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Leading On Social Platforms
This document summarizes Beth Kanter's presentation on leading on social platforms. The presentation covers developing a social media strategy and measuring results. It discusses assessing an organization's maturity in social media practices from crawl to fly. Examples are provided of small nonprofits and their use of social media. Building personal brands on social media to support organizational goals is also addressed.
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Leading On Social Platforms
- 1. Leading on Social Pla.orms Social Media Integrated Strategy, Networks, & Learning for Founda>on Leaders Beth Kanter, Master Trainer, Author, and Blogger July 2014, Knight Founda>on Workshop Photo by Michael Flick
- 2. Beth Kanter: Master Trainer, Author, and Blogger @kanter h*p://bethkanter.wikispaces.com/knight-‐nj
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- 5. Beth 236,861 Conan 147,345
- 6. Raise Your Hand If Your Digital Strategy Goal Is …. q Improve rela>onships q Increase awareness q Increase traffic referral q Increase engagement q Change behavior q Increase dollars q Increase ac>on
- 7. What’s your personal experience with social media? • Oversee social media strategy • Implement social media strategy • Both
- 8. What social media pla.orms do you or other staff use as a “personal brand” in service of your organiza>on’s strategy?
- 9. What is your burning ques>on?
- 10. Leading on Social Pla.orms Agenda OUTCOMES • To leave the room ready to implement one idea to improve your practice FRAMING • InteracFve • Co-‐Learning • Your organizaFon might be in the presentaFon! IntroducFon Campfire Stories Maturity of PracFce Strategy and Measurement Break Networked Thought Leadership: Blending OrganizaFonal and Personal Brands PracFcum ReflecFon/Q&A h*p://bethkanter.wikispaces.com/knight-‐portland
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- 12. Oregon Humani>es: Organiza>onal Strategy “We are currently using social media to communicate a shi3 in our organiza5onal values and priori5es. Though the metrics are ever-‐ changing (par5cularly with Facebook), we've seen a growth of interest in our work by new audiences who share our values. “ Kathleen Holt
- 13. Meyer Memorial Trust: Rela>onship Building “For a local, narrowly focused iniFaFve like ours, Twi*er has enabled us to connect with other river-‐focused funders and iniFaFves around the naFon and even in other countries. There is not another tool I know of that allows us to parFcipate in such a broad, global network with such minimal demands on staff Fme.” CrisFna Watson
- 14. M.J. Murdock Charitable Trust: Lifle Bets “We recently started an Instragram pilot. Our ED shared that some of our cons5tuents no5ced we tagged them in pictures and found it compelling enough to really start to u5lize Instagram in a produc5ve manner.” – Jennifer Larson-‐Cody
- 15. Seafle Founda>on: All Staff Use Social “GiveBIG, our day of giving, is fueled by social media, trending top on TwiLer locally on the day. “ Mary Grace Roske
- 16. Nike Global Community Impact: Ladder of Engagement
- 17. Networked Nonprofits Simple, agile, and transparent organiza>ons and leaders. They are experts at using networks, data, and learning strategically to make the world a befer place.
- 18. 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.” Maturity of Prac>ce
- 19. Where is yourorganization? CRAWL WALK RUN FLY Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Informal Champions Strategy Best Practices Measurement and learning in all above Communications Strategy Development Culture Change Network Building Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
- 20. What’s Your Maturity of Prac>ce? Where is your organiza>on now? What does that look like? What do you need to get to the next level? CRAWL Walk RUN FLY
- 21. Maturity of Prac>ce: Crawl-‐Walk-‐Run-‐Fly Categories Prac>ces CULTURE Networked Mindset InsFtuFonal Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT IntegraFon/OpFmizaFon NETWORK Influencer Engagement RelaFonship Mapping 1 2 3 4
- 22.
- 23. SMARTER SOCIAL MEDIA: POST FRAMEWORK Flickr Photo: graceinhim
- 24. EARNED OWNED SOCIAL MOBILE DATA FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES Source: Steve Rubel Mul>-‐Channel PAID
- 25. Centre Founda>on: Small Founda>on
- 26. Centre Founda>on: Small Founda>on
- 27. Centre Founda>on: Small Founda>on PEOPLE: Nonprofits and Donors in Community OBJECTIVES: Increase awareness of Centre FoundaFon brand in community: survey % heard of Centre FoundaFon Raise $500,000 for Giving Day on May 6th Inspire first-‐Fme donaFons from x new donors Improve capacity of local nonprofits to do online fundraising STRATEGY Provide training to 96 local nonprofits to plan and implement online giving strategy and social media during Giving Day Use social media as part of integrated outreach campaign for Giving Day Ongoing content and engagement through mulFple channels with donors and nonprofits AcFvate staff and board as champions online. TOOLS Focused on LinkedIn, Facebook and Twi*er
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- 30. Centre Founda>on: Staff and Board Champions How Board Members Can Help Invite Your Facebook Friends to Like Centre FoundaFon’s Facebook Page Be an Online Super Champions!
- 31. Measure Objec>ves: Use Data To Improve Centre Gives & Social Media Strategy Increase Website Traffic/Donors 1800 1600 1400 1200 1000 800 600 400 200 0 2013 Jan 2013 Centre Gives Internal Champions Feb March April May Jun July Aug Sept Oct Nov Dec 2014 Jan On average, 65% are NEW visitors. Feb March All Traffic Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and August spikes in traffic are focused around Centre Gives and inviFng Facebook friends of staff/board. A media strategy supported by social media has significantly increased our monthly website visits.
- 32. Integrated Social Strategy Assessment • ConsideraFon of communicaFons strategy with SMART objecFves and audiences and strategies for branding and web presence. Social Media is not fully aligned. • Strategic plan with SMART objecFves and audiences for branding and web presence, include strategy points to align social media for one or two social media channels. • Strategic plan with SMART objecFves and audience definiFon. Includes integrated content, engagement strategy, and informal champions/ influencer program and working with aligned partners. Uses more than two social media channels. • Strategic plan with SMART objecFves and audience definiFon. Includes integrated content, engagement strategy, and formal champions (Internal/external) influencer program and working with aligned partners. Uses more than three social media channels. Formal process for tesFng and adopFng social media channels.
- 33. How To Become Data-‐Informed • Integrated strategy • Pick the right success metrics • Measurement discipline • IdenFfy small pilots, place li*le bets, learn, pivot, and iterate
- 34. Small Pilots for Learning: Blog Goals KPI Tools Increase traffic 50% increase in monthly unique visitors Google AnalyFcs Increase subscribers 30% increase in monthly average subscribers Feedburner Increase engagement 50% increase in total comments per month Website
- 37. KPI: 50% increase in referral traffic KPI: 30% increase in blog subscribers KPI: 50% increase engagement
- 38.
- 39. Methods for Organiza>onal Learning Asking Powerful Ques>ons
- 40. Methods for Organiza>onal Learning DoSomething: Fail Fest Momsrising: Joyful Funeral Global Giving: Biggest Looser
- 41. CWRF: Becoming Data Informed: What Does It look like? Crawl Walk Run Fly Lacks consistent data collecFon Data collecFon consistent but not shared Data from mulFple sources Org Wide KPIs No reporFng or synthesis Data not linked to results, could be wrong data System and structure for data collecFon OrganizaFonal Dashboard with different views, sharing Decisions based on gut Rarely makes decisions to improve Discussed at staff meeFngs, decisions made using it Data visualizaFon, reporFng, formal reflecFon process Analysis Tools Sense-‐Making
- 42. ReflecFon • Where is your organizaFon in terms of social media strategy? Measurement pracFce? • What is one thing you can do to improve measurement pracFce?
- 43. Networked Leadership: Blending OrganizaFonal and Personal Brands in service of organizaFonal mission and professional learning
- 44. Networked Mindset: A Leadership Style • Leadership through acFve social parFcipaFon as personal brand to support organizaFonal goals • Listening and culFvaFng organizaFonal and professional networks to achieve the impact • Sharing control of decision-‐making • CommunicaFng through a network model, rather than a broadcast model • Openness, transparency, decentralized decision-‐ making, and collecFve acFon. • Being Data Informed, learning from failure
- 47. Vision Statement • Encouragement and support • Why policy is needed • Cases when it will be used, distributed • Oversight, noFficaFons, and legal implicaFons • Guidelines • IdenFty and transparency • Responsibility • ConfidenFality • Judgment and common sense • Best pracFces for personal use in service of organizaFon as Champion • Brand • Voice • Links to Org Strategy • Dos and Don’ts for Personal Use from Legal • AddiFonal resources • Training • OperaFonal Guidelines • EscalaFon
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- 53. Why Build Leadership Profile On Social: Benefits Flexibility Enhance Exis>ng Work Learning Extend Reach Build Trust Less Risk
- 54. Iden>ty and Boundaries Before Social Media Personal Professional Private Public
- 55. Social Media: Worlds Collide Personal Professional Private Public Not Working Working
- 56. What Kind of Social Animal Are You? Turtle • Profile locked down • Share content with family and personal friends • Li*le benefit to your organizaFon/professional Jelly Fish • Profile open to all • Share content & engage frequently with li*le censoring • PotenFal decrease in respect Chameleon • Profile open or curated connecFons • Content/Engagement Strategy: Purpose, Persona, Tone • Increased thought leadership for you and your organizaFon Based on “When World’s Collide” Nancy Rothbard, JusFn Berg, Arianne Ollier-‐Malaterre (2013)
- 57. How To Be A Chameleon Strategic Voice Leader Audience Authen>c How can your personal brand support organizaFonal strategy or professional learning?
- 58. 58 Networked Mindset: RWJF “We believe that striving toward a culture of health will help us realize our mission to improve health and health care for all Americans. ”
- 59.
- 60. Organiza>onal VS Leader Brand
- 63. The Goodman Theatre and Robert Falls
- 64. Organiza>onal VS Leader Voice
- 65. Genng Started …. • Get Their A*enFon • Show How It Enhances Their Work • Tweetutorials • Peer Pressure • Social Media Policy • Found Time • Feed and Tune • Show Impact h*p://www.bethkanter.org/afpcon/
- 66. Prac>cal Networked Leadership Skills • Finding Your Personal Brand and Voice on Social • Picking An Engagement Style • Building Your Professional Network
- 67. “Be yourself because everyone else is already taken.” -‐ Oscar Wilde
- 68. Think and Write: Uncovering Your Authen>c Personal Brand • What’s your superpower? • What do you do be*er than anyone else? • What do people frequently compliment you on or praise you for? • What is it that your manager, colleagues, and grantees come to you for? • What adjecFves do people consistently use to describe you – perhaps when they’re introducing you to others? • How do you do what you do? What makes the way you achieve results interesFng or unique? • What energizes or ignites you?
- 69. Craoing Your Elevator Speech on Social
- 70. Think and Write: Your Elevator Speech on Social Answer these quesFons in 160 characters in your profile bio: • What is your experFse? • Why should someone follow you? • What hashtags or keywords do you “own”? • Visual: What cover image conveys your personal brand? It’s accurate. One professional descrip5on. It’s exci>ng. One word that is not boring. It’s targeted. One niche descriptor. It’s flafering. One accomplishment. It’s humanizing. One hobby. It’s intriguing. One interes5ng fact or feature about yourself. It’s connected. Your organiza5on, hashtag or another social profile.
- 71. Ways To Engage: What Is Right Fit? • Amplifier • Responder • Conversa>onalist • Content Curator Adapted from IBM Employee Champion Program
- 72. Arkansas Advocates for Children and Families Rich Huddleston Amplifier
- 73. ACLU of New Jersey and Udi Ofer Responder
- 74. Helen Clark and UNDP Responder
- 75. Conversa>onalist Open and accessible to the world and building relaFonships Making interests, hobbies, passions visible creates authenFcity
- 76. Blending Network Strategy With Communica>ons Strategy From CEO to CNO Tweets links related to organizaFon’s mission and work as a biparFsan advocacy organizaFon dedicated to making children and families a priority in federal policy and budget decisions.
