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Integrating Social Media into Your Communications Strategy

  1. Integrating Social Media Into Your Nonprofit’s Communications Strategy and Beyond Beth Kanter, Master Trainer San Antonio, TX - August 18, 2015
  2. Beth Kanter: Master Trainer, Author, Speaker and Blogger @kanter
  3. Topics OUTCOME Interactive Reflective Fun FRAME Take 1 small step to improve your social media practice • Networked Nonprofits: Best Practices • SMARTer Social Media • Social Content and Engagement • Measurement • Being Efficient Workshop Agenda
  4. What is your burning question?
  5. Campfire Stories
  6. 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.
  7. Broadband Mobile Social Networks 3 Digital Revolutions Thomas Hawk
  8. Institutions Need To Change From the Inside Out
  9. Embrace Organizational and Individual Networks
  10. 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.”
  11. CRAWL WALK RUN FLY Where is your organization? Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Leader and employees use social but no strategy Ladder of Engagement Content Strategy Informal Champions Strategy, Socially Engaged Leaders Best Practices Measurement and learning in all above Communications Strategy Development Networked Mindset and Map Culture Change Brand on Social, Not Leader or Employees, no champions online Network Building – both organization and professional Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
  12. Share Pair: Where’s Your Organization Now? • Is your organization at crawl, walk, run, or fly? • What do you need to do to improve?
  13. The Networked Nonprofit Mindset
  14. Networked Nonprofit 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
  15. Best Practice: Write Down the Rules – Social Media Policy Resources: 
  16. Social Media Policy – All Staff Participate
  17. Benefit: Amplify and Extend Reach Average overlap of audience on Twitter between CEO and Brand accounts: 14% Goal: Advocacy Audience: ED - Influencers Brand  Supporters
  18. Different Styles of Engaging
  19. Staff Champions Increase Capacity
  20. SMARTer Social Media
  21. Flickr Photo: graceinhim People Objectives Strategies Tools
  22. PEOPLE: Artists and people in their neighborhood OBJECTIVES: Increase engagement by 2 comments per post by FY 2014 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2014 10% students /attenders say they heard about us through Facebook, Instagram, or Twitter STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on Facebook, Twitter, and Instagram to use best practices and align engagement/content with other channels which includes flyers, emails, and web site. POST APPLIED: SMALL NGO
  23. • Donors • Supporters • End Users of Programs PEOPLE • Policy makers • Journalists • Business Leaders INFLUENCERS • Partners • Local Organizations • State and National ORGANIZATIONS POST: DEFINE/Know YOUR 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?
  24. PERSONAS RESEARCH • Analytics • Audience Data • Survey • Interviews PERSONA • Name • Define Needs • Segment • Create Resources:
  25. PERSONAS APPLIED: SMALL NGO Artist Persona: Cathy, in her 20’s, uses Instagram and Facebook to share her art work. Wants to participate in programs and exhibits at the gallery. Neighborhood Persona: Lee, lives and works in the neighborhood. Is a cook. Uses Facebook on his mobile phone. Has not visited the gallery because he thought it was a private club.
  26. Focus on the Channels that Target Audience Uses
  27. • Reach, Engagement, Action, Dollars Results 1. How many? 2. By when? 3. Measure with metrics POST: SMART OBJECTIVES
  28. Think and Write: Audience/Objectives
  29. Monitor Engage Content Champions POST: SOCIAL STRATEGY
  30. Key Words Dashboard Respond Analysis Repeat The process of tracking what people are saying on social media channels about your organization Listening: Why, What, and How
  31. 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
  33. Quick Brainstorm: Listening • What keywords should you monitor? • List the channels where you need to read and respond to channels and sketch out schedule
  34. Adopt Donate Volunteer Share Photos Download App Promote Campaign Social Strategies: Engagement with a Purpose
  35. Creators Critics Collectors Joiners • Think about objectives and audience • What are different ways that your audience can engage or take action with your organization or campaign to reach that goal? • What motivates a person to get to the next level? • Who influences them or who do they influence? Think and Write: Engagement Activities Low Medium High Comment on Facebook or other social channel Share content on Facebook or other social channel Like content on Facebook or other social channel Learn more about the issue Take part in a physical event Organize a fundraiser Ask people in your network to donate Ask people to like, share, or comment social media Write an email Talk to other people Wear cause related clothing Make a donation Volunteer time Donate blood Adopt a Pet
  36. PEOPLE: Individuals, Journalists, Donors, Policymakers OBJECTIVES: Increase awareness of plight and needs of Syrian Child Increase engagement around need for humanitarian support Raise $x for Syrian Children’s Relief Fund SOCIAL STRATEGY Share gritty truth in sobering way: children are victims of violence and war through specific stories and overall statistics Activate champions and influencers to spread content and stories to their networks CTA: Activate petition signatures and donations CONTENT IDEAS Infographic and photo stories distributed through social channels Email for donations NY Times AD During UNGA Week Song/Video by Ellie Goulding telling real stories from real children Live donor call from Jordan and Reddit CE0 Carolyn Miles Twitter Linking Content To Objectives & Workflow
  37. Save the Children – Staff and CEO How Internal Champions Repurpose
  38. Repurposing Content for Social Channels
  39. Repurposing Content for Different Social Channels
  40. Quick Brainstorm: Content • Think about your objectives and audience • What content will be most compelling to your audience to take action? • What content can you repurpose for different channels?
