 Is everybody away? Can you hear me? Okay, the mic's working. Great. I'm just thrilled to be here in San Antonio. I want to thank Scott and John, and also the sponsors, and I think we're going to have a very energetic, interactive time. So you ready? Okay, that's good. You see what this is? This is called a Fitbit, and it measures my steps. So my personal goal for this workshop is to get 10,000 steps by 3 o'clock, and I think you will too. All right? Okay, so a little bit about me. I've been working in nonprofits for 35 years, and 25 years ago, I had a front row seat at the creation of a field, which was how nonprofits could use the internet for social good. And I was really lucky because it's just when organizations were starting to think about nonprofits, how can we use this thing called the internet for our mission-driven work, for advocacy, for fundraising, for marketing. So it was this great job that I got at an online network called Arts Wire, which was for artists and arts organizations, and it was a pilot that was funded by the National Endowment for the Arts. And so I applied for the job of the Arts Network coordinator, and I didn't know a modem from a microwave. Oh, you're laughing. Thank you. But they hired me. But what I did know was how to teach myself and learn and teach others. And I literally made a career of that over the last 20, 25 years. As a trainer, it's literally carried me all over the world. And in 2009, I was invited by the David and Lucille Packard Foundation in California to be visiting scholar, where I got to write my two books, The Network Nonprofit and Measuring the Network Nonprofit, which won the Terry McAdams Book Award. So a lot of the workshop materials today sort of come from this experience of trying to... My goal of being a consultant is to put myself out of a job so that you get the skills and capacity and maybe the excitement and the passion to develop your networks and get better and better and better at using social media to support your mission. Let's see if this clicker is going to work. There we go. So this is the workshop agenda for today. I'm going to just go over a couple of basic frameworks from the book about becoming a network non-profit and what the maturity of practice model is, so how you can go from crawling to flying. Sometimes it takes a few years and that's okay. Then we're going to talk about smarter social media. And you're actually... I'm going to give you the time and space today if you came with someone else in your organization or even just the headspace to go through and think through a strategy. And this can be an overall strategy. It can be for a campaign. I know that some... We're so busy in our jobs, right? I mean, maybe you're not, but I know... I don't know about you, but I have meetings to go to and my to-do list, every time I knock off three or four things there's always another 10 that are added. And a lot of times I don't always get that thinking time to think about strategy. So I'm going to give you that gift today, okay? And not only is it going to be a gift, but you're going to be able to learn from others in the room. So you're going to go through... I'll take you through a framework for smarter social media. And then we'll have lunch. And also in that, you're going to see the magic markers on the table and the sticky notes. You're going to be creating a poster for your strategy. And we're going to do a little gallery walk, so it's going to be fun. And I've done this all over and people love it. Then after lunch, we're going to talk about social content and engagement. Like what exactly is engaging content and how do you think about it? How do you create it? How do you execute it flawlessly and efficiently? How can we do this in a little time that we have? And then how do you measure it to get better results? So that'll be mostly the afternoon. And then I'll have a brief section on being efficient. I'm always looking for how can I save myself time? I find myself now that most of my work is in training. I have to think about how do I incorporate social media effectively into my day in short bursts? And I think this is something... I don't know how many of you have a full-time social media manager at your organization? Okay, there's a few of you. How many of you have a half-time one? How many of you are between five and 20 hours a week maybe and spread across a few people? Yeah, less than five hours a week? That's where all the hands go up. So I'm going to teach you a few techniques for that. Not only being efficient, but also how not to get overwhelmed. I don't know about you, but some days... And I know I shouldn't admit this. In fact, I just pitched a panel for South by Southwest called Go Reboot Yourself, Get a Grip on Your Tech. The technology is not going to go away and no one's really teaching us how to balance it so we can get stuff done, feel great, and not feel overwhelmed all the time. And then if you stay to the end, there'll be a raffle for two of my books measuring the network's nonprofit. Okay, so that's the prize at the end of the rainbow. So I want to remind you that it's interactive, time to think, fun. The other important thing is that... Thank you, all of you who filled out the user survey, but I know it wasn't everybody, so that helped me plan the content. And one of the things that I learned from the user survey is that there's a complete wide range of knowledge and experience in the room, from very beginning on up to advance, and I'm like... And I'm a college professor, and when I get that in the room, I'm like, oh, my God. So one of the ways that I try to manage that is I put up all my materials. It's on my wiki spaces. That's the URL. So everything I mention that are in the slides are up there. I'll put together a compilation of the tweets. If somebody asks me a question, and I've thought of a resource that I haven't already put up there, I want to say I'm going to put that on the wiki list. So you know where to find the path for future learning after this workshop. So it's all documented up there. And the successful outcome for this is that you're ready to walk away from here and take one thing to make your social media strategy better. Taking one baby step on Wednesday morning, Wednesday morning when you go into the office, or maybe the following week. Give yourself some time to process all you're going to learn today. Okay, but before I do that, what I'd like you to do now is a... something called a share pair. Are you familiar with share pairs? Okay, so it's going to be new. All right, so a share pair is when you get up and you find someone in the room and you chat with them, okay? And when we say chat, you listen to the other person and then you give the other person a chance to talk and there's some give and take. And I want you to get up because I'd like you to get some steps too and maybe introduce yourself to someone you may not know or not know so well and talk about what's the one thing you want to learn today before you leave this room that you have an answer to. What is it that you're curious about when it comes to network nonprofits and social media? Social media strategy related to the topics that are on the agenda. So, oh, and one thing, when you hear me ring my bells, here, I want you to stop talking and raise your hand, okay? So, I want you to get up, find someone in the room and talk about what you wanted to learn today. Well, you guys are awesome. I was a little worried about how am I going to get... When I heard you all start talking, I was like, hmm, how am I going to get their attention back? But it sounds like, and I hope you were talking about what you wanted to learn and I'm just going to... While you're standing quickly, anyone want to share? Hopefully this is working. Anyone want to share as I go around? Oh, we have shy people here. Whoops. We're interested in learning about branding and having something sustainable too. So, people will recognize it right away and build a following. Okay, so we're really talking about how can your content support your organizational image and your mission. And we'll touch on that. We'll touch a little bit about that. Okay, others? We're just saying we want to learn how to get more interaction from the public. We put out information about programs and things through our social media, so you always have to, in social media, think about conversation starters and we're going to cover something called the ladder of engagement, and that's going to be an important strategy point for you to think through. All right, so I heard branding, I heard engagement, I'm going around, I'm looking, people are looking down. Oh, yeah. And hopefully as I'm going over there, if there's anyone who wants to share as I'm getting over there, no? Okay. All right, and I know she was in the green. Anyone here? What a beautiful necklace. Again, just how to incorporate more of the, more like LinkedIn and things like that. Okay. Facebook is fairly easy out there. Like she said, she's getting response back from what you're posting. So your question is now that I got the basics of Facebook under my belt, how do I think about incorporating other channels, other social media channels, which ones should I use and we're not going to go super deep into the techniques of every single channel or that would be a five-day workshop. But I do have resources. I've called a list of best practices for all the different channels. So if you find your way back to the Wiki spaces, you'll be able to go deeper. I want to learn a little bit more about how to do measurement better. Okay, and we got that cover. We got a whole book. Maybe I'll win the book. But actually, I'm