Leading on Social PlatformsSocial Media Strategy for Foundation Leaders

Beth Kanter, Master Trainer, Author, and BloggerApril 2013, Knight Foundation Workshop

Photo by kla4067

Beth Kanter: Master Trainer, Author, and Blogger

Agenda

Maturityof Practice

Social

Mindsets

Data-Informed

Interactive

Raise Your Hand If Your Social Strategy Goal Is ….

Improve relationships Increase awareness Increase traffic referral Increase engagement Change behavior Increase dollars Increase action

Share Pair: Do You Use Any of These Social Platforms?

Stand up if you are getting results given your goals?

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

http://www.bethkanter.org/trust-control/

CRAWL WALK RUN FLY

Where to focus …

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

Marketing Strategy

Development

Culture Change

Network Building

Many champions and free

agents work for you

Multi-Channel

Engagement, Content, and

Measurement

Reflection and Continuous

Improvement

Four Corners of the Room

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

CRAWL

Walk RUN

FLY

Maturity of Practice: Crawl-Walk-Run-Fly

Categories Practices AverageCULTURE Networked Mindset 2.3

Institutional Support 1.5CAPACITY Staffing 1.8

Strategy 1.5MEASUREMENT Analysis 1.5

Tools 2.0Adjustment 1.8

LISTENING Brand Monitoring 1.5Influencer Research 1.3

ENGAGEMENT Ladder of Engagement 1.5CONTENT Integration/Optimization 1.8NETWORK Influencer Engagement 2.0

Relationship Mapping 1.3

1 2 3 4

0.0 0.5 1.0 1.5 2.0 2.5

Arts & Cultural Alliance of Central …

Theatre Bay Area

The Alliance of Resident …

TOTAL AVERAGE

Austin Creative Alliance

LA Stage Alliance

C4 Atlanta

Success happens by taking the right incremental step forward especially when it comes to mindsets….

A Networked Mindset: A Leadership Style

• Leadership through active social participation • 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

From CEO to CNO (Chief Networking Officer)

Feeding and tuning professional and

organizational networks

The Social CEO: Being Human

Open and accessible to the world and building relationships

Making interests, hobbies, passions visible creates authenticity

The Social CEO: In Service of Strategy

23

Benefits: One CEO Tweet = 1,000 by Staff

It’s Making the Time, Not Finding It

Jim’s Advice …

Are you thinking this?

You want me to Tweet too? Great idea but .. Who has time?

Discussion Questions …..

• What do you spend time doing as now that could be better done via social?

• How could social improve what you already know and value?• What are your communication strengths and preferences?• What other foundation CEOs are using social that you

respect, feel inspired by?

SCALING YOUR

SOCIALSOCIAL

All staff will connect with our community via

social!

Social integrated across departments

or job functions

Yes! CEO is on social and likes

it!

SOCIAL INTEGRATED INTO

ALL DEPARTMENTSThis is too much

work!

This social media stuff is #$_)*) I have work to do!

F*CK Yes! Can finally tweet about our programs from my

personal acount!

ALL STAFF USE SOCIAL IN SERVICE OF STRATEGY

Maturity of Practice: Scaling Social Strategy

CRAWL WALK RUN FLY

Social media policy is drafted and gaining support through “road shows” with departments

Social media policy has been discussed and approved by leadership.

Social media staff position includes facilitating training other staff to use social networks.

All staff use social media effectively to support organization objectives.

Social Media Policy: Don’t Let the Lawyers Scare You!

• Social Media policy is a living document

• Establish Good Working Relationship

• Track and Share Articles• Vet Issues w/Legal• Meet when there isn’t a crisis• Bring in social media savvy

lawyers

Social Media Policy – All Staff Participate

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

@rdearborn works for UpWell and she

LOVES sharks.

Leverage Staff Personal Passion In Service of Mission

UpWell and Rachel

Hybrid Model Staffing: Tear Down Those Silos

Source: SSIR – Mogus, Silberman, and Roy

Share Pair: How organizational cultures issues are in your way? How have you gotten past those and

created a social culture?

Data-Informed Not Data-Driven

Data Informed

Successful networks and

social media start with measurement

Crawl Walk Run Fly

Lacks consistent data collection

Data collection consistent but not

shared

Data from multiple sources

Org Wide KPIs

No reporting or synthesis

Data not linked to results, could be wrong

data

System and structure for data collection

Organizational Dashboard with

different views, sharing

Decisions based on gut Rarely makes decisionsto improve

Discussed at staff meetings, decisions

made using it

Data visualization, real-time reporting, formal

reflection process

CWRF: Becoming Data Informed: What Does It look like?

AnalysisToolsSense-Making

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

Video

Discussion Questions …..

• Where is your organization in terms of social media measurement practice?

• What do you need to move forward?

How To Improve Measurement Practice

• Use the 7 Steps of Measurement

• Identify small pilots, place little bets, learn, pivot, and iterate

What is failure?

Growth Mindset VS Fixed Mindset

What typically happens when you do an After

Action Review?

The Finger of Failure!

It’s all your fault!

What failure?

No! It was all

my fault!!

Blame OTHERS

DENY Blame

Blame YOURSELF

Saul Rosenzweig Theory

Reactions to Failure

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

• Don’t let the lawyers scare you• Allow staff to leverage their personal passion in service

if your strategy• Place little bets, but learn from failure and pivot

Share Pair: What is one idea that you can put into practice?

Thank you!

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