http://www.bethkanter.org/international-orgs/

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
http://networked-international-organizations.wikispaces.com/
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
http://networked-international-organizations.wikispaces.com/
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:
https://www.facebook.com/groups/559428257461423/

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

19. 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.

20. Social for the News

21. Influencer Engagement On Policy Issues

22. Making Connections and Sharing Stories
Play Video

23. Making Connections and Sharing Stories

24. Civil Society Engagement Around Policy Issues

25. Civil Society Engagement Around Policy Issues

26. Civil Society Engagement Around Policy Issues

27. Civil Society Engagement Around Policy Issues

28. Engagement and Action Around Policy Issues

29. Social Media Data and Policy Research

30. http://post2015.unglobalpulse.net/

31. 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?

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. 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

34. 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

35. 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
http://bethkanter.wikispaces.com/sb1

36. 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.”

37. BREAK!
15 minutes

38. 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.

40. 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

41. Openness

42. 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

43. 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?
http://www.bethkanter.org/nonprofit-ceo-leaders/
How will social improve
things they know already
and value?

44. Organizational Leaders Are Authentic
Open and accessible to the world and
building relationships
Making interests, hobbies, passions visible
creates authenticity

45. No Ghost Tweeting

46. Christine Lagarde - IMF

47. International Organization Heads: Most Conversational

48. Leveraging Networks

49. Best Practice: Write Down the Rules – Social Media Policy

• International Law
http://www.bethkanter.org/category/organizational-culture/

50. Social Media Policy

51. Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/

52. 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?

53. Social Media Staff
Free
Integrated
Staff
Staff
• Intern
• Volunteer
• Board
Members
• Spread
tasks across
staff jobs
• Part-Time
• Full-Time
• Team

54. Hybrid Model Staffing: Tear Down Those Silos
Source: SSIR – Mogus, Silberman, and Roy

55. 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

56. 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?

57. 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.

58. A Quick Primer on Social Network Analysis
Periphery
Cluster
Core
Hubs or
Influencers
Ties
Node

59. Network Weaving and Social Capital
Bridges and
Islands
Small talk creates
trust
trust lubricates
transactions,
pay it forward
and connecting

60. Movements

61. Ecosystem

62. 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

63. Stakeholder Maps

64. 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

65. Twitter Followers

66. Network Map of Twitter Hashtag: WEF 2030

67. 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

68. 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?

69. Speed Debrief: 60 Seconds

70. Lunch

71. Stretch Break

72. SMARTer Social Media
People
Objectives
Strategies
Tactics

73. 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.

74. 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

75. Save the Children – Staff and CEO

78. 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?

79. POST: SMART OBJECTIVES
Results
• Reach, Engagement, Action,
Dollars
1. How many?
2.
3.
Measure with metrics
By when?

80. 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

81. 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

82. SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
 SMART OBJECTIVE
 TARGET
AUDIENCES
 SUCCESS
METRICS

83. Social
Strategy
POST: Social Strategies
Listen
Engage
Content
Champions
Influencers

84. Social Strategies: Listening

85. Social Strategies: Listening
Repeat
Key Words
Analysis
Dashboard
Respond
•
•
•
•
•
•
Brand Monitoring
Service delivery
Engagement
Crowdsourcing
Content curation
Policy research

86. 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.

88. Social Strategies: Listening
netvibes.com/tabridge
Source: Upwell

89. http://en.mention.net

90. Manual Content Analysis
Authority
Visibility
Tone
Messages
Communicated
Conversation
Type
Pages 133-137

91. Red Cross: Social Media Command Center

92. 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

93. Red Cross: Tools
Engagement Console

94. Red Cross: Tools
Insights Dashboard

95. 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

96. Red Cross: Examples
Engagement examples

97. Red Cross: Examples

98. Red Cross: Examples
Engagement examples

100. 140,000
120,000
100,000
80,000
60,000
40,000
20,000

101. 140,000
120,000
100,000
80,000
60,000
40,000
20,000

102. 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

103. 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

104. Social Strategies: Engagement

105. Social Strategies: Engagement with a Purpose
Views
Trial/Consideration
Likes
Followers
Donate
Advocacy
Source: KD Paine

106. Social Strategies: Calls To Action/Conversions
Adopt
Donate
Volunteer
Share Photos
Download App
Promote Campaign

107. gristastic ladder ‘o engagement
personal calls to
action
stories of people
making change
fun on-ramps
policy level
discussions/calls
to action

108. Surfrider Foundation: Building Engagement Model
Play Video

109. 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

110. 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

111. 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

112. Work in Small Groups or Pairs
• How does your host
organization
engagement?
• What could be
improved?
• Add ideas to your POST
poster

113. Champions and Influencers

114. Champions: Can Be Influencer

115. Champions: From Your Network

116. Champions: Alumni

117. Champions: Employees

118. Champions: Influencers

119. Champions: Online Influencers

120. Champions: Framework
Unleash
Resources
Recruit
Research
•
•
•
•
•
NodeXL
Twiangulate
Klout
Desk Research
Network Map

121. 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.

122. 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.

124. 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

125. 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

126. Content Strategy: Editorial Calendar
United Ways of California
www.unitedwaysCA.org

127. 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

128. 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

129. Social Content: Measurement Key
Improve FB Content Resonate with Experiments

130. Social Content: Reflection and Sense-Making

131. Work in Small Groups or Pairs
• How would you
describe your host
organization’s content
strategy?
• What can be
improved?

132. Finish Working on Posters

133. Gallery Walk
Hang Your
Poster on Wall
Look at other
posters
Leave Notes

134. Rapid Presentations

135. 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

136. Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter