Redefining Community Leadership for an Online World

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Redefining Community
Leadership in an Online
World
North American Jewish Day School Conference
February 5, 2012
Presented ...

2
About the presenter
2
Former executive director,
organizer, business
consultant
Jewish day school parent.
Has lived in H...

Our goals today: Redefining Community
Leadership in an Online World
3
• Understand principles of online community-building...

We’ll talk about the sticky questions, too
4
• Who is a leader?
• What role should online fans have in the school?
• Why s...

But why should you care about online
community leadership??
5
• Extending reach
• Extending value
• Creating and deepening...

The Community Leadership Model
Develop online
community
Stakeholders and
leaders emerge
Leaders sustain online
community
O...

7
One real-life social
media conundrum

8
You want to announce a new (higher) tuition for the
upcoming year, and you are worried that it will set off a
maelstrom ...

BUILDING A COMMUNITY:
CONTEXT

The new nonprofit organization is a
“networked nonprofit”
Old Rules:
Marcom focused
New Rules:
Socially focused
Marketing ...

Your community isn’t just your
school
It’s your entire
social web

It’s about RELATIONSHIPS, not
broadcasting

It’s about the conversation and
value-added content, not
broadcasting

It’s about storytelling, not
broadcasting

The people who talk to you here
15
Want to feel part of your school
community…and care

You are NOT (primarily)
…a community manager
…a marketing professional
…a development professional
…the Head of School
You...

The social media funnel
Social
Media
Engage
Creates
Trust
Move
to
Action
© 2013 Community Organizer 2.0

COMMUNITY GROWTH AND
LEADERSHIP: THEORY
Online community growth theory
The community growth funnel
Identifying online comm...

The Community Leadership Model
Develop online
community
Stakeholders and
leaders emerge
Leaders sustain online
community
O...

20
Traditional community
leaders
are concretely tied
to the traditional space

But you’ve also created this community
21

So what happens when…
22
Your online
community
produces
leaders?

Four Levels of Community Engagement

Community Growth Funnel
Buzzing Communities,
by Richard Millington, P. 63
Visitors
Registered members
(if relevant)
Partic...

Identifying community leaders*
25
Contribution:
– Total number of posts initiated and replies posted
– Total number of act...

Identifying online leaders
26
Network
centrality
Contributor
Contribution
frequency
Influence

A note on influence
27
Use external measurements relationally

28
How does this change
your definition of
community leadership?

FINDING AND WORKING WITH
ONLINE COMMUNITY LEADERS*
Identify
Collect, Vet & Classify
Connect personally
Create rewards and ...

1. Identify engaged participants and regulars
30

How do you know they’re interested?
32
• Tag or post to your Facebook Page
• Add a comment to the Facebook conversation
• ...

Tools to help you find Participants,
Regulars, and Leaders
33
Finding people who are talking about you
• Search.twitter.co...

2. Collect , Vet, and Classify
34
• Create a spreadsheet of all your engaged community
supporters
• Classify them: are the...

Online community leaders sustain
communities
« Early and proactive identification of
potential leaders allows community
ma...

3. Connect with them personally
36

4. Create roles and rewards for regulars and
participants within your community
37
• Ask for public input into your decisi...

38
Mensch of the Week

Offer online roles
39

Solicit content curators and/or creators

43
5. Create closed leadership spaces for
community-building discussions

44
Vote and determine outcomes

Supporting online community leadership
Leaders emerge
Encourage new
leadership
Identify leaders
Create
leadership
ladders

6. Connect online and offline leaders
47
1. Offline leaders must begin to be active online
2. How can you connect offline ...

Chevruta (pair) time
1. How do people become more involved and engaged
in your organization? (What is your “offline ladder...

Reviewing workshop goals:
49
• Understand principles of online community-building
• Understanding community engagement mod...

50
One real-life social
media conundrum
(redux)

51
You want to announce a new (higher) tuition for the
upcoming year, and you are worried that it will set off a
maelstrom...

BONUS SLIDES: HOW TO BUILD AN
ENGAGED ONLINE COMMUNITY*
* Bonus slides at the end of this presentation

53
I’m always available to answer follow-up
questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20...

THANK YOU
Redefining Community Leadership in an Online World
Presented by Debra Askanase

BUILDING AN ENGAGED ONLINE
COMMUNITY:
BASIC BUILDING BLOCKS
BONUS SLIDES!

Community begins with SMART goals
56
Specific
Measurable
Attainable
Realistic
Timely
Design your social
media activities t...

Enrollment is always a good goal!
http://avichai.org/2011/12/2011-12-day-school-enrollment-
sees-modest-decline/

58
http://www.flickr.com/photos/fiduz/7144299127/in/photostream/
Decide where you’ll create community
Blog
Linkedin group
...

Diagram
courtesy of
Darim
Online
What are your community-building
conversation(s)?

Provide supportive, directed content
60

Engage meaningfully
61

62
Facebook Page
admin Ken
Gordon send
emails to people
asking them to
comment on the
first “Leading the
Witness”
Facebook...

“If members befriended five individuals in
the community, they would likely become
permanent members of the community.”
- ...

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