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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
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
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.
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
Our Blog and Publications
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
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
What are Networks? Groups of individuals or organizations connected through meaningful relationships. Can be online or offline or both.
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
Networks Have Been Around Forever…
New Technologies for Sharing Content… …New Online Spaces for Building Relationships
Advances in Our Understanding of Networks… “If someone tells you that you can influence 1,000 people, it changes your way of seeing the world.” ,[object Object],[object Object]
“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
What Do We Mean by “Working Wikily”? Established Ways of Working Working Wikily ,[object Object]
Loosely controlled
Emergent
Open, shared
Relational
Two-way conversations ,[object Object]
Firmly controlled
Planned
Proprietary
Transactional
One-way communications Where are you? The answer will be different for different situations
Obama Used Networks to Mobilize 13 M Supporters “One of my fundamental beliefs…is that real change comes from the bottom up.  And there’s no more powerful tool for grass-roots organizing than the Internet.” ,[object Object],[object Object]
250K Individuals Coordinated Protests   “Ordinary folks are using the power of the Internet to organize. In the old days, organizing large groups of people required an organization. Now people can coordinate themselves.” ,[object Object],[object Object]
We’re Witnessing the Death of Old Models… “While newspaper circulation has long been in decline, the latest figures show the drop is accelerating…Weekday circulation declined 7.1% for the six months that ended March 31, compared with the previous year.” ,[object Object],[object Object]
The Way Our Work Gets Done Is Changing
Nonprofits Need to Find Ways to Work Wikily Increasing Number of Nonprofits Many Nonprofits Not at Scale More Competition for Resources 82% of Nonprofits operate on less than $1M in budget ,[object Object],Networks are one answer for increasing scale, efficiency,                coordination, and impact Source: “Index of National Fundraising Performance, 2009 First Calendar Quarter Results”, Target Analytics, 2009, Alliance Trends
Networks Can Address Diverse Challenges Working Wikily Potential Problem ,[object Object]
Unmet needs
Lack of power
Duplication and fragmentation of effort
Lack of shared knowledge
Untapped talent and wisdom
Suboptimal impact and challenges with growth
Build community
Engage people
Advocate for policy change
Coordinate resources and services
Develop and share knowledge
Innovate
Get to scale,[object Object]
Engage People 2008: 400,000 Volunteers in  104 Countries 1985: Single-site Effort in US
Advocate for Policy Change  2009: 5+ Million Members 1998: Email to 100 friends
Coordinate Resources and Services Total Loans 2009: $66 million Total Loans 2006: $1 million
Develop and Share Knowledge 14 Countries 1,300 Trained Volunteers Interagency Program  Integrated Fire Management
Innovate “Open Sourcing Social Solutions” Internal, Proprietary  R&D Labs
- 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.
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
How Are Networks Structured?
The Green and Healthy Building Network: 2005 Source: Barr Foundation “Green and Healthy Building Network Case Study” by Beth Tener, Al Neirenberg, Bruce Hoppe
Source: Barr Foundation “Green and Healthy Building Network Case Study” by Beth Tener, Al Neirenberg, Bruce Hoppe The Green and Healthy Building Network: 2007
Periphery Cluster Link Node Core Hub A Few Helpful Definitions
A Typology of Organizing Structures Centralized ,[object Object]
Membership organizations (Organizations with network component)
Nonprofits with explicit network strategy and structure
Coalition / Alliance (network of organizations)
Networks of networks
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
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
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
Network Mapping Can Be High-Tech…
Or Low-Tech Source: June Holley
What’s Possible from Network Mapping? ,[object Object]
Make visible network resources, and see flow of resources
Spark strategic conversation among participants
Assess the “health” of a network, diagnose
Assess change in network over time,[object Object]
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
How is Network Mapping Done? Validate &DiscussResults Identify Next Steps CollectData Analyze Data Frame the Problem ,[object Object]
Problem/ Opportunity
Hypotheses
Who/Boundaries
Relationships/Flows
Demographics
Surveys
Interviews
Focus groups
Data mining
Specialized network mapping software helps to understand data:
Visually (Maps)

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Stanford Cs 01 29 10

  • 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
  • 12.
  • 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
  • 14.
  • 19.
  • 24. One-way communications Where are you? The answer will be different for different situations
  • 25.
  • 26.
  • 27.
  • 28. The Way Our Work Gets Done Is Changing
  • 29.
  • 30.
  • 34. Lack of shared knowledge
  • 36. Suboptimal impact and challenges with growth
  • 41. Develop and share knowledge
  • 43.
  • 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
  • 54.
  • 55. Periphery Cluster Link Node Core Hub A Few Helpful Definitions
  • 56.
  • 57. Membership organizations (Organizations with network component)
  • 58. Nonprofits with explicit network strategy and structure
  • 59. Coalition / Alliance (network of organizations)
  • 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
  • 66.
  • 67. Make visible network resources, and see flow of resources
  • 68. Spark strategic conversation among participants
  • 69. Assess the “health” of a network, diagnose
  • 70.
  • 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
  • 72.
  • 82. Specialized network mapping software helps to understand data:
  • 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
  • 95.
  • 96. Delivers value/ outcomes to participants
  • 97. Trust
  • 99.
  • 100.
  • 101.
  • 102.
  • 103.
  • 104.
  • 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
  • 106.
  • 107.
  • 108. Diversity: bridging and valuing differences
  • 109.
  • 110.
  • 111. Shared leadershipLeadership Characteristics of Healthy Networks: Leadership
  • 112.
  • 113.
  • 114.
  • 115.
  • 118. Pay your way / pay as you go
  • 120.
  • 121.
  • 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/.
  • 129.
  • 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
  • 133.
  • 134. Delivers value/ outcomes to participants
  • 135. Trust
  • 137.
  • 138.
  • 139.
  • 140.
  • 141.
  • 142.
  • 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).
  • 145.
  • 158. Action-orientedWhat would it take for you to work more wikily?
  • 159.
  • 160.
  • 161. May focus on growing the network by connecting to new participants
  • 162.
  • 163.
  • 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
  • 167.
  • 168. What are the skills and characteristics that will help you succeed?
  • 169. Which are your strengths? Which do you need to work on?
  • 170.
  • 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

Editor's Notes

  1. (Read highlights.)
  2. (Read highlights.)
  3. (Describe Beth’s framework.)