Social Media Strategy for Foundation Leaders

transcript

Leading on Social PlatformsSocial Media Integrated Strategy, Networks, & Learning

for Foundation Leaders

Beth Kanter, Master Trainer, Author, and BloggerSeptember 2014, Knight Foundation Workshop

Photo by Michael Flick

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

http://bethkanter.wikispaces.com/knight-nj

http://teamcoco.com/video/linkedin-11-07-2013

Beth236,861

Conan147,345

Raise Your Hand If Your Digital Strategy Goal Is …. Improve relationships

Increase awareness Increase traffic referral Increase engagement Increase innovation Change behavior Increase dollars Increase action

What’s your personal experience with social media?

• Oversee social media strategy

• Implement social media strategy

• Both

What social media platforms do you or other staff use as a “personal brand” in service of your organization’s strategy?

What is your burning question?

• To leave the room ready to implement one idea to improve your practice

Agenda OUTCOMES

• Interactive

• Co-Learning

• Your organization might be in the presentation!

FRAMING

Leading on Social Platforms

IntroductionCampfire StoriesMaturity of PracticeStrategy and Measurement

Networked Thought Leadership: Blending Organizational and Personal Brands

Practicum

Reflection/Q&A

http://bethkanter.wikispaces.com/knight-charlotte

Campfire Stories

The Community Foundation for Greater Atlanta Crowdsourcing Innovative New Ideas

“Our One Region Atlanta Ideas Challenge was a Facebook contest asking metro Atlantans how they would use $5,000 to help increase understanding among metro Atlantans of different faiths and cultures. Over 100 people entered the contest and there were some really creative ideas.”

AJ Fletcher Foundation: Community Engagement

“By far, our most successful story has been "opening up windows to our community about our work, our beliefs, and our people. Our organization was private and discreet; uncomfortable touting our good work in the community and playing a visual, and vocal role in advocacy and support for causes we support. We saw the most social media engagement on a picture of our staff wearing red holding a handmade sign that said “We support NC teachers.”

ACT for Alexandra: Giving Days and Social Media

“This past year, we had a goal to grow the total amount raised during Spring2ACTion (24 hours of online giving for local nonprofits). Training the nonprofit participants on effectively using social media and email helped us, in part, to meet our goal by allowing nonprofits to reach a broader audience”

Charlottesville Area Community Foundation: Social Media Infused Giving Day

“For a crowdfunding event in May of 2014, we had a goal of raising $250,000 for community nonprofits in 24 hours. By leveraging social media to create viral buzz around the event, we were able to raise more than $500,000 and double our goal. This word-of-mouth marketing, activated by social media channels, was a key to the success of this project. ”

Central Carolina Community FoundationSocial Media Infused Giving Day

“Social media was a huge part of our first giving day, Midlands Gives. Through social media, we were able to spread the word about the day and create excitement during the event. Our numbers of Twitter followers and Facebook likes increased significantly during this time as well as traffic to our website. We were also able to be a resource to the community and nonprofits and lead by example through our own posts throughout the event. ”

Networked NonprofitsSimple, agile, and

transparent organizations and

leaders. They are experts at

using networks, data, and learning

strategically to make the world a better

place.

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.”

Maturity of Practice

CRAWL WALK RUN FLY

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

Informal Champions Strategy

Best Practices

Measurement and learning in all above

Communications Strategy Development

Culture Change

Network Building

Formal Champions – internal/external Strategy

Multi-Channel Engagement, Content, and Measurement

Reflection and Continuous Improvement

What’s Your Maturity of Practice?

Where is your organization now? What does that look like? What do you need to get to the next level?

CRAWL Walk RUN FLY

Maturity of Practice: Crawl-Walk-Run-Fly

Categories PracticesCULTURE Networked Mindset

Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping

1 2 3 4

Strategy and Measurement

SMARTER SOCIAL MEDIA: POST FRAMEWORK

Flickr Photo: graceinhim

FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES

EARNED

SOCIALMOBILE

Source: Steve Rubel

Multi-Channel

Centre Foundation: Small Foundation

PEOPLE: Nonprofits and Donors in Community

OBJECTIVES: Increase awareness of Centre Foundation brand in community: survey % heard of Centre FoundationRaise $500,000 for Giving Day on May 6th

Inspire first-time donations from x new donorsImprove capacity of local nonprofits to do online fundraising

STRATEGYProvide training to 96 local nonprofits to plan and implement online giving strategy and social media during Giving DayUse social media as part of integrated outreach campaign for Giving DayOngoing content and engagement through multiple channels with donors and nonprofitsActivate staff and board as champions online.

TOOLSFocused on LinkedIn, Facebook and Twitter

Centre Foundation: Giving Day

How Board Members Can Help

Invite Your Facebook Friends to Like Centre Foundation’s Facebook Page

Be an Online Super Champions!

Centre Foundation: Staff and Board Champions

Centre Gives & Social Media Strategy Increase Website Traffic/Donors

Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and August spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. A media strategy supported by social media has significantly increased our monthly website visits.

2013 Jan

Feb March April May Jun July Aug Sept Oct Nov Dec 2014 Jan

Feb March0

All Traffic

On average, 65% are

NEW visitors.

2013 Centre Gives

Internal Champions

Measure Objectives: Use Data To Improve

Integrated Social Strategy Assessment

• 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 informal 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 (Internal/external) influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.

Reflection

• Where is your organization in terms of social media strategy? What does your organization need to do to create a strategy?

How To Become Data-Informed

• Integrated strategy • Pick the right success

metrics• Measurement

discipline• Identify small pilots,

place little bets, learn, pivot, and iterate

Goals KPI ToolsIncrease traffic 50% increase in monthly unique

visitorsGoogle Analytics

Increase subscribers 30% increase in monthly average subscribers

Feedburner

Increase engagement 50% increase in total comments per month

Website

Small Pilots for Learning: Blog

KPI: 50% increase in referral traffic

KPI: 30% increase in blog subscribers

KPI: 50% increase engagement

Document As You Go

Methods for Organizational LearningAsking Powerful Questions

Methods for Organizational Learning

DoSomething: Fail Fest Momsrising: Joyful Funeral

Global Giving: Biggest Looser

Crawl Walk Run Fly

Lacks consistent data collection

Data collection consistent but not

shared

Data from multiple sources

Org Wide KPIs

No reporting or synthesis

Data not linked to results, could be wrong

System and structure for data collection

Organizational Dashboard with

different views, sharing

Decisions based on gut Rarely makes decisions to improve

Discussed at staff meetings, decisions

made using it

Data visualization, reporting, formal reflection process

CWRF: Becoming Data Informed: What Does It look like?

AnalysisToolsSense-Making

• Where is your organization in terms of social media measurement practice?

• What is one thing you can do to improve?

Think and Write

Networked Leadership: Blending Organizational and Personal Brands

in service of organizational mission and professional learning

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 decision-

making, and collective action. • Being Data Informed, learning from failure

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

Leadership Conversations

Why Build Leadership Profile On Social: Benefits

Flexibility

Enhance Existing Work

Learning

Extend ReachBuild TrustLess Risk

Personal Professional

Private Public

Identity and Boundaries Before Social Media

Social Media: Worlds Collide

Personal Professional

Private Public

Not Working Working

Turtle•Profile locked down•Share content with family and personal friends•Little benefit to your organization/professional

Jelly Fish•Profile open to all•Share content & engage frequently with little censoring•Potential decrease in respect

Chameleon •Profile open or curated connections•Content/Engagement Strategy: Purpose, Persona, Tone•Increased thought leadership for you and your organization

Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)

What Kind of Social Animal Are You?

Strategic

Audience

Authentic

Leader

How To Be A Chameleon

How can your personal brand

support organizational strategy or

professional learning?

Networked Mindset: RWJF

“We believe that striving toward a culture of health will help us realize our mission to improve health and health care for all Americans. ”

Networked Mindset: RWJF

The Goodman Theatre and Robert Falls

Organizational VS Leader Voice

Organizational VS Leader Brand

Getting Started ….

• Get Their Attention• Show How It Enhances

Their Work• Tweetutorials• Peer Pressure• Social Media Policy• Found Time• Feed and Tune• Show Impact

http://www.bethkanter.org/afpcon/

Reflection

• How can your leadership profile be in service to your organization’s strategy?

• What is the first step?

Practical Networked Leadership Skills

• Finding Your Personal Brand and Voice on Social

• Picking An Engagement Style• Building Your Professional

Network

“Be yourself because everyone else is already taken.” - Oscar Wilde

• What’s your superpower? • What do you do better than anyone else?• What do people frequently compliment you on or praise

you for?• What is it that your manager, colleagues, and grantees

come to you for?• What adjectives do people consistently use to describe

you – perhaps when they’re introducing you to others?• How do you do what you do? What makes the way you

achieve results interesting or unique?• What energizes or ignites you?

Think and Write: Uncovering Your Authentic Personal Brand

Crafting Your Elevator Speech on Social

Think and Write: Your Elevator Speech on Social

Answer these questions in 160 characters in your profile bio:

• What is your expertise?• Why should someone follow you?• What hashtags or keywords do you “own”?• Visual: What cover image conveys your personal brand?

It’s accurate. One professional description.It’s exciting. One word that is not boring.It’s targeted. One niche descriptor.It’s flattering. One accomplishment.It’s humanizing. One hobby.It’s intriguing. One interesting fact or feature about yourself.It’s connected. Your organization, hashtag or another social profile.

Ways To Engage: What Is Right Fit?

• Amplifier• Responder• Conversationalist• Content Curator

Adapted from IBM Employee Champion Program

Arkansas Advocates for Children and FamiliesRich Huddleston

Amplifier

Responder

ACLU of New Jersey and Udi Ofer

Helen Clark and UNDP

Responder

Conversationalist

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

Tweets links related to organization’s mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions.

Content Curation – Organizational Strategy

From CEO

to CNO

SEEK SENSE SHAREIdentified key blogs and online sites in issue area

Scans and reads every morning and picks out best

Summarizes article in a tweet

Writes for Huffington Post

Engages with aligned partners

Presentations

Professional Learning

Discussion Questions …..• How can you engage on social and with your professional

network to leverage organizational goals? • What type of engagement style is the best fit?

Summary

• Success happens by taking the right incremental step to get to the next level, but keep moving forward

• Use social media a strategy leverage organizational AND personal networks

• Scale your organization’s social culture with a living social media policy

• Allow staff to leverage their personal passion in service if your strategy

• Strategy with the right success metric• Place little bets, but learn from failure and pivot

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

Include your name

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter