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Nten3

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    Nten3 Nten3 Presentation Transcript

    • Abby Sandlin, Charity Dynamics On the hunt for shiny objects
    • Why Explore SN?
      • Building communities
        • Connect with new audiences
        • Find new voices
        • Adding additional touch-points
      • Be part of a conversation
        • Position your organization into dialogue important to other people
      • Increased Transparency
      • Develop new channels
        • New exposure mechanism
        • Foster new messengers/advocates
        • Learn what people are saying about your organization
    • Okay sounds good, but…
      • Many questions before jumping in:
        • How can I see how it contributes to my mission?
        • What will legal think about it? (or board, or pr, or programs or advocacy)
        • How long will this take?
        • How much will this cost?
        • How can I guarantee success?
        • How can I predict responses?
    • Where oh where is the ROI?
      • No industry standards or benchmarks
      • Reporting standards young
      • Reporting tools young
      • Moving target
    • Goodness Baked Right In
      • Define Engagement Value Internally
        • See what’s out there—who’s talking about the things you are talking about?
        • Stake a flag?
        • Drive donations? Drive actions? Drive subscribers?
        • Be part of a conversation
        • Raise Awareness
        • Transparency
        • How is your 2.0 community different from your web and offline communities
      • Document those objectives, goals, expectations
        • Internal transparency and support for initiatives
        • Tell the story of how these impact your organization
        • Analysis and fine-tuning
      • Reporting
        • Document results—quantitative and qualitative
        • What worked/what didn’t
        • What learned
    • What to Measure
      • Recency
        • Timing
        • Duration
        • Consistency
      • Quantity
        • Web analytics
        • How many viewers/participants/contributors/followers/favorites/tags
        • Frequency of viewers/participants, etc.
        • Traffic source to site(s)
        • Staff time
      • Quality
        • Presence
        • Types of conversations
        • Tone of conversations
        • Staff comfort/adoption/resistance
        • Audience characteristics
      • Response Rates
        • How many engaging in organizational initiative
        • Immediate and long term conversion
      • Origination
        • Identify participants as coming from 2.0 initiative vs. other channels—are 2.0 generated constituents providing more/less/different value to organization
    • 2.0 Conversion Pathway Joins Sees View pictures Read blog Reads article Watches tweets Joins Comments Follows Tags Comes out of the shadows Uses a photos Engages Participate in conversations Finds new people Uploads photos Submits photos Recruiting more people Getting comments Converts Captured in off-line activities Donates Advocates Volunteer Newsletter
    • Planting a flag
    • Making Connection
      • Uploaded photos
      • Photos tagged
      • Gather site traffic from Flickr referrals
      • Track site engagement
        • newsletter sign-ups
        • Promote donations
    • Flickr Flickr Recency - Views in time period Quantity
      • - Views
      • - Photos shared
      • Photos uploaded
      • RSS feeds
      • Number of comments
      • Members of group
      Quality
      • Comments
      • Types of photos loaded
      Response Rates If connected to actions Origination Source codes for links through to actions
    • Twitter Twitter Recency - Dates of posts Quantity
      • Number of followers
      • Number of people following
      • People driving information
      • Tagging
      Quality
      • Type of information shared
      • Categories of conversations
      • New intelligence gained
      Response Rates Promote certain activities Origination Tracking through links
    • Second Life Second Life Recency - Push-pull data Quantity
      • Number of volunteers
      • Number of donors
      • Number of event attendees
      • Number of members in group
      • Amount of real world traffic
      Quality
      • Media exposure
      • Credibility
      Response Rates
      • Donations
      • Advocacy
      • Event attendance
      • Selling product
      • Real world web traffic
      Origination - Source code tracking
    • How to Measure
      • Web analytics—Google Analytics, WebTracks
        • Referring URL’s
        • Views by source
        • Duration
        • Visitors
      • RSS analytics—Feedburner
      • Rankings—technorati, DIGG, Google Link Love, Tweet scan
      • Categorizing by subject matter—internal, time commitment
      • Capture anecdotal snapshots—internal
      • Second Life sensors—Second Life Exchange
      • Care 2’s Social Networking ROI calculator
    • Big Picture
      • Try particular initiative, document and learn from it to make future decisions
      • Start Benchmarking:
        • Internal benchmarks for SN
        • Comparison to other benchmarks
      • Immediate v. Long-term