Virtual Leadership

Collins Center Staff RetreatJune 4-5, 2009

Nautilus Center at Lloyd Creek

2

Virtual Leadership

• Keeping pace with emerging technologies

• New tools of the trade• Improve efficiencies• New capacities• Exploring new markets and niches• Reaching people in new ways

3

Virtual Leadership

Convening (internal and external) Collaborating (internal and external) Generating ideas (internal and

external) Disseminating information Solving problems TRANSFORMING

4

Collins Center and the Web

CC, SF, Century, other websites Tim – E-newsletter, Facebook

Cause, Tweeting and Yammering Tracey – Collins Facebook page,

new additions to CC web April – Restorative Justice video Rod, Steve, Phil – Mediation videos

5

Collins Center and the Web

Tim – LinkedIn, Plaxo, other business social-networking tools

DoGood Network channel YouTube nonprofit channel Tracey – Google ads Leda – Stimulus transparency

proposal, infused with Web 2.0 ideas

6

Collins Center and the Web – next steps

Revamping CC website Using online communities model Position VPs/Program Directors as

virtual leaders Use Web 2.0 tools to

convene/collaborate/problem-solve A fund-raising tool

7

About this discussion

Refresher on Web 2.0 Introduce social networking What it is - Definitions, examples Why we should care What can we do about it?

8

Meet Dan Bevarly

99

Web 2.0 – Communication and Collaboration

Going from transactions to interaction, or from two-way discussions between sender and receiver to collaboration involving two or more parties.

1010

Web 2.0 - What is it?

More sophisticated, second-generation approach to the World Wide Web.

Leverages more powerful development tools and platforms

Interactive, collaborative spaces that allow users to more actively participate

creating and sharing content critical

11

Web 2.0 – What is it?

Deeper penetration of Web 2.0-enabled tools and cultures within public policy making will raise the volume and the quality of discussion between governments, public and private organizations and key stakeholders.

12

Web 2.0 – what is it? Greater citizen, NGO and business

community involvement in public sector activities

Allows policy-makers to leverage the collective capacity of a much larger group of stakeholders.

Multiplier effect not possible with conventional tools and processes only.

13

Web 2.0 – 101

Blogs Wikis Forums Online communities/Social Networks Multimedia File sharing (videos, documents, etc)

14

Web 2.0 - blogs

Short for “web log” Generally maintained by individual Combines text, images, videos and

links to other blogs Commentary, news on topics Personal and professional online

diaries

15

Web 2.0 - BlogBeth’s Blog

16

Web 2.0 – Naked Politics

17

Web 2.0 - Wikis

Easy creation, editing of content Powerful collaboration tool

(internal and external audiences) All users invited to edit content Links out to related info Replacing static “intranets”

18

Web 2.0 – Gov 2.0 Wiki

19

Web 2.0 – Melbourne

20

Web 2.0 - Forums

Internet discussion site Virtual “bulletin board” Commentary on topics, issues, events Registration Attribution vs. anonymity Moderation vs. uncensored Can lead to group formation

21

Web 2.0 – forum Catholic Online Forum

22

Web 2.0 – U.S. Politics Forum

23

Web 2.0 – Online communities – Social Networks Group that interacts primarily via

electronic media Interaction and exchange between

members is key Brings many interactive “tools” together Users build networks of “friends” based

on interests, POVs and geography Beyond posting, sharing, now being

used for “do-good” causes

24

Web 2.0 – online communities – Betty Crocker

25

Web 2.0 – online communities – NASCAR

26

Web 2.0 – online communities Kiva

27

Web 2.0 – File Sharing Sites

Upload and store videos, images, documents, etc. to internet

Editing Commenting Sharing

28

Web 2.0 –presentation sharing SlideShare

29

Web 2.0 video sharing - Vimeo

30

Web 2.0 – multimedia storytelling

Combines different content forms Text, images, video, audio,

animation, interactivity Includes games

31

Web 2.0 – multimedia storytelling – NYTimes 1 in 8M

32

Web 2.0 – multimedia – Charity: Water

3333

Social Networks – Lift the veneer

A social network is basically about Socializing the Network

A Community is a Powerful Tool --as long as you put members’ needs first

An online community is an interactive group of people joined together by a common interest.

34

Some thoughts

Social media is not a destination, but rather an indication of consumer or citizen behaviors aided by technology.

Successful social media marketing

isn’t about the tools, it’s about the people.

3535

From transaction to interactionDimension Web 1.0 Web 2.0

Operating model Hierarchical NetworkedRigid Collaborative

Flexible

New models of One size fits allPersonalizedservice delivery Monopoly Choice-based

Single channel Multi-channel

Performance-driven Input-oriented Outcome driven

Closed Transparent

Decision making SpectatorParticipant

36

Motivation for Contributing

Reciprocity Reputation Increased sense of efficacy Attachment to and need of a group

37

Web 2.0 brings together all forms of informal communication

School

Hedge

Barber

Church

Party

Soccer

News

Gym

Work

38

Web 2.0 brings together all forms of informal communication

School

Hedge

Barber

ChurchParty

Soccer News

Gym

Work

3939

How to Lead “virtually” in successful social networks

Act more like a host at a party, rather than a cop Keep in mind the power is in the hands of the

community, but you facilitate it Traditional marketing tactics do not apply –we seek to

pull, not push Develop our methodology for people, objectives,

strategy, and tools Understand and support the community’s objectives by:

Listening Talking Energizing Supporting Embracing

4040

Online Communities - Revisit

A discussion forum where conversations develop A custom application with profiles and

connections A group within an existing social networking site

or email service A network of blogs Comments on a rating site Anywhere conversations and people connect

and share An idea “bubbler” where people comment and

give an “up” or “down” on the idea

4141

Tools, Technologies, Capabilities to make a successful community

Content Syndication

Portals Search Virtual Worlds Communities Podcasting

Text messaging Tagging Blogs Instant Messaging Social Profiles Wikis

4242

Web 2.0: Leadership provides a broad range of benefits

Improved policy outcomes – more informed decisions from more (better) information

Effective way to build institutional memory

Streamlined internal operations Attracting top talent

4343

Streamline internal operations Collaborative organizations or initiatives

are based on the premise that information is best shared within and across the enterprise.

Drives higher quality, efficient and timely outcomes.

Most organizations today function as silos, consuming massive amounts of resources to control the flow of information.

4444

Who is in charge of the social network? Control is in the hands of the participants,

often yielding seemingly unpredictable results.

However, if the community members buy-in, they assume a level of ownership and responsibility to ensure the community is successful and managed appropriately

Organizations must relinquish control or risk ending up with an empty community or — worse yet — social backlash. Keep the content compelling. Don’t exert control.

4545

In Web 2.0 the “Controlled Message” is the new oxymoron. One cannot control the message and should not attempt to. It is more about managing the message and facilitating dialog around it.

The Controlled Message?

4646

Social Network ObjectivesGoal Contribution Example

Direct customer insight Insight communitiesListening New product ideas Scan and monitor

existingBeta testing communities

Create an emotional Marketing campaigns

Speaking attachment AdvertisementsAdvertising based onNetwork

Energizing Excite your biggest fans Applications, WidgetsWord of mouth Media

Supporting Peer-to-peer support Customer-created groups

Embracing Members becomeIdeastorm contributors Salesforce

4747

Life Process of a Successful Community

48

Web 2.0 – Why we should care?

(a/k/a/ “ROI”)

49

Are social features economically viable?

Director contact with people who make you successful

Amplify public opinion Data, data, and more data Reduce support costs Engender trust to form lasting

relationships

50

How to measure ROI on Social Media Exposure – to what degree have we created

exposure to materials and message? Engagement – to what degree are

community users participating in the process?

Influence – the degree to which exposure has influenced perceptions and attitude

Action – as a result of the public relations effort, what actions if any has the target taken?”

51

Measuring ROI - Exposure

Number of hits or visits Number of unique visitors Comment Tonality Search Engine Rank Message Inclusion Share of online discussion Net positive comments

52

Measuring ROI - Engagement

Click-thrus View-thrus Repeat visitors, re-communicators Duration Subscribe to feeds Relevance Article, comment postings

53

Measuring ROI - Influence

Engagement considerations Change in awareness, POV Change in attitudes Association with the issue or cause Likelihood to recommend/tell a

friend Promoter Index

54

Measuring ROI - Action

Post content Attend the event Tell a friend Take Action - Contact a politician Vote for/against legislation

5555

How the Collins Center becomes a leader through its role of Community Manager and Facilitator

5656

Work plan in considering and selecting a vendor: Lead With Needs, Not Technology. Based upon our objectives, determine the right

technologies First, develop your feature requirements. There are many segments of social networks.

o Organic (like Facebook, MySpace.com)o White Label

Insight Collaboration Widget Media Vertical

5757

Work plan in considering and selecting a vendor: Rely on services and support from

experienced vendors. o Consultationo Moderation/Listeningo Moderatingo Setupo Rebrandingo Launchingo Reporting

Stay engaged; do not want to outsource our business strategy.

5858

Keep in mind community purpose and the members’ needs

Success depends on interests of members first

Valuable Content is defined by what’s valuable to the community.

Internal responsibilities to manage the community that leads to recognized (virtual) leadership

5959

Community strategists: organize internal resources/support the program

Ability to maneuver within the organization Lean on relationships with many teams Manage the business program Lead the internal charge Develop the objectives and obtain

resources Create policy, deals with internal

stakeholders, and provide ongoing reports to management

6060

As community manager, you are the primary advocate of the community

Balance the needs of the community with corporate objectives

Be a customer advocate Be a brand evangelist Be a subject matter expert Create editorial content Harvest customer/member needs for market

intelligence Skills: possess strong online communication

skills, be approachable and conversational, and have the ability to relate to members online and offline

6161

How to kick-start Collins communities: First, find creators and influencers

among stakeholders Consider creating an “embassy” of

ambassadors from this stakeholder group

Choose just a few features to launch with, and then add more as needed

Integrate with other marketing and communication activities

Reward helpful members with recognition – Ambassadors

6262

How to grow & maintain strong online community networks:

Stay engaged with your community by monitoring and quickly responding

Integrate your community with real-world events

Extend the reach of your community by cross-pollinating on existing social networks. A good example is Obama for America a standalone community that also maintained a presence on Facebook and posted videos on YouTube

6363

Practice will make perfect

Start with a plan, not tactics “Give to get” Be “transparent” with intentions Understand you do not control the

message Welcome participation, feedback,

co-creation

64

Web 2.0 and the Collins Center

Recreate Collins Center website(s) into online communties

Umbrella community Communities/groups for each

program and/or initiative Private working groups (Trustees

too) Others open to public

65

Web 2.0 and the Collins Center

Position VPs as leaders of topic areas Blogs Forum moderation Topic curation/aggregation Wikis Surveys/questionnaires/polls Multimedia reporting

66

Web 2.0 and the Collins Center

Active in other social networking sites – Facebook, YouTube, Twitter, etc. (widgets)

Search Engine Optimization Links with other sites (for SEO) Strategic collaborations (NIE) Event management

67

What are our challenges?

68

Thank You

Virtual Leadership

69

70

71

72

73

74

75