Becoming A Networked Nonprofit:

Developing An Effective Integrated Social Media

Strategy

Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books

Santa Maria, CADecember, 2013

WelcomeYour Burning Questions!

Please write down your burning question about networked nonprofits or social media on sticky note

What do you want answered by the end of the day?

Post it on the flip chart

Becoming A Networked Nonprofit:

Developing An Effective Integrated Social Media

Strategy

Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books

Santa Maria, CADecember, 2013

Beth Kanter: Master Trainer, Author, and ChangeMaker

Who are you?

Raise your hand if …….- Executive Director- Board Member- Nonprofit Staff Person who Implements Social Media- Other Staff- Other

And your Org?Raise your hand if organization is budget is ..

-All Volunteer-1-2 FTE-Over 2 FTE

Type ..

-Social Service-Environment-Arts-Education-Animal Welfare-Community Services-Health Care-Other

Stand Up, Sit Down

Is your nonprofit using these tools?

Photo by net_efekt

AGENDAOUTCOMES

InteractiveLearning TogetherReflect

http://bethkanter.wikispaces.com/sb1

FRAMING

Take small steps to improve your strategy to get better results

Networked Nonprofits and Mapping Your Network

SMARTer Social Media

Social Integration: Listening, Engagement, and Content

Burning Questions Answered

The Agenda

#netnon

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.

BroadbandMobile Social Networks

3 Digital Revolutions

NGO Photography

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.”

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

Where is your organization?

Where is your organization now? What does that look like? What do you need to get to the next level?

Maturity of Practice: Crawl-Walk-Run-Fly

Categories PracticesCULTURE Networked Mindset

Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping

1 2 3 4

http://bethkanter.wikispaces.com/sb1

CWRF Tracker

“It helps us put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”

Becoming A Networked NonprofitUnderstanding Networks

• Take jot down insights on sticky notes

• Rose = your org is doing and does well

• Thorn = challenge to do it or do it well

• Opportunity = something we want to improve

Active Listening Challenge

A Network Mindset: A Leadership Style

• Openness, transparency, decentralized decision-making, and collective action.

• Listening and cultivating organizational and professional networks to achieve the impact

• Leadership through active participation.• Social Media Policy living document, all staff participate including

leaders• Sharing control of decision-making• Communicating through a network model, rather than a

broadcast model• Data-Informed

The Social CEO: In Service of Strategy

What do they spend time doing that they could do better via

social ?

Whose work do they respect or feel inspired by?

How will social improve things they know already and value?

http://www.bethkanter.org/nonprofit-ceo-leaders/

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

One Tweet by Director = 1,000 by Staff

Open and accessible to the world and building

relationshipsMaking interests, hobbies,

passions visible creates authenticity

Different Voices

Leveraging Networks

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/

@rdearborn works for UpWell and she LOVES sharks.

Leverage Staff Personal Passion In Service of Mission

We don’t have time

to do social media!

Free• Intern• Volunteer• Board

Members

Integrated• Spread

tasks across staff jobs

Staff• Part-Time

Staff• Full-Time

How Can You Make The Time?

• What can you stop doing to make room for social media?• How can you increase the amount of organizational time allocated

to social media?

• 3 person staff• Social media

responsibilities in all three job descriptions

• Each person 2-4 hours per week

• Weekly 20 minute meeting to coordinate

• Three initiatives to support SMART objectives

• Weekly video w/Flip• Blogger outreach• Facebook

Hybrid Model Adapted to Small Theatre

TasksSocial Media OverviewAccount Creation/CustomizationSocial Media ResearchTemplate CreationBlog MonitoringBlog DraftsVideoPost Facebook ContentAnswer comments on FacebookCollect measurement data

Using Interns Strategically

Small Nonprofits: Recruit Skills-Based Volunteers

Affinity Cluster

• Add your sticky notes to the wall

• Identify buckets

What are some opportunities and challenges?

