1 Social Networks for Social Change Stanford Continuing Studies Jan. 30, 2010 Heather McLeod Grant & Diana Scearce, Instructors With Noah Flower, TA Paris San Francisco São Paulo Seoul Singapore Tokyo Toronto Zurich Shanghai Palo Alto Johannesburg Beijing Chicago Hong Kong Cambridge Delhi Dubai Los Angeles Madrid Manila Mumbai Munich New York Moscow London This work is licensed under the Creative Commons Attribution Share Alike 3.0 Unported License.
Presentation for Stanford Continuing Studies Workshop: Networks for Social Change, January 30, 2010
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Social Networks for Social Change
Stanford Continuing StudiesJan. 30, 2010
Heather McLeod Grant & Diana Scearce, Instructors
With Noah Flower, TA
Paris
San Francisco
São Paulo
Seoul
Singapore
Tokyo
Toronto
Zurich
Shanghai
Palo Alto
Johannesburg
Beijing
Chicago
Hong Kong
Cambridge
Delhi
Dubai
Los Angeles
Madrid
Manila
Mumbai
Munich
New York
Moscow
London
This work is licensed under the Creative Commons Attribution Share Alike 3.0 Unported License.
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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
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Who is the Monitor Institute?
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 incubator of new approaches. We work with clients and partners to test and prove new models for social impact.
We are…
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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
Sources: Movement def’n- Lokman Tsui 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
Movement Campaign
A large, informal grouping that brings people together around shared values, provides structure and
strategy for collective action, results in ‘new rules’
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
Pro-Choice MovementChoose Justice:
Campaign to Protect Roe
Networks are enabling vehicles for building movements and campaigns
Source of sociogram image: Journal of Social Structure; Source of six degrees and weak ties images: Wikimedia commons; Source of online platform: KeyHubs
Competing with Ashton Kutcher for Twitter followers?
Just got a Facebook account this week?
Stand accordingly…
VER
YN
OT
AT A
LL
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There’s a lot of new tools to use out there.
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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.
April 17th: Ashton Kutcher beats CNN.com in a race to become the first to gain 1 million Twitter followers.
May 25th: Target gives Facebook users the choice of how to give away $3 million in company donations among 10 charities.
June 13th: Iran’s Green Revolution protestors make heavy use of social media for organizing and promoting the cause.
October 9th: The “Sweet Seeds for Haiti” initiative in Facebook’s popular Farmville game raises over half a
million in donations.
October 18th: The UN End Poverty Now campaign uses social media to mobilize 173 million participants worldwide.
November 1st: Kiva reaches $100 million in micro-loans distributed through its online
giving marketplace.
As presented in “Social Media Blueprints 1.0” by ThinkSocial at the Paley Center for Media.
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.
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Social Sector Use of New Media Tools
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
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.
Source: “Still Setting the Pace in Social Media” by Nora Barnes and Eric Mattson at the U. Mass Dartmouth Center for Marketing Research.
45% say social media is important for fundraising
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
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Stories of Innovation and Impact
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Beth Kanter’s Framework on Getting StartedThere 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/.
Beth’s Blog: How Nonprofits Can Use Social Media “A place to capture and share ideas, experiment with and exchange links and resources about the adoption challenges, strategy, and ROI of nonprofits and social media.” (By Beth Kanter.)
WeAreMedia Project: The Social Media Starter Kit for Nonprofits A wiki with a growing collection of social media strategies, tools, and best practices. (Established by the Nonprofit Technology Network and curated by Beth Kanter.)
Social by Social: A Practical Guide to Using New Technologies to Deliver Social ImpactA book and free online guide aimed at helping nonprofits of every size and type put social media to practical use.
New Organizing Institute’s BootcampA week-long intensive training session on campaigning, new media, online organizing, data and technology.
Conferences: • Nonprofit Technology Network (N-TEN)• Net-Squared: Remixing the Web for Social Change• Personal Democracy Forum
Additional resources are listed in the Resources section of the Working Wikily blog at http://workingwikily.net/resources.html
Sources: Peter Plastrik and Madeleine Taylor, Net Gains (2006); Beth Kanter; Stephanie Lowell , Building the Field of Dreams (2007); White, Wenger, and Smith, Digital Habitats (2009)
Organizer
Funder
Facilitator / Coordinator
Weaver
Technology Steward
Establishes value proposition(s) Establishes first links to participants
Provides initial resources for organizing the network
Works to increase connections among participants May focus on growing the network by connecting to new participants Can be multiple people with formal and informal roles
Facilitates the network use of online technology to learn, coordinate, connect or share information together
Helps participants to undertake collective action Ensures flow of information and other resources
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• 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’
What is the Work of Network Leadership?
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
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A Few Challenges Faced by Network Leaders
Unlearning past behaviors and frameworks
(organizational mindset)
Dealing with information overload
Letting go of control Engaging and inspiring network participants
without being controlling
Learning and leveraging new technologies
Making the case; measuring success
Source of images: Cut Throat Communications, Blog.com, Rutgers University RU FAIR, Kodaikanal International School, flickr
Determining network boundaries
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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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Assessing Your Network Leadership
What is your network leadership work? What roles do you play?
What are the skills and characteristics that will help you succeed?
Which are your strengths? Which do you need to work on?
What are 3 steps you can take to strengthen your network leadership? Be specific.
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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
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Eight Lessons We’re Learning
1. Design your experiments around a problem, not the tools
2. Experiment a lot, make only new mistakes
3. Set appropriate expectations for time and effort required
4. Prioritize human elements like trust and fun
5. Understand your position within networks
6. Push power to the edges
7. Balance bottom-up and top-down strategies
8. Be open and transparent
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Mom’s rising is new organization designed using network principles:
open, flat, flexible, collaborative, adaptive, fast
So, Whether You’re Launching New Networks…
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AJLI: an older organization using network principles to transform itself