Photo by Fras1977

The Networked NGO in Australia

Beth KanterMaster Trainer

WorkshopConnectingUp

Gold Coast, Australia

May 15, 2013

WelcomeYour Burning Questions!

Please write down your burning question about networked nonprofits or social media on sticky note

What do you want answered by the end of the day?

Post it on the flip chart

Beth Kanter: Master Trainer, Author, and ChangeMaker

Raise your hand if …….- Executive Director- Board Member- IT Staff- Communications Staff- Program Staff- Do you implement the social media?

And your Org?

Raise your hand if organization is budget is ..

-All Volunteer Staff-10 or less FTE Staff-10-20 FTE-More than FTE

Raise Your Hand If Your Social Strategy Goal Is …. Improve relationships Change behavior Increase awareness Increase engagement Increase dollars Increase action

Stand Up, Sit Down

Is Your Nonprofit Using Online Social Networks for Social Change?

Photo by net_efekt

AGENDAOUTCOMES

InteractiveLearn from Each OtherReflect

FRAMING

Take small steps to improve your strategy to get better results

Networked Nonprofits

SMARTer Social Media

Lunch

Social Integration: Content

Mindful or Mindfull Social Media

Reflection

The Agenda

#netnon

SHARE PAIRS AND POPCORN

Introduce yourself to someone you don’t know and share your burning question!

CRAWL WALK RUN FLY

Networked Nonprofits: Maturity of Practice

Linking Social with Results and Networks

Pilot: Focus one program or channel with measurement

Incremental Capacity

Ladder of Engagement

Content Strategy

Best Practices

Measurement and learning in all above

Communications Strategy Development

Culture Change

Network Building

Many Free Agents work for you

Multi-Channel Engagement, Content, and Measurement

Reflection and Continuous Improvement

Share Pair: Where is your organization?

Where is your organization now? What does that look like? What do you need to get to the next level?

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

The Networked Mindset The Social NGO

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

The Networked NGO Leader: 1 Tweet = 1000 by Staff

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

“As a co-founder and director of Curative, I am an avid user of Social Media channels for both personal and professional worlds.”

The Social CEO: In Service of Strategy

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/

Best Practice: Write Down the Rules – Social Media Policy

http://www.bethkanter.org/category/organizational-culture/

• Encouragement and support

• Why policy is needed• Cases when it will be used,

distributed• Oversight, notifications, and

legal implications

• Guidelines• Identity and transparency• Responsibility• Confidentiality • Judgment and common

sense

• Best practices• Tone• Expertise• Respect• Quality

• Additional resources• Training• Press referrals• Escalation

• Policy examples available at wiki.altimetergroup.com

Source: Charlene Li, Altimeter Group

Social Media Policy – Living Document

Social Media Policy – All Staff Participate

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

@rdearborn works for UpWell and she LOVES sharks.

Leverage Staff Personal Passion In Service of Mission

532 41

How social is your organization’s culture?What are some of your challenges?

Are you thinking this?

You want everyone on staff to Tweet too?

Great idea but .. Who has time?

Free• Intern• Volunteer• Board

Members

Integrated• Spread

tasks across staff jobs

Staff• Part-Time• Hybrid

Model

Staff• Full-Time• Hybrid

Model

Networks Create An Abundance Frame, Not Scarcity

• 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

Hybrid Model Adapted to Small Nonprofit

Hybrid Model Staffing: Tear Down Those Silos

Source: SSIR – Mogus, Silberman, and Roy

CRAWL, WALK, RUN, FLY: Maturity of Practice: Networked Mindset

CRAWL WALK RUN FLY

Understanding of networks that are connected to organization

Listening to and cultivating relationships with networks based on mapping networks.

Comfort level with greater organizational openness and transparency. Leadership is using social networks and comfortable with showing personality.

Leadership is comfortable using decentralized decision-making and collective action with networks. Considers people inside and outside of the organizations as assets in strategy.

Blends Network Strategy With Communications Strategy

Feeding A Network of Networks

A Bridge Between Network of Networks

How Nonprofits Visualize Their Networks

Create Your Map

1. Use sticky notes, markers and poster paper to create your organization’s map.

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

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

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

Walk About, View Other Maps, Leave Notes

Visualize, develop, and weave relationships with others to help support your program or communications goals.

What insights did you learn from mapping your network?

How can you each use your professional networks to support one another’s social media strategy work?

BREAK!

15 minutes

SMARTer Social Media

CWRF - STRATEGY

CRAWL WALK RUN FLY

Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned.

Strategic plan with SMART objectives 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 objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than two social media channels.

Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.

People

Objectives

Strategies

Tools

POST FRAMEWORK

Exercise

• 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 community

OBJECTIVES: Increase engagement by 2 comments per post by FY 2013Content analysis of conversations: Does it make the organization more accessible?

Increase enrollment in classes and attendance at events by 5% by FY 201310% students /attenders say they heard about us through Facebook

STRATEGYShow the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations.

TOOLSFocused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.

POST APPLIED: SMALL ARTS NONPROFIT

• Reach, Engagement, Action, Dollars

Results

1. How many? 2. By when?

3. Measure with metrics

POST: SMART OBJECTIVES

Goal Metric

Increase donations % reduction in cost per dollar raised

Increase donor base % increase in new donors

Increase number of volunteers % increase in volunteers

Increase awareness % increase in awareness,% increase in visibility/prominence

Improve relationships with existing donors/volunteers

% improvement in relationship scores,% increase in donation from existing donors

Improve engagement with stakeholders

% increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc.

Change in behavior % decrease in bad behavior, % increase in good behavior

Change in attitude about your organization

% increase in trust score or relationship score

Pick The Right Success Metric!

SMARTER SOCIAL MEDIA: CREATE A POSTER

Create A Poster SMART

OBJECTIVE

TARGET AUDIENCES

SUCCESSMETRICS

STRATEGY

Tools

SMARTER SOCIAL MEDIA: GALLERY WALK

Hang Your Poster on Wall

Look at other posters

Leave Notes

Walking Speed Debrief: One Minute

Social Media Integration and OptimizationEngagement

ListeningChampions

Key Words

Dashboard

Respond

Analysis

Repeat

PurposeBrand MonitoringCustomer Service

EngagementInfluencers

CrowdsourcingContent Curation

Listening

1.33

California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.

http://en.mention.net

What Will Motivate Your Audience?

• Defined Objective• Clearly designated

steps• A way to track process• Multiple entry points

fun on-ramps

stories of people making change

personal calls to action

policy level discussions/calls to action

Social Media: Fun On Ramp

Influencers

Influencers: Individuals who are passionate about your mission and have the power or ability to affect someone’s actions. Champions are people will tap into their networks and inspire others to action, etc..

Influencer Research: Using online search and other tools to identify social media profiles of influencers and an analysis of what they are saying to design a formal program to engage them.

ResearchRecruit

ResourcesUnleash

Influencers

• NodeXL• Twiangulate• Klout• Desk Research

Maturity of Practice: CWRF – ContentCRAWL WALK RUN FLY

Shares content that may be relevant to audience, but not consistently and not measuring

Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently – aligns with program and advocacy calendars

Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently and measures performance

Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently, measures performance, and uses data to plan content

Lunch Break

WelcomeGathering Our Thoughts

What resonated from this morning?

What insights did you gain?

Post it on the flip chart

Day Two: Effective Social Media: Strategy Energizer

Play Video

Objective

Audience

Content Strategy

Linking Your Content Strategy To SMART Objectives

HighlightsReviewsStoriesCase Studies

Breaking NewsPolicy NewsDataReports

TipsTutorialsListsResources

Features News How To

How To Think About Content

Idea PiecesInterviewsOpinionAnalysis

Ideas

Real Time

Planned

Original

Curated

United Ways of California www.unitedwaysCA.org 61

Editorial Calendar ExampleJanuary 2013

Include hashtags (#) and URL resources for staff to do some research on topics

Social Content Optimization

• Focus on publishing high-quality, engaging, relevant content

• Timing and Frequency• Post questions• Use images/visuals, but

vary type of content and test

• Clear to call to action• Follow your analytics

Date Hook Web Email Facebook Twitter Blog

1

2

3

4

5

6

7

1. Volunteer?2. Brainstorm an editorial

calendar for one week.3. Use template, sticky notes,

and poster paper

It’s A Process: Ideas, Organize, Create, Measure

• Allocate staff meeting time

• Regular content brainstorm meetings

• Next steps at meeting• Have your metrics in

hand

Result Metrics Analysis QuestionConsumption Views

ReachFollowers

Does your audience care about the topics your content covers? Are they consuming your content?

Engagement Re-tweetsSharesComments

Does your content mean enough to your audience for them to share it or engage with it?

Action ReferralsSign UpsPhone Calls

Does your content help you achieve your goals?

Revenue DollarsDonorsVolunteers

Does your content help you raise money, recruit volunteers or save time?

Measuring Your Content

You Don’t Have To Measure All Right Away

http://bit.ly/npspreadsheet

Use Data To Make Better Decisions

Look for patterns

Share Pair

How will you coordinate, create, and measure your social media content? What questions do you still have?

Stretch Break

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?

Exercise: Shift Into A Reflective Mindset

Takeaways: Share Pairs • What’s one tip or technique that you can

put into practice next week to become more mindful?

• Put it on 3x5 card for raffle for the book

Break

Your 2 Big Takeaways

Beth’s Workshop

John’s Workshop

Closing Circle and Reflection

Takeaways: Share Pairs • What is one thing you learned from the

workshop that you will put into practice next week?

• Put it on 3x5 card for raffle

Thank you!

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