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  1. 1. Abby Sandlin, Charity Dynamics On the hunt for shiny objects
  2. 2. Why Explore SN? <ul><li>Building communities </li></ul><ul><ul><li>Connect with new audiences </li></ul></ul><ul><ul><li>Find new voices </li></ul></ul><ul><ul><li>Adding additional touch-points </li></ul></ul><ul><li>Be part of a conversation </li></ul><ul><ul><li>Position your organization into dialogue important to other people </li></ul></ul><ul><li>Increased Transparency </li></ul><ul><li>Develop new channels </li></ul><ul><ul><li>New exposure mechanism </li></ul></ul><ul><ul><li>Foster new messengers/advocates </li></ul></ul><ul><ul><li>Learn what people are saying about your organization </li></ul></ul>
  3. 3. Okay sounds good, but… <ul><li>Many questions before jumping in: </li></ul><ul><ul><li>How can I see how it contributes to my mission? </li></ul></ul><ul><ul><li>What will legal think about it? (or board, or pr, or programs or advocacy) </li></ul></ul><ul><ul><li>How long will this take? </li></ul></ul><ul><ul><li>How much will this cost? </li></ul></ul><ul><ul><li>How can I guarantee success? </li></ul></ul><ul><ul><li>How can I predict responses? </li></ul></ul>
  4. 4. Where oh where is the ROI? <ul><li>No industry standards or benchmarks </li></ul><ul><li>Reporting standards young </li></ul><ul><li>Reporting tools young </li></ul><ul><li>Moving target </li></ul>
  5. 5. Goodness Baked Right In <ul><li>Define Engagement Value Internally </li></ul><ul><ul><li>See what’s out there—who’s talking about the things you are talking about? </li></ul></ul><ul><ul><li>Stake a flag? </li></ul></ul><ul><ul><li>Drive donations? Drive actions? Drive subscribers? </li></ul></ul><ul><ul><li>Be part of a conversation </li></ul></ul><ul><ul><li>Raise Awareness </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>How is your 2.0 community different from your web and offline communities </li></ul></ul><ul><li>Document those objectives, goals, expectations </li></ul><ul><ul><li>Internal transparency and support for initiatives </li></ul></ul><ul><ul><li>Tell the story of how these impact your organization </li></ul></ul><ul><ul><li>Analysis and fine-tuning </li></ul></ul><ul><li>Reporting </li></ul><ul><ul><li>Document results—quantitative and qualitative </li></ul></ul><ul><ul><li>What worked/what didn’t </li></ul></ul><ul><ul><li>What learned </li></ul></ul>
  6. 6. What to Measure <ul><li>Recency </li></ul><ul><ul><li>Timing </li></ul></ul><ul><ul><li>Duration </li></ul></ul><ul><ul><li>Consistency </li></ul></ul><ul><li>Quantity </li></ul><ul><ul><li>Web analytics </li></ul></ul><ul><ul><li>How many viewers/participants/contributors/followers/favorites/tags </li></ul></ul><ul><ul><li>Frequency of viewers/participants, etc. </li></ul></ul><ul><ul><li>Traffic source to site(s) </li></ul></ul><ul><ul><li>Staff time </li></ul></ul><ul><li>Quality </li></ul><ul><ul><li>Presence </li></ul></ul><ul><ul><li>Types of conversations </li></ul></ul><ul><ul><li>Tone of conversations </li></ul></ul><ul><ul><li>Staff comfort/adoption/resistance </li></ul></ul><ul><ul><li>Audience characteristics </li></ul></ul><ul><li>Response Rates </li></ul><ul><ul><li>How many engaging in organizational initiative </li></ul></ul><ul><ul><li>Immediate and long term conversion </li></ul></ul><ul><li>Origination </li></ul><ul><ul><li>Identify participants as coming from 2.0 initiative vs. other channels—are 2.0 generated constituents providing more/less/different value to organization </li></ul></ul>
  7. 7. 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
  8. 8. Planting a flag
  9. 9. Making Connection <ul><li>Uploaded photos </li></ul><ul><li>Photos tagged </li></ul><ul><li>Gather site traffic from Flickr referrals </li></ul><ul><li>Track site engagement </li></ul><ul><ul><li>newsletter sign-ups </li></ul></ul><ul><ul><li>Promote donations </li></ul></ul>
  10. 10. Flickr Flickr Recency - Views in time period Quantity <ul><li>- Views </li></ul><ul><li>- Photos shared </li></ul><ul><li>Photos uploaded </li></ul><ul><li>RSS feeds </li></ul><ul><li>Number of comments </li></ul><ul><li>Members of group </li></ul>Quality <ul><li>Comments </li></ul><ul><li>Types of photos loaded </li></ul>Response Rates If connected to actions Origination Source codes for links through to actions
  11. 11. Twitter Twitter Recency - Dates of posts Quantity <ul><li>Number of followers </li></ul><ul><li>Number of people following </li></ul><ul><li>People driving information </li></ul><ul><li>Tagging </li></ul>Quality <ul><li>Type of information shared </li></ul><ul><li>Categories of conversations </li></ul><ul><li>New intelligence gained </li></ul>Response Rates Promote certain activities Origination Tracking through links
  12. 12. Second Life Second Life Recency - Push-pull data Quantity <ul><li>Number of volunteers </li></ul><ul><li>Number of donors </li></ul><ul><li>Number of event attendees </li></ul><ul><li>Number of members in group </li></ul><ul><li>Amount of real world traffic </li></ul>Quality <ul><li>Media exposure </li></ul><ul><li>Credibility </li></ul>Response Rates <ul><li>Donations </li></ul><ul><li>Advocacy </li></ul><ul><li>Event attendance </li></ul><ul><li>Selling product </li></ul><ul><li>Real world web traffic </li></ul>Origination - Source code tracking
  13. 13. How to Measure <ul><li>Web analytics—Google Analytics, WebTracks </li></ul><ul><ul><li>Referring URL’s </li></ul></ul><ul><ul><li>Views by source </li></ul></ul><ul><ul><li>Duration </li></ul></ul><ul><ul><li>Visitors </li></ul></ul><ul><li>RSS analytics—Feedburner </li></ul><ul><li>Rankings—technorati, DIGG, Google Link Love, Tweet scan </li></ul><ul><li>Categorizing by subject matter—internal, time commitment </li></ul><ul><li>Capture anecdotal snapshots—internal </li></ul><ul><li>Second Life sensors—Second Life Exchange </li></ul><ul><li>Care 2’s Social Networking ROI calculator </li></ul>
  14. 14. Big Picture <ul><li>Try particular initiative, document and learn from it to make future decisions </li></ul><ul><li>Start Benchmarking: </li></ul><ul><ul><li>Internal benchmarks for SN </li></ul></ul><ul><ul><li>Comparison to other benchmarks </li></ul></ul><ul><li>Immediate v. Long-term </li></ul>