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

Type into Question Tab: What is your burning question?

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

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

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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

The Social CEO: In Service of Strategy

Organizational VS Leader Brand

Authenticity

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

Personality

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/

Social Media Policy – All Staff Participate

http://www.bethkanter.org/staff-guidelines/

5 3 2 4 1

How social is your organization’s culture? What are some of your challenges?

Type into the chat ….

Strategy and Measurement

SMARTER SOCIAL MEDIA: POST FRAMEWORK

Flickr Photo: graceinhim

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

Pick The Right Success Metric!

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!

Monitor Engage

Content

Champions

Social Strategy Building Blocks

POST: SOCIAL STRATEGY

United Ways of California www.unitedwaysCA.org

30

POST: EDITORIAL CALENDAR

POST: CONTENT OPTIMIZATION FOR SOCIAL

Centre Foundation: Small Foundation

Centre Foundation: Small Foundation

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

Centre Foundation: Giving Day

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.

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?

Learn from Tracking Data

http://www.dogshaming.com

Document As You Go

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

• Online Fundraiser for Surf Rider Foundation • Online Memorial Event: #OceanLoveEarl

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

Set A Realistic Goal Based on Benchmarking

Raised $5,563 or 10% over $5,000 goal

Don’t Suffer from Too Small To Fail

128 donors with 87% donating suggested entry gift level or more

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

Honor the Creativity of Your Network

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

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

Thank you!

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