<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>
Relationship building Customer service issue BIG PROBLEM! Staff determines what type of response
Look for Trends Over Time Very important step!
<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
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”
<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…
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. “
It is easier to adapt your social media project Harder to adapt your organization One Last Thing
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>
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