Be Networked, Use Measurement, and Learn Beth Kanter, Master Trainer, Author, and Blogger

Alliance of Arizona Nonprofits Annual Meeting October 1, 2015

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

http://bethkanter.wikispaces.com/arizona

Beth 356,371

Conan 236,251

3 Digital Revolutions

Broadband

Mobile

Social Networks

RCB Flickr Photo

Institutions Need To Change From the Inside Out

Embrace Organizational and Individual Networks

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.”

CRAWL

WALK

RUN

FLY

Where is your organization?

Linking Social with

Results and

Networks

Pilot: Focus one

program or channel

with measurement

Incremental Capacity

Leader and

employees use

social but no

strategy

Ladder of

Engagement

Content Strategy

Informal Champions

Strategy, Socially

Engaged Leaders

Best Practices

Measurement and

learning in all above

Communications

Strategy

Development

Networked Mindset

and Map

Culture Change

Brand on Social,

Not Leader or

Employees, no

champions online

Network Building – both

organization and

professional

Formal Champions –

internal/external Strategy

Multi-Channel Engagement,

Content, and Measurement

Reflection and Continuous

Improvement

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?

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 decision-

making, and collective action. • Being Data Informed, learning from failure

The Social CEO: In Service of Strategy

Target Different Audiences

Audience: Supporters, Donors,

Advocates

Audience: Influencers,

Journalists, Policy Makers, World

Leaders

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

Personal Professional

Private Public

Personal Professional

Private Public

Worlds Collide: Identity and Boundaries Before Social Media

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)

What Kind of Social Animal Are You?

Purpose Audience

Persona Tone

Leader Profile

Be A Chameleon on Social!

Audience:

Org Donors and Visitors

Professional Colleagues

PURPOSE

Donor Engagement Peer Discussions and

Networking Thought Leadership

Persona: Professional Tone: Visual, Funny,

Informative Language: Insider,Savvy

Thomas P. Campbell: Metropolitan Museum of Art

Shares the World Through His iPhone in Service of the Art

Professional Colleagues at Industry Conference

Talks About All Aspects of Leading Museum

Uses Humor

Is Human!

I have work to do! Can finally tweet about our programs from my personal

account!

SOCIAL MEDIA IS PART OF EVERYONE’S JOB!

Increase Reach and Capacity

Social Media Policy – All Staff Participate

http://www.bethkanter.org/staff-guidelines/

Use Measurement and Learn

Data-Informed Culture: It starts from the top!

Do Something.org

Tear down those silos and walls around data …

More time think about that the data, then collect it

Video

Creators

Critics

Collectors

Joiners

Spectators

Adopt Pet

Donate to

Shelter

Volunteer at Shelter

Take photos at Shelter and share

online

Download App

Promote Campaign

Engagement with a Purpose!

Nonprofit Social Media Measurement Practice

Go Beyond Just Counting

Outcome

KPI

Benchmark

Cost

Tool

Insight

Measurement Discipline: But Start Small

Pick The Right Data Point(s) To Track

Designing the Dashboard on the Wall

Learn from Tracking Data

http://www.dogshaming.com

Cultivate Self-Awareness: The Failure Bow

1. Raise hands in the air and bow 2. Grin like a submissive dog 3. Say Thank You I’ve Failed 4. Move on and learn

Momsrising: Joyful Funerals….

Cultivate Organizational Awareness: Momsrising: Joyful Funerals

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

Thank you!

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