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Matterness
Making People Matter More In A Social World
2
About the presenter
2
Former executive director, community organizer, business consultant
Social media & digital engagement strategy for mission-driven orgs since 2009
Digital Engagement Strategist@askdebra
http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
Who’s in the room?
When has an organization or person made you feel…
like you matter?
People don’t feel as ifthey matter
“I’ve been a member for
years!”
“Why don’t you talk to me
like a person?”
“You keep misspelling my name”
“I never got a thank
you”
Why is Matterness so important?
Our people have a lot of choicesMake our resources go further
Donor retentionOrganizational sustainabilityCountering negative publicityMoving stakeholders to action!
Matterness is a different way of working that turns passive
stakeholders into active participants by making each
person known, acknowledged &
invested in your success.
Institutionalizing Matterness
Org CultureStakeholder Engagemen
t
CapitalUnleashed
Org culture
http://www.flickr.com/photos/47817241@N00/4094538566/
Inherent tensions prevent Matterness
• Fear of losing control• Busyness trap of transactions• Push < > Pull of broadcasting content
vs. online engagement • Need to raise money• Limited staff time• Hard to simultaneously “do the work”
and strategize • And...?
But tensions can become conversations
https://www.flickr.com/photos/136629440@N06/21910887703/
Making it part of the culture: #GivingTuesday
Institutionalizing Matterness
Org CultureStakeholder Engagemen
t
CapitalUnleashed
Matterness is not really what you want to talk about…
http://www.flickr.com/photos/47390431@N08/5549926350/
It’s what they want to talk about
http://www.flickr.com/photos/32454422@N00/4074805374/
Matterness is not…
Customer serviceWindow dressingA zero-sum game
A plan to raise money
https://www.flickr.com/photos/8628862@N05/21830617459/
https://vine.co/DiabetesUK
Make the org personal
Even when it’s hard
Matterness is also personal
“82% of people are more likely to trust a company whose CEO and leadership team
engage with social media.”
“86% of people rated CEO social media engagement as somewhat important, very
important or mission critical.”
- BRANDfog CEO Social Media Leadership Survey24
Exactly how personal??
Your interests
only
Your interests (+ your
professional voice)
Your professional
voice (+ your
interests)
The distanced
professional
25
© 2016 Community Organizer 2.0
TransparentTrustworthy
Generating ideasConversational
Willingness to be YOU
Matterness is a different way of working that turns passive
stakeholders into active participants by making each
person known, acknowledged &
invested in your success.
Share Pair Exercise
1. What is holding your organization back from implementing Matterness?
2. How could you make people known and heard as part of your Valley Gives experience?
Institutionalizing Matterness
Org CultureStakeholder Engagemen
t
CapitalUnleashed
Matterness = More ResourcesWhat happens when they’re unleashed?
Soci
al M
ediaEngage Cr
eateTrust
Mov
e to
Action
Understand the Social Media Ladder of Engagement
Matterness is working with and not at people
• Creating ways for people to participate• Being in conversation online and on land• Providing opportunities for supporters to
tell their own stories• Providing opportunities to connect with
each other • Following as well as leading• Treating everyone like people• Being real online
Insert ADA Give It Forward example
Spread out the work
Libraries Yes! Multnomah County
http://communityorganizer20.com/2012/05/23/libraries-yes-a-place-based-community-advocacy-campaign/
Case Study:Lily The Black Bear
Lily The Black Bear’s Matterness
Engage: Watch videos on Facebook and Livecam, read blog, visit site
Participate: Facebook comment, follow tweets, discuss and comment
Acknowledged and valued: Offer opinions and feedback, vote in contests, name the bear, ask a question on Facebook forum, etc.
Co-create & invest in the org: Post your own photos, tweet & comment proactively, build a birdhouse, etc.
Share Pair Exercise
1. How could you bring co-creation and stakeholder engagement into your Valley Gives success?
2. What opportunities could your organization offer its stakeholders to engage in co-creation, on land and online?
Your Matterness Challenge
EXPERIMENT!
https://www.flickr.com/photos/27703797@N06/11908812463/
Putting it all together
• Create your connected self online• Understand what your people want to talk
about• Develop a plan for real online community
co-creation and other deep engagement• Determine what capital you want to
unleash• Implement a Matterness experiment…and
have fun learning!
Don’t forget to have fun!I’m always available to answer follow-up questions!
Email: [email protected]/blog: communityorganizer20.comLinkedin: linkedin.com/in/debraaskanaseTwitter: @askdebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977
