may 13 workshop
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TRANSCRIPT
The Networked NGO in New Zealand
Beth KanterMaster Trainer
Workshopco-hosted by Volunteering
Auckland
May 13, 2013
Photo by Fras1977
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
Stand up, Sit Down
Who Are You?
AGENDAOUTCOMES
Interactive
Fun
#netnon
FRAMING
Get Inspired
Understand how being networked can reach your
goals
Networked Nonprofits
Network Maps
Break
Crawl, Walk, Run, Fly
Smarter Social Media
Practical Tips
The Agenda
SHARE PAIRS AND POPCORN
Introduce yourself to someone you don’t know and share your burning question!
Human Spectragram: Examining our Attitudes about social media and networks
Agree DisagreeI love kiwi fruits
I am very comfortable using social media and online tools
Agree Disagree
NZ NGOS including ours need to make use of social media and networked approaches to get better results in our social change agendas
Agree Disagree
How Online Social Networks Are Changing Our Lives, Work, and Society
My nonprofit tech capacity building work begins ….
Photo by Steve Goodman2007
2012
Definition: Networked Nonprofits
Networked Nonprofits are simple, agile, and transparent NGOs.
They are experts at using social media tools to make the world a better place.
Networked Nonprofits first must “be” before they can “do.”
For some NGOS, it means changing the way they work.
Others naturally work in a networked way so change isn’t as difficult.
Networked NGOs
Walking is like climbing a mountain
Non-embryonic stem cell research for Parkinson’s
A networked world and the Internet is also having a profound impact on the way NGOs communicate with stakeholders, and even deliver programs.
Remember: Disruption is can be our friend …..
Share Pair: How is the changing media landscape and connectedness impacting you personally and/or your NGO?
Pratham Books
Pratham Books
Modified illustration by David Armano The Micro-Sociology of Networks
NGO
NGO: Not Networked
With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
NGOStaff
Networked Ngo
Networks
Becoming a Networked NGO Begins with Understanding Your Network
Networks are collections of people and organizations connected to one another.
The glue that holds them together is relationships– it is shared interests, connections, and social change outcomes.
Online tools can help us leverage our networks to make social change.
Network: Definition
Image Source: Innonet
What is networking?
Connecting the dots …..
How Nonprofits Visualize Their Networks
Networks Connected To Strategy
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
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
Speed Debrief: 60 Seconds
Timing It!
The Networked NonprofitIn Practice
Crawl, Walk, Run, Fly
CRAWL WALK RUN FLY
Maturity of Practice: 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
Marketing Strategy Development
Culture Change
Network Building
Many champions and 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
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
“As a co-founder and director of Curative, I am an avid user of Social Media channels for both personal and professional worlds.”
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
You want me to start
Tweeting too?
From scarcity to abundance …
Best Practice: Write Down the Rules – Social Media PolicyRecruit and Scale – All Volunteers, New Volunteers
http://www.bethkanter.org/category/organizational-culture/
• 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
Social Media for Small NGOs: 30 Minutes A Day
532 41
What are some of your culture challenges in adopting social media? How to change?
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.
1.83
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
SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
SMART OBJECTIVE
TARGET AUDIENCES
SUCCESSMETRICS
SMARTER SOCIAL MEDIA: GALLERY WALK
Hang Your Poster on Wall
Look at other posters
Leave Notes
Walking Speed Debrief: One Minute
WelcomeReflections
• What resonated?
• What questions remain?
Write on a sticky note and post it on the flip chart
Social Media Integration and OptimizationContent
EngagementListening
Champions
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
1.67
Objective
Audience
Content
Social Media Content: 20 Minutes A Day
United Ways of California www.unitedwaysCA.org 72
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
Photo Source: Beth KanterFriending the Finish Line Peer Group
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
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 be more mindful online?
Your Questions Answered: Creating An Online Resource
• What are your remaining questions about implementing social media?
• What is still unclear? • Feedback on Your Social Media Channels
http://bethkanter.wikispaces.com/NZ+Half-Day+Workshop
Glenfield Community Centrehttp://www.glenfieldcommunitycentre.co.nz
http://www.facebook.com/GlenfieldCommunityCentre
WAVES Trusthttp://www.waves.org.nz
Cancer Society Auckland Northlandhttp://www.cancersocietyauckland.org.nz
IHChttp://www.ihc.org.nz
The Parenting Placehttp://www.theparentingplace.com
http://www.facebook.com/theparentingplace
https://twitter.com/@parentingplace
http://pinterest.com/tppdotcom/
Pukekohe Golf Clubhttp://www.pukekohegolf.co.nzhttp://www.twitter.com/pukekohegolf
English Language Partners North Shorehttp://englishlanguage.org.nz/
http://www.facebook.com/groups/youthworx/
http://www.youtube.com/theparentingplace
Closing Circle and Reflection
Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter