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Redefining Community
Leadership in an Online
World
North American Jewish Day School Conference
February 5, 2012
Presented by Debra Askanase
2
About the presenter
2
Former executive director,
organizer, business
consultant
Jewish day school parent.
Has lived in Houston,
Atlanta, Nicaragua, Israel,
& Boston
debra@communityorganizer20.com
Digital Engagement
Strategist
Our goals today: Redefining Community
Leadership in an Online World
3
• Understand principles of online community-building
• Understanding community engagement models and their
relationship to online leadership
• The tachles of identifying and connecting with online
community leaders
• Create your own “Ladder of Engagement”
• Develop approaches to working with online leaders
• Your own working definition of community leadership
We’ll talk about the sticky questions, too
4
• Who is a leader?
• What role should online fans have in the school?
• Why should we develop online community leaders, and
to what end?
• How should online/offline leadership meet, and why?
• How do community leaders’ ideas align with the vision
of the head of the organization?
But why should you care about online
community leadership??
5
• Extending reach
• Extending value
• Creating and deepening community and parent
partnerships
------------------------------------------------------------------------------
-
• Recruitment and enrollment
• Retention
• Volunteers
• Fundraising
• Reputation management
• Deepening offline commitment
• Develop online » evangelists »
“tachles”
The Community Leadership Model
Develop online
community
Stakeholders and
leaders emerge
Leaders sustain online
community
Online/Offline
supports the
school
© 2013 Community Organizer 2.0
7
One real-life social
media conundrum
8
You want to announce a new (higher) tuition for the
upcoming year, and you are worried that it will set off a
maelstrom of indignation from your school parents and
alumni.
You have an organizational Facebook Page and blog. You have
identified and connected with six online leaders.
What would you do?
8
“Right to the Pocketbook”
BUILDING A COMMUNITY:
CONTEXT
The new nonprofit organization is a
“networked nonprofit”
Old Rules:
Marcom focused
New Rules:
Socially focused
Marketing Understand networks
Communications Build relationships
Multi-channel Connected
Silos Integrated
http://bit.ly/networkednp
Additional resource: The Networked Nonprofit, by Allison Fine and Beth Kanter
Your community isn’t just your
school
It’s your entire
social web
It’s about RELATIONSHIPS, not
broadcasting
It’s about the conversation and
value-added content, not
broadcasting
It’s about storytelling, not
broadcasting
The people who talk to you here
15
Want to feel part of your school
community…and care
You are NOT (primarily)
…a community manager
…a marketing professional
…a development professional
…the Head of School
Your new position:
Chief Community Conversation
Officer
The social media funnel
Social
Media
Engage
Creates
Trust
Move
to
Action
© 2013 Community Organizer 2.0
COMMUNITY GROWTH AND
LEADERSHIP: THEORY
Online community growth theory
The community growth funnel
Identifying online community leaders
The Community Leadership Model
Develop online
community
Stakeholders and
leaders emerge
Leaders sustain online
community
Online/Offline
supports the
school
© 2013 Community Organizer 2.0
20
Traditional community
leaders
are concretely tied
to the traditional space
But you’ve also created this community
21
So what happens when…
22
Your online
community
produces
leaders?
Four Levels of Community Engagement
Community Growth Funnel
Buzzing Communities,
by Richard Millington, P. 63
Visitors
Registered members
(if relevant)
Participants
Regulars
Volunteers
(Community Leaders)
Identifying community leaders*
25
Contribution:
– Total number of posts initiated and replies posted
– Total number of active days
– Length of posts
– Value of posts
Network centrality
– How critical that person is to activity in the community
• Influence
• Network
• Relevance
• Positive/negative sentiment towards that person
*Taken from Identifying Leaders in an Online Cancer Survivor Community, proceedings of the
21st Workshop on Information Technologies and Systems – WITS 2011
Identifying online leaders
26
Network
centrality
Contributor
Contribution
frequency
Influence
A note on influence
27
Use external measurements relationally
28
How does this change
your definition of
community leadership?
FINDING AND WORKING WITH
ONLINE COMMUNITY LEADERS*
Identify
Collect, Vet & Classify
Connect personally
Create rewards and roles for regulars and
participants
Create closed leadership spaces
Online/Offline integration
*the tachles
1. Identify engaged participants and regulars
30
31
How do you know they’re interested?
32
• Tag or post to your Facebook Page
• Add a comment to the Facebook conversation
• Twitter conversation
• Twitter direct message
• Comment on a YouTube video
• Follow company on LinkedIn
• Talk with you on LinkedIn in within a group
• Connect with you on Linkedin
• Comment on your blog post
Tools to help you find Participants,
Regulars, and Leaders
33
Finding people who are talking about you
• Search.twitter.com
• Socialmention.com
• Google alerts
• Your inbound links in Google Analytics
• http://analytics.topsy.com/
• http://www.hyperalerts.no/ - monitors Facebook Pages
Getting a sense of online Influence:
• Topsy.com
• Klout.com
• Twazzup.com
2. Collect , Vet, and Classify
34
• Create a spreadsheet of all your engaged community
supporters
• Classify them: are they contributors or creators?
Participants regulars or volunteers?
• Find out more about them online (Google, their social
spaces) and their personal clout/influence
• Determine contribution, influence and network
centrality
• Cross-classify with your offline community leadership
Online community leaders sustain
communities
« Early and proactive identification of
potential leaders allows community
managers to encourage them to
assume more leadership when the
community loses one of its leaders. »
From Identifying Leaders in an Online Cancer Survivor
Community, proceedings of the 21st Workshop on
Information Technologies and Systems – WITS 2011
3. Connect with them personally
36
4. Create roles and rewards for regulars and
participants within your community
37
• Ask for public input into your decisions (input that
won’t take your vision off-course)
• Give them responsibilities offline and online
• Publicly honor their contributions
• Create roles for them in the online space and/or at the
school
38
Mensch of the Week
Offer online roles
39
Solicit content curators and/or creators
41
42
43
5. Create closed leadership spaces for
community-building discussions
44
Vote and determine outcomes
45
Supporting online community leadership
Leaders emerge
Encourage new
leadership
Identify leaders
Create
leadership
ladders
6. Connect online and offline leaders
47
1. Offline leaders must begin to be active online
2. How can you connect offline and offline leaders?
3. Who can mentor whom in leadership?
4. Where do leadership opportunities intersect and
overlap?
5. How can you encourage online leaders to support
the school’s vision?
Chevruta (pair) time
1. How do people become more involved and engaged
in your organization? (What is your “offline ladder of
engagement?”)
2. How could you this translate into an online ladder of
engagement?
Reviewing workshop goals:
49
• Understand principles of online community-building
• Understanding community engagement models and their
relationship to online leadership
• The tachles of identifying and connecting with online
community leaders
• Create your own “Ladder of Engagement”
• Develop approaches to working with online leaders
• Your own working definition of community leadership
50
One real-life social
media conundrum
(redux)
51
You want to announce a new (higher) tuition for the
upcoming year, and you are worried that it will set off a
maelstrom of indignation from your school parents and
alumni.
You have an organizational Facebook Page and blog. You have
identified and connected with six online leaders.
What would you do?
51
“Right to the Pocketbook”
BONUS SLIDES: HOW TO BUILD AN
ENGAGED ONLINE COMMUNITY*
* Bonus slides at the end of this presentation
53
I’m always available to answer follow-up
questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
THANK YOU
Redefining Community Leadership in an Online World
Presented by Debra Askanase
BUILDING AN ENGAGED ONLINE
COMMUNITY:
BASIC BUILDING BLOCKS
BONUS SLIDES!
Community begins with SMART goals
56
Specific
Measurable
Attainable
Realistic
Timely
Design your social
media activities to meet
your org or
programmatic goals:
• enrollment
• resource awareness
• retention
• fundraising
• school/parent relations
Enrollment is always a good goal!
http://avichai.org/2011/12/2011-12-day-school-enrollment-
sees-modest-decline/
58
http://www.flickr.com/photos/fiduz/7144299127/in/photostream/
Decide where you’ll create community
Blog
Linkedin group
Google group
Private community
Diagram
courtesy of
Darim
Online
What are your community-building
conversation(s)?
Provide supportive, directed content
60
Engage meaningfully
61
62
Facebook Page
admin Ken
Gordon send
emails to people
asking them to
comment on the
first “Leading the
Witness”
Facebook
interview
…and they
did!
Pro tip: ask for engagement
“If members befriended five individuals in
the community, they would likely become
permanent members of the community.”
- Brett Taylor, founder of Friendfeed and
former CTO, Facebook
Buzzing Communities, Richard Millington, p.78

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Redefining Community Leadership for an Online World

  • 1. Redefining Community Leadership in an Online World North American Jewish Day School Conference February 5, 2012 Presented by Debra Askanase
  • 2. 2 About the presenter 2 Former executive director, organizer, business consultant Jewish day school parent. Has lived in Houston, Atlanta, Nicaragua, Israel, & Boston debra@communityorganizer20.com Digital Engagement Strategist
  • 3. Our goals today: Redefining Community Leadership in an Online World 3 • Understand principles of online community-building • Understanding community engagement models and their relationship to online leadership • The tachles of identifying and connecting with online community leaders • Create your own “Ladder of Engagement” • Develop approaches to working with online leaders • Your own working definition of community leadership
  • 4. We’ll talk about the sticky questions, too 4 • Who is a leader? • What role should online fans have in the school? • Why should we develop online community leaders, and to what end? • How should online/offline leadership meet, and why? • How do community leaders’ ideas align with the vision of the head of the organization?
  • 5. But why should you care about online community leadership?? 5 • Extending reach • Extending value • Creating and deepening community and parent partnerships ------------------------------------------------------------------------------ - • Recruitment and enrollment • Retention • Volunteers • Fundraising • Reputation management • Deepening offline commitment • Develop online » evangelists » “tachles”
  • 6. The Community Leadership Model Develop online community Stakeholders and leaders emerge Leaders sustain online community Online/Offline supports the school © 2013 Community Organizer 2.0
  • 8. 8 You want to announce a new (higher) tuition for the upcoming year, and you are worried that it will set off a maelstrom of indignation from your school parents and alumni. You have an organizational Facebook Page and blog. You have identified and connected with six online leaders. What would you do? 8 “Right to the Pocketbook”
  • 10. The new nonprofit organization is a “networked nonprofit” Old Rules: Marcom focused New Rules: Socially focused Marketing Understand networks Communications Build relationships Multi-channel Connected Silos Integrated http://bit.ly/networkednp Additional resource: The Networked Nonprofit, by Allison Fine and Beth Kanter
  • 11. Your community isn’t just your school It’s your entire social web
  • 12. It’s about RELATIONSHIPS, not broadcasting
  • 13. It’s about the conversation and value-added content, not broadcasting
  • 14. It’s about storytelling, not broadcasting
  • 15. The people who talk to you here 15 Want to feel part of your school community…and care
  • 16. You are NOT (primarily) …a community manager …a marketing professional …a development professional …the Head of School Your new position: Chief Community Conversation Officer
  • 17. The social media funnel Social Media Engage Creates Trust Move to Action © 2013 Community Organizer 2.0
  • 18. COMMUNITY GROWTH AND LEADERSHIP: THEORY Online community growth theory The community growth funnel Identifying online community leaders
  • 19. The Community Leadership Model Develop online community Stakeholders and leaders emerge Leaders sustain online community Online/Offline supports the school © 2013 Community Organizer 2.0
  • 20. 20 Traditional community leaders are concretely tied to the traditional space
  • 21. But you’ve also created this community 21
  • 22. So what happens when… 22 Your online community produces leaders?
  • 23. Four Levels of Community Engagement
  • 24. Community Growth Funnel Buzzing Communities, by Richard Millington, P. 63 Visitors Registered members (if relevant) Participants Regulars Volunteers (Community Leaders)
  • 25. Identifying community leaders* 25 Contribution: – Total number of posts initiated and replies posted – Total number of active days – Length of posts – Value of posts Network centrality – How critical that person is to activity in the community • Influence • Network • Relevance • Positive/negative sentiment towards that person *Taken from Identifying Leaders in an Online Cancer Survivor Community, proceedings of the 21st Workshop on Information Technologies and Systems – WITS 2011
  • 27. A note on influence 27 Use external measurements relationally
  • 28. 28 How does this change your definition of community leadership?
  • 29. FINDING AND WORKING WITH ONLINE COMMUNITY LEADERS* Identify Collect, Vet & Classify Connect personally Create rewards and roles for regulars and participants Create closed leadership spaces Online/Offline integration *the tachles
  • 30. 1. Identify engaged participants and regulars 30
  • 31. 31
  • 32. How do you know they’re interested? 32 • Tag or post to your Facebook Page • Add a comment to the Facebook conversation • Twitter conversation • Twitter direct message • Comment on a YouTube video • Follow company on LinkedIn • Talk with you on LinkedIn in within a group • Connect with you on Linkedin • Comment on your blog post
  • 33. Tools to help you find Participants, Regulars, and Leaders 33 Finding people who are talking about you • Search.twitter.com • Socialmention.com • Google alerts • Your inbound links in Google Analytics • http://analytics.topsy.com/ • http://www.hyperalerts.no/ - monitors Facebook Pages Getting a sense of online Influence: • Topsy.com • Klout.com • Twazzup.com
  • 34. 2. Collect , Vet, and Classify 34 • Create a spreadsheet of all your engaged community supporters • Classify them: are they contributors or creators? Participants regulars or volunteers? • Find out more about them online (Google, their social spaces) and their personal clout/influence • Determine contribution, influence and network centrality • Cross-classify with your offline community leadership
  • 35. Online community leaders sustain communities « Early and proactive identification of potential leaders allows community managers to encourage them to assume more leadership when the community loses one of its leaders. » From Identifying Leaders in an Online Cancer Survivor Community, proceedings of the 21st Workshop on Information Technologies and Systems – WITS 2011
  • 36. 3. Connect with them personally 36
  • 37. 4. Create roles and rewards for regulars and participants within your community 37 • Ask for public input into your decisions (input that won’t take your vision off-course) • Give them responsibilities offline and online • Publicly honor their contributions • Create roles for them in the online space and/or at the school
  • 40. Solicit content curators and/or creators
  • 41. 41
  • 42. 42
  • 43. 43 5. Create closed leadership spaces for community-building discussions
  • 45. 45
  • 46. Supporting online community leadership Leaders emerge Encourage new leadership Identify leaders Create leadership ladders
  • 47. 6. Connect online and offline leaders 47 1. Offline leaders must begin to be active online 2. How can you connect offline and offline leaders? 3. Who can mentor whom in leadership? 4. Where do leadership opportunities intersect and overlap? 5. How can you encourage online leaders to support the school’s vision?
