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?
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?
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…
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?
29. Did they stop doing photo contests as a result?
They
adapted …
Thank
God!
30. 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. “
37. 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?
38. Number of Months
Using of Listen, Learn, Adapt Process
Dollars
Return
Insight
Insight Comes Before Investment: ROI
$
39. Remember …
• Don’t take off your listening ears
• Think like a scientist and primatologist
• Evolution is a good thing
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://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
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.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