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 the
moderator
can 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 YWCA
Auditors: Cheryl Chang, Packard Foundation
Friends of Deer Hollow (requested a profile, but necessary for auditing)
Farallones Marine Sanctuary Association
MEarth
The HEAL Project
AlbaFarmers
4. This call is being
recorded
*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 your
moderator can insights
see you chats #netnon
7. Participants
California Coverage & Health Initiatives
Center for Excellence in Nonprofits
Center for Health and Gender Equity
Coastal Watershed Council
Community 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
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
Stealth
Measurement
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 Score
Communications Consideration of Strategic plan with Strategic plan with Strategic plan with 1.24
Strategy 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.
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,
Dollars
1. How many? 5. Reflect
2. By when? 3. Benchmark
4. Measure with metrics
17. POST: STRATEGY and TOOLS
Listen Promote Participate Publish Build
No Engagement Broadcast/Share Low Engagement Content Intensive Network
High Engagement
How will you connect to other channels you are using?
20. OBJECTIVES
Increase visibility for
products
Raise awareness of brand
Measurement: Referral traffic from social networks, views and reach on social
platforms
23. PEOPLE
• Young ED’s comfortable with
1 social media and in need of CEN
• Board Members – looking for
2 dialogue and resources online
• Staff Members of Member Orgs
3
24. OBJECTIVES
Increase FB fans from 115 to 200 by June,
2013
Increase posting of content to FB page
to x number per week
Increase number of people learning of our
events 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
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
32. Use Data To Make Better Decisions
Look for patterns
33. Measuring Your Content
Result Metrics Analysis Question
Consumption 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 Calls
Revenue Dollars Does your content help you raise money, recruit
Donors
Volunteers
volunteers or save time?
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.
39. How Nonprofits Visualize Their Networks
“This Tweepsmap shows the geography of
organization’s followers. We use this as a visual
representation of this network and it is part of knowing
our audience.”
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 Score
Networked Understanding of Listening to and Comfort level with Leadership is 1.14
Mindset 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.
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
Editor's Notes
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
