elements of success: southern district forum
Post on 10-May-2015
59 Views
Preview:
DESCRIPTION
TRANSCRIPT
Elements of success:
Social + Technology + Storytelling
I’m Alexandra
I do digital media, including social media,
for NeighborWorks America
Agenda
• Strategy overview• Social technology overview• Examples from NeighborWorks America• Questions
I want to do social media!
How I see communications
Communications strategy
Digital marketing
Website
Social media Email
RelationshipsReporter
s & media
Supporters
Funders
PaperFlyers/ brochures
“Stories are more convincing than sets of data…numbers numb, jargon jars, and no one ever marched on Washington because of a pie chart.”
Andy GoodmanStory Telling as a Best Practice
Why stories matter
• For millennia, humans have told stories to help us convey important messages/morals to one another• Marketing is modern storytelling. It’s used to
convince people to spend money and/or take particular actions• Nonprofits can use stories to convey the
effectiveness of their work and to motivate others to join the cause
What makes a good story?
• A good storyteller makes the audience feel like s/he is part of the story• A good story leaves the audience ready to take action• Your work in the community leads to great stories
every day.
How do you capture stories?
• Verbally at staff meetings• On photo or video before client
ends services (as a step in the exit interview for example)
• Presentations from clients during board meetings
• Physical thank you notes stored in a central filing cabinet
• A shared spreadsheet on your computer system
• A Google form/document to which everyone contributes and one person manages
What is your communications
strategy?
Who are you trying to reach?
What actions should these people take as a result of your communications?
1. Who is your audience?
2. What do you need to say? (think about audience-specific wording and actions
audience should take)
3. When do you need to say it?
4. How will you spread the message?
Key elements: communications
strategy
1. Primary audience: funders
2. Message: We have been effective stewards of your dollars
3. Timing: Every year, ideally as soon as impact is calculated
4. Distribution: All communication channels, especially newsletter to funders
Example: Annual report
Matrix for Annual report
Not too bad, right?
What is social media?
Source: Creative Commons, Yoel Ben Avraham
My definition of social media
A two-way form of digital communication between:
1. Peers
2. People and organizations
3. People and government
Source: Neil Perkins, “What’s Next in Media” via SlideShare
The Social in Social Media
TRADITIONALMEDIA
Why is this so important?
People are more invested when their opinions and contributions are valued
Example: NeighborWorks Week 2013
NeighborWorks Week on Twitter
NeighborWorks Week on Twitter
NWW Photo Contest 2013
75 photos entered
955 votes
263 new Facebook fans
NeighborWorks Week photo contest
Caution:
Social media is
not magic
Thank you!
Appendix
• Storytelling resources• Social media resources• Social media explained – a chart• Social media channels evaluation chart• A good Facebook post – example• An engaged neighborhood video campaign
• Winning the Story Wars by Jonah Sachs
• Nonprofit Storytelling http://ow.ly/h1ms0
• Using Storytelling to Engage and Motivate
Constituents http://ow.ly/h1muZ
Storytelling Resources
Social media Reading/Resources
•NTEN – nten.org•Beth Kanter – bethkanter.org• Debra Askanase – communityorganzer20.com
Online Resources
•Social Tech Symposium – bit.ly/SocialTechNTI•The Networked Nonprofit•Measuring the Networked Nonprofit
Books
Select the tool(s) based on your goals
Source: FrogLoop.com via Allyson Kapin “Which Social Media Platforms Are Worth Your Time and Energy?”
Select the tool(s) based on your audience
Source: Pew Center for Internet Research, via DocStoc
Events on Facebook
• Facebook post liked by 32 followers & shared
15 times
• Online and offline component to the content
• Cute/relevant picture to stir positive emotions
top related