Fund for Santa Barbara: Networked Nonprofit Workshop
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Transcript of Fund for Santa Barbara: Networked Nonprofit Workshop
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Becoming A Networked Nonprofit:
Developing An Effective Integrated Social Media
Strategy
Beth Kanter, Master Trainer and Author of the Networked Nonprofit Books
Santa Barbara, CADecember, 2013
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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
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Beth Kanter: Master Trainer, Author, and ChangeMaker
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SHARE PAIRS AND POPCORN
Introduce yourself to someone you don’t know and share your burning question!
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Who are you?
Raise your hand if …….- Executive Director- Board Member- Nonprofit Staff Person who Implements Social Media- Other Staff- Other
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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
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Stand Up, Sit Down
Is your nonprofit using these tools?
Photo by net_efekt
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AGENDAOUTCOMES
InteractiveLearning TogetherReflect
http://bethkanter.wikispaces.com/sb2
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
Mindful Social Media
Burning Questions Answered
The Agenda
#netnon
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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.
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BroadbandMobile Social Networks
3 Digital Revolutions
NGO Photography
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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.”
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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
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Where is your organization?
Where is your organization now? What does that look like? What do you need to get to the next level?
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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
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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.”
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Becoming A Networked NonprofitUnderstanding Networks
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• 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
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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
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The Networked NGO Leader: 1 Tweet = 1000 by Staff
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
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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/
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One Tweet by Director = 1,000 by Staff
Open and accessible to the world and building
relationshipsMaking interests, hobbies,
passions visible creates authenticity
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Different Voices
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Leveraging Networks
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Best Practice: Write Down the Rules – Social Media Policy
http://www.bethkanter.org/category/organizational-culture/
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Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/
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@rdearborn works for UpWell and she LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
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Hybrid Model Staffing: Tear Down Those Silos
Source: SSIR – Mogus, Silberman, and Roy
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• 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
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532 41
How social is your organization’s culture?What are some of your challenges?
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How Nonprofits Visualize Their Networks
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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
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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 different types, write the names on the sticky notes
4. Identify influencers, discuss specific ties and connections. Draw the connections
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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?
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SMARTer Social Media
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People
Objectives
Strategies
Tactics
POST FRAMEWORK
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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
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• 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
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• Reach, Engagement, Action, Dollars
Results
1. How many? 2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
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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!
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SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
PEOPLEOBJECTIVESSTRATEGIES
TOOLS
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SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your Poster on Wall
Look at other posters
Leave Notes
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Walking Speed Debrief: One Minute
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LUNCHBOOKS for SALE
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Stretch Break
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Listen Engage
Content Champions
Social Strategy
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Key Words
Dashboard
Respond
Analysis
Repeat
PurposeBrand MonitoringCustomer Service
EngagementInfluencers
CrowdsourcingContent Curation
Listening
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California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.
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http://en.mention.net
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Creators
Critics
Collectors
Joiners
Spectators
Source: KD Paine
LikesViews Followers
Trial/Consideration Donate Advocacy
Engagement With A Purpose: Macro and Micro Conversions
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What’s Important: Ladder of Engagement
• Defined Objective• Clearly designated
steps• A way to track process• Many entry points
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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
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Think and Write: Brainstorm Your Ladder
• CTA: Learn more
Reach
• CTA: Share why you care about x
Engagement• CTA: Do
Your goal
Action
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Champions
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ResearchRecruit
ResourcesUnleash
Finding and Leveraging Champions
• NodeXL• Twiangulate• Klout• Desk Research• Network Map
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Add Champions to Network Maps
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HighlightsReviewsStoriesCase Studies
Breaking NewsPolicy NewsDataReports
TipsTutorialsListsResources
Features News How To
How To Think About Content
Idea PiecesInterviewsOpinionAnalysis
Ideas
Real Time
Planned
Original
Curated
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United Ways of California www.unitedwaysCA.org 58
Editorial Calendar ExampleJanuary 2013
Include hashtags (#) and URL resources for staff to do some research on topics
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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
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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
Photo Source: Beth KanterFriending the Finish Line Peer Group
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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
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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
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Use Data To Make Better Decisions
Look for patterns
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Share Pair
How will you coordinate, create, and measure your social media content? What questions do you still have?
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Coffee and Tea Break
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Discussion and Q/A
• What are your remaining questions about implementing your strategy?
• What is still unclear? • How to best support peer learning moving
forward?
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MindfulSocial
Media or Mind Full?
Photo by pruzicka
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Managing Your Attention Online: Why Is It An Important Networking Skill?
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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 questionsAdd up your score: # of YES answers
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0…1…2…3…4…5…6…7…8…9…10Source: Lulumonathletica
Mindful Online………………………………………………………..Need Help Now
What’s Your Attention Focusing Score?
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• 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 RheingoldNetSmart
What does it mean to manage your attention while your curate or other social media tasks?
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Takeaways: Share Pairs • What’s one tip or technique that you can
put into practice next week to improve your social media strategy?
• What’s one tip or technique that you can put into practice next week to be more mindful online?
• Put on index card with your name/email for raffle for book at the end ….
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Closing Circle and Reflection
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Thank you!
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