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Day 2 India Workshops
1. Becoming A Networked NGO
Using Social Media Effectively
Day Two: Effective Social Media: Strategy
June 11-14, 2012
India
2. Day Two: Effective Social Media: Strategy
Overnight Reflections
What are some of your insights from yesterday?
What are you most curious about learning today?
Write your thoughts on a sticky note and add to the wall.
3. Day Two: Effective Social Media: Strategy
Introduction
Today we are going to begin developing your effective
social media strategy!
Successful social media depends on having an integrated
social media strategy and applying principles of effective
use. All NGOs are at different levels of social media
practice and the key to being effective is taking the right
next small step. Social media is a new field and weâre all
learning best practices in real time.
4. Day Two: Effective Social Media: Strategy
Introduction
AGENDA
OUTCOMES
Introduction, Begin social media
Overview & Icebreaker strategy
Principles of Effective Social Media Be inspired and learn
NGOs social media
Maturity of Social Media Practice: stories
Crawl, Walk, Run, Fly Best practices for a
strategic presence and
Inspiring NGO Success Stories from integrated content
Pakistan and Beyond strategy
FRAMING
Social Media Strategy Practicum Balance of peer learning &
expert sharing
Creating A Strategic Presence and Interactive
Integrated Content Strategy
Fun! Donât Be Shy!
Reflection Laptops up/Laptops Down
6. Follow Up: Conference Calls
Date/Time Content
July Senior Strategy Staff â Social Media Policy, Social Media Strategy
July Action Learning Project â Facebook Strategic Intent, and Policy
August Action Learning Project - Engagement and Outreach on Facebook
September Action Learning Project â Content Strategy on Facebook
October Action Learning Project â Measurement on Facebook
November Action Learning Project â Work Flow, Tools, Apps, and Tips
December Action Learning Project Culmination â What did we learn? Next Steps
7. Day Two: Communication Between Calls
The Facebook Group
The Facebook Group
https://www.facebook.com/groups/NetworkedNGOIndia
9. YOUR COMMUNICATIONS STRATEGIES SNAPSHOT
Communications Plan
55% formal, written
VALUE OF SOCIAL MEDIA TARGET AUDIENCES
DONâT Brand Reputation
HAVE
Increase Visibility INFLUENCERS
Increase Membership
Enhance Advocacy Journalists
HAVE Engage w/Audience Re: RH Issues Legislators
Collaborate with other NGOs Policymakers
Mobilize policy support Communications CONSUMERS
68%
Objectives Reproductive Health
88%
HAVE Brand Recognition Age (M/F)
75% Educate on Issues BEGINNER
100% Disseminate Timely Information INDIA
& GLOBAL
INDIA
100% Increase Public Dialogue
ONLY
100% Behavior Change
10. Day Two: Effective Social Media: Strategy
Share Pair
What makes a communications strategy successful?
⢠What made your most effective overall communications strategy work?
⢠What did you do in the planning or
implementation that lead to the success?
⢠Whatâs needed for success?
⢠What is the definition for success?
11. Day Two: Effective Social Media: Strategy
A social media strategy is most effective when integrated
in your overall communications strategy â we call this
âMulti-channel.â
Knowing the definition for success and what works will
help your social media be more effective. Also
understand how social media is different from traditional
communications techniques will help you be more
successful.
13. Key results generally include:
⢠Increasing the movement
size by increasing
membership
⢠Garnering attention from
all media through creative
engagements
⢠Getting policies passed
⢠Working with aligned
partner organizations
⢠Increasing capacity
14. Attention in An Age of Media Overload
Traditional
Social
Tradigital
Media
Owned
Source: Steve Rubel
15. Momsrising wanted to demonstrate to Congress that there was a grassroots
constituency that supported Medicaid and dispel a misperception that while
Medicare has a strong constituency, Medicaid did not.
16. ⢠500 Stories from 43 states
⢠Curated best ones that
illustrated their message
⢠Repurposed across channels
⢠100K emails to congress
23. Day Two: Effective Social Media: Strategy
Principles of an Effective Social Media Strategy
⢠Aligns social media with their communications strategy and
measurable objectives
⢠Monitors, listens, and researches the people in your network
⢠Gets feedback and starts conversations about their work
⢠Integrated Content Strategy: Create - Curate - Coordinate
⢠Work with free agents , champions, and influencers to spread your
mission
⢠Scales social media by empowering everyone inside and outside the
organization
⢠Learns from: Experience - Data - Pilots
24. Day Two: Effective Social Media: Strategy
Principles of an Effective Social Media Strategy
Principle #1
Aligns social media with your communications
strategy, results, audiences, and measurable
objectives
25. Day Two: Principles of an Effective Social Media Strategy
Alignment
⢠What is your result?
⢠Who do you want to reach? Results
⢠What do you want them to do?
⢠How will you measure success? ⢠Awareness
⢠Engagement
⢠Education
⢠Action
S Specific
M Measurable
1. How many?
A Attainable
2. By when?
R Relevant
T Timely
26. KSW's mission is to produce,
present, and promote art that
empowers Asian American
artists and communities.
27.
28. Focused on one channel (Facebook) to use best
practices to:
⢠Increase brand awareness
RESULT: We went from 343 to 593 fans
⢠Increase engagement
RESULT: Our post feedback went up 269%
⢠Increase participation of new people in classes and
events
RESULT: 10% new students /attenders say they
heard about us through Facebook
Audience: Artists and community
Strategy:
⢠Show the human face of artists and remove the
mystique
⢠Get audience to share their favorites
⢠Connect with other organizations
29. Day Two: Effective Social Media: Strategy
Principles of an Effective Social Media Strategy
Principle #2
Monitors, listens, and researches the people in
your network
DO
USE Brand Monitoring
E-questionnaire
DONâT
USE
30. Principles of an Effective Social Media Strategy
Listening â Uses A Dashboard
31. Principles of an Effective Social Media Strategy
Brainstorm Keywords
Listening: Knows Keywords
⢠Nonprofit Name
⢠Other nonprofit names in your space
⢠Program, services, and event names
⢠CEO or well-known personalities
associated with your organization
⢠Other nonprofits with similar program
names
⢠Your brand or tagline
⢠URLs for your blog, web site, online
community
⢠Industry terms or other phrases
⢠Issue area, synonyms, geography
⢠Your known strengths and weaknesses.
32. Day Two: Effective Social Media: Strategy
Principles of an Effective Social Media Strategy
Principle #3
Gets feedback and start conversations about
your work
33.
34.
35.
36. Engage: Conversation Starters
Audience O
B
What are they saying that is relevant J
to/engages?
LISTENING E
C
How can you rework your message as a T
response or conversation starter?
I
Follow up Content Channels V
points E
38. Day Two: Effective Social Media: Strategy
Principles of an Effective Social Media Strategy
Principle #4
Integrated Content Strategy:
Create, Curate, Coordinate
43. He curates content related to his
organizationâs mission as an advocacy
organization dedicated to making children and
families a priority in federal policy and budget
decisions. He writes blog posts using the
links he curated.
44. Day Two: Effective Social Media: Strategy
Principles of an Effective Social Media Strategy
Principle #5
Works with free agents, champions, and
influencers to spread your mission
45.
46. A Tweetathon was held on June 13th, a
week before World Refugee Day on June
20th. Champions signed up to Tweet about
the refugee crisis and #bluekey. Roya
Hosseini did a Twitter Chat.
47. Principle #5:
How To Work With Champions
Track:
Who Are They?
Recognize:
Shout Outs, Tagging
Cultivate:
What do they want to do?
Proposal/Tools:
Ways to participate
Engage and Amplify:
Make it fun
48. Day Two: Effective Social Media: Strategy
Principles of an Effective Social Media Strategy
Principle #6
Scales social media by empowering everyone
inside and outside the organization
HAVE
Staffing for Social
Media
Interns or volunteers
DONâT HAVE
51. Day Two: Effective Social Media: Strategy
Social Media To Save Lives
Sameer Bhatia, a Stanford University undergrad-turned-entrepreneur of South Asian heritage,
was diagnosed with leukemia.
Bhatiaâs friends at Stanford University, lead by Vineet Singal, were inspired to start a student-run
organization called 100K Cheeks.
Using social media channels, they recruited 24,611 South Asians into the Bone Marrow Registry
and found a match for him. They found 80 matches for other leukemia patients!
52. Day Two: Effective Social Media: Strategy
Give A Spit Campaign â 100K in Registry
⢠Input from 290
people from
175 countries
⢠Synthesized
into ten ideas
to reach goals
54. Principles of Social Media: Reflection
How can your NGO integrate social media tasks into staff jobs?
55. Day Two: Effective Social Media: Strategy
Principles of an Effective Social Media Strategy
Principle #7
Learns from experience, data, and pilots
56. gristastic Ladder âo Engagement
policy level
discussions/calls
to action
personal calls to
action
stories of people
making change
fun on-ramps
grist sets the agenda by showing how green is reshaping our world. we cut through the
noise and empower a new generation to make change.
57. grist.orgâs Key Results are:
⢠Footprint: The reach of their activities, both online and
offline
⢠Engagement: Readers engage with their content
⢠Individual Behavior Change: Impact on users
behaviors, purchase decisions, and daily lives that are
in line with sustainability
⢠Societal Change: Impact on society, policy discussions,
and conversations that advance sustainable practices.
60. Day Two: Effective Social Media: Strategy
Principles of an Effective Social Media Strategy
⢠Aligns social media with their communications strategy and
measurable objectives
⢠Monitors, listens, and researches the people in your network
⢠Gets feedback and starts conversations about their work
⢠Integrated Content Strategy: Create - Curate - Coordinate
⢠Work with free agents , champions, and influencers to spread your
mission
⢠Scales social media by empowering everyone in the organization and
integrating social into work flow
⢠Learns from: Experience - Data - Pilots
61. Day Two: Principles of Social Media
Reflection Break:
⢠What resonated?
⢠What can be translated?
⢠What ideas did you get for your
⢠organizationâs strategy?
⢠What questions still remain?
Write on a sticky and note and
post it on the wall.
62. Day Two: Effective Social Media: Strategy
Maturity of Social Media Practice
Crawl Walk Run Fly
63. Day Two: Effective Social Media: Strategy
Maturity of Social Media Practice
Where is your organization at in accordance with this model?
Crawl Walk Run Fly
Scale Strategy Link Social or Integrated Strategy Integrated Multiple
Program Emerging Tech Capacity Channels
Communication Objectives
Culture Change Listening Engage Content Network Building
Basics Small Pilots for Best Practices in Reflection,
Insights Tactics, Tangible Continually Improve
Results Results
Created by Beth Kanter - http://www.bethkanter.org
64. Day Two: Effective Social Media: Strategy
Crawl, Walk, Run Fly â 4 Corners
CRAWL WALK
If you are crawling, what does it look like?
What do you need to get to the next level?
If you are walking, what does it look like?
What do you need to get to the next level?
If you are running, what does it look like?
What do you need to get to the next level?
If you are flying, what does it look like?
FLY How can you keep flying?
RUN
66. Day Two: Effective Social Media: Strategy
Inspiring NGO Success Stories from Pakistan
Campfire Stories!
Photo: IYCF Pakistan
67. Day Two: Effective Social Media: Strategy
Living Case Study â Mama: Together for Safe Births in Crisis
68. Day Two: Effective Social Media: Strategy
Living Case Study â Mama: Together for Safe Births in Crisis
69. Day Two: Effective Social Media: Strategy
Living Case Study â Mama: Together for Safe Births in Crisis
70. Day Two: Effective Social Media: Strategy
Inspiring Case Study â Bell Bajao
71. Day Two: Effective Social Media: Strategy
Inspiring Case Study â Katha
72. Day Two: Effective Social Media: Strategy
Inspiring Case Study â Music Basti
73. Day Two: Effective Social Media: Strategy
Inspiring Case Study â Bhumi
74. Day Two: Effective Social Media: Strategy
Group Share from the Inspiring Stories
What did you identify as the best practices for
each case study?
What ideas did you get for your strategy?
75. Day Two: Effective Social Media: Strategy
Introduction to Social Media Practicum
78. Day Two: Effective Social Media: Strategy
Social Media Strategy Practicum
Letâs begin planning your social
media strategy!
79. Day Two: Effective Social Media: Strategy
Social Media Strategy Practicum
SMART Objectives:
Specific, Measureable, Attainable,
Relevant & Timely
Who is your target audience?
What are your key metrics for success?
80. Day Two: Effective Social Media: Strategy
Social Media Strategy Practicum
Letâs give our
peers
feedback!
81. Day Two: Effective Social Media: Strategy
Social Media Strategy Practicum
Tweet your SMART
objectives with
#netngoin
82. Home and Outposts
Outpost
Outpost Outpost
Home
Outpost Outpost
Outpost
83. Home Base: Blogs and Web Sites
We are moving towards having the organization's web
presence be less static information and more interactive
or social. Not every NGO needs a separate web site and
a blog, some organizations consolidate. The blog is part
of the web site. Free blogging platforms like blogger
give you an easy way to update your content and if you
already have a web site, you can easily add it as an
interactive part of your web site.
You need to think about how to link or integrate your
social media outposts.
88. What Makes an Effective NGO Home Base?
⢠Consistent organizational branding
⢠Intuitive/ logical navigation and structure
⢠Short content that is fresh and updated regularly
⢠Good visual design
⢠Links and integrates social outposts
Small Group Exercise: Participants will work in groups
to evaluate their home base using the home base
worksheet.
Group Debrief:
⢠What ideas did you get on how to improve your
home base
⢠What works well?
⢠How might your organization integrate a blog?
90. Day Two: Effective Social Media: Strategy
Creating an Integrated Content Strategy
What is Content?
91. Day Two: Effective Social Media: Strategy
Creating an Integrated Content Strategy
Integrated Content Strategy: The coordinated process of distributing created
and curated content through different channels to reach your audience, and
move them to action to reach your goals.
Creation
Channels
Audience
Coordination
Curation
93. Content Strategy: Share Pair
⢠What step do you find the
most challenging?
⢠What step to you find the
least challenging?
94. Day Two: Effective Social Media: Strategy
Content Curation
Content curation is the
organizing, filtering and
âmaking sense ofâ
information on the web
and sharing the very best
content with your
audience.
95. Content Curation: How To Get Started
SEEK SENSE SHARE
Framework: Harold Jarche
Networked Learning Is Working Smarter
96. Day Two: Effective Social Media: Strategy
Creating an Integrated Content Strategy
Who here doesdoes Content Curation?
Who
Content Curation?
Photo: IYCF Pakistan 2011
97. Day Two: Effective Social Media: Strategy
Content Creation
What Makes Great Content?
Features News Where does it go?
Highlights Breaking News
NGO News
Blogs
Reviews
Stories Data Facebook
Case Studies Reports
Twitter
How To Opinion Newsletters
Tips Idea Pieces
Tutorials Interviews Websites
Lists Opinion
Reports
Resources
98. Day Two: Effective Social Media: Strategy
Content Creation
Think Of Your Content As Pieces of A Larger Whole
99. Day Two: Effective Social Media: Strategy
Organize Content
Tool: The Editorial Calendar
⢠Audience
⢠Channel
⢠Frequency
What will you say?
What does your audience want?
104. Day Two: Effective Social Media: Strategy
Creating an Integrated Content Strategy
Organizing Your Content: Editorial Calendar
105. Day Two: Effective Social Media: Strategy
Creating an Integrated Content Strategy
Brainstorm! Create a month of content for your organization
106. Day One: Introducing the Networked Nonprofit
End of Day Reflection
What questions do you
still have?
What is clear?
107. Day Two: Effective Social Media: Strategy
Debrief, Awards, and a Photo!
What is your biggest ah-ha from the
last two days?
What is still unclear?
Leaders Pair Up with Social Media
person:
⢠What is the most thing you want
the social media person to learn
about over the next two days?
Index Cards:
⢠One thing youâll put in practice
this month.
⢠Ideas for experiment
108. ADJOURNED!
Have a wonderful evening.
We will only be seeing some of you in the morning.
To those departing, thank you for joining us!
