The maturing of practice framework includes looking at 7 best practice areas for networked approaches and social media – and some specific indicators – and looking at what they look at the different maturity levels. If you remember the application form, it asked you questions and that’s how I came up with the scoring system. If you were “crawl” you got 1, Walk 2, Run 3, and Fly 4 – and then I average the scores for the group. I also could come up with a score for your organization overall.So, if you got a 1.5, it means that you are on your way to walking.https://docs.google.com/spreadsheet/ccc?key=0AtsV5h84LWk0dFhENWFXVzBwZ2lWOGlzazZSek5Iemc#gid=1
But, it isn’t just a spectator sport, it’s a contact sport – you have to be presence and engage ..This is the hard part … especially for CEOs of a certain age – this shift ..
As the leader and voice for your nonprofit organization, should you as the CEO or executive director use social media as part of your organizational or personal leadership tool set? Certainly, your marketing communications staff has talked about the benefits of effective social media integration that personalizes your organization’s brand with the voice of its leader – you. But getting into the habit of regular tweeting, Facebooking, or experimenting with new tools like Instagram is another story.It’s not that you don’t think it is a good idea. But you are probably, like most who work in the social change sector, incredibly busy. Maybe you are muttering to yourself ”Who can find the time to do social media?” It isn’t a matter of finding the time, it is a matter of making the time and starting with some steps. Have a conversation with your social media team and ask these questions:What do you spend time doing now that you could do better via social?What other executive directors in your field that you respect, follow or and feel inspired by are using social creatively?What are your strengths and preferences and what is the best match in terms of social channels?How will social improve things you already KNOW and value?The executive director for the ACLU-NJ, UdiOfer, had that exact conversation with his staff when he was started last February and set up a Twitter account @UdiACLU and started using Instagramand YouTube to answer questions about marriage equality, DOMA, police misconduct, and other issues on the organization’s docket. While the communications department has suggested the idea, he was on board from the start. He does his own all of his own tweeting and as his communications staff reports, “enthusiastically at that!”Udi was not on Twitter before he started tweeting for his organization and was a Twitter novice, but he was opened to sitting down with his communications staff for a half hour tutorial where they showed him the basics of using Twitter and how to do it from his mobile phone. What did the trick was a “How To Tweet” cheat sheet that not only included the simple mechanics, but also sample tweets from other ACLU leaders around the country, subtle form of peer pressure. Says Eliza Stram, ACLU-NJ Communications Associate, “I was able to make the sometimes intimidating prospect of tweeting approachable and very doable. In other words, if your peer at another ACLU Affiliate can do it, then so can you!”Stram also says that her new boss was very open and enthusiastic in trying out this new way of communication with reporters, civil liberties activists, and their supporters. Says Stram, “Without that openness, I don’t believe he would be having nearly as much fun with Twitter as he is now.”By using twitter, the ACLU-NJ’s is not just sharing what ate for breakfast, Udi provides quotes on his organization’s most important cases and issues to reporters, in addition to their traditional press release or emailed statement. He is also publicly debating civil liberties issues with reporters, lawyers and followers. As Eliza notes, “Something that would have been impossible to do unless you were sitting with him in his office. ” There is the occasional personal tweet, but these serve to make him seem approachable and human.While Udi is the face of the ACLU-NJ in the organization’s “official” communications such as press releases or in newspaper articles or sound bytes on the evening news, Twitter has become the place where he injects warmth into the organization. Says Eliza, “This is accomplished through the “Ask Udi Anything” project, which asked ACLU-NJ’s followers to pose questions about his goals for the organization and even what his favorite karaoke song is! By answering the public’s questions in a video Udi became an accessible, humorous, and more personal face for the ACLU-NJ.”Udi is just one example of nonprofit CEOs and leaders who use Twitter and other social media platforms. Take for exampleRobert Falls who is the artistic director of the Goodman Theater he not only uses his personal Twitter account to highlight the Goodman’s shows, but also to share creative ideas, connect with peers, and discuss the art of theatre.Getting Past the Learning CurveDon’t let the learning curve get in the way of adopting social media as a personal and organizational leadership tool for your organization as Alexandra Samuel advises in this recent post on the WSJ. While learning any new skill or tool will feel daunting when you start, if you can get started with small steps and practice it daily for a short amount of time, like Udi you’ll be a whiz in a matter of weeks. Samuel also offers some ways to approach social media as a personal leadership tool. This include:Create a Leadership Dashboard: Using a tool like Mention or Feedly, you can put together a small list of leadership blogs or publications and set aside 15 minutes a day to read.Stay Focused: Use online visualize tools to mindmap ideasAmplify Your Voice: If you are sharing articles suggested your staff or colleagues “read this,” switch the channel to something like Twitter.Social Media Golf Course: Find a tool or channel that is simply fun and have some play time.If you are a nonprofit CEO, how did you get comfortable with incorporating social media into your personal and organizational leadership tool kit? What support and encouragement did your staff provide? Do you have an “ah ha” moment from social media a leadership tool that convinced you it wasn’t a waste of time?
So sharks aren’t really our focus. We work mostly on sustainable seafood and overfishing.But Ray reaaaaaaly loves sharks. This could be a big problem.
This is a very small NGO in the US. The have 3 people on staff. Each staff person is responsible for one area of their social media related to a SMART objective.Increase awareness by producing one FLIP camera video per week and posting on YouTubeIncrease engagement by reaching out to and encouraging bloggers to write about the organization’s programsIncrease engagement and conversation about the organization’s program by posting content and engaging with fans on FacebookThey have a weekly 20 minute meeting to discuss their plans of what they’re going to do and evaluate how they did last week
http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_twoHybrid is the most progressive and the most conducive to producing continuous innovation at the pace of digital change. In this model, different business units continue to build their own capacity based on their specific needs, but all digital staffers are connected to and supported by a central and strong digital experience team that directs the whole system toward long-term strategic goals. With this model, the culture of the central digital team is practicing what we’ll call “open leadership”: service oriented, highly collaborative, hyper-connected listeners, who also have the technical and content expertise to be high-value strategists. They take on leadership of high-leverage or high-risk projects themselves, but leave space for others to lead on their own initiatives. This may sound ideal, but in practice it is a more organic model than most institutions are comfortable with. It’s actually unclear whether this model can actually exist if the rest of the institution is highly silo-ized, politicized, and competitive. To be sustainable, support for this new type of collaborative leadership needs to come via a larger change initiative from the top that moves toward looser, more adaptive structures overall.Jason Mogus is the principal strategist at Communicopia, a Webby Award-winning digital consultancy that helps social change organizations adapt to a networked world. Jason has led digital transformation projects for the TckTckTck global climate campaign, The Elders, NRDC, the United Nations Foundation, and the City of Vancouver, and he is the founder of the Web of Change community. Michael Silberman is the global director of Digital Innovation at Greenpeace, where he leads a lab that envisions, tests, and rolls out creative new means of engaging and mobilizing supporters in 42 countries. Silberman is a co-founder of EchoDitto, a digital consultancy that empowers leading organizations to have a greater impact through the creative use of new technologies. Follow Michael on twitter: @silbatron. Christopher Roy is a senior strategist with Communicopia and the founder of Open Directions. He works with social purpose organizations and businesses to create clear strategies and tactical plans that harness the full potential of online engagement for creating change.
Bruce Lesley is one of a growing number of nonprofit executive directors and senior leaders that are blending their networking with organizational communications strategy – from CEO to CNO. He’s the CEO of First Focus First Focus is working to change the dialogue around children’s issues by taking a cross-cutting and broad based approach to federal policy making. In all of our work, we seek to raise awareness regarding public policies impacting children and ensure that related programs have the resources necessary to help them grow up in a healthy and nurturing environment.He curates on Twitter – tracking articles and trends about children’s issues, making sense of them, and sharing the best with his network of individuals and aligned partners …
He’s feeding a network of networks .. Partners at the state level also working on children’s issues – who curate from Bruce’s feed to share with their networks – for social good outcomes like getting kids health care insurance ..
But this is not a networked silo --- he is a bridge between networks of networks in other issues – Network mindset ..
You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.
http://www.flickr.com/photos/siette/2470934835/sizes/o/http://www.wildwomanfundraising.com/slacktivism-is-good/A way to track processClearly designated stepsA well defined goalMany entry pointsWebsite SignupForm• Social Media• Online Petitions• Banner Ads• Paid Acquisition• List Chaperones• Whitepapers• Mobile List• Mobile &Facebook Apps• Face-to-Face• OfflineFundraising
grist.org is a Seattle-based nonprofit that supports a destination news website for environmental news, reports, and opinion with a wry sense of humor. Chip Giller launched grist.org in 1999 to counter the stereotype that all environmentalists were either dour doomsayers or holier-than-thou tree-huggers. grist.org’s editorial mission is to publish a new, positive form of green journalism with a comical twist. The vision is to spread independent environmental online content free of charge to a young and growing readership. grist.org reports on everything from climate change to the organic food movement, demonstrating how the environment intersects with critical issues like poverty, health care, and economic growth. What started as a quirky website with a hundred readers has grown to a leading news source that engages millions who might otherwise be turned off by the-bummer-of-the-day environmental news.Grist.org Uses Measurement to Learn How to Deepen Relationshipsgrist.org has succeeded in connecting with a younger audience that not only reads its content but is also inspired to take action. It has accomplished this by using measurement to learn what it takes to move readers from being passive consumers of content to taking offline action. grist.org operates on a modest budget but is highly effective at uncovering real meaning behind green stories and connecting big issues like climate change to daily life. While grist.org constantly attracts new readers, these are not the passive consumers typical of most media. They engage in the comments, share their own stories, take action, and, more importantly, are changing their personal behavior to benefit the environment and, ultimately, to save the planet. Grist.org Builds Its Own Ladder of Engagementgrist.org is a data-informed organization that uses a ladder of engagement not only to guide its content and social media integration strategy, but uses measurement at each rung of the ladder to ensure that they are getting results.
Content strategy is the technique of creating, curating, repurposing, and sharing relevant and valuable content across your channels (web site, email, print, social, and mobile) to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving results. You need to have a clear logic path from objective, audience, and content – as well as an internal practice that allows you create, curate, repurpose, and track the performance of your social content so you can optimize it.
MonthlyCommon messaging - along with partners on health careShare the responsibility – brainstorm contentIntegrate with what is timelyGet input from partners and friends – group learning
They focused on developing a robust engagement and content strategy – that was integrated with other channels, all to support objectives in communications strategy and outcomes – and used measurement. They started with one channel – FB …
http://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/We have to cover a lot of ground in our work today and do it while logged on to the greatest tool for distraction and procrastination ever invented! And now we can access the Internet anytime, anywherehttp://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/Nearly 60% said they don’t go an hour without checking their phone. Younger folks were the most addicted: 63% of women and 73% of men ages 18-34 say they don’t go an hour without checking their phones.Our connection never sleeps. 54% said they check their phones while lying in bed: before they go to sleep, after they wake up, even in the middle of the night.We need access everywhere. Nearly 40% admit to checking their phone while on the toilet.Learning how to use mindfulness online is an essential work place skill!
Exercise: (10 minutes)Find someone who knows about a platform you don’t ..Share pairOne question would be timing, how much time should we let pass before we post something new, or make changes? How do we keep our audience engaged and growing?I am interested in starting up Twitter for our organsiation. I'd be very interested in tips for starting up and useful ways of measuring our success. Im also interested in your thoughts on the pros and cons of twitter vsinstagram as a way of connecting with others and raising our profile.Is it effective? As a fundraising organization, our bottom line is to raise funds. I understand that social media is all about engagement but it comes at great time expense for an ultimate unknown....how do we know it is making a difference?"How to use social media effectively for a small nonprofit?What are realistic goals for using social media in the areas of Communications? Fundraising? Recruiting volunteers?"For an alcohol and drug non profit organization, what would be the best way to reach out to our community?How do organizations use social media to effectively engage with the community?How to keep FB page fresh and relevant with limited time and resources.How can we increase engagement? We get a lot of likes, but not enough shares and comments...."fostering higher viewership/ engagement, in existing fans/followershow to create meaningful dashboard to bring the data together to track direction and engagement"How can we extend our reach on facebook to the public at large?What are key elements of being mindful? How to prioritize measures?"What does neuroscience have to say about the effects of social media on us?What are some organizational culture building strategies that could be implemented to promote authentic, sustainable and 'mindful' communications?""1. How can I get my current networks to act as advocates for my organization?2. How much engagement is too much? Is it too much to post every day? How do I encourage other departments to develop meaningful content?""1) How does Beth recommend nonprofits tier their use of different networks?2) What tools does Beth recommend for social media tracking?"We utilize Facebook quite a bit, although I still don't understand all the ins and outs of it. We have never used Twitter. Would like to understand that better.Which social media is best suited to our purpose? How often do we need to put something out? What kinds of "messages" are effective? How do we measure effectively? How do other organizations use it successfully? How do we keep from being overwhelmed? What do you mean...mindful about what? Thank you."Is there a hierarchy of channel effectiveness that will allow us to leverage minimal resources for maximum results?What are the simplest means of measuring effectiveness/impact?"Essentially, how do engage audience and measure results of that engagement.How can I use social media to increase awareness of and participation in our service?Number or daily or weekly postings? Should separate Facebook pages receive same posts or should they change>1. How do I successfully integrate these tools, with each other and into my day, so they're working for me, rather than the other way round?tips and ways of focusing messages for the appropriate social media
Share pair 2 xThink and Write index card – one thing to put into practiceBring into the circleMake one commitment for advancing their social media strategyOne word to resonate with you today …Future
CRAWL WALK RUN FLYNetworked Nonprofits:
Maturity of PracticeLinking Social withResults andNetworksPilot: Focus oneprogram or channelwith measurementIncremental CapacityLadder ofEngagementContent StrategyBest PracticesMeasurement andlearning in all aboveCommunicationsStrategyDevelopmentCulture ChangeNetwork BuildingMany Free Agents work foryouMulti-Channel Engagement,Content, and MeasurementReflection and ContinuousImprovement
Share Pair: Where is your
organization?Where is your organization now? What does that looklike? What do you need to get to the next level?
A Network Mindset: A Leadership
Style• Openness, transparency, decentralized decision-making, andcollective action.• Listening and cultivating organizational and professionalnetworks to achieve the impact• Leadership through active participation.• Social Media Policy living document, all staff participate includingleaders• Sharing control of decision-making• Communicating through a network model, rather than abroadcast model• Data-Informed
The Networked NGO Leader: 1
Tweet = 1000 by StaffOpen and accessible to the world andbuilding relationshipsMaking interests, hobbies, passions visiblecreates authenticity
The Social CEO: In Service
of StrategyWhat do they spend timedoing that they could dobetter via social ?Whose work do theyrespect or feel inspired by?How will social improvethings they know alreadyand value?http://www.bethkanter.org/nonprofit-ceo-leaders/
• Encouragement and support• Why
policy is needed• Cases when it will be used,distributed• Oversight, notifications, andlegal implications• Guidelines• Identity and transparency• Responsibility• Confidentiality• Judgment and commonsense• Best practices• Tone• Expertise• Respect• Quality• Additional resources• Training• Press referrals• Escalation• Policy examples available atwiki.altimetergroup.comSource: Charlene Li, Altimeter GroupSocial Media Policy – Living Document
• 3 person staff• Social
mediaresponsibilities in all threejob descriptions• Each person 2-4 hoursper week• Weekly 20 minutemeeting to coordinate• Three initiatives tosupport SMARTobjectives• Weekly video w/Flip• Blogger outreach• FacebookHybrid Model Adapted to Small Nonprofit
CRAWL, WALK, RUN, FLY: Maturity
of Practice: Networked MindsetCRAWL WALK RUN FLYUnderstanding ofnetworks that areconnected toorganizationListening to andcultivatingrelationships withnetworks based onmapping networks.Comfort level withgreater organizationalopenness andtransparency.Leadership is usingsocial networks andcomfortable withshowing personality.Leadership iscomfortable usingdecentralized decision-making and collectiveaction with networks.Considers people insideand outside of theorganizations as assetsin strategy.
Create Your Map1. Use sticky
notes, markers andposter paper to create yourorganization’s map.2. Think about communicationsgoals and brainstorm a list of“go to” people, organizations,and online resources3. Decide on different colors todistinguish between differenttypes, write the names on thesticky notes4. Identify influencers, discussspecific ties and connections.Draw the connections
Walk About, View Other Maps,
Leave NotesVisualize, develop, and weave relationships with others to helpsupport your program or communications goals.What insights did youlearn from mapping yournetwork?How can you each useyour professionalnetworks to support oneanother’s social mediastrategy work?
CWRF - STRATEGYCRAWL WALK RUN
FLYConsideration ofcommunications strategywith SMART objectivesand audiences andstrategies for brandingand web presence. SocialMedia is not fully aligned.Strategic plan with SMARTobjectives and audiencesfor branding and webpresence, include strategypoints to align socialmedia for one or twosocial media channels.Strategic plan withSMART objectives andaudience definition.Includes integratedcontent, engagementstrategy, and formalchampions/influencerprogram and workingwith aligned partners.Uses more than twosocial media channels.Strategic plan with SMARTobjectives and audiencedefinition. Includesintegrated content,engagement strategy, andformalchampions/influencerprogram and working withaligned partners. Usesmore than three socialmedia channels. Formalprocess for testing andadopting social mediachannels.
• What keeps them up
at night?• What are they currently seeking?• Where do they go for information?• What influences their decisions?• What’s important to them?• What makes them act?POST: KNOW YOUR AUDIENCE
PEOPLE: Artists and people in
their communityOBJECTIVES:Increase engagement by 2 comments per post by FY 2013Content analysis of conversations: Does it make theorganization more accessible?Increase enrollment in classes and attendance at events by5% by FY 201310% students /attenders say they heard about us throughFacebookSTRATEGYShow the human face of artists, remove the mystique, getaudience to share their favorites, connect with otherorganizations.TOOLSFocused on one social channel (Facebook) to use bestpractices and align engagement/content with other channelswhich includes flyers, emails, and web site.POST APPLIED: SMALL ARTS NONPROFIT
Goal MetricIncrease donations % reduction
in cost per dollarraisedIncrease donor base % increase in new donorsIncrease number of volunteers % increase in volunteersIncrease awareness % increase in awareness,% increase invisibility/prominenceImprove relationships with existingdonors/volunteers% improvement in relationshipscores,% increase in donation fromexisting donorsImprove engagement withstakeholders% increase in engagement(comments on YouTube, shareson Facebook, comments onblog, etc.Change in behavior % decrease in bad behavior,% increase in good behaviorChange in attitude about yourorganization% increase in trust score orrelationship scorePick The Right Success Metric!
InfluencersInfluencers: Individuals who are passionate
aboutyour mission and have the power or ability to affectsomeone’s actions. Champions are people will tapinto their networks and inspire others to action, etc..Influencer Research: Using online search andother tools to identify social media profiles ofinfluencers and an analysis of what they are sayingto design a formal program to engage them.
Maturity of Practice: CWRF –
ContentCRAWL WALK RUN FLYShares content thatmay be relevant toaudience, but notconsistently and notmeasuringUses an editorialcalendar to aligncontent with objectivesand audiences topublish acrosschannels consistently –aligns with programand advocacycalendarsUses an editorialcalendar to aligncontent with objectivesand audiences topublish acrosschannels consistentlyand measuresperformanceUses an editorialcalendar to aligncontent with objectivesand audiences topublish acrosschannels consistently,measuresperformance, and usesdata to plan content
Social Content Optimization• Focus on
publishing high-quality, engaging, relevantcontent• Timing and Frequency• Post questions• Use images/visuals, but varytype of content and test• Clear to call to action• Follow your analytics
Date Hook Web Email Facebook
Twitter Blog12345671. Volunteer?2. Brainstorm an editorialcalendar for one week.3. Use template, sticky notes,and poster paper
It’s A Process: Ideas, Organize,
Create, Measure• Allocate staff meetingtime• Regular contentbrainstorm meetings• Next steps at meeting• Have your metrics inhand
Result Metrics Analysis QuestionConsumption ViewsReachFollowersDoes
your audience care about the topics yourcontent covers? Are they consuming yourcontent?Engagement Re-tweetsSharesCommentsDoes your content mean enough to youraudience for them to share it or engage with it?Action ReferralsSign UpsPhone CallsDoes your content help you achieve your goals?Revenue DollarsDonorsVolunteersDoes your content help you raise money, recruitvolunteers or save time?Measuring Your Content
1. When you open email
or do social media tasks, does it make you feel anxious?2. When you are seeking information to curate, have you ever forgotten what it was inthe first place you wanted to accomplish?3. Do you ever wish electronic information would just go away?4. Do you experience frustration at the amount of electronic information you need toprocess daily?5. Do you sit at your computer for longer than 30 minutes at a time without gettingup to take a break?6. Do you constantly check (even in the bathroom on your mobile phone) your email,Twitter or other online service?7. Is the only time youre off line is when you are sleeping?8. Do you feel that you often cannot concentrate?9. Do you get anxious if you are offline for more than a few hours?10.Do you find yourself easily distracted by online resources that allow you to avoidother, pending work?Self-Knowledge Is The First StepA few quick assessment questionsAdd up your score: # of YES answers
• Understand your goals and
priorities andask yourself at regular intervals whetheryour current activity serves your higherpriority.• Notice when your attention haswandered, and then gently bringing itback to focus on your highest priority• Sometimes in order to learn or deepenrelationships -- exploring from link to linkis permissible – and important. Don’tmake attention training so rigid that itdestroys flow.Source: Howard RheingoldNetSmartWhat does it mean to manage your attention while yourcurate or other social media tasks?