Redefining Brand Ambassadors for Digital IFC Asia Master Class

Your Digital Strategy Creating A Plan for Optimizing your NGO’s Digital Presence Beth Kanter Tharum Bun @kanter @tharum

@kanter www.bethkanter.org Beth Kanter: Master Trainer, Speaker, Author and Nonprofit Thought Leader

Tharum Bun: Tech blogger & communications specialist

Who is here? Intros Name, Title, NGO Poll -‐Strategy, Implementation, Both -‐Staffing

TOPICS OUTCOMES Buffet Interactive Reflective FRAMING The Agenda Implement one small step to improve or create NGO digital strategy • Introduction • Digital Trends • Digital Assessment • Writing Your Digital Strategy • Content & Social Media Channels • Q/A • Reflection Resources: http://bethkanter.wikispaces.com/IFC-ASIA

Think and Share • What are your burning questions about digital strategy?

Online Poll Just three words to describe your organization’s biggest challenge around creating and implementing a digital strategy? Slido.com IFC-‐ASIA http://bit.ly/IFC-‐ASIA-‐1

Think Global, Act Local What NGOs Fundraisers Need To Know About Digital Trends

Google: Loon Project Facebook: Internet.org

Mekong ICT Camp

Digital mapping is one of Open Development Cambodia’s key strengths.

Donation is easy! Simply send an sms to 5025 to donate 50 cents

Global Digital Trends

Trend 1: Explosion of media channels and online content and it is harder to capture attention

Content Is King, Storytelling is Queen

Transmedia Storytellingg

Strategy: Storytelling is Social Content must be relevant, engaging, emotional or humorous. Story must be shared across different channels.

Trend 2: The first global generation who has grown up with the Internet, Mobile, and Social Networks.

MEET

Gen Z has larger networks, more global 27% of World population

Facebook + FingerFie = voter turnout in Cambodia commune election

Facebook + Fingerfie = voter turnout in Cambodia commune election

Civic engagement

Source: Study by Kantar-Millward-Brown

Khmer language transliterated into Roman

UNICEF: How Can You Adapt Your Campaigns for Them?

Strategy: GEN Z They respond to humor and good storytelling that is highly visual and brief. Speak their language and let them customize their donor experience with your NGO

Trend 3: Trust in institutions is decreasing while influence of “personal brands and networks” is increasing. People trust employees of NGO as an information source. They also are likely to seek out information from people in their online networks.

Trust of Nonprofit Brands Is Eroding

Networked Nonprofit

Source: Heather McLeod Grant

Save the Children: Go #Lunchless

Connectivity and social media also can help you create an army of ambassadors to share your NGO’s stories and influence people in their networks

Coordinating & Amplifying Digital Ambassadors = Impact “When you hear an idea from two people, it counts for twice as much as if you randomly hear it once. And if you hear an idea from ten people, the impact is completely off the charts compared to just one person whispering in your ear. Coordinating and amplifying the evangelists of your idea is a big part of the secret of marketing with impact.” Seth Godin

Strategy: Brand Presence Is Not Enough Staff should be present on digital media channels as their personal brand and leverage networks. Identify and cultivate supporters to share stories with their networks, focus on those who influence others decisions.

Digital Trends: Global and Local ● How do these trends influence your NGO’s thinking about digital strategy? ● What have you thought about before? ● What resonated?

Your NGO’s Digital Strategy • Written outline that focuses on the big picture created by staff responsible for implementation • Gets input from staff • Determines how to best invest limited resources and staff time • Assesses your digital assets – website, content, social media, email, and mobile presence to help your NGO achieve impact • Short timeframe, technology changes fast Resource: http://www.care2services.com/2017-digital-outlook-report

A Digital SWOT Analysis • Strength: What’s good? Something that you are doing well. • Weakness: What’s bad? An area you need to improve. • Opportunity: What’s easy to improve? Changes or strengths that you can take advantage of. Areas of weakness that can be improved upon. • Threat: What is stopping you from turning a weakness into an opportunity? Obstacles that you are facing. Strategy Digital Level Investment Staff Channels Mobile Presence Website Social Media Content Email Source: http://www.care2services.com/2017-digital-outlook-report

What level is your NGO’s strategy? Crawl No digital strategy in place Walk Informal digital strategy or strategy outline for one channel that includes objectives, audience, metrics, consistent communication/frequency, and part time staff for digital. Run Formal, written digital strategy for several channels, measurable objectives, target audiences and personas, communications & frequency for each channel, full-‐time staff dedicated to digital, metrics, ROI analysis, annual analysis of channels, and experiments with digital platforms.

