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Freemont, CA Chamber of Commerce - Nonprofit Industry Council
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Be Networked, Use Measurement, and Learn Beth Kanter, Master Trainer, Author, and Blogger
Freemont Chamber of CommerceNonprofit Industry Council
October, 2014
Beth Kanter: Master Trainer, Author, and Blogger
@kanter
Beth335,371
Conan157,251
BroadbandMobile Social Networks
3 Digital Revolutions
NGO Photography
#WhyIStayed and #WhyILeft
The Origins
ALS Ice Bucket Videos Posted on Facebook – August 1-18th
Peter Frates: Free Agent
“A middle-class wet-T-shirt contest for armchair clicktivists.” -Telegraph
Over $110 Million Raised (Sept)
In a networked world, nonprofits need to work less like this
And more like this ….
Networked NonprofitsSimple, agile, and
transparent organizations and
leaders. They are experts at
using networks, data, and learning
strategically to make the world a better
place.
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
Ladder of Engagement
Content Strategy
Informal Champions Strategy
Best Practices
Measurement and learning in all above
Communications Strategy Development
Network Mindset and Map
Culture Change
Network Building
Formal Champions – internal/external Strategy
Multi-Channel Engagement, Content, and Measurement
Reflection and Continuous Improvement
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
Organizational VS Leader Brand
Authenticity
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
Personality
Getting Started ….
• Get Their Attention• Show How It Enhances
Their Work• Tweetutorials• Peer Pressure• Social Media Policy• Found Time• Feed and Tune• Show Impact
http://www.bethkanter.org/afpcon/
I have work to do! Can finally tweet about our programs from my personal
account!
SOCIAL MEDIA IS PART OF EVERYONE’S JOB!
@rdearborn works for UpWell and she LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
Best Practice: Write Down the Rules – Social Media Policy
http://www.bethkanter.org/category/organizational-culture/
Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/
532 41
How social is your organization’s culture?What are some of your challenges?
The Data Informed Nonprofit
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
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!
140,000
120,000
100,000
80,000
60,000
40,000
20,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
Shark Week 2010 Shark Week 2011 Shark Week 20120
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
133,167
745,030
1,683,670
One Metric That Matters: Increase Shark Conservation Conversation
Nonprofit Social Media Measurement Practice
Go Beyond Just Counting
Objective
Audience
Cost
BenchmarkKPI
Tool
Insight
Measurement Discipline: But Start Small
Pick The Right Data Point(s) To Track Outcomes
Designing the Dashboard on the Wall
Data Literacy: Collect, Clean, Analyze, Visualize, Apply
Learn from Tracking Data
http://www.dogshaming.com
Cultivate Self-Awareness: The Failure Bow
1. Raise hands in the air and bow2. Grin like a submissive dog3. Say Thank You I’ve Failed4. Move on and learn
Cultivate Organizational Awareness: DoSomething FailFest
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 a strategy for organizational AND personal leadership
• Scale your organization’s social culture with a living social media policy
• Allow staff to leverage their personal passion in service if your strategy
• Get some measurement discipline, but start with small steps
• Go beyond counting your data, learn from it
Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter
