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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
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