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Measurement Is Not Counting

Measurement Is Not Counting






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  • http://www.flickr.com/photos/rg-b/3243840206/
  • http://www.flickr.com/photos/miriam/3966007907/sizes/o/in/photostream/
  • If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
  • These are different levels of nonprofit social media practice –They go from beginner to advanceAs you move up and through different levels, you need to invest more time, but you get more returns
  • Let’s look at the model in terms of tools that you might use at each level …..Ask how many using what tools for each ..
  • Our social media strategy focuses on brand awareness and engagement and is part of an integrated communications strategy.    We spend time identifying and building relationships with  super-advocates online and engage them — similar to the way you engage major donors or champion advocacy constituents. “but we are seeing social media become very important in helping with public policy efforts – like the recent Child Nutrition Bill.   We saw a lot of interest and click thrus from Twitter particularly.” They used Google Analytics to see where traffic is coming from specifically to their advocacy pages surrounding the bill and looked at Twitter retweets.
  • http://www.flickr.com/photos/rg-b/3243840206/
  • http://www.flickr.com/photos/17657816@N05/1971826491/sizes/l/in/photostream/ResultsIncrease website traffic by 25% by adding social media content starting posting by November 1, 2012. Acquire 100 new donors through Facebook Causes by June 30, 2012Increase email list sign ups through social media channels by 500 names by June 30, 2012Increase the number of gallery visitors who purchase (in person or online) by 20% by June 30, 2012Increase online and print mentions by 25% by June 30, 2012Increase enrollment in classes and workshops by 50% by June 30, 2012Increase exhibition visitors by 15% by June 30, 2012TacticalIncrease audience connections through Facebook to 1000 by June 1, 2012.Increase our month to month Post Feedback on Facebook by 25% on average.Increase mentions by 20% on Twitter before, during, and after performances for 2011Increase views on YouTube Channel by 50% by January, 2012Increase number of retweets and @replies on Twitter by 20% by September, 30, 2011Recruit 40 organizations to join our LinkedIn organization page by June 30, 2012Increase web site traffic from Facebook by 20% by September 30, 2012Utilize Facebook to increase Festival attendance and online program views by 5% by September 2011Identify top 25 influencers on Twitter to build relationships to help blog, repost, and spread the word about online program by September, 30, 2012Increase the age/ethincity/gender/income/geographic of Facebook fans by 20% by June 30, 2012CapacityCreate video trailers for all productions garnering an average of 100 views per trailer for the 2011-2012 programs.Integrate social media across organization staff and departments to use it reach goals by 2012Conduct an audience survey to determine where to expand, grow, and diversify social media presence for 2012Create one video per month to tell stories about the impact of our organization by January, 2012.Recruit 40 organizationStaff members in membership, fundraising, communications, and marketing departments will use social media tools to engage audiences on Facebook page 3 times per week.Conduct surveys at the end of every class and workshop to gather important audience social media usage data and experience with program by June 2012Enhance visual storytelling capacity and diversify type of content shared with a goal increasing videos by 10%, photos by 20% photographic and text that stimulates comments by 20% by August 1, 2012 Create a presence and support active fans on social fundraisings Jumo, Crowdrise, and Change.org by September 30, 2012Create a system to collect, aggregate, and share user generated content on social media by audiences by September 30, 2012
  • http://www.flickr.com/photos/rg-b/3243840206/
  • http://www.flickr.com/photos/sifu_renka/4285251635/sizes/l/in/photostream/
  • Benchmarking is the process of comparing your organization’s practices and results with a group of peer organizations.    It can be an informal study and  simple to do.    You identify a list of similar organizations and collect specific metrics to compare.   You can gather publicly available data or  do a survey with a free tool like Google Forms.Sometimes benchmarking studies can be more rigorous and survey a field.  Take for example, the NTEN Social Network 2011 Benchmarking Study or the Digital IQ Study of Government Sites.Benchmarking, whether an informal or extensive research study, can be  an incredibly valuable exercise because the numerical analysis  can help you craft realistic measurable objectives.   And, the process of observing even 10 other similar organizations social media practices can give you lots of good ideas if you approach with discipline.Devon’s benchmarking study collected social media data from a survey of 2o7 arts organizations, referred by participants in Track 2.   Devon summarized the data in the above presentation.
  • http://www.socialmediaexaminer.com/4-ways-measure-social-media-and-its-impact-on-your-brand/
  • http://www.socialmediaexaminer.com/4-ways-measure-social-media-and-its-impact-on-your-brand/
  • Set up a google group. Self-organized. Build a list of tags on both sides – pro/opposition.  (1) Shared listeningOpposition Research Listening to what they are saying, how they are saying it. -to discuss tweets-special language-action – asked other organizations to retweet -Social media call to discuss what they were each doing. Realized that none of the groups were doing anything effectively alone. We discovered that most of the groups didn’t know where to start. A lot them didn’t have Twitter, no idea what hash tags. We were starting at a basic level. 
  • http://www.socialmediaexaminer.com/4-ways-measure-social-media-and-its-impact-on-your-brand/
  • http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/
  • donations, leads, new subscribers, increased page rank,Interaction ReputationLoyaltySatisfactionSentimentFeedbackInsights about what worksDonationsLeadsSubscribersMembersSaved Time Saved CostsIncreased page rankSigned petitionsCalls or emails to government officials
  • http://www.flickr.com/photos/rg-b/3243840206/
  • Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidlyIt is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
  • Photo by Lab2112http://www.flickr.com/photos/lab2112/387401503/For the past five years, I’ve been asking nonprofits on surveys to tell me stories about how social media provides value to their organization. It has always been the most disappointing part of the survey results – because people don’t answer or not enough stories.I’m pleased to report that here in Seattle – it wasn’t the case. There were so many wonderful stories that it was hard for me to pick just a few … and if I call out your organization – I hope you will come to the mic and answer a few questions …