Matt Thompson - The Power of Open: Using the Open Web and Social Media to Get Things Done

The Power of “Open”: Using the Open Web and Social Media to Get Things Done June 8, 2010 Ma- Thompson -‐ Web Lead, Mozilla Drumbeat Mozilla Founda@on

the power of “open” using the web and social media to get things done

empowering your supporters optimizing day-to-day work getting beyond social media

Who’s here?

George Brown School of Design Integra Foundation Lesbian Gay Bi Trans Youth Line Canadian Music Centre Int'l Dyslexia Association - Ontario Branch Boys and Girls Clubs of Canada YWCA Toronto Les Amputés de guerre Carruthers Creek Community Church Bay St Lawrence Community Centre House of Friendship Tamarack - An Institute for Community Engagement Saint Elizabeth Health Care Foundation Small Change Fund Splatsin Tsm7aksaltn (Splatsin Teaching Center) Society French for the Future Broadview Community Youth Group

Women in Film & Television - Toronto Canadian Centre for Diversity Camp Quality Canada The Fraser-Hickson Institute Santropol Roulant Kapisanan Toronto Summer Music Foundation Canadian Cancer Society The Children's Book Bank Canadian Music Centre Food For The Poor Professional Association of Canadian Theatres Alzheimer Society of Perth County Harbourfront Community Centre Huronia Pregnancy Resource Centre Boys and Girls Club of East Scarborough Project Ploughshares Tourette Syndrome Foundation of Canada

Boost Child Abuse Prevention & Intervention Athletes for Africa Catholic Missions In Canada Wildlife Preservation Canada Ryerson University Journalists for Human Rights Edmonton Dream Centre of Alberta Canadian Cancer Society SMARTRISK Save a Family Plan Workman Arts Turning Point Youth Services SickKids Foundation Starlight Children's Foundation Canada HRSDC-RHDCC University Settlement Muscular Dystrophy Canada John Howard Society of Ontario

The Meeting House Girls on the Run GTA St. John Ambulance Art of Time Ensemble The Arthritis Society Quality Health Network AMREF Canada Conservatory Canada Imagine Canada Quality Healthcare Network Truehope Nutritional Support Ltd. Fauna Foundation The Hincks-Dellcrest Centre Childcan Sheena's Place Thames Valley Children’s Centre Habitat for Humanity - Huronia, Inc.

What’s working? What’s not working? What do we hope to learn?

What’s not working?

Many projects fail.

2010 vs. 2008

we’re going to “grow a HUGE list!” let’s go “viral!” social media is revolutionizing

you want me to sign another petition? another email fundraising pitch? your dog has a Twitter account?

overﬂowing in-boxes information overload compassion fatigue

“Why should we bother -- we never get return on investment anyway.”

How’s it going? 1 10 TOTALLY AMAZING!!! SUCKS

What’s missing?

Content is no longer king.

Meaningful engagement & participation is.

This is hard.

Many of us are ﬁshing in the wrong spot.

Your sphere of inﬂuence you

blah blah CONTENT blah ah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah bla blah blah blah blah blah blah blah

RESULTS

How can an average scmuck like me use the web to reach huge numbers of people?

How can we “grow a big list?”

“Think small.”

How do we use smart collaboration to increase the impact of SMALL numbers of passionate people?

Inside and outside the organization?

How do we break down the walls between us and our community of supporters?

“mavens” “cream of the crop” activists community volunteers members partners donors community your org’s members “family”

OPEN COLLABORATION

Working in the OPEN

OPEN W O R L D

OPEN WEB TOOLS

what do we mean by “open?”

20% of the world’s browser market 300 million users

The world’s ﬁrst “open source” automobile

how’d they do it? • Crowdsourced design

how’d they do it? • Crowdsourced design • Open source, Creative Commons parts • Local, do-it-yourself assembly • Community members remix and improve • 10 full-time employees -- but 5,000 volunteer contributors

So what? What does this have to do with the web & social media for non-proﬁts?

They’re making cars the way Mozilla makes software

How’d Mozilla do it? • Crowdsourced design • Open source components • Global community of raving fan advocates • Volunteer contributors constantly remix and improve • 275 full-time employees -- but 20,000 community contributors

10 full-time employees -- but 5,000 volunteer contributors 275 full-time employees -- Tiny staff --

10 full-time employees -- but 5,000 volunteer contributors hanger. 275 full-time employees -- me-c This is a ga Tiny staff --

How does Mozilla do it?

