Leading  on  Social  Pla.orms:    Guide  To  Smarter  Networking  in  a  Connected  World  

United  Way  Community  Leadership  Conference  April,  2015  

 

Beth  Kanter  Author,  Master  Trainer,  and  Speaker    

Beth  Kanter:    Master  Trainer,  Author,    and  Blogger  

@kanter  #uwclc  #kanterclc  

bethkanter.wikispaces.com/uw-­‐clc  

h8p://teamcoco.com/video/linkedin-­‐11-­‐07-­‐2013    VIDEO  

Beth  356,371  

Conan  236,251  

Broadband  Mobile   Social  Networks  

                 

3  Digital  RevoluQons  

NGO  Photography  

3  Digital  RevoluQons  Are  Changing  InsQtuQons  

OrganizaQonal  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  OrganizaQon  Now?  

•  Is  your  organizaLon  at  crawl,  walk,  run,  or  fly?    

• What  do  you  need  to  do  to  improve?  

• Where  is  your  organizaLon  when  it  comes  to  using  staff  and  leadership  as  champions  on  social?  

Leadership  Profile  on  Social:  Benefits  

•  Expand  Reach  •  More  Trust  •  Less  Risk  •  Flexibility  •  Enhanced  Capacity      

Personal   Professional  

Private   Public  

Personal   Professional  

Private   Public  

Worlds  Collide:  IdenQty  and  Boundaries  Before  Social  Media  

Turtle  •  Profile  locked  down  (or  not  present)  •  Share  content  with  family  and  personal  friends  •  Li8le  benefit  to  your  organizaLon/professional  

Jelly  Fish  •  Profile  open  to  all  •  Share  content  &  engage  frequently  with  li8le  censoring  •  PotenLal  decrease  in  respect  

Chameleon    •  Profile  open,  curated  connecLons  •  Engagement  Strategy:    Purpose,  Audience,  Persona,  Tone  •  Increased  thought  leadership  for  you  and  your  organizaLon  

Based  on  “When  World’s  Collide”    Nancy  Rothbard,  JusLn  Berg,  Arianne  Ollier-­‐Malaterre  (2013)  

What  Kind  of  Social  Animal  Are  You?    

Purpose     Audience  

Persona   Tone  

Leader  Profile  

How  To  Be  A  Chameleon    

Personal  Brand  in  Service  of  OrganizaQonal  Strategy  

Audience:  Socially  engaged  public  

Audience:  Journalists,  Diplomats,  and  

Influencers  

GOAL  Engagement  Support  

Personal  Brand  in  Service  of  OrganizaQonal  Strategy  

Amplifying  and  Extending  Brand  Reach  

GOAL  Advocacy  

OrganizaQonal  VS  Leader  Voice  

Target  Different  Audiences  

Audience:  Supporters,  Donors,  

Advocates  

Audience:  Influencers,  

Journalists,  Policy  Makers,  World  

Leaders  

Share  Pair  

• What  are  the  key  objecLves  of  your  organizaLon’s  use  of  social  media  and  target  audiences?    

   • What  objecLve(s)  and  target  audience(s)  best  align  with  your  social  leadership  profile?  

“Be  yourself  because  everyone  else  is  already  taken.”          -­‐  Oscar  Wilde  

Take  A  Quiet  Minute  To  Uncover  Your  AuthenQc  Brand  

• What’s  your  super  power?  

• What  do  people  frequently  praise  you  for?  

• What  makes  the  way  you  achieve  results  unique?  

• What  energizes  you?    

 

 Your  Social  Profile  Is  An  Elevator  Pitch!    

Your  Social  Elevator  Speech  

•  What  is  your  experLse?  •  Why  should  someone  

follow  you?  •  What  hashtags  or  

keywords  do  you  want  to  be  associated  with?  

•  Visual:  What  cover  and  profile    image  conveys  your  personal  brand?  

 

Your  Social  Elevator  Speech  

Your  Social  Profile  

•  What  is  your  experLse?  •  Why  should  someone  follow  

you?  •  What  hashtags  or  keywords  do  

you  want  to  be  associated  with?  •  Visual:  What  cover  and  profile    

image  conveys  your  personal  brand?  

 

Three  AuthenQc  Leadership  Styles  

NETWORKER  

1:  STORYTELLER   2:  CURATOR  

3:  NETWORKER  

THE  STORYTELLER  

• Be  visual  • InspiraLonal  Quote  • Something  Funny  • Timely  • QuesLons  

Overcoming  Writer’s  Block  on  Twicer  

Seek    

Sense   Share  

THE  CURATOR  

Uses  Twi8er  to  support  organizaLon’s  mission    as  a  biparLsan  advocacy  organizaLon  dedicated  to  making  children  and  families  a  priority  in  federal  policy  and  budget  decisions.    

SEEK   SENSE   SHARE  Finds  and  vets  key  blogs  and  Twi8er  lists  in  each  issue  area    Scans  and  reads  every  morning  and  picks  out  best,  writes  tweets,  and  schedules    Taps  into  personally  selected  list  of  expert  sources  and  seeks  new  sources    

Summarizes  arLcle  in  a  tweet,  adds  hashtags,  credits  sources    Writes  blog  posts  using  mulLple  links  shared  on  Twi8er    Feeds  his  network  with  quality  and  personalized  content  

Engages  with  aligned  partners  and  target  audience    Leads  conversaLons    Recommends  other  experts,  sources,  and  arLcles    Credits  sources  

Bruce’s  Work  Flow  and  Tools  

Twicer  Lists  and  Hashtags  

NETWORKER  

“You  are  not  ever  a  genius  all  by  yourself.    Your  ideas  are  a  funcLon  of  the  people    

you  are  connected  with…”    –  Carol  Dweck,  Author,  Mindset  

Engaging  and  Building  Your  Network  On  Social  

•  Event  Engagement:  Open  Forum  at  a  parLcular  Lme  and  place  

•  ParQcipatory  Engagement:    Invites  comments  and  discussion  on  posts  

•  Personal  Engagement:    One-­‐on-­‐one  responses  to  followers  

Leveraging  Your  Professional  Network:  Strong  Ties  

Based  on  Rob  Cross  and  Robert  Thomas  “A  Smarter  Way  To  Network”  

1  Analyze  

2  De-­‐Layer  

3  Diversity  

4  Capitalize  

Leveraging  Your  Professional  Network:    Weak  Ties  

•  Social  media  can  speed  your  connecLons  to  the  right  people  and  help  you  maintain  relaLonships  over  Lme  consistently.  

•  Strategic  connecLons  •  Favor  test  and  other  ways  to  set  limits  on  accessibility  and  who  you  respond  to  

•  Kondo  your  connecLons    

•  Online  Rolodex  •  Pre-­‐Event  ConnecLon  •  Growing  Your  Network  •  ReconnecLng    

Tips  for  Geeng  Started  and  Being  Efficient  

•  Align  Strategy  and  Policy  •  Tutorials  •  Talk  to  Peers  •  Feed  and  Tune  •  Found  Time  •  Team  Support                

Share  Pair:    Leadership  Style  

• What  is  your  preferred  leadership  style  on  social?    

• What  support  do  you  need  to  develop  and  implement  your  strategy?  

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

account!    

SOCIAL MEDIA IS PART OF EVERYONE’S JOB!

Social Media Policy – All Staff Participate

h8p://www.bethkanter.org/staff-­‐guidelines/  

@rdearborn works an organization conservation organization and she LOVES sharks.

Leverage Staff Personal Passion In Service of Mission

Staff  Champions  Increase  Capacity  

RWJF:      FoundaQon  Strategy  

“We  believe  that  striving  toward  a  culture  of  health  will  help  us  realize  our  mission  to  improve  health  and  health  care  for  all  Americans.  ”  

GOALS  Inform  

Behavior  Change  

Audience:  Grantees,  Policy  Makers,  Researchers,  PracQQoners  

Socially-­‐Engaged  Staff  Support  Strategy  

Audience:  Specific  content  areas  and  

communiQes  

Summary  

•  Success  happens  by  taking  the  right  incremental  step  to  get  to  the  next  level,  but  keep  moving  forward  

•  Embrace  your  authenLc  social  leadership  style  and  lead  by  example  

•  Staff  can  be  great  champions  if  they  allowed  to  leverage  their  personal  passion  in  service  if  your  strategy  and  mission  –  provide  the  training  and  guidelines  to  support  your  strategy  

Thank  you!  

www.bethkanter.org  www.facebook.com/beth.kanter.blog  @kanter  on  Twi8er    Resources:  bethkanter.wikispaces.com/uw-­‐clc