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Be Networked, Use Measurement, and Learn Beth Kanter, Master Trainer, Author, and Blogger Alliance of Arizona Nonprofits Annual Meeting October 1, 2015
Beth Kanter: Master Trainer, Author, and Blogger @kanter http://bethkanter.wikispaces.com/arizona
Beth 356,371 Conan 236,251
3 Digital Revolutions Social Networks Mobile Broadband RCB Flickr Photo
Institutions Need To Change From the Inside Out
Embrace Organizational and Individual Networks
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.”
Where is your organization? CRAWL WALK Communications Strategy Development Linking Social with Results and Networks Networked Mindset and Map Pilot: Focus one program or channel with measurement Culture Change Brand on Social, Not Leader or Employees, no champions online RUN Ladder of Engagement Content Strategy Informal Champions Strategy, Socially Engaged Leaders Incremental Capacity Best Practices Leader and employees use social but no strategy Measurement and learning in all above FLY Network Building – both organization and professional Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
Share Pair: Where’s Your Organization Now? • Is your organization at crawl, walk, run, or fly? • What do you need to do to improve to get more impact?
A Networked Mindset: A Leadership Style • Leadership through active social participation and engagement • 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 decisionmaking, and collective action. • Being Data Informed, learning from failure
The Social CEO: In Service of Strategy
Target Different Audiences Audience: Supporters, Donors, Advocates
Audience: Influencers, Journalists, Policy Makers, World Leaders
Given all the benefits, what is holding leaders back? Why run from leading on social?
Worlds Collide: Identity and Boundaries Before Social Media Personal Professional Private Public Personal Professional Private Public
What Kind of Social Animal Are You? Turtle • Profile locked down (or not present) • Share content with family and personal friends • Little benefit to your organization/professional Jelly Fish • Profile open to all • Share content & engage frequently with little censoring • Potential decrease in respect Chameleon • Profile open, curated connections • Engagement Strategy: Purpose, Audience, Persona, Tone • Increased thought leadership for you and your organization Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)
Be A Chameleon on Social! Purpose Audience Leader Profile Persona Tone
Thomas P. Campbell: Metropolitan Museum of Art PURPOSE Donor Engagement Peer Discussions and Networking Thought Leadership Audience: Org Donors and Visitors Professional Colleagues Persona: Professional Tone: Visual, Funny, Informative Language: Insider,Savvy
Shares the World Through His iPhone in Service of the Art
Professional Colleagues at Industry Conference
Talks About All Aspects of Leading Museum
SOCIAL MEDIA IS PART OF EVERYONE’S JOB! I have work to do! Can finally tweet about our programs from my personal account!
Increase Reach and Capacity
Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/
Use Measurement and Learn
Data-Informed Culture: It starts from the top! Do Something.org
More time think about that the data, then collect it Tear down those silos and walls around data …
Engagement with a Purpose! Creators Critics Collectors Joiners Spectators Adopt Pet Donate to Shelter Volunteer at Shelter Take photos at Shelter and share online Download App Promote Campaign
Nonprofit Social Media Measurement Practice
Go Beyond Just Counting
Measurement Discipline: But Start Small Outcome Insight KPI Tool Benchmark Cost
Pick The Right Data Point(s) To Track
Designing the Dashboard on the Wall
Learn from Tracking Data http://www.dogshaming.com
Cultivate Self-Awareness: The Failure Bow 1. 2. 3. 4. Raise hands in the air and bow Grin like a submissive dog Say Thank You I’ve Failed Move on and learn
Cultivate Organizational Awareness: Momsrising: Joyful Funerals Momsrising: Joyful Funerals….
Summary • Success happens by taking the right incremental step to get to the next level, but keep moving forward • Use social media as a leadership strategy • Scale your organization’s social culture with a living social media policy • Allow staff to leverage their personal passion in service of your strategy • Get some measurement discipline, but start with small steps • Go beyond counting your data, learn from it
Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter