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Be Networked, Use Measurement, and Learn

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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


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Beth Kanter: Master Trainer, Author, and Blogger @kanter http://bethkanter.wikispaces.com/arizona


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Beth 356,371 Conan 236,251


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3 Digital Revolutions Social Networks Mobile Broadband RCB Flickr Photo


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Institutions Need To Change From the Inside Out


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Embrace Organizational and Individual Networks


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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.”


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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


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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?


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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


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The Social CEO: In Service of Strategy


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Target Different Audiences Audience: Supporters, Donors, Advocates


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Audience: Influencers, Journalists, Policy Makers, World Leaders


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Given all the benefits, what is holding leaders back? Why run from leading on social?


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Worlds Collide: Identity and Boundaries Before Social Media Personal Professional Private Public Personal Professional Private Public


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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)


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Be A Chameleon on Social! Purpose Audience Leader Profile Persona Tone


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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


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Shares the World Through His iPhone in Service of the Art


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Professional Colleagues at Industry Conference


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Talks About All Aspects of Leading Museum


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Uses Humor


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Is Human!


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SOCIAL MEDIA IS PART OF EVERYONE’S JOB! I have work to do! Can finally tweet about our programs from my personal account!


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Increase Reach and Capacity


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Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/


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Use Measurement and Learn


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Data-Informed Culture: It starts from the top! Do Something.org


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More time think about that the data, then collect it Tear down those silos and walls around data …


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Video


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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


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Nonprofit Social Media Measurement Practice


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Go Beyond Just Counting


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Measurement Discipline: But Start Small Outcome Insight KPI Tool Benchmark Cost


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Pick The Right Data Point(s) To Track


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Designing the Dashboard on the Wall


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Learn from Tracking Data http://www.dogshaming.com


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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


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Cultivate Organizational Awareness: Momsrising: Joyful Funerals Momsrising: Joyful Funerals….


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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


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


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