  • 48. Chevruta (pair) time 1. How do people become more involved and engaged in your organization? (What is your “offline ladder of engagement?”) 2. How could you this translate into an online ladder of engagement?
  • 49. Reviewing workshop goals: 49 • Understand principles of online community-building • Understanding community engagement models and their relationship to online leadership • The tachles of identifying and connecting with online community leaders • Create your own “Ladder of Engagement” • Develop approaches to working with online leaders • Your own working definition of community leadership
  • 50. 50 One real-life social media conundrum (redux)
  • 51. 51 You want to announce a new (higher) tuition for the upcoming year, and you are worried that it will set off a maelstrom of indignation from your school parents and alumni. You have an organizational Facebook Page and blog. You have identified and connected with six online leaders. What would you do? 51 “Right to the Pocketbook”
  • 52. BONUS SLIDES: HOW TO BUILD AN ENGAGED ONLINE COMMUNITY* * Bonus slides at the end of this presentation
  • 53. 53 I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askdebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
  • 54. THANK YOU Redefining Community Leadership in an Online World Presented by Debra Askanase
  • 55. BUILDING AN ENGAGED ONLINE COMMUNITY: BASIC BUILDING BLOCKS BONUS SLIDES!
  • 56. Community begins with SMART goals 56 Specific Measurable Attainable Realistic Timely Design your social media activities to meet your org or programmatic goals: • enrollment • resource awareness • retention • fundraising • school/parent relations
  • 57. Enrollment is always a good goal! http://avichai.org/2011/12/2011-12-day-school-enrollment- sees-modest-decline/
  • 58. 58 http://www.flickr.com/photos/fiduz/7144299127/in/photostream/ Decide where you’ll create community Blog Linkedin group Google group Private community
  • 59. Diagram courtesy of Darim Online What are your community-building conversation(s)?
  • 62. 62 Facebook Page admin Ken Gordon send emails to people asking them to comment on the first “Leading the Witness” Facebook interview …and they did! Pro tip: ask for engagement
  • 63. “If members befriended five individuals in the community, they would likely become permanent members of the community.” - Brett Taylor, founder of Friendfeed and former CTO, Facebook Buzzing Communities, Richard Millington, p.78

Editor's Notes

  1. http://www.animatedexplanations.com/Animation.aspx?animation=391(Twitter)
  2. http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CDgQFjAA&url=http%3A%2F%2Fwww.personal.psu.edu%2Fbxq107%2Fpdfs%2FLeaderIdentificationWITS2011.pdf&ei=LUTkUL32GOi40AH07ICQAQ&usg=AFQjCNEP9-M4QuFKCPBKZ07XPgwgmBQm6Q&sig2=wQj98xfDrCB5OiNfWySKIw&bvm=bv.1355534169,d.dmQ
  3. http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CDgQFjAA&url=http%3A%2F%2Fwww.personal.psu.edu%2Fbxq107%2Fpdfs%2FLeaderIdentificationWITS2011.pdf&ei=LUTkUL32GOi40AH07ICQAQ&usg=AFQjCNEP9-M4QuFKCPBKZ07XPgwgmBQm6Q&sig2=wQj98xfDrCB5OiNfWySKIw&bvm=bv.1355534169,d.dmQ
  4. A is the org goals.  B is what the audience is interested in (or their goals, needs, etc.)  What's in the middle is generally where THE conversation topic is going to be.