3. My
 Work:
 The
 Networked
 Nonprofit
Networked
 Nonprofits
 are
 simple,
 agile,
 and
Â
transparent
Â
Â
Â
Listen
 and
 engage
 with
 networks
 of
 people
Â
and
 organizations
 to
 reach
 outcomes
Staff
 and
 board
 leverage
 their
 professional
Â
networks
 in
 service
 of
 mission
Experts
 at
 using
 social
 media
 and
 online
Â
collaboration
 tools
 to
 make
 the
 world
 a
 better
Â
place
Â
Â
Â
4. Who
 is
 in
 the
 Room?
Slido.Com
Event
 Code:
 #NHNP-Ââ1
6. TOPICS
OUTCOMES
Buffet Â
Interactive
Reflective
Slido.Com â NHNP-Â1
FRAMING
The
 Agenda
Implement
 one
Â
small
 step
Â
towards
Â
becoming
 a
Â
networked
Â
nonprofit
⢠Breaking
 Through
 the
Â
Noise
⢠Social
 Media
Â
Assessment
⢠Writing
 Your
 Social
Â
Media
 Strategy
⢠Tips:
 Content,
Â
Channels,
 and
Â
Champions
⢠Q/A,
 Reflection,
 Raffle
http://bethkanter.wikispaces.com/NHNP-Ââ1
13. 13
Stories
 of
 Impact
⢠Why
 should
 your
 audience
 care?
⢠What
 problem
 is
 your
 organization
 working
 to
Â
solve
 for
 your
 audience?
⢠Why
 should
 someone
 trust
 your
 organization
 to
Â
solve
 the
 problem?
⢠What
 is
 the
 call
 to
 action?
17. A
 âWho
 Done
 Itâ
 Story
 Told
 Across
 Social
 Media
 Channels
 to
 Land
Â
Hank
 and
 his
 Fuzzy
 Purple
 Hippo
 Toy
 A
 Forever
 Home
29. Great
 storytelling
 may
 capture
Â
attention,
 you
 also
 need
 to
 empower
Â
your
 audience
 to
 share
 your
 stories
Â
with
 their
 networks!
30. Champions
 Increase
 Your
 Reach
 and
 Engagement
âIf
 you
 hear
 an
 idea
 from
Â
10
 people,
Â
the
 impact
 is
 completely
Â
off
 the
 charts
 compared
Â
to
 just
 one
 person
Â
whispering
 in
 your
 ear.â
-ÂâSeth
 Godin
37. Where  is  your  nonprofit?  Content,  Champions,  Channels  Â
Objectives  and Â
audiences  for  social
Inconsistent  content Â
and  storytelling  across Â
social  media  channels
Haphazard  metrics
Leader  and  employees Â
use  social  but  lacks Â
champion  strategy
Content  is  consistent Â
process  based  on Â
personas  and  research
Consistently  shares Â
content  across  social Â
channels  using Â
storytelling  best Â
practices
Activate   staff  and Â
supporters  informally Â
Some  measurement   in Â
all  above
Sporadic  content  Â
and  social Â
presence
Not  using Â
storytelling  best Â
practices
Lack  of  social Â
media  champions Â
inside  or  outside
Multi-ÂChannel  Content Â
Strategy,  Storytelling  Best Â
Practices,  Internal  Process, Â
and  Measurement
Strategic  pilots  with Â
emerging  social  media Â
channels
Formal  Champions Â
Strategy  and  regular Â
activation
Reflection  and  Continuous Â
Improvement
CRAWL WALK RUN FLY
38. Whereâs
 Your
 Organization
 Now?
⢠What
 area
 do
 you
 need
Â
to
 do
 to
 improve?
Slido.Com â NHNP-Ââ1
40. How
 To
 Write
 Your
Â
 Social
 Media
 Strategy
Audience
Objective
Content
Champions
Channels
41. AUDIENCE: Artists
 and
 people
 in
 their
 neighborhood
OBJECTIVES:
Â
Increase
 engagement by
 2
 comments
 per
 post
 by
 FY
 2017
Content
 analysis
 of
Â
 conversations:
 Does
 it
 make
 the
 organization
 more
Â
accessible?
