crawl, walk, run to social media success
DESCRIPTION
Presented at the Colorado Nonprofit Association Fall Conference 2014 #fallconf14 Identify your organization on the social media path continuum to take active steps to success. Using Beth Kanter's social media theory of Crawl, Walk, Run, Fly, examine social media opportunities to serve organizational goals.TRANSCRIPT
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Emily Davis, MNM Emily Davis Consulting
October 6, 2014
CRAWL, WALK, RUN TO SOCIAL MEDIA SUCCESS
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TURN ON YOUR TECH
#nptech #nonprofit
#socialmedia
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A LITTLE ABOUT ME…
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#socialmedia
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A LITTLE ABOUT YOU…
30 seconds or less
Name & Title
1 Question for Today 1 Social
Media Buzz Word
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#socialmedia
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UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create… social networks; they exist all
around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by
building relationships within them to engage and activate them for
their organizations’ efforts.” (Fine and Kanter, 2010)
#nptech #nonprofit
#socialmedia
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#nptech #nonprofit
#socialmedia
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WHAT STINKS ABOUT SOCIAL MEDIA
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#socialmedia
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WHAT ROCKS ABOUT SOCIAL MEDIA
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#socialmedia
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SOCIAL MEDIA LIFECYCLE
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#socialmedia
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CHARACTERISTICS AREAS OF IMPROVEMENT
FIRST STEPS
• Not using social
media consistently
• Resistant to change
• Struggle with
control
• Need basic marketing
plan (i.e. branding,
print materials, online
outreach, etc.)
• Leadership-driven
change in culture to
adopt online
engagement
1. Develop communications
strategy (audience, goals
& objectives, etc.)
2. Listen & develop online
presences
3. Leadership initiated
discussion about
engagement
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#socialmedia
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CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS
• Using 1 or more social
media platforms, but
not consistently
• Online presence
connected to marketing
goals
• Learn & use best practices
• Focus on 1 – 2 social media
platforms
• Need to link to campaign,
program(s), objective(s)
• Need to link goals, objectives,
and activities
• Need to identify audiences
• Collect data for measurement
1. Low-risk pilot program to
demonstrate ROI
2. Build implementation
capacity internally
3. Create/revise social
media policy
4. Integrate and document
measurement data
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#socialmedia
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CHARACTERISTICS AREAS OF IMPROVEMENT
FIRST STEPS
• Strategic use of multiple social
media tools
• Part time or full time staff for
digital communications
• Board using social media in
governance
• Social media usage integrated
throughout org
• Has developed relationships &
technology integration
• Need more sophisticated measurement tools
• Find ways to increase involvement from staff across the organization
1. Social media staff trains & coaches other org staff
2. Research more sophisticated measurement data, tools, and processes
3. Evaluate, revise strategies
4. Share success stories with other orgs
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#socialmedia
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CHARACTERISTICS
• Embracing culture of learning
• Use social media data to help the leadership guide decisions
• Demonstrate clear and compelling results
• Networked with other organizations showing similar success
• Internalized social media communication best practices including:
o Strategy
o Implementation
o Integration
o Evaluation
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#socialmedia
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10 TIPS FOR USING SOCIAL MEDIA
6. Philanthropy’s next generation
7. It ain’t free
8. Not everyone “Diggs” social media
9. Selling social media
10. Have a plan
1. Social media is A tool not THE tool
2. Social media is a plant
3. Add value
4. Two way street
5. Prospecting, cultivation, stewardship #nptech
#nonprofit #socialmedia
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COMMUNICATIONS EVOLUTION
Traditionalists
Postal Mail Phone calls
Boomers
Television Facebook Email
Generation X
Websites E-newsletters Email
Millenials (Gen Y)
Social Media Websites Mobile
Generation Z
???
Adapt or die!
Every generation
teaches us new technology
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#socialmedia
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“This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.”
- Ted Hart and Michael Johnston in Fundraising on the Internet #nptech
#nonprofit #socialmedia
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WHAT SEEDS HAVE YOU PLANTED?
• Up-to-date database
• Specific, targeted outreach
• Phone calls • In person meetings • Website
• E-newsletter • Social media
postings • Matching gifts • Challenge grants • Policies
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ADD VALUE
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TWO WAY STREET
• Be ready to respond
• Don’t wait to comment
• Offer ideas • Ask questions
• Welcome feedback
• Celebrate successes
• Educate and share impact
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#socialmedia
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SOCIAL MEDIA POLICIES
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EXTERNAL POLICY
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INTERNAL POLICY
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RELATIONSHIPS DON’T CHANGE
• Cultivate, steward, & solicit
• Recognize • Multi-channel
communications
• Meet one-on-one • Develop
ambassadors • Stewardship rather
than solicitation
• Effective database
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#socialmedia
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LADDER OF ENGAGEMENT
Awareness about service or giving
Interest in learning about service or giving
Desire to buy service from org or donate
Action when service purchased or donation is made
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#socialmedia
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SOCIAL MEDIA LADDER OF ENGAGEMENT
Happy bystanders (Listen)
Spreaders (Share)
Clients (Money)
Evangelists (Ask)
Instigators (Create)
*© 2010 Beth Kanter
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#socialmedia
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#socialmedia
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THE NEXT GENERATION
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#socialmedia
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IT AIN’T FREE
“Many nonprofits (particularly the smaller ones) lack the resources
to communicate effectively. The Internet offers the opportunity to cost-effectively build a
community of supporters.”
- ePhilanthropyFoundation.org #nptech
#nonprofit #socialmedia
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NOT EVERYONE “DIGGS” SOCIAL MEDIA
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#socialmedia
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INVESTING IN SOCIAL MEDIA
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HAVE A PLAN
Set Purpose(s) Goals & Objectives Tools & Strategies
Implementation
Evaluation
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#socialmedia
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THE PLANNING PROCESS
Discovery
Environmental scan Strategy sessions Target audiences Channel identification Topic areas
Documentation
Best practices Start small & slow Calendar dashboard Measurement strategies
Implementation
Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed
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#socialmedia
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PLEASE DON’T
• Smother with asks • Ignore stakeholder input • Make it hard to
participate • Stray from being unique • Talk all about yourself
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#socialmedia
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5 THINGS YOU CAN DO TODAY
① Make a plan ② Watch other orgs ③ Attend trainings &
ask for support ④ Invite
participation ⑤ Support new
ideas #nptech
#nonprofit #socialmedia
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ü Social media is as much art as it is science. ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a
foundation. ü Listen and learn! #nptech
#nonprofit #socialmedia
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HAVE A GIGGLE
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#socialmedia
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#socialmedia