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OE Peer Group 2 - Session 1 Orientation
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  • 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!
  • Official Welcome (10 minutes) Program Overview: Orient participants to the four days and overall program, including expectations (10 minutes)  Exercise (25 minutes)Facilitator asks the group to form 4 groups of 4 people each – social media implementers in two groups, and senior leaders in two groups. Each group will meet over the next 10 minutes. Their task is to reflect together on the following question: What are your hopes for this program and any fears or concerns you have for it as well? After the discussion period, each group will have 3 minutes to share their group's hopes and fears. At the conclusion, facilitator asks the group for their comments, observations and reflections on the whole to debrief.
  • https://www.surveymonkey.com/s/Measure-Netnon-Grp-1-LOA
  • DateTimeDescriptionJanuary 23, 201211:00 AM PSTOrientationSelf-Assessment: Maturity of Practice ModelFebruary 5, 20131:00 PM PSTCapacity/CultureFebruary 26, 20131:00 PM PSTStrategy/MeasurementMarch 19, 20131:00 PM PSTEngagement/ContentApril 16, 20131:00 PM PSTInfluencer Research/Relationship MappingMay 28, 20131:00 PM PSTBrand Champions/Aligned PartnersJune 25, 20131:00-2:30 PM PSTCulmination
  • 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
  • Official Welcome (10 minutes) Program Overview: Orient participants to the four days and overall program, including expectations (10 minutes)  Exercise (25 minutes)Facilitator asks the group to form 4 groups of 4 people each – social media implementers in two groups, and senior leaders in two groups. Each group will meet over the next 10 minutes. Their task is to reflect together on the following question: What are your hopes for this program and any fears or concerns you have for it as well? After the discussion period, each group will have 3 minutes to share their group's hopes and fears. At the conclusion, facilitator asks the group for their comments, observations and reflections on the whole to debrief.
  • 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/
  • http://www.flickr.com/photos/cgc/5259321/sizes/m/
  • 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

OE Peer Group 2 - Session 1 Orientation OE Peer Group 2 - Session 1 Orientation Presentation Transcript

  • Peer Learning Group 2: Improving Social Media practices with Measurement Orientation Call: Jan. 23, 2013 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  • Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Please use *6 to Mute your conference line While we are waiting, play with the chat: Type in your Only the name, organization, and location. Imoderatorcan see you will be doing the “roll call” chats
  • Participants California Coverage & Health Initiatives Center for Excellence in Nonprofits Center for Health and Gender Equity Coastal Watershed Council*7 unmute Community Foundation for Monterey County * 6 mute 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
  • This call is beingrecorded *2 Flickr Photo by Malinki
  • Peer Learning Group 2: Improving Social Media practices with Measurement Orientation Call: Jan. 23, 2013 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  • Agenda Intros Program Overview Maturity of Practice Assessment Next Session Reflection Only the Tweet yourmoderator can insightssee you chats #netnon
  • Participants California Coverage & Health Initiatives Center for Excellence in Nonprofits Center for Health and Gender Equity Coastal Watershed CouncilCommunity 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
  • Beth Kanter
  • Stephanie Rudat
  • Notifications Sign UpMore than one person per organization canparticipate and tag team the work, butwhoever joins the call must be preparedhttps://www.surveymonkey.com/s/measure-netnon-grp-2-notificationsI will also be sending out calendar invitations for therest of the calls so you can add it to your calendars.Note, for some folks, it might not work depending whatyou use for your calendar system and your IT set up.Auditorshttp://measure-netnon.wikispaces.com/13_Group_2_Participants
  • Participation Expectations2-8 hours per month• More than one person per organization can participate and tag team thework, but whoever joins the call must be prepared• Attend conference calls and participate in Facebook Group• Participants will self-define their “homework” related to the topic of the call• Each organization will have a “wiki” journal for notes during the program and“look over the shoulder learning” is encouraged• Beth will publish a regular blog post summarizing the best practices or a casestudy• Beth will offer office hours to help organizations prep for presentations forculmination call
  • Schedule and Syllabus Date/Time Topic January 23 Orientation Maturity of Practice Assessment February 5 Capacity/Culture February 26 Strategy/Measurement March 19 Engagement/Content April 16 Influencer Research/Relationship Mapping May 28 Brand Champions/Aligned Partners June 25 Learning Culmination• All calls at 1 PM PST – except for 1/23• All calls one hour – except for 6/24• All calls on Tuesdays – except for 1/23
  • Peer Learning Conference Calls: Structure Check In Next Topic Action Discussion Call-In: 866-740-1260 passcode: 740-5939 http://www.readytalk.com passcode: 740-5939
  • Office Hours: Optional • Coaching for Presenting on Call • 30 minute sessions • https://my.timedriver.com/4QHZG
  • The Wiki If you want a wiki tutorial, we will do this at the end of the call. http://measure-netnon.wikispaces.com/
  • StealthMeasurement Closed Facebook Group
  • Peer Learning Program: My Use of MeasurementI’m eating my own dog food so I have empathy for you!
  • Grantees communicationsstrategies have more impact on policy and social change Theory of Change outcomes Grantees have better relationships with influencers , partners, and stakeholders Grantees learn from each other’s experiences, saving time and getting better results Grantees get better at social media best practices Grantees practice best practices and share learning with each other
  • 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, en gagement, or content. • 25% or 5 participants apply social media best practices and share what they’ve learned with others on the culmination call.
  • Ladder of Engagement: Improving Best Practices Case Study 25% (5) Applied, Learned, Shared 50% (10) Applied, Learned POLL Example Applied, No Learning Did Not Apply Measurement Plan: Webinar Polls
  • Maturity of Practice: CWRF Baseline SCORE: 1.30 • Overall baseline level of social media practice improves by .5
  • Maturity of Practice: Crawl-Walk-Run-Fly CRAWL -1 WALK-2 RUN-3 FLY-4Categories Practices AverageCULTURE Networked Mindset 1.14 Institutional Support 1.62CAPACITY Staffing 1.24 Communications Strategy 1.38MEASUREMENT Analysis 1.14 Tools 1.52 Adjustment 1.67LISTENING Brand Monitoring 1.19 Influencer Research 1.19CONTENT Integration and Optimization 1.29ENGAGEMENT 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.
  • If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have to keep moving forward.” Inspiration
  • Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder of Network BuildingCommunications Results and EngagementStrategy Networks Many Free Agents work forDevelopment Content Strategy you Pilot: Focus oneCulture Change program or channel Best Practices Multi-Channel with measurement Engagement, Content, and Measurement and Measurement Incremental Capacity learning in all above Reflection and Continuous Improvement
  • Maturity of Practice: Crawl-Walk-Run-Fly CRAWL -1 WALK-2 RUN-3 FLY-4Categories Practices AverageCULTURE Networked Mindset 1.14 Institutional Support 1.62CAPACITY Staffing 1.24 Communications Strategy 1.38MEASUREMENT Analysis 1.14 Tools 1.52 Adjustment 1.67LISTENING Brand Monitoring 1.19 Influencer Research 1.19CONTENT Integration and Optimization 1.29ENGAGEMENT 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.
  • Maturity of Practice: CWRF - Culture CRAWL WALK RUN FLY ScoreNetworked Understanding of Listening to and Comfort level with Leadership is 1.14Mindset 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.Institutional Social media policy Social media policy Social media staff All staff use social 1.62Support 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
  • Maturity of Practice: CWRF -Capacity CRAWL WALK RUN FLY ScoreCommunications Consideration of Strategic plan with Strategic plan with Strategic plan with 1.24Strategy communications SMART objectives SMART objectives SMART objectives and strategy with SMART and audiences for and audience audience definition. objectives and branding and web definition. Includes integrated audiences and presence, include Includes integrated content, engagement strategies for strategy points to content, strategy, and formal branding and web align social media forengagement champions/influencer presence. Social one or two social strategy, and program and working Media is not fully media channels. formal with aligned partners. aligned. champions/influen Uses more than three cer program and social media channels. working with Formal process for aligned partners. testing and adopting Uses more than social media channels. two social media channels.Hours 5 hours or less per 5-19 hours per week 20-29 hours per 30-40 hours of staff 1.38 week of staff time is of staff time is week of staff time time is invested in a invested invested in one in a dedicated dedicated social media position. Other staff social media position with support or intentions position. Other staff. Other staff or implement social staff or interns or interns or influencers media. influencers implement social implement social media. media strategy.
  • Maturity of Practice: CWRF - Measurement CRAWL WALK RUN FLY Score Analysis Lacks consistent data Data collection is Data is from multiple Establishes collection or formal consistent, but not sources and shared organizational KPIs and 1.14 reporting. Draws shared between across departments tracks in organizational conclusions from departments. Not all through a dashboard. dashboard with incomplete data or data is linked to Does not collect data it different views for “drive by” analysis. decision-making for doesn’t use. departments or levels. better results. Measurable objectives May have data analyst are based on on staff. benchmarking. Tools Not using or not using Using free or low cost Using free/low cost Uses professional fully. analytics tools to analytics tools to measurement and 1.52 collect metrics and collect metrics and analytics tools. analyze further in analyze further in Provides training or spreadsheets if spreadsheets if uses expert required for actionable required for actionable consultants to assist in insights. insights. Uses social data/analysis. media management/metrics professional tool to collect data. Adjustment Does not use data to Uses data for decision- Reports are discussed Formal process for make planning making but not a at staff meetings and analyzing, discussing, 1.67 decisions. formal organizational used to make and applying results. process. decisions that improve Data visualization and results. formal reflection processes.
  • Maturity of Practice: CWRF - Listening CRAWL WALK RUN FLY Score Brand Observing Tracking keywords, Tracking keywords,Tracking keywords, 1.19 Monitoring conversations and influencers, or influencers, and influencers, and receiving Google conversations using conversations using conversations using Alerts, but not doing free tools, but does free tools and free and paid tools analysis not have a formal weekly/monthly and weekly/monthly organizational reporting and reporting and process for synthesis. synthesis. Capacity synthesis and to use “real-time” reporting. information to respond. Uses both to make decisions, avoid social media crisis before escalating. Influencer Not using Uses online systems Uses online systems Uses online systems 1.19 Research and “desk research” and “desk research” and “desk research” to identify, but is to identify, monitor, to identify, monitor, not monitoring. and cultivate. and cultivate and to build an influencer strategy.
  • Maturity of Practice: CWRF - Content CRAWL WALK RUN FLY Score Integration Shares content Uses an editorial Uses an editorial Uses an editorial 1.29 and that may be calendar to align calendar to align calendar to align Optimization relevant to content with content with content with audience, but not objectives and objectives and objectives and consistently and audiences to audiences to audiences to not measuring publish across publish across publish across channels channels channels consistently consistently and consistently, measures measures performance performance, and uses data to plan content
  • Maturity of Practice: CWRF - Engagement CRAWL WALK RUN FLY Score Ladder of Not using Informal Formal description Formal description 1.10 Engagement description of of different levels of different levels different levels of of engagement of engagement engagement on based on survey or based on survey or different platforms qualitative qualitative or across platforms, research. Aligns research. Aligns but doesn’t align with strategy, but with strategy and with strategy or does not collects data and measurement. measurement reports organized process for all by engagement and steps. conversion levels.
  • Maturity of Practice: CWRF - Networking CRAWL Score WALK RUN FLY Champions Has partners but Connects and Consistent Consistent 1.10 is not collaborates with conversations and collaborations with collaborating on aligned partners inconnections with aligned partners on social networks. a haphazard way, aligned partners on social channels not consistent or social media with activities that strategic. platform(s) and are mutually implements small aligned with pilots. objectives. Relationship Lists Uses low tech Uses low tech Uses low tech 1.29 Mapping organizations or methods (drawings methods and free methods and free partners but has and sticky notes) to social network and paid social not visualized or visualize networks analysis tools to network analysis identified new of individuals and visualize networks tools and uses ones. organizations of individuals and resulting organizations. Uses visualizations to data to inform inform strategy strategy and and/or measure tactics. results.
  • Maturity of Practice: Reflection • What are your greatest concerns? Poll • What are your greatest hopes? Poll • What is unclear? Questions? *6 mute Type into Chat * 7 unmute Only the moderator can see you chats
  • Next Session Questions? Next Session: Feb 5: 1:00 pm PST Use Assessment : • Review your scores for the culture/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 • If you want share your assessment for culture/capacity next week, contact me via bkanter@packard.org
  • The Wiki If you want a wiki tutorial, we will do this at the end of the call. http://measure-netnon.wikispaces.com/