Social Media and International Organizations


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  • wonderful work how can we get girls and young women to use social media to influence policy makers get their voices heard beside blogs which are not read
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  • Beth - great stuff. Lots of this discussion is about social media for outreach by communication and fundraising people. But what about programme staff using social media for collaboration and advocacy on technical issues?
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Social Media and International Organizations

  1. Networked International Organizations Using Networks, Measurement, and Social Media for Learning that Leads To Impact Beth Kanter, Adjunct Professor Monterey Institute of International Studies IPSS8534 – January, 2014
  2. Your Burning Questions! Welcome Please write down your burning question about networked international organizations or social media on a sticky note What do you want answered by the end of the course? Post it on the flip chart
  3. Networked International Organizations Using Networks, Measurement, and Social Media for Learning that Leads To Impact Beth Kanter, Adjunct Professor Monterey Institute of International Studies IPSS8534 – January, 2014
  4. Beth Kanter: Master Trainer, Author, and Blogger
  5. Rapid Introductions (15 seconds) Your Name Policy Issue Host Organization Name
  6. The Agenda AGENDA OUTCOMES Day 1 • Understand and apply organization best practices in your internship Icebreaker • Networked International Organization Apply professional networking and social learning to support internship and career Networks and Networked Mindsets FRAMING SMARTer Social Media Social Strategies: Listening, Engagement, Champions, and Content Interactive Reflective Poster Share Reflection
  7. Class Policy: Laptops and Internet • • • • • Laptops Up, Laptops Down Your full attention during face-to-face interaction Use laptops to do online exercises Tweet during breaks: #netnon Sharing Photos Online: Guidelines
  8. Course Requirements and Grading • Graded as pass/fail • Pass = attend all class meetings and deliver assignment • The completion of rubric and assessment is required • Students submit a report that will be shared with their host organizations identifying recommendations for org’s social media strategy • Class time to work on report
  9. Course Wiki • Resources • Syllabus • Journals Laptop Up: Take a minute now to find your journal and fill in the contact information
  10. Closed Facebook Group • Resource to check in during your internship • My virtual office Laptop Up: Take a minute and join To Join:
  11. Icebreaker: Creating A Social Network • Think about: What knowledge or skills do you already have that will help you in this class/internship? • Write down one word or phrase per sticky note and include your name • You can write on 3 sticky notes
  12. Icebreaker: Reflection What points of connection or common interests did you hear or see? What opportunities for reciprocity? How can you mutually support one another in our social media learning journey?
  13. The Power of Networks We have now created a social network around our shared professional interests. This is what happens when we use online social networks – transparency helps create connections. The glue that holds them together is relationships. If international organizations understand the basic building blocks of social networks and apply to their work, they can achieve better results Image Source: Innonet
  14. 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.
  15. Social Change is Increasingly Network-Centric
  16. 3 Digital Revolutions Broadband NGO Photography Mobile Social Networks
  17. Networked International Organizations The FCO encourages all staff to make full use of the opportunities offered by social media to help deliver FCO objectives. Social media . . . • Allows diplomats to monitor events, harvest information and identify key influencers. • Can assist in the consultation process and the formulation of policy by helping us crowd source ideas. • Provide real time channels to deliver our messages directly and influence beyond traditional audiences. • Improve the delivery of our services through closer engagement with our customers and allow us to better manage a crisis. • Make us more accountable and transparent through open dialogue.
  18. Social for the News
  19. Influencer Engagement On Policy Issues
  20. Making Connections and Sharing Stories Play Video
  21. Making Connections and Sharing Stories
  22. Civil Society Engagement Around Policy Issues
  23. Civil Society Engagement Around Policy Issues
  24. Civil Society Engagement Around Policy Issues
  25. Civil Society Engagement Around Policy Issues
  26. Engagement and Action Around Policy Issues
  27. Social Media Data and Policy Research
  29. Reflection: Share Pair and Popcorn • How is your host organization leveraging the power of networks and social media for policy development? • What international organizations in your policy area do a great job using social media channels for news, stakeholder engagement and action, policy research, or other area?
  30. 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.”
  31. Maturity of Practice: Network Nonprofits CRAWL WALK Communications Strategy Development Linking Social with Results and Networks Culture Change Pilot: Focus one campaign or channel RUN Ladder of Engagement Content Strategy Incremental Capacity Best Practices Some measurement and learning in all above FLY Network Building Many champions & Influencers Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
  32. What did you learn about your host organization? What does that look like? Where do you think your internship can be helpful to them? CRAWL WALK RUN FLY
  33. Maturity of Practice: Crawl-Walk-Run-Fly Categories CULTURE Practices 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
  34. CWRF Tracker “It helps us put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”
  35. BREAK! 15 minutes
  36. Module 2: Understanding Networks and Networked Mindsets Networked Nonprofits are simple, agile, and transparent nonprofits. 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 nonprofits, it means changing the way they work. Others naturally work in a networked way so change isn’t as difficult.
  37. 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
  38. Openness
  39. Transparency Substantial: Providing information that is truthful, complete, easy to understand & reliable Absence of Secrecy: Doesn’t leave out important but potentially damaging details, the org doesn’t obfuscate its data with jargon or confusion & the org is slow to provide data or only discloses data when required Source: Measuring the Networked Nonprofit Accountable: Forthcoming with bad news, admits mistakes, and provides both sides of a controversy Participation: Asks for feedback, involves others, takes the time to listen & is prompt in responding to requests for information
  40. 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?
  41. Organizational Leaders Are Authentic Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  42. No Ghost Tweeting
  43. Christine Lagarde - IMF
  44. International Organization Heads: Most Conversational
  45. Leveraging Networks
  46. Best Practice: Write Down the Rules – Social Media Policy  • International Law
  47. Social Media Policy
  48. Social Media Policy – All Staff Participate
  49. Reflection: Share Pair and Popcorn • Is the head of your host organization using social channels? • What did you learn about your host organization’s social media policy?
  50. Social Media Staff Free Integrated Staff Staff • Intern • Volunteer • Board Members • Spread tasks across staff jobs • Part-Time • Full-Time • Team
  51. Hybrid Model Staffing: Tear Down Those Silos Source: SSIR – Mogus, Silberman, and Roy
  52. Common Social Media Intern Tasks Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data
  53. Reflection: Share Pair and Popcorn • What is the staffing configuration of your host organization to support social media? • What social media tasks might be incorporated into your internship?
  54. A Quick Network Primer 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.
  55. A Quick Primer on Social Network Analysis Periphery Cluster Core Hubs or Influencers Ties Node
  56. Network Weaving and Social Capital Bridges and Islands Small talk creates trust trust lubricates transactions, pay it forward and connecting
  57. Movements
  58. Ecosystem
  59. Stakeholder Map INFORMAL RELATIONSHIPS OTHER ORGANIZATIONS • Other Constituents • Other Constituents • Other Constituents • Other Constituents • Other Constituents • Other Constituents Target Audiences • Describe • Describe • Describe • Describe STAFF and BOARD • Aligned Partners PARTNERS • Aligned Partners • Aligned Partners FORMAL RELATIONSHIPS
  60. Stakeholder Maps
  61. Activism 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
  62. Twitter Followers
  63. Network Map of Twitter Hashtag: WEF 2030
  64. 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 groups, write the names on the sticky notes 4. Identify influencers, specific ties and connections. Draw the connections 5. Alternative exercises on wiki
  65. 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 host network’s organization? What did you learn from looking at other organization’s network maps?
  66. Speed Debrief: 60 Seconds
  67. Lunch
  68. Stretch Break
  69. SMARTer Social Media People Objectives Strategies Tactics
  70. POST APPLIED: SMALL NONPROFIT 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 SOCIAL STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TACTICS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
  71. POST APPLIED: LARGE INTERNATIONAL ORG PEOPLE: Individuals, Journalists, Donors, Policymakers OBJECTIVES: Increase awareness of plight and needs of Syrian Child Increase engagement around need for humanitarian support Raise $x for Syrian Children’s Relief Fund SOCIAL STRATEGY Share gritty truth in sobering way: children are victims of violence and war through specific stories and overall statistics Activate champions and influencers to spread content and stories to their networks CTA: Activate petition signatures and donations A FEW TACTICS Infographic and photo stories distributed through social channels Email for donations NY Times ad During UNGA Week Song/Video by Ellie Goulding telling real stories from real children Live donor call from Jordan and Reddit CE0 Carolyn Miles Twitter
  72. Save the Children – Staff and CEO
  73. POST: KNOW YOUR PEOPLE • • • • • • 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?
  74. POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars 1. How many? 2. 3. Measure with metrics By when?
  75. Measurable Goal Increase donations Metric Increase donor base % reduction in cost per dollar raised % increase in new donors Increase number of volunteers % increase in volunteers Increase awareness % increase in awareness, % increase in visibility/prominence Improve relationships with existing % improvement in relationship donors/volunteers scores, % increase in donation from existing donors Improve engagement with % increase in engagement stakeholders (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
  76. Work in Small Groups or Pairs • Use POST Worksheet • Work through questions about PEOPLE and OBJECTIVE • Create POST Poster for your host organization • Alternative exercises on wiki
  78. Social Strategy POST: Social Strategies Listen Engage Content Champions Influencers
  79. Social Strategies: Listening
  80. Social Strategies: Listening Repeat Key Words Analysis Dashboard Respond • • • • • • Brand Monitoring Service delivery Engagement Crowdsourcing Content curation Policy research
  81. 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.
  82. Social Strategies: Listening Source: Upwell
  84. Manual Content Analysis Authority Visibility Tone Messages Communicated Conversation Type Pages 133-137
  85. Red Cross: Social Media Command Center
  86. Red Cross: Real Time Analysis Top social topics People in affected areas/friends and family of affected people • Damage/need reports • How to get help General public • How to help • Emotional support • Fundraising
  87. Red Cross: Tools Engagement Console
  88. Red Cross: Tools Insights Dashboard
  89. Red Cross: Volunteer Duties • Categorize posts within Radian6 to feed email alerts that go to relevant groups • Look for opportunities to provide mission critical information or emotional support • Correct misinformation and connect affected people with Red Cross resources
  90. Red Cross: Examples Engagement examples
  91. Red Cross: Examples
  92. Red Cross: Examples Engagement examples
  93. 140,000 120,000 100,000 80,000 60,000 40,000 20,000
  94. 140,000 120,000 100,000 80,000 60,000 40,000 20,000
  95. One Metric That Matters: Increase Shark Conservation Conversation 1,800,000 1,683,670 1,600,000 1,400,000 1,200,000 1,000,000 745,030 800,000 600,000 400,000 200,000 133,167 0 Shark Week 2010 Shark Week 2011 Shark Week 2012
  96. Think and Write • How does your host organization’s do listening? • How does it support their strategy? • How can they improve? • What keywords would you use? • Write some notes to add to your poster
  97. Social Strategies: Engagement
  98. Social Strategies: Engagement with a Purpose Views Trial/Consideration Likes Followers Donate Advocacy Source: KD Paine
  99. Social Strategies: Calls To Action/Conversions Adopt Donate Volunteer Share Photos Download App Promote Campaign
  100. gristastic ladder ‘o engagement personal calls to action stories of people making change fun on-ramps policy level discussions/calls to action
  101. Surfrider Foundation: Building Engagement Model Play Video
  102. Surfrider Foundation: Building Engagement Model • • • • • • Strategic plan Staff brainstorm: Identify degree of engagement and CTA Wrote it down Got Feedback from chapters Guides campaign planning Built a system to measure
  103. Ladders, Funnels, Pyramids, and Vortexs Source: SSIR: Permanent Disruption of Social Media • Defined objective • Micro conversions or steps • Continuum of engagement: light to deep involvement • Understanding audience motivation and peer influences • A way to track process • Many entry points, non-linear • CTA and what channel
  104. Engagement Model: Guides Strategy and Measurement Measuring Engagement: Conversions Reach Engage Connect Action Champion • Views • Followers/Fans • Visitors • PTAT • Post: Likes, Shares, Comments • Replies, RTs, Favorites • Content resonance • Relationship Scores or SNA • Contact information • Landing Page Conversions • # events, donors, volunteers, dollars • Conversion to action • # active champions
  105. Work in Small Groups or Pairs • How does your host organization engagement? • What could be improved? • Add ideas to your POST poster
  106. Champions and Influencers
  107. Champions: Can Be Influencer
  108. Champions: From Your Network
  109. Champions: Alumni
  110. Champions: Employees
  111. Champions: Influencers
  112. Champions: Online Influencers
  113. Champions: Framework Unleash Resources Recruit Research • • • • • NodeXL Twiangulate Klout Desk Research Network Map
  114. Chamipons USA for UNHCR raises funds and awareness in the United States for the lifesaving work that more than 6,000 staffers of Genevabased UNHCR undertake for refugees around the world, 24/7. USA for UNHCR created the Blue Key campaign as a way to drive awareness of this global issue in the US. The blue key pin or pendant symbolizes the one thing most of us have and that refugees don’t: a key to their own home.
  115. Champions The Blue Key site was only launched in December 2010, and its social/digital aspects were relatively new, so there was not a lot of data to base KPIs on. Overall, when we went into the first phase of the campaign, we had two goals: to secure at least three Blue Key Champions, and to get 6,000 keys ordered between May 9 and June 20 (World Refugee Day). These goals were important to USA for UNHCR first, because the entire Blue Key campaign revolves around more people purchasing keys, and second, because with a limited budget for traditional outreach, we relied on willing bloggers to help us get the word out.
  116. Work in Small Groups or Pairs • How does your host organization use champions? • How would you research and find champions for your host? • Add ideas to your POST poster
  117. Content Strategy Ideas Idea Pieces Interviews Opinion Analysis Features Highlights Reviews Stories Case Studies News Breaking News Policy News Data Reports Original Real Time Planned Curated How To Tips Tutorials Lists Resources
  118. Content Strategy: Editorial Calendar United Ways of California
  119. Social Content Optimization • Focus on publishing highquality, 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
  120. Social Content: Fishbowl Exercise Date Hook Web Email Facebook 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 Twitter Blog
  121. Social Content: Measurement Key Improve FB Content Resonate with Experiments
  122. Social Content: Reflection and Sense-Making
  123. Work in Small Groups or Pairs • How would you describe your host organization’s content strategy? • What can be improved?
  124. Finish Working on Posters
  125. Gallery Walk Hang Your Poster on Wall Look at other posters Leave Notes
  126. Rapid Presentations
  127. Assignment for Monday • The completion of rubric and assessment is required • Students submit a report that will be shared with their host organizations identifying recommendations for org’s social media strategy • Write a rough outline for your report
  128. Thank you! @kanter on Twitter