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  1. Photo byThomasHawk Step-by-Step: Mindful and Effective Social Media Beth Kanter, Author, Blogger, and Trainer December, 2012 Community Foundation of Monterey County
  2. Beth Kanter
  3. Meet Keo SavonI’m donating my author royalties to the Sharing Foundation’s Education Program to send her to college!
  4. Intro Agenda Effectiveness MeasurementPhoto by Thomas Hawk Mindfulness Reflection
  5. Is Your Nonprofit Using Online Social Networks for Social Change? Stand Up Photo by net_efekt
  6. Stay standing if yourorganization is usingnetworks and social mediaeffectively and gettingmeasurable results?
  7. Photo by Steve Goodman 2007
  8. 2012
  9. 2012
  10. An Most Important Lesson: Don’t Focus On Tools
  11. Social Change is Increasingly Network-Centric
  12. 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.• Sharing control of decision-making• Communicating through a network model, rather than a broadcast model
  13. Leading With A Network Mindset: Shift From Push To PullSF Goodwills CEO, Debbie Alvarez-Rodriguez
  14. Leading With A Network Mindset
  15. Leading With A Network Mindset
  16. Understand, Feed, and Tune Your Networks
  17. Blending Network Strategy With Communications Strategy From CEO to CNO Tweets links related to organization’s mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions.
  18. Networking Is Dynamic LearningSEEK SENSE SHAREIdentified key blogs and Summarizes article in a Engages with alignedonline sites in issue area tweet partnersScans and reads every Writes for Huffington Post Presentationsmorning and picks out best
  19. Be the Broker in the Structural Hole
  20. Share Pair: Are you leading your nonprofit with a “Network Mindset”? What are the benefits? What are the challenges?
  21. If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have to keep moving forward.” Inspiration
  22. Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder of Network BuildingCommunications Results and EngagementStrategy Networks Many Free Agents work forDevelopment Content Strategy you Pilot: Focus oneCulture Change program or channel Best Practices Multi-Channel Engagement, with measurement Content, and Measurement Measurement and Incremental Capacity learning in all above Reflection and Continuous Improvement
  23. Pair/Table Exercise: Review/Discuss CULTUREIndicatorsThemes Categories IndicatorsINTERNAL CULTURE Networked Mindset Institutional Support Communications Strategy CAPACITY Hours Expertise Best Channels Practices and MEASUREMENT Analysis Tools Metrics Differ Adjustment for Crawl,EXTERNAL LISTENING Brand Monitoring Relationship Mapping Walk, Run, Influencer Research Fly ENGAGEMENT Ladder of Engagement Responsiveness CONTENT Integration Social Optimization NETWORK Networking and Networking Building Collaboration with Partners Social Fundraising
  24. Four Corners of the Room: Crawl, Walk, Run, FlyWhere is your organization now? What does that look like? do you need to get to the next level?
  25. Brief Stretch Break
  26. Crawl, Walk, Run, Fly Model: Networked NonprofitPracticesThemes Categories IndicatorsINTERNAL CULTURE Networked Mindset Institutional Support Communications Strategy CAPACITY Hours Expertise Practices Channels Differ for MEASUREMENT Analysis Tools Crawl, Walk, Adjustment Run, FlyEXTERNAL LISTENING Brand Monitoring Relationship Mapping Influencer Research ENGAGEMENT Ladder of Engagement Responsiveness CONTENT Integration Social Optimization NETWORK Networking and Networking Building Collaboration with Partners Social Fundraising
  27. Creating A Data Informed Culture: TheFive Stages of Measurement Acceptance Data Delight Informed Confusion Fear Denial
  28. Denial I don’t have the time to measure. It’s an art, not a science – so why bother
  29. Fear What if my strategy or program doesn’t show success?
  30. Confusion I know I should measuring our social media and network, but not sure what or how?
  31. Hey check outDelight these cool charts and graphics!
  32. Data Informed Successful networks and social media start with measurement
  33. Data-Informed Culture: It starts from the top! Do
  34. Tear down those silos and walls around data …
  35. More time think about that the data, then collect it
  36. Why did it fail?What did we learn?What insights can use nexttime around?DoSomething.Org’s Fail Fest
  37. Share Pair: Where is Your Organization? Crawl Walk Run FlyLacks consistent data Data collection Data from multiple Org Wide KPIs collection consistent but not sources shared No reporting or Data not linked to System and structure for Organizational synthesis results, could be wrong data collection Dashboard with data different views, sharingDecisions based on gut Rarely makes decisions Discussed at staff Data visualization, to improve meetings, decisions reporting, formal made using it reflection process Becoming A Networked Nonprofit: Maturity of Practice Model – Data Informed
  38. Advice for Nonprofits: Becoming Data-Informed: Change Is Easier With Small Bets • Use experiments to help evolve • Get started with a small data collection project that is high priority in your organization using the 7 steps of measurement
  39. 10 Minutes BreakWrite lingeringquestions ….
  40. Strategy /Tactics 7 Measurement• Goals Steps• Target Audience• Measurement 1. Goals• Engagement/Content 2. Target Audience• Channels/Tools 3. Time Investment• Pilot 4. Benchmark• Budget 5. KPI• Timeline 6. Tools• Measurement 7. Sense-MakingMeasurement isn’t something you do once at the end ….
  41. The 7 Simple Steps of Measurement Goal Insight Audience Tool Cost Metrics Benchmark
  42. Small Nonprofits Can Do This Too! Audience: Artists and people in their community Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. Focused on one channel (Facebook) to use best practices to: Increase engagement by comments per post KPI 8% virality and comments that indicate the people are more feel the organization more accessible Increase enrollment in classes and attendance at events KPI 10% new students /attenders say they heard about us through Facebook Benchmarks – other similar arts organization and national studies from NTEN
  43. Define Success FirstGoal
  44. Congratulations! Take A Month Off!Goal 59
  45. Ask Your Audience!• What keeps them up at night?• What are they currently seeing?• Where do they go for information?• What influences their decisions?• What’s important to them?• What makes them act?• What’s your ladder of engagement?Audience 60
  46. Benchmarks: Measurement is ComparisonsBenchmark What is one similar nonprofit that you can compare your organization to?
  47. Define Key Performance Indicators or Metrics The Perfect KPI • Is actionable • Is there when you need it • Specific to your priority • Continuously improves your processes • Gets you where you want to go • You become what you measure, so pick your KPI carefully
  48. Success Cost/Value MetricIncrease donations More efficient fund raising % reduction in cost per dollar raisedIncrease donor base More revenue from a more diverse % increase in new donors baseIncrease number of volunteers More gets done, % increase in volunteers Less burden on existing volunteers or staffIncrease awareness Increase donors/volunteers % increase in awareness, Change in behavior % increase in visibility/prominence, Positive correlation between increase in donors vs. visibilityImprove relationships with existing Better management, more stable % improvement in relationshipdonors/volunteers finances scores, % increase in donation from existing donorsImprove engagement with Better feedback and ideas for % increase in engagementstakeholders innovation (comments on YouTube, shares on Better understanding of attitudes Facebook, comments on blog, etc. and perceptions of stakeholdersChange in behavior Achieve the mission % decrease in bad behavior, % increase in good behaviorChange in attitude about your % likely to volunteer or donate % increase in trust score ororganization increases relationship scoreIncrease in skills and knowledge of Improved results from intangible to Increase in revenue per employee,staff Learning tangible % employees understanding their Using best practices, saving time roles and organizational mission
  49. Share Pair: Identify Goal, Value, and Metric• Use the chart on page 68-69 of the book• Pick one goal• Discuss these questions • What does being successful with that goal mean for your organization? • What’s the benefit/value? • What if you were not successful? • What other nonprofit would you benchmark against? • How would you modify the suggested metrics on the chart?
  50. The Right Tool for the JobContent • Positioning • ThemesAnalysis • Sentiment Survey • Awareness • RelationshipsResearch • Preferences, Perception Web • EngagementAnalytics • Action 65
  51. Best Tool for Sense-Making: Spreadsheet
  52. Survey Findings: Get Started!
  53. Best Tool for Sense-Making: Spreadsheet
  54. Review your Spreadsheet for 20 Minutes Look for patterns
  55. The 7 Simple Steps of Measurement Goal Insight Audience Tool Cost Metrics Benchmark
  56. Mindful Social Media or Mind Full?Photo by pruzicka
  57. Managing Your Attention Online: Why Is It An ImportantNetworking Skill?
  58. Self-Knowledge Is The First Step1. 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 youre 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
  59. What’s Your Attention Focusing Score? Source: Lulumonathletica 0…1…2…3…4…5…6…7…8…9…10Mindful Online………………………………………………………..Need Help Now
  60. What does it mean to manage your attention while yourcurate 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 Source: Howard Rheingold NetSmart make attention training so rigid that it destroys flow.
  61. What are some techniques that you can useto help you or staff stay focused whilenetworking online or managing your staff?
  62. A Few Tips Manage Your Attention, Not Just Your Time Visualize on Paper Establish Rituals Reflection Manage Electronic Distractions Manage Physical Space Just Say No
  63. Share Pair: What one small change will you try? To establish new attention habits, start small, find a place in your routine for new behavior and repeat until paying attention has become a habit. Source: Bandragirl:
  64. Takeaways• What is one idea that you will apply about using social media effectively?• What is one small step you can take in using measurement to improve your social media?• How can you become more mindful online?
  65. One Minute of Silence: What is one idea that you can put into practice next week? Write down on an index card Flickr Photo by John K
  66. Thank you! on Twitter