Testing tools and AI - ideas what to try with some tool examples
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 difficulties
logging into the system, please contact
Ready/Talk Customer support:
800.843.9166
Please use *6 to Mute your conference
line
While we are waiting, play with the chat:
What’s something you learned about
content on Facebook this month?
3. This call is being
recorded
*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
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 tactics
did you try?
What engagement tactics
did you try?
What worked? What didn’t?
10. A majority of our posts are about
sharing links to our media coverage.
However, I don't think
"broadcasting" news 100% of the
time is effective on Facebook. I want
our fans to talk, ask questions, etc.
However, there are some deep-
seated fears within our organization
about things like "open-ended
questions". Do you have any tips on
how to either help upper
management become more
comfortable with online
conversations, or perhaps any
suggestions of "non-risky" posting
strategies?
11. Principle #4: Content
Coordinate all content channels
Editorial Ecosystem
Facebook Content
Chop Shop
Photos
Automate Selectively
Online/Offline Connections
Content As Food Preparation
12. Content As Food Preparation: The Shopping List and Pantry
What can be chopped into small
pieces?
13. Monthly Menus
Month Content/Type Topic
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
14. Restaurant Critic
Month Content/Type Topic Reach Virility
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Reach = The number of
Friday Question
unique people who have
seen your post
Monday Question
Tuesday Photo
Virility = The percentage
Wednesday Video
of people who engaged
Thursday Link
out of total reach
Friday Question
15.
16. Type into the chat:
What content tactics did
you try?
What worked? What didn’t?
22. Concerns Benefits
Rogue Fan Testimonials
May move on Open Door
Control Issues It’s genuine
23. How Do We Work With Them?
Track:
Who Are They?
Recognize:
Shout Outs, Tagging
Cultivate:
What do they want to do?
Proposal/Tools:
Ways to participate
Engage and Amplify: Make it fun
26. Our Daily Bread – Fairfax VA
“Using Facebook to
engage and learn more
about donors and
cultivation for additional
gifts. Example:
Amazon Wish List. “
28. The Blue Key site was only launched in December 2010, and its social/digital aspects were
relatively new, so there was not a lot of data to base KPIs on. Overall, when we went into
the first phase of the campaign, we had two goals: to secure at least three Blue Key
Champions, and to get 6,000 keys ordered between May 9 and June 20 (World Refugee
Day).
These goals were important to USA for UNHCR first, because the entire Blue Key campaign
revolves around more people purchasing keys, and second, because with a limited budget
for traditional outreach, we relied on willing bloggers to help us get the word out.
Cultivate and Participate
29.
30. Next Session: December 16, 2011
11:00 am PST
1:00 pm PST
Topic: Answer open questions, FB Insights, and
Privacy Tips
Homework: Write in the wiki journal. Experiment
with getting more shares or design an ambassador
program
WORKSHEET on the WIKI
Reflection: What are your next steps?
Editor's Notes
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.
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://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!”