  41. Champions
  42. Research Recruit Resources Unleash Finding and Leveraging Champions
  43. Quick Brainstorm: Champions • Brainstorm a list of 20 people you could recruit as champions
  44. What Channels To Focus On? All brands can benefit from a Facebook page. Simple to update, had an ad platform, and largest user base. 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. Useful for Internal champions. LinkedIn is great for professional networking for both individuals AND organizations. If goal is to establish a more professional looking brand. Useful for internal champions. Blog platforms like Tumblr are great for shareable multimedia because the content has a long lifecycle. Blogs are good base to publish content that can be easily repurposed through other social channels. The Basic Platforms
  45. What Channels to focus on? 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 DIY. 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 Allows your audience to vide your brand’s video content on all devices. People are consuming video content more and more. Easily repurpose for other platforms (Facebook, Instagram) Live video streaming mobile app that allows audiences to interact with brand in real time Easy and quick way to share content or “stories” which can be photos or videos. Largest users are Millennials and GenZ.
  46. Tips • Focus on the channels that the target audience uses • Master the basics first • Experiment with adding channels, with small pilot first to learn and incrementally investing based on results • Don’t try to do all at once – too overwhelming • How to repurpose content creatively across channels
  48. Poster Gallery Walk
  49. Report Out
  50. Lunch
  51. It’s A Team Monthly Process of Continuous Improvement! CONTENT STRATEGY Ideas Organize Create Curate Measure Improve
  52. Highlights Reviews Stories Case Studies Breaking News Policy News Data Reports Tips Tutorials Lists Resources Features News How To What is a content strategy? Idea Pieces Interviews Opinion Analysis Ideas • Real Time and Planned • Ever Green and Timely • Original and Curated • Words and Pictures • Long and Short Form • Repurpose and Recycle for Different Channels
  53. Organizing Your Content Strategy Resources:
  54. Date Hook Web Email Facebook Twitter Blog 1 2 3 4 5 6 7 1. Brainstorm an editorial calendar for one week. 2. Use template, sticky notes, and poster paper Exercise: Content Strategy Brainstorm Storm
  55. Social Content Optimization • Focus on publishing high- quality, engaging, relevant content • Timing and Frequency • Write headlines 25x • Use images/visuals, but vary type of content • Clear to call to action • Test, Test, Test
  56. Facebook Content Optimization
  57. • Write 25 times, pick best ones • 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 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 • Be clever Resources: Writing Headlines: Tips
  58. Tool: Writing Headlines: Exercise • Select a post from your Facebook page or another organization where they posted a link to an article • Read the article • Take 10 minutes to brainstorm as many different headlines, write them down quickly. • Use headline tool if you need more ideas
  59. Writing Headlines: Share and Debrief • Share your headlines with another person • Reflection question: Was the best headline the first one? It usually never is. The point is that if you brainstorm 25 headlines, you are likely to come up with a much better headline than if you only brainstormed one headline.
  60. Visual Content: Why Important? Resources:
  61. Tips and Tools • Don’t just use an image to use an image • Don’t use boring or irrelevant images • Avoid over use of stock images • Keep size and color in mind Resource: The Ultimate List of FREE Stock Image Collections
  62. Stretch and Break
  63. 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 Resources:
  64. Measurement Tools Overview Google Analytics Understand Audience Demographics Measure Traffic from Social Media Channels Facebook Insights Audience Demographics Engagement, Views, and Clicks Twitter Analytics Dashboard Audience Demographics Engagement, Views, and Clicks Spreadsheets: Most Important Tool
  65. Facebook Insights: Audience Demographics
  66. Facebook Insights: When To Post
  67. Facebook Insights: Content/Engagement
  68. Exercise • Work in pairs with someone from your organization • Visit the Facebook Insights page for your Fan Page • Review the audience demographics section. What did you discover? • Visit the POSTs section and sort it by reach. Look at the 3 highest and 3 lowest scoring posts for views. What did you discover? • Sort POSTs by Engagement. Look at the 3 highest and 3 lowest. What did you discover?
  69. Twitter Analytics: Overview
  70. Twitter Analytics: Audience Demographics
  71. Twitter Dashboard: Impressions and Engagement
  72. Mindful Social Media or Mind Full? Photo by pruzicka
  73. 6 Tips for Fitting In Social Media in a Packed Schedule 1. Time box work flow 2. Go mobile 3. Do more content curation 4. Use social media scheduling tools 5. Recycle, Repurpose, Remix 6. Focus, Focus, Focus
  74. Managing Your Attention Online: Why Is It An Important Networking Skill?
  75. 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
  76. 0…1…2…3…4…5…6…7…8…9…10 Source: Lulumonathletica Mindful Online………………………………………………………..Need Help Now What’s Your Attention Focusing Score?
  77. • 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 you do social media tasks?
  78. Reflection and Raffle • What is your big ah ha? • What questions do you still have? • What is one thing you can do next week to improve your social media strategy?
  79. Thank you! @kanter on Twitter