Becoming A Networked Nonprofit Digital Strategy from the Inside Out Beth Kanter, Master Trainer, Author, and Speaker May, 2015

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1 Becoming A Networked Nonprofit Digital Strategy from the Inside Out Beth Kanter, Master Trainer, Author, and Speaker May, 2015

2 Workshop Agenda Agenda Assessing Your Social Media Maturity of Practice Strategy: Post Framework OUTCOMES To leave the room with one idea to improve your practice Networked Mindset Reflection FRAMING Interactive Co-Learning

3 Is your nonprofit using any of these social media platforms?

4 What s your social media job responsibility? Develop social media strategy Implement social media strategy Both

5 What is your burning question?

6 Beth Kanter: Master Trainer, Author, and

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9 Beth 356,371 Conan 236,251

10 3 Digital Revolutions NGO Photography Broadband Mobile Social Networks

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12 3 Digital Revolutions Are Changing Institutions

13 Organizational and Individual Networks

14 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.

15 Where is your organization? CRAWL WALK RUN FLY Communications Strategy Development Networked Mindset and Map Culture Change Brand on Social, Not Leader or Employees, no champions online 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 Network Building both organization and professional Formal Champions internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement

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

17 Maturity of Practice: Crawl-Walk-Run-Fly Categories CULTURE CAPACITY MEASUREMENT Analysis Tools LISTENING ENGAGEMENT CONTENT NETWORK Practices Networked Mindset Institutional Support Staffing Strategy Adjustment Brand Monitoring Influencer Research Ladder of Engagement Integration/Optimization Influencer Engagement Relationship Mapping

18 People Objectives Strategies Flickr Photo: graceinhim Tools

19 POST APPLIED: SMALL NONPROFIT 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 % 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, s, and web site.

20 PEOPLE: The Landscape of Social Media Users in the US

21 A More Fun Way To Think About Social Channels

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

23 SMARTER SOCIAL MEDIA EXERCISE: CREATE A POSTER Create A Poster PEOPLE OBJECTIVES STRATEGIES TOOLS

24 Break

25 Networked Mindset: A Leadership Style Leadership through active social participation as personal brand to support organizational goals 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 decisionmaking, and collective action.

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29 Vision Statement Encouragement and support Why policy is needed Cases when it will be used, distributed Oversight, notifications, and legal implications Guidelines Identity and transparency Responsibility Confidentiality Judgment and common sense Best practices for personal use in service of organization as Champion Brand Voice Links to Org Strategy Dos and Don ts for Personal Use from Legal Additional resources Training Operational Guidelines Escalation

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31 Leadership Conversations

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34 Staff Champions - Organizational Strategy Audience: Socially engaged public GOAL Engagement Support Audience: Journalists, Diplomats, and Influencers

35 Personal Brand in Service of Organizational Strategy

36 Amplifying and Extending Brand Reach GOAL Advocacy

37 Organizational VS Leader Voice

38 Target Different Audiences Audience: Supporters, Donors, Advocates

39 Audience: Influencers, Journalists, Policy Makers, World Leaders

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41 SOCIAL MEDIA IS PART OF EVERYONE S JOB! I have work to do! Can finally tweet about our programs from my personal account!

42 Social Media Policy All Staff Participate

43 Leverage Staff Personal Passion In Service of works an organization conservation organization and she LOVES sharks.

44 Staff Champions Increase Capacity

45 Share Pair What are the key objectives of your organization s use of social media and target audiences? What objective(s) and target audience(s) best align with staff and leadership as champions?

46 Time Savers and Staying Sane Efficiency Tips How To Be Intentional Your Burning Questions Answered

47 6 Tips for Fitting In Social Media in a Packed Schedule 1. Time box work flow 2. Go mobile 3. More curation 4. Use social media scheduling tools 5. Recycle, Repurpose, Remix 6. Focus, Focus, Focus

48 Think and Write: What is your take away one thing that you can put into practice?

49 Thank you! on Twitter