Master Class Slides: Nonprofit Leadership Institute
1. The Networked Nonprofit: Effective Social Media
Master Class: Pepperdine University Beth Kanter, Master Trainer
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
4. The Agenda: Day 1
AGENDA
OUTCOMES
Understanding Get Inspired
Networked Nonprofit
Understand how
being networked
Crawl, Walk, Run, Fly
can reach your
goals
Lunch
FRAMING
Smarter Social Media
Mindful or Mindfull Interactive
Social Media
Fun
#netnon
5. Who are you?
Raise your hand if …….
- Executive Director
- Board Member
- Nonprofit Staff Person who Implements Social Media
- Other Staff
- Student
- Pepperdine University Instructor
- Other
6. And your Org?
Raise your hand if
organization is budget is ..
-Less than $1 million
-$1-$5 million
-Over $5 million
Type ..
-Social Service
-Environment
-Arts
-Education
-Animal Welfare
-Community Services
-Health Care
-Other
7. SHARE PAIRS AND POPCORN
Introduce yourself to someone you don’t know
and share your burning question!
8. Raise Your Hand If Your Social Strategy Goal Is ….
Improve relationships
Change behavior
Increase awareness
Increase engagement
Increase dollars
Increase action
9. Is Your Nonprofit Using Online Social
Networks for Social Change?
Stand Up, Sit Down
Photo by net_efekt
10. Stay standing if your
organization is using social
media and getting results?
12. Definition: Networked Nonprofits
Networked Nonprofits are simple, agile,
and transparent nonprofits.
They are experts at using social media
tools to make the world a better place.
Networked Nonprofits first must “be”
before they can “do.”
For some nonprofits, it means changing
the way they work.
Others naturally work in a networked
way so change isn’t as difficult.
13. 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
• Sharing control of decision-making
• Communicating through a network model, rather than a
broadcast model
• Data-Informed
14. Leading With A Network Mindset: Shift From Push To Pull
SF Goodwill's CEO, Debbie Alvarez-
Rodriguez
18. Social Media Policy – Living Document
• Encouragement and support • Best practices
• Tone
• Why policy is needed • Expertise
• Cases when it will be used, • Respect
distributed • Quality
• Oversight, notifications, and
legal implications • Additional resources
• Training
• Guidelines • Press referrals
• Identity and transparency • Escalation
• Responsibility
• Confidentiality • Policy examples available at
• Judgment and common wiki.altimetergroup.com
sense
Source: Charlene Li, Altimeter Group
21. The Networked CEO: 1 Tweet = 1000 by Staff
Open and accessible to the world and
building relationships
Making interests, hobbies, passions visible
creates authenticity
22. You want me to Tweet
too? Tweet what? But what about privacy?
23. The Networked CEO
What does the ED 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?
28. Share Pair: Is your nonprofit leading with a
network mindset? What are the benefits? What
are the challenges?
29. CRAWL, WALK, RUN, FLY: Maturity of Practice: Networked Mindset
CRAWL WALK RUN FLY
Understanding of Listening to and Comfort level with Leadership is
networks that are cultivating greater organizational comfortable using
connected to relationships with openness and decentralized decision-
organization networks based on transparency. making and collective
mapping networks. Leadership is using action with networks.
social networks and Considers people inside
comfortable with and outside of the
showing personality. organizations as assets
in strategy.
31. How Nonprofits Visualize Their Networks
“This Tweepsmap shows the geography of
organization’s followers. We use this as a visual
representation of this network and it is part of knowing
our audience.”
32. Create Your Map
1. Work at your tables on your
org’s map
2. Use sticky notes, markers and
poster paper.
3. Think about communications
goals and brainstorm a list of
“go to” people, organizations,
and online resources
4. Decide on different colors to
distinguish between different
types, write the names on the
sticky notes
5. Identify influencers, discuss
specific ties and connections.
Draw the connections
33. 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. 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.”
Inspiration
37. Where to focus …
CRAWL WALK RUN FLY
Linking Social with Ladder of Network Building
Communications Results and Engagement
Strategy Networks Many Free Agents work for
Development Content Strategy you
Pilot: Focus one
Culture Change program or channel Best Practices Multi-Channel Engagement,
with measurement Content, and Measurement
Measurement and
Incremental Capacity learning in all above Reflection and Continuous
Improvement
38. Crawl, Walk, Run, Fly
Where is your organization now? What does that look
like? What do you need to get to the next level?
40. One Minute
Case Studies
Table Case Study
#
1 Covenant Players
7 First 5
3 Kids & Families Together
2 Missions Without Borders
5 Rain Catcher
• 12 Minute Sessions at 4 Project Understanding
table 10 Social Justice Fund for Ventura County
• Rotate 2-3 times
6 Make A Wish
• Share Pair
• Pop corn 9 Uganda Buyamba
44. CWRF - STRATEGY
CRAWL WALK RUN FLY
Consideration of Strategic plan with Strategic plan with Strategic plan with
communications SMART objectives and SMART objectives SMART objectives and
strategy with SMART audiences for branding and audience audience definition.
objectives and and web presence, definition. Includes Includes integrated
audiences and include strategy points integrated content, content, engagement
strategies for branding to align social media engagement strategy, and formal
and web presence. for one or two social strategy, and formal champions/influencer
Social Media is not media channels. champions/influenc program and working
fully aligned. er program and with aligned partners.
working with Uses more than three
aligned partners. social media channels.
Uses more than two Formal process for
social media testing and adopting
channels. social media channels.
Where is your organization and why?
46. POST: KNOW YOUR AUDIENCE
• What keeps them up at night?
• What are they currently seeing?
• Where do they go for information?
• What influences their decisions?
• What’s important to them?
• What makes them act?
47. POST: SMART OBJECTIVES
Results
• Reach, Engagement, Action,
Dollars
1. How many? 5. Reflect
2. By when? 3. Benchmark
4. Measure with metrics
48. POST APPLIED: SMALL 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.
49. Students Share Campfire Stories
Team 1: Organizational Culture Team 2: Organizational Practice Team 3: Personal Use
50. Social Media Study
Personal Use
Sarah Jarman, Lauren O‟Malley, Skie Osborn, Elizabeth Reim,
Emily Schad, Dujon Smith
51. Topic Overview
9 Leaders Interviewed
Questions and prompts about Personal Use
What's your personal attitude towards social media in your
private life?
How much time do you dedicate to building/managing
relationships online?
What have been your successes and challenges?
What are your next steps to improve your comfort and
knowledge in the social media arena in your private life?
52. Thank you!
Praise for the organizations who participated:
Organization A: Strong commitment to being active in social media
on a daily basis, specifically for developing relationships.
Organization B: Seeing the value in understanding social media as
a tool to connect people from across the globe. Your loyal and
passionate staff shows commitment to growing the organization.
Organization C: Saw the social media gap in their services and filled
it by hiring a very capable staff member.
53. Summary of Findings
Key themes:
Social media generation gap
Great connection tool with proper use
Separation of private and professional lives
Outliers and Anomalies
Using multiple social media platforms.
Outsourcing social media to an intern.
54. Theme 1: Social Media's
Generation Gap
Nature vs. Nurture
“As a member of the older generation I do not really know how to
use Facebook, Twitter, and other types of social media.”
“Compared to our generation and the one after ours that grows
up in a world of emailing, texting, sharing, and tweeting since it is
intertwined into our everyday lives.”
Limited use of social media use
“I have it, but I don't take the time to use it. The fact that
Facebook is constantly changing in challenging.”
Lack of understanding of social media
“We would like to learn how to minimize the Facebook time per
day with the most efficiency. I haven't figured it all out yet. I post
once in awhile, but very seldom.”
55. Theme 2: Great Connection Tool
with Proper Use
Possibility & Desire to Increase Network
One leader realizes the importance and sees the value.
Time Consuming
One leader uses social media from 20 to 30 minutes a day while
another leader has a personal commitment to check Facebook at
least once a week.
Potential for Online Donations
One leader notes that "14% of income comes from online
donations."
56. Theme 3: Separation of Private
and Professional Lives
No personal usage, no need for separation
For some organizations personal use is "pretty much non-
existent."
Other organizations are "not very interested in increasing my
personal social media presence," but ”very interested in
expanding social media in the professional sense."
Facebook Administrator Problems
There is sometimes a need to use personal Facebook accounts
for professional reasons.
All About Connection
Social media is a "great way to connect and keep in touch."
57. Outliers
One organization uses multiple social media platforms and
has a better understanding of the benefits of social media.
Leader A uses it in both her personal and professional life;
networks such as Twitter, Facebook, and GooglePlus.