How is your organization doing it?

1) Design Challenges

Less than 30% of automotive designers ﬁnd jobs

2) “Open Project Management”

3) Open Community Calls

4) “Wiki Everything”

•Work & draft in the open •Iterate early & often •Leverage the power

4) Make Our Community the Stars

Reﬂect the community back to themselves

Their content is more interesting than ours

Aggregate community voice vs. “voice of God” blog

Community photos make campaigns and projects feel more real.

"As the mother of a hard of hearing daughter I think this is an amazing undertaking. I have a little bit of programming skills, and a whole lot of internet skills. Let me know what I can do to help!" --Cari L.

KEY TAKE-AWAYS • It’s not about the technology

KEY TAKE-AWAYS • Show people what you’re working on, and they’ll ﬁnd unexpected ways to help

KEY TAKE-AWAYS • Working in the open reduces transaction cost -- inside the organization and out

KEY TAKE-AWAYS • Community participation works when it’s carved into small, modular pieces

KEY TAKE-AWAYS • 1 star community contributor is worth 100 casual supporters

KEY TAKE-AWAYS • Your mavens are often misﬁts* • Their reasons for contributing are unique & diverse *BTW: We’re ALL misﬁts

KEY TAKE-AWAYS • Your community is your most valuable resource... • So constantly show them off!

KEY TAKE-AWAYS • Find creative ways to surface the community conversation -- not your own monologue

KEY TAKE-AWAYS • This is hard work.

KEY TAKE-AWAYS • At ﬁrst, working in the open can be scary. But then it’s kinda liberating!

How are you empowering your supporters? How are you encouraging open innovation & collaboration?

CHALLENGES & PITFALLS

“The 5 dumb mistakes smart organizations make”

1) “500 pounds VS. 5 ball bearings”

“We should probably lock this spreadsheet down, doesn’t seem right to have our strategic plans on public display.”

I L F A •Needless transaction cost •Imaginary cost / risk •Refuse help from community

1) “500 pounds VS. 5 ball bearings” • Most organizations overestimate the cost of social media risks... • ...and chronically UNDERESTIMATE the beneﬁts • Committees love coming up with nit-picky risks • Where the real risk is LOW, don’t be afraid to innovate! • Don’t forget the cost being IGNORED!

2) “The bastard step-child”

2) “The bastard step-child” • Touched by many -- owned by none • Cut the cord with the IT nerds • Transitioning from “webmaster” to true “Internet Director” • From “committees of people with opinions” to results- based management

3) “Flying blind”

3) “Flying blind” • The web without metrics = a snowstorm with no instrument panel • Results-based management is the holy grail • From “opinions & hunches” to “test & measure” • Measure business value -- not minutiae • Pick 3 - 5 key business metrics. Put your Internet Director on the hook. • Consider hiring a pro to do an audit

4) “The Bad Consultant”

4) “The Bad Consultant” • The world is full of well- intentioned but badly managed development shops • The industry’s dirty secret: success = higher prices for crappier work • Don’t let your vendor’s lousy business model become your problem • Don’t ask “what’s possible?” Ask “what have you done?” • If you hear: “Drupal makes it easy!” or “there’s a module for that” -- be afraid.

5) “Boil the Ocean” • Be agile. Divide work into short 1 - 2 week sprints with immediate results • Avoid “re-designs” • Use metrics to guide you & identify low-hanging fruit • Prioritize “social hacks” and content tweaks over development changes • Prototype & test. Release early & often • When in doubt, start with WordPress

“If the past 10 years have been about discovering post- institutional social models on the Web, then the next 10 years will be about applying them to the real world.” --Chris Anderson, Wired

•open web •open institutions •open everything

“update the operating system for the planet”

better web. better world. •transparency •participation •shared control •innovation

Matt Thompson - The Power of Open: Using the Open Web and Social Media to Get Things Done

by CanadaHelps / MyCharityConnects on Jun 28, 2010

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Matt Thompson - The Power of Open: Using the Open Web and Social Media to Get Things Done — Presentation Transcript