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  • I was lucky to have a front row seat at the beginning of a field in the US – nonprofits and technology – back in 1992I was hired to be a trainer for an online network of ngos – to help them get on the Internet - I didn’t know what a modem was or UNIX, but I learned from some fantastic geeks and would turn around and teach NGOs .. I taught thousands how to use email, how to create web pages …I was an early adopter of blogging – and started Beth’s Blog in 2003 as a notebook to write about nonprofits and social media – I started it for myself – but now I have 25,000 subscribers and 50K monthly visitors.
  • http://www.flickr.com/photos/urbanislands/3978081022/
  • http://www.flickr.com/photos/franie/471300085/
  • http://www.youtube.com/watch?v=PVkiXZX-Za0&feature=plcp&context=C32c787aUDOEgsToPDskITqF_R-ABmcrJ83YnruDvL
  • They know that to get results they cannot solely rely on social media tools.  They use results as a guide for designing and implementing rapid responses as part of their multi-channel citizen engagement campaigns. They know how to gain attention in an age of media clutter and overload …. The importance of having an “integrated strategy” The media landscape today consists of four domains Traditional media …. (such as CNN, NY Times)Tradigital media … (includes mostly blogs with a lot of authority like the Huffington Post)Owned Media …. (this is your organization’s web site)Social Media … which includes social networks like Facebook, Twitter – increasingly being accessed on mobile devices What’s interesting is that the consumer does not make the distinction – they may get their news from reading a friend’s newsfeed or hear it on NPR or follow NPR on Facebook or get email alerts, etc.Momsrising has done a great job of this … they engage people and encourage them to share their stories – and they in turn share those stories through all four domains.
  • You need to plan out your content, ideally on a monthly basis.Many NGOs use an editorial calendar that is a simple spreadsheet that lists:-Date-Channel-Frequency-Content IdeaThe can be curated or created, but it has to be what your audience will respond to meet your objectives.Photo Source: http://www.flickr.com/photos/peejeebee/4042966090/sizes/o/in/photostream/
  • This a simple example of what an editorial calendar may look at. You can use a spreadsheet, word document, or keep it online so several people can help.The secret behind an editorial calendar is the way in which it allows a publisher to create content that’s in tune with readers' expectations—what’s happening in their own lives and, therefore, what they’re in the right frame of mind to hear.You need to plan out your content, ideally on a monthly basis.Many NGOs use an editorial calendar that is a simple spreadsheet that lists:-Date-Channel-Frequency-Content IdeaThe can be curated or created, but it has to be what your audience will respond to meet your objectives.Spreadsheet you can modify – it is based on US holidayshttps://docs.google.com/spreadsheet/ccc?key=0AjOK16EGb79NdHYtcFhqODhUT1A0UTl0bUZDaWM2eWc&hl=en_US#gid=0
  • http://www.flickr.com/photos/drydens/2349707107/sizes/l/in/photostream/You have to organize your ideas in a way that makes it easy to curate or create content
  • It is important think about your content in terms of what you can plan ahead and what you need to be ready for when there is breaking news ..Breaking news – have to publish with short lead time – but you don’t have to be first. Quality comes first. There is a technique called “news-jacking”Newsjacking is piggy-backing on timely news or Meerman points out “the second paragraph of a news story.”    It is done by creating original content that takes advantage of timely events that are getting mainstream media attention and providing your organization’s view or take on the topic and sharing it with your audience, including journalists. Timely – Holidays, programs, events, and regular features “Facebook Fridays” – These should be in your editorial calendarAnytime – This is content related to your organization’s mission, can be about your organization or your topic area – but linked to a specific event. You can create this during slow times or have it on hand so it is efficient to share your content.Campaigns – This is content to support a specific organizational campaign.
  • You can mix it up. You don’t have create new content for every channel!
  • A DJ does not create the music, but they select it. The know the musicians, they know the music, and they pick out the best and present in a context. The content curator is a DJ, an artist, and gives context. ShadiaBseiso is an award winning DJ from Jordan: http://www.shadiabseiso.com/SHADIA_BSEISO/Who_is_Shadia_Bseiso.html
  • There are 800 million users on Facebook who share 90 pieces of content per month.Do the math – that’s a lot of information and contributing to our information overload.
  • And that has lead to another problem – the way we consume information – mindless, mind numbing information. We need to go on an information diet – we need to become more mindful, conscious consumers of information; and that is what the content curator does.
  • http://www.flickr.com/photos/spdl_n1/2955852182/sizes/o/in/photostream/Because there is so much information on the Internet, if your NGO is able to help your audience navigate to the best quality content and information on the Internet and social media, your organization will be seen as a thought leader. It could help your organization have a marketing advantage.
  • “When you want to learn about new skill or technology, you can learn a lot by observing the experts who do it and their practice. Even interviewing them, commenting on their blog, etc.”Robin Good, the man in the photo, is the person who invented “Content Curation.” Robin’s Blog: http://www.masternewmedia.org/I’ve been following his content curation for many years, commenting on his site, and I asked him to do a Skype call as a part of presentation. He is a very advanced in his skills and knowledge. So, as I’ve been learning how to do this, I’ve translated some of his ideas for NGOs and beginners which can be accessed at http://bit.ly/content-curation-ngo
  • http://www.jarche.com/2010/10/network-learning-working-smarter/Seek: Is finding the information that is relevant to your social media objective and that your audience finds valuable.Sense: This is the process of creating a product based what you find. If we used the metaphor of a DJ, this is the play list. This could be as simple as an annotated link or a blog post.Share: This is the process of having a conversation with your audience about the content
  • http://www.jarche.com/2010/10/network-learning-working-smarter/Define objective, audience, and topicsOrganize sources (on Twitter and Facebook)Use discovery tools (like Trap!i – additional tools here: http://www.mindmeister.com/134760952/news-content-discovery-tools-2012-by-robin-goodScan more than you captureDon’t share unless it adds great valueDiscipline
  • http://www.jarche.com/2010/10/network-learning-working-smarter/Product – writing, report, presentation, memo, Annotate, Archive , ApplyMust add value to your workMake sense of the information by creating a product or applying what you’ve learned.
  • I don’t curate information unless I need it to prepare for a presentation, create a workshop curriculum, write a blog post, or something that I’m doing for work.There’s a lot of information out there I could look at, but if it doesn’t help me get my work done – I don’t look at all of it.http://www.bethkanter.org/content-curation-101/
  • http://www.jarche.com/2010/10/network-learning-working-smarter/Product – writing, report, presentation, memo, Annotate, Archive , ApplyMust add value to your workMake sense of the information by creating a product or applying what you’ve learned.
  • These are a few tools that you can use for curation.News Discovery Tools: In addition to organizing your sources on Facebook and Twitter, there are “discovery tools” that will help you find and scan your sources to curate. These include: paper.li, trap.it, flipboard (needs ipad)If you’re beginning, start with curating content on Twitter and Facebook. Collecting and Sharing Tools:There are many tools designed to create a page for your collection and share with your network. These include:Scoop.itPinterestStorifyWe are not going to spend a lot of time looking at all these tools in depth. I am going to do a quick demo of Pinterest
  • She had many words of wisdom … and that’s why we ended up writing this book together.
  • Not everyone or every nonprofit organization starts out loving measurement. I know I didn’t … and there are five stages that we go through before we reach the best practice of using measurement data to improve our results.
  • http://www.flickr.com/photos/firecloak/6774418629/sizes/l/in/photostream/
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  • I’ve had the pleasure of working closely with Momsrising in one of the peer groups that I’m facilitating here at the Packard Foundation – they are grantee in the CFC.I’ve learned a lot about effective integrated social media strategies and tactics from them, but makes them very successful is that they are measurement mavens …Momsrising mission is to effect policy change to make our country more family friendly …They were early adopters of social media and have built a robust network …..
  • They establish overall key results and metrics to measure – and it isn’t just about counting likes on Facebook. They have these overarching goals, metrics from different channels or KPIs
  • Let’s look at an example around a specific campaign.Back over the summer, Momsrising wanted to demonstrate to Congress that there was a grassroots constituency that supported Medicaid and dispel a misperception that while medicare has a strong constuetncy, medicaid did not …So, they used their overall results to shape their strategy …
  • Momsrising knows from years of message testing and research, that to change minds about an issue, wonky stats fall flat.   But stories resonate.   They identified a rapid response goal of getting the stories dozens of moms who benefited from Medicaid and who could put out a strong defense for the program in the media. Using a story collection landing page on their site, they urged their members to share their stories.   They collected over 500 stories from 43 states about how Medicaid was helping families.   They curated the best ones that illustrated their message and re-purposed these stories in to all their action alerts across channels.  This generated over 100,000 letters to Congress about the debt ceiling and the importance of Medcaid.
  • http://www.bethkanter.org/momsrising-key-results/Here’s what the story collection form looked like.Being measurement maven, they have done a lot of testing about what makes the perfect landing page to get people to add their story – photos? Placement of the form, etc.
  • All their messaging is aligned -- through every channel – they know through measurement that tweeting messages directly to a legislator gets more attention …
  • One of their key results is creative on the ground actions – here they’ve bundled up those stories into a package and shared with a legislator – and of course, got the photo to post on FB.Everything they do is aligned around outcomes
  • They also make sure that they’re getting their message out through mainstream news media – and they know which outlets product for them through measurement
  • What makes momsrising a measurement maven is the their process using the data to make decisions and getting member feedback.Momsrising holds a weekly staff meeting nicknamed “Metrics Monday.”   Each program and campaign staff person reviews their reports in preparation for a group conversation about what actions to reinforce, how refine messages, and other improvements.    Says Kristin, “Our dashboards have multiple views – a high level view and the ability to drill down into specific campaigns – this informs our discussion.”
  • I want to make a distinction between measurement and strategy .. There are overlaps … The strategy is all the stuff you do to get results – including measurement ….
  • Defining measurable results at the front end is your first step – and it is important to do. IT is important to have this conversation as a team. Don’t settle for answers like “We want to get 1000 fans on Facebook” – get at the real and important results.Questions to ask:What does success look like?What does failure look like?Keep drilling down and asking to what end until you get a crisp set of statements that describe results.
  • http://visual.ly/twitter
  • Key Performance IndicatorsMetricshttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117581
  • Key Performance Indicators: Key performance indicators are the most important metrics to understand how successful your are ..This is the conversation to have with your team …..Metricshttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117581
  • Carie’s example“We look at three things: actions taken, donations made, and customer service wins. That’s also how our department has been able to obtain more resources to handle the volume we have.” Recent campaign they tracked: http://www.bethkanter.org/million-fans/Counting Metrics: They’ve codified it for every departmentFor this campaign,  they wanted to create a celebration so that fans could engage and participate in the fun.   They wanted to create a personalized experience that makes the fans feel like they are a part of something really great that’s why they created a video and an opportunity for their fans to share their photos of their pets and why they love them.Some counting metrics they captured were:   # likes, # photo submissions, # mobile submissions, # tab views, # video views, # sharesCodified
  • http://www.flickr.com/photos/tjblackwell/5659432136/sizes/m/in/photostream/Cost to implement your social media pilot – including measurement time!
  • http://www.flickr.com/photos/kaptainkobold/80911944/sizes/o/in/photostream/Your measurement tools are the techniques you will use to collect data – the key performance indicators – These are covered in a later session. Remember – any tool is useless unless it covers the sort of data that help you evaluate progress towards to your goalsContent analysis of social or traditional media- Primary audience via online, mail, or phone surveys- AnalyticsAffordable ….
