becoming a networked nonprofit: effective strategy - santa maria, ca
DESCRIPTION
Workshop slidesTRANSCRIPT
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Becoming A Networked Nonprofit:
Developing An Effective Integrated Social Media
Strategy
Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books
Santa Maria, CADecember, 2013
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WelcomeYour Burning Questions!
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
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Becoming A Networked Nonprofit:
Developing An Effective Integrated Social Media
Strategy
Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books
Santa Maria, CADecember, 2013
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Beth Kanter: Master Trainer, Author, and ChangeMaker
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Who are you?
Raise your hand if …….- Executive Director- Board Member- Nonprofit Staff Person who Implements Social Media- Other Staff- Other
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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
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Stand Up, Sit Down
Is your nonprofit using these tools?
Photo by net_efekt
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AGENDAOUTCOMES
InteractiveLearning TogetherReflect
http://bethkanter.wikispaces.com/sb1
FRAMING
Take small steps to improve your strategy to get better results
Networked Nonprofits and Mapping Your Network
SMARTer Social Media
Social Integration: Listening, Engagement, and Content
Burning Questions Answered
The Agenda
#netnon
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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.
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BroadbandMobile Social Networks
3 Digital Revolutions
NGO Photography
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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.”
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CRAWL WALK RUN FLY
Maturity of Practice: Network Nonprofits
Linking Social with Results and Networks
Pilot: Focus one campaign or channel
Incremental Capacity
Ladder of Engagement
Content Strategy
Best Practices
Some measurement and learning in all above
Communications Strategy Development
Culture Change
Network Building
Many champions & Influencers
Multi-Channel Engagement, Content, and Measurement
Reflection and Continuous Improvement
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Where is your organization?
Where is your organization now? What does that look like? What do you need to get to the next level?
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Maturity of Practice: Crawl-Walk-Run-Fly
Categories PracticesCULTURE Networked Mindset
Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING 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
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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.”
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Becoming A Networked NonprofitUnderstanding Networks
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• 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
Active Listening Challenge
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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
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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?
How will social improve things they know already and value?
http://www.bethkanter.org/nonprofit-ceo-leaders/
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
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One Tweet by Director = 1,000 by Staff
Open and accessible to the world and building
relationshipsMaking interests, hobbies,
passions visible creates authenticity
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Different Voices
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Leveraging Networks
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Best Practice: Write Down the Rules – Social Media Policy
http://www.bethkanter.org/category/organizational-culture/
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Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/
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@rdearborn works for UpWell and she LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
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We don’t have time
to do social media!
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Free• Intern• Volunteer• Board
Members
Integrated• Spread
tasks across staff jobs
Staff• Part-Time
Staff• Full-Time
How Can You Make The Time?
• What can you stop doing to make room for social media?• How can you increase the amount of organizational time allocated
to social media?
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• 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
Hybrid Model Adapted to Small Theatre
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TasksSocial Media OverviewAccount Creation/CustomizationSocial Media ResearchTemplate CreationBlog MonitoringBlog DraftsVideoPost Facebook ContentAnswer comments on FacebookCollect measurement data
Using Interns Strategically
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Small Nonprofits: Recruit Skills-Based Volunteers
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Affinity Cluster
• Add your sticky notes to the wall
• Identify buckets
What are some opportunities and challenges?
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How Nonprofits Visualize Their Networks
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OTHER ORGANIZATIONS
• Describe• Describe
• Staff
• Staff
• Board
INFORMAL RELATIONSHIPS
Target Audiences
STAFF and BOARD
PARTNERS
• Describe• Describe
• Other Constituents• Other Constituents
• Other Constituents• Other Constituents • Other Constituents
• Other Constituents
• Aligned Partners
• Aligned Partners
• Aligned Partners
FORMAL RELATIONSHIPS
Network or Stakeholder Map
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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 online and offline
4. Identify influencers, discuss specific ties and connections. Draw the connections
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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?
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Random Speed Debrief: 60 Seconds
Timing It!
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SMARTer Integrated Social Media
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People
Objectives
Strategies
Tactics
POST FRAMEWORK
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PEOPLE: Artists and people in their community
OBJECTIVES: Increase engagement by 2 comments per post by FY 2013Content analysis of conversations: Does it make the organization more accessible?
Increase enrollment in classes and attendance at events by 5% by FY 201310% students /attenders say they heard about us through Facebook
STRATEGYShow the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations.
TOOLSFocused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
POST APPLIED: SMALL ARTS NONPROFIT
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• 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?
POST: KNOW YOUR AUDIENCE
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• Reach, Engagement, Action, Dollars
Results
1. How many? 2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
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Goal Metric
Increase donations % reduction in cost per dollar raised
Increase donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness,% increase in visibility/prominence
Improve relationships with existing donors/volunteers
% improvement in relationship scores,% increase in donation from existing donors
Improve engagement with stakeholders
% increase in engagement (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
Pick The Right Success Metric!
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SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
PEOPLE OBJECTIVES
STRATEGIESTOOLS
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Listen Engage
Content Champions
Social Strategy
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Key Words
Dashboard
Respond
Analysis
Repeat
PurposeBrand MonitoringCustomer Service
EngagementInfluencers
CrowdsourcingContent Curation
Listening
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California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.
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http://en.mention.net
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Think and Write: What keywords do you need to monitor to help you reach your objectives, learn more about your audience, or support content strategy? WRITE ON STICKY NOTES and add to your poster
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Creators
Critics
Collectors
Joiners
Spectators
Source: KD Paine
LikesViews Followers
Trial/Consideration Donate Advocacy
Engagement With A Purpose: Macro and Micro Conversions
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What’s Important: Ladder of Engagement
• Defined Objective• Clearly designated
steps• A way to track process• Many entry points
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Creators
Critics
Collectors
Joiners
Spectators
Adopt Pet
Donate to
Shelter
Volunteer at Shelter
Take photos at Shelter and share
online
Download App
Promote Campaign
Social Media Integrated Campaign: CTA
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Think and Write: Brainstorm Your Ladder
• CTA: Learn more
Reach
• CTA: Share why you care about x
Engagement• CTA: Do
Your goal
Action
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Champions
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ResearchRecruit
ResourcesUnleash
Finding and Leveraging Champions
• NodeXL• Twiangulate• Klout• Desk Research• Network Map
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Add Champions to Network Maps
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Tools and Tactics
Social Media Channels
Web SiteEmail
MobilePaid Media
Earned MediaOfflinePrint
Other Channels
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SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your Poster on Wall
Look at other posters
Leave Notes
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Walking Speed Debrief: One Minute
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Objective
Audience
Content Strategy
Linking Your Content Strategy To SMART Objectives
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HighlightsReviewsStoriesCase Studies
Breaking NewsPolicy NewsDataReports
TipsTutorialsListsResources
Features News How To
How To Think About Content
Idea PiecesInterviewsOpinionAnalysis
Ideas
Real Time
Planned
Original
Curated
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United Ways of California www.unitedwaysCA.org 62
Editorial Calendar Example
Include hashtags (#) and URL resources for staff to do some research on topics
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Social Content Optimization
• Focus on publishing high-quality, 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
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Date Hook Web Email Facebook Twitter Blog
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
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Result Metrics Analysis QuestionConsumption Views
ReachFollowers
Does your audience care about the topics your content covers? Are they consuming your content?
Engagement Re-tweetsSharesComments
Does your content mean enough to your audience for them to share it or engage with it?
Action ReferralsSign UpsPhone Calls
Does your content help you achieve your goals?
Revenue DollarsDonorsVolunteers
Does your content help you raise money, recruit volunteers or save time?
Measuring Your Content
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You Don’t Have To Measure All Right Away
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Use Data To Make Better Decisions
Look for patterns
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Share Pair
How will you coordinate, create, and measure your social media content? What questions do you still have?
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6 Tips for Fitting In Social Media in a Packed Schedule
1. Tailor your social media tasks to support your goals
2. Go mobile3. More curation4. Use social media scheduling tools5. Recycle, Repurpose, Remix6. Focus, Focus, Focus
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Facebook Brand Page Tips
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Twitter Tips
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Takeaways: Share Pairs • What’s one tip or technique that you can
put into practice next week to improve your social media strategy?
• Put on index card with your name/email for raffle for book at the end ….
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Thank you!
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