Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter
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Beth Kanter gave a presentation on leveraging social media ambassadors for foundations. She discussed identifying foundations' social media goals and audiences. Kanter covered evaluating which mainstream and niche social media channels foundations should use to engage with different audiences. She also talked about developing content strategies and measurable goals for social media, as well as monitoring engagement and the role of influencers. The presentation provided frameworks for foundations to improve their social media strategies and leverage ambassadors.
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Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter
- 1. Beth Kanter (@kanter) April, 2016 -‐ New Orleans Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy
- 2. Beth Kanter: Master Trainer, Author, Speaker and Blogger @kanter www.bethkanter.org
- 3. • Identify one step to improve your brand social media strategy • Identify action steps to implement a social media ambassador strategy Topics OUTCOMES • Peer Learning • Interactive • Practical FRAMING Introductions and overview Your Community Foundation’s Social Media Strategy: Refresher Social Media Ambassadors -‐ Why and What -‐ Insiders -‐ Outsiders Reflection and Action Steps Agenda
- 4. Who is in the room? • Responsible for developing Foundation’s digital strategy for brand (Web Site, Email, Social, and Mobile) • Implements brand social media • Oversees someone else on team who implements brand social • % of time spent on social media as part of your job • Use social media as an individual or personal brand
- 5. Before Social Media and Networks
- 6. Leveraging Networks As Part of Digital Strategy
- 7. CRAWL WALK RUN FLY Where is your community foundation? Objectives and audiences for social part of Digital Strategy Uses most mainstream social channels as part of content strategy, but not consistent Leader and employees use social but lacks ambassador strategy Content Strategy, Consistent Process for basics Uses niche social channels Informal Ambassadors Strategy, Socially Engaged Leaders/Staff Some measurement and learning in all above Digital Strategy Development Culture Change Sporadic content strategy and social presence Lack of social media ambassadors, inside or outside Multi-Channel Engagement, Content Strategy, Internal Process, and Measurement Strategic pilots with emerging social media channels Formal Ambassadors Strategy – insiders/outsiders Reflection and Continuous Improvement
- 8. Think, Write, Share, Pop • Where do you need to improve in using social media to get to the next level? • What is your burning question?
- 9. Foundation Brand Strategy on Social Media Channels: Refresh!
- 10. Source: Pew
- 11. MAINSTREAM SOCIAL MEDIA CHANNELS Facebook Page is the new yellow pages. Simple to update and largest user base. Advertising is a necessary evil. Your audiences wants to talk to a real person. Twitter is great for this. Also good for reaching influencer audiences: media, journalists, policy makers, etc. Driving traffic to web site and other social channels LinkedIn is great for professional networking for both individuals AND brands. Potential audiences for CF: professionals who work in business, nonprofit, and government. People are consuming video content more and more. YouTube influencersand celebrities. Easily repurpose video for other platforms, although native video on Facebook performs better.
- 12. Niche Social Media Channels Great platform to connect with audience that appreciate visual content. Leverage hashtags, geotagging and influencers on Instagram in your topic area. Instagram has a large Gen Z and Y user base. Personal and foundation brands. Good for Brands with a lot of visual content. Easy way to curate content from your programs or other related sources. Big user-‐ base for food, fashion, fitness, and other lifestyle. More discovery vs social media. Long form content, online magazine, and network where stories are shared and connected with audience. Tech influencers, journalists, and growing number of nonprofits/philanthropy. Blogging platform Tumblr are great for shareable short-‐form multimedia. Popular platform with millennial audience and micro-‐interest communities. Some nonprofits use it to curate and share repurpose content on other channels. User generated news links and votes to promote stories to the front page. Engaged community ofusers comment and share.
- 13. Emerging Social Media Channels Live video streaming mobile app that allows audiences to interact with brand in real time Messagingapp that allows users to share “snaps’ – photos, text, video with friends or all followers. Largest users are Millennials and GenZ. Blab, a live video app,where you can join live conversations online with different topics. Popular with technology crowd. Many more but my head just exploded. Follow @girardinl on Twitter
- 14. Flickr Photo: graceinhim • What social media channels will help our community foundation reach our goals? • What social media channels does our existing audience already use to get information? • What social media channels does the audience we need to reach use? • What are our “anchor” social media channels? • What are our stretch social media channels where we have the capacity to listen, experiment, and learn? • Where can we standout and get value?
- 15. • Donors • Supporters • End Users of Programs PEOPLE • Policy makers • Journalists • Business Leaders INFLUENCERS • Partners • Local Organizations • State and National ORGANIZATIONS DEFINE EXISTING AND POTENTIAL AUDIENCE • What keeps them up at night? • What are they currently seeking? • What social media channels do they use for information? • What influences their decisions? • What influences their attitudes? • What’s important to them? • What makes them act?
- 16. DEFINE MEASURABLE GOALS Reach Inform Engage Action Donate
- 17. Monitoring Engagement Content Advertising Brand Ambassadors Influencers Social Strategy Building Blocks
- 23. Think, Write, Share, Pop • What are your objectives? • Who is your target audience(s)? • What is your content strategy? • What do you need to measure to improve?
- 24. A few simple tips to think about content and measurement for social channels
- 25. ORGANIZING THE PROCESS • Regular meetings to brainstorm and discover themes • Idea Dashboard • Pre-‐Planning and batch creation makes it more efficient • Editorial Calendar • Organize Content Assets • Evergreen Content
- 27. Result Metrics AnalysisQuestion Consumption Views Reach Followers Does your audience care about the topics your content covers? Are they consuming your content? Engagement Re-‐tweets Shares Comments Does your content mean enough to your audience for them to share it or engage with it? Action Referrals Sign Ups Phone Calls Does your content help you achieve your goals? Revenue Dollars Donors Volunteers Does your content help you raise money, recruit volunteers or save time? Measure to Improve
- 28. So Many Channels, So Little Time • Master the mainstream platforms: objective, audience, content • Right size to your capacity • Experiment with adding niche or experimental channels, with small pilot first to learn and incrementally investing based on results • Repurpose and recycle content creatively across channels • Measure, learn, improve
- 30. • Snapchat is a mobile app that lets users share photos and videos that are deleted in 24 hours. • Snapchat users share snaps privately with a few friends, or as stories with all their followers.
- 31. Launched in 2011 100 million users 6 billion video views every day 86% of Snapchat’s users fall into the 13 – 37 age range A small number of nonprofits/foundations experimenting: http://bit.ly/1RCI8n8 Cheat Sheets and Tutorials: You Are Never Too Old To Barf Rainbows http://www.bethkanter.org/snapchat-‐over50/
- 35. Exercise: WOOP Your Brand Social Media Strategy • Something you can accomplish with Snap Chat or other channel that is exciting, challenging, and realistic with a target audience as an experiment Wish • The best result from accomplishing your goal. Outcome • The obstacles that prevent you from accomplishing your goal.Obstacle • What is your action plan?Plan
- 36. Monitoring Engagement Content Advertising Brand Ambassadors Influencers The Five Building Blocks of Social Strategy
- 37. Redefining Brand Ambassadors in An Age of Social Media
- 38. • Any stakeholder passionate about organization • Shares information • Inspires their social networks to take action
- 39. The Most Valuable Ambassadors: Insiders Believe Community Foundation’s Work Understand Community Foundation Strategy Subject Matter Expertise Aligned Professional Networks Know the Sector and Community (Really well!) Already Use Social
- 40. Here’s Why: Trust of Nonprofit Brands Is Eroding
- 41. They Are Already Using Social Media Anyway, Why Not Leverage?
- 42. Leadership Profile on Social: Benefits • More Trust • Expanded Social Reach, Engagement and Capacity • Less Risk • Flexibility • Perspective • Professional Learning Socially Engaged Staff: Benefits
- 43. Objective Value Increase employee engagement by x% by end of fiscal year Improves internal communications, collaboration Improves loyalty, buy-‐in to mission Decreases burnout and turnover Recruit XX number of social media ambassadors by launch of campaign Free up communications staff time for more strategic planning versus doing More gets done Less burden on existing volunteers or staff Increase reach by xx% by end of the fiscal year Increases donors to campaign Increases the number of email prospects Change in attitude and increased trust in your organization xx% by the end of the fiscal year Percentage likely to volunteer or donate increases Improve relationships with existing donors and volunteers xx% by the end of the fiscal year Better management, more stable finances Improve engagement with stakeholders xx% by the end of the fiscal year Better feedback and ideas for innovation Better understanding of attitudes and perceptions of stakeholders
- 44. Nonprofit and Foundation Examples
- 45. RWJF: Foundation Strategy -‐ #cultureofhealth “We believe that striving toward a culture of health will help us realize our mission to improve health and health care for all Americans. ” GOALS Inform Behavior Change Audience: Grantees, Researchers, Policy Makers, Practitioners
- 47. Socially-‐Engaged Staff Support #cultureofhealth Audience: Specific content areas, grants, and communities
- 48. Socially-‐Engaged Staff: Social Media Plans and Personal Brands
- 49. Adding Social to Thought Leadership Activities In the field Sharing Expert Presentations Live Tweeting Conferences Monthly Chats
- 54. Human Rights Watch • Goal: Impact policy change • Leverage individual networks of over 200 staff members on Twitter • Social media policy encourages all staff to participate as personal brands • Provide training and support, with social media manager providing support • Internal coordination via listserv • Provides value to staff for content curation and media relations
- 55. The Process 1: Buy In 2: Guidelines 3: Support 4: Activate Insiders
- 56. How can I create a routine that works for me? How can I be strategic, intentional, and authentic? Getting Buy-In: Being Intentional, Habit Change How can I fit social media into my crazy busy day?
- 57. 12 Word Social Media Personal Use Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal Dos and Don’ts
- 59. Think, Write, Share, Pop • What are the opportunities for using staff, board, and other insiders as social media ambassadors? • What is the value for your organization? • Do you need to do to get buy in?
- 60. Your community foundation also has plenty of “outsiders” who can be social media ambassadors Why not put them to work as social media ambassadors and boost your campaigns or programs? Image: NY Times
- 61. Social Media Ambassadors from the Outside Research Recruit Support Activate Outsiders
- 63. • Staff and board as staff social media ambassadors • Recruited well-‐known and aligned ambassadors to promote on social media channels • Recruited pro bono volunteers: PR, Video, Photography, Content • Activated board • Reached out to aligned partner organizations and individuals to promote on social media channels
- 64. Social Media Ambassadors: Prospect Research
- 65. Research: Recruit from Your Database, Lists, Events • Post invitation on social channels
- 66. Social Media Ambassadors: Who is Most Engaged on Social Channels?
- 67. Social Media Ambassadors: Facebook • Use tool like “Top Fans “ to identify engaged fans and research them on Google or your database • Use tool like ActionSproutto gather email addresses of engaged followers via FB. • Ask board/staff to share link to landing page on their FB profiles and post on Brand Page
- 68. Social Media Ambassadors: Twitter • Review brand account for active verified users • Use a Followerwonk or SocialRankto easily sort and search followers • Create a Twitter list of your best prospects and cross check with your organization’s database. • Tweet links to landing page to sign up as Social Media Ambassador
- 69. Social Media Ambassadors: Instagram • Use a free tool like Social Rank to filter your organization’s Instagram followers by keywords in their bios, hashtags they use, their location, the number of followers they have, and more. • Create a photo or visual invitation about becoming a social media ambassador w/ link.
- 70. Social Media Ambassadors: LinkedIn • If your organization has a group or page on LinkedIn, scan the list of followers to see if any influencers jump out. • Review your network on your professional profile on LinkedIn for potential prospects. Ask board members who are LinkedIn to do the same. • Use advanced search to search by nonprofit interests, location, keyword, or company. • Post a status update on your individual LinkedIn profile or organization page with a link to an invitation for more information about becoming a social media ambassador for your organization
- 71. Social Media Ambassadors: LinkedIn
- 72. Social Media Ambassadors: Vet Relevant Relationship Connected Credible
- 73. Social Media Ambassadors: Recruit • Overview of organization and campaign • Role of social media ambassador • Time commitment • Expectations
- 74. Social Media Ambassadors: Communication and Coordination • To make it easy to keep them in the loop • Campaign updates and actions
- 75. Provide A Communications Toolkit with Basics • Overview of organization and campaign • Talking points • Brand and Staff social media accounts • Hashtags • Sample FB Updates • Sample Tweets • Sample LinkedIn Updates • List of collateral materials online – logos, important links, etc.
- 77. Mini Site for Ambassadors
- 78. Shareable Content: Images and Words
- 79. Branded Visual Content Optimized for Social Media Channels
- 80. Visual Content Optimized for Social Media Channels
- 81. Visual Content Tools http://blog.mainstreethost.com/social-‐media-‐image-‐size-‐cheat-‐sheet
- 82. Social Media Ambassadors: Activate
- 83. Say Thank You
- 85. Exercise: Getting Started Social Media Ambassador Strategy • Purpose: How can a social media ambassador program best support your foundation’s digital strategy? • Research: Who are the potential social media ambassadors? What social media channels will you research? How to make it manageable?
- 86. Takeaways: • What’s one tip or technique that you can put into practice to improve next week? Send an email to yourself at futureme.org • Raffle for books