north carolina tech for good workshop
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Becoming A Networked Nonprofit: Digital Strategies for Nonprofits North Carolina Technology 4 Good Workshop June, 2014
Beth Kanter, Master Trainer, Blogger, and Author
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Beth Kanter: Master Trainer, Author, and Blogger
@kanter
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Who is in the room?
Organizational Size Type [Health, Arts, Children, Social Service, Education, Community,
Environmental, Animal Welfare, other]
Role/Title
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Social Media
Do you implement social media for your organization?
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Stand Up, Sit Down
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Topics OUTCOME
Interactive
Reflective
FRAME
Take 1 small step
to improve your
social media
practice
• Networked
Nonprofits: Best
Practices
• SMARTer Social
Media
• Listen, Engage,
and Champions
• Content
• Staying Sane and
Being Efficient
Workshop Agenda
http://bethkanter.wikispaces.com/nc
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What is your burning question?
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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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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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Alliance for Children
Social Media Success
“We were never sure of the history of Christmas Parade. We had a contest on Facebook. We found discovered nostalgic photos and the history. It has snowballed into writing articles for the paper about then and now, stirring greater interest...we have loads of new ideas and sponsors for the event.”
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SGIM
Objective and Audience To advance SGIM’s mission to promote improved patient care, research and education in primary care and general internal medicine by engaging our members and the larger community of health professionals, organizations, and policy makers. Success Story “Used Tweetwalls at our last annual meeting and the level of participation on Twitter rose 66% from the previous year.”
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Partnership for Children of Cumberland County
Social Media Success Story “PFC Pumpkin Patch Fall Festival went viral on Social Media and was so successful, the parking spilled out onto all of our neighboring businesses lots. “ Objectives and Audience Advocacy, information and events Targets are potential funders, parents, early childhood providers and the local community
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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
http://bethkanter.wikispaces.com/nc
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Becoming A Networked Nonprofit Understanding Networks
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A Networked 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
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North Carolina Early Childhood Foundation
“Being collaborative and transparent is part of our brand. We intentionally engage multiple organization and people in our work. For example, we formed a Blue Ribbon Committee of 30 of NC's distinguished business, philanthropic, and civic leaders. They provided input into our core principles and strategies and suggested other leaders we should engage to help us achieve our goal of closing the achievement gap and raising outcomes for all children at the end of third grade.”
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Tips
• Get Their Attention • Show How It Amplifies
Their Work • Tweetutorials • Peer Pressure • Save Time • Networking Literacy –
Feed and Tune • Show Impact
http://www.bethkanter.org/afpcon/
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Authenticity
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
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Personality
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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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5 3 2 4 1
How social is your organization’s culture? What are some of your challenges?
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What: Social networks are
collections of people and
organizations who are connected to
each other in different ways through
common interests or affiliations. A
network map visualize these
connections. Online and offline.
Why: If we understand the basic
building blocks of social networks,
and visually map them, we can
leverage them for our work and
organizations can leverage them for
their campaigns. We bring in new people and resources and save time.
A Quick Network Primer
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Network Maps Two Lenses 1: Whole Network 2: Professional Network (Ego)
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Whole Networks: Organizational Network
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Stakeholder Map: Children’s Museum
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Professional Networks for Social Change Goals
National Wildlife Federation
Brought together team that is working on advocacy strategy to support a law that encourages children to play outside.
Team mapped their 5 “go to people” about this issue
Look at connections and strategic value of relationships, gaps
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Whole Networks: Twitter Hashtag: WEF 2030
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Core
Ties Node
Cluster Periphery
Hubs or Influencers
Cheat Sheet: Network Visualization
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Create Your Network Map
1. Use sticky notes, markers and poster paper to create your organization’s network map.
2. Think about digital strategy 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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Standing Share Pair: Share Your Map
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 leverage your network in support of your goals?
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SMARTer Social Media
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Flickr Photo: graceinhim
SMARTer Social Media Strategy
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People
Objectives
Strategies
Tools
POST FRAMEWORK
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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
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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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Objective 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
PEOPLE
OBJECTIVES STRATEGIES
TOOLS
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LUNCH BREAK
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Stretch Break
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Listen Engage
Content
Champions
Social Strategy Building Blocks
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Key Words
Dashboard
Respond
Analysis
Repeat
Purpose Brand Monitoring Customer Service
Engagement Influencers
Crowdsourcing Content Curation
Listening
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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
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http://en.mention.net
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Think and Write What are some key words that you should be monitoring?
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Creators
Critics
Collectors
Joiners
Spectators
Source: KD Paine
Likes Views Followers
Trial/Consideration Donate Advocacy
Engagement With A Purpose: Macro and Micro Conversions
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Conversation Starters
• Defined Objective
• Conversation starters
• Engagement styles
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Think and Write What are some conversation starters? What is your engagement style?
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Champions
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Research
Recruit
Resources
Unleash
Finding and Leveraging Champions
• NodeXL • Twiangulate • Klout • Desk Research • Network Map
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Add Champions to Network Maps
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Poster Gallery Walk
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Report Out
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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
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Editorial Calendar Example January 2013
United Ways of California www.unitedwaysCA.org
58
Include hashtags (#) and URL resources for staff to do some research on topics
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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 Kanter Friending the Finish Line Peer Group
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Social Content Optimization
• Focus on publishing high-
quality, engaging, relevant
content
• Optimize sharing widgets
• Timing and Frequency
• Write headlines 25x
• Use images/visuals, but
vary type of content and
test
• Clear to call to action
• Test, Test, Test
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Social Content Optimization
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• 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 be shrill. 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
• Lastly, be clever. But not TOO clever
More Headline Tips: http://www.scoop.it/t/content-and-curation-for-nonprofits/?tag=Headlines
Social Content Optimization
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Write Better Headlines
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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 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
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Stretch Break
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Time Savers and Staying Sane
•Efficiency Tips •How To Be Intentional •Your Burning Questions
Answered
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6 Tips for Fitting In Social Media in a Packed Schedule
1. Time box work flow 2. Go mobile 3. More curation 4. Use social media scheduling tools 5. Recycle, Repurpose, Remix 6. Focus, Focus, Focus
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Mindful Social 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 questions Add up your score: # of YES answers
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0…1…2…3…4…5…6…7…8…9…10 Source: 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 Rheingold NetSmart
What does it mean to manage your attention while your curate or other social media tasks?
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Takeaways: Share Pairs
• Implement: 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
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Closing Circle and Reflection
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Thank you!
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