Becoming A Networked Nonprofit: Digital Strategies for Nonprofits
North Carolina Technology 4 Good Workshop June, 2014
Bet...
Beth Kanter: Master Trainer, Author, and Blogger
@kanter
Who is in the room?
Organizational Size
Type [Health, Arts, Children, Social Service, Education, Community,
Environmental,...
Social Media
Do you
implement social
media for your
organization?
Stand Up, Sit Down
Topics OUTCOME
Interactive
Reflective
FRAME
Take 1 small step
to improve your
social media
practice
• Networked
Nonprofits...
What is your burning
question?
Networked Nonprofits Defined
Simple, agile, and
transparent
nonprofits.
They are experts at
using networks and
social medi...
CRAWL WALK RUN FLY
Maturity of Practice: Network Nonprofits
Linking Social with
Results and
Networks
Pilot: Focus one
camp...
Alliance for Children
Social Media Success
“We were never sure of the history
of Christmas Parade. We had a
contest on Fac...
SGIM
Objective and Audience
To advance SGIM’s mission to
promote improved patient care,
research and education in primary
...
Partnership for Children of Cumberland County
Social Media Success Story
“PFC Pumpkin Patch Fall Festival
went viral on So...
Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices
CULTURE Networked Mindset
Institutional Support
CAPACITY Sta...
Becoming A Networked Nonprofit
Understanding Networks
A Networked Mindset: A Leadership Style
• Leadership through active social participation
• Listening and cultivating organ...
North Carolina Early Childhood Foundation
“Being collaborative and transparent is
part of our brand. We intentionally
enga...
Tips
• Get Their Attention
• Show How It Amplifies
Their Work
• Tweetutorials
• Peer Pressure
• Save Time
• Networking Lit...
Authenticity
Open and accessible to the world and
building relationships
Making interests, hobbies, passions visible
creat...
Personality
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/
532 41
How social is your organization’s culture?
What are some of your challenges?
What: Social networks are
collections of people and
organizations who are connected to
each other in different ways throug...
Network Maps
Two Lenses
1: Whole Network
2: Professional Network (Ego)
Whole Networks: Organizational Network
Stakeholder Map: Children’s Museum
Professional Networks for Social Change Goals
National Wildlife Federation
Brought together team that is
working on advoca...
Whole Networks: Twitter Hashtag: WEF 2030
Core
Ties Node
Cluster Periphery
Hubs or
Influencers
Cheat Sheet: Network Visualization
Create Your Network Map
1. Use sticky notes, markers and
poster paper to create your
organization’s network map.
2. Think ...
Standing Share Pair: Share Your Map
Visualize, develop, and weave relationships with others to help
support your program o...
SMARTer Social Media
Flickr Photo: graceinhim
SMARTer Social Media Strategy
People
Objectives
Strategies
Tools
POST FRAMEWORK
PEOPLE: Artists and people in their community
OBJECTIVES:
Increase engagement by 2 comments per post by FY 2013
Content an...
• What keeps them up at night?
• What are they currently seeking?
• Where do they go for information?
• What influences th...
• Reach, Engagement, Action,
Dollars
Results
1. How many?
2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
Objective Metric
Increase donations % reduction in cost per dollar
raised
Increase donor base % increase in new donors
Inc...
SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
PEOPLE
OBJECTIVES
STRATEGIES
TOOLS
LUNCH BREAK
Stretch Break
Listen Engage
Content Champions
Social
Strategy
Building
Blocks
Key Words
Dashboard
Respond
Analysis
Repeat
Purpose
Brand Monitoring
Customer Service
Engagement
Influencers
Crowdsourcing...
California Shakespeare Theater
California Shakespeare Theatre
California Shakespeare Festival
Cal Shakes
Jonathan Moscone
...
http://en.mention.net
Think and Write
What are some key words
that you should be
monitoring?
Creators
Critics
Collectors
Joiners
Spectators
Source: KD Paine
LikesViews Followers
Trial/Consideration Donate Advocacy
E...
Conversation Starters
• Defined
Objective
• Conversation
starters
• Engagement
styles
Think and Write
What are some conversation
starters?
What is your engagement
style?
Champions
Research
Recruit
Resources
Unleash
Finding and Leveraging Champions
• NodeXL
• Twiangulate
• Klout
• Desk Research
• Netwo...
Add Champions to Network Maps
Poster Gallery Walk
Report Out
Highlights
Reviews
Stories
Case Studies
Breaking News
Policy News
Data
Reports
Tips
Tutorials
Lists
Resources
Features New...
Editorial Calendar Example
January 2013
United Ways of California
www.unitedwaysCA.org
58
Include hashtags (#) and URL res...
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....
Social Content Optimization
• Focus on publishing high-
quality, engaging, relevant
content
• Optimize sharing widgets
• T...
Social Content Optimization
• Don’t give it all away in the headline
• Also, don’t give it all away in the excerpt,
share image, or share text
• Don’t...
