3. My
Work:
The
Networked
Nonprofit
Networked
Nonprofits
are
simple,
agile,
and
transparent
Listen
and
engage
with
networks
of
people
and
organizations
to
reach
outcomes
Staff
and
board
leverage
their
professional
networks
in
service
of
mission
Experts
at
using
social
media
and
online
collaboration
tools
to
make
the
world
a
better
place
4. Who
is
in
the
Room?
Slido.Com
Event
Code:
#NHNP-‐1
6. TOPICS
OUTCOMES
Buffet
Interactive
Reflective
Slido.Com – NHNP-1
FRAMING
The
Agenda
Implement
one
small
step
towards
becoming
a
networked
nonprofit
• Breaking
Through
the
Noise
• Social
Media
Assessment
• Writing
Your
Social
Media
Strategy
• Tips:
Content,
Channels,
and
Champions
• Q/A,
Reflection,
Raffle
http://bethkanter.wikispaces.com/NHNP-‐1
13. 13
Stories
of
Impact
• Why
should
your
audience
care?
• What
problem
is
your
organization
working
to
solve
for
your
audience?
• Why
should
someone
trust
your
organization
to
solve
the
problem?
• What
is
the
call
to
action?
29. Great
storytelling
may
capture
attention,
you
also
need
to
empower
your
audience
to
share
your
stories
with
their
networks!
30. Champions
Increase
Your
Reach
and
Engagement
“If
you
hear
an
idea
from
10
people,
the
impact
is
completely
off
the
charts
compared
to
just
one
person
whispering
in
your
ear.”
-‐Seth
Godin
37. Where is your nonprofit? Content, Champions, Channels
Objectives and
audiences for social
Inconsistent content
and storytelling across
social media channels
Haphazard metrics
Leader and employees
use social but lacks
champion strategy
Content is consistent
process based on
personas and research
Consistently shares
content across social
channels using
storytelling best
practices
Activate staff and
supporters informally
Some measurement in
all above
Sporadic content
and social
presence
Not using
storytelling best
practices
Lack of social
media champions
inside or outside
Multi-Channel Content
Strategy, Storytelling Best
Practices, Internal Process,
and Measurement
Strategic pilots with
emerging social media
channels
Formal Champions
Strategy and regular
activation
Reflection and Continuous
Improvement
CRAWL WALK RUN FLY
40. How
To
Write
Your
Social
Media
Strategy
Audience
Objective
Content
Champions
Channels
41. AUDIENCE: Artists
and
people
in
their
neighborhood
OBJECTIVES:
Increase
engagement by
2
comments
per
post
by
FY
2017
Content
analysis
of
conversations:
Does
it
make
the
organization
more
accessible?
Increase
enrollment in
classes
and
attendance
at
events
by
5%
by
FY
2017
10%
students
/attenders
say
they
heard
about
us
through
Facebook,
Instagram,
or
Twitter
CONTENT
AND
CHAMPIONS
Show
the
human
face
of
artists,
remove
the
mystique,
get
audience
to
share
their
favorites,
connect
with
other
organizations.
Uses
best
practices
in
storytelling
and
content
creation
process.
Asks
artists
and
teachers
to
share
with
their
networks
on
FB.
CHANNELS
Focused
on
Facebook,
Twitter,
and
Instagram
to
use
best
practices
and
align
engagement/content
with
other
channels
which
includes
flyers,
emails,
and
web
site.
Small
budget
for
FB
advertising
to
boost
good
performing
content
and
advertise
events
with
well-‐crafted
landing
page
and
knowledge
of
audience
targets.
Strategy:
Kearny
Street
Workshop
42. PERSONAS:
Kearny
Street
Workshop
Example
Artist
Persona:
Cathy,
in
her
20’s,
uses
Instagram
and
Facebook
to
share
her
art
work.
Wants
to
participate
in
programs
and
exhibits
at
the
gallery.
Neighborhood
Persona:
Lee,
lives
and
works
in
the
neighborhood.
Is
a
cook.
Uses
Facebook
on
his
mobile
phone.
Has
not
visited
the
gallery
because
he
thought
it
was
a
private
club.
43. Define
Measurable
Objectives
Reach
Engage
Action
Donate
Grow
our
web
site
visitors
by
10%
Increase
Engagement
rate
on
Facebook to
4%
Increase
the
number
of
people
who
follow
us
on
Twitter
by
5%
Increase
the
number
of
people
who
attend
our
events
by
5%
44.
45. Exercise:
People
and
Objectives
• Describe
1
target
audiences
that
you
want
to
reach
through
social
media
• What
action
do
you
want
the
audience
to
take?
• How
will
you
measure
it?
47. Digital
Content
Best
Practices
• Content
themes
and
stories
resonate
with
your
audience
and
support
objectives
•Content
is
shared
across
channels
and
optimized
for
different
social
media
channels
• Different
Formats:
Video,
Photo,
Text
• Disciplined
work
flow
to
plan,
create,
curate,
share
and
measure
– weekly
or
monthly,
one
channel
or
many
48. THE
PLANNING
WORK
FLOW
SCHEDULING
&
ORGANIZING
Who,
What,
When,
Channel
THEME
DISCOVERY
Make
a
high
level
plan
RESEARCH
&
BRAINSTORMING
What
content
do
personas
want
to
consume?
49. Content
Themes
• Behind
the
scenes
at
your
organization
• Stories
of
impact
about
the
target
audience
• Showcase
programs
or
services
• Fun
or
inspiring
stories
or
content
• Educational
or
practical
tips
• Industry
or
local
news,
breaking
news,
news
jacking
• Research,
data,
policy
information
• Curate
content
useful
to
your
audience
• User-‐generated
content
53. Exercise
● Identify
content
themes.
Brainstorm
some
ideas
for
stories
of
impact
that
resonate
with
your
target
audience.
❏Behind
the
scenes
at
your
organization
❏Stories
of
impact
about
the
target
audience
❏Showcase
programs
or
services
❏Fun
or
inspiring
stories
or
content
❏Educational
or
practical
tips
❏Industry
or
local
news,
breaking
news,
news
jacking
❏Research,
data,
policy
information
❏Curate
content
useful
to
your
audience
❏User-‐generated
content
54.
55. Pick
the
Best
Channels
to
Reach
Your
Audience
● Optimize
the
1-‐3 of
most
important
social
platforms
first
● Right
size
content
creation,
frequency
and
timing
to
your
capacity
● Repurpose
and
recycle
content
creatively
across
channels
● Measure,
learn,
improve
56. Frequency
and
Timing
How
Often
To
Post
on
Social
Media
Based
on
14
Research
Studies
https://coschedule.com/blog/how-‐often-‐to-‐post-‐on-‐social-‐media
57. ● Complete your FB profile, prioritized in
algorithm
● Experiment with post length: Short
copy could work well for clicks,
whereas longer copy could work better
for engagement.
● Lead with a question in your post
● Use bullet point lists
● Add a pull quote from your content
● Include an emoji or two
● Tag other pages/users
● Engage in the comments
● Images work well on Facebook, ideal
size 1,200 x 630 pixels or use Canva
● Video, video, video!
● Messenger Bots (2018)
58. • Profile
filled
out
w/
compelling
cover
image
and
links
in
bio
• Use
keywords
in
bio
• Avoid
using
all
the
characters
• Don’t
use
distracting
hashtags
• Post
with
photos
• 5-‐10
times
per
day
• Gifs
and
emoji
stand
out
• Use
images
sized
correctly
• Ask
questions
• Curate
content
related
to
your
mission,
share
using
Quote
• Share
other
partners
content
• Create
a
back
channel
DM
for
champion
sharing
• Use
moments
to
tell
stories
of
impact
59. Champions
Enlisting
your
staff
and
board
to
leverage
their
personal
brands
and
networks
on
social
media
Getting
your
supporters
and
fans
to
spread
the
word
about
your
organization
or
campaigns
on
social
media
channels
Identifying
and
cultivating
super
fans
66. Social
Media
Super
Fans:
Who
is
Most
Engaged
on
Social
Channels?
• Use
WhoLikesUs to
get
a
list
of
your
most
engaged
Facebook
Fans
• Social
Rank
for
Twitter/Instagram
• Invite
them
– your
email
list