Social Media Workshop

Becoming A Networked Nonprofit:
How Non-Profits Can Leverage Social Media Tools
Beth Kanter, Master Trainer, Author, Speaker, and Blogger
September, 2015 - Patagonia Conference

Beth Kanter: Master Trainer, Author, Speaker and Blogger
@kanter
http://bethkanter.wikispaces.com/tools_2015

3 Digital Revolutions
Broadband
Mobile
Social Networks
RCB Flickr Photo

Organizations Need To Change From the Inside Out

Embrace Individual, Organizational, and Civic Networks

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.”

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

Share Pair: Where’s Your Organization Now?
• Is your organization at
crawl, walk, run, or fly?
• What do you need to do
to improve?

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

Best Practice: Write Down the Rules – Social Media Policy
Resources:


Staff Champions Increase Capacity

The Social CEO: In Service of Strategy

Target Different Audiences
Audience:
Supporters, Donors,
Advocates

Audience:
Influencers,
Journalists, Policy
Makers, World
Leaders

Flickr Photo: graceinhim
People
Objectives
Strategies
Tactics

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

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

• Reach, Engagement, Action,
Dollars
Results
1. How many?
2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES

• 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?

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.

MULTI-PLATFORM USE IS RISING

FOCUS ON THE CHANNELS TARGET AUDIENCE USES

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.

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.

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

LISTEN ENGAGE
CONTENT
Champions
Influencers
What are the elements of a social strategy?

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

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

http://en.mention.net
Brand or Campaign Monitoring

http://www.buzzsumo.com
Content and Influencer Discovery

Adopt
Donate
Volunteer
Share Photos
Download App
Promote Campaign
Engage with a Purpose
LISTEN ENGAGE
CONTENT
Champions
Influencers

Creators
Critics
Collectors
Joiners
#DontBombtheBighorn
Social
Petition
Influence
Change

Content Strategy
LISTEN ENGAGE
CONTENT
Champions
Influencers

IDEAS: What content should we create this month?
• Evergreen and Timely
• Original and Curated
• Long and Short Form
• Repurpose, Recycle, Remix

ORGANIZE: EDITORIAL CALENDAR
• Pre-Planning content makes it more efficient
• Keeps you focused and strategic
• Stick your deadlines: Consistency is important!

LIGHTBOX EDITORIAL CALENDAR TEMPLATE
• Content Creation Prompts
• Templates for types of content
• Batch creation of content

ORGANIZE: AUTOMATION TOOLS
http://coschedule.com/r/22951

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

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

Social Media Champions and Influencers
Research
Recruit
Resources
Unleash
LISTEN ENGAGE
CONTENT
Champions
Influencers

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

WORKSHOP: POST POSTERS
• Explore how to apply
these ideas to your
organization’s strategy
• Answer specific questions

Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter

Social Media Workshop

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