social media strategy for foundation leaders
DESCRIPTION
Social Media Strategy for Foundation Leaders by Beth KanterTRANSCRIPT
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Leading on Social PlatformsSocial Media Integrated Strategy, Networks, & Learning
for Foundation Leaders
Beth Kanter, Master Trainer, Author, and BloggerSeptember 2014, Knight Foundation Workshop
Photo by Michael Flick
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Beth Kanter: Master Trainer, Author, and Blogger
@kanter
http://bethkanter.wikispaces.com/knight-nj
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Beth236,861
Conan147,345
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Raise Your Hand If Your Digital Strategy Goal Is …. Improve relationships
Increase awareness Increase traffic referral Increase engagement Increase innovation Change behavior Increase dollars Increase action
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What’s your personal experience with social media?
• Oversee social media strategy
• Implement social media strategy
• Both
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What social media platforms do you or other staff use as a “personal brand” in service of your organization’s strategy?
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What is your burning question?
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• To leave the room ready to implement one idea to improve your practice
Agenda OUTCOMES
• Interactive
• Co-Learning
• Your organization might be in the presentation!
FRAMING
Leading on Social Platforms
IntroductionCampfire StoriesMaturity of PracticeStrategy and Measurement
Break
Networked Thought Leadership: Blending Organizational and Personal Brands
Practicum
Reflection/Q&A
http://bethkanter.wikispaces.com/knight-charlotte
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Campfire Stories
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The Community Foundation for Greater Atlanta Crowdsourcing Innovative New Ideas
“Our One Region Atlanta Ideas Challenge was a Facebook contest asking metro Atlantans how they would use $5,000 to help increase understanding among metro Atlantans of different faiths and cultures. Over 100 people entered the contest and there were some really creative ideas.”
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AJ Fletcher Foundation: Community Engagement
“By far, our most successful story has been "opening up windows to our community about our work, our beliefs, and our people. Our organization was private and discreet; uncomfortable touting our good work in the community and playing a visual, and vocal role in advocacy and support for causes we support. We saw the most social media engagement on a picture of our staff wearing red holding a handmade sign that said “We support NC teachers.”
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ACT for Alexandra: Giving Days and Social Media
“This past year, we had a goal to grow the total amount raised during Spring2ACTion (24 hours of online giving for local nonprofits). Training the nonprofit participants on effectively using social media and email helped us, in part, to meet our goal by allowing nonprofits to reach a broader audience”
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Charlottesville Area Community Foundation: Social Media Infused Giving Day
“For a crowdfunding event in May of 2014, we had a goal of raising $250,000 for community nonprofits in 24 hours. By leveraging social media to create viral buzz around the event, we were able to raise more than $500,000 and double our goal. This word-of-mouth marketing, activated by social media channels, was a key to the success of this project. ”
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Central Carolina Community FoundationSocial Media Infused Giving Day
“Social media was a huge part of our first giving day, Midlands Gives. Through social media, we were able to spread the word about the day and create excitement during the event. Our numbers of Twitter followers and Facebook likes increased significantly during this time as well as traffic to our website. We were also able to be a resource to the community and nonprofits and lead by example through our own posts throughout the event. ”
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Networked NonprofitsSimple, agile, and
transparent organizations and
leaders. They are experts at
using networks, data, and learning
strategically to make the world a better
place.
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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.”
Maturity of Practice
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CRAWL WALK RUN FLY
Where is your organization?
Linking Social with Results and Networks
Pilot: Focus one program or channel with measurement
Incremental Capacity
Ladder of Engagement
Content Strategy
Informal Champions Strategy
Best Practices
Measurement and learning in all above
Communications Strategy Development
Culture Change
Network Building
Formal Champions – internal/external Strategy
Multi-Channel Engagement, Content, and Measurement
Reflection and Continuous Improvement
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What’s Your Maturity of Practice?
Where is your organization now? What does that look like? What do you need to get to the next level?
CRAWL Walk RUN FLY
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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
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Strategy and Measurement
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SMARTER SOCIAL MEDIA: POST FRAMEWORK
Flickr Photo: graceinhim
POST
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FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
EARNED
OWNED
SOCIALMOBILE
DATA
Source: Steve Rubel
Multi-Channel
PAID
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Centre Foundation: Small Foundation
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Centre Foundation: Small Foundation
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Centre Foundation: Small Foundation
PEOPLE: Nonprofits and Donors in Community
OBJECTIVES: Increase awareness of Centre Foundation brand in community: survey % heard of Centre FoundationRaise $500,000 for Giving Day on May 6th
Inspire first-time donations from x new donorsImprove capacity of local nonprofits to do online fundraising
STRATEGYProvide training to 96 local nonprofits to plan and implement online giving strategy and social media during Giving DayUse social media as part of integrated outreach campaign for Giving DayOngoing content and engagement through multiple channels with donors and nonprofitsActivate staff and board as champions online.
TOOLSFocused on LinkedIn, Facebook and Twitter
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Centre Foundation: Giving Day
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Centre Foundation: Giving Day
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How Board Members Can Help
Invite Your Facebook Friends to Like Centre Foundation’s Facebook Page
Be an Online Super Champions!
Centre Foundation: Staff and Board Champions
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Centre Gives & Social Media Strategy Increase Website Traffic/Donors
Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and August spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. A media strategy supported by social media has significantly increased our monthly website visits.
2013 Jan
Feb March April May Jun July Aug Sept Oct Nov Dec 2014 Jan
Feb March0
200
400
600
800
1000
1200
1400
1600
1800
All Traffic
On average, 65% are
NEW visitors.
2013 Centre Gives
Internal Champions
Measure Objectives: Use Data To Improve
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Integrated Social Strategy Assessment
• 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 informal 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 (Internal/external) influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.
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Reflection
• Where is your organization in terms of social media strategy? What does your organization need to do to create a strategy?
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How To Become Data-Informed
• Integrated strategy • Pick the right success
metrics• Measurement
discipline• Identify small pilots,
place little bets, learn, pivot, and iterate
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Goals KPI ToolsIncrease traffic 50% increase in monthly unique
visitorsGoogle Analytics
Increase subscribers 30% increase in monthly average subscribers
Feedburner
Increase engagement 50% increase in total comments per month
Website
Small Pilots for Learning: Blog
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KPI: 50% increase in referral traffic
KPI: 30% increase in blog subscribers
KPI: 50% increase engagement
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Document As You Go
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Methods for Organizational LearningAsking Powerful Questions
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Methods for Organizational Learning
DoSomething: Fail Fest Momsrising: Joyful Funeral
Global Giving: Biggest Looser
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Crawl Walk Run Fly
Lacks consistent data collection
Data collection consistent but not
shared
Data from multiple sources
Org Wide KPIs
No reporting or synthesis
Data not linked to results, could be wrong
data
System and structure for data collection
Organizational Dashboard with
different views, sharing
Decisions based on gut Rarely makes decisions to improve
Discussed at staff meetings, decisions
made using it
Data visualization, reporting, formal reflection process
CWRF: Becoming Data Informed: What Does It look like?
AnalysisToolsSense-Making
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• Where is your organization in terms of social media measurement practice?
• What is one thing you can do to improve?
Think and Write
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Networked Leadership: Blending Organizational and Personal Brands
in service of organizational mission and professional learning
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Networked Mindset: A Leadership Style
• Leadership through active social participation as personal brand to support organizational goals
• 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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Vision Statement
• Encouragement and support
• Why policy is needed• Cases when it will be used,
distributed• Oversight, notifications, and
legal implications
• Guidelines• Identity and transparency• Responsibility• Confidentiality • Judgment and common sense
• Best practices for personal use in service of organization as Champion • Brand
• Voice • Links to Org Strategy
• Dos and Don’ts for Personal Use from Legal
• Additional resources• Training• Operational Guidelines• Escalation
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Leadership Conversations
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Why Build Leadership Profile On Social: Benefits
Flexibility
Enhance Existing Work
Learning
Extend ReachBuild TrustLess Risk
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Personal Professional
Private Public
Identity and Boundaries Before Social Media
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Social Media: Worlds Collide
Personal Professional
Private Public
Not Working Working
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Turtle•Profile locked down•Share content with family and personal friends•Little benefit to your organization/professional
Jelly Fish•Profile open to all•Share content & engage frequently with little censoring•Potential decrease in respect
Chameleon •Profile open or curated connections•Content/Engagement Strategy: Purpose, Persona, Tone•Increased thought leadership for you and your organization
Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)
What Kind of Social Animal Are You?
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Strategic
Voice
Audience
Authentic
Leader
How To Be A Chameleon
How can your personal brand
support organizational strategy or
professional learning?
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61
Networked Mindset: RWJF
“We believe that striving toward a culture of health will help us realize our mission to improve health and health care for all Americans. ”
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Networked Mindset: RWJF
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The Goodman Theatre and Robert Falls
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Organizational VS Leader Voice
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Organizational VS Leader Brand
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Getting Started ….
• Get Their Attention• Show How It Enhances
Their Work• Tweetutorials• Peer Pressure• Social Media Policy• Found Time• Feed and Tune• Show Impact
http://www.bethkanter.org/afpcon/
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Reflection
• How can your leadership profile be in service to your organization’s strategy?
• What is the first step?
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Practical Networked Leadership Skills
• Finding Your Personal Brand and Voice on Social
• Picking An Engagement Style• Building Your Professional
Network
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“Be yourself because everyone else is already taken.” - Oscar Wilde
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• What’s your superpower? • What do you do better than anyone else?• What do people frequently compliment you on or praise
you for?• What is it that your manager, colleagues, and grantees
come to you for?• What adjectives do people consistently use to describe
you – perhaps when they’re introducing you to others?• How do you do what you do? What makes the way you
achieve results interesting or unique?• What energizes or ignites you?
Think and Write: Uncovering Your Authentic Personal Brand
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Crafting Your Elevator Speech on Social
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Think and Write: Your Elevator Speech on Social
Answer these questions in 160 characters in your profile bio:
• What is your expertise?• Why should someone follow you?• What hashtags or keywords do you “own”?• Visual: What cover image conveys your personal brand?
It’s accurate. One professional description.It’s exciting. One word that is not boring.It’s targeted. One niche descriptor.It’s flattering. One accomplishment.It’s humanizing. One hobby.It’s intriguing. One interesting fact or feature about yourself.It’s connected. Your organization, hashtag or another social profile.
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Ways To Engage: What Is Right Fit?
• Amplifier• Responder• Conversationalist• Content Curator
Adapted from IBM Employee Champion Program
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Arkansas Advocates for Children and FamiliesRich Huddleston
Amplifier
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Responder
ACLU of New Jersey and Udi Ofer
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Helen Clark and UNDP
Responder
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Conversationalist
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
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Tweets links related to organization’s mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions.
Content Curation – Organizational Strategy
From CEO
to CNO
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SEEK SENSE SHAREIdentified key blogs and online sites in issue area
Scans and reads every morning and picks out best
Summarizes article in a tweet
Writes for Huffington Post
Engages with aligned partners
Presentations
Professional Learning
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Discussion Questions …..• How can you engage on social and with your professional
network to leverage organizational goals? • What type of engagement style is the best fit?
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Summary
• Success happens by taking the right incremental step to get to the next level, but keep moving forward
• Use social media a strategy leverage organizational AND personal networks
• Scale your organization’s social culture with a living social media policy
• Allow staff to leverage their personal passion in service if your strategy
• Strategy with the right success metric• Place little bets, but learn from failure and pivot
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Think and Write: What is your take away – one thing that you can put into practice?
Include your name
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Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter