The document discusses improving social media practices through measurement within an organizational culture of a networked mindset. It provides an agenda for a meeting that includes reviewing assessments of social media practices, discussing culture indicators like developing a networked mindset and social media policy, and committing to next steps. Participants on the call represent various nonprofits working to improve their social media use.
1. Peer Learning Group 2:
Improving Social Media
practices with
Measurement
Organizational Culture Indicators
Feb. 5, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
2. Welcome!
If you experience any technical
difficulties logging into the system,
please contact Ready/Talk Customer
support: 800.843.9166
Announce yourself when you get on
the line
Please use *6 to Mute your
conference line
Only the
moderator
can see you
While we are waiting, play with the
chats chat: Type in your name,
organization, and location.
3. Participant Roll Call
California Coverage & Health Initiatives
Center for Excellence in Nonprofits
Center for Health and Gender Equity
Coastal Watershed Council
Community Foundation for Monterey County
CoreAlign
*7 unmute Hidden Villa
* 6 mute Immigrant Legal Resource Center
Los Altos Community Foundation
National Abortion Federation (NAF)
National Center Family Philanthropy
Opera San Jose
Palo Alto Art Center
Philanthropic Ventures Foundation
Preschool California
Provide
Radio Bilingue
Reproductive Health Technologies Project
Resources Law Group
Resources Legacy Fund
World YWCA
Auditors: Cheryl Chang, Packard Foundation
Friends of Deer Hollow (requested a profile, but necessary for auditing)
Farallones Marine Sanctuary Association
MEarth
The HEAL Project
AlbaFarmers
4. This call is being
recorded
*2
Flickr Photo
by Malinki
5. Peer Learning Group 2:
Improving Social Media
practices with
Measurement
Organizational Culture Indicators
Feb. 5, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
6. Agenda
• Roll Call
• Reminders
• Reflections on using the CWRF assessment
• Content: Culture Indicators - Networked
Mindset and Social Media Policy
• Discussion: Q/A about developing a social
media policy for your organization
• Next Steps: Commit to next action steps
Only the Tweet your
moderator can insights
see you chats #netnon
7. Participants
California Coverage & Health Initiatives
Center for Excellence in Nonprofits
Center for Health and Gender Equity
Coastal Watershed Council
Community Foundation for Monterey County
CoreAlign
Hidden Villa
Immigrant Legal Resource Center
Los Altos Community Foundation
National Abortion Federation (NAF)
National Center Family Philanthropy
Opera San Jose
Palo Alto Art Center
Philanthropic Ventures Foundation
Preschool California
Provide
Radio Bilingue
Reproductive Health Technologies Project
Resources Law Group
Resources Legacy Fund
World YWCA
9. Reminders: The Wiki
If you want a
wiki tutorial, we
will do this at
the end of the
call.
http://measure-netnon.wikispaces.com/
10. Share the Group
with other
people on staff
Stealth
Measurement
Closed
Facebook
Group
11. Peer Learning Program Outcomes
• Baseline level or score for social media practice improves by .5
• 50% or 10 of participants improve social media practices in at
least one area: capacity, culture, strategy, measurement,
monitoring, engagement, or content.
• 25% or 5 participants apply social media best practices and
share what they’ve learned with others on the culmination call.
SCORE: 1.30
12. Ladder of Engagement: Improving Best Practices
Case Study 25% (5)
Applied, Learned,
50% (10)
Shared
Applied, Learned
POLL
Example
Applied, No
Learning
Did Not Apply
Measurement Plan: Webinar Polls
13. 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.”
Inspiration
14. Where to focus …
CRAWL WALK RUN FLY
Linking Social with Ladder of Network Building
Communications Results and Engagement
Strategy Networks Many Free Agents work for
Development Content Strategy you
Pilot: Focus one
Culture Change program or channel Best Practices Multi-Channel Engagement,
with measurement Content, and Measurement
Measurement and
Incremental Capacity learning in all above Reflection and Continuous
Improvement
15. Maturity of Practice: Crawl-Walk-Run-Fly
CRAWL -1 WALK-2 RUN-3 FLY-4
Categories Practices Average
CULTURE Networked Mindset 1.14
Institutional Support 1.62
CAPACITY Staffing 1.24
Communications Strategy 1.38
MEASUREMENT Analysis 1.14
Tools 1.52
Adjustment 1.67
LISTENING Brand Monitoring 1.19
Influencer Research 1.19
CONTENT Integration and Optimization 1.29
ENGAGEMENT Ladder of Engagement 1.14
NETWORK Champions/Aligned Partners 1.10
Relationship Mapping 1.29
• 50% or 10 of participants improve social media practices in at
least one or more areas:
capacity, culture, strategy, measurement, monitoring, engagement,
or content.
16. CWRF – Applied
“It helps us put some focused attention into our social
media. In order to get the most out of this I am
attempting to set some defined goals and areas where we
might be able to leap to the next level. For now I just
made a spreadsheet with the goal as the next stage and
then want to involve others in deciding which ones we
want to focus on. I doubt it would be realistic to jump in
all of the categories and I somewhat recall saying an
improvement in 5 of the indicators would be considered a
success.”
17. CWRF – Reflections
• What insights did you get from
reviewing the CWRF assessment?
• What are some priority areas for
improvement?
18. Maturity of Practice: CWRF – Culture Indicators
CRAWL WALK RUN FLY Score
Networked Understanding of Listening to and Comfort level with Leadership is 1.14
Mindset networks that are cultivating greater comfortable using
connected to relationships with organizational decentralized
organization networks based on openness and decision-making and
mapping networks. transparency. collective action with
Leadership is using networks. Considers
social networks and people inside and
comfortable with outside of the
showing organizations as
personality. assets in strategy.
19. 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.
• Sharing control of decision-making
• Communicating through a network model, rather than
a broadcast model
• Data Informed
20. Leading With A Network Mindset: Shift From Push To Pull
SF Goodwill's CEO, Debbie Alvarez-
Rodriguez
22. The Networked CEO
Open and accessible to the world and
building relationships
Making interests, hobbies, passions visible
creates authenticity
23. Blending Network Strategy With Communications Strategy
From
CEO
to
CNO
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.
24. Networking Is Dynamic Learning
SEEK SENSE SHARE
Identified key blogs and Summarizes article in a Engages with aligned
online sites in issue area tweet partners
Scans and reads every Writes for Huffington Post Presentations
morning and picks out best
25.
26.
27. Be the Broker in the Structural Hole
InMap (http://inmaps.linkedinlabs.com/)
Source: Meg Garlinghouse, LInkedIn
28. From Crawl to Walk
“We are a very small non profit with a membership that is
expanding. We are working on building and mapping our
network with limited resources. We work within a larger
coalition of organizations on common interest issues and are
building our social media relationship with them, however
have not extensively mapped these connections.”
“We understand who our network members are, but we don't
take that into the SM world; we have good partnerships, but
they aren't well-developed in SM.”
30. Examples of Networked Mindset
Resources Legacy Fund
There are extensive networks that exist around the issues we work on and the organizations
with whom we work. Having a clear understanding of these networks is important to
efficient communication and to developing and maintaining relationships with key
individuals and organizations that influence the conservation outcomes we care about.
Practice: How have they gotten an understanding?
Hidden Villa
We work hard to understand our constituents. Most of our programs teams utilize a flexible
program structure in which participants feel empowered to begin where they are at.
Through "interest-based" data collection, we are able to understand the interest that drives
or initiates the relationship with the organization.
Practice: Research
31. Maturity of Practice: CWRF - Culture
CRAWL WALK RUN FLY Score
Institutional Social media policy Social media policy Social media staff All staff use social 1.62
Support is drafted and has been discussed position includes media effectively to
gaining support and approved by facilitating training support organization
through “road leadership. other staff to use objectives.
shows” with social networks.
departments
33. The Rule Book: Social Media Policy
Trust is Cheaper than Control
Participation Guidelines for Everyone
http://www.bethkanter.org/trust-control/
34. Step 2: Write Down the Rules – Social Media Policy
• Encouragement and support • Best practices
• Tone
• Why policy is needed • Expertise
• Cases when it will be used, • Respect
distributed • Quality
• Oversight, notifications, and
legal implications • Additional resources
• Training
• Guidelines • Press referrals
• Identity and transparency • Escalation
• Responsibility
• Confidentiality • Links to policy examples on the
• Judgment and common wiki
sense
Living Document!
Source: Charlene Li, Altimeter Group
36. Resources: Living Documents
Sample policy created w/ policy tool and worksheet is on the wiki for your use
Also links to these resources that get more detailed, plus examples from nonprofits
37. Share Your Process
Community Foundation of Monterrey County
“We have a policy and did a brown bag lunch
on privacy issues with staff.”
Radio Bilingue
“We are currently in the process of drafting a
social media policy.”
38. Discussion: Debrief
How would you lead a discussion within your
organization about the concerns?
If you had a basic template for a social media policy,
how would you ensure that it is discussed and
adapted for your organization?
39. Reflection
• What is unclear? Questions?
*6 mute
Type into Chat
* 7 unmute
Only the
moderator can
see you chats
40. Next Session
Questions?
Next Session: Capacity – Strategy and Staffing
Feb 5: 1:00 pm PST
Use Assessment :
• Review your scores for the capacity indicators and reflect on
what is needed to get your organization to the next level
• Read the articles and resources on the wiki or shared in FB grp
Editor's Notes
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
Every few minutes as we get started, tech support reminder, type into the chat, roll call
http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
This is our agenda – we’ll pause along the way for questions.
Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
The action learning projects are very critical to the success of the program .. So I will be measuring
Change with NGOs doesn’t happenovernight … leaders lead but you have to bring your organization along.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/
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.”
One of the things they did early was to take an inventory of their team members’ skills to discover who was good at the various required skills writing, photography, and video as well as social media savvy. At SF Goodwill they created a Blog Squad to kick things off.Once established, this became one of many platforms for them to engage their community and share control.
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 ..
Bruce Lesley is one of a growing number of nonprofit executive directors and senior leaders that use Twitter. And, he isn’t tweeting about what he ate for breakfast or one of his personal passions, basketball. He uses Twitter to curate information related to his organization’s mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions. He also uses content curation for sources for his guest blogging. His use of Twitter (and his organization’s use of Twitter and all communications channels for that matter) serve this intent: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.If you take a look at Bruce Lesley’s Twitter stream, you will see that he is curating information on public policies impacting children. Bruce does his own curating, using Google Reader and FlipBoard. Any individual or nonprofit organization can curate information using these tools. They can make it strategic by linking the information to their mission. But what is the secret sauce to doing it well?
Note: This is not only the big outcomes, but also the evidence of peer learning work. ]You all have been doing amazing work since we last got together and your growing skills and networks really paid off recently with regard to the Supreme Court’s decision on the ACA. In her blog, Beth highlighted this day as one of those opportunities to balance strategic communications with the spontaneity of social media. You all jumped on this historic event and demonstrated your social media smarts, including:Being flexible and keeping it simple;Using multiple channels and shaping content for each channel;Leveraging the organic sharing properties of Facebook;Having a broad narrative in mind in advance (win, lose or something in between);Getting your social media ambassadors and “super-users” to help spread your message;Curating content from trusted sources; andFocusing on the story after the immediate announcement and providing analysis.There was a huge amount of activity across our network on decision day and it really was a great demonstration of putting into action what we have been learning as a peer community.
Structural hole is a space between clusters or nodes in your networkBy connecting these clusters or for individuals “closing triangles” you are the brokerThis create more opportunity for new ideas, innovation, scaling, and linking your network to your social media strategy gives the potential for more impact..
Resources Legacy FundThere are extensive networks that exist around the issues we work on and the organizations with whom we work. Having a clear understanding of these networks is important to efficient communication and to developing and maintaining relationships with key individuals and organizations that influence the conservation outcomes we care about.Practice: How have they gotten an understanding?Community Foundation for Monterey CountyCenter for Nonprofit Excellence facilitates nonprofit capacity builders network meeting, holds space for ED monthly meetings and board presidents' group brown bag peer learning Girls Health in Girls Hands (grantmaking) and coordination of 6-agency collaborative Staff participation in several networks, i.e. youth collaborative, building healthy communitiesPractice: How To Connect To Online NetworksHidden VillaWe work hard to understand our constituents. Most of our programs teams utilize a flexible program structure in which participants feel empowered to begin where they are at. Through "interest-based" data collection, we are able to understand the interest that drives or initiates the relationship with the organization.Practice: Research