Say What?Conteent
You Are The Future                              - Peter Drucker (d. 2005)         “If you want to be interesting,         ...
On Engagement                - David Ogilvy
Strategy Is QueenContent Strategy Is Queen                            - Abigail Adams (sort of)                           ...
Why Content Strategy?           “The main goal of content           strategy is to use words and           data to create ...
Communicating Your              MissionUse brand architecture to go from the             abstract to the specific.
Mission, Purpose, Brand        We’re not that different.
Mission, Purpose, Brand        YOU ARE HERE
Tie Messaging to Brand         VISION: A world where good prevails over evil.                           Luke, I need      ...
0    Audience & Positioning                                     ALL OUR AUDIENCES     VolunteerMatch is the Web’s largest ...
1     Audience & Segmenting                  Volunteer        Nonprofit        Multichapter       Business/Govt/Sch     MS...
Your Responsibilities to Brand
StorytellingUse the basics of story to connect on a     human level and sustain interest.
Story Is A Journey                     Photo: aepoc
Be The Change                WORLD                COMMUNITY                My family       CHANGE                   and   ...
The Volunteer‟s Story                                       Achievement                                       “Saving the ...
The Engager‟s Story                                       Achievement                                       “Great work,  ...
Parts of Not Volunteer StoryStories the Programs            I‟m a            story!                               I‟m a   ...
Collecting & Curating      the Experience    Optimizing For Storytelling
Social Media                        Sharing SavingPhoto: Flickr/courosa
Determine the Need             ConstituentsSaving                      SharingSocial Sharing Public
Improve Your Odds  • Invest in cameras! Remind supporters to    bring cameras.  • Run photo/video/story contests  • Send o...
Corralling Your Content                               Professional                     Videos                             ...
Website Commandments                     “Your Support                     page MUST have                     a range of o...
How Much Is Too Frequent?                            25
Creating Flexible Content  • Make it easy for supporters to share.  • Avoid cross-posting if you can. Follow    specificat...
Bringing It TogetherSocial Content & The 3 Rs of Volunteer                         Engagement
3 R‟s In Action                       Friend          Recognize              Recruit                      Coming          ...
3 R‟s In Action              Recognize, Recruit
3 R‟s In Action              Recognize, Recruit
3 R‟s In Action              Recognize, Recruit
3 R‟s In Action                  Recruit
3 R‟s In Action                  Recruit, Retain.
3 R‟s In Action                  Recognize
3 R‟s In Action                  Recruit
3 R‟s In Action              Recruit, Recognize
Friends of Trees                   “If we can reach lots of people via social                   media those are part of th...
Friends of Trees
Friends of Trees
Friends of Trees
Friends of Trees
3 R‟s In Action
3 R‟s In Action
3 R‟s In Action
Workshop!What‟s Your Social Media       Content Strategy?                 30 Minutes
Say What? Final Tips on Social Media & Content • As culture is changing, people want what you have. Be   confident and pro...
Awesome Content ResourcesGeneral Content and Social Media   Forum One                                   www.forumone.comBe...
Say What?Conteent
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Content Strategy & Social Media | by Robert Rosenthal | Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service

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Content Strategy & Social Media | by Robert Rosenthal | Presented during the Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service

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  • Peter Drucker was awarded the Presidential Medal of Freedom for his work in the field of management. He’s the guy who first coined “knowledge workers”… back in the 1950s. That’s foresight. Druckerhad a lot to say about the importance of your work, but he died before it could be made clear to him the role that online social networks would play in all this. Myspace, Facebook, Flickr, YouTube, and Twitter, all launched in just three short years. Words like “exploits,” “solves” and even “mobilize” belie a top-down view of social change. Social media, of course, is about bottoms up. Today the most effective organizations are either built explicitly to respond to the needs of the community, or they’ve learned how to open themselves up to be conduits for the community in action. The Zen truth of things is this: Engagement isn’t an ingredient in a recipe for success. It’s the meal. Rather than a step toward your mission, it is your mission. Which makes you, just as much as any development director or program officer, a huge part of the picture.
  • David Ogilvy, the Father of Advertising, was really good at engaging people. He could hardly afford college, but when he died he lived in a chateau. He actually launched his career as a door to door stove salesman. He did so well the firm asked him to write a manual for other salespeople. 30 years later FORTUNE called the “the finest sales instruction manual ever written.”Later on, David Ogilvy had to retrain his staff. He said the nature of engagement is the opposite of what most marketers and advertisers think. It’s not about getting people to care about a product. It’s about helping people you care about see which products are best for them. Those who involve volunteers for a living may already know this. You know that your challenge is notreally to get volunteers to care about your mission. Instead, it’s about helping them to see how being involved in your organization is a great way for them to express the care they already have for a cause. When you care about your volunteers and their interests, you are interested in them. And this motivates you to help them s see all the ways in which their interests align with yours.Ogilvy also insisted that his team should strive to be real, to be clear, to try to say things as simply as possible. But most of all, he wanted them to root their words in real world observations. Strategy should come first.
  • This is Laura Linney as Abagail Adams. Abagail Adams knew about men and power. When her husband John was George Washington’s VP, she was the first Second Lady of the United States. Then when he was the President, she became the second First Lady of the United States. How cool is that. Abagail Adam is best known for giving her husband tons of awesome advice. Their letters are filled with intellectual discussions. He was the mouthpiece and the community organizer, but she was really the strategist. He was the firebrand and a brilliant wordsmith. But she helped him channel his passion for change into productive ideas that could meet the needs and concerns of the real world 18th century families as well as provide a vision for a way forward into an uncertain future as a young and independent nation.
  • Lovinger wasn’t a nonprofit person. She worked at a fancy web agency when she wrote this. But she knew like David Ogilvy how much engagement depends on finding shared meaning between a publisher and an audience. She also wrote, “There are many factors that determine whether something is meaningful, but the primary one … is relationships”. She was talking about relationships between data as objects… How a thumbnail photo of a shirt that’s on sale relates to its caption. How those objects together relate to the description from the manufacturer. How all of that relates to the bullet points that describe the details of the sale, the return policy, and so on. Lovinger would say that nothing should exist out of context. Otherwise, it would be meaningless.Or to put it another way:What you say in social media, what you share, the story you tell, even who’s story you tell should all be related.Content should always be a tool to support the work of your organization’s missionThe real meaning of your mission is to facilitate experiences and relationships around a specific cause.Therefore, your work in social media should be to produce and share content that facilitates experiences and relationshipsSo what on earth does that? For a cause-based organization, the relational points are mission and story.
  • Good people and good causes… Really it’s just good people working together. They’ve all recognized a need and committed to addressing it. Some are specialists who do it for a living. We call these nonprofit professionals. Others drop in on the cause when and how then can. We call these supporters, donors, volunteers, board members, and so on. Your brand, also known as your mission or your purpose, is the tie that connects.
  • Despite its bad reputation over the years in the nonprofit world, brand is every social media for social good warrior’s best friend, even a Jedi knight’s. Because everyone’s a publisher these days, everyone has an audience, and no one is completely in control, the role of brand in social change is more important than ever. It helps you differentiate your work from other organizations. It helps supporters know what to expect from shared experiences. And, it provides you and your team with an agreed upon way to communicate your mission and purpose.
  • There are two things you can to make sure this happens:Commit to understanding and using your organization’s brand manual, messaging, style guidelines, and other brand assets. Getting it right, especially in 140 characters or less, takes practice. If your brand manual isn’t helping you engage your volunteers, let others in the organization know. Brands are living, breathing things that should evolve over time to fit changing times. Reminder, brand is your friend. Done well, brand is the fuel of engagement… a clear, simple and sustained expression of your organization. There are lots of great models offered for how to communicate your brand. The folks from Big Duck in New York have a great blog for nonprofits you can follow. I’ve added some resources at the end of this presentation.
  • Story, on the other hand, is the spark.From movies, to books, to restaurant reviews, story telling is at the heart of all great content strategy. Whether from word, text, or image, humans are endowed with incredible ability to extract information and produce meaning from stories. Pretty much any content, presented as a well-formed story, will resonate. But there are two types of stories that resonate most of all: stories of transformation and stories of solving problems. Lucky for you, these are really the same story… the Journey. Here are a few Journey stories you may not recognize:An organization’s annual reportThe story of one organization’s journey over 365 days toward its mission. A review on VolunteerMatch.orgThe journey a volunteer with high expectations toward a place of knowledge.A collection of snapshots from a fundraising galaThe journey of a bunch of important donors towards a place of connectedness.A press release about a new corporate sponsorThe journey of organizations from different sectors toward a place of alignment. A case study about a failed programThe journey of recognition of limitations.And the medium doesn’t matter – what matters is Facebook call a post a “status update.”
  • What they all have in common is Change. Things are changing, and this is how and why. That’s basically Story. For those who engage volunteers, helping volunteers to see these outcomes as clearly as possible is so important. “Here’s how you will change. Here’s how we will change. Here’s how the community will change.”Stories of change and impact help us do that. They are the message of of volunteer engagement.
  • What’s the Volunteer’s Story?The volunteer is a hero. Like all stories, the hero story has a beginning, a middle and an end. Great engagers know where their volunteers are in their stories and they help them to advance to the end. Instigation points sound like this:“The hiking trails were in terrible shape. Anyone know a charity that’s working to fix them up?”“I was invited to take part.”“My friend wants me to come along to the clean up. Should I do it?”Obstacle points sound like this:“I’m definitely over getting up every Saturday morning to serve breakfast to the homeless. I want my weekends back.”“Just getting them to return my emails so I could get approval on designs has been a nightmare.”“I’m just not sure I’m getting much out of my volunteering.”Achievement slides sound like this:“Wow, was that ever worth it”.”“Just seeing their faces light up was amazing.”“it was the toughest thing I’ve ever done, but I learned so much.”“I’ve met so many great people.”
  • Of course, you have a role to play too. Here’s where you fit in. Engaging during Instigation sounds like this:“We have an awesome volunteer event lined up!”“Who likes pizza and making a difference?”“This is opportunity to learn new skills and support the mission of an organization that’s doing amazing work in your local community. “Engaging to overcome Obstacles sounds like this:“OK, everyone, here’s the plan for today.”“We still need a few people to make the clean up a success.”“So far so good, but we need to come back to finish the job. Stay tuned and I’ll be back in touch with details.”Engaging to facilitate and celebrate Achievement sounds like this:“Don’t forget to bring a camera, everyone!”“We posted the video of the completed mural on Youtube.”“I’m sharing an awesome note the school just sent us.”Your job is to help the volunteer see where they are in their story and help move them along to achievement… a pretty important plot device.
  • Communicate the story, not the program. Both these images are about water. But they say completely different things. Programs are about parts. Stories are fluid. They are evolving. They have drama. They have role players. Stories are greater than the sum of the parts.
  • Now that we know the elements of the volunteering story, and we know some key messages that will resonate…. let’s talk about how to bring that story to social media. What may be helpful here is to see how volunteer coordinators at smart nonprofits are doing this. Their roles, after all, are very similar to yours. Let’s check out some examples. And while we’re doing that, keep in mind that social media is all about sharing and saving. In fact, online social networks today are the most efficient systems for sharing and saving experiences… ever! So as we go through the examples and keep in mind how some tools are great for sharing, some great for saving experiences, and some great for both.
  • Stuff here about best practices in gathering/supportingphotos, videos, stories, testimonials, reviewsZMOT
  • Now that we know how to interpret the brand, how to find and share elements of the volunteering story, and how to write actionable and flexible content… it’s time to do your job. Let’s see about how bring all to bear on volunteer engagement, the functions that brought that most of you you here.
  • AtVolunteerMatch we tend to boil much of the work of volunteer engagement into 3 Rs, recruitment, retention, recognition. Perhaps we should add a 4th… reductive The shorthand doesn’t really matters. What matters is:Developing a relationship that will lead to a cycle of regular, long term or episode service. Making it easy for volunteers to share their experiences, engage positively with other volunteers, and use word of mouth to inspire others... That is, to actually be a partner in the 3 Rs.Let’s see if we identify which functions are on display in this series of examples.
  • This is Linkedin’s Volunteer and Causes field. By encouraging volunteers to fill out their professional profiles with their volunteering experiences, two things are happening:The volunteer is being recognized…The volunteer is helping the nonprofit to recruit. Awesome!
  • Photos of a volunteer appreciation dinner, uploaded and shared in a Facebook Fan Page. By showcasing great volunteers it only makes other volunteers want to do the same. And, it makes the evening a better memory. The volunteer is being recognized…The volunteer is helping the nonprofit to recruit.
  • Here’s a video about a volunteer’s story on the organization’s Youtube channel. Again, by showcasing great volunteers it only makes other volunteers want to do the same. The volunteer is being recognized…The volunteer is helping the nonprofit to recruitYou may be starting to see a trend here. Social media can help you tackle multuple aspects of volunteer engagement at all once.
  • Putting a face on the program… who we help and who you can help when you volunteer.
  • Showing the awesome outcome of great volunteers.
  • Now that we know the elements of the volunteering story, let’s talk about how to bring that story to social media. What may be helpful here is to see how volunteer coordinators at smart nonprofits are doing this. Their roles, after all, are very similar to yours. Let’s check out some examples. And while we’re doing that, keep in mind that social media is all about sharing and saving. In fact, online social networks today are the most efficient systems for sharing and saving experiences… ever! So as we go through the examples and keep in mind how some tools are great for sharing, some great for saving experiences, and some great for both.
  • So often we talk about big organizations like Humane Society or Red Cross, or else nimble social media rockstars like Charity: Water. Most organizations aren’t cut from those clothes, nor do they need to be to do good work. Here’s a nice package from an organization in Portland. I like their approach for a lot of reasons. It’s realisticIt’s active – they are trying stuffThey are using their website properly in conjunction with their social media networks. The content is positive and on message.
  • And here it all is, all brought in under one roof at Friends of the Earth.
  • And here it all is, all brought in under one roof at Friends of the Earth.
  • Now that we know how to interpret the brand, how to find and share elements of the volunteering story, and how to write actionable and flexible content… it’s time to do your job. Let’s see about how bring all to bear on volunteer engagement, the functions that brought that most of you you here.
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  • AddSocislbriteSocialmedya for npsVlearning v=center
  • Content Strategy & Social Media | by Robert Rosenthal | Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service

    1. 1. Say What?Conteent
    2. 2. You Are The Future - Peter Drucker (d. 2005) “If you want to be interesting, be interested.”For internal purposes only.Photo: h.koppdelaney/Flickr 2
    3. 3. On Engagement - David Ogilvy
    4. 4. Strategy Is QueenContent Strategy Is Queen - Abigail Adams (sort of) 4
    5. 5. Why Content Strategy? “The main goal of content strategy is to use words and data to create unambiguous Rachel Lovinger content that supports meaningful, interactive experiences.” “If you want to be interesting, Content Strategy: The Philosophy of Data (2007) be interested.”
    6. 6. Communicating Your MissionUse brand architecture to go from the abstract to the specific.
    7. 7. Mission, Purpose, Brand We’re not that different.
    8. 8. Mission, Purpose, Brand YOU ARE HERE
    9. 9. Tie Messaging to Brand VISION: A world where good prevails over evil. Luke, I need to tell you MISSION: We leverage mystical forces as part of a Universal something. alliance to protect peace and justice. POSITION: We want everyone to think of us as mysterious but ultimately helpful bad asses. OK, Obiwan, but stay on message. MESSAGING GUIDE: The Force (n.): Good way to describe our strange powers. Reminds folks we‟re channeling energies that exist all around us. Also: #TheForce SAMPLE MESSAGE: We‟re gathering. Join us 11/3 as we use #TheForce to destroy the #DeathStar. Good v evil! Pls RSVP: jed.is/KLT72 #shhhh
    10. 10. 0 Audience & Positioning ALL OUR AUDIENCES VolunteerMatch is the Web’s largest volunteer engagement network, offering solutions to make it easier for individuals, nonprofits and companies to make a difference. make easier for individuals, nonprofits and companies to make a difference. CORPS, GOVT, MULTICHAPTER AGENCIES, VOLUNTEERS NONPROFITS NONPROFITS CAMPUSES WeWe make it make it easier We make it easier We make easier WeWe make it make it easier WeWe make it make it easier easier for you to for you to find a for your easiermanage to to manage easiermanage to to manage find a great place great place to organization to find successful successful to volunteer. volunteer. the volunteers you national volunteer community need. recruitment engagement programs. programs.
    11. 11. 1 Audience & Segmenting Volunteer Nonprofit Multichapter Business/Govt/Sch MSM Policy Funders Nonprofit ool/CSR Press Media/Acad Makers emic Type of Consumer B2B Advocacy & Outreach Audience Web services Web Services What they It’s hard to It’s hard to It’s hard to Good CSR is hard to It’s hard to find info about important think find a good find a good help our do. volunteer trends. place to volunteer. chapters volunteer diversify recruitment Web home VolunteerMatch.org Social home Our Engaging VolunteeringIs N/A Facebook Volunteers.org CSR.org Page Twitter @volunteermatch @vm_solutions @volunteermatch Facebook Our Facebook Page LinkedIn VolunteerMatch at Linkedin VolunteerMat VolunteerMatch at Linkedin ch Solutions Sub Group
    12. 12. Your Responsibilities to Brand
    13. 13. StorytellingUse the basics of story to connect on a human level and sustain interest.
    14. 14. Story Is A Journey Photo: aepoc
    15. 15. Be The Change WORLD COMMUNITY My family CHANGE and friends ME
    16. 16. The Volunteer‟s Story Achievement “Saving the Obstacle Universe? Best thing I ever did!” “Whoa, Death StarInstigation ahead. Nevermind!” “This princess totally needs me!”
    17. 17. The Engager‟s Story Achievement “Great work, Obstacle Luke! Just two “Yup, this is more films to hard. But go!”Instigation remember the“She‟s Force thing?depending on Give it a shot.”you, Luke. Hey,how „bout a lightsaber?
    18. 18. Parts of Not Volunteer StoryStories the Programs I‟m a story! I‟m a program! Who’s more engaging?
    19. 19. Collecting & Curating the Experience Optimizing For Storytelling
    20. 20. Social Media Sharing SavingPhoto: Flickr/courosa
    21. 21. Determine the Need ConstituentsSaving SharingSocial Sharing Public
    22. 22. Improve Your Odds • Invest in cameras! Remind supporters to bring cameras. • Run photo/video/story contests • Send out surveys/polls • Engagers volunteers as reporters and shooters • Monitor channels for comments/testimonials • Remind supporters to use hashtags
    23. 23. Corralling Your Content Professional Videos Networks (Youtube) (LinkedIn) Social Events Networks (Eventbrite) (Facebook) Volunteer Micromedia Website/ lead sources (Twitter) Blog (Volunteer Match) 23
    24. 24. Website Commandments “Your Support page MUST have a range of options like donating, gifts in kind, and “You MUST have “The word volunteering.” a page dedicated volunteers MUST to volunteering… appear on your with links to your home page or social networks.” your website.” Jayne Cravens, Coyote Communications 24
    25. 25. How Much Is Too Frequent? 25
    26. 26. Creating Flexible Content • Make it easy for supporters to share. • Avoid cross-posting if you can. Follow specifications for different platforms. • Write messaging guides for everyone ahead of time. • Include links to photos, graphics or videos for preview and recap. • Remember: It’s not collected until it’s archived. 26
    27. 27. Bringing It TogetherSocial Content & The 3 Rs of Volunteer Engagement
    28. 28. 3 R‟s In Action Friend Recognize Recruit Coming back for more & telling others about it Work Family Retain
    29. 29. 3 R‟s In Action Recognize, Recruit
    30. 30. 3 R‟s In Action Recognize, Recruit
    31. 31. 3 R‟s In Action Recognize, Recruit
    32. 32. 3 R‟s In Action Recruit
    33. 33. 3 R‟s In Action Recruit, Retain.
    34. 34. 3 R‟s In Action Recognize
    35. 35. 3 R‟s In Action Recruit
    36. 36. 3 R‟s In Action Recruit, Recognize
    37. 37. Friends of Trees “If we can reach lots of people via social media those are part of the touches that contribute to turning volunteers out to our events” “While we dont understand the exact impacts on our other goals, we suspect only good things are coming from our social media efforts.” Jenny Bedell-Stiles Volunteer & Outreach Specialist Friends of Trees
    38. 38. Friends of Trees
    39. 39. Friends of Trees
    40. 40. Friends of Trees
    41. 41. Friends of Trees
    42. 42. 3 R‟s In Action
    43. 43. 3 R‟s In Action
    44. 44. 3 R‟s In Action
    45. 45. Workshop!What‟s Your Social Media Content Strategy? 30 Minutes
    46. 46. Say What? Final Tips on Social Media & Content • As culture is changing, people want what you have. Be confident and proud. • To engage, be engaged first. • Let your brand guide your messaging. • It’s all about stories. Their story, your story, our story. • Don’t forget your website. It comes first. • Which platforms you use depend on what you intend to accomplish. There are differences. • Social media makes the 3 Rs easier.
    47. 47. Awesome Content ResourcesGeneral Content and Social Media Forum One www.forumone.comBeth Kanterwww.bethkanter.org Social Brite www.socialbrite.orgNTENwww.nten.org Specific to Volunteer EngagementSocial Media for Nonprofits Engaging Volunteers (VolunteerMatch)www.socialmedia4nonprofits.org www.EngagingVolunteers.orgBcause Coyote Communicationswww.bcausemedia.com www.coyotecommunications.comBig Duckwww.bigducknyc.com
    48. 48. Say What?Conteent
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