http://www.flickr.com/photos/truebluetitan/273269366/ * Inspired by David Armano Mapping Social Media Strategy to Metrics Listen, Learn, Adapt *

Agenda Intro of session and speakers Share Pair and Laser Out - What do you want to learn? Listening -Overview -Panelist Stories -Discussion Learning -Overview -Panelist Stories -Discussion Adapt -Overview -Panelist Stories -Discussion Share Pair and Laser Out -What is your takeaway?

Agenda

Intro of session and speakers

Share Pair and Laser Out

- What do you want to learn?

Listening

-Overview

-Panelist Stories

-Discussion

Learning

-Overview

-Panelist Stories

-Discussion

Adapt

-Overview

-Panelist Stories

-Discussion

Share Pair and Laser Out

-What is your takeaway?

Listen Learn Adapt Return on Insight

Panelists Insert photos

Insight comes before financial calculations

Number of Months/Experiments Using of Listen, Learn, Adapt Process Insight Comes Before Investment: ROI

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

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

Put on your listening ears

Before During After

Use monitoring tools Know your keywords Use your RSS reader like a rock star Engage and monitor responses from clients Engage internally Listen: Keep Your Listening Ears On All The Time!

Use monitoring tools

Know your keywords

Use your RSS reader like a rock star

Engage and monitor responses from clients

Engage internally

Discussion How/why does listening provide value? What are the best practices for listening? Share a tip that saved you a lot of time What tools are you using for listening?

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

“ If you don’t launch, you don’t learn.” David Armano

Think like a rocket 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 metrics 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 metrics

Harvest insights

Look at what other nonprofits are doing in the space

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

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

Discussion What is your learning process from social media? How to involve the organization? What are some examples of using the right metrics to track your strategy? Is qualitative data useful? How? What analytics tools are you using?

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

This is the hard part

You have to be nimble

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

Discussion What are some examples of how you’ve reiterated social media projects? How does your organization look at learning? How do you change it around from failure? It is easier to adapt a project than your organization. Has your organization changed?

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

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