stanford cs 01 29 10
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Presentation for Stanford Continuing Studies Workshop: Networks for Social Change, January 30, 2010TRANSCRIPT
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Social Networks for Social Change
Stanford Continuing StudiesJan. 30, 2010
Heather McLeod Grant & Diana Scearce, Instructors
With Noah Flower, TA
Paris
San Francisco
São Paulo
Seoul
Singapore
Tokyo
Toronto
Zurich
Shanghai
Palo Alto
Johannesburg
Beijing
Chicago
Hong Kong
Cambridge
Delhi
Dubai
Los Angeles
Madrid
Manila
Mumbai
Munich
New York
Moscow
London
This work is licensed under the Creative Commons Attribution Share Alike 3.0 Unported License.
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Class Agenda
10:00 Welcome, Introductions, Goals, Agenda
10:40 Network Basics
11:15 Understanding your Network
12:15 Lunch
1:15 Characteristics of Healthy Networks
2:10 Online Networks & Social Media
3:00 Network Leadership & Mindset
3:45 Closing Exercise
4:00 Adjourn
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Who is the Monitor Institute?
part consulting firm, drawing on the talents of our own dedicated team and the resources of the global professional services firm, Monitor Group.
part think tank, analyzing and anticipating important shifts in the rapidly changing context that leaders must navigate.
part incubator of new approaches. We work with clients and partners to test and prove new models for social impact.
We are…
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How can Network Approaches Increase Social Impact?In partnership with the David & Lucile Packard Foundation and other clients, we have been exploring the role of social networks and social media for social change
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Our Blog and Publications
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– Better understanding of how social networks function, both online and offline
– Practical tools for increasing the effectiveness of your networks for social impact
Objectives for Today’s Class
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Class Agenda
10:00 Welcome, Introductions, Goals, Agenda
10:40 Network Basics
11:15 Understanding your Network
12:15 Lunch
1:15 Characteristics of Healthy Networks
2:10 Online Networks & Social Media
3:00 Network Leadership & Mindset
3:45 Closing Exercise
4:00 Adjourn
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What are Networks?Groups of individuals or organizations connected
through meaningful relationships. Can be online or offline or both.
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We’re most Interested in Networks With…
• Many participants• Ability to self-organize • Fueled by new
technologies• Collaborative mindset
and behaviors
Source of photo: http://www.midnightpoutine.ca/archives/flashmob1.jpg
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Networks Have Been Around Forever…
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…New Online Spaces for Building Relationships
New Technologies for Sharing Content…
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Advances in Our Understanding of Networks…
“If someone tells you that you can influence 1,000 people, it changes your way of seeing the world.”
–Dr. James Fowler
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…Combined with Established Group Processes
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“… wikis and other social media tools are
engendering a new, networked mindset—a way
of working wikily—that is characterized by
principles of openness, transparency,
decentralized decision-making, and
distributed action. " - Working Wikily 2.0
“Working Wikily” = With a Network Mindset
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What Do We Mean by “Working Wikily”?
CentralizedFirmly controlledPlannedProprietaryTransactionalOne-way
communications
DecentralizedLoosely controlledEmergentOpen, sharedRelationalTwo-way
conversations
Established Ways of Working
Where are you? The answer will be different for different situations
Working Wikily
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Obama Used Networks to Mobilize 13 M Supporters
“One of my fundamental beliefs…is that real change comes from the bottom up. And there’s no more powerful tool for grass-roots
organizing than the Internet.”– Barack Obama
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His Administration is Experimenting with Gov. 2.0
“We live in an age of democratic experimentation — both in our official institutions and in the many informal ways in which the public is consulted”
–James Fishkin, Stanford political scientist
Source: Whitehouse.gov; NY Times
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250K Individuals Coordinated Protests
“Ordinary folks are using the power of the Internet to organize. In the old days, organizing large groups of people required an organization. Now
people can coordinate themselves.”– Wall Street Journal, April 15, 2009
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“If anyone had questions about the power of citizen media, those questions were answered by the Iran protests.”
–Hamid Tehrani (Iran editor for Global Voices)
Source: ethanzuckerman.com/blog Twitter, youTube Time Magazine
Twitter “Emboldened” Iranian Election Protesters
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“While newspaper circulation has long been in decline, the latest figures show the drop is accelerating…Weekday circulation declined
7.1% for the six months that ended March 31, compared with the previous year.”– New York Times, April 27,2009
We’re Witnessing the Death of Old Models…
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…And New Models Are Emerging
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The Way Our Work Gets Done Is Changing
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82% of Nonprofits operate on less than $1M in budget
– Center for Nonprofits ‘07
Nonprofits Need to Find Ways to Work Wikily
Networks are one answer for increasing scale, efficiency, coordination, and impact
Source: “Index of National Fundraising Performance, 2009 First Calendar Quarter Results”, Target Analytics, 2009, Alliance Trends
Increasing Number of Nonprofits
Many Nonprofits Not at Scale
More Competition for Resources
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Isolation
Unmet needs
Lack of power
Duplication and fragmentation of effort
Lack of shared knowledge
Untapped talent and wisdom
Suboptimal impact and challenges with growth
Networks Can Address Diverse Challenges
Build community
Engage people
Advocate for policy change
Coordinate resources and services
Develop and share knowledge
Innovate
Get to scale
Working Wikily PotentialProblem
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Build Community
2008:162 Countries
400,000 Ministers / Priests
2008:162 Countries
400,000 Ministers / Priests
1980: 205 Members
1980: 205 Members
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Engage People
2008: 400,000 Volunteers in 104 Countries
2008: 400,000 Volunteers in 104 Countries
1985:Single-site Effort in US
1985:Single-site Effort in US
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Advocate for Policy Change
1998: Email to100 friends
1998: Email to100 friends
2009: 5+ Million Members
2009: 5+ Million Members
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Coordinate Resources and Services
Total Loans2009: $66 million
Total Loans2009: $66 million
Total Loans2006: $1 million
Total Loans2006: $1 million
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Develop and Share Knowledge
14 Countries1,300 Trained Volunteers
Interagency Program Integrated Fire Management
14 Countries1,300 Trained Volunteers
Interagency Program Integrated Fire Management
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Innovate
“Open Sourcing Social
Solutions”
“Open Sourcing Social
Solutions”
Internal, Proprietary R&D Labs
Internal, Proprietary R&D Labs
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…transforming
communities through
collaborations to address root causes of poverty and
homelessness
Source: Jane Wei-Skillern and Kerry Herman, “Habitat for Humanity—Egypt,” Harvard Business School Cases, October 3, 2006.
- EGYPT-
Get to Scale
Typical HFH country programs produce 200
houses each year
Typical HFH country programs produce 200
houses each year
In Egypt, HFH builds 1,000 houses a year, on averageIn Egypt, HFH builds 1,000 houses a year, on average
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Class Agenda
10:00 Welcome, Introductions, Goals, Agenda
10:40 Network Basics
11:15 Understanding your Network
12:15 Lunch
1:15 Characteristics of Healthy Networks
2:10 Online Networks & Social Media
3:00 Network Leadership & Mindset
3:45 Closing Exercise
4:00 Adjourn
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How Are Networks Structured?
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The Green and Healthy Building Network: 2005
Source: Barr Foundation “Green and Healthy Building Network Case Study” by Beth Tener, Al Neirenberg, Bruce Hoppe
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Source: Barr Foundation “Green and Healthy Building Network Case Study” by Beth Tener, Al Neirenberg, Bruce Hoppe
The Green and Healthy Building Network: 2007
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Core
Link Node
Cluster Periphery
Hub
A Few Helpful Definitions
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Centralized
Decentralized
Note: These categories often overlap. Most of the examples fit in to multiple categories.
Nonprofit organizations (without explicit network structure)
Membership organizations (Organizations with network component)
Nonprofits with explicit network strategy and structure
Coalition / Alliance (network of organizations)
Networks of networks
Ad hoc networks
Developed from: Plastrik, Taylor, “Net Gains,” (2006); Anklam, “Net Work,” (2007); Krebs, Holley. “Building Smart Communities,” (2006).Source for Network Graphics: orgnet.com
A Typology of Organizing Structures
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How do Movements and Campaigns Relate?
Sources: Movement def’n- Lokman Tsui on Marshall Ganz (www.lokman.org). Campaign def’n- Kotter Philip, Ned Roberto and Nancy Lee. Social Marketing: Improving the Quality of Life. Movement image - commondreams.org. Network graphics: orgnet.com
Movement Campaign
A large, informal grouping that brings people together around shared values, provides structure and
strategy for collective action, results in ‘new rules’
An effort to persuade others to accept, modify, or abandon certain ideas, attitudes, practices, or
behavior. Organized and led by a formal group and/or coalition
Pro-Choice MovementChoose Justice:
Campaign to Protect Roe
Networks are enabling vehicles for building movements and campaigns
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Social Network Analysis: A Brief History
1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s
First “sociograms” drawn
“Social networks” term coined
Source of sociogram image: Journal of Social Structure; Source of six degrees and weak ties images: Wikimedia commons; Source of online platform: KeyHubs
Milgram - “Small World Experiment”
Granovetter -“The Strength of Weak Ties”
Explosion of cheap / free online platforms
Growth of organizational network
analysis
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Source: June Holley
Or Low-Tech
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Visualize the network: see connections within the system
Make visible network resources, and see flow of resources
Spark strategic conversation among participants
Assess the “health” of a network, diagnose Assess change in network over time
What’s Possible from Network Mapping?
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Using Network Maps to Increase Service Coordination
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A map of the different networks shows fairly loose connections
Government
Foundation
Non-Profit
For-Profit
School
Unknown
Religious
Other
Network by Organization Type
Maps Were Used to Analyze the Network
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Frame the Problem
CollectData
AnalyzeData
Validate &DiscussResults
IdentifyNextSteps
Follow up
• Goal• Problem/
Opportunity• Hypotheses• Who/
Boundaries• Relationships/
Flows• Demographics
• Surveys• Interviews• Focus groups• Data mining
• Specialized network mapping software helps to understand data:
• Visually (Maps)• Quantitatively
(Metrics)
• Preliminary review
• One-on-one interviews
• Interactive feedback session
• Formal presentation
• Planning• Training• Organizational
Changes• Specific
interventions
Framework developed by Roberto Cremonini, Barr Foundation
How is Network Mapping Done?
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Class Agenda
10:00 Welcome, Introductions, Goals, Agenda
10:40 Network Basics
11:15 Understanding your Network
12:15 Lunch
1:15 Characteristics of Healthy Networks
2:10 Online Networks & Social Media
3:00 Network Leadership & Mindset
3:45 Closing Exercise
4:00 Adjourn
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Class Agenda
10:00 Welcome, Introductions, Goals, Agenda
10:40 Network Basics
11:15 Understanding your Network
12:15 Lunch
1:15 Characteristics of Healthy Networks
2:10 Online Networks & Social Media
3:00 Network Leadership & Mindset
3:45 Closing Exercise
4:00 Adjourn
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Value
Participation
Form
Leadership
Connection
Capacity
Learning & Adaptation
Clearly articulated give and get for participants Delivers value/ outcomes to participants
Trust Diversity High engagement
Balance of top-down and bottom-up logic Space for self-organized action
Embraces openness, transparency, decentralization Shared or facilitative leadership
Strategic use of social media Ample shared space: on-line and in-person
Ability surface & tap network talent Model for sustainability
Mechanisms for learning-capture Ability to gather and act on feedback
Governance Reflective of the network’s diversity Transparent
Helpful Sources: M. Kearns and K. Showalter; J. Holley and V. Krebs; P. Plastrik and M. Taylor; J. W. Skillern; C. Shirky
Characteristics of Healthy Networks: Overview
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Characteristics of Healthy Networks: Value
Value Clearly articulated give and get for participants Delivers value/ outcomes to participants
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Characteristics of Healthy Networks: Participation
Participation Trust: strong relationships Diversity: bridging and valuing differences High level of voluntary engagement
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Characteristics of Healthy Networks: Form
Form Balance of top-down and bottom-up logic Space for self-organized action
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Embraces openness, transparency, decentralization Shared leadershipLeadership
Characteristics of Healthy Networks: Leadership
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Governance Reflective of the network’s diversity Transparent
Administrators 1,648 as of
4/29/09
Bureaucrats29 active as of
12/22/08
Stewards37 as of 3/3/09
Arbitration Committee
16 as of 3/21/09
Registered Users
9,540,944 as of 4/29/09
Characteristics of Healthy Networks: Governance
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Characteristics of Healthy Networks: Connection
Connection Strategic use of social media
What’s your connection to mountaintop removal?
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Connection Ample shared space: on-line and in-person
Characteristics of Healthy Networks: Connection
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Characteristics of Healthy Networks: Capacity
Ability surface & tap network talentCapacity
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Characteristics of Healthy Networks: Capacity
Model for sustainabilityCapacity
Free
‘Digital socialism’
‘Freemium’
Pay your way / pay as you go
Membership
Funder / grant driven
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Learning & Adaptation
Mechanisms for learning-capture / storytelling Ability to gather and act on feedback
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Hawaii Island Success: Youth have the capacity to malama the next generation
Goal: All youth are surrounded by effective, integrated
community and relationship
based support they can count on
Goal: Youth are part of and contribute to a thriving community
Action: All systems serving
youth exert a positive and
strengthening influence on
youth and their families
Action: Youth receive support
from parents and other caring
adults
Action: Community organizations actively work with community members to find and engage disconnected youth
in hopes of continuing a positive relationship
Action: Youth create
opportunities to belong, learn new skills, grow, lead, receive support,
participate in decision making and contribute to
civic life
Action: Adults are responsible to malama the
process of growth by being easily accessible and modeling these
positive behaviors
Action: Youth create and
convey positive images of
themselves
Action: Youth have the capacity for commitment
and self discipline
Action: Public and private sectors collaborate to create high
demand sectors where job
numbers, wages and advancement opportunities are
increasing
Action: Youth obtain help to develop financial literacy, manage money and
build assets
Action: Efforts are made to diversify the economy in
Hawaii
Goal: Youth have expanded opportunities for family sustaining
work/occupation
Goal: Youth are prepared for meaningful work, higher
education and/or traditional practices
Action: Teachers create an
environment in their
classrooms where kids can
succeed
Action: Teachers have
training & mentors that allow them to
become effective
Action: Teachers have the necessary training and resources to allow kids to
succeed
Action: Ensure multiple
opportunities and diverse avenues to
acquire academic, vocational,
social, life and resiliency skills
Indicator: % of youth reporting
close neighborhood
ties
Indicator: % of youth with at least 1 adult
they can turn to for
support/advise
Indicator: % parents who
actively participate in public school
Indicator: % of youth reporting close family ties
Indicator: % of youth who
volunteer or mentor
Indicator: High level of
interaction between school and community
members
Indicator: Number of youth who age out of
foster care annually with employment, housing or schooling
Indicator: Youth employment in
high growth sectors and geographies
Indicator: Increase in
youth employment and average salaries
Indicator: # of new businesses in sustainable
agriculture, renewable
energy, green architecture
Indicator: New jobs created by
sector and geography
Indicator: # of public/private
partnerships in new industries
Indicator: Number of
teachers with classroom
competence
Indicator: Teachers
with family supporting
wages
Indicator: % students who
meet and exceed expectation in 3rd
Grade
Indicator: Youth with
basic literacy and numeric
skills
Indicator: % of high school
students going to college
and/or trade apprenticeship
Indicator: Good teachers and
principals with 5+ years exp. In same schoolWork in Progress
Characteristics of Healthy Networks: Learning & Adaptation
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How healthy is your network?
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Class Agenda
10:00 Welcome, Introductions, Goals, Agenda
10:40 Network Basics
11:15 Understanding your Network
12:15 Lunch
1:15 Characteristics of Healthy Networks
2:10 Online Networks & Social Media
3:00 Network Leadership & Mindset
3:45 Closing Exercise
4:00 Adjourn
Exercise:
How comfortable are you with social media tools?
Somewhere in between?
Competing with Ashton Kutcher for Twitter followers?
Just got a Facebook account this week?
Stand accordingly…
VER
YN
OT
AT A
LL
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There’s a lot of new tools to use out there.
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Social Media Milestones This Year
Jan. 20th: Obama takes office as the first president to have campaigned through social media. CNN partners with Facebook to broadcast online users’ live commentary.
March 28th: Earth Hour 2009 uses social media and mobilizes ten times the number of people as in 2008.
April 17th: Ashton Kutcher beats CNN.com in a race to become the first to gain 1 million Twitter followers.
May 25th: Target gives Facebook users the choice of how to give away $3 million in company donations among 10 charities.
June 13th: Iran’s Green Revolution protestors make heavy use of social media for organizing and promoting the cause.
October 9th: The “Sweet Seeds for Haiti” initiative in Facebook’s popular Farmville game raises over half a
million in donations.
October 18th: The UN End Poverty Now campaign uses social media to mobilize 173 million participants worldwide.
November 1st: Kiva reaches $100 million in micro-loans distributed through its online
giving marketplace.
As presented in “Social Media Blueprints 1.0” by ThinkSocial at the Paley Center for Media.
Today: $22 million in SMS donations have arrived at the Red Cross for relief work in Haiti, with a peak rate of $500K/hour during the NFL playoffs.
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Social Sector Use of New Media Tools
A few key statistics:
“If you think about it, often working on shoestring budgets and heartstring issues, the combination of nonprofits and social media makes perfect sense. Two of the biggest benefits of social media: efficiency and connectivity.”
Blake Bowyer, EyeTraffic Media
According to a longitudinal study that included the 200 largest American charities, nonprofits are outpacing both business and academia in using social media to fundraise, market, and organize.
Source: “Still Setting the Pace in Social Media” by Nora Barnes and Eric Mattson at the U. Mass Dartmouth Center for Marketing Research.
45% say social media is important for fundraising
89% of the respondents use social media
81% consider social media in their strategy
79% use social networking and video blogging
57% publish a blog
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Stories of Innovation and Impact
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Beth Kanter’s Framework on Getting StartedThere are now frameworks available from social media experts on how today’s tools can be used in a disciplined way, such as the one below from Beth Kanter:
Beth Kanter publishes her ongoing thoughts about social media in the social sector at http://beth.typepad.com/.
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Further Resources
Beth’s Blog: How Nonprofits Can Use Social Media “A place to capture and share ideas, experiment with and exchange links and resources about the adoption challenges, strategy, and ROI of nonprofits and social media.” (By Beth Kanter.)
WeAreMedia Project: The Social Media Starter Kit for Nonprofits A wiki with a growing collection of social media strategies, tools, and best practices. (Established by the Nonprofit Technology Network and curated by Beth Kanter.)
Social by Social: A Practical Guide to Using New Technologies to Deliver Social ImpactA book and free online guide aimed at helping nonprofits of every size and type put social media to practical use.
New Organizing Institute’s BootcampA week-long intensive training session on campaigning, new media, online organizing, data and technology.
Conferences: • Nonprofit Technology Network (N-TEN)• Net-Squared: Remixing the Web for Social Change• Personal Democracy Forum
Additional resources are listed in the Resources section of the Working Wikily blog at http://workingwikily.net/resources.html
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Class Agenda
10:00 Welcome, Introductions, Goals, Agenda
10:40 Network Basics
11:15 Understanding your Network
12:15 Lunch
1:15 Characteristics of Healthy Networks
2:10 Online Networks & Social Media
3:00 Network Leadership & Mindset
3:45 Closing Exercise
4:00 Adjourn
70
Value
Participation
Form
Leadership
Connection
Capacity
Learning & Adaptation
Clearly articulated give and get for participants Delivers value/ outcomes to participants
Trust Diversity High engagement
Balance of top-down and bottom-up logic Space for self-organized action
Embraces openness, transparency, decentralization Shared leadership
Strategic use of social media Ample shared space: on-line and in-person
Ability surface & tap network talent Model for sustainability
Mechanisms for learning-capture Ability to gather and act on feedback
Governance Representative of the network’s diversity Transparent
Helpful Sources: M. Kearns and K. Showalter; J. Holley and V. Krebs; P. Plastrik and M. Taylor; J. W. Skillern; C. Shirky
Characteristics of Healthy Networks: Overview
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The Network Mindset
Organization Orientation Network Orientation
Mindset
Strategy
Behaviors
Competition
Grow the organization
Compete for resourcesProtect knowledge
Competitive advantageHoard talent
Collaboration
Grow the network
Share resourcesOpen source IP
Develop competitorsCultivate leadership
Source: Heather McLeod Grant and Leslie R. Crutchfield, “Forces for Good,” (2007).
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How is Leading with a Network Mindset Different?
Position, authorityIndividualControlDirectiveTransactionalTop-downAction-oriented
Role, behaviorCollectiveFacilitationEmergentRelational, connectedBottom-upProcess-oriented
Organizational Leadership
Organizational Leadership
What would it take for you to work more wikily?
Network LeadershipNetwork
Leadership
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Network Leadership Roles
Sources: Peter Plastrik and Madeleine Taylor, Net Gains (2006); Beth Kanter; Stephanie Lowell , Building the Field of Dreams (2007); White, Wenger, and Smith, Digital Habitats (2009)
Organizer
Funder
Facilitator / Coordinator
Weaver
Technology Steward
Establishes value proposition(s) Establishes first links to participants
Provides initial resources for organizing the network
Works to increase connections among participants May focus on growing the network by connecting to new participants Can be multiple people with formal and informal roles
Facilitates the network use of online technology to learn, coordinate, connect or share information together
Helps participants to undertake collective action Ensures flow of information and other resources
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• Convene diverse people and groups
• Engage network participants
• Generate collective action
• Broker connections and bridge difference
• Build social capital – emphasize trust
• Nurture self-organization
• Genuinely participate
• Leverage technology
• Create, and protect network ‘space’
What is the Work of Network Leadership?
Source: Adapted from Net Work by Patti Anklam (2007) and “Vertigo and the Intentional Inhabitant: Leadership in a Connected World” by Bill Traynor (2009)Source of picture: flickr
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A Few Challenges Faced by Network Leaders
Unlearning past behaviors and frameworks
(organizational mindset)
Dealing with information overload
Letting go of control Engaging and inspiring network participants
without being controlling
Learning and leveraging new technologies
Making the case; measuring success
Source of images: Cut Throat Communications, Blog.com, Rutgers University RU FAIR, Kodaikanal International School, flickr
Determining network boundaries
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What are the characteristics and skills of an effective network leader
(and leader of ‘net work’)?
Source for Network Graphic: orgnet.com
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Assessing Your Network Leadership
What is your network leadership work? What roles do you play?
What are the skills and characteristics that will help you succeed?
Which are your strengths? Which do you need to work on?
What are 3 steps you can take to strengthen your network leadership? Be specific.
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Class Agenda
10:00 Welcome, Introductions, Goals, Agenda
10:40 Network Basics
11:15 Understanding your Network
12:15 Lunch
1:15 Characteristics of Healthy Networks
2:10 Online Networks & Social Media
3:00 Network Leadership & Mindset
3:45 Closing Exercise
4:00 Adjourn
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Eight Lessons We’re Learning
1. Design your experiments around a problem, not the tools
2. Experiment a lot, make only new mistakes
3. Set appropriate expectations for time and effort required
4. Prioritize human elements like trust and fun
5. Understand your position within networks
6. Push power to the edges
7. Balance bottom-up and top-down strategies
8. Be open and transparent
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Mom’s rising is new organization designed using network principles:
open, flat, flexible, collaborative, adaptive, fast
So, Whether You’re Launching New Networks…
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AJLI: an older organization using network principles to transform itself
…or Transforming Old Organizations…
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The Choice is Yours
VP VPVP
Manager
ExecutiveDirector
Board
Manager
Manager Manager
Manager
Manager Manager
Manager
MEMBERS
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Additional Resources:
Blog (twitter): www.workingwikily.net
Thank You!
Website:www.monitorinstitute.com
:
Networks Resources page: www.workingwikily.net/resources.html