DIY Community Engagement Metrics

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This presentation includes templates and instructions for Community Mapping (mapping your community segments), Content Mapping (creating a content strategy), and Tracking Metrics. Amy Sample Ward …

This presentation includes templates and instructions for Community Mapping (mapping your community segments), Content Mapping (creating a content strategy), and Tracking Metrics. Amy Sample Ward presented as part of the Nonprofit Webinars series. You can learn more about Amy at http://amysampleward.org or find other webinars at http://www.nonprofitwebinars.com/

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  • Community is a word we all use so much that it has lots a lot of specific meaning, it can now be used in so many contexts that it’s hard to know just what someone else means when they use it. For this conversation, we are going to use community as a term meaning the full audience, known and unknown, directly impacted by your work and indirectly, etc. Later on when we dive into some of the planning templates, we’ll break community down into manageable chunks.
  • Social media. This picture with all the logos and different kinds of tools represents just a small fraction of the actual landscape of social media out there. For the sake of this presentation and conversation, we are going to leave the definition fairly open to include anything that enables a two-way exchange; that is, any tool or platform that lets you or your organization communicate out to the community while also letting the community communicate back to you.
  • Next, we need to define “data.” Whether we believe it or not, there are ways to measure everything we are doing, even with social media. Some times we need help, okay all the time we need help and will continue figuring out how, to quantify or measure interactions, actions, and impact. But, data can mean not just followers on twitter but the kind of conversations you’re having on twitter – the number of email addresses receiving your newsletter and where you get the content for that newsletter – and so on. For this session we are going to talk about data in terms of all that feedback and information, numbers and everything else that makes up the nuance or the context.
  • Lastly, let’s define what we mean with DIY, or do-it-yourself. I imagine everyone on this webinar has, at one time or another, worked on a craft project, a home repair, or tinkered with fixing a clock, toaster, car or even a wordpress website. Do it yourself really means just that, you take the wheel to build it on your own. It’s that same ethos or approach that I want to build on for this webinar. Metrics and planning can be extremely daunting and something we often hire out a consultant to tackle. But, at least at the ground level for what we’ll cover today, I think it’s something you can all do yourself or with your team.
  • Becoming data driven doesn’t happen over night. And in many ways, you are probably already a data-driven organization: you measure the funds going into various programs, you measure staff and capacity, you evaluate the numbers of people served by your work, and so on. But you may not be operating in a data-driven way with your community engagement. So that’s where we’re going to head today.
  • The first step? Start measuring everything and anything you can. If you have a database, start exploring the kinds of reports you can generate that are already built into the tool. The same goes for whatever you use for web analytics. One thing to remember is that often we have a general sense of something but don’t ever keep track of the number – for example, we have a sense that people really like when we share breaking news alerts on twitter for issues in our sector (like if we work in human rights for example), but start charting it! Keep track of the amount of retweets you get on those breaking news posts compared to organizational news or other interesting content. Create a way to validate your intuition.
  • It seems like this is obvious. But it isn’t. I can’t tell you how many organizations I’ve worked with where you get a different answer about what the organization’s goals are from every person you talk to. This isn’t a messaging issue either. This is an issue with identifying goals that are clear to everyone – whether they integrate with the community or not. The more clear you can be about what the goals are (and where they fall), the more your data can help you deliver. And specifically to what we will talk about today, creating goals that are relevant to segments of the community and the actions you’re encouraging them to take! If your goal for the group of people on facebook is to get them to register and attend an offline event, then that both shapes how you communicate and what you communicate there, as well as how you measure the success.
  • To zero in on the concept of goals, I like to use the sweet spot. The sweet spot is this nifty venn diagram. Here’s how you use it: first identify what your community wants to do, and remember that the community wants to do all kinds of things, and many of them have nothing to do with your mission or your services or your work – what it is coming together around, whether it’s an event, an action, or a movement. Next, identify what you want to do, what your organizational goals are; and again, there’s going to be aspects of your work that the community is really not that interested in. Those two “wants to do” areaswill overlap and that gray area is the sweet spot. The key here is knowing it’s okay that the circles don’t entirely overlap! Maybe you provide services, and your community doesn’t want to be providing those services, but they are happy you are doing so. And maybe the community wants to endorse a specific candidate, and your organization doesn’t. But both the community and your organization want to see certain laws passed, things improved, programs created or groups supported. That’s the sweet spot where you can focus your energy.
  • Let’s dive in to Community Mapping! You might be an avid user of flickr, and love sharing photos. But that doesn’t mean all your volunteers are. Mapping your community helps you identify where everyone is, likes to be, and wants to engage with you. The Community Mapping exercise is most valuable when you can do it as a full organization or a team of people from across the departments.Plus - If you want to start listening to the community but not sure where they are, there’s a resources slide at the end of the presentation with a link to Build your own Listening Dashboard!
  • Step 1 – Identify all the groups within your community.As I said before the definitions, community is a huge, nebulous thing. To start mapping the community we need to first identify which groups are within it. Do you have volunteers, interns, or adjunct staff? Maybe you work with schools so you have segments for teachers, administrators, parents, students, and then groups outside of the school. Here are some questions that can help get people talking to start sharing the groups they work with.In my experience, the more diverse group you can get together to have this conversation and work through this planning together, the more complete a picture you can draw of your community. When people who work in services, programs, grant writing and fundraising, for example, all share their view of the groups in the community, not only can you start mapping the network but you can also have really rich discussions about the way different parts of your organization view the community.
  • The next step is to define the goals that match each group. There are two sets of goals to be discussed here: the first are the goals of that group – what do they want from you, why do they want to come to you, what do they get out of it? The second are the goals your organization has for that group – what are you hoping they will do, how will they contribute, what are you asking for from them? Again, this conversation can be really eye-opening as a part of building the community map, but also as far as encouraging dialogue within your organization and providing clarity around the organizational goals and the way they play out with the community engagement.
  • The third step is to identify the tools. This means identifying the spaces, platforms, and applications where each group congregates and where you can communicate with them. Even though much of these will be online social technologies, don’t forget about the offline spaces, too. Identifying the mechanisms you can use to communicate with each group can help you target your efforts, but in many cases illuminates areas where only one or a couple groups use a certain platform, while others use another – not only will this help you figure out where to say things, but can dramatically change what you say where.
  • Here’s what your Community Map could look like. If you’re doing this as a group in the office or at a retreat, you can use a whiteboard or a flip chart, or even have someone do it on their computer so long as everyone can see it in real-time with a projector or something. You’ll see there’s a column for each area we talked about: the groups first, then their goals, your goals, and finally the tools. I also have a template of this chart set up as a public google doc so you can use that link to get the template and save it to your computer for your own use.Before I move to the next section – does anyone have any questions?
  • Content planning! This is where we start to get a little bit more messy as we pull in even more data to make our plan. The questions on this slide are great questions to help you in your content planning. You’ll see as we work through this planning template how you can start to pull in or create answers to all these questions.
  • The first step is identifying all the content. Now, for this content map to be as valuable across your organization as possible, you want to be as specific as you can be with this section. I’ve listed some examples to get you started, but really think about all the various pieces of content you have. Instead of listing “blog posts,” instead, list what those blog posts are about: maybe job openings, volunteer opportunities, news about your work, examples of your services or people you have helped. New grants or new programs. There will probably be a lot of things to list. And that’s okay!
  • The next step focuses on goals. These goals should primarily come from the Community Map where you have two columns’ worth of goals and actions. There will be additional goals as well, but you do want to ensure that the goals you have already identified from the community map are included here. The additional goals could be things like, increase visibility, recruit new funders, find new staff or volunteers, etc.
  • The third step is listing all the possible outlets. Again, you can draw a lot of these from the community map, but you will probably find that this is an opportunity to be really specific, more specific than you were in the community map. For example, the community map may have identified facebook as a platform that one group uses. And in the content map you may list a facebook page as well as facebook events as you can create an event that’s tied to your page but publicizes and manages RSVPs for a one-time event.
  • Here’s an example of what your content map might look like. You’ll see that the goals and the content are listed on the left, and then along the right are all the various outlets. I like to use X, O and blank to denote that x=that content is always posted to that outlet; o=content is posted only if relevant; and blank=content is never posted to that outlet. You can use yes no maybe or any other set of indicators that work for you. Again, I’ve created this template as a public google doc so you can use that link to grab the template and save it to your own computer to use with your team.Before we go ahead with the metrics and tracking, does anyone have any questions?
  • Metrics – the fun part, right? Just as I said earlier, the more you measure the more you can use that data and information to inform your strategy and your engagement. But, data isn’t anything without context. That is why I really urge you to do two things: 1. track things over time so that you can compare against yourself, and not just against reports or studies you read of how other organizations are doing; and 2. track not just the number of people to do something but the numbers that provide context as well.
  • The first step to getting valuable metrics is having access to analytics. I imagine many people on this webinar have used google analytics before or have it hooked up to your organization’s website now. You can use google analytics with a lot of other places you may be investing time and energy online, too! Including blogger and wordpress, wikispaces and even facebook. There are links on the resources slide for more information about how to get set up if you are interested. The point here is that even if the online space isn’t “yours” it is still a place you can and should feel empowered to track and measure.
  • In addition to creating a listening dashboard, you can use all kinds of tools to ensure you get alerted to important actions. These are just a few of the dozens of applications and companies out there. If you aren’t already using Google Alerts, then get started today! You can even set up google alerts as RSS feeds that are part of your listening dashboard! The one I recommend as well from this list is social mention, as it’s free and you can search for any key word or hashtagetc and see what’s happening across the web.
  • Here’s where the big template comes in. Even if you’re using google alerts and google analytics, you may not really be able to look at data over time in a critical way. You will have a good sense of where things are going or how people respond to content and actions, but tracking it like this means you can point to specific data to support your case. This template, like the others, is available at that link as a public google doc that you can save and reuse. It is not intended to be an end-all-be-all template, but it is designed to show you just how much you can be tracking. And get you thinking about where you may have more data points to add in. You’ll notice there are tabs for various platforms so that you can concentrate each view to one platform and measure points over time.
  • There is no point tracking what you’re doing if you aren’t reporting it! On my team, we have A LOT of things that we track. And it would be silly to think that we would have monthly reporting that covers all of it. Why? Well if we wanted to talk about all of it we would just look at the tracking documents! Instead, we have monthly reports that are created for two areas: content and community. They each pull out a few items that are noteworthy – whether it’s a change, a marked increase, or something we can see reflected in other areas of our work. And from those two reports, I create a global report that touches on the items highlighted from content and community as well as our programs. It can be shared with the CEOs in a way that is directly translated into their understanding of our work as well as into their conversations with other organizations or funders. These are a few tips for internal and external reporting.
  • One thing you can do today is start with the community map, the first step in the strategy building process. It’ll set the foundation for more strategic development and it’ll get people excited to build with you.
  • Anyone have questions? I’d love to un-mute the lines and hear how those on the call are already or are looking to use social media in programs!
  • Thanks so much for joining me! I really hope we can continue talking about this topic and I’m eager to hear more about your organization’s examples. You can connect with me any time on twitter, email or the web. Thanks again!

Transcript

  • 1. DIY Community Engagement Metrics
    Amy Sample Ward
    January 19, 2011
    Use Twitter Hashtag #npweb
    Special Thanks To Our Sponsors
  • 2. How This Webinar Works
    A link to the slides and a recording will be sent, along with an evaluation form, after the webinar
    If you’d like to ask a question during the webinar, you can type it in the little box on the right side of your screen
    Chat with us on twitter using the hashtag - #npweb
  • 3. Upcoming Webinars
    January 26, 2011
    1: It’s Time For Return On Mission
    2: Yes! You can raise $$ on Facebook (and other Social Networks)
    February 2, 2011
    1: How to Hire Like a Search Firm
    2: Building Donor Loyalty: How to Keep Your Donors Giving in Any Economy
    seewww.NonprofitWebinars.com for a complete list
  • 4. DIY Community Engagement Metrics
    Amy Sample Ward
    Use Twitter Hashtag #npweb
    Special Thanks To Our Sponsors
  • 5. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
    A Proud Sponsor of NonprofitWebinars.com
  • 6. Today’s Speakers
    Amy Sample Ward
    TechSoup Global
    Hosting: Sam Frank, Synthesis Partnership
    Assisting with chat questions: April Hunt, Nonprofit Webinars
  • 7. DIY:Community Engagement Metrics
    Amy Sample Ward – January 19, 2011
  • 8. Welcome
    I’m Amy:
    a blogger, trainer, and facilitator focused on supporting organizations and local communities to use social media in strengthening networks and making lasting change. I’m also the Community Development Manager, CDI at TechSoup Global.
    http://amysampleward.org | @amyrsward | amy@amysampleward.org
    Transparency:
    I work for TechSoup Global but present from a tool agnostic position.
    Likewise, I invite everyone to join me in recognizing that all organizations, community groups and individuals face a different set of needs around capacity, funding, accessibility and community that impact tool choices.
    http://amysampleward.org
    Amy Sample Ward
    http://netsquared.org
  • 9. Agenda
    Definitions
    BecomingData-Driven
    Community Mapping
    Content Planning
    Metrics & much more!
    http://amysampleward.org
    Amy Sample Ward
    http://netsquared.org
  • 10. Definitions: Community
    http://amysampleward.org
    Amy Sample Ward
    http://netsquared.org
  • 11. Definitions: Social Media
    http://amysampleward.org
    Amy Sample Ward
    http://netsquared.org
  • 12. Definitions: Data
    http://amysampleward.org
    Amy Sample Ward
    http://netsquared.org
  • 13. Definitions: DIY
    http://amysampleward.org
    Amy Sample Ward
    http://netsquared.org
  • 14. Becoming Data Driven
  • 15. Data-Driven: Measure, everything
  • 16. Data-Driven: Understand Goals
  • 17. Data-Driven: Use the Sweet Spot
  • 18. Community Mapping
  • 19. Community Mapping: Step 1 - Groups
    Questions to ask:
    Do different programs or departments connect with different groups?
    Do services or products target different groups?
    How would you describe your community or audience to someone unfamiliar with your work, and if it is relevant to them?
  • 20. Community Mapping: Step 2 - Goals
    Questions to ask:
    Why does the community continuing needing your services, programs or work?
    What is in it for others to participate?
    -----
    What do you need help with or involvement from the community to do?
    How can your work improve with engagement?
  • 21. Community Mapping: Step 3 Tools
    Questions to ask:
    Where does this group already talk or engage online?
    Which tools are most appropriate to the kind of message or content?
    What kind of engagement is required to match the goals?
  • 22. Community Mapping: Complete
    Get this template! http://bit.ly/DIYcommunity
  • 23. Content Planning
  • 24. Content Planning: Step 1 – Content
    Examples:
    Program or service updates/changes
    Staff announcements
    Jobs
    Volunteer opportunities
    Fundraisers
    Events
  • 25. Content Planning: Step 2 – Goals
    Examples:
    Increase visibility of the organization
    Increase participation
    Raise funds
    Build leadership
    Find sponsors or partners
    Recruit volunteers
    Build community
  • 26. Content Planning: Step 3 – Outlets
    Examples:
    Newsletter or mailing
    Email newsletter
    Twitter
    Facebook
    LinkedIn
    Website
    Blog
  • 27. Content Planning: Complete
    Get this template! http://bit.ly/DIYtemplate
  • 28. Metrics
  • 29. Metrics: Google Analytics
  • 30. Metrics: Alerts
  • 31. Metrics: Tracking
    Get this template! http://bit.ly/DIYmetrics
  • 32. Metrics: Reporting
    Internal reporting:
    • Weekly metrics for various platforms
    • 33. Add metrics as you go
    • 34. Look at long term, not just short term changes
    • 35. Monthly reporting of trends and insights
    External reporting:
    • Share when there is something worth sharing
    • 36. Reporting context, not just numbers
    • 37. Ask for input and feedback
  • Today: 1 Thing You Can Do
    Use the community map to ignite enthusiasm!
  • 38. Photo Credits
    Slide 1: http://www.flickr.com/photos/wwworks/4472384764/
    Slide 4: http://www.flickr.com/photos/comedynose/4230176889/
    Slide 5: http://flickr.com/photos/efleming/237379252/
    Slide 6: http://www.flickr.com/photos/ivanwalsh/3677282034/
    Slide 7: http://www.flickr.com/photos/grapecity/4237886048
    Slide 8: http://www.flickr.com/photos/lenore-m/806037362
    Slide 9: http://www.flickr.com/photos/lagthenoggin/19325231/
    Slide 10: http://www.flickr.com/photos/aussiegall/286709039
    Slide 11: http://www.flickr.com/photos/scott06/4156991609/
    Slide 13: http://xkcd.com/256/
    Slide 18: http://www.flickr.com/photos/7819129@N07/
    Slide 23: http://www.flickr.com/photos/49333515@N03/5244045076/
    Slide 28: http://www.flickr.com/photos/theknowlesgallery/4536616288/
    Slide 31: http://www.flickr.com/photos/-bast-/349497988/
  • 39. Resources
    Templates:
    Community Map Template: http://bit.ly/DIYcommunity
    Content Map Template: http://bit.ly/DIYtemplate
    Metrics Template: http://bit.ly/DIYmetrics
    Blog Posts:
    http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/
    http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-base/
    http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/
    http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/
    http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.html
    http://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-systems-smms/
  • 40. Questions & Discussion
    http://amysampleward.org
    Amy Sample Ward
    http://netsquared.org
  • 41. Thanks!
    I look forward to continuing the conversation with all of you:
    http://amysampleward.org
    http://netsquared.org
    http://techsoupglobal.org
    @amyrsward
    @netsquared
    amy@amysampleward.org
    http://amysampleward.org
    Amy Sample Ward
    http://netsquared.org
  • 42. Upcoming Webinars
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  • 43. Thank you!
    Please complete the post event survey!
    Chris Dumas, Chris@NonprofitWebinars.com, 707-812-1234
    Special Thanks To Our Sponsors