The document outlines an agenda for a workshop on developing an effective integrated social media strategy for networked nonprofits, including sessions on mapping networks, developing SMART social media objectives and strategies, listening and engaging audiences on social media, creating and measuring social media content, and answering burning questions from participants. The workshop aims to help nonprofits take small steps to improve their social media strategies and get better results.

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
http://bethkanter.wikispaces.com/toledo
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

12. 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

13. Networked
Staff
Nonprofit
With apologies to David Armano for hacking his visual!
Source: The Micro-Sociology of Networks

14. 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.”

15. 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

16. 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?

17. 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
http://bethkanter.wikispaces.com/toledo

18. 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.”

19. The Networked Mindset
The Social Nonprofit

20. 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

21. 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

22. 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?
http://www.bethkanter.org/nonprofit-ceo-leaders/

23. One Tweet by Director = 1,000 by Staff
Open and accessible to the
world and building
relationships
Making interests, hobbies,
passions visible creates
authenticity

24. Different Voices

25. Leveraging Networks

26. You want me to Tweet?
Who has time?
Are you thinking
this?

27. Best Practice: Write Down the Rules – Social Media Policy

http://www.bethkanter.org/category/organizational-culture/

28. Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/

29. You want everyone on
staff to Tweet too?
Great idea but ..
Who has time?
Are you thinking
this?

30. Leverage Staff Personal Passion In Service of Mission
@rdearborn works for UpWell and she
LOVES sharks.

31. Hybrid Model Staffing: Tear Down Those Silos
Source: SSIR – Mogus, Silberman, and Roy

32. How social is your organization’s culture?
What are some of your challenges?
1
2
3
4
5

33. Networked Mindset/Social Nonprofit: Concept Map
Affinity Cluster
• Add your sticky
notes to the wall
• Identify buckets

34. How Nonprofits Visualize Their Networks

35. 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

36. 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

37. 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?

38. Random Speed Debrief: 60 Seconds

39. SMARTer Integrated Social Media
Understanding strategy, audience identification, and
measurement

40. 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.

41. POST FRAMEWORK
People
Objectives
Strategies
Tactics

42. 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?

43. 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.

44. POST: SMART OBJECTIVES
Results
• Reach, Engagement, Action,
Dollars
1. How many?
2.
3.
Measure with metrics
By when?

45. 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

46. Social
Strategy
Listen
Engage
Content
Champions
Influencers

47. Tools and
Tactics
Web Site
Email
Mobile
Paid Media
Earned Media
Offline
Print
Other Channels
Social Media Channels

48. SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
SMART
OBJECTIVE
TARGET
AUDIENCES
SUCCESS
METRICS

49. SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your
Poster on Wall
Look at other
posters
Leave Notes

50. Walking Speed Debrief: One Minute

51. Listening
Repeat
Analysis
Key Words
Purpose
Brand Monitoring
Customer Service
Engagement
Influencers
Crowdsourcing
Content Curation
Respond
Dashboard

52. 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.

53. http://en.mention.net

54. 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

55. Engagement With A Purpose: Macro and Micro
Creators
Conversions
Critics
Collectors
Joiners
Views
Spectators
Trial/Consideration
Likes
Followers
Donate
Advocacy
Source: KD Paine

56. 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?

57. 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

58. 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

59. Offline/Online Activism
Creators
Critics
Collectors
Spectators
PLAY VIDEO

60. Activity: Brainstorm Your Ladder
•CTA
•Metric
Reach
Engagement
•CTA
•Metric
•CTA
•Metric
Action

61. LUNCH
BOOKS for SALE

62. Reflections
Welcome
• What resonated?
• What questions
remain?
Write on a sticky
note and post it on
the flip chart

63. Energizers
Play Video

64. Influencers and Champions

65. From Influencer Research to Champions Program
Unleash
Resources
Recruit
Research
•
•
•
•
•
NodeXL
Twiangulate
Klout
Desk Research
Network Map

66. Add Your Influencers/Champions: Network Maps

67. 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

68. Linking Your Content Strategy To SMART Objectives
Objective
Audience
Content Strategy

69. 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

70. Editorial Calendar Example
Include hashtags (#) and URL resources for staff to do some research on topics
United Ways of California www.unitedwaysCA.org
70

71. 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

72. 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

73. 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

74. 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?

75. You Don’t Have To Measure All Right Away
http://bit.ly/npspreadsheet

76. Use Data To Make Better Decisions
Look for patterns

77. Share Pair
How will you coordinate, create, and measure your social
media content? What questions do you still have?

78. Break

79. Stretch Break

80. Mindful Social Media
• How To Be Intentional
• Efficiency Tips
• Privacy Tips
• Your Burning Questions
Answered

81. Mindful
Social Media or
Mind Full?
Photo by pruzicka

82. Managing Your Attention Online: Why Is It An Important
Networking Skill?

83. 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

84. What’s Your Attention Focusing Score?
Source: Lulumonathletica
0…1…2…3…4…5…6…7…8…9…10
Mindful Online………………………………………………………..Need Help Now

85. 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

87. 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

88. Spectragram
Disagree
Agree
The only way to protect your privacy and safety is
avoid using online social network for professional
networking

91. 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

92. Techniques

93. Techniques

94. https://myshadow.org/lost-in-small-print

95. 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 ….

96. Closing Circle and Reflection

97. Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter