Peer Learning Group 2: Packard Foundation

  • 1,049 views
Uploaded on

 

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,049
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …Agenda1. Intro/Announcements2. ReviewPOSTBest Practices for creating, curating, and coordinating contentMeasurement Best Practices3. Best Practices for Brand Champions4. Share Mini-Case Studies5. Next Steps
  • Every few minutes as we get started, tech support reminder, type into the chat, roll call
  • http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  • Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …Agenda1. Intro/Announcements2. ReviewPOSTBest Practices for creating, curating, and coordinating contentMeasurement Best Practices3. Best Practices for Brand Champions4. Share Mini-Case Studies5. Next Steps
  • Brand Champions and Working SmarterMay 28th at 1 PM PSTCall-In:303-248-0285 passcode: 7405939http://www.readytalk.compasscode: 7405939Agenda1. Intro/Announcements2. Review: Post, Content, and Measurement3. Case Study:  National Center Family Philanthropy4. Working Smarter - Twitter/FB 20 minutes a day5. Next StepsHomeworkUse Content Spreadsheet:Think through the “People” and “Objectives”Identify one social channel that makes sense for who you want to reachand your results - Facebook is a great channel to start withPlot out a week or a month of content, grab metrics
  • Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
  • You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
  • Content strategy is the technique of creating, curating, repurposing, and sharing relevant and valuable content across your channels (web site, email, print, social, and mobile) to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving results. You need to have a clear logic path from objective, audience, and content – as well as an internal practice that allows you create, curate, repurpose, and track the performance of your social content so you can optimize it.
  • They focused on developing a robust engagement and content strategy – that was integrated with other channels, all to support objectives in communications strategy and outcomes – and used measurement. They started with one channel – FB …
  • Describe your current and potential target audiences that are most likely to engage with you through social media. Be specific:What keeps them up at night?What are they currently seeing? Where do they go for information?What influences their decisions?What’s important to them?What makes them act? 
  • Describe your objectives for your social media plan using SMART (Specific, Measurable, Attainable, Relevant, and Timely). Your SMART objective will be one of these results:Reach, Engagement, Action, DollarsIt will include: how many and by whenObjective 1:  Objective 2:  Objective 3:
  • Add screen capture of fruji and how you use it
  • http://mashable.com/2012/06/19/how-to-get-more-likes-shares-on-facebook-infographic/For Facebook Page marketers, it’s important to not only understand EdgeRank, but to actively work to improve it- which is why I’ve created this list of 7 simple ways to increase your page’s EdgeRank:1. Post Consistently– But NOT Too Much!It’s simple and obvious but many Facebook page owners fail at this (at one end of the spectrum or the other).  Don’t post enough and you won’t reach your fans– as 95%+ are never going back to your page after ‘liking’ it.  Post too often and you run the risk of irritating your fans, or even worse, cannibalizing one of your better posts.  I’d recommend posting 2-3 times per day with at least 4 hours between each post.  For those who can’t find the time (or quality content) to do this, posting at least 2-3 times per week is an absolute must.Side note: We’ve created PageTips for you – a fast and free report on how well your page is doing.2. Post Engaging, Relevant Content – NOT Constant Self-PromotionIt’s not enough just to post consistently– your posts must be high-quality.  Before you post an update, put yourself in the shoes of one of your fans.  Ask yourself, “Would you care about this? Would you share this with your friends?”.  Facebook recently gave their thoughts on engaging content, and I talked about this in aprevious post as well.  To sum up both articles, you shouldn’t be using Facebook posts for sales or self-promotion– you should be using them to cultivate a community.3. Keep it Short & Sweet!Your fans don’t want to read essays in their Newsfeeds.  Trust me, they don’t!  Better yet, don’t trust me–trust Vitrue and their recent study (also pictured below).  Also, I’ve been informed by a source at Facebook that 90 characters is the sweet spot, with posts less than 90 characters garnering about 80% more engagement than those that are longer.4. Post Photos and VideosThe recommendation anyone who knows anything about Facebook page marketing gives, and rightfully so– post photos and videos rather than regular status updates.  You can find studies that give conflicting advice regarding Facebook page marketing in pretty much any other topic besides this.  In this case, absolutely everyone agrees.  In addition, with Facebook’s redesign of the Newsfeed rolling out in the next few days with larger photos (as reported on TechCrunch), those who post photos will only benefit more.5. ASK for what you wantIt sounds simple– and it is– but it works like a charm.  Calls-to-action work tremendously well on Facebook.  Ask your fans to fill-in-the-blank, provide a caption for a photo, or share their thoughts on a new product idea.  Ask them to ‘like’ your post if they agree with something you posted or comment on why they don’t agree.  Facebook outlines some of these examples in their FAQ Section.  Check out an example pictured below, as the LakersNation Facebook Page consistently uses these strategies and currently has a talking about this rate of over 13% (~420k fans, 55k talking about this).
  • http://www.bethkanter.org/facebook-tactics/http://www.nonprofitfacebookYou already know that, on your website and in your e-mail appeals, calls to actions increase conversion rates.And the research supports this.So it shouldn’t be surprising that explicitly asking people to take action also works on Facebook.Dan Zarrella, Social Media Scientist at HubSpot, analyzed over 1.2 million updates from the largest 10,000 Facebook Pages.Dan found the following patterns with regard to CTAs on Facebook:Posts including “like” get more likes and comments.Posts including “comment” get more comments and likes.posts including “share” get more shares, comments, and likes.SO WHAT DOES THIS MEAN FOR YOU?The bottom line with Facebook is to get people talking about your nonprofit.This means encouraging people to like, comment on, and share your page updates, which in turn creates more exposure for your cause.guy.com/facebook-page-calls-to-action-drive-engagement-infographic/
  • Tips for optimizing content for different social media channels based on research(will draw from these resources)Making Use of the Timeline Featureshttp://www.socialmediaexaminer.com/facebook-timeline-marketing/Will illustrate with different screen captures from participants, if possible#1: Pin a PostA pinned post is a status update that you manually select to stay at the top of your Timeline, meaning it will not slip down the Timeline as you continue to add other posts to your page.First Time VisitorsWhat You Need to KnowA pinned post is located at the top of your Timeline in the left column.You can only pin one post at a time.A pinned post will stay at the top of your Timeline for 7 days, unless you unpin it before the 7 days is up.To pin a post, click on the edit pencil icon in the upper-right corner of a status update. A drop-down menu will appear, choose “Pin To Top.”To unpin a post, click on the edit pencil icon in the upper-right corner of the pinned post and you will see the option to unpin the post in the drop-down menu.#2: Highlight a PostWhat’s a Highlighted Post?A highlighted post is a status update that you have selected to expand across your Timeline, taking up the space of both columns. Highlighting a post will help you draw more attention to the most important content on your page.#Create MilestonesWhat Are Milestones?Milestones are a great way to tell the story of your business through words and images. They can appear anywhere on your Timeline, depending on the date you designate.What You Need to KnowTo create a milestone, click on the “Event, Milestones +” option in the status update bar.Milestones are automatically highlighted, meaning they will stretch across the entire width of your Timeline.You can create multiple milestones on your Timeline.You can create a milestone for the current date or go back as far as needed in history to create milestones of experiences and events that happened before today.Smart Milestone StrategiesMany businesses add milestones to their page, but fail to look at milestones as marketing channels. The more strategic you get with your milestones, the more traction you see. Here are a couple of examples to make the most out of your milestones.Always include an engaging image in your milestone. This will ensure your milestone will stand out and capture attention.Also make sure to include a call to action with a link to more information in your milestone. You don’t just want to tell people about your milestone—you want them to take action and learn more.By adding a link in your milestone, and encouraging your fans to find out more, you can build a stronger relationship with your fans and potentially sell more programs, products and services. That’s just what I did in my milestone below.
  • To encourage retweets, to make your tweets shorter than 140 characters ..
  • Working SMARTer on Your PlatformHow can you optimize your time and increase impact? Beth Kanter will talk about some best practices for increasing your social media reach on Twitter and Facebook, and you’ll have an opportunity to try out these new strategies. 
  • Working SMARTer on Your PlatformHow can you optimize your time and increase impact? Beth Kanter will talk about some best practices for increasing your social media reach on Twitter and Facebook, and you’ll have an opportunity to try out these new strategies. Content DeliveryThe Twitter Work Flow: How To Save Time and Be EffectiveThe Facebook Work Flow: How To Save Time and Be Effective http://blog.summify.com/2011/12/20/how-to-be-awesome-on-social-media-in-20-minutes-a-day/  Hands-On Exercises Will set up 4-5 five small groups – each one will get practice a technique with their laptops. Then we will do a standing debrief by walking around to each table and having them show off what they did.  Twitter Practicing: Setting Up Lists – Based on target audiencesFacebook Practicing: Liking other similar pages – based on target audiencesExplore Scheduling Apps for Twitter like BufferApps and Facebook scheduled posts.

Transcript

  • 1. Peer Learning Group 2:Improving Social MediaMonitoring, Engagement,and MeasuringBrand Champions and WorkingSmarterMay 28, 2013Beth Kanter,Visiting Scholar, Social Media and NonprofitsThe David and Lucile Packard FoundationOrganizational Effectiveness Program
  • 2. Welcome!If you experience any technicaldifficulties logging into the system,please contact Ready/Talk Customersupport: 800.843.9166Announce yourself when you get onthe linePlease use *6 to Mute yourconference lineWhile we are waiting, play with thechat: Type in your name,organization, and location.Only themoderatorcan see youchats
  • 3. Participant Roll CallCalifornia Coverage & Health InitiativesCenter for Excellence in NonprofitsCenter for Health and Gender EquityCoastal Watershed CouncilCommunity Foundation for Monterey CountyCoreAlignHidden VillaImmigrant Legal Resource CenterLos Altos Community FoundationNational Abortion Federation (NAF)National Center Family PhilanthropyOpera San JosePalo Alto Art CenterPhilanthropic Ventures FoundationPreschool CaliforniaProvideRadio BilingueReproductive Health Technologies ProjectResources Law GroupResources Legacy FundWorld YWCAAuditors: Cheryl Chang, Packard FoundationFriends of Deer Hollow (requested a profile, but necessary for auditing)Farallones Marine Sanctuary AssociationMEarthThe HEAL ProjectAlbaFarmers*7 unmute* 6 mute
  • 4. Flickr Photoby MalinkiThis call is beingrecorded* 2
  • 5. Peer Learning Group 2:Improving Social MediaMonitoring, Engagement,and MeasuringBrand Champions and WorkingSmarterMay 28, 2013Beth Kanter,Visiting Scholar, Social Media and NonprofitsThe David and Lucile Packard FoundationOrganizational Effectiveness Program
  • 6. AgendaOnly themoderator cansee you chatsTweet yourinsights#netnon• Roll Call• Review: Post, Content, Measurement• Case Study: National Center for FP• Content Optimization, Working Smarter, andBrand Champions• Next Steps
  • 7. ParticipantsCalifornia Coverage & Health InitiativesCenter for Excellence in NonprofitsCenter for Health and Gender EquityCoastal Watershed CouncilCommunity Foundation for Monterey CountyCoreAlignHidden VillaImmigrant Legal Resource CenterLos Altos Community FoundationNational Abortion Federation (NAF)National Center Family PhilanthropyOpera San JosePalo Alto Art CenterPhilanthropic Ventures FoundationPreschool CaliforniaProvideRadio BilingueReproductive Health Technologies ProjectResources Law GroupResources Legacy FundWorld YWCA
  • 8. Beth Kanter and Stephanie Rudat
  • 9. • Baseline level or score for social media practice improves by .5• 50% or 10 of participants improve social media practices in atleast one area:capacity, culture, strategy, measurement, monitoring, engagement, or content.• 25% or 5 participants apply social media best practices andshare what they’ve learned with others on the culmination call.Peer Learning Program OutcomesSCORE: 1.30
  • 10. Use Content Spreadsheet:• Think through the “People” and“Objectives”• Identify one social channel that makessense for who you want to reach andyour results• Plan one month of content• Measure one month of content(Facebook or other)Home Work
  • 11. PeopleObjectivesStrategiesToolsPOST FRAMEWORK
  • 12. • What keeps them up at night?• What are they currently seeing?• Where do they go for information?• What influences their decisions?• What’s important to them?• What makes them act?POST: KNOW YOUR AUDIENCE
  • 13. • Reach, Engagement, Action, DollarsResults1. How many?2. By when?3. Measure with metricsPOST: SMART OBJECTIVES
  • 14. POST: STRATEGY and TOOLSListen ParticipatePromote Publish BuildNetworkLow EngagementHigh EngagementContent IntensiveNo Engagement Broadcast/Share
  • 15. PeopleTarget AudienceContent StrategyLinking Your Content Strategy To People and Objectives
  • 16. Editorial Calendar• Channel• Frequency• Content• Optimization• Measurement
  • 17. How To Think About ContentEvergreen Content: Core ContentUse Anytime Perennial Content: Keyed toEvents/HolidaysBlog Posts, Newsletter Articles,Annual Color ContentShort Life Span/Social MediaThis idea from NTC session on Contentwith Kivi Leroux Miller
  • 18. Use Your Data For Editorial Decision-Making
  • 19. Start Small
  • 20. Review your Spreadsheet for 20 MinutesLook for patterns
  • 21. PeopleObjectivesStrategiesToolsNational Center for Family Philanthropy#NETNON POST FRAMEWORK
  • 22. PEOPLE1• Trustees & staff of family foundations2• Families giving together in an organizedway3• Partners, affinity groups, consultants &orgs interested in data about the field4• Funders & sponsors
  • 23. ObjectivesIncrease awareness/use of NFCP resourcesFacilitate online learning and sharing bestpractices amongst trustees and staff of familyfoundationsBecome go-to resource for familyphilanthropyEngage with partners and funders
