Listen Learn Adapt


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  • Listen Learn Adapt

    1. 1. * Inspired by David Armano By Beth Kanter, Beth’s Blog Listen, Learn, Adapt *
    2. 2. David Armano says Insight must before Investment when implementing a social media project. David Armano Go read it, I’ll wait. Listen, Learn, Adapt
    3. 3. Sum of Time & Money Saved Plus …. Minus … Time & Money spent Equals … ROI Money earned or donated Benefits translated into value Plus …. Traditional Return on Investment Process
    4. 4. Listen Learn Adapt Return on Insight
    5. 5. Insight comes before financial calculations
    6. 6. Put on your listening ears
    7. 7. Before During After
    8. 8. Why do I need to keep these ears on all the time?
    9. 9. The Red Cross has discovered the value of continuous listening
    10. 10. <ul><li>Monitors </li></ul><ul><li>Compiles </li></ul><ul><li>Distributes </li></ul>Wendy Harman
    11. 11. Leads to Engagement
    12. 12. <ul><li>“ 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 </li></ul>
    13. 13. Relationship building Customer service issue BIG PROBLEM! Staff determines what type of response
    14. 14. Look for Trends Over Time Very important step!
    15. 15. <ul><li>Documentation creates internal value </li></ul><ul><li>Relationship building </li></ul><ul><li>Identifies influencers </li></ul><ul><li>Incremental campaign improvements </li></ul>Continuous Listening Offers Value
    16. 16. Learn
    17. 17. Think like a scientist Essential Optional
    18. 18. Observe and sift through qualitative data like a Primatologist
    19. 19. You’re saying that our clients are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
    20. 20. <ul><li>Document on the fly </li></ul><ul><li>Test and tweak </li></ul><ul><li>Pick the right hard data points </li></ul><ul><li>Harvest insights </li></ul><ul><li>Look at what other nonprofits are doing in the space </li></ul><ul><li>Pause for reflection time before next reiteration: How to improve results? </li></ul>My Learning Process For Every Campaign…
    21. 21. Document on the fly
    22. 22. I like to visually document too …
    23. 23. Look at numbers .. You still have to measure to improve
    24. 24. Harvest Insights
    25. 25. Synthesize
    26. 26. The most important thing: Pick the right social media metric!
    27. 27. My point: It’s not all about page views Not dead!
    28. 28. Create Comment Click Collect Critic Engagement Metrics
    29. 29. There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy
    30. 30. Adapt
    31. 31. This is the hard part
    32. 32. You have to be nimble
    33. 33. The Humane Society knows this …
    34. 36. Did they stop doing photo contests as a result? They adapted … Thank God!
    35. 37. Carrie Lewis, HSUS “ 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. “
    36. 39. 3,000 submissions 3,000 submissions
    37. 40. Did it evolve?
    38. 41. Wisdom of the Crowds Meets Person-to-Person Fundraising
    39. 43. 13,000 installations
    40. 44. Was it worth it?
    41. 45. It is easier to adapt your social media project Harder to adapt your organization One Last Thing
    42. 46. Remember … <ul><li>Don’t take off your listening ears </li></ul><ul><li>Think like a scientist and primatologist </li></ul><ul><li>Evolution is a good thing </li></ul>
    43. 47. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $
    44. 48. Thank You! Beth’s Blog Have a blog post topic idea? [email_address]
    45. 49. Beth’s Writings and Resource Collections I have two personal learning spaces Social Media Listening Social Media Metrics Plus you can check out my blog posts on the topic http:// / http:// / http:// /
    46. 50. Inspiration and Sources Sources of Inspiration Read David Armano’s “Listen, Learn, Adapt” – It’s brilliant. http:// / WeAreMedia: Nonprofit Social Media Starter Kit (I’m the wiki facilitator and gardener) All Photos Creative Commons Licensed from Flickr and attribution in notes