Session 3

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  • 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 …1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
  • 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 …1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
  • This is our agenda – we’ll pause along the way for questions.1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
  • 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!
  • 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
  • The action learning projects are very critical to the success of the program .. So I will be measuring
  • 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.
  • Give a quick overview of your organization’’s mission and programs
  • Describe your audiences and what you know aboutthemDescribe your objectives
  • Describe your audiences and what you know aboutthemDescribe your objectives
  • ListeningPromoteEngagementContentChampionsNetworksAnything that is a tactic should come in the tactic section
  • Overview how you will use the tools, not as much detail needed as on the other slidesTalk about how you plan to do this give your staff capacity …
  • Describe your audiences and what you know aboutthemDescribe your objectives
  • Describe your audiences and what you know aboutthemDescribe your objectives
  • The action learning projects are very critical to the success of the program .. So I will be measuring
  • 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.
  • MonthlyCommon messaging - along with partners on health careShare the responsibility – brainstorm contentIntegrate with what is timelyGet input from partners and friends – group learning
  • 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 …
  • Will hand out worksheets
  • The tweetsmap is a bit more simple - this shows the geography of @cfmco's followers. We haven't used this map other than as a visual representation of this network. It's part of knowing our audience. We began tweeting a year ago on general topics like philanthropy and grantmaking with an occasional tweet about our work in Monterey County, CA. More recently we've begun to monitor our Hootsuite Ow.ly reports which tells us which links are opened, retweeted, etc. I was surprised to learn that we have higher levels of engagement with the local content, even though less than a third of our Tweeps are from the Central Coast area.
  • This is a NodeXL map of participants in a peer learning group we facilitated for network weavers. This map shows survey responses to two questions: 1) In the past, with whom have you shared info or from whom have you received info and 2) what type of organization do you work at? The lines show the responses to the first question and the colors show the responses to the second question. I think these maps are great for starting conversations and showing changes over time. The maps are unlikely to be 100% accurate or complete but they help people see things in a different way. One observation that could be made from this map is that all the arts orgs are in one area of the map; they share info and resources with each other. However, if one of them wanted to use arts in a health program, they might ask one of their connections for an introduction and as June Holley says, close a triangle.
  • The action learning projects are very critical to the success of the program .. So I will be measuring
  • The action learning projects are very critical to the success of the program .. So I will be measuring

Transcript

  • 1. Peer Learning Group 2: Improving Social Media practices with Measurement Content March 19, 2013 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 Announce yourself when you get on the line Please use *6 to Mute your conference line Only themoderatorcan see you While we are waiting, play with the chats chat: Type in your name, organization, and location.
  • 3. Participant Roll Call California Coverage & Health Initiatives Center for Excellence in Nonprofits Center for Health and Gender Equity Coastal Watershed Council Community Foundation for Monterey County CoreAlign *7 unmute Hidden Villa * 6 mute Immigrant Legal Resource Center Los Altos Community Foundation National Abortion Federation (NAF) National Center Family Philanthropy Opera San Jose Palo Alto Art Center Philanthropic Ventures Foundation Preschool California Provide Radio Bilingue Reproductive Health Technologies Project Resources Law Group Resources Legacy Fund World YWCAAuditors: Cheryl Chang, Packard FoundationFriends of Deer Hollow (requested a profile, but necessary for auditing)Farallones Marine Sanctuary AssociationMEarthThe HEAL ProjectAlbaFarmers
  • 4. This call is beingrecorded *2 Flickr Photo by Malinki
  • 5. Peer Learning Group 2: Improving Social Media practices with Measurement Content March 19, 2013 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  • 6. Agenda • Roll Call • Reminders • POST Examples • Content Best Practices • Mapping and Policy Examples • A few practical and tactical tips • Hang Out: We will stay on the line for 15 minutes after the call to answer additional questions and help with the wiki Only the Tweet yourmoderator can insightssee you chats #netnon
  • 7. Participants California Coverage & Health Initiatives Center for Excellence in Nonprofits Center for Health and Gender Equity Coastal Watershed CouncilCommunity Foundation for Monterey County CoreAlign Hidden Villa Immigrant Legal Resource Center Los Altos Community Foundation National Abortion Federation (NAF) National Center Family Philanthropy Opera San Jose Palo Alto Art Center Philanthropic Ventures Foundation Preschool California Provide Radio Bilingue Reproductive Health Technologies Project Resources Law Group Resources Legacy Fund World YWCA
  • 8. Beth Kanter and Stephanie Rudat
  • 9. Reminders: The Wiki If you want a wiki tutorial, we will do this at the end of the call. http://measure-netnon.wikispaces.com/ 71% of participants have updated their wiki journals!!!
  • 10. Share the Group with other people on staff StealthMeasurement Closed Facebook Group
  • 11. Peer Learning Program Outcomes • Baseline level or score for social media practice improves by .5 • 50% or 10 of participants improve social media practices in at least one area: capacity, culture, strategy, measurement, monitoring, engagement, or content. • 25% or 5 participants apply social media best practices and share what they’ve learned with others on the culmination call. SCORE: 1.30
  • 12. Ladder of Engagement: Improving Best Practices Case Study 25% (5) Applied, Learned, 50% (10) Shared Applied, Learned Applied, No Learning Did Not Apply Measurement Plan: Webinar Polls
  • 13. Maturity of Practice: CWRF – Strategy and Measurement CRAWL WALK RUN FLY ScoreCommunications Consideration of Strategic plan with Strategic plan with Strategic plan with 1.24Strategy communications SMART objectives SMART objectives SMART objectives and strategy with SMART and audiences for and audience audience definition. objectives and branding and web definition. Includes integrated audiences and presence, include Includes integrated content, engagement strategies for strategy points to content, strategy, and formal branding and web align social media for engagement champions/influencer presence. Social one or two social strategy, and program and working Media is not fully media channels. formal with aligned partners. aligned. champions/influen Uses more than three cer program and social media channels. working with Formal process for aligned partners. testing and adopting Uses more than social media channels. two social media channels.
  • 14. POST FRAMEWORKPeople Objectives StrategiesTools
  • 15. POST: KNOW YOUR AUDIENCE• 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?
  • 16. POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars1. How many? 5. Reflect 2. By when? 3. Benchmark 4. Measure with metrics
  • 17. POST: STRATEGY and TOOLSListen Promote Participate Publish BuildNo Engagement Broadcast/Share Low Engagement Content Intensive Network High EngagementHow will you connect to other channels you are using?
  • 18. Immigrant Legal Resource Center Social Media Plan March 2013 © 2013 Immigrant Legal Resource Center 18
  • 19. PEOPLE1 • Existing Customers2 •Potential Customers3 •Donors4 •Funders
  • 20. OBJECTIVES Increase visibility for products Raise awareness of brandMeasurement: Referral traffic from social networks, views and reach on socialplatforms
  • 21. POST: STRATEGIESSocial Strategies:LISTENING:Monitor and respond to customer and follower responsesPROMOTE:Promote sales & special discounts, updated & new publications, training events, and otherpotential revenue generating activities on SNSPromote our presence on SNS via Vertical Response and Listserv marketing emailsENGAGEMENT:Check-in with attorneys at LT meetings re: advocacy work that can be promoted on SNS; adviseattorneys of process for getting announcements and photos posted to SNSContinue to build our community on FacebookCONTENT:Create a content calendar for SNS © 2013 Immigrant Legal Resource Center 21
  • 22. TACTICS© 2013 Immigrant Legal Resource Center 22
  • 23. PEOPLE • Young ED’s comfortable with1 social media and in need of CEN • Board Members – looking for2 dialogue and resources online • Staff Members of Member Orgs3
  • 24. OBJECTIVESIncrease FB fans from 115 to 200 by June,2013 Increase posting of content to FB page to x number per weekIncrease number of people learning of ourevents via social
  • 25. Ladder of Engagement: Improving Best Practices Case Study 25% (5) Applied, Learned, 50% (10) Shared Applied, Learned Applied, No Learning Did Not Apply Measurement Plan: Webinar Polls
  • 26. Linking Your Content Strategy To People and Objectives People Target Audience Content Strategy
  • 27. Editorial Calendar
  • 28. Editorial Calendar
  • 29. It’s A Process: Ideas, Organize, Create, Measure • Allocate staff meeting time • Regular content brainstorm meetings • Next steps at meeting • Have your metrics in hand
  • 30. Content Optimization• Focus on publishing high- quality, engaging, relevant content• Timing and Frequency• Post questions• Use images/visuals, but vary type of content and test• Clear to call to action• Follow your analytics
  • 31. You Don’t Have To Measure All Right Away
  • 32. Use Data To Make Better Decisions Look for patterns
  • 33. Measuring Your ContentResult Metrics Analysis QuestionConsumption Views Does your audience care about the topics your Reach Followers content covers? Are they consuming your content?Engagement Re-tweets Does your content mean enough to your Shares Comments audience for them to share it or engage with it?Action Referrals Does your content help you achieve your goals? Sign Ups Phone CallsRevenue Dollars Does your content help you raise money, recruit Donors Volunteers volunteers or save time?
  • 34. Facebook Checklist
  • 35. Discussion: DebriefHow can you get started organizing your content into an editorial calendar?
  • 36. CRAWL, WALK, RUN, FLY: Maturity of Practice: Networked Mindset CRAWL WALK RUN FLY Understanding of Listening to and Comfort level with Leadership is networks that are cultivating greater organizational comfortable using connected to relationships with openness and decentralized decision- organization networks based on transparency. making and collective mapping networks. Leadership is using action with networks. social networks and Considers people inside comfortable with and outside of the showing personality. organizations as assets in strategy.
  • 37. From Crawl to Walk How To On Wiki
  • 38. Maturity of Practice: Network Maps - Radio Bilingue
  • 39. How Nonprofits Visualize Their Networks“This Tweepsmap shows the geography oforganization’s followers. We use this as a visualrepresentation of this network and it is part of knowingour audience.”
  • 40. Maturity of Practice: Network Maps - CFMC
  • 41. Maturity of Practice: Network Maps - LACF
  • 42. Ladder of Engagement: Improving Best Practices Case Study 25% (5) Applied, Learned, 50% (10) Shared Applied, Learned Applied, No Learning Did Not Apply Measurement Plan: Webinar Polls
  • 43. Maturity of Practice: CWRF – Culture Indicators CRAWL WALK RUN FLY ScoreNetworked Understanding of Listening to and Comfort level with Leadership is 1.14Mindset networks that are cultivating greater comfortable using connected to relationships with organizational decentralized organization networks based on openness and decision-making and mapping networks. transparency. collective action with Leadership is using networks. Considers social networks and people inside and comfortable with outside of the showing organizations as personality. assets in strategy.
  • 44. Social Media Policy – All Staff Participate
  • 45. Social Media Policy – Living Document• Encouragement and support • Best practices • Tone• Why policy is needed • Expertise • Cases when it will be used, • Respect distributed • Quality • Oversight, notifications, and legal implications • Additional resources • Training• Guidelines • Press referrals • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common wiki.altimetergroup.com sense Source: Charlene Li, Altimeter Group
  • 46. Ladder of Engagement: Improving Best Practices Case Study 25% (5) Applied, Learned, 50% (10) Shared Applied, Learned Applied, No Learning Did Not Apply Measurement Plan: Webinar Polls
  • 47. Next Session Questions? Next Session: Content and Engagement Tips April 16th at 1 PM PST Use Content Spreadsheet: • Think through the “People” and “Objectives” • Identify one social channel that makes sense for who you want to reach and your results • Plot out a month of content Need Help: Book a Coaching Session with Stephanie Rudat