Denver Event - 2013 - Leading on Social Platforms


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  • Culture of Giving Campaign 2012 used Facebook ads to reach new audience. In the first week of the campaign we targeted 190,980 people, reached over 40,000 with a social reach of 30,049. Each person saw ad 13.5 times and the ad received 393 clicks with a click-through rate of .072%. Fans up to 878. We saw in one week the type of reach and progress we could make.
  • The Piton Foundation executes a statewide public information campaign around the Earned Income Tax Credit that targets low- to moderate-income working families, and we utilized Facebook last tax season for the first time. We saw a lot of engagement on our page with regards to asking us questions about eligibility and where to get taxes filed for free. We were happy to see that people used our page as a resource and asked us questions via wall posts and direct messages.
  • 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.”
  • The maturing of practice framework includes looking at 7 best practice areas for networked approaches and social media – and some specific indicators – and looking at what they look at the different maturity levels. If you remember the application form, it asked you questions and that’s how I came up with the scoring system. If you were “crawl” you got 1, Walk 2, Run 3, and Fly 4 – and then I average the scores for the group. I also could come up with a score for your organization overall.So, if you got a 1.5, it means that you are on your way to walking.
  • To work with a network mindset means embracing an emerging leadership style that is characterized by greater openness, transparency, decentralized decision-making, and collective action. It means operating with an awareness of the networks you are embedded in, and listening to and cultivating these networks to achieve the impact you care about. It means exercising leadership through active participation. It means sharing by default. It means communicating through a network model, rather than a broadcast model—finding where the conversations are happening and taking part.Individuals leading with a network mindset are prioritizing activities that are often associated with facilitative or collaborative leadership. They’re seeking opportunities to distribute, rather than centralize, responsibility and authority. They’re convening diverse stakeholders, reaching out and engaging new participants in dialogues and projects, and generating coordination, cooperation and collaboration. They’re also working with an attentiveness to the nature of networks by creating and protecting spaces that build social capital (connectedness, trust, reciprocity), by brokering connections, especially across difference and nurturing self-organization, and by genuinely participating in networks and thereby leading by doing.More concretely, leading with a network mindset might, for a funder, mean:Developing an ecosystem awareness by mapping funding flows or relationships in order to better understand an issue area.Openly asking important questions, like the Packard Foundation did when they hosted their public Nitrogen Wiki for generating input to a new program strategy.Hosting town halls for listening to stakeholders—online and in-person—like Marguerite Casey Foundation has been doing with its Equal Voice campaign.Making and strengthening connections among other funders and stakeholders in an issue area.Pooling funds like the Hewlett, Packard, and McKnight Foundations have done to launch ClimateWorks.Listening to and participating in the blogosphere and Twitter stream related to an issue area, like program staff at the Robert Wood Johnson Foundation are working to do as part of their Web 2.0 Philanthropy initiative.
  • Let me tell you the story of one community foundation – going from crawling to walking ….This their new web site – they were not always out there connectingThey were not presence on social networksThere was resistance, particularly to the idea that all staff should be using the toolsFirst steps:Part of their strategy, they benchmarked all the nonprofit FB pages in their county – found that 80% were there- average 200 fans. This group was a key group they needed to reach and were missing out. If they could develop further develop their integrated content strategy and include FB with content for their audience they could expand their reach and also connect.
  • needed a policy – so they could get everyone on staff to participate – first to make the work flow efficient – and to leverage networks and get out of the silo of communications department.This was easy … -Road shows with department-Addressing concerns – like privacy – Chuckie Cheese story – privacy workshops …
  • They focused on developing a robust engagement and content strategy – that was integrated with other channels, all to support objectives in communications strategy and outcomes – and used measurement. They started with one channel – FB …
  • With content/engagement strategy and social media policy, now more staff are participating both online/offline – bridging the two. Out there connecting in the community and on FB.
  • Let’s look at some of the first steps of this change …The first step is to understand, feed, and tune your networksNetworks consist of people and organizationsYou have your professional network – and your organization has a network – there are connected.
  • But, it isn’t just a spectator sport, it’s a contact sport – you have to be presence and engage ..This is the hard part … especially for CEOs of a certain age – this shift ..
  • As the leader and voice for your nonprofit organization, should you as the CEO or executive director use social media as part of your organizational or personal leadership tool set?    Certainly, your marketing communications staff has talked about the benefits of effective social media integration that personalizes your organization’s brand with the voice of its leader – you.   But getting into the habit of regular tweeting, Facebooking, or experimenting with new tools like Instagram is another story.It’s not that you don’t think it is a good idea.   But you are probably, like most who work in the social change sector, incredibly busy.   Maybe you are muttering to yourself  ”Who can find the time to do social media?”    It isn’t a matter of finding the time, it is a matter of making the time and starting with some steps.    Have a conversation with your social media team and ask these questions:What do you spend time doing now that you could do better via social?What other executive directors in your field that you respect, follow or and feel inspired by are using social creatively?What are your strengths and preferences and what is the best match in terms of social channels?How will social improve things you already KNOW and value?The executive director for the ACLU-NJ, UdiOfer, had that exact conversation with his staff when he was started last February and set up a Twitter account @UdiACLU and started using Instagramand YouTube to answer questions about marriage equality, DOMA, police misconduct, and other issues on the organization’s docket.    While the communications department has suggested the idea, he was on board from the start.  He does his own all of his own tweeting and as his communications staff reports, “enthusiastically at that!”Udi was not on Twitter before he started tweeting for his organization and was a Twitter novice, but he was opened to sitting down with his communications staff for a half hour tutorial where they showed him the basics of using Twitter and how to do it from his mobile phone.  What did the trick was a “How To Tweet” cheat sheet that not only included the simple mechanics, but also sample tweets from other ACLU leaders around the country, subtle form of peer pressure. Says Eliza Stram, ACLU-NJ Communications Associate, “I was able to make the sometimes intimidating prospect of tweeting approachable and very doable. In other words, if your peer at another ACLU Affiliate can do it, then so can you!”Stram also says that her new boss was very open and enthusiastic in trying out this new way of communication with reporters, civil liberties activists, and their supporters.  Says Stram, “Without that openness, I don’t believe he would be having nearly as much fun with Twitter as he is now.”By using twitter, the ACLU-NJ’s is not just sharing what ate for breakfast, Udi provides quotes on his organization’s most important cases and issues to reporters, in addition to their traditional press release or emailed statement.  He is also publicly debating civil liberties issues with reporters, lawyers and followers.   As Eliza notes, “Something that would have been impossible to do unless you were sitting with him in his office. ”  There is the occasional personal tweet, but these serve to make him seem approachable and human.While Udi is the face of the ACLU-NJ in the organization’s “official” communications such as press releases or in newspaper articles or sound bytes on the evening news,  Twitter has become the place where he injects warmth into the organization.     Says Eliza, “This is accomplished through the “Ask Udi Anything” project, which asked ACLU-NJ’s followers to pose questions about his goals for the organization and even what his favorite karaoke song is! By answering the public’s questions in a video Udi became an accessible, humorous, and more personal face for the ACLU-NJ.”Udi is just one example of nonprofit CEOs and leaders who use Twitter and other social media platforms.   Take for exampleRobert Falls who is the artistic director of the Goodman Theater he not only uses his personal Twitter account to highlight the Goodman’s shows, but also to share creative ideas, connect with peers, and discuss the art of theatre.Getting Past the Learning CurveDon’t let the learning curve get in the way of adopting social media as a personal and organizational leadership tool for your organization as Alexandra Samuel advises in this recent post on the WSJ.   While learning any new skill or tool will feel daunting when you start, if you can get started with small steps and practice it daily for a short amount of time, like Udi you’ll be a whiz in a matter of weeks.     Samuel also offers some ways to approach social media as a personal leadership tool.  This include:Create a Leadership Dashboard:  Using a tool like Mention or Feedly, you can put together a small list of leadership blogs or publications and set aside 15 minutes a day to read.Stay Focused:  Use online visualize tools to mindmap ideasAmplify Your Voice:   If you are sharing articles suggested your staff or colleagues “read this,”  switch the channel to something like Twitter.Social Media Golf Course:   Find a tool or channel that is simply fun and have some play time.If you are a nonprofit CEO, how did you get comfortable with incorporating social media into your personal and organizational leadership tool kit?   What support and encouragement did your staff provide?   Do you have an “ah ha” moment from social media a leadership tool that convinced you it wasn’t a waste of time?
  • What does your executive spend time doing now that they could do better via social? Whose work do they respect, follow or and feel inspired by?What are their communication strengths and preferences?How will social improve things they already KNOW they value?
  • Here’s s
  • So sharks aren’t really our focus. We work mostly on sustainable seafood and overfishing.But Ray reaaaaaaly loves sharks. This could be a big problem.
  • on sustainable seafood and overfishing.
  • is the most progressive and the most conducive to producing continuous innovation at the pace of digital change. In this model, different business units continue to build their own capacity based on their specific needs, but all digital staffers are connected to and supported by a central and strong digital experience team that directs the whole system toward long-term strategic goals. With this model, the culture of the central digital team is practicing what we’ll call “open leadership”: service oriented, highly collaborative, hyper-connected listeners, who also have the technical and content expertise to be high-value strategists. They take on leadership of high-leverage or high-risk projects themselves, but leave space for others to lead on their own initiatives.  This may sound ideal, but in practice it is a more organic model than most institutions are comfortable with. It’s actually unclear whether this model can actually exist if the rest of the institution is highly silo-ized, politicized, and competitive. To be sustainable, support for this new type of collaborative leadership needs to come via a larger change initiative from the top that moves toward looser, more adaptive structures overall.Jason Mogus is the principal strategist at Communicopia, a Webby Award-winning digital consultancy that helps social change organizations adapt to a networked world. Jason has led digital transformation projects for the TckTckTck global climate campaign, The Elders, NRDC, the United Nations Foundation, and the City of Vancouver, and he is the founder of the Web of Change community. Michael Silberman is the global director of Digital Innovation at Greenpeace, where he leads a lab that envisions, tests, and rolls out creative new means of engaging and mobilizing supporters in 42 countries. Silberman is a co-founder of EchoDitto, a digital consultancy that empowers leading organizations to have a greater impact through the creative use of new technologies. Follow Michael on twitter: @silbatron. Christopher Roy is a senior strategist with Communicopia and the founder of Open Directions. He works with social purpose organizations and businesses to create clear strategies and tactical plans that harness the full potential of online engagement for creating change.
  • This is a very small NGO in the US. The have 3 people on staff. Each staff person is responsible for one area of their social media related to a SMART objective.Increase awareness by producing one FLIP camera video per week and posting on YouTubeIncrease engagement by reaching out to and encouraging bloggers to write about the organization’s programsIncrease engagement and conversation about the organization’s program by posting content and engaging with fans on FacebookThey have a weekly 20 minute meeting to discuss their plans of what they’re going to do and evaluate how they did last week
  • You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
  • The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Run
  • Bob Filbin from DoSomething is here at this meeting – so if you want more details be sure to talk to him today – and he can tweet more detailsDoSomething has a mission to get 1.5 million teens active on social change campaigns by 2015My talk from TED last year sort of summarized the whole thing. (Its only 5 mins.)Basically, it is a help line for kids by text. Terrific to give them support via a mechanism they prefer. Its private (noboy hears you talking.) Blah blahblah.But what makes this a baller idea? The data! We're going to be using natural language tagging (from the MIT Media Lab) to makr key words in real time--and map out youth issues. We'll finally have real data on every youth issue, every zip code, time of day, etc. This information will change EVERYTHING.
  • has two data analyst positions on staff .. And they aren’t sitting in the corner playing with their spreadsheetsWhile a big part of their job is to become the stewards of the dashboard, they work with staff – so that making sense of data Is not an adhoc process, but one of continous improvement of the programs. The data analysts work collaboratively with staff to help them apply and understand their data.
  • This is an example of a recent campaign to help reduce the number of dogs/cats being killed in kill sheltersResearch found that this was happening because many aren’t posting good photos on social networks and the internetThey created an app to recruit “furtographers”
  • LauncheNo add
  • Back in the office, the data scientists were looking at the data in real time to figure out what was driving people to their landing page and getting them to sign up.
  • The slide (top) our customized dashboard in Google Analytics showing blog only traffic. We can click and dig deeper and look at thing like traffic flow directly to the site and from cross promotion on one or more social media channels.The slide (bottom left) shows our blog page on our website, where we can track views (not a reliable count as we cannot omit views by us or other staff) and comments.The slide (bottom right) shows subscription traffic through Feedburner.
  • These are two of the customized Excel spreadsheets behind our dashboard where data is collected and tracked on a deeper level.
  • Additional Excel spreadsheets where activity around individual blog posts are recorded.
  • A split screen view of our two page dashboard report that measures activity towards our goals and our observations, takeaways and So What? discussions.
  • What does your executive spend time doing now that they could do better via social? Whose work do they respect, follow or and feel inspired by?What are their communication strengths and preferences?How will social improve things they already KNOW they value?
