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University of Buffalo - School of Social Work - Workshop

  1. Workshop: Becoming a Networked Nonprofit – An Essential Transformation Beth Kanter, Master Trainer, Author, Blogger Buffalo, NY – September 2014 Photo Credit: Vlad Krylov
  2. Workshop: Becoming a Networked Nonprofit – An Essential Transformation Beth Kanter, Master Trainer, Author, Blogger Buffalo, NY – September 2014 Photo Credit: Vlad Krylov
  3. Beth Kanter: Master Trainer, Author, and Blogger @kanter
  4. Who is in the room? Organizational Size Type [Health, Arts, Children, Social Service, Education, Community, Environmental, Animal Welfare, other] Role/Title
  5. Raise Your Hand If Your Digital Strategy Goal Is ….  Improve relationships  Increase awareness  Increase traffic referral  Increase engagement  Increase innovation  Change behavior  Increase dollars  Increase action
  6. What’s your experience with social media? • Oversee social media strategy • Implement social media strategy • Both
  7. Stand Up, Sit Down
  8. Your BWurenilncgo Qmueestions! 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?
  9. SHARE PAIR Introduce yourself to someone you don’t know and share your burning question!
  10. Becoming A Networked Nonprofit Agenda OUTCOMES • To leave the room ready to implement one idea to take a small step to become a Networked Nonprofit FRAMING • Interactive • Reflective • Learning from Adjacent Practices Welcome and Introduction Crawl, Walk, Run, Fly: Where is Your Organization Becoming A Networked Nonprofit: Being and Doing Break Understanding Networks Mapping Your Organization’s Network Q/A Reflection
  11. Networked Nonprofits Simple, agile, and transparent organizations and leaders. They are experts at using networks, data, and learning strategically to make the world a better place.
  12. 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.” Maturity of Practice
  13. Where is your organization? CRAWL WALK RUN FLY Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Informal Champions Strategy Best Practices Measurement and learning in all above Communications Strategy Development Network Mindset and Map Culture Change Network Building Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
  14. What’s Your Maturity of Practice? Where is your organization now? What does that look like? What do you need to get to the next level? CRAWL Walk RUN FLY
  15. Maturity of Practice: Crawl-Walk-Run-Fly Categories Practices CULTURE Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4
  16. Becoming A Networked Nonprofit Networked Mindset
  17. Active Listening Challenge • Take notes on index card • Ideas that resonate • Something you have thought about before • A challenge • A opportunity Photo by niclindh
  18. A Networked Mindset: A Leadership Style • Leadership through active social participation • 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 decision-making, and collective action. • Being Data Informed, learning from failure
  19. Open
  20. What does a networked mindset for a nonprofit look like in practice?
  21. Visualized Their Network • What people and organizations do we want to connect with? • How are we already connected? Online? Offline? • How can we connect with the networks of our internal champions? (Staff/Board/Volunteers) • What are they currently seeking? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act?
  22. Vision Statement • Encouragement and support •Why policy is needed • Cases when it will be used, distributed • Oversight, notifications, and legal implications • Guidelines • Identity and transparency • Responsibility • Confidentiality • Judgment and common sense • Best practices for personal use in service of organization as Champion • Brand • Voice • Links to Org Strategy • Dos and Don’ts for Personal Use from Legal • Additional resources • Training • Operational Guidelines • Escalation
  23. Leadership Conversations
  24. Are you listening and cultivating organizational and professional networks to achieve the impact?
  25. Balancing Individual and Organizational Voices
  26. Authenticity Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  27. Personality
  28. Do you have a social media policy that facilitates building relationships and networks?
  29. Best Practice: Write Down the Rules – Social Media Policy 
  30. Social Media Policy – All Staff Participate
  31. Do you have a communications strategy?
  32. BREAK
  33. SMARTER SOCIAL MEDIA: POST FRAMEWORK Flickr Photo: graceinhim
  34. POST APPLIED: SMALL NONPROFIT PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2014 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2014 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
  35. POST: KNOW YOUR AUDIENCE • 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?
  36. POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars 1. How many? 2. By when? 3. Measure with metrics
  37. Are you building the capacity to implement incrementally?
  38. Hybrid Model Staffing: Tear Down Those Silos Source: SSIR – Mogus, Silberman, and Roy
  39. Hybrid Model Adapted to Small Theatre • 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
  40. Understanding and Mapping Networks
  41. A Quick Network Primer What: Social networks are collections of people and organizations who are connected to each other in different ways through common interests or affiliations. A network map visualize these connections. Online and offline. Why: If we understand the basic building blocks of social networks, and visually map them, we can leverage them for our work and organizations can leverage them for their campaigns. We bring in new people and resources and save time.
  42. Network Maps Two Lenses 1: Whole Network 2: Professional Network (Ego)
  43. Whole Networks: Organizational Network
  44. Professional Networks for Social Change Goals 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
  45. Network Map: Stakeholders
  46. Whole Networks: Twitter Hashtag: WEF 2030
  47. 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 groups, write the names on the sticky notes.
  48. Walk About, View Other Maps, Leave Notes What insights did you learn from mapping your organization’s network? What did you learn from looking at other network maps?
  49. Speed Debrief: 60 Seconds
  50. A Few Minutes of Quiet Reflection What small action steps can you take after the workshop to get to the next level in these different areas?
  51. Let’s RevieWwe Blucronimng eQuestions!
  52. Think and Write: What is your take away – one thing that you can put into practice? Write on an index card for a book raffle!
  53. Closing Circle and Reflection
  54. Thank you! @kanter on Twitter