Editor's Notes
Full Group Debrief: (7 minutes)What are some of your key reflections from yesterday?What are you most curious about learning today? Photo by: http://www.flickr.com/photos/ninjawil/2205949982/We are all participating an intense multi-day training. The morning after is a great time to generate âovernight reflectionsâ about new insights from the previous day. We are also going to have you continue to practice your Twitter skills by taking twitter breaks to tweet your reflections using the hashtag #netngopk Agenda Review (3 minutes)
3 min
30 minutesWhat is the wiki?How we are using it to support the projectExpectationsTour of the WikiHow to set up an accountHow to edit your journal page
http://on.fb.me/netngopkBeth, I think we decided to invite the India group into this. If Iâm wrong, let me know and Iâll start a new group.
Goal: To be able to draw make connections from previous successful communications and link to social media strategyIcebreaker: Your most effective overall communications campaign â what made it work?
http://www.momsrising.org/MomsRising is one of the best living examples of a nonprofit born as Networked Nonprofit, a simple, agile, and transparent organization that work more like a network than a single isolated institution.  Like all Networked Nonprofits, Momsrising values simplicity and the ability to leverage its network while engaging and building relationships with people and organizations to get results.It comes as no surprise that Momsrising embraces measurement and learning. It is embedded in the way they work and their organizational culture. It has fueled their growth from zero members in May of 2006, to over a million active membersâmoms, dads, grandparents, aunts, and unclesâtoday! And, they do not count âlikesâ on Facebook as victory.  Instead, they identify key organizational results areas and associated metrics to define successes and failures.
http://www.bethkanter.org/momsrising-key-results/Their key results generally include:⢠increasing the movement size by increasing membership⢠garnering attention from all media through creative engagements⢠getting policies passed⢠working with aligned partner organizations⢠increasing capacity
They know that to get results they cannot solely rely on social media tools. They use results as a guide for designing and implementing rapid responses as part of their multi-channel citizen engagement campaigns. They know how to gain attention in an age of media clutter and overload âŚ. The importance of having an âintegrated strategyâ The media landscape today consists of four domains Traditional media âŚ. (such as CNN, NY Times)Tradigital media ⌠(includes mostly blogs with a lot of authority like the Huffington Post)Owned Media âŚ. (this is your organizationâs web site)Social Media ⌠which includes social networks like Facebook, Twitter â increasingly being accessed on mobile devices Whatâs interesting is that the consumer does not make the distinction â they may get their news from reading a friendâs newsfeed or hear it on NPR or follow NPR on Facebook or get email alerts, etc.Momsrising has done a great job of this ⌠they engage people and encourage them to share their stories â and they in turn share those stories through all four domains.
http://www.bethkanter.org/momsrising-key-results/Take for example how they responded over the summer to the ongoing budget negotiations, when  tens of billions of dollars in cuts to Medicaid and Medicare were put on the table.Momsrising wanted to demonstrate to Congress that there was a grassroots constituency that supported Medicaid and dispel a misperception that while Medicare has a strong constituency, Medicaid did not.
Momsrising knows from years of message testing and research, that to change minds about an issue, wonky stats fall flat.  But stories resonate.  They identified a rapid response goal of getting the stories dozens of moms who benefited from Medicaid and who could put out a strong defense for the program in the media.Using a story collection landing page on their site, they urged their members to share their stories.  They collected over 500 stories from 43 states about how Medicaid was helping families.  They curated the best ones that illustrated their message and re-purposed these stories in to all their action alerts across channels. This generated over 100,000 letters to Congress about the debt ceiling and the importance of Medcaid.
http://www.bethkanter.org/momsrising-key-results/
http://www.bethkanter.org/momsrising-key-r esults/Notes Kristen, âSocial Media channels like Twitter and Facebook are important to us because we share those stories directly with targeted members of Congress. We post specific stories on targeted legislatorâs Facebook Walls or we @reply them on Twitter. Weâve found that there are less filters between us and Congress when we use social media channels. While they can easily ignore our emails and phone calls, sharing the story directly with them through social media channels â they have to respond.â  Recent studies have shown that 64% of  Congressional offices use social media to gauge public opinion.)Another key result area is to bring about policy change to create a more family-friendly nation. Last month, Momsrising was invited tobring moms to the White House to talk with policy staff about their experience with Medicaid.  The White House  blogged about power of peopleâs stories.
They also place these stories as letters to the editors in traditional newspapers. Â
http://www.bethkanter.org/momsrising-key-r esults/https://www.facebook.com/photo.php?fbid=10150249212856610&set=a.10150249212851610.322274.8321461609&type=1Masters of the multi-channel approach, Momsrisingâs other tactics included hand delivering âstory booksâ, hard copy compilations of the stories to Congress and the White House. Â
As a Networked Nonprofit, they understand simplicity and have not built a complex nonprofit with its own policy department.  Momsrising focuses on what they do best â outreach and organizing moms â but not in isolation.  Momsrising works with dozens of advocacy groups to extend their network without pulling themselves off task. Kristin said, âOur expertise is in working with our moments and powering the movement. We donât go out on anything solo, we rely on partners for policy analysis and many other things.â
Interactive lecture: - Aligns social media with their communications strategy and measurable objectives- Monitors, listens, and researches the people in their network- Get feedback and start conversations about their work- Integrated Content Strategy: Create, Curate, Coordinate- Work with free agents , champions, and influencers to spread their mission- Scales social media by empowering everyone in the organization and integrating social into work flow- Learns from experience, data, and pilots
Interactive lecture: - Aligns social media with their communications strategy and measurable objectives- Monitors, listens, and researches the people in their network- Get feedback and start conversations about their work- Integrated Content Strategy: Create, Curate, Coordinate- Work with free agents , champions, and influencers to spread their mission- Scales social media by empowering everyone in the organization and integrating social into work flow- Learns from experience, data, and pilots
It takes a unique person to recognize the correlation between adding personality to Facebook posts and an increase in exhibit attendance, but that is exactly what Lisa Leong, Program Manager at the Kearny Street Workshop (KSW), discovered as she poured over her monthly social media metrics spreadsheet. She regularly analyzed all the comments on KSWâs Facebook page and categorized them by topic. She compared those results to her Facebook Insights metrics to figure out what content resonated with their audience. âWho knew we could inspire all those online conversations about our artists, just by adding a bit of our own personality to our posts?â KSWâs mission is to produce, present, and promote art that empowers Asian American artists and communities. Founded in 1972 in San Francisco's Chinatown/Manilatown, its artistic programs both honor the communityâs cultural heritage and nurture emerging artists and contemporary practices. The organization offers educational workshops, performances, and exhibitions that showcase stories of diverse individuals and communities in the Bay Area. It uses its website, email, print, local, and ethnic media channels to promote its programs. It had recently started to experiment with social media.Like any good measurement maven, Leong started out with clear objectives. âOur goal was to increase awareness, engagement, and participation in our programs both for audiences and artists. But we are a small nonprofit, with a two-person staff,â Lisa explained. âI am the social media manager, but it isnât 100% of my job. We started with identifying our objectives and metrics that would help us improve our content and engagement strategy.
Focused on one channel (Facebook) to use best practices to:We tracked results by collecting several metrics from Facebook Insights, tracking participation in our events, and by adding some questions to our event surveys.â Their goals and metrics were: Increase exposure as measured by the number of likes on Facebook.TOOL: Facebook InsightsRESULT: We increased our fan base by 72% Increaseengagement by doubling comments/likes per post.TOOL: Facebook Insights RESULT: Our post feedback went up 269%Increase participation of new people in classes and events.TOOL: Event Survey RESULT: 10% new students /attenders say they heard about us through FacebookâWe had to think carefully about the workflow,â Lisa adds. âI spend an hour a month planning our editorial calendar with my executive director. Itâs a simple spreadsheet that lists the different types of content, topics, and, of course, our success metrics. We look at that data to help us make more effective decisions the next month. In addition, I spend two hours per week on social media. I gather my data weekly so it isnât overwhelming.â
Focused on one channel (Facebook) to use best practices to:We tracked results by collecting several metrics from Facebook Insights, tracking participation in our events, and by adding some questions to our event surveys.â Their goals and metrics were: Increase exposure as measured by the number of likes on Facebook.TOOL: Facebook InsightsRESULT: We increased our fan base by 72% Increaseengagement by doubling comments/likes per post.TOOL: Facebook Insights RESULT: Our post feedback went up 269%Increase participation of new people in classes and events.TOOL: Event Survey RESULT: 10% new students /attenders say they heard about us through FacebookâWe had to think carefully about the workflow,â Lisa adds. âI spend an hour a month planning our editorial calendar with my executive director. Itâs a simple spreadsheet that lists the different types of content, topics, and, of course, our success metrics. We look at that data to help us make more effective decisions the next month. In addition, I spend two hours per week on social media. I gather my data weekly so it isnât overwhelming.â
Interactive lecture: - Aligns social media with their communications strategy and measurable objectives- Monitors, listens, and researches the people in their network- Get feedback and start conversations about their work- Integrated Content Strategy: Create, Curate, Coordinate- Work with free agents , champions, and influencers to spread their mission- Scales social media by empowering everyone in the organization and integrating social into work flow- Learns from experience, data, and pilots
During workshop 2, you learned how to set up a couple of simple tools to monitor and track what people are saying about you and create a simple dashboard on iGoogle or NetVibes â like this example for a conference.This was a conference that was using a hashtag and they wanted to track who was talking about the conference before, during, and after and to be able to respond.
Interactive lecture: - Aligns social media with their communications strategy and measurable objectives- Monitors, listens, and researches the people in their network- Get feedback and start conversations about their work- Integrated Content Strategy: Create, Curate, Coordinate- Work with free agents , champions, and influencers to spread their mission- Scales social media by empowering everyone in the organization and integrating social into work flow- Learns from experience, data, and pilots
Interactive lecture: - Aligns social media with their communications strategy and measurable objectives- Monitors, listens, and researches the people in their network- Get feedback and start conversations about their work- Integrated Content Strategy: Create, Curate, Coordinate- Work with free agents , champions, and influencers to spread their mission- Scales social media by empowering everyone in the organization and integrating social into work flow- Learns from experience, data, and pilots
Wildlife SOS was established in 1995 by a small group of individuals inspired to start a movement and make lasting change to protect and conserve India's natural heritage, forests and wildlife wealth. Today, the organization has evolved to actively work towards protecting the Indian wildlife, conserving habitat, studying biodiversity, conducting research and creating alternative and sustainable livelihoods for erstwhile poacher communities.If you look at the web site, blog, Facebook, and Twitter â youâll see that the content relates to their mission and is coordinated and connected.
Gawaahi collaborates and uses various forms of media and campaigns to reach different audiences and deliver various messages. All of those messages are aligned with their mission that aims to archive digital stories of abuse, survival and resistance. They are interactive â have conversations with their audience + policy makers. Engaging - They welcome people to participate & join them at offline events. Relationships â They maintain integrity in maintaining someoneâs anonymity if necessary.Integrated â They are well integrated between their website, blog, YouTube, Facebook & offline
The website makes it easy for the visitor to connect on other platforms and see how they are taking specific actions within their objectives. They thank people for stopping by and acknowledge contributors/supporters.
You can get started with curating on your organization social media presences â like Facebook or blogging. This example is from Twitter.Bruce Lesley is the CEO of Children First an child welfare organization. His curates content on his personal Twitter profile. He uses Twitter to curate information related to his organizationâs mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions. He also uses content curation for sources for his guest blogging. His use of Twitter (and his organizationâs use of Twitter and all communications channels for that matter) serve this intent:First Focus is working to change the dialogue around childrenâs issues by taking a cross-cutting and broad based approach to federal policy making. In all of our work, we seek to raise awareness regarding public policies impacting children and ensure that related programs have the resources necessary to help them grow up in a healthy and nurturing environment.If you take a look at Bruce Lesleyâs Twitter stream, you will see that he is curating information on public policies impacting children. Bruce does his own curating, using Google Reader and FlipBoard.  Any individual or nonprofit organization can curate information using these tools. They can make it strategic by linking the information to their mission.  We are going to have a session this afternoon that will tell you more about how to do content curation.
Interactive lecture: - Aligns social media with their communications strategy and measurable objectives- Monitors, listens, and researches the people in their network- Get feedback and start conversations about their work- Integrated Content Strategy: Create, Curate, Coordinate- Work with free agents , champions, and influencers to spread their mission- Scales social media by empowering everyone in the organization and integrating social into work flow- Learns from experience, data, and pilots
This story is about a large NGO but your organization doesnât have to be large to use these techniques.USA for UNHCR is a 501(c)(3) headquartered in Washington, D.C. They raise funds and awareness in the United States for the lifesaving work that more than 6,000 staffers of Geneva-based UNHCR undertake for refugees around the world, 24/7.  USA for UNHCR created the Blue Key campaign as a way to drive awareness of this global issue in the US. The $5 blue key pin or pendant symbolizes the one thing most of us have and that refugees donât: a key to their own home.The Blue Key site was only launched in December 2010, and its social/digital aspects were relatively new, so there was not a lot of data to base KPIs on. Overall, when we went into the first phase of the campaign, we had two goals: to secure at least three Blue Key Champions, and  to get 6,000 keys ordered between May 9 and June 20 (World Refugee Day).These goals were important to USA for UNHCR first, because the entire Blue Key campaign revolves around more people purchasing keys, and second, because with a limited budget for traditional outreach, they relied on willing bloggers to help us get the word out.They recruited bloggers who write about this topic. They set up a private FB group to communicate with them and coordinate the campaign, share content, etc.
They organized a âTweetathonâ â an online event on Twitter. They asked their Champions signed up to tweetabout the refugee crisis and #bluekey (the campaign hashtag) from 9 a.m. â 9 p.m. on World Refugee Day In addition, RoyaHosseini, who manages the KhaledHosseini Foundationâs Twitter account, signed on as a âspecial guestâ between 1 & 2 p.m. (KhaledHosseini is the author ofThe Kite Runner.)Each of their Champions helped get the message about the campaign out to their networks and it was very efficient and effective for the organizations.All told, there was a 169% increase in web traffic that day, compared to the previous high point a few weeks prior. We get real time confirmations every time someone orders a key, so we knew it was working. Finally, via campaign URLs in Google Analytics, we saw that Twitter was the main driver of traffic (for May 9 â June 20). This was not the case before the tweetathon.
Brand champions are people who are the most passionate about your work that youâve been able to connect with through social media channels or even offline. Influencers are people who other people listen to and are associated with your topic or field. These can be experts, well-known people, or people who have done a lot of work in this subject matter area.You probably already know who your champions are offline and it is fairly easy to identify them online as well. Who is responding to you on Facebook or your blog? Do you know them? Recognize them and then developed a formal way to work with them.
Interactive lecture: - Aligns social media with their communications strategy and measurable objectives- Monitors, listens, and researches the people in their network- Get feedback and start conversations about their work- Integrated Content Strategy: Create, Curate, Coordinate- Work with free agents , champions, and influencers to spread their mission- Scales social media by empowering everyone in the organization and integrating social into work flow- Learns from experience, data, and pilots
http://www.prathambooks.org/Pratham Books is a small civil society NGO in India. Its mission is to get high quality childrenâs books to rural villages. They publish their books and materials under a creative commons license. Everyone in the organization uses social media to spread their mission and serve as a bridge between the bottom of the pyramid and others. Recently, they wrote a blog post about a newspaper article on how some teenagers collected books and took them to a rural village. Someone left a comment and offered to purchase more books for the kids to take to the village. But, the newspaper did not know how to get in touch with them. So everyone at Pratham Books used Twitter and within a few hours they had the cell phone number.
http://www.prathambooks.org/Pratham Books is a small civil society NGO in India. Its mission is to get high quality childrenâs books to rural villages. They publish their books and materials under a creative commons license. Everyone in the organization uses social media to spread their mission and serve as a bridge between the bottom of the pyramid and others. Recently, they wrote a blog post about a newspaper article on how some teenagers collected books and took them to a rural village. Someone left a comment and offered to purchase more books for the kids to take to the village. But, the newspaper did not know how to get in touch with them. So everyone at Pratham Books used Twitter and within a few hours they had the cell phone number.
In 2006, Sameer Bhatia, a Stanford University undergrad-turned-entrepreneur of South Asian heritage, was diagnosed with leukemia. Leukemia is cancer of the blood or bone marrow, and, for some individuals, the only possible form of treatment is to have a bone marrow transplant. In order to get a transplant, a patient must find someone whoâs tissue type matches the patientâs as closely as possible. Thirty percent of patients in search of a bone marrow donor find a match within their immediate family. But for the other seventy percent, the only option is to turn to bone marrow registries. All that is required to register as a potential bone marrow donor is a swab of oneâ cheek, but there are extreme shortages of donors from ethnically diverse communities. After not finding a match within his family, Sameerâs chances of finding a potential donor were miniscule. What were they? One in 20,000.100K Cheeks: The Power of Harnessing the CrowdAfter hearing of his diagnosis, Bhatiaâs friends at Stanford University, lead by VineetSingal, were inspired to start a student-run organization called 100K Cheeks. 100K Cheeks is dedicated to recruiting 100,000 new registrants into the National Marrow Donor Program using social media and on-the-ground tactics. By increasing the availability of donors this project can potentially save thousands of lives. While Bhatia passed away in 2008, the campaign was not in vain. In 11 weeks, Bhatias supporters recruited 24,611 South Asians into the bone marrow registry and found a match for him and Vinay, another South Asian diagnosed with leukemia. The 7,500 people who registered in the San Francisco Bay Area, where Sameer and Vinay lived, yielded 80 matches for other leukemia patients, an unintended but celebrated consequence. Overall, of the 24,611 new people who registered, 266 were matches for patients in the first year. This effort prompted VineetSingal, Stanford Professor Jennifer Aaker, and a team of students to join forces with the Haas Center and other partners to implement a large-scale bone marrow registration drive that harnessed the power of social media and crowdsourcing by making an open call for ideas and assistance.Says Vineet, âOur hope is to solve the burning problem of a lack of donors (especially from South Asian and other ethnicities) in the bone marrow registry in the United States and even in countries like India and Indonesia. We also hope to educate people about how, thanks to new technologies, bone marrow donation is not dissimilar to blood donation. Over the past year, I have had the honor and privilege of leading a truly remarkable team of student volunteers.âAnd theyâve gotten results. By 2011, they had inspired 100,000 people to swab their cheek and register as potential donors in the National Bone Marrow Registry. How did they do this? They ran a crowdsourcing campaign on OpenIDEO, an online platform that engages creative and passionate problem solvers from around the world and all walks of life to solve social and environmental challenges 290 Ideas from People in 175 CountriesIn March, 2011, the OpenIDEO platform encouraged everyone and anyone to participate in contributing ideas for 100K Cheeks.The 100K Cheeks Team and their partners reached out to their networks using social media and mainstream press to encourage participation. Individuals were invited to contribute in a variety of different ways, from inspirational observations, photos, and sketches of ideas, to business models and snippets of code. Some contributions came in the form of comments, while others built off a previous contributorâs work. As Vineet notes, âWe learned that there are barriers to bone marrow donation, including peopleâs fear of needles and a misunderstanding of the donation process, and we used crowdsourcing to overcome those barriers.â 100K Cheeks is also assisting individual patient campaigns, including the recent âAmit Gupta Needs Youâ campaign. 100K Cheeks is collaborating with DoSomething.org on the âGive A Spit About Cancerâ Campaign to inspire college students on campuses around the country to act.100K Cheeks Measures the CrowdThe 100K Cheeks team met their goal of adding 100K potential donors into the National Marrow Donor Program. But their ultimate impact will be the number of lives saved by transplants found by matches in the registry. Could they have done it without crowdsourcing? Itâs difficult to prove exactly how many of those 100K were recruited thanks to the crowd, there is no doubt that the technique provided tangible value. In total, 100K Cheeks received 290 ideas from people in 175 countries. From these, the team synthesized the best concepts into ten ideas that they have used to guide their strategy.The benefits of crowdsourcing have been two-fold: Theyâve gotten more ideas on how to reach their goals, and have also begun to build a global movement around this important issue.Through the power of crowdsourcing, 100K Cheeks was able to save on the costs of hiring outside consultants to generate ideas, do research, and provide strategy suggestions. One invaluable yet difficult-to-value innovation that emerged from the OpenIDEO challenge was âSwab Parties,â swab-testing events to which individuals invited their friends to get tested and register. Previously, calls to action had been made to inspire individuals to register, but these Tupperware-style Swab Parties dramatically increased the effectiveness of the project by registering groups of people at one time.Aaker, Jennifer and Smith, Andy. [September, 2010}. The story of Sameer and Vinay [blog post]. Retrieved from http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-story-of-sameer-and-vinay/Aaker, Jennifer and Veneet, Singal, private email correspondence with Beth Kanter, October, 2011Open Ideo. (December, 2011) Bone Marrow Donor Challenge [Web site]. Retrieved from http://www.openideo.com/open/how-might-we-increase-the-number-of-bone-marrow-donors-to-help-save-more-lives/brief.html http://www.openideo.com/open/how-might-we-increase-the-number-of-bone-marrow-donors-to-help-save-more-lives/winners-announced/swab-parties-on-the-basis-of-tupperware-parties/
100K Cheeks: The Power of Harnessing the CrowdSays Vineet, âOur hope is to solve the burning problem of a lack of donors (especially from South Asian and other ethnicities) in the bone marrow registry in the United States and even in countries like India and Indonesia. We also hope to educate people about how, thanks to new technologies, bone marrow donation is not dissimilar to blood donation. Over the past year, I have had the honor and privilege of leading a truly remarkable team of student volunteers.âAnd theyâve gotten results. By 2011, they had inspired 100,000 people to swab their cheek and register as potential donors in the National Bone Marrow Registry. How did they do this? They ran a crowdsourcing campaign on OpenIDEO, an online platform that engages creative and passionate problem solvers from around the world and all walks of life to solve social and environmental challenges 290 Ideas from People in 175 CountriesIn March, 2011, the OpenIDEO platform encouraged everyone and anyone to participate in contributing ideas for 100K Cheeks.The 100K Cheeks Team and their partners reached out to their networks using social media and mainstream press to encourage participation. Individuals were invited to contribute in a variety of different ways, from inspirational observations, photos, and sketches of ideas, to business models and snippets of code. Some contributions came in the form of comments, while others built off a previous contributorâs work. As Vineet notes, âWe learned that there are barriers to bone marrow donation, including peopleâs fear of needles and a misunderstanding of the donation process, and we used crowdsourcing to overcome those barriers.â 100K Cheeks is also assisting individual patient campaigns, including the recent âAmit Gupta Needs Youâ campaign. 100K Cheeks is collaborating with DoSomething.org on the âGive A Spit About Cancerâ Campaign to inspire college students on campuses around the country to act.100K Cheeks Measures the CrowdThe 100K Cheeks team met their goal of adding 100K potential donors into the National Marrow Donor Program. But their ultimate impact will be the number of lives saved by transplants found by matches in the registry. Could they have done it without crowdsourcing? Itâs difficult to prove exactly how many of those 100K were recruited thanks to the crowd, there is no doubt that the technique provided tangible value. In total, 100K Cheeks received 290 ideas from people in 175 countries. From these, the team synthesized the best concepts into ten ideas that they have used to guide their strategy.The benefits of crowdsourcing have been two-fold: Theyâve gotten more ideas on how to reach their goals, and have also begun to build a global movement around this important issue.Through the power of crowdsourcing, 100K Cheeks was able to save on the costs of hiring outside consultants to generate ideas, do research, and provide strategy suggestions. One invaluable yet difficult-to-value innovation that emerged from the OpenIDEO challenge was âSwab Parties,â swab-testing events to which individuals invited their friends to get tested and register. Previously, calls to action had been made to inspire individuals to register, but these Tupperware-style Swab Parties dramatically increased the effectiveness of the project by registering groups of people at one time.Aaker, Jennifer and Smith, Andy. [September, 2010}. The story of Sameer and Vinay [blog post]. Retrieved from http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-story-of-sameer-and-vinay/Aaker, Jennifer and Veneet, Singal, private email correspondence with Beth Kanter, October, 2011Open Ideo. (December, 2011) Bone Marrow Donor Challenge [Web site]. Retrieved from http://www.openideo.com/open/how-might-we-increase-the-number-of-bone-marrow-donors-to-help-save-more-lives/brief.html http://www.openideo.com/open/how-might-we-increase-the-number-of-bone-marrow-donors-to-help-save-more-lives/winners-announced/swab-parties-on-the-basis-of-tupperware-parties/
In 2006, Sameer Bhatia, a Stanford University undergrad-turned-entrepreneur of South Asian heritage, was diagnosed with leukemia. Leukemia is cancer of the blood or bone marrow, and, for some individuals, the only possible form of treatment is to have a bone marrow transplant. In order to get a transplant, a patient must find someone whoâs tissue type matches the patientâs as closely as possible. Thirty percent of patients in search of a bone marrow donor find a match within their immediate family. But for the other seventy percent, the only option is to turn to bone marrow registries. All that is required to register as a potential bone marrow donor is a swab of oneâ cheek, but there are extreme shortages of donors from ethnically diverse communities. After not finding a match within his family, Sameerâs chances of finding a potential donor were miniscule. What were they? One in 20,000.100K Cheeks: The Power of Harnessing the CrowdAfter hearing of his diagnosis, Bhatiaâs friends at Stanford University, lead by VineetSingal, were inspired to start a student-run organization called 100K Cheeks. 100K Cheeks is dedicated to recruiting 100,000 new registrants into the National Marrow Donor Program using social media and on-the-ground tactics. By increasing the availability of donors this project can potentially save thousands of lives. While Bhatia passed away in 2008, the campaign was not in vain. In 11 weeks, Bhatias supporters recruited 24,611 South Asians into the bone marrow registry and found a match for him and Vinay, another South Asian diagnosed with leukemia. The 7,500 people who registered in the San Francisco Bay Area, where Sameer and Vinay lived, yielded 80 matches for other leukemia patients, an unintended but celebrated consequence. Overall, of the 24,611 new people who registered, 266 were matches for patients in the first year. This effort prompted VineetSingal, Stanford Professor Jennifer Aaker, and a team of students to join forces with the Haas Center and other partners to implement a large-scale bone marrow registration drive that harnessed the power of social media and crowdsourcing by making an open call for ideas and assistance.Says Vineet, âOur hope is to solve the burning problem of a lack of donors (especially from South Asian and other ethnicities) in the bone marrow registry in the United States and even in countries like India and Indonesia. We also hope to educate people about how, thanks to new technologies, bone marrow donation is not dissimilar to blood donation. Over the past year, I have had the honor and privilege of leading a truly remarkable team of student volunteers.âAnd theyâve gotten results. By 2011, they had inspired 100,000 people to swab their cheek and register as potential donors in the National Bone Marrow Registry. How did they do this? They ran a crowdsourcing campaign on OpenIDEO, an online platform that engages creative and passionate problem solvers from around the world and all walks of life to solve social and environmental challenges 290 Ideas from People in 175 CountriesIn March, 2011, the OpenIDEO platform encouraged everyone and anyone to participate in contributing ideas for 100K Cheeks.The 100K Cheeks Team and their partners reached out to their networks using social media and mainstream press to encourage participation. Individuals were invited to contribute in a variety of different ways, from inspirational observations, photos, and sketches of ideas, to business models and snippets of code. Some contributions came in the form of comments, while others built off a previous contributorâs work. As Vineet notes, âWe learned that there are barriers to bone marrow donation, including peopleâs fear of needles and a misunderstanding of the donation process, and we used crowdsourcing to overcome those barriers.â 100K Cheeks is also assisting individual patient campaigns, including the recent âAmit Gupta Needs Youâ campaign. 100K Cheeks is collaborating with DoSomething.org on the âGive A Spit About Cancerâ Campaign to inspire college students on campuses around the country to act.100K Cheeks Measures the CrowdThe 100K Cheeks team met their goal of adding 100K potential donors into the National Marrow Donor Program. But their ultimate impact will be the number of lives saved by transplants found by matches in the registry. Could they have done it without crowdsourcing? Itâs difficult to prove exactly how many of those 100K were recruited thanks to the crowd, there is no doubt that the technique provided tangible value. In total, 100K Cheeks received 290 ideas from people in 175 countries. From these, the team synthesized the best concepts into ten ideas that they have used to guide their strategy.The benefits of crowdsourcing have been two-fold: Theyâve gotten more ideas on how to reach their goals, and have also begun to build a global movement around this important issue.Through the power of crowdsourcing, 100K Cheeks was able to save on the costs of hiring outside consultants to generate ideas, do research, and provide strategy suggestions. One invaluable yet difficult-to-value innovation that emerged from the OpenIDEO challenge was âSwab Parties,â swab-testing events to which individuals invited their friends to get tested and register. Previously, calls to action had been made to inspire individuals to register, but these Tupperware-style Swab Parties dramatically increased the effectiveness of the project by registering groups of people at one time.Aaker, Jennifer and Smith, Andy. [September, 2010}. The story of Sameer and Vinay [blog post]. Retrieved from http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-story-of-sameer-and-vinay/Aaker, Jennifer and Veneet, Singal, private email correspondence with Beth Kanter, October, 2011Open Ideo. (December, 2011) Bone Marrow Donor Challenge [Web site]. Retrieved from http://www.openideo.com/open/how-might-we-increase-the-number-of-bone-marrow-donors-to-help-save-more-lives/brief.html http://www.openideo.com/open/how-might-we-increase-the-number-of-bone-marrow-donors-to-help-save-more-lives/winners-announced/swab-parties-on-the-basis-of-tupperware-parties/
How can your NGO integrate social media tasks into staffâs work flow? How would you divide the work?
Interactive lecture: - Aligns social media with their communications strategy and measurable objectives- Monitors, listens, and researches the people in their network- Get feedback and start conversations about their work- Integrated Content Strategy: Create, Curate, Coordinate- Work with free agents , champions, and influencers to spread their mission- Scales social media by empowering everyone in the organization and integrating social into work flow- Learns from experience, data, and pilots
grist.org is a Seattle-based nonprofit that supports a destination news website for environmental news, reports, and opinion with a wry sense of humor. Chip Giller launched grist.org in 1999 to counter the stereotype that all environmentalists were either dour doomsayers or holier-than-thou tree-huggers. grist.orgâs editorial mission is to publish a new, positive form of green journalism with a comical twist. The vision is to spread independent environmental online content free of charge to a young and growing readership. grist.org reports on everything from climate change to the organic food movement, demonstrating how the environment intersects with critical issues like poverty, health care, and economic growth. What started as a quirky website with a hundred readers has grown to a leading news source that engages millions who might otherwise be turned off by the-bummer-of-the-day environmental news.Grist.org Uses Measurement to Learn How to Deepen Relationshipsgrist.org has succeeded in connecting with a younger audience that not only reads its content but is also inspired to take action. It has accomplished this by using measurement to learn what it takes to move readers from being passive consumers of content to taking offline action. grist.org operates on a modest budget but is highly effective at uncovering real meaning behind green stories and connecting big issues like climate change to daily life. While grist.org constantly attracts new readers, these are not the passive consumers typical of most media. They engage in the comments, share their own stories, take action, and, more importantly, are changing their personal behavior to benefit the environment and, ultimately, to save the planet. Grist.org Builds Its Own Ladder of Engagementgrist.org is a data-informed organization that uses a ladder of engagement not only to guide its content and social media integration strategy, but uses measurement at each rung of the ladder to ensure that they are getting results.
grist.orgâs ladder of engagement is elegantly simple and illustrates how their audience makes the journey from passive consumers of information to sustainable living champions, see Figure 6.2. The steps include fun on-ramps, sharing stories of personal behavior change, personal calls to action, and calls to action on policy change. grist.org does not consider pageviews or other web traffic stats the end point, but only an indicator of success at the bottom rung of their ladder. Their real goal is higher up the ladder, and that is societal change. If they arenât successful, the consequences are dire. Or as Giller says, âThe planet will get it.â grist.orgâs key results are:  Footprint: The reach of their activities, both online and offline.Engagement: How readers engage with their content by commenting, contributing content, and sharing their content with other people.Individual Behavior Change: Impact on users behaviors, including purchase decisions and daily routines that advance sustainable practices.Societal Change: Impact on society, policy discussions, and conversations that advance sustainable practices.  Grist.orgâs Measurement: Engagement, Indices, Surveysgrist.org uses a combination of tools to measure along the ladder of engagement, including Google Analytics, surveys, real-time monitoring tools, and collecting anecdotal stories.
So I wanted to walk you through a few experiments we have been doingâspecifically on Twitter.The first was based on a piece that Tom Philpott wrote about all of the horrific things in soda. We saw huge traction on this story and decided to jump on an opportunity.So within less than 24 hours we convened a twitter chat.I am sure most of you heard about the Obama twitter chat at the beginning of the monthâbasically they revolve around a hashtag where people can tweet questions, answers, comments. The cool thing is when people tweet to this hashtag, it shows up in their feed. So all of their followers see it and can get hooked into the contentâit creates a resonance that doesnât happen as easily via email, etc. So with a few hundred tweets to this chat, we actually reached 100s of thousands of people.
Interactive lecture: - Aligns social media with their communications strategy and measurable objectives- Monitors, listens, and researches the people in their network- Get feedback and start conversations about their work- Integrated Content Strategy: Create, Curate, Coordinate- Work with free agents , champions, and influencers to spread their mission- Scales social media by empowering everyone in the organization and integrating social into work flow- Learns from experience, data, and pilots
Handout exercise sheet info35 minutes Ask participants to pair up by organization discuss their most effective communications strategy or campaign. What did they do in the planning or implementation that lead to the success? Whatâs needed for success? What is the definition of success? (10 minutes)Ask each person then writes down on three index cards or index card size sticky notes phrases or elements of successful communications strategy with their name and organization. (3 minutes) Facilitator gathers index cards/sticky notes and randomly distributes two cards to each participant â leaving 16 on the table or puts sticky notes on the wall. (2 minutes)Participants need to circulate and gather, exchange, steal, or take sticky notes left on the table or the wall until they each end up with three index cards that match their experience. (5 minutes)Each organizational pair reports out on their phrases â facilitator summarizes, co-trainer flip charts. (15 minutes)Summary: A social media strategy is most effective when integrated in your overall communications strategy â we call this âMulti-channelâ â Knowing the definition for success and what works will help your social media be more effective. Twitter Break
Images are all of Pakistaniâs. The âFlyâ is ofThe âFlyâ is famous Bollywood actor Shan Rukh Khan photo: ibtimes.comWe have discussed what success looks like and whatâs needed for an overall communications strategy. We understand that social media needs to be aligned with overall communications strategy to be successful. And, weâve reviewed what makes social media use effective. . Now, letâs look at where your organizations are and then compare them to the âMaturity of Practice Modelâ.
A Images are all of Pakistaniâs. The âFlyâ is famous Bollywood actor Shan Rukh Khanphoto: ibtimes.comCrawl, Walk, Run, Fly Model: There are four different levels of social media maturity of practice. These are classified as âCrawl, Walk, Run, Fly.â One level is not better than another, it is just where the organization is at in its social media usage. 10 minutes - Be aware, that it takes months if not years to reach the highest level of practice. Not every nonprofit will go through the levels at the same pace due to organizational culture, capacity, or communications objectives and target audiences. The goal of training and technical assistance is to help NGOs improve by getting to the next level. If they canât fly, then run. If they canât run, then walk. If they canât walk, then crawl. The idea is to keep improving.
Song to play coming in from break - 1947 - A Song by Mehdi Maloof - http://www.talentidols.com/mehdiCampfire Stories (50 minutes)Framing: One of the great things about social media is that it is relatively new and weâre all learning in real-time. As we pointed in the principles, learning from other NGOs is a best practice. So, weâre going to share some stories.*Presentation of four amazing case studies of Pakistan NGOs and others (need to illustrate reaching policy makers, journalists, and grassroots) (20 minutes)
Mama: Together for Safe Births in Crisis is a World Refugee Commission initiative. Mama connects workers to one another and to experts, creating a community where they can access information, support, and skills. Overall, they aim to improve maternal health care and reduce maternal morbidity and mortality in crisis-affected settings by recognizing and supporting clinical practitioners working on these issues.
Mama developed a robust Facebook app that aims to integrate sms messaging for their audience â midwives & doctors. Those using their platform are part of a community that shares stories, insight & advice with one another. Mama has some pivoting to do though. They developed this app on Facebook, but that isnât where their intended audience is. Their sms tool is functioning very well but they are working to determine how they can maintain supporting their newfound audience while adjusting to engage their intended audience. The sms platform was built out for FB which was silly - the person who advised them (I know her) clearly doesn't understand third world Countries. But, I thought that given your look at sms initiatives, this may be useful.
Mama is posting contextual stories with photos â each from different areas they serve â to show who is affected within their scope of interest.Using Survey Monkey to listen to their audience.Responding to posts by FB supporters and giving thanks to their online audience.Using a tab to have conversations between field workers and mentors.
Breakthrough uses innovative media & technology to change the world: producing video games, music videos, animations, and films for human rights. They address critical global issues including violence against women, sexuality and HIV/AIDS, racial justice, and immigrant rights. Breakthrough's campaign Bell Bajao (Ring the Bell in Hindi) urges men and boys to take a stand against domestic violence because one out of every three women worldwide faces violence behind closed doors. Based in New Delhi, this program aims to engage men & boys in their effort to end domestic violence against women. They provide guidance on safely reporting domestic violence, tips on how to address it, and provide resources to everyone affected by abuse.Bell Bajao is using social media to influence and empower everyone affected by domestic violence. They have a presence on virtually every platform, with a consistent look & feel. There are plug-ins on the website, infographics with statistical data relevant to their mission, information for those seeking help, and guides for those who want to help. They are having conversations with their Twitter followers, leveraging the option to have aesthetically pleasing and relevant tabs on their Facebook Timeline and integrate material on each social media channel. The website has both a Twitter Feed and a Facebook plug-in but also provides buttons so that their visitors can find them on the other channels they use. They have also integrated the Share This widget.All web pages are available for translation in Chinese, Hindi, Spanish and English by using the Google Translate widget.Twitter: @Ball_BajaoWebsite: http://www.bellbajao.orgFacebook: https://www.facebook.com/BellBajao
Katha is a nonprofit organization working with and in story and storytelling since 1988. Their mission is to help every child in urban slums realize their full potential through community based quality learning.Katha is a unique model that seamlessly connects grassroots work in education, urban resurgence and story. Their credo: Uncommon creativities for a common good. The operate under the idea that childrencan bring change that is sustainable and real. They run 71 schools in slum communities and work with the government to bring the joy of reading to more than 200,000 children. Katha is working tirelessly towards literacy programs through their innovative integrated educational system and are very proud that their schools, schools on wheels and preschools develop a social, artistic and culturally rich awareness in children who live in urban slums and streets or in tribal villages.Their website loads quickly, they offer a digital bookstore, and it is very simple to navigate through dense material. On Facebook, they share many photos â including images of their publications â and include an Events button so itâs easy for guests to find out what is going on next.They opted to simply use their logo as their profile image as the size of their entire logo would not fit in a thumbnail. There is continuity in the overall look and feel.Katha is on YouTube â their main video is on the main page of the website. The website has buttons for guests to easily visit them on social media channels on their website. While they are not on Twitter, the Twitter button activates a window for guests to share about Katha on their Twitter feed.Katha is transparent with their financials, has an elaborate online photo gallery, makes it easy for people to register to volunteer with a tab on their website & a link on their Facebook page.
The mission of Music Basti is to strengthen the voices of children-at-risk, while raising awareness also on social global issues such as control and management of natural resources, food sufficiency, gender equity, sustainable environment, health and education. MusicBasti does this by establishing and strengthening an egalitarian socio- economic order based on the democratic values of equality, sharing, non-violence, cooperation and common good.They promote music for community building and development, with a focus on work with children-at-risk through creating participative music education programs & life-skills.The Music Basti program focuses on children-at-risk and urban youth through creating participative music education programs and life-skills. Its aim is to create and promote self- confidence and creativity through interaction and sharing in and through music actively, also involving the youth and music community in consultation, creation, implementation and evaluation.To build credibility, Music Basti mentions many of their program partners and awards on their Facebook page. They have a plethora of photo albums from various events and tag people & other organizations as appropriate.Their website includes a Facebook plug-in for ease in âLikingâ their Facebook page. The tabs within the landing page direct visitors to the various areas of their website. Their website is in a simple blog format and it is easy for people to comment or contribute to posts.
Bhumi is one of Indiaâs largest youth volunteer non-profits working for the holistic development of under-privileged children by bringing together talented community leaders to volunteer andhelp educate under-privileged children.The Bhumi website has a Facebook plug-in so it is easy for visitors to âLikeâ their Facebook page, the website loads quickly although the images for the âFeatured Childâ plug-in are missing. The blog feed scrolls as do the highlights of the organizations. Volunteers can log-in to view volunteer opportunities and anyone can apply to volunteer on their website or by way of a button on the Facebook Timeline.The Facebook page is rich with videos, photo albums, and conversation. They have a lot of activity on each post and engage with their Facebook audience. While they use a different logo on the website versus the Facebook page, they are still a variation of one another so the look and feel are aligned. All events are posted on Facebook â they use Facebook events to help organize as well as create flyers that can be found posted on the walls of their supporters. They use colorful graphics on their marketing materials and have them color coordinate with events and the overall color scheme of the organization. Many of their marketing materials are found in their Facebook photo albums.They acknowledge sponsors and partner organizations by posting their logo, including images of their participation at events, and expressing gratitude in Facebook posts. They ask volunteers and participants for feedback, get permission to quote them, and use that content for marketing purposes. These quotes are often used for posts within their Facebook page. In the description of albums featuring their marketing materials, they include a shortened url that allows anyone to download a pdf file of their brochure. ie.: Download full souvenir @ http://bit.ly/s11souv Website: http://www.Bhumi.org.in
Walk through the strategy worksheet â and provide realistic expectations of what they will accomplish in the 45 minutes after lunch ⌠Advice: go through this and figure out what you can decide now and what will need further discussion back in your organization
Weâve spent the morning doing some reflection and self-assessment of our NGOs are at and looking at examples from other NGOs. Now it is time to begin planning your social media strategy. It is important to have a strategy in place and to make sure that the learning project youâll be doing from this session aligns to it. It is also important to understand that you may not complete this strategy today â it will require some input from others in your organization, so this afternoon is help you get started.Introduce the strategy worksheet and exercise. (very brief overview) (30 minutes)
Images: Cambodia4Kids Flickr page: http://www.flickr.com/photos/cambodia4kidsorg/6329549059/in/set-72157628135873440/Each organization will begin to work through the strategy worksheets answering the questions and focusing on identifying SMART objectives and audiences and how to measure success. Each organization will create a post with their SMART social objective and tape to the wall. (30 minutes)Stephanie and Beth will roam; answer questions.âSocial Media Strategy Practicumâ  Framing: Weâve spent the morning doing some reflection and self-assessment of our NGOs are at and looking at examples from other NGOs. Now it is time to begin planning your social media strategy. It is important to have a strategy in place and to make sure that the learning project youâll be doing from this session aligns to it. It is also important to understand that you may not complete this strategy today â it will require some input from others in your organization, so this afternoon is help you get started. Content: Introduce the strategy worksheet and exercise. (very brief overview) (30 minutes) Exercise: Each organization will begin to work through the strategy worksheets answering the questions and focusing on identifying SMART objectives and audiences and how to measure success. Each organization will create a post with their SMART social objective and tape to the wall. (30 minutes)Stephanie and Beth will roam; answer questions. Debrief: (30 minutes)Participants will walk around and review the posters and add sticky notes with feedback. (10 minutes)As a group, we will do a gallery group, with the facilitator interviewing each organization about their SMART objective and facilitating feedback from the other participants. (20 minutes)Tweet your SMART objectives using hashtag #netngopk
Debrief: (30 minutes)Participants will walk around and review the posters and add sticky notes with feedback. (10 minutes)As a group, we will do a gallery group, with the facilitator interviewing each organization about their SMART objective and facilitating feedback from the other participants. (20 minutes)
Tweet your SMART objectives using hashtag #netngoin
A home base is a place online that you own, that is your online âhomeâ. Home is your web site or blog. Outposts are places that you have an online presence out in other parts of the web that you might not âownâ. Outposts will mean different things to different NGOs â they select their outposts based on:-Their social media strategy-Their capacity â having an outposts takes time and effort â you want to do it well â it is better to engage deeply on one outpost and then spread yourself too thinThese âoutpostsâ are sites where you can:add contentbuild relationshipstest ideasgrow a profilelistenexperimentmake connectionstry to be usefulplayOut of this combination of activities many things come. Relationships, ideas, traffic, resources, partnerships, community and much more emerge from the outposts â much of it making yourhome base stronger.http://www.problogger.net/archives/2008/10/06/social-media-home-bases-and-outposts/
We are moving towards having the organization's web presence be less static information and more interactive or social. Not everyone needs a separate web site and a blog, some organizations consolidate. Free blogging platforms like blogger give you an easy way to update your content and if you already have a web site, you can easily add as an interactive part of your web site. You need to think about how to link or integrate your social media outposts. Benefits of a blog is that it helps with your search engine resultsEasy way to keep content updated and freshGives your NGOs brand visibility
NTEN is an organization that helps nonprofits and technology (http://www.nten.org).Their home Base (http://www.nten.org) is a web site, but they integrated a blog. They use the blog as an organizational newsletter and write about current events and activities. The blog is also shared on Facebook and Twitter and other social outposts. They also link to their social outposts on their web site.
Their blog content is also cross-posted on their Facebook page automatically. They get a lot of comments and conversations from their members because their members are on Facebook â and may not come to the web site to read the blog.
They also use their blog talk about the programs and summarize information about their members. They using a listening dashboard to monitor news and updates from their members and summarize them in a weekly blog post on their site.
On Twitter, they promote their members web sites as well as point back to content on their blog which is promoting their events.
Remember, home base can a web site or blog or combination. These are the principles for an effective presence.Sources: Add to the WikiWeb Site Check List:http://www.nonprofitmarketingguide.com/resources/online-marketing/10-point-basic-website-checklist-for-nonprofits/Effective Nonprofit Web Sites:http://gettingattention.org/articles/168/websites/effective-nonprofit-websites.htmlEffective Nonprofit Web Design:http://gettingattention.org/2010/06/nonprofit-website-content-above-the-fold.htmlÂ
Content curation is the organizing, filtering and âmaking sense ofâ information on the web and sharing the very best content with your audience.
http://www.contentmarketinginstitute.com/2011/09/food-pyramid-for-content-marketing/http://www.flickr.com/photos/oberazzi/974939987/in/photostream/A content strategy is the process of distributing created and curated content through different channels to reach your audience and move them to action to reach your goals. coordination, creativity, and curation.
Give a brief introduction
You can mix it up. You donât have to create new content for every channel!
http://www.jarche.com/2010/10/network-learning-working-smarter/Seek: Is finding the information that is relevant to your social media objective and that your audience finds valuable.Sense: This is the process of creating a product based what you find. If we used the metaphor of a DJ, this is the play list. This could be as simple as an annotated link or a blog post.Share: This is the process of having a conversation with your audience about the content
It is important think about your content in terms of what you can plan ahead and what you need to be ready for when there is breaking news ..Breaking news â have to publish with short lead time â but you donât have to be first. Quality comes first. There is a technique called ânews-jackingâNewsjacking is piggy-backing on timely news or Meerman points out âthe second paragraph of a news story.â Â Â It is done by creating original content that takes advantage of timely events that are getting mainstream media attention and providing your organizationâs view or take on the topic and sharing it with your audience, including journalists. Timely â Holidays, programs, events, and regular features âFacebook Fridaysâ â These should be in your editorial calendarAnytime â This is content related to your organizationâs mission, can be about your organization or your topic area â but linked to a specific event. You can create this during slow times or have it on hand so it is efficient to share your content.Campaigns â This is content to support a specific organizational campaign.
Flickr Photo by drachenspinne & http://www.flickr.com/photos/sashamd/1413216979/
You need to plan out your content, ideally on a monthly basis.Many NGOs use an editorial calendar that is a simple spreadsheet that lists:-Date-Channel-Frequency-Content IdeaThe can be curated or created, but it has to be what your audience will respond to meet your objectives.Photo Source: http://www.flickr.com/photos/peejeebee/4042966090/sizes/o/in/photostream/
http://www.flickr.com/photos/drydens/2349707107/sizes/l/in/photostream/You have to organize your ideas in a way that makes it easy to curate or create content
Get ideas and input from others, you donât have to do it alone!
You can mix it up. You donât have create new content for every channel!
http://www.flickr.com/photos/thelotuscarroll/sets/72157603809711727/with/2339070093/Be consistent â donât share a bunch of content one day or one week and then stop for several weeks.
Photo of the Indian cricket team in huddle: cricketgallery.oneindia.inReflection questions:Â How does your organization create content? What are the challenges to curating content?
