leading on social platforms
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Leading on Social PlatformsSocial Media Integrated Strategy, Networks, & Learning
for Foundation LeadersBeth Kanter, Master Trainer, Author, and Blogger
May 2014, Knight Foundation WorkshopPhoto by kla4067
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Beth Kanter: Master Trainer, Author, and Blogger
@kanter
http://bethkanter.wikispaces.com/knight-nj
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http://teamcoco.com/video/linkedin-11-07-2013
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Beth236,861
Conan147,345
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Raise Your Hand If Your Digital Strategy Goal Is …. ❑ Improve relationships
❑ Increase awareness❑ Increase traffic referral❑ Increase engagement❑ Change behavior❑ Increase dollars❑ Increase action
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Is Your Foundation using …..
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What’s your personal experience with social media?
• Oversee social media strategy
• Implement social media strategy
• Both
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What social media platforms do you use in service of your work?
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What is your burning question?
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• To leave the room ready to implement one idea to improve your practice
Topics
OUTCOMES
• Interactive
• Co-Learning
•Your organization might be in the presentation!
FRAMING
Leading on Social Platforms
IntroductionCampfire StoriesMaturity of PracticeNetworked Mindset and Skills
BreakScaling Social Strategy and MeasurementLearning
Reflection/Q&A
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Campfire Stories
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The Philadelphia Foundation
Our Facebook presence (the only social media we use) has been deliberately designed to reflect the full scope of our operations. Our goals: donor cultivation, to share news about grant opportunities and to do shout outs to community partners. We have experienced steady growth and breadth in our likes, and individual posts also get liked by a range of individuals and pages. We're always delighted when our peers comment, and to be a "page to watch."
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Overlook Foundation
“Piloting a Junior Board program through which high school juniors learn about philanthropy and how a foundation operates. They are successfully using Facebook and Twitter to communicate to the community.”
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Delaware Community Foundation
“We have used social media to promote and engage our NexGen Initiatives and activities.”
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Council of New Jersey Grantmakers
“We have simulcast a few of our programs to a national audience (through similar regional associations of grantmakers). It helped us raise our profile in that community.”
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Vision Statement
http://www.bethkanter.org/trust-control/
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July, 2013
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April, 2014
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Networked Nonprofits
Simple, agile, and transparent nonprofits.
They are experts at using networks and social media tools to
make the world a better place.
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If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have
to keep moving forward.”
Maturity of Practice
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CRAWL WALK RUN FLYWhere is your organization?
Linking Social with Results and Networks
Pilot: Focus one program or channel with measurement
Incremental Capacity
Ladder of Engagement
Content Strategy
Best Practices
Measurement and learning in all above
Communications Strategy Development
Culture Change
Network Building
Many Free Agents work for you
Multi-Channel Engagement, Content, and Measurement
Reflection and Continuous Improvement
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What’s Your Maturity of Practice?
Where is your organization now? What does that look like? What do you need to get to the next level?
CRAWL Walk RUN FLY
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Maturity of Practice: Crawl-Walk-Run-Fly
Categories PracticesCULTURE Networked Mindset
Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping
1 2 3 4
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Networked Mindset and Practical Skills
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Networked Mindset: A Leadership Style
• Leadership through active social participation • Listening and cultivating organizational and
professional networks to achieve the impact • Sharing control of decision-making• Communicating through a network model,
rather than a broadcast model• Openness, transparency, decentralized
decision-making, and collective action. • Being Data Informed, learning from failure
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Networked Mindset: RWJF
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Networked Mindset: RWJF
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Professional and Organizational Networks
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Authenticity
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
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Personality
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Tweets links related to organization’s mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions.
Blending Network Strategy With Communications Strategy
From CEO to
CNO
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SEEK SENSE SHAREIdentified key blogs and online sites in issue area
Scans and reads every morning and picks out best
Summarizes article in a tweet
Writes for Huffington Post
Engages with aligned partners
Presentations
Networking Is Dynamic Learning
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Feeding A Network of Networks
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A Bridge Between Network of Networks
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Are you thinking this?
You want me to Tweet too? Great idea but .. Who has time?
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The Social CEO
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It’s Making the Time, Not Finding It
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Discussion Questions …..• What does leadership spend time doing as now that could be
better done via social? • How could social improve what they already know and value?• What other foundation leaders are using social that you
respect, feel inspired by?• How can you use social and your professional network to
leverage goals?
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Practical Networked Leadership Skills
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What: Social networks are collections of people and organizations who are connected to each other in different ways through common interests or affiliations. A network map visualize these connections. Online and offline.
Why: If we understand the basic building blocks of social networks, and visually map them, we can leverage them for our work and organizations can leverage them for their campaigns. We bring in new people and resources and save time.
A Quick Network Primer
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Core
Ties Node
Cluster Periphery
Hubs or Influencers
Cheat Sheet: Network Visualization
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Network MapsTwo Lenses
1: Whole Network
2: Professional Network (Ego)
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Whole Networks: Movements
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Whole Networks: Organizational Network
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Whole Networks: Twitter Hashtag: WEF 2030
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Professional Networks for Social Change Goals
National Wildlife Federation
Brought together team that is working on advocacy strategy to support a law that encourages children to play outside.
Team mapped their 5 “go to people” about this issue
Look at connections and strategic value of relationships, gaps
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Professional Networks: On Social Media
“Visualizing my professional networks on social media can be helpful as a journalist and content curator to identify potential sources online.”
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Exercise: Analyze and Visualize Your Professional Network
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Building Your Professional Network
Step 1. Reflect on the Diversity of Your Existing Network
Who are the people that you most frequently communicate with in order to get your work done or learn something related to your professional work or career goal?
Look at the people you put in your network
Do an analysis based on:-Age-Organizational Affiliation-Gender-Area of Expertise-Geographic Location-How You Connect: Face-to-Face, Social Media
Is your network diverse enough? Diversity = innovationAre you getting new ideas from your network? Source: @hjarche
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Building Your Professional Network
Step 2. Think about your current work
• Brainstorm a list of the content areas where you want to increase your professional knowledge and learning.
• What is it that you need to know or be able to do as part of your job?
• What types of professionals do you need to connect with to support your learning, work, or career goals?
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Building Your Professional Network
Step 3: What are the gaps in your network?
• What are some ways you can make connections to support your goals or learning?
• What is? What can be? What needs to change?
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LinkedIn Network
• What patterns do you see? • What surprises you? • What might you do differently with your network to reach goals?
http://inmaps.linkedinlabs.com/network
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A
C
B
Visualizing Is Noticing Your Network
Online Networking Tools Help You Visualize and Build
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Building Your Professional Network
Step 4: Building Your Network with Social Media
• Use LinkedIn InMap to visualize your network (50 + connections)
• Color code the clusters• What are some of the patterns? • Is there enough diversity?• Can you fill any gaps?
http://inmaps.linkedinlabs.com/network
PAN
CAN
FAN
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Draw Your Map
• Use sticky notes, markers and poster paper to create your professional network map.
• Think about your learning, work, or career goals and brainstorm a list of “go to” people
• Decide on different colors to distinguish between different sub-groups, write the names on the sticky notes
• Identify influencers, specific ties and connections. Draw the connections
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Walk About, View Other Maps, Leave Notes
Visualize, develop, and weave relationships with others to help support your learning goals.
What insights did you learn from mapping your network?
What did you learn from looking at the other network maps?
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Report Out
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Techniques and Tools: How To Visualize Your Networkhttp://www.bethkanter.org/catechfestla/
Practical Ways To Apply Networked Mindset Using Social Media
• Be A Bridge: Introduce people in your network to one another. You need to let them know why you are making the introduction and this can be done online or offline.
• Look for Islands: Those on the edge can lead to new groups and ideas• Work Transparently: The more public you are, the easier you can be found, the
more opportunities you have. • Engage New Perspectives: We tend to stay in our comfort zones and don’t engage
different perspectives — learning from adjacent practices can be useful.• Ask Questions of the network and experts: Social network tools make it very
easy to ask questions to individuals and groups of individuals. You can also identify experts in your network on specific topics and ask them questions to help your learning or open the way to other sources. Other times you will follow the community or network conversation on a topic.
• Share Learning: To share learning, you have to intentionally hit the pause button and reflect. One way to incorporate this technique into your day is to set aside five minutes at the end of the day for reflection.
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Networked Mindset in practice
All staff will connect with our community via
social!
Social integrated across departments
or job functions
Yes! CEO is on social and likes
it!
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Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/
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Share Pair: What’s needed to integrate a networked mindset into your daily work?
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Strategy and Measurement
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PEOPLE: Artists and people in their community
OBJECTIVES: Increase engagement by 2 comments per post by FY 2013Content analysis of conversations: Does it make the organization more accessible?
Increase enrollment in classes and attendance at events by 5% by FY 201310% students /attenders say they heard about us through Facebook
STRATEGYShow the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations.
TOOLSFocused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
Kearny Street Arts Workshop: Small Org
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Centre Foundation: Small Foundation
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Centre Foundation: Small Foundation
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Centre Foundation: Small Foundation
PEOPLE: Nonprofits and Donors in Community
OBJECTIVES: Increase awareness of Centre Foundation brand in community: survey % heard of Centre FoundationRaise $500,000 for Giving Day on May 6th
Inspire first-time donations from x new donorsImprove capacity of local nonprofits to do online fundraising
STRATEGYProvide training to 96 local nonprofits to plan and implement online giving strategy and social media during Giving DayUse social media as part of integrated outreach campaign for Giving DayOngoing content and engagement through multiple channels with donors and nonprofitsActivate staff and board as champions online.
TOOLSFocused on LinkedIn, Facebook and Twitter
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Centre Foundation: Giving Day
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Centre Foundation: Giving Day
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How Board Members Can Help
Invite Your Facebook Friends to Like Centre Foundation’s Facebook Page
Be an Online Super Champions!
Centre Foundation: Staff and Board Champions
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Centre Gives & a Social Media Strategy Increase Website Traffic and Donors
Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and August spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. A media strategy supported by social media has significantly increased our monthly website visits.
2013 Centre Gives
Invited Friends
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SMARTER SOCIAL MEDIA: POST FRAMEWORK
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Data-Informed Culture: It starts from the top!
Do Something.org
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Tear down those silos and walls around data …
More time to think about that the data, then collect it
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How To Become Data-Informed
•Integrated strategy •Pick the right success
metrics•Identify small pilots,
place little bets, learn, pivot, and iterate
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Goals KPI Tools
Increase traffic 50% increase in monthly unique visitors
Google Analytics
Increase subscribers 30% increase in monthly average subscribers
Feedburner
Increase engagement 50% increase in total comments per month
Website
Small Pilots for Learning: Blog
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KPI: 50% increase in referral traffic
KPI: 30% increase in blog subscribers
KPI: 50% increase engagement
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Discussion Questions …..
• Where is your organization in terms of social media strategy? Measurement practice?
• What do you need to move forward?
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Growth Mindset VS Fixed Mindset
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Document As You Go
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Methods for Organizational LearningAsking Powerful Questions
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Methods for Organizational Learning
DoSomething: Fail Fest Momsrising: Joyful Funeral
Global Giving: Biggest Looser
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Summary
• Success happens by taking the right incremental step to get to the next level, but keep moving forward
• Use social media a strategy leverage organizational AND personal networks
• Scale your organization’s social culture with a living social media policy
• Allow staff to leverage their personal passion in service if your strategy
• Strategy with the right success metric• Place little bets, but learn from failure and pivot
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Think and Write: What is your take away – one thing that you can put into practice?
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Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter