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Social Media & Philanthropy Workshop (Miami, FL.)


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Knight Digital Media Center presented a workshop on May 1, 2016 for participants in the Knight Media Learning Seminar in Miami. Workshop participants learned about effective practices for gaining visibility and engagement on social platforms.

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Social Media & Philanthropy Workshop (Miami, FL.)

  1. 1. Social  Media  Workshop Knight  Digital  Media  Center USC  Annenberg  School  for  Communication  and  Journalism May,  2016
  2. 2. Beth  Kanter:    Master  Trainer,  Author,  Speaker  and  Blogger @kanter
  3. 3. Stephanie  Rudat:    Trainer,  Speaker,  and  Consultant @srudat
  4. 4. Social  Media  Workshop Knight  Digital  Media  Center USC  Annenberg  School  for  Communication  and  Journalism May,  2016
  5. 5. Survey  Results
  6. 6. • Responsible  for  developing  Foundation’s  digital  strategy  for   brand  including  social  media • Implements  CF  brand  social  media • Oversees  someone  else  on  team  or  intern  who  implements   brand  social • %  of  time  spent  on  social  media  as  part  of  your  job • Use  social  media  as  an  individual  or  personal  brand   professionally Who  is  in  the  room?
  7. 7. Agenda OUTCOMES • Interactive • Mix  Expert/Peer  Learning FRAMING Burning  Questions/Assessment Organizational  Strategy Understanding  Social  Platforms Break:  Sign  Up  for  Office  Hours Mobile  Social  Platforms:   Instagram  and  Snapshot Leading  on  Social  Channels Questions Wrap  Up #InfoNeeds • Identify  one  step  to   improve  your  brand   social  media   strategy • Identify  action  steps   to  implement  a   social  media   ambassador  strategy   AGENDA
  8. 8. Think,  Write,  Share,  Pop What  is  your  burning  question?
  9. 9. Foundation  Strategy  on  Social  Media  Channels:    Refresh!  
  10. 10. Leadership   Conversations
  11. 11. Source:­‐editorial-­‐calendar-­‐campaign-­‐planning-­‐documents/
  12. 12. 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  stretch  social  media  channels  where  we  have  the  capacity  to   listen,  experiment,  and  learn? • Where  can  we  standout  and  get  value? • How  do  we  create  and  repurpose  content  that  fits  the  audience?
  13. 13. Source:    Pew
  14. 14. 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.
  15. 15. 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.  Mobile   friendly.  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  on  niche  topics.
  16. 16. 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.
  17. 17. How  To  Keep  Your  Head  From  Exploding • 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
  18. 18. • 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?  
  19. 19. Define  Measurable  Goals Reach   Inform Engage Action Donate
  20. 20. Who  is  your  audience?    What  are  your  goals?
  21. 21. Monitoring Engagement Content Advertising Brand   Ambassadors Influencers Social  Strategy  Building  Blocks
  22. 22. Repurpose  Content  for  Social  Media  Channels
  23. 23. 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
  24. 24. Recycle,  Repurpose,  Reuse
  25. 25. Visual  Content  Creation  Tools­‐content-­‐creation-­‐social-­‐media
  26. 26. 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
  27. 27. • Something  you  can  accomplish  with  social  media   that  is  exciting,  challenging,  and  realistic  with  a   target  audience or  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 Exercise:  WOOP  Your  Brand  Social  Media  Strategy
  28. 28. Sign  up  for  a  private  session  with  Beth  or  Stephanie  tomorrow   during  their  office  hours! Break
  29. 29. More: Instagram:  An  Overview • 400  Million  Users • Integrated  into  Facebook • Premiere  visual  storytelling  tool • Photos  play  to  emotions • Most  popular  among  Gen  Y  &  Z • Hashtags used  to  engage  people   on  a  topic/  event • 15  sec  video  capacity • Apps  available  for  reposting  and   measurement • Provides  filters/editing  to  help   make  all  images  look  good
  30. 30. Instagram:  Who  is  using  it  here?
  31. 31. More  detail: Instagram:  5  Simple  Tips Complete  your  profile  using   elevator  speech  &  include  url Use  hashtags -­‐ #communityfoundation,   #cityname,    #infoneeds Tag  relevant  parties Include  captions Engage!  Respond  to  comments
  32. 32. Instagram:  Community  Foundation  of  Santa  Cruz
  33. 33. Snapchat:  An  Overview
  34. 34. • 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.
  35. 35. 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/  
  36. 36. Demo
  37. 37. Experiment Learn Adapt
  38. 38. Think like a rocket scientist
  39. 39. Observe and sift through qualitative data like a Primatologist
  40. 40. Harvest Insights
  41. 41. Paired  Share:  What  is  one  experiment  you  can  do  with  a   niche  or  emerging  social  media  platform?
  42. 42. Stretch  Break!
  43. 43. Before  Social  Media  and  Networks Leading  on  Social  Channels:  Strategy
  44. 44. Leveraging  Networks  As  Part  of  Digital  Strategy
  45. 45. 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
  46. 46. 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
  47. 47.
  48. 48. Socially-­‐Engaged  Staff  Support  #cultureofhealth Audience: Specific  content  areas,  grants,   and  communities
  49. 49. Socially-­‐Engaged  Staff:  Social  Media  Plans  and  Personal  Brands
  50. 50. Adding  Social  to  Thought  Leadership  Activities In  the  field Sharing  Expert  Presentations   Live  Tweeting  Conferences Monthly  Chats
  51. 51. • Expand  Reach • More  Trust • Less  Risk • Flexibility • Enhanced  Capacity Leading  On  Social:  Benefits  of  Staff  Champions  on  Social
  52. 52. Target  Different  Audiences Audience: Supporters,  Donors,   Advocates
  53. 53. Audience: Influencers,   Journalists,  Policy   Makers,  World   Leaders
  54. 54. Amplifying  and  Extending  Brand  Reach GOAL Advocacy
  55. 55. Organizational  VS  Leader  Voice
  56. 56. Paired  Share • What  are  the  key  objectives   of  your  organization’s  use  of   social  media  and  target   audiences?   • What  objective(s)  and  target   audience(s)  best  align  with   your  social  leadership   profile?
  57. 57. Personal Professional Private Public Personal Professional Private Public Worlds  Collide:  Identity  and  Boundaries  Before  Social  Media
  58. 58. Turtle • Profile  locked  down  (or  not  present) • Share  content  with  family  and  personal  friends • Little  benefit  to  your  organization/professional Jelly  Fish • Profile  open  to  all • Share  content  &  engage  frequently  with  little  censoring • Potential  decrease  in  respect Chameleon   • Profile  open,  curated  connections • Engagement  Strategy:    Purpose,  Audience,  Persona,  Tone • Increased  thought  leadership  for  you  and  your  organization Based  on  “When  World’s  Collide”    Nancy  Rothbard,  Justin  Berg,  Arianne  Ollier-­‐Malaterre  (2013) What  Kind  of  Social  Animal  Are  You?  
  59. 59. Purpose   Audience Persona Tone Leader Profile How  To  Be  A  Chameleon  
  60. 60. “Be  yourself  because  everyone   else  is  already  taken.”     -­‐ Oscar  Wilde
  61. 61. Take  A  Quiet  Minute  To  Uncover  Your  Authentic  Brand • What’s  your  super   power? • What  do  people   frequently  praise   you  for? • What  makes  the   way  you  achieve   results  unique? • What  energizes   you?  
  62. 62. Your  Social  Profile  Is  An  Elevator  Pitch!  
  63. 63. Social  Elevator  Speech
  64. 64. • What  is  your  professional  expertise? • Why  should  someone  follow  you?   • What  hashtags  or  keywords  align   with  your  objectives,  audiences? • Does  your  cover  image  align  with   your  objectives,  audiences?   • What  makes  you  human? • Disclaimer
  65. 65. PRO  TIP:    Use  Canvato  Create  Your  Cover  Image
  66. 66.
  67. 67. PRO  TIP:    Pin  a  Tweet  to  Your  Profile
  68. 68. Your  Social  Profile • What  is  your  expertise? • Why  should  someone  follow   you? • What  hashtags  or  keywords  do   you  want  to  be  associated  with? • Pinned  Tweet • Visual:  What  cover  and  profile     image  conveys  your  personal   brand?
  69. 69. Three  Authentic  Leadership  Styles 1:  STORYTELLER 2:  CURATOR 3:  NETWORKER
  70. 70. The  Storyteller
  71. 71. •Be  visual •Inspirational  Quote •Something  Funny •Timely •Questions Overcoming  Writer’s  Block  on  Twitter
  72. 72. Seek Sense Share The  Curator
  73. 73. Uses  Twitter  to  support   organization’s  mission  as  a   bipartisan  advocacy   organization  dedicated  to   making  children  and  families  a   priority  in  federal  policy  and   budget  decisions.  
  74. 74. SEEK SENSE SHARE Finds  and  vets  key  blogs  and   Twitter  lists  in  each  issue   area Scans  and  reads  every   morning  and  picks  out  best,   writes  tweets,  and  schedules Taps  into  personally  selected   list  of  expert  sources  and   seeks  new  sources Summarizes article  in  a   tweet,  adds  hashtags,  credits   sources Writes  blog  posts  using   multiple  links  shared  on   Twitter Feeds  his  network  with   quality  and  personalized   content Engages with  aligned   partners  and  target  audience Leads  conversations Recommends  other  experts,   sources,  and  articles Credits  sources Bruce’s  Work  Flow  and  Tools
  75. 75. Twitter  Lists  and  Hashtags
  76. 76. Engaging  and  Building  Your  Network  On  Social • Event  Engagement:  Open  Forum  at  a   particular  time  and  place • Participatory  Engagement:    Invites   comments  and  discussion  on  posts • Personal  Engagement: One-­‐on-­‐one   responses  to  followers
  77. 77. Tips  for  Getting  Started  and  Being  Efficient • Align  Strategy  and  Policy • Tutorials • Talk  to  Peers • Feed  and  Tune • Found  Time • Team  Support
  78. 78. Share  Pair:    Leadership  Style • What  is  your   preferred  leadership   style  on  social?   • What  support  do  you   need  to  develop  and   implement  your   strategy?
  79. 79. Open  Question  and  Answer
  80. 80. What’s  one  tip  or  technique  that  you  can   put  into  practice  to  improve  next  week?     Send  an  email  to  yourself  at Takeaways
  81. 81. Thank  You  for  Joining  Us  Today. Stay  in  Touch! Beth  Kanter @kanter Stephanie  Rudat @srudat