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  • http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  • Beth will read list of participantsBeth will introduce herself“The last few calls I realized that it was hard for me to moderate, work the software, take notes, read the chat and present. So, I’m lucky to have recruited a fabulous co-moderator, Becky Jain. She is going to help me with the back channel – the chat.Becky is a blogger and active on many social media communities. After studying at Wesleyan and the London School of Economics, she came to India to live with her husband, and to work in the development sector. She recently moved to back to the US and in NYC.Say hello!
  • This is our agenda – we’ll pause along the way for questions.
  • Remember that application you filed out, here’s a summary of group compositionIf I had to say one word about the group: DiversityWide range of budget sizes, different program areas of the Foundation …..That should enrich our work together, hopefully. One thing we have in common -You all have gone beyond the beginner stage in social media and looking to refine your work through measurement or figure out how to document results.
  • http://exchange.causes.com/2011/09/facebook-changes-will-help-you-change-the-world/TimelineThe big change will be how Facebook profiles are becoming fuller “timelines” of a one’s life.  So, now, instead of measuring out your life in coffee spoons, you can post status updates with multimedia content in a tubler like interface. It is a major re-imaginging of user profiles that allows users to build a digital life book of everything they’ve done on Facebook.   The timeline  algorithmically organizes everything you shared on Facebook — from post photos to changes in relationship status to check ins — and also allows you to fill out a “Way Back” section to add details that are omitted or if you had a life before Facebook to add that information. ActionsThe other change was that your friends and fans can do more than “Like” or “Comment”  on Facebook.   There are three new actions — Read, Watch, Listen — that will help people better understand what their friends are doing online.     It’s the called the “Open Graph” and it changes the whole meaning of listening to music together or family T.V.     Causes talking about adding “give”Privacy and Security issues – oversharingMy reaction was to either run screaming or say, wow this is cool.     As we’ve seen, it takes time for mere mortals like our audiences to internalize these new ways of living or life streaming.  Some will adopt more quickly than others depending on perhaps generational context, how set they are in their routines, and comfort level with openness and serendipity.1.)  Be careful who you friend.2.) Carefully explore your privacy settings and make sure you understand3.) Think twice about adding apps.More Noise/Clutter – how to cut through – broader marketing campaigns-decision-making journey – and storytelling, engagement – not spamming folks Facebook=InternetFacebook 800 Million UsersChanges New – takes time to adopt – reviewed the curriculum – do I need to change …. Not yethttp://www.bethkanter.org/facebook-changes-2/
  • Scaffolding by depth of relationship is a familiar framework for many nonprofits – whether it is donors or activists have tactics that move people up the ”Ladder of Engagement.” This is how it plays out on Facebook – you want to get people to move from “passive attention” to “loving” you Facebook so they will tell other people about your work.Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/
  • #1: Put your fan page URL in your email signature#2: Write a blog post about your facebook page or point to a thread#3: Tag other, well-trafficked fan pages in your updates#4: Ask your Twitter followers to join your fan page#5: Invest in Facebook ads#6: Put a fan page widget on your blog or website#7: Call to action to join on your web site#8: Put your fan page URL on your business cards#9: Put a link on your personal Facebook profile#10: Harness the power of your team#12: Put a tag in your YouTube videos#13: Put your fan page URL on your Twitter profile background#14: QR codes for your page#15: Use your fan page (Invite friends on upper right)#16: Add a Like box#17: Use targeted keywords in a Google AdWords#18: Redirect your webinar guests to your fan page#19: Put your fan page URL in your Keynote/PowerPoint slides#20: Use the join short code#21: Recruitment Campaign - giveaways#22: Basic SEO for your page
  • http://www.bethkanter.org/research-fb-engagement/
  • http://www.bethkanter.org/research-fb-engagement/

Session 3 Session 3 Presentation Transcript

  • Peer Exchange Group 1: Stealth Measurement:
    Using Social Media Effectively: One Channel Focus
    Recruitment and EngagementSeptember 23, 2011
    Beth Kanter, Visiting Scholar, Social Media and Nonprofits
    The David and Lucile Packard Foundation
    Organizational Effectiveness Program
  • 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
    While we are waiting, play with the chat:
    What’s your burning Facebook question?
  • This call is being recorded
    * 2
    Flickr Photo by Malinki
  • Peer Exchange Group 1: Stealth Measurement:
    Using Social Media Effectively: One Channel Focus
    Recruitment and EngagementSeptember 23, 2011
    Beth Kanter, Visiting Scholar, Social Media and Nonprofits
    The David and Lucile Packard Foundation
    Organizational Effectiveness Program
  • Don’t forget to jot down your reflections in your “wiki journal”
    On The Call Today
    Beth Kanter Becky Jain
  • Agenda
    Intros/Reminders
    Quick Update: Facebook ChangesWhat’s SMART Objective?
    Principle #3: Recruit and Engagement
    Peer Discussion
    Next Session
    Reflection
    Quick Roll Call
    Twitter Hashtag: #measurenp
  • Quick Reminders
    Groups 1a at 11:00 amGroups 1b at 1:00 pm
    Switch groups: OK
    Missed Session: Listen to Recording
    Multiple people from organization can participate, tag team – be prepared
    Do your homework – light and easy! Write in your wiki journals
    Facebook Stealth Measurement Group
  • Facebook Changes
    Timeline
    Actions: Watch, Listen, Buy
    What does it mean?
  • Facebook Changes
    • A social media policy provides the rule book for all staff to participate through personal use
    • Organizational guidelines for official spokespersons and department presence
    • Community guidelines for online discussions and posts
    • Allocates enough staff time for oversight and implementation
    • Implementation time is effective and efficient
    Quick Review: Principle #2: SMART Objectives and Measurement
    What’s your intent for using Facebook?
    SMART objectives: Specific, Measurable, Attainable, Realistic, and Timely
    How many by when?
    Three Kinds: Results, Capacity, or Tactics
    Guides, not report cards
    Pick the right metrics and targets
    Benchmark against your past performance or peers
    Pick the right analytics tools for the job: Insights, Export.ly, EdgerRank
  • Type into the chat:
    Please share your SMART objective
  • Ladder of Engagement
    Basedon “Birth of a Super Fan” by Aliza Sherman
  • Cross Promote All Channels
  • Get Attention: Staff and Volunteers Can Help
  • Get Attention: Custom Landing Tab
    BrandGlue Study: Custom landing tab will convert visitors to fans at a rate of about 47% versus the wall which is about 26%
  • 22 Ways To Get Attention
    #1: Put your fan page URL in your email signature
    #2: Write a blog post about your facebook page or point to a thread
    #3: Tag other, well-trafficked fan pages in your updates
    #4: Ask your Twitter followers to join your fan page
    #5: Invest in Facebook ads
    #6: Put a fan page widget on your blog or website
    #7: Call to action to join on your web site
    #8: Put your fan page URL on your business cards
    #9: Put a link on your personal Facebook profile
    #10: Harness the power of your team
    #12: Put a tag in your YouTube videos
    #13: Put your fan page URL on your Twitter profile background
    #14: QR codes for your page
    #15: Use your fan page (Invite friends on upper right)
    #16: Add a Like box
    #17: Use targeted keywords in a Google AdWords
    #18: Redirect your webinar guests to your fan page
    #19: Put your fan page URL in your Keynote/PowerPoint slides
    #20: Use the join short code
    #21: Recruitment Campaign - giveaways
    #22: Basic SEO for your page
  • Type into the chat:
    What are some ways you can get attention and recruit fans?
  • Engagement
    Conversation StartersOpen Ended QuestionsDifferent Types of ContentAlways Be Commenting
  • Why Does Engagement Drop?
    Engage in commentsGet fans to share
  • You Don’t Have To Live on Facebook …..
  • Peer Share:
    Brainstorm Questions
    One Participant
    Type into Chat
  • Next Session: October 28, 2011 11:00 am PST 1:00 pm PST
    Topic: Content StrategyHomework: Write in the wiki journal. Try at least 3 different recruitment/attention tactics – measure fan growth. Post a question 3 x a week for the month and try to up your feedback percentage score.
    WORKSHEET on the WIKI
    Reflection: What are your next steps?