1. Social Strategy: Be Networked, Use Measurement, and Learn
Beth Kanter, Master Trainer, Author, and Blogger
Donorpath Webinar
November, 2014

2. Agenda
Internal: Network Mindset and Social Culture
External: Strategy and Measurement
Share Insights: Social Fundraising

3. Type into Question Tab: What is your burning question?

4. Beth Kanter: Master Trainer, Author, and Blogger
@kanter

5. 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

6. 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

7. 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

8. 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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9. 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

10. The Social CEO: In Service of Strategy

11. Organizational VS Leader Brand

12. Authenticity
Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity

13. Personality

15. 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/

16. I have work to do!
Can finally tweet about our programs from my personal account!
SOCIAL MEDIA IS PART OF EVERYONE’S JOB!

17. @rdearborn works for UpWell and she LOVES sharks.
Leverage Staff Personal Passion In Service of Mission

18. Best Practice: Write Down the Rules – Social Media Policy

http://www.bethkanter.org/category/organizational-culture/

19. Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/

20. 5
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How social is your organization’s culture? What are some of your challenges? Type into the chat ….

21. Strategy and Measurement

22. SMARTER SOCIAL MEDIA: POST FRAMEWORK
Flickr Photo: graceinhim

23. 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

24. 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

25. •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

26. Use Personas
RESEARCH
•Analytics
•Audience Data
•Survey
•Interviews
PERSONA
•Name
•Define Needs
•Segment
•Create

27. Pick The Right Success Metric!

28. 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!

29. Monitor
Engage
Content
Champions
Social Strategy Building Blocks
POST: SOCIAL STRATEGY

30. United Ways of California www.unitedwaysCA.org
30
POST: EDITORIAL CALENDAR

31. POST: CONTENT OPTIMIZATION FOR SOCIAL

32. Centre Foundation: Small Foundation

33. Centre Foundation: Small Foundation

34. 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

35. Centre Foundation: Giving Day

36. Centre Foundation: Giving Day

37. 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

38. 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
2013
Jan
Feb
March
April
May
Jun
July
Aug
Sept
Oct
Nov
Dec
2014
Jan
Feb
March
All Traffic
On average, 65% are NEW visitors.
2013
Centre Gives
Internal Champions
Measure Objectives: Use Data To Improve

39. 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?

40. Learn from Tracking Data
http://www.dogshaming.com

41. Document As You Go

42. Step 7 – Analyze Results
Joyful Funerals
Metrics Mondays
Reflection and Improvement: Learning from Data

43. How To Become Data-Informed
•Integrated strategy
•Pick the right success metrics
•Measurement discipline
•Identify small pilots, place little bets, learn, pivot, and iterate

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

45. 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

46. 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

47. Set A Realistic Goal Based on Benchmarking
Raised $5,563 or 10% over
$5,000 goal

48. Don’t Suffer from Too Small To Fail
128 donors with 87% donating suggested entry gift level or more

49. 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

50. Offer A Continuum of Engagement
Higher: Donate Share A Personal Story About the Ocean Provide Advice Lower: Retweet Links ThunderClap

51. Get Influencers To Leverage Networks
There were 11 blog posts or Facebook posts by “influencers” modeling the different levels of engagement

52. Use Facebook Promoted Posts for Reinforcement
Used promoted to increase reach of event participation timed to Mashable post

53. Honor the Creativity of Your Network

54. 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

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

56. Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter