Presentation for Stanford Continuing Studies Workshop: Networks for Social Change, January 30, 2010

1. Beijing Cambridge Chicago Delhi Dubai Hong Kong Johannesburg London Los Angeles Madrid Manila Social Networks for Social Change Stanford Continuing Studies Jan. 30, 2010 Heather McLeod Grant & Diana Scearce, Instructors With Noah Flower, TA Moscow Mumbai Munich New York Palo Alto Paris San Francisco São Paulo Seoul Shanghai Singapore Tokyo This work is licensed under the Creative Commons Attribution Share Alike 3.0 Unported License. Toronto Zurich

2. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn

3. Who is the Monitor Institute? We are… part consulting firm, drawing on the talents of our own dedicated team and the resources of the global professional services firm, Monitor Group. part think tank, analyzing and anticipating important shifts in the rapidly changing context that leaders must navigate. part incubatorof new approaches. We work with clients and partners to test and prove new models for social impact.

4. How can Network Approaches Increase Social Impact? In partnership with the David & Lucile Packard Foundation and other clients, we have been exploring the role of social networks and social media for social change

5. Our Blog and Publications

6. Objectives for Today’s Class Better understanding of how social networks function, both online and offline Practical tools for increasing the effectiveness of your networks for social impact

7. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn

8. What are Networks? Groups of individuals or organizations connected through meaningful relationships. Can be online or offline or both.

9. We’re most Interested in Networks With… Many participants Ability to self-organize Fueled by new technologies Collaborative mindset and behaviors Source of photo: http://www.midnightpoutine.ca/archives/flashmob1.jpg

10. Networks Have Been Around Forever…

11. New Technologies for Sharing Content… …New Online Spaces for Building Relationships

13. “Working Wikily” = With a Network Mindset “… wikis and other social media tools are engendering a new, networked mindset—a way of working wikily—that is characterized by principles of openness, transparency, decentralized decision-making, and distributed action. " - Working Wikily 2.0

15. Loosely controlled

16. Emergent

17. Open, shared

18. Relational

20. Firmly controlled

21. Planned

22. Proprietary

23. Transactional

24. One-way communications Where are you? The answer will be different for different situations

28. The Way Our Work Gets Done Is Changing

31. Unmet needs

32. Lack of power

33. Duplication and fragmentation of effort

34. Lack of shared knowledge

35. Untapped talent and wisdom

36. Suboptimal impact and challenges with growth

37. Build community

38. Engage people

39. Advocate for policy change

40. Coordinate resources and services

41. Develop and share knowledge

42. Innovate

44. Engage People 2008: 400,000 Volunteers in 104 Countries 1985: Single-site Effort in US

45. Advocate for Policy Change 2009: 5+ Million Members 1998: Email to 100 friends

46. Coordinate Resources and Services Total Loans 2009: $66 million Total Loans 2006: $1 million

47. Develop and Share Knowledge 14 Countries 1,300 Trained Volunteers Interagency Program Integrated Fire Management

48. Innovate “Open Sourcing Social Solutions” Internal, Proprietary R&D Labs

49. - EGYPT- Get to Scale …transformingcommunities through collaborations to address root causes of poverty and homelessness Typical HFH country programs produce 200 houses each year In Egypt, HFH builds 1,000 houses a year, on average Source: Jane Wei-Skillern and Kerry Herman, “Habitat for Humanity—Egypt,” Harvard Business School Cases, October 3, 2006.

50. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn

51. How Are Networks Structured?

52. The Green and Healthy Building Network: 2005 Source: Barr Foundation “Green and Healthy Building Network Case Study” by Beth Tener, Al Neirenberg, Bruce Hoppe

53. Source: Barr Foundation “Green and Healthy Building Network Case Study” by Beth Tener, Al Neirenberg, Bruce Hoppe The Green and Healthy Building Network: 2007

55. Periphery Cluster Link Node Core Hub A Few Helpful Definitions

57. Membership organizations (Organizations with network component)

58. Nonprofits with explicit network strategy and structure

59. Coalition / Alliance (network of organizations)

60. Networks of networks

61. Ad hoc networksDecentralized Note: These categories often overlap. Most of the examples fit in to multiple categories. Developed from: Plastrik, Taylor, “Net Gains,” (2006); Anklam, “Net Work,” (2007); Krebs, Holley. “Building Smart Communities,” (2006).Source for Network Graphics: orgnet.com

62. How do Movements and Campaigns Relate? Campaign Movement An effort to persuade others to accept, modify, or abandon certain ideas, attitudes, practices, or behavior. Organized and led by a formal group and/or coalition A large, informal grouping that brings people together around shared values, provides structure and strategy for collective action, results in ‘new rules’ Choose Justice: Campaign to Protect Roe Pro-Choice Movement Networks are enabling vehicles for building movements and campaigns Sources: Movement def’n- LokmanTsui on Marshall Ganz (www.lokman.org). Campaign def’n- Kotter Philip, Ned Roberto and Nancy Lee. Social Marketing: Improving the Quality of Life. Movement image - commondreams.org. Network graphics: orgnet.com

63. 2 Social Network Analysis: A Brief History Milgram - “Small World Experiment” Growth of organizational network analysis First “sociograms” drawn Explosion of cheap / free online platforms 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s “Social networks” term coined Granovetter -“The Strength of Weak Ties” Source of sociogram image: Journal of Social Structure; Source of six degrees and weak ties images: Wikimedia commons; Source of online platform: KeyHubs

64. Network Mapping Can Be High-Tech…

65. Or Low-Tech Source: June Holley

67. Make visible network resources, and see flow of resources

68. Spark strategic conversation among participants

69. Assess the “health” of a network, diagnose

71. Network by Organization Type Government Foundation Non-Profit For-Profit School Unknown Religious Other Maps Were Used to Analyze the Network A map of the different networks shows fairly loose connections

73. Problem/ Opportunity

74. Hypotheses

75. Who/Boundaries

76. Relationships/Flows

77. Demographics

78. Surveys

79. Interviews

80. Focus groups

81. Data mining

82. Specialized network mapping software helps to understand data:

83. Visually (Maps)

84. Quantitatively (Metrics)

85. Preliminary review

86. One-on-one interviews

87. Interactive feedback session

88. Formal presentation

89. Planning

90. Training

91. Organizational Changes

92. Specific interventionsFollow up Framework developed by Roberto Cremonini, Barr Foundation

93. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn

94. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn

96. Delivers value/ outcomes to participants

97. Trust

98. Diversity

105. Ability to gather and act on feedbackHelpful Sources: M. Kearns and K. Showalter; J. Holley and V. Krebs; P. Plastrik and M. Taylor; J. W. Skillern; C. Shirky

108. Diversity: bridging and valuing differences

111. Shared leadershipLeadership Characteristics of Healthy Networks: Leadership

116. ‘Digital socialism’

117. ‘Freemium’

118. Pay your way / pay as you go

119. Membership

122. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn

123. Exercise: How comfortable are you with social media tools? Stand accordingly… Competing with Ashton Kutcher for Twitter followers? NOT AT ALL VERY Somewhere in between? Just got a Facebook account this week?

124. There’s a lot of new tools to use out there.

125. Social Media Milestones This Year Jan. 20th: Obama takes office as the first president to have campaigned through social media. CNN partners with Facebook to broadcast online users’ live commentary. March 28th: Earth Hour 2009 uses social media and mobilizes ten times the number of people as in 2008. June 13th: Iran’s Green Revolution protestors make heavy use of social media for organizing and promoting the cause. Today: $22 million in SMS donations have arrived at the Red Cross for relief work in Haiti, with a peak rate of $500K/hour during the NFL playoffs. October 18th: The UN End Poverty Now campaign uses social media to mobilize 173 million participants worldwide. April 17th: Ashton Kutcher beats CNN.com in a race to become the first to gain 1 million Twitter followers. October 9th: The “Sweet Seeds for Haiti” initiative in Facebook’s popular Farmville game raises over half a million in donations. November 1st: Kiva reaches $100 million in micro-loans distributed through its online giving marketplace. May 25th: Target gives Facebook users the choice of how to give away $3 million in company donations among 10 charities. As presented in “Social Media Blueprints 1.0” by ThinkSocial at the Paley Center for Media.

126. Social Sector Use of New Media Tools According to a longitudinal study that included the 200 largest American charities, nonprofits are outpacing both business and academia in using social media to fundraise, market, and organize. A few key statistics: “If you think about it, often working on shoestring budgets and heartstring issues, the combination of nonprofits and social media makes perfect sense. Two of the biggest benefits of social media: efficiency and connectivity.” Blake Bowyer, EyeTraffic Media 89%of the respondents use social media 81%consider social media in their strategy 79%use social networking and video blogging 57%publish a blog 45%say social media is important for fundraising Source: “Still Setting the Pace in Social Media” by Nora Barnes and Eric Mattson at the U. Mass Dartmouth Center for Marketing Research.

127. Stories of Innovation and Impact

128. Beth Kanter’s Framework on Getting Started There are now frameworks available from social media experts on how today’s tools can be used in a disciplined way, such as the one below from Beth Kanter: Beth Kanter publishes her ongoing thoughts about social media in the social sector at http://beth.typepad.com/.

130. Net-Squared: Remixing the Web for Social Change

131. Personal Democracy ForumAdditional resources are listed in the Resources section of the Working Wikily blog at http://workingwikily.net/resources.html

132. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn

134. Delivers value/ outcomes to participants

135. Trust

136. Diversity

143. Ability to gather and act on feedbackHelpful Sources: M. Kearns and K. Showalter; J. Holley and V. Krebs; P. Plastrik and M. Taylor; J. W. Skillern; C. Shirky

144. The Network Mindset Organization Orientation Network Orientation Mindset Competition Collaboration Strategy Grow the organization Grow the network Behaviors Compete for resources Protect knowledge Competitive advantage Hoard talent Share resources Open source IP Develop competitors Cultivate leadership Source: Heather McLeod Grant and Leslie R. Crutchfield, “Forces for Good,” (2007).

146. Collective

147. Facilitation

148. Emergent

149. Relational, connected

150. Bottom-up

151. Process-oriented

152. Position, authority

153. Individual

154. Control

155. Directive

156. Transactional

157. Top-down

158. Action-orientedWhat would it take for you to work more wikily?

161. May focus on growing the network by connecting to new participants

164. What is the Work of Network Leadership? Convene diverse people and groups Engage network participants Generate collective action Broker connections and bridge difference Build social capital – emphasize trust Nurture self-organization Genuinely participate Leverage technology Create, and protect network ‘space’ Source: Adapted from Net Work by Patti Anklam (2007) and “Vertigo and the Intentional Inhabitant: Leadership in a Connected World” by Bill Traynor (2009) Source of picture: flickr

165. A Few Challenges Faced by Network Leaders Unlearning past behaviors and frameworks (organizational mindset) Engaging and inspiring network participants without being controlling Letting go of control Determining network boundaries Dealing with information overload Making the case; measuring success Learning and leveraging new technologies Source of images: Cut Throat Communications, Blog.com, Rutgers University RU FAIR, Kodaikanal International School, flickr

166. What are the characteristics and skills of an effective network leader (and leader of ‘net work’)? Source for Network Graphic: orgnet.com

168. What are the skills and characteristics that will help you succeed?

169. Which are your strengths? Which do you need to work on?

171. Eight Lessons We’re Learning Design your experiments around a problem, not the tools Experiment a lot, make only new mistakes Set appropriate expectations for time and effort required Prioritize human elements like trust and fun Understand your position within networks Push power to the edges Balance bottom-up and top-down strategies Be open and transparent

172. So, Whether You’re Launching New Networks… Mom’s rising is new organization designed using network principles: open, flat, flexible, collaborative, adaptive, fast

173. …or Transforming Old Organizations… AJLI: an older organization using network principles to transform itself

174. The Choice is Yours Board Executive Director VP VP VP Manager Manager Manager Manager Manager Manager Manager Manager MEMBERS

175. Thank You! Additional Resources: Networks Resources page: www.workingwikily.net/resources.html Website: www.monitorinstitute.com : Blog (twitter): www.workingwikily.net