Social Media Superpower Tapping Creativity to Mobilize Your Community
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Presentation from the 2014 Nonprofit Technology Conference #14ntcsuper How organizations are leveraging their creative superpowers, measuring results, and learning from experience to win - from day-to-day engagement to major campaigns for fundraising and advocacy. How do you succeed in this changing ecosystem? What does your community expect? What separates the heroes from the zeroes? It comes down to creativity and managing your community channels. Attendees will walk away with: 1) insight into how fostering and encouraging creativity can grow your community; 2) creative strategies for using different communications channels to inspire action; 3) strategies for measuring results on multiple channels and optimizing from what works; 4) examples of what early adopter nonprofits are doing and achieving. Presenters: Avi Kaplan - Director of Online Strategy, Rad Campaign Hilary Doe - Director of Business Development, NationBuilder Michael Wilson - CEO, Small World Labs
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Social Media Superpower Tapping Creativity to Mobilize Your Community
- 1. #14NTCSuper Social Media Superpower: Tapping Creativity to Mobilize your Community #14NTCsuper Michael Wilson Avi Kaplan Hilary Doe
- 2. #14NTCSuper The Presenters Michael Wilson, @wilsonmichael • CEO & Founder • Small World Labs • Online Community Avi Kaplan, @meshugavi • Director Online Strategy • Rad Campaign • Website & Interactive Strategy Hilary Doe, @hilarydoe • Business Development Director • NationBuilder • Community Organizing
- 3. #14NTCSuper Today’s Structure SHARING & TOOLS Results from each group List of Tools BREAKOUT GROUPS Self assess in each area Top 2-3 self-assessors share what & how Pick 1 to share with the room at the end PRESENTATION Three areas of social media & community strategy Examples of nonprofits using each strategy Q&A after each section
- 4. #14NTCSuper Social Media Superpower: Tapping Creativity to Mobilize Your Community photo by roadkillbuddha on Flickr
- 5. #14NTCSuper Social Media Superpower: Tapping Creativity to Mobilize Your Community photo by PatLoikaon Flickr
- 6. #14NTCSuper 3 Social Media Super Powers Super Sense http://fav.me/d1r62b6 http://bit.ly/1oDLTKl http://bit.ly/Ob5GFw Super Agility Super Strength
- 7. #14NTCSuper Super Sensing Why Do We Need Spidey-Senses? • Understand your audience • Keeps you in touch • Information & feedback is your rudder
- 8. #14NTCSuper Super Sensing Why Do We Need Spidey-Senses? • Improve your programs to better meet the needs of those you serve. • Find your sidekicks. • You can’t react if you aren’t listening first.
- 9. #14NTCSuper Super Sensing American Cancer Society, Relay Nation Engagement Tracking •Ask/Answer Questions •Update Profile Information •Download or comment on a resource •Shares something to social network •175+ other actions Constituent Relationship Management Database
- 10. #14NTCSuper Tools / Weapons for Super Sensing Little Bird – getlittlebird.com • Find people your community respects and identify influencers for your issues • Bloggers and Twitter users to build relationships with • Find interesting news and content that is popular/trending among people who are influential within your niche
- 11. #14NTCSuper Tools / Weapons for Super Sensing Monitoring and Alerts • Google Alerts • Mention • Topsy (Twitter Alerts) • Socialmention Reporting and Insights • Google Analytics • Facebook Insights • Sprout Social • CrowdTangle • Twitalyzer Identify Influencers • LittleBird • Followerwonk • Attentive.ly • Communi.it • BuzzStream
- 12. #14NTCSuper Super Agility Float Like a Butterfly Sting Like a Bee
- 13. #14NTCSuper Super Agility: News-Jacking Preeclampsia Foundation and Downton Abbey • Blog Post and Press Release • Executive Director Interviewed in Buzzfeed • Twitter Chat during live episode • Connect with a new audience and share their passion • Show how your issue and mission are relevant • Add value
- 14. #14NTCSuper Super Agility: News-Jacking Preeclampsia Foundation and Downton Abbey
- 15. #14NTCSuper Super Agility: News-Jacking Preeclampsia Foundation and Downton Abbey
- 16. #14NTCSuper Super Agility: News-Jacking Preeclampsia Foundation and Downton Abbey
- 17. #14NTCSuper Super Agility: Meme-Jacking PETA and “People shaming” http://www.peta.org/blog/best-people-shaming/
- 18. #14NTCSuper Super Agility: Meme-Jacking PETA and “People shaming” http://www.peta.org/blog/best-people-shaming/
- 19. #14NTCSuper Super Agility: Crisis Communications When Disaster Strikes photo by scottrothevents Flickr • Help people understand events • Share insights about how your issue is relevant • Give people something to do! • Explain your plan or process Examples: • Real world crisis • Financial crisis • Political crisis/opportunity
- 20. #14NTCSuper Super Agility: Crisis Communications When Your Community Revolts • Apologize when you make a mistake • Don’t leave an information gap • Make a decision quickly • Own your choices and who you are Examples: • Komen for the Cure's defunding of Planned Parenthood • Hillel student-led “Open Hillel” movement
- 21. #14NTCSuper Super Agility: Operation Smile, Medical Volunteer Action Center Attract Online Community Post-Volunteer Evaluation Volunteer Mission Team Volunteer Opportunities
- 22. #14NTCSuper Super Strength What does Super Strength look like? When your organization “flexes some muscle” can you turn people out? • Power to mobilize people around your cause • Create real-world impact with social media
- 23. #14NTCSuper Super Strength What does Super Strength look like? You don’t have to do this alone. In order to possess super strength: 1.Leverage the power of each of your individual followers 2.Combine the strength of many to build your movement
- 24. #14NTCSuper How Do I Develop Super Strength? When your organization “flexes some muscle” can you turn people out? 1.Leverage the power of each of your individual followers: • Use traditional community organizing principles to move folks up the digital “engagement ladder” • Identify “recruiters” in your network • Reach out to “influencers” that friend / follow you 2.Combine the strength of many to build your movement • Create quality, not necessarily quantity: shareable content • Most importantly, remember to encourage peer-to-peer sharing • Provide opportunities for new movement leaders Examples: Obama campaign
- 25. #14NTCSuper Give me some examples… A lot of examples are corporate or paid for by well financed campaigns. But with new tools that dramatically decrease the cost of this work, this no longer needs to be the case.
- 26. #14NTCSuper Super Strength: Greenpeace, Save Junglistan Campaign • Identified their top social media influencers to share their petition • Build a point system to encourage peer-to-peer sharing and engagement via leaderboards
- 27. #14NTCSuper Super Strength: Know How Movie Activists • Recruiter links tracked top influencers • Provided a complete engagement ladder with online and offline options; tracked progress • Incentivized outreach & action
- 28. #14NTCSuper Super Strength: #IStandWithPhil One of the most impressive social media showings of the year, and they simply: • Used integrated communication/ CMS / CRM • Leveraged influencers • Multiple platform outreach • Shareable content
- 29. #14NTCSuper Super Strength: United Nations Foundation, Girl Up Clubs Actions Supporters Groups Clubs & Campus United Nations Foundation Creates Group Invites Friends Joins Group Sends Message Asks Question Downloads File Fills Application Likes Content 3,000+ Actions Per Month 20X Increase in Fundraising
- 30. #14NTCSuper Tools / Weapons for Super Strength • NationBuilder • Wildfire (leaderboards) • Attentive.ly (social media matching) • AllKPop (gamification) • Small World Labs • Great consultancies / agencies for more hands on support!
- 31. #14NTCSuper photo by PatLoikaon Flickr Breakout: The Superhero in You
- 32. #14NTCSuper Breakout: The Superhero in You Power Assessment How good are your organization’s senses and listening powers? A.What did you say? B.My Spidey-senses are tingling. C.Super. We are the super sensing human ear!
- 33. #14NTCSuper How agile is your organization? How quickly are you able to respond effectively to emerging events? A.Wait, let’s put that on the calendar for next week… B.We’re pretty quick on the draw. C.Flash fast! I get whiplash just thinking about it. Breakout: The Superhero in You Power Assessment
- 34. #14NTCSuper When your organization flexes some muscle, how good are you at mobilizing your community? A.Umm... [crickets] B.Pretty Good. Which way to the gym? C.HULK SMASH! We can’t hear you over the crowd we’ve gathered to gape in awe at our muscles. Breakout: The Superhero in You Power Assessment
- 35. #14NTCSuper What did you think? Evaluate this session! Or, search by session title at www.nten.org/ntc/eval INSERT QR CODE HERE When you evaluate a session, you will be entered to win a prize!
Editor's Notes
- Nonprofits, advocacy organizations, and campaigns have an endless number of channels to engage their communities, spread their message, and ultimately drive action. Nonprofit websites, email, direct mail, social media, SMS, and video have all matured. Best practices emerge as nonprofits learn and adapt through experimentation and smart companies are constantly improving the available tools and developing new ones. For time-strapped nonprofits, having so many new apps, tools, and communications channels available can be overwhelming and make engagement feel like a chore. Now your board is asking why you don’t have your own online community and why you’re not using Vine, Reddit, Instagram, and Pinterest. How do you succeed in this changing ecosystem? What does your community expect? What separates the heroes from the zeroes? It comes down to creativity. In this session, we will examine how organizations are leveraging their creative superpowers, measuring results, and learning from experience to win, from day-to-day engagement to major campaigns for fundraising and advocacy.
- And to facilitate the discussion on this topic, we have three experts in the field, that have worked with a large number of nonprofits during their careers. Introduce self, Avi, Hilary.
- And because it’s Saturday, because it’s the last day of NTEN, and because we can… [click] We’ll be using true superpowers, as exhibited by our superhero friends, to make our points [AVI TRANSITION] And the three social media superpowers that we will be analyzing are (drum roll)…
- Avi: Why we root for superheroes They stand for the good We share the same vulnerability that they experience We feel a sense of belonging to their cause We identify with their story and experience their narrative as part of our own They inspire us We want to be like them Nonprofit Leadership: Inspiring others to join your cause through Narrative and powerful personal story or organizational founding origin story - why do you exist Storytelling, Caring / Passion Vision - a vision you make me believe in. Your Supporters Are Superheroes: They want to make this world a better place whether that’s by donating money and canned goods to support your local food bank, pressuring their Representative to take a stand on an important issue, or volunteering their time. Now make them feel like they are empowered to be superheroes with you.
- And the three social media superpowers that we will be analyzing are (drum roll)… Super Sense – as in the Spidey Senses of our good friend Spiderman Super Agility – like Plastic Man’s ability to quick bend into any shape to address any circumstance Super Strength – as represented by the strength in numbers of the Super Friends when they team up together [AVI GIVES ADDITIONAL OVERVIEW) And using super heroes makes sense for our social media superpowers, because social media and online communities can help organizations: Get a sense of what their supporters want & need Act nimbly to serve their supporters and their mission Move with strength, by mobilizing their entire support base And like the organizations represented by those of you in this room, our Super Heroes: Stand for good They often have a vulnerability that they have to overcome They have a story, that we can get behind and root for [AVI GIVES BACK TO MICHAEL]
- Our first social media superpower is Super Sensing. The ability to listen, observe, and be aware. The power to sense & understand helps fuel all of the strategies and tactics you employ Without the ability to sense, understand, and acquire data, you are like a boat without a rudder
- Avi: You only know what new programs you should be implementing, when you really understand and have connection with those you serve. Improve your listening skills so that you can serve your community better – meet the needs of the people you serve Identify supporters who can help you achieve your mission and find where vision aligns with theirs. Influencers. supporters who are most motivated to share your work. people who are most passionate about different issues. Superman can always hear when there’s a bank robbery going down, or when Lois Lane needs him. You can’t react if you aren’t listening first.
- 1. Relay For Life is American Cancer Society’s flagship fundraising event series 2. And ACS developed an online community, Relay Nation, as a home to all of its event committee members, team captains, and individual event participants as a way to share best practices and stay involved during the other 364 days of the year that their Relay For Life event is not on. 3. In addition to providing ACS with a large number of collaboration, engagement, and feedback capabilities, the Relay Nation Online Community tracks over 175 different engagement actions taken by each of its members This includes when members: Asks or answers a question Adds more information to their profile Downloads or provides feedback on an existing resource Shares something to their own social network Over 30,000 member engagement actions take place each month on Relay Nation. All of this data is available to the community managers for Relay Nation. 4. But in addition to this, all of this data synchronizes in real-time with American Cancer Society’s Constituent Relationship Management database Which combines this engagement data with all other constituent data, such as donor history 5. Which gives American Cancer Society a data-rich, 360 degree view of each of their supporters So that ACS can serve them better
- Pew Research: 66% of social media users actively engage in political activism online Social media / texting create opportunities for personal outreach. Personal encourages participation and participation encourages ownership; this is how you develop leaders for your movement. Development of those leaders is essential for the next step, which relies on peer-to-peer outreach and content shareability; power of social media is in user engagement measured by content shareability The ability to link peer to peer supercharge mobilization ; opinion leaders are actually usually friends and family., for example. (Psychology principles: Motive to Belong/ understand)
- Pew Research: 66% of social media users actively engage in political activism online Social media / texting create opportunities for personal outreach. Personal encourages participation and participation encourages ownership; this is how you develop leaders for your movement. Development of those leaders is essential for the next step, which relies on peer-to-peer outreach and content shareability; power of social media is in user engagement measured by content shareability The ability to link peer to peer supercharge mobilization ; opinion leaders are actually usually friends and family., for example. (Psychology principles: Motive to Belong/ understand)
- When things happen in the community, in the news, and your mission and issue are relevant the community expects to hear from you. A real world crisis like the Gulf oil spill, or water contamination in West Virginia People want to understand important events quickly and your insights can make your organization relevant and earn you the respect of new supporters if you can respond quickly. Examples: Real world crisis - Hurricane Sandy, water crisis in West Virginia Financial crisis - Bernie Madoff Political crisis/opportunity - you lose the vote, your opponent shares outrageously offensive comments about your issue by a politician on the other side
- A policy scandal like Komen for the Cure's defunding of Planned Parenthood A program crisis for your organization (Hillel getting called out by students in the Open Hillel movement for Israel policies)
- Operation Smile is an international nonprofit delivers cleft lip and cleft palate surgeries to children in developing countries To accomplish this, Operation Smile must attract volunteer doctors, surgeons, and other medical professionals to go on overseas mission trips 1. But a lot goes into the effort between attracting a volunteer and sending them on a mission trip. Previously, all of the logistics and communication efforts were handled via email, snail mail, telephone, and manually updated databases. The result is that it was very staff intensive to run the overall process and few doctors were able to make it through the process each year. 2. To become more agile, Operation Smile created an online community, the Medical Volunteer Action Center. With the Medical Volunteer Action Center: Medical Professionals can apply online 3. The application process includes a three step review and approval process, involving staff in the US and in local countries 4. Once a volunteer applicant has provided the appropriate documentation & certification, the applicant is approved 5. And gains access to the list of volunteer mission trip opportunities 6. The volunteer can then apply for mission trips, and if accepted, is placed in a collaboration group for that mission trip, along with the other mission trip participants. This allows for communication, preparation, and collaboration before the mission trip 7. After a volunteer mission trip, each volunteer and each mission coordinator fills out a post-mission evaluation form 8. And if the volunteer’s participation in the mission was deemed a success, the volunteer is approved to apply for another upcoming mission trip 9. Using this more agile approach, Operation Smile is able to process over 1,000 volunteer mission trip applications per month
- Pew Research: 66% of social media users actively engage in political activism online Social media / texting create opportunities for personal outreach. Personal encourages participation and participation encourages ownership; this is how you develop leaders for your movement. Development of those leaders is essential for the next step, which relies on peer-to-peer outreach and content shareability; power of social media is in user engagement measured by content shareability The ability to link peer to peer supercharge mobilization ; opinion leaders are actually usually friends and family., for example. (Psychology principles: Motive to Belong/ understand)
- Pew Research: 66% of social media users actively engage in political activism online Social media / texting create opportunities for personal outreach. Personal encourages participation and participation encourages ownership; this is how you develop leaders for your movement. Development of those leaders is essential for the next step, which relies on peer-to-peer outreach and content shareability; power of social media is in user engagement measured by content shareability The ability to link peer to peer supercharge mobilization ; opinion leaders are actually usually friends and family., for example. (Psychology principles: Motive to Belong/ understand)
- Pew Research: 66% of social media users actively engage in political activism online Social media / texting create opportunities for personal outreach. Personal encourages participation and participation encourages ownership; this is how you develop leaders for your movement. Development of those leaders is essential for the next step, which relies on peer-to-peer outreach and content shareability; power of social media is in user engagement measured by content shareability The ability to link peer to peer supercharge mobilization ; opinion leaders are actually usually friends and family., for example. (Psychology principles: Motive to Belong/ understand)
- Pew Research: 66% of social media users actively engage in political activism online Social media / texting create opportunities for personal outreach. Personal encourages participation and participation encourages ownership; this is how you develop leaders for your movement. Development of those leaders is essential for the next step, which relies on peer-to-peer outreach and content shareability; power of social media is in user engagement measured by content shareability The ability to link peer to peer supercharge mobilization ; opinion leaders are actually usually friends and family., for example. (Psychology principles: Motive to Belong/ understand)
- Pew Research: 66% of social media users actively engage in political activism online Social media / texting create opportunities for personal outreach. Personal encourages participation and participation encourages ownership; this is how you develop leaders for your movement. Development of those leaders is essential for the next step, which relies on peer-to-peer outreach and content shareability; power of social media is in user engagement measured by content shareability The ability to link peer to peer supercharge mobilization ; opinion leaders are actually usually friends and family., for example. (Psychology principles: Motive to Belong/ understand)
- 1. Girl Up is a program run by the United Nations Foundation The goal of the program is to give American girls the opportunity to become global leaders in the fight to raise awareness and funds for UN programs supporting adolescent girls in the developing world 2. To support his effort, the UN Foundation uses an online community for the Girl Up program, called Girl Up Clubs, which is limited to high school and college girls 3. Each high school or college club can create an online group for collaboration & membership purposes 4. And each group can add supporters Using this grassroots approach with high schools and colleges, the UN Foundation is has added >200 new clubs across the country and is adding >300 new highly engaged supporters each month 5. And these are not your normal, average type supporters. These online community, Girl Up Club supporters can take a large number of actions on behalf of the UN Foundation 6. And take action they do, Girl Up Club members generate over 3,000 community actions per month. 7. Looking at the dollars and cents, when the Girl Up program moved from its mobilization strategy, which was previously based on email, to the collaboration and engagement structure available in the Girl Up Clubs community, fundraising dollars raised by program participants went up over 20 times, so a 2000% increase in program fundraising
- Break into groups at this point. Hilary to lead framing of conversation?