Networked Leadership Skills for Social Change

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  • 1. Networked Leadership Skills: Using Social Media and Networks for Social Change Beth Kanter , Master Trainer, Blogger, and Author Guest Lecture University of California, Berkeley Haas School of Business Spring 2014 MBA/EWMBA 292 Jane Wei-Skillern, Adjunct Associate Professor Networks for Impact: Social Innovation’s Next Frontier
  • 2. Beth Kanter: Master Trainer, Author, and Blogger @kanter http://bethkanter.wikispaces.com/uc-berkeley
  • 3. http://teamcoco.com/video/linkedin-11-07-2013
  • 4. Beth 160,048 Conan 125,865
  • 5. Broadband Mobile Social Networks 3 Digital Revolutions NGO Photography
  • 6. Networked Nonprofits Defined Simple, agile, and transparent nonprofits. They are experts at using networks and social media tools to make the world a better place.
  • 7. 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
  • 8. Core Ties Node Cluster Periphery Hubs or Influencers Cheat Sheet: Network Visualization
  • 9. Network Maps Two Lenses 1: Whole Network 2: Professional Network (Ego)
  • 10. Whole Networks: Movements
  • 11. Whole Networks: Organizational Network
  • 12. Whole Networks: Twitter Hashtag: WEF 2030
  • 13. 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
  • 14. 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.”
  • 15. Exercise: Analyze and Visualize Your Professional Network
  • 16. 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
  • 17. Building Your Professional Network Step 2. Think about your current work or career goal • 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?
  • 18. 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?
  • 19. 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
  • 20. A C B Visualizing Is Noticing Your Network Online Networking Tools Help You Visualize and Build
  • 21. 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
  • 22. 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
  • 23. 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?
  • 24. Report Out
  • 25. 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.
  • 26. Twitter for Professional Networking
  • 27. Twitter for Professional Networking
  • 28. Exercise: Getting Ready for Networking
  • 29. 1. Who are you? 2. Why should someone want to connect with you? 3. What makes you unique? 4. What is your professional interest? Five Minute Exercise: Twitter Best Practices and Practicing – Personal Profile Craft Your Twitter Elevator Speech
  • 30. Reflection • What are some ways that visualizing your professional network has helped you think about strategy? • What is one small action step that you can commit to doing to leverage your network to support your goals?
  • 31. Networked Nonprofits Simple, agile, and transparent nonprofits. They are experts at using networks and social media tools to make the world a better place.
  • 32. 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.”
  • 33. CRAWL WALK RUN FLY Maturity of Practice: Network Nonprofits Linking Social with Results and Networks Pilot: Focus one campaign or channel Incremental Capacity Ladder of Engagement Content Strategy Best Practices Some measurement and learning in all above Communications Strategy Development Culture Change Network Building Many champions & Influencers Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
  • 34. 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
  • 35. A 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
  • 36. The Social CEO: In Service of Strategy
  • 37. Civil Society Engagement Around Policy Issues
  • 38. Authenticity Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  • 39. 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
  • 40. 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
  • 41. Feeding A Network of Networks
  • 42. A Bridge Between Network of Networks
  • 43. Share Pair: What is one insight about networks, networked nonprofits, or strategic use of social media for social change?
  • 44. Flickr Photo by John K One Minute of Silence: What is one idea that you can put into practice next week? Write down on an index card Raffle!
  • 45. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter