Purpose Audience Leading on Social Platforms - Smarter Networking in a Connected World

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 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