Date post: | 30-Jun-2015 |
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Government & Nonprofit |
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/emilydavisconsulting /AskEmilyD
@MinesAlumni #governance #socialmedia
GOVERNANCE: WHAT’S SOCIAL MEDIA GOT TO DO WITH IT?
Emily Davis, MNM, CGT Emily Davis Consulting September 26, 2014
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TURN ON YOUR TECH
Follow the conversation…
@MinesAlumni @AskEmilyD #governance #socialmedia
#nptech
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A LITTLE ABOUT ME
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A LITTLE ABOUT YOU…
30 seconds or less
Name & Title
1 Question for Today Governance
OR social media buzz
word
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TODAY’S AGENDA
• Making the case for social media
• Board member engagement
• Importance of policies
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BOARD ROLES & RESPONSIBILITIES
Set organizational
direction
Provide oversight
Ensure necessary resources
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UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create… social networks; they exist all
around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by
building relationships within them to engage and activate them for their
organizations’ efforts.”
(Fine and Kanter, 2010)
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@MinesAlumni #governance #socialmedia
WHAT STINKS ABOUT SOCIAL MEDIA?
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WHAT ROCKS ABOUT SOCIAL MEDIA
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SOCIAL MEDIA LIFECYCLE
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CHARACTERISTICS AREAS OF IMPROVEMENT
FIRST STEPS
• Not using social media consistently
• Resistant to change • Struggle with control
• Need basic marketing plan (i.e. branding, print materials, online outreach, etc.)
• Leadership-driven change in culture to adopt online engagement
1. Develop communications strategy (audience, goals & objectives, etc.)
2. Listen & develop online presences
3. Leadership initiated discussion about engagement
* The Networked Nonprofit, 2010
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CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS
• Using 1 or more social media platforms, but not consistently
• Online presence connected to marketing goals
• Learn & use best practices • Focus on 1 – 2 social media
platforms • Need to link to campaign,
program(s), objective(s) • Need to link goals, objectives,
and activities • Need to identify audiences • Collect data for measurement
1. Low-risk pilot program to demonstrate ROI
2. Build implementation capacity internally
3. Create/revise social media policy
4. Integrate and document measurement data
* The Networked Nonprofit, 2010
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@MinesAlumni #governance #socialmedia
CHARACTERISTICS AREAS OF IMPROVEMENT
FIRST STEPS
• Strategic use of multiple social media tools
• Part time or full time staff for digital communications
• Board using social media in governance
• Social media usage integrated throughout org
• Has developed relationships & technology integration
• Need more sophisticated measurement tools
• Find ways to increase involvement from staff across the organization
1. Social media staff trains & coaches other org staff
2. Research more sophisticated measurement data, tools, and processes
3. Evaluate, revise strategies 4. Share success stories with
other orgs
* The Networked Nonprofit, 2010
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@MinesAlumni #governance #socialmedia
CHARACTERISTICS
• Embracing culture of learning • Use social media data to help the leadership guide decisions • Demonstrate clear and compelling results • Networked with other organizations showing similar success • Internalized social media communication best practices including:
o Strategy o Implementation o Integration o Evaluation
* The Networked Nonprofit, 2010
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@MinesAlumni #governance #socialmedia
BOARD ENGAGEMENT
Understand the Value • Provide education • Address fears • Understand purpose • Address in orientation • Use in board meetings • Use outside of
meetings
Provide Oversight • Fit within strategic
priorities • Ensure resources • Social media plan
creation • Policy development • Assessment
/emilydavisconsulting /AskEmilyD
@MinesAlumni #governance #socialmedia
10 TIPS FOR USING SOCIAL MEDIA
1. Social media is A tool not THE tool
2. Social media is a plant
3. Add value
4. Two way street
5. Prospecting, cultivation, stewardship
6. Philanthropy’s next generation
7. It ain’t free
8. Not everyone “Diggs” social media
9. Selling social media
10. Have a plan
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COMMUNICATIONS EVOLUTION
Traditionalists
Postal Mail Phone calls
Boomers
Television Facebook Email
Generation X
Websites E-newsletters Email
Millenials (Gen Y)
Social Media Websites Mobile
Generation Z
???
Adapt or die!
Every generation
teaches us new technology
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WHAT SEEDS HAVE YOU PLANTED?
• Up-to-date database
• Specific, targeted outreach
• Phone calls • In person meetings • Website
• E-newsletter • Social media
postings • Matching gifts • Challenge grants • Policies
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ADD VALUE
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TWO WAY STREET
• Be ready to respond
• Don’t wait to comment
• Offer ideas • Ask questions
• Welcome feedback
• Celebrate successes
• Educate and share impact
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@MinesAlumni #governance #socialmedia
SOCIAL MEDIA POLICIES
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EXTERNAL POLICY
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INTERNAL POLICY
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LADDER OF ENGAGEMENT
Awareness about service or giving
Interest in learning about service or giving
Desire to buy service from org or donate
Action when service purchased or donation is made
*© 2010 Beth Kanter
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SOCIAL MEDIA LADDER
Happy bystanders (Listen)
Spreaders (Share)
Clients (Money)
Evangelists (Ask)
Instigators (Create)
*© 2010 Beth Kanter
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RELATIONSHIPS DON’T CHANGE
• Cultivate, steward, & solicit
• Recognize • Multi-channel
communications
• Meet one-on-one • Develop
ambassadors • Stewardship rather
than solicitation
• Effective database
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LET’S BREAK FOR QUESTIONS
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THE NEXT GENERATION
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IT AIN’T FREE
“Many nonprofits (particularly the smaller ones) lack the resources
to communicate effectively. The Internet offers the opportunity to cost-effectively build a
community of supporters.”
--ePhilanthropyFoundation.org
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NOT EVERYONE “DIGGS” SOCIAL MEDIA
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INVESTING IN SOCIAL MEDIA
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HAVE A PLAN
Set Purpose(s) Goals & Objectives Tools & Strategies
Implementation
Evaluation
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@MinesAlumni #governance #socialmedia
/emilydavisconsulting /AskEmilyD
@MinesAlumni #governance #socialmedia
HAVE A GIGGLE
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/emilydavisconsulting /AskEmilyD
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Emily Davis, MNM Emily Davis Consulting
(720) 515-0581 [email protected]
emilydavisconsulting.com emilydavisconsulting.com/blog