Take 1 small step
to improve your
• SMARTer Social
• Listen, Engage,
• Staying Sane and
Networked Nonprofits Defined
Simple, agile, and
They are experts at
using networks and
social media tools to
make the world a
CRAWL WALK RUN FLY
Maturity of Practice: Network Nonprofits
Linking Social with
Pilot: Focus one
campaign or channel
and learning in all
Many champions &
Content, and Measurement
Reflection and Continuous
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.”
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
“Used Tweetwalls at our last annual
meeting and the level of
participation on Twitter rose 66%
from the previous year.”
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
Maturity of Practice: Crawl-Walk-Run-Fly
CULTURE Networked Mindset
LISTENING Brand Monitoring
ENGAGEMENT Ladder of Engagement
NETWORK Influencer Engagement
Becoming A Networked Nonprofit
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
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
• Get Their Attention
• Show How It Amplifies
• Peer Pressure
• Save Time
• Networking Literacy –
Feed and Tune
• Show Impact
Open and accessible to the world and
Making interests, hobbies, passions visible
Best Practice: Write Down the Rules – Social Media Policy
Social Media Policy – All Staff Participate
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 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
1: Whole Network
2: Professional Network (Ego)
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
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 about digital strategy
and brainstorm a list of “go
to” people, organizations, and
3. Decide on different colors to
distinguish between different
types, write the names on the
4. Identify influencers, discuss
specific ties and connections.
Draw the connections
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
How can you leverage
your network in support
of your goals?
Flickr Photo: graceinhim
SMARTer Social Media Strategy
PEOPLE: Artists and people in their community
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
Show the human face of artists, remove the mystique, get
audience to share their favorites, connect with other
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
• 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
• Reach, Engagement, Action,
1. How many?
2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
Increase donations % reduction in cost per dollar
Increase donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness,
% increase in
Improve relationships with existing
% improvement in relationship
% increase in donation from
Improve engagement with
% increase in engagement
(comments on YouTube, shares
on Facebook, comments on
Change in behavior % decrease in bad behavior,
% increase in good behavior
Change in attitude about your
% increase in trust score or
Pick The Right Success Metric!
SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
California Shakespeare Theater
California Shakespeare Theatre
California Shakespeare Festival
As the season approaches -- the names
of that season's directors and
Features News How To
How To Think About Content
Editorial Calendar Example
United Ways of California
Include hashtags (#) and URL resources for staff to do some research on topics
Date Hook Web Email Facebook Twitter Blog
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
Social Content Optimization
• Focus on publishing high-
quality, engaging, relevant
• Optimize sharing widgets
• Timing and Frequency
• Write headlines 25x
• Use images/visuals, but
vary type of content and
• Clear to call to action
• Test, Test, Test
• 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
• Lastly, be clever. But not TOO clever
More Headline Tips:
Social Content Optimization
It’s A Process: Ideas, Organize, Create, Measure
• Allocate staff meeting
• Regular content
• Next steps at meeting
• Have your metrics in
Result Metrics Analysis Question
Does your audience care about the topics your
content covers? Are they consuming your
Does your content mean enough to your
audience for them to share it or engage with it?
Does your content help you achieve your goals?
Does your content help you raise money, recruit
volunteers or save time?
Measuring Your Content
Time Savers and Staying Sane
•How To Be Intentional
•Your Burning Questions
6 Tips for Fitting In Social Media in a Packed
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
Social Media or
Photo by pruzicka
Managing Your Attention Online: Why Is It An Important
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
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
Mindful Online………………………………………………………..Need Help Now
What’s Your Attention Focusing Score?
• Understand your goals and priorities and
ask yourself at regular intervals whether
your current activity serves your higher
• 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
Source: Howard Rheingold
What does it mean to manage your attention while your
curate or other social media tasks?
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