http://www.flickr.com/photos/truebluetitan/273269366/ * Inspired by David Armano By Beth Kanter, Beth’s Blog Listen, Learn, Adapt *

David Armano says Insight must before Investment when implementing a social media project. David Armano Go read it, I’ll wait. Listen, Learn, Adapt

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

Listen Learn Adapt Return on Insight

Insight comes before financial calculations

Put on your listening ears

Before During After

Why do I need to keep these ears on all the time?

The Red Cross has discovered the value of continuous listening

Monitors Compiles Distributes Wendy Harman

Monitors

Compiles

Distributes

Leads to Engagement

“ 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

“ 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

Relationship building Customer service issue BIG PROBLEM! Staff determines what type of response

Look for Trends Over Time Very important step!

Documentation creates internal value Relationship building Identifies influencers Incremental campaign improvements Continuous Listening Offers Value

Documentation creates internal value

Relationship building

Identifies influencers

Incremental campaign improvements

Learn http://www.flickr.com/photos/lwr/1408972724/

Think like a scientist Essential Optional

Observe and sift through qualitative data like a Primatologist

You’re saying that our clients are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”

Document on the fly Test and tweak Pick the right hard data points Harvest insights Look at what other nonprofits are doing in the space Pause for reflection time before next reiteration: How to improve results? My Learning Process For Every Campaign…

Document on the fly

Test and tweak

Pick the right hard data points

Harvest insights

Look at what other nonprofits are doing in the space

Pause for reflection time before next reiteration: How to improve results?

Document on the fly

I like to visually document too …

Look at numbers .. You still have to measure to improve

Harvest Insights

Synthesize

The most important thing: Pick the right social media metric!

My point: It’s not all about page views Not dead!

Create Comment Click Collect Critic Engagement Metrics

There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy

Adapt http://www.flickr.com/photos/lwr/1408972724/

This is the hard part

You have to be nimble

The Humane Society knows this …

Did they stop doing photo contests as a result? They adapted … Thank God!

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. “

3,000 submissions 3,000 submissions

Did it evolve?

Wisdom of the Crowds Meets Person-to-Person Fundraising

13,000 installations

Was it worth it?

It is easier to adapt your social media project Harder to adapt your organization One Last Thing

Remember … Don’t take off your listening ears Think like a scientist and primatologist Evolution is a good thing

Don’t take off your listening ears

Think like a scientist and primatologist

Evolution is a good thing

Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $

Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address]

Beth’s Writings and Resource Collections I have two personal learning spaces Social Media Listening http://socialmedia-listening.wikispaces.com/ Social Media Metrics http://socialmediametrics.wikispaces.com/ Plus you can check out my blog posts on the topic http:// beth.typepad.com/beths_blog/listening / http:// beth.typepad.com/beths_blog/roi / http:// beth.typepad.com/beths_blog/socialmediametrics /

Inspiration and Sources Sources of Inspiration Read David Armano’s “Listen, Learn, Adapt” – It’s brilliant. http:// darmano.typepad.com / WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener) All Photos Creative Commons Licensed from Flickr and attribution in notes