Becoming A Networked Nonprofit: Digital Strategies for Nonprofits North Carolina Technology 4 Good Workshop June, 2014

Beth Kanter, Master Trainer, Blogger, and Author

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

Who is in the room?

Organizational Size Type [Health, Arts, Children, Social Service, Education, Community,

Environmental, Animal Welfare, other]

Role/Title

Social Media

Do you implement social media for your organization?

Stand Up, Sit Down

Topics OUTCOME

Interactive

Reflective

FRAME

Take 1 small step

to improve your

social media

practice

• Networked

Nonprofits: Best

Practices

• SMARTer Social

Media

• Listen, Engage,

and Champions

• Content

• Staying Sane and

Being Efficient

Workshop Agenda

http://bethkanter.wikispaces.com/nc

What is your burning question?

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.

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

Alliance for Children

Social Media Success

“We were never sure of the history of Christmas Parade. We had a contest on Facebook. We found discovered nostalgic photos and the history. It has snowballed into writing articles for the paper about then and now, stirring greater interest...we have loads of new ideas and sponsors for the event.”

SGIM

Objective and Audience To advance SGIM’s mission to promote improved patient care, research and education in primary care and general internal medicine by engaging our members and the larger community of health professionals, organizations, and policy makers. Success Story “Used Tweetwalls at our last annual meeting and the level of participation on Twitter rose 66% from the previous year.”

Partnership for Children of Cumberland County

Social Media Success Story “PFC Pumpkin Patch Fall Festival went viral on Social Media and was so successful, the parking spilled out onto all of our neighboring businesses lots. “ Objectives and Audience Advocacy, information and events Targets are potential funders, parents, early childhood providers and the local community

Maturity of Practice: Crawl-Walk-Run-Fly

Categories Practices CULTURE Networked Mindset

Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping

http://bethkanter.wikispaces.com/nc

Becoming A Networked Nonprofit Understanding Networks

A Networked Mindset: A Leadership Style

• Leadership through active social participation • Listening and cultivating organizational and

professional networks to achieve the impact • Sharing control of decision-making • Communicating through a network model,

rather than a broadcast model • Openness, transparency, decentralized decision-

making, and collective action. • Being Data Informed, learning from failure

North Carolina Early Childhood Foundation

“Being collaborative and transparent is part of our brand. We intentionally engage multiple organization and people in our work. For example, we formed a Blue Ribbon Committee of 30 of NC's distinguished business, philanthropic, and civic leaders. They provided input into our core principles and strategies and suggested other leaders we should engage to help us achieve our goal of closing the achievement gap and raising outcomes for all children at the end of third grade.”

Tips

• Get Their Attention • Show How It Amplifies

Their Work • Tweetutorials • Peer Pressure • Save Time • Networking Literacy –

Feed and Tune • Show Impact

http://www.bethkanter.org/afpcon/

Authenticity

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

Personality

Best Practice: Write Down the Rules – Social Media Policy

http://www.bethkanter.org/category/organizational-culture/

Social Media Policy – All Staff Participate

http://www.bethkanter.org/staff-guidelines/

5 3 2 4 1

How social is your organization’s culture? What are some of your challenges?

What: Social networks are

collections of people and

organizations who are connected to

each other in different ways through

common interests or affiliations. A

network map visualize these

connections. Online and offline.

Why: If we understand the basic

building blocks of social networks,

and visually map them, we can

leverage them for our work and

organizations can leverage them for

their campaigns. We bring in new people and resources and save time.

A Quick Network Primer

Network Maps Two Lenses 1: Whole Network 2: Professional Network (Ego)

Whole Networks: Organizational Network

Stakeholder Map: Children’s Museum

Professional Networks for Social Change Goals

National Wildlife Federation

Brought together team that is working on advocacy strategy to support a law that encourages children to play outside.

Team mapped their 5 “go to people” about this issue

Look at connections and strategic value of relationships, gaps

Whole Networks: Twitter Hashtag: WEF 2030

Core

Ties Node

Cluster Periphery

Hubs or Influencers

Cheat Sheet: Network Visualization

Create Your Network Map

1. Use sticky notes, markers and poster paper to create your organization’s network map.

2. Think about digital strategy and brainstorm a list of “go to” people, organizations, and online resources

3. Decide on different colors to distinguish between different types, write the names on the sticky notes

4. Identify influencers, discuss specific ties and connections. Draw the connections

Standing Share Pair: Share Your Map

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 leverage your network in support of your goals?

SMARTer Social Media

Flickr Photo: graceinhim

SMARTer Social Media Strategy

People

Objectives

Strategies

Tools

POST FRAMEWORK

PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused 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

• 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

• Reach, Engagement, Action, Dollars

Results

1. How many? 2. By when?

3. Measure with metrics

POST: SMART OBJECTIVES

Objective 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!

SMARTER SOCIAL MEDIA: CREATE A POSTER

Create A Poster

PEOPLE

OBJECTIVES STRATEGIES

TOOLS

LUNCH BREAK

Stretch Break

Listen Engage

Content

Champions

Social Strategy Building Blocks

Key Words

Dashboard

Respond

Analysis

Repeat

Purpose Brand Monitoring Customer Service

Engagement Influencers

Crowdsourcing Content Curation

Listening

California Shakespeare Theater California Shakespeare Theatre California Shakespeare Festival Cal Shakes Jonathan Moscone Susie Falk As the season approaches -- the names of that season's directors and productions. Twitter lists Facebook Pages

http://en.mention.net

Think and Write What are some key words that you should be monitoring?

Creators

Critics

Collectors

Joiners

Spectators

Source: KD Paine

Likes Views Followers

Trial/Consideration Donate Advocacy

Engagement With A Purpose: Macro and Micro Conversions

Conversation Starters

• Defined Objective

• Conversation starters

• Engagement styles

Think and Write What are some conversation starters? What is your engagement style?

Champions

Research

Recruit

Resources

Unleash

Finding and Leveraging Champions

• NodeXL • Twiangulate • Klout • Desk Research • Network Map

Add Champions to Network Maps

Poster Gallery Walk

Report Out

Highlights Reviews Stories Case Studies

Breaking News Policy News Data Reports

Tips Tutorials Lists Resources

Features News How To

How To Think About Content

Idea Pieces Interviews Opinion Analysis

Ideas

Real Time

Planned

Original

Curated

Editorial Calendar Example January 2013

United Ways of California www.unitedwaysCA.org

58

Include hashtags (#) and URL resources for staff to do some research on topics

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

Photo Source: Beth Kanter Friending the Finish Line Peer Group

Social Content Optimization

• Focus on publishing high-

quality, engaging, relevant

content

• Optimize sharing widgets

• Timing and Frequency

• Write headlines 25x

• Use images/visuals, but

vary type of content and

test

• Clear to call to action

• Test, Test, Test

Social Content Optimization

• Don’t give it all away in the headline • Also, don’t give it all away in the excerpt,

share image, or share text • Don’t be shrill. Don’t form an opinion for the

end user. Let them do that • Don’t depress people • And don’t over-think it. Some of your

headlines will be terrible. Accept it and keep writing

• Lastly, be clever. But not TOO clever

More Headline Tips: http://www.scoop.it/t/content-and-curation-for-nonprofits/?tag=Headlines

Social Content Optimization

Write Better Headlines

It’s A Process: Ideas, Organize, Create, Measure

• Allocate staff meeting time

• Regular content brainstorm meetings

• Next steps at meeting • Have your metrics in

hand

Result Metrics Analysis Question

Consumption Views Reach Followers

Does your audience care about the topics your content covers? Are they consuming your content?

Engagement Re-tweets Shares Comments

Does your content mean enough to your audience for them to share it or engage with it?

Action Referrals Sign Ups Phone Calls

Does your content help you achieve your goals?

Revenue Dollars Donors Volunteers

Does your content help you raise money, recruit volunteers or save time?

Measuring Your Content

Stretch Break

Time Savers and Staying Sane

•Efficiency Tips •How To Be Intentional •Your Burning Questions

Answered

6 Tips for Fitting In Social Media in a Packed Schedule

1. Time box work flow 2. Go mobile 3. More curation 4. Use social media scheduling tools 5. Recycle, Repurpose, Remix 6. Focus, Focus, Focus

Mindful Social Media or

Mind Full?

Photo by pruzicka

Managing Your Attention Online: Why Is It An Important Networking Skill?

1. 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 you're 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?

Self-Knowledge Is The First Step

A few quick assessment questions Add up your score: # of YES answers

0…1…2…3…4…5…6…7…8…9…10 Source: Lulumonathletica

Mindful Online………………………………………………………..Need Help Now

What’s Your Attention Focusing Score?

• 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 make attention training so rigid that it destroys flow.

Source: Howard Rheingold NetSmart

What does it mean to manage your attention while your curate or other social media tasks?

Takeaways: Share Pairs

• Implement: 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

Closing Circle and Reflection

Thank you!

www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter