Knight Foundation - Digital Media Center - Foundation Convening

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22. May 2014

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Knight Foundation - Digital Media Center - Foundation Convening

  1. Leading on Social Platforms Social Media Integrated Strategy, Networks, & Learning for Foundation Leaders Beth Kanter, Master Trainer, Author, and Blogger May 2014, Knight Foundation Workshop Photo by kla4067
  2. Beth Kanter: Master Trainer, Author, and Blogger @kanter
  4. Beth 236,861 Conan 147,345
  5. Raise Your Hand If Your Digital Strategy Goal Is ….  Improve relationships  Increase awareness  Increase traffic referral  Increase engagement  Change behavior  Increase dollars  Increase action
  6. Is Your Foundation using …..
  7. What’s your personal experience with social media? • Oversee social media strategy • Implement social media strategy • Both
  8. What social media platforms do you use in service of your work?
  9. What is your burning question?
  10. • To leave the room ready to implement one idea to improve your practice Topics OUTCOMES • Interactive • Co-Learning •Your organization might be in the presentation! FRAMING Leading on Social Platforms Introduction Campfire Stories Maturity of Practice Networked Mindset and Skills Break Scaling Social Strategy and Measurement Learning Reflection/Q&A
  11. Campfire Stories
  12. The Philadelphia Foundation Our Facebook presence (the only social media we use) has been deliberately designed to reflect the full scope of our operations. Our goals: donor cultivation, to share news about grant opportunities and to do shout outs to community partners. We have experienced steady growth and breadth in our likes, and individual posts also get liked by a range of individuals and pages. We're always delighted when our peers comment, and to be a "page to watch."
  13. Overlook Foundation “Piloting a Junior Board program through which high school juniors learn about philanthropy and how a foundation operates. They are successfully using Facebook and Twitter to communicate to the community.”
  14. Delaware Community Foundation “We have used social media to promote and engage our NexGen Initiatives and activities.”
  15. Council of New Jersey Grantmakers “We have simulcast a few of our programs to a national audience (through similar regional associations of grantmakers). It helped us raise our profile in that community.”
  16. Vision Statement
  17. July, 2013
  18. April, 2014
  19. Networked Nonprofits Simple, agile, and transparent nonprofits. They are experts at using networks and social media tools to make the world a better place.
  20. 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
  21. 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 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
  22. What’s Your Maturity of Practice? Where is your organization now? What does that look like? What do you need to get to the next level? CRAWL Walk RUN FLY
  23. Maturity of Practice: Crawl-Walk-Run-Fly Categories Practices CULTURE Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4
  24. Networked Mindset and Practical Skills
  25. Networked Mindset: A Leadership Style • Leadership through active social participation • Listening and cultivating organizational and professional networks to achieve the impact • Sharing control of decision-making • Communicating through a network model, rather than a broadcast model • Openness, transparency, decentralized decision- making, and collective action. • Being Data Informed, learning from failure
  26. 32 Networked Mindset: RWJF
  27. 33 Networked Mindset: RWJF
  28. Professional and Organizational Networks
  29. Authenticity Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  30. Personality
  31. Tweets links related to organization’s mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions. Blending Network Strategy With Communications Strategy From CEO to CNO
  32. SEEK SENSE SHARE Identified key blogs and online sites in issue area Scans and reads every morning and picks out best Summarizes article in a tweet Writes for Huffington Post Engages with aligned partners Presentations Networking Is Dynamic Learning
  33. Feeding A Network of Networks
  34. A Bridge Between Network of Networks
  35. Are you thinking this? You want me to Tweet too? Great idea but .. Who has time?
  36. The Social CEO
  37. It’s Making the Time, Not Finding It
  38. Discussion Questions ….. • What does leadership spend time doing as now that could be better done via social? • How could social improve what they already know and value? • What other foundation leaders are using social that you respect, feel inspired by? • How can you use social and your professional network to leverage goals?
  39. Practical Networked Leadership Skills
  40. 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
  41. Core Ties Node Cluster Periphery Hubs or Influencers Cheat Sheet: Network Visualization
  42. Network Maps Two Lenses 1: Whole Network 2: Professional Network (Ego)
  43. Whole Networks: Movements
  44. Whole Networks: Organizational Network
  45. Whole Networks: Twitter Hashtag: WEF 2030
  46. Professional Networks for Social Change Goals National Wildlife Federation Brought together team that is working on advocacy strategy to support a law that encourages children to play outside. Team mapped their 5 “go to people” about this issue Look at connections and strategic value of relationships, gaps
  47. Professional Networks: On Social Media “Visualizing my professional networks on social media can be helpful as a journalist and content curator to identify potential sources online.”
  48. Exercise: Analyze and Visualize Your Professional Network
  49. Building Your Professional Network Step 1. Reflect on the Diversity of Your Existing 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 or career goal? Look at the people you put in your network Do an analysis based on: -Age -Organizational Affiliation -Gender -Area of Expertise -Geographic Location -How You Connect: Face-to-Face, Social Media Is your network diverse enough? Diversity = innovation Are you getting new ideas from your network? Source: @hjarche
  50. Building Your Professional Network Step 2. Think about your current work • Brainstorm a list of the content areas where you want to increase your professional knowledge and learning. • 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?
  51. Building Your Professional Network Step 3: What are the gaps in your network? • What are some ways you can make connections to support your goals or learning? • What is? What can be? What needs to change?
  52. LinkedIn Network • What patterns do you see? • What surprises you? • What might you do differently with your network to reach goals?
  53. A C B Visualizing Is Noticing Your Network Online Networking Tools Help You Visualize and Build
  54. Building Your Professional Network Step 4: Building Your Network with Social Media • Use LinkedIn InMap to visualize your network (50 + connections) • Color code the clusters • What are some of the patterns? • Is there enough diversity? • Can you fill any gaps? PAN CAN FAN
  55. Draw Your Map • Use sticky notes, markers and poster paper to create your professional network map. • Think about your learning, work, or career goals and brainstorm a list of “go to” people • Decide on different colors to distinguish between different sub-groups, write the names on the sticky notes • Identify influencers, specific ties and connections. Draw the connections
  56. Walk About, View Other Maps, Leave Notes Visualize, develop, and weave relationships with others to help support your learning goals. What insights did you learn from mapping your network? What did you learn from looking at the other network maps?
  57. Report Out
  58. Techniques and Tools: How To Visualize Your Network Practical Ways To Apply Networked Mindset 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 introduction 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 opportunities you have. • Engage New Perspectives: We tend to stay in our comfort zones and don’t engage different perspectives — learning from adjacent practices can be useful. • Ask Questions of the network and experts: Social network tools make it very easy to ask questions to individuals and groups of individuals. You can also identify experts in your network on specific topics and ask them questions to help your learning or open the way to other sources. Other times you will follow the community or network conversation on a topic. • Share Learning: To share learning, you have to intentionally hit the pause button and reflect. One way to incorporate this technique into your day is to set aside five minutes at the end of the day for reflection.
  59. Networked Mindset in practice All staff will connect with our community via social! Social integrated across departments or job functions Yes! CEO is on social and likes it!
  60. Social Media Policy – All Staff Participate
  61. Share Pair: What’s needed to integrate a networked mindset into your daily work?
  62. Strategy and Measurement
  63. PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site. Kearny Street Arts Workshop: Small Org
  64. Centre Foundation: Small Foundation
  65. Centre Foundation: Small Foundation
  66. Centre Foundation: Small Foundation PEOPLE: Nonprofits and Donors in Community OBJECTIVES: Increase awareness of Centre Foundation brand in community: survey % heard of Centre Foundation Raise $500,000 for Giving Day on May 6th Inspire first-time donations 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 multiple channels with donors and nonprofits Activate staff and board as champions online. TOOLS Focused on LinkedIn, Facebook and Twitter
  67. Centre Foundation: Giving Day
  68. Centre Foundation: Giving Day
  69. How Board Members Can Help Invite Your Facebook Friends to Like Centre Foundation’s Facebook Page Be an Online Super Champions! Centre Foundation: Staff and Board Champions
  70. Centre Gives & a Social Media Strategy Increase Website Traffic and 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 inviting 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 Invited Friends
  72. Data-Informed Culture: It starts from the top! Do
  73. Tear down those silos and walls around data … More time to think about that the data, then collect it
  74. Video
  75. How To Become Data-Informed • Integrated strategy • Pick the right success metrics • Identify small pilots, place little bets, learn, pivot, and iterate
  76. Goals KPI Tools Increase traffic 50% increase in monthly unique visitors Google Analytics Increase subscribers 30% increase in monthly average subscribers Feedburner Increase engagement 50% increase in total comments per month Website Small Pilots for Learning: Blog
  77. KPI: 50% increase in referral traffic KPI: 30% increase in blog subscribers KPI: 50% increase engagement
  78. Discussion Questions ….. • Where is your organization in terms of social media strategy? Measurement practice? • What do you need to move forward?
  79. Growth Mindset VS Fixed Mindset
  80. Document As You Go
  81. Methods for Organizational Learning Asking Powerful Questions
  82. Methods for Organizational Learning DoSomething: Fail Fest Momsrising: Joyful Funeral Global Giving: Biggest Looser
  83. 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 organizational AND personal networks • Scale your organization’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 little bets, but learn from failure and pivot
  84. Think and Write: What is your take away – one thing that you can put into practice?
  85. Thank you! @kanter on Twitter