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Understanding What MattersSocial Media for the Arts
https://www.flickr.com/photos/128043383@N08/16382851218/
2
About the presenter
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Former executive director, community organizer, business consultant
Social media & digital engagement strategy with mission-driven orgs since 2009
Digital Engagement Strategist
Today’s workshop
15 min Introductions & overview15 minUnderstanding the social media landscape45 min Introducing Matterness
BREAK! (10 min)
30 minFinding the online conversation60 min Designing online engagement
BREAK! (10 min)
30 minCritical practices for success10 minWrap-up and reflection
http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/ 4
Who’s in the room?
UNDERSTANDING THE SOCIAL MEDIA LANDSCAPE
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Users expect to be able to reach people and organizations socially
http://www.slideshare.net/HubSpot/the-social-lifecycle-consumer-insights-to-improve-your-business
http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
91%
76%
http://ww
w.theatlantic.com
/technology/archive/2014/06/facebook-texting-teens-instagram
-snapchat-most-popular-social-netw
ork/373043/
http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/
http://www.flickr.com/photos/35375520@N07/3702507860/
What content dominates?
ImagesVideo
Shareable content
MATTERNESS
When has an organization or person made you feel…
…like you matter?
People don’t feel as ifthey matter
“I’ve been a member for
years!”“Why don’t you talk to me like a person?”
“You keep misspelling my name”
“I never got a thank you”
Why is this important?
People have a lot of choicesDonor retention
Making resources go furtherOrganizational sustainabilityCountering negative publicityMoving stakeholders to action!
Matterness is a different way of working that turns passive
stakeholders into active participants by making each
person known, acknowledged &
invested in your success.
Institutionalizing Matterness
Org CultureStakeholder Engagemen
t
CapitalUnleashed
Org culture
http://www.flickr.com/photos/47817241@N00/4094538566/
Inherent tensions• Fear of losing control• Busyness trap of transactions• Push < > Pull of broadcasting
content vs. online engagement • Need to raise money• Limited staff time• Hard to simultaneously “do the
work” and strategize • What else?
Tensions becomeconversations
https://www.flickr.com/photos/136629440@N06/21910887703/
Matterness is not…
Customer serviceWindow dressingA zero-sum gameA plan to raise money
Matterness is bringing your true selves to the online conversation
“82% of people are more likely to trust a company whose CEO and leadership team engage with social media.”
and
“86% of people rated CEO social media engagement as somewhat important, very important or mission critical.”
- BRANDfog CEO Social Media Leadership Survey22
TransparentTrustworthyGenerativeConversationalWillingness to be YOU
Critical success qualities
Exactly how personal??
You entirely
Your interests +
your professional
voice
Your professional voice + your
interests
The distanced
professional
24
© 2016 Community Organizer 2.0
Working with not at people
• Creating ways for people to participate• Being in conversation online and on land• Providing opportunities for supporters to
tell their own stories• Providing opportunities to connect with
each other • Following as well as leading• Treating everyone like people• Being real online
Giving thanks on #GivingTuesday
Bringing your true organizational
selves to the table
Acknowledging shortcomings
KEEP ON TALKING
Resources unleashed: What types do we need?
Insert ADA Give It Forward example
Spread out the work
Share Pair Exercises
1. What is holding your organization back from implementing Matterness?
2. What could you do (differently) to make your constituents feel like they Matter?
3. In what ways could your network do some of your work for you?
FINDING THE ONLINE CONVERSATION
“…highly interactive platforms through which individuals and communities share, co-create,
discuss, and modify user-generated content.”
- Wikipedia, social media definition
http://www.flickr.com/photos/49601347@N00/934211103/
Soci
al M
ediaEngage Cr
eateTrust
Mov
e to
Action
Leveraging the social media Ladder of Engagement
Finding “the conversation intersection”
It’s not really what you want to talk about…
http://www.flickr.com/photos/47390431@N08/5549926350/
It’s what they want to talk about
http://www.flickr.com/photos/32454422@N00/4074805374/
TwitterFacebook groups and events
Reddit & niche groupsLinkedIn groups
Hashtag communities
Where do real conversations happen?
“At the Case Foundation we have found the most successful posts are ones, which invite a dialogue between the foundation and fans.
One piece of content asking fans to share their favorite nonprofit generated almost 600 organic user interactions, the most ever for our page.”
https://nonprofitquarterly.org/management/23835-ending-with-a-question-mark-reflections-on-engagement-at-the-case-foundation.html
Make it about them, not you
Exercise: What’s your conversation?
DESIGNING ONLINE ENGAGEMENT
Soci
al M
ediaEngage Cr
eateTrust
Mov
e to
Action
Leveraging the Social Media Ladder of Engagement
Typical Engagement GoalsContinuously expand reach Create supporting and connected engagement systems.
Deepen and extend engagementEngagement supports stakeholders, deepens engagement, and retains key event and advocacy participants.
Change the relationship with stakeholders from transactional to relationalStakeholders feel as if they are equally recognized, valued, and respected.
Build a connected communityDevelop a group of deeply committed and engaged stakeholders who are ready to take on the long-term issues in the community.
You can design for engagement
http://www.flickr.com/photos/48450255@N08/5188623949/
ROE of Social Media Actions*
Create a video,
custom message,
tweet, product for the
company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Donate
Engage ContributeParticipate Create
Lowest to highest Return on Engagement
*Return on Engagement: Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Creators talked and proactively shared information about the brand the most. They also influenced buying decisions
the most.
Low-level engagement by itself did not produce significant ROE (this activities lead to ROE)
Donor engagement & online engagement model
http://ssir.org/articles/entry/the_permanent_disruption_of_social_media
Creating a new donor engagement model
Need a new model that takes into account the changes in donor behavior, communications, and influence. The new model should incorporate the following characteristics of donor engagement:
• Allows for a donor to be engaged at different entry points and to move easily between them during the life cycle of his engagement
• Has no fixed end point for a donor’s engagement • Allows for the donor-engagement footprint to expand or
contract in ways that are unique to and driven by the individual donor
• Places the donor’s needs—not the organization’s—at the center of the engagement
• Accounts for the influence of other people on the strength of the donor-organization relationship
http://ssir.org/articles/entry/the_permanent_disruption_of_social_media
How do you define a contribution to the organization? (National US survey)
What makes you feel like cause champion?* • Donating (33 percent)• Talking to others about the cause (26 percent)• Volunteering (22 percent)• A majority of respondents (57 percent) chose
offline activities• A small minority choose online activities (19
percent) or social networking (10 percent)
*Being very involved in a cause or social issue
Consider: a new way of engaging
http://www.flickr.com/photos/49462908@N00/8603050786/
Case Study: NABC
Designing Lily Engagement
Engage: Watch videos on FB and Live cam on site, read blog, visit site
Participate: Facebook Friend, follow tweets, discuss and comment
Contribute: Offer opinions and feedback, vote in contests, name the bear, ask a question on FB forum, etc.
Create: Post your own photos, tweet & comment proactively, build a birdhouse, etc.
Designed engagement
On land engagement
Share Pair Exercise
Building on what you’ve learned (Matterness, online conversation and designed
engagement), map out at an engagement opportunity that
a. Connects with a business goalb. Allows for low-level (follow) through high-
level (create) involvementc. Leverages social mediad. Bonus: does it connect stakeholders to
each other?
What knowledge and content is shareable and/or open to input?
1
Determine appropriate
online spaces and channels
Assess unique
attributes and culture
of each social media
space
2
Brainstorm and develop participation opportunitie
s
3
Design Process for Deep Engagement
Create engagement opportunitie
s
Case study:Brain Tumor Awareness Month (time-limited campaign)
EXTRA EXTRA
National Brain Tumor Society May 2014
Social media & email push, shareable infosnaps, video Community Chat,
Downloadable ebook, #BTVoice mini-campaign
Goals
• Increase engagement and activism with org social media channels
• Acquire new email addresses• Test frameworks
– Video chat– Offer ideas– Give an email address
• Grow social media spaces, especially Twitter and Facebook
BTAM Campaign Page
Designed shareable Infosnaps
Create Shareable Graphics Good reach & engagement; drove to website
Share to educate and build brand awareness
Link to web pages
http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html
Gated Material for Download 377 downloaded Frankly Speaking
Online community chat
Video Community Chat 39 first-ever participants; Focus: Frankly Speaking
Community-building element Live video chat forum with
various presenters and knowledge experts.
http://braintumor.org/communitychat
#BTVoice (2-week focus)
Online Campaign Submit advice through #BTVoice; share and support
Registration Forms Community Chat and BTAM; BTVoice submit by email
Did it work?
• Increased engagement and activism with org social media channels
• Acquire new email addresses• Test frameworks (gated content, video chat, online
campaign)• Grow social media spaces, especially Twitter and Facebook
Frankly Speaking 365 downloads
Community Chat#BTVoice
58 registered 39 participated68 #BTVoice submissions
Email addresses > 200 new emails
Facebook> 400% increase in engagementDoubled average # new Likes
CRITICAL PRACTICES FOR SOCIAL MEDIA SUCCESS
Cover image conveys brand “voice”
Leaders use social media personally
https://vine.co/DiabetesUK
Make the org personal
Create SMART social communications
Aspirational SMARTIncrease traffic to donations page Increase traffic to the donation
and store sections of the website by 10-15% in 2015
Increase social media fan engagement
Increase amount of conversation and interaction within our social media spaces by 20% in 2015
Expand awareness of org in local social media community
Design campaign to promote org mission through social media in order to increase brand awareness amongst area residents
Need more volunteers Recruit 20% of total number of volunteers via online submission and social media interest
*Specific, Measurable, Attainable, Realistic, Timebound
Be willing to experiment (and “fail”)
http://www.flickr.com/photos/ngi197w/5938474679/in/photostream/
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http://sfballet.tumblr.com/
Tell stories
Create opportunities for real conversation
Share what your stakeholders care most about
Send people to your home base
Create a communications calendar
Invest in social media Minimum Prepping for
successSuccess strategy
Personnel .25 time .5 time 1+ FTE
Video $500/year $1,500/year $2,500+/year
Social media monitoring $0 $100 -$300/month $500 - $1,000/month
Strategy In-house - $0 Consultant develops strategy, $2,000+
Plan + ongoing support $5,000+
Facebook services Free services plus ads$300 - $500
$500 - $1,000/year (ads, short campaign)
$1,500 - $2,000/year
Paid social media online services & apps
No paid services $500/year $1,000+/year
Graphics support DIY or purchase/training for graphics $200/year
Mix of graphic designer and paid service $500-$1,000/yr
$1,000 - $5,000/year
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Putting it all together• Create your connected self online
– Develop an online community for learning, and times of need
– Identify and connect with network weavers• Define where your organization should be online,
and the online conversation(s)• Create opportunities for co-creation, learning by
following, and network expansion by stakeholders• Develop a plan for real online community creation• Determine what capital you want to unleash• Implement a Matterness experiment, or elements
of the Matterness checklist
Don’t forget to have fun!I’m always available to answer follow-up questions!
Email: [email protected]/blog: communityorganizer20.comLinkedin: linkedin.com/in/debraaskanaseTwitter: @askdebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977