Becoming A Networked Nonprofit:

Developing An Effective Integrated Social Media

Strategy

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

Toledo, Ohio

October, 2013

Welcome Your 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

Beth Kanter: Master Trainer, Author, and ChangeMaker

Raise your hand if ……. - Executive Director - Board Member - IT Staff - Communications Staff - Program Staff - Do you implement the social media?

-

Raise your hand if organization is budget is .. -All Volunteer Staff -10 or less FTE Staff -10-20 FTE -More than FTE

Raise Your Hand If Your Digital Strategy Goal Is …. Improve relationships Increase awareness Increase traffic referral Increase engagement Increase dollars Increase action

Stand Up, Sit Down

Is your nonprofit using these tools?

Photo by net_efekt Are you getting results?

AGENDA OUTCOMES

Interactive

Learning Together

Reflect

http://bethkanter.wikispaces.com/toledo

FRAMING

Take small steps

to improve your

strategy to get

better results

Networked Nonprofits and

Mapping Your Network

SMARTer Social Media

Lunch/Book Signing

Social Integration:

Listening, Engagement,

and Content

Mindful or Mindfull Social

Media

Social in 30 Minutes A Day

Burning Questions

Answered

The Agenda

#netnon

Definition

Networked Nonprofits are simple, agile, and transparent nonprofits.

They are experts at using social media tools to make the world a

better place.

Broadband Mobile

Social Networks

3 Digital Revolutions

NGO Photography

Modified illustration by David Armano The Micro-Sociology of Networks

With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks

NGO

Not Networked

With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks

Nonprofit Staff

Networked

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

Share Pair: 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 Practices CULTURE Networked Mindset

Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping

1 2 3 4

http://bethkanter.wikispaces.com/toledo

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.”

The Networked Mindset The Social Nonprofit

• 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

relationships Making interests, hobbies,

passions visible creates authenticity

Different Voices

Leveraging Networks

Are you thinking this?

You want me to Tweet?

Who has time?

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/

Are you thinking this?

You want everyone on staff to Tweet too?

Great idea but .. Who has time?

@rdearborn works for UpWell and she

LOVES sharks.

Leverage Staff Personal Passion In Service of Mission

Hybrid Model Staffing: Tear Down Those Silos

Source: SSIR – Mogus, Silberman, and Roy

5 3 2 4 1

How social is your organization’s culture? What are some of your challenges?

Affinity Cluster

• Add your sticky notes to the wall

• Identify buckets

Networked Mindset/Social Nonprofit: Concept Map

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

© 2008 The Grove Consultants International

Network Map Process

Create Your Map: Work Thru Break – Finish by 10:45 am

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 different types, write the names on the sticky notes

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

SMARTer Integrated Social Media Understanding strategy, audience identification, and

measurement

CWRF - STRATEGY

CRAWL WALK

RUN

FLY

Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned.

Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels.

Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than two social media channels.

Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.

People

Objectives

Strategies

Tactics

POST FRAMEWORK

• 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

PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused 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

• 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!

Listen Engage

Content Champions Influencers

Social Strategy

Tools and Tactics

Social Media Channels

Web Site Email

Mobile Paid Media

Earned Media Offline Print

Other Channels

SMARTER SOCIAL MEDIA: CREATE A POSTER

Create A Poster

SMART

OBJECTIVE

TARGET AUDIENCES

SUCCESS METRICS

SMARTER SOCIAL MEDIA: GALLERY WALK

Hang Your

Poster on Wall

Look at other posters

Leave Notes

Walking Speed Debrief: One Minute

Key Words

Dashboard

Respond

Analysis

Repeat

Purpose Brand Monitoring Customer Service

Engagement Influencers

Crowdsourcing Content Curation

Listening

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.

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

Likes Views Followers

Trial/Consideration Donate Advocacy

Engagement With A Purpose: Macro and Micro Conversions

Engagement With A Purpose!

• What is your objective? • Who is the 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?

• What metrics will you use to measure conversion?

Creators

Critics

Collectors

Joiners

Spectators

• Allows for supporter to be engaged at different entry points and move easily between them during engagement life cycle • Accounts for influence of other people on the strength of the supporter-organization relationship

• Allow for the network to respond with creativity – requires listening, relationship building, being agile

Examples

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

Creators

Critics

Collectors

Spectators

Offline/Online Activism

PLAY VIDEO

Activity: Brainstorm Your Ladder

•CTA

•Metric

Reach

•CTA

•Metric

Engagement •CTA

•Metric

Action

LUNCH BOOKS for SALE

Welcome Reflections

• What resonated?

• What questions

remain?

Write on a sticky

note and post it on

the flip chart

Play Video

Energizers

Influencers and Champions

Research

Recruit

Resources

Unleash

From Influencer Research to Champions Program

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

Add Your Influencers/Champions: Network Maps

Maturity of Practice: CWRF – Content CRAWL WALK

RUN

FLY

Shares content that may be relevant to audience, but not consistently and not measuring

Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently – aligns with program and advocacy calendars

Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently and measures performance

Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently, measures performance, and uses data to plan content

Objective

Audience

Content Strategy

Linking Your Content Strategy To SMART Objectives

Highlights Reviews Stories Case Studies

Breaking News Policy News Data Reports

Tips Tutorials Lists Resources

Features News How To

How To Think About Content

Idea Pieces Interviews Opinion Analysis

Ideas

Real Time

Planned

Original

Curated

Editorial Calendar Example

United Ways of California www.unitedwaysCA.org 70

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

It’s A Process: Ideas, Organize, Create, Measure

• Allocate staff meeting time

• Regular content brainstorm meetings

• Next steps at meeting • Have your metrics in

hand

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

You Don’t Have To Measure All Right Away

http://bit.ly/npspreadsheet

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?

Break

Stretch Break

Mindful Social Media

•How To Be Intentional •Efficiency Tips •Privacy Tips •Your Burning Questions

Answered

Mindful Social Media or

Mind Full?

Photo by pruzicka

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 your curate or other social media tasks?

6 Tips for Fitting In Social Media in a Packed Schedule

1. Tailor your social media tasks to support your goals

2. Go mobile 3. More curation 4. Use social media scheduling tools 5. Recycle, Repurpose, Remix 6. Focus, Focus, Focus

Spectragram

The only way to protect your privacy and safety is avoid using online social network for professional networking

Agree Disagree

COMMON SENSE NETWORKING ONLINE

Location Based Social Networks: • Turn off social location features and geo tagging. • Don’t announce where you are right now on Twitter or Facebook Think Before You Share: • Is what you’re posting something that you wouldn’t mind being seen by your

children, parents, employer, employees, or government? Connect Thoughtfully: • Friending policy for each online social network you use • Don’t accept an invitation to connect if it doesn’t feel safe. Protect your privacy and that of others: • Be careful on Facebook w/ photos, tagging friends, and privacy settings

Techniques

Techniques

https://myshadow.org/lost-in-small-print

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 ….

Closing Circle and Reflection

Thank you!

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