Ensure the security of your HCL environment by applying the Zero Trust princi...
May 13 workshop
1. The Networked NGO
in New Zealand
Beth Kanter
Master Trainer
Workshop
co-hosted by Volunteering
Auckland
May 13, 2013
Photo by Fras1977
2. WelcomeYour Burning Questions!
Please write down
your burning
question about
networked
nonprofits or social
media on sticky note
What do you want
answered by the end
of the day?
Post it on the flip
chart
19. Definition: Networked Nonprofits
Networked Nonprofits are
simple, agile, and transparent NGOs.
They are experts at using social media
tools to make the world a better place.
Networked Nonprofits first must “be”
before they can “do.”
For some NGOS, it means changing the
way they work.
Others naturally work in a networked way
so change isn’t as difficult.
29. A networked world and the Internet is also having a
profound impact on the way NGOs communicate with
stakeholders, and even deliver programs.
Remember: Disruption is can be our friend …..
30. Share Pair: How is the changing media landscape and
connectedness impacting you personally and/or your NGO?
36. Networks are collections of
people and organizations
connected to one another.
The glue that holds them
together is relationships– it
is shared
interests, connections, and
social change outcomes.
Online tools can help us
leverage our networks to
make social change.
Network: Definition
Image Source: Innonet
39. Networks Connected To Strategy
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
40. Create Your Map
1. Use sticky notes, markers and
poster paper to create your
organization’s map.
2. Think about communications
goals and brainstorm a list of
“go to”
people, organizations, and
online resources
3. Decide on different colors to
distinguish between different
types, write the names on the
sticky notes
4. Identify influencers, discuss
specific ties and connections.
Draw the connections
41. Walk About, View Other Maps, Leave Notes
Visualize, develop, and weave relationships with others to help
support your program or communications goals.
What insights did you
learn from mapping your
network?
How can you each use
your professional
networks to support one
another’s social media
strategy work?
45. CRAWL WALK RUN FLY
Maturity of Practice: 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
Marketing Strategy
Development
Culture Change
Network Building
Many champions and free
agents work for you
Multi-Channel
Engagement, Content, and
Measurement
Reflection and Continuous
Improvement
46. Share Pair: Where is your organization?
Where is your organization now? What does that look
like? What do you need to get to the next level?
47. 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
49. A Network Mindset: A Leadership Style
• Openness, transparency, decentralized decision-making, and
collective action.
• Listening and cultivating organizational and professional
networks to achieve the impact
• Leadership through active participation.
• Social Media Policy living document, all staff participate including
leaders
• Sharing control of decision-making
• Communicating through a network model, rather than a
broadcast model
• Data-Informed
50. “As a co-founder and director of
Curative, I am an avid user of Social
Media channels for both personal and
professional worlds.”
51.
52. The Networked NGO Leader: 1 Tweet = 1000 by Staff
Open and accessible to the world and
building relationships
Making interests, hobbies, passions visible
creates authenticity
53. You want me
to start
Tweeting too?
From scarcity to abundance …
54.
55. Best Practice: Write Down the Rules – Social Media Policy
Recruit and Scale – All Volunteers, New Volunteers
http://www.bethkanter.org/category/organizational-culture/
56. • 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
Social Media for Small NGOs: 30 Minutes A Day
57. 532 41
What are some of your culture challenges in
adopting social media? How to change?
60. 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.
1.83
62. • 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?
POST: KNOW YOUR AUDIENCE
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.
