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Fund for Santa Barbara: Networked Nonprofit Workshop
1. Becoming A Networked
Nonprofit:
Developing An Effective
Integrated Social Media
Strategy
Beth Kanter, Master Trainer and Author of
the Networked Nonprofit Books
Santa Barbara, CA
December, 2013
2. 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
4. SHARE PAIRS AND POPCORN
Introduce yourself to someone you don’t know
and share your burning question!
5. Who are you?
Raise your hand if …….
- Executive Director
- Board Member
- Nonprofit Staff Person who Implements Social Media
- Other Staff
- Other
6. 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
7. Is your nonprofit using these tools?
Stand Up, Sit Down
Photo by net_efekt
8. 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
9. Networked Nonprofits Defined
Simple, agile, and
transparent
nonprofits.
They are experts at
using networks and
social media tools to
make the world a
better place.
12. 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.”
13. 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
14. Where is your organization?
Where is your organization now? What does that look
like? What do you need to get to the next level?
15. 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
16. 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.”
18. 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
19. 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
20. 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
21. 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?
22. One Tweet by Director = 1,000 by Staff
Open and accessible to the
world and building
relationships
Making interests, hobbies,
passions visible creates
authenticity
29. 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
30. How social is your organization’s culture?
What are some of your challenges?
1
2
3
4
5
32. 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
33. 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
34. 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?
37. 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.
38. 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?
40. 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
41. SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
PEOPLE
OBJECTIVES
STRATEGIES
TOOLS
42. SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your
Poster on Wall
Look at other
posters
Leave Notes
48. California Shakespeare Theater
California Shakespeare Theatre
California Shakespeare Festival
Cal Shakes
Jonathan Moscone
Susie Falk
As the season approaches -- the names
of that season's directors and
productions.
50. Engagement With A Purpose: Macro and Micro
Creators
Conversions
Critics
Collectors
Joiners
Views
Spectators
Likes
Trial/Consideration
Donate
Followers
Advocacy
Source: KD Paine
51. What’s Important: Ladder of Engagement
• Defined Objective
• Clearly designated
steps
• A way to track process
• Many entry points
52. 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
53. Think and Write: Brainstorm Your Ladder
Engagement
• CTA: Learn
more
Reach
• CTA: Share
why you
care about x
• CTA: Do
Your goal
Action
57. 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
58. Editorial Calendar Example
January 2013
Include hashtags (#) and URL resources for staff to do some research on topics
United Ways of California www.unitedwaysCA.org
58
59. 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
61. 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
62. 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?
63. You Don’t Have To Measure All Right Away
http://bit.ly/npspreadsheet
64. Use Data To Make Better Decisions
Look for patterns
65. Share Pair
How will you coordinate, create, and measure your social
media content? What questions do you still have?
67. Discussion and Q/A
• What are your remaining questions about
implementing your strategy?
• What is still unclear?
• How to best support peer learning moving
forward?
70. 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
71. What’s Your Attention Focusing Score?
Source: Lulumonathletica
0…1…2…3…4…5…6…7…8…9…10
Mindful Online………………………………………………………..Need Help Now
72. 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
73.
74. 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 ….