not going to cover it in huge depth. We're going to talk about how do you measure your content and engagement strategy as a simple first step for continuous improvement. Which is the whole reason of my sense, you know, it was why you want to measure your engagement and your content so you get some feedback and you make it better. And then you get to better results. So here, here we go. Oh, and your name is Beth, too. My name is Beth, too. The being efficient part just really sparks me because I find that social media can be very time consuming. And so I would really like to get more efficient with my time. That's great. And there's a couple of techniques and I think a couple of the most important thing for me I found is that I get distracted and I end up wasting time and I'm not even aware that I'm wasting time and then I feel exhausted. So we're going to cover a little bit of that. And I saw another hand back here, maybe, maybe not. Going once, going twice. One last share. One last share. No, no, no. Oh, over here, sold to the lady in the brightly colored dress. There we go. Timely messaging and call to action is what we're... Okay, so we will also touch on that as part of the latter engagement and we'll answer follow up questions as well because you want to have engagement but you want to have engagement with a purpose. You know, it's all leading to something. That's great. So now you all can sit down. That's great. There we go. Okay, so in my book The Network Nonprofit I define network nonprofits as simple, agile, transparent nonprofits that you know, want to invite outsiders to come in and insiders to get out and also that they're experts at using their network and using their data and social media, you know, to reach their mission or to make the world a better place. So that was, you know, and the first book kind of went through what's the different practice of working and the second book were the hard skills about measurement. So just in a nutshell the concept, this is the old way of working and so we have nonprofits you have the staff behind the firewall working in departments fundraising here you know, behind in this in this silo communications over here programs and so and then you have the institution, you have a big firewall and working in isolation towards a big social change goal. Okay, so the idea in the network nonprofit is that network nonprofits would change from something like this to something like that and you're saying oh my god what's that? Okay so you have staff behind the firewall, they're working in cross disciplinary teams, okay and they're also leveraging their professional networks that they know face to face but also because of social media being to connect with people who share their interests and who can help them with the work of the organization. The firewall becomes more transparent and those insiders get out and they join hands with other people and other organizations and networks all collectively marching towards solving a social change goal or issue. Okay, so going from something like that to something like that isn't as easy as me clicking the clicker, okay and now think about it for yourself okay you want to get 10,000 steps every day you want to lose 10 pounds you want to stop drinking bottled water and get a water bottle that's changing a habit or a way of working or a way of being and change is hard right? We think about it and then we take that baby step and then we start to make it a practice but think about it in an organization with lots of people trying to change and it goes slowly and so I was inspired in my second class by this Martin Luther King quote if you can't fly then run if you can't run then walk and if you can't walk then crawl but you have to keep taking small steps forward and so I came up with a maturity practice model for social media and network nonprofits called crawl, walk, run, fly, okay so at the crawling stage let's see if it's going to work you may need a more formal communication strategy maybe it's in someone's head or maybe it's been jotted down but you need more of it to be more fleshed out and more formalized you need to start thinking with a network mindset and mapping your networks and we're going to talk about what that network mindset means and maybe some culture change maybe there are some people who are skeptical what is this social media why should we be spending time on this or why should everybody on staff have a social presence and be a brand ambassador on social for the organization and maybe the brand is on social but individuals like the executive director or maybe board members or different staff may not be present or may not be using their social media profiles to serve the mission so at the walking stage we have organizations starting to link results with their social media that you've gotten started to get really good at piloting focusing on a campaign or a program and integrating one or two channels I believe somebody mentioned we're really good at Facebook we want to start doing something on LinkedIn but you've gotten good with one channel and you're measuring it it's working for you and you want to start to expand you're building incremental capacity and that's up to 20 hours per week in staff time and not just one person it could be across several people's jobs and leaders and employees use social but there's no formal strategy behind it and so when we go from walking to running there is a formal ladder of engagement you've thought through exactly how to bring your supporters from passive observers onto champions for your cause and that includes that important call to action how do you bring them from not knowing about you to knowing about you to being educated to talking with you engaging to actually wanting to fill out that survey for you to show up at an event to make a donation to volunteer and then to get up to this point where they are telling everybody they know how wonderful you are and recruiting others to your cause so that's a ladder of engagement a robust content strategy you have a formal structure editorial planning process you think about what you're going to post you pre-plan it you don't open up your browser and say oh my god what am I going to post on Facebook today does that sound familiar okay you have maybe an informal champions program maybe there's some unstated it's okay to do this but there's not a formal strategy so you might have your executive director tweeting or being on LinkedIn as themselves having some social presence to help with thought leadership you have an understanding of how to test new platforms for example we want to try something on LinkedIn and you have a process for developing a small pilot and implementing it with the first goal of what can we learn from this and then is it worth our time to invest in this are we getting results and then moving it up to the next level and that's what I say measurement and learning and all so when you get to the flying stage now wait for it okay so your network building okay you know that little diagram I showed you at the staff behind the firewall with all those little other people connected you're formally having staff leverage their professional networks and as an organization you're engaging with other organizational networks all through social media there's a formal champions program both inside your organization with staff and board you know board members have had some training and every time you put content out there if there's a campaign going on your board members are updating their statuses on Facebook or if they use LinkedIn they're sharing that information on whatever channels they're using and you also have external champions and I believe probably a lot of you have done this for the big give campaign where you've created materials and you're getting volunteers and your supporters to also fundraise through their networks and having being very intentional about it you have multi-channel engagement and what that means it's not just social but you have a content plan that that aligns your content and your engagement that's happening on social with other channels like an email newsletter if appropriate mobile face-to-face events even print but it's all aligned and that you have a reflection and continuous improvement process where you're taking your data you're looking at what works and you're constantly improving and learning from feedback so that's crawl walk run fly all right I'm going to move us along do you know that if you move this is one thing I've learned with social media and trying to keep focused if I spend more than 20-25 minutes sitting and scanning or posting and responding to things it makes me very overwhelmed and then I have to shift gears to a meeting or write something or get ready for a training I've found that if I just get up and take a break take a walk even for 10 minutes and then come back down the movement puts some endorphins into your brain and it helps with concentration and just gives you a nice reboot and when I was at the Packard Foundation I had a desk in a big area open space I would get up and like walk across length and back and what are you all doing I'm rebooting so it helps got to work with your natural energy and not fight it because otherwise I found myself sitting there looking at cat pictures dog pictures oh what's this oh my uncle Jean has a new car and there I'm off and wasting time networked non-profit mindset just briefly a few of you talked about this getting the board behind it getting leadership behind it activating champions on staff so this is all about leadership through active social participation that listening, engaging organizational and professional networks and then really communicating through this network model which is really around engagement and not just getting our stuff out there it's a little bit of a mind shift and we it's kind of balancing both I don't think it's a complete mind shift because there's other kinds of leadership where you need that command and control especially if you work in emergency management but the network kind of leadership model is more participatory and engaging, open and transparent you need a social media policy how many of you have a social media policy formal social media policy if you don't that's the first step again on the resources your process for this is to download and look at others bring it back to a group prepare your social media profile because sometimes that's where a lot of the concern and fear comes from as you can see the day of the dead you can make it into a smile and you can make it into a smile when you've written down the rules and people know what the guidelines are and it's really just important to have it to protect yourself now my favorite social media policy is not from a non-profit I don't know if any of you have seen this but it's from the telecommunications network of Holland and the most important thing for those of you who are wanting to set up champion programs you don't have to have this in your policy what's the personal use guidelines for social media and employees what are the basic dos and don'ts now if you actually read through the things that are on this list my mother would call this common sense you know like don't post things you would be embarrassed to have your mother or boss see do not lie don't pick fights and they're here because there are maybe some employees who maybe need to be educated around that and how many of you have a professional conduct policy in your organization so it can be as simple as please read the professional conduct policy or you can summarize that in your social media employee guidelines so these are simple dos and don'ts what's really great about this policy it's been released like 12 different languages and on a Creative Commons license so you can download it and modify it and use it it's a terrific resource ok so here's an example of how you can leverage your leadership and your staff as champions for your cause when it comes to advocacy so this is my friend he's the CEO of the United Ways of California they do advocacy in California around a lot of different topics including healthcare for migrant workers was a recent thing and so one thing that you should know you might be thinking well our brand has a twitter profile why should our staff have that too isn't that going to be too much but on average the audience overlap between a CEO on twitter and their brand is only about 14% ok so right there you've expanded your reach and also the brand might be reaching out to different audiences and the ED may have a different set of audiences now he's trying to reach policymakers influencers and journalists whereas the brand is a little bit more broader to supporters so he can actually be you know track down some of the journalists that are writing around children's healthcare insurance which is an issue that they're supporting and he can make that personal connection with the journalist and the source for them follow what they're saying where maybe the brand can't do that because the brand has a lot of other things that they're focusing on so it's actually the benefit there is to amplify and extend reach but you can see there's actually a specific strategy for the personal brand of the leader and it even gets down to different styles of engaging like he had a testimony at the state on a bill with SB4 I think this was healthcare for migrant workers so he was testifying there it is on the television but he's tweeting out you know here I am outside I'm about to go in and he gives the inside story of what he's about to say and of course he has a different audience kind of engaging and following him and it's a little bit more different than the brand and notice best practice here on Twitter Twitter is like a visual medium and there you don't have to have a fancy photographer this is like done with one of these how many of you have one of these in your pocket so you can become easily become a photojournalist keeping in mind a few tips of good picture taking and I have some tips up there for you I could do a whole workshop on that but pictures are more engaging on Twitter and in general on social and we'll talk about that this afternoon here's another one this is another advocacy organization it's our Kansas advocates for children anyone familiar with them or anyone here from the Texas agency that advocates for children's issues in the state I know there's one in Texas okay so there's one of these in every state there's one policy that supports children children's health care was a big issue that they're working on and this is Gerard Mathews and he's the communications director for this agency I think they have like seven or eight people on staff and as the communications director he has to do everything not only the social media stuff but organized press conferences do the annual report get the press releases out does this sound familiar okay raise your hand that's like your job okay right so of course you can't spend all the time being on Twitter right or it's hard and even when you're really organized and efficient so Gerard did this chart for me that blue line at the bottom that's the amount of time he has and what do you notice about it it's a finite finite amount of time but that red one that's his workload that keeps on going up that doesn't change so what he started to do was to train and encourage people on staff including his executive director to use their personal brands or to take shifts on the organizational brand to get content out both on Twitter and Facebook and I believe they use Instagram so he found people on staff he found person who just love photography you're the Instagram person and what this has done and trained them and supported them provided materials and what this has helped him do is give him time to think and to do more of that planning so and they're a very small agency so staff champions can also increase your capacity and especially if you're the communications person doing everything alright questions about network mindset oh there we go and I will go here alright you can come on up you're too shy what is your name Laura I've got to go on the girl's ink so I was wondering how do you handle when people have personal brands but also have their kind of identity with the organization do you want to merge those do you want to keep those separate I know that it's a bad practice to share personal information and retweet it using your organizational Twitter whatever it may be but if somebody's sharing individual girl's ink information on their personal page and then has all their personal information as well in there rather than a personal brand is it a staff person or if it's a board member or a volunteer that really is kind of an advocate for you okay so this is the kinds of nuts and bolts that's worked out in your champion strategy so you have a whole plan some organizations will invest in special platforms that allow their staff or board to develop their own profile and it makes it easy to push out content one of them is social chorus but not everybody can afford additional tools so others you know if they are staff person the only guidelines they have to be careful of is that they're not doing and they're not engaged in bipartisan politics okay and that also the channel that they choose to support you on should be their quote professional channel and that might be linked in if it's not twitter and then also giving people a choice about what they're comfortable with as well so anybody else have this issue and solved it great so we're going to get into smarter social media and I'm going to put down the mic because I have two mics and I was hearing myself in stereo okay alright so smarter social media a lot of you on sort of I'd say from here kind of over said we have no plan right we have no plan okay so this is we're going to get you that plan okay so your plan social media the tools at the top of the iceberg but what lies beneath what do you think lies beneath okay I'd like to use a framework called post are you familiar with this anyone using it for their social media communications super simple I love it people objectives strategies social strategies and tools or tactics okay post you can use post for your whole organization for a branding strategy you can use it for one campaign you can use it for programs you can use it for a longer term communication strategy or just one for a short term communication strategy but it's a great discipline to think about when you are working on your social media post people objective strategies and tools and you're going to work on your post strategy right now and by lunchtime you will have the beginning of a strategy written down on a poster that you can then take back to your team to your office and complete so I'm going to give you that gift of getting started so there's no procrastination okay there's no work avoidance on this alright so let me show you an example this comes I like this one because it's a two people on staff it's a very small organization and it's the Kearney street arts workshop they're in San Francisco and their mission I saw how many are arts organizations not every oh we're all at the same table that's great alright so this this can be applicable to other types of organizations and it can scale to bigger organizations but so