Presentation social media listening dashboard

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As social media tools like Twitter and Facebook become core components of nonprofit communication strategies, there is a corresponding need to assess how well programmatic messaging and organizational identity are propagating in those channels: "We Tweet; is anybody listening?"

In addition, nonprofits have an increasing need to know on what blogs, websites and other online venues they and their issues are being mentioned and discussed, both favorably and less favorably.

This webinar will define the concept of a "social media listening dashboard", describing how nonprofits can use free and low-cost services to track and stay notified about online communications that relate to their work and brand. Best practices for coordinating online communications will be addressed, and specific how-to's will provide participants with the information they need to get started in their online listening.

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  • Key points: NOT a technology session: focus on process
  • Listening is the first step in the engagement process using social media. If you don’t invest in listening first, you won’t know where best to connect with your community; and if you don’t build listening into your social media strategy, you will miss out on opportunities to grow with your community, influence the conversation about your services or sector, and more.
  • Listening let’s you learn about the community around you (offline and online) - it let’s you take the pulse of the larger conversation. Are your services known about? Are your projects relevant? Is your information or research helpful? How can you best serve your community? Listening online lets you hear answers to those questions, even if they aren’t directly related to your organization.
  • Listening can mean a variety of things, and we’ll show a lot of different options in this webinar. But generally, listening means subscribing, searching, and using tools to gather content for you about any of the staff, programs, or issues relevant to your work.
  • Listening does not mean passivity: you have to seek out the sources of content, the conversations, the platforms. It isn’t free: it takes either your time or energy or maybe your money depending on the tools you want to use.
  • Some great tools for listening are some of the easiest to use! And some of my favorites, actually. Let’s look at Google Alerts, Technorati and Google’s Blog Search.
  • Google Alerts is a tool from Google that lets you set your search criteria - just like you would use in a web search - like your organization’s name, key words related to your services or sector, project names, and so on, and then determine how often you want to be alerted with any search results (daily, whenever it happens). For example, say you work at the world’s best nonprofit and you want to know whenever you name appears online. You’d put your organizaiton’s name, “the world’s best nonprofit” in the search terms box. Select what type of content you want to search - if you are only looking for videos or blogs etc. Comprehensive will search all content types. Select how often you want to be notified and then enter your email address - voila! You have an alert set up! You can set up more than one; I like to have an alert for the organization name in and out of quotes (as the google alerts function just like google searches where the use of quotes means it looks for the exact match and no quotes means it looks for those words), the key words for the sector like oregon public education, or aids awareness, and then the names of key staff members like the executive director, communications or PR director and so on so if they are mentioned or quoted we can see that, too. What is great about alerts is that you can deliver results to your email, or to RSS.
  • Google Blog Search is a way of narrowing your Google Search to blog content - so, instead of pulling up organizations, consultants, and everything else in your search, you can pull up blogs where conversations are more likely taking place. Technorati allows you to search the “blogosphere” for blog posts discussing your services or sector. The site has become the definitive source for the top stories, opinions, photos and videos emerging from news, entertainment, business and so on. Technorati.com tracks not only the authority and influence of blogs, but also the most comprehensive and current index of who and what is most popular in the Blogosphere. The authority of a blog is sometimes complex and fickle so not something we are really focusing on here, but it means essentially how prominent the blog is. According to Technorati, a new blog is created about every second, and there are over 80,000 blogs created daily. With numbers like that, there’s no way you can find all the relevant content about your organization or your organization’s work all on your own. So using indexing tools like Technorati to search for content is a huge boost.
  • So, What IS RSS? RSS means really simple syndication. That’s what it stands for, I should say, as “really simple syndication” doesn’t mean all that much to me. Here’s how to understand it: Instead of visiting your favorite bookmarks, whether they are websites, blogs, youtube channels, or even your favorite seciont on craigslist, you can subscribe to them using RSS. You can see right away if a page on the web is available via RSS by the little signal icon that appears on the page or in the URL bar of your browser. When you subscribe, you have updated content, postings, videos or whatever is on the page you’ve subscribed to, delivered to you via RSS whenever it is posted. The subscription is called a feed. So, all you need, is an RSS Reader to serve as the holding space for all your feeds, and you’re set to go!
  • Netvibes is an RSS reader that is a lot like a Google homepage, if you have used or seen one of those before and can do a lot for you. It’s a way of subscribing to and managing RSS feeds by using little widgets, or boxes that you can customize and arrange as you like. Netvibes also lets you create dashboards that are public or private, so you can have a listening dashboard for your internal staff and then a public one for your whole sector!
  • Some great tools for listening are some of the easiest to use! And some of my favorites, actually. Let’s look at Google Alerts, Technorati and Google’s Blog Search.
  • Presentation social media listening dashboard

    1. 1. Social Media Listening Dashboard April 22, 2010 Audio is only available by calling this number: Conference Call: 866-740-1260; Access Code: 6339392 Sponsored by
    2. 2. Using ReadyTalk <ul><li>Chat & raise hand </li></ul><ul><li>Mute = *6, Unmute = *7 </li></ul><ul><li>If you lose your internet connection, reconnect using the link emailed to you. </li></ul><ul><li>If you lose your phone connection, re-dial the phone number and re-join. </li></ul><ul><li>ReadyTalk support: 800-843-9166 </li></ul>
    3. 3. You are being recorded… <ul><li>Streaming into Second Life </li></ul><ul><li>This seminar will be available on the TechSoup website along with past webinar presentations: </li></ul><ul><ul><li>www.techsoup.org/go/webinars </li></ul></ul><ul><li>You will receive a link to this presentation, material and links. </li></ul><ul><li>After the webinar, you can ask follow-up questions in the Virtual Community Forum: </li></ul><ul><ul><li>http://bit.ly/dwM07T </li></ul></ul><ul><li>Twitter hashtags: #techsoup </li></ul>
    4. 4. Social Media Listening Dashboard Sponsored by Presenters: Amy Sample Ward, Allen Gunn
    5. 5. Today’s Speakers Allen Gunn Facilitating: Kami Griffiths, TechSoup Assisting with chat questions: Becky Wiegand Amy Sample Ward
    6. 6. Agenda <ul><li>Why is listening important </li></ul><ul><li>How can I get started </li></ul><ul><li>What do I do now that I'm listening </li></ul><ul><li>Questions and Sharing </li></ul>
    7. 7. Why Is Listening Important? Flickr: Ky Olsen
    8. 8. Why Is Listening Important? Flickr: Laszlo photo <ul><li>What are people saying already? </li></ul><ul><li>Is your work relevant? </li></ul><ul><li>Are your services relevant? </li></ul><ul><li>What information is needed? </li></ul>
    9. 9. What Does Listening Mean? Flickr: Gene Hunt
    10. 10. What Doesn’t Listening Mean? Flickr: Jason Gulledge
    11. 11. How Can Groups Benefit? <ul><li>Listening lets you respond rapidly </li></ul><ul><ul><li>Respond to comments and mentions </li></ul></ul><ul><li>Know who's with you and against </li></ul><ul><ul><li>Work with them to build relationships </li></ul></ul><ul><li>Research your resonance </li></ul><ul><ul><li>Test which messages propagate </li></ul></ul><ul><li>Gain strategic advantage </li></ul><ul><ul><li>Monitor “all sides”, shape messaging </li></ul></ul>
    12. 12. How Can I Get Started? <ul><li>Google Alerts </li></ul><ul><li>RSS </li></ul><ul><li>Netvibes </li></ul><ul><li>Analytics </li></ul><ul><li>& more </li></ul>Flickr: tanakawho
    13. 13. How Can I Get Started: Alerts
    14. 14. How Can I Get Started: RSS
    15. 15. How Can I Get Started: RSS
    16. 16. How Can I Get Started: Netvibes
    17. 17. How Can I Get Started: Netvibes
    18. 18. How Can I Get Started: Analytics
    19. 19. How Can I Get Started: Other Tools <ul><li>Goodbyebuddy </li></ul><ul><li>Tweetscan </li></ul><ul><li>Social Mention </li></ul><ul><li>Radian6 </li></ul><ul><li>Biz 360 </li></ul>
    20. 20. Managing Social Media Processes <ul><li>Follow Best Practices </li></ul><ul><ul><li>Know the conventions, be consistent </li></ul></ul><ul><li>Coordinate your online channels with a Publishing Matrix </li></ul><ul><ul><li>Get the most out of each content event </li></ul></ul><ul><ul><li>“Mulch” your content </li></ul></ul><ul><li>Plan your narrative arc with Messaging Calendars </li></ul>
    21. 21. Managing Social Media Processes <ul><li>Best Practices to support listening </li></ul><ul><ul><li>Define and consistently use a #hashtag for your org, possibly for program areas </li></ul></ul><ul><ul><li>Be consistent: Ideally same domain name, Twitter name, Facebook name, hashtag </li></ul></ul><ul><ul><ul><li>aspirationtech.org </li></ul></ul></ul><ul><ul><ul><li>twitter.com/aspirationtech, @aspirationtech </li></ul></ul></ul><ul><ul><ul><li>facebook.com/aspirationtech </li></ul></ul></ul><ul><ul><ul><li>#aspirationtech </li></ul></ul></ul>
    22. 22. Process Essential: URL Shorteners <ul><li>Social networks require short URLs </li></ul><ul><li>http:// bit.ly is an excellent service </li></ul><ul><ul><li>Convert www.veeeerrrrylongurl.com to http://bit.ly/be8s9o </li></ul></ul><ul><li>Critical: Bit.ly provides analytics </li></ul><ul><ul><li>Who clicks, how many, when and where </li></ul></ul><ul><li>Then Tweet with trackable impunity </li></ul><ul><ul><li>“ Doing webinar w/ #techsoup http://bit.ly/be8s9o” </li></ul></ul>
