Uploaded byBeth Kanter
Peer Learning Group
This document summarizes a conference call for a peer learning group focused on improving social media practices. The call covered reviewing progress on applying indicators of networked mindset and institutional support. It also discussed strategy, measurement, and capacity indicators. Practical tips were provided, such as using a POST framework to plan social media content and engagement. Participants were encouraged to apply lessons to their organizations and share on a wiki. The goal is for 50% of participants to improve social media practices in at least one area like strategy or measurement.
More Related Content
Similar to Peer Learning Group
Peer Learning Group
- 1. Peer Learning Group2: Improving Social Media practices with Measurement Strategy, Measurement, Capacity Feb. 26, 2013 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
- 2. Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Announce yourself when you get on the line Please use *6 to Mute your conference line Only the moderator can see you While we are waiting, play with the chats chat: Type in your name, organization, and location.
- 3. Participant Roll Call California Coverage & Health Initiatives Center for Excellence in Nonprofits Center for Health and Gender Equity Coastal Watershed Council Community Foundation for Monterey County CoreAlign *7 unmute Hidden Villa * 6 mute Immigrant Legal Resource Center Los Altos Community Foundation National Abortion Federation (NAF) National Center Family Philanthropy Opera San Jose Palo Alto Art Center Philanthropic Ventures Foundation Preschool California Provide Radio Bilingue Reproductive Health Technologies Project Resources Law Group Resources Legacy Fund World YWCA Auditors: Cheryl Chang, Packard Foundation Friends of Deer Hollow (requested a profile, but necessary for auditing) Farallones Marine Sanctuary Association MEarth The HEAL Project AlbaFarmers
- 4. This call isbeing recorded *2 Flickr Photo by Malinki
- 5. Peer Learning Group2: Improving Social Media practices with Measurement Strategy, Measurement, Capacity Feb. 26, 2013 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
- 6. Agenda • Roll Call • Reminders • Review what how your organization applied the networked mindset • and institutional support indicators • Strategy/Measurement Indicators • A few practical and tactical tips • Hang Out: We will stay on the line for 15 minutes after the call to answer additional questions and help with the wiki Only the Tweet your moderator can insights see you chats #netnon
- 7. Participants CaliforniaCoverage & Health Initiatives Center for Excellence in Nonprofits Center for Health and Gender Equity Coastal Watershed Council Community Foundation for Monterey County CoreAlign Hidden Villa Immigrant Legal Resource Center Los Altos Community Foundation National Abortion Federation (NAF) National Center Family Philanthropy Opera San Jose Palo Alto Art Center Philanthropic Ventures Foundation Preschool California Provide Radio Bilingue Reproductive Health Technologies Project Resources Law Group Resources Legacy Fund World YWCA
- 8. Beth Kanter andStephanie Rudat
- 9. Reminders: The Wiki If you want a wiki tutorial, we will do this at the end of the call. http://measure-netnon.wikispaces.com/ 71% of participants have updated their wiki journals!!!
- 10. Share the Group with other people on staff Stealth Measurement Closed Facebook Group
- 11. Peer Learning ProgramOutcomes • Baseline level or score for social media practice improves by .5 • 50% or 10 of participants improve social media practices in at least one area: capacity, culture, strategy, measurement, monitoring, engagement, or content. • 25% or 5 participants apply social media best practices and share what they’ve learned with others on the culmination call. SCORE: 1.30
- 12. Ladder of Engagement:Improving Best Practices Case Study 25% (5) Applied, Learned, Shared 50% (10) Applied, Learned Applied, No Learning Did Not Apply Measurement Plan: Webinar Polls
- 13. Maturity of Practice:Crawl-Walk-Run-Fly CRAWL -1 WALK-2 RUN-3 FLY-4 Categories Practices Average CULTURE Networked Mindset 1.14 Institutional Support 1.62 CAPACITY Staffing 1.24 Communications Strategy 1.38 MEASUREMENT Analysis 1.14 Tools 1.52 Adjustment 1.67 LISTENING Brand Monitoring 1.19 Influencer Research 1.19 CONTENT Integration and Optimization 1.29 ENGAGEMENT Ladder of Engagement 1.14 NETWORK Champions/Aligned Partners 1.10 Relationship Mapping 1.29 • 50% or 10 of participants improve social media practices in at least one or more areas: capacity, culture, strategy, measurement, monitoring, engagement, or content.
- 14.
- 15. CWRF Tracker “Wefollowed the lead of National Center for Family Philanthropy on the call to set up a tracker for our progress across the crawl-walk-run-fly model. The tracker has been circulated to management team and development staff.”
- 16. Maturity of Practice:CWRF – Culture Indicators CRAWL WALK RUN FLY Score Networked Understanding of Listening to and Comfort level with Leadership is 1.14 Mindset networks that are cultivating greater comfortable using connected to relationships with organizational decentralized organization networks based on openness and decision-making and mapping networks. transparency. collective action with Leadership is using networks. Considers social networks and people inside and comfortable with outside of the showing organizations as personality. assets in strategy.
- 17. From Crawl toWalk How To On Wiki
- 18. Network Map Process OTHER ORGANIZATIONS INFORMAL RELATIONSHIPS • Other Constituents • Other Constituents • Other Constituents • Other Constituents • Other Constituents • Other Constituents Target Audiences • Describe • Describe • Describe • Describe STAFF and BOARD • Staff • Staff • Board • Aligned PARTNERS • Aligned Partners Partners • Aligned Partners FORMAL RELATIONSHIPS
- 19. Network/Stakeholder Mapping “On "network mentality,' we have used SNA in our on-the-ground organizing work, mostly in the formative and process evaluation We are NOT doing much relationship of these efforts. We haven't mapping, but I'd like to measure how it included other audiences in those changes over time; but for starters, just exercises. Doing so requires having look at it as a current snapshot. a particular group of people in the organization, so we have time Also, I'm excited to hear that RLF/RLG is scheduled for the next time our doing water partners mapping geographically dispersed team comes together to do the mapping work (week of April 22).”
- 20. Maturity of Practice:CWRF - Culture CRAWL WALK RUN FLY Score Institutional Social media policy Social media policy Social media staff All staff use social 1.62 Support is drafted and has been discussed position includes media effectively to gaining support and approved by facilitating training support organization through “road leadership. other staff to use objectives. shows” with social networks. departments
- 21. Resources: Policy FirstDraft http://socialmedia.policytool.net/
- 22. The Rule Book:Social Media Policy Trust is Cheaper than Control http://www.bethkanter.org/trust-control/
- 23. Palo Alto ArtCenter: Process • Reviewed City of Palo Alto social media policy and will make revisions appropriate for the Art Center. • Developed draft of social media cheat sheet/usage and shared with staff • Host staff meeting to introduce to staff
- 24. Maturity of Practice:CWRF – Strategy and Measurement CRAWL WALK RUN FLY Score Communications Consideration of Strategic plan with Strategic plan with Strategic plan with 1.24 Strategy communications SMART objectives SMART objectives SMART objectives and strategy with SMART and audiences for and audience audience definition. objectives and branding and web definition. Includes integrated audiences and presence, include Includes integrated content, engagement strategies for strategy points to content, strategy, and formal branding and web align social media for engagement champions/influencer presence. Social one or two social strategy, and program and working Media is not fully media channels. formal with aligned partners. aligned. champions/influen Uses more than three cer program and social media channels. working with Formal process for aligned partners. testing and adopting Uses more than social media channels. two social media channels.
- 25. POST FRAMEWORK People Objectives Strategies Tools
- 26. POST: KNOW YOURAUDIENCE • What keeps them up at night? • What are they currently seeing? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act?
- 27. POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars 1. How many? 5. Reflect 2. By when? 3. Benchmark 4. Measure with metrics
- 28. POST: STRATEGY andTOOLS Listen Promote Participate Publish Build No Engagement Broadcast/Share Low Engagement Content Intensive Network High Engagement How will you connect to other channels you are using?
- 29. POST TO GETFROM: Crawl To Walk PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% new students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
- 30. Discussion: Debrief How wouldyou apply POST to your organization?
- 31. Who is going It’s worth our to do the time, but work?! social media takes time …
- 32. Maturity of Practice:CWRF -Capacity CRAWL WALK RUN FLY Score Hours 5 hours or less per 5-19 hours per week 20-29 hours per 30-40 hours of staff 1.38 week of staff time is of staff time is week of staff time time is invested in a invested invested in one in a dedicated dedicated social media position. Other staff social media position with support or intentions position. Other staff. Other staff or implement social staff or interns or interns or influencers media. influencers implement social implement social media. media strategy.
