1. Beijing Cambridge Chicago Delhi Dubai Hong Kong Johannesburg London Los Angeles Madrid Manila Social Networks for Social Change Stanford Continuing Studies Jan. 30, 2010 Heather McLeod Grant & Diana Scearce, Instructors With Noah Flower, TA Moscow Mumbai Munich New York Palo Alto Paris San Francisco São Paulo Seoul Shanghai Singapore Tokyo This work is licensed under the Creative Commons Attribution Share Alike 3.0 Unported License. Toronto Zurich
2. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn
3. Who is the Monitor Institute? We are… part consulting firm, drawing on the talents of our own dedicated team and the resources of the global professional services firm, Monitor Group. part think tank, analyzing and anticipating important shifts in the rapidly changing context that leaders must navigate. part incubatorof new approaches. We work with clients and partners to test and prove new models for social impact.
4. How can Network Approaches Increase Social Impact? In partnership with the David & Lucile Packard Foundation and other clients, we have been exploring the role of social networks and social media for social change
6. Objectives for Today’s Class Better understanding of how social networks function, both online and offline Practical tools for increasing the effectiveness of your networks for social impact
7. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn
8. What are Networks? Groups of individuals or organizations connected through meaningful relationships. Can be online or offline or both.
9. We’re most Interested in Networks With… Many participants Ability to self-organize Fueled by new technologies Collaborative mindset and behaviors Source of photo: http://www.midnightpoutine.ca/archives/flashmob1.jpg
11. New Technologies for Sharing Content… …New Online Spaces for Building Relationships
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13. “Working Wikily” = With a Network Mindset “… wikis and other social media tools are engendering a new, networked mindset—a way of working wikily—that is characterized by principles of openness, transparency, decentralized decision-making, and distributed action. " - Working Wikily 2.0
49. - EGYPT- Get to Scale …transformingcommunities through collaborations to address root causes of poverty and homelessness Typical HFH country programs produce 200 houses each year In Egypt, HFH builds 1,000 houses a year, on average Source: Jane Wei-Skillern and Kerry Herman, “Habitat for Humanity—Egypt,” Harvard Business School Cases, October 3, 2006.
50. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn
52. The Green and Healthy Building Network: 2005 Source: Barr Foundation “Green and Healthy Building Network Case Study” by Beth Tener, Al Neirenberg, Bruce Hoppe
53. Source: Barr Foundation “Green and Healthy Building Network Case Study” by Beth Tener, Al Neirenberg, Bruce Hoppe The Green and Healthy Building Network: 2007
61. Ad hoc networksDecentralized Note: These categories often overlap. Most of the examples fit in to multiple categories. Developed from: Plastrik, Taylor, “Net Gains,” (2006); Anklam, “Net Work,” (2007); Krebs, Holley. “Building Smart Communities,” (2006).Source for Network Graphics: orgnet.com
62. How do Movements and Campaigns Relate? Campaign Movement An effort to persuade others to accept, modify, or abandon certain ideas, attitudes, practices, or behavior. Organized and led by a formal group and/or coalition A large, informal grouping that brings people together around shared values, provides structure and strategy for collective action, results in ‘new rules’ Choose Justice: Campaign to Protect Roe Pro-Choice Movement Networks are enabling vehicles for building movements and campaigns Sources: Movement def’n- LokmanTsui on Marshall Ganz (www.lokman.org). Campaign def’n- Kotter Philip, Ned Roberto and Nancy Lee. Social Marketing: Improving the Quality of Life. Movement image - commondreams.org. Network graphics: orgnet.com
63. 2 Social Network Analysis: A Brief History Milgram - “Small World Experiment” Growth of organizational network analysis First “sociograms” drawn Explosion of cheap / free online platforms 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s “Social networks” term coined Granovetter -“The Strength of Weak Ties” Source of sociogram image: Journal of Social Structure; Source of six degrees and weak ties images: Wikimedia commons; Source of online platform: KeyHubs
71. Network by Organization Type Government Foundation Non-Profit For-Profit School Unknown Religious Other Maps Were Used to Analyze the Network A map of the different networks shows fairly loose connections
105. Ability to gather and act on feedbackHelpful Sources: M. Kearns and K. Showalter; J. Holley and V. Krebs; P. Plastrik and M. Taylor; J. W. Skillern; C. Shirky
122. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn
123. Exercise: How comfortable are you with social media tools? Stand accordingly… Competing with Ashton Kutcher for Twitter followers? NOT AT ALL VERY Somewhere in between? Just got a Facebook account this week?
125. Social Media Milestones This Year Jan. 20th: Obama takes office as the first president to have campaigned through social media. CNN partners with Facebook to broadcast online users’ live commentary. March 28th: Earth Hour 2009 uses social media and mobilizes ten times the number of people as in 2008. June 13th: Iran’s Green Revolution protestors make heavy use of social media for organizing and promoting the cause. Today: $22 million in SMS donations have arrived at the Red Cross for relief work in Haiti, with a peak rate of $500K/hour during the NFL playoffs. October 18th: The UN End Poverty Now campaign uses social media to mobilize 173 million participants worldwide. April 17th: Ashton Kutcher beats CNN.com in a race to become the first to gain 1 million Twitter followers. October 9th: The “Sweet Seeds for Haiti” initiative in Facebook’s popular Farmville game raises over half a million in donations. November 1st: Kiva reaches $100 million in micro-loans distributed through its online giving marketplace. May 25th: Target gives Facebook users the choice of how to give away $3 million in company donations among 10 charities. As presented in “Social Media Blueprints 1.0” by ThinkSocial at the Paley Center for Media.
126. Social Sector Use of New Media Tools According to a longitudinal study that included the 200 largest American charities, nonprofits are outpacing both business and academia in using social media to fundraise, market, and organize. A few key statistics: “If you think about it, often working on shoestring budgets and heartstring issues, the combination of nonprofits and social media makes perfect sense. Two of the biggest benefits of social media: efficiency and connectivity.” Blake Bowyer, EyeTraffic Media 89%of the respondents use social media 81%consider social media in their strategy 79%use social networking and video blogging 57%publish a blog 45%say social media is important for fundraising Source: “Still Setting the Pace in Social Media” by Nora Barnes and Eric Mattson at the U. Mass Dartmouth Center for Marketing Research.
128. Beth Kanter’s Framework on Getting Started There are now frameworks available from social media experts on how today’s tools can be used in a disciplined way, such as the one below from Beth Kanter: Beth Kanter publishes her ongoing thoughts about social media in the social sector at http://beth.typepad.com/.
131. Personal Democracy ForumAdditional resources are listed in the Resources section of the Working Wikily blog at http://workingwikily.net/resources.html
132. Class Agenda 10:00 Welcome, Introductions, Goals, Agenda 10:40 Network Basics 11:15 Understanding your Network 12:15 Lunch 1:15 Characteristics of Healthy Networks 2:10 Online Networks & Social Media 3:00 Network Leadership & Mindset 3:45 Closing Exercise 4:00 Adjourn
143. Ability to gather and act on feedbackHelpful Sources: M. Kearns and K. Showalter; J. Holley and V. Krebs; P. Plastrik and M. Taylor; J. W. Skillern; C. Shirky
144. The Network Mindset Organization Orientation Network Orientation Mindset Competition Collaboration Strategy Grow the organization Grow the network Behaviors Compete for resources Protect knowledge Competitive advantage Hoard talent Share resources Open source IP Develop competitors Cultivate leadership Source: Heather McLeod Grant and Leslie R. Crutchfield, “Forces for Good,” (2007).
161. May focus on growing the network by connecting to new participants
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164. What is the Work of Network Leadership? Convene diverse people and groups Engage network participants Generate collective action Broker connections and bridge difference Build social capital – emphasize trust Nurture self-organization Genuinely participate Leverage technology Create, and protect network ‘space’ Source: Adapted from Net Work by Patti Anklam (2007) and “Vertigo and the Intentional Inhabitant: Leadership in a Connected World” by Bill Traynor (2009) Source of picture: flickr
165. A Few Challenges Faced by Network Leaders Unlearning past behaviors and frameworks (organizational mindset) Engaging and inspiring network participants without being controlling Letting go of control Determining network boundaries Dealing with information overload Making the case; measuring success Learning and leveraging new technologies Source of images: Cut Throat Communications, Blog.com, Rutgers University RU FAIR, Kodaikanal International School, flickr
166. What are the characteristics and skills of an effective network leader (and leader of ‘net work’)? Source for Network Graphic: orgnet.com
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168. What are the skills and characteristics that will help you succeed?
169. Which are your strengths? Which do you need to work on?
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171. Eight Lessons We’re Learning Design your experiments around a problem, not the tools Experiment a lot, make only new mistakes Set appropriate expectations for time and effort required Prioritize human elements like trust and fun Understand your position within networks Push power to the edges Balance bottom-up and top-down strategies Be open and transparent
172. So, Whether You’re Launching New Networks… Mom’s rising is new organization designed using network principles: open, flat, flexible, collaborative, adaptive, fast
173. …or Transforming Old Organizations… AJLI: an older organization using network principles to transform itself
174. The Choice is Yours Board Executive Director VP VP VP Manager Manager Manager Manager Manager Manager Manager Manager MEMBERS
