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Integrating Social Media Into Your Nonprofit’s Communications Strategy and Beyond Beth Kanter, Master Trainer San Antonio, TX - August 18, 2015
Beth Kanter: Master Trainer, Author, Speaker and Blogger @kanter
Workshop Agenda Topics OUTCOME • Networked Nonprofits: Best Practices Take 1 small step to improve your social media practice • SMARTer Social Media • Social Content and Engagement • Measurement FRAME Interactive Reflective Fun • Being Efficient http://bethkanter.wikispaces.com/the-big-give-sa
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.
3 Digital Revolutions Broadband Thomas Hawk Mobile Social Networks
Institutions Need To Change From the Inside Out
Embrace Organizational and Individual Networks
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.”
Where is your organization? CRAWL WALK Communications Strategy Development Linking Social with Results and Networks Networked Mindset and Map Pilot: Focus one program or channel with measurement Culture Change Brand on Social, Not Leader or Employees, no champions online RUN Ladder of Engagement Content Strategy Informal Champions Strategy, Socially Engaged Leaders Incremental Capacity Best Practices Leader and employees use social but no strategy Measurement and learning in all above FLY Network Building – both organization and professional Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
Share Pair: Where’s Your Organization Now? • Is your organization at crawl, walk, run, or fly? • What do you need to do to improve?
The Networked Nonprofit Mindset
Networked Nonprofit 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 decisionmaking, and collective action. • Being Data Informed, learning from failure
Best Practice: Write Down the Rules – Social Media Policy Resources: http://bethkanter.wikispaces.com/the-big-give-sa/
Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/
Benefit: Amplify and Extend Reach Average overlap of audience on Twitter between CEO and Brand accounts: 14% Goal: Advocacy Audience: ED - Influencers Brand Supporters
Different Styles of Engaging
Staff Champions Increase Capacity
SMARTer Social Media
People Objectives Strategies Tools Flickr Photo: graceinhim
POST APPLIED: SMALL NGO PEOPLE: Artists and people in their neighborhood OBJECTIVES: Increase engagement by 2 comments per post by FY 2014 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2014 10% students /attenders say they heard about us through Facebook, Instagram, or Twitter STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on Facebook, Twitter, and Instagram to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
POST: DEFINE/Know YOUR AUDIENCE PEOPLE INFLUENCERS • Donors • Supporters • End Users of Programs • Policy makers • Journalists • Business Leaders • Partners ORGANIZATIONS • Local Organizations • State and National • What keeps them up at night? • What are they currently seeking? • What social media channels do they use for information? • What influences their decisions? • What influences their attitudes? • What’s important to them? • What makes them act?
PERSONAS RESEARCH • Analytics • Audience Data • Survey • Interviews PERSONA • Name • Define Needs • Segment • Create Resources: http://bethkanter.wikispaces.com/the-big-give-sa/
PERSONAS APPLIED: SMALL NGO Artist Persona: Cathy, in her 20’s, uses Instagram and Facebook to share her art work. Wants to participate in programs and exhibits at the gallery. Neighborhood Persona: Lee, lives and works in the neighborhood. Is a cook. Uses Facebook on his mobile phone. Has not visited the gallery because he thought it was a private club.
Focus on the Channels that Target Audience Uses
POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars 1. How many? 2. 3. Measure with metrics By when?
Think and Write: Audience/Objectives
POST: SOCIAL STRATEGY Monitor Engage Content Champions
Listening: Why, What, and How Repeat Analysis Key Words The process of tracking what people are saying on social media channels about your organization Respond Dashboard
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
Quick Brainstorm: Listening • What keywords should you monitor? • List the channels where you need to read and respond to channels and sketch out schedule
Social Strategies: Engagement with a Purpose Adopt Donate Volunteer Share Photos Download App Promote Campaign
Think and Write: Engagement Activities • Think about objectives and audience Creators • What are different ways that your audience can engage or take action with your organization or Criticscampaign to reach that goal? • What motivates a person to get to the next level? Collectors • Who influences them or who do they influence? Low Joiners Comment on Facebook or other social channel Share content on Facebook or other social channel Like content on Facebook or other social channel Learn more about the issue Medium High Take part in a physical event Organize a fundraiser Ask people in your network to donate Ask people to like, share, or comment social media Write an email Talk to other people Wear cause related clothing Make a donation Volunteer time Donate blood Adopt a Pet
Linking Content To Objectives & Workflow PEOPLE: Individuals, Journalists, Donors, Policymakers OBJECTIVES: Increase awareness of plight and needs of Syrian Child Increase engagement around need for humanitarian support Raise $x for Syrian Children’s Relief Fund SOCIAL STRATEGY Share gritty truth in sobering way: children are victims of violence and war through specific stories and overall statistics Activate champions and influencers to spread content and stories to their networks CTA: Activate petition signatures and donations CONTENT IDEAS Infographic and photo stories distributed through social channels Email for donations NY Times AD During UNGA Week Song/Video by Ellie Goulding telling real stories from real children Live donor call from Jordan and Reddit CE0 Carolyn Miles Twitter
How Internal Champions Repurpose Save the Children – Staff and CEO
Repurposing Content for Social Channels
Repurposing Content for Different Social Channels
Quick Brainstorm: Content • Think about your objectives and audience • What content will be most compelling to your audience to take action? • What content can you repurpose for different channels?
Finding and Leveraging Champions Unleash Resources Recruit Research
Quick Brainstorm: Champions • Brainstorm a list of 20 people you could recruit as champions
What Channels To Focus On? The Basic Platforms All brands can benefit from a Facebook page. Simple to update, had an ad platform, and largest user base. Your audiences wants to talk to a real person. Twitter is great for this. Also good for reaching influencer audiences: media, journalists, policy makers, etc. Useful for Internal champions. LinkedIn is great for professional networking for both individuals AND organizations. If goal is to establish a more professional looking brand. Useful for internal champions. Blog platforms like Tumblr are great for shareable multimedia because the content has a long lifecycle. Blogs are good base to publish content that can be easily repurposed through other social channels.
What Channels to focus on? Good for Brands with a lot of visual content. Easy way to curate content from your programs or other related sources. Big user-base for food, fashion, fitness, and DIY. Great platform to connect with audience that appreciate visual content. Leverage hashtags, geotagging and influencers on Instagram in your topic area. Instagram has a large Gen Z and Y user base Allows your audience to vide your brand’s video content on all devices. People are consuming video content more and more. Easily repurpose for other platforms (Facebook, Instagram) Live video streaming mobile app that allows audiences to interact with brand in real time Easy and quick way to share content or “stories” which can be photos or videos. Largest users are Millennials and GenZ.
Tips • Focus on the channels that the target audience uses • Master the basics first • Experiment with adding channels, with small pilot first to learn and incrementally investing based on results • Don’t try to do all at once – too overwhelming • How to repurpose content creatively across channels
SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster PEOPLE OBJECTIVES STRATEGIES TACTICS
Poster Gallery Walk
It’s A Team Monthly Process of Continuous Improvement! Ideas Improve Organize CONTENT STRATEGY Create Measure Curate
What is a content strategy? Ideas Idea Pieces Interviews Opinion Analysis • • • • • • Features Highlights Reviews Stories Case Studies News Breaking News Policy News Data Reports How To Tips Tutorials Lists Resources Real Time and Planned Ever Green and Timely Original and Curated Words and Pictures Long and Short Form Repurpose and Recycle for Different Channels
Organizing Your Content Strategy Resources: http://bethkanter.wikispaces.com/the-big-give-sa/
Exercise: Content Strategy Brainstorm Storm Date Hook Web 1 2 3 4 5 6 7 1. Brainstorm an editorial calendar for one week. 2. Use template, sticky notes, and poster paper Email Facebook Twitter Blog
Social Content Optimization • Focus on publishing highquality, engaging, relevant content • Timing and Frequency • Write headlines 25x • Use images/visuals, but vary type of content • Clear to call to action • Test, Test, Test
Facebook Content Optimization
Writing Headlines: Tips • Write 25 times, pick best ones • 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 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 • Be clever Resources: http://bethkanter.wikispaces.com/the-big-give-sa
Writing Headlines: Exercise • Select a post from your Facebook page or another organization where they posted a link to an article • Read the article • Take 10 minutes to brainstorm as many different headlines, write them down quickly. • Use headline tool if you need more ideas Tool: http://www.portent.com/tools/title-maker
Writing Headlines: Share and Debrief • Share your headlines with another person • Reflection question: Was the best headline the first one? It usually never is. The point is that if you brainstorm 25 headlines, you are likely to come up with a much better headline than if you only brainstormed one headline.
Visual Content: Why Important? Resources: http://bethkanter.wikispaces.com/the-big-give-sa/
Tips and Tools • Don’t just use an image to use an image • Don’t use boring or irrelevant images • Avoid over use of stock images • Keep size and color in mind Resource: The Ultimate List of FREE Stock Image Collections http://list.ly/list/703-free-stock-or-low-cost-image-sites
Stretch and Break
Measuring Your Content 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? Resources: http://bethkanter.wikispaces.com/the-big-give-sa/
Measurement Tools Overview Google Analytics Understand Audience Demographics Measure Traffic from Social Media Channels Facebook Insights Audience Demographics Engagement, Views, and Clicks Twitter Analytics Dashboard Audience Demographics Engagement, Views, and Clicks Spreadsheets: Most Important Tool
Facebook Insights: Audience Demographics
Facebook Insights: When To Post
Facebook Insights: Content/Engagement
Exercise • Work in pairs with someone from your organization • Visit the Facebook Insights page for your Fan Page • Review the audience demographics section. What did you discover? • Visit the POSTs section and sort it by reach. Look at the 3 highest and 3 lowest scoring posts for views. What did you discover? • Sort POSTs by Engagement. Look at the 3 highest and 3 lowest. What did you discover?
Twitter Analytics: Overview
Twitter Analytics: Audience Demographics
Twitter Dashboard: Impressions and Engagement
Mindful Social Media or Mind Full? Photo by pruzicka
6 Tips for Fitting In Social Media in a Packed Schedule 1. 2. 3. 4. 5. 6. Time box work flow Go mobile Do more content curation Use social media scheduling tools Recycle, Repurpose, Remix Focus, Focus, Focus
Managing Your Attention Online: Why Is It An Important Networking Skill?
Self-Knowledge Is The First Step 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? A few quick assessment questions Add up your score: # of YES answers
What’s Your Attention Focusing Score? Source: Lulumonathletica 0…1…2…3…4…5…6…7…8…9…10 Mindful Online………………………………………………………..Need Help Now
What does it mean to manage your attention while you do social media tasks? • 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
Reflection and Raffle • What is your big ah ha? • What questions do you still have? • What is one thing you can do next week to improve your social media strategy? https://www.futureme.org/
Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter