The Networked NGO in New Zealand

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Amos Berry
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1 The Networked NGO in New Zealand Beth Kanter Master Trainer Workshop co-hosted by Volunteering Auckland May 13, 2013 Photo by Fras1977

2 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? Post it on the flip chart Your Burning Welcome Questions!

3 Beth Kanter: Master Trainer, Author, and ChangeMaker

4 Who Are You? Stand up, Sit Down

5 The Agenda AGENDA Networked Nonprofits Network Maps Break OUTCOMES Get Inspired Understand how being networked can reach your goals Crawl, Walk, Run, Fly Smarter Social Media Practical Tips Interactive Fun FRAMING #netnon

6 SHARE PAIRS AND POPCORN Introduce yourself to someone you don t know and share your burning question!

7 Agree I love kiwi fruits Disagree Human Spectragram: Examining our Attitudes about social media and networks

8 Agree Disagree I am very comfortable using social media and online tools

9 Agree Disagree NZ NGOS including ours need to make use of social media and networked approaches to get better results in our social change agendas

10 How Online Social Networks Are Changing Our Lives, Work, and Society

11 My nonprofit tech capacity building work begins.

12 Photo by Steve Goodman 2007

13 2012

19 Definition: Networked Nonprofits Networked Nonprofits are simple, agile, and transparent NGOs. They are experts at using social media tools to make the world a better place. Networked Nonprofits first must be before they can do. For some NGOS, it means changing the way they work. Others naturally work in a networked way so change isn t as difficult.

20 Networked NGOs

27 Walking is like climbing a mountain

28 Non-embryonic stem cell research for Parkinson s

29 A networked world and the Internet is also having a profound impact on the way NGOs communicate with stakeholders, and even deliver programs. Remember: Disruption is can be our friend..

30 Share Pair: How is the changing media landscape and connectedness impacting you personally and/or your NGO?

31 Pratham Books

32 Pratham Books

33 NGO: Not Networked Modified illustration by David Armano NGO The Micro-Sociology of Networks

34 Networked Ngo Staff NGO Networks With apologies to David Armanofor hacking his visual! Source: The Micro-Sociology of Networks

35 Becoming a Networked NGO Begins with Understanding Your Network

The glue that holds them together is relationships it is shared interests,

36 Network: Definition Networks are collections of people and organizations connected to one another. The glue that holds them together is relationships it is shared interests, connections, and social change outcomes. Online tools can help us leverage our networks to make social change. Image Source: Innonet

37 What is networking? Connecting the dots..

38 How Nonprofits Visualize Their Networks

39 Networks Connected To Strategy 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

40 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 types, write the names on the sticky notes 4. Identify influencers, discuss specific ties and connections. Draw the connections

Walk About, View Other Maps, Leave Notes Visualize, develop, and weave relationships with others to help support your program or communications goals.

41 Walk About, View Other Maps, Leave Notes Visualize, develop, and weave relationships with others to help support your program or communications goals. What insights did you learn from mapping your network? How can you each use your professional networks to support one another s social media strategy work?

42 BREAK! 15 minutes

43 Speed Debrief: 60 Seconds

44 The Networked Nonprofit In Practice Crawl, Walk, Run, Fly

45 Maturity of Practice: Where is Your Organization? CRAWL WALK RUN FLY Marketing Strategy Development Culture Change Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Best Practices Measurement and learning in all above Network Building Many champions and free agents work for you Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement

46 Share Pair: Where is your organization? Where is your organization now? What does that look like? What do you need to get to the next level?

47 Maturity of Practice: Crawl-Walk-Run-Fly Categories CULTURE CAPACITY MEASUREMENT Analysis Tools Practices Networked Mindset Institutional Support Staffing Strategy Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT NETWORK Integration/Optimization Influencer Engagement Relationship Mapping

48 The Networked Mindset

49 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

50 As a co-founder and director of Curative, I am an avid user of Social Media channels for both personal and professional worlds.

52 The Networked NGO Leader: 1 Tweet = 1000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity

53 From scarcity to abundance You want me to start Tweeting too?

55 Best Practice: Write Down the Rules Social Media Policy Recruit and Scale All Volunteers, New Volunteers

56 Social Media for Small NGOs: 30 Minutes A Day 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

57 What are some of your culture challenges in adopting social media? How to change?

58 BREAK! 15 minutes

59 SMARTerSocial Media

60 CWRF - STRATEGY CRAWL WALK RUN FLY Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned. Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.

61 POST FRAMEWORK Exercise People Objectives Strategies Tools

62 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?

POST APPLIED: SMALL ARTS NONPROFIT PEOPLE: Artists and people in their community OBJECTIVES: Increase engagementby 2 comments per post by FY 2013 Content analysis of

Increase enrollmentin classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face

63 POST APPLIED: SMALL ARTS NONPROFIT PEOPLE: Artists and people in their community OBJECTIVES: Increase engagementby 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollmentin classes and attendance at events by 5% by FY % 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, s, and web site.

64 POST: SMART OBJECTIVES Results Reach,Engagement, Action, Dollars 1. How many? 2. By when? 3. Measure with metrics

65 SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster SMART OBJECTIVE TARGET AUDIENCES SUCCESS METRICS

66 SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster on Wall Look at other posters Leave Notes

67 Walking Speed Debrief: One Minute

68 Welcome Reflections What resonated? What questions remain? Write on a sticky note and post it on the flip chart

69 Social Media Integration and Optimization Content Engagement Listening Champions

70 Maturity of Practice: CWRF Content CRAWL WALK RUN FLY Shares content that may be relevant to audience, but not consistently and not measuring Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently aligns with program and advocacy calendars Uses an editorial Uses an editorial calendar to align calendar to align content with objectives content with objectives and audiences to and audiences to publish across publish across channels consistently channels consistently, and measures measures performance performance, and uses data to plan content 1.67

71 Social Media Content: 20 Minutes A Day Objective Audience Content

72 Editorial Calendar Example January 2013 Include hashtags (#) and URL resources for staff to do some research on topics United Ways of California 72

73 Social Content Optimization Focus on publishing highquality, engaging, relevant content Timing and Frequency Post questions Use images/visuals, but vary type of content and test Clear to call to action Follow your analytics

Date Hook Web Email Facebook Twitter Blog 1 2 3 4 5 6 7 1.

74 Date Hook Web Facebook Twitter Blog Volunteer? 2. Brainstorm an editorial calendar for one week. 3. Use template, sticky notes, and poster paper Photo Source: Beth Kanter Friending the Finish Line Peer Group

75 Result Metrics Analysis Question Consumption Engagement Action Revenue Views Reach Followers Re-tweets Shares Comments Referrals Sign Ups Phone Calls Dollars Donors Volunteers Measuring Your Content Does your audience care about the topics your content covers? Are they consuming your content? Does your content mean enough to your audience for them to share it or engage with it? Does your content help you achieve your goals? Does your content help you raisemoney, recruit volunteers or save time?

76 You Don t Have To Measure All Right Away

77 Use Data To Make Better Decisions Look for patterns

79 Share Pair How will you coordinate, create, and measure your social media content? What questions do you still have?

80 Stretch Break

81 Mindful Social Media or Mind Full? Photo by pruzicka

82 Managing Your Attention Online: Why Is It An Important Networking Skill?

83 Self-Knowledge Is The First Step 1. When you open 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 , 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? A few quick assessment questions Add up your score: # of YES answers

84 What s Your Attention Focusing Score? Source: Lulumonathletica Mindful Online..Need Help Now

Notice when your attention has wandered, and then gently bringing it back to focus on your highest priority Sometimes in order to

85 What does it mean to manage your attention while your curate or other social media tasks? 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 Rheingold NetSmart

86 Exercise: Shift Into A Reflective Mindset

88 Takeaways: Share Pairs What s one tip or technique that you can put into practice next week to be more mindful online?

89 Your Questions Answered: Creating An Online Resource What are your remaining questions about implementing social media? What is still unclear? Feedback on Your Social Media Channels

90 Glenfield Community Centre WAVES Trust Cancer Society Auckland Northland IHC

91 The Parenting Place Pukekohe Golf Club z English Language Partners North Shore

92 Closing Circle and Reflection

93 Thank you! on Twitter

PERSONAL BRANDING SOCIAL SELLING NOT FOR PUBLICATION - PROPERTY OF GAIL MERCER-MACKAY

PERSONAL BRANDING SOCIAL SELLING WELCOME BACK Managing your digital footprint Pictures & words Marathon, not a sprint Define your brand LinkedIn and Twitter WHAT YOU LEARNED Coming up with 'key' descriptive