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Nonprofit Radio for April 17, 2015: Embrace Emerging Social Media & Your Content Strategy

Big Nonprofit Ideas for the Other 95%

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Lauren GirardinEmbrace Emerging Social Media

Snapchat. Tinder. Whisper. Secret. Lauren Girardin encourages you to experiment bravely with new channels. But who should decide where to spend your time and money, and what questions should they be asking? She is principal of Lauren Girardin Consulting and we talked at NTC, the Nonprofit Technology Conference..

 

 

Brett Meyer & Katie CarrusYour Content Strategy

Once you’ve decided where to be, what should you do there? How do you launch and stay consistent with your mission? Who’s responsible? Brett Meyer is director of strategy for Think Shout and Katie Carrus is director of online communications at Humane Society Legislative Fund. Also from NTC.

 


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host listen er of the week, kim wolber or maybe overt. I’m not sure she listens to the podcast on her way to work as director of development, raising special kids in phoenix, arizona. So now she knows who she exactly is. Yes, it’s you came, she says, by the time i get to work, i’m usually fired-up about fund-raising today i listened to your peer-to-peer thirty report and giving days show, and i was secretly a little glad about the traffic on the freeway so i could hear the entire show. You’re an entertaining dose of encouragement. Oh, kim, i love it. Thank you very much. Look atyou longing for traffic so you can listen to non-profit radio that floors me. Congratulations. I will send you a video and you can pick a book from the non-profit radio library. Thanks. And congratulations on being our listener of the week. Oh, i’m very glad you’re all with me. I developed a parrot counselor abscess. If i was forced to chew on the notion that you missed today’s show embrace emerging social media snapchat tinder whisper secrets lauren girardin encourages you to experiment bravely with new channels like those, but who should decide where to spend your time and money? And what questions should they be asking she’s principle of lauren girardin consulting and we talked it ntcdinosaur non-profit technology conference and you’re content strategy. Once you’ve decided where to be, what should you do there? How do you launch and stay consistent with your message on your mission who’s responsible for that? Brett meyer is director of strategy for think shout and katie caress is director of online communications at the humane society legislative fund. That interview is also from ntc attorneys take two between the guests a double honor responsive by opportunity collaboration, the working meeting on poverty reduction that will ruin you for every other conference. Here’s my interview with lauren girardin on emerging social media welcome to tony martignetti non-profit radio coverage of the non-profit technology conference twenty fifteen we’re hosted by entender non-profit technology network with convention center in austin, texas. My guest is lauren girardin. She is a marketing and communications strategist. Lauren girardin consultant loren welcome back! Hi durney it’s, good to see you you’re were together in auntie si twenty fourteen. Yeah, we were all right. Your topic this year is don’t panic how to embrace emerging social media with infinite majesty and calm that’s, right? Very important avoiding shiny objects syndrome in social media is that not true? It is to a point i like to encourage people to avoid shiny object syndrome, so using something just because it’s new isn’t the right approach, but the idea is to experiment bravely. So by avoiding things that are new, we often miss out on what opportunities there might be. So if we experiment a little bit doesn’t have to be a full commitment, we can actually find out a new way of doing things are being noticed or of reaching new audiences like that phrase experimenting bravely, but not full not-for-profits it’s experimental before we start to talk about some of the some of the sites that we will like snapchat, tinder and whisper and secret, which i’m very much looking forward to because three of those four i don’t know. How do we evaluate when the next one comes out, whether whether it makes sense for us to to experiment bravely. So the question that we’re often asking ourselves is the wrong question. The question we ask is, should we be using snapchat? Should we be using tinder? That’s not the right question, so we actually to think about what the right question is on the right questions will depend on your organization, but very broadly are what are you trying to achieve? Who are you trying to connect with and engage? What do you trying tto learn? Because a lot of these emerging social channels give us away to learn something new and also then what do you actions real asking people to take in? Is that inaction that they can do because of that channel? So you have to think about the right questions as you’re evaluating these new social channels, all right? Hyre is it possible to be well, who should be? Who should be involved in these in these questions and answer sessions for new channels? So that’s a really good question, their school already only now, i hadn’t actually minutes, and i’m already good question. I know i hadn’t thought of that one before, because when i think of experimenting bravely, i think of sort of the the person looking out into the rising on their own it’s almost it’s, not an isolated practice, but it’s something to do that doesn’t need a committee that doesn’t need a big meeting that doesn’t need a big strategy behind it. And so i think the person that should be involved is the person that’s most comfortable on these channels. So someone who has used these channels for their own personal reasons. So sometimes the first step of experiment on bravely is to use the channels for yourself and then use them for your organization and then to bring it to people who are open minded about new channels who khun see potential rather than seeing negativity. So folks who are involved with your audience is directly are often the best people tohave rather than folks who are not out in the community. Okay, so maybe some of your program, your program, folks, program, people policy, people, fundraisers, anyone who is engaging with people and who could actually ask folks, they take out your phone, told me the apse that you have there. Let me talk to you about the kind of information you’d like to see from our organization on these new channels sometimes it’s really that anecdotal evidence that can help us make brave decisions about social media? Okay, anything else you want to suggest about the the, the general and the and the evaluation before we get into some some actual channel? Yeah, thie evaluation on the newer channels is is really tough because non-profits are looking for metrics we’re looking for measurement, we’re looking for numbers to make our case, and a lot of these channels just simply do not provide those numbers. They either don’t have any analytics built into their system or the analytics they have are not particularly revealing for non-profit so one of the things we need to allow ourselves is a little bit of uncertainty in this evaluation. We may never know the exact demographics of the people that we’re reaching on these new channels on dh, so what we need to do is just take a guess and start playing around really, if we’re not looking, teo, engage buy-in our younger say, tulani als should we still be looking at emerging channels? I argue millennials or younger, even right now, all right, you know, i would argue, yes, because you know, a lot of people say, oh, it’s, just teenagers that you’re using these and that’s what we said about facebook when it launched is, oh, this is just something for college kids. What does this have to do with me in my organization? And very quickly that khun change and snapchats a great example of that? The growth of the user base and snapchat is just astronomical in the past year, whether it’s going to stick around or not is another question, but we have to be nimble in social media, so sometimes it is about looking for what’s hot now and thinking, if there’s a way that we could make it useful for us because it’s really about it being his form. Okay, you know what, before we talk about the newer ones, yeah, let’s talk about the venerated one facebook is it really falling out of favor? I mean, i hear i hear a lot of people complaining considerably about they’re organic reach, having declined precipitously on facebook. Well, facebook is changing because facebook’s audience is changing, so facebook’s audience has gotten a lot older. It’s, one of the fastest age groups growing on facebook, is you know, in their sixties or older and so facebook is adapting to their audience, and they’re also adapting to the realities that they need to make money on dso for non-profits what we have to do is think about instead of facebook being our main channel, it’s been one of many and how are we designing hunting specifically that can work on facebook instead of putting out everything we have and being upset that it’s not working and some of that will be about being a little less self promotional, facebook is dialing down the self promotion that it allows people to share. And so if, if it doesn’t let us put that information out, either we have to find somewhere else. To put it all, we have to put out different information on facebook. Do you find your client’s questioning? Yes, facebook’s value? Yes, absolutely. Part of it is they can see the hard numbers changing, and part of it is that it continues of you’re the organic regional yeah, the organic reach Numbers and and 4 smaller numbers it’s requiring more effort and then there’s the question of will if i have a limited capacity myself in my organization, where can my time be better spent for better results? I think facebook still has a value if you’re not on facebook can affect your credibility, people will go well, are you really serious than if you’re not on facebook or twitter? But we can dial down our efforts there make sure the efforts were how much we’re going to devote tio and then take that time and spend it in a new way and see if we can find something else to add to our catalogue of social media repertoire. Eso let’s talk about something let’s talk about some of the newer ones tinder when what’s tinder tinder is a dating app, but it’s not like i have yes, everyone has that reaction. I don’t think of it as a social media, right? Okay, yes, you swipe left for somebody you like? Yeah, i can’t believe you’re not on tinder, okay? I’m married and i well, i think that would be something that we’re gonna stop here. Maybe not that much different, but okay tinder. So you swipe one way for somebody you want to see. But it’s also geo located? Yeah, it sze showing people who are close to you. Yeah, yeah, yeah, and so you swipe. And if you both swipe yes, then you get access to message each other through tinder. So then you can set up a coffee or a date or something else like that. And tinder, you would think what good is a dating app for non-profits? How could you possibly use it? But it turns out there are few non-profits who views it really creatively. So what are they doing? So one organization used to match rescue dogs with people in manhattan, so they put up profiles for rescue dogs. And if you decided that you like that dog, you could then message the organization and take the dog on a walk or fostered in your home if you weren’t sure you were ready to adopt a dog or straight up atop the dog. And so they did this funds small tinder experiment to figure out if there was a way to use social media like tender not just in her, but other dating outstanding. Could you can you shout out the name of the organization? You know, e doing? I do not, but i will. I will tweet it. And find it later. Okay, it’s, in my presentation on friday. Okay, you’re tuned in on labbate radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy. Fund-raising fundamentals is a quick ten minute burst of fund-raising insights, published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. That and i’m kind of surprised that tinder dot com would allow would allow that that so that’s the cabin you that’s actually, i applaud them for that. It’s. Admirable. Well, so that’s the caveats. So tinder has a revenue model, they actually ask people to pay money for their service, and they also have advertising. So this is all considered advertising. So when these channels first come out tinder or what have you there is a kind of a beautiful period where you can get away with a little bit more and so now they’re becoming more formal. So the gap actually just tried to run a tinder advertising campaign, and they got shut down because they didn’t ask permission. So if non-profits are looking to do this, you should definitely always check to make sure that you’re allowed to have either fake profiles or personas or something like that. Okay, gap just want to show people in jeans. Yeah, or other tinder wanted them to pay. Yeah. Okay, but i do admire that they would allow it, you know, like it’s saying that we don’t take ourselves a ll that seriously that we won’t allow that we want to rescue dog matchup. Yeah, and, you know, and even these can be serious topics. There’s, another organization, amnesty international. They did a campaign to bring attention to human trafficking on tinder. It was very serious campaign. What do they do? You remember? Yeah. There was a series of photos and the women got first was a photo of a beautiful woman. And then the next photo you saw of her, she had some bruises. And then there was another photo where she looked even more abused. And it was about not all women have the same rights as women who are using tender, you know, it’s very popular in manhattan. It’s very popular in the us and also a couple of other countries. So it it allowed this serious topic to come through, but it made sense when you were seeing it there that not all women get to choose their partner or how their partner treats them or if they want to leave their relationship. Great education campaign soas faras. You know, tinder is still open to those types of discussions. But with your caveat that you better discuss it with them. Yeah? Or or just be really quick. Don’t put out a press release. We’re not recommending underhanded behavior. Never sneaky. Whisper what’s whisper about so whisper is one of these gossip paps, so whisper secret you quack are these abs that you can use to put up an anonymous post usually text base, and then you can just complain about something that you have to complain about. You can tell someone else’s secrets or one of your own, a lot of people use it when they’re feeling isolated or lonely, to talk about their their deep feelings they would never share on facebook with people who know they are on dh. These are really interesting apse because and has that anonymity or that perceived anonymity there’s some question on security on the steps of course, ok, but there and there that none of these ups or doing anything particularly grand, but a lot of them, you’re back, for example, is geo located and so it’s very popular with college students and there’s a lot of complaining about professors and classes and what’s going on in campus, and so they’re actually very riel social conversations happening on some of these. You cock in particular had a lot of college students talking about race during all of the protest that were going on last year and, you know, there’s a question of whether or not non-profit should be part of those conversations happening on these aps. And are you seeing non-profit using secret? Yeah, and and you quack also, yeah. So there’s one example and i believe it’s it’s anand’s organization. And i think it was in ireland that used one of these aps to it was secret because they were playing on the whole idea of secrets. And what they did was they asked men in there because that was their audience. Two send a picture in on their name and then, with their permission, put their photo and name up on secret and said, i have hiv and it’s no secret with their name and photo. And so that’s. Why kind of turning the tables on secret, really raising awareness about the stigma of living with hiv and aids? I’m telling my own, i’m sharing my yeah, and it’s and it’s, not a secret it’s actually something that’s part of me. And so they wanted to change the narrative about hiv aids sigma in their community and it was really experimental and, you know, a lot of times it’s experimental. Stuff gets you good media coverage and get you really interesting attention andan. Other examples get gas. When they were having all those problems in ray’s, colgate university, the professor’s banded together, so not a non-profit but non-profit could have been involved in this, and i sometimes think, should have they banned it each other, and the professor’s took over you. Cack colgate is a non-profit, the university that’s, true, that’s, that’s, a good thing you called me here in the u s tonto and the professor’s got together, and they took over the conversation and put out more positive messages on the app to overwhelm the conversations around racism that were boiling and boiling. And they decided they wanted to tamp it down, and they used the app in the way it was meant to be used in order to become part of the conversation and to change that conversation as well. Outstanding. Yeah, that was you back, right? Yeah, all right. Quarrel? That water is one that’s been around for a few years. I do a very little bit with quarrel, but so it’s spelled qu o r a right. What do you seeing non-profit potential what’s the potential there. You know there’s there’s two sides to this one. We have to stop your i’m sorry. Yeah. Let’s. Describe what quarrel. I’ll leave it for you because you’ll be more articulate tonight. Let’s tell. Make sure you understand what quarry corps is one of those question and answer site. So anyone can go on, make a profile and post a question, and then the community of core participants can answer that question, and they can do it seriously. They could be a little silly, but for the most part, cora folks take themselves seriously and it’s a professional venu kind of much like lincoln. So people do use it as a point of credibility. Okay, so now the non-profit potential, so they’re non-profit potential is in-kind twofold. So you have the people inside your organization. You have your spokespeople in your leaders, your staff, your board. They can go on and answer questions that are relevant to what your non-profits doing. And they can have that personal that personal view, really showing people that your organization has a lot of different messengers and having those answers, i come from people inside your organization, then speaks to transparency. So you’re both building up the credibility of your employees, but then also building up the transparency incredibility of your organization and charity water, which is so often held up as an example of an organization that does things well on social media actually did this a few years ago, where the ceo went on to kora and asked you answered people’s questions about the organization, which now the tech sector folks are big into kora on silicon valley types and so charity water knew exactly what they were doing that’s one of their audiences and so getting on there and reaching out directly to those people one on one answers was a great move on their part and really helped advance their prestige in the community. So i’m sure you can search for different topics and insert yourself into conversations that you believe your work merits being. Yeah, absolutely. So even if the question isn’t about your organization, you could jump right into the conversation and there are a lot of social chat apps and websites like this, so read it, which, you know a lot of people are talking about has very similar functions, and tumbler has a cuban eight feature as well that organizations i’ve seen use to answer questions and the one one of the nice things about tumblers that those questions can be asked anonymously, but then answer publicly so it’s kind of like a dear abby column latto comedia i didn’t know this feature of tumbler whose question answer yeah, it’s i’ve seen a lot of organizations that work in reproductive and sexual health used this feature because there is that idea that you want some privacy about these questions you wouldn’t go to mom and dad. Perhaps so planned parenthood uses this feature, as does sex, etcetera, which is run by answer out of rutgers university. Interesting. Okay, i only know the microblogging. The future of tumbler. Yeah. Okay. Interesting is always to get your get your organization in conversations and also to show that you have people who are relevant. I mean, that could help for media, perhaps if they if yeah, you’re showing that you have expertise? Well, maybe a voice in a subject. Yeah. Medium a google and find an answer in court and see that your organization five. That answer and they might come calling to interview you for an article they were writing. It’s it. It does establish your credibility in your knowledge on the subject. So within quarter especially you can answer a lot of questions on a particular tag or subject, and people will start seeing you as an expert in that area. I just learned that tweets are going to start being indexed by google. Searched. Yeah. There. There, there. Finally found a happy agreement. Somehow someone must have had a really good meeting. You has been in discussion for a long time, and they couldn’t agree. So good. The rumors. Yeah, yeah, because, you know, everyone wants an insider social media inside. I read a lot. I well, well informed. Yeah, yeah. I’m a sponge for information on this. I have a lot of tabs open in my browser’s, so they so they have been trying, you believe? Okay, yeah. Everyone wants to become the next search index. So actually, some of the apse that i’m going to be talking about on friday, some of them have these aims to become the google of images on do you know a lot of them are also trying to cultivate more positive messages to come through in those ways, too? So there’s fierce competition for for being the next hub for for these audiences and for search? You know, facebook has been trying to do that for a while, twitter as well, google plus, which is just changed itself again. All right, yeah, google plus seems to be struggling. It seems it has a high user base, they’ve got a lot of users, but the engagement numbers for that i’ve seen have been very low on dso just this last week, they’ve announced some new staff changes and that they’re going to be a fraction ing their google plus ap into a couple of different services, perhaps to target specific audiences. Better look for different types of engagement so remains to be seen how and if that can be relevant again. Okay, yeah. Um now i already have a session from from here. It ntcdinosaur where we talked about oppcoll snapchat pretty well and read it on tumbler although you just you drop something up to read it, but i didn’t know what other what other sites can weigh acquaint people with gosh, i wanted to talk about it, but that’s that’s my own obsession. I mean, what about feed, feed and kick there’s ask f m, you know, there’s every for every person, there seems to be a new social through these three foot together ascot from feeding kick no, you know, they’re each one is kind of its own niche, the one that i’m thinking about which i would love to see non-profits use and i haven’t seen that means it is called plague. Okay, well, piela yeah, it’s actually spelled the way that you think it is that such a stream saying for social right now, like feed, which is th e d all right, so this could be cutting edge and emerging news. I, you know, it’s about plague, i just think it’s really interested in what? I’m going to spread the plague about plague. So plague is an app that you can use to spread information so you join you don’t have to create an account, you’re immediately part of a network you don’t a friend people, you’re already part of the potential play. And you i can put a piece of information up and four people near you so it’s all that geo location can receive that information from you, and they decide whether that information is worth spreading or not. And if they decide it’s worth spreading from that one person, it goes out to form more people. And then those people decide if it’s worth spreading and it spreads. This information spreads like a plague exponential and yes, like so if you put out good information, your information can travel. So if it’s something that people like it khun spread as faras the plague network users go so it’s still newish so there’s, you know there’s not as many users in some parts of the u s and some parts of the world but if you can get a piece of information out there it could be very engaging. And i haven’t seen a non-profit use it yet. So i want to see who’s gonna be first across that line very short pieces of information or going to be several hundred words like a log post or or no it’s, not it’s. Mobile audiences so it would be short and then you can also do image is a swell so you can mix it up, but i would keep it short just because the mobile audience tends toe have short attention spans, right? Cool. What anything else you wanna tell us about plague advice for the for the for the the first for the first brave experimenter uganda, you’re going to want to hook it to something that’s happening now something that people are talking about now. So whether it’s an event or a gn anniversary something a current event in the news, i wouldn’t you know it wouldn’t use the dress that that we’re all talking about. Now the blue and gold were black and blue dress, whatever it was, but something that people are talking about now, because that’s going to be the kind of thing that people want to spread, that people want to pay attention to something about trending, trending or timely start? Yeah, and you should always think about doing that with your content because that’s really how people spread information is by whatever they’re already interested in. Okay, now i’m out of touch with black and gold are blue, like i don’t know. I don’t know the dress conversation, not as much of a hurry. I don’t have the same tabs open if you have one tab too few clearly has dressed think, oh, there’s, a photo that went out last week, a few days ago of address and people were up in arms, whether it was black and blue dress where a white and gold dress or something like that, people were arguing about it and then meeting about the colors of the dress. Yes, because there’s and then scientists actually started arguing about why we were seeing different colors in this dress. What is this relevant to anything having to do with anything in the world? That’s important, it’s it’s, not it’s, not no it’s, very frivolous, and we’re at kind of an ugly stage of frivolity and social media right now, and that trust is sort of being held up the totem for that ugly frivolity. You know what? We’re going to end it right there with the ugly frivolity of social media. Lauren girardi, she’s, she’s terrific, you’re great fun! Thank you very much. Marketing and communications strategist the company is lauren. Girardin consulting, and this is tony martignetti non-profit radio coverage of the non-profit technology conference. Twenty fifteen. Thank you so much for being with us, tony’s, take two and you’re content, strategy coming up, first opportunity collaboration. It was a terrific experience. It really kicked us up to the next level. That was ross baird, executive director of village capital and again. There are lots of funders at opportunity collaboration. I said that last week. I want to make the point extremely useful. Contacts, projects, funding. It opens people that’s alberto vasquez, president of soc edad de dis capacidad in sodas, peru opportunity collaboration is a week long, nearly weeklong conference in x top of mexico and it’s around poverty reduction anywhere in the world. It’s in october. I’m going again this year. If that’s your work, you should check out opportunity, collaboration at opportunity, collaboration, dot net. I’m being honored by hermandad mention this last week and hope you’ll indulge me for this last week it’s, a charity that brings water to the poorest of the poor in the dominican republic. I’ve been helping them for a lot of years and saving lives in the d r and it would be for me a double honor if you’d be with me by supporting hermandad with a gift we can save lives together in the dominican republic and the honor together on the stage on april twenty third, i’d be very grateful for your support. Video and links are at tony martignetti dot com and i thank you very much. That’s tony’s take two for friday, seventeenth of april, the fifteenth show of the year here’s another interview from ntcdinosaur with brett meyer and katie caress on your content strategy. Welcome to tony martignetti non-profit radio coverage of the non-profit technology conference two thousand fifteen it’s hosted by antenna non-profit technology network. We’re in austin, texas, at the convention center. My guest is katie caress she’s, director of online communications for humane society legislative fund. Katie welcome. Thank you so much for having me. That’s a pleasure. Thanks. For taking time on a busy conference, your workshop topic is content strategy one oh one, what are non-profits not doing so well? I could do better at around their content strategy. Well, i bet everybody here has the intention to do much better. I think that everyone here probably is looking for something like content, strategy and it’s, just a matter of kind of getting their leaders, the executives onboarding really what it does is it applies, like intention and focus to all of your messaging. It’s, the basic plan, or the idea that your messages need a plan, a plan, focuses plan strategy, yeah, that sounds like it starts with goals. Yeah, it starts with goals. It’s just a good idea to start with making sure that you understand oh, yeah, making sure that you understand what your business goals are and discovering how your channel usually is websites with content strategy, but it could be anything social email, whatever making sure that those platforms have goals that are tighter business schools. So you’re avoiding this kind of like sprawl and all over nests of what happens with web sites a lot of time and the ad hoc put this up, teo well, great now, right? I’m taking it back to come from a ceo or a boardmember on dh or someone else senior, and it becomes hard to say no, exactly exactly, and i think that a lot of people who were working on websites or other channels just kind of feel like they’re in this quagmire, right there just likes just drowning and content, and they don’t have the tools to kind of push back or, you know, carve out a better way. So what this says it’s, like, we acknowledge that you’re in this like situation where you’re getting input from stakeholders who had all kinds of varying degrees of a definition of what the website is for what this content is supposed to do so content strategy says everybody from their own perspective, everybody’s no perspective, their own priorities, different audiences and you end up with this website that kind of like pleases nobody, right? It doesn’t drive your business goals, so content strategy says let’s, ask the question of why, before we do anything and i think that’s kind of revolutionary who worked on the web even the past, like ten years. It’s it’s just this race to the bottom, like what you said, like publish all the things now, and this has kind of slow down let’s have a plan and it ends up like driving engagement that it improves your brand it, you know, drives up, conversions, everything if you can kind of get the buy-in take a beat and pursue this, ok, where should we start our conversation? That was great over that was excellent. Overviewing thank you. Should we get started? Well, you should get started by, you know, finding some similarly minded colleagues, right? So talk to your team members about this current problem. Probably everybody started talking about it. I’m sure they are. Right, so talk to them about this. Just, you know, new notion that people are pursuing get the, you know, good kind of the buy-in from your colleagues and then start reaching out to people who are, you know, a little above you who could be an ambassador for you to senior leadership and work on getting that buy-in from those folks and then you just start by where you’re basically telling them or trying to get them on board with. We need to be more strategic about this. Yeah. Here. Our problems. Yes. And here’s, what are potential outcomes are yeah, if we can be a lot more sophisticated about, like here’s. Why we’re drowning, right? He’s, our driving here’s where our pages aren’t really converting people here’s why there now, not performing to where we want them go and you can even, like, start with your business goal. And then you pursue an audit. We got a big hump, okay, just went away. Okay. Great. What that was that was the speakers, the thie non-profit radio sound system. A cz exemplary it’s beyond question. So that came from the austin convention center. I wish i could run. I could run. This convention out of the way we run non-profit really agree? I don’t know these losers here. Yeah, but so one of the great first step to take us to get an audit done right? And so it’s an inventory of all of your content, but then it’s the audit phase, which you’re you know, you’re evaluating page by page, and for some people, this could be like tens of thousands of pages on their website right lorts a couple hundred, you’re evaluating page by page and determining whether that content piece of content actually lines with what everybody says your business goals are it’s a pretty serious audit? Now you gotta look at every page, every page, and obviously, if you have hundreds of thousands of pages, or if you’re, you know, a merchant’s site you’re going, you’re going to do like a sample size of those pages, right? You’re the idea is to just see, really, hell, well, you’re you’re content is performing and a lot of times that drives a conversation that drives, you know, that gives you the ammunition to make the case that we need to make a change, so an audit is key. It’s the first place to start and then you’re pursuing just getting that content landscape kind of sketched out determining what you’re ecosystem is right. So let’s say, you’ve got like, you know, thirty things the organization works on for non-profit you’re gonna have all kinds of things somebody’s working on. So you get the executives and the subject experts to agree? Like what? Our priorities right where the organization’s priorities get really clear on that, and then look at how those priorities and those areas they’re kind of developed on your site. Do you have one thing that’s like this really, really weird offshoot thing? Just like favorite thing, and you have, like, forty thousand pages on it. This should all be driven by the mission. Yeah, exactly. I already should be pretty clear. Yeah. Moflow very yeah, smooth from your your mission statement. Yeah, but what you’ll find, but i think a lot of non-profit especially large ones like, oh, my gosh, there’s there’s competing goals were competing priorities, and competing interpretations of with that mission is all across organization, which leaves just, you know, a lot of strife and a lot of tension for folks who were like right in the middle of that content production system, like the web editors. So, yeah, the idea is to kind of, like, sketch out what your content ecosystem should be. So if our priority right here is, like farm animal welfare, we we should have, like, the depth of that contact your sights to reflect that, and it should also reflect what the current priorities are and the tone that you should using, etcetera. But if you have something that’s just, like, really, really low priority, it doesn’t make sense for that to have, you know, take up twenty percent of the site and you’ll find that that happens a lot of times, so okay, okay, so we were going to get some early stakeholders summerlee allies engaged with us, yeah, hyre who then starts to develop the content strategy? So, you know, you may have someone who is a content strategist on your team, like, if so lucky you a lot of places, all right, let’s assume not our audience is small and midsize. Non-profit yeah, exactly, i know, and i’m from a huge non-profit and we don’t have anything like that, so usually this falls on the shoulders. Of you know that editorial director of a website or, you know, a director of any filler online platforms and usually going to fall on them, and it doesn’t have to be like we’re going to do all of this right now. It can be baby steps. They can be like let’s just take on one like many project and apply content strategy to it, like run that through that screen, kind of demonstrate successive that way, teo to your stakeholders and say, look how well this worked. Look how we drove results this way by applying attention and focus to this, and then you could move on to a larger things, but it always usually kind of just germinates from the web team, maybe someone else, depending on how the organisation structure and maybe someone like development or design. Everybody has a part in this, but yeah. Then it just gets not only getting the work done and turning your website our platform into what you wanted to be. Okay, that all sounds very simple, but there’s gotta be more to it on. We got plenty of time to spend together. So where? Where do we go now? Well i mean, yeah, gosh, so it starts with the audit, you know, and you’re looking into how your, how you’re this map to your goals and everything, and then you might start with, like, a section of the website, maybe a section that you feel like the stakeholders there are going to be easy to work with, and they’re going to, like, excited about the process, and so you might start with that that that section that makes a lot of sense but very good to make it explicit, you got some of those early allies. Zoho leaving some of their content is the place to start, you know, and don’t start with someone who are a section of your organization who, you know, it’s been kind of contentious to work with them, and a lot of people talk about how content started she’s about, like therapy, right? It’s like all these relationships, because content is so personal, there’s so many people who were owning content across the organization and to them that that page that they wrote on legs, horse, immuno contraception is like their baby, right? Like, okay, well, this makes no sense to an audience this makes no sense to a user, how are they going to do that? So a lot of this kind of, you know, your revision work or whatever is collaborative, and you’re getting people on those teams who contribute to content and you’re all coming to a consensus on, like, what it should be based on, like what? We’ve all agreed on the goals, and we’ve all agreed on the audience, like, how can we change? And sometimes you get them involved in writing new stuff? It all depends on kind of the scope of the organization and how involved everybody wants to be, but it should be a collaborative process, and it could be merely taking, like, five pages that you took out from the audit and saying, like, okay, well, these pages are they really working for us? And so you get them involved in that early early stages so they can kind of see it don’t feel like they’re being put upon, right? A lot of this is relationship management, and so, yeah, you may take five pages and two of them make the cut on the new site, but you’ve all worked on that together. Three then you decide to retire or, you know, you can, you know, contingency plan it, right? Like have a couple of bourbons on it, and he composed it. But the whole thing should be collaborates. You have everybody going on the same page from beginning tend so we should be thinking also about our audiences. That’s, right, who’s who’s consuming this content, right? And so that’s. One of the first things you develop as your, you know, working on your goal, you’re also thinking about your audience. And so anybody who’s working in a content strategy, capacity and organizations should be talking a lot, teo, all the stakeholders throughout the organization who are touching that content, right? So my job would be to go to that course. Amina, contraception page owner i mean, like, why is this important to you? Tell me, i use this in your work, but do you really, really want to see this? And what do you want them to do with it on? Don’t get a lot of really, really good information out of that. It sometimes turns out to be less contentious than you may have thought it wass right? You’ll discover that like, oh, actually they’re you know, they’re worked, requires something different, and now i can pitch something different to them that’s more useful than like this page on the website that i’ve seen has gotten like twenty, views and past year and so it’s, just a lot of lot of talking relationship management, and then once you’ve got kind of, i guess that section worked on or even the whole site, then you just move on to a governance situation and actually see bret coming right here. Maybe he wants to speak on governance. Governance is actually brett’s section right? Red, you better hurry up, man. Come on. Get in here. Brett, please get in here quickly because we just transition to your section. Take your lanyard off, please. Red came in late, but we can accommodate him. And actually, we were just getting to the section on governance, governance. So please put on your headset because you’ll hear a lot better and filter out background noise. And wes is going to bring you into the picture. We got everybody, wes. Alright, outstanding welcome. Thank you. Okay. This is brett brett brett meyer, content strategist for think shout welcome. Welcome to non-profit radio. Thank you. Coming closer to the microphone, please should be within an inch. All right, excellent. Katie was doing an excellent job. Hopefully you were going to join us, but we would have gone ahead without you. So i don’t want you to think that you are indispensable. Great, but you did show up at the exact right time is very good timing if you’re going to be late was perfect great governance, governance around our our content strategy. What what does? What does that even mean? The governance of it governance is the plan for the plan. There are a lot of non-profits these days who are under the impression that they need to create as much content as possible, which is kind of the opposite of having his strategy. So governance ltu plan who is responsible for what? So you’re going to have probably a team of writers. Is that team of writers going to be able to publish content directly to the website themselves, or is it going to go through a review process? The whole thing around governance is making sure that people understand what their roles are and setting up the map for how content. Is going to move from creation through publication to the public. Okay? And as we are, these are these are written this’s, a written plan, this government’s plan. Ideally, it is going to be written down. Usually, it is more of a word of mouth thing, and people just have a general idea of what their roles are. We always advised that there is that kind of written plan or map of how things work, because people leave and new people come in. And if you don’t have that documentation for how things were supposed to work, it takes them a long time to get back up to speed. All right? Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon, craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked, and they are levine from new york universities heimans center on philantech tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. Lively conversation. Top trends. Sound advice, that’s, tony martignetti non-profit radio and i’m gale bauer from sponsorship strategist. Dot com. Let’s, go into a lot more detail. Way got some time left together. What what? What what element do you like to see in in the government governance plan? Let’s? Take the idea where it is, it is written? Yes, we try to make sure that things aren’t just happening in the communications department because everybody’s going to have some sort of content that they want to get on the web site that day, we talked about getting the early buy-in great. So yeah, it’s it’s kind of along the lines of a cross functional team, you have to identify who the best writers are the people who are going to create content that’s going to have meaning for the users who were coming to the website and just generally making sure that they understand what their roles are, who is going to be creating the content who’s going to be editing the content? If you have that kind of evergreen content, they stuff that is going to be kind of a permanent fixture of the website. How often are you going to go back and take a look at that content again to make sure that it is meeting? The needs of the organization isn’t performing as well as it should be. So part of the governance is it also understanding what the metrics for success are and the metro for success are going to be a lot different for the about the organisation information than it would be for, say, the blawg or if they’re doing events? An event is a very time box thing it’s going to have a ramp up? They’re going to be pushing a lot of content or information around the event, but as soon as the event is past that usually doesn’t have a lot of utility as opposed to maybe some of the about us content you want to get across what the goals of the organization is, what the organization does. You want people to really understand what this non-profit is trying to accomplish its very important content, so they need to keep coming back and making sure that it’s working, writing down the goals means that they have something to measure against, and they’re not just creating content in the dark. Katie, i see you doing a lot of nodding, but there’s things you like to add, i mean, the only thing i would add to that i’m sure brett nose like you would think, really addresses the idea that content is like a living, breathing thing, right? The website this is living, breathing thing it’s very different than an email that you sent out to your list. You know, it has to be up there all the time. And so what? Brett’s talking about it’s so critical, teo to know that it’s not enough just when you hit publish, you know, it’s not like a print magazine. It’s not like an email, he just sent out not even, like log, you know, so that’s just the beginning when you hit publish and so this governance is so, so critical to making sure content is still performing, you know, a year from now or that you that you remember that it’s up, it makes a lot of times you have a huge website, people were like, oh, that that page, yeah, it happens to people who are, like, really deeply invested as well. Just i have a huge websites going to it’s going to take over if you don’t govern it let’s spend a good amount of time talking about the measurement and the success metrics go ahead, that’s your that’s, your area? Excellent. Yes, we’ve been doing a lot of data with our cloudgood data work with our clients recently, so we know for a fact that the home page is not the common way that people come into a website anymore. They’re using google, they’re coming in deep in into the site, through social media or through what’s called dark social, the people chatting each other, links on stuff that can’t really be tracked. No, you have to understand that any page of your website might be creating that first impression for folks, but the goals of the various types of content that you might have on your website are going to be different. So when we do work with clients, we try to help them understand that an event page, a page that somebody might google for. Oh, amplify austin, for example. What? We don’t know exactly what page they’re going to come into at first, but as the data starts to come in, you can see where they’re entering the site and you can help. You can come up with the metrics that are going to let you know whether or not that paige is successful, so if you’re coming into an event page with the registration, you want them to get the information about the event very quickly and decide whether or not they want to attend, and the next step from that would be clicking on the register button, which would be very different from a post on the block where you want them to consume the content and then probably share it. So the metrics there going to be slightly different. The important part is to recognize all the types of content and set up the different metrics that will indicate success for that particular organization, because it’s always going to be different, okay? And katie, we were using the interesting example of the equine immuno contraception paige thank, which could be a coin acquaint, contra or something. Yeah, i mean that that was so it was so benefit from governance. I would just so benefit from having those questions asked. Like, what does it mean for this page to succeed? What do you want your users to do with it? And then really, really, like, trail down and see if that’s happening. And i think that that could take care of so much like problem content on so many people’s websites, if you’re just sticking to you, like, really direct, objective measurement and then there’s kind of you take away all the, like, the sensitivity with that, like, okay, here’s this thing that i didn’t say like, you know, google said it, whatever, we still have several minutes left together, what what have we not talked about? Whatever i ask you that that you want to share? I like to, and i know that katie agrees with this because we’ve talked about it a little bit make sure that krauz understand the content strategy doesn’t have to be just about the website, and it shouldn’t just be in the communications department e channel it is multi channel and the development, the people in the development department who are sending out fund-raising letters that is a piece of content that is going to create an impression and if any one of these things is a little bit off message, i mean, we don’t want to get too far into the whole whole branding part. But if anything’s too far off message or strikes a wrong note with the supporters, you’re probably going to lose thumb, at least in the short term. I’m so glad you brought that up exactly whenever i’ve talked about content started, you know, a lot of people think like, oh that’s just for websites and even this idea that content is only on a website and just like no like a tweet is content any you know, period it’s, certain pages, that’s, all content that’s why i get so excited about this top because i really feel like it has, you know, with the ability to bring everything together and it can get kind of as big as you want it to be. But that’s what that’s? Why it’s so cool? And i the best organizations i’ve seen are the ones who are integrating every single channel into their content strategy and all just completely flows the same ethics, the same style, the same tone, the same priorities and goals and audiences were just really, really woven and deeply, inappropriately and it’s just like it’s cake. I love it! Brett katina, a zay mentioned, talked about getting some allies early on and then may be developing a mini project. Around some of their content. Do you have any other ideas you want to add about trying to get this? This team buy-in whether it’s in the early stage or or in the later stages, maybe some, maybe some departments are not as willing as others. What advice do you have there? Katie is absolutely right getting that early win always going to be important because then you’d demonstrate the success or what you can possibly achieve by having a written content strategy other than that getting that leadership buy-in early is it’s, not just from the team that you’re assembling, that that’s going to be creating the content. Leadership really has to support this and understand the value they already understand the value, because we’ve been talking about branding at the non-profit technology conference for a long time, there’s a lot of companies who’ve been helping non-profits developed this brand, but the content that is supporting the brand has to be taken into account too. So it’s not a big step for leadership to take, from supporting the brand to supporting the content that is supporting the brand. Yeah, like there’s, so much overlap with just brand and content. Strategy is the time o que onda geun this all all flows from our mission statement, so that seems like the place to start. Katie and i did talk about that anything you want to add about that non-profits have a built in advantage. They don’t have to worry about what the for-profit companies do because everything should be coming out of their mission and their values when your values driven organization it’s much easier to develop content that has meaning than, say, one, a big company that wants to sell you shoes and thinks that a good way to do that is by showing people succeeding let’s, leave it there, all right, brett meyer is content strategist with think shout and katie caress, director of online communications for the humane society legislative fund. Brett carry katy. Thank you very much. Thinking having real pleasure. Thankyou. Tony martignetti non-profit radio coverage of the non-profit technology conference twenty fifteen austin, texas. Thanks so much for being with us. Thanks to everybody at the non-profit technology conference and intend the non-profit technology network. Thank you very much. Next week, two regulars are returning. Amy sample ward and jean takagi if you missed. Any part of today’s show? Find it on tony martignetti dot com. Where in the world else would you go? Opportunity, collaboration, the world convenes for poverty reduction. It’ll ruin you for every other conference, i swear. That’s, true opportunity, collaboration, dot net. Our creative producer is claire meyerhoff. Sam liebowitz is the line producer. Shows social media is by susan chavez at susan chavez. Dot com on our music is by scott stein of brooklyn. Yeah, with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. Buy-in what’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah, insights or no presentation or anything people don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist. I took two or three years for foundation staff, sort of dane. Toe add an email address card. It was like it was phone. This email thing is right and that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dno. Two exchanges of brownies and visits and physical gift mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. Oops. That money on a situation expected to hell you put money in a situation and invested and expect it to grow and savvy advice for success from eric sabiston. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

#NonprofitRadio At #15NTC

Wednesday Interviews:

Stop Shooting Videos, Start Unlocking Stories
Sheri Chaney Jones & Yasmin Nguyen

Effective Distance Collaboration
Lisa Jervis & Jeanine Shimatsu

Content Strategy
Bretty Meyer & Katie Carrus

Visual Media For a Social World
Jessica Williams, Emma Chadband Y Jenna Cerruti

Walking Is Work
Beth Kanter & Ritu Sharma

Embracing Emerging Social Media
Lauren Girardin

How to Choose the Right Database
Michelle Chaplin & Laura Quinn

Considering Consulting to Nonprofits?
Julia Reich

Does Your Content Strategy Now Trump SEO?
Elizabeth Beachy

Video Strategy
Bridgett Colling & Michael Hoffman

Thursday Interviews:

Using Tech to Reach Rural or Marginalized Populations
Osvaldo Gomez

Contributing to the Commons: Using Open Licenses
Craig Sinclair & Carly Leinheiser

Staff & Board Buy-In For Your Next Technology Adoption
Norman Reiss & Kathryn Engelhardt-Cronk

The Secret Science of Email Deliverability
Trung Nguyen, Laura Packard & Brett Schenker

What To Do When Technology Isn’t Your Problem
Robert Weiner, Dahna Goldstein, Tracy Kronzak & Marc Baizman

Online Communities That Inspire Action & Generate Results
Megan Keane

Avoiding Disaster: Backup Systems & Disaster Recovery Planning
Darlene Ververka

It’s #15NTC!
Amy Sample Ward

Nonprofit Radio Knowledge Base: Online Engagement

 

Video interview with Beth Kanter, master trainer & speaker, from Fundraising Day 2013: Online Engagement & Measurement

Aria Finger, DoSomething.org‘s COO on Mobile Engagement

Amy Sample Ward, Nonprofit Radio’s social media contributor & CEO of Nonprofit Technology Network (NTEN): Get Engaged

Video with Jay Frost, CEO of fundraisinginfo.com, from Fundraising Day 2012: From Engagement to Action Online

Shari Ilsen & Lauren Girardin, from NTC, the Nonprofit Technology Conference on “Engagement: Motivating & Measuring”

Nonprofit Radio for July 25, 2014: Engagement: Motivating and Measuring & Facebook Strategies

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Lauren Girardin & Shari Ilsen: Engagement: Motivating and Measuring

With Lauren Girardin (center) and Shari Ilsen at NTC
With Lauren Girardin (center) and Shari Ilsen at NTC

What is real engagement with your networks? How do you achieve it? What are the right metrics to know whether you’re succeeding? My guests are Lauren Girardin, marketing and communications consultant, and Shari Ilsen, director of engagement at VolunteerMatch. (Recorded at NTEN’s Nonprofit Technology Conference (NTC)).df

 

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 Drew Bernard: Facebook Strategies

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Drew Bernard is CEO of ActionSprout and he’s got the tools, strategies and tactics to find your supporters among your Facebook fans. (Also recorded at NTC.). 

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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host and i want to thank you so much for being with me last week, the two hundredth show wow, that was just great great fund! Now we have to go back to recorded music, but the two hundred show stays in my mind. It was terrific and i’m glad you’re with me because i’d be forced to endure the pain of bronchi actresses if i had to shoulder the burden of knowing that you had missed today’s show engagement, motivating and measuring what israel engagement with your network’s, how do you achieve it? What are the right metrics to know whether you’re succeeding? My guests are lauren girardin, marketing and communications consultant, and shari ilsen, director of engagement at volunteermatch that was recorded at intends non-profit technology conference and t, c and facebook strategies. Drew bernard is ceo of actionsprout and he’s got the tools, strategies and tactics to find your supporters among your facebook fans that was also reported it and recorded at ntc tony’s take two it’s summer i hope you’re taking real time off responsive by generosity siri’s hosting multi charity five k runs and walks generosity siri’s dot com here’s the first of the recordings from ntcdinosaur engagement welcome to tony martignetti non-profit radio coverage of non-profit technology conference and t c twenty fourteen the hashtag is fourteen and t c with me now are lauren girardin and sherry ilsen lauren is a marketing and communications consultant and sherry ilsen is director of engagement for volunteermatch ladies, welcome hi thank you. Glad you’re both with with me. Thank you very much. Your your workshop topic is you can capture lightning in a bottle motivating and measuring engagement so let’s start with let’s. Start with lauren and let’s start with motivating engagement how what should non-profits be doing differently and better that about about real engagement. The trick with the way to motivate engagement is to keep ramping it up so often will get our communities, and our audience is involved in our cause. And we asked for the same things over and over again and it’s really about figuring out what people have already done and then getting them to take that next step. So if they’ve liked your facebook page to get them to sign a petition to really keep saying there’s, more and more, you can do. We want you to get more emotionally involved with our cause and with our organization on dh sherry. Just liking a facebook page that’s not real engagement? Well, no, but it is important to remember that it can be the first step. It’s a start? Yeah. So it’s just, i think to what lauren said it’s about never being fully satisfied, always thinking about how you can get that person and that particular person more engaged. Okay, andi let’s, stay with you and let’s. Talk about what, what? What forms engagement might take, whether it be facebook or otherwise and we have plenty of time together, you know, twenty five minutes or so. So we’ll have chance tto flesh out some topics, but what does that? What does engagement mean too? To the two of you, i would think that’s a great question, because the truth is engagement means something very different depending on the goals of your organisation and so it’s, always important to keep those in mind for volunteermatch we reach out to different audiences. Tto help connect non-profits and volunteers so with our non-profits our goal is teo get them to use our technology that we provide for free to connect with potential volunteers to help with their missions. And so engagement might be simply learning about what we do or it might be coming to a webinar or it might be just following us on facebook so they can begin to build that relationship with us as a trusted resource. Okay? And lauren let’s talk about going real, real engagement. What is that? What might else about that mean? Yeah, it’s, depending on what your organization does. So i work with a lot of clients who works with teens and youth, and so for them, engagement takes a different model than it might for if you’re trying to engage non-profits so they often will be trying to get used to become more involved directly in the community, so actually to take there sort of online fandom, and they’re online passion and convert that into actual action in person. So whether it’s getting them to write a letter to their congress person or to get them to even just register to vote, which is a big challenge with youth today, so get them really directly involved in in-kind of real world engagement. And so some of this is shifting your digital audiences into that new sort of engagement, which can be a challenge because very often our communication channels are online. I’ve had this guest aria finger ceo of of do something yeah, and there they are notoriously good at engaging, what, thirteen to twenty, twenty five year olds, right? Right and she’s been on the show a couple of times talking about exactly that. A lot of they do a lot with mobile, you’re i assume you’re your clients cherry are doing that, lauren yeah, no, do something not organise a wonderful example of using online in digital communications to get real world engagement there there actually in one of the first non-profit steve snapchat to take their audiences into new engagement levels and actually using them in another session in ten on saturday is an example of really using these emerging technologies to dr engagement in whole new ways and that’s there they’re doing an excellent job with that audience and their look too often as a model by other organizations and the lesson for our organizations that may not be capturing or trying to engage thirteen to twenty five year olds is go where your constituents are. Yes, yeah, it’s, it’s really about, you know, when we in our session, we’re talking. About when you are before you even get to engagement, you need to look at your activity metrics, the things that you are doing to engage your audience is and then the reach metrics that you have, where it’s it’s really about making sure that you’ve got the audience there listening, and so yeah, when you’re looking at your reach metrics, you do need to think about where your audiences are to make sure not only that you have the right number of people listening, but you have the right people entirely right? So it doesn’t help to right now. It’s hard to engage teens on facebook because they’re really not there there, departing from facebook, right? And in very big numbers or they have departed? Yeah, yeah, and they’ve moved to twitter to snapchat to whatsapp and so do something is actually taking that those demographics very seriously and chasing the teen audience where they’ve gone now interesting you you mentioned that they’ve moved to twitter? I didn’t know i didn’t know that i knew that i knew snapchat very popular. More teens now on twitter yeah, they it’s just a conversational tool fourteen so you know twitter, i know that we’re on it for professional reasons for professional conversations, but it’s now just used for that direct messaging is more private and so that’s feature a twitter that has been working for youth audiences all the gm gm, right. Okay, charlie let’s. See a little more about these reach metrics in these activity metrics before you start to engage. What? What? What? What can you add to what? Lawrence? Well, one thing i like about lawrence model that she’s presenting in our session is that she actually starts before the activity she starts with capacity. So, it’s it’s really important to consider the capacity that you and your organization have to run this campaign, be strategic about how you design it, to make sure that you can actually handle what you need to be doing. And then i think that’s very sound. I mean, i think a lot of non-profits sometimes maybe emulate something that they see another organization did that was successful, or they mohr plan on what they like to be able to like to do versus what they have real capacity and capability to do, right? Yeah, exactly. And i think that the activity metrics in particular, are important to pay attention to for future planning, and what do you mean when you say activity metrics, we’re talking about things like how many tweets you sent out or yeah, how many facebook posts or thie number of blogged articles you comptel, i come from digital communication, the number of small events you run if that’s something you’re doing its part of your strategy as well, because those things could be part of what is it could be create a bottleneck in reaching your goal you could find if you do the analysis that the problem you’re having with reaching your goal for the campaign isn’t with your reach isn’t with your engagement, but in just simply how much you’re doing or the way that you’re doing it. You just tried to tackle too much, too much or too little. And so by tweaking the activity metric, you can often make a big difference down the road in terms of engagement. Okay, excellent. Lauren. I see you. You’re nodding a lot. Yeah, well, so sherry and i, we both come from a lot of digital marketing. And so one of the things that i’ve been working with some clients on is really not just about how off a lot of people ask, how often should i be tweeting shy between every day? Should i be sending five tweet today? And the answer to give them is it depends. It depends on your audiences, and it actually depends on when you’re audiences are online and are on twitter when your audiences are listening. So with your activity metrics it if you look at the number of tweets you’re sending and you’re still not getting the results, you want what you can do to khun try to increase the number of tweets you’re doing or you could look use of the tools that exist in twitter and other tools took find out when people are online and instead of doing more tweets, do tweets at a more appropriate time. So with a kind of mine works with a lot of mothers and they were doing their tweets during their work day because that’s when they’re on line. And it turns out that when they looked at their audience that the mothers are not on twitter during the day they’re at work, they’re with their kids it’s when the kids go to bed on weekdays and on weekends, and so they shifted when they did their tweeting same number of tweet, same amount of effort, just a different publication schedule. The best tweets are like eight thirty or nine o’clock at night, right? Exactly. Ok, ok, and now some of these tools now twitter will give you that when when your when your followers are most online are most active on twitter is not within twitter. Self? Yeah, twitter has that facebook has that in their their insights and then there’s other tools that’ll do that analysis for you, depending on whether you’ve got an enterprise level software or there’s some free tools out there that do that as well. And everyone you want to mention. Lorts zoho i’ve been sticking with the channel tools just because, yeah, they tend to be the most consistent with a lot of the tools that are out there that are free, they sometimes don’t work consistently or they aren’t free forever or they go away. Yeah, that’s always the risk, right? So it’s, the tool suite is sort of a moving target at all times, okay, so you’re working within within each when i can kapin does okay, e-giving anything, the thing getting ding, ding, ding, ding. You’re listening to the talking alternative network to get you thinking. I think. Cubine this’s. The way we’re hosting part of my french new york city guests come from all over the world, from mali to new caledonia, from paris to keep back french. Is that coming language? Yes, they all come from different cultures, background or countries, and it common desires to make new york they’re home. Listen to them. Share this story. Join us. Pardon my french new york city every monday from one to two p, m. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna you’re listening to the talking alternative network. Dahna all right, so i love this advice about planning, spending time in the planning before you start executing. And i think, okay, cherry let’s, send sherry let’s, say a lot more about that, or let’s, go from that to, like the next stage. Let’s. Start talking about what real engagement looks like. You’ve mentioned a couple of examples. The petition, perhaps what are some other examples of other examples of real engagement? Well, again, it depends on the level of engagement you’re looking for, but for volunteermatch, for example, we feel that anything that gets people thinking about what we do and what we can provide be, you know, one click for us is not necessarily engagement anything beyond the one click anything that’s going to be a little stickier, that’s what we’re going for in terms of an engagement level, what about would that include capturing an email, capturing short email? Yeah, emails and still an extremely effective tool, especially for non-profits anyone that tells you differently, i don’t know it’s is lying in denial email still one of our most effective communications tools. Okay, okay, so let’s, say a little more. We got this little smoke coming in. Or, uh, is that just warm air? Does look hazy. I’m wantto that’s a fog machine for some dance party. That’s going on? Yeah, i don’t hear the music. Okay? We’re just a little way don’t we’re not shooting video but there’s a little fog cloud that just came upon the came upon the stage. I don’t know if it’s cold air meeting hot air either because there was there was a cold breeze, but i don’t know. All right, we’re giving, we’re giving listeners the full experience can’t see it, but we want you to know that it’s happening if you can’t hide it well, i guess i could have hidden it because you can’t see it, but i feel like flaunting it anyway, right? So little cloud is going to seems to be dissipating now, though no one seems to be panicking so nobody’s pointing out, but if they do, you have to finish this interview weigh twelve minutes into it. Now we’re not stopping down with the ship way we may, but we’re taking this interview with us on and in its entirety. Okay, so let’s, say a little more now about about capturing engagement. Lauren, what can you looking at? So, you know, beyond the clique is is often where we want to encourage people to go to really go beyond the light beyond the click, to think about capturing an email or thinking about what action you can ask people to take. So even if it’s it’s a lot of organizations that i work with digitally, they’re not ready to have a big ask they don’t have a petition for folks to sign they don’t have download for them to take, they don’t have something for them to order it right there. They’re not selling a service or a product right that’s those conversion tracking those engagements are easier for people who have something to sell and non-profits often don’t have it. So what sometimes you need to come up with is a creative way to elicit engagement like there are some people to take a photo of themselves doing something in their community or he’s probably seen these a lot in social media, where people will hold up a sign and will use a hashtag to sort of indicate their alignment with an issue by saying something with a sign in an image and that actually takes a lot of effort, and you can take that as a really big indicator of engagement because not only are our people listening to what you’re saying, but now they’re ready to take a personal stance even if it’s not a vote and then what might you do with suppose you collect a dozen or a hundred of these photos? What might you do with them then? Oh, they’re great to share in annual reports and with funders the grantmaker is that i’ve worked with love to see people really putting their face to the cause and those sorts of social campaigns where you get that almost endorsement khun really mean a lot when you’re looking for grant money or for when you’re hoping to get a higher profile press coverage or something like that. Okay, excellent. We’re trying to motivate this engagement events or the photo that’s a and people you know, i think people like to show off themselves. Oh, selfie xero dellaccio yes, now from since the academy awards, even now there is through the roof, but they were popular to begin with, but since ellen took our selfie at the academy awards sherry, anything anything you can add about motivate this engagement? Yeah, i would say, first of all, the type of campaigns that lauren was just describing the user generated content campaigns are great because they are too prominent, you know, they’re double edged, you are getting people more engaged and building a stronger community, and you’re producing content that you, khun repurpose later it’s really such an efficient way to do communications for a non-profit and what i’ve found is that engagement of this type is very similar to fund-raising in that you have to get over this inmate barrier that we have thinking that people don’t want to hear from you people initially took that first step that, like that click they gave you your email because they care they care about your non-profit your cause, your message, or at least they did at that point, so find that colonel and give them another way to get involved show them how they can continue to nurture that a sense of caring that they had it’s, not your like, lawrence said we’re not selling to people were enabling them to do something that they already care about. We just can’t miss that chance. We have to continue engaging people where they are in the way that they want to be engaged. Excellent. I wish listeners could see your face so i think i think i i’m confident i can hear it in your words how passionate you are about that’s outstanding really let’s go let’s, move to the other part of your workshop which is measuring this measuring this engagement on dh let’s you know, let’s, stay with you guys sharing what can you tell us about it? Measure the right things so you’re you’re metrics, especially the major ones that are going to define success, should grow directly from your goals, your organizational goals as well as the goals of the campaign think very strategically about this. Otherwise you’re going to get bogged down in facebook insights and google analytics, and you’re never going to find your way out. All right? So look closely at what the goals of the campaign are on dh find true measures of success around that. When we come, we come, we define it any clearer. I don’t know. Well, i i like to leave listeners with things they can execute, you know, not theory, and i don’t i don’t feel like we’re the theory level, but can we drill down even more into the tactic? Yeah, well, it really helps to start with us, marchal tohave a goal that has metrics already built into it. So when you’re setting out your strategy for your communications, for example, you have to think about what your organization is trying to achieve the impact is trying to have and then you want to make it smart. I want to make it specific, measurable, attainable, relevant and well, people say time down, but i want to say thrilling changes. Yeah, oh, i own my own it smart has been redefined here if your goals are thrilling than your team’s going to stay motivated to to do them, but also to measure them because they’re going to be more meaningful if they’re exciting and a thrilling goal is actually going to lead to a more thrilling campaign and two more thrilling communications, and ultimately, if your communications were thrilling, they’re going to be a lot more engaging, so you’re just bound to have better results if you’re excited and smart girls can get a little wonky in the little dry and we don’t want that, you know, we’re supposed to be passionate about the change we’re trying to create in this world, so smart, thrilling goals get you there. And if you build in the metrics into these smart goals, then it’s a lot easier for you to figure out what to measure as you’re going along. Okay on dh let’s, let’s keep drilling down into what? What? Maybe what are some examples of unwise. Well, i know you’re going to say it all depends what your campaign eso not that answer is barred. You can’t because otherwise we have to end here and i don’t want to end. I know you have more to say, so say it so let’s say more about measuring the right stuff. I’ll leave to you, you need to measure people you need to measure the people that you change the minds that you imbue with knowledge, you need to measure the way that people behave and what changes about them on dh it’s, not it’s, not about pure audience numbers, right? It’s, not about the size of your crowd it’s about the quality, and so we’re really trying tio look at whether or not you’ve made an improvement in people’s lives, those were the things that ultimately you really want to measure them most. Now you might not be able to do that because surveys are expensive and field studies or expensive, but you can look at indicators for those behaviors, so one of the examples that i use is organizations who are trying tio ramp up civic engagement in their community civic engagements. Kind of hard to measure it’s very vague. But you can. You can have a proxy measure, which is voter registrations. So you can actually see if you have more civic engagement in your community by measuring voter registration rates on an actual voting rates in elections. And you can take that as a sign that you’ve had an influence on people, which is what you’re going for. Any online tools that you can offer tools or sites to resource is that you can you can offer either either of you for this helping you measure so one one that we always point people to use google analytics, because so much of what we ask people to do, especially for doing digital marketing communications, is through our websites, and if you use google analytics and you set up your goals and your conversions in google analytics, you can actually track whether people are taking meaningful actions on your website. So it’s not just about page views, but it can be about how long people spend reading your content, whether they look at more than one page, the type of content they’re looking at, whether they complete a form that you’ve got in your sights. So if you have your petitions hosted there, it is pretty important to make sure that you’re getting people to take that step and push that button at the end of whatever process you’re you’re hosting on your site. One of my clients, they do condom orders for teens in california, and for them it is really about the condom wars. Orders are orders. Yes. Get a freak on. What? What could’ve been a campaign? You could’ve kayman condom. Moore’s is also now in very intrigued. And i want to build this think of any right now could be one of the next throwing gold. Yeah, well, they do condom orders for teens so teens can order condoms so that they can have safe sex and prevent unplanned pregnancies. So it’s a really big deal for them to track how many people come to the condom order page to come to that form and actually fill out the form and so that’s a meaningful metric for them and anything they can do to improve and increase that completion rate of that form? Is it really big strategy for them? They want to take it from fifty percent up to seventy five percent, because that just means that they’re creating less barriers for people to take that action. Okay, shari anything one at about using google analytics? Att this point when we go a little further? Yeah, it’s an invaluable tool for volunteermatch not just at the campaign level in terms of online marketing, but for our entire organization are benchmarks are built off of google analytics conversions and goals like i said, we worked to connect non-profits with volunteers, and we measure those connections on our website and then translate that into meaningful insights about the impact we’re having in the world. And how often are you looking at the the analytics? Well, on an organization wide level, we do that quarterly, so we have quarterly reports that show, you know, how much of a social value are we creating? Aw, nah, team level we look overall about once a month, certain tools, of course, or more often, twitter is certainly a weekly tool, if not more often than that. Okay, yeah, and can we go beyond google analytics? You have recommendations for tools beyond google analytics. You’re one of the ones is is any sort of clicked tracking that you can use for social media? So whether it’s usually earl shorter like bentley or you may have a custom one built into your site, where you shorten the links you can share socially, and then you can see how many times they’ve been clicked. And then you can also see which tweets or which shares on facebook are the things that cause those clicks and it’s not about tracking every single tweeter, every single share. So with the client who works with condom orders for teens, they tracked that topic more closely than they track all of their other social media effort, so that helps them not get bogged down by tracking too many things, and the clicks themselves aren’t always the the end result that they’re looking for, but they can see whether or not particular messages are helping direct people to their website, which is where more information is living. Since video is so common, how are the analytics in youtube? Either of you helpful in terms of? I don’t know, i know basic one is how long someone watches a video, so can that be instructive? Tio how long your videos are to be? I don’t know youtube analytics helpful, yeah, so it can be helpful. One of the organizations that i like to look at because they have really great resource is looking at their engagement levels is up worthy, and so they host a lot of videos on their sites, and they’re looking at what they’re calling attention minutes, which isn’t just about the page views that they generate through the sharing that they do of really good messages, but they also look at how long people stay on the page. They look if they play the video, if they watch it all the way through it’s interesting youtube peoples behavior and youtube generally has changed. It used to be short, that is, were the way to go so less than three minutes and youtube itself has been doing some analytics of their data, and they’ve realized that longer videos on youtube often have the best engagement level. People are really looking at youtube is almost kind of like tv now, so it doesn’t have to be short but again, it’s really about what your audiences are are interested. If your audience is on mobile phones, they may not be interested in watching a fifteen minute video. All right, we’re going to wrap up, but shari, anything you want, leave us with around measuring the measuring the right stuff and motivating this engagement. Yeah, i just have one final thought and it’s something that i’ve been discovering myself more and more as i ramp up volunteermatch is engagement and a moment of personal discovery. We’re not in this. Alone and the best resource are the is the brilliance and the tools that have been created by people before us. There are people there are non-profits that are doing a great job of this. So talk to coworkers talked to piers, joined, linked in groups joined, meet up groups in your area and talk to people about what they’re doing because you can copy them. We’re gonna leave it there. Copy cats. But, you know, good advice, really. I love the way you both of you were passionate and and thinking about this on behalf of small and midsize charities. It’s really it’s really inspiring. You’ll have a great session, don’t worry, and i bet this help. I bet this help. Lauren gerard is a marketing and communications consultant and i heard her say she’s, based in new york city, based in san francisco. But i spent a lot of time in based in san francisco and what’s your twitter id girardin l g i r a r d i n l thank you. Sherry ilsen, director of engagement for volunteermatch with your idea on twitter sherri ce ilsen s l s e n thank you both very much. Thank you, durney martignetti non-profit radio coverage of fourteen and t c the non-profit technology conference two thousand fourteen thanks very much for being with us. Of course, i’m grateful to everyone at ntcdinosaur non-profit technology network love those folks generosity siri’s they host multi charity peer-to-peer five k runs and walks if you’re using summer, perhaps to plan for your fall or end of year fund-raising they have events coming up in new jersey, miami, atlanta, new york city, philadelphia and toronto. If you think a run walk might make sense for you, then please pick up the phone. You know that’s how i like to do business. Talk to dave lynn he’s the c e o tell him you’re from non-profit radio you’ll get dave at seven one eight five o six, nine, triple seven or, if you prefer, on the web generosity siri’s dot com it’s summer in the united states are you taking care of yourself? I hope that you are. Are you taking riel time off? That’s vacation without work, email without work calls without work, text messages. No work, no contact with work. That is a real vacation. You’re in a e-giving business. You work for a charity that helps other people, whatever it is that you do around charities, whether you’re in one or you’re supporting one or a bunch because you’re a consultant, you’re giving to other people, and if you’re going to give, you’ve got to take and i think take vacations, please take care of yourself so that you can do that giving work for other people, rest your body and your mind. This summer disconnect. I had a listener message me just a couple of days ago, she said, you share your soul with the world, and i’ve been thinking about that a lot and i think she’s right? You know? And when you’re sharing and giving to others willingly, it’s exhausting and you have to take care of yourself, you have to rejuvenate, i’m doing mine the end of august, i’ve got my complete disconnect ten days off the end of august. I hope that you are doing the same for yourself because you are sharing your souls with the world as well. Please be good to yourself this summer, that is tony’s take two for friday, twenty fifth of july, the twenty ninth show of the year. Here’s another interview from the ntc on facebook strategies. Welcome to tony martignetti non-profit radio coverage of and t c twenty fourteen were at the wardman marriott hotel in washington, d c with me is drew bernard and his topic at the conferences facebook strategies finding supporters among your fans drew welcome, thank you. Pleasure to have you. Thanks a lot. Beer. Thanks. And thanks for taking time in a busy at a big conference. Teo to sit down. What? What? What do you think? Non-profits aren’t doing so well that they could be doing better in their facebook strategies? You know, i saw mama, i’m a big fan of the word engagement as opposed to building fans growing pages, you know, historically, we were for a long time, organizations were very focused on building fan pages, sort of collecting fans, and if that became the key metric, how many? How many fans do we have? Right? Well, we all kind of know that that that actually turned out not to be a great strategy for the organization now good for facebook, but not necessarily for the mission to the organizations and really the the key piece, so i historically was relatively a crim uh, gin about facebook for years, but a couple of years ago, about a year and a half ago, facebook began to roll outs and changes that allowed us to do somethings where we could engage people on facebook beyond like sharing comment and specifically doing things like signing petitions, running all kinds of different actions on on facebook and the three that the topic that we’ll be talking about tomorrow there’s really three primary things organizations need to be doing on facebook. First of all, they need to be reaching enough people so there’s really no point of participating on facebook if you’re not reaching a meaningful number of people and it turns out that a cz many organizations have learned the hard way fan count and reach are not the same thing facebook doesn’t doesn’t send your you know, each post each each comment out to all of your supporters or all of your fans, you sort of have to earn every every post that goes out has to earn the reach that video to calm that, that it gets to the number of people that gets too and the way you do that. Is by posting content that does get people engaging with it, whether it’s clicking like share comment or something beyond that so reaches the first thing i do. I’m going to stop for a second that you could you turn down the main in the back there’s a bit of a buzz and kind of a little echo on a on the black box. It’s ah button a knob labeled mane okay, i’m sorry, so that’s getting think yes, the reach is sort of the first thing and without reach and i spent spending quite a bit of time talking about reach because reach without reach there’s really no point, if you’re going to reach, you know a handful of people, you probably are better off drinking coffee with them. It’ll probably be protective the second thing once you want, you’re reaching a substantial number of people with content, and it really is a matter about posting content that gets people engaging with it. Because you earn reach and facebook by creating content that engages people facebook wants, you know they’re going to prioritize content, they do prioritise content that gets people engaging with it. So that’s the first thing. The second thing once you’re reaching a substantial number of people is to really be engaging them, tio develop real relationships, so cultivating real relationships with people and not just like clickers. So, you know, historically, the idea that the the key goal of facebook was building awareness where we all know now that awareness alone doesn’t, doesn’t really moved the dial in terms of missions, so it really is about cultivating riel relationships with people and that’s a really that’s a real art it is, it is, except we do it every day, right? I mean, organizations, individuals, you know, one on one, we build real relationship people are, of course, but doing it on facebook, you know, it’s it’s not as much as you might think. It’s it’s it takes things like participating in the comment stream. Eso when you know when a person leaves a comment in the in the news feed. So first of all, i i guess i should back up and say that facebook, for all intensive purposes, really is all about the news feed. Facebook pages are sort of an organization’s brand, but really, nobody goes to the facebook page, everything is in the in the in the end, users, readers, participants news feed on dso earning a place in that news video, that the first piece and that’s that’s the reach peace, and then really the second piece around around thie sort of cultivating real relationships. It is an art, but it’s really just more about being a paying attention to it being being thoughtful about it. This is not a place to come and blast out communications it’s really a place to come and participate in dialogues and discussions. And i like to the idea of being thoughtful and that’s the way we conduct ourselves, hopefully in our face-to-face in our time related really is different. You want to be a thoughtful person, that’s, right? That’s, right? So and then the other the other part of that is also giving people things to do inside a facebook that go beyond clicking like, you know, clicking like share comment those air required in order to accomplish riel reach you need to do those things so reaches is is accomplished by creating content that gets shared, gets engagement, then the second piece is is giving people things to do beyond beyond those things. Whether it’s signing petitions, you know, joining an organization in thanking volunteers, you know, joining joining an organization organization in celebrating victories, successes, all kinds of different actions things there that are more meaningful than just i like this piece of content. And what we find is that about ten percent of people who engage with a with an organization’s post will often go on to take a deeper action. And those are the things that really that really matter, right? So in the in the you know, boots on the ground world in the real world, we build real relationships with people by engaging with them over time and in deeper ways over time. You know, you person you know, first becomes aware of an organisation, it might start tracking that organization and then slowly becomes more and more involved. And the same thing happens in facebook so that cultivation pieces the second critical piece without that it’s really? You know, facebook’s never really going to provide a a measurable return on investment. So we have the reach cultivation. You were hitting that’s, right? Three main three main points. Yeah. So cultivation is the second piece and in order to do that, of course, you gotta have you got be reaching enough people, you’ve got e-giving them things to do that that are meaningful and that that relate to the mission, and then the third piece is conversion or capturing data. So, you know, facebook at this point is only delivering, you know, you’re an organization’s posts to a small percentage of their fan count, so, you know, if an organization has ten thousand fans, they’re they’re very luckily, they’re very lucky of facebook’s delivering those posts to one thousand of those so ten percent is there’s a high number? It was, you know, a year ago, they were saying was fifteen it’s down now, however, organizations who are posting content that’s designed to be engaging are still seeing high levels of delivery rate, so that but that third piece, though, is about converting people into email addresses into other types of other types of data. So the organization’s contract those relationships and get to know them overtime. So one of the things that’s super fun to do within actionsprout is we have a little people tab, and we put this in almost as an afterthought. Um, but what? It does is we track anybody who likes her comments on a post that has an action in it. We tracked that person we capture first name, last name, ah little bit of facebook data even before they often app or fill out any forms, and we begin to track their engagement in their activity with that person within facebook over time. But ultimately, that doesn’t really help facebook’s going. You’re still at the mercy of facebook delivering your message to those people until you have an email address until you have some other way to reach them, so the third piece is converting them and getting them into your database so you can you can build a list of people that, you know, you know, have signed, given petition given petitions or have taken pledges or joined you in thanking volunteers or donors or whatever those things are but critically important issue can also reach out to them via e mail for fund-raising for you to continue that relationship building off of facebook as well, and if they’re younger, they might prefer texting, you might have a text channel engagement through through mobile. Yeah, i mean so, so facebook is that channel for most? For most people, about sixty percent of all mobile sharing today is actually through facebook on dh facebook is your facebook is a mobile tool more so than the desktop tulani more you know, for us well, over sixty five, seventy five percent of all actions that get taken are actually taken on either mobile devices or tablets, so that the percentage of of activity on facebook that’s happening on the desktop is dropping dramatically. Facebook’s been investing ah lot as you, as we all saw, with their what’s up acquisition in mobile, i mean, that’s that’s their top between monetizing the news feed and really figuring out the mobile piece that’s that really is the two priorities i would. I would say that facebook has. Okay. All right. So let’s, spend all time more detail in in each of these three areas that that you outlined drew so reaching, you know, you raise it, earning a place in their in their news feed. How do we can you share some more details? How do we how do we earned that spot? Yeah mean, so so. So content is king. Just as in any any? Communication channel understanding how to create great content that is highly effective with your target audience is key and the way, the way we advise our the organizations who use actionsprout is, we talk about the eighty twenty rule, and we highly recommend that roughly eighty percent of the content that an organization pushes out on its wall has already had some evidence has already proven to have some potential to be engaging on facebook, you know, we say it as having some viral potential, although the word viral there’s often a dirty work out of times, but but something that you’ve already seen work elsewhere, it could be something that, you know, a post that you’ve pushed out before it could be opposed that one of your ally organizations has has been running that’s been doing well, and you’re learning from that s o it’s content that you’ve already seen work before, so so finding great content and either reusing it or or using it, we have a little tool inside of of actionsprout and a little free, actually a free tool as well that you can get to on our website that they’ll allows you to go in. And search any any page inside a facebook the free one does you go and you say i want i want i want to do a quick report on this page and we’ll surface the top performing content within that within that that page in the inspired tool inside of facebook, what we do is we track any pages that the page that you’re paige likes. So if you’re paige likes twenty, thirty pages that relate to your work, we monitor those and we surface the top performing content across those those that that content has already proven to work. So it’s already gotten higher than average engagement for those pages, so so looking for content that and by the way, are those your ally organizations, the ones that that i’ve liked your page, not necessarily that they’ve like yours? You’ve like that? I’m sorry, so the key is to is to go in and set it up so that your any page that you want to be tracking you have in the system, and then we’ll serve us that there’s a tool called crowd tangle that does something similar and at a different level hold more sort of much. More sophisticated level that’s also designed for the same thing. So looking for content that’s already been successful in this way is key. Interesting. And i like the idea that you’re bringing in other people’s content that that’s been successful. I don’t think a lot of organizations are thinking that way. I mean, i think they’re thinking we have to generate our own it’s starting people are starting to understand it. We definitely you starting to see it on on more and more pages where organizations understand that the way i described it is, you know, eighty percent of your content should should have some proven potential. Write thie other twenty percent should be should be, you know, original and is this is easy is sharing. Another page is sometimes it’s a simple on your page. Absolutely sometimes it’s just a simple is doing that it could be a great post. It could be a great mean that that goes out and the action the call to action could simply be thank you, this organization for their great work, right? So you could call out the organization for the great work that they do and you could simply say, join us in thanking them. And that could be the action that you’re engaging someone beyond. Life oppcoll excellent. So so, that idea of looking for content that’s already proven to be successful, reusing that content, sometimes it’s literally just copying it, pacing it into your news feed. Sometimes it’s getting inspiration from somebody else’s stuff. You’re listening to the talking alternative network. Yeah. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. Talking alternative radio twenty four hours a day. Hi, i’m kate piela, executive director of dance, new amsterdam. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. We liked the idea of having a calendar that is not just a, you know, thinking ahead calendar, but literally looking at your own at the organization’s mission and thinking throughout the year, what are the top dates? What what dates when important things have happened? Let’s spin up some actions around those let’s let’s do some posts that celebrate, you know, it’s, an environmental group, the birthday of yellowstone was one that sierra club did recently that didn’t very, very well for them and and let’s ask people to celebrate with us and taken action beyond clicking like on the post. So so reaches is, you know, great content. I should say that twenty percent that you do of your own the original content, eighty percent of that will fail so it’s that sort of that that’s the the unfair advantage is to those organizations who are looking for proven successfully, successful content, reusing it or learning from it and posting stuff similar and if there are organizations primarily using their own content, which i realize is not contrary to what you’re recommending, but if they are doing that and if your statistic is right that eighty percent of what they’re producing is failing then it’s not eighty percent of twenty percent it’s eighty percent of their of their entire yeah, and i think hyre content, you know, this is, of course using the flippant eighty twenty rules, but but we’ve see hundreds and hundreds of organizations running thousands and thousands of posts and without a doubt the organizations who are reusing their own content, reusing other people’s content, learning from that content and tweaking it are far more successful than those who were trying to be creative every day. Yes, okay, definitely. Why not something else? That’s ah sort of cliche, but, you know, why reinvent the wheel when when there are there are multiple potential sources, these ally organizations that are working as well, why not capitalize on what they’re doing and what what you’ve seen be successful that they’ve done that’s right? That’s, right, and it’s important to give credit where credit’s due also almost crowdsourcing you’re content, and what is it you think about facebook? Facebook is a sharing platform, right? I mean the, you know, ninety nine percent of what you engage with on facebook, it’s stuff that was shared and and and this is just another form of that. So, yes, so reach, you know, looking for content that’s already been proven is something that really does help a lot from a reach standpoint. Okay, we’re gonna move on because surely have ah, maybe just for five minutes left. And i want to talk a little more detail about each of these cultivating, getting, you know, providing things for people to do calls to actions, say, it’s a little more about this. Yeah, i mean, that’s what that’s, what actions? That’s what the impetus for creating actionsprout was the idea that that we finally are in a position now given facebook’s ap eyes for us to give people things to do inside the facebook that that have the potential to deepen our relationship bond. So the any any action you know, the inn in creating a petition offline, it takes a lot of work you’re creating, you know, you have to you have to go in, you create a form on a on a website you often have to create a you know, big e mail blast that it’s the overhead involved in creating a full on campaign is pretty high. So what? We wanted to do with with actionsprout ist create a very simple five minutes or less type of action, that’s something you can give anybody an action to take. So, andi, the example i gave earlier you, if you’re you’re posting a great mean from another organization and in it you want to give that organization credit for that mean, you know, thanks sierra club for the great image instead of saying thanks sierra club for the great image, you can invite people to join us in thanking sierra club for their great work that’s an action that goes beyond your courage or your encouraging them to go to syria, not necessarily the fact that actually click on our work here. If you click on that, you’re being then driven into the app buy-in and users driven onto the apple on the organization’s page and can complete the action with a single with a single click. So so that’s an example of an action doesn’t you don’t have to have you don’t have to use actionsprout tio could have people do actions beyond by any means. In fact, one of the organizations of that that uses actionsprout is that daily? Coast who’s been running actions for years on their facebook page, and they’re what they’ve done over the years. They’ve trained their audience on facebook to be engage er’s so their conversion rates are incredible on dh they have an incredibly active audience that people who want to do things the way they’ve done that in the past is they’ve simply driven them off to a website to fill out a you know, on a campaign landing page which works as well. It’s not it’s, not his viral, so with with actionsprout every time someone takes an action, we have about nine hundred that that action gets shared about nine hundred times within facebook, which is because we front load all the viral, but but that’s an example of an oven oven action. So whether it’s a petition, you know, a pledge, whatever those things are driving action from facebook is important, so that so from a from a cultivation standpoint, it’s those additional actions beyond, like comment and share that you can track there deep in those ways, a lot people would call that engagement ring totally isn’t feeling engagement, absolutely just a minute or so men and a half left or so let’s talk a little more detail about conversion, which, you mean capturing data. I mean, capturing data, we can be in touch with you beyond facebook that’s, right? Yeah. So, i mean, really, these things were all as you guys, you can tell they’re all extremely intertwined, you know, without reach, you don’t have god with you don’thave convert any kind of cultivation or or reach right without it, without engagement, you don’t have reach this said the third piece around conversion really is about data capture and the data capture you know, we this was something that no one would even is sort of a non topic in just about any other space other than social. But the idea of really capturing and tracking the engagement of people from facebook or on facebook into your c r m is is sadly knew, but really powerful, okay, we’re going to leave it with just give us a tip that that’s not actionsprout dependent for how to convert and captured from data let’s just say it’s an email address? Yeah, i mean, any any action that you’re driving from your any post that you’re pushing out that is that’s doing well or will do well? It’s has any viral potential that doesn’t have a call to action that drives a person somewhere, whether it’s actionsprout whether it’s your website, you know, petition form or whatever that drives someone that doesn’t have a link in it to do something beyond clicking like is a missed opportunity to capture data, okay? And if you’re driving them to your website, then there might be a window box that asked for an email petition, of course, but that’s right could be a simple, you know, sign up could join in, like, go like, yeah, see how out of touch and window boxes. Hyre planter that’s, right, but put your tulips out the spring’s coming put them in the planter box planter box pops up now yeah, lightbox, whatever it is. So any any post that you push out that doesn’t have something for your most ardent supporters to do beyond that? The ones that are ready to do something more than just click like on the post is a missed opportunity. Okay, we’re gonna leave it there. Thank you very much. He’s drew is ceo and co founder of actionsprout which i’m sure you’ll find it actionsprout dot com drew, thanks very much. Thank you. Pleasure. It’s. Tony martignetti non-profit radio coverage of ntc twenty fourteen. Thanks very much for being with us. My thanks again to everybody at ntcdinosaur and the non-profit technology network next week, maria semple is with me she’s, our prospect research contributor and the prospect finder. Our diet of dirt cheap and free you know her. If you missed any part of today’s show, you can find it on tony martignetti dot com. Please remember generosity siri’s, dave lynn seven one eight, five o six, nine, triple seven or generosity siri’s dot com. Our creative producer is claire meyerhoff. Sam liebowitz, he’s at the board he’s, our line producer shows social media is by julia campbell of j campbell social marketing and the remote producer of tony martignetti non-profit radio is john federico of the new rules. Our music is by scott stein what a thrill it was to have him in the studio last week. You with me next week for non-profit radio big non-profit ideas for the other ninety five percent go out and be great. E-giving didn’t think dick tooting. Good ending. You’re listening to the talking alternate network, waiting to get me to thinking. E-giving cubine. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping hunters. People be better business people. Hi, i’m ostomel role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour. Eleven a m. 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I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. Talking.