Listen Learn Adapt




Social Media and Nonprofits: Two-Day Intensive Workshop
We Are Media Project:
The Social Media Starter Kit for
Nonprofits

Visit the WeAreMedia wiki for additional
resources and ...
Objectives

•    To provide a basic overview of how to apply listen,
learn, and adapt in your social media implementation
David Armano wrote this brilliant article
about why we need to think about return on
“insight” versus investment in a conn...
http://www.flickr.com/photos/johnjoh/376275220/




How can Phil apply it?
Start with …
• What you will do with the tools
• Who you are trying to reach
• What you want them to do
 know/do/learn/
• ...
http://www.flickr.com/photos/johnjoh/376275220/




Check
Investigate before you leap
the first time

 •Research excellent practices and advice
 •Get to know the tool(s) you will u...
http://www.flickr.com/photos/johnjoh/376275220/




Check
Learn
    Listen
                            Adapt




Return on Insight
Can I take these
       off now?




Listening is
knowing what is
being said online
about your
organization and
your field.
Listening is the first step, but you do it …
                                                                           Co...
Before

         During




                  After
Hmm .. Need to
           wear them all the
                 time.




See Beth’s Social Media Listening Personal
Learning...
The Red Cross knows how to listen
• Keeping abreast of daily
conversation, knowing what needs
action
• Compile by line of service
• Distribute, consult with...
Leads to Engagement
“I took an American Red Cross class I thought was
  less than satisfactory. […] Someone found my
  blog post and told the ...
Influencer
                Customer         complaining …
 Relationship
                 service
   building
             ...
Insight Harvesting
“Look for trends over time, what
people find compelling enough
about their intersection with the
Red Cross to spend time w...
• Relationship building lays groundwork for future
campaigns to raise time, money, and blood
• Identifies influencers
• Do...
Learn




http://www.flickr.com/photos/lwr/1408972724/
“If you don’t launch, you don’t
learn.” David Armano
Think like a scientist
                              Optional




                  Essential
Observe and sift through qualitative
data like a Primatologist
You’re saying that
   donors are
    primates?




Anthropologist * is a better metaphor
                     Armano descr...
A Process I’ve Used With All My Fundraising
Campaigns

    • Document on the fly
    • Test and tweak
    • Pick the right...
Document on the fly
I like to visually
document too …
Test and Tweak
Synthesize along
the way – reflect in
action
Look at numbers .. You
still have to measure to
improve
Harvest Insights
A few points about social media metrics
Well not dead, but it’s not all about page views
Engagement
              Create
                        Metrics


Critic                    Comment

               5

   ...
Jake Brewer




       “We don’t really care about views as much as we
       care about comments. If we get 1,000 video v...
Social Media Metrics

• Objective, audience, strategy and link
  to your metric
• Pick the right ones!
• Numbers alone are...
Adapt




http://www.flickr.com/photos/lwr/1408972724/
This is the hard part because
you have to get past mistake
phobia
You have to be nimble
The Humane Society of the United States
They                         Thank
                                     God!
     adapted …




Did they stop doing photo ...
“Since this was our first run at a photo
petition, it was difficult to get across
exactly what we wanted people to do
with...
3,000 submissions
Did it evolve?
Wisdom of the Crowds Meets Person-to-Person Fundraising
It is easier to adapt
your social media
project




Harder to change
organizations
Summary
• Don’t take off your listening ears
• Think like a primatologist
• Evolution is a good thing
Small Group

Discussion the listen, learn, and
adapt discussion questions
All sources and additional material can be found on
the WeAreMedia Wiki


WeAreMedia: Listening
http://www.wearemedia.org/...
If you remix this presentation,
please add your remixed version
to the wiki.


Thank you
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
Day 2: Listen Learn Adapt
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Day 2: Listen Learn Adapt

  1. 1. Listen Learn Adapt Social Media and Nonprofits: Two-Day Intensive Workshop
  2. 2. We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org Funded by the Surdna Foundation
  3. 3. Objectives • To provide a basic overview of how to apply listen, learn, and adapt in your social media implementation
  4. 4. David Armano wrote this brilliant article about why we need to think about return on “insight” versus investment in a connected age. Go read it, I’ll wait. That’s David
  5. 5. http://www.flickr.com/photos/johnjoh/376275220/ How can Phil apply it?
  6. 6. Start with … • What you will do with the tools • Who you are trying to reach • What you want them to do know/do/learn/ • Results
  7. 7. http://www.flickr.com/photos/johnjoh/376275220/ Check
  8. 8. Investigate before you leap the first time •Research excellent practices and advice •Get to know the tool(s) you will use and review examples of what other nonprofits are doing • Participate as an individual before participating as an organization
  9. 9. http://www.flickr.com/photos/johnjoh/376275220/ Check
  10. 10. Learn Listen Adapt Return on Insight
  11. 11. Can I take these off now? Listening is knowing what is being said online about your organization and your field.
  12. 12. Listening is the first step, but you do it … Community Building & Social Networking Generate Buzz Share Story Participate Listen See WeAreMedia Wiki for more information http://www.wearemedia.org
  13. 13. Before During After
  14. 14. Hmm .. Need to wear them all the time. See Beth’s Social Media Listening Personal Learning Space http://socialmedia-listening.wikispaces.com/
  15. 15. The Red Cross knows how to listen
  16. 16. • Keeping abreast of daily conversation, knowing what needs action • Compile by line of service • Distribute, consult with subject matter experts
  17. 17. Leads to Engagement
  18. 18. “I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.” - Blogger
  19. 19. Influencer Customer complaining … Relationship service building issue Staff determines comments or tweets that need response
  20. 20. Insight Harvesting
  21. 21. “Look for trends over time, what people find compelling enough about their intersection with the Red Cross to spend time writing about publicly.”
  22. 22. • Relationship building lays groundwork for future campaigns to raise time, money, and blood • Identifies influencers • Documentation creates internal value • Listening skills and tools upgraded • What works used for future campaigns Continuous Listening Offers Value
  23. 23. Learn http://www.flickr.com/photos/lwr/1408972724/
  24. 24. “If you don’t launch, you don’t learn.” David Armano
  25. 25. Think like a scientist Optional Essential
  26. 26. Observe and sift through qualitative data like a Primatologist
  27. 27. You’re saying that donors are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
  28. 28. A Process I’ve Used With All My Fundraising Campaigns • Document on the fly • Test and tweak • Pick the right hard data points • Harvest your insights • Look at what other nonprofits are doing in the space • Pause for reflection time before next reiteration: How to improve results?
  29. 29. Document on the fly
  30. 30. I like to visually document too …
  31. 31. Test and Tweak
  32. 32. Synthesize along the way – reflect in action
  33. 33. Look at numbers .. You still have to measure to improve
  34. 34. Harvest Insights
  35. 35. A few points about social media metrics
  36. 36. Well not dead, but it’s not all about page views
  37. 37. Engagement Create Metrics Critic Comment 5 Collect Click
  38. 38. Jake Brewer “We don’t really care about views as much as we care about comments. If we get 1,000 video views that is good. The comments are a focus group with our influencers. If they like it, they’ll spread it and that helps get to our objectives.”
  39. 39. Social Media Metrics • Objective, audience, strategy and link to your metric • Pick the right ones! • Numbers alone are meaningless • Combine with other measures and qualitative data • Harvest insights
  40. 40. Adapt http://www.flickr.com/photos/lwr/1408972724/
  41. 41. This is the hard part because you have to get past mistake phobia
  42. 42. You have to be nimble
  43. 43. The Humane Society of the United States
  44. 44. They Thank God! adapted … Did they stop doing photo contests as a result?
  45. 45. “Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person who needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “ Carrie Lewis, HSUS
  46. 46. 3,000 submissions
  47. 47. Did it evolve?
  48. 48. Wisdom of the Crowds Meets Person-to-Person Fundraising
  49. 49. It is easier to adapt your social media project Harder to change organizations
  50. 50. Summary • Don’t take off your listening ears • Think like a primatologist • Evolution is a good thing
  51. 51. Small Group Discussion the listen, learn, and adapt discussion questions
  52. 52. All sources and additional material can be found on the WeAreMedia Wiki WeAreMedia: Listening http://www.wearemedia.org/Tactical+Track+Module+1 WeAreMedia: Metrics http://www.wearemedia.org/Strategy+Track+Module+6 WeAreMedia: Experiments http://www.wearemedia.org/Tactical+Track+Module+6
  53. 53. If you remix this presentation, please add your remixed version to the wiki. Thank you
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