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

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

Beth
356,371
Conan
236,251

3 Digital Revolutions Broadband Mobile
Social Networks RCB Flickr Photo

Institutions Need To Change From
the Inside Out

Embrace Organizational and Individual Networks

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.”

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

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?

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

The Social CEO: In Service
of Strategy

Target Different Audiences Audience: Supporters,
Donors, Advocates

Audience: Influencers, Journalists, Policy Makers,
World Leaders

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

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

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?

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

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

Shares the World Through His
iPhone in Service of the Art

Professional Colleagues at Industry Conference

Talks About All Aspects of
Leading Museum

Uses Humor

Is Human!

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

Increase Reach and Capacity

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

Use Measurement and Learn

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

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

Video

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!

Nonprofit Social Media Measurement Practice

Go Beyond Just Counting

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

Pick The Right Data Point(s)
To Track

Designing the Dashboard on the
Wall

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

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

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

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

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