POST APPLIED: SMALL ARTS NONPROFIT
64. • Reach, Engagement, Action, Dollars
Results
1. How many?
2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
65. SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
SMART
OBJECTIVE
TARGET
AUDIENCES
SUCCESS
METRICS
66. SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your
Poster on Wall
Look at other
posters
Leave Notes
70. Maturity of Practice: CWRF – Content
CRAWL WALK RUN FLY
Shares content that
may be relevant to
audience, but not
consistently and not
measuring
Uses an editorial
calendar to align
content with objectives
and audiences to
publish across
channels consistently –
aligns with program
and advocacy
calendars
Uses an editorial
calendar to align
content with objectives
and audiences to
publish across
channels consistently
and measures
performance
Uses an editorial
calendar to align
content with objectives
and audiences to
publish across
channels consistently,
measures
performance, and uses
data to plan content
1.67
72. Editorial Calendar Example
January 2013
United Ways of California www.unitedwaysCA.org 72
Include hashtags (#) and URL resources for staff to do some research on topics
73. Social Content Optimization
• Focus on publishing high-
quality, engaging, relevant
content
• Timing and Frequency
• Post questions
• Use images/visuals, but vary
type of content and test
• Clear to call to action
• Follow your analytics
74. Date Hook Web Email Facebook Twitter Blog
1
2
3
4
5
6
7
1. Volunteer?
2. Brainstorm an editorial
calendar for one week.
3. Use template, sticky
notes, and poster paper
Photo Source: Beth Kanter
Friending the Finish Line Peer Group
75. Result Metrics Analysis Question
Consumption Views
Reach
Followers
Does your audience care about the topics your
content covers? Are they consuming your
content?
Engagement Re-tweets
Shares
Comments
Does your content mean enough to your
audience for them to share it or engage with it?
Action Referrals
Sign Ups
Phone Calls
Does your content help you achieve your goals?
Revenue Dollars
Donors
Volunteers
Does your content help you raise money, recruit
volunteers or save time?
Measuring Your Content
76. You Don’t Have To Measure All Right Away
http://bit.ly/npspreadsheet
77. Use Data To Make Better Decisions
Look for patterns
78.
79. Share Pair
How will you coordinate, create, and measure your social
media content? What questions do you still have?
83. 1. When you open email or do social media tasks, does it make you feel anxious?
2. When you are seeking information to curate, have you ever forgotten what it was in
the first place you wanted to accomplish?
3. Do you ever wish electronic information would just go away?
4. Do you experience frustration at the amount of electronic information you need to
process daily?
5. Do you sit at your computer for longer than 30 minutes at a time without getting
up to take a break?
6. Do you constantly check (even in the bathroom on your mobile phone) your
email, Twitter or other online service?
7. Is the only time you're off line is when you are sleeping?
8. Do you feel that you often cannot concentrate?
9. Do you get anxious if you are offline for more than a few hours?
10.Do you find yourself easily distracted by online resources that allow you to avoid
other, pending work?
Self-Knowledge Is The First Step
A few quick assessment questions
Add up your score: # of YES answers
85. • Understand your goals and priorities and
ask yourself at regular intervals whether
your current activity serves your higher
priority.
• Notice when your attention has
wandered, and then gently bringing it
back to focus on your highest priority
• Sometimes in order to learn or deepen
relationships -- exploring from link to link
is permissible – and important. Don’t
make attention training so rigid that it
destroys flow.
Source: Howard Rheingold
NetSmart
What does it mean to manage your attention while your
curate or other social media tasks?
88. Takeaways: Share Pairs
• What’s one tip or technique that you
can put into practice next week to be
more mindful online?
89. Your Questions Answered: Creating An Online Resource
• What are your remaining questions about
implementing social media?
• What is still unclear?
• Feedback on Your Social Media Channels
http://bethkanter.wikispaces.com/NZ+Half-Day+Workshop
http://www.flickr.com/photos/nep/2284817865/I love chocolate (agree/disagree) Agree/Disagree The Internet and social media are all well and good but they are simply tools and we shouldn’t over rely on it, because there are a huge number of women and girls that are not online. The challenges that we encounter when using the Internet and Social Media limit its effectiveness so much that we shouldn't even bother to use it Gender issues in the ‘real world’ are more important than those online Women and their organizations should engage in a policy discussion about the promotion of internet development with a vision of inclusion, access, freedom of expression, fairness and respect for human rights. We need to begin to engage effectively our political leaderships, to deliver for us, as NGOS and Individuals we cannot provide electricity nor install optic fibre cables- Social media can help our own NGOs, activists, and others in our countries spread ideas and calls for action for Women’s Rights. Women’s Rights Organizations, including ours, need to make use of social media and networked approaches to get better results in our social change agendas Women’s Rights organizations need to be strategic about social media and the Internet because traffickers are now utilizing Social media to traffic girls and women for prostitution and other purposes
I’ve had the honor of having a front row seat in a new field – that integrates Internet technology into social change work. Started in 1992 and have seen a lot of change and have had to upgrade myself along the way …. Even just 5 or 6 years
My kids were adopted from Cambodia and I took them to visit their homeland last month – and there is now pervasive broadband wifi and even 3 g in the on smart phones that can be access in rural areas CHEAPLY
Also through Facebook, I’ve kept connected to the bloggers, like Mongkol who we met in Phnom Phnom. We decided to take a taxi from Phnom Penh to Siem Reap – a five hour drive – the road was good, but still the safety standards are not what they are in the US – and the drivers go fast. So I had mongkol write a sign in Khmer that read …
We made safely to Siem Reap and the Temples – and even climbed up to the Tre Rup and got this photo with the monk … … .. Had a glorius time
But we had to drive back to Phnom Penh. This time, the taxi had seat belts in the back of the card, but thee road often looked this … Our driver didn’t understand much english, and was talking on his cell phone a lot of the time!
I distracted myself by looking at Facebook with my 3G connection! So I posted this status update …
As part of my work at the Packard Foundation as visiting scholar, I co-authored a book called the Networked Nonprofit – about how all this connectedness is changing the way that nonprofits do their work – from the inside out. I’ve had the opportunity to teach workshops to ngos all over the world, most recently in the Middle East as part of a state department Civil Society 2.0.
SHABAKAT youth integrate information and communication technologies in the day-to-day lives of their communities to positively transform our families, education, businesses, environment and community. Rami Al-Karmi will share a few words.Founder and CEO of Shabakat, Al Ordon (JordanNet) and is serving as the E-Mediat Strategic Adviser for the Jordan In-Country Team shared some lessons about working as networked ngo. His organization’s name, Shabakat, translates into the word “network.”Shabakat Al Ordon trains young people in technical, professional and facilitation skills who then go out and create programs to train people in their communities. Rami shared how his organization works in a transparent way, open sourcing its program materials and processes. They also work many different partners to spread the program so that his organization isn’t doing everything. They’ve simplified and focused on what they do best.
http://www.bethkanter.org/emediat-day2/ounder and CEO of Shabakat, Al Ordon (JordanNet) and is serving as the E-Mediat Strategic Adviser for the Jordan In-Country Team shared some lessons about working as networked ngo. His organization’s name, Shabakat, translates into the word “network.”Shabakat Al Ordon trains young people in technical, professional and facilitation skills who then go out and create programs to train people in their communities. Rami shared how his organization works in a transparent way, open sourcing its program materials and processes. They also work many different partners to spread the program so that his organization isn’t doing everything. They’ve simplified and focused on what they do best.
http://www.flickr.com/photos/soyignatius/5544750526/sizes/l/in/photostream/The Parkinson’s Association is doing just that. They have organized a fundraiser called “Summit4Stemcell.” The goal is to fund non-embryonic stem cell research that will result in a treatment for Parkinson’s while inspiring people with the disease to move beyond their physical limitations. A group of 17 passionate mountain climbers is raising money for this project by climbing Mt. Kiilimanjaro (19,340 ft high!) in September.You might be wondering why I’m writing about this? It’s personal.My cousin, Rebecca Kanter (a millennial) is one of the climbers. She is doing the climb in honor of my Dad who is suffers from Parkinsonism – there is no cure. You can treat the symptoms and my Dad is working very hard on doing physical therapy which has allowed him to walk, with a walker. Having been a competitive swimmer and surfer, he knows the discipline of working hard for a goal. It was not unlike how he has worked hard as a doctor and in the Navy during WW2.Here’s why Rebecca is taking on this challenge Uncle Earl has Parkinsonism, and was in the hospital for his health-related issues. His family has since brought him home, but as my father described to me, they’re having to make adjustments to the house to accomodate my uncle’s physical challenges. Listening to the NPR report, especially the voices of the people (who I would later learn were Ken and Brad) taking on this enormous undertaking of sumitting Kilimanjaro while dealing with Parkinson’s, made me think about my Uncle Earl, the challenges he is facing in his life, and the opportunities — like summiting a mountain — that are no longer available to him. I was overwhelmed by the inspiration to do something.
http://www.flickr.com/photos/soyignatius/5544750526/sizes/l/in/photostream/The Parkinson’s Association is doing just that. They have organized a fundraiser called “Summit4Stemcell.” The goal is to fund non-embryonic stem cell research that will result in a treatment for Parkinson’s while inspiring people with the disease to move beyond their physical limitations. A group of 17 passionate mountain climbers is raising money for this project by climbing Mt. Kiilimanjaro (19,340 ft high!) in September.You might be wondering why I’m writing about this? It’s personal.My cousin, Rebecca Kanter (a millennial) is one of the climbers. She is doing the climb in honor of my Dad who is suffers from Parkinsonism – there is no cure. You can treat the symptoms and my Dad is working very hard on doing physical therapy which has allowed him to walk, with a walker. Having been a competitive swimmer and surfer, he knows the discipline of working hard for a goal. It was not unlike how he has worked hard as a doctor and in the Navy during WW2.Here’s why Rebecca is taking on this challenge Uncle Earl has Parkinsonism, and was in the hospital for his health-related issues. His family has since brought him home, but as my father described to me, they’re having to make adjustments to the house to accomodate my uncle’s physical challenges. Listening to the NPR report, especially the voices of the people (who I would later learn were Ken and Brad) taking on this enormous undertaking of sumitting Kilimanjaro while dealing with Parkinson’s, made me think about my Uncle Earl, the challenges he is facing in his life, and the opportunities — like summiting a mountain — that are no longer available to him. I was overwhelmed by the inspiration to do something.
http://www.prathambooks.org/Pratham Books is a small civil society NGO in India. Its mission is to get high quality children’s books to rural villages. They publish their books and materials under a creative commons license. Everyone in the organization uses social media to spread their mission and serve as a bridge between the bottom of the pyramid and others. Recently, they wrote a blog post about a newspaper article on how some teenagers collected books and took them to a rural village. Someone left a comment and offered to purchase more books for the kids to take to the village. But, the newspaper did not know how to get in touch with them. So everyone at Pratham Books used Twitter and within a few hours they had the cell phone number.
http://www.prathambooks.org/Pratham Books is a small civil society NGO in India. Its mission is to get high quality children’s books to rural villages. They publish their books and materials under a creative commons license. Everyone in the organization uses social media to spread their mission and serve as a bridge between the bottom of the pyramid and others. Recently, they wrote a blog post about a newspaper article on how some teenagers collected books and took them to a rural village. Someone left a comment and offered to purchase more books for the kids to take to the village. But, the newspaper did not know how to get in touch with them. So everyone at Pratham Books used Twitter and within a few hours they had the cell phone number.
The transition from working like this to this – doesn’t happen over night, can’t flip a switch
Credit InnonetImageSource: Wikipedia/Map of Six Degrees Theory of Social Connectivityhttp://commons.wikimedia.org/wiki/File:Six_degrees_of_separation.pngText: Chapter 2: Understanding Networks – The Networked Nonprofit by Beth Kanter and Allison Fine
Social network mapping tools help you visual your network. Use to draw your network because it helps you see the connections and identify strategy. There is a range from simple to complex, free to expensive, and low-tech to high-tech.
http://www.flickr.com/photos/cor_lems/4316327287/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/smileham/5412211359/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/ronmacphotos/5644495596/in/faves-cambodia4kidsorg/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
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 ..
Amy Boroff (@njdevmgr), development manager for Junior Achievement of NJ in Princeton [emphasis added], discovered one of her new Twitter followers was Kate Specchio (@ecsfoundation), co-founder of Morris County-based The Emily C. Specchio Foundation. Through their tweets, Amy recognized the potential for working together. They continued to communicate on Twitter in real-time, after working hours, to learn more about each respective organization. After several weeks, JANJ submitted a proposal to ECS for funding for an inaugural event: the Women's Future Leadership Forum. The ECS Foundation accepted the proposal and granted funds to help support aspiring female high school students become future leaders.
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.
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://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!
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
