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Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter


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Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter

Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.

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Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter

  1. 1. Beth  Kanter (@kanter) April,  2016    -­‐ New  Orleans Leveraging  Social  Media  Ambassadors  in  Service  of   Your  Foundation’s  Digital  Strategy
  2. 2. Beth  Kanter:    Master  Trainer,  Author,  Speaker  and  Blogger @kanter
  3. 3. • Identify  one  step  to   improve  your  brand   social  media   strategy • Identify  action  steps   to  implement  a   social  media   ambassador  strategy   Topics OUTCOMES • Peer  Learning • Interactive • Practical   FRAMING Introductions  and  overview Your  Community  Foundation’s   Social  Media  Strategy:  Refresher Social  Media  Ambassadors -­‐ Why  and  What -­‐ Insiders -­‐ Outsiders Reflection  and  Action  Steps   Agenda
  4. 4. Who  is  in  the  room?   • Responsible  for  developing  Foundation’s  digital  strategy  for   brand  (Web  Site,  Email,  Social,  and  Mobile) • Implements  brand  social  media • Oversees  someone  else  on  team  who  implements  brand   social • %  of  time  spent  on  social  media  as  part  of  your  job • Use  social  media  as  an  individual  or  personal  brand
  5. 5. Before  Social  Media  and  Networks
  6. 6. Leveraging  Networks  As  Part  of  Digital  Strategy
  7. 7. CRAWL WALK RUN FLY Where  is  your  community  foundation?     Objectives  and   audiences  for  social   part  of  Digital  Strategy Uses  most  mainstream   social  channels  as  part   of  content  strategy,  but   not  consistent Leader  and  employees   use  social  but  lacks   ambassador  strategy Content    Strategy,   Consistent    Process  for   basics Uses  niche  social   channels   Informal    Ambassadors   Strategy,  Socially   Engaged  Leaders/Staff Some  measurement     and  learning  in  all   above Digital  Strategy   Development Culture  Change Sporadic  content   strategy  and  social   presence Lack  of  social   media   ambassadors,   inside  or  outside Multi-­Channel  Engagement,   Content  Strategy,  Internal   Process,  and  Measurement Strategic  pilots  with   emerging  social  media   channels Formal  Ambassadors     Strategy  – insiders/outsiders Reflection  and  Continuous   Improvement
  8. 8. Think,  Write,  Share,  Pop • Where  do  you  need  to  improve  in  using  social  media  to   get  to  the  next  level? • What  is  your  burning  question?
  9. 9. Foundation  Brand  Strategy  on  Social  Media  Channels:    Refresh!  
  10. 10. Source:    Pew
  11. 11. MAINSTREAM  SOCIAL  MEDIA  CHANNELS Facebook  Page  is  the  new  yellow  pages.    Simple  to  update and  largest   user  base.  Advertising  is  a  necessary  evil. Your  audiences  wants  to  talk  to  a  real  person.  Twitter  is  great  for  this.     Also  good  for  reaching  influencer  audiences:  media,  journalists,  policy   makers,  etc.   Driving  traffic  to  web  site  and  other  social  channels LinkedIn  is  great  for  professional  networking  for  both   individuals  AND  brands.     Potential  audiences  for  CF:   professionals  who  work  in  business,  nonprofit,  and   government.         People  are  consuming  video  content  more  and  more.  YouTube   influencersand  celebrities. Easily  repurpose  video  for  other   platforms, although  native  video  on  Facebook  performs  better.
  12. 12. Niche  Social  Media  Channels Great  platform  to  connect  with  audience  that  appreciate  visual   content.    Leverage  hashtags,  geotagging  and  influencers  on   Instagram  in  your  topic  area.    Instagram  has  a  large  Gen  Z  and  Y   user  base.  Personal and  foundation  brands. Good  for  Brands  with  a  lot  of  visual  content.    Easy  way  to  curate   content  from  your  programs  or  other  related  sources.    Big  user-­‐ base  for  food,  fashion,  fitness,  and  other lifestyle.    More   discovery  vs  social  media. Long  form  content,  online  magazine,  and  network  where   stories  are  shared  and  connected  with  audience.    Tech influencers,  journalists,  and  growing  number  of   nonprofits/philanthropy. Blogging platform  Tumblr  are  great  for  shareable  short-­‐form   multimedia.      Popular platform  with  millennial  audience  and   micro-­‐interest  communities. Some nonprofits  use  it  to  curate   and  share  repurpose  content  on  other  channels. User  generated  news  links  and  votes  to  promote  stories  to   the  front  page.    Engaged  community  ofusers  comment   and  share.
  13. 13. Emerging  Social  Media  Channels Live  video  streaming  mobile  app  that  allows  audiences   to  interact  with  brand  in  real  time Messagingapp  that  allows  users  to  share  “snaps’  – photos,  text,  video  with  friends  or  all  followers.   Largest  users  are  Millennials  and  GenZ.   Blab,  a  live  video  app,where  you  can  join  live   conversations  online  with  different  topics.    Popular   with  technology  crowd. Many  more  but  my  head  just  exploded.    Follow   @girardinl on Twitter
  14. 14. Flickr  Photo:  graceinhim • What  social  media  channels  will  help  our  community   foundation  reach  our  goals? • What  social  media  channels  does  our  existing  audience   already  use  to  get  information? • What  social  media  channels  does  the  audience  we  need  to   reach  use? • What  are  our  “anchor”  social  media  channels? • What  are  our  stretch  social  media  channels  where  we  have  the   capacity  to  listen,  experiment,  and  learn? • Where  can  we  standout  and  get  value?
  15. 15. • Donors • Supporters • End  Users  of  Programs PEOPLE • Policy  makers • Journalists • Business  Leaders INFLUENCERS • Partners • Local  Organizations • State  and  National ORGANIZATIONS DEFINE  EXISTING  AND  POTENTIAL  AUDIENCE   • What  keeps  them  up  at   night? • What  are  they  currently   seeking? • What  social  media  channels   do  they  use  for  information?   • What  influences  their   decisions? • What  influences  their   attitudes? • What’s  important  to  them? • What  makes  them  act?  
  16. 16. DEFINE  MEASURABLE  GOALS Reach   Inform Engage Action Donate
  17. 17. Monitoring Engagement Content Advertising Brand   Ambassadors Influencers Social  Strategy  Building  Blocks
  18. 18.­‐editorial-­‐calendar-­‐campaign-­‐planning-­‐documents/
  19. 19. Think,  Write,  Share,  Pop • What  are  your  objectives? • Who  is  your  target  audience(s)? • What  is  your  content  strategy? • What  do  you  need  to  measure  to  improve?
  20. 20. A  few  simple  tips  to  think  about  content  and  measurement   for  social  channels
  21. 21. ORGANIZING  THE  PROCESS • Regular  meetings  to  brainstorm  and  discover  themes • Idea  Dashboard • Pre-­‐Planning  and  batch  creation  makes  it  more  efficient • Editorial  Calendar • Organize  Content  Assets • Evergreen  Content
  22. 22. Recycle,  Repurpose,  Reuse
  23. 23. Result Metrics AnalysisQuestion 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? Measure  to  Improve
  24. 24. So  Many  Channels,  So  Little  Time • Master  the  mainstream  platforms:  objective,  audience,   content • Right  size  to  your  capacity • Experiment  with  adding  niche  or  experimental  channels,   with  small  pilot  first  to  learn  and  incrementally  investing   based  on  results • Repurpose  and  recycle  content  creatively  across  channels • Measure,  learn,  improve
  25. 25. • Snapchat  is  a  mobile  app  that  lets  users  share   photos  and  videos  that  are  deleted  in  24  hours.   • Snapchat  users  share  snaps  privately  with  a  few   friends,  or  as  stories  with  all  their  followers.
  26. 26. Launched  in  2011 100  million  users 6  billion  video  views  every  day 86%  of  Snapchat’s  users  fall  into  the  13  – 37  age  range A  small   number  of  nonprofits/foundations  experimenting: Cheat  Sheets  and  Tutorials:  You  Are  Never  Too  Old  To  Barf  Rainbows­‐over50/  
  27. 27. Exercise:     WOOP  Your  Brand  Social  Media  Strategy • Something  you  can  accomplish  with  Snap  Chat  or   other  channel  that  is  exciting,  challenging,  and   realistic  with  a  target  audience as  an  experiment Wish • The  best  result  from  accomplishing  your  goal.  Outcome • The  obstacles  that  prevent  you  from   accomplishing  your  goal.Obstacle • What is  your  action  plan?Plan
  28. 28. Monitoring Engagement Content Advertising Brand   Ambassadors Influencers The  Five  Building  Blocks  of  Social  Strategy
  29. 29. Redefining  Brand  Ambassadors  in  An  Age  of  Social  Media
  30. 30. • Any  stakeholder   passionate  about   organization • Shares  information • Inspires  their  social   networks  to  take  action
  31. 31. The  Most  Valuable  Ambassadors:  Insiders Believe  Community  Foundation’s  Work Understand  Community  Foundation   Strategy   Subject  Matter  Expertise Aligned  Professional  Networks Know  the  Sector  and  Community  (Really   well!) Already  Use  Social  
  32. 32. Here’s  Why:    Trust  of  Nonprofit  Brands  Is  Eroding
  33. 33. They  Are  Already  Using  Social  Media  Anyway,  Why  Not  Leverage?
