Be Networked, Use Measurement, and Learn

If you like this presentation – show it...

Slide 0

Be Networked, Use Measurement, and Learn Beth Kanter, Master Trainer, Author, and Blogger Alliance of Arizona Nonprofits Annual Meeting October 1, 2015

Slide 1

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

Slide 2

Slide 3

Slide 4

Beth 356,371 Conan 236,251

Slide 5

3 Digital Revolutions Social Networks Mobile Broadband RCB Flickr Photo

Slide 6

Slide 7

Slide 8

Slide 9

Slide 10

Slide 11

Slide 12

Institutions Need To Change From the Inside Out

Slide 13

Embrace Organizational and Individual Networks

Slide 14

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.”

Slide 15

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

Slide 16

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?

Slide 17

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

Slide 18

The Social CEO: In Service of Strategy

Slide 19

Target Different Audiences Audience: Supporters, Donors, Advocates

Slide 20

Audience: Influencers, Journalists, Policy Makers, World Leaders

Slide 21

Slide 22

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

Slide 23

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

Slide 24

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)

Slide 25

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

Slide 26

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

Slide 27

Shares the World Through His iPhone in Service of the Art

Slide 28

Professional Colleagues at Industry Conference

Slide 29

Talks About All Aspects of Leading Museum

Slide 30

Uses Humor

Slide 31

Is Human!

Slide 32

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

Slide 33

Increase Reach and Capacity

Slide 34

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

Slide 35

Use Measurement and Learn

Slide 36

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

Slide 37

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

Slide 38

Slide 39


Slide 40

Slide 41

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

Slide 42

Nonprofit Social Media Measurement Practice

Slide 43

Go Beyond Just Counting

Slide 44

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

Slide 45

Pick The Right Data Point(s) To Track

Slide 46

Slide 47

Designing the Dashboard on the Wall

Slide 48

Slide 49

Slide 50

Slide 51

Slide 52

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

Slide 53

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

Slide 54

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

Slide 55

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

Slide 56

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

Slide 57