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Social Media WorkshopKnight Digital Media Center
USC Annenberg School for Communication and Journalism
May, 2016
Beth Kanter: Master Trainer, Author, Speaker and Blogger
@kanterwww.bethkanter.org
Social Media WorkshopKnight Digital Media Center
USC Annenberg School for Communication and Journalism
May, 2016
Survey Results
• 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?
Agenda OUTCOMES
• Interactive
• Mix Expert/Peer Learning
FRAMING
Burning Questions/Assessment
Organizational StrategyUnderstanding 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
Think, Write, Share, Pop
What is your burning question?
Foundation Strategy on Social Media Channels: Refresh!
Leadership Conversations
Source: https://topnonprofits.com/free-‐editorial-‐calendar-‐campaign-‐planning-‐documents/
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?
Source: Pew
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.
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 of users comment and share on niche topics.
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.
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
• 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?
Define Measurable Goals
Reach
Inform
Engage
Action
Donate
Who is your audience? What are your goals?
MonitoringEngagement Content
Advertising Brand Ambassadors
Influencers
Social Strategy Building Blocks
Repurpose Content for Social Media Channels
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
Recycle, Repurpose, Reuse
www.facebook.com/edutopia
Visual Content Creation Tools
http://blog.hubspot.com/marketing/visual-‐content-‐creation-‐social-‐media
Result Metrics AnalysisQuestionConsumption Views
ReachFollowers
Does your audience care about the topics your content covers? Are they consuming your content?
Engagement Re-‐tweetsSharesComments
Does your content mean enough to your audience for them to share it or engage with it?
Action ReferralsSign UpsPhone Calls
Does your content help you achieve your goals?
Revenue DollarsDonorsVolunteers
Does your content help you raisemoney, recruit volunteers or save time?
Measure to Improve
• 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
Sign up for a private session with Beth or Stephanie tomorrow during their office hours!
Break
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
Instagram: Who is using it here?
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
Instagram: Community Foundation of Santa Cruz
www.Instagram.com/cfsantacruzco
Snapchat: An Overview
• 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.
Launched in 2011100 million users6 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 Rainbowshttp://www.bethkanter.org/snapchat-‐over50/
Demo
ExperimentLearn
Adapt
Think like a rocket scientist
Observe and sift through qualitative data like a Primatologist
Harvest Insights
Paired Share: What is one experiment you can do with a niche or emerging social media platform?
Stretch Break!
Before Social Media and NetworksLeading on Social Channels: Strategy
Leveraging Networks As Part of Digital Strategy
CRAWL WALK RUN FLYWhere 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
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. ”
GOALSInform
Behavior Change
Audience:Grantees, Researchers, Policy
Makers, Practitioners
http://www.cultureofhealth.org/
Socially-‐Engaged Staff Support #cultureofhealth
Audience:Specific content areas, grants,
and communities
Socially-‐Engaged Staff: Social Media Plans and Personal Brands
Adding Social to Thought Leadership Activities
In the field
Sharing Expert Presentations
Live Tweeting Conferences
Monthly Chats
• Expand Reach• More Trust• Less Risk• Flexibility• Enhanced Capacity
Leading On Social: Benefits of Staff Champions on Social
Target Different Audiences
Audience:Supporters, Donors,
Advocates
Audience:Influencers,
Journalists, Policy Makers, World
Leaders
Amplifying and Extending Brand Reach
GOALAdvocacy
Organizational VS Leader Voice
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?
Personal Professional
Private Public
Personal Professional
Private Public
Worlds Collide: Identity and Boundaries Before Social Media
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?
Purpose Audience
Persona Tone
LeaderProfile
How To Be A Chameleon
“Be yourself because everyone else is already taken.”
-‐ Oscar Wilde
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?
Your Social Profile Is An Elevator Pitch!
Social Elevator Speech
• 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
PRO TIP: Use Canva to Create Your Cover Image
www.Canva.com
www.Canva.com
PRO TIP: Pin a Tweet to Your Profile
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?
Three Authentic Leadership Styles
1: STORYTELLER 2: CURATOR
3: NETWORKER
The Storyteller
•Be visual• Inspirational Quote•Something Funny•Timely•Questions
Overcoming Writer’s Block on Twitter
Seek Sense Share
The Curator
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.
SEEK SENSE SHAREFinds 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
Twitter Lists and Hashtags
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
Tips for Getting Started and Being Efficient
• Align Strategy and Policy• Tutorials• Talk to Peers• Feed and Tune• Found Time• Team Support
Share Pair: Leadership Style
•What is your preferred leadership style on social? •What support do you need to develop and implement your strategy?
Open Question and Answer
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
Thank You for Joining Us Today.Stay in Touch!
Beth Kanterwww.BethKanter.org@kanter
Stephanie [email protected]@srudat
