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Elements of success:
Social + Technology + Storytelling
I’m Alexandra
I dodigital media,includingsocial media,
for NeighborWorksAmerica
Agenda
• Strategy overview
• Social technology overview
• Examples from NeighborWorks America
• Questions
I want to do social media!
Elements of success: Southern district forum
How I see communications
Communications strategy
Digital marketing
Website
Social
media
Email
Relationships
Reporters
& media
Supporters Funders
Paper
Flyers/
brochures
“Stories are more convincing than sets
of data…numbers numb, jargon jars,
and no one ever marched on
Washington because of a pie chart.”
Andy Goodman
Story Telling as a Best Practice
Why stories matter
• For millennia, humans have told stories to help us
convey important messages/morals to one another
• Marketing is modern storytelling. It’s used to
convince people to spend money and/or take
particular actions
• Nonprofits can use stories to convey the
effectiveness of their work and to motivate others
to join the cause
What makes a good story?
• A good storyteller makes the audience feel like s/he
is part of the story
• A good story leaves the audience ready to take
action
• Your work in the community leads to great stories
every day.
How do you capture stories?
• Verbally at staff meetings
• On photo or video before client
ends services (as a step in the exit interview for
example)
• Presentations from clients during
board meetings
• Physical thank you notes stored in
a central filing cabinet
• A shared spreadsheet on your
computer system
• A Google form/document to
which everyone contributes and
one person manages
What is your communications
strategy?
Who areyou trying to reach?
What actions should
these peopletake as a
result of your
communications?
1. Who is your audience?
2. Whatdo you need to say?
(thinkaboutaudience-specific wordingandactionsaudienceshouldtake)
3. Whendo you need to say it?
4. How willyou spread the message?
Key elements: communications
strategy
1. Primary audience: funders
2. Message: We have been effective stewards of
your dollars
3. Timing: Every year, ideally as soon as impact is
calculated
4. Distribution: All communication channels,
especially newsletter to funders
Example: Annual report
Matrix for Annual report
Not too bad, right?
What is social media?
Source: Creative Commons, Yoel Ben Avraham
My definitionof socialmedia
A two-wayform of digital communication between:
1. Peers
2. People and organizations
3. People and government
Source: Neil Perkins, “What’s Next in Media” via SlideShare
The Social in Social Media
TRADITIONAL
MEDIA
Why is thisso important?
Peoplearemore invested whentheir
opinions andcontributions arevalued
Example: NeighborWorks Week 2013
NeighborWorksWeekon Twitter
NeighborWorks Week on Twitter
NWWPhoto Contest
2013
75photos entered
955 votes
263new Facebook fans
NeighborWorks Week
photo contest
Caution:
Social
media is not
magic
Thank you!
Appendix
• Storytelling resources
• Social media resources
• Social media explained – a chart
• Social media channels evaluation chart
• A good Facebook post – example
• An engaged neighborhood video campaign
• Winning the Story Wars by Jonah Sachs
• Nonprofit Storytelling http://ow.ly/h1ms0
• Using Storytelling to Engage and Motivate
Constituents http://ow.ly/h1muZ
Storytelling Resources
Social media Reading/Resources
• NTEN – nten.org
• Beth Kanter – bethkanter.org
• Debra Askanase –
communityorganzer20.com
Online
Resources
• Social Tech Symposium –
bit.ly/SocialTechNTI
• The Networked Nonprofit
• Measuring the Networked Nonprofit
Books
Elements of success: Southern district forum
Select the tool(s)based onyour goals
Source: FrogLoop.com via Allyson Kapin “Which Social Media Platforms Are Worth Your Time and Energy?”
Select the tool(s)based onyour audience
Source: Pew Center for Internet Research, via DocStoc
Events on Facebook
• Facebook post liked by 32 followers & shared 15 times
• Online and offline component to the content
• Cute/relevant picture tostir positive emotions
Example3: CommunityInterviews

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Elements of success: Southern district forum

  • 1. Elements of success: Social + Technology + Storytelling
  • 2. I’m Alexandra I dodigital media,includingsocial media, for NeighborWorksAmerica
  • 3. Agenda • Strategy overview • Social technology overview • Examples from NeighborWorks America • Questions
  • 4. I want to do social media!
  • 6. How I see communications Communications strategy Digital marketing Website Social media Email Relationships Reporters & media Supporters Funders Paper Flyers/ brochures
  • 7. “Stories are more convincing than sets of data…numbers numb, jargon jars, and no one ever marched on Washington because of a pie chart.” Andy Goodman Story Telling as a Best Practice
  • 8. Why stories matter • For millennia, humans have told stories to help us convey important messages/morals to one another • Marketing is modern storytelling. It’s used to convince people to spend money and/or take particular actions • Nonprofits can use stories to convey the effectiveness of their work and to motivate others to join the cause
  • 9. What makes a good story? • A good storyteller makes the audience feel like s/he is part of the story • A good story leaves the audience ready to take action • Your work in the community leads to great stories every day.
  • 10. How do you capture stories? • Verbally at staff meetings • On photo or video before client ends services (as a step in the exit interview for example) • Presentations from clients during board meetings • Physical thank you notes stored in a central filing cabinet • A shared spreadsheet on your computer system • A Google form/document to which everyone contributes and one person manages
  • 11. What is your communications strategy?
  • 12. Who areyou trying to reach?
  • 13. What actions should these peopletake as a result of your communications?
  • 14. 1. Who is your audience? 2. Whatdo you need to say? (thinkaboutaudience-specific wordingandactionsaudienceshouldtake) 3. Whendo you need to say it? 4. How willyou spread the message? Key elements: communications strategy
  • 15. 1. Primary audience: funders 2. Message: We have been effective stewards of your dollars 3. Timing: Every year, ideally as soon as impact is calculated 4. Distribution: All communication channels, especially newsletter to funders Example: Annual report
  • 17. Not too bad, right?
  • 18. What is social media?
  • 19. Source: Creative Commons, Yoel Ben Avraham
  • 20. My definitionof socialmedia A two-wayform of digital communication between: 1. Peers 2. People and organizations 3. People and government
  • 21. Source: Neil Perkins, “What’s Next in Media” via SlideShare The Social in Social Media TRADITIONAL MEDIA
  • 22. Why is thisso important?
  • 23. Peoplearemore invested whentheir opinions andcontributions arevalued
  • 26. NWWPhoto Contest 2013 75photos entered 955 votes 263new Facebook fans NeighborWorks Week photo contest
  • 29. Appendix • Storytelling resources • Social media resources • Social media explained – a chart • Social media channels evaluation chart • A good Facebook post – example • An engaged neighborhood video campaign
  • 30. • Winning the Story Wars by Jonah Sachs • Nonprofit Storytelling http://ow.ly/h1ms0 • Using Storytelling to Engage and Motivate Constituents http://ow.ly/h1muZ Storytelling Resources
  • 31. Social media Reading/Resources • NTEN – nten.org • Beth Kanter – bethkanter.org • Debra Askanase – communityorganzer20.com Online Resources • Social Tech Symposium – bit.ly/SocialTechNTI • The Networked Nonprofit • Measuring the Networked Nonprofit Books
  • 33. Select the tool(s)based onyour goals Source: FrogLoop.com via Allyson Kapin “Which Social Media Platforms Are Worth Your Time and Energy?”
  • 34. Select the tool(s)based onyour audience Source: Pew Center for Internet Research, via DocStoc
  • 35. Events on Facebook • Facebook post liked by 32 followers & shared 15 times • Online and offline component to the content • Cute/relevant picture tostir positive emotions