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Your Burning Questions! Welcome Please
write down your burning question about networked nonprofits or social media on sticky note What do you want answered by the end of the day? Post it on the flip chart
Who are you? Raise your
hand if ……. - Executive Director - Board Member - Nonprofit Staff Person who Implements Social Media - Other Staff - Other
And your Org? Raise your
hand if organization is budget is .. -All Volunteer -1-2 FTE -Over 2 FTE Type .. -Social Service -Environment -Arts -Education -Animal Welfare -Community Services -Health Care -Other
The Agenda AGENDA OUTCOMES Networked
Nonprofits and Mapping Your Network Take small steps to improve your strategy to get better results SMARTer Social Media Social Integration: Listening, Engagement, and Content Mindful Social Media Burning Questions Answered FRAMING Interactive Learning Together Reflect http://bethkanter.wikispaces.com/sb2 #netnon
If you can’t fly then
run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
Maturity of Practice: Network Nonprofits
CRAWL WALK Communications Strategy Development Linking Social with Results and Networks Culture Change Pilot: Focus one campaign or channel RUN Ladder of Engagement Content Strategy Incremental Capacity Best Practices Some measurement and learning in all above FLY Network Building Many champions & Influencers Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
Maturity of Practice: Crawl-Walk-Run-Fly Categories
CULTURE Practices Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4 http://bethkanter.wikispaces.com/sb1
CWRF Tracker “It helps us
put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”
Active Listening Challenge • Take
jot down insights on sticky notes • Rose = your org is doing and does well • Thorn = challenge to do it or do it well • Opportunity = something we want to improve
A Network Mindset: A Leadership
Style • • • • • • • Openness, transparency, decentralized decision-making, and collective action. Listening and cultivating organizational and professional networks to achieve the impact Leadership through active participation. Social Media Policy living document, all staff participate including leaders Sharing control of decision-making Communicating through a network model, rather than a broadcast model Data-Informed
The Networked NGO Leader: 1
Tweet = 1000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
The Social CEO: In Service
of Strategy What do they spend time doing that they could do better via social ? Whose work do they respect or feel inspired by? http://www.bethkanter.org/nonprofit-ceo-leaders/ How will social improve things they know already and value?
One Tweet by Director =
1,000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
Hybrid Model Adapted to Small
Theatre • 3 person staff • Social media responsibilities in all three job descriptions • Each person 2-4 hours per week • Weekly 20 minute meeting to coordinate • Three initiatives to support SMART objectives • Weekly video w/Flip • Blogger outreach • Facebook
Network or Stakeholder Map INFORMAL
RELATIONSHIPS OTHER ORGANIZATIONS • Other Constituents • Other Constituents • Other Constituents • Other Constituents • Other Constituents • Other Constituents Target Audiences • Describe • Describe • Describe • Describe STAFF and BOARD • Staff • Staff • Board • Aligned Partners PARTNERS • Aligned Partners • Aligned Partners FORMAL RELATIONSHIPS
Create Your Map 1. Use
sticky notes, markers and poster paper to create your organization’s map. 2. Think about communications goals and brainstorm a list of “go to” people, organizations, and online resources 3. Decide on different colors to distinguish between different types, write the names on the sticky notes 4. Identify influencers, discuss specific ties and connections. Draw the connections
Walk About, View Other Maps,
Leave Notes Visualize, develop, and weave relationships with others to help support your program or communications goals. What insights did you learn from mapping your network? How can you each use your professional networks to support one another’s social media strategy work?
POST APPLIED: SMALL ARTS NONPROFIT
PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
POST: KNOW YOUR AUDIENCE •
• • • • • What keeps them up at night? What are they currently seeking? Where do they go for information? What influences their decisions? What’s important to them? What makes them act?
Pick The Right Success Metric!
Goal Increase donations Metric Increase donor base % reduction in cost per dollar raised % increase in new donors Increase number of volunteers % increase in volunteers Increase awareness % increase in awareness, % increase in visibility/prominence Improve relationships with existing % improvement in relationship donors/volunteers scores, % increase in donation from existing donors Improve engagement with % increase in engagement stakeholders (comments on YouTube, shares on Facebook, comments on blog, etc. Change in behavior % decrease in bad behavior, % increase in good behavior Change in attitude about your organization % increase in trust score or relationship score
Social Media Integrated Campaign: CTA
Creators Critics Collectors Joiners Spectators Adopt Pet Donate to Shelter Volunteer at Shelter Take photos at Shelter and share online Download App Promote Campaign
How To Think About Content
Ideas Idea Pieces Interviews Opinion Analysis Features Highlights Reviews Stories Case Studies News Breaking News Policy News Data Reports Original Real Time Planned Curated How To Tips Tutorials Lists Resources
Social Content Optimization • Focus
on publishing highquality, engaging, relevant content • Timing and Frequency • Post questions • Use images/visuals, but vary type of content and test • Clear to call to action • Follow your analytics
Date Hook Web Email Facebook
Twitter 1 2 3 4 5 6 7 1. Volunteer? 2. Brainstorm an editorial calendar for one week. 3. Use template, sticky notes, and poster paper Photo Source: Beth Kanter Friending the Finish Line Peer Group Blog
It’s A Process: Ideas, Organize,
Create, Measure • Allocate staff meeting time • Regular content brainstorm meetings • Next steps at meeting • Have your metrics in hand
Measuring Your Content Result Metrics
Analysis Question 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?
Self-Knowledge Is The First Step
1. When you open email or do social media tasks, does it make you feel anxious? 2. When you are seeking information to curate, have you ever forgotten what it was in the first place you wanted to accomplish? 3. Do you ever wish electronic information would just go away? 4. Do you experience frustration at the amount of electronic information you need to process daily? 5. Do you sit at your computer for longer than 30 minutes at a time without getting up to take a break? 6. Do you constantly check (even in the bathroom on your mobile phone) your email, Twitter or other online service? 7. Is the only time you're off line is when you are sleeping? 8. Do you feel that you often cannot concentrate? 9. Do you get anxious if you are offline for more than a few hours? 10.Do you find yourself easily distracted by online resources that allow you to avoid other, pending work? A few quick assessment questions Add up your score: # of YES answers
What does it mean to
manage your attention while your curate or other social media tasks? • Understand your goals and priorities and ask yourself at regular intervals whether your current activity serves your higher priority. • Notice when your attention has wandered, and then gently bringing it back to focus on your highest priority • Sometimes in order to learn or deepen relationships -- exploring from link to link is permissible – and important. Don’t make attention training so rigid that it destroys flow. Source: Howard Rheingold NetSmart
Takeaways: Share Pairs • What’s
one tip or technique that you can put into practice next week to improve your social media strategy? • What’s one tip or technique that you can put into practice next week to be more mindful online? • Put on index card with your name/email for raffle for book at the end ….