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Master Class Slides: Nonprofit Leadership Institute
 

Master Class Slides: Nonprofit Leadership Institute

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  • This slide show by Beth Kanter on social media networking for nonprofits is an excellent, beneficial resource! It provides: Strategy with goal ID & policy review; Education by building vocabulary & providing context; Practical application with real world examples; Business focus over viewing results measurement & time management. Share it with all your colleagues who want to increase the effectiveness of their social media!
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  • Another outstanding gift that I just discovered, Beth. You are the premiere modeler of transparency and sharing knowledge!
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  • http://www.flickr.com/photos/thomashawk/127828892/in/faves-cambodia4kidsorg/
  • http://www.flickr.com/photos/socialgoodbrasil/8179199091/sizes/l/in/photostream/
  • http://www.flickr.com/photos/tom-poes/505598151/in/photostreamI’ve been watching you ….Some of you already know that ….
  • http://www.flickr.com/photos/tallmariah/185557867/sizes/z/in/faves-cambodia4kidsorg/
  • The leading edge of social change is increasingly network-centric. Collaboration, coordination, and working in networks are becoming the new normal, as leaders across sectors work to move the needle on today’s most pressing problems. Individuals and groups are taking increasing advantage of technology’s ability to facilitate and expand their impact through connection, coordination, and collaboration. What does this look like in action? Grassroots mobilization has achieved a step change in speed and power, as witnessed by the Twitter-enabled Arab Spring, the KONY 2012 campaign that put a long-invisible crisis in Africa on the public radar, and the swift backlash against the Susan G. Komen Foundation for withdrawing support from Planned Parenthood. Collective knowledge production on sites like Wikipedia, Galaxy Zoo, Instructables, or the Polymath Project continues to grow and is redefining how we access expertise. We can also see the power of networks playing out in field-level collaboratives such as Strive and RE-AMP, where large groups of organizations are aligning their strategies to enable individual efforts to add up to systemic change.
  • I recently heard Debbie Alvarez –Rodriguez from Goodwill SF give a talk about leading with a network mindset ….She’s the CEO - and was talking about how see is often up late at night. And back a year or so ago, her org was going through layoffs ..Tough times – so she up late, checking her email ..She received an email from some employees requesting to be part of the decision-making.    She thought, “I better call my board chair because he calls me.”As they were talking, she realized, “They could have put it on Facebook.”    This could have created a public relations nightmare (It’s happened in the orchestra world when the Detroit Symphony musicians went on strike and used social media to air their concerns.    Instead, these Goodwill employees went to their CEO.This lead them to really examine how to effect culture change. As Debbie says, it wasn’t about just using the tools and platforms like Facebook and Twitter – even for herself as the CEO or her organization. That it required a shift from “pushing to engaging.”  
  • So, it is not really about using the tools – it is organizational mindshift that begins with the leadership …..
  • However, I realize that in some nonprofits the relationship between in-house legal counsel or the organization’s lawyers is based on fear and control.   As a social media nonprofit professional  mentioned in a Facebook thread recently, “I’ve observed interesting dynamics with legal counsel over social media with the result of increased paranoia among employees or a  blanket ban.   Often, the lawyers  start from a position of fear and declare that no one can use social via work. Period. ”   This can have a chilling effect on an organization’s social media strategy to say the least.    It runs counter to the “networked mindset” that is so important to being a networked nonprofit and building networks and movements.
  • 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 ..
  • 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 ..https://twitter.com/UdiACLU/status/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?307513866315763712
  • 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.
  • Bruce Lesley is one of a growing number of  nonprofit executive directors and senior leaders that are blending their networking with organizational communications strategy – from CEO to CNO. He’s the CEO of First Focus First Focus is working to change the dialogue around children’s issues by taking a cross-cutting and broad based approach to federal policy making. In all of our work, we seek to raise awareness regarding public policies impacting children and ensure that related programs have the resources necessary to help them grow up in a healthy and nurturing environment.He curates on Twitter – tracking articles and trends about children’s issues, making sense of them, and sharing the best with his network of individuals and aligned partners …
  • He’s feeding a network of networks .. Partners at the state level also working on children’s issues – who curate from Bruce’s feed to share with their networks – for social good outcomes like getting kids health care insurance ..
  • But this is not a networked silo --- he is a bridge between networks of networks in other issues – Network mindset ..
  • The tweetsmap is a bit more simple - this shows the geography of @cfmco's followers. We haven't used this map other than as a visual representation of this network. It's part of knowing our audience. We began tweeting a year ago on general topics like philanthropy and grantmaking with an occasional tweet about our work in Monterey County, CA. More recently we've begun to monitor our Hootsuite Ow.ly reports which tells us which links are opened, retweeted, etc. I was surprised to learn that we have higher levels of engagement with the local content, even though less than a third of our Tweeps are from the Central Coast area.
  • image: http://4.bp.blogspot.com/_dj7hueuj-U0/SzKOsC5LCyI/AAAAAAAABZ8/Um4e2Glzb60/s320/Tea+Cup.jpg
  • 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.”
  • Framework to guide my coaching and peer learning design over the yearsThere are different stages of development for networked nonprofits. The Crawl StageCrawlers are not using social media consistently or measurement processes; they also lack a robust communications strategy. Crawlers can be small or large nonprofits that have all the basics in place, but they either lack a social culture or resist transforming from a command-and-control style to a more networked mindset. These nonprofits need to develop a strategy. Even with a communications strategy in place, some organizations may face challenges to adopting a networked way of working. If so, they should start with a discussion of the organizational issues, followed by codifying the rules in a social media policy. They should also anticipate learning and benefiting from inspiring stories from peers.The Walk StageNonprofits in this stage are using several social media channels consistently, but may not be strategic or fully embracing best practices—maybe they don’t engage with users, or they only share content and messaging produced by their own organization. These nonprofits need to create a social media strategy to support short- and long-term objectives, such policy change or increasing public engagement on an issue. Walkers internalize listening, and use the data they collect to improve engagement and some content best practices.These organizations implement small, low-risk projects that collect stories, learning, and metrics to help leadership better understand the value, benefits, and costs. Walkers should focus on one or two social media tools, going deep on tactics and generating tangible results and learning. They must identify low-cost ways to build capacity internally, such as integrating social media responsibilities into existing staff jobs. Capacity is built with support from leadership and a social media policy formalizes the value and vision.The Run StageRunners use more than two social media channels as part of an integrated strategy, identifying key result areas and metrics that drive everything they do. They have a formal ladder of engagement that illustrates how supporters move from just hearing about your organization to actively engaging, volunteering, or donating to your organization. This is used to guide strategy and measurement. They visualize their networks and measure relationships. These organizations practice basic measurement religiously and use data to make decisions about social media best practices.In these organizations, a single department does not guard social media, and staff are comfortable working transparently and with people outside the organization. The board is also using social media as part of its governance role.To build internal capacity, runners invest in a community manager whose job it is to build relationships with people on social media or emerging platforms. These organizations know how to create great content, and use an editorial calendar to coordinate and curate content across channels. They are routinely tracking the performance of their content strategy and adjust based on measurement.The Fly StageThese organizations have institutionalized everything in the running stage. Flyers embrace failure and success alike, and learn from both. Flyers are part of a vibrant network of people and organizations all focused on social change. They use sophisticated measurement techniques, tools, and processes.http://www.flickr.com/photos/oreoqueen/3235090633/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/jonathandesign/7031920221/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/bdfbrasil/2416260064/sizes/m/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/levymh/6891554365/in/faves-cambodia4kidsorg/
  • 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.https://docs.google.com/spreadsheet/ccc?key=0AtsV5h84LWk0dFhENWFXVzBwZ2lWOGlzazZSek5Iemc#gid=1
  • http://www.flickr.com/photos/roach/1260001846/in/faves-cambodia4kidsorg/
  • http://www.flickr.com/photos/jss8699ca/6823806955/
  • http://www.youtube.com/watch?v=9fuBcEpMZF0
  • 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.
  • http://www.flickr.com/photos/torri/441089402/sizes/l/8 minute presentationsThere are questions we askedHere are the big themesHere are the old thingsEach minutes each …
  • Content strategy is the technique of creating, curating, repurposing, and sharing relevant and valuable content across your channels (web site, email, print, social, and mobile) to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving results. You need to have a clear logic path from objective, audience, and content – as well as an internal practice that allows you create, curate, repurpose, and track the performance of your social content so you can optimize it.
  • MonthlyCommon messaging - along with partners on health careShare the responsibility – brainstorm contentIntegrate with what is timelyGet input from partners and friends – group learning
  • 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 …
  • http://www.flickr.com/photos/technorandy/3161373190/sizes/o/
  • http://www.flickr.com/photos/pruzicka/335467743/sizes/l/
  • http://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/We have to cover a lot of ground in our work today and do it while logged on to the greatest tool for distraction and procrastination ever invented! And now we can access the Internet anytime, anywherehttp://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/Nearly 60% said they don’t go an hour without checking their phone. Younger folks were the most addicted: 63% of women and 73% of men ages 18-34 say they don’t go an hour without checking their phones.Our connection never sleeps. 54% said they check their phones while lying in bed: before they go to sleep, after they wake up, even in the middle of the night.We need access everywhere. Nearly 40% admit to checking their phone while on the toilet.Learning how to use mindfulness online is an essential work place skill!
  • http://www.flickr.com/photos/tzofia/270800047/sizes/m/in/photostream/http://www.flickr.com/photos/lululemonathletica/5724696305/sizes/m/in/photostream/
  • http://www.flickr.com/photos/tracyhunter/144845928/sizes/l/
  • Share pair 2 xThink and Write index card – one thing to put into practiceBring into the circleMake one commitment for advancing their social media strategyOne word to resonate with you today …Future
  • http://bit.ly/network-leadership