Finding Focus In A 24-7 Networked Environment


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While nonprofit associations have to focus on results, it seems that the demands of managing an organization never stop. Your members communicate with each other around the clock, and you feel you have to stay on top of all those conversations in addition to everything else on your list. Can you find time for Twitter, Facebook, and all the rest while still getting your work done? Seasoned association executives and staff are having a challenging time shifting from the industrial age mindset of logic, certainty and confined restraints to the network gestalt of interaction, self-organization, unlimited potential and unpredictability. The secret to success is having a strategy of doing the right things rather than doing things right and embracing a networked mindset. Knowing your goal will help you to channel your energies on what’s most important to your industry, your organization, and your members.

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  • In late 19th & 20th century, the solution to increased complexity was to increase role of structure & design. More complex managed systems Silos, crisp specification of roles Lines of authority, communication & control
  • Finding Focus In A 24-7 Networked Environment

    1. 1. Finding<br />In the 24-7Networked Environment<br />1<br />Photo by<br />
    2. 2. 1) Explore the shift from the industrial age to the networked environment and how it affects your association.<br />2<br />
    3. 3. 2) Identify ways to develop a networked strategy that includes social media and aligns with your organizational mission. <br />3<br />
    4. 4. 4<br />Social Media?<br />My plate is already Full.<br />
    5. 5. 5<br />How can I Add one more thing?<br />
    6. 6. 6<br />I don’t have Timeto play on Facebook or Twitter?<br />Photo by<br />
    7. 7. 7<br />Our members aren’t on social media<br />
    8. 8. 8<br />How did we get here?<br />
    9. 9. 9<br />
    10. 10. 10<br />New industries, products, social classes, cities & villages, travel & communication<br />
    11. 11. 11<br />Frederick<br />Winslow <br />Taylor<br />Father of Scientific Management<br />
    12. 12. 12<br />Efficiency = new business religion<br />
    13. 13. 13<br />The Birth of the Normal Workday<br />
    14. 14. 14<br />Typical nonprofit organizational chart<br />
    15. 15. 15<br />Small staff associations like this<br />
    16. 16. 16<br />Or like this<br />Photo by<br />
    17. 17. 17<br />Nonprofit associations birthed for a <br />Cause<br />Advocacy<br />EducationPromote Industry Growth<br />Photo by<br />
    18. 18. 18<br />2nd Half Of 20th Century Npfts Increase in professional staff <br />Success = staff & budget growth<br />Photo by<br />
    19. 19. 19<br />Our orgs became more complex<br />Increased role of structure & design = more silos, authority, control<br />Photo by<br />
    20. 20. 20<br />The more COMPLEX we became as nonprofit associations,<br />the more WORK we had to do<br />Photo by<br />
    21. 21. 21<br />Complexity and desire to control… <br />led to scramble for resources.<br />
    22. 22. 22<br />You have too much to do because you do too much<br />
    23. 23. 23<br />The birth of the Internet & Social Networking<br />
    24. 24. 24<br />Photo by<br />
    25. 25. 25<br />New Organizational<br />Chart (networked)<br />
    26. 26. 26<br />Nature ripe with network examples<br />Hive<br />Photo by<br />
    27. 27. 27<br />Nature ripe with network examples<br />Herd<br />Photo by<br />
    28. 28. 28<br />Nature ripe with network examples<br />Pack<br />Photo by<br />
    29. 29. 29<br />Nature ripe with network examples<br />Tribe<br />Photo by<br />
    30. 30. 30<br />Networked Nonprofit Thinks Differently<br />Flat Organizations<br />Shared Responsibility<br />Information Sharing<br />Extreme Collaboration<br />Flexibility<br />
    31. 31. 31<br />Networked Nonprofit Thinks Differently<br />Cooperation<br />Many voices on behalf of the org<br />Abundance Mentality<br />Social Capital & Reputation<br />
    32. 32. 32<br />Working Wikily: Finding Balance<br />TRADITIONAL<br />Centralized<br />Firmly Controlled<br />Planned<br />Proprietary<br />1-Way Communication<br />NETWORKED<br />Decentralized<br />Loosely Controlled<br />Emergent<br />Public<br />2-Way Communication<br />Where Is Your Nonprofit Association?<br />Monitor Institute: “Working Wikily: How Networks Are Changing Social Life”<br />
    33. 33. 33<br />Social Network<br />NodePeople<br />
    34. 34. 34<br />Social Network<br />Tie<br />Connection<br />
    35. 35. 35<br />Social Network – Hubs w/ Influencers<br />Tie<br />Connection<br />
    36. 36. Find<br />36<br />Photo by<br />
    37. 37. 37<br />Focus on Core<br />Association’s<br />Mission & Goals<br />Photo by<br />
    38. 38. 38<br />Analyze<br />Programs & Services<br />Photo by<br />
    39. 39. 39<br />We Can’t Be Open 24-7!<br />Outside judges socialness on openness, authenticity, ability toconnect and share <br />Photo by<br />
    40. 40. 40<br />Who Should Manage It<br />Everyone And AnyoneDon’t Silo or Department It<br />Photo by<br />
    41. 41. 41<br />Use New Social Tools<br />Help you do what you’re already doing<br />
    42. 42. 42<br />Use New Social Tools<br />Schedule Meetings<br /><br /><br />
    43. 43. 43<br />Use New Social Tools<br />Video Conferencing<br /><br />
    44. 44. 44<br />Use New Social Tools<br />Collaboration<br />
    45. 45. 45<br />Use New Social Tools<br />Communicate, File & Filter<br />Getting Organized In Google Era <br />By Douglas C. Merrill<br />
    46. 46. 46<br />Social Media Strategy<br />Aligns With Your Mission & Goals<br />
    47. 47. 47<br />Social Media Strategy<br />Aligns With Your Mission & Goals<br />
    48. 48. 48<br />Social Media Strategy<br />Listen<br />
    49. 49. 49<br />Social Media Strategy<br />Listen<br />Be informed re public opinion<br />Track conversationsand trends<br />Identify influencers<br />
    50. 50. 50<br />Social Media Strategy<br />Listen<br />Build relationships<br />Correct misinformation<br />View negative comments as opportunities<br />
    51. 51. 51<br />Social Media Strategy<br />Listen<br />Twitter (using filters)<br />Google Alerts (blogs & comments)<br />Facebook (set lists)<br />
    52. 52. 52<br />Social Media Strategy<br />Engage<br />
    53. 53. 53<br />Social Media Strategy<br />Engage<br />Shift from messaging to conversation starters<br />Act as conduits of conversations<br />
    54. 54. 54<br />Social Media Strategy<br />Engage<br />Act as conduits of conversations<br />
    55. 55. 55<br />Social Media Strategy<br />Engage<br />Let them speak on your association’s behalf<br />
    56. 56. 56<br />Social Media Strategy<br />Engage<br />Twitter, Blog Comments, eCommunities, Facebook<br />
    57. 57. 57<br />Social Media Strategy<br />Share Social Content<br />Move content from behind membership firewalls<br />Make content easy to share<br />Give your content social life<br />Don’t assume your content is thatunique <br />
    58. 58. 58<br />Social Media Strategy<br />Share Social Content<br />Use social media widgets on your website<br />Old website, consider WordPress for your website<br />Identify your influencers andconnect with them<br />
    59. 59. 59<br />Social Media Strategy<br />Share Social Content<br />WordPress or eBlogger Blogs<br />YouTube<br />Flckr<br />Twitter<br />Facebook<br />BlogTalk Radio<br />
    60. 60. 60<br />Resources<br /><ul><li>Diminished Democracy: From Membership To Management In American Civic Life by Theda Skocpol
    61. 61. Getting Organized In Google Era by Douglas Merrill
    62. 62. The Networked Nonprofit by Beth Kanter & Alison H. Fine
    63. 63. Working Smarter: Informal Learning In The Cloud by Jay Cross & Friends</li></li></ul><li>1) Explore the shift from the industrial age to the networked environment and how it affects your association.<br />61<br />
    64. 64. 2) Identify ways to develop a networked strategy that includes social media and aligns with your organizational mission. <br />62<br />
    65. 65. Contact Information:<br />Jeff Hurt<br />Director, Education & Engagement, Velvet Chainsaw Consulting<br />Phone: 214.941.4330<br />E-mail:<br />Website:<br />Connecting Great Ideas and Great People<br />
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