How Nonprofits Visualize Their Networks

OTHER ORGANIZATIONS

• Describe• Describe

• Staff

• Staff

• Board

INFORMAL RELATIONSHIPS

Target Audiences

STAFF and BOARD

PARTNERS

• Describe• Describe

• Other Constituents• Other Constituents

• Other Constituents• Other Constituents • Other Constituents

• Other Constituents

• Aligned Partners

• Aligned Partners

• Aligned Partners

FORMAL RELATIONSHIPS

Network or Stakeholder Map

Create Your Map

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

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

3. Decide on different colors to distinguish between online and offline

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

Walk About, View Other Maps, Leave Notes

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 each use your professional networks to support one another’s social media strategy work?

Random Speed Debrief: 60 Seconds

Timing It!

SMARTer Integrated Social Media

People

Objectives

Strategies

Tactics

POST FRAMEWORK

PEOPLE: Artists and people in their community

OBJECTIVES: Increase engagement by 2 comments per post by FY 2013Content analysis of conversations: Does it make the organization more accessible?

Increase enrollment in classes and attendance at events by 5% by FY 201310% students /attenders say they heard about us through Facebook

STRATEGYShow the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations.

TOOLSFocused 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

Goal 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

STRATEGIESTOOLS

Listen Engage

Content Champions

Social Strategy

Key Words

Dashboard

Respond

Analysis

Repeat

PurposeBrand MonitoringCustomer Service

EngagementInfluencers

CrowdsourcingContent Curation

Listening

California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.

http://en.mention.net

Think and Write: What keywords do you need to monitor to help you reach your objectives, learn more about your audience, or support content strategy? WRITE ON STICKY NOTES and add to your poster

Creators

Critics

Collectors

Joiners

Spectators

Source: KD Paine

LikesViews Followers

Trial/Consideration Donate Advocacy

Engagement With A Purpose: Macro and Micro Conversions

What’s Important: Ladder of Engagement

• Defined Objective• Clearly designated

steps• A way to track process• Many entry points

Creators

Critics

Collectors

Joiners

Spectators

Adopt Pet

Donate to

Shelter

Volunteer at Shelter

Take photos at Shelter and share

online

Download App

Promote Campaign

Social Media Integrated Campaign: CTA

Think and Write: Brainstorm Your Ladder

• CTA: Learn more

Reach

• CTA: Share why you care about x

Engagement• CTA: Do

Your goal

Action

Champions

ResearchRecruit

ResourcesUnleash

Finding and Leveraging Champions

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

Add Champions to Network Maps

Tools and Tactics

Social Media Channels

Web SiteEmail

MobilePaid Media

Earned MediaOfflinePrint

Other Channels

SMARTER SOCIAL MEDIA: GALLERY WALK

Hang Your Poster on Wall

Look at other posters

Leave Notes

Walking Speed Debrief: One Minute

Objective

Audience

Content Strategy

Linking Your Content Strategy To SMART Objectives

HighlightsReviewsStoriesCase Studies

Breaking NewsPolicy NewsDataReports

TipsTutorialsListsResources

Features News How To

How To Think About Content

Idea PiecesInterviewsOpinionAnalysis

Ideas

Real Time

Planned

Original

Curated

United Ways of California www.unitedwaysCA.org 62

Editorial Calendar Example

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

Social Content Optimization

• Focus on publishing high-quality, engaging, relevant content

• Timing and Frequency• Post questions• Use images/visuals, but

vary type of content and test

• Clear to call to action• Follow your analytics

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

Result Metrics Analysis QuestionConsumption Views

ReachFollowers

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

Engagement Re-tweetsSharesComments

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

Action ReferralsSign UpsPhone Calls

Does your content help you achieve your goals?

Revenue DollarsDonorsVolunteers

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

Measuring Your Content

You Don’t Have To Measure All Right Away

Use Data To Make Better Decisions

Look for patterns

Share Pair

How will you coordinate, create, and measure your social media content? What questions do you still have?

6 Tips for Fitting In Social Media in a Packed Schedule

1. Tailor your social media tasks to support your goals

2. Go mobile3. More curation4. Use social media scheduling tools5. Recycle, Repurpose, Remix6. Focus, Focus, Focus

Facebook Brand Page Tips

Twitter Tips

Takeaways: Share Pairs • 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 for raffle for book at the end ….

Thank you!

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