crawl walk run to social media success
DESCRIPTION
Around every corner we turn these days we hear about social media, bloggers, social networking. The list goes on and on. Using social media is just one tool in your outreach toolbox. Social media is an entry point and can be used as part of a larger plan to help you achieve your goals. Using Beth Kanter’s social media theory of Crawl, Walk, Run, Fly participants will plan their social media activities in easily accessible ways that help to serve organizational goals. Emily Davis will share the best practices for you and your organization no matter what your level of experience or comfort is with social media.TRANSCRIPT
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Emily Davis, MNM Emily Davis Consulting
May 6, 2014
CRAWL, WALK, RUN TO SOCIAL MEDIA SUCCESS
#socialmedia
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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)
#socialmedia
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• Time investment • New communication
platform • Always evolving • Participation in new
technology • Transparency • Loss of control
WHAT STINKS ABOUT SOCIAL MEDIA
#socialmedia
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WHAT ROCKS ABOUT SOCIAL MEDIA
• Additional tool • STEWARDSHIP • Build relationships • Tell your story • Transparency • Get feedback • Cost effective & green • Quick & easy!
#socialmedia
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SOCIAL MEDIA LIFECYCLE
#socialmedia
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CRAWL
#socialmedia
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
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WALK
#socialmedia
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
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RUN
#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
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FLY
#socialmedia
CHARACTERISTICS
• Embracing culture of learning • Using social media data to help the leadership guide decisions • Demonstrating clear and compelling results • Networking with other organizations showing similar success • Internalizing social media communication best practices including:
o Strategy o Implementation o Integration o Evaluation
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WHAT DO YOU NEED FOR GREAT SOCIAL MEDIA WORK?
• A plan linking efforts to programs & mission
• Selected, targeted social media channels
• Skills & commitment to using social media
• Organizational investment
• Culture that embraces social media
• Willingness to listen, learn, & adapt
• Measurement & eval strategies
• Ability to take small steps to build from
#socialmedia
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TEN TIPS FOR USING SOCIAL
MEDIA
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“This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.”
- Ted Hart and Michael Johnston in Fundraising on the Internet
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10 TIPS FOR USING SOCIAL MEDIA
#socialmedia
6. Philanthropy’s next generation
7. It ain’t free
8. Not everyone “Diggs” social media
9. Selling social media
10. Have a plan
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
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COMMUNICATIONS EVOLUTION
#socialmedia
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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SOCIAL MEDIA IS A PLANT
#socialmedia
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ADD VALUE
#socialmedia
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TWO-WAY STREET
#socialmedia
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SOCIAL MEDIA POLICIES
#socialmedia
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WHY POLICIES?
#socialmedia
• Insurance • Not for the majority • Set boundaries • Protection for users • Protect organization • Professional standards • Because you just
never know…
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EXTERNAL POLICY
#socialmedia
• Users outside the org • What is appropriate • What is inappropriate • Post publicly & regularly
on website & social media channels
• Research examples
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INTERNAL POLICY
#socialmedia
• Staff, board & volunteers • More insurance • What is in/appropriate • Set boundaries • Share at orientation • Representing the org • Provide support & ideas • Research examples
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POLICY SAMPLES
• The Nonprofit Social Media Workbook (IdealWare)
• The Nonprofit Policy Sampler (BoardSource)
#socialmedia
• Social Media Governance Policy Database
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LADDER OF ENGAGEMENT
#socialmedia
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
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SOCIAL MEDIA LADDER OF ENGAGEMENT
#socialmedia
Happy bystanders (Listen)
Spreaders (Share)
Clients (Money)
Evangelists (Ask)
Instigators (Create)
*© 2010 Beth Kanter
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RELATIONSHIPS DON’T CHANGE
#socialmedia
• Cultivate, steward, & solicit • Recognize • Multi-channel communications • Meet one-on-one • Develop ambassadors • Stewardship rather than
solicitation • Effective database
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NEXT GENERATION
#socialmedia
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IT AIN’T FREE
#socialmedia
“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
#socialmedia
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INVESTING IN SOCIAL MEDIA
#socialmedia
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WHY SOCIAL MEDIA AT ALL
#socialmedia
• Position as an expert • Connect & collaborate • New resources & ideas • Outreach & awareness • Develop brand • Low cost
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HAVE A PLAN
#socialmedia
Set Purpose(s)
Goals & Objectives
Tools & Strategies
Implementation
Evaluation
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THE PLANNING PROCESS
#socialmedia
Discovery
Environmental scan Strategy sessions Target audiences Channel identification Topic areas
Documentation
Best practices Start small & slow Calendar dashboard Measurement strategies
Implementation
Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed
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PLEASE DON’T
#socialmedia
• Smother with asks • Ignore stakeholder input • Make it hard to
participate • Stray from being unique • Talk all about yourself
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5 THINGS YOU CAN DO TODAY
#socialmedia
① Make a plan ② Watch other orgs ③ Attend trainings &
ask for support ④ Invite
participation ⑤ Support new
ideas
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ü Social media is as much art as it is science.
ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a
foundation. ü Listen and learn!
#socialmedia
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PRINT RESOURCES
#socialmedia
• Fundraising and the Next Generation
• The Networked Nonprofit • Measuring the Networked
Nonprofit • The Complete Facebook
Guide for Small Nonprofits
• Twitter Jump Start: The Complete Guide for Small Nonprofits
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ONLINE RESOURCES
#socialmedia
• Nonprofit Technology Network (NTEN) • Network for Good • Socialbrite.com • IdealWare • Mashable.com • Alltop Nonprofit • Beth’s Blog (Kanter) • 4Good • John Haydon • frogloop
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Emily Davis, MNM Emily Davis Consulting
(720) 515-0581 [email protected]
emilydavisconsulting.com emilydavisconsulting.com/blog
#socialmedia