  • Categorize your specific social media measurement activities and relate to your objectivesSentiment (Messaging, positioning, themes)Attitudes (perceptions, behavior change, preferences, awareness)Do (Reach, Engagement, Action, Donate, Purchase)http://www.flickr.com/photos/leeontheroad/89666692/sizes/z/in/photostream/
  • Have the data ready when you are making decisionsData is like homemade bread. When it’s still in the over, not quite ready, the anticipation is huge. You can’t wait to see it. When you take it out of the oven, it’s perfect. You can use it for anything. You serve it with dinner, then have it for breakfast, and make sandwiches with it for lunch. After a while, it gets old and stale and you stick in in the freezer. A few months later you take it out and make bread pudding with it. When data is fresh, you can mine it for all kinds of data and insights, but the older it gets the less useful it is. Eventually, it makes for a good benchmark, but isn’t really that useful anymore. So make sure that your data is ready and at hand when you have to make decisions. http://www.flickr.com/photos/umpqua/388856350/sizes/l/in/photostream/
  • Start with your editorial calendar spreadsheet
  • These are the basic steps that you will follow for your measurement pilot ….

N2Vlabs Talks Presentation Transcript

  • 1. Principles of Social Media Success: One Women’s StoryBeth Kanter, Co-Author, Networked Nonprofit
  • 2. What I am going to talk about today …..• My story• Content curation as part of your content strategy• Measuring social media to get better results
  • 3. E-mediat project
  • 4. Who Are You? • Organization • RoleStand up, Sit Down
  • 5. Raise Your Hand!If your organization or startup and using thesetools?Measurement?
  • 6. Share PairWhat is something you know already about makessocial media, content, or measurementsuccessful?What’s your burning question? Photo by Franie
  • 7. My Story ….
  • 8. Follow your passion!
  • 9. Beth Kanter: Trainer Photo by Steve Goodman
  • 10. 2003-2005
  • 11. “Schwank”
  • 12. Gave away a lot of t-shirts!
  • 13. “The key to success is tell the story of one personand the impact”
  • 14. • Set realistic and measurable objectives • Get organized • Identify and cultivate champions and influencers • Engaging stories that inspire people to share • Weave, support, and rally the network • Say thank you in creative ways Ongoing relationship building • Use measurement and reflection to learn and improveI’ve been using social media since 2003, thetools have changed, but principles are thesame
  • 15. Say Thank You InCreative Ways
  • 16. Light TouchesNot Just AsksRelationships
  • 17. My principles … • Follow your passion • Set realistic and measurable objectives • Get organized • Identify and cultivate champions and influencers • Engaging stories that inspire people to share • Weave, support, and rally the network • Say thank you in creative ways Ongoing relationship building • Use measurement and reflection to learn and improve
  • 18. What inspires you about the work you door your organization’s mission?How do you tell your story to inspireothers?
  • 19. Integrated Content Strategy The coordinated process of distributing created and curated content through different channels to reach your audience, and move them to action to reach your goals Creation Channels Audience Coordination Curation
  • 20. Why Important: Getting Attention in An Age of Overload Traditional Social Tradigital Media Owned Source: Steve Rubel
  • 21. Content Creation: Strategy • Audience • Channel • Frequency Tool: Editorial Calendar What will you say? What does your audience want?
  • 22. Content Strategy: Organize
  • 23. Content Strategy: Organize Organize your ideas so you A few tools …. can curate and create
  • 24. Content Strategy: Topic Ideas Features News Highlights Breaking News Reviews Industry News Stories Data Case Studies Reports How To Opinion Tips Idea Pieces Tutorials Interviews Lists Opinion Resources
  • 25. Content Strategy: Remix It and Mix it Up
  • 26. Content curation is the organizing,filtering and “making sense of”information on the web and sharingthe very best content with youraudience.
  • 27. Content Curators Are Like Radio DJs
  • 28. Why is Content Curation Important?
  • 29. There is too much information on the Internet!Information is measured in exabytes, a unit of in formation or a computer storage equal to one quintillion bytes
  • 30. There is too much information being shared!Flickr photo by dkalo
  • 31. More Thoughtful Consumption
  • 32. Your Brand Will Be Seen As Thought LeaderPhoto by spdl_n1
  • 33. Content Curation: Learn from the Experts Robin Good: http://www.masternewmedia.org
  • 34. Content Curation: How To Get Started SEEK SENSE SHAREFramework: Harold JarcheNetworked Learning Is Working Smarter
  • 35. SeekGetting Started: Seek • Define objective, audience, and topics • Know and organize sources • Use discovery tools • Scan more than you capture • Don’t share unless it adds great value • Discipline • No more than 20 minutes a day
  • 36. SENSE Sense • Product: Blog post, report, memo, presentation • Annotate, Archive, Apply • Helps you get work done for organization • Takes concentration
  • 37. Share SHARING• Feed your network a steady diet of good stuff• Comment on other people’s stuff• Collaborative sense-making
  • 38. Content Curation Tools Collecting and SharingDiscovery Tools
  • 39. How does your organization apply the 3Cs of content: creation, coordination,and curation?What makes you successful?
  • 40. Social Media Measurement
  • 41. The Five Stages of Social Media Measurement Acceptance Improved Delight Results Confusion FearDenial
  • 42. Denial Social media is an art form, not a science. It can’t be measured!
  • 43. Fear What if my social media strategy doesn’t show a return?
  • 44. Confusion I know I should measuring our social media, but not sure what or how?
  • 45. Delight Hey check out these cool metrics!
  • 46. Acceptance: Improved Results Successful social media decisions start with measurement
  • 47. What can we learn from a measurement maven?
  • 48. Key results generallyinclude:• increasing themovement size byincreasing membership• garnering attentionfrom all mediathrough creativeengagements• getting policies passed• working with alignedpartner organizations• increasing capacity
  • 49. Momsrising wanted to demonstrate to Congress that there was a grassrootsconstituency that supported Medicaid and dispel a misperception that whileMedicare has a strong constituency, Medicaid did not.
  • 50. 500 Stories from 43statesCurated best ones thatillustrated theirmessageRepurposed acrosschannels100K emails to congress
  • 51. Metric Mondays – Social Media Metrics Measuring Goal: Movement Growth
  • 52. StrategyGoals MeasurementMeasurement StepsAudience Definition Goals Target Audience Benchmarks Influencers Metrics – KPIEnvironmental Scan CostsMessaging/Content Select Right Tool ToChannels/Tactics Collect DataPilot Turn Data in ActionBudgetTimeline
  • 53. Define GoalsKeep asking to what end?AwarenessReputationRelationshipsActionDonationsVolunteersBehavior Change
  • 54. Making Your Goals Measurable• What is your result?• Who do you want to reach?• What do you want them to do?• How will you measure success? S Specific M Measurable A Attainable R Relevant1. How many? T Timely 2. By when?
  • 55. Benchmark: Peer Organization THEM US Followers Average RT per Tweet
  • 56. There is no shortage of metrics youcould use ……. 27. Social bookmarks 28. Subscriptions (RSS, podcasts, video series)1. Volume of consumer-created buzz 29. Pageviews (for blogs, microsites, etc)2. Amount of buzz 30. Effective CPM based on spend per impressions received3. Shift in buzz over time 31. Change in search engine rankings for the site linked to through4. Buzz by time of day social media5. Seasonality of buzz 32. Change in search engine share of voice for all social sites6. Competitive buzz promoting the brand7. Buzz by category 33. Increase in searches due to social activity8. Buzz by social channel 34. Percentage of buzz containing links9. Buzz by stage in purchase funnel 35. Links ranked by influence of publishers10. Asset popularity 36. Percentage of buzz containing multimedia (images, video, audio)11. Mainstream media mentions 37. Share of voice on social sites when running earned and paid media12. Fans in same environment13. Followers 38. Influence of consumers reached14. Friends 39. Influence of publishers reached (e.g., blogs)15. Growth rate of followers friends 40. Influence of brands participating in social channels16. Rate of pass-along 41. Demographics of target audience engaged with social channels17. Change in rates 42. Demographics of audience reached through social media18. Second-degree reach 43. Social media habits/interests of target audience19. Embeds / Installs 44. Geography of participating consumers20. Downloads 45. Sentiment by volume of posts21. Uploads 46. Sentiment by volume of impressions22. User-initiated views 47. Shift in sentiment before, during, and after social marketing23. Ratio of embeds to views programs24. Likes / favorites 48. Languages spoken by participating consumers25. Comments 49. Time spent with distributed content26. Ratings 50. Time spent on site through social media referralsSource: 100 Ways to Measure Social Media by David Berkowitz
  • 57. There is no shortest of metrics you 75. Customers assistedcould use ……. 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other51. Method of content discovery 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research52. Clicks for that one)53. Percentage of traffic generated from earned media 79. Customer satisfaction54. View-throughs 80. Volume of customer feedback generated55. Number of interactions 81. Research & development time saved based on feedback from social56. Interaction/engagement rate media57. Frequency of social interactions per consumer 82. Suggestions implemented from social feedback58. Percentage of videos viewed 83. Costs saved from not spending on traditional research59.60. Polls taken / votes received Brand association What you 84. Impact on online sales61. Purchase consideration Measure 85. Impact on offline sales 86.What Discount redemption rate62. Number of user-generated submissions received 87. Impact could matters on other offline behavior (e.g., TV tune-in)63.64. Everything Exposures of virtual gifts Number of virtual gifts given 88.most? generated Leads65.66. Relative popularity of content Tags added measure 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews67. Attributes of tags 92. Rate of customer/visitor retention68. Registrations from third-party social logins 93. Impact on customer lifetime value69. Registrations by channel ( 94. Customer acquisition / retention costs through social media70. Contest entries 95. Change in market share71. Number of chat room participants 96. Earned medias impact on results from paid media72. Wiki contributors 97. Responses to socially posted events73. Impact of offline marketing/events 98. Attendance generated at in-person events74. User-generated content created that 99. Employees reached (for internal programs)75. Customers assisted 100. Job applications received Source: 100 Ways to Measure Social Media by David Berkowitz
  • 58. KPI:Actions taken, donations made, andcustomer service winsOutcome: Celebration Campaign for fansto engage and participate in funPositive responses/Screen captureCounting Metrics:# Photo submissions # shares # tab views
  • 59. Cost
  • 60. The right tool for the job
  • 61. The Right Tool for the Job • Sentiment Content • Themes Analysis • Messaging Survey • Attitudes • Preferences Research • Behavior • Reach Analytics • Engagement • ActionKD Paine Framework
  • 62. Data to measure progress onyour objectives will come froma variety sources andmeasurement tools.
  • 63. Turn Data into Action
  • 64. Blue = Reach Green = Engagement - People Talking About Purple = Content Size of circle = frequencyWhere are the Mountains and Canyons?What caused them?
  • 65. Blue = ReachGreen = Engagement - People Talking AboutPurple = ContentSize of circle = frequency
  • 66. Had highest virilaty rate
  • 67. Learning:Post fun geeky visual stuff that is useful on Fridays
  • 68. Tagged an influencer, who shared it with hernetworks. Timely topic, was current in thenews.
  • 69. After Action ReviewSource: http://nwlink.com/~donclark/leader/leadaar.htmlCurated by Michelle Martin
  • 70. Basic StepsGoalsBenchmarksMetrics – KPICostsSelect Right Tool and Collect DataTurn Data in Action
  • 71. Thank youBeth’s Blog: http://www.bethkanter.orgTwitter: @kanterFacebook: http://www.facebook.com/beth.kanter.bloghttp://bit.ly/social-fundraising