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Social Media & Philanthropy Workshop (Miami, FL.)
The document outlines a social media workshop conducted by experts Beth Kanter and Stephanie Rudat, focusing on developing digital strategies for brand engagement via various platforms. Key outcomes include identifying actionable steps for improving social media strategies, understanding audience engagement, and defining measurable goals. The document also emphasizes the importance of repurposing content, experimenting with different channels, and engaging with audiences through targeted, effective communication.
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Social Media & Philanthropy Workshop (Miami, FL.)
- 1. Social Media Workshop Knight Digital Media Center USC Annenberg School for Communication and Journalism May, 2016
- 2. Beth Kanter: Master Trainer, Author, Speaker and Blogger @kanter www.bethkanter.org
- 3. Stephanie Rudat: Trainer, Speaker, and Consultant @srudat www.StephanieRudat.me [email protected]
- 4. Social Media Workshop Knight Digital Media Center USC Annenberg School for Communication and Journalism May, 2016
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- 6. • Responsible for developing Foundation’s digital strategy for brand including social media • Implements CF brand social media • Oversees someone else on team or intern who implements brand social • % of time spent on social media as part of your job • Use social media as an individual or personal brand professionally Who is in the room?
- 7. Agenda OUTCOMES • Interactive •Mix Expert/Peer Learning FRAMING Burning Questions/Assessment Organizational Strategy Understanding Social Platforms Break: Sign Up for Office Hours Mobile Social Platforms: Instagram and Snapshot Leading on Social Channels Questions Wrap Up #InfoNeeds • Identify one step to improve your brand social media strategy • Identify action steps to implement a social media ambassador strategy AGENDA
- 8. Think, Write, Share, Pop What is your burning question?
- 9. Foundation Strategy on Social Media Channels: Refresh!
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- 21. Flickr Photo: graceinhim •What social media channels will help our community foundation reach our goals? • What social media channels does our existing audience already use to get information? • What social media channels does the audience we need to reach use? • What are our stretch social media channels where we have the capacity to listen, experiment, and learn? • Where can we standout and get value? • How do we create and repurpose content that fits the audience?
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- 23. Mainstream Social Media Channels Facebook Page is the new yellow pages. Simple to update and largest user base. Advertising is a necessary evil. Your audiences wants to talk to a real person. Twitter is great for this. Also good for reaching influencer audiences: media, journalists, policy makers, etc. Driving traffic to web site and other social channels LinkedIn is great for professional networking for both individuals AND brands. Potential audiences for CF: professionals who work in business, nonprofit, and government. People are consuming video content more and more. YouTube influencersand celebrities. Easily repurpose video for other platforms, although native video on Facebook performs better.
- 24. Niche Social Media Channels Great platform to connect with audience that appreciate visual content. Leverage hashtags, geotagging and influencers on Instagram in your topic area. Instagram has a large Gen Z and Y user base. Personal and foundation brands. Good for Brands with a lot of visual content. Easy way to curate content from your programs or other related sources. Big user-‐ base for food, fashion, fitness, and other lifestyle. More discovery vs social media. Long form content, online magazine, and network where stories are shared and connected with audience. Mobile friendly. Tech influencers, journalists, and growing number of nonprofits/philanthropy. Blogging platform Tumblr are great for shareable short-‐form multimedia. Popular platform with millennial audience and micro-‐interest communities. Some nonprofits use it to curate and share repurpose content on other channels. User generated news links and votes to promote stories to the front page. Engaged community ofusers comment and share on niche topics.
- 25. Emerging Social Media Channels Live video streaming mobile app that allows audiences to interact with brand in real time Messagingapp that allows users to share “snaps’ – photos, text, video with friends or all followers. Largest users are Millennials and GenZ. Blab, a live video app, where you can join live conversations online with different topics. Popular with technology crowd.
- 27. How To Keep Your Head From Exploding • Master the mainstream platforms: objective, audience, content • Right size to your capacity • Experiment with adding niche or experimental channels, with small pilot first to learn and incrementally investing based on results • Repurpose and recycle content creatively across channels • Measure, learn, improve
- 28. • Donors • Supporters •End Users of Programs PEOPLE • Policy makers • Journalists • Business Leaders INFLUENCERS • Partners • Local Organizations • State and National ORGANIZATIONS Define Existing and Potential Audience • What keeps them up at night? • What are they currently seeking? • What social media channels do they use for information? • What influences their decisions? • What influences their attitudes? • What’s important to them? • What makes them act?
- 29. Define Measurable Goals Reach Inform Engage Action Donate
- 30. Who is your audience? What are your goals?
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- 32. Repurpose Content for Social Media Channels
- 34. Organizing the Process •Regular meetings to brainstorm and discover themes • Idea Dashboard • Pre-‐Planning and batch creation makes it more efficient • Editorial Calendar • Organize Content Assets • Evergreen Content
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- 36. Visual Content Creation Tools http://blog.hubspot.com/marketing/visual-‐content-‐creation-‐social-‐media
- 37. Result Metrics AnalysisQuestion ConsumptionViews Reach Followers Does your audience care about the topics your content covers? Are they consuming your content? Engagement Re-‐tweets Shares Comments Does your content mean enough to your audience for them to share it or engage with it? Action Referrals Sign Ups Phone Calls Does your content help you achieve your goals? Revenue Dollars Donors Volunteers Does your content help you raise money, recruit volunteers or save time? Measure to Improve
- 38. • Something you can accomplish with social media that is exciting, challenging, and realistic with a target audience or as an experiment Wish • The best result from accomplishing your goal. Outcome • The obstacles that prevent you from accomplishing your goal.Obstacle • What is your action plan?Plan Exercise: WOOP Your Brand Social Media Strategy
- 39. Sign up for a private session with Beth or Stephanie tomorrow during their office hours! Break
- 40. More: http://www.bethkanter.org/instagramming/ Instagram: An Overview • 400 Million Users • Integrated into Facebook • Premiere visual storytelling tool • Photos play to emotions • Most popular among Gen Y & Z • Hashtags used to engage people on a topic/ event • 15 sec video capacity • Apps available for reposting and measurement • Provides filters/editing to help make all images look good
- 41. Instagram: Who is using it here?
- 42. More detail: http://www.bethkanter.org/instagramming/ Instagram: 5 Simple Tips Complete your profile using elevator speech & include url Use hashtags -‐ #communityfoundation, #cityname, #infoneeds Tag relevant parties Include captions Engage! Respond to comments
- 43. Instagram: Community Foundation of Santa Cruz www.Instagram.com/cfsantacruzco
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- 45. • Snapchat is a mobile app that lets users share photos and videos that are deleted in 24 hours. • Snapchat users share snaps privately with a few friends, or as stories with all their followers.
- 46. Launched in 2011 100 million users 6 billion video views every day 86% of Snapchat’s users fall into the 13 – 37 age range A small number of nonprofits/foundations experimenting: http://bit.ly/1RCI8n8 Cheat Sheets and Tutorials: You Are Never Too Old To Barf Rainbows http://www.bethkanter.org/snapchat-‐over50/
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- 51. Think like arocket scientist
- 52. Observe and siftthrough qualitative data like a Primatologist
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- 55. Paired Share: What is one experiment you can do with a niche or emerging social media platform?
- 56.
- 57. Before Social Media and Networks Leading on Social Channels: Strategy
- 58. Leveraging Networks As Part of Digital Strategy
- 59. CRAWL WALK RUNFLY Where is your community foundation? Objectives and audiences for social part of Digital Strategy Uses most mainstream social channels as part of content strategy, but not consistent Leader and employees use social but lacks ambassador strategy Content Strategy, Consistent Process for basics Uses niche social channels Informal Ambassadors Strategy, Socially Engaged Leaders/Staff Some measurement and learning in all above Digital Strategy Development Culture Change Sporadic content strategy and social presence Lack of social media ambassadors, inside or outside Multi-Channel Engagement, Content Strategy, Internal Process, and Measurement Strategic pilots with emerging social media channels Formal Ambassadors Strategy – insiders/outsiders Reflection and Continuous Improvement
- 60. RWJF: Foundation Strategy -‐ #cultureofhealth “We believe that striving toward a culture of health will help us realize our mission to improve health and health care for all Americans. ” GOALS Inform Behavior Change Audience: Grantees, Researchers, Policy Makers, Practitioners
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- 62. Socially-‐Engaged Staff Support #cultureofhealth Audience: Specific content areas, grants, and communities
- 63. Socially-‐Engaged Staff: Social Media Plans and Personal Brands
- 64. Adding Social to Thought Leadership Activities In the field Sharing Expert Presentations Live Tweeting Conferences Monthly Chats
- 66. • Expand Reach •More Trust • Less Risk • Flexibility • Enhanced Capacity Leading On Social: Benefits of Staff Champions on Social
- 67. Target Different Audiences Audience: Supporters, Donors, Advocates
- 68. Audience: Influencers, Journalists, Policy Makers, World Leaders
- 70. Amplifying and Extending Brand Reach GOAL Advocacy
- 71. Organizational VS Leader Voice
- 72. Paired Share • What are the key objectives of your organization’s use of social media and target audiences? • What objective(s) and target audience(s) best align with your social leadership profile?
- 73. Personal Professional Private Public PersonalProfessional Private Public Worlds Collide: Identity and Boundaries Before Social Media
- 74. Turtle • Profile locked down (or not present) • Share content with family and personal friends • Little benefit to your organization/professional Jelly Fish • Profile open to all • Share content & engage frequently with little censoring • Potential decrease in respect Chameleon • Profile open, curated connections • Engagement Strategy: Purpose, Audience, Persona, Tone • Increased thought leadership for you and your organization Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-‐Malaterre (2013) What Kind of Social Animal Are You?
- 75. Purpose Audience PersonaTone Leader Profile How To Be A Chameleon
- 76. “Be yourself because everyone else is already taken.” -‐ Oscar Wilde
- 77. Take A Quiet Minute To Uncover Your Authentic Brand • What’s your super power? • What do people frequently praise you for? • What makes the way you achieve results unique? • What energizes you?
- 78. Your Social Profile Is An Elevator Pitch!
- 79.
- 80. • What is your professional expertise? • Why should someone follow you? • What hashtags or keywords align with your objectives, audiences? • Does your cover image align with your objectives, audiences? • What makes you human? • Disclaimer
- 81. PRO TIP: Use Canvato Create Your Cover Image www.Canva.com
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- 83. PRO TIP: Pin a Tweet to Your Profile
- 84. Your Social Profile •What is your expertise? • Why should someone follow you? • What hashtags or keywords do you want to be associated with? • Pinned Tweet • Visual: What cover and profile image conveys your personal brand?
- 85. Three Authentic Leadership Styles 1: STORYTELLER 2: CURATOR 3: NETWORKER
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- 87. •Be visual •Inspirational Quote •Something Funny •Timely •Questions Overcoming Writer’s Block on Twitter
- 88. Seek Sense Share The Curator
- 89. Uses Twitter to support organization’s mission as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions.
- 90. SEEK SENSE SHARE Finds and vets key blogs and Twitter lists in each issue area Scans and reads every morning and picks out best, writes tweets, and schedules Taps into personally selected list of expert sources and seeks new sources Summarizes article in a tweet, adds hashtags, credits sources Writes blog posts using multiple links shared on Twitter Feeds his network with quality and personalized content Engages with aligned partners and target audience Leads conversations Recommends other experts, sources, and articles Credits sources Bruce’s Work Flow and Tools
- 91. Twitter Lists and Hashtags
- 92. Engaging and Building Your Network On Social • Event Engagement: Open Forum at a particular time and place • Participatory Engagement: Invites comments and discussion on posts • Personal Engagement: One-‐on-‐one responses to followers
- 93. Tips for Getting Started and Being Efficient • Align Strategy and Policy • Tutorials • Talk to Peers • Feed and Tune • Found Time • Team Support
- 94. Share Pair: Leadership Style • What is your preferred leadership style on social? • What support do you need to develop and implement your strategy?
- 95. Open Question and Answer
- 96. What’s one tip or technique that you can put into practice to improve next week? Send an email to yourself at futureme.org Takeaways
- 97. Thank You for Joining Us Today. Stay in Touch! Beth Kanter www.BethKanter.org @kanter Stephanie Rudat [email protected] @srudat