Write Better Headlines
It’s A Process: Ideas, Organize, Create, Measure
• Allocate staff meeting
time
• Regular content
brainstorm meetings
• Nex...
Result Metrics Analysis Question
Consumption Views
Reach
Followers
Does your audience care about the topics your
content c...
Stretch Break
Time Savers and Staying Sane
•Efficiency Tips
•How To Be Intentional
•Your Burning Questions
Answered
6 Tips for Fitting In Social Media in a Packed
Schedule
1. Time box work flow
2. Go mobile
3. More curation
4. Use social ...
Mindful
Social Media or
Mind Full?
Photo by pruzicka
Managing Your Attention Online: Why Is It An Important
Networking Skill?
1. When you open email or do social media tasks, does it make you feel anxious?
2. When you are seeking information to cur...
0…1…2…3…4…5…6…7…8…9…10
Source: Lulumonathletica
Mindful Online………………………………………………………..Need Help Now
What’s Your Attention F...
• Understand your goals and priorities and
ask yourself at regular intervals whether
your current activity serves your hig...
Takeaways: Share Pairs
• Implement: What’s one tip or technique
that you can put into practice next week
to improve your s...
Closing Circle and Reflection
Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter
North Carolina Tech For Good Workshop
North Carolina Tech For Good Workshop
North Carolina Tech For Good Workshop
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North Carolina Tech For Good Workshop

  1. 1. Becoming A Networked Nonprofit: Digital Strategies for Nonprofits North Carolina Technology 4 Good Workshop June, 2014 Beth Kanter, Master Trainer, Blogger, and Author
  2. 2. Beth Kanter: Master Trainer, Author, and Blogger @kanter
  3. 3. Who is in the room? Organizational Size Type [Health, Arts, Children, Social Service, Education, Community, Environmental, Animal Welfare, other] Role/Title
  4. 4. Social Media Do you implement social media for your organization?
  5. 5. Stand Up, Sit Down
  6. 6. Topics OUTCOME Interactive Reflective FRAME Take 1 small step to improve your social media practice • Networked Nonprofits: Best Practices • SMARTer Social Media • Listen, Engage, and Champions • Content • Staying Sane and Being Efficient Workshop Agenda http://bethkanter.wikispaces.com/nc
  7. 7. What is your burning question?
  8. 8. 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.
  9. 9. CRAWL WALK RUN FLY Maturity of Practice: Network Nonprofits Linking Social with Results and Networks Pilot: Focus one campaign or channel Incremental Capacity Ladder of Engagement Content Strategy Best Practices Some measurement and learning in all above Communications Strategy Development Culture Change Network Building Many champions & Influencers Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
  10. 10. Alliance for Children Social Media Success “We were never sure of the history of Christmas Parade. We had a contest on Facebook. We found discovered nostalgic photos and the history. It has snowballed into writing articles for the paper about then and now, stirring greater interest...we have loads of new ideas and sponsors for the event.”
  11. 11. SGIM Objective and Audience To advance SGIM’s mission to promote improved patient care, research and education in primary care and general internal medicine by engaging our members and the larger community of health professionals, organizations, and policy makers. Success Story “Used Tweetwalls at our last annual meeting and the level of participation on Twitter rose 66% from the previous year.”
  12. 12. Partnership for Children of Cumberland County Social Media Success Story “PFC Pumpkin Patch Fall Festival went viral on Social Media and was so successful, the parking spilled out onto all of our neighboring businesses lots. “ Objectives and Audience Advocacy, information and events Targets are potential funders, parents, early childhood providers and the local community
  13. 13. 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 http://bethkanter.wikispaces.com/nc
  14. 14. Becoming A Networked Nonprofit Understanding Networks
  15. 15. A Networked Mindset: A Leadership Style • Leadership through active social participation • Listening and cultivating organizational and professional networks to achieve the impact • Sharing control of decision-making • Communicating through a network model, rather than a broadcast model • Openness, transparency, decentralized decision- making, and collective action. • Being Data Informed, learning from failure
  16. 16. North Carolina Early Childhood Foundation “Being collaborative and transparent is part of our brand. We intentionally engage multiple organization and people in our work. For example, we formed a Blue Ribbon Committee of 30 of NC's distinguished business, philanthropic, and civic leaders. They provided input into our core principles and strategies and suggested other leaders we should engage to help us achieve our goal of closing the achievement gap and raising outcomes for all children at the end of third grade.”
  17. 17. Tips • Get Their Attention • Show How It Amplifies Their Work • Tweetutorials • Peer Pressure • Save Time • Networking Literacy – Feed and Tune • Show Impact http://www.bethkanter.org/afpcon/
  18. 18. Authenticity Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  19. 19. Personality
  20. 20. Best Practice: Write Down the Rules – Social Media Policy  http://www.bethkanter.org/category/organizational-culture/
  21. 21. Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/
  22. 22. 532 41 How social is your organization’s culture? What are some of your challenges?
  23. 23. What: Social networks are collections of people and organizations who are connected to each other in different ways through common interests or affiliations. A network map visualize these connections. Online and offline. Why: If we understand the basic building blocks of social networks, and visually map them, we can leverage them for our work and organizations can leverage them for their campaigns. We bring in new people and resources and save time. A Quick Network Primer
  24. 24. Network Maps Two Lenses 1: Whole Network 2: Professional Network (Ego)
  25. 25. Whole Networks: Organizational Network
  26. 26. Stakeholder Map: Children’s Museum
  27. 27. Professional Networks for Social Change Goals National Wildlife Federation Brought together team that is working on advocacy strategy to support a law that encourages children to play outside. Team mapped their 5 “go to people” about this issue Look at connections and strategic value of relationships, gaps
  28. 28. Whole Networks: Twitter Hashtag: WEF 2030
  29. 29. Core Ties Node Cluster Periphery Hubs or Influencers Cheat Sheet: Network Visualization
  30. 30. Create Your Network Map 1. Use sticky notes, markers and poster paper to create your organization’s network map. 2. Think about digital strategy 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
  31. 31. Standing Share Pair: Share Your Map 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 leverage your network in support of your goals?
  32. 32. SMARTer Social Media
  33. 33. Flickr Photo: graceinhim SMARTer Social Media Strategy
  34. 34. People Objectives Strategies Tools POST FRAMEWORK
  35. 35. 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
  36. 36. • 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
  37. 37. • Reach, Engagement, Action, Dollars Results 1. How many? 2. By when? 3. Measure with metrics POST: SMART OBJECTIVES
  38. 38. Objective 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!
  39. 39. SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster PEOPLE OBJECTIVES STRATEGIES TOOLS
  40. 40. LUNCH BREAK
  41. 41. Stretch Break
  42. 42. Listen Engage Content Champions Social Strategy Building Blocks
  43. 43. Key Words Dashboard Respond Analysis Repeat Purpose Brand Monitoring Customer Service Engagement Influencers Crowdsourcing Content Curation Listening
  44. 44. 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. Twitter lists Facebook Pages
  45. 45. http://en.mention.net
  46. 46. Think and Write What are some key words that you should be monitoring?
  47. 47. Creators Critics Collectors Joiners Spectators Source: KD Paine LikesViews Followers Trial/Consideration Donate Advocacy Engagement With A Purpose: Macro and Micro Conversions
  48. 48. Conversation Starters • Defined Objective • Conversation starters • Engagement styles
  49. 49. Think and Write What are some conversation starters? What is your engagement style?
  50. 50. Champions
  51. 51. Research Recruit Resources Unleash Finding and Leveraging Champions • NodeXL • Twiangulate • Klout • Desk Research • Network Map
  52. 52. Add Champions to Network Maps
  53. 53. Poster Gallery Walk
  54. 54. Report Out
  55. 55. 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
  56. 56. Editorial Calendar Example January 2013 United Ways of California www.unitedwaysCA.org 58 Include hashtags (#) and URL resources for staff to do some research on topics
  57. 57. 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 Photo Source: Beth Kanter Friending the Finish Line Peer Group
  58. 58. Social Content Optimization • Focus on publishing high- quality, engaging, relevant content • Optimize sharing widgets • Timing and Frequency • Write headlines 25x • Use images/visuals, but vary type of content and test • Clear to call to action • Test, Test, Test
  59. 59. Social Content Optimization
  60. 60. • Don’t give it all away in the headline • Also, don’t give it all away in the excerpt, share image, or share text • Don’t be shrill. Don’t form an opinion for the end user. Let them do that • Don’t depress people • And don’t over-think it. Some of your headlines will be terrible. Accept it and keep writing • Lastly, be clever. But not TOO clever More Headline Tips: http://www.scoop.it/t/content-and-curation-for-nonprofits/?tag=Headlines Social Content Optimization
  61. 61. Write Better Headlines
  62. 62. 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
  63. 63. 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
  64. 64. Stretch Break
  65. 65. Time Savers and Staying Sane •Efficiency Tips •How To Be Intentional •Your Burning Questions Answered
  66. 66. 6 Tips for Fitting In Social Media in a Packed Schedule 1. Time box work flow 2. Go mobile 3. More curation 4. Use social media scheduling tools 5. Recycle, Repurpose, Remix 6. Focus, Focus, Focus
  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. 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
  70. 70. 0…1…2…3…4…5…6…7…8…9…10 Source: Lulumonathletica Mindful Online………………………………………………………..Need Help Now What’s Your Attention Focusing Score?
  71. 71. • 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?
  72. 72. Takeaways: Share Pairs • Implement: What’s one tip or technique that you can put into practice next week to improve your social media strategy? • Put on index card with your name/email
  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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