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Redefining Community Leadership for an Online World

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In the age of social media, developing your own social media community is a given, but what does it mean to develop community leadership? Is it possible to share leadership with your online community? This presentation explores how organizations, and particularly schools, can foster online community leaders within social media spaces, and to what mutual benefit. The presentation includes: how to identify online leaders, what value an online leader brings to a school, how to work with online leaders, and what a strong social media community might brings to your school. The presentation also offers a basic strategy for developing and working with their online leaders, and for what purpose.

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Redefining Community Leadership for an Online World

  1. Redefining Community Leadership in an Online WorldNorth American Jewish Day School ConferenceFebruary 5, 2012 Presented by Debra Askanase
  2. About the presenterFormer executive director,organizer, businessconsultantJewish day school parent.Has lived in Houston,Atlanta, Nicaragua, Israel,& Boston Digital Engagement Strategist 2 debra@communityorganizer20.com
  3. Our goals today: Redefining Community Leadership in an Online World• Understand principles of online community-building• Understanding community engagement models and their relationship to online leadership• The tachles of identifying and connecting with online community leaders• Create your own “Ladder of Engagement”• Develop approaches to working with online leaders• Your own working definition of community leadership 3
  4. We’ll talk about the sticky questions, too• Who is a leader?• What role should online fans have in the school?• Why should we develop online community leaders, and to what end?• How should online/offline leadership meet, and why?• How do community leaders’ ideas align with the vision of the head of the organization? 4
  5. But why should you care about online community leadership??• Extending reach• Extending value• Creating and deepening community and parent partnerships-------------------------------------------------------------------------------• Recruitment and enrollment• Retention• Volunteers “tachles”• Fundraising• Reputation management• Deepening offline commitment• Develop online » evangelists » 5
  6. The Community Leadership ModelDevelop online Stakeholders and Leaders sustain online Online/Offline leaders emerge community supports the community school © 2013 Community Organizer 2.0
  7. One real-life socialmedia conundrum 7
  8. “Right to the Pocketbook”You want to announce a new (higher) tuition for theupcoming year, and you are worried that it will set off amaelstrom of indignation from your school parents andalumni.You have an organizational Facebook Page and blog. You haveidentified and connected with six online leaders. What would you do? 8
  9. BUILDING A COMMUNITY:CONTEXT
  10. The new nonprofit organization is a “networked nonprofit” Old Rules: New Rules: Marcom focused Socially focused Marketing Understand networks Communications Build relationships Multi-channel Connected Silos IntegratedAdditional resource: The Networked Nonprofit, by Allison Fine and Beth Kanterhttp://bit.ly/networkednp
  11. Your community isn’t just your school It’s your entire social web
  12. It’s about RELATIONSHIPS, not broadcasting
  13. It’s about the conversation and value-added content, not broadcasting
  14. It’s about storytelling, not broadcasting
  15. The people who talk to you hereWant to feel part of your school community…and care 15
  16. You are NOT (primarily)…a community manager…a marketing professional…a development professional…the Head of School Your new position: Chief Community Conversation Officer
  17. The social media funnel Move to Action Creates TrustSocial Media Engage © 2013 Community Organizer 2.0
  18. Online community growth theoryThe community growth funnelIdentifying online community leaders COMMUNITY GROWTH AND LEADERSHIP: THEORY
  19. The Community Leadership ModelDevelop online Stakeholders and Leaders sustain online Online/Offline leaders emerge community supports the community school © 2013 Community Organizer 2.0
  20. Traditional communityleadersare concretely tiedto the traditional space 20
  21. But you’ve also created this community 21
  22. So what happens when… Your online community produces leaders? 22
  23. Four Levels of Community Engagement
  24. Community Growth Funnel Visitors Registered members (if relevant) Participants Regulars Volunteers (Community Leaders) Buzzing Communities, by Richard Millington, P. 63
  25. Identifying community leaders*Contribution: – Total number of posts initiated and replies posted – Total number of active days – Length of posts – Value of postsNetwork centrality – How critical that person is to activity in the community • Influence • Network • Relevance • Positive/negative sentiment towards that person *Taken from Identifying Leaders in an Online Cancer Survivor Community, proceedings of the 21st Workshop on Information Technologies and Systems – WITS 2011 25
  26. Identifying online leadersInfluence Contribution frequency Contributor Network centrality 26
  27. A note on influenceUse external measurements relationally 27
  28. How does this change your definition ofcommunity leadership? 28
  29. Identify Collect, Vet & Classify Connect personally Create rewards and roles for regulars and participants Create closed leadership spaces Online/Offline integration FINDING AND WORKING WITH ONLINE COMMUNITY LEADERS**the tachles
  30. 1. Identify engaged participants and regulars 30
  31. 31
  32. How do you know they’re interested?• Tag or post to your Facebook Page• Add a comment to the Facebook conversation• Twitter conversation• Twitter direct message• Comment on a YouTube video• Follow company on LinkedIn• Talk with you on LinkedIn in within a group• Connect with you on Linkedin• Comment on your blog post 32
  33. Tools to help you find Participants, Regulars, and LeadersFinding people who are talking about you • Search.twitter.com • Socialmention.com • Google alerts • Your inbound links in Google Analytics • http://analytics.topsy.com/ • http://www.hyperalerts.no/ - monitors Facebook PagesGetting a sense of online Influence: • Topsy.com • Klout.com • Twazzup.com 33
  34. 2. Collect , Vet, and Classify• Create a spreadsheet of all your engaged community supporters• Classify them: are they contributors or creators? Participants regulars or volunteers?• Find out more about them online (Google, their social spaces) and their personal clout/influence• Determine contribution, influence and network centrality• Cross-classify with your offline community leadership 34
  35. Online community leaders sustain communities« Early and proactive identification of potential leaders allows community managers to encourage them to assume more leadership when thecommunity loses one of its leaders. » From Identifying Leaders in an Online Cancer Survivor Community, proceedings of the 21st Workshop on Information Technologies and Systems – WITS 2011
  36. 3. Connect with them personally 36
  37. 4. Create roles and rewards for regulars and participants within your community • Ask for public input into your decisions (input that won’t take your vision off-course) • Give them responsibilities offline and online • Publicly honor their contributions • Create roles for them in the online space and/or at the school 37
  38. Mensch of the Week 38
  39. Offer online roles 39
  40. Solicit content curators and/or creators
  41. 41
  42. 42
  43. 5. Create closed leadership spaces for community-building discussions 43
  44. Vote and determine outcomes 44
  45. 45
  46. Supporting online community leadership Leaders emerge Create Encourage new leadership leadership ladders Identify leaders
  47. 6. Connect online and offline leaders1. Offline leaders must begin to be active online2. How can you connect offline and offline leaders?3. Who can mentor whom in leadership?4. Where do leadership opportunities intersect and overlap?5. How can you encourage online leaders to support the school’s vision? 47
  48. Chevruta (pair) time1. How do people become more involved and engaged in your organization? (What is your “offline ladder of engagement?”)2. How could you this translate into an online ladder of engagement?
  49. Reviewing workshop goals:• Understand principles of online community-building• Understanding community engagement models and their relationship to online leadership• The tachles of identifying and connecting with online community leaders• Create your own “Ladder of Engagement”• Develop approaches to working with online leaders• Your own working definition of community leadership 49
  50. One real-life socialmedia conundrum (redux) 50
  51. “Right to the Pocketbook”You want to announce a new (higher) tuition for theupcoming year, and you are worried that it will set off amaelstrom of indignation from your school parents andalumni.You have an organizational Facebook Page and blog. You haveidentified and connected with six online leaders. What would you do? 51
  52. BONUS SLIDES: HOW TO BUILD AN ENGAGED ONLINE COMMUNITY** Bonus slides at the end of this presentation
  53. I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askdebra Other slides: slideshare.net/debask Telephone: (617) 682-2977 53
  54. THANK YOURedefining Community Leadership in an Online World Presented by Debra Askanase
  55. BONUS SLIDES! BUILDING AN ENGAGED ONLINE COMMUNITY: BASIC BUILDING BLOCKS
  56. Community begins with SMART goals Design your social Specific media activities to meet Measurable your org or Attainable programmatic goals: Realistic Timely • enrollment • resource awareness • retention • fundraising • school/parent relations 56
  57. Enrollment is always a good goal! http://avichai.org/2011/12/2011-12-day-school-enrollment- sees-modest-decline/
  58. Decide where you’ll create community Blog Linkedin group Google group Private community http://www.flickr.com/photos/fiduz/7144299127/in/photostream/ 58
  59. What are your community-building conversation(s)? Diagram courtesy of Darim Online
  60. Provide supportive, directed content 60
  61. Engage meaningfully 61
  62. Pro tip: ask for engagement Facebook Page admin Ken Gordon send emails to people asking them to comment on the first “Leading the Witness” Facebook interview …and they did! 62
  63. “If members befriended five individuals inthe community, they would likely becomepermanent members of the community.”- Brett Taylor, founder of Friendfeed and former CTO, Facebook Buzzing Communities, Richard Millington, p.78

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