  • get the finger …. Not “THE” finger .. But
  • The fickle finger of failureSome people point fingers and blame othersOthers are quiet and guess what they are thinking? Let’s go inside that guy’s head …
  • Understand your type, change your stripes, cultivate self-awareness, cultivate political awareness, embrace new habits, influence others
  • in Ghana are an event - up there with weddings in terms of planning, cost, and level of celebration. They can take months, even up to a year, to plan and save for. Obituaries are made into color posters and put up around town. There is music, drumming, dancing and singing as they parade through town. These processions, which occur on Friday afternoons, kick off the 3-day affairs.Momsrising also understands that learning leads to success.Fail: Some experiments bomb.    Momrising staff gives themselves permission to kill each other’s projects  or tactical ideas that were brilliant at the time but simply don’t work.  They do this with humor to remove the failure stigma and call it a “Joyful Funeral”  Before they bury the body, they reflect on why it didn’t work. Any staff person can call a Joyful Funeral on anyone else’s idea.Incremental Success Is Not A Failure: They do a lot of experiments and set realistic expectations for success.   Many times victories happen in baby steps.   They know from experience that many of their campaigns that incorporate social media lead to incremental successes, small wins or small improvements.Soaring Success:     Some experiments, actions, or issues will see dramatic results – beyond the organization’s wildest dreams.   For example, an interactive educational video ended up garnering over 12 million views and hundreds of comments and lead to thousands of new members signing up or taking action. Kristen says, “That type of success does not happen every day, but we need to try for that kind of success every day. We can only do it if we kill things that don’t work.”  They also analyze game changing successes to make sure it can be replicated or wasn’t an accident
  • The campaign was Ready, Set, Learn!
  • Denver Event - 2013 - Leading on Social Platforms

    1. 1. Leading on Social Platforms Social Media Integrated Strategy, Networks, & Learning for Foundation Leaders Beth Kanter, Master Trainer, Author, and Blogger July 2013, Knight Foundation Workshop Photo by kla4067
    2. 2. Beth Kanter: Master Trainer, Author, and Blogger
    3. 3. • 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 Introduction Campfire Stories Maturity of Practice Network Mindset Scaling Social Strategy and Measurement Learning Reflection/Q&A
    4. 4. Raise Your Hand If Your Digital Strategy Goal Is ….  Improve relationships  Increase awareness  Increase traffic referral  Increase engagement  Change behavior  Increase dollars  Increase action
    5. 5. Stand Up, Sit Down
    6. 6. Stay standing if you are getting results using these tools given your goals?
    7. 7. Campfire Stories
    8. 8. “Culture of Giving Campaign 2012 used Facebook ads to reach new audience. In the first week of the campaign we targeted 190,980 people, reached over 40,000 with a social reach of 30,049. Each person saw ad 13.5 times and the ad received 393 clicks with a click- through rate of .072%. Fans up to 878. We saw in one week the type of reach and progress we could make.” - Gretchen Minekime Community Foundation Serving Boulder County
    9. 9. The Piton Foundation “We used Facebook as part of a statewide public information campaign around the Earned Income Tax Credit that targets low- to moderate-income working families. We saw a lot of engagement on our page with regards to asking us questions about eligibility and where to get taxes filed for free. We were happy to see that people used our page as a resource and asked us questions via wall posts and direct messages.” - Melissa Viola
    10. 10. North Texas Giving Day “North Texas Giving Day has relied on social media to build awareness. We raised $14.4 million in 17 hours from 37,800 donations + $1 million in matching and prizes. A lot of the buzz was built through social media. In 2011, we also used social media for crisis management given that our servers were down and we could only communicate via Facebook.” - Carol Goglia
    11. 11. 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
    12. 12. CRAWL WALK RUN FLY Where 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
    13. 13. 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
    14. 14. Maturity of Practice: Crawl-Walk-Run-Fly Categories Practices CULTURE Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4
    15. 15. Networked Mindset and Institutional Support
    16. 16. 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
    17. 17. Networked Mindset “Our organization functions with a networked mindset, not necessarily with utilizing the nuts and bolts tools of social media, but of community networks (sharing thought processes and information and collaborating with other local organizations, government bodies, school districts, etc.)” - Annmarie McLaughlin “We are at a FLY level offline, but probably CRAWL online.” - Carol Goglia
    18. 18.
    19. 19. Feeding and Tuning Professional and Organizational Networks
    20. 20. The Social CEO: Being Human Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
    21. 21. The Social CEO
    22. 22. 28 Benefits: One CEO Tweet = 1,000 by Staff
    23. 23. Are you thinking this? You want me to Tweet too? Great idea but .. Who has time?
    24. 24. It’s Making the Time, Not Finding It
    25. 25. Jim’s Advice …
    26. 26. Discussion Questions ….. • What does your leadership spend time doing as now that could be better done via social? • How could social improve what they already know and value? • What are their communication strengths and preferences? • What other foundation CEOs are using social that you respect, feel inspired by?
    27. 27. SCALING YOUR SOCIALSOCIAL All staff will connect with our community via social! Social integrated across departments or job functions Yes! CEO is on social and likes it!
    28. 28. This social media stuff is #$_)*) I have work to do! Yes! Can finally tweet about our programs from my personal acount! STAFF USE SOCIAL IN SERVICE OF STRATEGY
    29. 29. SOCIAL INTEGRATED INTO ALL DEPARTMENTS This is too much work!
    30. 30. Social Media Policy – All Staff Participate
    31. 31. @rdearborn works for UpWell and she LOVES sharks. Leverage Staff Personal Passion In Service of Mission
    32. 32. UpWell and Rachel
    33. 33. Hybrid Model Staffing: Tear Down Those Silos Source: SSIR – Mogus, Silberman, and Roy
    34. 34. • 3 person staff • Social media responsibilities in all three job descriptions • Each person 2-4 hours per week • Weekly 20 minute meeting to coordinate • Three initiatives to support SMART objectives • Weekly video w/Flip • Blogger outreach • Facebook Hybrid Model Adapted to Small Nonprofit
    35. 35. Share Pair: What’s needed to scale social in your organization/foundation?
    36. 36. Strategy and Measurement
    37. 37. CWRF - STRATEGY CRAWL WALK RUN FLY Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned. Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels. “We would like to improve how we integrate social media into overall communications work.” – Survey participant .
    38. 38. • What keeps them up at night? • What are they currently seeking? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act? KNOW YOUR AUDIENCE “It's not a hugely effective way to reach much of our audience but is hot with others.”
    39. 39. • Reach, Engagement, Action, Do llars Results 1. How many? 2. By when? 3. Measure with metrics SMARTer Social Media OBJECTIVES
    40. 40. PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site. Example
    41. 41. Crawl Walk Run Fly Lacks consistent data collection Data collection consistent but not shared Data from multiple sources Org Wide KPIs No reporting or synthesis Data not linked to results, could be wrong data System and structure for data collection Organizational Dashboard with different views, sharing Decisions based on gut Rarely makes decisions to improve Discussed at staff meetings, decisions made using it Data visualization, real- time reporting, formal reflection process CWRF: Becoming Data Informed: What Does It look like? Analysis Tools Sense-Making
    42. 42. Data-Informed Culture: It starts from the top! Do
    43. 43. Tear down those silos and walls around data … More time to think about that the data, then collect it
    44. 44. Video
    45. 45. How To Become Data-Informed • Integrated strategy • Pick the right success metrics • Identify small pilots, place little bets, learn, pivot, and iterate
    46. 46. 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
    47. 47. KPI: 50% increase in referral traffic KPI: 30% increase in blog subscribers KPI: 50% increase engagement
    48. 48. Discussion Questions ….. • Where is your organization in terms of social media strategy? Measurement practice? • What do you need to move forward?
    49. 49. Growth Mindset VS Fixed Mindset
    50. 50. What typically happens when you do an After Action Review?
    51. 51. The Finger of Failure! It’s all your fault! What failure?
    52. 52. No! It was all my fault!!
    53. 53. Blame OTHERS DENY Blame Blame YOURSELF Saul Rosenzweig Theory Reactions to Failure
    54. 54. Cultivate Self-Awareness: The Failure Bow 1. Raise hands in the air and bow 2. Grin like a submissive dog 3. Say Thank You I’ve Failed 4. Move on and learn
    55. 55. Momsrising: Joyful Funerals…. Cultivate Organizational Awareness: Momsrising: Joyful Funerals
    56. 56. 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
    57. 57. Think and Write: What is your take away – one thing that you can put into practice?
    58. 58. Thank you! @kanter on Twitter
    59. 59. Ready, Set, Learn Campaign “Outreach to community in general to help them understand the importance of the early years for brain development.” - Josie Heath