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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
[object Object],[object Object],[object Object],Wendy Harman
Leads to Engagement
[object Object]
Relationship building Customer service issue BIG PROBLEM! Staff determines what type of response
Look for Trends Over Time Very important step!
[object Object],[object Object],[object Object],[object Object],Continuous Listening Offers Value
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”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],My Learning Process For Every Campaign…
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 … ,[object Object],[object Object],[object Object]
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

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Listen Learn Adapt

Editor's Notes

  1. http://www.flickr.com/photos/truebluetitan/273269366/ 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