social media and international organizations
DESCRIPTION
http://www.bethkanter.org/international-orgs/TRANSCRIPT
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Networked International Organizations
Using Networks, Measurement, and Social Media for Learning that Leads To Impact
Beth Kanter, Adjunct Professor Monterey Institute of International Studies
IPSS8534 – January, 2014
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Welcome Your Burning Questions!
Please write down your
burning question about
networked international
organizations or social
media on a sticky note
What do you want
answered by the end of
the course?
Post it on the flip chart
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Networked International Organizations
Using Networks, Measurement, and Social Media for Learning that Leads To Impact
Beth Kanter, Adjunct Professor Monterey Institute of International Studies
IPSS8534 – January, 2014
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Beth Kanter: Master Trainer, Author, and Blogger
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Rapid Introductions (15 seconds) Your Name Policy Issue Host Organization Name
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AGENDA OUTCOMES
Interactive
Reflective
FRAMING
• Understand and apply
organization best
practices in your
internship
• Apply professional
networking and social
learning to support
internship and career
Day 1
Icebreaker
Networked International
Organization
Networks and Networked
Mindsets
SMARTer Social Media
Social Strategies:
Listening, Engagement,
Champions, and Content
Poster Share
Reflection
The Agenda
http://networked-international-organizations.wikispaces.com/
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Class Policy: Laptops and Internet
• Laptops Up, Laptops Down • Your full attention during face-to-face interaction • Use laptops to do online exercises • Tweet during breaks: #netnon • Sharing Photos Online: Guidelines
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• Graded as pass/fail • Pass = attend all class meetings and
deliver assignment • The completion of rubric and
assessment is required • Students submit a report that will be
shared with their host organizations identifying recommendations for org’s social media strategy
• Class time to work on report
Course Requirements and Grading
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Course Wiki
http://networked-international-organizations.wikispaces.com/
• Resources • Syllabus • Journals
Laptop Up: Take a minute now to find your journal and fill in the contact information
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To Join: https://www.facebook.com/groups/559428257461423/
• Resource to check in during your internship
• My virtual office
Closed Facebook Group
Laptop Up: Take a minute and join
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Icebreaker: Creating A Social Network
• Think about: What knowledge or skills do you
already have that will help you in this
class/internship?
• Write down one word or phrase per sticky note
and include your name
• You can write on 3 sticky notes
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Icebreaker: Reflection
What points of connection or
common interests did you
hear or see?
What opportunities for
reciprocity?
How can you mutually
support one another in our
social media learning
journey?
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We have now created a social network around our shared professional
interests. This is what happens when we use online social networks –
transparency helps create connections.
The glue that holds them together is relationships.
If international organizations
understand the basic building blocks of social networks and apply to their work,
they can achieve better results
The Power of Networks
Image Source: Innonet
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Networked Nonprofits Defined
Simple, agile, and transparent nonprofits.
They are experts at using networks and social media tools to
make the world a better place.
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Social Change is Increasingly Network-Centric
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Broadband Mobile
Social Networks
3 Digital Revolutions
NGO Photography
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Networked International Organizations
The FCO encourages all staff to make full use of the opportunities offered by social media to help deliver FCO objectives. Social media . . . • Allows diplomats to monitor events, harvest
information and identify key influencers. • Can assist in the consultation process and the
formulation of policy by helping us crowd source ideas.
• Provide real time channels to deliver our messages directly and influence beyond traditional audiences.
• Improve the delivery of our services through closer engagement with our customers and allow us to better manage a crisis.
• Make us more accountable and transparent through open dialogue.
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Social for the News
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Influencer Engagement On Policy Issues
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Making Connections and Sharing Stories
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Civil Society Engagement Around Policy Issues
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Civil Society Engagement Around Policy Issues
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Civil Society Engagement Around Policy Issues
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Civil Society Engagement Around Policy Issues
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Engagement and Action Around Policy Issues
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Social Media Data and Policy Research
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Reflection: Share Pair and Popcorn
• How is your host organization leveraging the power of networks and social media for policy development?
• What international organizations in your policy area do a great job using social media channels for news, stakeholder engagement and action, policy research, or other area?
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If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep
moving forward.”
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Maturity of Practice: Network Nonprofits
Linking Social with
Results and
Networks
Pilot: Focus one
campaign or channel
Incremental Capacity
Ladder of
Engagement
Content Strategy
Best Practices
Some measurement
and learning in all
above
Communications
Strategy
Development
Culture Change
Network Building
Many champions &
Influencers
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
CRAWL
WALK
RUN
FLY
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What did you learn about your host organization? What does that look like? Where do you think your
internship can be helpful to them?
CRAWL
WALK
RUN
FLY
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Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices CULTURE Networked Mindset
Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping
1 2 3 4
http://bethkanter.wikispaces.com/sb1
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CWRF Tracker
“It helps us put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”
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BREAK!
15 minutes
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Module 2: Understanding Networks and Networked Mindsets
Networked Nonprofits are simple, agile, and transparent nonprofits.
They are experts at using social media tools to make the world a better place.
Networked Nonprofits first must “be” before they can “do.”
For some nonprofits, it means changing the way they work.
Others naturally work in a networked way so change isn’t as difficult.
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A Network Mindset: A Leadership Style
• Openness, transparency, decentralized decision-making, and collective action.
• Listening and cultivating organizational and professional networks to achieve the impact
• Leadership through active participation. • Social Media Policy living document, all staff participate including
leaders • Sharing control of decision-making • Communicating through a network model, rather than a
broadcast model • Data-Informed
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Openness
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Substantial:
Providing information that is truthful, complete, easy to understand & reliable
Accountable:
Forthcoming with bad news, admits mistakes, and
provides both sides of a controversy
Absence of Secrecy:
Doesn’t leave out important but potentially damaging details, the
org doesn’t obfuscate its data with jargon or confusion & the org is slow to provide data or
only discloses data when required
Participation:
Asks for feedback, involves others, takes the time to
listen & is prompt in responding to requests for
information
Transparency
Source: Measuring the Networked Nonprofit
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The Social CEO: In Service of Strategy
What do they spend time doing that they could do
better via social ?
Whose work do they respect or feel inspired by?
How will social improve
things they know already and value?
http://www.bethkanter.org/nonprofit-ceo-leaders/
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Organizational Leaders Are Authentic
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
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No Ghost Tweeting
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Christine Lagarde - IMF
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International Organization Heads: Most Conversational
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Leveraging Networks
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Best Practice: Write Down the Rules – Social Media Policy
http://www.bethkanter.org/category/organizational-culture/
• International Law
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Social Media Policy
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Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/
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Reflection: Share Pair and Popcorn
• Is the head of your host organization using social channels?
• What did you learn about your host organization’s social media policy?
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Free
• Intern
• Volunteer
• Board Members
Integrated
• Spread tasks across staff jobs
Staff
• Part-Time
Staff
• Full-Time
• Team
Social Media Staff
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Hybrid Model Staffing: Tear Down Those Silos
Source: SSIR – Mogus, Silberman, and Roy
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Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data
Common Social Media Intern Tasks
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Reflection: Share Pair and Popcorn
• What is the staffing configuration of your host organization to support social media?
• What social media tasks might be incorporated into your internship?
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What: Social networks are
collections of people and
organizations who are connected to
each other in different ways through
common interests or affiliations. A
network map visualize these
connections. Online and offline.
Why: If we understand the basic
building blocks of social networks,
and visually map them, we can
leverage them for our work and
organizations can leverage them for
their campaigns. We bring in new people and resources and save time.
A Quick Network Primer
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Core
Ties Node
Cluster Periphery
Hubs or Influencers
A Quick Primer on Social Network Analysis
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Small talk creates trust
trust lubricates transactions, pay it forward
and connecting
Network Weaving and Social Capital
Bridges and Islands
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Movements
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Ecosystem
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© 2008 The Grove Consultants International
Stakeholder Map
OTHER ORGANIZATIONS
• Describe
• Describe
INFORMAL RELATIONSHIPS
Target Audiences
STAFF and BOARD
PARTNERS
• Describe
• Describe
• Other Constituents
• Other Constituents
• Other Constituents
• Other Constituents • Other Constituents
• Other Constituents
• Aligned Partners
• Aligned Partners
• Aligned Partners
FORMAL RELATIONSHIPS
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Stakeholder Maps
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Activism Strategy
National Wildlife Federation
Brought together team that is working on advocacy strategy to support a law that encourages children to play outside.
