Date post: | 13-Jul-2015 |
Category: |
Social Media |
Upload: | donorpath |
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Social Strategy: Be Networked, Use Measurement, and Learn
Beth Kanter, Master Trainer, Author, and Blogger
Donorpath Webinar November, 2014
Agenda Internal: Network Mindset and Social
Culture External: Strategy and Measurement Share Insights: Social Fundraising
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
Network Mindset
and Map
Culture Change
Network Building
Formal Champions –
internal/external Strategy
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
TYPE INTO THE CHAT
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 Practices CULTURE Networked Mindset
Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping
1 2 3 4
A Networked Mindset: A Leadership Style
• Leadership through active social participation and engagement
• 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
Authenticity
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
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/
I have work to do! Can finally tweet about our programs from my personal
account!
SOCIAL MEDIA IS PART OF EVERYONE’S JOB!
@rdearborn works for UpWell and she
LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
Best Practice: Write Down the Rules – Social Media Policy
http://www.bethkanter.org/category/organizational-culture/
5 3 2 4 1
How social is your organization’s culture? What are some of your challenges?
Type into the chat ….
PEOPLE • Know Your Audience
OBJECTIVE • Link to Outcomes, Make it
Measurable, Break It Down (Time, Dollar, or Items)
SOCIAL
• Socialize Content (Stories), Engagement, Champions, Social Proof, Say Thank you, Document Learning
TOOLS • Crowdfunding Platforms and
Giving Days
POST for CROWDFUNDING STRATEGY
@kanter
PEOPLE: Artists and people in their community 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. TOOLS 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 APPLIED: SMALL ARTS NONPROFIT
• 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
Use Personas
RESEARCH
• Analytics
• Audience Data
• Survey
• Interviews
PERSONA
• Name
• Define Needs
• Segment
• Create
Objective Metric
Increase donations % reduction in cost per dollar raised
Increase donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness, % increase in visibility/prominence
Improve relationships with existing donors/volunteers
% improvement in relationship scores, % increase in donation from existing donors
Improve engagement with stakeholders
% increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc.
Change in behavior % decrease in bad behavior, % increase in good behavior
Change in attitude about your organization
% increase in trust score or relationship score
Pick The Right Success Metric!
Centre Foundation: Small Foundation
PEOPLE: Nonprofits and Donors in Community OBJECTIVES: Increase awareness of Centre Foundation brand in community: survey % heard of Centre Foundation Raise $500,000 for Giving Day on May 6th Inspire first-time donations from x new donors Improve capacity of local nonprofits to do online fundraising STRATEGY Provide training to 96 local nonprofits to plan and implement online giving strategy and social media during Giving Day Use social media as part of integrated outreach campaign for Giving Day Ongoing content and engagement through multiple channels with donors and nonprofits Activate staff and board as champions online. TOOLS Focused on LinkedIn, Facebook and Twitter
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.
0
200
400
600
800
1000
1200
1400
1600
1800
2013Jan
Feb March April May Jun July Aug Sept Oct Nov Dec 2014Jan
Feb March
All Traffic
On average, 65% are
NEW visitors.
2013 Centre Gives
Internal Champions
Measure Objectives: Use Data To Improve
Reflection • Where is your organization in terms of integrated
social media strategy? What does your organization need to do to create a strategy for GivingTuesday?
Step 7 – Analyze Results
Joyful Funerals Metrics Mondays
Reflection and Improvement: Learning from Data
How To Become Data-Informed
• Integrated strategy • Pick the right success
metrics • Measurement
discipline • Identify small pilots,
place little bets, learn, pivot, and iterate
Results: Fundraiser for Surf Rider Foundation
•Raised $5,563 • 128 donors with 87% donating
suggested entry gift amount or more • 85% converted from Facebook • 72% were strong ties that I had a
relationship with online, only 2% had met my Dad
Results: Online Memorial Event
• “Social Reach” according to Thunder Clap was 1,058,410
• A total of 3,094 Tweets, Facebook Status Updates, or other social channel used the hashtag #OceanLoveEarl from 6/23-7/15
• The network analysis map revealed that there were five other large “hubs” or “influencers” in addition my personal network
Social Proofing Helps Generate Most Donations
• Most effective channels: thanking people publically in a social way and DM ask
• 85% converted to donors from Facebook
Offer A Continuum of Engagement
Higher: Donate Share A Personal Story About the Ocean Provide Advice Lower: Retweet Links ThunderClap
Get Influencers To Leverage Networks
There were 11 blog posts or Facebook posts by “influencers” modeling the different levels of engagement
Use Facebook Promoted Posts for Reinforcement
Used promoted to increase reach of event participation timed to Mashable post
1. Different stages of maturity, requires incremental steps to improve organizational practice
2. Measurement discipline but not at the expense of being networked – balance serendipity with strategy, relationship building with ROI
3. Linking social media to outcomes requires silo busting for both effective strategy and metrics
4. Data literacy - working with experts and improving organizational skills
5. Go beyond counting your data, learn from it
Summary