Social Media for ChangeMakers
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Social Change In An Age of Networks: What Philanthropists and the Nonprofits They Support
Need to Know To Survive and Thrive
Beth Kanter, Master Trainer, Author, and SpeakerJanuary, 2014 – SV2
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WelcomeYour Burning Questions!
Please write down your burning questions on a
sticky note and post.
What do you want answered by the end of
the workshop?
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Social Change In An Age of Networks: What Philanthropists and the Nonprofits They Support
Need to Know To Survive and Thrive
Beth Kanter, Master Trainer, Author, and SpeakerJanuary, 2014 – SV2
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Beth Kanter: Master Trainer, Author, and ChangeMaker
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Rapid Introductions (15 seconds)Your Name, AffiliationGrantee or Partner
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Share Pair
• Find someone in the room you don’t know and share your burning question
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AGENDAOUTCOMES
InteractiveReflectiveParticipatory#netnon
FRAMING
• One small step to improve your
organization’s or your personal use of social media to achieve your goals
Introduction
Networked Nonprofits and Networked Mindsets
Networked Toolsets– Using Twitter Strategically
Mindful Social Media
Reflection
The Agenda
http://bethkanter.wikispaces.com/sv2
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Warning: Some Translation May Be Needed
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Stand up, Sit Down: Tools and Results
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Networked Nonprofits Defined
Simple, agile, and transparent nonprofits.
They are experts at using networks and
social media tools to make the world a
better place.
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Social Change is Increasingly Network-Centric
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BroadbandMobile Social Networks
3 Digital Revolutions
NGO Photography
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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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Maturity of Practice: Networkd Nonprofits - Organizations
Linking Social with Results and Networks
Pilot: Focus one campaign or channel
Incremental Capacity
Ladder of Engagement
Content Strategy
Best Practices
Some measurement and learning in all above
Communications Strategy Development
Culture Change
Network Building
Many champions & Influencers
Multi-Channel Engagement, Content, and Measurement
Reflection and Continuous Improvement
CRAWL WALK RUN FLY
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Need Translation?
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Use As An Individual - ChangeMaker
CRAWL WALK RUN FLY
Using at least one platform
Don’t have a goal and strategy
Don’t have a regular routine
Have a goal and strategy
Use one or more platforms
Have routine of use
Need more techniques and fluency
Aware of the tools
Dabbled or don’t use
Not even sure where to begin
A little scary
Have a goal and strategy
Use one or more platforms
Have a routine of use
Read articles about best practices and apply
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Living Case Study
• How has social media enriched your professional work?
• What are some of the challenges?
• CWRF? What do you need to get to next level?
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What is your practice now? What do you need to get to the next stage?
CRAWL WALK RUN FLY
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Maturity of Practice: Crawl-Walk-Run-Fly
Categories PracticesCULTURE Networked Mindset
Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping
1 2 3 4
http://bethkanter.wikispaces.com/sv2
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CWRF Tracker
“It helps us put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”
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A Network Mindset: A Leadership Style
• Openness, transparency, decentralized decision-making, and collective action.
• Listening and cultivating organizational and professional networks to achieve the impact
• Leadership through active participation.• Social Media Policy living document, all staff participate including
leaders• Sharing control of decision-making• Communicating through a network model, rather than a
broadcast model• Data-Informed
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From CEO to CNO (Chief Networking Officer)
Feeding and tuning professional and organizational
networks
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Benefits: One CEO Tweet = 1,000 by Brand
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CEO Voice
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Brand Voice
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Mobile Medic/Josh Nesbit
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Organizational Leaders Are Authentic
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
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No Ghost Tweeting
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The Social Nonprofit CEO
What do they spend time doing that they could do
better via social ?
Whose work do they respect or feel inspired by?
How will social improve things they know already
and value?http://www.bethkanter.org/nonprofit-ceo-leaders/
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Networking
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Keep Up With Your Field
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Influencer Engagement
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It’s Making the Time, Not Finding It
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Jim’s Advice …
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Social Media Policy – All Staff and Board Participate
http://www.bethkanter.org/staff-guidelines/
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Champions: Employees, Board Members
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Share Pair
• How can social media be in service of your goals of becoming a change maker?
• How can social media power your philanthropy?
• How can you balance the personal/professional with the organizational?
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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.
A Quick Network Primer
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Core
Ties Node
Cluster Periphery
Hubs or Influencers
A Quick Primer on Social Network Analysis
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Low Tech
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Movements
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Stakeholder Map
OTHER ORGANIZATIONS
• Describe• Describe
INFORMAL RELATIONSHIPS
Target Audiences
STAFF and BOARD
PARTNERS
• Describe• Describe
• Other Constituents• Other Constituents
• Other Constituents• Other Constituents • Other Constituents
• Other Constituents
• Aligned Partners
• Aligned Partners
• Aligned Partners
FORMAL RELATIONSHIPS
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Stakeholder Maps
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Network Map of Twitter Hashtag: WEF 2030
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InMap (http://inmaps.linkedinlabs.com/)
LinkedIn InMaps: Fill Structural Holes
Source: Meg Garlinghouse, LinkedIn
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Small talk creates trust
trust lubricates transactions,
pay it forward and connecting
Network Weaving and Social Capital
Bridges and Islands
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Create Your Map
1. Use sticky notes, markers and poster paper to create your network map.
2. Think about 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
4. Identify influencers, specific ties and connections. Draw the connections
5. Alternative exercises on wiki
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BREAK!
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Walk About, View Other Maps, Leave Notes
Visualize, develop, and weave relationships with others to help support your organizational or change maker goals.
What insights did you learn from mapping your network?
What did you learn from looking at other network maps?
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Speed Debrief: 90 Seconds
Timing It!
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Twitter Best Practices and Practicing for Change Makers
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Twitter Tweet Cheat
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Living Case Study: @GreenforGreens
• How and why are you using Twitter?• How do you use it as a Change
Maker?• Share a success story – big or small• What is your advice about getting
started and being an effective networker on Twitter?
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Your Twitter Profile is Your Elevator Speech
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1. Who are you?2. Why should someone want to connect with you? 3. What makes you unique? 4. What is the change you want to see in the world?
Five Minute Exercise:
Twitter Best Practices and Practicing – Profile
Craft Your Twitter Elevator
Speech
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Twitter Office Minutes
Twitter Literacy: 10 Minutes 3x A Day
Search
Scan
Tweet
EngageTwitter Office
Minutes
“Successful use of Twitter means knowing how to tune the network of people you follow, and how to feed the network of people who follow you.” Howard Rheingold
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Using lists helps you stay organized as you keep an eye on various groups of people or
organizations.
Tuning: Use Lists and Follow Wisely
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• Find and engage with influencers that care• Honestly follow interesting people• Tweet relevant valuable information and links• Network weave • Be helpful• Say thanks• Give shout outs, RT, Ask Questions• Hashtags conversations and chats
Feeding: Engagement Techniques and Tools
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Omit Needless Words
Describe, Simplify, Avoid
One thought per Tweet
Feeding: Write Great Tweets
Baby Shoes for Sale. Never Worn.
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How To Tweet Like Hemmingway
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Leave Room for Re-tweets: 120 Characters
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Use Apps
Tweet on the Go!
Document real-time happenings
Stay on top of breaking news & interactions
Use scheduling apps with caution
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Twitter Best Practices and Practicing
Already Tweeting
• Review wiki page and resources and tweet your questions about practice with the #netnon hashtag
• Sign up for a Twitter account, find people to follow, and set up your profile
https://support.twitter.com/groups/50-welcome-to-twitter/topics/204-the-basics/articles/100990-signing-up-with-twitter
Need to get on Twitter?
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MindfulSocial
Media or Mind Full?
Photo by pruzicka
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Managing Your Attention Online: Why Is It An Important Networking Skill?
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1. When you open email or do social media tasks, does it make you feel anxious?2. When you are seeking information to curate, have you ever forgotten what it was in
the first place you wanted to accomplish?3. Do you ever wish electronic information would just go away?4. Do you experience frustration at the amount of electronic information you need to
process daily?5. Do you sit at your computer for longer than 30 minutes at a time without getting
up to take a break?6. Do you constantly check (even in the bathroom on your mobile phone) your email,
Twitter or other online service?7. Is the only time you're off line is when you are sleeping?8. Do you feel that you often cannot concentrate?9. Do you get anxious if you are offline for more than a few hours?10.Do you find yourself easily distracted by online resources that allow you to avoid
other, pending work?
Self-Knowledge Is The First Step
A few quick assessment questionsAdd up your score: # of YES answers
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0…1…2…3…4…5…6…7…8…9…10Source: Lulumonathletica
Mindful Online………………………………………………………..Need Help Now
What’s Your Attention Focusing Score?
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• Understand your goals and priorities and ask yourself at regular intervals whether your current activity serves your higher priority.
• Notice when your attention has wandered, and then gently bringing it back to focus on your highest priority
• Sometimes in order to learn or deepen relationships -- exploring from link to link is permissible – and important. Don’t make attention training so rigid that it destroys flow.
Source: Howard RheingoldNetSmart
What does it mean to manage your attention while your curate or other social media tasks?
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Takeaways: Share Pairs
• What’s one tip or technique that you can put into practice about networked mindsets, networking with Twitter, or mindfulness
• Write on an index card with your name and enter raffle for a book
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Closing Circle and Reflection
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Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter