next steps to improve your comfort and knowledge in the social media arena in your private life?
Thank you!Praise for the organizations who participated: Organization A: Strong commitment to being active in social media on a daily basis, specifically for developing relationships. Organization B: Seeing the value in understanding social media as a tool to connect people from across the globe. Your loyal and passionate staff shows commitment to growing the organization. Organization C: Saw the social media gap in their services and filled it by hiring a very capable staff member.
Summary of FindingsKey themes: Social media generation gap Great connection tool with proper use Separation of private and professional livesOutliers and Anomalies Using multiple social media platforms. Outsourcing social media to an intern.
Theme 1: Social MediasGeneration Gap Nature vs. Nurture “As a member of the older generation I do not really know how to use Facebook, Twitter, and other types of social media.” “Compared to our generation and the one after ours that grows up in a world of emailing, texting, sharing, and tweeting since it is intertwined into our everyday lives.” Limited use of social media use “I have it, but I dont take the time to use it. The fact that Facebook is constantly changing in challenging.” Lack of understanding of social media “We would like to learn how to minimize the Facebook time per day with the most efficiency. I havent figured it all out yet. I post once in awhile, but very seldom.”
Theme 2: Great Connection Toolwith Proper Use Possibility & Desire to Increase Network One leader realizes the importance and sees the value. Time Consuming One leader uses social media from 20 to 30 minutes a day while another leader has a personal commitment to check Facebook at least once a week. Potential for Online Donations One leader notes that "14% of income comes from online donations."
Theme 3: Separation of Privateand Professional Lives No personal usage, no need for separation For some organizations personal use is "pretty much non- existent." Other organizations are "not very interested in increasing my personal social media presence," but ”very interested in expanding social media in the professional sense." Facebook Administrator Problems There is sometimes a need to use personal Facebook accounts for professional reasons. All About Connection Social media is a "great way to connect and keep in touch."
Outliers One organization uses multiple social media platforms and has a better understanding of the benefits of social media. Leader A uses it in both her personal and professional life; networks such as Twitter, Facebook, and GooglePlus. Leader B uses Facebook to keep in touch with her close friends and family. In the professional world, Leader B uses multiple social networks to promote events, to give tips and advice, and gain local awareness. In the professional world, Leader B uses Facebook, Twitter, Youtube, GooglePlus, Pinterest, and Linkedin. One organization outsourced social media to an intern; others saw this as time-consuming. Leader C notes that their organization relies on the expertise of the intern in order to facilitate their social media.
Social Media StudyOrganizational CultureLauren Baldwin, Jade Brice, Petrina Cheng, Gina Choi, AshleyMartin, Tibby Tedemet
Topic Overview 9 Leaders Interviewed Questions and prompts about Organizational Culture How comfortable are people within the organization with using social media? What is your technical capacity for developing your reach with social media? What do you want to accomplish with your social media tools? Have you developed a policy for guiding the use of social media by staff and volunteers that balances safety and control concerns with openness? Are there risks or confidentiality concerns? Who are your target audiences for social media and why are they important? Have you developed strategies for reaching out to younger people? How are you focusing social media on building relationships for long term (not just asking for money)?
Thank you!Praise for the organizations who participated: Organization A: Recognizes that it is imperative to reach the millennial generation through social media because they are cause carriers and know their ability to make an impact for good. Organization B: Emphasizes connection between their organization and other nonprofits—seeking mutual good and maximum impact through strategic use of social media. Organization C: Understands the importance of using social media to reach a larger population and being willing to learn as much as possible about using social media effectively.
Summary of FindingsKey themes: Low comfort level Raising awareness Focus on relationships and connectionsOutliers and Anomalies Volunteer networking Political correctness
Theme 1: Low Comfort Level Generational Concerns “Feels too old.” Small staff “It is me myself and I.” Time Concerns “Finding the time is challenging.”
Theme 2: Raising Awareness Spread the word to younger generations “They are very important to our ministry because they are cause- carriers.” Fundraising and Donor Acquisition “Getting more donors and revenue through social media” is a goal. Increased understanding of mission and organization “We want a better understanding of our organization…more support.”
Theme 3: Focus onConnections/Relationships With other nonprofits “We want to „like‟ other nonprofit‟s pages.” With potential donors “The bigger purpose is not fundraising, but establishing and maintaining relationships.” With volunteers “Our target audience is our volunteers.”
Outliers Volunteer Networking “Opened a volunteer website…that could go to [Facebook].” Political Correctness “I don‟t like to do anything for the organization that is controversial. Someone posted a fundraiser activity was at Chick- fil-A in the middle of their controversy.”
Conclusions Greatest Strength: The organizations focus on relationships and connections with donors, whom they serve, and other organizations. Biggest Challenge Dedicating time and staff to strengthening and maintaining social media. Greatest Opportunity Gaining a new audience with the younger generation and sparking a passion in that generation for their cause.
Social Media StudyOrganizational PracticeAndre Baesa, William Chang, Regina Martinez, KendallRowden, Elyse Sartor, Katherin Shin
Topic Overview 9 Leaders Interviewed Questions and prompts about organizational practice: How much time is devoted to social media, and how are you using it to listen to what‟s being said about your organization? How are you using social media to engage with stakeholders, such as asking relevant questions and listening for responses? What are you doing to broaden your presence online in order to share useful information?
Thank you!Praise for the organizations who participated: RainCatcher Project Understanding First 5 Bus for Buyamba Covenant Players Make a Wish Mission Without Borders Social Justice Fund Kids and Families Together
Summary of FindingsKey themes: Small social media committee and limited time Financial information is reserved for the website Collaboration with other organizations through social mediaOutliers and Anomalies Stopped monitoring comments in social media Do not delete negative comments
Theme 1: Small Social MediaCommittee Limited time “…my leaders don‟t have time for it [social media].” Limited amount of staff “…I was the only one doing it [social media].” Limited knowledge concerning social media “…I feel like I am too old to learn/use [social media].”
Theme 2: Financial Informationreserved for website Financial information is not projected via social media very much “It doesn‟t include financials or research or anything.” Financial information is transparent through online content “Information is accessible, but not applicable to our audience so the organization does not publicly promote financials.”
Theme 3: Collaboration andNetworking Uses social media as a tool to network with other organizations The nonprofit sector should “[practice] the golden rule. If they amplify others‟ images, the others will amplify theirs as well, which is very beneficial to both parties.” Social media creates a mutual dependency between organizations itself and its partners “The organization shares resources with its partners through social media; this creates a mutual dependency.”
Outliers One organization had to stop monitoring what was being said about them on social media “After shifting from reaching out to responding, they had to stop monitoring, in order to focus on sending out their own message.” If they experienced a negative comment, they do not delete it. They respond to it in a professional way. As stated in their Social Media Guideline, “We do not delete posts just because we don‟t like the person‟s opinion.”
Conclusions Having a social media director or person whose role is dedicated to social media is beneficial. Financial transparency is important on the organization‟s website but not shared through social media. Social media is a powerful tool to network with other nonprofits.
SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster SMART OBJECTIVE TARGET AUDIENCES
SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster Next To Your Network Map Look at other posters Leave Notes
Maturity of Practice: CWRF – ContentCRAWL WALK RUN FLYShares content that Uses an editorial Uses an editorial Uses an editorialmay be relevant to calendar to align calendar to align calendar to alignaudience, but not content with content with content withconsistently and not objectives and objectives and objectives andmeasuring audiences to publish audiences to publish audiences to publish across channels across channels across channels consistently – aligns consistently and consistently, with program and measures measures advocacy calendars performance performance, and uses data to plan content
Linking Your Content Strategy To SMART Objectives SMART Objective Target Audience Content Strategy
How To Think About Content Ideas Features News How ToIdea Pieces Highlights Breaking News TipsInterviews Reviews Policy News TutorialsOpinion Stories Data ListsAnalysis Case Studies Reports Resources Real Time Original Planned Curated
Editorial Calendar ExampleJanuary 2013 Include hashtags (#) and URL resources for staff to do some research on topicsUnited Ways of California www.unitedwaysCA.org 83
Date Hook Web Email Facebook Twitter Blog12345671. Volunteer?2. Brainstorm an editorial calendar for one week.3. Use template, sticky notes, and poster paper
It’s A Process: Ideas, Organize, Create, Measure • Allocate staff meeting time • Regular content brainstorm meetings • Next steps at meeting • Have your metrics in hand
Content Optimization• Focus on publishing high- quality, engaging, relevant content• Timing and Frequency• Post questions• Use images/visuals, but vary type of content and test• Clear to call to action• Follow your analytics
Measuring Your ContentResult Metrics Analysis QuestionConsumption Views Does your audience care about the topics your Reach Followers content covers? Are they consuming your content?Engagement Re-tweets Does your content mean enough to your Shares Comments audience for them to share it or engage with it?Action Referrals Does your content help you achieve your goals? Sign Ups Phone CallsRevenue Dollars Does your content help you raise money, recruit Donors Volunteers volunteers or save time?
Mindful Social Media or Mind Full?Photo by pruzicka
Managing Your Attention Online: Why Is It An ImportantNetworking Skill?
Self-Knowledge Is The First Step1. 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 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 avoid other, pending work? A few quick assessment questions Add up your score: # of YES answers
What’s Your Attention Focusing Score? Source: Lulumonathletica 0…1…2…3…4…5…6…7…8…9…10Mindful Online………………………………………………………..Need Help Now
What does it mean to manage your attention while yourcurate 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
A Few Tips Manage Your Attention, Not Just Your Time Visualize on Paper Establish Rituals Reflection Manage Electronic Distractions Manage Physical Space Just Say No
Takeaways: Share Pairs• What’s one tip or technique that you can put into practice next week to be more mindful online?