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New Hampshire Nonprofits
This document provides strategies for enhancing a nonprofit's online presence through social media. It discusses how to become a "networked nonprofit" by listening and engaging with networks to achieve outcomes. It emphasizes using social media and online tools to further an organization's mission. The document then provides tips on developing an effective social media strategy, including assessing audiences, setting objectives, creating engaging content, activating champions, and selecting appropriate channels. It stresses using storytelling and developing a consistent content creation process.
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- 1. Social Media Strategies to Enhance Your Online Presence Beth Kanter November, 2017
- 2. @kanter www.bethkanter.org Beth Kanter: Master Trainer, Speaker, Author and Nonprofit Thought Leader
- 3. My Work: The Networked Nonprofit Networked Nonprofits are simple, agile, and transparent Listen and engage with networks of people and organizations to reach outcomes Staff and board leverage their professional networks in service of mission Experts at using social media and online collaboration tools to make the world a better place
- 4. Who is in the Room? Slido.Com Event Code: #NHNP-‐1
- 5. What is your burning question?
- 6. TOPICS OUTCOMES Buffet Interactive Reflective Slido.Com –NHNP-1 FRAMING The Agenda Implement one small step towards becoming a networked nonprofit • Breaking Through the Noise • Social Media Assessment • Writing Your Social Media Strategy • Tips: Content, Channels, and Champions • Q/A, Reflection, Raffle http://bethkanter.wikispaces.com/NHNP-‐1
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- 12. Content Is King,Storytelling is Queen What hasn’t changed?
- 13. 13 Stories of Impact •Why should your audience care? • What problem is your organization working to solve for your audience? • Why should someone trust your organization to solve the problem? • What is the call to action?
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- 17. A “Who Done It” Story Told Across Social Media Channels to Land Hank and his Fuzzy Purple Hippo Toy A Forever Home
- 18. Fuzzy Purple Hippo Toy Has a Medical Emergency
- 19. Fuzzy Purple Hippo Toy Resting After Surgery
- 29. Great storytelling may capture attention, you also need to empower your audience to share your stories with their networks!
- 30. Champions Increase Your Reach and Engagement “If you hear an idea from 10 people, the impact is completely off the charts compared to just one person whispering in your ear.” -‐Seth Godin
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- 37. Where is your nonprofit? Content, Champions, Channels Objectives and audiences for social Inconsistent content and storytelling across social media channels Haphazard metrics Leader and employees use social but lacks champion strategy Content is consistent process based on personas and research Consistently shares content across social channels using storytelling best practices Activate staff and supporters informally Some measurement in all above Sporadic content and social presence Not using storytelling best practices Lack of social media champions inside or outside Multi-Channel Content Strategy, Storytelling Best Practices, Internal Process, and Measurement Strategic pilots with emerging social media channels Formal Champions Strategy and regular activation Reflection and Continuous Improvement CRAWL WALK RUN FLY
- 38. Where’s Your Organization Now? • What area do you need to do to improve? Slido.Com – NHNP-‐1
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- 40. How To Write Your Social Media Strategy Audience Objective Content Champions Channels
- 41. AUDIENCE: Artists and people in their neighborhood OBJECTIVES: Increase engagement by 2 comments per post by FY 2017 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2017 10% students /attenders say they heard about us through Facebook, Instagram, or Twitter CONTENT AND CHAMPIONS Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. Uses best practices in storytelling and content creation process. Asks artists and teachers to share with their networks on FB. CHANNELS Focused on Facebook, Twitter, and Instagram to use best practices and align engagement/content with other channels which includes flyers, emails, and web site. Small budget for FB advertising to boost good performing content and advertise events with well-‐crafted landing page and knowledge of audience targets. Strategy: Kearny Street Workshop
- 42. PERSONAS: Kearny Street Workshop Example Artist Persona: Cathy, in her 20’s, uses Instagram and Facebook to share her art work. Wants to participate in programs and exhibits at the gallery. Neighborhood Persona: Lee, lives and works in the neighborhood. Is a cook. Uses Facebook on his mobile phone. Has not visited the gallery because he thought it was a private club.
- 43. Define Measurable Objectives Reach Engage Action Donate Grow our web site visitors by 10% Increase Engagement rate on Facebook to 4% Increase the number of people who follow us on Twitter by 5% Increase the number of people who attend our events by 5%
- 45. Exercise: People and Objectives • Describe 1 target audiences that you want to reach through social media • What action do you want the audience to take? • How will you measure it?
- 46. Social Media Building Blocks: The 3 C’s Content ChampionsChannels
- 47. Digital Content Best Practices • Content themes and stories resonate with your audience and support objectives •Content is shared across channels and optimized for different social media channels • Different Formats: Video, Photo, Text • Disciplined work flow to plan, create, curate, share and measure – weekly or monthly, one 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-‐generated content
- 50. Editorial Calendar: Weekly, One Channel
- 51. Editorial Calendar: Monthly, Several Channels Tools: Spreadsheet, Buffer, Sprout Social, Co-‐Schedule, Edgar
- 52. Organizing Your Content Creation Process
- 53. Exercise ● Identify content themes. Brainstorm some ideas for stories of impact that resonate with your target audience. ❏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-‐generated content
- 55. Pick the Best Channels to Reach Your Audience ● Optimize the 1-‐3 of most important social platforms first ● Right size content creation, frequency and timing to your capacity ● Repurpose and recycle content creatively across channels ● Measure, learn, improve
- 56. Frequency and Timing How Often To Post on Social Media Based on 14 Research Studies https://coschedule.com/blog/how-‐often-‐to-‐post-‐on-‐social-‐media
- 57. ● Complete yourFB profile, prioritized in algorithm ● Experiment with post length: Short copy could work well for clicks, whereas longer copy could work better for engagement. ● Lead with a question in your post ● Use bullet point lists ● Add a pull quote from your content ● Include an emoji or two ● Tag other pages/users ● Engage in the comments ● Images work well on Facebook, ideal size 1,200 x 630 pixels or use Canva ● Video, video, video! ● Messenger Bots (2018)
- 58. • Profile filled out w/ compelling cover image and links in bio • Use keywords in bio • Avoid using all the characters • Don’t use distracting hashtags • Post with photos • 5-‐10 times per day • Gifs and emoji stand out • Use images sized correctly • Ask questions • Curate content related to your mission, share using Quote • Share other partners content • Create a back channel DM for champion sharing • Use moments to tell stories of impact
- 59. Champions Enlisting your staff and board to leverage their personal brands and networks on social media Getting your supporters and fans to spread the word about your organization or campaigns on social media channels Identifying and cultivating super fans
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- 61. Source: Heather McLeod Grant
- 62. The Social CEO: In Service of Strategy
- 63. Fun, Easy Ways To Engage
- 66. Social Media Super Fans: Who is Most Engaged on Social Channels? • Use WhoLikesUs to get a list of your most engaged Facebook Fans • Social Rank for Twitter/Instagram • Invite them – your email list
- 67. Create Your Strategy Poster
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- 70. Open Question and Answer
- 71. One Minute of Silent Reflection: I Commit To … Futureme.org
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- 73. Thank you! www.bethkanter.org The Happy Healthy Nonprofit http://bit.ly/happyhealthynpbook