35 years, last 20 front row seat Passion for teaching and learning, not just a job, taken me all over the world working thousands of NGOs on becoming networked nonprofits and use social media effectively My greatest hope in writing a book about networks and measurement that nonprofits would improve their practice While Visiting scholar at the David and Lucile Packard Foundation, I didn’t just sit in the corner and write a book, I had the change to work closely with many of their grants to build capacity I had 60 grantees testing the frameworks – chased after them – were able to implement, how would you change – and they developed a lot of the case studies Honored that the book received the 2013 Terry McAdams award ..
-Crawl, Walk, Run, Fly -Content Strategy: Social Content Optimization Tips -Measurement Practice – ROI – how to do it -Time-Saving Tips Squeezing in social in-between meetings
Social media channels are the tip of the ice berg Too often we by-pass strategy in favor of the tools .. You need a strategy, a structured way to think through your social media presence so it is integrated into your communications objectives ..
POST – People, Objectives, Strategy, and Technology is a great way to think about this ..
This format can be used by small nonprofits as well as large government agencies
Here is an example of MENTAL HEALTH.GOV communication strategy that explains how they apply POST to their new media strategy …. There is an example on the wiki if you want to look at more closely –This approach incorporates POST into overall communications strategy – not just social media, but how social media is used in conjunction with traditional media to reach audience to get objectives ..
They have tied each of their social channels to a strategic objective and specific audience to reach .
The same for this small arts nonprofit
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.
There is a lot of free research on social media usage for consumers ….
These are some guidelines about headlines This gets more into the implementation – but for your strategy plans – you have to think about the work flow -- optimizing for social channels very essential task – often skip it.
This slide shows the number of website visitors by month. The two spikes you see are due to the 2013 Centre Gives event and a new social media strategy that began in August, which included new post formats, more frequent posts, and inviting all my Facebook friends to like the Foundation’s page. Even after the drop-off after the August spike, monthly website visitors still averaged around 1,025. We want to keep improving that number, which will increase our name recognition in the community and introduce our services to more people – including those who have never heard of the Foundation (65% are new visitors). 2012 Centre Gives was in June, which had 629 website visitors that month. October 2012 was the only month that performed above average, at 820 visitors. (I have 216 FB friends that Like CF’s FB page.)
Browse and Engage Interaction with your customers is one of the most important reasons for your business to make a leap to social media. In fact, 9 out of 10 customers wish to have the ability to have meaningful interactions with brands on social media, but many businesses just aren’t standing up to the task. Your first step in your social media routine, no matter how long it takes at first, should always be to pay attention to your most important audience—your current and potential customers.
Monitor Once you have responded to people who have reached out to you directly, dedicate some time to see what’s happening in the network that day. Notice trending topics to see if there is any content relevant to your field or your clients.
POST Post any real-time (non-scheduled) content as needed. If you don’t use a scheduler tool, use this time to post the content you have lined up in your daily plan—and you should always have something interesting and informative for your social media audience, whether it comes to the original content from your business or external articles.
ANALYZE In order to develop an efficient content plan, you need to know what kind of existing content performs best on various social networks. In order to do that, you can use analytics tools that tell you about performance of several social networks at once—such as Hootsuite, or Google Analytics—or use native data tools for each social network. Once you pick your analytics tools, set aside some time to look over your social media reports to make sure you’re on track with your social media goals.
Notice how this is the last block of the 10-minute plan. No matter how much time social media automation helps us save, it’s important that your audience knows there’s a real person behind those Tweets and Facebook messages, and that their comment is worth more than an obviously automated response. Use scheduling to help you curate content for the next day, pick optimal posting times based on your audience’s habits, and find relevant social media content for your channels.
Measuring and Managing Social Media
Presence Agenda OUTCOMES • To leave the room with one idea to develop and try FRAMING • Interactive • Co-Learning -Strategy -Content Optimization -Measurement -Time Saving Tips http://bethkanter.wikispaces.com/nasaa-pio
Networked Organizations: Maturity of Practice
CRAWL WALK RUN FLY Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Informal Champions Strategy Best Practices Measurement and learning in all above Communications Strategy Development Network Mindset and Map Culture Change Network Building Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
Maturity of Practice: Crawl-Walk-Run-Fly Categories
Practices CULTURE Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4
Survey Response: Integrated Social Media
Strategy • Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned. • Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels. • Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and informal champions/influencer program and working with aligned partners. Uses more than two social media channels. • Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions (Internal/external) influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.
POST APPLIED: ARTS NONPROFIT PEOPLE:
Artists and people in their neighborhood OBJECTIVES: Increase engagement by 2 comments per post by FY 2014 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2014 10% students /attenders say they heard about us through Facebook, Instagram, or Twitter STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on Facebook, Twitter, and Instagram to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
POST: PEOPLE - KNOW YOUR
AUDIENCE • Who are they? • What social channels do they use? • What are info are they currently seeking? • What are they sharing on social channels? • What influences their attitudes? • What influences their decisions? • What’s important to them? • What do they care about? • What makes them act?
POST: DEFINE YOUR AUDIENCE •
Arts Attenders • Arts Donors • Arts Advocates CONSUMERS • Policy makers • Journalists • Civic/Biz Leaders INFLUENCERS • Grantees • Arts Nonprofits • Artists ORGANIZATIONS
Influencers • What do you
want to accomplish w/ influencer engagement via social? • Identify policy makers that are your influencers • Find and follow them on social media channels • Evaluate if feeds are being used • Monitoring their streams • Engage with them as appropriate • Measure, Refine, and Repeat 4,5,6
POST: DEFINE OBJECTIVE AND METRICS
OBJECTIVE METRIC Increase donations % reduction in cost per dollar raised Increase donor base % increase in new donors Increase number of volunteers % increase in volunteers Increase awareness % increase in awareness, % increase in visibility/prominence Improve relationships with existing audiences % improvement in relationship scores, % increase in donation from existing donors Improve engagement with stakeholders % increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc. Change in behavior % decrease in bad behavior, % increase in good behavior Change in attitude about your organization % increase in trust score or relationship score
Social Content Optimization • Focus
on publishing high-quality, engaging, relevant content • Optimize sharing widgets • Timing and Frequency • Write headlines 25x • Use images/visuals, but vary type of content and test • Clear to call to action • Test, Test, Test
Social Content Optimization • Write
25 headlines, pick the best ones to test • Don’t give it all away in the headline • Also, don’t give it all away in the excerpt, share image, or share text • Don’t be shrill. Don’t form an opinion for the end user. Let them do that • Don’t depress people • And don’t over-think it. Some of your headlines will be terrible. Accept it and keep writing • Lastly, be clever. But not TOO clever More Headline Tips: http://www.scoop.it/t/content-and-curation-for-nonprofits/?tag=Headlines
Measuring Your Content Result Metrics
Analysis Question Consumption Views Reach Followers Does your audience care about the topics your content covers? Are they consuming your content? Engagement Re-tweets Shares Comments Does your content mean enough to your audience for them to share it or engage with it? Action Referrals Sign Ups Phone Calls Does your content help you achieve your goals? Revenue Dollars Donors Volunteers Does your content help you raise money, recruit volunteers or save time?
Google Analytics: Traffic Referrals Centre
Gives & Social Media Strategy Increase Website Traffic/Donors 1800 1600 1400 1200 1000 800 600 400 200 0 2013 Jan 2013 Centre Gives Internal Champions Feb March April May Jun July Aug Sept Oct Nov Dec 2014 Jan On average, 65% are NEW visitors. Feb March All Traffic Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and August spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. A media strategy supported by social media has significantly increased our monthly website visits.
Social Media: Time Box Tasks
MINUTES TASK 20 Browse and Engage 15 Monitor 5 Post 20 Analyze 15 Schedule • Use your mobile phone for browse and engage • Use “found time” in between meetings • Use scheduling tools and automation • Batch create content
Social Media: Use Automation Tools
Wisely • Don't automate everything • Automate repetitive tasks • Automate at ideal times • Automate a mix of content types • Automate evergreen content • Maintain a live presence to respond • Automate during vacations