Social Media Strategy for Foundation Leaders by Beth Kanter

1. Leading on Social Platforms
Social Media Integrated Strategy, Networks, & Learning
for Foundation Leaders
Beth Kanter, Master Trainer, Author, and Blogger
September 2014, Knight Foundation Workshop
Photo by Michael Flick

2. Beth Kanter: Master Trainer, Author, and Blogger
@kanter
http://bethkanter.wikispaces.com/knight-nj

3. http://teamcoco.com/video/linkedin-11-07-2013

5. Beth
236,861
Conan
147,345

6. Raise Your Hand If Your Digital Strategy Goal Is ….
 Improve relationships
 Increase awareness
 Increase traffic referral
 Increase engagement
 Increase innovation
 Change behavior
 Increase dollars
 Increase action

7. What’s your personal experience with social media?
• Oversee social
media strategy
• Implement social
media strategy
• Both

8. What social media platforms do you or
other staff use as a “personal brand” in
service of your organization’s strategy?

9. What is your burning question?

10. Leading on Social Platforms
Agenda OUTCOMES
• To leave the
room ready to
implement one
idea to improve
your practice
FRAMING
• Interactive
• Co-Learning
•Your organization might be in
the presentation!
Introduction
Campfire Stories
Maturity of Practice
Strategy and Measurement
Break
Networked Thought
Leadership: Blending
Organizational and Personal
Brands
Practicum
Reflection/Q&A
http://bethkanter.wikispaces.com/knight-charlotte

11. Campfire Stories

12. The Community Foundation for Greater Atlanta
Crowdsourcing Innovative New Ideas
“Our One Region Atlanta Ideas
Challenge was a Facebook contest
asking metro Atlantans how they
would use $5,000 to help increase
understanding among metro
Atlantans of different faiths and
cultures. Over 100 people entered
the contest and there were some
really creative ideas.”

13. AJ Fletcher Foundation: Community Engagement
“By far, our most successful story
has been "opening up windows to
our community about our work, our
beliefs, and our people. Our
organization was private and
discreet; uncomfortable touting our
good work in the community and
playing a visual, and vocal role in
advocacy and support for causes
we support. We saw the most
social media engagement on a
picture of our staff wearing red
holding a handmade sign that said
“We support NC teachers.”

14. ACT for Alexandra: Giving Days and Social Media
“This past year, we had a goal
to grow the total amount
raised during Spring2ACTion
(24 hours of online giving for
local nonprofits). Training the
nonprofit participants on
effectively using social media
and email helped us, in part, to
meet our goal by allowing
nonprofits to reach a broader
audience”

15. Charlottesville Area Community Foundation:
Social Media Infused Giving Day
“For a crowdfunding event in
May of 2014, we had a goal
of raising $250,000 for
community nonprofits in 24
hours. By leveraging social
media to create viral buzz
around the event, we were
able to raise more than
$500,000 and double our
goal. This word-of-mouth
marketing, activated by
social media channels, was a
key to the success of this
project. ”

16. Central Carolina Community Foundation
Social Media Infused Giving Day
“Social media was a huge part of our first giving
day, Midlands Gives. Through social media, we
were able to spread the word about the day
and create excitement during the event. Our
numbers of Twitter followers and Facebook
likes increased significantly during this time as
well as traffic to our website. We were also able
to be a resource to the community and
nonprofits and lead by example through our
own posts throughout the event. ”

17. Networked Nonprofits
Simple, agile, and
transparent
organizations and
leaders.
They are experts at
using networks, data,
and learning
strategically to make
the world a better
place.

18. 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.”
Maturity of Practice

19. Where is your organization?
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
Culture Change
Network Building
Formal Champions –
internal/external Strategy
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement

20. What’s Your Maturity of Practice?
Where is your organization now? What does that look
like? What do you need to get to the next level?
CRAWL Walk RUN FLY

21. 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

22. Strategy and Measurement

23. SMARTER SOCIAL MEDIA: POST FRAMEWORK
Flickr Photo: graceinhim

24. EARNED
OWNED
SOCIAL
MOBILE
DATA
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
Source: Steve Rubel
Multi-Channel
PAID

25. Centre Foundation: Small Foundation

26. Centre Foundation: Small Foundation

27. Centre Foundation: Small Foundation
PEOPLE: Nonprofits and Donors in Community
OBJECTIVES:
Increase awareness of Centre Foundation brand in community:
survey % heard of Centre Foundation
Raise $500,000 for Giving Day on May 6th
Inspire first-time donations from x new donors
Improve capacity of local nonprofits to do online fundraising
STRATEGY
Provide training to 96 local nonprofits to plan and implement
online giving strategy and social media during Giving Day
Use social media as part of integrated outreach campaign for
Giving Day
Ongoing content and engagement through multiple channels with
donors and nonprofits
Activate staff and board as champions online.
TOOLS
Focused on LinkedIn, Facebook and Twitter

28. Centre Foundation: Giving Day

29. Centre Foundation: Giving Day

30. Centre Foundation: Staff and Board Champions
How Board Members Can Help
Invite Your Facebook
Friends to Like
Centre Foundation’s
Facebook Page
Be an Online Super Champions!

31. Measure Objectives: Use Data To Improve
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.

32. Integrated Social Strategy Assessment
• 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.

35. Reflection
• Where is your organization in terms of social media
strategy? What does your organization need to do to
create a strategy?

36. How To Become Data-Informed
• Integrated strategy
• Pick the right success
metrics
• Measurement
discipline
• Identify small pilots,
place little bets, learn,
pivot, and iterate

37. Small Pilots for Learning: Blog
Goals KPI Tools
Increase traffic 50% increase in monthly
unique visitors
Google Analytics
Increase subscribers 30% increase in monthly
average subscribers
Feedburner
Increase engagement 50% increase in total comments
per month
Website

40. KPI: 50% increase
in referral traffic
KPI: 30% increase in blog
subscribers
KPI: 50% increase
engagement

41. Document As You Go

42. Methods for Organizational Learning
Asking Powerful Questions

43. Methods for Organizational Learning
DoSomething: Fail Fest Momsrising: Joyful Funeral
Global Giving: Biggest Looser

44. CWRF: Becoming Data Informed: What Does It look like?
Crawl Walk Run Fly
Lacks consistent data
collection
Data collection
consistent but not
shared
Data from multiple
sources
Org Wide KPIs
No reporting or
synthesis
Data not linked to
results, could be wrong
data
System and structure for
data collection
Organizational
Dashboard with
different views, sharing
Decisions based on gut Rarely makes decisions
to improve
Discussed at staff
meetings, decisions
made using it
Data visualization,
reporting, formal
reflection process
Analysis
Tools
Sense-Making

45. Think and Write
• Where is your organization in terms of social media measurement
practice?
• What is one thing you can do to improve?

46. Networked Leadership:
Blending Organizational and Personal Brands
in service of organizational mission and professional learning

47. Networked Mindset: A Leadership Style
• Leadership through active social participation as
personal brand to support organizational goals
• Listening and cultivating organizational and
professional networks to achieve the impact
• Sharing control of decision-making
• Communicating through a network model, rather than
a broadcast model
• Openness, transparency, decentralized decision-making,
and collective action.
• Being Data Informed, learning from failure

50. Vision Statement
• Encouragement and support
•Why policy is needed
• Cases when it will be used,
distributed
• Oversight, notifications, and
legal implications
• Guidelines
• Identity and transparency
• Responsibility
• Confidentiality
• Judgment and common sense
• Best practices for personal use in
service of organization as
Champion
• Brand
• Voice
• Links to Org Strategy
• Dos and Don’ts for Personal Use
from Legal
• Additional resources
• Training
• Operational Guidelines
• Escalation

53. Leadership Conversations

56. Why Build Leadership Profile On Social: Benefits
Flexibility
Enhance Existing
Work
Learning
Extend Reach
Build Trust
Less Risk

57. Identity and Boundaries Before Social Media
Personal Professional
Private Public

58. Social Media: Worlds Collide
Personal Professional
Private Public
Not Working Working

59. What Kind of Social Animal Are You?
Turtle
• Profile locked down
• Share content with family and personal friends
• Little benefit to your organization/professional
Jelly Fish
• Profile open to all
• Share content & engage frequently with little censoring
• Potential decrease in respect
Chameleon
• Profile open or curated connections
• Content/Engagement Strategy: Purpose, Persona, Tone
• Increased thought leadership for you and your organization
Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)

60. How To Be A Chameleon
Strategic Voice
Leader
Audience Authentic
How can your
personal brand
support organizational
strategy or
professional learning?

61. 61
Networked Mindset: RWJF
“We believe that striving
toward a culture of health
will help us realize our
mission to improve health
and health care for all
Americans. ”

62. Networked Mindset: RWJF

63. The Goodman Theatre and Robert Falls

64. Organizational VS Leader Voice

65. Organizational VS Leader Brand

68. Getting Started ….
• Get Their Attention
• Show How It Enhances
Their Work
• Tweetutorials
• Peer Pressure
• Social Media Policy
• Found Time
• Feed and Tune
• Show Impact
http://www.bethkanter.org/afpcon/

69. Reflection
• How can your leadership profile be in service to your
organization’s strategy?
• What is the first step?

70. Practical Networked Leadership Skills
• Finding Your Personal Brand
and Voice on Social
• Picking An Engagement Style
• Building Your Professional
Network

71. “Be yourself because everyone
else is already taken.”
- Oscar Wilde

72. Think and Write: Uncovering Your Authentic Personal Brand
• What’s your superpower?
• What do you do better than anyone else?
• What do people frequently compliment you on or praise
you for?
• What is it that your manager, colleagues, and grantees
come to you for?
• What adjectives do people consistently use to describe
you – perhaps when they’re introducing you to others?
• How do you do what you do? What makes the way you
achieve results interesting or unique?
• What energizes or ignites you?

73. Crafting Your Elevator Speech on Social

74. Think and Write: Your Elevator Speech on Social
Answer these questions in 160 characters in your profile bio:
• What is your expertise?
• Why should someone follow you?
• What hashtags or keywords do you “own”?
• Visual: What cover image conveys your personal brand?
It’s accurate. One professional
description.
It’s exciting. One word that is not
boring.
It’s targeted. One niche descriptor.
It’s flattering. One accomplishment.
It’s humanizing. One hobby.
It’s intriguing. One interesting fact or
feature about yourself.
It’s connected. Your organization,
hashtag or another social profile.

75. Ways To Engage: What Is Right Fit?
• Amplifier
• Responder
• Conversationalist
• Content Curator
Adapted from IBM Employee Champion Program

76. Arkansas Advocates for Children and Families
Rich Huddleston
Amplifier

77. ACLU of New Jersey and Udi Ofer
Responder

78. Helen Clark and UNDP
Responder

79. Conversationalist
Open and accessible to the world and
building relationships
Making interests, hobbies, passions visible
creates authenticity

80. Content Curation – Organizational Strategy
From
CEO
to
CNO
Tweets links related to organization’s mission
and work as a bipartisan advocacy organization
dedicated to making children and families a
priority in federal policy and budget decisions.

81. Professional Learning
SEEK SENSE SHARE
Identified key blogs and
online sites in issue area
Scans and reads every
morning and picks out best
Summarizes article in a
tweet
Writes for Huffington Post
Engages with aligned
partners
Presentations

82. Discussion Questions …..
• How can you engage on social and with your professional
network to leverage organizational goals?
• What type of engagement style is the best fit?

83. Summary
• Success happens by taking the right incremental step to
get to the next level, but keep moving forward
• Use social media a strategy leverage organizational
AND personal networks
• Scale your organization’s social culture with a living
social media policy
• Allow staff to leverage their personal passion in service
if your strategy
• Strategy with the right success metric
• Place little bets, but learn from failure and pivot

84. Think and Write: What is your take away – one
thing that you can put into practice?
Include your name

85. Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter