Knight Digital Media Center presented a workshop on May 1, 2016 for participants in the Knight Media Learning Seminar in Miami. Workshop participants learned about effective practices for gaining visibility and engagement on social platforms.

1. Social
Media
Workshop
Knight
Digital
Media
Center
USC
Annenberg
School
for
Communication
and
Journalism
May,
2016

2. Beth
Kanter:
Master
Trainer,
Author,
Speaker
and
Blogger
@kanter
www.bethkanter.org

3. Stephanie
Rudat:
Trainer,
Speaker,
and
Consultant
@srudat
www.StephanieRudat.me
StephanieRudat@gmail.com

4. Social
Media
Workshop
Knight
Digital
Media
Center
USC
Annenberg
School
for
Communication
and
Journalism
May,
2016

5. Survey
Results

6. • Responsible
for
developing
Foundation’s
digital
strategy
for
brand
including
social
media
• Implements
CF
brand
social
media
• Oversees
someone
else
on
team
or
intern
who
implements
brand
social
• %
of
time
spent
on
social
media
as
part
of
your
job
• Use
social
media
as
an
individual
or
personal
brand
professionally
Who
is
in
the
room?

7. Agenda OUTCOMES
• Interactive
• Mix
Expert/Peer
Learning
FRAMING
Burning
Questions/Assessment
Organizational
Strategy
Understanding
Social
Platforms
Break:
Sign
Up
for
Office
Hours
Mobile
Social
Platforms:
Instagram
and
Snapshot
Leading
on
Social
Channels
Questions
Wrap
Up
#InfoNeeds
• Identify one step to
improve your brand
social media
strategy
• Identify action steps
to implement a
social media
ambassador strategy
AGENDA

8. Think,
Write,
Share,
Pop
What
is
your
burning
question?

9. Foundation
Strategy
on
Social
Media
Channels:
Refresh!

16. Leadership
Conversations

19. Source:
https://topnonprofits.com/free-­‐editorial-­‐calendar-­‐campaign-­‐planning-­‐documents/

21. Flickr
Photo:
graceinhim
• What
social
media
channels
will
help
our
community
foundation
reach
our
goals?
• What
social
media
channels
does
our
existing
audience
already
use
to
get
information?
• What
social
media
channels
does
the
audience
we
need
to
reach
use?
• What
are
our
stretch
social
media
channels
where
we
have
the
capacity
to
listen,
experiment,
and
learn?
• Where
can
we
standout
and
get
value?
• How
do
we
create
and
repurpose
content
that
fits
the
audience?

22. Source:
Pew

23. Mainstream
Social
Media
Channels
Facebook
Page
is
the
new
yellow
pages.
Simple
to
update and
largest
user
base.
Advertising
is
a
necessary
evil.
Your
audiences
wants
to
talk
to
a
real
person.
Twitter
is
great
for
this.
Also
good
for
reaching
influencer
audiences:
media,
journalists,
policy
makers,
etc.
Driving
traffic
to
web
site
and
other
social
channels
LinkedIn
is
great
for
professional
networking
for
both
individuals
AND
brands.
Potential
audiences
for
CF:
professionals
who
work
in
business,
nonprofit,
and
government.
People
are
consuming
video
content
more
and
more.
YouTube
influencersand
celebrities. Easily
repurpose
video
for
other
platforms, although
native
video
on
Facebook
performs
better.

24. Niche
Social
Media
Channels
Great
platform
to
connect
with
audience
that
appreciate
visual
content.
Leverage
hashtags,
geotagging
and
influencers
on
Instagram
in
your
topic
area.
Instagram
has
a
large
Gen
Z
and
Y
user
base.
Personal and
foundation
brands.
Good
for
Brands
with
a
lot
of
visual
content.
Easy
way
to
curate
content
from
your
programs
or
other
related
sources.
Big
user-­‐
base
for
food,
fashion,
fitness,
and
other lifestyle.
More
discovery
vs
social
media.
Long
form
content,
online
magazine,
and
network
where
stories
are
shared
and
connected
with
audience.
Mobile
friendly.
Tech influencers,
journalists,
and
growing
number
of
nonprofits/philanthropy.
Blogging platform
Tumblr
are
great
for
shareable
short-­‐form
multimedia.
Popular platform
with
millennial
audience
and
micro-­‐interest
communities. Some nonprofits
use
it
to
curate
and
share
repurpose
content
on
other
channels.
User
generated
news
links
and
votes
to
promote
stories
to
the
front
page.
Engaged
community
ofusers
comment
and
share
on
niche
topics.

25. Emerging
Social
Media
Channels
Live
video
streaming
mobile
app
that
allows
audiences
to
interact
with
brand
in
real
time
Messagingapp
that
allows
users
to
share
“snaps’
–
photos,
text,
video
with
friends
or
all
followers.
Largest
users
are
Millennials
and
GenZ.
Blab,
a
live
video
app, where
you
can
join
live
conversations
online
with
different
topics.
Popular
with
technology
crowd.

27. How
To
Keep
Your
Head
From
Exploding
• Master
the
mainstream
platforms:
objective,
audience,
content
• Right
size
to
your
capacity
• Experiment
with
adding
niche
or
experimental
channels,
with
small
pilot
first
to
learn
and
incrementally
investing
based
on
results
• Repurpose
and
recycle
content
creatively
across
channels
• Measure,
learn,
improve

28. • Donors
• Supporters
• End
Users
of
Programs
PEOPLE
• Policy
makers
• Journalists
• Business
Leaders
INFLUENCERS
• Partners
• Local
Organizations
• State
and
National
ORGANIZATIONS
Define
Existing
and
Potential
Audience
• What
keeps
them
up
at
night?
• What
are
they
currently
seeking?
• What
social
media
channels
do
they
use
for
information?
• What
influences
their
decisions?
• What
influences
their
attitudes?
• What’s
important
to
them?
• What
makes
them
act?

29. Define
Measurable
Goals
Reach
Inform
Engage
Action
Donate

30. Who
is
your
audience?
What
are
your
goals?

31. Monitoring
Engagement
Content
Advertising
Brand
Ambassadors
Influencers
Social
Strategy
Building
Blocks

32. Repurpose
Content
for
Social
Media
Channels

34. Organizing
the
Process
• Regular
meetings
to
brainstorm
and
discover
themes
• Idea
Dashboard
• Pre-­‐Planning
and
batch
creation
makes
it
more
efficient
• Editorial
Calendar
• Organize
Content
Assets
• Evergreen
Content

35. Recycle,
Repurpose,
Reuse
www.facebook.com/edutopia

36. Visual
Content
Creation
Tools
http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media

37. Result Metrics AnalysisQuestion
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?
Measure
to
Improve

38. • Something
you
can
accomplish
with
social
media
that
is
exciting,
challenging,
and
realistic
with
a
target
audience or
as
an
experiment
Wish
• The
best
result
from
accomplishing
your
goal.
Outcome
• The
obstacles
that
prevent
you
from
accomplishing
your
goal.Obstacle
• What is
your
action
plan?Plan
Exercise:
WOOP
Your
Brand
Social
Media
Strategy

39. Sign
up
for
a
private
session
with
Beth
or
Stephanie
tomorrow
during
their
office
hours!
Break

40. More:
http://www.bethkanter.org/instagramming/
Instagram:
An
Overview
• 400
Million
Users
• Integrated
into
Facebook
• Premiere
visual
storytelling
tool
• Photos
play
to
emotions
• Most
popular
among
Gen
Y
&
Z
• Hashtags used
to
engage
people
on
a
topic/
event
• 15
sec
video
capacity
• Apps
available
for
reposting
and
measurement
• Provides
filters/editing
to
help
make
all
images
look
good

41. Instagram:
Who
is
using
it
here?

42. More
detail:
http://www.bethkanter.org/instagramming/
Instagram:
5
Simple
Tips
Complete
your
profile
using
elevator
speech
&
include
url
Use
hashtags -­‐
#communityfoundation,
#cityname,
#infoneeds
Tag
relevant
parties
Include
captions
Engage!
Respond
to
comments

43. Instagram:
Community
Foundation
of
Santa
Cruz
www.Instagram.com/cfsantacruzco

44. Snapchat:
An
Overview

45. • Snapchat
is
a
mobile
app
that
lets
users
share
photos
and
videos
that
are
deleted
in
24
hours.
• Snapchat
users
share
snaps
privately
with
a
few
friends,
or
as
stories
with
all
their
followers.

46. Launched
in
2011
100
million
users
6
billion
video
views
every
day
86%
of
Snapchat’s
users
fall
into
the
13
– 37
age
range
A
small
number
of
nonprofits/foundations
experimenting:
http://bit.ly/1RCI8n8
Cheat
Sheets
and
Tutorials:
You
Are
Never
Too
Old
To
Barf
Rainbows
http://www.bethkanter.org/snapchat-­‐over50/

48. Demo

50. Experiment
Learn
Adapt

51. Think like a rocket scientist

52. Observe and sift through qualitative
data like a Primatologist

53. Harvest Insights

55. Paired
Share:
What
is
one
experiment
you
can
do
with
a
niche
or
emerging
social
media
platform?

56. Stretch
Break!

57. Before
Social
Media
and
Networks
Leading
on
Social
Channels:
Strategy

58. Leveraging
Networks
As
Part
of
Digital
Strategy

59. CRAWL WALK RUN FLY
Where is your community foundation?
Objectives and
audiences for social
part of Digital Strategy
Uses most mainstream
social channels as part
of content strategy, but
not consistent
Leader and employees
use social but lacks
ambassador strategy
Content Strategy,
Consistent Process for
basics
Uses niche social
channels
Informal Ambassadors
Strategy, Socially
Engaged Leaders/Staff
Some measurement
and learning in all
above
Digital Strategy
Development
Culture Change
Sporadic content
strategy and social
presence
Lack of social
media
ambassadors,
inside or outside
Multi-­Channel Engagement,
Content Strategy, Internal
Process, and Measurement
Strategic pilots with
emerging social media
channels
Formal Ambassadors
Strategy – insiders/outsiders
Reflection and Continuous
Improvement

60. RWJF:
Foundation
Strategy
-­‐ #cultureofhealth
“We
believe
that
striving
toward
a
culture
of
health
will
help
us
realize
our
mission
to
improve
health
and
health
care
for
all
Americans. ”
GOALS
Inform
Behavior
Change
Audience:
Grantees,
Researchers,
Policy
Makers,
Practitioners

61. http://www.cultureofhealth.org/

62. Socially-­‐Engaged
Staff
Support
#cultureofhealth
Audience:
Specific
content
areas,
grants,
and
communities

63. Socially-­‐Engaged
Staff:
Social
Media
Plans
and
Personal
Brands

64. Adding
Social
to
Thought
Leadership
Activities
In
the
field
Sharing
Expert
Presentations
Live
Tweeting
Conferences
Monthly
Chats

66. • Expand
Reach
• More
Trust
• Less
Risk
• Flexibility
• Enhanced
Capacity
Leading
On
Social:
Benefits
of
Staff
Champions
on
Social

67. Target
Different
Audiences
Audience:
Supporters,
Donors,
Advocates

68. Audience:
Influencers,
Journalists,
Policy
Makers,
World
Leaders

70. Amplifying
and
Extending
Brand
Reach
GOAL
Advocacy

71. Organizational
VS
Leader
Voice

72. Paired
Share
• What
are
the
key
objectives
of
your
organization’s
use
of
social
media
and
target
audiences?
• What
objective(s)
and
target
audience(s)
best
align
with
your
social
leadership
profile?

73. Personal Professional
Private Public
Personal Professional
Private Public
Worlds
Collide:
Identity
and
Boundaries
Before
Social
Media

74. Turtle
• Profile
locked
down
(or
not
present)
• 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,
curated
connections
• Engagement
Strategy:
Purpose,
Audience,
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?

75. Purpose
Audience
Persona Tone
Leader
Profile
How
To
Be
A
Chameleon

76. “Be
yourself
because
everyone
else
is
already
taken.”
-­‐ Oscar
Wilde

77. Take
A
Quiet
Minute
To
Uncover
Your
Authentic
Brand
• What’s
your
super
power?
• What
do
people
frequently
praise
you
for?
• What
makes
the
way
you
achieve
results
unique?
• What
energizes
you?

78. Your
Social
Profile
Is
An
Elevator
Pitch!

79. Social
Elevator
Speech

80. • What
is
your
professional
expertise?
• Why
should
someone
follow
you?
• What
hashtags
or
keywords
align
with
your
objectives,
audiences?
• Does
your
cover
image
align
with
your
objectives,
audiences?
• What
makes
you
human?
• Disclaimer

81. PRO
TIP:
Use
Canvato
Create
Your
Cover
Image
www.Canva.com

82. www.Canva.com

83. PRO
TIP:
Pin
a
Tweet
to
Your
Profile

84. Your
Social
Profile
• What
is
your
expertise?
• Why
should
someone
follow
you?
• What
hashtags
or
keywords
do
you
want
to
be
associated
with?
• Pinned
Tweet
• Visual:
What
cover
and
profile
image
conveys
your
personal
brand?

85. Three
Authentic
Leadership
Styles
1:
STORYTELLER 2:
CURATOR
3:
NETWORKER

86. The
Storyteller

87. •Be
visual
•Inspirational
Quote
•Something
Funny
•Timely
•Questions
Overcoming
Writer’s
Block
on
Twitter

88. Seek Sense Share
The
Curator

89. Uses
Twitter
to
support
organization’s
mission
as
a
bipartisan
advocacy
organization
dedicated
to
making
children
and
families
a
priority
in
federal
policy
and
budget
decisions.

90. SEEK SENSE SHARE
Finds
and
vets
key
blogs
and
Twitter
lists
in
each
issue
area
Scans
and
reads
every
morning
and
picks
out
best,
writes
tweets,
and
schedules
Taps
into
personally
selected
list
of
expert
sources
and
seeks
new
sources
Summarizes article
in
a
tweet,
adds
hashtags,
credits
sources
Writes
blog
posts
using
multiple
links
shared
on
Twitter
Feeds
his
network
with
quality
and
personalized
content
Engages with
aligned
partners
and
target
audience
Leads
conversations
Recommends
other
experts,
sources,
and
articles
Credits
sources
Bruce’s
Work
Flow
and
Tools

91. Twitter
Lists
and
Hashtags

92. Engaging
and
Building
Your
Network
On
Social
• Event
Engagement:
Open
Forum
at
a
particular
time
and
place
• Participatory
Engagement:
Invites
comments
and
discussion
on
posts
• Personal
Engagement: One-­‐on-­‐one
responses
to
followers

93. Tips
for
Getting
Started
and
Being
Efficient
• Align
Strategy
and
Policy
• Tutorials
• Talk
to
Peers
• Feed
and
Tune
• Found
Time
• Team
Support

94. Share
Pair:
Leadership
Style
• What
is
your
preferred
leadership
style
on
social?
• What
support
do
you
need
to
develop
and
implement
your
strategy?

95. Open
Question
and
Answer

96. What’s
one
tip
or
technique
that
you
can
put
into
practice
to
improve
next
week?
Send
an
email
to
yourself
at
futureme.org
Takeaways

97. Thank
You
for
Joining
Us
Today.
Stay
in
Touch!
Beth
Kanter
www.BethKanter.org
@kanter
Stephanie
Rudat
StephanieRudat@gmail.com
@srudat