Online Poll Slido.com IFC-‐ASIA http://bit.ly/IFC-ASIA-2

Where’s Your Organization Now? ● What do you need to do to improve? What do you think is the biggest priority?

How to Write A Basic Digital Strategy

Digital Strategy MEASURABLE GOALS AUDIENCE CONTENT CHANNELS IMPLEMENTATION

AUDIENCE: Artists and neighborhood residents interested in showing, creating, or understanding art. MEASURABLE GOALS: Increase engagement by 2 comments per FB post by FY 2017 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2017 10% students /attenders say they heard about us through Facebook, Instagram, Twitter Convert students and attendees to members by 30% by FY 2017 or raise $x CONTENT Show the human face of artists, remove the mystique, get audience to share their favorites artists on social channels. Focus on video content, including FB Live. Donation ask via email after they complete classes. CHANNELS Facebook, Twitter, and Instagram to use best practices and align engagement/content with other channels which includes flyers, emails, and web site with mobile presence and social sharing widgets. IMPLEMENTATION Two staff members will allocate 5-‐7 hours per week of their time. Weekly strategy meeting that includes planning and measurement. Work with web developer. Basic Digital Strategy: Kearny Street Workshop

Step 1: Define Measurable Goals Reach Engage Action Donate Increase engagement by 4% on Facebook Increase the number of people who follow us on Twitter by 10% Grow our web site visitors by 10% Grow our email newsletter by 1000 names

Step 2: Define Your Target Audience Demographics Relationship Online Usage Interests Young people age 18-‐24 who use social media and mobile and care about our organization’s mission. They have requested information or shared information about a recent advocacy campaign, but have not donated. They respond to humor and visual content. They would be inspired to donate if they were asked by a peer and or they could run their own fundraiser.

Step 3: Get A Deeper Understanding of Your Audience RESEARCH • Analytics • Audience Data • Survey • Interviews PERSONA • Name • Demographics • Interests • Motivations • Influences • Channels

Step 3: Create Personas Personas are fictionalized characters to represent different target audiences for your digital strategy. It helps you create the right content and useful tool when identifying digital channels. Personas save you time and make your digital strategy more effective.

Exercise: Working with Personas

The Organization • NGO w/ a mission to protect endangered animals • Runs different advocacy campaigns, online petitions and educational campaigns. • Needs to raise money from online supporters, transforming them from advocates to donors to help support their field program. • Planning an advocacy campaign to raise awareness about a cosmetic product that is endangering moonbears in Asia because of the way it is manufactured. The process is cruel and kills the bears.

Meet Ming-‐Na Who: Millennial who lives with her parents and works at a bank, interested in fashion and protecting animals. She is passionate about sustainability and has signed online petitions for the NGO’s past campaigns. What story?: The organization needs to tell a story to help connect their campaign to her passion for protecting animals and her other interests. What channels does she use? She uses Instagram mostly because of her fashion interest, but also nature and animals photos. She loves browsing photos -‐ leaving comments, sharing with friends. She takes photos of animals and earth friendly fashion on her account and shares on Instagram with her followers from her country and beyond. Loves beautiful pictures of bears. What story should the organization tell? What channels?

Exercise: Think and Write • Write down your objectives and make them measurable • Describe the target audiences that you want to reach through digital • Write one-‐persona based on what you know about your audience

Lunch

Basic Digital Strategy Building Blocks CONTENT AND CHANNELS

The Digital Landscape SOCIAL Mobile OWNED HYBRID TRADITIONAL Content Ambassadors Source: Edelman Cloverleaf

Digital Content Best Practices • Content themes and stories resonate with your audience personas and support measurable goals •Content is shared across channels and optimized for different social media channels • Different Formats: Video, Photo, Text • Disciplined work flow to plan, create, curate, share and measure

THE PLANNING WORK FLOW SCHEDULING & ORGANIZING Who, What, When, Channel THEME DISCOVERY Make a high level plan RESEARCH & BRAINSTORMING What content do personas want to consume?

Content Themes • Behind the scenes at your organization • Stories of impact about the target audience • Showcase programs or services • Fun or inspiring stories or content • Educational or practical tips • Industry or local news, breaking news, news jacking • Research, data, policy information • Curate content useful to your audience • User-‐generated content

Editorial Calendar Tools: Spreadsheet, Buffer, Sprout Social, Co-‐Schedule, Edgar

Organizing Your Content Creation Process

Visual Content Creation Tools http://blog.hubspot.com/marketing/visual-‐content-‐creation-‐social-‐media

Exercise: Think & Write & Share Pair ● Identify content theme. Brainstorm some ideas about your NGO would share a story related to that theme that resonates with your target audience. ❏Behind the scenes at your organization ❏Stories of impact about the target audience ❏Showcase programs or services ❏Fun or inspiring stories or content ❏Educational or practical tips ❏Industry or local news, breaking news, news jacking ❏Research, data, policy information ❏Curate content useful to your audience ❏User-‐generated content

Social Media Channels: Content Optimization

Social Tees Animal Rescue

Pick the Best Channels to Reach Your Audience ● Optimize the 2-‐3 most important social platforms first ● Optimize for multiple screens ● 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

● Complete your FB profile, prioritized in algorithm ● Experiment with post length: Short copy could work well for clicks, whereas longer copy could work better for engagement. ● Lead with a question in your post ● Use bullet point lists ● Add a pull quote from your content ● Include an emoji or two ● Tag other pages/users ● Share content via messenger ● Images work well on Facebook, ideal size 1,200 x 630 pixels or use Canva ● Video, video, video! Experiment Facebook Live

Best Friends Animal Society: Live Broadcast Moments of Impact

How To Get Started 1. What moment of impact will you live stream? 2. Create a simple template for the broadcast 3. Respond to commenters 4. Tell people WHEN you are going live and promote in advance 5. Track your CTAs 6. Thank supporters in a separate post with a link to the video and Call to Action

Exercise: Think, Write, and Share ● How can you share your story/content as a Facebook live event or a video? Think about your goal and your audience.

● 2016 - One Billion Users ● Bots - automated responses ● Early adopter stage for NGOS

1 Climate Reality https://www.facebook.com/climatereality/ 2 Anne Frank House https://www.facebook.com/annefrankhouse/ 3 National Geographic https://www.facebook.com/NatGeoGenius/ 4 Mission/USA (Pope) https://www.messenger.com/t/MissioUSA

Break

Redefining Brand Ambassadors for Digital • Any stakeholder who is passionate about your organization – Staff, Board, and Supporters • Shares information about your organization on social channels • Asks their online social networks to support to the organization. Digital Brand Ambassadors

Social Media Ambassador Programs Staff/Board “Insiders” Supporters “Outsiders” Organizational Campaign

Human Rights Watch: Organizational – Employee Engagement • Goal: Supports Program and Fundraising Campaigns • Leverage individual networks of over 200 staff members on Twitter • Social media policy encourages all staff to participate as personal brands • Provide training and support, with social media manager providing support • Internal coordination via listserv • Provides value to staff for content curation and media relations

Meals on Wheels: Giving Day Campaign

How Do Identify Potential Ambassadors? Start with your database, followers, and fans!

Ambassadors: Who is Most Engaged on Social Channels?

Provide A Communications Toolkit with Basics • Overview of organization and campaign • Talking points • Brand and Staff social media accounts • Hashtags • Sample FB Updates • Sample Tweets • Sample LinkedIn Updates • Visual Content for different channels, different campaign messages • List of collateral materials online – logos, important links, etc.

Momsrising: Joyful Funerals…. Cultivate Organizational Awareness: Momsrising: Joyful Funerals

Digital Strategy MEASURABLE GOALS AUDIENCE CONTENT CHANNELS IMPLEMENTATION

Open Question and Answer SLIDO.COM

One Minute of Silent Reflection: I Commit To … Futureme.org

Book Raffle

Your Digital Strategy Creating A Plan for Optimizing your NGO’s Digital Presence Beth Kanter and Tharum Bun THANK YOU