Knight Foundation - Digital Media Center - Foundation Convening

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

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

http://bethkanter.wikispaces.com/knight-nj

http://teamcoco.com/video/linkedin-11-07-2013

Beth 236,861

Conan 147,345

Raise Your Hand If Your Digital Strategy Goal Is …. Improve relationships

Increase awareness Increase traffic referral Increase engagement Change behavior Increase dollars Increase action

Is Your Foundation using …..

What’s your personal experience with social media?

• Oversee social media strategy

• Implement social media strategy

• Both

What social media platforms do you use in service of your work?

What is your burning question?

• 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

Campfire Stories

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."

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.”

Delaware Community Foundation

“We have used social media to promote and engage our NexGen Initiatives and activities.”

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.”

Vision Statement

http://www.bethkanter.org/trust-control/

July, 2013

April, 2014

Networked Nonprofits

Simple, agile, and transparent nonprofits.

They are experts at using networks and social media tools to

make the world a better 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 Practice

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

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

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

Networked Mindset and Practical Skills

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

32

Networked Mindset: RWJF

33

Networked Mindset: RWJF

Professional and Organizational Networks

Authenticity

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

Personality

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

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

Feeding A Network of Networks

A Bridge Between Network of Networks

Are you thinking this?

You want me to Tweet too? Great idea but .. Who has time?

The Social CEO

It’s Making the Time, Not Finding It

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?

Practical Networked Leadership Skills

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

Core

Ties Node

Cluster Periphery

Hubs or Influencers

Cheat Sheet: Network Visualization

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

Whole Networks: Movements

Whole Networks: Organizational Network

Whole Networks: Twitter Hashtag: WEF 2030

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

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.”

Exercise: Analyze and Visualize Your Professional Network

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

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?

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?

LinkedIn Network

• What patterns do you see? • What surprises you? • What might you do differently with your network to reach goals?

http://inmaps.linkedinlabs.com/network

A

C

B

Visualizing Is Noticing 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 +

connections) • Color code the clusters • What are some of the patterns? • Is there enough diversity? • Can you fill any gaps?

http://inmaps.linkedinlabs.com/network

PAN

CAN

FAN

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

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?

Report Out

Techniques and Tools: How To Visualize Your Network http://www.bethkanter.org/catechfestla/

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.

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!

Social Media Policy – All Staff Participate

http://www.bethkanter.org/staff-guidelines/

Share Pair: What’s needed to integrate a networked mindset into your daily work?

Strategy and Measurement

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

Centre Foundation: Small Foundation

Centre Foundation: Small Foundation

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

Centre Foundation: Giving Day

Centre Foundation: Giving Day

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

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

2013Jan

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

Feb March

All Traffic

On average, 65% are

NEW visitors.

2013 Centre Gives

Invited Friends

SMARTER SOCIAL MEDIA: POST FRAMEWORK

Data-Informed Culture: It starts from the top!

Do Something.org

Tear down those silos and walls around data …

More time to think about that the data, then collect it

Video

How To Become Data-Informed

• Integrated strategy • Pick the right success

metrics • Identify small pilots,

place little bets, learn, pivot, and iterate

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

KPI: 50% increase in referral traffic

KPI: 30% increase in blog subscribers

KPI: 50% increase engagement

Discussion Questions ….. • Where is your organization in terms of social media

strategy? Measurement practice? • What do you need to move forward?

Growth Mindset VS Fixed Mindset

Document As You Go

Methods for Organizational Learning Asking Powerful Questions

Methods for Organizational Learning

DoSomething: Fail Fest Momsrising: Joyful Funeral

Global Giving: Biggest Looser

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

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

Thank you!

www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter