Integrating Social Media into Your Communications Strategy

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  1. 1. Integrating Social Media Into Your Nonprofits Communications Strategy and Beyond Beth Kanter, Master Trainer San Antonio, TX - August 18, 2015
  2. 2. Beth Kanter: Master Trainer, Author, Speaker and Blogger @kanter
  3. 3. 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
  4. 4. What is your burning question?
  5. 5. Campfire Stories
  6. 6. 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.
  7. 7. Broadband Mobile Social Networks 3 Digital Revolutions Thomas Hawk
  8. 8. Institutions Need To Change From the Inside Out
  9. 9. Embrace Organizational and Individual Networks
  10. 10. If you cant fly then run, if you cant run then walk, if you cant walk then crawl, but whatever you do you have to keep moving forward.
  11. 11. 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
  12. 12. Share Pair: Wheres Your Organization Now? Is your organization at crawl, walk, run, or fly? What do you need to do to improve?
  13. 13. The Networked Nonprofit Mindset
  14. 14. 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
  15. 15. Best Practice: Write Down the Rules Social Media Policy Resources:
  16. 16. Social Media Policy All Staff Participate
  17. 17. Benefit: Amplify and Extend Reach Average overlap of audience on Twitter between CEO and Brand accounts: 14% Goal: Advocacy Audience: ED - Influencers Brand Supporters
  18. 18. Different Styles of Engaging
  19. 19. Staff Champions Increase Capacity
  20. 20. SMARTer Social Media
  21. 21. Flickr Photo: graceinhim People Objectives Strategies Tools
  22. 22. 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
  23. 23. 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? Whats important to them? What makes them act?
  24. 24. PERSONAS RESEARCH Analytics Audience Data Survey Interviews PERSONA Name Define Needs Segment Create Resources:
  25. 25. PERSONAS APPLIED: SMALL NGO Artist Persona: Cathy, in her 20s, 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.
  26. 26. Focus on the Channels that Target Audience Uses
  27. 27. Reach, Engagement, Action, Dollars Results 1. How many? 2. By when? 3. Measure with metrics POST: SMART OBJECTIVES
  28. 28. Think and Write: Audience/Objectives
  29. 29. Monitor Engage Content Champions POST: SOCIAL STRATEGY
  30. 30. 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
  31. 31. 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
  32. 32.
  33. 33. Quick Brainstorm: Listening What keywords should you monitor? List the channels where you need to read and respond to channels and sketch out schedule
  34. 34. Adopt Donate Volunteer Share Photos Download App Promote Campaign Social Strategies: Engagement with a Purpose
  35. 35. 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
  36. 36. 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 Childrens 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
  37. 37. Save the Children Staff and CEO How Internal Champions Repurpose
  38. 38. Repurposing Content for Social Channels
  39. 39. Repurposing Content for Different Social Channels
  40. 40. 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?
  41. 41. Champions
  42. 42. Research Recruit Resources Unleash Finding and Leveraging Champions
  43. 43. Quick Brainstorm: Champions Brainstorm a list of 20 people you could recruit as champions
  44. 44. 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
  45. 45. 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 brands 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.
  46. 46. 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 Dont try to do all at once too overwhelm


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