Team mapped their 5 “go to people” about this issue
Look at connections and strategic value of relationships, gaps
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Twitter Followers
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Network Map of Twitter Hashtag: WEF 2030
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Create Your Map
1. Use sticky notes, markers and poster paper to create your organization’s map.
2. Think about communications goals and brainstorm a list of “go to” people, organizations, and online resources
3. Decide on different colors to distinguish between different groups, write the names on the sticky notes
4. Identify influencers, specific ties and connections. Draw the connections
5. Alternative exercises on wiki
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Walk About, View Other Maps, Leave Notes
Visualize, develop, and weave relationships with others to help support your program or communications goals.
What insights did you learn from mapping your host network’s organization? What did you learn from looking at other organization’s network maps?
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Speed Debrief: 60 Seconds
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Lunch
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Stretch Break
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SMARTer Social Media
People
Objectives
Strategies
Tactics
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PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook SOCIAL STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TACTICS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
POST APPLIED: SMALL NONPROFIT
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PEOPLE: Individuals, Journalists, Donors, Policymakers OBJECTIVES: Increase awareness of plight and needs of Syrian Child Increase engagement around need for humanitarian support Raise $x for Syrian Children’s Relief Fund SOCIAL STRATEGY Share gritty truth in sobering way: children are victims of violence and war through specific stories and overall statistics Activate champions and influencers to spread content and stories to their networks CTA: Activate petition signatures and donations A FEW TACTICS Infographic and photo stories distributed through social channels Email for donations NY Times ad During UNGA Week Song/Video by Ellie Goulding telling real stories from real children Live donor call from Jordan and Reddit CE0 Carolyn Miles Twitter
POST APPLIED: LARGE INTERNATIONAL ORG
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Save the Children – Staff and CEO
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• What keeps them up at night? • What are they currently seeking? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act?
POST: KNOW YOUR PEOPLE
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• Reach, Engagement, Action, Dollars
Results
1. How many? 2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
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Goal Metric
Increase donations % reduction in cost per dollar raised
Increase donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness, % increase in visibility/prominence
Improve relationships with existing donors/volunteers
% improvement in relationship scores, % increase in donation from existing donors
Improve engagement with stakeholders
% increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc.
Change in behavior % decrease in bad behavior, % increase in good behavior
Change in attitude about your organization
% increase in trust score or relationship score
Measurable
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Work in Small Groups or Pairs
• Use POST Worksheet • Work through
questions about PEOPLE and OBJECTIVE
• Create POST Poster for your host organization
• Alternative exercises on wiki
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SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
SMART OBJECTIVE
TARGET
AUDIENCES
SUCCESS METRICS
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Listen Engage
Content
Champions Influencers
Social Strategy
POST: Social Strategies
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Social Strategies: Listening
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Key Words
Dashboard
Respond
Analysis
Repeat
• Brand Monitoring • Service delivery • Engagement • Crowdsourcing • Content curation • Policy research
Social Strategies: Listening
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California Shakespeare Theater California Shakespeare Theatre California Shakespeare Festival Cal Shakes Jonathan Moscone Susie Falk As the season approaches -- the names of that season's directors and productions.
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netvibes.com/tabridge Source: Upwell
Social Strategies: Listening
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http://en.mention.net
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Authority
Visibility
Tone
Messages Communicated
Conversation Type
Manual Content Analysis
Pages 133-137
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Red Cross: Social Media Command Center
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• Damage/need reports
• How to get help
• How to help
• Emotional support
• Fundraising
Top social topics
People in affected areas/friends and family of affected people
General public
Red Cross: Real Time Analysis
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Red Cross: Tools
Engagement Console
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Insights Dashboard
Red Cross: Tools
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• Categorize posts within Radian6 to feed email alerts that go to relevant groups
• Look for opportunities to provide mission critical information or emotional support
• Correct misinformation and connect affected people with Red Cross resources
Red Cross: Volunteer Duties
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Engagement examples
Red Cross: Examples
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Red Cross: Examples
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Engagement examples
Red Cross: Examples
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140,000
120,000
100,000
80,000
60,000
40,000
20,000
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140,000
120,000
100,000
80,000
60,000
40,000
20,000
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133,167
745,030
1,683,670
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Shark Week 2010 Shark Week 2011 Shark Week 2012
One Metric That Matters: Increase Shark Conservation Conversation
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Think and Write
• How does your host organization’s do listening?
• How does it support their strategy?
• How can they improve? • What keywords would
you use? • Write some notes to add
to your poster
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Social Strategies: Engagement
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Source: KD Paine
Likes Views Followers
Trial/Consideration Donate Advocacy
Social Strategies: Engagement with a Purpose
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Adopt
Donate
Volunteer
Share Photos
Download App
Promote Campaign
Social Strategies: Calls To Action/Conversions
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fun on-ramps
stories of people making change
personal calls to action
policy level discussions/calls to action
gristastic ladder ‘o engagement
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Surfrider Foundation: Building Engagement Model
Play Video
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Surfrider Foundation: Building Engagement Model
• Strategic plan
• Staff brainstorm: Identify degree of
engagement and CTA
• Wrote it down
• Got Feedback from chapters
• Guides campaign planning
• Built a system to measure
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• Defined objective • Micro conversions or steps • Continuum of engagement:
light to deep involvement • Understanding audience
motivation and peer influences
• A way to track process • Many entry points, non-linear • CTA and what channel Source: SSIR: Permanent Disruption of Social Media
Ladders, Funnels, Pyramids, and Vortexs
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Measuring Engagement: Conversions
• Views
• Followers/Fans
• Visitors Reach
• PTAT
• Post: Likes, Shares, Comments
• Replies, RTs, Favorites Engage
• Content resonance
• Relationship Scores or SNA
• Contact information Connect
• Landing Page Conversions
• # events, donors, volunteers, dollars Action
• Conversion to action
• # active champions
Champion
Engagement Model: Guides Strategy and Measurement
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Work in Small Groups or Pairs
• How does your host organization engagement?
• What could be improved?
• Add ideas to your POST poster
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Champions and Influencers
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Champions: Can Be Influencer
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Champions: From Your Network
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Champions: Alumni
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Champions: Employees
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Champions: Influencers
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Champions: Online Influencers
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Research
Recruit
Resources
Unleash
Champions: Framework
• NodeXL • Twiangulate • Klout • Desk Research • Network Map
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USA for UNHCR raises funds and awareness in the United States for the lifesaving work that more than 6,000 staffers of Geneva-based UNHCR undertake for refugees around the world, 24/7. USA for UNHCR created the Blue Key campaign as a way to drive awareness of this global issue in the US. The blue key pin or pendant symbolizes the one thing most of us have and that refugees don’t: a key to their own home.
Chamipons
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The Blue Key site was only launched in December 2010, and its social/digital aspects were relatively new, so there was not a lot of data to base KPIs on. Overall, when we went into the first phase of the campaign, we had two goals: to secure at least three Blue Key Champions, and to get 6,000 keys ordered between May 9 and June 20 (World Refugee Day). These goals were important to USA for UNHCR first, because the entire Blue Key campaign revolves around more people purchasing keys, and second, because with a limited budget for traditional outreach, we relied on willing bloggers to help us get the word out.
Champions
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Work in Small Groups or Pairs
• How does your host organization use champions?
• How would you research and find champions for your host?
• Add ideas to your POST poster
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Highlights Reviews Stories Case Studies
Breaking News Policy News Data Reports
Tips Tutorials Lists Resources
Features News How To
Content Strategy
Idea Pieces Interviews Opinion Analysis
Ideas
Real Time
Planned
Original
Curated
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United Ways of California www.unitedwaysCA.org
Content Strategy: Editorial Calendar
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Social Content Optimization
• Focus on publishing high-
quality, engaging, relevant
content
• Timing and Frequency
• Post questions
• Use images/visuals, but
vary type of content and
test
• Clear to call to action
• Follow your analytics
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Date Hook Web Email Facebook Twitter Blog
1
2
3
4
5
6
7
Photo Source: Beth Kanter Friending the Finish Line Peer Group
1. Volunteer? 2. Brainstorm an editorial
calendar for one week. 3. Use template, sticky notes,
and poster paper
Social Content: Fishbowl Exercise
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Improve FB Content Resonate with Experiments Social Content: Measurement Key
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Social Content: Reflection and Sense-Making
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Work in Small Groups or Pairs
• How would you describe your host organization’s content strategy?
• What can be improved?
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Finish Working on Posters
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Gallery Walk
Hang Your
Poster on Wall
Look at other posters
Leave Notes
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Rapid Presentations
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• The completion of rubric and assessment is required
• Students submit a report that will be shared with their host organizations identifying recommendations for org’s social media strategy
• Write a rough outline for your report
Assignment for Monday
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Thank you!
www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter