Your SlideShare is downloading. ×
Leading on Social Platforms
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Leading on Social Platforms

124
views

Published on

Published in: Internet, Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
124
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Leading on Social Platforms Social Media Integrated Strategy, Networks, & Learning for Foundation Leaders Beth Kanter, Master Trainer, Author, and Blogger May 2014, Knight Foundation Workshop Photo by kla4067
  • 2. Beth Kanter: Master Trainer, Author, and Blogger @kanter http://bethkanter.wikispaces.com/knight-nj
  • 3. http://teamcoco.com/video/linkedin-11-07-2013
  • 4. Beth 236,861 Conan 147,345
  • 5. Raise Your Hand If Your Digital Strategy Goal Is …. ❑ Improve relationships ❑ Increase awareness ❑ Increase traffic referral ❑ Increase engagement ❑ Change behavior ❑ Increase dollars ❑ Increase action
  • 6. Is Your Foundation using …..
  • 7. What’s your personal experience with social media? • Oversee social media strategy • Implement social media strategy • Both
  • 8. What social media platforms do you use in service of your work?
  • 9. What is your burning question?
  • 10. • To leave the room ready to implement one idea to improve your practice Topic s OUTCOMES • Interactive • Co-Learning •Your organization might be in the presentation! FRAMING Leading on Social Platforms Introduction Campfire Stories Maturity of Practice Networked Mindset and Skills Break Scaling Social Strategy and Measurement Learning Reflection/Q&A
  • 11. Campfire Stories
  • 12. 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."
  • 13. 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.”
  • 14. Delaware Community Foundation “We have used social media to promote and engage our NexGen Initiatives and activities.”
  • 15. 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.”
  • 16. Vision Statement http://www.bethkanter.org/trust-control/
  • 17. July, 2013
  • 18. April, 2014
  • 19. Networked Nonprofits Simple, agile, and transparent nonprofits. They are experts at using networks and social media tools to make the world a better place.
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. Networked Mindset and Practical Skills
  • 25. 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
  • 26. Networked Mindset: RWJF
  • 27. Networked Mindset: RWJF
  • 28. Professional and Organizational Networks
  • 29. Authenticity Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  • 30. Personality
  • 31. 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
  • 32. SEEK SENSE SHARE Identified 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
  • 33. Feeding A Network of Networks
  • 34. A Bridge Between Network of Networks
  • 35. Are you thinking this? You want me to Tweet too? Great idea but .. Who has time?
  • 36. The Social CEO
  • 37. It’s Making the Time, Not Finding It
  • 38. 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?
  • 39. Practical Networked Leadership Skills
  • 40. 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
  • 41. Core Ties Node Cluster Periphery Hubs or Influencers Cheat Sheet: Network Visualization
  • 42. Network Maps Two Lenses 1: Whole Network 2: Professional Network (Ego)
  • 43. Whole Networks: Movements
  • 44. Whole Networks: Organizational Network
  • 45. Whole Networks: Twitter Hashtag: WEF 2030
  • 46. 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
  • 47. 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.”
  • 48. Exercise: Analyze and Visualize Your Professional Network
  • 49. 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 = innovation Are you getting new ideas from your network? Source: @hjarche
  • 50. 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?
  • 51. 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?
  • 52. 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
  • 53. A C B Visualizing Is Noticing Your Network Online Networking Tools Help You Visualize and Build
  • 54. 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
  • 55. 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
  • 56. 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?
  • 57. Report Out
  • 58. Techniques and Tools: How To Visualize Your Network http://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.
  • 59. 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!
  • 60. Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/
  • 61. Share Pair: What’s needed to integrate a networked mindset into your daily work?
  • 62. Strategy and Measurement
  • 63. 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. Kearny Street Arts Workshop: Small Org
  • 64. Centre Foundation: Small Foundation
  • 65. Centre Foundation: Small Foundation
  • 66. Centre Foundation: Small Foundation PEOPLE: Nonprofits and Donors in Community OBJECTIVES: Increase awareness of Centre Foundation brand in community: survey % heard of Centre Foundation Raise $500,000 for Giving Day on May 6th Inspire first-time donations from x new donors Improve capacity of local nonprofits to do online fundraising STRATEGY Provide training to 96 local nonprofits to plan and implement online giving strategy and social media during Giving Day Use social media as part of integrated outreach campaign for Giving Day Ongoing content and engagement through multiple channels with donors and nonprofits Activate staff and board as champions online. TOOLS Focused on LinkedIn, Facebook and Twitter
  • 67. Centre Foundation: Giving Day
  • 68. Centre Foundation: Giving Day
  • 69. 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
  • 70. 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
  • 71. SMARTER SOCIAL MEDIA: POST FRAMEWORK
  • 72. Data-Informed Culture: It starts from the top! Do Something.org
  • 73. Tear down those silos and walls around data … More time to think about that the data, then collect it
  • 74. Video
  • 75. How To Become Data-Informed •Integrated strategy •Pick the right success metrics •Identify small pilots, place little bets, learn, pivot, and iterate
  • 76. 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
  • 77. KPI: 50% increase in referral traffic KPI: 30% increase in blog subscribers KPI: 50% increase engagement
  • 78. Discussion Questions ….. • Where is your organization in terms of social media strategy? Measurement practice? • What do you need to move forward?
  • 79. Growth Mindset VS Fixed Mindset
  • 80. Document As You Go
  • 81. Methods for Organizational Learning Asking Powerful Questions
  • 82. Methods for Organizational Learning DoSomething: Fail Fest Momsrising: Joyful Funeral Global Giving: Biggest Looser
  • 83. 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
  • 84. Think and Write: What is your take away – one thing that you can put into practice?
  • 85. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter

×