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Toledo Ohio Workshop


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  • 1. Becoming A Networked Nonprofit: Developing An Effective Integrated Social Media Strategy Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books Toledo, Ohio October, 2013
  • 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. Beth Kanter: Master Trainer, Author, and ChangeMaker
  • 4. Raise your hand if ……. - Executive Director - Board Member - IT Staff - Communications Staff - Program Staff - Do you implement the social media?
  • 5. Raise your hand if organization is budget is .. -All Volunteer Staff -10 or less FTE Staff -10-20 FTE -More than FTE
  • 6. Raise Your Hand If Your Digital Strategy Goal Is ….       Improve relationships Increase awareness Increase traffic referral Increase engagement Increase dollars Increase action
  • 7. Is your nonprofit using these tools? Stand Up, Sit Down Are you getting results? Photo by net_efekt
  • 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 Lunch/Book Signing Social Integration: Listening, Engagement, and Content FRAMING Social in 30 Minutes A Day Interactive Learning Together Reflect Burning Questions Answered Mindful or Mindfull Social Media #netnon
  • 9. Definition Networked Nonprofits are simple, agile, and transparent nonprofits. They are experts at using social media tools to make the world a better place.
  • 10. 3 Digital Revolutions Broadband NGO Photography Mobile Social Networks
  • 11. Not Networked NGO Modified illustration by David Armano The Micro-Sociology of Networks With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  • 12. Networked Staff Nonprofit With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  • 13. 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.”
  • 14. 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
  • 15. Share Pair: Where is your organization? Where is your organization now? What does that look like? What do you need to get to the next level?
  • 16. 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
  • 17. 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.”
  • 18. The Networked Mindset The Social Nonprofit
  • 19. 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
  • 20. 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
  • 21. The Social CEO: In Service of Strategy Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity What do they 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?
  • 22. One Tweet by Director = 1,000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  • 23. Different Voices
  • 24. Leveraging Networks
  • 25. You want me to Tweet? Who has time? Are you thinking this?
  • 26. Best Practice: Write Down the Rules – Social Media Policy 
  • 27. Social Media Policy – All Staff Participate
  • 28. You want everyone on staff to Tweet too? Great idea but .. Who has time? Are you thinking this?
  • 29. Leverage Staff Personal Passion In Service of Mission @rdearborn works for UpWell and she LOVES sharks.
  • 30. Hybrid Model Staffing: Tear Down Those Silos Source: SSIR – Mogus, Silberman, and Roy
  • 31. How social is your organization’s culture? What are some of your challenges? 1 2 3 4 5
  • 32. Networked Mindset/Social Nonprofit: Concept Map Affinity Cluster • Add your sticky notes to the wall • Identify buckets
  • 33. How Nonprofits Visualize Their Networks
  • 34. Network Map Process 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
  • 35. Create Your Map: Work Thru Break – Finish by 10:45 am 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
  • 36. 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?
  • 37. Random Speed Debrief: 60 Seconds
  • 38. SMARTer Integrated Social Media Understanding strategy, audience identification, and measurement
  • 39. CWRF - STRATEGY CRAWL WALK RUN Consideration of Strategic plan with SMART Strategic plan with communications strategy objectives and audiences SMART objectives and with SMART objectives for branding and web audience definition. and audiences and presence, include strategy Includes integrated strategies for branding points to align social content, engagement and web presence. Social media for one or two strategy, and formal Media is not fully aligned. social media channels. champions/influencer program and working with aligned partners. Uses more than two social media channels. FLY Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.
  • 40. POST FRAMEWORK People Objectives Strategies Tactics
  • 41. 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?
  • 42. 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.
  • 43. POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars 1. How many? 2. 3. Measure with metrics By when?
  • 44. 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
  • 45. Social Strategy Listen Engage Content Champions Influencers
  • 46. Tools and Tactics Web Site Email Mobile Paid Media Earned Media Offline Print Other Channels Social Media Channels
  • 48. SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster on Wall Look at other posters Leave Notes
  • 49. Walking Speed Debrief: One Minute
  • 50. Listening Repeat Analysis Key Words Purpose Brand Monitoring Customer Service Engagement Influencers Crowdsourcing Content Curation Respond Dashboard
  • 51. 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.
  • 52.
  • 53. Think and Write: What keywords do you need to monitor to help you reach your objectives, learn more about your audience, or support content strategy? WRITE ON STICKY NOTES and add to your poster
  • 54. Engagement With A Purpose: Macro and Micro Creators Conversions Critics Collectors Joiners Views Spectators Trial/Consideration Likes Followers Donate Advocacy Source: KD Paine
  • 55. Engagement With A Purpose! • What is your objective? • Who is the audience? • What are different ways that your audience can engage or take action with your organization or campaign to reach that goal? • What motivates a person to get to the next level? • Who influences them or who do they influence? • What metrics will you use to measure conversion?
  • 56. Examples Creators Critics • Allows for supporter to be engaged at different entry points and move easily between them during engagement life cycle Collectors Joiners Spectators • Accounts for influence of other people on the strength of the supporter-organization relationship • Allow for the network to respond with creativity – requires listening, relationship building, being agile
  • 57. 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
  • 58. Offline/Online Activism Creators Critics Collectors Spectators PLAY VIDEO
  • 59. Activity: Brainstorm Your Ladder •CTA •Metric Reach Engagement •CTA •Metric •CTA •Metric Action
  • 60. LUNCH BOOKS for SALE
  • 61. Reflections Welcome • What resonated? • What questions remain? Write on a sticky note and post it on the flip chart
  • 62. Energizers Play Video
  • 63. Influencers and Champions
  • 64. From Influencer Research to Champions Program Unleash Resources Recruit Research • • • • • NodeXL Twiangulate Klout Desk Research Network Map
  • 65. Add Your Influencers/Champions: Network Maps
  • 66. Maturity of Practice: CWRF – Content CRAWL WALK Shares content that may be relevant to audience, but not consistently and not measuring Uses an editorial Uses an editorial Uses an editorial calendar to align calendar to align calendar to align content with objectives content with objectives content with objectives and audiences to and audiences to and audiences to publish across publish across publish across channels consistently – channels consistently channels consistently, aligns with program and measures measures and advocacy performance performance, and uses calendars data to plan content RUN FLY
  • 67. Linking Your Content Strategy To SMART Objectives Objective Audience Content Strategy
  • 68. How To Think About Content Ideas Features Idea Pieces Interviews Opinion Analysis Highlights Reviews Stories Case Studies News Breaking News Policy News Data Reports Tips Tutorials Lists Resources Original Real Time Planned How To Curated
  • 69. Editorial Calendar Example Include hashtags (#) and URL resources for staff to do some research on topics United Ways of California 70
  • 70. 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
  • 71. Date Hook Web 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 Email Facebook Twitter Blog
  • 72. 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
  • 73. 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?
  • 74. You Don’t Have To Measure All Right Away
  • 75. Use Data To Make Better Decisions Look for patterns
  • 76. Share Pair How will you coordinate, create, and measure your social media content? What questions do you still have?
  • 77. Break
  • 78. Stretch Break
  • 79. Mindful Social Media • How To Be Intentional • Efficiency Tips • Privacy Tips • Your Burning Questions Answered
  • 80. Mindful Social Media or Mind Full? Photo by pruzicka
  • 81. Managing Your Attention Online: Why Is It An Important Networking Skill?
  • 82. 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
  • 83. What’s Your Attention Focusing Score? Source: Lulumonathletica 0…1…2…3…4…5…6…7…8…9…10 Mindful Online………………………………………………………..Need Help Now
  • 84. 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
  • 85. 6 Tips for Fitting In Social Media in a Packed Schedule 1. Tailor your social media tasks to support your goals 2. Go mobile 3. More curation 4. Use social media scheduling tools 5. Recycle, Repurpose, Remix 6. Focus, Focus, Focus
  • 86. Spectragram Disagree Agree The only way to protect your privacy and safety is avoid using online social network for professional networking
  • 87. COMMON SENSE NETWORKING ONLINE Location Based Social Networks: • Turn off social location features and geo tagging. • Don’t announce where you are right now on Twitter or Facebook Think Before You Share: • Is what you’re posting something that you wouldn’t mind being seen by your children, parents, employer, employees, or government? Connect Thoughtfully: • Friending policy for each online social network you use • Don’t accept an invitation to connect if it doesn’t feel safe. Protect your privacy and that of others: • Be careful on Facebook w/ photos, tagging friends, and privacy settings
  • 88. Techniques
  • 89. Techniques
  • 90.
  • 91. Takeaways: Share Pairs • 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 for raffle for book at the end ….
  • 92. Closing Circle and Reflection
  • 93. Thank you! @kanter on Twitter