Effective social media strategy isn’t about using as many tools as possible. What does it take to succeed is the ability to improve practice in small steps. The Crawl, Walk, Run, and Fly is a maturity of practice model that can help NGOs how to get to the next level and improve how they’re using social media to reach civil society goals. Many NGOs in other parts of the world are not successful using social media because: They don’t have a methodical, well-thought out communications plan that links to their social media strategy They try to be on too many different social media sites without the capacity or strategy to support it Staff do not have the time or skills to implement a social media plan on an ongoing basis People in the organization do not see the value of using social media or have the desire to want to learn a different way of working Social media requires sharing control of your organization’s branding, having conversations with stakeholders online, and other ways of working that are new and may be uncomfortable They lack a way to measure their social media strategy success, document results, and reflect on how to improve upon what they’re doing We discovered the Train the Trainers workshop that many of the challenges are true for NGOs in the Arab World. (http://www.bethkanter.org/emediat-day2/) That’s why this curriculum is based on the idea that NGOs can be successful in using social media if they take small, incremental and strategic steps. As a social media trainer, you need to identify what stage of practice the participants are in and help them get to the next level. In this model, there are four different levels of social media practice. These are classified as “Crawl, Walk, Run, Fly.” One level is not better than another, it is just where the organization is at in its social media usage. Be aware, that it takes months if not years to reach the highest level of practice. Not every nonprofit will go through the levels at the same pace due to organizational culture, capacity, or communications objectives and target audiences. The goal of training and technical assistance is to help NGOs improve by getting to the next level. If they can’t fly, then run. If they can’t run, then walk. If they can’t walk, then crawl. The idea is to keep improving.
If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
These are different levels of nonprofit social media practice – They go from beginner to advance As you move up and through different levels, you need to invest more time, but you get more returns
Let’s look at the model in terms of tools that you might use at each level ….. Ask how many using what tools for each ..
http://www.flickr.com/photos/violetblue/331392404/ A report card ..
Rewards learning and reflection Try it and fix it approach – fail fast Appreciates individuality and that does not indicate a lack of professionalism or caring Trusts staff to make decisions and respond rapidly It is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
Our social media strategy focuses on brand awareness and engagement and is part of an integrated communications strategy. We spend time identifying and building relationships with super-advocates online and engage them — similar to the way you engage major donors or champion advocacy constituents. “ but we are seeing social media become very important in helping with public policy efforts – like the recent Child Nutrition Bill . We saw a lot of interest and click thrus from Twitter particularly.” They used Google Analytics to see where traffic is coming from specifically to their advocacy pages surrounding the bill and looked at Twitter retweets.
Let’s unpack the four components of an ROI analysis http://www.flickr.com/photos/toniblay/52445415/
http://www.flickr.com/photos/edyson/13434169/ How many of you ask or get asked these questions? Very important questions, sometimes hard to answer … Important to think of ROI as Crawl, Walk, Run, and Fly … Let me show you.
grist.org is a data-informed organization that uses a ladder of engagement not only to guide its content and social media integration strategy, but uses measurement at each rung of the ladder to ensure that they are getting results. Says Giller, “Our theory of change is engaging users around content that shows how being green can reshape our world can empower personal behavior change and ultimately impact society at large. We’re getting results because a large percentage of our readers have told us that they have taken action based on reading grist.org content.”
This is an example I heard the other idea from Grist They are online news site for environmental issues – anyone familiar Getting to running
But we also have a similar ladder—moving people from on-ramps to real deeper conversation. Social can hook people into all of these, and works especially well with on-ramps.
1. Measuring the Networked Nonprofit Beth Kanter, Visiting Scholar David and Lucile Packard Foundation COF, September, 2011
4. Measuring and learning from social media practice must start from the beginning ….
5. Nonprofit and Social Media Maturity of Practice Model Capacity Building in Best Practices CRAWL WALK RUN FLY
6. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration
7. Where to focus … Social Media Strategy SMART Objectives Audience Listening Experiments/Pilots Social Media Strategy Engagement Content Communications Strategy Culture Change Multiple Channels Reflection/Improvement Network Building CRAWL WALK RUN FLY
8. Listen Participate Promote Publish Build Network Low Engagement High Engagement Content Intensive No Engagement Broadcast/Share Original concept by Beth Kanter – remix by Aliza Sherman 15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk + + + + CRAWL WALK RUN FLY
9. What is your biggest challenge using social media effectively?
10. Culture Fear of Failure
11. Culture Don’t Value Learning
12. MomsRising: Joyful Funerals
13. You want me to Tweet and measure it too? Lack Resources: Time and Staff
15. Tools Not aware of the many free, low cost , and professional social media analytics and measurement tools (and how to use them)
16. Tools/System: No Dashboard or Siloed Dashboard Examples of Bench Learning …
17. Skills: Confusion between counting and measurement
18. Not sure what to measure ….
19. Collect a lot data, but not sure what it means
20. Many do not start off with a SMART Social Media Objective
21. Source: Kami Huyse http://www.slideshare.net/IABCHouston/measure-this If they did, they would know that there are just 3 things to measure ….
24. Action/Behavior Change
25. Social Media strategy is part of integrated communications strategy. Track Awareness: Share of Conversion About Hunger Conversions for advocacy (Child Nutrition Bill) and donations Cross Department Dashboard KPI: Linked to Job Performance FLY
27. Crawl: Spreadsheet Aerobics: Begin with 2-3 data points
28. Benefits Costs The ROI Puzzle Math
29. Executive Directors and Pot Holes Problem
30. Photo by edyson Executive directors want to know …. What are the results? What’s the value? How much time?
31. Number of Months Strategy, Measure, Improve Investment Insight Continuum of Value: Crawl, Walk, Run, Fly $ Interaction Results Impact
33. Footprint: The reach of their activities, both online and offline Engagement: Readers engage with their content Individual Behavior Change: Impact on users behaviors, purchase decisions, and daily lives that are in line with sustainability Societal Change: Impact on society, policy discussions, and conversations that advance sustainable practices.
34. Using Measurement for Capacity Building Tracked Results: Stage 1 – Integrated into staff Stage 2 – Hired social media staff
35. gristastic ladder ‘o engagement
36. Conclusion Social media measurement goes hand in hand with good practice Slightly more mature practice for measuring business results vs social impact Social media measurement is a discipline, not a task, and it needs to be part of the organization’s culture There’s a big need for more training/capacity for measurement discipline and improvement of practice and sharing the stories http://socialmediafoundations.wikispaces.com/COFSF-2