Increase
 enrollment in
 classes
 and
 attendance
 at
 events
 by
 5%
 by
 FY
Â
2017
10%
Â
 students
 /attenders
 say
 they
 heard
 about
 us
 through
 Facebook,
Â
Instagram,
 or
 Twitter
CONTENT
Â
 AND
 CHAMPIONS
Show
 the
 human
 face
 of
 artists,
 remove
 the
 mystique,
 get
 audience
 to
Â
share
 their
 favorites,
 connect
 with
 other
 organizations.
Â
 Uses
 best
Â
practices
 in
 storytelling
 and
 content
 creation
 process.
 Asks
 artists
 and
Â
teachers
 to
 share
 with
 their
 networks
 on
 FB.
Â
Â
Â
CHANNELS
Focused
 on
 Facebook,
 Twitter,
 and
 Instagram
 to
 use
 best
 practices
 and
Â
align
 engagement/content
 with
 other
 channels
 which
 includes
 flyers,
Â
emails,
 and
 web
 site.
 Small
 budget
 for
 FB
 advertising
 to
 boost
 good
Â
performing
 content
 and
 advertise
 events
 with
 well-Ââcrafted
 landing
 page
Â
and
 knowledge
 of
 audience
 targets.
Strategy:
 Kearny
 Street
 Workshop
42. PERSONAS:
Â
 Kearny
 Street
 Workshop
 Example
Artist
 Persona:
Cathy,
Â
 in
 her
 20âs,
 uses
Â
Instagram
 and
 Facebook
Â
to
 share
 her
 art
 work.
Â
Â
Wants
 to
 participate
 in
Â
programs
 and
 exhibits
 at
Â
the
 gallery.
Neighborhood
 Persona:
Lee,
 lives
 and
 works
 in
 the
Â
neighborhood.
Â
 Is
Â
 a
 cook.
Â
Â
 Uses
Â
Facebook
 on
 his
 mobile
 phone.
Â
Â
Â
 Has
Â
not
 visited
 the
 gallery
 because
 he
Â
thought
 it
 was
 a
 private
 club.
Â
43. Define
 Measurable
 Objectives
Reach
Â
Engage
Action
Donate
Grow
 our
 web
 site
Â
visitors
 by
 10%
Increase
Â
Engagement
 rate
 on
Â
Facebook to
 4%
Increase
 the
 number
Â
of
 people
 who
Â
follow
 us
 on
 Twitter
Â
by
 5%
Increase
 the
 number
Â
of
 people
 who
Â
attend
 our
 events
 by
Â
5%
44.
45. Exercise:
Â
 People
 and
 Objectives
⢠Describe
 1
 target
 audiences
 that
 you
 want
 to
Â
reach
 through
 social
 media
⢠What
 action
 do
 you
 want
 the
 audience
 to
 take?
⢠How
 will
 you
 measure
 it?
47. Digital
 Content
 Best
 Practices
⢠Content
 themes
 and
 stories
 resonate
 with
Â
your
 audience
 and
 support
 objectives
â˘Content
 is
 shared
 across
 channels
 and
Â
optimized
 for
 different
 social
 media
 channels
⢠Different
 Formats:
 Video,
 Photo,
 Text
Â
⢠Disciplined
 work
 flow
 to
 plan,
 create,
 curate,
Â
share
 and
 measure
 â weekly
 or
 monthly,
 one
Â
channel
 or
 many
48. THE
 PLANNING
 WORK
 FLOW
SCHEDULING
 &
 ORGANIZING
Who,
 What,
 When,
 Channel
THEME
 DISCOVERY
Make
 a
 high
 level
 plan
RESEARCH
 &
 BRAINSTORMING
What
 content
 do
 personas
 want
 to
 consume?
49. Content
 Themes
⢠Behind
 the
 scenes
 at
 your
 organization
⢠Stories
 of
 impact
 about
 the
 target
 audience
⢠Showcase
 programs
 or
 services
⢠Fun
 or
 inspiring
 stories
 or
 content
⢠Educational
 or
 practical
 tips
⢠Industry
 or
 local
 news,
 breaking
 news,
 news
 jacking
⢠Research,
 data,
 policy
 information
⢠Curate
 content
 useful
 to
 your
 audience
⢠User-Ââgenerated
 content
53. Exercise
â Identify
 content
 themes.
Â
Â
 Brainstorm
 some
 ideas
 for
Â
stories
 of
 impact
 that
 resonate
 with
 your
 target
Â
audience.
Â
âBehind
 the
 scenes
 at
 your
 organization
âStories
 of
 impact
 about
 the
 target
 audience
âShowcase
 programs
 or
 services
âFun
 or
 inspiring
 stories
 or
 content
âEducational
 or
 practical
 tips
âIndustry
 or
 local
 news,
 breaking
 news,
 news
 jacking
âResearch,
 data,
 policy
 information
âCurate
 content
 useful
 to
 your
 audience
âUser-Ââgenerated
 content
54.
55. Pick
 the
 Best
 Channels
 to
 Reach
 Your
 Audience
â Optimize
 the
 1-Ââ3 of
 most
 important
 social
 platforms
 first
â Right
 size
 content
 creation,
 frequency
 and
 timing
 to
 your
Â
capacity
â Repurpose
 and
 recycle
 content
 creatively
 across
Â
channels
â Measure,
 learn,
 improve
56. Frequency
 and
 Timing
How
 Often
 To
 Post
 on
 Social
 Media
 Based
 on
 14
 Research
 Studies
https://coschedule.com/blog/how-Ââoften-Ââto-Ââpost-Ââon-Ââsocial-Ââmedia
57. â Complete your FB profile, prioritized in
algorithm
â Experiment with post length: Short
copy could work well for clicks,
whereas longer copy could work better
for engagement.
â Lead with a question in your post
â Use bullet point lists
â Add a pull quote from your content
â Include an emoji or two
â Tag other pages/users
â Engage in the comments
â Images work well on Facebook, ideal
size 1,200 x 630 pixels or use Canva
â Video, video, video!
â Messenger Bots (2018)
58. ⢠Profile
 filled
 out
 w/
 compelling
 cover
Â
image
 and
 links
 in
 bio
⢠Use
 keywords
 in
 bio
⢠Avoid
 using
 all
 the
 characters
⢠Donât
 use
 distracting
 hashtags
⢠Post
 with
 photos
⢠5-Ââ10
 times
 per
 day
⢠Gifs
 and
 emoji
 stand
 out
⢠Use
 images
 sized
 correctly
⢠Ask
 questions
⢠Curate
 content
 related
 to
 your
Â
mission,
 share
 using
 Quote
⢠Share
 other
 partners
 content
⢠Create
 a
 back
 channel
 DM
 for
Â
champion
 sharing
⢠Use
 moments
 to
 tell
 stories
 of
 impact
59. Champions
Enlisting
 your
 staff
 and
 board
 to
 leverage
Â
their
 personal
 brands
 and
 networks
 on
Â
social
 media
Getting
 your
 supporters
 and
 fans
 to
 spread
Â
the
 word
 about
 your
 organization
 or
Â
campaigns
 on
 social
 media
 channels
Identifying
 and
 cultivating
 super
 fans
66. Social
 Media
 Super
 Fans:
 Who
 is
 Most
 Engaged
 on
 Social
 Channels?
⢠Use
 WhoLikesUs to
 get
 a
 list
 of
Â
your
 most
 engaged
 Facebook
 Fans
⢠Social
 Rank
 for
 Twitter/Instagram
⢠Invite
 them
 â your
 email
 list
Â