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Understanding What Matters: Social Media Workshop for the Vermont Arts Council

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Why does your organization use social media, and is it helping you to accomplishing your goals? This slide deck was used in a presentation with Vermont Arts organizations, and explores the fundamentals of what it takes to meaningfully engage in social media as a nonprofit organization, and use it to move stakeholders to action. It will cover the concepts of Matterness, understanding the online conversation that your stakeholders want to have with you, the importance of personal social media use, how to unleash the hidden capital within your online community by using social media for engagement, ladders of engagement, and critical practices for social media success.

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Understanding What Matters: Social Media Workshop for the Vermont Arts Council

  1. 1. Understanding What Matters Social Media for the Arts https://www.flickr.com/photos/128043383@N08/16382851218/
  2. 2. 2 About the presenter 2 Former executive director, community organizer, business consultant Social media & digital engagement strategy with mission-driven orgs since 2009 debra@communityorganizer20.com Digital Engagement Strategist
  3. 3. Today’s workshop 15 min Introductions & overview 15 min Understanding the social media landscape 45 min Introducing Matterness BREAK! (10 min) 30 min Finding the online conversation 60 min Designing online engagement BREAK! (10 min) 30 min Critical practices for success 10 min Wrap-up and reflection
  4. 4. http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/ 4 Who’s in the room?
  5. 5. UNDERSTANDING THE SOCIAL MEDIA LANDSCAPE
  6. 6. 6 Users expect to be able to reach people and organizations socially http://www.slideshare.net/HubSpot/the-social-lifecycle-consumer-insights-to-improve-your-business
  7. 7. http://www.pewinternet.org/2015/08/19/the-demographics- of-social-media-users/
  8. 8. http://www.pewinternet.org/2015/08/19/the-demographics- of-social-media-users/ 91% 76%
  9. 9. http://www.theatlantic.com/technology/archive/2014/06/facebook-texting-teens- instagram-snapchat-most-popular-social-network/373043/
  10. 10. http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/
  11. 11. http://www.flickr.com/photos/35375520@N07/3702507860/ What content dominates? Images Video Shareable content
  12. 12. MATTERNESS
  13. 13. When has an organization or person made you feel… …like you matter?
  14. 14. People don’t feel as if they matter “I’ve been a member for years!” “Why don’t you talk to me like a person?” “You keep misspelling my name” “I never got a thank you”
  15. 15. Why is this important? People have a lot of choices Donor retention Making resources go further Organizational sustainability Countering negative publicity Moving stakeholders to action!
  16. 16. Matterness is a different way of working that turns passive stakeholders into active participants by making each person known, acknowledged & invested in your success.
  17. 17. Institutionalizing Matterness Org Culture Stakeholder Engagement Capital Unleashed
  18. 18. Org culture http://www.flickr.com/photos/47817241@N00/4094538566/
  19. 19. Inherent tensions • Fear of losing control • Busyness trap of transactions • Push < > Pull of broadcasting content vs. online engagement • Need to raise money • Limited staff time • Hard to simultaneously “do the work” and strategize • What else?
  20. 20. Tensions become conversations https://www.flickr.com/photos/136629440@N06/21910887703/
  21. 21. Matterness is not… Customer service Window dressing A zero-sum game A plan to raise money
  22. 22. Matterness is bringing your true selves to the online conversation “82% of people are more likely to trust a company whose CEO and leadership team engage with social media.” and “86% of people rated CEO social media engagement as somewhat important, very important or mission critical.” - BRANDfog CEO Social Media Leadership Survey22
  23. 23. Transparent Trustworthy Generative Conversational Willingness to be YOU Critical success qualities
  24. 24. Exactly how personal?? You entirely Your interests + your professional voice Your professional voice + your interests The distanced professional 24 © 2016 Community Organizer 2.0
  25. 25. Working with not at people • Creating ways for people to participate • Being in conversation online and on land • Providing opportunities for supporters to tell their own stories • Providing opportunities to connect with each other • Following as well as leading • Treating everyone like people • Being real online
  26. 26. Giving thanks on #GivingTuesday
  27. 27. Bringing your true organizational selves to the table
  28. 28. Acknowledging shortcomings
  29. 29. KEEP ON TALKING
  30. 30. Resources unleashed: What types do we need?
  31. 31. Insert ADA Give It Forward example
  32. 32. Spread out the work
  33. 33. Share Pair Exercises 1. What is holding your organization back from implementing Matterness? 2. What could you do (differently) to make your constituents feel like they Matter? 1. In what ways could your network do some of your work for you?
  34. 34. FINDING THE ONLINE CONVERSATION
  35. 35. “…highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content.” -Wikipedia, social media definition http://www.flickr.com/photos/49601347@N00/934211103/
  36. 36. SocialMedia Engage Create Trust Moveto Action Leveraging the social media Ladder of Engagement
  37. 37. Finding “the conversation intersection”
  38. 38. It’s not really what you want to talk about… http://www.flickr.com/photos/47390431@N08/5549926350/
  39. 39. It’s what they want to talk about http://www.flickr.com/photos/32454422@N00/4074805374/
  40. 40. Twitter Facebook groups and events Reddit & niche groups LinkedIn groups Hashtag communities Where do real conversations happen?
  41. 41. “At the Case Foundation we have found the most successful posts are ones, which invite a dialogue between the foundation and fans. One piece of content asking fans to share their favorite nonprofit generated almost 600 organic user interactions, the most ever for our page.” https://nonprofitquarterly.org/management/23835-ending-with-a- question-mark-reflections-on-engagement-at-the-case-foundation.html
  42. 42. Make it about them, not you
  43. 43. Exercise: What’s your conversation?
  44. 44. DESIGNING ONLINE ENGAGEMENT
  45. 45. SocialMedia Engage Create Trust Moveto Action Leveraging the Social Media Ladder of Engagement
  46. 46. Typical Engagement Goals Continuously expand reach Create supporting and connected engagement systems. Deepen and extend engagement Engagement supports stakeholders, deepens engagement, and retains key event and advocacy participants. Change the relationship with stakeholders from transactional to relational Stakeholders feel as if they are equally recognized, valued, and respected. Build a connected community Develop a group of deeply committed and engaged stakeholders who are ready to take on the long-term issues in the community.
  47. 47. You can design for engagement http://www.flickr.com/photos/48450255@N08/5188623949/
  48. 48. ROE of Social Media Actions* Create a video, custom message, tweet, product for the company Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Visit Watch Download Read Play Donate Engage ContributeParticipate Create Lowest to highest Return on Engagement *Return on Engagement: Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  49. 49. Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most. Low-level engagement by itself did not produce significant ROE (this activities lead to ROE)
  50. 50. Donor engagement & online engagement model http://ssir.org/articles/entry/the_permanent_disruption_of_social_media
  51. 51. Creating a new donor engagement model Need a new model that takes into account the changes in donor behavior, communications, and influence. The new model should incorporate the following characteristics of donor engagement: • Allows for a donor to be engaged at different entry points and to move easily between them during the life cycle of his engagement • Has no fixed end point for a donor’s engagement • Allows for the donor-engagement footprint to expand or contract in ways that are unique to and driven by the individual donor • Places the donor’s needs—not the organization’s—at the center of the engagement • Accounts for the influence of other people on the strength of the donor-organization relationship http://ssir.org/articles/entry/the_permanent_disruption_of_social_media
  52. 52. How do you define a contribution to the organization? (National US survey) What makes you feel like cause champion?* • Donating (33 percent) • Talking to others about the cause (26 percent) • Volunteering (22 percent) • A majority of respondents (57 percent) chose offline activities • A small minority choose online activities (19 percent) or social networking (10 percent) *Being very involved in a cause or social issue
  53. 53. Consider: a new way of engaging http://www.flickr.com/photos/49462908@N00/8603050786/
  54. 54. Case Study: NABC
  55. 55. Designing Lily Engagement Engage: Watch videos on FB and Live cam on site, read blog, visit site Participate: Facebook Friend, follow tweets, discuss and comment Contribute: Offer opinions and feedback, vote in contests, name the bear, ask a question on FB forum, etc. Create: Post your own photos, tweet & comment proactively, build a birdhouse, etc.
  56. 56. Designed engagement
  57. 57. Share Pair Exercise Building on what you’ve learned (Matterness, online conversation and designed engagement), map out at an engagement opportunity that a. Connects with a business goal b. Allows for low-level (follow) through high-level (create) involvement c. Leverages social media d. Bonus: does it connect stakeholders to each other?
  58. 58. What knowledge and content is shareable and/or open to input? 1 Determine appropriate online spaces and channels Assess unique attributes and culture of each social media space 2 Brainstorm and develop participation opportunities 3 Design Process for Deep Engagement Create engagement opportunities
  59. 59. Case study: Brain Tumor Awareness Month (time-limited campaign) EXTRA EXTRA
  60. 60. National Brain Tumor Society May 2014 Social media & email push, shareable infosnaps, video Community Chat, Downloadable ebook, #BTVoice mini-campaign
  61. 61. Goals • Increase engagement and activism with org social media channels • Acquire new email addresses • Test frameworks – Video chat – Offer ideas – Give an email address • Grow social media spaces, especially Twitter and Facebook
  62. 62. BTAM Campaign Page
  63. 63. Designed shareable Infosnaps Create Shareable Graphics Good reach & engagement; drove to website  Share to educate and build brand awareness  Link to web pages http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html
  64. 64. Gated Material for Download 377 downloaded Frankly Speaking Online community chat Video Community Chat 39 first-ever participants; Focus: Frankly Speaking  Community-building element  Live video chat forum with various presenters and knowledge experts. http://braintumor.org/communitychat
  65. 65. #BTVoice (2-week focus) Online Campaign Submit advice through #BTVoice; share and support Registration Forms Community Chat and BTAM; BTVoice submit by email
  66. 66. Did it work? • Increased engagement and activism with org social media channels • Acquire new email addresses • Test frameworks (gated content, video chat, online campaign) • Grow social media spaces, especially Twitter and Facebook Frankly Speaking 365 downloads Community Chat #BTVoice 58 registered 39 participated 68 #BTVoice submissions Email addresses > 200 new emails Facebook > 400% increase in engagement Doubled average # new Likes
  67. 67. CRITICAL PRACTICES FOR SOCIAL MEDIA SUCCESS
  68. 68. Cover image conveys brand “voice”
  69. 69. Leaders use social media personally
  70. 70. https://vine.co/DiabetesUK Make the org personal
  71. 71. Create SMART social communications Aspirational SMART Increase traffic to donations page Increase traffic to the donation and store sections of the website by 10- 15% in 2015 Increase social media fan engagement Increase amount of conversation and interaction within our social media spaces by 20% in 2015 Expand awareness of org in local social media community Design campaign to promote org mission through social media in order to increase brand awareness amongst area residents Need more volunteers Recruit 20% of total number of volunteers via online submission and social media interest *Specific, Measurable, Attainable, Realistic, Timebound
  72. 72. Be willing to experiment (and “fail”) http://www.flickr.com/photos/ngi197w/5938474679/in/p95
  73. 73. http://sfballet.tumbl r.com/ Tell stories
  74. 74. Create opportunities for real conversation
  75. 75. Share what your stakeholders care most about
  76. 76. Send people to your home base
  77. 77. Create a communications calendar
  78. 78. Invest in social media Minimum Prepping for success Success strategy Personnel .25 time .5 time 1+ FTE Video $500/year $1,500/year $2,500+/year Social media monitoring $0 $100 -$300/month $500 - $1,000/month Strategy In-house - $0 Consultant develops strategy, $2,000+ Plan + ongoing support $5,000+ Facebook services Free services plus ads $300 - $500 $500 - $1,000/year (ads, short campaign) $1,500 - $2,000/year Paid social media online services & apps No paid services $500/year $1,000+/year Graphics support DIY or purchase/training for graphics $200/year Mix of graphic designer and paid service $500- $1,000/yr $1,000 - $5,000/year 101
  79. 79. Putting it all together • Create your connected self online – Develop an online community for learning, and times of need – Identify and connect with network weavers • Define where your organization should be online, and the online conversation(s) • Create opportunities for co-creation, learning by following, and network expansion by stakeholders • Develop a plan for real online community creation • Determine what capital you want to unleash • Implement a Matterness experiment, or elements of the Matterness checklist
  80. 80. Don’t forget to have fun!I’m always available to answer follow- up questions! Email: debra@communityorganizer20.com Website/blog: communityorganizer20.com Linkedin: linkedin.com/in/debraaskanase Twitter: @askdebra Other slides: slideshare.net/debask Telephone: (617) 682-2977

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