This document summarizes a presentation about redefining community leadership in an online world. The presentation covered principles of online community building, models of community engagement and their relationship to online leadership. It discussed identifying and connecting with online community leaders, developing approaches to working with them, and creating a "ladder of engagement." The presentation also addressed how to build an engaged online community through setting SMART goals, choosing platforms, focusing conversations, providing supportive content, engaging meaningfully, and asking for engagement.
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Redefining Community Leadership for an Online World
1. Redefining Community
Leadership in an Online
World
North American Jewish Day School Conference
February 5, 2012
Presented by Debra Askanase
2. 2
About the presenter
2
Former executive director,
organizer, business
consultant
Jewish day school parent.
Has lived in Houston,
Atlanta, Nicaragua, Israel,
& Boston
debra@communityorganizer20.com
Digital Engagement
Strategist
3. Our goals today: Redefining Community
Leadership in an Online World
3
• Understand principles of online community-building
• Understanding community engagement models and their
relationship to online leadership
• The tachles of identifying and connecting with online
community leaders
• Create your own “Ladder of Engagement”
• Develop approaches to working with online leaders
• Your own working definition of community leadership
4. We’ll talk about the sticky questions, too
4
• Who is a leader?
• What role should online fans have in the school?
• Why should we develop online community leaders, and
to what end?
• How should online/offline leadership meet, and why?
• How do community leaders’ ideas align with the vision
of the head of the organization?
5. But why should you care about online
community leadership??
5
• Extending reach
• Extending value
• Creating and deepening community and parent
partnerships
------------------------------------------------------------------------------
-
• Recruitment and enrollment
• Retention
• Volunteers
• Fundraising
• Reputation management
• Deepening offline commitment
• Develop online » evangelists »
“tachles”
8. 8
You want to announce a new (higher) tuition for the
upcoming year, and you are worried that it will set off a
maelstrom of indignation from your school parents and
alumni.
You have an organizational Facebook Page and blog. You have
identified and connected with six online leaders.
What would you do?
8
“Right to the Pocketbook”
10. The new nonprofit organization is a
“networked nonprofit”
Old Rules:
Marcom focused
New Rules:
Socially focused
Marketing Understand networks
Communications Build relationships
Multi-channel Connected
Silos Integrated
http://bit.ly/networkednp
Additional resource: The Networked Nonprofit, by Allison Fine and Beth Kanter
15. The people who talk to you here
15
Want to feel part of your school
community…and care
16. You are NOT (primarily)
…a community manager
…a marketing professional
…a development professional
…the Head of School
Your new position:
Chief Community Conversation
Officer
24. Community Growth Funnel
Buzzing Communities,
by Richard Millington, P. 63
Visitors
Registered members
(if relevant)
Participants
Regulars
Volunteers
(Community Leaders)
25. Identifying community leaders*
25
Contribution:
– Total number of posts initiated and replies posted
– Total number of active days
– Length of posts
– Value of posts
Network centrality
– How critical that person is to activity in the community
• Influence
• Network
• Relevance
• Positive/negative sentiment towards that person
*Taken from Identifying Leaders in an Online Cancer Survivor Community, proceedings of the
21st Workshop on Information Technologies and Systems – WITS 2011
27. A note on influence
27
Use external measurements relationally
28. 28
How does this change
your definition of
community leadership?
29. FINDING AND WORKING WITH
ONLINE COMMUNITY LEADERS*
Identify
Collect, Vet & Classify
Connect personally
Create rewards and roles for regulars and
participants
Create closed leadership spaces
Online/Offline integration
*the tachles
32. How do you know they’re interested?
32
• Tag or post to your Facebook Page
• Add a comment to the Facebook conversation
• Twitter conversation
• Twitter direct message
• Comment on a YouTube video
• Follow company on LinkedIn
• Talk with you on LinkedIn in within a group
• Connect with you on Linkedin
• Comment on your blog post
33. Tools to help you find Participants,
Regulars, and Leaders
33
Finding people who are talking about you
• Search.twitter.com
• Socialmention.com
• Google alerts
• Your inbound links in Google Analytics
• http://analytics.topsy.com/
• http://www.hyperalerts.no/ - monitors Facebook Pages
Getting a sense of online Influence:
• Topsy.com
• Klout.com
• Twazzup.com
34. 2. Collect , Vet, and Classify
34
• Create a spreadsheet of all your engaged community
supporters
• Classify them: are they contributors or creators?
Participants regulars or volunteers?
• Find out more about them online (Google, their social
spaces) and their personal clout/influence
• Determine contribution, influence and network
centrality
• Cross-classify with your offline community leadership
35. Online community leaders sustain
communities
« Early and proactive identification of
potential leaders allows community
managers to encourage them to
assume more leadership when the
community loses one of its leaders. »
From Identifying Leaders in an Online Cancer Survivor
Community, proceedings of the 21st Workshop on
Information Technologies and Systems – WITS 2011
37. 4. Create roles and rewards for regulars and
participants within your community
37
• Ask for public input into your decisions (input that
won’t take your vision off-course)
• Give them responsibilities offline and online
• Publicly honor their contributions
• Create roles for them in the online space and/or at the
school
46. Supporting online community leadership
Leaders emerge
Encourage new
leadership
Identify leaders
Create
leadership
ladders
47. 6. Connect online and offline leaders
47
1. Offline leaders must begin to be active online
2. How can you connect offline and offline leaders?
3. Who can mentor whom in leadership?
4. Where do leadership opportunities intersect and
overlap?
5. How can you encourage online leaders to support
the school’s vision?
48. Chevruta (pair) time
1. How do people become more involved and engaged
in your organization? (What is your “offline ladder of
engagement?”)
2. How could you this translate into an online ladder of
engagement?
49. Reviewing workshop goals:
49
• Understand principles of online community-building
• Understanding community engagement models and their
relationship to online leadership
• The tachles of identifying and connecting with online
community leaders
• Create your own “Ladder of Engagement”
• Develop approaches to working with online leaders
• Your own working definition of community leadership
51. 51
You want to announce a new (higher) tuition for the
upcoming year, and you are worried that it will set off a
maelstrom of indignation from your school parents and
alumni.
You have an organizational Facebook Page and blog. You have
identified and connected with six online leaders.
What would you do?
51
“Right to the Pocketbook”
52. BONUS SLIDES: HOW TO BUILD AN
ENGAGED ONLINE COMMUNITY*
* Bonus slides at the end of this presentation
53. 53
I’m always available to answer follow-up
questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
56. Community begins with SMART goals
56
Specific
Measurable
Attainable
Realistic
Timely
Design your social
media activities to meet
your org or
programmatic goals:
• enrollment
• resource awareness
• retention
• fundraising
• school/parent relations
57. Enrollment is always a good goal!
http://avichai.org/2011/12/2011-12-day-school-enrollment-
sees-modest-decline/
62. 62
Facebook Page
admin Ken
Gordon send
emails to people
asking them to
comment on the
first “Leading the
Witness”
Facebook
interview
…and they
did!
Pro tip: ask for engagement
63. “If members befriended five individuals in
the community, they would likely become
permanent members of the community.”
- Brett Taylor, founder of Friendfeed and
former CTO, Facebook
Buzzing Communities, Richard Millington, p.78
A is the org goals. B is what the audience is interested in (or their goals, needs, etc.) What's in the middle is generally where THE conversation topic is going to be.