Social Media Strategy for Foundation Leaders

Social Media Strategy for Foundation Leaders

• 1.
  Leading on SocialPlatforms Social Media Integrated Strategy, Networks, & Learning for Foundation Leaders Beth Kanter, Master Trainer, Author, and Blogger September 2014, Knight Foundation Workshop Photo by Michael Flick
• 2.
  Beth Kanter: MasterTrainer, Author, and Blogger @kanter http://bethkanter.wikispaces.com/knight-nj
• 3.
  http://teamcoco.com/video/linkedin-11-07-2013
• 5.
  Beth 236,861 Conan 147,345
• 6.
  Raise Your HandIf Your Digital Strategy Goal Is ….  Improve relationships  Increase awareness  Increase traffic referral  Increase engagement  Increase innovation  Change behavior  Increase dollars  Increase action
• 7.
  What’s your personalexperience with social media? • Oversee social media strategy • Implement social media strategy • Both
• 8.
  What social mediaplatforms do you or other staff use as a “personal brand” in service of your organization’s strategy?
• 9.
  What is yourburning question?
• 10.
  Leading on SocialPlatforms Agenda OUTCOMES • To leave the room ready to implement one idea to improve your practice FRAMING • Interactive • Co-Learning •Your organization might be in the presentation! Introduction Campfire Stories Maturity of Practice Strategy and Measurement Break Networked Thought Leadership: Blending Organizational and Personal Brands Practicum Reflection/Q&A http://bethkanter.wikispaces.com/knight-charlotte
• 11.
  Campfire Stories
• 12.
  The Community Foundationfor 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.”
• 13.
  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.”
• 14.
  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”
• 15.
  Charlottesville Area CommunityFoundation: 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. ”
• 16.
  Central Carolina CommunityFoundation Social 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. ”
• 17.
  Networked Nonprofits Simple,agile, and transparent organizations and leaders. They are experts at using networks, data, and learning strategically to make the world a better place.
• 18.
  If you can’tfly 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
• 19.
  Where is yourorganization? CRAWL WALK RUN FLY 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
• 20.
  What’s Your Maturityof 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
• 21.
  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
• 22.
  Strategy and Measurement
• 23.
  SMARTER SOCIAL MEDIA:POST FRAMEWORK Flickr Photo: graceinhim
• 24.
  EARNED OWNED SOCIAL MOBILE DATA FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES Source: Steve Rubel Multi-Channel PAID
• 25.
  Centre Foundation: SmallFoundation
• 26.
  Centre Foundation: SmallFoundation
• 27.
  Centre Foundation: SmallFoundation 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
• 28.
  Centre Foundation: GivingDay
• 29.
  Centre Foundation: GivingDay
• 30.
  Centre Foundation: Staffand Board Champions How Board Members Can Help Invite Your Facebook Friends to Like Centre Foundation’s Facebook Page Be an Online Super Champions!
• 31.
  Measure Objectives: UseData To Improve Centre Gives & Social Media Strategy Increase Website Traffic/Donors 1800 1600 1400 1200 1000 800 600 400 200 0 2013 Jan 2013 Centre Gives Internal Champions Feb March April May Jun July Aug Sept Oct Nov Dec 2014 Jan On average, 65% are NEW visitors. Feb March All Traffic 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.
• 32.
  Integrated Social StrategyAssessment • 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.
• 35.
  Reflection • Whereis your organization in terms of social media strategy? What does your organization need to do to create a strategy?
• 36.
  How To BecomeData-Informed • Integrated strategy • Pick the right success metrics • Measurement discipline • Identify small pilots, place little bets, learn, pivot, and iterate
• 37.
  Small Pilots forLearning: Blog Goals KPI Tools Increase traffic 50% increase in monthly unique visitors Google Analytics Increase subscribers 30% increase in monthly average subscribers Feedburner Increase engagement 50% increase in total comments per month Website
• 40.
  KPI: 50% increase in referral traffic KPI: 30% increase in blog subscribers KPI: 50% increase engagement
• 41.
  Document As YouGo
• 42.
  Methods for OrganizationalLearning Asking Powerful Questions
• 43.
  Methods for OrganizationalLearning DoSomething: Fail Fest Momsrising: Joyful Funeral Global Giving: Biggest Looser
• 44.
  CWRF: Becoming DataInformed: What Does It look like? 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 data 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 Analysis Tools Sense-Making
• 45.
  Think and Write • Where is your organization in terms of social media measurement practice? • What is one thing you can do to improve?
• 46.
  Networked Leadership: BlendingOrganizational and Personal Brands in service of organizational mission and professional learning
• 47.
  Networked Mindset: ALeadership 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
• 50.
  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
• 53.
  Leadership Conversations
• 56.
  Why Build LeadershipProfile On Social: Benefits Flexibility Enhance Existing Work Learning Extend Reach Build Trust Less Risk
• 57.
  Identity and BoundariesBefore Social Media Personal Professional Private Public
• 58.
  Social Media: WorldsCollide Personal Professional Private Public Not Working Working
• 59.
  What Kind ofSocial Animal Are You? 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)
• 60.
  How To BeA Chameleon Strategic Voice Leader Audience Authentic How can your personal brand support organizational strategy or professional learning?
• 61.
  61 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. ”
• 62.
  Networked Mindset: RWJF
• 63.
  The Goodman Theatreand Robert Falls
• 64.
  Organizational VS LeaderVoice
• 65.
  Organizational VS LeaderBrand
• 68.
  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/
• 69.
  Reflection • Howcan your leadership profile be in service to your organization’s strategy? • What is the first step?
• 70.
  Practical Networked LeadershipSkills • Finding Your Personal Brand and Voice on Social • Picking An Engagement Style • Building Your Professional Network
• 71.
  “Be yourself becauseeveryone else is already taken.” - Oscar Wilde
• 72.
  Think and Write:Uncovering Your Authentic Personal Brand • 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?
• 73.
  Crafting Your ElevatorSpeech on Social
• 74.
  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.
• 75.
  Ways To Engage:What Is Right Fit? • Amplifier • Responder • Conversationalist • Content Curator Adapted from IBM Employee Champion Program
• 76.
  Arkansas Advocates forChildren and Families Rich Huddleston Amplifier
• 77.
  ACLU of NewJersey and Udi Ofer Responder
• 78.
  Helen Clark andUNDP Responder
• 79.
  Conversationalist Open andaccessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
• 80.
  Content Curation –Organizational Strategy From CEO to CNO 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.
• 81.
  Professional Learning SEEKSENSE SHARE Identified 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
• 82.
  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?
• 83.
  Summary • Successhappens 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
• 84.
  Think and Write:What is your take away – one thing that you can put into practice? Include your name
• 85.
  Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter