understanding what matters: social media workshop for the vermont arts council

Understanding What MattersSocial Media for the Arts

https://www.flickr.com/photos/128043383@N08/16382851218/

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About the presenter

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Former executive director, community organizer, business consultant

Social media & digital engagement strategy with mission-driven orgs since 2009

[email protected]

Digital Engagement Strategist

Today’s workshop

15 min Introductions & overview15 minUnderstanding the social media landscape45 min Introducing Matterness

BREAK! (10 min)

30 minFinding the online conversation60 min Designing online engagement

BREAK! (10 min)

30 minCritical practices for success10 minWrap-up and reflection

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Who’s in the room?

UNDERSTANDING THE SOCIAL MEDIA LANDSCAPE

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Users expect to be able to reach people and organizations socially

http://www.slideshare.net/HubSpot/the-social-lifecycle-consumer-insights-to-improve-your-business

http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

91%

76%

http://ww

w.theatlantic.com

/technology/archive/2014/06/facebook-texting-teens-instagram

-snapchat-most-popular-social-netw

ork/373043/

http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/

http://www.flickr.com/photos/35375520@N07/3702507860/

What content dominates?

ImagesVideo

Shareable content

MATTERNESS

When has an organization or person made you feel…

…like you matter?

People don’t feel as ifthey matter

“I’ve been a member for

years!”“Why don’t you talk to me like a person?”

“You keep misspelling my name”

“I never got a thank you”

Why is this important?

People have a lot of choicesDonor retention

Making resources go furtherOrganizational sustainabilityCountering negative publicityMoving stakeholders to action!

Matterness is a different way of working that turns passive

stakeholders into active participants by making each

person known, acknowledged &

invested in your success.

Institutionalizing Matterness

Org CultureStakeholder Engagemen

t

CapitalUnleashed

Org culture


Inherent tensions• Fear of losing control• Busyness trap of transactions• Push < > Pull of broadcasting

content vs. online engagement • Need to raise money• Limited staff time• Hard to simultaneously “do the

work” and strategize • What else?

Tensions becomeconversations

https://www.flickr.com/photos/136629440@N06/21910887703/

Matterness is not…

Customer serviceWindow dressingA zero-sum gameA plan to raise money

Matterness is bringing your true selves to the online conversation

“82% of people are more likely to trust a company whose CEO and leadership team engage with social media.”

and

“86% of people rated CEO social media engagement as somewhat important, very important or mission critical.”

- BRANDfog CEO Social Media Leadership Survey22

TransparentTrustworthyGenerativeConversationalWillingness to be YOU

Critical success qualities

Exactly how personal??

You entirely

Your interests +

your professional

voice

Your professional voice + your

interests

The distanced

professional

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© 2016 Community Organizer 2.0

Working with not at people

• Creating ways for people to participate• Being in conversation online and on land• Providing opportunities for supporters to

tell their own stories• Providing opportunities to connect with

each other • Following as well as leading• Treating everyone like people• Being real online

Giving thanks on #GivingTuesday

Bringing your true organizational

selves to the table

Acknowledging shortcomings

KEEP ON TALKING

Resources unleashed: What types do we need?

Insert ADA Give It Forward example

Spread out the work

Share Pair Exercises

1. What is holding your organization back from implementing Matterness?

2. What could you do (differently) to make your constituents feel like they Matter?

3. In what ways could your network do some of your work for you?

FINDING THE ONLINE CONVERSATION

“…highly interactive platforms through which individuals and communities share, co-create,

discuss, and modify user-generated content.”

- Wikipedia, social media definition


Soci

al M

ediaEngage Cr

eateTrust

Mov

e to

Action

Leveraging the social media Ladder of Engagement

Finding “the conversation intersection”

It’s not really what you want to talk about…


It’s what they want to talk about


TwitterFacebook groups and events

Reddit & niche groupsLinkedIn groups

Hashtag communities

Where do real conversations happen?

“At the Case Foundation we have found the most successful posts are ones, which invite a dialogue between the foundation and fans.

One piece of content asking fans to share their favorite nonprofit generated almost 600 organic user interactions, the most ever for our page.”

https://nonprofitquarterly.org/management/23835-ending-with-a-question-mark-reflections-on-engagement-at-the-case-foundation.html

Make it about them, not you

Exercise: What’s your conversation?

DESIGNING ONLINE ENGAGEMENT

Soci

al M

ediaEngage Cr

eateTrust

Mov

e to

Action

Leveraging the Social Media Ladder of Engagement

Typical Engagement GoalsContinuously expand reach Create supporting and connected engagement systems.

Deepen and extend engagementEngagement supports stakeholders, deepens engagement, and retains key event and advocacy participants.

Change the relationship with stakeholders from transactional to relationalStakeholders feel as if they are equally recognized, valued, and respected.

Build a connected communityDevelop a group of deeply committed and engaged stakeholders who are ready to take on the long-term issues in the community.

You can design for engagement


ROE of Social Media Actions*

Create a video,

custom message,

tweet, product for the

company

Become a fan

FriendFollow

JoinDiscuss

Post reviews

Give feedback

VoteContribute

ideas

VisitWatch

DownloadReadPlay

Donate

Engage ContributeParticipate Create

Lowest to highest Return on Engagement

*Return on Engagement: Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Creators talked and proactively shared information about the brand the most. They also influenced buying decisions

the most.

Low-level engagement by itself did not produce significant ROE (this activities lead to ROE)

Donor engagement & online engagement model

http://ssir.org/articles/entry/the_permanent_disruption_of_social_media

Creating a new donor engagement model

Need a new model that takes into account the changes in donor behavior, communications, and influence. The new model should incorporate the following characteristics of donor engagement:

• Allows for a donor to be engaged at different entry points and to move easily between them during the life cycle of his engagement

• Has no fixed end point for a donor’s engagement • Allows for the donor-engagement footprint to expand or

contract in ways that are unique to and driven by the individual donor

• Places the donor’s needs—not the organization’s—at the center of the engagement

• Accounts for the influence of other people on the strength of the donor-organization relationship

http://ssir.org/articles/entry/the_permanent_disruption_of_social_media

How do you define a contribution to the organization? (National US survey)

What makes you feel like cause champion?* • Donating (33 percent)• Talking to others about the cause (26 percent)• Volunteering (22 percent)• A majority of respondents (57 percent) chose

offline activities• A small minority choose online activities (19

percent) or social networking (10 percent)

*Being very involved in a cause or social issue

Consider: a new way of engaging


Case Study: NABC

Designing Lily Engagement

Engage: Watch videos on FB and Live cam on site, read blog, visit site

Participate: Facebook Friend, follow tweets, discuss and comment

Contribute: Offer opinions and feedback, vote in contests, name the bear, ask a question on FB forum, etc.

Create: Post your own photos, tweet & comment proactively, build a birdhouse, etc.

Designed engagement

On land engagement

Share Pair Exercise

Building on what you’ve learned (Matterness, online conversation and designed

engagement), map out at an engagement opportunity that

a. Connects with a business goalb. Allows for low-level (follow) through high-

level (create) involvementc. Leverages social mediad. Bonus: does it connect stakeholders to

each other?

What knowledge and content is shareable and/or open to input?

1

Determine appropriate

online spaces and channels

Assess unique

attributes and culture

of each social media

space

2

Brainstorm and develop participation opportunitie

s

3

Design Process for Deep Engagement

Create engagement opportunitie

s

Case study:Brain Tumor Awareness Month (time-limited campaign)

EXTRA EXTRA

National Brain Tumor Society May 2014

Social media & email push, shareable infosnaps, video Community Chat,

Downloadable ebook, #BTVoice mini-campaign

Goals

• Increase engagement and activism with org social media channels

• Acquire new email addresses• Test frameworks

– Video chat– Offer ideas– Give an email address

• Grow social media spaces, especially Twitter and Facebook

BTAM Campaign Page

Designed shareable Infosnaps

Create Shareable Graphics Good reach & engagement; drove to website

Share to educate and build brand awareness

Link to web pages

http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html

Gated Material for Download 377 downloaded Frankly Speaking

Online community chat

Video Community Chat 39 first-ever participants; Focus: Frankly Speaking

Community-building element Live video chat forum with

various presenters and knowledge experts.

http://braintumor.org/communitychat

#BTVoice (2-week focus)

Online Campaign Submit advice through #BTVoice; share and support

Registration Forms Community Chat and BTAM; BTVoice submit by email

Did it work?

• Increased engagement and activism with org social media channels

• Acquire new email addresses• Test frameworks (gated content, video chat, online

campaign)• Grow social media spaces, especially Twitter and Facebook

Frankly Speaking 365 downloads

Community Chat#BTVoice

58 registered 39 participated68 #BTVoice submissions

Email addresses > 200 new emails

Facebook> 400% increase in engagementDoubled average # new Likes

CRITICAL PRACTICES FOR SOCIAL MEDIA SUCCESS

Cover image conveys brand “voice”

Leaders use social media personally

https://vine.co/DiabetesUK

Make the org personal

Create SMART social communications

Aspirational SMARTIncrease traffic to donations page Increase traffic to the donation

and store sections of the website by 10-15% in 2015

Increase social media fan engagement

Increase amount of conversation and interaction within our social media spaces by 20% in 2015

Expand awareness of org in local social media community

Design campaign to promote org mission through social media in order to increase brand awareness amongst area residents

Need more volunteers Recruit 20% of total number of volunteers via online submission and social media interest

*Specific, Measurable, Attainable, Realistic, Timebound

Be willing to experiment (and “fail”)

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http://sfballet.tumblr.com/

Tell stories

Create opportunities for real conversation

Share what your stakeholders care most about

Send people to your home base

Create a communications calendar

Invest in social media Minimum Prepping for

successSuccess strategy

Personnel .25 time .5 time 1+ FTE

Video $500/year $1,500/year $2,500+/year

Social media monitoring $0 $100 -$300/month $500 - $1,000/month

Strategy In-house - $0 Consultant develops strategy, $2,000+

Plan + ongoing support $5,000+

Facebook services Free services plus ads$300 - $500

$500 - $1,000/year (ads, short campaign)

$1,500 - $2,000/year

Paid social media online services & apps

No paid services $500/year $1,000+/year

Graphics support DIY or purchase/training for graphics $200/year

Mix of graphic designer and paid service $500-$1,000/yr

$1,000 - $5,000/year

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Putting it all together• Create your connected self online

– Develop an online community for learning, and times of need

– Identify and connect with network weavers• Define where your organization should be online,

and the online conversation(s)• Create opportunities for co-creation, learning by

following, and network expansion by stakeholders• Develop a plan for real online community creation• Determine what capital you want to unleash• Implement a Matterness experiment, or elements

of the Matterness checklist

Don’t forget to have fun!I’m always available to answer follow-up questions!

Email: [email protected]/blog: communityorganizer20.comLinkedin: linkedin.com/in/debraaskanaseTwitter: @askdebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977

mailto:[email protected]

http://communityorganizer20.com/

http://www.linkedin.com/in/debraaskanase

http://slideshare.net/debask