Listen Learn Adapt: The Secret To Nonprofit Social Media Success

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http://darmano.typepad.com/logic_emotion/2009/01/weve-been-thinking-about-the-current-economic-climate-and-the-pressure-not-to-mention-scrutiny-digital-if-not-all-initi.html

http://www.flickr.com/photos/lwr/1408972724/Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environmentLearn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’tAdapt: Using insights to make corrections to improve results

http://www.flickr.com/photos/sashamd/1413216979/

http://beth.typepad.com/beths_blog/2009/01/the-new-roi-listen-learn-adapt-return-on-insights-from-david-armano.html

http://www.flickr.com/photos/cpt_obvious/3090213640/

http://www.flickr.com/photos/niclindh/1389750548/

Listening:Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit.� (5 hours per week)Participate:Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment.� You can also participate vicariously through bloggers by encouraging them to write about your organization.� (10 hours per week - also includes listening tasks as they go hand-in-hand)Generate Buzz:Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content.� Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category.� (10-15 hours per week - also includes some listening tasks)Share Your Story:You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site.� Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks.� �But even better is getting your constituents to share their stories about your organization with others (which takes more time) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill)Community Building and Social Networking: You build relationships online community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising.� (20 plus hours a week)

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Knew people were talking, decided to listen. Social media presence to achieve goals of increased transparency and increased donations of blood, time, and money. In that order. http://www.flickr.com/photos/balzen/39429034/Katrina hitWe know people are talking but we’re not listening to conversation.First, feeling defensive and like going to war. Needed more transparencyNow, embracing social media.

2. Blog UpdateCompile by line of serviceDistribute, consult with subject matter expertsKeeping abreast of daily conversation, knowing what needs actionStarted with free tools, built the radar and skills

http://www.flickr.com/photos/travischurch/410348384/

http://www.flickr.com/photos/americanredcross/2584636379/3. ResponseDetermine who needs action, whether thanks and relationship building or repairing a customer service issue. Spend time reading other posts by blogger to get a sense of what they’re aboutUse judgment in avenue of response – email, comment, or better left alone.

5. Reporting and Internal ChangeSend monthly update to Communication leads consisting of aggregated data on mentions from their lines of service. J&J: watched mentions to determine where various industries stood so we’d know whether to back off or continue our aggressive PR push to shame them into dropping the suit.

Tag everything that’s included in the daily blog update by line of service and other keyword identifiers, Over time, can see trends, what people find compelling enough about their intersection with the Red Cross to spend time writing about publicly. Good for tracking!

http://www.flickr.com/photos/cursedthing/1286047620/

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http://www.flickr.com/photos/jeremywilburn/2555536389/in/set-72157605462736884/http://www.flickr.com/photos/proteinbiochemist/3167660996/

Observe them in their natural environment, listen to them, and have a conversation ..http://www.flickr.com/photos/doug88888/2913687575/http://www.flickr.com/photos/festivaldellascienza/1755616104/

http://www.flickr.com/photos/dwinton/15491767/

While some of the measurement concepts for social media remain the same as traditional Web analytics, there are some new ideas to embrace. Unlike the traditional website where users browse and harvest information, the tools of social media are unique by allowing people to connect with one another. Also, Web marketing has expanded beyond just the traditional organizational website and search results pages — it has spread to everywhere people are talking about your industry or market. \"The page view has served us well. It has established a universal way to measure web sites. However, the metric is about to become a moot point. The page view does not offer a suitable way to measure the next generation of web sites. These sites will be built with Ajax, Flash and other interactive technologies that allow the user to conduct affairs all within a single web page - like Gmail or the Google Reader. This eliminates the need to click from one page to another. The widgetization of the web will only accelerate this.\"

http://www.flickr.com/photos/82705724@N00/97693500/

I also use aideRSS – and look at my “best posts’ – I do a pattern analysis – gives me ideas for topics for posts – and also the format.Expertise roundups on how to use a particular social media tool – includes how-to, tips, and links to other articlesStrategic technology topics – time investment, ROIPersonality

http://www.flickr.com/photos/midgley/2246835853/

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 that wrote in and needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. http://beth.typepad.com/beths_blog/2007/11/the-flickr-hold.html

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http://darmano.typepad.com/logic_emotion/2009/01/weve-been-thinking-about-the-current-economic-climate-and-the-pressure-not-to-mention-scrutiny-digital-if-not-all-initi.html

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Listen Learn Adapt: The Secret To Nonprofit Social Media Success - Presentation Transcript

Listen, Learn, Adapt * By Beth Kanter, Beth’s Blog * Inspired by David Armano http://www.flickr.com/photos/truebluetitan/273269366/
Hi, my name is Beth Kanter and I blog about nonprofits and social media.
That’s my blog
David Armano wrote this brilliant article about why harvesting insights is so critical for business success. Go read it now, I’ll wait … Go read it, I’ll wait. That’s David
It made me wonder ….
Learn Listen Adapt Does it work for nonprofits?
I think it’s the Secret Sauce of Success for Your Nonprofit’s Social Media Strategy
I wrote about it here but the main point is …
Your social media projects will not get the best results over time if look at Return on Investment …
Think differently
Listen
You are repeating yourself, Beth… Listening is knowing what is being said online about your organization and your field.
Listening is the first step, but you do it … Community Building & Social Networking Generate Buzz Share Story Participate Listen
Before During After
The Red Cross has discovered this!
• Keeping abreast of daily conversation, knowing what needs action • Compile by line of service • Distribute, consult with subject matter experts
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
Influencer complaining … Customer Relationship service building issue Staff determines comments or tweets that need action
Insight Harvesting
“Look for trends over time, what people find compelling enough about their intersection with the Red Cross to spend time writing about publicly.”
• Relationship building lays groundwork for future campaigns to raise time, money, and blood • Identifies influencers • Documentation creates internal value • Listening skills and tools upgraded • What works used for future campaigns Continuous Listening Offers Value
Learn http://www.flickr.com/photos/lwr/1408972724/
“If you don’t launch, you don’t learn.” David Armano
Think like a scientist Optional Essential
Observe and sift through qualitative data like a Primatologist
You’re saying that donors are primates? Anthropologist is a better metaphor
A Process I’ve Used With All My Fundraising Campaigns • Document on the fly • Test and tweak • Pick the right hard data points • Harvest your insights • Pause for reflection time before next reiteration: How to improve results?
Document on the fly
Test and Tweak
Reflect in action
By the numbers ..
Harvest Insights
A few points about social media metrics
Well not dead, but it’s not all about page views
Engagement Create Metrics Critic Comment 5 Collect Click
“We don’t really care about views as much as we care about comments. If we get 1,000 video views that is good. The comments are a focus group with our influencers. If they like it, they’ll spread it and that helps get to our objectives.”
Remember Pick the right ones! Numbers alone are meaningless Combine with other measures and qualitative data Harvest Insights
Adapt http://www.flickr.com/photos/lwr/1408972724/
Adapt: Using insights to make corrections to improve results
You have to be nimble
Phew! They adapted … Did they stop doing photo contests as a result?
“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 that wrote in and needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “ Carrie Lewis, HSUS
Did it evolve?
It is easier to adapt your social media project Harder to change other areas
Summary • Don’t take off your listening ears • Think like a primatologist • Evolution is a good thing
Sources Sources of Inspiration Inspiration and 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
Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org