Building Community From Content Data

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Knowing what social media data to track is critical to transforming data into content your community wants, and ultimately building a stronger online community. The presentation looks at the one ...

Knowing what social media data to track is critical to transforming data into content your community wants, and ultimately building a stronger online community. The presentation looks at the one metric you want to measure, what content to optimize to build community, the data metrics that tell you what you need to know about your community and the content it wants, and how to build a social media community of content contributors and curators. Practical examples support this presentation. 

Key Takeaways:
 a.) How to use social media metrics to better understand your online and social media communities.
b.) The top cross-channel metrics you need to track for developing and optimizing content for the community.
c.) The right content to engage and deepen online relationships within your social media spaces.

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  • http://www.flickr.com/photos/johnymutton/3652077613/in/photostream/
  • A is the org goals.  B is what the audience is interested in (or their goals, needs, etc.)  What's in the middle is generally where THE conversation topic is going to be.
  • http://www.flickr.com/photos/urbanwoodswalker/3262603051/in/photostream/
  • http://www.flickr.com/photos/16180154@N07/4260219954/in/photostream/
  • http://www.flickr.com/photos/16180154@N07/4260219954/in/photostream/
  • http://www.flickr.com/photos/16180154@N07/4260219954/in/photostream/
  • http://www.flickr.com/photos/moriza/2565606353/
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  • 22squared brand survey:Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 moreSocial media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site

Building Community From Content Data Building Community From Content Data Presentation Transcript

  • Building Community from Content (Data) Presented by Debra Askanase Engagement Strategist Social Media for Nonprofits – Boston August 28, 2012
  • http://www.flickr.com/photos/johnymutton/3652077613/in/photostream/
  • About Debra Askanase
  • Today’s conversationI. Know What Content Resonates: Significant DataI. Design User-Generated Content Paths: Trust the ResearchIII. Putting it together: Community-based content (consistent engagement and action, multiplied by love)
  • The social media activity funnel Move to Action Creates TrustSocial Media Engage
  • Diagram courtesy of Darim Online
  • Know your SMART Goals Design your socialSpecific media activities toMeasurable meet your org or programmatic goals:AttainableRealistic • resource awarenessTimely • membership • fundraising • activism • sign up for a program
  • Develop Post to Define content and social mediayour goals data points channels What content Measure key does not data points engage? against goals Optimize that What content content! engages?
  • Significant Data http://www.flickr.com/photos/melkiad/2274406074/
  • Facebook Insights – PTAT is key metric
  • Track bit.ly clicks
  • Track RTs (Crowdbooster)
  • What content resonates? And why?
  • What content resonates? And why?
  • What content resonates? And why?
  • Significant DataResources:Facebook Insights (PTAT)YouTube Insights (shares)Bit.ly clicksTwitter RTsPinterest repinsSimply MeasuredCrowdbooster
  • Content depends on fans caring: Know your fans http://www.flickr.com/photos/moriza/2565606353/
  • Digging into engagement metrics …
  • Digging even deeper into reach*Using Facebook Insights
  • What we learned1. Fan demographics do not equal participationdemographics2. Not all top content is equal3. Demographics change frequently – stay on topof them4. Fans share certain types of content much morethan others, though they view many types
  • How we used it to optimize content1. More content aimed at older audience2. More frequent posting3. More photos and especially more video4. Experimented with adding photo collages,different types of photo albums, videodocumentary vs. video footage of events5. Popular FB content inspired corresponding blogposts6. Added photos to announcements and blog posts
  • User-Generated Content Paths http://www.flickr.com/photos/bitzi/230188091/in/photostream/
  • ROE of user-generated content Engage Participate Contribute Create Create a Visit Become a Post video, Watch fan reviews message, Download Friend Give tweet, Read Follow feedback blog post Play Join Vote product Discuss Contribute about the ideas company Lowest to highest Return on Engagement* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most, and spent the most $.Low-level engagement by itself did not produce significant ROE
  • How they influenced purchases Engage Participate Contribute Create Create a Visit Become a Post video, Watch fan reviews message, Download Friend Give tweet, Read Follow feedback blog post Play Join Vote product Discuss Contribute about the ideas company 20% 26% 32% 35% Percentage of each group that spurred a purchase* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • 2012 Wildfire study: engage brand advocates (+ build community) “…brand pages that are very effective at engaging advocates were 3x more engaging across the board and would grow 13x more than the typical active Facebook Page over a year.” Brand advocates bring in an average of 1.3 new people eachhttp://www.istrategyconference.com/blog/?category=Social-Media&title=How-Superbrands-Breed- Superfans-5-Best-Practices-for-10X-Greater-Fan-Growth-on-Facebook&pid=811
  • Content is for building community http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/
  • Weaving your community Bring them Inside Be part of the planning Create connections between fans: What content encourages this? Ask them to tag each other, respond, and help each other. Control:What would giving the content over to them mean? How might you create trust?> Offer Connection, Trust, and Content
  • Twitter curator for a day
  • Building community on FB: Lily the Black Bear
  • Lily the Black Bear FB Forum
  • Actionable next steps• Know your SMART Goals• Understand your own Venn Diagram• Mine Significant Data: what content engages, who’s engaged, and to what extent• Create user-generated content paths• Facilitate reciprocity: co-created content, let them in on the plan, demonstrate that you value their contributions• Bring fans inside your social media: they’re your advisory board *p.s. Offline events are fabulous for creating community!
  • Build community based on content data = engagement + action, multiplied by love http://www.flickr.com/photos/zooboing/5443502902/in/photostream/
  • I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977