Peer Exchange Group 1:                     Stealth Measurement:                     Using Social Media Effectively:       ...
Welcome!If you experience any technical difficultieslogging into the system, please contactReady/Talk Customer support:800...
This call is beingrecorded          *2          Flickr Photo          by Malinki
Peer Exchange Group 1:                     Stealth Measurement:                     Using Social Media Effectively:       ...
On The“wikito Today your reflections Don’t forget jot down in your          Call             journal”Beth Kanter    Becky ...
Agenda    Intros/Reminders    Principle #5: Ambassadors    Peer Discussion    Next Session    ReflectionTwitter Hashtag: #...
Quick Reminders  Groups 1a at 11:00 am  Groups 1b at 1:00 pm  Switch groups: OK  Missed Session:  Listen to Recording  Mul...
•A social media policy provides the rule book for all staff to participate through personal use•Organizational guidelines ...
Type into the chat:What recruitment tacticsdid you try?What engagement tacticsdid you try?What worked? What didn’t?
A majority of our posts are aboutsharing links to our media coverage.However, I dont think"broadcasting" news 100% of thet...
Principle #4: ContentCoordinate all content channelsEditorial EcosystemFacebook Content   Chop Shop   Photos   Automate Se...
Content As Food Preparation: The Shopping List and PantryWhat can be chopped into smallpieces?
Monthly MenusMonth                    Content/Type   TopicMonday                   QuestionTuesday                  PhotoW...
Restaurant CriticMonth                   Content/Type   Topic     Reach     VirilityMonday                  QuestionTuesda...
Type into the chat:What content tactics didyou try?What worked? What didn’t?
RecruitEngagement  Action   Love
It’s a like, it’s a comment, it’s awall post, it’s a status update, noit is Superfan!
Love
Love
Love
Concerns          Benefits Rogue Fan         Testimonials May move on       Open Door Control Issues    It’s genuine
How Do We Work With Them?Track:Who Are They?Recognize:Shout Outs, TaggingCultivate:What do they want to do?Proposal/Tools:...
How doyou findpeoplewho loveyou?
In your back yard?
Our Daily Bread – Fairfax VA“Using Facebook toengage and learn moreabout donors andcultivation for additionalgifts. Exampl...
Shout Outs
The Blue Key site was only launched in December 2010, and its social/digital aspects wererelatively new, so there was not ...
Next Session: December 16, 201111:00 am PST1:00 pm PSTTopic: Answer open questions, FB Insights, andPrivacy TipsHomework: ...
Group 1 Packard Foundation
Group 1 Packard Foundation
Group 1 Packard Foundation
Group 1 Packard Foundation
Group 1 Packard Foundation
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Group 1 Packard Foundation

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  • http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  • Beth will read list of participantsBeth will introduce herself“The last few calls I realized that it was hard for me to moderate, work the software, take notes, read the chat and present. So, I’m lucky to have recruited a fabulous co-moderator, Becky Jain. She is going to help me with the back channel – the chat.Becky is a blogger and active on many social media communities. After studying at Wesleyan and the London School of Economics, she came to India to live with her husband, and to work in the development sector. She recently moved to back to the US and in NYC.Say hello!
  • This is our agenda – we’ll pause along the way for questions.
  • Remember that application you filed out, here’s a summary of group compositionIf I had to say one word about the group: DiversityWide range of budget sizes, different program areas of the Foundation …..That should enrich our work together, hopefully. One thing we have in common -You all have gone beyond the beginner stage in social media and looking to refine your work through measurement or figure out how to document results.
  • So, while it is important to have an integrated strategy – that’s at an advanced maturity of practice – and you have to start somewhere .. So let’s look at how the ladder of engagement plays out on Facebook. Scaffolding by depth of relationship is a familiar framework for many nonprofits – whether it is donors or activists have tactics that move people up the ”Ladder of Engagement.” This is how it plays out on Facebook, but think across all your channels.
  • http://simplymeasured.com/freebies/facebook-insights
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
  • http://www.socialmediaexaminer.com/3-rewards-and-3-risks-of-making-customers-brand-ambassadors/#1: The power of a testimonial will outperform anything a marketer can develop.The power of a customer’s story has been proven to increase web traffic and conversions. But in this case, you would have customers who are building genuine relationships and showing that they’re so passionate about your brand that it actually is part of their identity.You could have customers who run an entire blog on your site, or one or more customers could be in charge of finding relevant articles they think your following would be interested in and sending out the tweets and status updates. Or from another angle, they could be charged with engaging with influential bloggers in your space and commenting on their blog posts on the company’s behalf. There are so many possibilities for these loyal fans to become immersed in your brand and share their genuine unfiltered perspective.‘#2: Customers can open doors faster than you can.Let’s face it, when bloggers are getting pitched by a brand, they immediately put up their sales radar. They want to protect their audience from your spammy marketing messages.But when one of your customers approaches a blogger about the difference you made in their life, it’s different. It doesn’t feel like a pitch, it feels like a case study that must be shared.If you set this up well, you’ll allow the customer to leverage benefits he or she can offer to a blogger—a pseudo-toolbox of resources such as cross-posting on each other’s blogs, joint media interviews and/or joint sponsorships. You’ll have to do some training with your customers on how and when it’s appropriate to use their toolbox, but it can be done.A customer who knows when it’s appropriate to say, “Hey, I also have some contacts over at the company and if you’re interested in posting in their community I can make an introduction.” An approach like that doesn’t sound salesy or pushy but natural, and builds on the power of social media to connect like-minded individuals.#3: It’s genuine, it’s real, and it isn’t marketing.It’s such a crowded marketplace for advertisers that it has become really tough to break through the clutter. And we’re seeing this extend into the social space. By having a group of customers who are your brand ambassadors, you can easily break through with an authentic voice because it will sound different—ultimately it’shumanization of your brand at its best.As much as you try to develop pretty marketing messages that deliver, this will sound different than anything you put together. The reality is that even if the customer said EXACTLY what you would’ve said, it will have a tone of genuine passion behind it that marketers struggle to convey without sounding pushy.The key is to get beyond the solicited customer testimonial and actually let them generate their own content in their own words. Facebook does a fantastic job with their Facebook Stories section. If it’s appropriate for you to be involved in their content creation process, only edit for grammar. Leave subjective edits in the trashcan. Give customers best practices, rather than rules. That’s where the power of authenticity takes hold.#1: Fear of the rogue customer.Giving up brand control is a difficult proposition because companies are terrified that their customer may turn on them at some point and have a large following they’ve established with the company’s support. I want to say it’s a valid fear, but it really isn’t.Tennis fans may remember when Martina Hingis filed a $40 million lawsuit against Sergio Tacchini, an Italian shoemaker, for giving her “shoes that injured her feet,” as ABC News reported. This came as a result of a “five-year endorsement deal that was to pay her (Hingis) $5.6 million.”Examples like this seem to always make the headlines and it gets worse when you look at celebrity endorsements that are cancelled due to embarrassing activities in the celebrities’ personal lives. While these are the examples most people associate with a rogue customer, there’s a really important distinction.#2: Concern over losing a brand ambassador because they move on.This is a reasonable concern. As you work with customers and they develop their own following, it can be tough to manage a transition if they decide they don’t have time for it anymore. I would recommend that you structure your brand ambassador channels in a way that allows for multiple customers to participate in a single channel so you aren’t too strongly aligned with an individual personality.The best we can do as marketers is to influence our brand’s message and perception, but the reality is that it’s largely controlled by our audience. The sooner we embrace the massive word-of-mouth network that has been magnified through social networks, the more chance we have of being a positive influence on it.As the social media world evolves, our customers will have a voice, whether we empower them or not. The question is, are you willing to provide the platform to magnify your customers’ reach or are you going to wait for your competition to do it first?Check here if you want to know if your brand passes the mirror test and check out this interview on how Cisco uses social media to connect with customers.What do you think? Is your brand ready for this kind of change? Are you already using this strategy? Please share your thoughts and ideas in the comments section below.
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
  • http://simplymeasured.com/freebies/facebook-fan-page-analytics
  • http://www.odbfairfax.org/https://www.facebook.com/odbfairfaxhttp://www.youtube.com/odbfairfax“Using Facebook to engage with and learn more about our donors and cultivation for additional gifts. Example: Amazon wish list for our Food Pantry items. We posted on our page, got comments, including a fan who said she had just placed an order for us. We thanked her! The next day, a big order of Diapers came in from Amazon - and we thought it must be her. From the person's fb profile, I could tell she was a young mother - our key target demographic for new $$ donations. I looked her name up in our donor management system - and discovered she had attended our big fundraiser in Feb. as a first time donor and we had her email.. So my Food program manager sent her an email to say thanks and asked if she'd sent diapers. Donor responded back with a very engaging email that no, it was juice boxes she'd ordered - and she shared that she has a young son and they had attended our Empty Bowls event and our mission to feed hungry local children really resonated with her. Plus, she shared that she had first discovered our organization when she went to paint at the local Paint your own Pottery place before the Empty Bowls event - which was doing a promotion for us to "buy one, paint a free one to donate to ODB." So this was a great story for me to share as the Dev. Manager with our partner the owner of the Pottery shop! Terrific win-win!”
  • https://www.facebook.com/Beth.Kanter.Blog/posts/10150929716385408
  • http://www.nten.org/champions
  • http://www.socialmediaexplorer.com/online-public-relations/influencer-identification-tools/
  • http://www.waxingunlyrical.com/2011/06/07/want-to-identify-online-influencers-try-traackr/
  • http://www.waxingunlyrical.com/2011/06/07/want-to-identify-online-influencers-try-traackr/
  • Group 1 Packard Foundation

    1. Peer Exchange Group 1: Stealth Measurement: Using Social Media Effectively: One Channel Focus Ambassadors and Sharing November 18, 2011 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
    2. Welcome!If you experience any technical difficultieslogging into the system, please contactReady/Talk Customer support:800.843.9166Please use *6 to Mute your conferencelineWhile we are waiting, play with the chat:What’s something you learned aboutcontent on Facebook this month?
    3. This call is beingrecorded *2 Flickr Photo by Malinki
    4. Peer Exchange Group 1: Stealth Measurement: Using Social Media Effectively: One Channel Focus Ambassadors and Sharing Tips November 18, 2011 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
    5. On The“wikito Today your reflections Don’t forget jot down in your Call journal”Beth Kanter Becky Jain
    6. Agenda Intros/Reminders Principle #5: Ambassadors Peer Discussion Next Session ReflectionTwitter Hashtag: #measurenp
    7. Quick Reminders Groups 1a at 11:00 am Groups 1b at 1:00 pm Switch groups: OK Missed Session: Listen to Recording Multiple people from organization can participate, tag team – be prepared Do your homework – light and easy! Write in your wiki journals Facebook Stealth Measurement Group
    8. •A social media policy provides the rule book for all staff to participate through personal use•Organizational guidelines for official spokespersons and department presence•Community guidelines for online discussions and posts•Allocates enough staff time for oversight and implementation•Implementation time is effective and efficient Quick Review: Principle #3: Recruitment and Engagement Ladder of Engagement on Facebook Cross Promote All Channels Staff and volunteers can help recruit Custom Landing Tab 22 Recruitment Tactics Engagement: Open-Ended Questions, Brevity, Photos, and humor Preventing Engagement Drops: Don’t Just Talk About You Always be commenting
    9. Type into the chat:What recruitment tacticsdid you try?What engagement tacticsdid you try?What worked? What didn’t?
    10. A majority of our posts are aboutsharing links to our media coverage.However, I dont think"broadcasting" news 100% of thetime is effective on Facebook. I wantour fans to talk, ask questions, etc.However, there are some deep-seated fears within our organizationabout things like "open-endedquestions". Do you have any tips onhow to either help uppermanagement become morecomfortable with onlineconversations, or perhaps anysuggestions of "non-risky" postingstrategies?
    11. Principle #4: ContentCoordinate all content channelsEditorial EcosystemFacebook Content Chop Shop Photos Automate Selectively Online/Offline ConnectionsContent As Food Preparation
    12. Content As Food Preparation: The Shopping List and PantryWhat can be chopped into smallpieces?
    13. Monthly MenusMonth Content/Type TopicMonday QuestionTuesday PhotoWednesday VideoThursday LinkFriday QuestionMonday QuestionTuesday PhotoWednesday VideoThursday LinkFriday Question
    14. Restaurant CriticMonth Content/Type Topic Reach VirilityMonday QuestionTuesday PhotoWednesday VideoThursday Link Reach = The number ofFriday Question unique people who have seen your postMonday QuestionTuesday Photo Virility = The percentageWednesday Video of people who engagedThursday Link out of total reachFriday Question
    15. Type into the chat:What content tactics didyou try?What worked? What didn’t?
    16. RecruitEngagement Action Love
    17. It’s a like, it’s a comment, it’s awall post, it’s a status update, noit is Superfan!
    18. Love
    19. Love
    20. Love
    21. Concerns Benefits Rogue Fan Testimonials May move on Open Door Control Issues It’s genuine
    22. How Do We Work With Them?Track:Who Are They?Recognize:Shout Outs, TaggingCultivate:What do they want to do?Proposal/Tools:Ways to participateEngage and Amplify: Make it fun
    23. How doyou findpeoplewho loveyou?
    24. In your back yard?
    25. Our Daily Bread – Fairfax VA“Using Facebook toengage and learn moreabout donors andcultivation for additionalgifts. Example:Amazon Wish List. “
    26. Shout Outs
    27. The Blue Key site was only launched in December 2010, and its social/digital aspects wererelatively new, so there was not a lot of data to base KPIs on. Overall, when we went intothe first phase of the campaign, we had two goals: to secure at least three Blue KeyChampions, and to get 6,000 keys ordered between May 9 and June 20 (World RefugeeDay).These goals were important to USA for UNHCR first, because the entire Blue Key campaignrevolves around more people purchasing keys, and second, because with a limited budgetfor traditional outreach, we relied on willing bloggers to help us get the word out. Cultivate and Participate
    28. Next Session: December 16, 201111:00 am PST1:00 pm PSTTopic: Answer open questions, FB Insights, andPrivacy TipsHomework: Write in the wiki journal. Experimentwith getting more shares or design an ambassadorprogramWORKSHEET on the WIKIReflection: What are your next steps?

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