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2012 TSDigs Metrics Learning Report

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  • First box is from Malin and KG – “hard numbers”Second box is from the survey people answered when they submitted their stories.
  • Should we just remove the “difference” column?
  • Metrics from Facebook, direct and Rowfeeder.
  • From Rowfeeder.Top DaysFebruary 7, 2012 – 537February 14, 2012 – 375January 31, 2012 – 270 March 28, 2012 – 207
  • Transcript

    • 1. 2012 TechSoupDigital Storytelling Challenge Metrics + Learning
    • 2. IntroThe third annual TechSoup Digital Storytelling Challenge took place inFebruary 2012, and involved: • 3 video production webinars, led by Lights. Camera. Help. • 1 Nonprofits Live Interactive Online Show • 3 live Tweet Chats • Special/dedicated digital storytelling page • 4 Main Judges Award categories • 9 Honorable Mentions • 2 Community voted “Audience Choice” photo and video awardsOverall, this year’s event had a huge increase not only in the number ofentries, but also to traffic to the TSDigs page, global participation, andcommunity engagement. Here are some of the results:
    • 3. EntriesThere were 261 submissions for the DigitalStorytelling Challenge. Of those, 206 were videosand 55 were photo entries. 59 came fromorganizations/individuals registered with TechSoup.For comparison, that is over double of thesubmissions from the 2011 Challenge (+151%), andalmost double (+46%) the amount of participationof TechSoup members.
    • 4. WebinarsAlthough Webinar participation was strong, it wasone part of the Challenge which we saw decline.There were a total of 911 participants across thethree webinars and one Nonprofits Live events. In2011, there were 1,263 participants for twowebinars.Of the webinar participants, 31 submitted entriesand 61 made donation requests. This is an increasefrom last year, where only 16 received donations.
    • 5. Storytelling Main PageThis year, we purchased “TSDigs.org” andredirected to the main storytelling page onTechSoup, replacing tiny.cc/tsdigs. Besides beingeasier to remember, we believe this helped insharing. The page was viewed 10,482 timesduring the month of the campaign, up from2,763 for the campaign last year.
    • 6. SummaryOverall, 388 registered organizations and 458 registeredindividuals were involved in the 2012 Digital StorytellingChallenge, either by attending a webinar, entering a digitalstory, voting in the community Audience Choice Award orreceiving a donation after visiting a digital storytelling page orresource.Although the number of registered organizations decreasedfrom 519* in 2011, the number of first time registrations, firsttime ordering, and number of donation requests increased.Donation requests of featured products also doubled, from 21to 47.*The number of registered orgs participating in 2011, was also calculated differently and should not necessarily be compared “apples toapples” to this year’s TSDigs Challenge.
    • 7. Snapshot 2011 2012 Difference Change Submissions 104 261 157 151% YouTube 80 206 126 158% Flickr 24 55 31 129% Votes 1,216 5,314 4,098 337%Webinar/NPLive 1,263 911 -352 -28% Attendees Countries 8 24 16 200% Page Views 2,763 10,482 7,719 279%Products from sponsors used tomake story (Of 261 Entries, 227 154 59% answered) Adobe 60 39% Flip 47 31% Flickr 32 21%
    • 8. TechSoup Members & Donations TSDIGS OVERALL 2011 2012 Difference %Change 1st Time Registration (Organizations) 5 18 13 260% 1st Time Registration (Individuals) n/a 47 n/a n/a 1st Time Ordering Orgs 14 15 1 7% Any Donation Request 54 98 44 81% Donation Request for Featured Products 21 47 26 124% Countries 8 24 16 200% Existing Organization Members (submitted entries) 27 59 32 119% Existing Individual Members (any TSDigs involvement) n/a 411 n/a n/a ONLINE EVENTS Webinar/NPLIVE attendees 1263 911 -352 -28% Submissions 22 31 9 41% 1st Time Registration 5 11 6 120% 1st Time Ordering Orgs 6 7 1 17% Any Donation Request 16 61 45 281%Total TechSoup Members involved in TSDigs 2012 (individuals) – 458Total TechSoup Members involved in TSDigs 2012 (organizations) – 388
    • 9. Event DatesDigital Storytelling Challenge Feb 1 – 29, 2012Community Voting March 6 – 11, 2012TSDigs Awards Screening/Party March 28, 2012 ParticipantsTweet Chat 1 35 People Jan 31, 2012Mobile Storytelling 224 TweetsWebinar 1 541 Registered Feb 2, 2012Pre-Production: Before You Push Record 348 AttendedTweet Chat 2 53 People Feb 7, 2012Creating Impact & Effective Storytelling 425 TweetsNonprofits Live 75 Registered Feb 8, 2012Collaborative Storytelling 138 AttendedWebinar 2 455 Registered Feb 9, 2012Production: Capturing Your Story on Camera 247 AttendedTweet Chat 3 42 People Feb 14, 2012Social Amplification & Distribution 289 TweetsWebinar 3 509 Registered Feb 16, 2012Post-Production: You Have Footage, Now What? 241 Attended
    • 10. Social Media 2012 Jan 31, 2012 Feb 29, 2012 Mar 31, 2012 Difference %ChangeFacebook 5,451 5,698 5,966 515 9% Likes Twitter 13,401 13,926 14,498 1097 8%Followers 2011 Jan 1, 2011 Jan 31, 2011 Feb 28, 2011 Difference %Change Facebook 2,877 3,080 3,248 371 9% Likes Twitter 7592 8026 8427 835 9% Followers
    • 11. TwitterTotal TSDigs Mentions 2,902 Breakdown of Total Tweets Retweets 1,377 47% @TechSoup Mentions 962 33% Includes Link 1,452 50% No Link 1,452 50% Top Days TSDigs Mentions Event Feb 7, 2012 537 Tweet Chat 2 (Creating Impact/Effective Storytelling) Feb 14, 2012 375 Tweet Chat 3 (Social Amplification) Jan 31, 2012 270 Tweet Chat 1 (Mobile Storytelling) March 28, 2012 207 TSDigs Awards Screening
    • 12. #TSDigs Top Keywords & Frequency Within Posts3,500 2,9023,0002,5002,000 1,3501,5001,000 528 678 630 392 500 166 121 - Total Posts @techsoup digital storytelling digital digital story tweet chat 11am pt storytelling challenge Twitter Posts & Impressions Total Posts Impressions Potential Impressions600 2,000,000400 1,500,000 1,000,000200 500,000 - - 2/2/12 2/4/12 2/6/12 2/8/12 3/1/12 3/3/12 3/5/12 3/7/12 3/9/12 1/31/12 2/10/12 2/12/12 2/14/12 2/16/12 2/18/12 2/20/12 2/22/12 2/24/12 2/26/12 2/28/12 3/11/12 3/13/12 3/15/12 3/17/12 3/19/12 3/21/12 3/23/12 3/25/12 3/27/12 3/29/12
    • 13. Twitter + Community Community Guest Tweeting New way to involve and showcase partners and experts. Guest HostingCoordinated with #commbuild chat to hoststorytelling themed chat during TSDigs and TechSoup was the guest host.
    • 14. Insights• TweetChats still proved to be a good way to promote TSDigs and engage participants.• No significant difference in rate of growth of social channels. Perhaps next year look at ads or specific ways to drive subscribers.• This year more focused on tweet chat theme and inviting topic professionals, vs. last year having guest expert. Both work.• Kept time to 11am to match the webinars, which was good for simplicity, but next year would like to look at co-organizing with global partners or participating in at least one different time to support broader geographic participation.• Guest tweeting Thursday turned out to be a great way for us to involve and showcase Lights. Camera. Help. even more and was positively received by the community and person guest tweeting.
    • 15. FacebookDemographics Countries59% Female United States39% Male Canada73% 25 – 54 y.o. Estonia United Kingdom IndiaTalking about AustraliaTechSoup Romania2,709: Engaged61,678: Mentions Cities San FranciscoTotal Reach(Based on Unique/Day) New York, NY137,242 Washington DC Los Angeles Oakland Chicago Tallinn, Harjumaa, Es tonia
    • 16. Insights• Users seem to be more social media savvy and saw we were tagged more in posts.• Skewed 20% more female, last year was closer to 50/50.• Social media seems to be reflective of offline TechSoup presence – San Francisco represented highest, and global partners Australia and Romania in top 10 countries.• We did not place ads this year, and still had the comparable growth rate.
    • 17. Post-Event Survey (135 Responses)How did you hear about TSDigs? What was your involvement with TechSoup Newsletter or Email TechSoup before TSDigs? (eg, By the Cup, New Product Alerts) Email Friend Longtime member Twitter Have received donated product Facebook SecondLife Participated in events or webinars Other Newsletter or Listserve New member (within the last few months) Specific site or person (so we can thank them!) Just learned about TechSoup TSDigs Google Group from TSDigs Lights. Camera. Help. Didnt attend or participate in TSDigs, but interested in participating in the future Blog Attended the TSDigs Awards Screening in SecondLife Community Listserve (eg, YNPN, Progressive Exchange, etc.) LinkedIn 13% Learned about TechSoup through TSDigs.Email continues to be number one way 16% New Memberspeople learn about TSDigs/events. 26% Received donated products
    • 18. Post-Event SurveyAfter participating in the Digital What was the best or most helpful How or where will you use/shareStorytelling event, how likely are part of the TSDigs Challenge?* your digital story?you to use the tools again? Webinars 42% Exposure on TechSoup 33% Website 75%Definitely 43% Prizes 22%Very likely 39% Facebook 64% How-To articles and blogs 22% Forums 4% Fundraising 44%Maybe, but need more Tweet Chats 4% Twitter 28%practice or training 18% SecondLife meetings &Not very 1% interviews 3% Recruiting 19%Would you participate in TSDigs Before TSDigs, had you Who created/produced yourChallenge again? created a digital story story? before? Staff 64%Yes, probably 39% No, this was our first time 41% Volunteer 21%Yes, definitely 36% Yes, once or twice 24% Volunteer (Film Professional) 7%Not sure 15% Yes, a few times (3-5) 22% Intern(s) 5%No, not likely 10% Yes, a lot (more than 5) 13% Hired someone 4%*Survey sent to 1000+ who participated in any part of TSDigs (webinar, entered digital story, tweet chat, forum, judge, etc.). Percentages based on 135 whoanswered. Results are a good sampling, but should not be used as only indicator of effectiveness of certain TSDigs features/programs (eg,SecondLife/Nonprofit Commons).
    • 19. Suggestions/Comments (from post-event survey)“The learning opportunities were very helpful. More great trainings please!” “More webinars on how to get best content.” “I love Tech Soup, but often I dont feel like I can take full advantage of all it has to offer due to too much to do, too little time.” “The promotion to enter the contest was great and staff responded quickly.The screening went well. The contest website, layout and voting system needs improvement.”
    • 20. Kudos"Thank you for this opportunity. Kids love making videos!" -Los Alamitos Youth Center, Inc. "Thanks for having the contest! This was very much a learning process for me. It was my first time using this video editing software." -National Forest Foundation "Thank you so much for motivating us to tell and share our story with the world!" -Starfire Council
    • 21. Thank you!-Online Community & Social Media Team