    23. 23. Publishing Matrix <ul><li>Organizational Questions </li></ul><ul><ul><li>Do you think intentionally about the different types of content you publish? </li></ul></ul><ul><ul><ul><li>Press releases, newsletters, events, blog post... </li></ul></ul></ul><ul><ul><li>Do you have an integrated way for deciding which messages go to which online channels? </li></ul></ul><ul><ul><ul><li>e.g. What's tweet-worthy, what is “just” web content? </li></ul></ul></ul>
    24. 24. Publishing Matrix <ul><li>Build a publishing matrix </li></ul><ul><ul><li>Each row is a type of content </li></ul></ul><ul><ul><ul><li>Press release, newsletter, event, blog post </li></ul></ul></ul><ul><ul><li>Each column is an online channel </li></ul></ul><ul><ul><ul><li>Web site, email list, blog, Facebook, Twitter </li></ul></ul></ul><ul><ul><li>For each type of content, which channels do you use? </li></ul></ul><ul><ul><li>Aspiration Example </li></ul></ul><ul><ul><ul><li>www.aspirationtech.org/training/eadvocacy/templates/publishingmatrix </li></ul></ul></ul>
    25. 25. Publishing Matrix
    26. 26. Messaging Calendar <ul><li>Too many organizations have anemic planning horizons for messaging </li></ul><ul><li>Online success lies in planning out narrative arcs </li></ul><ul><li>Follow the time-honored triple: </li></ul><ul><ul><li>Tell 'em you're gonna tell 'em </li></ul></ul><ul><ul><li>Tell 'em </li></ul></ul><ul><ul><li>Tell 'em you told 'em </li></ul></ul>
    27. 27. Messaging Calendar <ul><li>Pick a primary channel </li></ul><ul><ul><li>e.g. email </li></ul></ul><ul><li>Plan out the goal of each message </li></ul><ul><ul><li>Education, feedback, action, support </li></ul></ul><ul><li>Design each message </li></ul><ul><ul><li>Subject line, ask, narrative outline </li></ul></ul><ul><li>Use publishing matrix to support core messaging strategy </li></ul>
    28. 28. What Do I Do Now? <ul><li>Set up a simple dashboard </li></ul><ul><ul><li>Netvibes is a great place to start </li></ul></ul><ul><li>Track basic things </li></ul><ul><ul><li>Google alerts for org name, etc </li></ul></ul><ul><ul><li>Twitter searches for hashtag </li></ul></ul><ul><li>Watch what comes back </li></ul><ul><ul><li>Add more listening widgets </li></ul></ul><ul><ul><li>Focus energy where there's action </li></ul></ul>
    29. 29. What Do I Do Now? <ul><li>Once listening dashboard is in place </li></ul><ul><ul><li>Plan out your messaging, start simple </li></ul></ul><ul><ul><ul><li>Periodic e-newsletters </li></ul></ul></ul><ul><ul><ul><li>Web updates </li></ul></ul></ul><ul><ul><li>Use publishing matrix to weave in more </li></ul></ul><ul><ul><ul><li>Tweet about “traditional” content </li></ul></ul></ul><ul><ul><ul><li>Use social media to drive traffic to site </li></ul></ul></ul><ul><ul><ul><li>Capture contact info, engage </li></ul></ul></ul><ul><ul><ul><li>Lather, Rinse, Repeat </li></ul></ul></ul>
    30. 30. Listening To Improve Work: Internally From crossed wires to working seamlessly. Flickr: farleyj and quapan
    31. 31. Listening to improve work externally <ul><li>Use your listening dashboard to build: </li></ul><ul><ul><li>Relationships: Thank people who retweet and otherwise propagate </li></ul></ul><ul><ul><li>Audiences: Find out where your messages resonate and engage </li></ul></ul><ul><ul><li>Appreciation: Mention others, and give heads up to others when mentioned </li></ul></ul><ul><ul><li>Intuition: Listening makes you smarter as an organization </li></ul></ul>
    32. 32. Questions? Submit your questions using the chat box.
    33. 33. Continue the Discussion… <ul><li>Additional questions can be answered by posting in the Virtual Community Forum: </li></ul><ul><ul><li>http://bit.ly/dwM07T </li></ul></ul>
    34. 34. Get the Most Out of TechSoup <ul><li>At TechSoup, you’ll find a range of technology services to help your nonprofit: </li></ul><ul><ul><li>Read helpful articles in our Learning Center </li></ul></ul><ul><ul><li>Request donated software , hardware, and online services </li></ul></ul><ul><ul><li>Join our community forums to learn from your colleagues </li></ul></ul><ul><ul><li>Browse upcoming events and conferences </li></ul></ul>
    35. 35. Upcoming Webinars <ul><li>Winning Campaigns with Powerful Collateral </li></ul><ul><ul><li>Thursday, April 29, 11 a.m. Pacific time </li></ul></ul>
    36. 36. Thank you to our Webinar Sponsor! ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per week. For more information: pages.readytalk.com/techsoup.html
    37. 37. Thank you! Please complete the post event survey! Kami Griffiths, kami@techsoup.org, 415-633-9392

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