May 13 workshop

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

You Don’t Have To Measure All Right Away

http://bit.ly/npspreadsheet

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