This document outlines an agenda and presentation on social media strategy for non-profits and arts organizations. The presentation covers understanding the social media landscape, introducing the concept of "Matterness" which focuses on making stakeholders feel known, acknowledged, and invested. It discusses finding the online conversation, designing online engagement opportunities, and critical practices for social media success. The presentation includes examples, case studies, and exercises to help organizations develop a social media strategy focused on meaningful engagement and community building.

1. Understanding What Matters
Social Media for the Arts
https://www.flickr.com/photos/128043383@N08/16382851218/

2. 2
About the presenter
2
Former executive
director, community
organizer, business
consultant
Social media & digital
engagement strategy
with mission-driven orgs
since 2009
debra@communityorganizer20.com
Digital Engagement Strategist

3. Today’s workshop
15 min Introductions & overview
15 min Understanding the social media landscape
45 min Introducing Matterness
BREAK! (10 min)
30 min Finding the online conversation
60 min Designing online engagement
BREAK! (10 min)
30 min Critical practices for success
10 min Wrap-up and reflection

4. http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/ 4
Who’s in the room?

5. UNDERSTANDING THE
SOCIAL MEDIA LANDSCAPE

6. 6
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

7. http://www.pewinternet.org/2015/08/19/the-demographics-
of-social-media-users/

8. http://www.pewinternet.org/2015/08/19/the-demographics-
of-social-media-users/
91%
76%

9. http://www.theatlantic.com/technology/archive/2014/06/facebook-texting-teens-
instagram-snapchat-most-popular-social-network/373043/

10. http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/

11. http://www.flickr.com/photos/35375520@N07/3702507860/
What content dominates?
Images
Video
Shareable content

12. MATTERNESS

13. When has an organization or person
made you feel…
…like you
matter?

14. People don’t feel as if
they 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”

15. Why is this important?
People have a lot of choices
Donor retention
Making resources go further
Organizational sustainability
Countering negative publicity
Moving stakeholders to action!

16. Matterness is a different way of
working that turns passive
stakeholders into active
participants by making each
person
known, acknowledged &
invested
in your success.

17. Institutionalizing Matterness
Org Culture
Stakeholder
Engagement
Capital
Unleashed

18. Org culture
http://www.flickr.com/photos/47817241@N00/4094538566/

19. 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?

20. Tensions become
conversations
https://www.flickr.com/photos/136629440@N06/21910887703/

21. Matterness is not…
Customer service
Window dressing
A zero-sum game
A plan to raise money

22. 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

23. Transparent
Trustworthy
Generative
Conversational
Willingness to be YOU
Critical success qualities

24. Exactly how personal??
You entirely
Your
interests +
your
professional
voice
Your
professional
voice + your
interests
The
distanced
professional
24
© 2016 Community Organizer 2.0

27. 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

29. Giving thanks on #GivingTuesday

30. Bringing your true organizational
selves to the table

33. Acknowledging shortcomings

35. KEEP ON TALKING

36. Resources unleashed:
What types do we need?

37. Insert ADA Give It Forward
example

38. Spread out the work

39. 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?
1. In what ways could your network do some of
your work for you?

40. FINDING THE ONLINE
CONVERSATION

41. “…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/

42. SocialMedia
Engage Create
Trust
Moveto
Action
Leveraging the social media
Ladder of Engagement

43. Finding “the conversation intersection”

44. It’s not really what you want
to talk about…
http://www.flickr.com/photos/47390431@N08/5549926350/

45. It’s what they want to talk about
http://www.flickr.com/photos/32454422@N00/4074805374/

46. Twitter
Facebook groups and events
Reddit & niche groups
LinkedIn groups
Hashtag communities
Where do real conversations happen?

47. “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

50. Make it about them, not you

54. Exercise:
What’s your conversation?

55. DESIGNING ONLINE
ENGAGEMENT

56. SocialMedia
Engage Create
Trust
Moveto
Action
Leveraging the Social Media
Ladder of Engagement

57. Typical Engagement Goals
Continuously expand reach
Create supporting and connected engagement systems.
Deepen and extend engagement
Engagement supports stakeholders, deepens engagement, and
retains key event and advocacy participants.
Change the relationship with stakeholders from
transactional to relational
Stakeholders feel as if they are equally recognized, valued, and
respected.
Build a connected community
Develop a group of deeply committed and engaged stakeholders who
are ready to take on the long-term issues in the community.

58. You can design for engagement
http://www.flickr.com/photos/48450255@N08/5188623949/

59. ROE of Social Media Actions*
Create a
video,
custom
message,
tweet,
product
for the
company
Become a
fan
Friend
Follow
Join
Discuss
Post
reviews
Give
feedback
Vote
Contribute
ideas
Visit
Watch
Download
Read
Play
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

60. 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)

61. Donor engagement &
online engagement model
http://ssir.org/articles/entry/the_permanent_disruption_of_social_media

62. 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

63. 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

65. Consider: a new way of engaging
http://www.flickr.com/photos/49462908@N00/8603050786/

66. Case Study: NABC

72. 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.

73. Designed engagement

78. 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 goal
b. Allows for low-level (follow) through high-level
(create) involvement
c. Leverages social media
d. Bonus: does it connect stakeholders to each
other?

79. 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
opportunities
3
Design Process for Deep Engagement
Create
engagement
opportunities

80. Case study:
Brain Tumor Awareness Month
(time-limited campaign)
EXTRA EXTRA

81. National Brain Tumor Society
May 2014
Social media & email push, shareable infosnaps,
video Community Chat, Downloadable ebook,
#BTVoice mini-campaign

82. 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

83. BTAM Campaign
Page

84. 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

86. 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

87. #BTVoice (2-week focus)
Online Campaign
Submit advice through #BTVoice;
share and support
Registration Forms
Community Chat and BTAM;
BTVoice submit by email

88. 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 participated
68 #BTVoice submissions
Email addresses > 200 new emails
Facebook
> 400% increase in engagement
Doubled average # new Likes

89. CRITICAL PRACTICES FOR
SOCIAL MEDIA SUCCESS

90. Cover image conveys brand “voice”

92. Leaders use social media personally

93. https://vine.co/DiabetesUK
Make the org personal

94. Create SMART social communications
Aspirational SMART
Increase 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

95. Be willing to experiment
(and “fail”)
http://www.flickr.com/photos/ngi197w/5938474679/in/p95

96. http://sfballet.tumbl
r.com/
Tell stories

97. Create opportunities for real
conversation

98. Share what your stakeholders care
most about

99. Send people to your home base

100. Create a communications calendar

101. Invest in social media
Minimum Prepping for
success
Success 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
101

102. 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

103. Don’t forget to have fun!I’m always available to answer follow-
up questions!
Email: debra@communityorganizer20.com
Website/blog: communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977