This document outlines an agenda and presentation on social media strategy for non-profits and arts organizations. The presentation covers understanding the social media landscape, introducing the concept of "Matterness" which focuses on making stakeholders feel known, acknowledged, and invested. It discusses finding the online conversation, designing online engagement opportunities, and critical practices for social media success. The presentation includes examples, case studies, and exercises to help organizations develop a social media strategy focused on meaningful engagement and community building.
Matterness is a way to make people feel known, acknowledged and invited to participate in all your organizational efforts. Passive audiences become active, and passionate supporters then become your best ambassadors. Supporters enthusiastically contribute their knowledge, networks and funds to support your cause. This presentation, given at a Valley Gives 1.5 hr in-person workshop, covers the principles of Matterness to make your people feel acknowledged, empowered and activated using social media, along with examples and a deep case study. Slide deck includes discussion prompts for nonprofits around fundraising and organizational behavior.
Developed in collaboration with Allison Fine, my partner in MatternessConsulting.com
What can we do now, to prepare for the best GivingTuesday yet? In this presentation, given at the AFP of Mahoning-Shenango County, I highlight what's hot in online giving, the digital giving and mobile trends, and how they inform GivingTuesday. The slide deck includes a successful GivingTuesday case study, and offers a framework for designing your own winning GivingTuesday fundraising or engagement campaign. The deck also includes a framework, campaign ideas, and a path for developing your own GivingTuesday campaign that will move your stakeholders to action.
What's the secret to designing and executing a successful online engagement campaign? It's all detailed in this presentation, including assets needed to launch and run a successful digital engagement campaign, timelines, elements of engagement campaigns, and two case studies. Throughout, there are checklists to help you prepare and succeed: checklists of organizational readiness, campaign prep, and campaign assets. Included are two case studies of nonprofit digital engagement campaigns: the NYC Elder Abuse Center's 14 Days of Thanks Campaign, and the National Brain Tumor Society's Brain Tumor Awareness Month multifaceted awareness campaign.
Online Giving: Trends, Tactics, and Getting Them To The DoorDebra Askanase
New to online giving, or just want an overview? In this presentation, we cover the most recent online giving stats, trends, online donation page and button optimization techniques, and engagement tactics to bring donors to the door. The presentation includes stats on generational giving preferences, mobile giving, crowdfunding, and giving by sector.
In the age of information overload, having a social media measurement practice is the key to successful execution of your social strategy. This presentation, presented at Social Media for Nonprofits, covers what data points tell you that your community cares and is willing to take action, a methodology to figuring what data is relevant to your outcomes, where to find the metrics that matter, and why setting up the right metrics can make the difference between knowing that people visited a page on your website, and if your social media actions sent them there.
Turning Traditional Donors into Online EvangelistsDebra Askanase
Nonprofit organizations are challenged translating the value of social and digital platforms to their base of traditional donors. "Traditionalists" don’t use social media to support causes online, if they use social media at all. "Mainstreeters" are hesitant to use it to support their causes. This presentation covers: who is a Traditionalist and Mainstreeter, how do they hear about your organization, what are they looking for from you, and a strategy to empower these donors with the knowledge, tools, and resources to use social and digital platforms for your organization.
Best Practices Using Linkedin and Facebook for Youth EntrepreneurshipDebra Askanase
Best practices in using Linkedin, Twitter, and Facebook to promote youth businesses and support mentors. It is based on research interviews with seven member organizations of Youth Business International in seven different countries. A segment from my longer presentation at the YBI Global Forum 2010 in Mexico City.
Impactful Social Media and Fundraising - The Power of the Network WeaverDebra Askanase
How can you harness social networks and social media to develop your personal network to effectively help your organization and translate your leadership vision online. Become a key part of your organization's social media strategy by helping them reach a much greater audience, and learn about the fundamentals of online fundraising and gain some valuable ideas and strategies to bring back to your communities.
Matterness is a way to make people feel known, acknowledged and invited to participate in all your organizational efforts. Passive audiences become active, and passionate supporters then become your best ambassadors. Supporters enthusiastically contribute their knowledge, networks and funds to support your cause. This presentation, given at a Valley Gives 1.5 hr in-person workshop, covers the principles of Matterness to make your people feel acknowledged, empowered and activated using social media, along with examples and a deep case study. Slide deck includes discussion prompts for nonprofits around fundraising and organizational behavior.
Developed in collaboration with Allison Fine, my partner in MatternessConsulting.com
What can we do now, to prepare for the best GivingTuesday yet? In this presentation, given at the AFP of Mahoning-Shenango County, I highlight what's hot in online giving, the digital giving and mobile trends, and how they inform GivingTuesday. The slide deck includes a successful GivingTuesday case study, and offers a framework for designing your own winning GivingTuesday fundraising or engagement campaign. The deck also includes a framework, campaign ideas, and a path for developing your own GivingTuesday campaign that will move your stakeholders to action.
What's the secret to designing and executing a successful online engagement campaign? It's all detailed in this presentation, including assets needed to launch and run a successful digital engagement campaign, timelines, elements of engagement campaigns, and two case studies. Throughout, there are checklists to help you prepare and succeed: checklists of organizational readiness, campaign prep, and campaign assets. Included are two case studies of nonprofit digital engagement campaigns: the NYC Elder Abuse Center's 14 Days of Thanks Campaign, and the National Brain Tumor Society's Brain Tumor Awareness Month multifaceted awareness campaign.
Online Giving: Trends, Tactics, and Getting Them To The DoorDebra Askanase
New to online giving, or just want an overview? In this presentation, we cover the most recent online giving stats, trends, online donation page and button optimization techniques, and engagement tactics to bring donors to the door. The presentation includes stats on generational giving preferences, mobile giving, crowdfunding, and giving by sector.
In the age of information overload, having a social media measurement practice is the key to successful execution of your social strategy. This presentation, presented at Social Media for Nonprofits, covers what data points tell you that your community cares and is willing to take action, a methodology to figuring what data is relevant to your outcomes, where to find the metrics that matter, and why setting up the right metrics can make the difference between knowing that people visited a page on your website, and if your social media actions sent them there.
Turning Traditional Donors into Online EvangelistsDebra Askanase
Nonprofit organizations are challenged translating the value of social and digital platforms to their base of traditional donors. "Traditionalists" don’t use social media to support causes online, if they use social media at all. "Mainstreeters" are hesitant to use it to support their causes. This presentation covers: who is a Traditionalist and Mainstreeter, how do they hear about your organization, what are they looking for from you, and a strategy to empower these donors with the knowledge, tools, and resources to use social and digital platforms for your organization.
Best Practices Using Linkedin and Facebook for Youth EntrepreneurshipDebra Askanase
Best practices in using Linkedin, Twitter, and Facebook to promote youth businesses and support mentors. It is based on research interviews with seven member organizations of Youth Business International in seven different countries. A segment from my longer presentation at the YBI Global Forum 2010 in Mexico City.
Impactful Social Media and Fundraising - The Power of the Network WeaverDebra Askanase
How can you harness social networks and social media to develop your personal network to effectively help your organization and translate your leadership vision online. Become a key part of your organization's social media strategy by helping them reach a much greater audience, and learn about the fundamentals of online fundraising and gain some valuable ideas and strategies to bring back to your communities.
Stories give context to data and facts. They make the abstract concrete, and create relationships where none existed. Significantly, stories create emotional connections between an organization and its audience that can last well beyond the initial contact. This presentation, given for organizations participating in Valley Gives 2014, highlights
• What makes a good story
• The organizational stories you have right now
• The types of stories that can power your fundraising/crowdfunding campaign
• Social media tools to tell your story
Nonprofits that excel in social media communication and engagement also understand that internal social media capacity affects external activities. This presentation covers the four internal assets needed to fully optimize social media as an organization: social media staffing, an internal social culture, budgeting, and a social media policy.
Takeaways:
• Importance of social media policies, and key questions to address
• Social media staffing structure configurations
• Internal social culture self-assessment and key stepping stones to becoming a social organization
• How much does social media really cost?
Designing and Measuring Return on Engagement Debra Askanase
Numbers don't convert to Return on Engagement (ROE), so what does? This presentation reviews all as your social media strategy and activities for the highest ROE, based on the latest research. The presentation also covers an approach to ROE measurement.
Getting the Most out of Linkedin for Nonprofits Debra Askanase
You need to know how to get the most out of Linkedin, and this presentation is full of best practices and examples. Learn how to optimize your personal and company Linkedin profiles, utilize the Groups and Answers features, and about the 10 things you can do to get the most out of Linkedin for you and your organization.
Redefining Community Leadership for an Online WorldDebra Askanase
In the age of social media, developing your own social media community is a given, but what does it mean to develop community leadership? Is it possible to share leadership with your online community? This presentation explores how organizations, and particularly schools, can foster online community leaders within social media spaces, and to what mutual benefit. The presentation includes: how to identify online leaders, what value an online leader brings to a school, how to work with online leaders, and what a strong social media community might brings to your school. The presentation also offers a basic strategy for developing and working with their online leaders, and for what purpose.
This Spring, the Multnomah County Library Levy Campaign Committee and consulting firm Winning Mark created and ran a successful place-based advocacy campaign to pass a library-preservation ballot measure. Emphasizing check-ins, recommendations, and making personal connections online, the campaign strategy paid off in a 4:1 win. This presentation walks through the strategy, complete with screenshots, lessons learned, and approach.
Less broadcasting, more engagement! This presentation includes best practices and NGO examples of Twitter profiles, understanding who sees your @ messages, Twitter tools, examples of engaging practices by nonprofits, understanding Twitter influence, and theories of engagement.
The Social Website walks you through what is a social website, the goals of a social website, the categories and types of social media integration, many examples, and a DIY worksheet. This was presented at the 2011 Nonprofit Technology Conference with Seth Giammanco of Minds on Design Lab. More social website examples at http://getsocial.mod-lab.com, or submit your own.
Streamlining Nonprofit Organizations: It's All About the CloudDebra Askanase
This presentation looks at what cloud computing is, reports on how nonprofit organizations are using the Cloud, factors for success, how to evaluate cloud technology solutions, and developing a tech plan. Includes two nonprofit case studies and a survey of cloud tools for enhancing organizational efficiencies.
The key to moving people to action online is the personal connection, but organizations struggle to be personal online. This presentation reviews specific strategies that allow organizations to become personal online, by platform. Includes examples of nonprofits getting personal and connecting on Facebook, Twitter, blogs, and Linkedin.
Introducing Data Driven Tech Leadership: Social media, Google Analytics, and ...Debra Askanase
Data-Driven Technology Leadership focuses on key questions and recommended metrics to help you provide direction to your organization on effective contact and donor management, social media and web content management.
Blogging IS a Strategy. Blogging should be relevant, targeted and strategic for your organization, and should move an organization closer towards meeting its goals. This fun, lively presentation highlights how to develop a blogging strategy, with examples of strategic blog posts from several nonprofit organizations.
50 Shades of Social Media: Navigating Policies, Laws, and Ethics Debra Askanase
Do you struggle with what you (and your colleagues) can and should say, or how you should respond to situations using social media? In this presentation for the Nonprofit Technology Conference, we consider real-world situations, walk through five ethical frameworks you may use to resolve social media conundrums, and look at ways to integrate ethical considerations into your social media policies, training, and practices. This presentation also walks through the case study of Phonedog v. Kravitz, a case involving who owns Twitter followers, and social media policy do's, don'ts, and supporting resources.
This presentation was developed and presented at the 2014 Nonprofit Technology Conference by Debra Askanase (Community Organizer 2.0, National Brain Tumor Society), Farra Trompeter (Big Duck), Carly Leinheiser (Perlman and Perlman), and Ashley Lusk (Threespot). The presentation design was created by Threespot.
Knowing the conversation topics that your community wants to discuss within your online social channels is the first step to developing a successful social media presence. In today’s challenged marketplace, social media offers synagogues the opportunity to solidify support, attract interest, and listen to the needs of the community. This presentation, delivered as the keynote address at the Cantors Assembly 2014, considers the importance of knowing what “the conversation” is that your community wants to have online, and how opening up to the conversation is a key to unlocking the power of online community.
Empowering Stakeholders to Become Network WeaversDebra Askanase
In this presentation, lean about value of the network weaver, how to foster and support your own network weavers online, a four-part support system for doing so, and the relationship between network weaving and fundraising.
It is imperative thought that a social media strategy be put in place before a single post or tweet goes out because you must first answer the question “why are we on Twitter/Facebook/YouTube?” If you can’t describe your Facebook page addresses an overall communications objective then you’re not yet prepared.
This presentation, created for the 2011 Minnesota Recreation and Park Association Annual Conference, will hopefully help you build a foundation for engaging online communities and provide you with some useful tools for managing your organization’s social presence.
Digital Storytelling Tools for Nonprofit OrganizationsDebra Askanase
New digital tools are emerging every day, making it easier for your nonprofit to tell its story online. From curation to publishing, if you’re looking to share a story, there’s an app, website or tool that can help you do it. This presentation covers the principles of good storytelling, provide examples of successful nonprofit digital storytelling, and reviews both the popular as well as some of the more unusual-but-useful online storytelling tools including PicMonkey, Visual.ly, ThingLink, Storify, mapping, Dippity, Vine, Animoto, and others.
71% of adults online use Facebook, and 52% of Internet users regularly log onto at least two social networks. Why are adults using social networks, and how should brands leverage this interest to develop loyal customers? Learn why social network users follow, fan, and interact with brands, what you need to know to engage them, and some of the best practices in several focused service industries.
Stories give context to data and facts. They make the abstract concrete, and create relationships where none existed. Significantly, stories create emotional connections between an organization and its audience that can last well beyond the initial contact. This presentation, given for organizations participating in Valley Gives 2014, highlights
• What makes a good story
• The organizational stories you have right now
• The types of stories that can power your fundraising/crowdfunding campaign
• Social media tools to tell your story
Nonprofits that excel in social media communication and engagement also understand that internal social media capacity affects external activities. This presentation covers the four internal assets needed to fully optimize social media as an organization: social media staffing, an internal social culture, budgeting, and a social media policy.
Takeaways:
• Importance of social media policies, and key questions to address
• Social media staffing structure configurations
• Internal social culture self-assessment and key stepping stones to becoming a social organization
• How much does social media really cost?
Designing and Measuring Return on Engagement Debra Askanase
Numbers don't convert to Return on Engagement (ROE), so what does? This presentation reviews all as your social media strategy and activities for the highest ROE, based on the latest research. The presentation also covers an approach to ROE measurement.
Getting the Most out of Linkedin for Nonprofits Debra Askanase
You need to know how to get the most out of Linkedin, and this presentation is full of best practices and examples. Learn how to optimize your personal and company Linkedin profiles, utilize the Groups and Answers features, and about the 10 things you can do to get the most out of Linkedin for you and your organization.
Redefining Community Leadership for an Online WorldDebra Askanase
In the age of social media, developing your own social media community is a given, but what does it mean to develop community leadership? Is it possible to share leadership with your online community? This presentation explores how organizations, and particularly schools, can foster online community leaders within social media spaces, and to what mutual benefit. The presentation includes: how to identify online leaders, what value an online leader brings to a school, how to work with online leaders, and what a strong social media community might brings to your school. The presentation also offers a basic strategy for developing and working with their online leaders, and for what purpose.
This Spring, the Multnomah County Library Levy Campaign Committee and consulting firm Winning Mark created and ran a successful place-based advocacy campaign to pass a library-preservation ballot measure. Emphasizing check-ins, recommendations, and making personal connections online, the campaign strategy paid off in a 4:1 win. This presentation walks through the strategy, complete with screenshots, lessons learned, and approach.
Less broadcasting, more engagement! This presentation includes best practices and NGO examples of Twitter profiles, understanding who sees your @ messages, Twitter tools, examples of engaging practices by nonprofits, understanding Twitter influence, and theories of engagement.
The Social Website walks you through what is a social website, the goals of a social website, the categories and types of social media integration, many examples, and a DIY worksheet. This was presented at the 2011 Nonprofit Technology Conference with Seth Giammanco of Minds on Design Lab. More social website examples at http://getsocial.mod-lab.com, or submit your own.
Streamlining Nonprofit Organizations: It's All About the CloudDebra Askanase
This presentation looks at what cloud computing is, reports on how nonprofit organizations are using the Cloud, factors for success, how to evaluate cloud technology solutions, and developing a tech plan. Includes two nonprofit case studies and a survey of cloud tools for enhancing organizational efficiencies.
The key to moving people to action online is the personal connection, but organizations struggle to be personal online. This presentation reviews specific strategies that allow organizations to become personal online, by platform. Includes examples of nonprofits getting personal and connecting on Facebook, Twitter, blogs, and Linkedin.
Introducing Data Driven Tech Leadership: Social media, Google Analytics, and ...Debra Askanase
Data-Driven Technology Leadership focuses on key questions and recommended metrics to help you provide direction to your organization on effective contact and donor management, social media and web content management.
Blogging IS a Strategy. Blogging should be relevant, targeted and strategic for your organization, and should move an organization closer towards meeting its goals. This fun, lively presentation highlights how to develop a blogging strategy, with examples of strategic blog posts from several nonprofit organizations.
50 Shades of Social Media: Navigating Policies, Laws, and Ethics Debra Askanase
Do you struggle with what you (and your colleagues) can and should say, or how you should respond to situations using social media? In this presentation for the Nonprofit Technology Conference, we consider real-world situations, walk through five ethical frameworks you may use to resolve social media conundrums, and look at ways to integrate ethical considerations into your social media policies, training, and practices. This presentation also walks through the case study of Phonedog v. Kravitz, a case involving who owns Twitter followers, and social media policy do's, don'ts, and supporting resources.
This presentation was developed and presented at the 2014 Nonprofit Technology Conference by Debra Askanase (Community Organizer 2.0, National Brain Tumor Society), Farra Trompeter (Big Duck), Carly Leinheiser (Perlman and Perlman), and Ashley Lusk (Threespot). The presentation design was created by Threespot.
Knowing the conversation topics that your community wants to discuss within your online social channels is the first step to developing a successful social media presence. In today’s challenged marketplace, social media offers synagogues the opportunity to solidify support, attract interest, and listen to the needs of the community. This presentation, delivered as the keynote address at the Cantors Assembly 2014, considers the importance of knowing what “the conversation” is that your community wants to have online, and how opening up to the conversation is a key to unlocking the power of online community.
Empowering Stakeholders to Become Network WeaversDebra Askanase
In this presentation, lean about value of the network weaver, how to foster and support your own network weavers online, a four-part support system for doing so, and the relationship between network weaving and fundraising.
It is imperative thought that a social media strategy be put in place before a single post or tweet goes out because you must first answer the question “why are we on Twitter/Facebook/YouTube?” If you can’t describe your Facebook page addresses an overall communications objective then you’re not yet prepared.
This presentation, created for the 2011 Minnesota Recreation and Park Association Annual Conference, will hopefully help you build a foundation for engaging online communities and provide you with some useful tools for managing your organization’s social presence.
Digital Storytelling Tools for Nonprofit OrganizationsDebra Askanase
New digital tools are emerging every day, making it easier for your nonprofit to tell its story online. From curation to publishing, if you’re looking to share a story, there’s an app, website or tool that can help you do it. This presentation covers the principles of good storytelling, provide examples of successful nonprofit digital storytelling, and reviews both the popular as well as some of the more unusual-but-useful online storytelling tools including PicMonkey, Visual.ly, ThingLink, Storify, mapping, Dippity, Vine, Animoto, and others.
71% of adults online use Facebook, and 52% of Internet users regularly log onto at least two social networks. Why are adults using social networks, and how should brands leverage this interest to develop loyal customers? Learn why social network users follow, fan, and interact with brands, what you need to know to engage them, and some of the best practices in several focused service industries.
Test online stakeholder interest, loyalty and relationships with an online engagement campaign. Online engagement campaigns are a test for both the organization and its fans, a learning moment, and a check/balance to test whether you are crafting meaningful ties with your stakeholders. This presentation is geared for nonprofit organizations, but appropriate for all. It was presented as a workshop at the 2015 Nonprofit Technology Conference in Austin, Texas with Demetrio Cardona-Maguigad of LimeRed Studio.
This presentation breaks down the essential ingredients of preparation, design, execution and measurement of any online engagement campaign. It also includes a DIY checklist and worksheet for crafting your own online campaign.
Takeaways:
1. Tips for understanding when you are organizationally ready to launch an engagement campaign.
2. Organizational resources and assets needed to develop an engagement campaign.
3. Critical elements of successful online engagement campaigns.
4. A roadmap for developing your own engagement campaign.
Secrets of Effective Social Storytelling. Debra Askanase
Stories give context to data and facts. Significantly, stories create emotional connections between you and your audience that can last well beyond the initial contact. Learn how to uncover the stories you already have on hand, look at ways that storytelling can power a fundraising campaign or appeal, review social media tools to tell your story, understand how to make visuals work for your story, and understand the elements of great storytelling.
Paving the way for a new composite indicator on business model innovationsFranz Barjak
In the USA, 40% of the 27 companies founded in the last 25 years, that grew their way into the Fortune 500 in the past 10 years did so through business model innovation (Johnson, Christensen, & Kagermann, 2008). David Teece (2010) suggested that the more radical a technological innovation, the greater the need for business model innovation (BMI) in order to capture (part of) the value created by the new technology. Overall, there is a growing focus on business models and business model innovations (BMI) (Zott, Amit, & Massa, 2011). However, academic research seems to lag behind business practice (ibid.) and we currently know rather little on business model innovations. A big part of the growing literature on BMI is conceptual (see the reviews in Morris, Schindehutte, & Allen, 2005; Osterwalder, Pigneur, & Tucci, 2005; Zott, et al., 2011). Others have developed instruments for using the concept in business practice and consulting (Osterwalder & Pigneur, 2009). Empirical evidence on BMI results mainly from case studies and very few ad-hoc and mostly non-scientific surveys.
Methodologically stronger innovation surveys, such as the harmonized European Community Innovation Survey (CIS) 2010, the Japanese National Innovation Survey 2012 or the US Business R&D and Innovation Survey (BRDIS) 2010 do not know the concept of BMI (see Barjak, Niedermann, & Perrett, 2013). The same applies for the Oslo Manual, the OECD guidelines for collecting innovation data, which defines and describes four types of innovation but excludes BMI in its most recent edition (OECD, 2005).
CIS experts have complained about the low use and impact of the CIS dataset, the most comprehensive multi-country data set on corporate innovation (Arundel, 2007; Bloch & Lopez-Bassols, 2009). The development and analysis of complex indicators can be a remedy to this, raising the policy relevance of CIS survey questions (Arundel, 2007). A number of such indicators have been suggested to identify different innovation modes or types (Frenz & Lambert, 2012), however, the construct of BMI is also omitted in this line of work.
The present paper aims to close this gap by
• linking the BMI construct conceptually and empirically to established innovation surveys and their definitions,
• identifying gaps in the survey coverage with regard to the BMI construct,
• developing suggestions on how to close these gaps.
We first introduce our understanding of business models and business model innovations in the next section. In section 3 we implement this definition, develop a composite indicator for BMI and measure it with data from CIS 2008 and CIS 2010. The last section summarizes and concludes the paper.
Designing Online Engagement for CollaborationDebra Askanase
Designing Online Engagement to Collaborate with Your Community walks through the building blocks of co-creation, assets needed for successful co-creation, research about how to design your online engagement for collaboration and co-creation, and several nonprofit organizations doing this well.
Finding The Social In Fundraising: AFP Northern New England Keynote AddressDebra Askanase
Millennials are cultural and technological influencers, and their adoption of technology has fueled the social web, along with everything we do with it, including fundraising. In this keynote presentation, I look at what the development of tech platforms, coupled with the rise of social citizens, tells us about how donors, fundraisers and other stakeholders want to utilize social communication for fundraising. The presentation looks carefully at people, media, and expectations of nonprofit behavior, and how what we do today as nonprofits must be social. Lastly, I consider: what does an organization need to do now, to support social media fundraising as new communications media matures?
Harness the power of Location Based Marketing and Geosocialand mobile appsDebra Askanase
What does it mean if people “check into” your business online? It means they love you! Location-Based Marketing (LBM) with Geosocial apps is the term for marketing your business using mobile location apps such as Foursquare, SVNGR, Yelp, and Foodspotting. In this workshop, we’ll review the major geosocial mobile applications, smartphone purchase decisions, usage and trends, and and how businesses are harnessing the power of users that love you enough to share it to their social networks.
An overview of how social media is affecting newspapers, journalism, and the news cycle. This slide show highlights some key studies and trends about the role of crowdsourcing in newspaper reporting, the changing relationship between news consumers and reporters, how newspapers are using social media and to what end, how social media is changing the way newspaper audiences consume news, and the role of social media sharing on news consumption.
Transforming Data into Engaging Content to Build CommunityDebra Askanase
Knowing what social media data to track is critical to transforming raw data into content your community wants. The presentation focuses on the key data metrics that tell you what you need to know about the content your community wants, how to optimize it, and and how to build an engaged community around your content. Bonus content: Information on how to create personalized data dashboards using Google Analytics and Facebook Insights.
Learn more about this presentation in the related blog post: http://www.communityorganizer20.com/2012/07/19/content-alchemy-building-community-from-content-data/
Slides from my class on "Business Model and Strategy" in the Strategy MBA course at Aarhus BSS, Aarhus University (Sep 2014).
Key takeaways:
- business model describes the essence of business in simple terms;
- business model is different from and complementary to strategy;
- business model affects firm’s performance.
Knowing what data matters, and what doesn't, is critical to creating your own social media metrics tracking system. This presentation reviews the basics of Google Analytics, Facebook Insights, and YouTube Insights, and the data you need to track in order to know what your online community wants, develop engaging content, support the community, and meet your goals. The presentation also includes references to several DIY social media metrics dashboards you can use in your business.
Fusion 360: Harmonizing social media and community, presented by Bill JohnstonSocialMedia.org
In his Brands-Only Summit presentation, Autodesk's Bill Johnston talks about how they harmonized their community and social media efforts to create a positive experience for their customers.
He shares six key lessons they learned from upgrading their Fusion 360 community user experience.
Understanding The Engagement Factor: Engagement Strategies On Social Media4Good.org
Social media is ALL about engagement. Your organization’s social media strategy should include an engagement strategy on every platform that adds value to your fans and creates deeper loyalty. In this webinar, we’ll take a look at Twitter, Facebook, blogs or video, and Linkedin. With deeper engagement, your supporters are much more likely to take action at your organization’s urging, share your organization’s information, donate funds, and bring their friends to your social spaces.
Understanding the Engagement Factor: Using Social Media FirstGiving
Social media is all about engagement. This slide deck walks you through best social media practices, how to increase social media channel involvement, how to create unique value for your fans on each channel, and a sample social media content calendar.
On August 24, 2011, United Way South-Southwest Suburban invited me to present information about online social networking.
I benefit from www.slideshare.net tremendously and maybe this will help someone also.
Get Ready, Set, Engage! Using Social Media to Connect with Your MembersAIA National
Social media can be leveraged to help chapters connect with their members--all around such common goals as increasing awareness, gaining members, or highlighting chapter events.
Social Media 101: Understanding Social Media Channels, Demographics, and UsageDebra Askanase
When should you use Facebook? Should you create a page, a group, or both? These and other questions will be addressed in this overview of the most popular social media channels for business. It includes a definition of social media, current demographics and use data, an overview of the most popular US social media channels, and how to choose the right platform for your audience.
Social media is a great tool that civil society organizations can use to communicate with their audience, market their services, connect with their networks or improve the way they work and promote their social development agenda. The key features of social media are participation and interaction, connecting people and providing the tools necessary to have a conversation - all important components of NGOs’ day-to-day work. This workshop looks at how the strategic use of social media helps civil society organizations reach new people, adds value to mission-driven work, supports goals to build a movement around a core advocacy issue, improves customer service or programmes, reaches new donors, and raises awareness of a nonprofit brand around the world.
Social media is ALL about engagement. In this webinar, we’ll take a look at Twitter, Facebook, Google Buzz, and blogs. We’ll also look at some creative engagement using Linkedin, if time permits. With deeper engagement, supporters are much more likely to take action on your behalf, share your organization’s information, donate money, and bring friends to your social spaces.
A Social Media Primer Driving Better Engagement For Your EventsLumen Consulting
Events are by definition social, yet many companies are hesitant or uncertain how to leverage social media in their portfolio. Social media is transforming the way we network and communicate personally and in business. In this interactive session, we'll consider what differentiates this technology trend from other fads and look at the demographics of who is using social media. See how any size organization can use social media to build awareness, foster word of mouth, and deepen attendee engagement.
Bootstrapping Your Social Media Engagement4Good.org
Online engagement leads to action, and that’s what every organization wants from social media usage. Take your Facebook and Twitter engagement to the next level as we discuss proven tactics for increasing engagement. We’ll talk about the latest research that reveals when and how often to tweet and post Facebook status updates, what type of tweets and updates are most shared and commented on, who tweets, and why people share online. We’ll also discuss many real-life, specific engagement tactics from nonprofit organizations, including why these tactics were successful and how you can replicate them.
The key elements to look for in any social media analytics, an overview of social media analytics, and specifically Google analytics, Facebook Insights, Facebook ad analytics, and YouTube Insights. Includes examples, and analtyics screenshots.
Overview of personal professional use of social media, professional learning network development, and using social media tools with emphasis on Twitter, Facebook, and LinkedIn.
Evaluating Your Social Media Efforts for OptimizationDebra Askanase
How do you know if your social media systems are working for your organization, or just getting in its way? Or if your social media channels are effective? This presentation offers a methodology for evaluating the success of your social media efforts within each channel as well as how optimized your social media systems are for success. The presentation includes two case studies plus a sample systems self-assessment matrix, a sample online fundraising self-assessment matrix, and a sample social media channel assessment matrix.
Developing Your Social Media Voice and Online LeadershipDebra Askanase
This presentation offers an "online playbook" for how to take your leadership online, and what that might look like personally. Within the presentation are examples, theoretical frameworks, and resources for nonprofit executive directors and other high-level staff who want to use social media personally to further the mission of their organization and translate their leadership online.
Takeaways:
• What is “online leadership”
• How to translate traditional leadership into online leadership
• Create your own personal social media playbook
How does one navigate personal and professional boundaries in the world of social media, and what does that mean for your leadership? How does the social media buzzword “transparency” translate into “leadership?” This presentation was prepared for for professional educators and lay leaders at the North American Jewish Day School Conference. The presentation reviews how nonprofit and educational executives are using social media, considers uses and strategy for an executive social media presence, and offers a "playbook" for using your own social media voice as an educator.
This session is for professional and lay leaders who have recently engaged in social media, or are considering how to personally use social media in a professional context.
Knowing what social media data to track is critical to transforming data into content your community wants, and ultimately building a stronger online community. The presentation looks at the one metric you want to measure, what content to optimize to build community, the data metrics that tell you what you need to know about your community and the content it wants, and how to build a social media community of content contributors and curators. Practical examples support this presentation.
Key Takeaways:
a.) How to use social media metrics to better understand your online and social media communities.
b.) The top cross-channel metrics you need to track for developing and optimizing content for the community.
c.) The right content to engage and deepen online relationships within your social media spaces.
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safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
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Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
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“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
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relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
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.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
2. 2
About the presenter
2
Former executive
director, community
organizer, business
consultant
Social media & digital
engagement strategy
with mission-driven orgs
since 2009
debra@communityorganizer20.com
Digital Engagement Strategist
3. Today’s workshop
15 min Introductions & overview
15 min Understanding the social media landscape
45 min Introducing Matterness
BREAK! (10 min)
30 min Finding the online conversation
60 min Designing online engagement
BREAK! (10 min)
30 min Critical practices for success
10 min Wrap-up and reflection
6. 6
Users expect to be able to reach
people and organizations socially
http://www.slideshare.net/HubSpot/the-social-lifecycle-consumer-insights-to-improve-your-business
13. When has an organization or person
made you feel…
…like you
matter?
14. People don’t feel as if
they matter
“I’ve been a
member for
years!”
“Why don’t
you talk to
me like a
person?”
“You keep
misspelling
my name”
“I never got a
thank you”
15. Why is this important?
People have a lot of choices
Donor retention
Making resources go further
Organizational sustainability
Countering negative publicity
Moving stakeholders to action!
16. Matterness is a different way of
working that turns passive
stakeholders into active
participants by making each
person
known, acknowledged &
invested
in your success.
19. Inherent tensions
• Fear of losing control
• Busyness trap of transactions
• Push < > Pull of broadcasting content
vs. online engagement
• Need to raise money
• Limited staff time
• Hard to simultaneously “do the work”
and strategize
• What else?
22. Matterness is bringing your true
selves to the online conversation
“82% of people are more likely to trust a company
whose CEO and leadership team engage with
social media.”
and
“86% of people rated CEO social media
engagement as somewhat important, very
important or mission critical.”
- BRANDfog CEO Social Media Leadership Survey22
27. Working with not at people
• Creating ways for people to participate
• Being in conversation online and on land
• Providing opportunities for supporters to tell their
own stories
• Providing opportunities to connect with each
other
• Following as well as leading
• Treating everyone like people
• Being real online
39. Share Pair Exercises
1. What is holding your organization back from
implementing Matterness?
2. What could you do (differently) to make your
constituents feel like they Matter?
1. In what ways could your network do some of
your work for you?
41. “…highly interactive platforms
through which individuals and
communities share, co-create,
discuss, and modify user-generated
content.”
-Wikipedia, social media definition
http://www.flickr.com/photos/49601347@N00/934211103/
44. It’s not really what you want
to talk about…
http://www.flickr.com/photos/47390431@N08/5549926350/
45. It’s what they want to talk about
http://www.flickr.com/photos/32454422@N00/4074805374/
46. Twitter
Facebook groups and events
Reddit & niche groups
LinkedIn groups
Hashtag communities
Where do real conversations happen?
47. “At the Case Foundation we have found the
most successful posts are ones, which invite
a dialogue between the foundation and
fans.
One piece of content asking fans to share
their favorite nonprofit generated almost
600 organic user interactions, the most ever
for our page.”
https://nonprofitquarterly.org/management/23835-ending-with-a-
question-mark-reflections-on-engagement-at-the-case-foundation.html
57. Typical Engagement Goals
Continuously expand reach
Create supporting and connected engagement systems.
Deepen and extend engagement
Engagement supports stakeholders, deepens engagement, and
retains key event and advocacy participants.
Change the relationship with stakeholders from
transactional to relational
Stakeholders feel as if they are equally recognized, valued, and
respected.
Build a connected community
Develop a group of deeply committed and engaged stakeholders who
are ready to take on the long-term issues in the community.
58. You can design for engagement
http://www.flickr.com/photos/48450255@N08/5188623949/
59. ROE of Social Media Actions*
Create a
video,
custom
message,
tweet,
product
for the
company
Become a
fan
Friend
Follow
Join
Discuss
Post
reviews
Give
feedback
Vote
Contribute
ideas
Visit
Watch
Download
Read
Play
Donate
Engage ContributeParticipate Create
Lowest to highest Return on Engagement
*Return on Engagement: Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
60. Creators talked and proactively shared
information about the brand the most.
They also influenced buying decisions
the most.
Low-level engagement by itself did not produce
significant ROE (this activities lead to ROE)
61. Donor engagement &
online engagement model
http://ssir.org/articles/entry/the_permanent_disruption_of_social_media
62. Creating a new donor engagement
model
Need a new model that takes into account the changes in donor
behavior, communications, and influence. The new model
should incorporate the following characteristics of donor
engagement:
• Allows for a donor to be engaged at different entry points and
to move easily between them during the life cycle of his
engagement
• Has no fixed end point for a donor’s engagement
• Allows for the donor-engagement footprint to expand or
contract in ways that are unique to and driven by the
individual donor
• Places the donor’s needs—not the organization’s—at the
center of the engagement
• Accounts for the influence of other people on the strength of
the donor-organization relationship
http://ssir.org/articles/entry/the_permanent_disruption_of_social_media
63. How do you define a contribution to
the organization? (National US survey)
What makes you feel like cause champion?*
• Donating (33 percent)
• Talking to others about the cause (26 percent)
• Volunteering (22 percent)
• A majority of respondents (57 percent) chose offline
activities
• A small minority choose online activities (19 percent) or
social networking (10 percent)
*Being very involved in a cause or social issue
64.
65. Consider: a new way of engaging
http://www.flickr.com/photos/49462908@N00/8603050786/
72. Designing Lily Engagement
Engage: Watch videos on FB and Live cam on site,
read blog, visit site
Participate: Facebook Friend, follow tweets, discuss
and comment
Contribute: Offer opinions and feedback, vote in
contests, name the bear, ask a question on FB
forum, etc.
Create: Post your own photos, tweet & comment
proactively, build a birdhouse, etc.
78. Share Pair Exercise
Building on what you’ve learned (Matterness,
online conversation and designed engagement),
map out at an engagement opportunity that
a. Connects with a business goal
b. Allows for low-level (follow) through high-level
(create) involvement
c. Leverages social media
d. Bonus: does it connect stakeholders to each
other?
79. What
knowledge
and content is
shareable
and/or open to
input?
1
Determine
appropriate
online spaces
and channels
Assess unique
attributes and
culture of
each social
media space
2
Brainstorm
and develop
participation
opportunities
3
Design Process for Deep Engagement
Create
engagement
opportunities
81. National Brain Tumor Society
May 2014
Social media & email push, shareable infosnaps,
video Community Chat, Downloadable ebook,
#BTVoice mini-campaign
82. Goals
• Increase engagement and activism with org
social media channels
• Acquire new email addresses
• Test frameworks
– Video chat
– Offer ideas
– Give an email address
• Grow social media spaces, especially Twitter
and Facebook
84. Designed shareable Infosnaps
Create Shareable Graphics
Good reach & engagement; drove to
website
Share to educate and
build brand awareness
Link to web pages
http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html
85.
86. Gated Material for Download 377 downloaded Frankly Speaking
Online community chat
Video Community Chat
39 first-ever participants; Focus:
Frankly Speaking
Community-building element
Live video chat forum with
various presenters and
knowledge
experts.
http://braintumor.org/communitychat
87. #BTVoice (2-week focus)
Online Campaign
Submit advice through #BTVoice;
share and support
Registration Forms
Community Chat and BTAM;
BTVoice submit by email
88. Did it work?
• Increased engagement and activism with org social media channels
• Acquire new email addresses
• Test frameworks (gated content, video chat, online campaign)
• Grow social media spaces, especially Twitter and Facebook
Frankly Speaking 365 downloads
Community Chat
#BTVoice
58 registered 39 participated
68 #BTVoice submissions
Email addresses > 200 new emails
Facebook
> 400% increase in engagement
Doubled average # new Likes
94. Create SMART social communications
Aspirational SMART
Increase traffic to donations page Increase traffic to the donation and
store sections of the website by 10-
15% in 2015
Increase social media fan engagement Increase amount of conversation and
interaction within our social media
spaces by 20% in 2015
Expand awareness of org in local
social media community
Design campaign to promote org
mission through social media in order
to increase brand awareness amongst
area residents
Need more volunteers Recruit 20% of total number of
volunteers via online submission and
social media interest
*Specific, Measurable, Attainable, Realistic, Timebound
95. Be willing to experiment
(and “fail”)
http://www.flickr.com/photos/ngi197w/5938474679/in/p95
101. Invest in social media
Minimum Prepping for
success
Success strategy
Personnel .25 time .5 time 1+ FTE
Video $500/year $1,500/year $2,500+/year
Social media monitoring $0 $100 -$300/month $500 - $1,000/month
Strategy In-house - $0 Consultant develops
strategy, $2,000+
Plan + ongoing support
$5,000+
Facebook services Free services plus
ads
$300 - $500
$500 - $1,000/year
(ads, short campaign)
$1,500 - $2,000/year
Paid social media online
services & apps
No paid services $500/year $1,000+/year
Graphics support DIY or
purchase/training for
graphics
$200/year
Mix of graphic
designer and paid
service $500-
$1,000/yr
$1,000 - $5,000/year
101
102. Putting it all together
• Create your connected self online
– Develop an online community for learning, and times of need
– Identify and connect with network weavers
• Define where your organization should be online, and
the online conversation(s)
• Create opportunities for co-creation, learning by
following, and network expansion by stakeholders
• Develop a plan for real online community creation
• Determine what capital you want to unleash
• Implement a Matterness experiment, or elements of the
Matterness checklist
103. Don’t forget to have fun!I’m always available to answer follow-
up questions!
Email: debra@communityorganizer20.com
Website/blog: communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
Editor's Notes
Name of organization, sector, and (if appropriate) with whom you are networked in the room already
(Idea: ask people to raise hand if they are networked with another introducing him/herself, or stand up by sector. We will see what the survey results show in order to determine this introductory exercise.)
Org culture is deeply intertwined with leadership. This is something that comes from the top and is part of the DNA of the org.
Digital natives, 70+million, anti-institutional, cause but not nonprofit-oriented
Everyone knows they want to practice Matterness, but there are these tensions that overwhelm. Orgs are determined to be busy. These tensions need to be conversation starters.
Talk through the fears not around them. Prioritize relationships over transactions. Stop doing things just because we’ve always done them.
Social media
Sharing ideas and stories
Wired to be kind and generous
Abundance and spread of capital
Two caveats: Matterness can be done in small doses
How does this build trust? “Where might your organization struggle being transparent and what positive thing could come out of it?” Where would you be willing to be transparent? What is the most important thing to be transparent about?
Know what matters most to them, and when your organization has made them feel as if they don’t matter. Make time and space within your organization for thinking about this. What will make them feel like they matter, and aren’t just a number, dollar or percentage point? Or an ATM machine?
A is the org goals. B is what the audience is interested in (or their goals, needs, etc.) What's in the middle is generally where THE conversation topic is going to be.
Engage: passive activities such as visiting a site, reading the blog, playing a game
Contribute: ideas, reviews, feedback
Participate: within a group or fan page
Create: create new content on a site or on their own about the site
The goal for an organization using the vortex model is to offer its supporters a tailored portfolio of involvement that speaks to their strengths and ability to have an impact. This in turn will maximize the person’s commitment and lifetime value, and strengthen the core of the vortex and its ability to influence others.
National US survey conducted in late 2010 with 2,000 people ages 18+
A person can be involved but not influential, but can never be influential without being involved
Knows the online conversation
Very real: transparency
Opportunities to engage deeply and personally
Community cares and will move to action
Real interactions: personal engagement, Value-added content, Regular programming, Participation entry paths, Conversation starters, Open-ended questions