  • 24. STRATEGIESLISTENMonitor & respond to constituent requests & follower responses (Twitter & LinkedIn)PROMOTEUpdated & new publications, special convenings & events, webinars, new resourcesin the Knowledge Center, benefits of being Friend/subscriber, support networkPARTICIPATESeek guest blog opportunities, participate in online discussions like#ncfpweb/#nextgendonors. Also add buttons to make content sharing easierPUBLISHFamily Giving e-newsletter, Passages Issue Briefs, Webinars, resource guidesBUILD NETWORKSFamily Foundation CEOs (family member, seasoned, new); trustees; non-familysenior staff; next generation; partner networks (DC Pipeline group)
  • 25. TOOLSPrimary Vehicles4,313 followers 9,000Secondary VehicleFamily Philanthropy Network888 membersFuture Vehicles
  • 26. MEASUREMENT TOOLSPrimary VehiclesDissemination/Measurement VehiclesAdditional Measurement VehiclesMeasures:• Open rate• Click-through rateTells us:• Best time of day• Most popular headlines & articles• Potential event attendees or interest areas• Archive curated/ favorite tweets from webinar or event
  • 27. Fruji Report for @family giving
  • 28. Tweetsmap Report for @family giving
  • 29. Initial Measurement PlanTwitter• Record number of followers last day of the month (Twitter)• Record estimated reach last day of the month (TweetReach) or Fruji• Record estimated impressions last day of the month (TweetReach)• Record most popular tweet(s) of the month• Are there any particular champions this month?• Analyze: Are there any times of day or headlines that tend to be more popular?Family Giving News• Record top 3 most popular articles day before next edition goes out (constant contact)• Record open rate day before next edition goes out (constant contact)• Record date and time of day FGN went out• Gather click-throughs of any upcoming events and add them to the prospect list (constant contact)Usage of Knowledge Center/Resources• Last day of the month check number of visitors to the Knowledge Center (Proprietary web software-broken) (GoogleAnalytics)• Record top three key words that led people to the NCFP website (Google Analytics)• Record monthly webinar registered lines and actual lines• Area we need to determine how to get accurate measurements
  • 30. • Social Media Optimization• Working SMARTer (30 minutes a day)• Brand ChampionsSocial Media Implementation
  • 31. Source: Dan Zarella, HubspotContent Optimization Tips for Facebook1. Post Consistently– But NOT Too Much!2. Post Engaging, Relevant Content – NOTConstant Self-Promotion3. Keep it Short & Sweet!4. Post Photos and Videos5. ASK for what you want
  • 32. Source Buddy MediaOptimizing Facebook Wall PostsContent Optimization Tips for Facebook: Wall Posts
  • 33. Content Optimization Tips for Facebook: Call To Action
  • 34. #1: Pin a PostA status update that you manually select tostay at the top of your Timeline that doesnot slip down as you add other posts toyour page.#2: Highlight a PostA post selected to expand across yourTimeline, taking up the space of bothcolumns. Highlighting a post will helpyou draw more attention to the mostimportant content on your page.#3: Create MilestonesSpecial dates that you can tell the story ofyour organization through words andimages.Tips for Facebook: Use Timeline Features
  • 35. ShareContentCurateRespondEngageMeasure 20 minutes a Dayfor FacebookWorking Smarter on Facebook
  • 36. • Converse with influencers• Use lists to filter your stream and listen• Honestly follow interesting people• Tweet relevant valuable non org centric information• Network weave – introduce people• Be helpful• Say thanks• Give shout outs• Hashtags conversations and chatsTwitter Tips: How To Increase Following
  • 37. Twitter Tips: Be Helpful!
  • 38. Omit Needless WordsDescribe, Simplify, AvoidOne thought per TweetHow to Write Great TweetsBaby Shoes for Sale. Never Worn.
  • 39. How to Write Great Tweets
  • 40. How to Write Great Tweets
  • 41. Leave Room for Re-tweets: 120 Characters
  • 42. 5 MinutesReplySharePlus 15 minutesScan your stream, listsCurate links to RT, Add To SchedulerSearch for new people to followConnect with followers, influencersRetweetThank for RetweetsWorking Smarter on Twitter
  • 43. A Scheduler:bufferapp, timely, hootsuite, etcTweeting on the Go:Twitpic, Instagram, etcWorking Smarter on Twitter: Tools
  • 44. InfluencersInfluencers: Individuals who are passionate aboutyour mission and have the power or ability to affectsomeone’s actions. Champions are people will tapinto their networks and inspire others to action, etc..Influencer Research: Using online search andother tools to identify social media profiles ofinfluencers and an analysis of what they are sayingto design a formal program to engage them.
  • 45. ResearchRecruitResourcesUnleashInfluencers• Twiangulate• Klout• Desk Research
  • 46. Questions?Next Session: Learning CulminationApplying Content Optimization, Working SMARTer, and ChampionsJune 25, 20131:00-2:30 PM PSTCulminationNeed Help: Book a Coaching SessionNext Session