http://www.bethkanter.org

1. Networked Leadership Skills:
Using Social Media
and Networks for Social Change
Beth Kanter , Master Trainer, Blogger, and Author
Guest Lecture
University of California, Berkeley
Haas School of Business
Spring 2014 MBA/EWMBA 292
Jane Wei-Skillern, Adjunct Associate Professor
Networks for Impact: Social Innovation’s Next Frontier

2. Beth Kanter: Master Trainer, Author, and Blogger
@kanter
http://bethkanter.wikispaces.com/uc-berkeley

3. http://teamcoco.com/video/linkedin-11-07-2013

5. Beth
160,048
Conan
125,865

6. Broadband
Mobile
Social Networks
3 Digital Revolutions
NGO Photography

8. Networked Nonprofits Defined
Simple, agile, and
transparent
nonprofits.
They are experts at
using networks and
social media tools to
make the world a
better place.

9. What: Social networks are
collections of people and
organizations who are connected to
each other in different ways through
common interests or affiliations. A
network map visualize these
connections. Online and offline.
Why: If we understand the basic
building blocks of social networks,
and visually map them, we can
leverage them for our work and
organizations can leverage them for
their campaigns. We bring in new
people and resources and save time.
A Quick Network Primer

10. Core
Ties Node
Cluster Periphery
Hubs or
Influencers
Cheat Sheet: Network Visualization

11. Network Maps
Two Lenses
1: Whole Network
2: Professional Network (Ego)

12. Whole Networks: Movements

13. Whole Networks: Organizational Network

14. Whole Networks: Twitter Hashtag: WEF 2030

15. Professional Networks for Social Change Goals
National Wildlife Federation
Brought together team that is
working on advocacy strategy to
support a law that encourages
children to play outside.
Team mapped their 5 “go to
people” about this issue
Look at connections and strategic
value of relationships, gaps

16. Professional Networks: On Social Media
“Visualizing my professional networks
on social media can be helpful as a
journalist and content curator to
identify potential sources online.”

17. Exercise: Analyze and Visualize Your Professional Network

18. Building Your Professional Network
Step 1. Reflect on the Diversity of Your Existing Network
Who are the people that you most frequently communicate with in order to get
your work done or learn something related to your professional work or career
goal?
Look at the people you put in your network
Do an analysis based on:
-Age
-Organizational Affiliation
-Gender
-Area of Expertise
-Geographic Location
-How You Connect: Face-to-Face, Social Media
Is your network diverse enough?
Diversity = innovation
Are you getting new ideas from your network?
Source: @hjarche

19. Building Your Professional Network
Step 2. Think about your current work or career goal
• Brainstorm a list of the content areas where you want
to increase your professional knowledge and
learning.
• What is it that you need to know or be able to do as
part of your job?
• What types of professionals do you need to connect
with to support your learning, work, or career goals?

20. Building Your Professional Network
Step 3: What are the gaps in your network?
• What are some ways you can make connections to support your
goals or learning?
• What is? What can be? What needs to change?

21. LinkedIn Network
• What patterns do you see?
• What surprises you?
• What might you do differently with your network to reach goals?
http://inmaps.linkedinlabs.com/network

22. A
C
B
Visualizing Is Noticing Your Network
Online Networking Tools Help You Visualize and Build

23. Building Your Professional Network
Step 4: Building Your Network with Social Media
• Use LinkedIn InMap to visualize your network (50 +
connections)
• Color code the clusters
• What are some of the patterns?
• Is there enough diversity?
• Can you fill any gaps?
http://inmaps.linkedinlabs.com/network
PAN
CAN
FAN

24. Draw Your Map
• Use sticky notes, markers and
poster paper to create your
professional network map.
• Think about your learning,
work, or career goals and
brainstorm a list of “go to”
people
• Decide on different colors to
distinguish between different
sub-groups, write the names
on the sticky notes
• Identify influencers, specific
ties and connections. Draw
the connections

25. Walk About, View Other Maps, Leave Notes
Visualize, develop, and weave relationships with others to help
support your learning goals.
What insights did you
learn from mapping your
network?
What did you learn from
looking at the other
network maps?

26. Report Out

27. Techniques and Tools: How To Visualize Your Network
http://www.bethkanter.org/catechfestla/
Practical Ways To Apply Networked Mindset Using Social Media
• Be A Bridge: Introduce people in your network to one another. You need to let
them know why you are making the introduction and this can be done online or
offline.
• Look for Islands: Those on the edge can lead to new groups and ideas
• Work Transparently: The more public you are, the easier you can be found, the
more opportunities you have.
• Engage New Perspectives: We tend to stay in our comfort zones and don’t engage
different perspectives — learning from adjacent practices can be useful.
• Ask Questions of the network and experts: Social network tools make it very
easy to ask questions to individuals and groups of individuals. You can also
identify experts in your network on specific topics and ask them questions to help
your learning or open the way to other sources. Other times you will follow the
community or network conversation on a topic.
• Share Learning: To share learning, you have to intentionally hit the pause button
and reflect. One way to incorporate this technique into your day is to set aside
five minutes at the end of the day for reflection.

28. Twitter for Professional Networking

29. Twitter for Professional Networking

30. Exercise: Getting Ready for Networking

31. 1. Who are you?
2. Why should someone want to connect with you?
3. What makes you unique?
4. What is your professional interest?
Five Minute Exercise:
Twitter Best Practices and Practicing – Personal Profile
Craft Your
Twitter Elevator
Speech

32. Reflection
• What are some ways that visualizing your professional network has helped
you think about strategy?
• What is one small action step that you can commit to doing to leverage your
network to support your goals?

33. Networked Nonprofits
Simple, agile, and
transparent
nonprofits.
They are experts at
using networks and
social media tools to
make the world a
better place.

34. 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.”

35. CRAWL WALK RUN FLY
Maturity of Practice: Network Nonprofits
Linking Social with
Results and
Networks
Pilot: Focus one
campaign or channel
Incremental Capacity
Ladder of
Engagement
Content Strategy
Best Practices
Some measurement
and learning in all
above
Communications
Strategy
Development
Culture Change
Network Building
Many champions &
Influencers
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement

36. Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices
CULTURE Networked Mindset
Institutional Support
CAPACITY Staffing
Strategy
MEASUREMENT Analysis
Tools
Adjustment
LISTENING Brand Monitoring
Influencer Research
ENGAGEMENT Ladder of Engagement
CONTENT Integration/Optimization
NETWORK Influencer Engagement
Relationship Mapping
1 2 3 4

37. 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

38. The Social CEO: In Service of Strategy

39. Civil Society Engagement Around Policy Issues

40. Authenticity
Open and accessible to the world and
building relationships
Making interests, hobbies, passions visible
creates authenticity

42. Tweets links related to organization’s mission
and work as a bipartisan advocacy organization
dedicated to making children and families a
priority in federal policy and budget decisions.
Blending Network Strategy With Communications Strategy
From
CEO
to
CNO

43. SEEK SENSE SHARE
Identified key blogs and
online sites in issue area
Scans and reads every
morning and picks out best
Summarizes article in a
tweet
Writes for Huffington Post
Engages with aligned
partners
Presentations
Networking Is Dynamic Learning

44. Feeding A Network of Networks

45. A Bridge Between Network of Networks

46. Share Pair: What is one insight about networks,
networked nonprofits, or strategic use of social
media for social change?

47. Flickr Photo by John K
One Minute of Silence: What is one idea that you can put into
practice next week? Write down on an index card
Raffle!

48. Thank you!
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