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


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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