Integrating Social Media into Your Communications Strategy

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

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

What is your burning question?

Campfire Stories

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.

Broadband Mobile

Social Networks

3 Digital Revolutions

Thomas Hawk

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.”

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?

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 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/

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

Flickr Photo: graceinhim

People

Objectives

Strategies

Tools

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


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

• Reach, Engagement, Action, Dollars

Results

1. How many? 2. By when?

3. Measure with metrics

POST: SMART OBJECTIVES

Think and Write: Audience/Objectives

Monitor Engage

Content

Champions

POST: SOCIAL STRATEGY

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

http://en.mention.net

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


Like content on Facebook or


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

Save the Children – Staff and CEO

How Internal Champions Repurpose

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?

Champions

Research

Recruit

Resources

Unleash

Finding and Leveraging Champions

Quick Brainstorm: Champions

• Brainstorm a list of 20 people you could recruit as champions

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

SMARTER SOCIAL MEDIA: CREATE A POSTER

Create A Poster

PEOPLE

OBJECTIVES STRATEGIES

TACTICS

Poster Gallery Walk

Report Out

Lunch

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

Organizing Your Content Strategy


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

Facebook Content Optimization

• 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.

Visual Content: Why Important?


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

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


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. 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

Managing Your Attention Online: Why Is It An Important Networking Skill?

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?

Thank you!

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