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Matterness - Making People Matter
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Transcript of Matterness - Making People Matter
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Matterness
Making People Matter More In A Social World
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About the presenter
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Former executive director, community organizer, business consultant
Social media & digital engagement strategy for mission-driven orgs since 2009
Digital Engagement Strategist@askdebra
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http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
Who’s in the room?
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When has an organization or person made you feel…
like you matter?
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People don’t feel as ifthey matter
“I’ve been a member for
years!”
“Why don’t you talk to me
like a person?”
“You keep misspelling my name”
“I never got a thank
you”
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Why is Matterness so important?
Our people have a lot of choicesMake our resources go further
Donor retentionOrganizational sustainabilityCountering negative publicityMoving stakeholders to action!
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Matterness is a different way of working that turns passive
stakeholders into active participants by making each
person known, acknowledged &
invested in your success.
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Institutionalizing Matterness
Org CultureStakeholder Engagemen
t
CapitalUnleashed
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Org culture
http://www.flickr.com/photos/47817241@N00/4094538566/
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Inherent tensions prevent Matterness
• Fear of losing control• Busyness trap of transactions• Push < > Pull of broadcasting content
vs. online engagement • Need to raise money• Limited staff time• Hard to simultaneously “do the work”
and strategize • And...?
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But tensions can become conversations
https://www.flickr.com/photos/136629440@N06/21910887703/
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Making it part of the culture: #GivingTuesday
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Institutionalizing Matterness
Org CultureStakeholder Engagemen
t
CapitalUnleashed
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Matterness is not really what you want to talk about…
http://www.flickr.com/photos/47390431@N08/5549926350/
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It’s what they want to talk about
http://www.flickr.com/photos/32454422@N00/4074805374/
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Matterness is not…
Customer serviceWindow dressingA zero-sum game
A plan to raise money
https://www.flickr.com/photos/8628862@N05/21830617459/
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https://vine.co/DiabetesUK
Make the org personal
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Even when it’s hard
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Matterness is also personal
“82% of people are more likely to trust a company whose CEO and leadership team
engage with social media.”
“86% of people rated CEO social media engagement as somewhat important, very
important or mission critical.”
- BRANDfog CEO Social Media Leadership Survey24
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Exactly how personal??
Your interests
only
Your interests (+ your
professional voice)
Your professional
voice (+ your
interests)
The distanced
professional
25
© 2016 Community Organizer 2.0
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TransparentTrustworthy
Generating ideasConversational
Willingness to be YOU
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Matterness is a different way of working that turns passive
stakeholders into active participants by making each
person known, acknowledged &
invested in your success.
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Share Pair Exercise
1. What is holding your organization back from implementing Matterness?
2. How could you make people known and heard as part of your Valley Gives experience?
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Institutionalizing Matterness
Org CultureStakeholder Engagemen
t
CapitalUnleashed
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Matterness = More ResourcesWhat happens when they’re unleashed?
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Soci
al M
ediaEngage Cr
eateTrust
Mov
e to
Action
Understand the Social Media Ladder of Engagement
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Matterness is working with and not at people
• Creating ways for people to participate• Being in conversation online and on land• Providing opportunities for supporters to
tell their own stories• Providing opportunities to connect with
each other • Following as well as leading• Treating everyone like people• Being real online
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Insert ADA Give It Forward example
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Spread out the work
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Libraries Yes! Multnomah County
http://communityorganizer20.com/2012/05/23/libraries-yes-a-place-based-community-advocacy-campaign/
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Case Study:Lily The Black Bear
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Lily The Black Bear’s Matterness
Engage: Watch videos on Facebook and Livecam, read blog, visit site
Participate: Facebook comment, follow tweets, discuss and comment
Acknowledged and valued: Offer opinions and feedback, vote in contests, name the bear, ask a question on Facebook forum, etc.
Co-create & invest in the org: Post your own photos, tweet & comment proactively, build a birdhouse, etc.
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Share Pair Exercise
1. How could you bring co-creation and stakeholder engagement into your Valley Gives success?
2. What opportunities could your organization offer its stakeholders to engage in co-creation, on land and online?
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Your Matterness Challenge
EXPERIMENT!
https://www.flickr.com/photos/27703797@N06/11908812463/
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Putting it all together
• Create your connected self online• Understand what your people want to talk
about• Develop a plan for real online community
co-creation and other deep engagement• Determine what capital you want to
unleash• Implement a Matterness experiment…and
have fun learning!
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Don’t forget to have fun!I’m always available to answer follow-up questions!
Email: [email protected]/blog: communityorganizer20.comLinkedin: linkedin.com/in/debraaskanaseTwitter: @askdebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977