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  

Beth  Kanter:    Master  Trainer,  Author,    and  Blogger  

@kanter  

h*p://bethkanter.wikispaces.com/knight-­‐nj  

h*p://teamcoco.com/video/linkedin-­‐11-­‐07-­‐2013  

Beth  236,861  

Conan  147,345  

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  

What’s  your  personal  experience  with  social  media?  

•  Oversee  social  media  strategy  

•  Implement  social  media  strategy      

•  Both  

What  social  media  pla.orms  do  you  or  other  staff  use  as  a  “personal  brand”  in  service  of  your  organiza>on’s  strategy?    

What  is  your  burning  ques>on?    

•  To leave the room ready to implement one idea to improve your practice

Agenda OUTCOMES

•   InteracFve  •   Co-­‐Learning  

• Your  organizaFon  might  be  in  the  presentaFon!  

FRAMING

Leading  on  Social  Pla.orms  

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  

Campfire  Stories  

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  

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  

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  

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    

Nike  Global  Community  Impact:  Ladder  of  Engagement  

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.        

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  

CRAWL

WALK

RUN

FLY Where is your organization?

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

 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  

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  

Strategy  and  Measurement  

SMARTER  SOCIAL  MEDIA:    POST  FRAMEWORK  

Flickr  Photo:  graceinhim  

FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES

EARNED  

OWNED  

SOCIAL  MOBILE  DATA  

Source:  Steve  Rubel  

Mul>-­‐Channel  

PAID  

Centre  Founda>on:  Small  Founda>on  

Centre  Founda>on:  Small  Founda>on  

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  

Centre  Founda>on:  Giving  Day    

Centre  Founda>on:    Giving  Day  

How  Board  Members  Can  Help  

Invite  Your  Facebook  Friends  to  Like                                              Centre  FoundaFon’s  Facebook  Page  

Be  an  Online  Super  Champions!  

Centre  Founda>on:  Staff  and  Board  Champions    

Centre  Gives  &  Social  Media  Strategy  Increase  Website  Traffic/Donors  

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.  

0  

200  

400  

600  

800  

1000  

1200  

1400  

1600  

1800  

2013  Jan  

Feb   March   April   May   Jun   July   Aug   Sept   Oct   Nov   Dec   2014  Jan  

Feb   March  

All  Traffic  

On  average,  65%  are  NEW  

visitors.  

2013    Centre  Gives  

Internal  Champions  

Measure  Objec>ves:  Use  Data  To  Improve  

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.  

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  

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  

Small  Pilots  for  Learning:    Blog  

KPI:  50%  increase  in  referral  traffic  

KPI:  30%  increase  in  blog  subscribers    

KPI:  50%  increase  engagement      

Document  As  You  Go  

Methods  for  Organiza>onal  Learning  Asking  Powerful  Ques>ons  

Methods  for  Organiza>onal  Learning  

DoSomething:    Fail  Fest    Momsrising:    Joyful  Funeral  

Global  Giving:    Biggest  Looser  

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

CWRF:    Becoming  Data  Informed:  What  Does  It  look  like?      

Analysis  Tools  Sense-­‐Making  

ReflecFon    •  Where  is  your  organizaFon  in  terms  of  social  media  

strategy?    Measurement  pracFce?  •  What  is  one  thing  you  can  do  to  improve  

measurement  pracFce?  

Networked  Leadership:    Blending  OrganizaFonal  and  Personal  Brands  

in  service  of  organizaFonal  mission  and  professional  learning    

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  

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  

Leadership  Conversa>ons  

Why  Build  Leadership  Profile  On  Social:  Benefits    

Flexibility    

Enhance  Exis>ng  Work    

 Learning    

Extend  Reach  Build  Trust  Less  Risk  

Personal   Professional  

Private   Public  

Iden>ty  and  Boundaries  Before  Social  Media  

Social  Media:    Worlds  Collide  

Personal   Professional  

Private   Public  

Not  Working   Working  

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)  

What  Kind  of  Social  Animal  Are  You?    

Strategic     Voice  

Audience   Authen>c  

Leader  

How  To  Be  A  Chameleon  

How  can  your  personal  brand  

support  organizaFonal  strategy  or  

professional  learning?  

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.  ”  

Networked  Mindset:  RWJF  

Organiza>onal  VS    Leader  Brand  

The  Goodman  Theatre  and  Robert  Falls  

Organiza>onal  VS    Leader  Voice  

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/  

Prac>cal  Networked  Leadership  Skills  

•  Finding  Your  Personal  Brand  and  Voice  on  Social  

•  Picking  An  Engagement  Style  •  Building  Your  Professional  Network  

 

“Be  yourself  because  everyone  else  is  already  taken.”          -­‐  Oscar  Wilde  

•  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?      

Think  and  Write:  Uncovering  Your  Authen>c  Personal  Brand  

Craoing  Your  Elevator  Speech  on  Social  

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.  

Ways  To  Engage:  What  Is  Right  Fit?  

•  Amplifier  •  Responder  •  Conversa>onalist  •  Content  Curator  

Adapted  from  IBM  Employee  Champion  Program  

Arkansas  Advocates  for  Children  and  Families  Rich  Huddleston  

Amplifier    

Responder  

ACLU  of  New  Jersey  and  Udi  Ofer  

Helen  Clark  and  UNDP  

Responder  

Conversa>onalist  

Open  and  accessible  to  the  world  and  building  relaFonships  

Making  interests,  hobbies,  passions  visible  creates  authenFcity  

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.    

Blending  Network  Strategy  With  Communica>ons  Strategy  

From    CEO    to  

 CNO  

SEEK   SENSE   SHARE  IdenFfied  key  blogs    and  online  sites  in  issue  area    Scans  and  reads  every  morning  and  picks  out  best      

Summarizes  arFcle  in  a  tweet    Writes  for  Huffington  Post  

Engages  with  aligned  partners    PresentaFons  

Networking  Is  Dynamic  Learning  

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?      

Building  Your  Professional  Network:    Visualizing  

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  

Network  Maps  Two  Lenses    1:  Whole  Network      2:  Professional  Network  (Ego)  

Whole  Networks:  Movements  

Whole  Networks:    Organiza>onal  Network  

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.”    

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?  

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      

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?  

Core  

Ties   Node  

Cluster   Periphery  

Hubs  or  Influencers  

Cheat  Sheet:    Online  Social  Network  Visualiza>on  

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  

A  

C  

B  

Visualizing  Is  NoFcing  Your  Network  

Online  Networking  Tools  Help  You  Visualize  and  Build  

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  

Techniques  and  Tools:  How  To  Visualize  Your  Network  h*p://www.bethkanter.org/catechfestla/  

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.  

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    

Think  and  Write:      What  is  your  take  away  –  one  thing  that  you  can  put  into  prac>ce?  

Thank  you!  

www.bethkanter.org  www.facebook.com/beth.kanter.blog  @kanter  on  Twi*er