working wikily presentation at the hub

Monitor Institute

Fall, 2009

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Monitor Institute A member of the Monitor Group

January 19th, 2009

Working Wikily: Social Change with a Network Mindset

2 Copyright © 2009 Monitor Company Group, L.P..

Who we are

part consulting firm, drawing on the talents of our own dedicated team and the resources of the global professional services firm, Monitor Group.

part think tank, analyzing and anticipating important shifts in the rapidly changing context that leaders must navigate.

part incubator of new approaches. We work with clients and partners to test and prove new models for social impact.

Monitor Institute


What I do


Tonight’s conversation: three parts

  Social media is changing the social sector.

  The deeper opportunity it creates is to work in networks—to “work wikily.”

  Peer consult: how do you want to work more wikily?

First, get up and ask yourself…

How comfortable are you with social media tools?

Somewhere in between?

Competing with Ashton Kutcher for Twitter followers?

Just got a Facebook account this week?

Stand accordingly…

VERY

NOT AT ALL


There’s a lot of new tools to use out there.


We’ve seen a lot of social-media milestones this past year.

Jan. 20th: Obama takes office as the first president to have campaigned through social media. CNN partners with Facebook to broadcast online users’ live commentary.

March 28th: Earth Hour 2009 uses social media and mobilizes ten times the number of people as in 2008.

April 17th: Ashton Kutcher beats CNN.com in a race to become the first to gain 1 million Twitter followers.

May 25th: Target gives Facebook users the choice of how to give away $3 million in company donations among 10 charities.

June 13th: Iran’s Green Revolution protestors make heavy use of social media for organizing and promoting the cause.

October 9th: The “Sweet Seeds for Haiti” initiative in Facebook’s popular Farmville game raises over half a million in donations.

October 18th: The UN End Poverty Now campaign uses social media to mobilize 173 million participants worldwide.

November 1st: Kiva reaches $100 million in micro-loans distributed through its online giving marketplace.

As presented in “Social Media Blueprints 1.0” by ThinkSocial at the Paley Center for Media.

Today: $22 million in SMS donations have arrived at the Red Cross for relief work in Haiti, with a peak rate of $500K/hour during the NFL playoffs.

This is just the tip of the iceberg.

Take Iive minutes to talk with your neighbor:

How have you seen social media altering the world in the last few years?


The social sector is racing ahead to use these new tools.

A few key sta+s+cs:

“If you think about it, often working on shoestring budgets and heartstring issues, the combination of nonproBits and social media makes perfect sense. Two of the biggest beneBits of social media: efBiciency and connectivity.”

Blake Bowyer, EyeTraf7ic Media

According to a longitudinal study that included the 200 largest American charities, nonprofits are outpacing both business and academia in using social media to fundraise, market, and organize.

Source: “Still Setting the Pace in Social Media” by Nora Barnes and Eric Mattson at the U. Mass Dartmouth Center for Marketing Research.

45% saysocialmediaisimportantforfundraising

89% oftherespondentsusesocialmedia

81% considersocialmediaintheirstrategy

79% usesocialnetworkingandvideoblogging

57% publishablog


We’ve been documenting the innovative results.


The tools’ immediate use is gradually becoming clear. There are now frameworks available from social media experts on how today’s tools can be used in a disciplined way, such as the one below from Beth Kanter:

Beth Kanter publishes her ongoing thoughts about social media in the social sector at h?p://beth.typepad.com/.


Advocacy work is being powerfully affected.

Advocacy and engagement are changing:

•  Social media is a major new tool for mobilization

•  Donors and activists are now mingling

•  Integration across multiple channels is a new challenge

•  Connecting online and offline activism is increasingly important

Fundraising and business models are changing:

•  The donation-based “membership model” may be in decline

•  Direct marketing appears to be in decline

•  Email remains the most effective online fundraising channel

•  Integration is a new challenge in fundraising

Many member‐supported advocacy organizaEons are feeling the effects of social media on the way they engage consEtuents, according to research that we are currently conducEng.

Take ten minutes to talk with your table:

How have you seen nonproIits using social media?

Talk about what you’ve seen nonpro7its doing and how it appears to have served their mission.

Write down the table’s list and pick a favorite example to share.


But there’s an even deeper change: the rise of networks.

The current change in one sentence is this: most of the barriers to group action have collapsed, and without those barriers, we are free to explore new ways of gathering together and getting things done.

Clay Shirky, “Here Comes Everybody” (2008)


But there’s an even deeper change: the rise of networks.

Hierarchiesconnectusinformalsuperior/inferiorrela:onships,o<enoncontractualterms,tofocusonasingleagenda.

Networksconnectusaspeersonvoluntarytermsandrequireasharedsenseofpurpose.

Today’s tools allow us to recognize, use, and create networks with ease. As a result we now have more opportunities than ever to use networks for practical goals.

Grab a piece of paper and a pen.

What is one network that is important to doing your work?

“Node”

“Link” “Hub”

Draw a dot for yourself in the middle, a dot for everyone else in the network, and lines for each meaningful connection between them.

For example: the 20‐odd people I rely on in my 100‐person of7ice for everything from teamwork to career advice.


Working in networks lets us work differently—“wikily.”

•  Openness

•  Transparency

•  Decentraliza:on

•  Distributedac:on

•  Collabora:on

•  Listening

•  Independence

•  Mutualalignment

•  Diversity

•  Sharing

There’s a different set of organizaEonal structures, values, and pracEces that today’s tools make feasible. We call it “working wikily.”

“Working Wikily”


Working wikily can be done in many contexts.

Centralized

Decentralized

  Nonprofit organizations (without a network structure)

  Membership organizations

  Nonprofits with an explicit network structure

  Coalitions and alliances

  Networks of networks

  Ad hoc networks

Developed from Plastrik and Taylor’s “Net Gains” (2006); Patti Anklam’s “Net Work” (2007); and, Krebs and Holley’s “Building Smart Communities” (2006). Images courtesy of orgnet.com.

OrganizaEons can run from centralized to decentralized and sEll do their work wikily:


And it can be put to many uses.

  Socialisola:on

  Collec:veproblems

  Lackofpower

  Fragmentedefforts

  Stovepipedknowledge

  Capaci:esexistelsewhere

  Notenoughcapitaltogrow

  Build community

  Engage volunteers

  Advocate for policy change

  Coordinate resources and services

  Make knowledge accessible

  Access capacity on‐demand

  Get to scale

Whentheproblemis… Working wikily can be used to…


2008:

162 Countries

400,000 Ministers / Priests

1980:

205 Members

…for building community…


2008: 400,000 Volunteers in

104 Countries

1985:

Single-site U.S. effort

…for engaging volunteers…


1998: Email to

100 friends

2009: 5+ Million Members

…in advocating policy change…


Total Loans

2009: $100 million Total Loans

2006: $1 million

…for coordinating resources & services…


14 Countries

1,300 Trained Volunteers

Interagency Program

Integrated Fire Management

…for making knowledge accessible…


…for accessing capacity on demand…

“Open Sourcing Social

Solutions”

Internal, Proprietary

R&D Labs


Source: Jane Wei-Skillern and Kerry Herman, “Habitat for Humanity—Egypt,” Harvard Business School Cases, October 3, 2006.

‐ EGYPT‐

Typical HFH country programs: 200 houses

each year

HFH Egypt: 1,000 houses a year on average

…for getting to scale…

Who wants free crowdsourced consulting?

Raise your hand if you want help thinking about how to do your work more wikily.

We’ll take as many ‘clients’ as we have tables.

Listen to the questions. Think about which you could help the most.

Get up and join your favorite or wherever there’s space.

Let’s help these people out. 1.   10 minutes: the ‘client’ describes their need, interrupted

only by clarifying questions.

2.   10 minutes: the table offers ideas while the ‘client’ stays silent.

3.   Share your conclusions with the group.

It doesn’t matter if you’re not an expert.

Listen carefully and think of options to suggest.

Noah Flower MonitorIns:tute

[email protected]

Thank you.

working wikily presentation at the hub

Documents

monitor company group

parts social media

social media blueprints

monitor institute

monitor groupjanuary

lot of social

social sector

media milestones