governance: what's social media got to do with it?
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Presented at the BoardSource Leadership Forum October 2014 Social media is everywhere, and it’s here to stay. But how does it mix with governance? In this session, Emily Davis will discuss the importance of social media fundamentals, planning, and policies to effective governance. It may seem that governance and social media aren't connected, but what you don't know can hurt you. Social media is an asset to any organization, and, as a board leader, you need to be knowledgeable of the resources that will help your organization thrive.TRANSCRIPT
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Governance: What’s Social Media Got To Do With It
Emily Davis, MNM, CGT Emily Davis Consulting
© Emily Davis Consul0ng, 2014
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Turn On Your Tech
Follow the conversation… @AskEmilyD @BoardSource #BLF2014 #governance #nonprofit #socialmedia #leadership
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A Little About Me…
§ Nonprofit professional § Founder § Board member § AFP Author § MNM § 21/64 Consultant § BoardSource CGT § Donor § Translator § Late adopter
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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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Today’s Agenda
§ Make the case for social media
§ 10 tips for social media
§ Board member engagement
§ Role and value of policies
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Board Roles & Responsibilities
Set organizational
direction
Provide oversight
Ensure necessary resources
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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)
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What are your fears?
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What Stinks?!
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What Rocks?
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Why Social Media at all?
§ Position as an expert § Connect & collaborate § New resources & ideas
§ Outreach & awareness
§ Develop brand § Low cost
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Social Media Lifecycle
* The Networked Nonprofit, 2010
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Crawl
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
* The Networked Nonprofit, 2010
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Walk
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
* The Networked Nonprofit, 2010
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Run
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
* The Networked Nonprofit, 2010
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Fly
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
* The Networked Nonprofit, 2010
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10 Tips for Using Social Media
* Fundraising & the Next Generation, 2012
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
6. Philanthropy’s next generation
7. It ain’t free
8. Not everyone “Diggs” social media
9. Selling social media
10. Have a plan
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1. 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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Check out the channels…
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2. 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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3. Add Value
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4. 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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Social Media Policies
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External Policy
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Internal Policy
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Fundraising Process
NEW DONORS direct mail, events
ANNUAL DONORS Direct appeals, volunteer
involvement
MAJOR DONORS Personal asks
Committee & board involvement
PLANNED GIFTS Personal asks, personal involvement,
Could be anyone!
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5. 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
*© 2010 Beth Kanter
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Social Media Ladder
Happy bystanders (Listen)
Spreaders (Share)
Clients (Money)
Evangelists (Ask)
Instigators (Create)
*© 2010 Beth Kanter
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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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Let’s Break for Questions
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6. The Next Generation
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Media Representation
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7. 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
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8. Not Everyone Diggs It
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9. Investing Social Media
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10. Have a Plan
Set Purpose(s) Goals & Objectives Tools & Strategies
Implementation
Evaluation
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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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Please Don’t
§ Ignore stakeholder input § Make it hard to participate
§ Stray from being unique
§ Talk all about yourself § Forget to acknowledge, connect to impact
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Don’t Forget…
§ Social media is as much art as it is science.
§ Every org has different experiences. § We are all learning. § Social media is always evolving. § Ten Tips to Using Social Media as a foundation.
§ Listen and learn!
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Final Question Time!
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Have a Giggle
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Thank you!
Emily Davis, MNM
Emily Davis Consulting
(720) 515-‐0581
emilydavisconsulting.com
emilydavisconsulting.com/blog