Social  Media  Strategies  to  Enhance  Your  Online  Presence

Beth  KanterNovember,  2017

@kanterwww.bethkanter.org

Beth  Kanter: Master  Trainer,  Speaker,  Author and  Nonprofit  Thought  Leader

My  Work:  The  Networked  Nonprofit

Networked  Nonprofits  are  simple,  agile,  and  transparent      

Listen  and  engage  with  networks  of  people  and  organizations  to  reach  outcomes

Staff  and  board  leverage  their  professional  networks  in  service  of  mission

Experts  at  using  social  media  and  online  collaboration  tools  to  make  the  world  a  better  

place      

Who  is  in  the  Room?

Slido.Com

Event  Code:  #NHNP-­‐1

What  is  your  burning  question?

TOPICS OUTCOMES

Buffet  InteractiveReflective

Slido.Com – NHNP-­1

FRAMING

The  Agenda

Implement  one  small  step  towards  becoming  a  networked  nonprofit

• Breaking  Through   the  Noise

• Social  Media  Assessment

• Writing  Your  Social  Media  Strategy

• Tips:  Content,  Channels,  and  Champions

• Q/A,  Reflection,  Raffle

http://bethkanter.wikispaces.com/NHNP-­‐1

Digital  Revolution

Facebook’s  Reachpocalypse

Content Is King, Storytelling is Queen

What hasn’t changed?

13

Stories  of  Impact

• Why  should  your  audience  care?• What  problem  is  your  organization  working  to  solve  for  your  audience?• Why  should  someone  trust  your  organization  to  solve  the  problem?• What  is  the  call  to  action?

The  Building  Blocks

Transmedia Storytellingg

A  “Who  Done  It”  Story  Told  Across  Social  Media  Channels  to  Land  Hank  and  his  Fuzzy  Purple  Hippo  Toy  A  Forever  Home

Fuzzy  Purple  Hippo  Toy  Has  a  Medical  Emergency

Fuzzy  Purple  Hippo  Toy  Resting  After  Surgery

Great  storytelling  may  capture  attention,  you  also  need  to  empower  your  audience  to  share  your  stories  with  their  networks!

Champions  Increase  Your  Reach  and  Engagement

“If  you  hear  an  idea  from  10  people,  

the  impact  is  completely  off  the  charts  compared  

to  just  one  person  whispering  in  your  ear.”

-­‐Seth  Godin

Super  Champions

Slido.Com

Event  Code:  #NHNP-­‐1

Where  is  your  nonprofit?  Content,  Champions,  Channels    

Objectives  and  audiences  for  social

Inconsistent  content  and  storytelling  across  social  media  channels

Haphazard  metrics

Leader  and  employees  use  social  but  lacks  champion  strategy

Content  is  consistent  process  based  on  personas  and  research

Consistently  shares  content  across  social  channels  using  storytelling  best  practices

Activate    staff  and  supporters  informally  

Some  measurement    in  all  above

Sporadic  content    and  social  presence

Not  using  storytelling  best  practices

Lack  of  social  media  champions  inside  or  outside

Multi-­Channel  Content  Strategy,  Storytelling  Best  Practices,  Internal  Process,  and  Measurement

Strategic  pilots  with  emerging  social  media  channels

Formal  Champions  Strategy  and  regular  activation

Reflection  and  Continuous  Improvement

CRAWL WALK RUN FLY

Where’s  Your  Organization  Now?

• What  area  do  you  need  to  do  to  improve?

Slido.Com –NHNP-­‐1

Digital  Strategy

How  To  Write  Your    Social  Media  Strategy

Audience

Objective

Content

Champions

Channels

AUDIENCE: Artists  and  people  in  their  neighborhood

OBJECTIVES:  Increase  engagement by  2  comments  per  post  by  FY  2017Content  analysis  of    conversations:  Does  it  make  the  organization  more  accessible?

Increase  enrollment in  classes  and  attendance  at  events   by  5%  by  FY  201710%    students   /attenders  say  they  heard  about  us  through  Facebook,  Instagram,  or  Twitter

CONTENT    AND  CHAMPIONSShow  the  human  face  of  artists,  remove  the  mystique,  get  audience  to  share  their  favorites,  connect  with  other  organizations.    Uses  best  practices  in  storytelling  and  content  creation  process.  Asks  artists  and  teachers  to  share  with  their  networks  on  FB.      

CHANNELSFocused  on  Facebook,  Twitter,  and  Instagram  to  use  best  practices  and  align  engagement/content  with  other  channels  which  includes  flyers,  emails,  and  web  site.  Small  budget  for  FB  advertising  to  boost   good  performing  content  and  advertise  events  with  well-­‐crafted  landing  page  and  knowledge  of  audience  targets.

Strategy:  Kearny  Street  Workshop

PERSONAS:    Kearny  Street  Workshop  Example

Artist  Persona:Cathy,    in  her  20’s,  uses  Instagram  and  Facebook  to  share  her  art  work.    Wants  to  participate  in  programs  and  exhibits  at  the  gallery.

Neighborhood  Persona:Lee,  lives  and  works  in  the  neighborhood.    Is    a  cook.      Uses  Facebook  on  his  mobile  phone.        Has  not  visited  the  gallery  because  he  thought   it  was  a  private  club.  

Define  Measurable  Objectives

Reach  

Engage

Action

Donate

Grow  our  web  site  visitors  by  10%

Increase  Engagement  rate  on  Facebook to  4%

Increase  the  number  of  people  who  follow  us  on  Twitter  by  5%

Increase  the  number  of  people  who  attend  our  events  by  5%

Exercise:    People  and  Objectives

• Describe  1  target  audiences  that  you  want  to  reach  through  social  media

• What  action  do  you  want  the  audience  to  take?• How  will  you  measure  it?

Social  Media  Building  Blocks:  The  3  C’s

Content ChampionsChannels

Digital  Content  Best  Practices

• Content  themes  and  stories  resonate  with  your  audience  and  support  objectives

•Content  is  shared  across  channels  and  optimized  for  different  social  media  channels• Different  Formats:  Video,  Photo,  Text  • Disciplined  work  flow  to  plan,  create,  curate,  share  and  measure  – weekly  or  monthly,  one  channel  or  many

THE  PLANNING  WORK  FLOW

SCHEDULING  &  ORGANIZINGWho,  What,  When,  Channel

THEME  DISCOVERYMake  a  high  level  plan

RESEARCH  &  BRAINSTORMINGWhat  content  do  personas  want  to  consume?

Content  Themes

• Behind  the  scenes  at  your  organization• Stories  of  impact  about  the  target  audience

• Showcase  programs  or  services

• Fun  or  inspiring  stories  or  content• Educational  or  practical  tips• Industry  or  local  news,  breaking  news,  news  jacking• Research,  data,  policy  information

• Curate  content  useful  to  your  audience• User-­‐generated  content

Editorial  Calendar:  Weekly,  One  Channel

Editorial  Calendar:  Monthly,  Several  Channels

Tools:        Spreadsheet,    Buffer,  Sprout  Social,  Co-­‐Schedule,  Edgar

Organizing  Your  Content  Creation  Process

Exercise

● Identify  content  themes.      Brainstorm  some  ideas  for  stories  of  impact  that  resonate  with  your  target  audience.  

❏Behind   the  scenes  at  your  organization

❏Stories  of  impact  about  the  target  audience

❏Showcase  programs  or  services

❏Fun  or  inspiring   stories  or  content

❏Educational  or  practical  tips

❏Industry  or  local  news,  breaking  news,  news  jacking

❏Research,  data,  policy  information

❏Curate  content  useful   to  your  audience

❏User-­‐generated  content

Pick  the  Best  Channels  to  Reach  Your  Audience

● Optimize  the  1-­‐3 of  most  important  social  platforms  first● Right  size  content  creation,  frequency  and  timing  to  your  

capacity● Repurpose  and  recycle  content  creatively  across  

channels● Measure,  learn,  improve

Frequency  and  Timing

How  Often  To  Post  on  Social  Media  Based  on  14  Research  Studieshttps://coschedule.com/blog/how-­‐often-­‐to-­‐post-­‐on-­‐social-­‐media

● Complete your FB profile, prioritized in algorithm

● Experiment with post length: Short copy could work well for clicks, whereas longer copy could work better for engagement.

● Lead with a question in your post● Use bullet point lists● Add a pull quote from your content● Include an emoji or two● Tag other pages/users● Engage in the comments● Images work well on Facebook, ideal

size 1,200 x 630 pixels or use Canva● Video, video, video!● Messenger Bots (2018)

• Profile  filled  out  w/  compelling  cover  image  and  links  in  bio

• Use  keywords  in  bio• Avoid  using  all  the  characters• Don’t  use  distracting  hashtags• Post  with  photos• 5-­‐10  times  per  day• Gifs  and  emoji  stand  out• Use  images  sized  correctly• Ask  questions• Curate  content  related  to  your  mission,  share  using  Quote

• Share  other  partners  content• Create  a  back  channel  DM  for  champion  sharing

• Use  moments  to  tell  stories  of  impact

Champions

Enlisting  your  staff  and  board  to  leverage  their  personal  brands  and  networks  on  social  media

Getting  your  supporters  and  fans  to  spread  the  word  about  your  organization  or  campaigns  on  social  media  channels

Identifying  and  cultivating  super  fans

Networked  Nonprofit

Source:  Heather  McLeod  Grant

The  Social  CEO:  In  Service  of  Strategy

Fun,  Easy  Ways  To  Engage

Social  Media  Super  Fans:  Who  is  Most  Engaged  on  Social  Channels?

• Use  WhoLikesUs to  get  a  list  of  your  most  engaged  Facebook  Fans

• Social  Rank  for  Twitter/Instagram• Invite  them  – your  email  list  

Create  Your  Strategy  Poster

Share  Pair

Gallery  Walk

Open  Question  and  Answer

One  Minute  of  Silent  Reflection:  I  Commit  To  …

Futureme.org

Book  Raffle

Thank  you!

www.bethkanter.org

The  Happy  Healthy  Nonprofithttp://bit.ly/happyhealthynpbook