- 77. Networking Is Dynamic Learning SEEK SENSE SHARE IdenFfied key blogs and Summarizes arFcle in a online sites in issue area tweet Scans and reads every Writes for Huffington Post morning and picks out best Engages with aligned partners PresentaFons
- 78. Discussion QuesFons ….. • How can you engage on social and with your professional network to leverage organizaFonal goals? • What type of engagement style is the best fit?
- 79. Building Your Professional Network: Visualizing
- 80. A Quick Network Primer What: Social networks are collections of people and organizations who are connected to each other in different ways through common interests or affiliations. A network map visualize these connections. Online and offline. Why: If we understand the basic building blocks of social networks, and visually map them, we can leverage them for our work and organizations can leverage them for their campaigns. We bring in new people and resources and save time.
- 81. Network Maps Two Lenses 1: Whole Network 2: Professional Network (Ego)
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- 83. Whole Networks: Organiza>onal Network
- 84. Professional Networks: On Social Media “Visualizing my professional networks on social media can be helpful as a journalist and content curator to iden5fy poten5al sources online.”
- 85. Building Your Professional Network Step 1. Think about your area of exper>se and current work • Brainstorm a list of the content areas where you want to increase your professional knowledge and learning and supports organizaFonal goals • What is it that you need to know or be able to do as part of your job? • What types of professionals do you need to connect with to support your learning, work, or career goals?
- 86. Building Your Professional Network Step 2. Reflect on the Diversity of Your Exis>ng Network Who are the people that you most frequently communicate with in order to get your work done or learn something related to your professional work? Look at the people you put in your network Do an analysis based on: -‐Age -‐OrganizaFonal AffiliaFon -‐Gender -‐Area of ExperFse -‐Geographic LocaFon -‐How You Connect: Face-‐to-‐Face, Social Media Is your network diverse enough? Diversity = innovaFon Are you gexng new ideas from your network? Source: @hjarche
- 87. Building Your Professional Network Step 3: What are the gaps in your network? • What are some ways you can make connecFons to support your goals or learning? • What is? What can be? What needs to change?
- 88. Cheat Sheet: Online Social Network Visualiza>on Core Ties Node Cluster Periphery Hubs or Influencers
- 89. LinkedIn Network •What pa*erns do you see? • What surprises you? • What might you do differently with your network to reach goals? h*p://inmaps.linkedinlabs.com/network
- 90. Online Networking Tools Help You Visualize and Build A C B Visualizing Is NoFcing Your Network
- 91. Building Your Professional Network Step 4: Building Your Network with Social Media • Use LinkedIn InMap to visualize your network (50 + connecFons) • Color code the clusters • What are some of the pa*erns? • Is there enough diversity? • Can you fill any gaps? h*p://inmaps.linkedinlabs.com/network PAN CAN FAN
- 92. Prac>cal Ways To Build Your Network Using Social Media • Be A Bridge: Introduce people in your network to one another. You need to let them know why you are making the introducFon and this can be done online or offline. • Look for Islands: Those on the edge can lead to new groups and ideas • Work Transparently: The more public you are, the easier you can be found, the more opportuniFes you have. • Engage New Perspec>ves: We tend to stay in our comfort zones and don’t engage different perspecFves — learning from adjacent pracFces can be useful. • Ask Ques>ons of the network and experts: Social network tools make it very easy to ask quesFons to individuals and groups of individuals. You can also idenFfy experts in your network on specific topics and ask them quesFons to help your learning or open the way to other sources. Other Fmes you will follow the community or network conversaFon on a topic. • Share Learning: To share learning, you have to intenFonally hit the pause bu*on and reflect. One way to incorporate this technique into your day is to set aside five minutes at the end of the day for reflecFon. Techniques and Tools: How To Visualize Your Network h*p://www.bethkanter.org/catechfestla/
- 93. Summary • Success happens by taking the right incremental step to get to the next level, but keep moving forward • Use social media a strategy leverage organizaFonal AND personal networks • Scale your organizaFon’s social culture with a living social media policy • Allow staff to leverage their personal passion in service if your strategy • Strategy with the right success metric • Place li*le bets, but learn from failure and pivot
- 94. Think and Write: What is your take away – one thing that you can put into prac>ce?
- 95. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twi*er