Capstone slidedeck for my capstone final edition.pdf
Social Media Workshop
1. Becoming A Networked Nonprofit:
How Non-Profits Can Leverage Social Media Tools
Beth Kanter, Master Trainer, Author, Speaker, and Blogger
September, 2015 - Patagonia Conference
15. 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.”
16. 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
17. Share Pair: Where’s Your Organization Now?
• Is your organization at
crawl, walk, run, or fly?
• What do you need to do
to improve?
http://bethkanter.wikispaces.com/tools_2015
18. Networked Nonprofit Mindset: A Leadership Style
• Leadership through active social participation
• Listening and engaging organizational and
professional networks to achieve the impact
• Communicating through a network model,
rather than a broadcast model
19. Best Practice: Write Down the Rules – Social Media Policy
Resources:
http://bethkanter.wikispaces.com/tools_2015
27. The Native Fish Society
PEOPLE
Anglers
Nature Lovers
OBJECTIVES
To increase angler awareness about the need to
limit air exposure to fish during catch and
release
STRATEGY
Keep ‘Em Wet campaign that demonstrates you
can take a beautiful photo of a fish without
removing it from the water
TACTICS
#keepemwet hashtag
Instagram contest
Champions
Use multiple channels – social, print, digital
28. 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.
TACTICS
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: MEASUREABLE
29. • Reach, Engagement, Action,
Dollars
Results
1. How many?
2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
30. • Donors
• Supporters
• End Users
PEOPLE
• Policy makers
• Journalists
• Business Leaders
INFLUENCERS
• Partners
• Local Organizations
• State and National
ORGANIZATIONS
AUDIENCE IDENTIFICATION AND BEHAVIOR
• 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?
31. SYNTHESIZE AUDIENCE RESEARCH: PERSONAS
RESEARCH
• Analytics
• Audience Data
• Survey
• Interviews
PERSONA
• Name
• Define Needs
• Segment
• Create
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.
Neighbor 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.
http://bethkanter.wikispaces.com/tools_2015
34. BASIC PLATFORMS
All brands can benefit from a Facebook page. Simple to
update, had an ad platform, and largest user base. Compelling
Content, Advertising.
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 champions. Traffic.
LinkedIn is great for professional networking for both
individuals AND organizations. If goal is to establish a more
professional looking brand. Useful for staff/board 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.
http://bethkanter.wikispaces.com/tools_2015
35. VISUAL PLATFORMS
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 lifestyle,
food, fashion, fitness, and DIY. Think discovery versus engagement.
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.
36. Tips
• Focus on the channels that the target audience uses
• Right size to your capacity
• Master the basics of each platfomr 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
• Learn how to repurpose content creatively across
channels
http://bethkanter.wikispaces.com/tools_2015
38. LISTEN
WHAT: The process of tracking
what people are saying or what
content they are sharing.
Why: To facilitate engagement,
to identify influencers, to find
appealing content to curate and
share, newsjacking, or get early
feedback on campaign.
How: Use social media
monitoring tools that are based
on keyword search and have
dashboards.
LISTEN ENGAGE
CONTENT
Champions
Influencers
39. 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 of Influencers
Facebook Pages
Buzzsumo for content
45. IDEAS: What content should we create this month?
• Evergreen and Timely
• Original and Curated
• Long and Short Form
• Repurpose, Recycle, Remix
46. ORGANIZE: EDITORIAL CALENDAR
• Pre-Planning content makes it more efficient
• Keeps you focused and strategic
• Stick your deadlines: Consistency is important!
47. LIGHTBOX EDITORIAL CALENDAR TEMPLATE
• Content Creation Prompts
• Templates for types of content
• Batch creation of content
51. 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?
TEST, MEASURE, LEARN
http://bethkanter.wikispaces.com/tools_2015
52. Social Media Champions and Influencers
Research
Recruit
Resources
Unleash
LISTEN ENGAGE
CONTENT
Champions
Influencers
53. Summary
• Taking the right incremental step to get your
organization to the next level, but keep moving
forward
• Networked mindsets are as important as
toolsets
• Focus on integrating social media channels that
reach your target audience and understand
what motivates them
• Social content as process of continuous
improvement
54. WORKSHOP: POST POSTERS
• Explore how to apply
these ideas to your
organization’s strategy
• Answer specific questions