  34. 34. Leadership  Profile  on  Social:  Benefits • More  Trust • Expanded  Social  Reach,   Engagement  and  Capacity • Less  Risk • Flexibility • Perspective • Professional  Learning Socially  Engaged  Staff:    Benefits
  35. 35. Objective Value Increase  employee  engagement   by  x%  by  end  of  fiscal  year Improves  internal  communications, collaboration Improves  loyalty, buy-­‐in  to  mission   Decreases  burnout  and  turnover Recruit  XX  number  of  social   media  ambassadors  by  launch  of   campaign Free  up  communications  staff  time  for  more  strategic   planning  versus  doing   More  gets  done Less  burden  on  existing  volunteers  or  staff Increase  reach  by  xx%  by  end  of   the  fiscal  year Increases  donors  to  campaign Increases  the  number  of  email  prospects Change  in  attitude  and   increased  trust  in    your   organization  xx%  by  the  end  of   the  fiscal  year Percentage  likely  to  volunteer  or  donate  increases Improve  relationships  with   existing  donors  and  volunteers   xx%  by  the  end  of  the  fiscal  year Better  management,  more  stable  finances Improve  engagement  with   stakeholders  xx%  by  the  end  of   the  fiscal  year Better  feedback  and  ideas  for  innovation Better  understanding  of  attitudes  and  perceptions  of   stakeholders
  36. 36. Nonprofit  and  Foundation  Examples
  37. 37. RWJF:      Foundation  Strategy  -­‐ #cultureofhealth “We  believe  that  striving   toward  a  culture  of  health   will  help  us  realize  our   mission  to  improve  health   and  health  care  for  all   Americans. ” GOALS Inform Behavior  Change Audience: Grantees,  Researchers,  Policy   Makers,  Practitioners
  38. 38.
  39. 39. Socially-­‐Engaged  Staff  Support  #cultureofhealth Audience: Specific  content  areas,  grants,   and  communities
  40. 40. Socially-­‐Engaged  Staff:  Social  Media  Plans  and  Personal  Brands
  41. 41. Adding  Social  to  Thought  Leadership  Activities In  the  field Sharing  Expert  Presentations   Live  Tweeting  Conferences Monthly  Chats
  42. 42. Wake  International
  43. 43. Wake  International
  44. 44. Arkansas  Advocates
  45. 45. Human  Rights  Watch • Goal:    Impact  policy  change • Leverage  individual  networks  of   over  200  staff  members  on  Twitter • Social  media  policy  encourages  all   staff  to  participate  as  personal   brands • Provide  training  and  support,  with   social  media  manager  providing   support • Internal  coordination  via  listserv • Provides  value  to  staff  for  content   curation  and  media  relations
  46. 46. The  Process 1:  Buy  In 2:  Guidelines 3:  Support 4:  Activate Insiders
  47. 47. How  can  I  create  a  routine     that  works  for  me? How  can  I  be  strategic,   intentional,  and  authentic? Getting Buy-In: Being Intentional, Habit Change How  can  I  fit  social  media  into   my  crazy  busy  day?
  48. 48. 12  Word  Social  Media  Personal  Use Don’t  Lie,  Don’t  Pry Don’t  Cheat,  Can’t  Delete Don’t  Steal,  Don’t  Reveal Dos  and  Don’ts  
  49. 49. Skills  Assessment
  50. 50. Think,  Write,  Share,  Pop • What  are  the  opportunities  for  using  staff,  board,  and   other  insiders  as  social  media  ambassadors? • What  is  the  value  for  your  organization? • Do  you  need  to  do  to  get  buy  in?  
  51. 51. Your  community  foundation  also  has  plenty  of   “outsiders”  who  can  be  social  media  ambassadors Why  not  put  them  to  work  as  social  media  ambassadors   and  boost  your  campaigns  or  programs? Image:  NY  Times
  52. 52. Social  Media  Ambassadors  from  the  Outside Research Recruit Support Activate Outsiders
  53. 53. • Staff  and  board  as  staff   social  media   ambassadors • Recruited  well-­‐known   and  aligned   ambassadors  to   promote  on  social   media  channels • Recruited  pro  bono   volunteers:  PR,  Video,   Photography,  Content • Activated  board • Reached  out  to  aligned   partner  organizations   and  individuals  to   promote  on  social   media  channels
  54. 54. Social  Media  Ambassadors:    Prospect  Research
  55. 55. Research:  Recruit  from  Your  Database,  Lists,  Events • Post  invitation  on  social   channels
  56. 56. Social  Media  Ambassadors:  Who  is  Most  Engaged  on  Social  Channels?
  57. 57. Social  Media  Ambassadors:  Facebook • Use  tool  like  “Top  Fans “  to  identify   engaged  fans  and  research  them   on  Google  or  your  database • Use  tool  like  ActionSproutto   gather  email  addresses  of  engaged   followers  via  FB. • Ask  board/staff  to  share  link  to   landing  page  on  their  FB  profiles   and  post  on  Brand  Page
  58. 58. Social  Media  Ambassadors:  Twitter • Review    brand  account  for   active  verified  users • Use  a  Followerwonk or   SocialRankto  easily  sort  and   search  followers • Create  a  Twitter  list of  your  best   prospects  and  cross  check  with   your  organization’s  database. • Tweet  links  to  landing  page  to   sign  up  as  Social  Media   Ambassador
  59. 59. Social  Media  Ambassadors:  Instagram • Use  a  free  tool  like  Social  Rank to  filter  your  organization’s   Instagram  followers  by   keywords  in  their  bios,  hashtags   they  use,  their  location,  the   number  of  followers  they  have,   and  more.   • Create  a  photo  or  visual   invitation  about  becoming  a   social  media  ambassador  w/   link.
  60. 60. Social  Media  Ambassadors:  LinkedIn • If  your  organization  has  a  group  or  page   on  LinkedIn,  scan  the  list  of  followers  to   see  if  any  influencers  jump  out. • Review  your  network  on  your   professional  profile  on  LinkedIn  for   potential  prospects.    Ask  board  members   who  are  LinkedIn  to  do  the  same. • Use  advanced  search to  search  by   nonprofit  interests,  location,  keyword,  or   company.   • Post  a  status  update  on  your  individual   LinkedIn  profile  or  organization  page  with   a  link  to  an  invitation  for  more   information  about  becoming  a  social   media  ambassador  for  your  organization
  61. 61. Social  Media  Ambassadors:  LinkedIn
  62. 62. Social  Media  Ambassadors:  Vet Relevant Relationship Connected Credible
  63. 63. Social  Media  Ambassadors:    Recruit • Overview  of  organization   and  campaign • Role  of  social  media   ambassador • Time  commitment   • Expectations
  64. 64. Social  Media  Ambassadors:    Communication  and  Coordination • To  make  it  easy  to  keep   them  in  the  loop • Campaign  updates  and   actions
  65. 65. Provide  A  Communications  Toolkit  with  Basics • Overview  of  organization   and  campaign • Talking  points • Brand  and  Staff  social   media  accounts • Hashtags • Sample  FB  Updates • Sample  Tweets • Sample  LinkedIn  Updates • List  of  collateral  materials   online  – logos,  important   links,  etc.
  66. 66. Mini  Site  for  Ambassadors
  67. 67. Shareable  Content:  Images  and  Words
  68. 68. Branded  Visual  Content  Optimized  for  Social  Media  Channels
  69. 69. Visual  Content  Optimized  for  Social  Media  Channels
  70. 70. Visual  Content  Tools­‐media-­‐image-­‐size-­‐cheat-­‐sheet
  71. 71. Social  Media  Ambassadors:  Activate  
  72. 72. Say  Thank  You
  73. 73. Cultivate  the  Relationship
  74. 74. Exercise:  Getting  Started    Social  Media  Ambassador  Strategy • Purpose:    How  can  a  social  media   ambassador  program  best  support  your   foundation’s  digital  strategy? • Research:    Who  are  the  potential  social   media  ambassadors?    What  social  media   channels  will  you  research? How  to  make  it   manageable?
  75. 75. Takeaways: • What’s  one  tip  or  technique  that  you  can   put  into  practice  to  improve  next  week?     Send  an  email  to  yourself  at • Raffle  for  books