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Debra Askanase: 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. In this session, we’ll focus on the important questions you need to ask, the metrics that ...

Knowing what social media data to track is critical to transforming data into content your community wants. In this session, we’ll focus on the important questions you need to ask, the metrics that tell you what you need to know; how to optimize your content to engage community; and how to build a social media community of content contributors and curators.

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  • Full Name Full Name Comment goes here.
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  • please visit-www.sudartrust.com
    please help me
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  • Our mission is that every person has got social responsibility and especially those person who had an oppurnity to get better education and living condition. They should extend helping hand to those lost fortune people who are very much below in the society and show light to their life so that these loss fortunate children can also get an oppurnity to lead a happy and peacefull life and this bring down the social imbalance. These objectives can be achieved only if educated and elite people take the responsibility and lead the path for these abandoned children of the society. With this objective in view, Sudar Academy and Charitable Trust was started our mission and vision is to educate physically challenged children prove others that they are like common people they have all abilities and talents like normal people and bring down the social imbalance in the society which ultimately bring in peace in the society.

    Goals:
    Though we are giving free education for few number of childrens who were from poor background. we want to extend them into a large number. We are about to start orphanage, oldage home and widows care but we are in putforth for financial assistance. We provide education, food, physiotheraphy for 30 Differently abled children.
    PLEASE VISIT-WWW.SUDARTRUST.COM
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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/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

Debra Askanase: Building Community from Content Data Debra Askanase: 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
  • [Kitty photo]http://www.flickr.com/photos/johnymutton/3652077613/in/photostream/
  • 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?
  • 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, me Watch fan reviews ssage, twe Download Friend Give et, blog Read Follow feedback 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
  • 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