preparing for virtual leadership
DESCRIPTION
staff retreat with sr. staffTRANSCRIPT
Virtual Leadership
Collins Center Staff RetreatJune 4-5, 2009
Nautilus Center at Lloyd Creek
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Virtual Leadership
• Keeping pace with emerging technologies
• New tools of the trade• Improve efficiencies• New capacities• Exploring new markets and niches• Reaching people in new ways
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Virtual Leadership
Convening (internal and external) Collaborating (internal and external) Generating ideas (internal and
external) Disseminating information Solving problems TRANSFORMING
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Collins Center and the Web
CC, SF, Century, other websites Tim – E-newsletter, Facebook
Cause, Tweeting and Yammering Tracey – Collins Facebook page,
new additions to CC web April – Restorative Justice video Rod, Steve, Phil – Mediation videos
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Collins Center and the Web
Tim – LinkedIn, Plaxo, other business social-networking tools
DoGood Network channel YouTube nonprofit channel Tracey – Google ads Leda – Stimulus transparency
proposal, infused with Web 2.0 ideas
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Collins Center and the Web – next steps
Revamping CC website Using online communities model Position VPs/Program Directors as
virtual leaders Use Web 2.0 tools to
convene/collaborate/problem-solve A fund-raising tool
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About this discussion
Refresher on Web 2.0 Introduce social networking What it is - Definitions, examples Why we should care What can we do about it?
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Meet Dan Bevarly
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Web 2.0 – Communication and Collaboration
Going from transactions to interaction, or from two-way discussions between sender and receiver to collaboration involving two or more parties.
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Web 2.0 - What is it?
More sophisticated, second-generation approach to the World Wide Web.
Leverages more powerful development tools and platforms
Interactive, collaborative spaces that allow users to more actively participate
creating and sharing content critical
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Web 2.0 – What is it?
Deeper penetration of Web 2.0-enabled tools and cultures within public policy making will raise the volume and the quality of discussion between governments, public and private organizations and key stakeholders.
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Web 2.0 – what is it? Greater citizen, NGO and business
community involvement in public sector activities
Allows policy-makers to leverage the collective capacity of a much larger group of stakeholders.
Multiplier effect not possible with conventional tools and processes only.
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Web 2.0 – 101
Blogs Wikis Forums Online communities/Social Networks Multimedia File sharing (videos, documents, etc)
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Web 2.0 - blogs
Short for “web log” Generally maintained by individual Combines text, images, videos and
links to other blogs Commentary, news on topics Personal and professional online
diaries
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Web 2.0 - BlogBeth’s Blog
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Web 2.0 – Naked Politics
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Web 2.0 - Wikis
Easy creation, editing of content Powerful collaboration tool
(internal and external audiences) All users invited to edit content Links out to related info Replacing static “intranets”
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Web 2.0 – Gov 2.0 Wiki
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Web 2.0 – Melbourne
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Web 2.0 - Forums
Internet discussion site Virtual “bulletin board” Commentary on topics, issues, events Registration Attribution vs. anonymity Moderation vs. uncensored Can lead to group formation
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Web 2.0 – forum Catholic Online Forum
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Web 2.0 – U.S. Politics Forum
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Web 2.0 – Online communities – Social Networks Group that interacts primarily via
electronic media Interaction and exchange between
members is key Brings many interactive “tools” together Users build networks of “friends” based
on interests, POVs and geography Beyond posting, sharing, now being
used for “do-good” causes
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Web 2.0 – online communities – Betty Crocker
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Web 2.0 – online communities – NASCAR
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Web 2.0 – online communities Kiva
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Web 2.0 – File Sharing Sites
Upload and store videos, images, documents, etc. to internet
Editing Commenting Sharing
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Web 2.0 –presentation sharing SlideShare
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Web 2.0 video sharing - Vimeo
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Web 2.0 – multimedia storytelling
Combines different content forms Text, images, video, audio,
animation, interactivity Includes games
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Web 2.0 – multimedia storytelling – NYTimes 1 in 8M
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Web 2.0 – multimedia – Charity: Water
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Social Networks – Lift the veneer
A social network is basically about Socializing the Network
A Community is a Powerful Tool --as long as you put members’ needs first
An online community is an interactive group of people joined together by a common interest.
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Some thoughts
Social media is not a destination, but rather an indication of consumer or citizen behaviors aided by technology.
Successful social media marketing
isn’t about the tools, it’s about the people.
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From transaction to interactionDimension Web 1.0 Web 2.0
Operating model Hierarchical NetworkedRigid Collaborative
Flexible
New models of One size fits allPersonalizedservice delivery Monopoly Choice-based
Single channel Multi-channel
Performance-driven Input-oriented Outcome driven
Closed Transparent
Decision making SpectatorParticipant
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Motivation for Contributing
Reciprocity Reputation Increased sense of efficacy Attachment to and need of a group
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Web 2.0 brings together all forms of informal communication
School
Hedge
Barber
Church
Party
Soccer
News
Gym
Work
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Web 2.0 brings together all forms of informal communication
School
Hedge
Barber
ChurchParty
Soccer News
Gym
Work
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How to Lead “virtually” in successful social networks
Act more like a host at a party, rather than a cop Keep in mind the power is in the hands of the
community, but you facilitate it Traditional marketing tactics do not apply –we seek to
pull, not push Develop our methodology for people, objectives,
strategy, and tools Understand and support the community’s objectives by:
Listening Talking Energizing Supporting Embracing
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Online Communities - Revisit
A discussion forum where conversations develop A custom application with profiles and
connections A group within an existing social networking site
or email service A network of blogs Comments on a rating site Anywhere conversations and people connect
and share An idea “bubbler” where people comment and
give an “up” or “down” on the idea
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Tools, Technologies, Capabilities to make a successful community
Content Syndication
Portals Search Virtual Worlds Communities Podcasting
Text messaging Tagging Blogs Instant Messaging Social Profiles Wikis
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Web 2.0: Leadership provides a broad range of benefits
Improved policy outcomes – more informed decisions from more (better) information
Effective way to build institutional memory
Streamlined internal operations Attracting top talent
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Streamline internal operations Collaborative organizations or initiatives
are based on the premise that information is best shared within and across the enterprise.
Drives higher quality, efficient and timely outcomes.
Most organizations today function as silos, consuming massive amounts of resources to control the flow of information.
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Who is in charge of the social network? Control is in the hands of the participants,
often yielding seemingly unpredictable results.
However, if the community members buy-in, they assume a level of ownership and responsibility to ensure the community is successful and managed appropriately
Organizations must relinquish control or risk ending up with an empty community or — worse yet — social backlash. Keep the content compelling. Don’t exert control.
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In Web 2.0 the “Controlled Message” is the new oxymoron. One cannot control the message and should not attempt to. It is more about managing the message and facilitating dialog around it.
The Controlled Message?
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Social Network ObjectivesGoal Contribution Example
Direct customer insight Insight communitiesListening New product ideas Scan and monitor
existingBeta testing communities
Create an emotional Marketing campaigns
Speaking attachment AdvertisementsAdvertising based onNetwork
Energizing Excite your biggest fans Applications, WidgetsWord of mouth Media
Supporting Peer-to-peer support Customer-created groups
Embracing Members becomeIdeastorm contributors Salesforce
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Life Process of a Successful Community
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Web 2.0 – Why we should care?
(a/k/a/ “ROI”)
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Are social features economically viable?
Director contact with people who make you successful
Amplify public opinion Data, data, and more data Reduce support costs Engender trust to form lasting
relationships
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How to measure ROI on Social Media Exposure – to what degree have we created
exposure to materials and message? Engagement – to what degree are
community users participating in the process?
Influence – the degree to which exposure has influenced perceptions and attitude
Action – as a result of the public relations effort, what actions if any has the target taken?”
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Measuring ROI - Exposure
Number of hits or visits Number of unique visitors Comment Tonality Search Engine Rank Message Inclusion Share of online discussion Net positive comments
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Measuring ROI - Engagement
Click-thrus View-thrus Repeat visitors, re-communicators Duration Subscribe to feeds Relevance Article, comment postings
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Measuring ROI - Influence
Engagement considerations Change in awareness, POV Change in attitudes Association with the issue or cause Likelihood to recommend/tell a
friend Promoter Index
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Measuring ROI - Action
Post content Attend the event Tell a friend Take Action - Contact a politician Vote for/against legislation
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How the Collins Center becomes a leader through its role of Community Manager and Facilitator
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Work plan in considering and selecting a vendor: Lead With Needs, Not Technology. Based upon our objectives, determine the right
technologies First, develop your feature requirements. There are many segments of social networks.
o Organic (like Facebook, MySpace.com)o White Label
Insight Collaboration Widget Media Vertical
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Work plan in considering and selecting a vendor: Rely on services and support from
experienced vendors. o Consultationo Moderation/Listeningo Moderatingo Setupo Rebrandingo Launchingo Reporting
Stay engaged; do not want to outsource our business strategy.
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Keep in mind community purpose and the members’ needs
Success depends on interests of members first
Valuable Content is defined by what’s valuable to the community.
Internal responsibilities to manage the community that leads to recognized (virtual) leadership
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Community strategists: organize internal resources/support the program
Ability to maneuver within the organization Lean on relationships with many teams Manage the business program Lead the internal charge Develop the objectives and obtain
resources Create policy, deals with internal
stakeholders, and provide ongoing reports to management
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As community manager, you are the primary advocate of the community
Balance the needs of the community with corporate objectives
Be a customer advocate Be a brand evangelist Be a subject matter expert Create editorial content Harvest customer/member needs for market
intelligence Skills: possess strong online communication
skills, be approachable and conversational, and have the ability to relate to members online and offline
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How to kick-start Collins communities: First, find creators and influencers
among stakeholders Consider creating an “embassy” of
ambassadors from this stakeholder group
Choose just a few features to launch with, and then add more as needed
Integrate with other marketing and communication activities
Reward helpful members with recognition – Ambassadors
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How to grow & maintain strong online community networks:
Stay engaged with your community by monitoring and quickly responding
Integrate your community with real-world events
Extend the reach of your community by cross-pollinating on existing social networks. A good example is Obama for America a standalone community that also maintained a presence on Facebook and posted videos on YouTube
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Practice will make perfect
Start with a plan, not tactics “Give to get” Be “transparent” with intentions Understand you do not control the
message Welcome participation, feedback,
co-creation
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Web 2.0 and the Collins Center
Recreate Collins Center website(s) into online communties
Umbrella community Communities/groups for each
program and/or initiative Private working groups (Trustees
too) Others open to public
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Web 2.0 and the Collins Center
Position VPs as leaders of topic areas Blogs Forum moderation Topic curation/aggregation Wikis Surveys/questionnaires/polls Multimedia reporting
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Web 2.0 and the Collins Center
Active in other social networking sites – Facebook, YouTube, Twitter, etc. (widgets)
Search Engine Optimization Links with other sites (for SEO) Strategic collaborations (NIE) Event management
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What are our challenges?
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Thank You
Virtual Leadership
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