Social Tech Symposium Summary and Resource Guide
Working Together for Strong Communities
Social Tech Symposium Summary and Resource Guide
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Contents Social Tech Symposium Summary and Resource Guide..........................................................................................1 How to Stay Sane...............................................................................................................................................1 Social Media Basics...........................................................................................................................................2 Tips and resources to get you started.........................................................................................................2 Putting It Together: How Our Hero Jennifer Applies Social Media Basics...................................................3 Social Technology Symposium Session Summaries............................................................................................4 Opening and Plenary...................................................................................................................................4 Workshops..................................................................................................................................................5 Closing ........................................................................................................................................................6 Suggested Resources.........................................................................................................................................7 Books..........................................................................................................................................................7 Trusted Organizations for Nonprofit Learning and Networking...................................................................7 Where to Read the Latest Industry Trends..................................................................................................7 Into the Weeds............................................................................................................................................7 Appendix A. NTEN Fact Sheet B. Social Technology Resources at a Glance C. Content Strategy Tips D. How Donuts Explain Social Media Channels
Social Tech Symposium Summary and Resource Guide How to Stay Sane
Stepping into the world of social technology can be daunting. There are so many great possibilities, but, like anything else, you have limited time and resources. In our afternoon crowdsourcing activity we discussed solutions. Keep these in mind as you read through this guide: 1. Start with your overall organization’s mission and strategy, then see where social technology elements can fit in. Keep it simple and start small. 2. Be clear about your big picture goals and what a success would look like. 3. Research your audience and understand how they like to communicate before launching into a particular social technology tool. 4. Pick only the tools that match your audience(s). If you aren’t Clark Kent, don’t try and be superhuman. Be clear about your big 5. Share the excitement: Get buy-in from other staff members picture goals and what a (all of them is ideal) so that they can help contribute to the marketing efforts. success would look like 6. Plan ahead. Write a social technology policy before getting started so staff and others understand what’s expected from them. Write a plan of action so everyone knows their responsibilities. 7. Use what you have: Social tech content should be an extension of what you already do (current partner relationships and existing internal processes can all integrate with new tool or tools). 8. Measure results. Each social tech tool has different measurement tools available. Identify in advance how you will measure success against your original goal. 9. Be brave. Run an experiment where you commit to using the new social technology tool for a defined period of time, then measure results compared to your original goal. 10. Be flexible. Adjust your implementation based on feedback from those you want to reach.
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Social Media Basics Tips and resources to get you started 1. Watch this video to learn why you should care about social media and social technology 1. Do a Google search for your organization and see where you are already showing up online (a Google Alert can email you every time your organization’s name is mentioned in a new webpage) 2. Watch Farra Trompeter’s Social Media Strategy webinar and download her slides 3. Read a sample social media policy from AARP (and check out their other great slideshows too) 4. Create or adapt your communications plan so it includes social technology elements (read “The Networked Nonprofit” by Beth Kanter and Allison Fine and Deborah Askanase’s “Bringing Social Inside” presentation for a good overview of organizational strategy and culture change; then check out worksheets and videos at WeAreMedia) 5. After you’ve got the strategy stuff down, think about how you will measure the results of your efforts (read “Measuring the Networked Nonprofit” by Beth Kanter and K.D. Paine) 6. Consider tools that can help you measure your success: • 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. Consider tools that can help you measure and can also help you schedule social media posts in advance (but be sure to alter the posts if any big news comes through): • HootSuite – for Facebook, Twitter , LinkedIn, Google+, FourSquare, WordPress and more • TweetDeck – for Twitter only 8. Check out free resources for getting photos and images into your content: • 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 tutorial from NeighborWorks America on event photography • Sample photo release form
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Putting It Together: How Our Marketing Maven Jennifer Applies Social Media Basics Jennifer works at a nonprofit organization called Neighborly that offers homeownership education to her community. Neighborly has an organizational goal of reaching 50 percent more homeowners this year and has a particular interest in minority homeowners. She thinks social technology may be a way to support this larger corporate goal. To begin, Jennifer researches her audience. She is hoping to reach minority homeowners and potential homeowners. She identifies that many of her clients have smartphones but few have Internet access at home. She’d like to be able to market classes to people so they can read about her organization via their smartphones. She knows Facebook and Twitter have mobile versions. She’s also heard of a service called Event Brite that could simplify the paper based registration system Neighborly currently uses. Jennifer surveys her existing classes and finds that a large percentage of them have Facebook accounts, but not Twitter accounts. She presents her findings to her leadership and recommends that Neighborly start a Facebook organization page and an Event Brite account to handle registrations. This is approved and supported by her leadership, though only as a six month trial period. The goal is to get at least 15 new homeowners to attend class during that time who say they hear about the organization on Facebook. Jennifer is very busy and can’t manage the Facebook page on her own. Jennifer and her leadership write a set of social media guidelines. Jennifer then trains herself in how to use Facebook and then trains a few other staff members and gives them shared administrative rights on Facebook. She works with her group on a content schedule so every day a different person does one post. The content includes information on free and low-cost local resources that may be of interest to minority homeowners. Jennifer and her team also agree to give the Facebook page a friendly tone. They ask the audience questions and respond quickly when people post comments and questions of their own. As the campaign develops, Jennifer monitors both the total number of followers on the page and the engagement levels of the audience. She notices that people are most responsive Tuesday through Thursday around lunchtime so she schedules her most important content for those times. At two months, Jennifer only has two new homeowner class sign ups. She realizes she needs to combine social media with her other communications. She adds the Facebook address to all staff email footers, the homepage of the company website and the materials distributed to current students in the homeownership classes. The Facebook audience increases and when she creates a Facebook event for the next homeownership class and links to her Eventbrite page, five people sign up immediately. Over the course of the six months Jennifer and her team continue to adjust and refine their content and internal processes based on audience responses. By the end of the fifth month, Neighborly has had 20 new students in homeownership classes, all of who say they are familiar with Neighborly’s Facebook page and all of whom registered via Eventbrite.
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Social Technology Symposium Session Summaries Opening and Plenary Title: What vs. Why: How Social Tech Fits into Your Organization Presenters: Eileen Fitzgerald, NeighborWorks America |Farra Trompeter, Big Duck (ppt) | Wendy Harman, American Red Cross | Tammy Gordon, AARP Key takeaways: • Eileen Fitzgerald: Social technology is about the underlying communication strategies, not just the technologies for “Failure only happens implementation. when you miss the • Eileen Fitzgerald: Communications is not optional for nonprofits. It needs to be integral to operations. opportunity to learn” • Farra Trompeter: Social technology is a new way to do old business. • Tammy Gordon: Three years ago AARP has no social technology team but they have built it out over time by creating trust and internal awareness. • Wendy Harman: Social media at the Red Cross began as a defense against negative media, but it has evolved into a way to have direct conversations. Social media should be part of everyone’s job description. At the Red Cross, they’ve developed social media training for staff members so they know how to engage. Her volunteers and the public can participate in the disaster response social media training via the Red Cross University. Trainings are held three times per month. • Farra Trompeter: All staff represent your organization, not just those on the communications team. • Wendy Harman: Social technology is not about broadcast communications they way traditional press releases are. It is about two-way conversations and engagement. • Tammy Gordon: Targeting key stakeholders and influential audience members is key. Data on who is using your organization’s social media channels is also essential. • Tammy Gordon: After women in the boomer generation, AARP’s biggest social audience is Gen X. AARP is working to provide intergenerational content so they can develop relationships with future members. One example is their YouTube television show “Cheapskates” with Jeff Yeager, which appeals to men in target demographic. They found a YouTube show was cheaper and more effective than paying for traditional television efforts. Other social media channels appeal to women. • Tammy Gordon: It’s important to decide on the organization’s tone of voice (in line with organizational branding). To help with this, the AARP team named their voice “Rhonda.” When writing, Tammy asks “Would Rhonda say this?”
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Workshops Track: Raising Awareness and Funds: Title: Telling Your Organization’s Story Presenters: Noland Hoshino, Bcause Media | Felicia Tripp, Portland Housing Center (ppt) Key Takeaways: • Clear, consistent messaging across mediums via the “less is more” approach. • It’s not how many followers/likes you have but rather who is following you and what experience they are having in their interactions with you. Their experiences make or break social media strategy. Building trust is essential. • Infographics and photos tell stories across languages and get the point across quickly to clients and funders. • Think about how you would promote a single event across multiple social media channels, websites and other mediums. How would you tailor the description and the elements of the post to each medium? Example for an event: • Facebook: Find a photo (not clip art), tag relevant partners (“like” their page first), set up event page, send the link via email to other staff and key partners • Twitter: Include a shortened link to the event and tag any relevant partners and members of the media. Also include any relevant hashtags. • Instagram: Upload a square photo and use the same hashtag. It can be helpful to start post here, then share to Facebook and Twitter. • Visual (and entertaining) example of the channel breakdown here: http://instagram.com/p/ nm695/# Track: Engaging Your Community Title: Building Relationships Online (ppt) Presenters: Ash Shepherd, Minds on Design Lab | S. Lynn Cooper, Socially Ahead Key Takeways: • Remind people of your organization’s mission/what you’re working for. People care more about causes than individual organizations. • End your content with more question marks than periods in order to keep conversation going. • Do one post/day for Facebook and make it a good one. • Use powerful visuals that represent your cause. • Share others’ content; not just your own. Track: Delivering Services Title: Finding New Customers Presenters: Tammy Gordon, AARP (ppt) (video) | Danielle Brigida, National Wildlife Federation (ppt) Key takeaways: • Think about the bridge between you and your customers. • Consider “stoplight” code for internal permissions. • Photos are important and make your content “stickier” which can lead to more free advertising.
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Track: Raising Awareness and Funds Title: Crowdfunding and Social Fundraising: Does It Really Work (ppt) Presenters: Brandon Whitney, ioby | Matt Miller, Community Housing Initiatives Key Takeways: • Find the right platform and message for your organizations’ crowdfunding campaigns. • Target your community for support in strategizing. • Crowdfunding and social fundraising involves using multiple channels of communication and engagement. Track: Engaging Your Community Title: Finding Solutions Together Presenters: Ryan Mannion, SeeClickFix (ppt) | Justine Fenwick, NextDoor (ppt) Key Takeaways: • The neighborhood is the first “social network.” Using technology like NextDoor and SeeClickFix optimizes the most basic form of a social network – real people, connecting. • It’s essential to hear and see neighborhood needs of real people, not just data sets/statistics. • When you have enough people engaged, good things happen. Track: Delivering Services Title: Using Mobile Social Technology in Nonprofit Service Delivery Presenters: Sheila Rice, NeighborWorks Montana (ppt) | Wendy Harman, American Red Cross Key Takeways: • Figure out the end goal, then create the strategy. • Mobile apps are not the same as mobile websites. Websites can be optimized for different devices using a technique called “Responsive design.” Something to consider in your next website redesign. • Mobile apps may eventually be replaced by something else. Right now many apps compete for the public’s attention and each app does a narrow, highly specific task. Customers can only have a limited number of apps on their mobile devices.
Closing
Presenter: Farra Trompeter, Big Duck Key Takeways: • Begin your social technology journey by understanding where you are and recognizing that change takes time. See Beth Kanter’s “Crawl, Walk, Run, Fly” model as an example: http://www.bethkanter.org/c-wr-f/ • Take one step at a time and make sure it is tied to your overall organizational goals and strategy. *** For highlights of the Twitter conversation on the #SocialTechNTI hashtag, see the NeighborWorks America Storify page here: sfy.co/q64f For metrics on the Twitter conversation, see the Tweet Reach report here: http://ow.ly/kTjJo 6
Suggested Resources There are an overwhelming number of social media and social technology learning options available, but not all are of equal value. Choose your tools carefully and be sure they support organizational goals.
Books • • • • •
The Networked Nonprofit by Beth Kanter and Allison Fine Measuring the Networked Nonprofit by Beth Kanter and K.D. Paine Brandraising by Sarah Durham Social media optimization workbooks by Noland Hoshino, Ash Shepherd and other cool people Social Change Anytime Everywhere by Amy Sample Ward and Allyson Kapin
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
• How to use Twitter and What makes a good tweet • http://mashable.com/guidebook/twitter/ • http://www.mediabistro.com/alltwitter/the-perfect-tweet_b5602 • HARO (Help a Reporter Out): media relations and social media • http://www.helpareporter.com/ • Using Facebook Insights (metrics) • http://blog.kissmetrics.com/guide-to-facebook-insights/ • What to Consider Before Entering a Crowdfunding Contest • http://mashable.com/2010/06/11/social-media-contests-non-profit/ • Nonprofits and Mobile Technology • http://philanthropy.com/article/Nonprofits-Race-to-Get-Ahead/137793/ • A Step By Step Guide to LinkedIn Company Pages • http://blog.hubspot.com/blog/tabid/6307/bid/33572/A-Detailed-Anatomy-of-the-New- LinkedIn-Company-Page-Design.aspx Did we forget something? There are many resources we haven’t included here. If you know of new ones, let us know! We’re available via Twitter, Facebook, LinkedIn and email (editor@nw.org).
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About NTEN
Appendix A. NTEN Fact Sheet
Connect
Nonprofit Technology Network ACommunityTransforming Technology Into Social Change http://nten.org Who We Are A 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.
Communities of Practice / www.my.nten.org Whether 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/events NTEN’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.
Learn NTEN Webinars / www.nten.org/webinars Changing 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/research NTEN 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.
Change
Join the NTEN community today:
NTEN: Change / www.nten.org/ntenchange NTEN: 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.
Start your membership today at: http://nten.org/join
NTEN Connect newsletter / www.nten.org/signup Read 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
TOOLS
NOTES
Social Media Marketing for Nonprofits
Socialbrite
Nonprofit Tech 2.0
Beth Kanter
Nonprofit Marketing Guide
Community Organizer 2.0
Blackbaud NetWits Think Tank
PRESENTERS
Appendix C. Content Strategy Tips
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
Luvvie Ajayi | Luvvie.org | Luvvie@aweluv.com | @iLuvvit
Appendix D. How Donuts Explain Social Media Channels Adapted from Three Ships Media