Social Media and International Organizations

transcript

Networked International Organizations

Using Networks, Measurement, and Social Media for Learning that Leads To Impact

Beth Kanter, Adjunct Professor Monterey Institute of International Studies

IPSS8534 – January, 2014

Welcome Your Burning Questions!

Please write down your

burning question about

networked international

organizations or social

media on a sticky note

What do you want

answered by the end of

the course?

Post it on the flip chart

Using Networks, Measurement, and Social Media for Learning that Leads To Impact

Beth Kanter, Adjunct Professor Monterey Institute of International Studies

IPSS8534 – January, 2014

Beth Kanter: Master Trainer, Author, and Blogger

Rapid Introductions (15 seconds) Your Name Policy Issue Host Organization Name

AGENDA OUTCOMES

Interactive

Reflective

FRAMING

• Understand and apply

organization best

practices in your

internship

• Apply professional

networking and social

learning to support

internship and career

Icebreaker

Networked International

Organization

Networks and Networked

Mindsets

SMARTer Social Media

Social Strategies:

Listening, Engagement,

Champions, and Content

Poster Share

Reflection

The Agenda

http://networked-international-organizations.wikispaces.com/

Class Policy: Laptops and Internet

• Laptops Up, Laptops Down • Your full attention during face-to-face interaction • Use laptops to do online exercises • Tweet during breaks: #netnon • Sharing Photos Online: Guidelines

• Graded as pass/fail • Pass = attend all class meetings and

deliver assignment • The completion of rubric and

assessment is required • Students submit a report that will be

shared with their host organizations identifying recommendations for org’s social media strategy

• Class time to work on report

Course Requirements and Grading

Course Wiki

http://networked-international-organizations.wikispaces.com/

• Resources • Syllabus • Journals

Laptop Up: Take a minute now to find your journal and fill in the contact information

To Join: https://www.facebook.com/groups/559428257461423/

• Resource to check in during your internship

• My virtual office

Closed Facebook Group

Laptop Up: Take a minute and join

Icebreaker: Creating A Social Network

• Think about: What knowledge or skills do you

already have that will help you in this

class/internship?

• Write down one word or phrase per sticky note

and include your name

• You can write on 3 sticky notes

Icebreaker: Reflection

What points of connection or

common interests did you

hear or see?

What opportunities for

reciprocity?

How can you mutually

support one another in our

social media learning

journey?

We have now created a social network around our shared professional

interests. This is what happens when we use online social networks –

transparency helps create connections.

The glue that holds them together is relationships.

If international organizations

understand the basic building blocks of social networks and apply to their work,

they can achieve better results

The Power of Networks

Image Source: Innonet

Networked Nonprofits Defined

Simple, agile, and transparent nonprofits.

They are experts at using networks and social media tools to

make the world a better place.

Social Change is Increasingly Network-Centric

Broadband Mobile

Social Networks

3 Digital Revolutions

NGO Photography

The FCO encourages all staff to make full use of the opportunities offered by social media to help deliver FCO objectives. Social media . . . • Allows diplomats to monitor events, harvest

information and identify key influencers. • Can assist in the consultation process and the

formulation of policy by helping us crowd source ideas.

• Provide real time channels to deliver our messages directly and influence beyond traditional audiences.

• Improve the delivery of our services through closer engagement with our customers and allow us to better manage a crisis.

• Make us more accountable and transparent through open dialogue.

Social for the News

Influencer Engagement On Policy Issues

Making Connections and Sharing Stories

Play Video

Making Connections and Sharing Stories

Civil Society Engagement Around Policy Issues

Engagement and Action Around Policy Issues

Social Media Data and Policy Research

http://post2015.unglobalpulse.net/

Reflection: Share Pair and Popcorn

• How is your host organization leveraging the power of networks and social media for policy development?

• What international organizations in your policy area do a great job using social media channels for news, stakeholder engagement and action, policy research, or other area?

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.”

Maturity of Practice: Network Nonprofits

Linking Social with

Results and

Networks

Pilot: Focus one

campaign or channel

Incremental Capacity

Ladder of

Engagement

Content Strategy

Best Practices

Some measurement

and learning in all

Communications

Strategy

Development

Culture Change

Network Building

Many champions &

Influencers

Multi-Channel Engagement,

Content, and Measurement

Reflection and Continuous

Improvement

What did you learn about your host organization? What does that look like? Where do you think your

internship can be helpful to them?

Maturity of Practice: Crawl-Walk-Run-Fly

Categories Practices CULTURE Networked Mindset

Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping

1 2 3 4

http://bethkanter.wikispaces.com/sb1

CWRF Tracker

“It helps us put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”

BREAK!

15 minutes

Module 2: Understanding Networks and Networked Mindsets

Networked Nonprofits are simple, agile, and transparent nonprofits.

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 nonprofits, it means changing the way they work.

Others naturally work in a networked way so change isn’t as difficult.

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

Openness

Substantial:

Providing information that is truthful, complete, easy to understand & reliable

Accountable:

Forthcoming with bad news, admits mistakes, and

provides both sides of a controversy

Absence of Secrecy:

Doesn’t leave out important but potentially damaging details, the

org doesn’t obfuscate its data with jargon or confusion & the org is slow to provide data or

only discloses data when required

Participation:

Asks for feedback, involves others, takes the time to

listen & is prompt in responding to requests for

information

Transparency

Source: Measuring the Networked Nonprofit

The Social CEO: In Service of Strategy

What do they spend time doing that they could do

better via social ?

Whose work do they respect or feel inspired by?

How will social improve

things they know already and value?

http://www.bethkanter.org/nonprofit-ceo-leaders/

Organizational Leaders Are Authentic

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

No Ghost Tweeting

Christine Lagarde - IMF

International Organization Heads: Most Conversational

Leveraging Networks

Best Practice: Write Down the Rules – Social Media Policy

http://www.bethkanter.org/category/organizational-culture/

• International Law

Social Media Policy

Social Media Policy – All Staff Participate

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

• Is the head of your host organization using social channels?

• What did you learn about your host organization’s social media policy?

• Intern

• Volunteer

• Board Members

Integrated

• Spread tasks across staff jobs

• Part-Time

• Full-Time

• Team

Social Media Staff

Hybrid Model Staffing: Tear Down Those Silos

Source: SSIR – Mogus, Silberman, and Roy

Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data

Common Social Media Intern Tasks

• What is the staffing configuration of your host organization to support social media?

• What social media tasks might be incorporated into your internship?

What: Social networks are

collections of people and

organizations who are connected to

each other in different ways through

common interests or affiliations. A

network map visualize these

connections. Online and offline.

Why: If we understand the basic

building blocks of social networks,

and visually map them, we can

leverage them for our work and

organizations can leverage them for

their campaigns. We bring in new people and resources and save time.

A Quick Network Primer

Ties Node

Cluster Periphery

Hubs or Influencers

A Quick Primer on Social Network Analysis

Small talk creates trust

trust lubricates transactions, pay it forward

and connecting

Network Weaving and Social Capital

Bridges and Islands

Movements

Ecosystem

Stakeholder Map

OTHER ORGANIZATIONS

• Describe

INFORMAL RELATIONSHIPS

Target Audiences

STAFF and BOARD

PARTNERS

• Describe

• Other Constituents

• Other Constituents • Other Constituents

• Other Constituents

• Aligned Partners

FORMAL RELATIONSHIPS

Stakeholder Maps

Activism 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

Twitter Followers

Network Map of Twitter Hashtag: WEF 2030

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 groups, write the names on the sticky notes

4. Identify influencers, specific ties and connections. Draw the connections

5. Alternative exercises on wiki

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 host network’s organization? What did you learn from looking at other organization’s network maps?

Speed Debrief: 60 Seconds

Stretch Break

SMARTer Social Media

People

Objectives

Strategies

Tactics

PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook SOCIAL STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TACTICS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.

POST APPLIED: SMALL NONPROFIT

PEOPLE: Individuals, Journalists, Donors, Policymakers OBJECTIVES: Increase awareness of plight and needs of Syrian Child Increase engagement around need for humanitarian support Raise $x for Syrian Children’s Relief Fund SOCIAL STRATEGY Share gritty truth in sobering way: children are victims of violence and war through specific stories and overall statistics Activate champions and influencers to spread content and stories to their networks CTA: Activate petition signatures and donations A FEW TACTICS Infographic and photo stories distributed through social channels Email for donations NY Times ad During UNGA Week Song/Video by Ellie Goulding telling real stories from real children Live donor call from Jordan and Reddit CE0 Carolyn Miles Twitter

POST APPLIED: LARGE INTERNATIONAL ORG

Save the Children – Staff and CEO

• 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: KNOW YOUR PEOPLE

• Reach, Engagement, Action, Dollars

Results

1. How many? 2. By when?

3. Measure with metrics

POST: SMART OBJECTIVES

Goal Metric

Increase donations % reduction in cost per dollar raised

Increase donor base % increase in new donors

Increase number of volunteers % increase in volunteers

Increase awareness % increase in awareness, % increase in visibility/prominence

Improve relationships with existing donors/volunteers

% improvement in relationship scores, % increase in donation from existing donors

Improve engagement with stakeholders

% increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc.

Change in behavior % decrease in bad behavior, % increase in good behavior

Change in attitude about your organization

% increase in trust score or relationship score

Measurable

Work in Small Groups or Pairs

• Use POST Worksheet • Work through

questions about PEOPLE and OBJECTIVE

• Create POST Poster for your host organization

• Alternative exercises on wiki

SMARTER SOCIAL MEDIA: CREATE A POSTER

Create A Poster

SMART OBJECTIVE

TARGET

AUDIENCES

SUCCESS METRICS

Listen Engage

Content

Champions Influencers

Social Strategy

POST: Social Strategies

Social Strategies: Listening

Key Words

Dashboard

Respond

Analysis

Repeat

• Brand Monitoring • Service delivery • Engagement • Crowdsourcing • Content curation • Policy research

California Shakespeare Theater California Shakespeare Theatre California Shakespeare Festival Cal Shakes Jonathan Moscone Susie Falk As the season approaches -- the names of that season's directors and productions.

netvibes.com/tabridge Source: Upwell

http://en.mention.net

Authority

Visibility

Messages Communicated

Conversation Type

Manual Content Analysis

Pages 133-137

Red Cross: Social Media Command Center

• Damage/need reports

• How to get help

• How to help

• Emotional support

• Fundraising

Top social topics

People in affected areas/friends and family of affected people

General public

Red Cross: Real Time Analysis

Red Cross: Tools

Engagement Console

Insights Dashboard

Red Cross: Tools

• Categorize posts within Radian6 to feed email alerts that go to relevant groups

• Look for opportunities to provide mission critical information or emotional support

• Correct misinformation and connect affected people with Red Cross resources

Red Cross: Volunteer Duties

Engagement examples

Red Cross: Examples

Engagement examples

Red Cross: Examples

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

133,167

745,030

1,683,670

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

Shark Week 2010 Shark Week 2011 Shark Week 2012

One Metric That Matters: Increase Shark Conservation Conversation

Think and Write

• How does your host organization’s do listening?

• How does it support their strategy?

• How can they improve? • What keywords would

you use? • Write some notes to add

to your poster

Social Strategies: Engagement

Source: KD Paine

Likes Views Followers

Trial/Consideration Donate Advocacy

Social Strategies: Engagement with a Purpose

Donate

Volunteer

Share Photos

Download App

Promote Campaign

Social Strategies: Calls To Action/Conversions

fun on-ramps

stories of people making change

personal calls to action

policy level discussions/calls to action

gristastic ladder ‘o engagement

Surfrider Foundation: Building Engagement Model

Play Video

Surfrider Foundation: Building Engagement Model

• Strategic plan

• Staff brainstorm: Identify degree of

engagement and CTA

• Wrote it down

• Got Feedback from chapters

• Guides campaign planning

• Built a system to measure

• Defined objective • Micro conversions or steps • Continuum of engagement:

light to deep involvement • Understanding audience

motivation and peer influences

• A way to track process • Many entry points, non-linear • CTA and what channel Source: SSIR: Permanent Disruption of Social Media

Ladders, Funnels, Pyramids, and Vortexs

Measuring Engagement: Conversions

• Views

• Followers/Fans

• Visitors Reach

• PTAT

• Post: Likes, Shares, Comments

• Replies, RTs, Favorites Engage

• Content resonance

• Relationship Scores or SNA

• Contact information Connect

• Landing Page Conversions

• # events, donors, volunteers, dollars Action

• Conversion to action

• # active champions

Champion

Engagement Model: Guides Strategy and Measurement

• How does your host organization engagement?

• What could be improved?

• Add ideas to your POST poster

Champions and Influencers

Champions: Can Be Influencer

Champions: From Your Network

Champions: Alumni

Champions: Employees

Champions: Influencers

Champions: Online Influencers

Research

Recruit

Resources

Unleash

Champions: Framework

• NodeXL • Twiangulate • Klout • Desk Research • Network Map

USA for UNHCR raises funds and awareness in the United States for the lifesaving work that more than 6,000 staffers of Geneva-based UNHCR undertake for refugees around the world, 24/7. USA for UNHCR created the Blue Key campaign as a way to drive awareness of this global issue in the US. The blue key pin or pendant symbolizes the one thing most of us have and that refugees don’t: a key to their own home.

Chamipons

The Blue Key site was only launched in December 2010, and its social/digital aspects were relatively new, so there was not a lot of data to base KPIs on. Overall, when we went into the first phase of the campaign, we had two goals: to secure at least three Blue Key Champions, and to get 6,000 keys ordered between May 9 and June 20 (World Refugee Day). These goals were important to USA for UNHCR first, because the entire Blue Key campaign revolves around more people purchasing keys, and second, because with a limited budget for traditional outreach, we relied on willing bloggers to help us get the word out.

Champions

• How does your host organization use champions?

• How would you research and find champions for your host?

• Add ideas to your POST poster

Highlights Reviews Stories Case Studies

Breaking News Policy News Data Reports

Tips Tutorials Lists Resources

Features News How To

Content Strategy

Idea Pieces Interviews Opinion Analysis

Real Time

Planned

Original

Curated

United Ways of California www.unitedwaysCA.org

Content Strategy: Editorial Calendar

Social Content Optimization

• Focus on publishing high-

quality, engaging, relevant

content

• Timing and Frequency

• Post questions

• Use images/visuals, but

vary type of content and

• Clear to call to action

• Follow your analytics

Date Hook Web Email Facebook Twitter Blog

Photo Source: Beth Kanter Friending the Finish Line Peer Group

1. Volunteer? 2. Brainstorm an editorial

calendar for one week. 3. Use template, sticky notes,

and poster paper

Social Content: Fishbowl Exercise

Improve FB Content Resonate with Experiments Social Content: Measurement Key

Social Content: Reflection and Sense-Making

• How would you describe your host organization’s content strategy?

• What can be improved?

Finish Working on Posters

Gallery Walk

Hang Your

Poster on Wall

Look at other posters

Leave Notes

Rapid Presentations

• The completion of rubric and assessment is required

• Students submit a report that will be shared with their host organizations identifying recommendations for org’s social media strategy

• Write a rough outline for your report

Assignment for Monday

Thank you!

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