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 Innovation’s Next Frontier

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

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

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?

http://inmaps.linkedinlabs.com/network

A

C

B

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?

http://inmaps.linkedinlabs.com/network

PAN

CAN

FAN

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 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.

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

Speech

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 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

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

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 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

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

Feeding A Network of Networks

A Bridge Between Network of Networks

Share Pair: What is one insight about networks, networked nonprofits, or strategic use of social

media for social change?

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!

Thank you!

www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter