http://www.flickr.com/photos/truebluetitan/273269366/* Inspired by David Armano
Mapping Social Media Strategy to Metrics
L...
Agenda
1.Intro of session and speakers
2.Share Pair and Laser Out
-What do you want to learn?
3.Listening
-Overview
-Panel...
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
Listen: Keep Your Listening Ears
On All The Time!
• Use monitoring tools
• Know your keywords
• Use your RSS reader like
a...
Discussion
How/why does listening provide
value?
What are the best practices for
listening?
Share a tip that saved you a l...
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 anthrop...
• Document on the fly
• Test and tweak
• Pick the right metrics
• Harvest insights
• Look at what other nonprofits
are doi...
The most important thing:
Pick the right social media
metric!
Not dead!
My point: It’s
not all about
page views
Create
Comment
ClickCollect
Critic
Engagement
Metrics
There are also other metrics, but numbers alone are meaningless unless you
look at trends against your objectives, audienc...
Discussion
What is your learning process from
social media? How to involve the
organization?
What are some examples of usi...
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 wante...
3,000 submissions3,000 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 learn...
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
Mapping Metrics to Strategy
Mapping Metrics to Strategy
Mapping Metrics to Strategy
Mapping Metrics to Strategy
Upcoming SlideShare
Loading in …5
×

Mapping Metrics to Strategy

3,293 views
3,223 views

Published on

Slides from NTC session

Published in: Business
0 Comments
8 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,293
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
8
Embeds 0
No embeds

No notes for slide
  • 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
  • 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 environment
    Learn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’t
    Adapt: Using insights to make corrections to improve results
  • (Time & Money Saved + Money Earned from your blog) - (Time & Money Spent on your blog) = ROI
    http://www.flickr.com/photos/zendragon/104117481/
  • http://darmano.typepad.com/
  • http://darmano.typepad.com/
  • http://darmano.typepad.com/
  • http://www.flickr.com/photos/niclindh/1389750548/
  • http://www.flickr.com/photos/therapycatguardian/2721469523/
    http://www.flickr.com/photos/therapycatguardian/2722295800/
    http://www.flickr.com/photos/therapycatguardian/2722296148/
  • http://www.flickr.com/photos/niclindh/1389750548/
  • http://www.flickr.com/photos/lwr/1408972724/
    Learn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’t
    Adapt: Using insights to make corrections to improve results
  • http://www.flickr.com/photos/wackystuff/2739656924/
    http://altitudebranding.com/2009/01/the-social-media-stalemate/
  • 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/
  • 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/
  • This model comes from post rank – and I use for my blog to learn what content is most valuable to readers and look for patterns
  • http://www.thesocialorganization.com/social-media-examples.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 environment
    Learn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’t
    Adapt: Using insights to make corrections to improve results
  • 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
  • http://www.flickr.com/photos/bonfire2k4/350108245/
  • http://www.flickr.com/photos/gaylon/180104571/
  • http://darmano.typepad.com/
  • http://www.flickr.com/photos/fwp-dawson/2821182851/
  • Mapping Metrics to Strategy

    1. http://www.flickr.com/photos/truebluetitan/273269366/* Inspired by David Armano Mapping Social Media Strategy to Metrics Listen, Learn, Adapt *
    2. Agenda 1.Intro of session and speakers 2.Share Pair and Laser Out -What do you want to learn? 3.Listening -Overview -Panelist Stories -Discussion 4.Learning -Overview -Panelist Stories -Discussion 1.Adapt -Overview -Panelist Stories -Discussion •Share Pair and Laser Out -What is your takeaway?
    3. Listen Learn Adapt Return on Insight
    4. Panelists Insert photos
    5. Insight comes before financial calculations
    6. Number of Months/Experiments Using of Listen, Learn, Adapt Process Insight Comes Before Investment: ROI
    7. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI
    8. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $
    9. Put on your listening ears
    10. Before During After
    11. 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
    12. 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?
    13. Learn http://www.flickr.com/photos/lwr/1408972724/
    14. “If you don’t launch, you don’t learn.” David Armano
    15. Think like a rocket scientist Essential Optional
    16. Observe and sift through qualitative data like a Primatologist
    17. You’re saying that our clients are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
    18. • 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…
    19. The most important thing: Pick the right social media metric!
    20. Not dead! My point: It’s not all about page views
    21. Create Comment ClickCollect Critic Engagement Metrics
    22. There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy
    23. 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?
    24. Adapt http://www.flickr.com/photos/lwr/1408972724/
    25. This is the hard part
    26. You have to be nimble
    27. Did they stop doing photo contests as a result? They adapted … Thank God!
    28. 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. “
    29. 3,000 submissions3,000 submissions
    30. Did it evolve?
    31. Wisdom of the Crowds Meets Person-to-Person Fundraising
    32. 13,000 installations
    33. 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?
    34. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $
    35. Remember … • Don’t take off your listening ears • Think like a scientist and primatologist • Evolution is a good thing

    ×