Social Media for ChangeMakers

Social Change In An Age of Networks: What Philanthropists and the Nonprofits They Support

Need to Know To Survive and Thrive

Beth Kanter, Master Trainer, Author, and SpeakerJanuary, 2014 – SV2

WelcomeYour Burning Questions!

Please write down your burning questions on a

sticky note and post.

What do you want answered by the end of

the workshop?

Social Change In An Age of Networks: What Philanthropists and the Nonprofits They Support

Need to Know To Survive and Thrive

Beth Kanter, Master Trainer, Author, and SpeakerJanuary, 2014 – SV2

Beth Kanter: Master Trainer, Author, and ChangeMaker

Rapid Introductions (15 seconds)Your Name, AffiliationGrantee or Partner

Share Pair

• Find someone in the room you don’t know and share your burning question

AGENDAOUTCOMES

InteractiveReflectiveParticipatory#netnon

FRAMING

• One small step to improve your

organization’s or your personal use of social media to achieve your goals

Introduction

Networked Nonprofits and Networked Mindsets

Networked Toolsets– Using Twitter Strategically

Mindful Social Media

Reflection

The Agenda

http://bethkanter.wikispaces.com/sv2

Warning: Some Translation May Be Needed

Stand up, Sit Down: Tools and Results

Networked Nonprofits Defined

Simple, agile, and transparent nonprofits.

They are experts at using networks and

social media tools to make the world a

better place.

Social Change is Increasingly Network-Centric

BroadbandMobile Social Networks

3 Digital Revolutions

NGO Photography

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 Practice: Networkd Nonprofits - Organizations

Linking Social with Results and Networks

Pilot: Focus one campaign or channel

Incremental Capacity

Ladder of Engagement

Content Strategy

Best Practices

Some measurement and learning in all above

Communications Strategy Development

Culture Change

Network Building

Many champions & Influencers

Multi-Channel Engagement, Content, and Measurement

Reflection and Continuous Improvement

CRAWL WALK RUN FLY

Need Translation?

Use As An Individual - ChangeMaker

CRAWL WALK RUN FLY

Using at least one platform

Don’t have a goal and strategy

Don’t have a regular routine

Have a goal and strategy

Use one or more platforms

Have routine of use

Need more techniques and fluency

Aware of the tools

Dabbled or don’t use

Not even sure where to begin

A little scary

Have a goal and strategy

Use one or more platforms

Have a routine of use

Read articles about best practices and apply

Living Case Study

• How has social media enriched your professional work?

• What are some of the challenges?

• CWRF? What do you need to get to next level?

What is your practice now? What do you need to get to the next stage?

CRAWL WALK RUN FLY

Maturity of Practice: Crawl-Walk-Run-Fly

Categories PracticesCULTURE Networked Mindset

Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping

1 2 3 4

http://bethkanter.wikispaces.com/sv2

CWRF Tracker

“It helps us put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”

A Network Mindset: A Leadership Style

• Openness, transparency, decentralized decision-making, and collective action.

• Listening and cultivating organizational and professional networks to achieve the impact

• Leadership through active participation.• Social Media Policy living document, all staff participate including

leaders• Sharing control of decision-making• Communicating through a network model, rather than a

broadcast model• Data-Informed

From CEO to CNO (Chief Networking Officer)

Feeding and tuning professional and organizational

networks

Benefits: One CEO Tweet = 1,000 by Brand

CEO Voice

Brand Voice

Mobile Medic/Josh Nesbit

Organizational Leaders Are Authentic

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

No Ghost Tweeting

The Social Nonprofit CEO

What do they spend time doing that they could do

better via social ?

Whose work do they respect or feel inspired by?

How will social improve things they know already

and value?http://www.bethkanter.org/nonprofit-ceo-leaders/

Networking

Keep Up With Your Field

Influencer Engagement

It’s Making the Time, Not Finding It

Jim’s Advice …

Social Media Policy – All Staff and Board Participate

http://www.bethkanter.org/staff-guidelines/

Champions: Employees, Board Members

Share Pair

• How can social media be in service of your goals of becoming a change maker?

• How can social media power your philanthropy?

• How can you balance the personal/professional with the organizational?

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.

A Quick Network Primer

Core

Ties Node

Cluster Periphery

Hubs or Influencers

A Quick Primer on Social Network Analysis

Low Tech

Movements

Stakeholder Map

OTHER ORGANIZATIONS

• Describe• Describe

INFORMAL RELATIONSHIPS

Target Audiences

STAFF and BOARD

PARTNERS

• Describe• Describe

• Other Constituents• Other Constituents

• Other Constituents• Other Constituents • Other Constituents

• Other Constituents

• Aligned Partners

• Aligned Partners

• Aligned Partners

FORMAL RELATIONSHIPS

Stakeholder Maps

Network Map of Twitter Hashtag: WEF 2030

InMap (http://inmaps.linkedinlabs.com/)

LinkedIn InMaps: Fill Structural Holes

Source: Meg Garlinghouse, LinkedIn

Small talk creates trust

trust lubricates transactions,

pay it forward and connecting

Network Weaving and Social Capital

Bridges and Islands

Create Your Map

1. Use sticky notes, markers and poster paper to create your network map.

2. Think about goals and brainstorm a list of “go to” people, organizations, and online resources

3. Decide on different colors to distinguish between different groups, write the names on the sticky notes

4. Identify influencers, specific ties and connections. Draw the connections

5. Alternative exercises on wiki

BREAK!

Walk About, View Other Maps, Leave Notes

Visualize, develop, and weave relationships with others to help support your organizational or change maker goals.

What insights did you learn from mapping your network?

What did you learn from looking at other network maps?

Speed Debrief: 90 Seconds

Timing It!

Twitter Best Practices and Practicing for Change Makers

Twitter Tweet Cheat

Living Case Study: @GreenforGreens

• How and why are you using Twitter?• How do you use it as a Change

Maker?• Share a success story – big or small• What is your advice about getting

started and being an effective networker on Twitter?

Your Twitter Profile is Your Elevator Speech

1. Who are you?2. Why should someone want to connect with you? 3. What makes you unique? 4. What is the change you want to see in the world?

Five Minute Exercise:

Twitter Best Practices and Practicing – Profile

Craft Your Twitter Elevator

Speech

Twitter Office Minutes

Twitter Literacy: 10 Minutes 3x A Day

Search

Scan

Tweet

EngageTwitter Office

Minutes

“Successful use of Twitter means knowing how to tune the network of people you follow, and how to feed the network of people who follow you.” Howard Rheingold

Using lists helps you stay organized as you keep an eye on various groups of people or

organizations.

Tuning: Use Lists and Follow Wisely

• Find and engage with influencers that care• Honestly follow interesting people• Tweet relevant valuable information and links• Network weave • Be helpful• Say thanks• Give shout outs, RT, Ask Questions• Hashtags conversations and chats

Feeding: Engagement Techniques and Tools

Omit Needless Words

Describe, Simplify, Avoid

One thought per Tweet

Feeding: Write Great Tweets

Baby Shoes for Sale. Never Worn.

How To Tweet Like Hemmingway

Leave Room for Re-tweets: 120 Characters

Use Apps

Tweet on the Go!

Document real-time happenings

Stay on top of breaking news & interactions

Use scheduling apps with caution

Twitter Best Practices and Practicing

Already Tweeting

• Review wiki page and resources and tweet your questions about practice with the #netnon hashtag

• Sign up for a Twitter account, find people to follow, and set up your profile

https://support.twitter.com/groups/50-welcome-to-twitter/topics/204-the-basics/articles/100990-signing-up-with-twitter

Need to get on Twitter?

MindfulSocial

Media or Mind Full?

Photo by pruzicka

Managing Your Attention Online: Why Is It An Important Networking Skill?

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 in

the 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 to

process daily?5. Do you sit at your computer for longer than 30 minutes at a time without getting

up 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 you're 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 avoid

other, pending work?

Self-Knowledge Is The First Step

A few quick assessment questionsAdd up your score: # of YES answers

0…1…2…3…4…5…6…7…8…9…10Source: Lulumonathletica

Mindful Online………………………………………………………..Need Help Now

What’s Your Attention Focusing Score?

• Understand your goals and priorities and ask yourself at regular intervals whether your current activity serves your higher priority.

• Notice when your attention has wandered, and then gently bringing it back to focus on your highest priority

• Sometimes in order to learn or deepen relationships -- exploring from link to link is permissible – and important. Don’t make attention training so rigid that it destroys flow.

Source: Howard RheingoldNetSmart

What does it mean to manage your attention while your curate or other social media tasks?

Takeaways: Share Pairs

• What’s one tip or technique that you can put into practice about networked mindsets, networking with Twitter, or mindfulness

• Write on an index card with your name and enter raffle for a book

Closing Circle and Reflection

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter