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Measurement Peer Group 2

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  • http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  • Integrated ContentTailor Content for the Audience/ChannelCross Distribution StrategyApproach as a Media OutletChop ShopsCurationBranded Voice/StandardsContent ChallengesEvoking response! Having the time to create specific content for specific distribution channels Policy content is complex, hard to make it engaging and ACCURATE for the average personHard to target different specific audiences through same channelMostly the challenge is in making the time to create content Put our audience research into actionable content strategyAvoiding mission creep in our content strategy - alignmentInternal approval processes for approving contentFinding creative ways to recycle limited multi-media content that brings our topic to lifeLack of skills and knowledge about best practices for effective content creationBeing a multi issue organization, being too broad.Making our jargon more appealing to our audiences
  • http://www.flickr.com/photos/tyodickerson/132796401/sizes/o/in/photostream/
  • Measurement ChallengesPicking the right measurement tool for the job and how to use itBetter data analysis, linking it to decisionsGetting accurate dataConversion, as measured in dollars and cents, as a means to evaluate and justify the time spent on social media.Collecting/gathering and making sure it's the right information.How to measure behavioral changeFindingthe time to devote to measurement.Articulating measurable goals Not knowing where to begin.A streamlined framework and data collection processHow to use the metrics to improve on our social media efforts. http://www.flickr.com/photos/tzofia/270800047/sizes/l/in/photostream/
  • The content of this Peer Exchange is focused on measurement of social media and networked approaches. It is also an experiment in designing effective networked peer learning or "Learning in Public."Wikis can be terrific platforms for supporting professional learning in real time, but it requires a level of comfort learning in public. Learning in private is what most of us did in school. You wrote your essay, studied your spelling words, took tests (without looking at anyone else’s answers!). Learning was an individual, often solitary activity. For many of us of a certain age, that style has carried over to our work culture where we are rewarded for our expertise and to keep quiet what we don’t know (or screw up).Social media has unleashed a fabulous opportunity for professional learning about practice in public. And that can be fun too! Certainly less exhausting than having to know everything.Creating an environment for learning in public means that it is okay to say “I don’t know” about an issue or problem and to ask others what they think. When professionals acknowledge not knowing and reach out to a colleague, it not only opens us to learning, but it signals to others. Using social media and networked approaches successfully requires a culture shift away from learning in private to learning public or what Nancy White has called “Over the Shoulder Learning.”How do you do this? How do create an environment where it is okay to learn in public? This environment can be a training workshop or it can be in an organization. One answer comes from Eugene Eric Kim in a presentation he did about networks, “Be the Change You Want To See” – it’s about modeling.We are modeling ways to learn in public and share what we are learning in real time through this wiki and our social media channels.1. Twitter Hashtag: Tweeting what you learn is encouraged! Use the hashtag #measurenp2. Wiki Journals: Everyone will have a wiki journal where they can jot down lessons learned from the calls and working their action learning experiments. We're also encouraging everyone to reach other's people journals and comment.3. Facebook Group: This is for just in time help from others in the group. Request to join the group here4. Google + - We can start circle once it is up and running - I'll be cross posting there.What are some other ways we can learn in public about social media measurement?
  • Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
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  • Transcript

    • 1. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve
      Orientation Call: July 13, 2011
      Beth Kanter, Visiting Scholar, Social Media and Nonprofits
      The David and Lucile Packard Foundation
      Organizational Effectiveness Program
    • 2. Welcome!
      If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166
      Please use *6 to Mute your conference line
      Play with the chat: Just three words that are top of mind when you think about social media measurement and improvement?
    • 3. This call is being recorded
      * 2
      Flickr Photo by Malinki
    • 4. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve
      Orientation Call: July 13, 2011
      Beth Kanter, Visiting Scholar, Social Media and Nonprofits
      The David and Lucile Packard Foundation
      Organizational Effectiveness Program
    • 5. Agenda
      Intros
      Summary of SurveyProgram Overview
      Learning in Public
      Next Session
      Reflection
    • 6.
    • 7. Roll Call: Phone/Voice
      When I call your name, share your organization name and your three words
      Unmute by *7
      Mute by *6
      Play with the Chat:
      Type in your three words about measurement
    • 8. Group Composition
    • 9. A Wide Range of Communication and Program ObjectivesAdvance MissionBrand recognition and Reputation
      Educate, Inform, EngageEducate on issuesDisseminate research on topics/issuesConduct research on topics/issuesDisseminate quality, relevant, and timely information on a topicProfessional development/peer learningIncrease dialogue, engagement, or conversations on Topic/Program/Issue
      Action
      Mobilize actions on legislative and policy issuesBehavior change
      Business ResultsIncrease DonationsIncrease MembershipsIncrease visitorsIncrease ticket salesIncrease volunteer/member involvement in programs
    • 10. AUDIENCE
      Direct Consumers of Messages: Individuals, OrganizationsInfluencers: Journalists, Legislators, Policy Makers
    • 11. Communications Strategy and Plans
      Strong Alignment
      80% have a formal, written communications plan and strategy
      Medium Alignment
      Low Alignment
      How strongly does your current social media use align with your communications or program objectives and audience?
    • 12. Implementation
      40% do not have a social media policy
      60% have a social media policy
      15% have FT staff dedicated to social media, rest of the organizations it is part of the job description
      50% spend less than 10 hours per week implementing social media
    • 13. Content and Engagement
      Approaches
      Tailor Content for the Audience/Channel
      Cross Distribution Strategy
      Approach as a Media Outlet
      Chop Shop
      Curation of other’s content
      Branded Voice/Standards
      Challenges
      Evoking response!
      Policy content is complex, hard to make it engaging and ACCURATE for the average person
      Hard to target different specific audiences through same channel
      Internal approval processes for approving content
      Finding creative ways to recycle, repurpose
      Lack of skills, best practices to create effective content
      Making our jargon engaging to our audiences
    • 14. Measurement Practices and Approaches
      Range of practices
      “We do it from time-to-time, not formal”
      “We hold small weekly social media check-ins to evaluate what’s working and what’s not, as well as, any feedback we may have received that would help shape our future campaigns”
      “We pull detailed statistics from our social media platforms and draft a 4-6 page report to senior leadership which details our successes, challenges, and recommendations for moving forward.”
      Tools
      Google Analytics
      Facebook Insights
      Export.ly
      Tweetstats
      Rowfeeder
      Thrive
      Omniture
    • 15. Measurement Stress
      Finding the time to devote to measurement.
      Articulating measurable goals
      A streamlined framework and data collection process
      Getting accurate data and the right information
      Better data analysis, linking it to decisions
      Conversion, as measured in dollars and cents, as a means to evaluate and justify the time spent on social media.
      How to measure behavioral change
      Picking the right measurement tool for the job and how to use it
      How to use the metrics to improve on our social media efforts.
       
    • 16. Peer Exchange Program Outcomes
      Participants implement a social media measurement pilot that helps document value improve results
      Case studies of how nonprofit can measure social media effectively for the book “Measuring Networked Nonprofit”
      Generate insights and tips about implementing a measurement program for social media in a nonprofit context
    • 17. Participation Guidelines
      2-4 hours per month
      • More than one person per organization can participate and tag team the work, but whoever joins the call must be prepared
      • 18. Participants will self-define their “homework” related to the topic of the call
      • 19. Each organization will use a “wiki” journal for notes during the program and “look over the shoulder learning”
    • Group 2 Call Schedule
      All Calls at 11:00 am PST
    • 20. Office Hours: 3-5 PM PST
      To book office hours, use Beth’s online appointment book:
      https://my.timedriver.com/4QHZG
    • 21. Peer Coaching Conference Calls: Structure
      Call-In:
      866-740-1260 passcode: 740-5939
      http://www.readytalk.compasscode: 740-5939
    • 22. Twitter Hashtag: #measurenp
      Wiki Journals
      Stealth Measurement Facebook Group
      Google +
    • 23. http://measure-netnon.wikispaces.com/
    • 24. Wiki Journals: Over the Shoulder Learning
    • 25. Wiki Journals: Contact Information and Check List
    • 26. Questions?
      Next Session:July 28: 11:00 am PST
      Pre-Work on WikiReading
      Reflection: Just Three Words