they help artists that are Asian get their work out to the neighborhood and they also teach art classes and they have exhibits simple mission they have a center that's located in Chinatown they have a great webpage they have a great presence on Facebook Instagram and Twitter because there's only three people on staff and they divided up the responsibilities they wanted to keep to their capacity and they just said you know what this is working for us this is what we can do we don't feel guilty that we're not on every single other platform known to mankind alright so they set their objectives really simple their Facebook post by 2014 and what they wanted to do not only increase the number of comments but they wanted to make sure that the conversations and the comments are making make it seem that they're accessible okay so they went out and they did a lot of talking to people in the neighborhood and do you know us Kearney Street Workshop have you ever come in why you know oh you have you and it's like oh we didn't think we're welcome here we didn't know you were open we didn't know what you do it's mysterious you know oh is it a private club so they wanted in their content to really you know make open the doors and show who they are and welcome people in the neighborhood and in the community in and they would know that they were successful by looking at the content of the comments so they weren't just lol gee great but they're really talking about like wow what a great arts organization and program I never knew that it was open to the whole community they want to increase their enrollment in classes and attendance at events by 5% okay they were already doing a survey at their events like how did you hear from us I hear about this event but they didn't have social media channels listed so they would say that they were successful if they had increased what was it 10% of people that signed up for classes or came to events said that they heard from them through one of their social channels and they knew that you know the couple hours a week of investment was worth it strategy show the human face to the artists in their content remove the mystique get the audience to share their favorites connect with other organizations and businesses that are in our neighborhood in Chinatown so that meant like following other brand pages that are they knew about for restaurants and other entities that are in their neighborhood for other arts organizations and to be able to and sharing their content and tagging them they focused on the Facebook Twitter and Instagram and they inlined all their engagement and content with their other channels okay so they were doing this multi-channel thing because they did flyers they did an email newsletter and they had their website and they were already producing content but they were using best practices in optimizing their content for social not creating all new things and they became very intentional about planning their content so that's post you know that's an example of a poster and that's what I hope that you'll have by lunchtime and if you don't have something complete if you don't have answers to everything you'll have questions or you'll have tasks to do maybe you might need to do a little bit more audience research so which is my next thing you know that people thing is so important like who are you trying to reach these are some of the questions that you want answered about your audience segment you know what influences their attitude what keeps them up at night how many of you do this kind of audience research more broadly related to your communication strategy okay so you need to have this you know what keeps them up at night most of them important what social media channels are they using think about you know can you do a survey can you do some focus groups and specifically talk to people about how they get their information these are donor segments these are typically what you know I see when I work with nonprofits target groups maybe people you know donors supporter potential donors volunteers and users of programs influencers influencers can be policy makers journalists business leaders or they could be social media influencers in your topic area you know people who are hyper connected that are in your field and influence others and you find out about them by you know doing scanning and reading and checking people out so to speak and I'll talk about that in a bit and then organizations your partners your local organizations state organizations national organizations especially if you want to exchange content so does this sound like you know a good grid here does anyone have audiences that don't sort of fit on that grid someplace okay so this is a grid for target audiences on social media just and I was asking does anybody have an audience target that doesn't kind of fit this model you know that's different nope okay and you all have identified who your audiences are right okay so that's like step one step two yeah you're gonna have to do some research and like everyone I didn't hear the groan okay I'm gonna say you're gonna have to do some research and I want everyone to groan okay you're gonna have to do some research okay okay it doesn't it doesn't have to be research like you would do for cancer research okay you can do informal quick and dirty research you can do a more formal research study if you have the resources but what you want to do is gather up your analytics information that you have even if it's like you know how many of you have an info email account on your website okay what are the kinds of questions that come in through that about your program go to your Facebook page what are some of the comments that people are saying about you or maybe they're not any they don't know about us are you already doing surveying in your programs how many of you do surveys of some sort okay so sneak on a few questions about social media that you need to know okay something as simple as for arts organizations be easy audience survey to ask what channels they're using or they're most preferred interviews interviews are great and then from this information you start to create actual descriptions of people and they're known as personas okay where you name them you define their needs and you talk about what the segment is so let's look at an example for the street workshop okay so the first one is one of their audiences is artists who are in the neighborhood and they have an artist persona Kathy's inner 20's uses Instagram and Facebook to share her artwork wants to participate in programs and exhibits at the gallery and of course it was a little bit more in depth I'm just summarizing and the other one is neighborhood persona Lee lives and works in the neighborhood is a cook uses Facebook on his mobile phone he's not visited the gallery because he thought it was a private club okay so so once you have these personas made up you can start to create your engagement content and content that's with the audience in mind okay it comes to life they're made up they're composites based on interviews okay now any questions usually I get well how do I do this you know what's the step by step instructions I have up on the on the wiki pages there is an incredible useful guide from HubSpot I don't know if you're familiar with them they're a great resource it's in a PowerPoint template and it leads you through creating personas and I've done this and it's taken maybe an hour to do it after you have your research so it helps you kind of synthesize it and then once you have this when you start to pull together content and you know exactly like who is your audience and what turns them on it just becomes so much easier to pre-plan your content and you are way more successful okay so you're going to have to do some research now say yeah okay alright okay so this one focus on the channels that the target audience uses first okay and then build don't try to do them all at once so I think of these as the basics you know this is your base and you know Facebook, Twitter, LinkedIn and then the rest of them Tumblr is a blogging platform I might put that up in the basics because how many of you have blogs use a blog or regularly put together a newsletter with some content so that's like the home base of your content strategy and then you repurpose for social channels from there so Tumblr is a blogging platform which is great for visual content now the ones on the bottom are newer channels that you're familiar with how many are in YouTube doing videos which is great because they show up in the search results Instagram how many Instagramers Instagram is really acquired by Facebook great visual platform, great for branding engagement somebody asked about branding Instagram is good for establishing your brand and for branding purposes Pinterest, how many are on Pinterest okay Pinterest is great for visual DIY especially if your programs relate to health fitness fashion and crafts it has mostly women as the audience and I use it actually to help organize some visual content that I'm going to then post over on other channels so how many of you have a lot of visual content as part of your content assets a lot of photos and infographics and data so Pinterest is good for that as well and then we have these other new ones Snapchat we're familiar with Snapchat okay it's a photo sharing app it's primarily used by millennials and Gen Z's like those teens like my son and my biggest success for 2015 was I was able to photo bomb my son's Snapchat I had to get another 16 year old to show me how to use it but and then I was sort of done with Snapchat because my audience is not 16 to 22 year olds but if yours is you might want to get a 16 to 22 year old in turn and maybe start to experiment with Snapchat Miracat and Periscope are as live video streaming it's kind of think a twitter like video okay it's very experimental now but a lot of people are using it at events and for engagement and again so these those two at the bottom are things maybe that advanced practitioners some of the runners and flyers if it's right for your audience you might want to play with this is Miracat and Periscope Miracat in fact if you're interested in live streaming how many of you are intrigued by this live streaming okay there is a Facebook group called non-profits and live streaming it's a closed group if you search for it it'll show up I'll put a link on the materials and there's a bunch and that's where non-profits who are playing with these tools are talking to one another about practices so I would go there for your continued learning okay so I've just sort of summarized the basic platforms and what they're good for and you can have these in the slides as you're working and there we go and my basic advice about channels and platforms and audience just take a moment and read the screen I'll just give you 30 seconds to read the screen without talking and is there anything other advice about adding channels or using channels that you would add to this that you've learned maybe some of you who are running or anybody maybe who disagrees with this advice you disagree okay then I will then come over with the mic I think it's good to grab your personas on different platforms even if you don't use them so you get the name your profile is there any I don't think so I think that's really good advice it's find a beach head at least take that out so somebody else doesn't take your profile name and you can even say this is our presence on snapchat if you're interested in following us and maybe have a link to your email newsletter or maybe have a link over to our facebook page until you're ready to activate it okay so we're going to talk about this this afternoon with your content strategy but it is not a good practice to spam all your channels with the same thing you want to tweak it you want to carefully schedule because there are certain times that might be better for your audience on different platforms you mentioned Hootsuite Buffer is another one I just fell in love yesterday with a program called Co-Schedule which is amazing it doesn't hit all the platforms and it's really good if you have a blog as your centerpiece and what it links to is it will link to your google calendar and it will link to your analytics program and it will also link to something called Evernote because I was using Evernote to come up with ideas for content so it's fantastic because you can pre-plan, schedule your content you can have a bunch of things in draft and actually put them on the calendar and when you have that done you don't wake up with oh my god what am I going to post today and it posts it it's called Co-Schedule okay question this is a specific example so like what's something on Facebook versus Twitter or Pinterest and who are you again oh can you not hear her can you hear her do you want to hold it I'm with St. Anthony Catholic School and what I was saying is we're in the process of kind of looking at all of our channels right now and seeing who is engaged on each of those channels and Facebook is doing quite well for us our audience is mostly the families of the children who are attending or previous families of children who have attended and they enjoy pictures so we've tapped into Instagram and pictures are not really all that engaging on Twitter for our audience and we have a Pinterest page that's kind of getting off the ground a little bit but it's driven more by what our parents are wanting to see mostly moms that are going to help them with their life on Pinterest exactly so we're just kind of exploring options talking to a lot of the folks that are engaged with our community just to kind of see what's most efficient for us that's a good point so part of your poster energy we'll probably have a section a little bit of an overview of the types of content and topics and formats that appeal to different audiences on different channels so thank you so much for that insight so and of course on each one of these things you could take a whole day workshop on best practices so so my advice on that is really don't try to do too much at once what I did when I started to blog 14 years ago and the way I learned different channels was I lived in them for 6 months until I didn't have to think about it and then I went to the next I explored the next channel so don't give yourself the time to learn and to learn the practice and internalize the practice I know there's no immediate gratification right or get a 12 year old okay get a 12 year old intern which is not a bad idea not a bad idea one with patience yeah I wanted to have my son be my intern but he he doesn't have patience okay so once you've identified the audience and you know what keeps them up and you know what kind of content appeals to them and what channels they're on you know set out some objectives so I always think of an objective as a to-do statement that includes reach, engagement action or dollars and you have it's very specific how many by when and what's the metric that I'm going to measure it with remember the Kearney Street workshop was very specific in their objectives so you want you don't want to have too many it happens sometimes sometimes I see plans and they have 50 objectives that's too much okay so think about your capacity too and maybe there's one or two that are more important than the others to start with those okay it's better I think it's better to have one or two finely crafted objectives that you can actually measure and go through the cycle on and have too much out there and being distracted alright so on your tables you have create a poster and you have and there are questions on there for people and objectives they're on the second page and the third page and I want you to take some time to think about your audience think about your objectives and Scott we have a break right? like coffee break but there is like a break food coffee so what I'm going to let you do is work into the break so you have you can go to the bathroom you can have a cup of coffee and you have to chat with other people but you have to answer the questions on the form and be back ready to go by okay so of course you had ten minutes it may take a little bit more thought it may take some additional research but any quick reflections or questions I was chatting with someone at the break who works with a children's shelter and they're confronted with the problem of they can't show the pictures of the kids as part of their content and we were brainstorming ideas on ways that they could tell their story showing the faces of the kids and one I asked a question well are you scanning and checking out what other similar shelters are doing across the country and they said oh that's a great idea so sometimes we can always look to our peers on social media and here's a quick pro tip you can use something called an interest list on Facebook which actually puts together the links and feeds of different Facebook pages so I have one for Facebook experts so every morning when I'm looking for my Facebook tips I can scan this Facebook list of Facebook experts and I can check out what's new I have another one where I look at all my colleagues who do similar work and I look at the kinds of things that they post and I also check out and see what things get a lot of engagement and say they have a similar audience so I'm going to try that so you always want to be learning always want to be learning and another idea too is once you start to get your ideas down it's also to bring this back to your team and get some brainstorming and additional input we're smarter when we have more people you know we're not never a genius all by ourselves we're being smart as a function of the people we're around so I want to talk about the strategy piece of post so when I think about social media I think of these four building blocks I think about monitoring engagement content and champions and you're going to use probably each of these building blocks in some way as part of your strategy so how many of you are actively listening you know tracking what comments on Facebook doing an analysis of what your audience is saying on social channels okay I see some hand I see one right here okay so tell us about that so tell us what you're doing and how do you monitor your audience well my name is Amy Rogers with Eden Hill Communities in Nebronville, Texas we've been around for 105 years and we're a senior living community and what I usually do and I was talking to Charlie whenever you mentioned matrix I thought I wonder if I'm doing enough with matrix work but we have several different channels but I usually if you're the administrator of your channels you can go into like Facebook has insights and I go into my insights and it gives me all the matrix all the analyticals are for locks engagement posts and everything so that's kind of how I do that with Facebook and then I just kind of I'm able to do that with our YouTube videos to see if people are really looking and trying to keep us up there at the top of the search engine do you do an analysis of any comments like the kinds of things they're saying whether it's positive negative positive or negative and you know then there's that discussion of okay this is kind of a negative comment but you know we see where they're coming from all that kind of stuff we can't take it down so it just depends just depends on how you know because we're not trying to hide anything we have shortcomings just like anywhere else so if it's going to help us do better at what we need to be doing then let's give that a pause I like that there's no such thing feedback is a good thing feedback is a good thing and that's what monitoring is it can help you if one of our goals is to promote our programs and our brand do the comments from what we can see if we do a content analysis are we on target do they really get our brand so let's just look at some simple monitoring processes so basically it comes down to what I'm talking about when I say monitoring I'm talking about scanning with keywords what the target potential target audience is talking about related to your issues or related to your brand so it's keywords you can put it up on a dashboard you can decide whether to respond or not is this person a troll is this comment it's a negative comment but they're complaining about something and they're absolutely true so we need to respond to that and tell them we're working on it or is it a comment or a perception about something and we need to correct it so and then there's some analysis are the positive comments going up are they going down are there more comments as opposed to no comments or no brand mentions and rinse and repeat so here's an example and it's from another arts organization I got on an arts organization kick for some reason and they're monitoring software they put in the name of the theater misspelled because people misspell their name and they're known by different names and their nickname Calshakes they monitor the name of their executive director and their artistic director and they search for the keywords based on their organization names and they put the word sucks in you know are people saying things about them hmm I'm going to show you that next so they monitor twitter lists they use the interest list on facebook pages they check their accounts and reply to people's comments on their accounts and their blog and they may also search for the names of directors and actors and what's nice about this is over you know the directors they've learned they've experimented with a lot of keywords and they found the ones that really work for them and that produce really good results so here's an example of one monitoring program it's called mention and I chose this one because it's it's free how many like free tools okay so there's I mean there's a whole host of professional monitoring tools that do cost some money and I put a link on the materials about that and it's really easy and it's simple and what this is I monitor the name of the network non-profit and so I've asked it to search through blogs the web facebook twitter instagram a multitude of channels any time the words network non-profits show up put it in this dashboard you're seeing my dashboard and I get to see what the comments are and then I can actually link over and I can see the specific mention or blog post and then if I want to I can pop over and make a comment right through the dashboard or ignore it so it's n.mention.net and what I'm doing also is and since my I don't have a huge volume but I want to keep a sense of like what are the for me what are the things that are coming up and topic areas or questions that are being asked when someone mentions the book and I sort of keep tabs on those only because it gives me some ideas for content because for me anytime I can I get writer's block so if I can keep a well of ideas that I can draw from then I'm a happy camper so that's why like monitoring can be really good for that it can give you ideas for content it can see how you help you what you're doing so we're going to take a fast minute and you're going to jot down really quickly on the social strategy page just start to brainstorm on page this page where it says social strategy and you see the little box that says listen which is the same as monitoring just start to brainstorm and jot down some things that you think you might need to track as part of your strategy so rapid thinking one minute go what are some keywords that you should monitor and list the channels where you need to read and respond to people and extra credit start to think about a schedule for that because this is like one of those activities that's endless and you could just do it all day but do you have all day to do this? no so think about I'm going to do this right after lunch or I'm going to do it towards the end of the day yes I believe in the keywords you can and it may be they have a freemium version and then they have a paid version so you may possibly need to pay some money you can also use Hootsuite and also as a monitoring tool somebody have a question? sure are you going to talk about hashtags in a little while? we can talk about it right now okay good I don't like that thing that's one of the areas that I'm always kind of still not real sure about I know it's not real new but to me it's real new but can you use some of your keywords as part of your hashtags or how does that exactly so I'm going to answer your question as it relates to monitoring and listening but one thing that you should also think about and I should put it back on that list are there particular hashtags that is everyone knows what a hashtag is keywords and they're primarily Instagram they're used on and Twitter you see them on Facebook but really in the old days when I grew up we used to have these things called party lines okay remember party lines okay so think of a hashtag as separating Twitter's like this big party line and a hashtag lets you have your separate line so a hashtag creates a conversation around that topic so one thing you might also want to think about monitoring if there's a specific hashtag that people in your field or locally are using to communicate that's related to your audience or related to your goals you might want to put that on your list to monitor okay so you can monitor hashtags you can also use them as part of your content strategy and we'll talk about that in a moment in my field we have the MP Tech Tag which stands for non-profit tech and it's pretty popular on Twitter and that's where people who do non-profit technology share articles of interest so that's one that's on my list I check that that I check that right after I check through my Facebook experts Facebook interest list for you know two minutes scan that there's something of interest let me read that you just type it in okay if you're going to create one for a campaign I would research it first and make sure it's not being used by someone else that has a completely opposite meaning of what your campaign is about I maybe I shouldn't tell this story but well I won't tell the story but once we came up with a hashtag and we didn't check it something dirty but we had no idea so I learned this lesson like eight years ago you know search it first and see who's already using it or you don't want to use one that's already in place that's really popular and it's going to make it hard for you to pick out the conversation that's happening around your issue okay so that's monitoring you should have at least a couple keywords or at least list what channels you need to just go in there and read and analyze the comments alright so engagement remember I mentioned at the running stage you should have a ladder of engagement or a triangle or a vortex that's what they're calling it now the vortex of engagement and it looks like this okay so but I'm going to show you one that looks like a triangle and this comes from dosomething.org do you agree with them? they're my favorite organization one of them they are trying to get teens active in social change causes trying to get like 3 million teens active by 2020 or something like that so they do all their campaigns online and they're a really great organization to look at to see how they're using social and mobile but they came up with this campaign it's called a lot of animals that were in shelters were being killed okay and they wanted to stop that and they found that part of the reason was that the shelters weren't posting pictures of the pets on social channels or on the web so they came up with this idea for a facebook app called pics for pets so a teen could download the app and then easily take photos they could guide them to go into a shelter take a photo of a cute kitty and post it on facebook and share it with all their friends or snapchat it or whatever and so what they did a campaign was to recruit furtographers okay I know furtographers who would do this okay and they launched it they got on the Today Show with Kathy Lee Gifford and she was holding cute puppies from the shelter and she dropped one on its head it wasn't hurt but what happened was somebody took a video of it and it got onto youtube and then it got picked up by a blog and there was a link right to their landing page for downloads so I actually was in their office when this happened so their metrics guy left the meeting and I had to go look at his metrics he was actually looking at what's creating the conversion between people finding out about it and actually downloading the app that was their metric for success and you'll see so they promoted the campaign the metric was downloads to convert people to download the app they didn't stop there the next level up was they wanted the kids to share photos so they had some communication they wanted them to go into the shelters and become volunteers or they wanted them to donate pet supplies or money for pet supplies and at the top of the triangle to adopt and so they figured out what their communications and messaging and content and engagement should be at every step and they figured out a metric for success for conversion at every step and then as they did their campaigns they were doing a lot of A-B testing for example you see the dog that dog was on the landing page looking straight at you and then looking to the side and they split up their this was an email message and they split it up and they said do people actually download the app more if the dog is looking straight at them or off to the side and then they rolled it out to the whole list they found out and they experimented with a lot of different messages and they would measure it and then improve it so this is like a ladder a triangle of engagement and this is something you need to think about for your audience what are your different outcomes and how are you going to move people through those outcomes and how are you going to use social so here's a way to think about it I'm going to give you two minutes now alright so here are the questions you have to think about your objectives in audience you have to think about all the different ways that your audience can engage or take action you have to think about what motivates them or who influences them and start to sketch out low engagement on up to high engagement and I gave you a cheat sheet here here's some activities they're organized by from low to high okay like low engagement is learn about the issue download some information ask somebody to share some content on Facebook ask somebody to like medium might be to get them to come to an event to get them to donate and these other where cause related clothing that's a medium form of engagement and then high engagement more heavy lifting is making a donation volunteering time getting blood adopt a pet become a champion for your cause and recruit other people so is that clear low medium high so just jot down some ideas related to your objective and related to your audience for engagement activities low medium high another way to think about this if this is too complex this is not going to work for me it's okay how many are saying this is not working for me another way to think about it is what are some conversation starters that we can use on our social channels to have a conversation with our audience that relate to our goals and that we know that our audience might be interested in talking to us about okay okay so we had a really good question here about kind to differentiate between medium and high engagement and thinking wow getting someone to come take place in a physical event that could be a high level so this is just a guideline it's just a way to get you started roughly you know going to a physical event is going to have a little bit more engagement than somebody liking something on Facebook so what you should think about is where do these activities fall for your audience and you might tweak these this is generic it's a way to get you started raise your hand if you've jotted down your engagement ladder draft if you're finished I just want to get a sense only a few so far so you said you're finished okay so tell me about yours hi I'm Lee Baldwin I work at the Southwest School of Art and we have an exhibition opening coming up instead of rather than thinking about our entire organization we were trying to create a strategy that was at the exhibition opening so we were kind of looking at our low sense of engagement would be people sharing the Facebook invitation or commenting on it or liking it or something like that medium engagement would be them actually attending the opening and high engagement would be them bringing friends and converting to maybe taking a class at the school or becoming members of the school so that's great and the next step of course is to think about what kinds of content conversations you need to have with people through social to get them through those different stages okay alright how many need more time on this raise your hand if you want some more time on engagement raise them high so I can see how many are like bored with this let's move on raise your hand not bored but let's move on oh god it's kind of like a tie darn okay we're going we're going we're going I'm going to give it another minute okay alright in the interest of time I'm going to move us on I do have up on the wiki I have two or three different case studies about ladders of engagement and in my book actually I have a whole chapter about how you put it together so interesting oh there we go okay so the next piece is around content and this afternoon we're going to go even deeper on content so as you brainstorm and have the people you want to reach your objectives and your social strategy your ladder of engagement then you want to start to think about content both format and topics and ways to deliver the content now this is Save the Children and this was for a campaign to raise awareness and to raise money about how war in Syria hurts children and the idea was to initially to share the truth in a sobering way children are victims of violence and war through specific stories and overall statistics and to activate their champions and influencers to spread the content and stories to their networks with activating a petition signature and donations so for them this infographic was a real kind of departure from what they usually do because it was really kind of nitty gritty and so they put together the infographic but they also made smaller pieces of it that they shared through some of their social channels like Twitter and Facebook they also have everybody on staff as a champion so they're also sharing bits and pieces of content related to their overall strategy so they shared content through email, they had a New York Times ad they even had an artist put together a song and video on YouTube they tracked down a YouTube influencer somebody who had a lot of followers on YouTube and really cared about their cause to actually put up and do a song so they're really thinking creatively about different formats of their content let me show you some examples this is just from their senior leaders on staff talking about the issue of the impact of war on children in Syria and the CEO actually talking to people that were on the ground of aid workers who were showing pictures and they actually had developed several hashtags to your questions Syria crisis and there were other hashtags being used by the aid community that they picked up on and as part of their strategy they did a scan of like are there existing hashtags that people are using to have a conversation about that and then made sure that that was in their content that they were putting out on Twitter they repurposed their content on social channels so this is their website newsletter and they would actually repurpose this for Facebook or repurpose it on Twitter the other channels they're using so here's an example that's on Twitter which is that photo is actually part of a newsletter article but they just shared the photo with a link over to the newsletter or a summary of it and the interesting thing about this is they didn't just post it once so when the news article would publish they have a blog would publish on their blog they would send out information to their different social channels about the post and it's kind of like a waterfall framework that they've put together and it's all automated because they use some scheduling software so there would be a post about it in a slightly different way on Twitter maybe one day after two days after a week after and a month after maybe updating it to reflect what was currently happening in Syria so it wasn't just put out there once there was a plan strategy for the frequency of the content and I fell into this trap too I got it out the door once I don't need to repeat it and if you get complaints from people saying you know you already tweeted this then that person's been spending too much time on Twitter the other thing they thought about is repurposing their content but posting on guest blogs so they got other people to post for them like Desmond Tutu who was an influencer to talk about the issue they gave him some talking points he wrote a post on the Huffington Post and also live events using their and what's really interesting about it is that their CEO does a lot of speeches and talks at live events and she's always tweeting behind the scenes thing but then the brand is also summarizing and tweeting what she's saying you had a question? if you want to post your information okay so this gets kind of into the next topic of champions and influencers but they build a relationship and they cultivate them and they make it easy for them I can tell you as someone who's often asked to write about different causes or to be a champion I say no first of all I've limited time but I only do things that I'm really really passionate about and the person reaching out to me usually if someone's saying will you write a blog post about blah blah and they don't give me any information and I have no interest in the topic I'm not going to answer the email but if the person sent me a query I've been reading your blog and I know that you're really passionate about XYZ we have this event or this activity coming up we have a mini site with materials we'd love it if you would guest post make it easy when you're doing the monitoring portion can you do a keyword to get to blogs about the topic so that's another reason why you want to do monitoring is that you want to see who are the influential blogs or people posting around our topic and one way you could start cultivating them is leave a comment on the blog you know or share their blog post on your Twitter channel that's another way to cultivate influencers to start sharing their stuff they will pay attention okay okay so again this is another thinking right what are your think about your objectives in the audience and just do a thinking about what content will be most compelling to your audience to take action and what content you already have that you can repurpose okay you know creating content is a who thinks creating content is a lot of work raise your hand if you agree writing a blog post takes a lot of concentration you know dealing with lots of photographs it's a lot of work to organize it so you want to think about repurposing okay so maybe you have some basic content and you do a different title this afternoon we're going to practice our headline writing skills the most important social media competency is writing good headlines and lots of different ones so what I do with a blog post I will share the blog post title throughout my social channels but the second or third mention I've already brainstormed five or six other titles and I will change the title an example I wrote a blog post what every single non-profit staff member knows to be effective at work that was the title and the piece was about productivity and when I posted it on my Facebook page because I know my audience there are mostly people interested in social media I changed the title too can you guess, wait for it what every single non-profit social media manager needs to know to be effective you know so repurposing I didn't write a whole new piece so creative ways to repurpose so jot down a few notes and that's one okay, so let me talk about champions so you've done champions for your fundraising campaigns, correct for The Big Give you probably had a whole workshop on that and materials, I know giving days part of the structure is to encourage non-profits it's the key to success to get other people to start fundraising on your behalf getting the word out there of making it easy for them you want to research who they are as you mentioned you want to recruit them make friends with them, cultivate them you want to provide them with materials that they can easily share with their networks you also want to have a way to communicate with them a lot of organizations set up private Facebook groups if their champions are on Facebook because it's a great way to get information or while the activity is going it's a great way to be the cheerleader and to get information to people and to thank them in front of their peers and to call them out and say you're doing great work and then you want to just set them free so that's kind of the process some of you may have already done this you got to do a little bit of research now I want to hear some groans you got to do some research okay this is one of those research tasks that can be endless so maybe you're following people who are commenting on your page a lot and you want to check them out maybe you can recruit them to be a social media ambassador for you the American Red Cross has something like several hundred social media ambassadors and they recruited them all by watching their Facebook page and see who the active commenters are and asking them if a disaster strikes would you be willing to distribute information that we provide you so you want to get a sense of who they are you want to take a look and see what their social channels are like and that's the basis for your research okay so the last think and write before we move into doing the posters is to brainstorm a list of I said 20 maybe 5 if you can 5, 10, 20 brainstorm a list of people that could be your champions for your strategy how many of you already have champions ready to go like the Boys and Girls Club raise your hands high okay so some do some don't people representing organizations so people within our organization who host you could have people who are staff board or volunteers and you could also have outside supporters and volunteers so people insiders and outsiders so okay so what you have now I'm going to see okay so we have these really cool giant post-it notes okay how many of you have ever seen these giant post-it notes aren't they cool yeah they're so cool for planning I have this little problem with post-it notes and then when I discovered these it was like oh wow okay so you're going to have a chance to take one of these blue pieces of giant post-it notes okay and I want you to do one poster per organization so if there are people here with colleagues from their organization I want you to work together and I want you to create a poster of your strategy put your organization's name on the top and I want you to outline the you know you could use a post-it note and do P another one for O, S and T and I want you to like summarize what your strategy is on a poster okay and then what we're going to do is a giant gallery walk okay so I'll distribute pads there's markers on the table so okay so before hello do we have three volunteers who would like to share their posters with the entire group oh laughing anybody any do I have a brave volunteer okay come on up and bring your poster okay let's give them a hand too you can hold it alright so you have one minute you have one minute now to give us okay this is Tetex San Antonio okay are you the director no no I'm the communications committee okay so you're making a presentation to your board and they're very impatient business people and they only will pay attention for a minute okay alright so explain your okay so tell us what the post strategy is for Tetex San Antonio alright the people that we're trying to reach are mainly teachers and professors because we hear that a lot of them play TED Talks in their classes and for lectures and so we also want to reach students because of that because it is very education based a lot of the TED Talks are usually teaching you something about technology entertainment or design but they've broadened their perspective over the last several years TED Talks have kind of grown worldwide now so there are talks that range from from any topic you think of you could go to the TED Talks website and search any topic so we want to also target influencers in those three main fields anyone who has specific things that they need to talk about or get their ideas out for our objective we want to increase engagement of speakers volunteers, attendees and sponsors we're trying to get more attendees to know about TEDx San Antonio to attend our event so we can grow the event and make it a lot larger than it is now and have you made those measurable now like do you know exactly how much you're going to grow it by 10% 20% 30% no actually we have not but we can we can discuss that yeah that is a good idea yeah measurable objectives right okay and you want to like take a look like I always get well how do I pick the number so you want to look at your past history you want a benchmark of what you've done in the past and because you're you're part of this great network of TEDx sites you could probably get feedback and information from other TEDx in simpler sized cities yeah that's a great idea so then for our social strategy on Facebook and Twitter our main pages simply because Instagram we only have the events so many times throughout the year so it's kind of hard for us to find the photos to post you know regularly so on Facebook we want to identify optimal times for students and for teachers so different postings one maybe short worded that would engage students and then another one use emojis yeah of course of course does everyone know what emojis are yeah so those ridiculous little symbol things that Gen Z's and millennials seem to communicate in right so we want to target those different types of generations also in our content so we wrote on here content and we want to pilot different strategies so we can try out different times and different topics and see what engages more students and teachers so that's a great sort of A-B testing your time is up but I was you've set up a now that you've identified between teachers and maybe students you have a way to probably efficiently recycle your content maybe a teacher would not have emojis but you might have some tips on how to use this in your classroom yeah as opposed to what the topic is that's great so let's give them a hand okay so someone else who would like to volunteer right where where come on up Beth okay so I'm with Children's Association for Maximum Potential we provide respite and recreation and education for individuals with special needs and those who care for them and what we are trying to do is we are launching a peer-to-peer fundraising platform for our organization and so the people that we are trying to reach are our alumni that's people who have served at camp current volunteers participant families and healthcare professionals we have a lot of healthcare volunteers that serve and our objective is to to we have a revenue goal of $20,000 for this peer-to-peer fundraising campaign by the end of our fiscal year and our stretch goal is $60,000 raised through this peer-to-peer fundraising and the objective and it's not written down here but as we were talking we realize part of our objective is for years we have asked people to give time or give money but not both and so we are retraining our volunteers to bring them into a mindset of that they can volunteer their time but we are also encouraging people to actually volunteer or to participate financially and then so six tribe leaders we have five tribes at our camp we divide our kids up into age ranges so we have the Cherokees Apaches their camps different tribes and then we also have our healthcare volunteers and so