Becoming A Networked Nonprofit: Effective Strategy - Santa Maria, CA


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  • 9:00
  • 8:00-9:00Set up:-Hook up laptop-Sticky notes-Materials
  • 9:00
  • 9:05
  •’ve been watching you ….Some of you already know that ….
  • Revolution 1: BroadbandInternet (85%) and Broadband at home (66%)Revolution 2: Mobile – 89% of adultsDigital Revolution 3:Social networking – 72% of all adults
  • "We'd like to thank Blazer for her heroic efforts," the Multnomah County Animal Services website reads. "Sir Stuffington's Facebook Page will not only help him and his siblings find homes, it's also a wonderful example of how people can make a difference and get involved with Portland's own local shelter—either by volunteering, fostering or donating."He is the cutest one-eyed, disfigured pirate cat you've ever seen.Over the past few days, pictures of Sir Stuffington (pictured above) have been widely sharedonline, making him the latest in a rich tradition of feline internet obsession. But there's so much more to Sir Stuffington than his adorable and funny Facebook photos. His story is one of perseverance and love, as well as internet fame.Earlier this month, the cat and his two brothers were taken into Multnomah County Animal Services, an open-door animal shelter in Troutdale, Oregon. Sir Stuffington wasn't in good shape—his damaged jaw, his missing eye, his upper respiratory infection, his heart murmur, his body covered in fleas and dirt. (All three were about six weeks old, and came in withcalicivirus.) But even before the kittens had been taken to the shelter, local resident Blazer Schaffer had stumbled upon a Facebook photo of Sir Stuffington suffering in the street, and was determined to track him down. Schaffer, an animal lover who has worked with the shelter for a decade, soon found the three kitten there. She promptly took them home as their foster parent, and is taking care of them at least for a couple months until they're healthy enough for adoption.Let tell you about this wonderful story about Sir Stuffingon– a cute kitten that had its eye scratched out by a raccoon – and was brought into an animal shelter in Oregon by a teenager who has no formal connection to the shelter other being a fan on Facebook … --- the teen wanted to make sure that the kitten found a good home and medical care for its.. So, he started a Facebook Page – that included photos of the kitty – and to help find a home. The page got over 36,000 likes in 24 hours. It attracted the attention of the local TV station, but also national news – NPR, online blogs – and people started to donated, tell their friends – before you know it – they not only had someone who would adopt Sir Stuffington and his siblings, but had the medical expenses covered – plus many other animals in the shelter were adopted. All because a teenager was able to leverage their networks -- These tools allow us to scale very quickly -- connect with others, and make change happen on the ground .. Outside the walls of institutions. trends are making networks part of our everyday and social change is becoming network-centric, happening anyplace, anywhereh – in the palm of our hands.As you can see networks are a part of our every day and social change is be becoming network-centric.Nonprofits need to do – connect with their networks to create on the ground change. …Collaboration, coordination, and working in networks are becoming the new normal, as leaders across sectors work to move the needle on today’s most pressing problems. One of the words he used caught my attention:  Philanthroteens.     These are teens with a passion for social change and who grew up not knowing what it was like to not to have a cell phone  or be connected to Facebook.      The media has dubbed this generation – “Qwerty Monsters” who send hundreds of text messages a day and don’t even like to use their phone for calls (and with two pre-teens in my house, I can attest this is true).     But it is more than the technology, it is also their passion to do good in the world.He shared the story of  the first-ever Girl Up Leadership Summit which brought together young girls who are helping change the face of global philanthropy.  They were joined by celebrities like actress and Girl Up Champion Monique Coleman, global leader Ambassador MelanneVerveer, and more than 100 young women from across the country.  These philanthroteens lead workshops on advocacy, communications and learned about their peers in developing countries.  Their meeting featured a special conversation via Skype with girls in South Africa as part of the Girl Up  Campaign’s emphasis on uniting girls around the world.
  • I’ve been working in nonprofit tech for twenty years, one of the things that I learned – organizations and people don’t change by telling them they’re behind, old school, or hurry up …. Or maybe it helps wake you up .. But to make the change strategically, you have to work incrementally …I’ve developed a maturity of practice framework for social media - that looks at 7 practice areas and what each practice area looks like at various stages of maturityIt is inspired by this MLK quoteSo, it can help you identify where you are in terms of the practice and identify the next incremental stage of development …So, maybe you won’t be “flying” in every area, but if you improve from crawling to walking – you’ve made progress …
  • DescribePOLL
  • This is the overview of the framework .. We’re going to deep into measurement in the next segment.
  • In addition to moving ahead on the specific culture indicators, we followed the lead of colleagues on the call to set up a tracker for our progress across the crawl-walk-run-fly model. The tracker has been circulated to management team and development staff.
  • As the leader and voice for your nonprofit organization, should you as the CEO or executive director use social media as part of your organizational or personal leadership tool set?    Certainly, your marketing communications staff has talked about the benefits of effective social media integration that personalizes your organization’s brand with the voice of its leader – you.   But getting into the habit of regular tweeting, Facebooking, or experimenting with new tools like Instagram is another story.It’s not that you don’t think it is a good idea.   But you are probably, like most who work in the social change sector, incredibly busy.   Maybe you are muttering to yourself  ”Who can find the time to do social media?”    It isn’t a matter of finding the time, it is a matter of making the time and starting with some steps.    Have a conversation with your social media team and ask these questions:What do you spend time doing now that you could do better via social?What other executive directors in your field that you respect, follow or and feel inspired by are using social creatively?What are your strengths and preferences and what is the best match in terms of social channels?How will social improve things you already KNOW and value?The executive director for the ACLU-NJ, UdiOfer, had that exact conversation with his staff when he was started last February and set up a Twitter account @UdiACLU and started using Instagramand YouTube to answer questions about marriage equality, DOMA, police misconduct, and other issues on the organization’s docket.    While the communications department has suggested the idea, he was on board from the start.  He does his own all of his own tweeting and as his communications staff reports, “enthusiastically at that!”Udi was not on Twitter before he started tweeting for his organization and was a Twitter novice, but he was opened to sitting down with his communications staff for a half hour tutorial where they showed him the basics of using Twitter and how to do it from his mobile phone.  What did the trick was a “How To Tweet” cheat sheet that not only included the simple mechanics, but also sample tweets from other ACLU leaders around the country, subtle form of peer pressure. Says Eliza Stram, ACLU-NJ Communications Associate, “I was able to make the sometimes intimidating prospect of tweeting approachable and very doable. In other words, if your peer at another ACLU Affiliate can do it, then so can you!”Stram also says that her new boss was very open and enthusiastic in trying out this new way of communication with reporters, civil liberties activists, and their supporters.  Says Stram, “Without that openness, I don’t believe he would be having nearly as much fun with Twitter as he is now.”By using twitter, the ACLU-NJ’s is not just sharing what ate for breakfast, Udi provides quotes on his organization’s most important cases and issues to reporters, in addition to their traditional press release or emailed statement.  He is also publicly debating civil liberties issues with reporters, lawyers and followers.   As Eliza notes, “Something that would have been impossible to do unless you were sitting with him in his office. ”  There is the occasional personal tweet, but these serve to make him seem approachable and human.While Udi is the face of the ACLU-NJ in the organization’s “official” communications such as press releases or in newspaper articles or sound bytes on the evening news,  Twitter has become the place where he injects warmth into the organization.     Says Eliza, “This is accomplished through the “Ask Udi Anything” project, which asked ACLU-NJ’s followers to pose questions about his goals for the organization and even what his favorite karaoke song is! By answering the public’s questions in a video Udi became an accessible, humorous, and more personal face for the ACLU-NJ.”Udi is just one example of nonprofit CEOs and leaders who use Twitter and other social media platforms.   Take for exampleRobert Falls who is the artistic director of the Goodman Theater he not only uses his personal Twitter account to highlight the Goodman’s shows, but also to share creative ideas, connect with peers, and discuss the art of theatre.Getting Past the Learning CurveDon’t let the learning curve get in the way of adopting social media as a personal and organizational leadership tool for your organization as Alexandra Samuel advises in this recent post on the WSJ.   While learning any new skill or tool will feel daunting when you start, if you can get started with small steps and practice it daily for a short amount of time, like Udi you’ll be a whiz in a matter of weeks.     Samuel also offers some ways to approach social media as a personal leadership tool.  This include:Create a Leadership Dashboard:  Using a tool like Mention or Feedly, you can put together a small list of leadership blogs or publications and set aside 15 minutes a day to read.Stay Focused:  Use online visualize tools to mindmap ideasAmplify Your Voice:   If you are sharing articles suggested your staff or colleagues “read this,”  switch the channel to something like Twitter.Social Media Golf Course:   Find a tool or channel that is simply fun and have some play time.If you are a nonprofit CEO, how did you get comfortable with incorporating social media into your personal and organizational leadership tool kit?   What support and encouragement did your staff provide?   Do you have an “ah ha” moment from social media a leadership tool that convinced you it wasn’t a waste of time?
  • So sharks aren’t really our focus. We work mostly on sustainable seafood and overfishing.But Ray reaaaaaaly loves sharks. This could be a big problem.
  • This is a very small NGO in the US. The have 3 people on staff. Each staff person is responsible for one area of their social media related to a SMART objective.Increase awareness by producing one FLIP camera video per week and posting on YouTubeIncrease engagement by reaching out to and encouraging bloggers to write about the organization’s programsIncrease engagement and conversation about the organization’s program by posting content and engaging with fans on FacebookThey have a weekly 20 minute meeting to discuss their plans of what they’re going to do and evaluate how they did last week
  • Definitions:Loosely Linked stakeholders are those, above the horizon line, who have more informal relationships.Target Audiences  are people or organizations that directly use your programs or servicesOther Constituents are loosely linked people or organizations who have interests in your programs as end-users.Tightly Linked stakeholders are those, below the horizon line, who have formal relationships. Staff includes all employeesAligned Partners include contract employees, vendors, and materials and equipment suppliers.Boards are any decision making groups with financial and management oversightDefine the stakeholder categoriesSpend 1 minute writing down stakeholders in any category - one per sticky note - write large and legibly Kevin will facilitate the gathering, clustering and clarification of the stakeholdersProduce a final map that reflects this discussion
  • You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
  • California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.
  • Source: Katie Paine media is engagement with a purpose – and so you have to understand the different levels of engagement on social channels and ensure that you moving people towards a specific objective.KD Paine, my co-author, Measuring Networked Nonprofit, uses a relationship metaphor …Impressions or views on Facebook, for example, are the dating equivalent of a construction worker leering a girls going byLiking content on Facebook is a just bit a better – it’s so easy to hit the like button – slacktivists – no commitment or involvement necessary – you don’t know if they are available or even sexual preference – Followers on Twitter – a bit more engaged. Someone follows you on Twitter or connects on LinkedIn or comments on your blog, it essentially expressing a sufficient level of interest so that a least you know there is a possibility of a relationship. They may not be ready to date, but they’re eligible. You ask them and start dating regularly ..Trial/Consideration: Here, you don’t know if you’re compatible, but decide to move in together or get engaged. This is the social media equivalent of someone who regularly visits your blog and comments, comments in YouTube, engagements in a dialog on Twitter or Facebook. If they’re really sure they’re ready to commit, they sign up for a newsletter, download a white paper, attend a webinar, etc.Donate/Volunteer/Sign Petition/Action: This next stage they are ready to walk down the aisle and get married …you’ve captured them in your database and have enough information now. They may be ready to take that deeper step of making a donation, calling a legislator, showing up an offline rally, etc. Advocacy: But the day after the wedding, a whole new relationship begins – there is extended family, in-laws, cousins, etc and you part of them all. This is the ultimate relationship phase for nonprofit – it’s when your stakeholder becomes your advocate – forgives in a crisis, tells you all their secrets, encourages their friends to donate or support you - they become a champion for your cause.
  • way to track processClearly designated stepsA well defined goalMany entry pointsWebsite SignupForm• Social Media• Online Petitions• Banner Ads• Paid Acquisition• List Chaperones• Whitepapers• Mobile List• Mobile &Facebook Apps• Face-to-Face• OfflineFundraising
  • This is from DoSomething.Org – they target young people/teens to get active in social change causes on and offlineThis ladder of engagement is for campaign – found that many kill shelters were killing animals because there was a lack of good photos being shared onlineSo, this is an app on Facebook to recruit “Furtograhers” – teens who could download the app and go into shelters and take photos and share themBut they had a variety of ways for engagement related to their goals
  • Influencers: Individuals who are passionate about your mission and have the power or ability to affect someone’s actions. Champions: Influencers who sign on to a formal program for Brand Champions and use their social channels and networks to support your organization.
  • Influencer Research: Using online search and other tools to identify social media profiles of influencers and an analysis of what they are saying to design a formal program to engage them.
  • Content strategy is the technique of creating, curating, repurposing, and sharing relevant and valuable content across your channels (web site, email, print, social, and mobile) to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving results. You need to have a clear logic path from objective, audience, and content – as well as an internal practice that allows you create, curate, repurpose, and track the performance of your social content so you can optimize it.
  • MonthlyCommon messaging - along with partners on health careShare the responsibility – brainstorm contentIntegrate with what is timelyGet input from partners and friends – group learning
  • They focused on developing a robust engagement and content strategy – that was integrated with other channels, all to support objectives in communications strategy and outcomes – and used measurement. They started with one channel – FB …
  • Becoming A Networked Nonprofit: Effective Strategy - Santa Maria, CA

    1. Becoming A Networked Nonprofit: Developing An Effective Integrated Social Media Strategy Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books Santa Maria, CA December, 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. Becoming A Networked Nonprofit: Developing An Effective Integrated Social Media Strategy Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books Santa Maria, CA December, 2013
    4. Beth Kanter: Master Trainer, Author, and ChangeMaker
    5. Who are you? Raise your hand if ……. - Executive Director - Board Member - Nonprofit Staff Person who Implements Social Media - Other Staff - Other
    6. And your Org? Raise your hand if organization is budget is .. -All Volunteer -1-2 FTE -Over 2 FTE Type .. -Social Service -Environment -Arts -Education -Animal Welfare -Community Services -Health Care -Other
    7. Is your nonprofit using these tools? Stand Up, Sit Down 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 Social Integration: Listening, Engagement, and Content Burning Questions Answered FRAMING Interactive Learning Together Reflect #netnon
    9. Networked Nonprofits Defined Simple, agile, and transparent nonprofits. They are experts at using networks and social media tools to make the world a better place.
    10. 3 Digital Revolutions Broadband NGO Photography Mobile Social Networks
    11. 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.”
    12. 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
    13. Where is your organization? Where is your organization now? What does that look like? What do you need to get to the next level?
    14. 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
    15. 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.”
    16. Becoming A Networked Nonprofit Understanding Networks
    17. 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
    18. 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
    19. 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?
    20. One Tweet by Director = 1,000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
    21. Different Voices
    22. Leveraging Networks
    23. Best Practice: Write Down the Rules – Social Media Policy 
    24. Social Media Policy – All Staff Participate
    25. Leverage Staff Personal Passion In Service of Mission @rdearborn works for UpWell and she LOVES sharks.
    26. We don’t have time to do social media!
    27. How Can You Make The Time? Free Integrated Staff Staff • Intern • Volunteer • Board Members • Spread tasks across staff jobs • Part-Time • Full-Time • What can you stop doing to make room for social media? • How can you increase the amount of organizational time allocated to social media?
    28. Hybrid Model Adapted to Small Theatre • 3 person staff • Social media responsibilities in all three job descriptions • Each person 2-4 hours per week • Weekly 20 minute meeting to coordinate • Three initiatives to support SMART objectives • Weekly video w/Flip • Blogger outreach • Facebook
    29. Using Interns Strategically Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data
    30. Small Nonprofits: Recruit Skills-Based Volunteers
    31. What are some opportunities and challenges? Affinity Cluster • Add your sticky notes to the wall • Identify buckets
    32. How Nonprofits Visualize Their Networks
    33. Network or Stakeholder Map 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
    34. Create Your Map 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 online and offline 4. Identify influencers, discuss specific ties and connections. Draw the connections
    35. 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?
    36. Random Speed Debrief: 60 Seconds
    37. SMARTer Integrated Social Media
    38. POST FRAMEWORK People Objectives Strategies Tactics
    39. 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.
    40. 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?
    41. POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars 1. How many? 2. 3. Measure with metrics By when?
    42. 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
    44. Social Strategy Listen Engage Content Champions
    45. Listening Repeat Analysis Key Words Purpose Brand Monitoring Customer Service Engagement Influencers Crowdsourcing Content Curation Respond Dashboard
    46. 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.
    48. 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
    49. Engagement With A Purpose: Macro and Micro Creators Conversions Critics Collectors Joiners Views Spectators Likes Trial/Consideration Donate Followers Advocacy Source: KD Paine
    50. What’s Important: Ladder of Engagement • Defined Objective • Clearly designated steps • A way to track process • Many entry points
    51. 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
    52. Think and Write: Brainstorm Your Ladder Engagement • CTA: Learn more Reach • CTA: Share why you care about x • CTA: Do Your goal Action
    53. Champions
    54. Finding and Leveraging Champions Unleash Resources Recruit Research • • • • • NodeXL Twiangulate Klout Desk Research Network Map
    55. Add Champions to Network Maps
    56. Tools and Tactics Web Site Email Mobile Paid Media Earned Media Offline Print Other Channels Social Media Channels
    57. SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster on Wall Look at other posters Leave Notes
    58. Walking Speed Debrief: One Minute
    59. Linking Your Content Strategy To SMART Objectives Objective Audience Content Strategy
    60. How To Think About Content Ideas Idea Pieces Interviews Opinion Analysis Features Highlights Reviews Stories Case Studies News Breaking News Policy News Data Reports Tips Tutorials Lists Resources Original Real Time Planned How To Curated
    61. Editorial Calendar Example Include hashtags (#) and URL resources for staff to do some research on topics United Ways of California 62
    62. 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
    63. 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
    64. 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?
    65. You Don’t Have To Measure All Right Away
    66. Use Data To Make Better Decisions Look for patterns
    67. Share Pair How will you coordinate, create, and measure your social media content? What questions do you still have?
    68. 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
    69. Facebook Brand Page Tips
    70. Twitter Tips
    71. 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 ….
    72. Thank you! @kanter on Twitter