Networked Leadership Skills for Social Change

download Networked Leadership Skills for Social Change

of 48

Embed Size (px)


Transcript of Networked Leadership Skills for Social Change

  • Networked Leadership Skills: Using Social Media

    and Networks for Social Change

    Beth Kanter , 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 Innovations Next Frontier

  • Beth Kanter: Master Trainer, Author, and Blogger


  • Beth 160,048

    Conan 125,865

  • Broadband Mobile

    Social Networks

    3 Digital Revolutions

    NGO Photography

  • 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.

  • 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

  • Core

    Ties Node

    Cluster Periphery

    Hubs or Influencers

    Cheat Sheet: Network Visualization

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

  • Whole Networks: Movements

  • Whole Networks: Organizational Network

  • Whole Networks: Twitter Hashtag: WEF 2030

  • 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

  • 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.

  • Exercise: Analyze and Visualize Your Professional Network

  • 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?

  • 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?

  • 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?

  • LinkedIn Network

    What patterns do you see? What surprises you? What might you do differently with your network to reach goals?

  • A



    Visualizing Is Noticing Your Network

    Online Networking Tools Help You Visualize and Build
  • 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?




  • 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

  • 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?

  • Report Out

  • Techniques and Tools: How To Visualize Your Network

    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 dont 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.

  • Twitter for Professional Networking

  • Twitter for Professional Networking

  • Exercise: Getting Ready for Networking

  • 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


  • 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?

  • Networked Nonprofits

    Simple, agile, and transparent nonprofits.

    They are experts at using networks and social media tools to

    make the world a better place.

  • If you cant fly then run, if you cant run then walk, if you cant walk then crawl, but whatever you do you have to keep

    moving forward.





    Maturity of Practice: Network Nonprofits

    Linking Social with

    Results and


    Pilot: Focus one

    campaign or channel

    Incremental Capacity

    Ladder of


    Content Strategy

    Best Practices

    Some measurement

    and learning in all





    Culture Change

    Network Building

    Many champions &


    Multi-Channel Engagement,

    Content, and Measurement

    Reflection and Continuous


  • 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

  • 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

  • The Social CEO: In Service of Strategy

  • Civil Society Engagement Around Policy Issues

  • Authenticity

    Open and accessible to the world and building relationships

    Making interests, hobbies, passions visible creates authenticity

  • Tweets links related to organizations 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