1Social Tech Symposium Summary and Resource Guide

Social Tech Symposium

Working Together for Strong Communities

Summary and Resource Guide

Contents

Social Tech Symposium Summary and Resource Guide..........................................................................................1 How to Stay Sane...............................................................................................................................................1Social Media Basics...........................................................................................................................................2

Tips and resources to get you started.........................................................................................................2 PuttingItTogether:HowOurHeroJenniferAppliesSocialMediaBasics...................................................3

Social Technology Symposium Session Summaries............................................................................................4 OpeningandPlenary...................................................................................................................................4 Workshops..................................................................................................................................................5 Closing ........................................................................................................................................................6

Suggested Resources.........................................................................................................................................7 Books..........................................................................................................................................................7 TrustedOrganizationsforNonprofitLearningandNetworking...................................................................7 WheretoReadtheLatestIndustryTrends..................................................................................................7 IntotheWeeds............................................................................................................................................7

AppendixA. NTENFactSheetB. Social Technology Resources at a GlanceC. Content Strategy TipsD. HowDonutsExplainSocialMediaChannels

Social Tech Symposium Summary and Resource Guide 1

Social Tech Symposium Summary and Resource Guide

How to Stay SaneSteppingintotheworldofsocialtechnologycanbedaunting.Therearesomanygreatpossibilities,but,likeanythingelse,youhavelimitedtimeandresources.Inourafternooncrowdsourcingactivitywediscussedsolutions.Keeptheseinmindasyoureadthroughthisguide:

1. Start with your overall organization’s mission and strategy, then see where social technology elements canfitin.Keepitsimpleandstartsmall.

2. Be clear about your big picture goals and what a success would look like.

3. Research your audienceandunderstandhowtheyliketocommunicatebeforelaunchingintoaparticularsocial technology tool.

4. Pick only the tools that match your audience(s).Ifyouaren’tClarkKent,don’ttryandbesuperhuman.

5. Share the excitement:Getbuy-infromotherstaffmembers(allofthemisideal)sothattheycanhelpcontributetothemarketingefforts.

6. Plan ahead.Writeasocialtechnologypolicybeforegettingstartedsostaffandothersunderstandwhat’sexpectedfromthem.Writeaplanofactionsoeveryoneknowstheirresponsibilities.

7. Use what you have:Socialtechcontentshouldbeanextensionofwhatyoualreadydo(currentpartnerrelationshipsandexistinginternalprocessescanallintegratewithnewtoolortools).

8. Measure results. Eachsocialtechtoolhasdifferentmeasurementtoolsavailable.Identifyinadvancehowyou will measure success against your original goal.

9. Be brave. Runanexperimentwhereyoucommittousingthenewsocialtechnologytoolforadefinedperiodoftime,thenmeasureresultscomparedtoyouroriginalgoal.

10. Be flexible.Adjustyourimplementationbasedonfeedbackfromthoseyouwanttoreach.

Be clear about your big picture goals and what a success would look like

2

Social Media Basics

Tips and resources to get you started

1. Watch this videotolearnwhyyoushouldcareaboutsocialmediaandsocialtechnology

1. DoaGooglesearchforyourorganizationandseewhereyouarealreadyshowinguponline(aGoogle Alertcanemailyoueverytimeyourorganization’snameismentionedinanewwebpage)

2. WatchFarraTrompeter’sSocialMediaStrategywebinar and download her slides

3. ReadasamplesocialmediapolicyfromAARP(andcheckouttheirothergreatslideshowstoo)

4. Createoradaptyourcommunicationsplansoitincludessocialtechnologyelements(read“The Networked Nonprofit”byBethKanterandAllisonFineandDeborahAskanase’s“Bringing Social Inside”presentationforagoodoverviewoforganizationalstrategyandculturechange;thencheckoutworksheetsandvideosatWeAreMedia)

5. Afteryou’vegotthestrategystuffdown,thinkabouthowyouwillmeasuretheresultsofyourefforts(read“Measuring the Networked Nonprofit”byBethKanterandK.D.Paine)

6. Considertoolsthatcanhelpyoumeasureyoursuccess:• Google Analytics — websites and social media• Clicky — website traffic with heat map• TweetReach and Twitonomy — size and engagement of Twitter audience• Facebook Insights — built-in Facebook tool

7. Considertoolsthatcanhelpyoumeasureandcanalsohelpyouschedulesocialmediapostsinadvance(butbesuretoalterthepostsifanybignewscomesthrough):

• HootSuite – for Facebook, Twitter , LinkedIn, Google+, FourSquare, WordPress and more• TweetDeck – for Twitter only

8. Checkoutfreeresourcesforgettingphotosandimagesintoyourcontent:• RGBstock.com — no photo credit needed, but avoid overuse• Stock.xchng — no photo credit needed, but avoid overuse• PhotoPin — All photos need photo credits and links to original source• Georgetown guide to taking your own photos• Video tutorialfromNeighborWorksAmericaoneventphotography• Sample photo release form

Social Tech Symposium Summary and Resource Guide 3

Putting It Together: How Our Marketing Maven Jennifer Applies Social Media Basics

JenniferworksatanonprofitorganizationcalledNeighborlythatoffershomeownershipeducationtohercommunity.Neighborlyhasanorganizationalgoalofreaching50percentmorehomeownersthisyearandhasaparticularinterestinminorityhomeowners.Shethinkssocialtechnologymaybeawaytosupportthislargercorporate goal.

Tobegin,Jenniferresearchesheraudience.Sheishopingtoreachminorityhomeownersandpotentialhomeowners.SheidentifiesthatmanyofherclientshavesmartphonesbutfewhaveInternetaccessathome.She’dliketobeabletomarketclassestopeoplesotheycanreadaboutherorganizationviatheirsmartphones.SheknowsFacebookandTwitterhavemobileversions.She’salsoheardofaservicecalledEventBritethatcouldsimplifythepaperbasedregistrationsystemNeighborlycurrentlyuses.

JennifersurveysherexistingclassesandfindsthatalargepercentageofthemhaveFacebookaccounts,butnotTwitteraccounts.ShepresentsherfindingstoherleadershipandrecommendsthatNeighborlystartaFacebookorganizationpageandanEventBriteaccounttohandleregistrations.Thisisapprovedandsupportedbyherleadership,thoughonlyasasixmonthtrialperiod.Thegoalistogetatleast15newhomeownerstoattendclassduringthattimewhosaytheyhearabouttheorganizationonFacebook.

Jenniferisverybusyandcan’tmanagetheFacebookpageonherown.Jenniferandherleadershipwriteasetofsocialmediaguidelines.JenniferthentrainsherselfinhowtouseFacebookandthentrainsafewotherstaffmembersandgivesthemsharedadministrativerightsonFacebook.

Sheworkswithhergrouponacontentschedulesoeverydayadifferentpersondoesonepost.Thecontentincludesinformationonfreeandlow-costlocalresourcesthatmaybeofinteresttominorityhomeowners.JenniferandherteamalsoagreetogivetheFacebookpageafriendlytone.Theyasktheaudiencequestionsandrespondquicklywhenpeoplepostcommentsandquestionsoftheirown.

Asthecampaigndevelops,Jennifermonitorsboththetotalnumberoffollowersonthepageandtheengagementlevelsoftheaudience.ShenoticesthatpeoplearemostresponsiveTuesdaythroughThursdayaroundlunchtimesoshescheduleshermostimportantcontentforthosetimes.

Attwomonths,Jenniferonlyhastwonewhomeownerclasssignups.Sherealizessheneedstocombinesocialmediawithherothercommunications.SheaddstheFacebookaddresstoallstaffemailfooters,thehomepageofthecompanywebsiteandthematerialsdistributedtocurrentstudentsinthehomeownershipclasses.TheFacebookaudienceincreasesandwhenshecreatesaFacebookeventforthenexthomeownershipclassandlinkstoherEventbritepage,fivepeoplesignupimmediately.

OverthecourseofthesixmonthsJenniferandherteamcontinuetoadjustandrefinetheircontentandinternalprocessesbasedonaudienceresponses.Bytheendofthefifthmonth,Neighborlyhashad20newstudentsinhomeownershipclasses,allofwhosaytheyarefamiliarwithNeighborly’sFacebookpageandallofwhomregisteredviaEventbrite.

4

Social Technology Symposium Session Summaries

Opening and Plenary

Title:Whatvs.Why:HowSocialTechFitsintoYourOrganizationPresenters:EileenFitzgerald,NeighborWorksAmerica|Farra Trompeter, Big Duck (ppt)|WendyHarman,AmericanRedCross|TammyGordon,AARP

Keytakeaways:

• EileenFitzgerald:Socialtechnologyisabouttheunderlyingcommunicationstrategies,notjustthetechnologiesforimplementation.

• EileenFitzgerald:Communicationsisnotoptionalfornonprofits.Itneedstobeintegraltooperations.

• FarraTrompeter: Social technology is a new way to do old business.

• TammyGordon:ThreeyearsagoAARPhasnosocialtechnologyteambuttheyhavebuiltitoutovertimebycreatingtrustandinternal awareness.

• WendyHarman:SocialmediaattheRedCrossbeganasadefenseagainstnegativemedia,butithasevolvedintoawaytohavedirectconversations.Socialmediashouldbepartofeveryone’sjobdescription.AttheRedCross,they’vedevelopedsocialmediatrainingforstaffmemberssotheyknowhowtoengage.HervolunteersandthepubliccanparticipateinthedisasterresponsesocialmediatrainingviatheRed Cross University.Trainingsareheldthreetimespermonth.

• FarraTrompeter:Allstaffrepresentyourorganization,notjustthoseonthecommunicationsteam.

• WendyHarman:Socialtechnologyisnotaboutbroadcastcommunicationstheywaytraditionalpressreleasesare.Itisabouttwo-wayconversationsandengagement.

• TammyGordon:Targetingkeystakeholdersandinfluentialaudiencemembersiskey.Dataonwhoisusingyourorganization’ssocialmediachannelsisalsoessential.

• Tammy Gordon:Afterwomenintheboomergeneration,AARP’sbiggestsocialaudienceisGenX.AARPisworkingtoprovideintergenerationalcontentsotheycandeveloprelationshipswithfuturemembers.OneexampleistheirYouTubetelevisionshow“Cheapskates”withJeffYeager,whichappealstomenintargetdemographic.TheyfoundaYouTubeshowwascheaperandmoreeffectivethanpayingfortraditionaltelevisionefforts.Othersocialmediachannelsappealtowomen.

• Tammy Gordon:It’simportanttodecideontheorganization’stoneofvoice(inlinewithorganizationalbranding).Tohelpwiththis,theAARPteamnamedtheirvoice“Rhonda.”Whenwriting,Tammyasks“Would Rhonda say this?”

“Failure only happens when you miss the opportunity to learn”

Social Tech Symposium Summary and Resource Guide 5

Workshops

Track: Raising Awareness and Funds: Title:TellingYourOrganization’sStoryPresenters:NolandHoshino,BcauseMedia|Felicia Tripp, Portland Housing Center (ppt)

KeyTakeaways:• Clear,consistentmessagingacrossmediumsviathe“lessismore”approach.• It’snothowmanyfollowers/likesyouhavebutratherwhoisfollowingyouandwhatexperiencetheyare

havingintheirinteractionswithyou.Theirexperiencesmakeorbreaksocialmediastrategy.Buildingtrustisessential.

• Infographicsandphotostellstoriesacrosslanguagesandgetthepointacrossquicklytoclientsandfunders.

• Thinkabouthowyouwouldpromoteasingleeventacrossmultiplesocialmediachannels,websitesandothermediums.Howwouldyoutailorthedescriptionandtheelementsoftheposttoeachmedium?Exampleforanevent:

• Facebook:Findaphoto(notclipart),tagrelevantpartners(“like”theirpagefirst),setupevent page,sendthelinkviaemailtootherstaffandkeypartners

• Twitter:Includeashortenedlinktotheeventandtaganyrelevantpartnersandmembersofthe media.Alsoincludeanyrelevanthashtags.

• Instagram:Uploadasquarephotoandusethesamehashtag.Itcanbehelpfultostartposthere, thensharetoFacebookandTwitter.

• Visual(andentertaining)exampleofthechannelbreakdownhere:http://instagram.com/p/ nm695/#

Track: Engaging Your CommunityTitle:Building Relationships Online (ppt)Presenters:AshShepherd,MindsonDesignLab|S.LynnCooper,SociallyAhead

KeyTakeways:• Remindpeopleofyourorganization’smission/whatyou’reworkingfor.Peoplecaremoreaboutcauses

thanindividualorganizations.• Endyourcontentwithmorequestionmarksthanperiodsinordertokeepconversationgoing.• Doonepost/dayforFacebookandmakeitagoodone.• Usepowerfulvisualsthatrepresentyourcause.• Shareothers’content;notjustyourown.

Track: Delivering ServicesTitle:FindingNewCustomersPresenters:Tammy Gordon, AARP (ppt) (video)|Danielle Brigida, National Wildlife Federation (ppt)

Keytakeaways:• Thinkaboutthebridgebetweenyouandyourcustomers.• Consider“stoplight”codeforinternalpermissions.• Photosareimportantandmakeyourcontent“stickier”whichcanleadtomorefreeadvertising.

6

Track: Raising Awareness and FundsTitle:Crowdfunding and Social Fundraising: Does It Really Work (ppt)Presenters:BrandonWhitney,ioby|MattMiller,CommunityHousingInitiatives

KeyTakeways:• Findtherightplatformandmessageforyourorganizations’crowdfundingcampaigns.• Targetyourcommunityforsupportinstrategizing.• Crowdfundingandsocialfundraisinginvolvesusingmultiplechannelsofcommunicationandengagement.

Track: Engaging Your CommunityTitle:FindingSolutionsTogetherPresenters:Ryan Mannion, SeeClickFix (ppt)|Justine Fenwick, NextDoor (ppt)

KeyTakeaways:• Theneighborhoodisthefirst“socialnetwork.”UsingtechnologylikeNextDoorandSeeClickFixoptimizes

themostbasicformofasocialnetwork–realpeople,connecting.• It’sessentialtohearandseeneighborhoodneedsofrealpeople,notjustdatasets/statistics.• Whenyouhaveenoughpeopleengaged,goodthingshappen.

Track: Delivering ServicesTitle:UsingMobileSocialTechnologyinNonprofitServiceDeliveryPresenters:Sheila Rice, NeighborWorks Montana (ppt)|WendyHarman,AmericanRedCross

KeyTakeways:• Figureouttheendgoal,thencreatethestrategy.• Mobileappsarenotthesameasmobilewebsites.Websitescanbeoptimizedfordifferentdevicesusinga

techniquecalled“Responsivedesign.”Somethingtoconsiderinyournextwebsiteredesign.• Mobileappsmayeventuallybereplacedbysomethingelse.Rightnowmanyappscompeteforthepublic’s

attentionandeachappdoesanarrow,highlyspecifictask.Customerscanonlyhavealimitednumberofappsontheirmobiledevices.

ClosingPresenter:FarraTrompeter,BigDuck

KeyTakeways:• Beginyoursocialtechnologyjourneybyunderstandingwhereyouareandrecognizingthatchangetakes

time.SeeBethKanter’s“Crawl,Walk,Run,Fly”modelasanexample:http://www.bethkanter.org/c-w-r-f/

• Takeonestepatatimeandmakesureitistiedtoyouroverallorganizationalgoalsandstrategy.

***

ForhighlightsoftheTwitterconversationonthe#SocialTechNTIhashtag,seetheNeighborWorksAmericaStorifypagehere:sfy.co/q64f

FormetricsontheTwitterconversation,seetheTweetReachreporthere:http://ow.ly/kTjJo

Social Tech Symposium Summary and Resource Guide 7

Suggested Resources

Thereareanoverwhelmingnumberofsocialmediaandsocialtechnologylearningoptionsavailable,butnotallareofequalvalue.Chooseyourtoolscarefullyandbesuretheysupportorganizationalgoals.

Books• The Networked NonprofitbyBethKanterandAllisonFine• Measuring the Networked NonprofitbyBethKanterandK.D.Paine• BrandraisingbySarahDurham• Social media optimizationworkbooksbyNolandHoshino,AshShepherdandothercoolpeople• Social Change Anytime EverywherebyAmySampleWardandAllysonKapin

Trusted Organizations for Nonprofit Learning and Networking• NTEN: The Nonprofit Technology Network • Tech Soup

Where to Read the Latest Industry Trends• Mashable.com• Beth’s Blog• John Haydon• Katya’s Nonprofit Marketing Blog• Community Organizer 2.0• Pew Internet and American Life Project

Into the Weeds• HowtouseTwitterandWhatmakesagoodtweet

• http://mashable.com/guidebook/twitter/• http://www.mediabistro.com/alltwitter/the-perfect-tweet_b5602

• HARO(HelpaReporterOut):mediarelationsandsocialmedia• http://www.helpareporter.com/

• UsingFacebookInsights(metrics)• http://blog.kissmetrics.com/guide-to-facebook-insights/

• WhattoConsiderBeforeEnteringaCrowdfundingContest• http://mashable.com/2010/06/11/social-media-contests-non-profit/

• NonprofitsandMobileTechnology• http://philanthropy.com/article/Nonprofits-Race-to-Get-Ahead/137793/

• AStepByStepGuidetoLinkedInCompanyPages• http://blog.hubspot.com/blog/tabid/6307/bid/33572/A-Detailed-Anatomy-of-the-New-

LinkedIn-Company-Page-Design.aspx

Did we forget something? Therearemanyresourceswehaven’tincludedhere.Ifyouknowofnewones,letusknow!We’reavailableviaTwitter,Facebook,LinkedIn and email (editor@nw.org).

Appendix A. NTEN Fact Sheet

Ab

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NT

EN

Nonprofit Technology NetworkA Community Transforming Technology Into Social Changehttp://nten.orgWho We AreA community of nonprofit professionals, we aspire to a world where nonprofit groups of all types and sizes use technology strategically and confidently to fulfill their missions. Together, the NTEN community helps members put technology to work so they can bring about the change they want to see in the world.

What We Do NTEN connects members with one another and offers many opportunities for learning and professional development—all so you can focus on achieving your goals and meeting your mission.

How We Do It NTEN helps members, with their diverse job functions and levels of tech comfort and expertise, share best practices, and glean insights from one another both online and off: training, research and industry analysis, regional meet-ups, our signature Nonprofit Technology Conference. As a member, you gain instant access to a supportive community that shares your passions and challenges, as well as to valuable resources for professional development.

Join the NTEN community today:

Start your membership today at: http://nten.org/join

ConnectCommunities of Practice / www.my.nten.orgWhether you’re a webmaster, marketer, executive director, fundraiser, blogger, program manager, or play another role in the nonprofit sector, connect with your peers online. Join our Communities of Practice and the NTEN Discuss list.

Events / www.nten.org/eventsNTEN’s Nonprofit Technology Conference and local meet-ups bring nonprofit professionals together to share ideas and best practices. Get to know colleagues. Develop a support network. Talk shop. Vent. Congratulate. Collaborate. The possibilities are endless.

LearnNTEN Webinars / www.nten.org/webinarsChanging the world isn’t easy. NTEN members are always looking to learn more about how to use technology to further their missions. Gain a wealth of knowledge without ever leaving your desk through NTEN’s extensive schedule of live webinars and archived events.

NTEN Research / www.nten.org/researchNTEN collaborates with renowned industry, academic, and nonprofit partners to conduct research on key subjects related to nonprofit technology like IT staffing and spending, salaries, social networking, and data ecosystems. Our reports and benchmarks studies offer actionable data and invaluable insider information.

ChangeNTEN: Change / www.nten.org/ntenchangeNTEN: Change is a quarterly journal for nonprofit leaders. You’ll find guidance on the strategic and practical considerations necessary to make the sound investments and decisions that will help your organization achieve its mission.

NTEN Connect newsletter / www.nten.org/signupRead how NTEN members are fulfilling their missions and changing the world—and how you can too. The free monthly NTEN Connect newsletter brings you solid advice, success stories, and best practices related to technology and the nonprofit sector.

Appendix B. Social Technology Resources at a Glance

WEBSITES & BLOGS

Social Media Marketing for Nonprofits

Socialbrite

Nonprofit Tech 2.0

Beth Kanter

Nonprofit Marketing Guide

Community Organizer 2.0

Blackbaud NetWits Think Tank

PRESENTERS

TOOLS

NOTES

Appendix C. Content Strategy Tips

Luvvie  Ajayi  |  Luvvie.org  |  Luvvie@aweluv.com  |  @iLuvvit  

Top 10 Online Content Strategy Takeaways

1. There are 1 billion people on Facebook and 200 million on Twitter. Your audience is there so meet them.

2. Ask yourself “what are my goals?” first. What do you want to accomplish?

3. Be human. Be humble. Be useful. Be interesting.

4. Find your organization’s voice and tone to present a cohesive

brand across channels.

5. Twitter is like texting the whole world. Facebook is like sending everyone a short email.

6. Create an editorial calendar. Include info on:

a. Days content will be posted b. Team or individual responsible for content c. Types of posts (video, statuses, pics)

Luvvie  Ajayi  |  Luvvie.org  |  Luvvie@aweluv.com  |  @iLuvvit  

7. Facebook content tips: a. Use your organization’s Facebook cover photo to show

your work. b. Post photos to give higher chances for interaction c. End posts with a call to action to generate shares and likes d. 2-3 times a day is recommended for pages.

8. Twitter content tips:

a. Use a URL shortener to save characters b. Leave 20 characters to encourage RTs c. 10-20 tweets a day is ideal

9. Connect Facebook to Twitter but not Twitter to Facebook

10. Content Management and Collaborative Tools

a. Hootsuite (http://hootsuite.com) i. All-in-one dashboard

ii. Allows for management of multiple accounts at once iii. Can schedule tweets for future

b. Bit.ly (http://bit.ly)

i. Shortens your URLs and tracks them with detailed analytics

ii. Gives geographic breakdown of clicks

c. Facebook Insights (built into the fan pages) i. Analytics on who viewed each post

ii. Demographics of your fans

d. TweetReach (http://tweetreach.com) i. Measures impact via impressions and accounts

reached ii. Perfect for campaigns and specific hashtags

Appendix D. How Donuts Explain Social Media Channels

Adaptedfrom Three Ships Media