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Transforming Data into Engaging Content to Build Community

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Knowing what social media data to track is critical to transforming raw data into content your community wants. The presentation focuses on the key data metrics that tell you what you need to know …

Knowing what social media data to track is critical to transforming raw data into content your community wants. The presentation focuses on the key data metrics that tell you what you need to know about the content your community wants, how to optimize it, and and how to build an engaged community around your content. Bonus content: Information on how to create personalized data dashboards using Google Analytics and Facebook Insights.

Learn more about this presentation in the related blog post: http://www.communityorganizer20.com/2012/07/19/content-alchemy-building-community-from-content-data/

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  • @feministproject1 You're welcome Jodi. Happy to have been of help. If you find that you end up optimizing content due to the data you're uncovering, I'd love to hear about it. Also, I wrote a lengthier explanation and blog post about the presentation here: http://bit.ly/MaJG7s
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  • great slide presentation! Learned tons of new resources!
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  • Thanks for favoriting the presentation, Steve! Happy to answer any questions you may have about the content.
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  • Thanks, Christine! Happy to answer any questions you may have about the content.
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  • 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
  • http://www.flickr.com/photos/urbanwoodswalker/3262603051/in/photostream/Make the four that go around into circles
  • The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Time, Intensity, Trust, Reciprocity of four components.Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
  • http://www.flickr.com/photos/moriza/2565606353/


  • 1. Social Media Alchemy: Transforming Data into Engaging ContentPresented by Debra AskanaseEngagement Strategist Ash Shepherd Strategy & Process
  • 2. Today’s conversation about social media dataI. A moment of theory: tying relationship and community- building to content creationII. Know what you’re looking forIII. Know how to organize it: Keeping it focused with your own toolboxIV. Know how to use it to build community a. Continual optimization of content b. Build communityV. Do-able takeaways
  • 3. I. Tying relationship and community- building to content creation http://www.flickr.com/photos/escuchoelecodetuvoz/5064648324/in/photostream/
  • 4. The social media activity funnel Move to Action Creates TrustSocial Media Engage
  • 5. ROE is fan engagement and trust Engage Contribute Participate Create Create a Post Become a Visit video, me reviews fan Watch TRUST ssage, twe Give Friend Download et, blog feedback Follow Read post Vote Join Play product Contribute RECIPROCITY Discuss about the ideas company* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • 6. Content alchemy Include Assess what Optimize that community incontent resonates content and content with your deepen follower development as community engagement contributors and curators Research to find Deepen Move to actionout what engages engagement, (community create trust organizing)
  • 7. II. Know what you are looking for http://www.flickr.com/photos/walkn/4078791799/in/photostream/
  • 8. Content design begins with SMART goals Design your social Specific media activities to Measurable meet your org or Attainable programmatic goals: Realistic Timely • resource awareness • membership • fundraising • activism • sign up for a program
  • 9. Four key questions to ask, and which data- gathering tools can get you there 1. Are my social activities referring visitors to the site? *view in Google Analytics 2. Is social content sending people to specific pages? *view in Google Analytics? 3. What content do social fans care about? And why? *view in Google Analytics *view in Facebook Insights *view in YouTube Insights *view in bit.ly clicks and RTs 4. Who are my biggest fans…and what do I know about them? *Crowdbooster (Twitter), FB posts, YouTube comments
  • 10. III. Know how to organize it http://www.flickr.com/photos/ludiecochrane/3786547188/in/photostream/
  • 11. Your simple suite of (free) tools Google Analytics Facebook Insights YouTube Insights, if relevant Rowfeeder Crowdbooster http://www.flickr.com/photos/usefulguy/226373498/
  • 12. 1. Are my social activities referring visitors to the site?
  • 13. Social sources: 100 feet*using Advanced Segments within Google Analytics
  • 14. 2. Is it sending them to a specific action page?
  • 15. Lily the Black Bear FB pagehttp://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
  • 16. Added resource - visitor flow
  • 17. Facebook content: what resonates
  • 18. 4. Who are my biggest fans…and why?
  • 19. Who takes actions on my behalf?
  • 20. Tracking clicks: what resonates
  • 21. Tracking tweets: what resonates
  • 22. Put it all together for your org http://bit.ly/SMARTgoaltracking (feel free to use, note two different tabs offer different use options)
  • 23. The engaging content development cycle Define Develop Post toyour goals content and social media data points channels What content Measure key does not data points engage? against goals Optimize that What content content! engages?
  • 24. Pulling it all together:Content optimization case study http://www.flickr.com/photos/casimusica/
  • 25. Facebook content: what resonates
  • 26. What we know about who interacts with content vs. Likes the Page
  • 27. Digging deeper …
  • 28. …and deeper still into content popularity/reach
  • 29. 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 types5. The more posts/week, the correspondingincrease in the PTAT number
  • 30. 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 photocollages, different types of photo albums, videodocumentary vs. video footage of events5. Popular FB content inspired corresponding blogposts6. Added photos to announcements and blog posts
  • 31. Stop Content that doesn’t resonate or achieve goals Caution Experiment and try new things, extend concepts, modifications based on data Go! Delve deeper: refine and strengthen content Include your biggest fans to form communityhttp://www.flickr.com/photos/n0thing/2111474/in/photostream/
  • 32. IV. How will you use content to build a community? *How can you give them the chance to own the content?http://www.flickr.com/photos/57038784@N00/2215481444/
  • 33. Engage content contributors build community• Identify your most frequent commenters and engagers and invite them into a content-building “secret” Facebook Group to discuss and develop community-based content for the page• DM or Message fans and ask them to contribute content• Hold a contest for best content about…• Ask for videos to upload• Hold a weekly content contribution theme
  • 34. Twitter curator for a day
  • 35. Repost and highlight content fans post
  • 36. Repost and highlight content fans post
  • 37. Sourcing content to and from FB
  • 38. Sourcing content to and from FB
  • 39. FB Group for sourcing campaign content
  • 40. Content is for building community http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/
  • 41. Easy to do next steps…1. Set up Advanced Segments for social media sources in Google Analytics.2. Look at what tweets are actually being retweeted through Crowdbooster.3. Identify your top-engaged content type on Facebook, the blog, twitter.4. Create a list of 5 things you’ve learned about your content.5. Create a plan for optimizing your content.6. Create a plan for deepening engagement by building community around your content.
  • 42. How will you create content to build your community? http://www.flickr.com/photos/moriza/2565606353/
  • 43. Debra is 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
  • 44. Ash is always available to answer follow-up questions!Email: ash@mod-lab.comWebsite: mod-lab.comBlog: http://mod-lab.com/blogLinkedin: linkedin.com/in/ashshepherdTwitter: @NPTech_AshTelephone: 718-858-1066
  • 45. Added bonus: DIY Google Analyticsdashboards in less than 5 minutes! http://www.flickr.com/photos/maistora/483238384/in/photostream/