Transcript: New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New Zealand Workshop
1. The Networked NGO
in New Zealand
Beth Kanter
Master Trainer
Workshop
Makaurau Marae, Mangere, South Auckland
May 11, 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
5. SHARE PAIRS AND POPCORN
Introduce yourself to someone you don’t know
and share your burning question!
6. 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
7. 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?
8. Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices Average
CULTURE Networked Mindset 2.17
Institutional Support 1.91
CAPACITY Staffing 1.60
Strategy 1.83
MEASUREMENT Analysis 1.33
Tools 1.73
Adjustment 1.64
LISTENING Brand Monitoring 1.33
Influencer Research 1.50
ENGAGEMENT Ladder of Engagement 1.50
CONTENT Integration/Optimization 1.67
NETWORK Influencer Engagement 1.50
Relationship Mapping 1.58
1 2 3 4
0% 20% 40% 60% 80%
CRAWL
WALK
RUN
FLY
Overall Scores
10. 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
11. 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
12. “As a co-founder and director of
Curative, I am an avid user of Social
Media channels for both personal and
professional worlds.”
13.
14. The Social CEO: In Service of Strategy
What do they spend time
doing that they could do
better via social ?
Whose work do they
respect or feel inspired by?
How will social improve
things they know already
and value?
http://www.bethkanter.org/nonprofit-ceo-leaders/
15. Best Practice: Write Down the Rules – Social Media Policy
http://www.bethkanter.org/category/organizational-culture/
16. Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/
24. CRAWL, WALK, RUN, FLY: Maturity of Practice: Networked Mindset
CRAWL WALK RUN FLY
Understanding of
networks that are
connected to
organization
Listening to and
cultivating
relationships with
networks based on
mapping networks.
Comfort level with
greater organizational
openness and
transparency.
Leadership is using
social networks and
comfortable with
showing personality.
Leadership is
comfortable using
decentralized decision-
making and collective
action with networks.
Considers people inside
and outside of the
organizations as assets
in strategy.
2.17
26. 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
27. 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?
31. 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
33. • 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
34. 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
35. • Reach, Engagement, Action, Dollars
Results
1. How many?
2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
36. Goal Metric
Increase donations % reduction in cost per dollar
raised
Increase donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness,
% increase in
visibility/prominence
Improve relationships with existing
donors/volunteers
% improvement in relationship
scores,
% increase in donation from
existing donors
Improve engagement with
stakeholders
% increase in engagement
(comments on YouTube, shares
on Facebook, comments on
blog, etc.
Change in behavior % decrease in bad behavior,
% increase in good behavior
Change in attitude about your
organization
% increase in trust score or
relationship score
Pick The Right Success Metric!
37. SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
SMART
OBJECTIVE
TARGET
AUDIENCES
SUCCESS
METRICS
38. SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your
Poster on Wall
Look at other
posters
Leave Notes
43. 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
46. Editorial Calendar Example
January 2013
United Ways of California www.unitedwaysCA.org 46
Include hashtags (#) and URL resources for staff to do some research on topics
47. 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
48. 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
49. It’s A Process: Ideas, Organize, Create, Measure
• Allocate staff meeting
time
• Regular content
brainstorm meetings
• Next steps at meeting
• Have your metrics in
hand
50. 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
51. You Don’t Have To Measure All Right Away
http://bit.ly/npspreadsheet
52. Use Data To Make Better Decisions
Look for patterns
53.
54. Share Pair
How will you coordinate, create, and measure your social
media content? What questions do you still have?
57. California Shakespeare Theater
California Shakespeare Theatre
California Shakespeare Festival
Cal Shakes
Jonathan Moscone
Susie Falk
As the season approaches -- the names
of that season's directors and
productions.
59. Think and Write: What keywords do you need to monitor to help you
reach your objectives, learn more about your audience, or support
content strategy? WRITE ON STICKY NOTE
61. What’s Important: Ladder of Engagement
• Defined Objective
• Clearly designated
steps
• A way to track process
• Many entry points
1.50
62. Share Pair: Ladder of Engagement
1. Review your
objective and
audience
2. What do you want
your audience to
do?
3. What are the rungs
that lead to that
action?
4. Write it on a sticky
note
63. Influencers
Influencers: Individuals who are passionate about
your mission and have the power or ability to affect
someone’s actions. Champions are people will tap
into their networks and inspire others to action, etc..
Influencer Research: Using online search and
other tools to identify social media profiles of
influencers and an analysis of what they are saying
to design a formal program to engage them.
1.50
65. Think and Write: What research do you need to do to identify
influencers? How can you empower them to support your objectives?
WRITE ON STICKY NOTE
66. GALLERY WALK
Put your sticky
notes for
listening,
engagement,
and influencers
on your posters
Look at other
posters
68. Discussion and Q/A
• What are your remaining questions about
implementing your strategy?
• What is still unclear?
• How to best support peer learning moving
forward?
71. 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
73. • 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?
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 ..
As the leader and voice for your nonprofit organization, should you as the CEO or executive director use social media as part of your organizational or personal leadership tool set? Certainly, your marketing communications staff has talked about the benefits of effective social media integration that personalizes your organization’s brand with the voice of its leader – you. But getting into the habit of regular tweeting, Facebooking, or experimenting with new tools like Instagram is another story.It’s not that you don’t think it is a good idea. But you are probably, like most who work in the social change sector, incredibly busy. Maybe you are muttering to yourself ”Who can find the time to do social media?” It isn’t a matter of finding the time, it is a matter of making the time and starting with some steps. Have a conversation with your social media team and ask these questions:What do you spend time doing now that you could do better via social?What other executive directors in your field that you respect, follow or and feel inspired by are using social creatively?What are your strengths and preferences and what is the best match in terms of social channels?How will social improve things you already KNOW and value?The executive director for the ACLU-NJ, UdiOfer, had that exact conversation with his staff when he was started last February and set up a Twitter account @UdiACLU and started using Instagramand YouTube to answer questions about marriage equality, DOMA, police misconduct, and other issues on the organization’s docket. While the communications department has suggested the idea, he was on board from the start. He does his own all of his own tweeting and as his communications staff reports, “enthusiastically at that!”Udi was not on Twitter before he started tweeting for his organization and was a Twitter novice, but he was opened to sitting down with his communications staff for a half hour tutorial where they showed him the basics of using Twitter and how to do it from his mobile phone. What did the trick was a “How To Tweet” cheat sheet that not only included the simple mechanics, but also sample tweets from other ACLU leaders around the country, subtle form of peer pressure. Says Eliza Stram, ACLU-NJ Communications Associate, “I was able to make the sometimes intimidating prospect of tweeting approachable and very doable. In other words, if your peer at another ACLU Affiliate can do it, then so can you!”Stram also says that her new boss was very open and enthusiastic in trying out this new way of communication with reporters, civil liberties activists, and their supporters. Says Stram, “Without that openness, I don’t believe he would be having nearly as much fun with Twitter as he is now.”By using twitter, the ACLU-NJ’s is not just sharing what ate for breakfast, Udi provides quotes on his organization’s most important cases and issues to reporters, in addition to their traditional press release or emailed statement. He is also publicly debating civil liberties issues with reporters, lawyers and followers. As Eliza notes, “Something that would have been impossible to do unless you were sitting with him in his office. ” There is the occasional personal tweet, but these serve to make him seem approachable and human.While Udi is the face of the ACLU-NJ in the organization’s “official” communications such as press releases or in newspaper articles or sound bytes on the evening news, Twitter has become the place where he injects warmth into the organization. Says Eliza, “This is accomplished through the “Ask Udi Anything” project, which asked ACLU-NJ’s followers to pose questions about his goals for the organization and even what his favorite karaoke song is! By answering the public’s questions in a video Udi became an accessible, humorous, and more personal face for the ACLU-NJ.”Udi is just one example of nonprofit CEOs and leaders who use Twitter and other social media platforms. Take for exampleRobert Falls who is the artistic director of the Goodman Theater he not only uses his personal Twitter account to highlight the Goodman’s shows, but also to share creative ideas, connect with peers, and discuss the art of theatre.Getting Past the Learning CurveDon’t let the learning curve get in the way of adopting social media as a personal and organizational leadership tool for your organization as Alexandra Samuel advises in this recent post on the WSJ. While learning any new skill or tool will feel daunting when you start, if you can get started with small steps and practice it daily for a short amount of time, like Udi you’ll be a whiz in a matter of weeks. Samuel also offers some ways to approach social media as a personal leadership tool. This include:Create a Leadership Dashboard: Using a tool like Mention or Feedly, you can put together a small list of leadership blogs or publications and set aside 15 minutes a day to read.Stay Focused: Use online visualize tools to mindmap ideasAmplify Your Voice: If you are sharing articles suggested your staff or colleagues “read this,” switch the channel to something like Twitter.Social Media Golf Course: Find a tool or channel that is simply fun and have some play time.If you are a nonprofit CEO, how did you get comfortable with incorporating social media into your personal and organizational leadership tool kit? What support and encouragement did your staff provide? Do you have an “ah ha” moment from social media a leadership tool that convinced you it wasn’t a waste of time?
So sharks aren’t really our focus. We work mostly on sustainable seafood and overfishing.But Ray reaaaaaaly loves sharks. This could be a big problem.
http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_twoHybrid is the most progressive and the most conducive to producing continuous innovation at the pace of digital change. In this model, different business units continue to build their own capacity based on their specific needs, but all digital staffers are connected to and supported by a central and strong digital experience team that directs the whole system toward long-term strategic goals. With this model, the culture of the central digital team is practicing what we’ll call “open leadership”: service oriented, highly collaborative, hyper-connected listeners, who also have the technical and content expertise to be high-value strategists. They take on leadership of high-leverage or high-risk projects themselves, but leave space for others to lead on their own initiatives. This may sound ideal, but in practice it is a more organic model than most institutions are comfortable with. It’s actually unclear whether this model can actually exist if the rest of the institution is highly silo-ized, politicized, and competitive. To be sustainable, support for this new type of collaborative leadership needs to come via a larger change initiative from the top that moves toward looser, more adaptive structures overall.Jason Mogus is the principal strategist at Communicopia, a Webby Award-winning digital consultancy that helps social change organizations adapt to a networked world. Jason has led digital transformation projects for the TckTckTck global climate campaign, The Elders, NRDC, the United Nations Foundation, and the City of Vancouver, and he is the founder of the Web of Change community. Michael Silberman is the global director of Digital Innovation at Greenpeace, where he leads a lab that envisions, tests, and rolls out creative new means of engaging and mobilizing supporters in 42 countries. Silberman is a co-founder of EchoDitto, a digital consultancy that empowers leading organizations to have a greater impact through the creative use of new technologies. Follow Michael on twitter: @silbatron. Christopher Roy is a senior strategist with Communicopia and the founder of Open Directions. He works with social purpose organizations and businesses to create clear strategies and tactical plans that harness the full potential of online engagement for creating change.
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 ..
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 …
California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.
http://www.flickr.com/photos/siette/2470934835/sizes/o/http://www.wildwomanfundraising.com/slacktivism-is-good/A way to track processClearly designated stepsA well defined goalMany entry pointsWebsite SignupForm• Social Media• Online Petitions• Banner Ads• Paid Acquisition• List Chaperones• Whitepapers• Mobile List• Mobile &Facebook Apps• Face-to-Face• OfflineFundraising
http://www.flickr.com/photos/siette/2470934835/sizes/o/A way to track processClearly designated stepsA well defined goalMany entry pointsWebsite SignupForm• Social Media• Online Petitions• Banner Ads• Paid Acquisition• List Chaperones• Whitepapers• Mobile List• Mobile &Facebook Apps• Face-to-Face• OfflineFundraising
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
