Social Media Workshop
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This document summarizes a presentation by Beth Kanter on how non-profits can leverage social media tools. Kanter outlines a "crawl, walk, run, fly" framework for organizations to incrementally increase their social media capacity. She emphasizes the importance of understanding target audiences, developing a content strategy, listening to networks, and identifying champions and influencers. Kanter also provides tips on social media best practices like developing policies, focusing on key platforms, and measuring results through SMART objectives to continuously improve social strategy.
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
- 2. Beth Kanter: Master Trainer, Author, Speaker and Blogger @kanter http://bethkanter.wikispaces.com/tools_2015
- 6. 3 Digital Revolutions Broadband Mobile Social Networks RCB Flickr Photo
- 13. Organizations Need To Change From the Inside Out
- 14. Embrace Individual, Organizational, and Civic Networks http://bethkanter.wikispaces.com/tools_2015
- 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
- 20. Staff Champions Increase Capacity
- 21. The Social CEO: In Service of Strategy
- 22. Target Different Audiences Audience: Supporters, Donors, Advocates
- 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
- 32. MULTI-PLATFORM USE IS RISING http://bethkanter.wikispaces.com/tools_2015
- 33. FOCUS ON THE CHANNELS TARGET AUDIENCE USES
- 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
- 37. LISTEN ENGAGE CONTENT Champions Influencers What are the elements of a social strategy?
- 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
- 42. Adopt Donate Volunteer Share Photos Download App Promote Campaign Engage with a Purpose LISTEN ENGAGE CONTENT Champions Influencers
- 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
- 49. OPTIMIZE: SOCIAL CHANNELS • Publish engaging, timely, & relevant content • Write headlines 25x • Visual content • Clear to call to action • Timing and Frequency • Hashtags Portent – Helps You Brainstorm http://www.portent.com/tools/title-maker
- 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
- 55. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter http://bethkanter.wikispaces.com/tools_2015