Leader B uses Facebook to keep in touch with her close friends
and family. In the professional world, Leader B uses multiple
social networks to promote events, to give tips and advice, and
gain local awareness. In the professional world, Leader B uses
Facebook, Twitter, Youtube, GooglePlus, Pinterest, and Linkedin.
One organization outsourced social media to an intern;
others saw this as time-consuming.
Leader C notes that their organization relies on the expertise of
the intern in order to facilitate their social media.
60. Topic Overview
9 Leaders Interviewed
Questions and prompts about Organizational Culture
How comfortable are people within the organization with using social
media? What is your technical capacity for developing your reach with social
media?
What do you want to accomplish with your social media tools?
Have you developed a policy for guiding the use of social media by staff and
volunteers that balances safety and control concerns with openness? Are
there risks or confidentiality concerns?
Who are your target audiences for social media and why are they
important? Have you developed strategies for reaching out to younger
people?
How are you focusing social media on building relationships for long term
(not just asking for money)?
61. Thank you!
Praise for the organizations who participated:
Organization A: Recognizes that it is imperative to reach the
millennial generation through social media because they are cause
carriers and know their ability to make an impact for good.
Organization B: Emphasizes connection between their organization
and other nonprofits—seeking mutual good and maximum impact
through strategic use of social media.
Organization C: Understands the importance of using social media
to reach a larger population and being willing to learn as much as
possible about using social media effectively.
62. Summary of Findings
Key themes:
Low comfort level
Raising awareness
Focus on relationships and connections
Outliers and Anomalies
Volunteer networking
Political correctness
63. Theme 1: Low Comfort Level
Generational Concerns
“Feels too old.”
Small staff
“It is me myself and I.”
Time Concerns
“Finding the time is challenging.”
64. Theme 2: Raising Awareness
Spread the word to younger generations
“They are very important to our ministry because they are cause-
carriers.”
Fundraising and Donor Acquisition
“Getting more donors and revenue through social media” is a goal.
Increased understanding of mission and organization
“We want a better understanding of our organization…more support.”
65. Theme 3: Focus on
Connections/Relationships
With other nonprofits
“We want to „like‟ other nonprofit‟s pages.”
With potential donors
“The bigger purpose is not fundraising, but establishing and
maintaining relationships.”
With volunteers
“Our target audience is our volunteers.”
66. Outliers
Volunteer Networking
“Opened a volunteer website…that could go to [Facebook].”
Political Correctness
“I don‟t like to do anything for the organization that is
controversial. Someone posted a fundraiser activity was at Chick-
fil-A in the middle of their controversy.”
67. Conclusions
Greatest Strength:
The organizations focus on relationships and connections with donors,
whom they serve, and other organizations.
Biggest Challenge
Dedicating time and staff to strengthening and maintaining social
media.
Greatest Opportunity
Gaining a new audience with the younger generation and sparking a
passion in that generation for their cause.
69. Topic Overview
9 Leaders Interviewed
Questions and prompts about organizational practice:
How much time is devoted to social media, and how are you
using it to listen to what‟s being said about your organization?
How are you using social media to engage with stakeholders,
such as asking relevant questions and listening for responses?
What are you doing to broaden your presence online in order to
share useful information?
70. Thank you!
Praise for the organizations who participated:
RainCatcher
Project Understanding
First 5
Bus for Buyamba
Covenant Players
Make a Wish
Mission Without Borders
Social Justice Fund
Kids and Families Together
71. Summary of Findings
Key themes:
Small social media committee and limited time
Financial information is reserved for the website
Collaboration with other organizations through social media
Outliers and Anomalies
Stopped monitoring comments in social media
Do not delete negative comments
72. Theme 1: Small Social Media
Committee
Limited time
“…my leaders don‟t have time for it [social media].”
Limited amount of staff
“…I was the only one doing it [social media].”
Limited knowledge concerning social media
“…I feel like I am too old to learn/use [social media].”
73. Theme 2: Financial Information
reserved for website
Financial information is not projected via social media very
much
“It doesn‟t include financials or research or anything.”
Financial information is transparent through online content
“Information is accessible, but not applicable to our audience so
the organization does not publicly promote financials.”
74. Theme 3: Collaboration and
Networking
Uses social media as a tool to network with other
organizations
The nonprofit sector should “[practice] the golden rule. If they
amplify others‟ images, the others will amplify theirs as well,
which is very beneficial to both parties.”
Social media creates a mutual dependency between
organizations itself and its partners
“The organization shares resources with its partners through
social media; this creates a mutual dependency.”
75. Outliers
One organization had to stop monitoring what was being said
about them on social media
“After shifting from reaching out to responding, they had to stop
monitoring, in order to focus on sending out their own message.”
If they experienced a negative comment, they do not delete
it. They respond to it in a professional way.
As stated in their Social Media Guideline, “We do not delete
posts just because we don‟t like the person‟s opinion.”
76. Conclusions
Having a social media director or person whose role is dedicated
to social media is beneficial.
Financial transparency is important on the organization‟s website
but not shared through social media.
Social media is a powerful tool to network with other nonprofits.
77. SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
SMART
OBJECTIVE
TARGET
AUDIENCES
78. SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your
Poster Next To
Your Network
Map
Look at other
posters
Leave Notes
80. Maturity of Practice: CWRF – Content
CRAWL WALK RUN FLY
Shares content that Uses an editorial Uses an editorial Uses an editorial
may be relevant to calendar to align calendar to align calendar to align
audience, but not content with content with content with
consistently and not objectives and objectives and objectives and
measuring audiences to publish audiences to publish audiences to publish
across channels across channels across channels
consistently – aligns consistently and consistently,
with program and measures measures
advocacy calendars performance performance, and
uses data to plan
content
81. Linking Your Content Strategy To SMART Objectives
SMART Objective
Target Audience
Content Strategy
82. How To Think About Content
Ideas Features News How To
Idea Pieces Highlights Breaking News Tips
Interviews Reviews Policy News Tutorials
Opinion Stories Data Lists
Analysis Case Studies Reports Resources
Real Time Original
Planned Curated
83. Editorial Calendar Example
January 2013
Include hashtags (#) and URL resources for staff to do some research on topics
United Ways of California www.unitedwaysCA.org 83
84. Date Hook Web Email Facebook Twitter Blog
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
85. It’s A Process: Ideas, Organize, Create, Measure
• Allocate staff meeting
time
• Regular content
brainstorm meetings
• Next steps at meeting
• Have your metrics in
hand
86. Content Optimization
• Focus on publishing high-
quality, 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
87. Measuring Your Content
Result Metrics Analysis Question
Consumption Views Does your audience care about the topics your
Reach
Followers
content covers? Are they consuming your
content?
Engagement Re-tweets Does your content mean enough to your
Shares
Comments
audience for them to share it or engage with it?
Action Referrals Does your content help you achieve your goals?
Sign Ups
Phone Calls
Revenue Dollars Does your content help you raise money, recruit
Donors
Volunteers
volunteers or save time?
93. Self-Knowledge Is The First Step
1. When you open email or do social media tasks, does it make you feel anxious?
2. When you are seeking information to curate, have you ever forgotten what it was in
the first place you wanted to accomplish?
3. Do you ever wish electronic information would just go away?
4. Do you experience frustration at the amount of electronic information you need to
process daily?
5. Do you sit at your computer for longer than 30 minutes at a time without getting
up to take a break?
6. Do you constantly check (even in the bathroom on your mobile phone) your email,
Twitter or other online service?
7. Is the only time you're off line is when you are sleeping?
8. Do you feel that you often cannot concentrate?
9. Do you get anxious if you are offline for more than a few hours?
10.Do you find yourself easily distracted by online resources that allow you to avoid
other, pending work?
A few quick assessment questions
Add up your score: # of YES answers
94. What’s Your Attention Focusing Score?
Source: Lulumonathletica
0…1…2…3…4…5…6…7…8…9…10
Mindful Online………………………………………………………..Need Help Now
95. What does it mean to manage your attention while your
curate or other social media tasks?
• Understand your goals and priorities and
ask yourself at regular intervals whether
your current activity serves your higher
priority.
• Notice when your attention has
wandered, and then gently bringing it
back to focus on your highest priority
• Sometimes in order to learn or deepen
relationships -- exploring from link to link
is permissible – and important. Don’t
make attention training so rigid that it
destroys flow.
Source: Howard Rheingold
NetSmart
96.
97. A Few Tips
Manage Your Attention, Not Just Your
Time
Visualize on Paper
Establish Rituals
Reflection
Manage Electronic Distractions
Manage Physical Space
Just Say No
98. Takeaways: Share Pairs
• What’s one tip or technique that you
can put into practice next week to be
more mindful online?
The leading edge of social change is increasingly network-centric. Collaboration, coordination, and working in networks are becoming the new normal, as leaders across sectors work to move the needle on today’s most pressing problems. Individuals and groups are taking increasing advantage of technology’s ability to facilitate and expand their impact through connection, coordination, and collaboration. What does this look like in action? Grassroots mobilization has achieved a step change in speed and power, as witnessed by the Twitter-enabled Arab Spring, the KONY 2012 campaign that put a long-invisible crisis in Africa on the public radar, and the swift backlash against the Susan G. Komen Foundation for withdrawing support from Planned Parenthood. Collective knowledge production on sites like Wikipedia, Galaxy Zoo, Instructables, or the Polymath Project continues to grow and is redefining how we access expertise. We can also see the power of networks playing out in field-level collaboratives such as Strive and RE-AMP, where large groups of organizations are aligning their strategies to enable individual efforts to add up to systemic change.
I recently heard Debbie Alvarez –Rodriguez from Goodwill SF give a talk about leading with a network mindset ….She’s the CEO - and was talking about how see is often up late at night. And back a year or so ago, her org was going through layoffs ..Tough times – so she up late, checking her email ..She received an email from some employees requesting to be part of the decision-making. She thought, “I better call my board chair because he calls me.”As they were talking, she realized, “They could have put it on Facebook.” This could have created a public relations nightmare (It’s happened in the orchestra world when the Detroit Symphony musicians went on strike and used social media to air their concerns. Instead, these Goodwill employees went to their CEO.This lead them to really examine how to effect culture change. As Debbie says, it wasn’t about just using the tools and platforms like Facebook and Twitter – even for herself as the CEO or her organization. That it required a shift from “pushing to engaging.”
So, it is not really about using the tools – it is organizational mindshift that begins with the leadership …..
However, I realize that in some nonprofits the relationship between in-house legal counsel or the organization’s lawyers is based on fear and control. As a social media nonprofit professional mentioned in a Facebook thread recently, “I’ve observed interesting dynamics with legal counsel over social media with the result of increased paranoia among employees or a blanket ban. Often, the lawyers start from a position of fear and declare that no one can use social via work. Period. ” This can have a chilling effect on an organization’s social media strategy to say the least. It runs counter to the “networked mindset” that is so important to being a networked nonprofit and building networks and movements.
But, it isn’t just a spectator sport, it’s a contact sport – you have to be presence and engage ..This is the hard part … especially for CEOs of a certain age – this shift ..
But, it isn’t just a spectator sport, it’s a contact sport – you have to be presence and engage ..This is the hard part … especially for CEOs of a certain age – this shift ..https://twitter.com/UdiACLU/status/What does your executive spend time doing now that they could do better via social? Whose work do they respect, follow or and feel inspired by?What are their communication strengths and preferences?How will social improve things they already KNOW they value?307513866315763712
Let’s look at some of the first steps of this change …The first step is to understand, feed, and tune your networksNetworks consist of people and organizationsYou have your professional network – and your organization has a network – there are connected.
Bruce Lesley is one of a growing number of nonprofit executive directors and senior leaders that are blending their networking with organizational communications strategy – from CEO to CNO. He’s the CEO of First Focus First Focus is working to change the dialogue around children’s 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.He curates on Twitter – tracking articles and trends about children’s issues, making sense of them, and sharing the best with his network of individuals and aligned partners …
He’s feeding a network of networks .. Partners at the state level also working on children’s issues – who curate from Bruce’s feed to share with their networks – for social good outcomes like getting kids health care insurance ..
But this is not a networked silo --- he is a bridge between networks of networks in other issues – Network mindset ..
The tweetsmap is a bit more simple - this shows the geography of @cfmco's followers. We haven't used this map other than as a visual representation of this network. It's part of knowing our audience. We began tweeting a year ago on general topics like philanthropy and grantmaking with an occasional tweet about our work in Monterey County, CA. More recently we've begun to monitor our Hootsuite Ow.ly reports which tells us which links are opened, retweeted, etc. I was surprised to learn that we have higher levels of engagement with the local content, even though less than a third of our Tweeps are from the Central Coast area.
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.”
Framework to guide my coaching and peer learning design over the yearsThere are different stages of development for networked nonprofits. The Crawl StageCrawlers are not using social media consistently or measurement processes; they also lack a robust communications strategy. Crawlers can be small or large nonprofits that have all the basics in place, but they either lack a social culture or resist transforming from a command-and-control style to a more networked mindset. These nonprofits need to develop a strategy. Even with a communications strategy in place, some organizations may face challenges to adopting a networked way of working. If so, they should start with a discussion of the organizational issues, followed by codifying the rules in a social media policy. They should also anticipate learning and benefiting from inspiring stories from peers.The Walk StageNonprofits in this stage are using several social media channels consistently, but may not be strategic or fully embracing best practices—maybe they don’t engage with users, or they only share content and messaging produced by their own organization. These nonprofits need to create a social media strategy to support short- and long-term objectives, such policy change or increasing public engagement on an issue. Walkers internalize listening, and use the data they collect to improve engagement and some content best practices.These organizations implement small, low-risk projects that collect stories, learning, and metrics to help leadership better understand the value, benefits, and costs. Walkers should focus on one or two social media tools, going deep on tactics and generating tangible results and learning. They must identify low-cost ways to build capacity internally, such as integrating social media responsibilities into existing staff jobs. Capacity is built with support from leadership and a social media policy formalizes the value and vision.The Run StageRunners use more than two social media channels as part of an integrated strategy, identifying key result areas and metrics that drive everything they do. They have a formal ladder of engagement that illustrates how supporters move from just hearing about your organization to actively engaging, volunteering, or donating to your organization. This is used to guide strategy and measurement. They visualize their networks and measure relationships. These organizations practice basic measurement religiously and use data to make decisions about social media best practices.In these organizations, a single department does not guard social media, and staff are comfortable working transparently and with people outside the organization. The board is also using social media as part of its governance role.To build internal capacity, runners invest in a community manager whose job it is to build relationships with people on social media or emerging platforms. These organizations know how to create great content, and use an editorial calendar to coordinate and curate content across channels. They are routinely tracking the performance of their content strategy and adjust based on measurement.The Fly StageThese organizations have institutionalized everything in the running stage. Flyers embrace failure and success alike, and learn from both. Flyers are part of a vibrant network of people and organizations all focused on social change. They use sophisticated measurement techniques, tools, and processes.http://www.flickr.com/photos/oreoqueen/3235090633/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/jonathandesign/7031920221/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/bdfbrasil/2416260064/sizes/m/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/levymh/6891554365/in/faves-cambodia4kidsorg/
The maturing of practice framework includes looking at 7 best practice areas for networked approaches and social media – and some specific indicators – and looking at what they look at the different maturity levels. If you remember the application form, it asked you questions and that’s how I came up with the scoring system. If you were “crawl” you got 1, Walk 2, Run 3, and Fly 4 – and then I average the scores for the group. I also could come up with a score for your organization overall.So, if you got a 1.5, it means that you are on your way to walking.https://docs.google.com/spreadsheet/ccc?key=0AtsV5h84LWk0dFhENWFXVzBwZ2lWOGlzazZSek5Iemc#gid=1
You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
http://www.flickr.com/photos/torri/441089402/sizes/l/8 minute presentationsThere are questions we askedHere are the big themesHere are the old thingsEach minutes each …
Content strategy is the technique of creating, curating, repurposing, and sharing relevant and valuable content across your channels (web site, email, print, social, and mobile) to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving results. You need to have a clear logic path from objective, audience, and content – as well as an internal practice that allows you create, curate, repurpose, and track the performance of your social content so you can optimize it.
MonthlyCommon messaging - along with partners on health careShare the responsibility – brainstorm contentIntegrate with what is timelyGet input from partners and friends – group learning
They focused on developing a robust engagement and content strategy – that was integrated with other channels, all to support objectives in communications strategy and outcomes – and used measurement. They started with one channel – FB …
http://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/We have to cover a lot of ground in our work today and do it while logged on to the greatest tool for distraction and procrastination ever invented! And now we can access the Internet anytime, anywherehttp://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/Nearly 60% said they don’t go an hour without checking their phone. Younger folks were the most addicted: 63% of women and 73% of men ages 18-34 say they don’t go an hour without checking their phones.Our connection never sleeps. 54% said they check their phones while lying in bed: before they go to sleep, after they wake up, even in the middle of the night.We need access everywhere. Nearly 40% admit to checking their phone while on the toilet.Learning how to use mindfulness online is an essential work place skill!
Share pair 2 xThink and Write index card – one thing to put into practiceBring into the circleMake one commitment for advancing their social media strategyOne word to resonate with you today …Future