Keynote

1. Be Networked, Use Measurement, and Learn
Beth Kanter, Master Trainer, Author, and Blogger
Alliance of Arizona Nonprofits Annual Meeting
October 1, 2015

2. Beth Kanter: Master Trainer, Author, and Blogger
@kanter
http://bethkanter.wikispaces.com/arizona

5. Beth
356,371
Conan
236,251

6. 3 Digital Revolutions
Broadband
Mobile
Social Networks
RCB Flickr Photo

13. Institutions Need To Change From the Inside Out

14. Embrace Organizational and Individual Networks

15. 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.”

16. CRAWL WALK RUN FLY
Where is your organization?
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Leader and
employees use
social but no
strategy
Ladder of
Engagement
Content Strategy
Informal Champions
Strategy, Socially
Engaged Leaders
Best Practices
Measurement and
learning in all above
Communications
Strategy
Development
Networked Mindset
and Map
Culture Change
Brand on Social,
Not Leader or
Employees, no
champions online
Network Building – both
organization and
professional
Formal Champions –
internal/external Strategy
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement

17. Share Pair: Where’s Your Organization Now?
• Is your organization at
crawl, walk, run, or fly?
• What do you need to do
to improve to get more
impact?

18. A Networked Mindset: A Leadership Style
• Leadership through active social participation and
engagement
• Listening and cultivating organizational and
professional networks to achieve the impact
• Sharing control of decision-making
• Communicating through a network model, rather than
a broadcast model
• Openness, transparency, decentralized decision-
making, and collective action.
• Being Data Informed, learning from failure

19. The Social CEO: In Service of Strategy

20. Target Different Audiences
Audience:
Supporters, Donors,
Advocates

21. Audience:
Influencers,
Journalists, Policy
Makers, World
Leaders

23. Given all the benefits, what is holding leaders back? Why
run from leading on social?

24. Personal Professional
Private Public
Personal Professional
Private Public
Worlds Collide: Identity and Boundaries Before Social Media

25. Turtle
• Profile locked down (or not present)
• Share content with family and personal friends
• Little benefit to your organization/professional
Jelly Fish
• Profile open to all
• Share content & engage frequently with little censoring
• Potential decrease in respect
Chameleon
• Profile open, curated connections
• Engagement Strategy: Purpose, Audience, Persona, Tone
• Increased thought leadership for you and your organization
Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)
What Kind of Social Animal Are You?

26. Purpose Audience
Persona Tone
Leader
Profile
Be A Chameleon on Social!

27. Audience:
Org Donors and
Visitors
Professional
Colleagues
PURPOSE
Donor Engagement
Peer Discussions and
Networking
Thought Leadership
Persona: Professional
Tone: Visual, Funny,
Informative
Language: Insider,Savvy
Thomas P. Campbell: Metropolitan Museum of Art

28. Shares the World Through His iPhone in Service of the Art

29. Professional Colleagues at Industry Conference

30. Talks About All Aspects of Leading Museum

31. Uses Humor

32. Is Human!

33. I have work to do! Can finally tweet about our
programs from my personal
account!
SOCIAL MEDIA IS PART OF EVERYONE’S JOB!

34. Increase Reach and Capacity

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

36. Use Measurement and Learn

37. Data-Informed Culture: It starts from the top!
Do Something.org

38. Tear down those silos and walls around data …
More time think about that the data, then collect it

40. Video

42. Creators
Critics
Collectors
Joiners
Spectators
Adopt
Pet
Donate
to
Shelter
Volunteer at
Shelter
Take photos at
Shelter and share
online
Download App
Promote Campaign
Engagement with a Purpose!

43. Nonprofit Social Media Measurement Practice

44. Go Beyond Just Counting

45. Outcome
KPI
Benchmark
Cost
Tool
Insight
Measurement Discipline: But Start Small

46. Pick The Right Data Point(s) To Track

48. Designing the Dashboard on the Wall

53. Learn from Tracking Data
http://www.dogshaming.com

54. Cultivate Self-Awareness: The Failure Bow
1. Raise hands in the air and bow
2. Grin like a submissive dog
3. Say Thank You I’ve Failed
4. Move on and learn

55. Momsrising: Joyful Funerals….
Cultivate Organizational Awareness:
Momsrising: Joyful Funerals

56. Summary
• Success happens by taking the right incremental step to
get to the next level, but keep moving forward
• Use social media as a leadership strategy
• Scale your organization’s social culture with a living
social media policy
• Allow staff to leverage their personal passion in service
of your strategy
• Get some measurement discipline, but start with small
steps
• Go beyond counting your data, learn from it

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