- 33. Options for Gettingthe Work Done Free Integrated Staff Staff • Intern • Spread • Part-Time • Full-Time • Volunteer tasks across • Board staff jobs Members
- 34. Make them partof your team Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data Don’t do this to them ….
- 36. Small Nonprofits: Spreadthe Work Between Staff
- 37. Small Nonprofits: Spreadthe Work Between Staff • 3 person staff • Social media responsibilities in all three job descriptions • Each person 2-4 hours per week • Weekly 20 minute meeting to coordinate • Three initiatives to support SMART objectives • Weekly video w/Flip • Blogger outreach • Facebook
- 38.
- 39. Discussion: Debrief What aresome ways you can expand your capacity to do social media?
- 40.
- 41. Next Session Questions? Next Session: Content and Engagement Tips March 19 at 1 PM PST Use Post Worksheet: • Think through the “People” and “Objectives” • Identify one social channel that makes sense for who you want to reach and your results • Post on your wiki journal Need Help: Book a Coaching Session with Stephanie Rudat
Editor's Notes
- #2 Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
- #3 Every few minutes as we get started, tech support reminder, type into the chat, roll call
- #5 http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
- #6 Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
- #7 This is our agenda – we’ll pause along the way for questions.1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
- #9 Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
- #10 Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
- #13 The action learning projects are very critical to the success of the program .. So I will be measuring
- #15 In addition to moving ahead on the specific culture indicators, we followed the lead of colleagues on the call to set up a tracker for our progress across the crawl-walk-run-fly model. The tracker has been circulated to management team and development staff.
- #16 In addition to moving ahead on the specific culture indicators, we followed the lead of colleagues on the call to set up a tracker for our progress across the crawl-walk-run-fly model. The tracker has been circulated to management team and development staff.
- #19 https://wiki.library.ucsf.edu/display/EdTechStrategic/1.+Stakeholders+MapMap Definitions:Loosely Linked stakeholders are those, above the horizon line, who have more informal relationships.Target Audiences are people or organizations that directly use your programs or servicesOther Constituents are loosely linked people or organizations who have interests in your programs as end-users.Tightly Linked stakeholders are those, below the horizon line, who have formal relationships. Staff includes all employeesAligned Partners include contract employees, vendors, and materials and equipment suppliers.Boards are any decision making groups with financial and management oversightDefine the stakeholder categoriesSpend 1 minute writing down stakeholders in any category - one per sticky note - write large and legibly Kevin will facilitate the gathering, clustering and clarification of the stakeholdersProduce a final map that reflects this discussion
- #20 On "network mentality,' we have used SNA in our on-the-ground organizing work, mostly in the formative and process evaluation of these efforts. We haven't included other audiences in those exercises. Doing so requires having a particular group of people in the organization, so we have time scheduled for the next time our geographically dispersed team comes together to do the mapping work (week of April 22).
- #22 http://socialmedia.policytool.net/
- #23 http://measure-netnon.wikispaces.com/file/view/CFSCC_SocialMediaPolicy_08%2017%2011.pdf
- #24 Karen is currently looking at the City of Palo Alto social media policy and will make revisions appropriate for the Art Center.Sarah has a hard deadline of Feb. 22 for finalizing our social media cheat sheet/usage procedures. After revisions, it will be submitted to staff.We will be hosting a staff meeting to familiarize staff with our social media policies and procedures - TBDThe social media team will be meeting next week for a brainstorming session on identifying influencers.2/20/2013The great social media policy review continues... Today, we worked on reviewing the City of Palo Alto's social media policy, which is pretty thorough and complete. In fact, it appears like the City's social media policy is being used as an example of how to put together a good social media policy, so we're standing on the shoulders of giants, in that regard. After our session next week, the social media team is going to meet and revise the city's policy for the Art Center's needs and incorporate this into our Social Media Use Cheat Sheet, which will be distributed to the Art Center staff. Sarah has been reading through Beth's blog for more ideas on fleshing out our cheat sheet. She is also reviewing both books, The Networked Nonprofit and Measuring the Networked Nonprofit, in an attempt to better her understanding of the methods and madness of online networking. She hopes to bring some questions to the next session!
- #27 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.
- #31 Will hand out worksheets
- #35 http://disruptology.com/10-social-media-tasks-for-summer-interns/
- #38 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
- #40 Will hand out worksheets