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Becoming A Networked Arts Nonprofit
Using Social Media Effectively
Beth Kanter, Master Trainer
Theatre Bay Area – Master Class
May 3, 2013
Beth Kanter: Master Trainer, Author, and Blogger
AGENDA
OUTCOMES
Interactive
Fun
Transdisciplinary
#netnon
FRAMING
Identify one
takeaway to tweak
your social media
strategy to get
better results
Introduction
Crawl, Walk, Run, Fly
Networked Mindset
Institutional Support
Break
Strategy and Measurement
Content Strategy
Closing
The Morning Agenda: 10-1 PM
Stand if you have one of these with you … (phone,
not cat)
Raise your hand if you use it to connect on social
networks …
Find someone near you, introduce yourselves, and share your
burning question
Take a photo of the other person and share on Twitter,
Instagram, or Facebook using #netnon hashtag along with
your burning question
Raise Your Hand If Your Digital Strategy Goal Is ….
 Improve relationships
 Increase awareness
 Increase traffic referral
 Increase engagement
 Increase dollars
 Increase action
Stand Up, Sit Down
Is your arts organization using these tools?
Photo by net_efekt
Are you getting results?
CRAWL WALK RUN FLY
Maturity of Practice: Where is Your Organization?
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Ladder of
Engagement
Content Strategy
Best Practices
Measurement and
learning in all above
Marketing Strategy
Development
Culture Change
Network Building
Many champions and free
agents work for you
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
Share Pair: Where is your organization?
Where is your organization now? What does that look
like? What do you need to get to the next level?
Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices Average
CULTURE Networked Mindset 2.0
Institutional Support 1.8
CAPACITY Staffing 1.3
Strategy 1.4
MEASUREMENT Analysis 1.0
Tools 1.5
Adjustment 1.7
LISTENING Brand Monitoring 1.3
Influencer Research 1.8
ENGAGEMENT Ladder of Engagement 1.6
CONTENT Integration/Optimization 1.1
NETWORK Influencer Engagement 1.8
Relationship Mapping 1.2
1 2 3 4
0% 20% 40% 60% 80%
Crawl
Walk
Run
Fly
Master Class Survey: Average All Indicators
Culture and Capacity
A Network Mindset: A Leadership Style
• Openness, transparency, decentralized decision-making, and
collective action.
• Listening and cultivating organizational and professional
networks to achieve the impact
• Leadership through active participation.
• Social Media Policy living document
• Sharing control of decision-making
• Communicating through a network model, rather than a
broadcast model
• Data-Informed
Maturity of Practice: Networked Mindset
CRAWL WALK RUN FLY
Understanding of
networks that are
connected to
organization
Listening to and
cultivating
relationships with
networks based on
mapping networks.
Comfort level with
greater organizational
openness and
transparency.
Leadership is using
social networks and
comfortable with
showing personality.
Leadership is
comfortable using
decentralized decision-
making and collective
action with networks.
Considers people inside
and outside of the
organizations as assets
in strategy.
0% 10% 20% 30% 40% 50%
CRAWL
WALK
RUN
FLYCULTURE: Networked Mindset 2.0
“Our senior leaders use blogs, but
more to share interesting vignettes
rather than as an attempt at
transparency..”
One Tweet by Artistic Director = 1,000 by Staff
Open and accessible to the
world and building
relationships
Making
interests, hobbies, passions
visible creates authenticity
One Tweet by Artistic Director = 1,000 by Staff
One Tweet by Artistic Director = 1,000 by Staff
The Networked CEO or Artistic Leader
What do they spend time
doing that they could do
better via social ?
Whose work do they
respect or feel inspired by?
How will social improve
things they know already
and value?
http://www.bethkanter.org/nonprofit-ceo-leaders/
Maturity of Practice: CWRF – Institutional Support
CRAWL WALK RUN FLY
Social media policy
is drafted and
gaining support
through “road
shows” with
departments
Social media policy
has been discussed
and approved by
leadership.
Social media staff
position includes
facilitating training
other staff to use
social networks.
All staff use social
media effectively to
support organization
objectives.
1.8
0% 10% 20% 30% 40% 50% 60%
CRAWL
WALK
RUN
FLYCULTURE: Social Media Policy
“Social media is somewhat overlooked as
an effective channel for engagement.
Although our office has policies in
place, there are many who don't
implement them.”
Best Practice: Write Down the Rules – Social Media Policy

http://www.bethkanter.org/category/organizational-culture/
Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/
@rdearborn works for UpWell and she
LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
Share Pair: What are some institutional culture
issues you need to address? How will you address
them?
Maturity of Practice: CWRF -Capacity
CRAWL WALK RUN FLY
5 hours or less per week
of staff time is invested
5-19 hours per week of
staff time is invested in
one position. Other staff
or intentions implement
social media.
20-29 hours per week
of staff time in a
dedicated social
media position. Other
staff or interns or
influencers implement
social media strategy.
30-40 hours of staff time is
invested in a dedicated
social media position with
support staff. Other staff
or interns or influencers
implement social media.
1.3
0% 20% 40% 60% 80%
CRAWL
WALK
RUN
FLYCAPACITY: Staffing
“It's really only me
(from three regular
staff members).”
We don’t
have time
to do social
media!
Free
• Intern
• Volunteer
• Board
Members
Integrated
• Spread
tasks across
staff jobs
Staff
• Part-Time
Staff
• Full-Time
How Can You Make The Time?
• What can you stop doing to make room for social media?
• How can you increase the amount of organizational time allocated
to social media?
Tasks
Social Media Overview
Account
Creation/Customization
Social Media Research
Template Creation
Blog Monitoring
Blog Drafts
Video
Post Facebook Content
Answer comments on
Facebook
Collect measurement data
Using Interns Strategically
Small Nonprofits: Recruit Skills-Based Volunteers
• 3 person staff
• Social media
responsibilities in all three
job descriptions
• Each person 2-4 hours
per week
• Weekly 20 minute
meeting to coordinate
• Three initiatives to
support SMART
objectives
• Weekly video w/Flip
• Blogger outreach
• Facebook
Hybrid Model Adapted to Small Theatre
Share Pair: How can you make more time for social
media and digital? How to increase capacity?
What other tasks can you stop doing?
Strategy and Measurement
CWRF - STRATEGY
CRAWL WALK RUN FLY
Consideration of
communications strategy
with SMART objectives
and audiences and
strategies for branding
and web presence. Social
Media is not fully aligned.
Strategic plan with SMART
objectives and audiences
for branding and web
presence, include strategy
points to align social
media for one or two
social media channels.
Strategic plan with
SMART objectives and
audience definition.
Includes integrated
content, engagement
strategy, and formal
champions/influencer
program and working
with aligned partners.
Uses more than two
social media channels.
Strategic plan with SMART
objectives and audience
definition. Includes
integrated content,
engagement strategy, and
formal
champions/influencer
program and working with
aligned partners. Uses
more than three social
media channels. Formal
process for testing and
adopting social media
channels.
1.4
0% 20% 40% 60%
CRAWL
WALK
RUN
FLYCAPACITY: Strategy
“Social media aligns with
our branding.” .
People
Objectives
Strategies
Tools
POST FRAMEWORK
Exercise
• What keeps them up at night?
• What are they currently seeking?
• Where do they go for information?
• What influences their decisions?
• What’s important to them?
• What makes them act?
POST: KNOW YOUR AUDIENCE
POST: ASK YOUR AUDIENCE
Demographics of Social Media Users:
http://www.pewinternet.org/Reports/2013/Social-media-users.aspx
Arts Organization Study
http://pewinternet.org/~/media/Files/Reports/2013/PIP_ArtsandTechnology_PDF.pdf
Live Analytics Report – Ticket Master
http://www.musicalamerica.com/specialreports/SOCIAL-MEDIA.pdf
• Reach/Research, Engagement, Action, Dollars
Results
1. How many?
2. By when?
3. Measure
POST: SMART OBJECTIVES - RESULTS
PEOPLE: Artists and people in their community
OBJECTIVES:
Increase engagement by 2 comments per post by FY 2013
Content analysis of conversations: Does it make the
organization more accessible?
Increase enrollment in classes and attendance at events by
5% by FY 2013
10% students /attenders say they heard about us through
Facebook
STRATEGY
Show the human face of artists, remove the mystique, get
audience to share their favorites, connect with other
organizations.
TOOLS
Focused on one social channel (Facebook) to use best
practices and align engagement/content with other channels
which includes flyers, emails, and web site.
POST APPLIED: SMALL ARTS NONPROFIT
SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
SMART
OBJECTIVE
TARGET
AUDIENCES
BREAK!
10 minutes
SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your
Poster on Wall
Look at other
posters
Leave Notes
Walking Speed Debrief: 60 Seconds
Maturity of Practice: CWRF – Content
CRAWL WALK RUN FLY
Shares content that
may be relevant to
audience, but not
consistently and not
measuring
Uses an editorial
calendar to align
content with objectives
and audiences to
publish across
channels consistently –
aligns with program
and advocacy
calendars
Uses an editorial
calendar to align
content with objectives
and audiences to
publish across
channels consistently
and measures
performance
Uses an editorial
calendar to align
content with objectives
and audiences to
publish across
channels consistently,
measures
performance, and uses
data to plan content
1.6
0% 20% 40% 60%
CRAWL
WALK
RUN
FLYCONTENT STRATEGY
“An editorial calendar is created each
year to identify events, programs and
institutional priorities and ensure that
they are reflected on social media in a
timely manner.”
Objective
Audience
Content Strategy
Linking Your Content Strategy To SMART Objectives
Listening and
Engagement
Highlights
Reviews
Stories
Case Studies
Breaking News
Policy News
Data
Reports
Tips
Tutorials
Lists
Resources
Features News How To
How To Think About Content
Idea Pieces
Interviews
Opinion
Analysis
Ideas
Real Time
Planned
Original
Curated
Editorial Calendar Example
January 2013
United Ways of California www.unitedwaysCA.org 46
Include hashtags (#) and URL resources for staff to do some research on topics
Social Content Optimization
• Focus on publishing high-
quality, engaging, relevant
content
• Timing and Frequency
• Post questions
• Use images/visuals, but vary
type of content and test
• Clear to call to action
• Follow your analytics
Date Hook Web Email Facebook Twitter Blog
1
2
3
4
5
6
7
1. Volunteer?
2. Brainstorm an editorial
calendar for one week.
3. Use template, sticky
notes, and poster paper
Photo Source: Beth Kanter
Friending the Finish Line Peer Group
It’s A Process: Ideas, Organize, Create, Measure
• Allocate staff meeting
time
• Regular content
brainstorm meetings
• Next steps at meeting
• Have your metrics in
hand
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
You Don’t Have To Measure All Right Away
http://bit.ly/npspreadsheet
Use Data To Make Better Decisions
Look for patterns
Maturity of Practice: CWRF - Listening
CRAWL WALK RUN FLY
Observing conversations and
receiving Google Alerts, but
not doing analysis
Tracking keywords,
influencers, or conversations
using free tools, but does
not have a formal
organizational process for
synthesis and reporting.
Tracking keywords,
influencers, and
conversations using free
tools and weekly/monthly
reporting and synthesis.
Tracking keywords,
influencers, and
conversations using free and
paid tools and
weekly/monthly reporting
and synthesis. Capacity to
use “real-time” information
to respond. Uses both to
make decisions, avoid social
media crisis before
escalating.
1.3
0% 20% 40% 60% 80% 100%
CRAWL
WALK
RUN
FLY
BRAND MONITORING
Key Words
Dashboard
Respond
Analysis
Repeat
Purpose
Brand Monitoring
Customer Service
Engagement
Crowdsourcing
Content Curation
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.
http://en.mention.net
Authority
Visibility
Tone
Messages
Communicated
Conversation
Type
Manual Content Analysis
Pages 133-137
Share Pair: How can brand monitoring support
your art organization’s strategy? What key words
do you need to monitor?
Maturity of Practice: CWRF - Engagement
CRAWL WALK RUN FLY
Not using Informal description of
different levels of
engagement on different
platforms or across
platforms, but doesn’t
align with strategy or
measurement.
Formal description of
different levels of
engagement based on
survey or qualitative
research. Aligns with
strategy, but does not
measurement process for
all steps.
Formal description of
different levels of
engagement based on
survey or qualitative
research. Aligns with
strategy and collects data
and reports organized by
engagement and
conversion levels.
1.1
0% 20% 40% 60% 80% 100%
CRAWL
WALK
RUN
FLY
LADDER OF ENGAGEMENT
Engagement: Ladders, Pyramids, Journeys
What’s Important: Ladder of Engagement
• Defined Objective
• Clearly designated
steps
• A way to track process
• Many entry points
Think and Write (or Tweet - #netnon): What do you want your audience
to do? What are the runs that lead to that action? What digital
channels will you use?
Takeaways: Share Pairs
• What’s one tip or technique that you
can put into practice next week to
improve your social strategy?
• Remaining questions ?
Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter

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Arts Master Class

  • 1. Becoming A Networked Arts Nonprofit Using Social Media Effectively Beth Kanter, Master Trainer Theatre Bay Area – Master Class May 3, 2013
  • 2. Beth Kanter: Master Trainer, Author, and Blogger
  • 3. AGENDA OUTCOMES Interactive Fun Transdisciplinary #netnon FRAMING Identify one takeaway to tweak your social media strategy to get better results Introduction Crawl, Walk, Run, Fly Networked Mindset Institutional Support Break Strategy and Measurement Content Strategy Closing The Morning Agenda: 10-1 PM
  • 4. Stand if you have one of these with you … (phone, not cat) Raise your hand if you use it to connect on social networks …
  • 5. Find someone near you, introduce yourselves, and share your burning question
  • 6. Take a photo of the other person and share on Twitter, Instagram, or Facebook using #netnon hashtag along with your burning question
  • 7. Raise Your Hand If Your Digital Strategy Goal Is ….  Improve relationships  Increase awareness  Increase traffic referral  Increase engagement  Increase dollars  Increase action
  • 8. Stand Up, Sit Down Is your arts organization using these tools? Photo by net_efekt
  • 9. Are you getting results?
  • 10. CRAWL WALK RUN FLY Maturity of Practice: Where is Your Organization? Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Best Practices Measurement and learning in all above Marketing Strategy Development Culture Change Network Building Many champions and free agents work for you Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
  • 11. Share Pair: Where is your organization? Where is your organization now? What does that look like? What do you need to get to the next level?
  • 12. Maturity of Practice: Crawl-Walk-Run-Fly Categories Practices Average CULTURE Networked Mindset 2.0 Institutional Support 1.8 CAPACITY Staffing 1.3 Strategy 1.4 MEASUREMENT Analysis 1.0 Tools 1.5 Adjustment 1.7 LISTENING Brand Monitoring 1.3 Influencer Research 1.8 ENGAGEMENT Ladder of Engagement 1.6 CONTENT Integration/Optimization 1.1 NETWORK Influencer Engagement 1.8 Relationship Mapping 1.2 1 2 3 4 0% 20% 40% 60% 80% Crawl Walk Run Fly Master Class Survey: Average All Indicators
  • 14. A Network Mindset: A Leadership Style • Openness, transparency, decentralized decision-making, and collective action. • Listening and cultivating organizational and professional networks to achieve the impact • Leadership through active participation. • Social Media Policy living document • Sharing control of decision-making • Communicating through a network model, rather than a broadcast model • Data-Informed
  • 15. Maturity of Practice: Networked Mindset CRAWL WALK RUN FLY Understanding of networks that are connected to organization Listening to and cultivating relationships with networks based on mapping networks. Comfort level with greater organizational openness and transparency. Leadership is using social networks and comfortable with showing personality. Leadership is comfortable using decentralized decision- making and collective action with networks. Considers people inside and outside of the organizations as assets in strategy. 0% 10% 20% 30% 40% 50% CRAWL WALK RUN FLYCULTURE: Networked Mindset 2.0 “Our senior leaders use blogs, but more to share interesting vignettes rather than as an attempt at transparency..”
  • 16. One Tweet by Artistic Director = 1,000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  • 17. One Tweet by Artistic Director = 1,000 by Staff
  • 18. One Tweet by Artistic Director = 1,000 by Staff
  • 19. The Networked CEO or Artistic Leader What do they spend time doing that they could do better via social ? Whose work do they respect or feel inspired by? How will social improve things they know already and value? http://www.bethkanter.org/nonprofit-ceo-leaders/
  • 20. Maturity of Practice: CWRF – Institutional Support CRAWL WALK RUN FLY Social media policy is drafted and gaining support through “road shows” with departments Social media policy has been discussed and approved by leadership. Social media staff position includes facilitating training other staff to use social networks. All staff use social media effectively to support organization objectives. 1.8 0% 10% 20% 30% 40% 50% 60% CRAWL WALK RUN FLYCULTURE: Social Media Policy “Social media is somewhat overlooked as an effective channel for engagement. Although our office has policies in place, there are many who don't implement them.”
  • 21. Best Practice: Write Down the Rules – Social Media Policy  http://www.bethkanter.org/category/organizational-culture/
  • 22. Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/
  • 23. @rdearborn works for UpWell and she LOVES sharks. Leverage Staff Personal Passion In Service of Mission
  • 24. Share Pair: What are some institutional culture issues you need to address? How will you address them?
  • 25. Maturity of Practice: CWRF -Capacity CRAWL WALK RUN FLY 5 hours or less per week of staff time is invested 5-19 hours per week of staff time is invested in one position. Other staff or intentions implement social media. 20-29 hours per week of staff time in a dedicated social media position. Other staff or interns or influencers implement social media strategy. 30-40 hours of staff time is invested in a dedicated social media position with support staff. Other staff or interns or influencers implement social media. 1.3 0% 20% 40% 60% 80% CRAWL WALK RUN FLYCAPACITY: Staffing “It's really only me (from three regular staff members).”
  • 26. We don’t have time to do social media!
  • 27. Free • Intern • Volunteer • Board Members Integrated • Spread tasks across staff jobs Staff • Part-Time Staff • Full-Time How Can You Make The Time? • What can you stop doing to make room for social media? • How can you increase the amount of organizational time allocated to social media?
  • 28. Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data Using Interns Strategically
  • 29. Small Nonprofits: Recruit Skills-Based Volunteers
  • 30. • 3 person staff • Social media responsibilities in all three job descriptions • Each person 2-4 hours per week • Weekly 20 minute meeting to coordinate • Three initiatives to support SMART objectives • Weekly video w/Flip • Blogger outreach • Facebook Hybrid Model Adapted to Small Theatre
  • 31. Share Pair: How can you make more time for social media and digital? How to increase capacity? What other tasks can you stop doing?
  • 33. CWRF - STRATEGY CRAWL WALK RUN FLY Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned. Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels. 1.4 0% 20% 40% 60% CRAWL WALK RUN FLYCAPACITY: Strategy “Social media aligns with our branding.” .
  • 35. • What keeps them up at night? • What are they currently seeking? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act? POST: KNOW YOUR AUDIENCE
  • 36. POST: ASK YOUR AUDIENCE Demographics of Social Media Users: http://www.pewinternet.org/Reports/2013/Social-media-users.aspx Arts Organization Study http://pewinternet.org/~/media/Files/Reports/2013/PIP_ArtsandTechnology_PDF.pdf Live Analytics Report – Ticket Master http://www.musicalamerica.com/specialreports/SOCIAL-MEDIA.pdf
  • 37. • Reach/Research, Engagement, Action, Dollars Results 1. How many? 2. By when? 3. Measure POST: SMART OBJECTIVES - RESULTS
  • 38. PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site. POST APPLIED: SMALL ARTS NONPROFIT
  • 39. SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster SMART OBJECTIVE TARGET AUDIENCES
  • 41. SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster on Wall Look at other posters Leave Notes
  • 43. Maturity of Practice: CWRF – Content CRAWL WALK RUN FLY Shares content that may be relevant to audience, but not consistently and not measuring Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently – aligns with program and advocacy calendars Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently and measures performance Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently, measures performance, and uses data to plan content 1.6 0% 20% 40% 60% CRAWL WALK RUN FLYCONTENT STRATEGY “An editorial calendar is created each year to identify events, programs and institutional priorities and ensure that they are reflected on social media in a timely manner.”
  • 44. Objective Audience Content Strategy Linking Your Content Strategy To SMART Objectives Listening and Engagement
  • 45. Highlights Reviews Stories Case Studies Breaking News Policy News Data Reports Tips Tutorials Lists Resources Features News How To How To Think About Content Idea Pieces Interviews Opinion Analysis Ideas Real Time Planned Original Curated
  • 46. Editorial Calendar Example January 2013 United Ways of California www.unitedwaysCA.org 46 Include hashtags (#) and URL resources for staff to do some research on topics
  • 47. Social Content Optimization • Focus on publishing high- quality, engaging, relevant content • Timing and Frequency • Post questions • Use images/visuals, but vary type of content and test • Clear to call to action • Follow your analytics
  • 48. Date Hook Web Email Facebook Twitter Blog 1 2 3 4 5 6 7 1. Volunteer? 2. Brainstorm an editorial calendar for one week. 3. Use template, sticky notes, and poster paper Photo Source: Beth Kanter Friending the Finish Line Peer Group
  • 49. It’s A Process: Ideas, Organize, Create, Measure • Allocate staff meeting time • Regular content brainstorm meetings • Next steps at meeting • Have your metrics in hand
  • 50. 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
  • 51. You Don’t Have To Measure All Right Away http://bit.ly/npspreadsheet
  • 52. Use Data To Make Better Decisions Look for patterns
  • 53. Maturity of Practice: CWRF - Listening CRAWL WALK RUN FLY Observing conversations and receiving Google Alerts, but not doing analysis Tracking keywords, influencers, or conversations using free tools, but does not have a formal organizational process for synthesis and reporting. Tracking keywords, influencers, and conversations using free tools and weekly/monthly reporting and synthesis. Tracking keywords, influencers, and conversations using free and paid tools and weekly/monthly reporting and synthesis. Capacity to use “real-time” information to respond. Uses both to make decisions, avoid social media crisis before escalating. 1.3 0% 20% 40% 60% 80% 100% CRAWL WALK RUN FLY BRAND MONITORING
  • 54. Key Words Dashboard Respond Analysis Repeat Purpose Brand Monitoring Customer Service Engagement Crowdsourcing Content Curation
  • 55. 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.
  • 58. Share Pair: How can brand monitoring support your art organization’s strategy? What key words do you need to monitor?
  • 59. Maturity of Practice: CWRF - Engagement CRAWL WALK RUN FLY Not using Informal description of different levels of engagement on different platforms or across platforms, but doesn’t align with strategy or measurement. Formal description of different levels of engagement based on survey or qualitative research. Aligns with strategy, but does not measurement process for all steps. Formal description of different levels of engagement based on survey or qualitative research. Aligns with strategy and collects data and reports organized by engagement and conversion levels. 1.1 0% 20% 40% 60% 80% 100% CRAWL WALK RUN FLY LADDER OF ENGAGEMENT
  • 61. What’s Important: Ladder of Engagement • Defined Objective • Clearly designated steps • A way to track process • Many entry points
  • 62. Think and Write (or Tweet - #netnon): What do you want your audience to do? What are the runs that lead to that action? What digital channels will you use?
  • 63. Takeaways: Share Pairs • What’s one tip or technique that you can put into practice next week to improve your social strategy? • Remaining questions ?

Notes de l'éditeur

  1. http://www.flickr.com/photos/socialgoodbrasil/8179199091/sizes/l/in/photostream/
  2. http://www.flickr.com/photos/kimberlygauthier/5543167893/
  3. http://www.flickr.com/photos/violala/5086804386/sizes/l/
  4. http://www.flickr.com/photos/jmodel/3557568111/sizes/l/
  5. http://www.flickr.com/photos/tallmariah/185557867/sizes/z/in/faves-cambodia4kidsorg/
  6. http://www.flickr.com/photos/goincase/3761962383/
  7. Framework to guide my coaching and peer learning design over the yearsThere are different stages of development for networked nonprofits. The Crawl StageCrawlers are not using social media consistently or measurement processes; they also lack a robust communications strategy. Crawlers can be small or large nonprofits that have all the basics in place, but they either lack a social culture or resist transforming from a command-and-control style to a more networked mindset. These nonprofits need to develop a strategy. Even with a communications strategy in place, some organizations may face challenges to adopting a networked way of working. If so, they should start with a discussion of the organizational issues, followed by codifying the rules in a social media policy. They should also anticipate learning and benefiting from inspiring stories from peers.The Walk StageNonprofits in this stage are using several social media channels consistently, but may not be strategic or fully embracing best practices—maybe they don’t engage with users, or they only share content and messaging produced by their own organization. These nonprofits need to create a social media strategy to support short- and long-term objectives, such policy change or increasing public engagement on an issue. Walkers internalize listening, and use the data they collect to improve engagement and some content best practices.These organizations implement small, low-risk projects that collect stories, learning, and metrics to help leadership better understand the value, benefits, and costs. Walkers should focus on one or two social media tools, going deep on tactics and generating tangible results and learning. They must identify low-cost ways to build capacity internally, such as integrating social media responsibilities into existing staff jobs. Capacity is built with support from leadership and a social media policy formalizes the value and vision.The Run StageRunners use more than two social media channels as part of an integrated strategy, identifying key result areas and metrics that drive everything they do. They have a formal ladder of engagement that illustrates how supporters move from just hearing about your organization to actively engaging, volunteering, or donating to your organization. This is used to guide strategy and measurement. They visualize their networks and measure relationships. These organizations practice basic measurement religiously and use data to make decisions about social media best practices.In these organizations, a single department does not guard social media, and staff are comfortable working transparently and with people outside the organization. The board is also using social media as part of its governance role.To build internal capacity, runners invest in a community manager whose job it is to build relationships with people on social media or emerging platforms. These organizations know how to create great content, and use an editorial calendar to coordinate and curate content across channels. They are routinely tracking the performance of their content strategy and adjust based on measurement.The Fly StageThese organizations have institutionalized everything in the running stage. Flyers embrace failure and success alike, and learn from both. Flyers are part of a vibrant network of people and organizations all focused on social change. They use sophisticated measurement techniques, tools, and processes.http://www.flickr.com/photos/oreoqueen/3235090633/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/jonathandesign/7031920221/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/bdfbrasil/2416260064/sizes/m/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/levymh/6891554365/in/faves-cambodia4kidsorg/
  8. The maturing of practice framework includes looking at 7 best practice areas for networked approaches and social media – and some specific indicators – and looking at what they look at the different maturity levels. If you remember the application form, it asked you questions and that’s how I came up with the scoring system. If you were “crawl” you got 1, Walk 2, Run 3, and Fly 4 – and then I average the scores for the group. I also could come up with a score for your organization overall.So, if you got a 1.5, it means that you are on your way to walking.https://docs.google.com/spreadsheet/ccc?key=0AtsV5h84LWk0dFhENWFXVzBwZ2lWOGlzazZSek5Iemc#gid=1
  9. Our senior leaders use blogs, but more to share interesting vignettes rather than as an attempt at transparency.
  10. http://www.bethkanter.org/nonprofit-ceo-leaders/
  11. http://www.si.edu/content/pdf/about/sd/SD-814.pdfhttp://www.bethkanter.org/category/organizational-culture/
  12. http://www.bethkanter.org/staff-guidelines/
  13. So sharks aren’t really our focus. We work mostly on sustainable seafood and overfishing.But Ray reaaaaaaly loves sharks. This could be a big problem.
  14. It's really only me (from three regular staff members)
  15. http://www.flickr.com/photos/monkeyc/324659432/
  16. This is a very small NGO in the US. The have 3 people on staff. Each staff person is responsible for one area of their social media related to a SMART objective.Increase awareness by producing one FLIP camera video per week and posting on YouTubeIncrease engagement by reaching out to and encouraging bloggers to write about the organization’s programsIncrease engagement and conversation about the organization’s program by posting content and engaging with fans on FacebookThey have a weekly 20 minute meeting to discuss their plans of what they’re going to do and evaluate how they did last week
  17. You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
  18. You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
  19. image: http://4.bp.blogspot.com/_dj7hueuj-U0/SzKOsC5LCyI/AAAAAAAABZ8/Um4e2Glzb60/s320/Tea+Cup.jpg
  20. Content strategy is the technique of creating, curating, repurposing, and sharing relevant and valuable content across your channels (web site, email, print, social, and mobile) to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving results. You need to have a clear logic path from objective, audience, and content – as well as an internal practice that allows you create, curate, repurpose, and track the performance of your social content so you can optimize it.
  21. MonthlyCommon messaging - along with partners on health careShare the responsibility – brainstorm contentIntegrate with what is timelyGet input from partners and friends – group learning
  22. They focused on developing a robust engagement and content strategy – that was integrated with other channels, all to support objectives in communications strategy and outcomes – and used measurement. They started with one channel – FB …
  23. California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.
  24. http://www.flickr.com/photos/siette/2470934835/sizes/o/http://www.wildwomanfundraising.com/slacktivism-is-good/A way to track processClearly designated stepsA well defined goalMany entry pointsWebsite SignupForm• Social Media• Online Petitions• Banner Ads• Paid Acquisition• List Chaperones• Whitepapers• Mobile List• Mobile &Facebook Apps• Face-to-Face• OfflineFundraising
  25. http://www.flickr.com/photos/siette/2470934835/sizes/o/A way to track processClearly designated stepsA well defined goalMany entry pointsWebsite SignupForm• Social Media• Online Petitions• Banner Ads• Paid Acquisition• List Chaperones• Whitepapers• Mobile List• Mobile &Facebook Apps• Face-to-Face• OfflineFundraising
  26. http://www.flickr.com/photos/tracyhunter/144845928/sizes/l/
  27. http://bit.ly/network-leadership