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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
Topics OUTCOME
Interactive
Reflective
Fun
FRAME
Take 1 small step
to improve your
social media
practice
• Networked
Nonprofits: Best
Practices
• SMARTer Social
Media
• Social Content and
Engagement
• Measurement
• Being Efficient
Workshop Agenda
http://bethkanter.wikispaces.com/the-big-give-sa
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.
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
Where is your organization?
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Leader and
employees use
social but no
strategy
Ladder of
Engagement
Content Strategy
Informal Champions
Strategy, Socially
Engaged Leaders
Best Practices
Measurement and
learning in all above
Communications
Strategy
Development
Networked Mindset
and Map
Culture Change
Brand on Social,
Not Leader or
Employees, no
champions online
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?
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 decision-
making, 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/
Benefit: Amplify and Extend Reach
Average overlap of audience on Twitter between CEO and Brand accounts: 14% Goal: Advocacy Audience: ED - Influencers Brand Supporters
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 APPLIED: SMALL NGO
• Donors
• Supporters
• End Users of Programs PEOPLE
• Policy makers
• Journalists
• Business Leaders INFLUENCERS
• Partners
• Local Organizations
• State and National ORGANIZATIONS
POST: DEFINE/Know YOUR AUDIENCE
• 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.
• Reach, Engagement, Action, Dollars
Results
1. How many? 2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
Key Words
Dashboard
Respond
Analysis
Repeat
The process of tracking what
people are saying on social media channels about
your organization
Listening: Why, What, and How
L
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
Adopt
Donate
Volunteer
Share Photos
Download App
Promote Campaign
Social Strategies: Engagement with a Purpose
Creators
Critics
Collectors
Joiners
• Think about objectives and audience • What are different ways that your audience can
engage or take action with your organization or campaign to reach that goal?
• What motivates a person to get to the next level? • Who influences them or who do they influence?
Think and Write: Engagement Activities
Low Medium High 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
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
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
Linking Content To Objectives & Workflow
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?
What Channels To Focus On?
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.
The Basic Platforms
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
It’s A Team Monthly Process of Continuous Improvement!
CONTENT STRATEGY
Ideas
Organize
Create
Curate
Measure
Improve
Highlights Reviews Stories Case Studies
Breaking News Policy News Data Reports
Tips Tutorials Lists Resources
Features News How To
What is a content strategy?
Idea Pieces Interviews Opinion Analysis
Ideas
• Real Time and Planned • Ever Green and Timely • Original and Curated • Words and Pictures • Long and Short Form • Repurpose and Recycle for Different Channels
Date Hook Web Email Facebook Twitter Blog
1
2
3
4
5
6
7
1. Brainstorm an editorial calendar for one week.
2. Use template, sticky notes, and poster paper
Exercise: Content Strategy Brainstorm Storm
Social Content Optimization
• Focus on publishing high-
quality, 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
• 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: Tips
Tool: http://www.portent.com/tools/title-maker
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
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.
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
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
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
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?
6 Tips for Fitting In Social Media in a Packed Schedule
1. Time box work flow 2. Go mobile 3. Do more content curation 4. Use social media scheduling tools 5. Recycle, Repurpose, Remix 6. Focus, Focus, Focus
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 you do social media tasks?
Reflection and Raffle
https://www.futureme.org/
• 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?