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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
  • Agenda1. Intro/Announcements2. Share Examples of Content Calendars from ParticipantsPalo Alto Art Center: Content Calendar for an EventCEN: http://measure-netnon.wikispaces.com/Center+for+Excellence+in+Nonprofits3. Best practices for content optimization, engagement, and measurement4. Share Examples of POSTImmigrant Legal Resource Center5. Next Steps
  • 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 …
  •   What keeps them up at night? Issues connected to family and community. What are they currently seeing? Good question…from us very little.Where do they go for information? Main Spanish language media (TV and radio)What influences their decisions? Connected to family, to community happenings. What’s important to them? Quality information with entertaining musical programming.What makes them act? We want to connect here with our more popular programs and hosts.
  • Objective 1: Within one year (by mid 2014), RB Twitter followers will reach 2,000 and FB likes will reach 5,000 as measured by numbers on each respective account (e.g. Facebook Insights)Objective 2: By July 2014, we will have a sustained average of 5 weekly retweets and mentions on Twitter. We will have a sustained average of 5 comments on Facebook with 3 shares per week. Objective 3: By July 2014, we will have at least one weekly listener action connected to a tweet or FB comment (listenership on the air, attendance of event, civic participation, etc).
  • We’ve already developed a tweet promo on the air! To prompt listeners to follow us on the air.
  • We’ll keep it focused to Twitter and Facebook for now. However, we’ll keep an eye out on how some staff and volunteers may use other tools such as Tumblr and LinkedIn.
  • Staff and TrainingWho will be responsible for implementation? How many hours per week will be dedicated to social media? What will be the specific job description and responsibilities? What training will you provide?We still need to sort this out. Currently, manager leaders will be by our News Director and our Broadcasting Director, but more hands-on implementation will need to be with younger staff such as Program Manager Jose Moran. We are looking at maintaining a minimum of 5 hours per week. Training will have to specified.TimelineCreate a monthly and weekly timeline of daily implementation tasks. Create your weekly to do list.This will have to remain a work in progress for the next 3-4 months. Sample:Daily- Linea Abierta tweets and program notices, signature program schedules, respond to key FB messages.Weekly- Edición Semanaria, #FF on TwitterBudgetWhile social media is free for the most part, your time is not and you may need to hire additional people to help with implementation or specific tasks. Identify your budget.No immediate budget is planned. But with a clear map and a new website, we are expecting to better clarify a “social media” position or responsibilities that may have a budget in terms of staff hours.
  • CORE Align4/16/2013 Digital StrategyThe CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience.We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.
  • 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.
  • 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/
  • Describe your audiences and what you know aboutthemDescribe your objectives
  • Describe your audiences and what you know aboutthemDescribe your objectives
  • CORE Align4/16/2013 Digital StrategyThe CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience.We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.
  • National Abortion Federation (NAF)Although we have been bogged down in breaking news issues, we were able to put together an editorial calendar. However, other than highlighting annual events like the anniversary of Roe v. Wade, International Women's Day, Providers Appreciation Day, and campaigns - we really don't plan what we post on Twitter and Facebook. Most of the content that is posted is dependent on breaking news and or legislative issues. We do regularly post a collection of patient stories to our blog ever Wednesday, called Wednesday's Words from Women. We do try to post something to Facebook something to Facebook daily, so below please find a weeks work of ideas as well as our reach and likes for the following dates: April 8-12CORE Align4/16/2013 Digital StrategyThe CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience.We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.
  • I didn’t post! Sad, but that’s why drives visitors – when I posted, email goes out, tweets, etc.
  • Will hand out worksheets

Session 4 group 2 april 16 Session 4 group 2 april 16 Presentation Transcript

  • Peer Learning Group 2: Improving Social Media Monitoring, Engagement, and Measuring Content April 16, 2013 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 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.
  • 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
  • This call is beingrecorded *2 Flickr Photo by Malinki
  • Peer Learning Group 2: Improving Social Media Monitoring, Engagement, and Measuring Content April 16, 2013 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  • Agenda • Roll Call/Recap • POST Examples • Editorial Calendar Examples • Best Practices for content optimization and measurement • Next Steps Only the Tweet yourmoderator can insightssee you chats #netnon
  • 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
  • Beth Kanter and Stephanie Rudat
  • 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!!!
  • Share the Group with other people on staff StealthMeasurement Closed Facebook Group
  • 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
  • Ladder of Engagement: Improving Best Practices Case Study 25% (5) Applied, Learned, Shared 50% (10) Applied, Learned Applied, No Learning Did Not Apply Measurement Plan: Webinar Polls
  • 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.
  • POST FRAMEWORKPeople Objectives StrategiesTools
  • 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?
  • POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars1. How many? 5. Reflect 2. By when? 3. Benchmark 4. Measure with metrics
  • 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?
  • Immigrant Legal Resource Center Social Media Plan March 2013 © 2013 Immigrant Legal Resource Center 18
  • PEOPLE1 • Existing Customers2 •Potential Customers3 •Donors4 •Funders
  • OBJECTIVES Increase visibility for products Raise awareness of brandMeasurement: Referral traffic from social networks, views and reach on socialplatforms
  • 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
  • TACTICS© 2013 Immigrant Legal Resource Center 22
  • People Objectives Strategies Tools
  • PEOPLE • New and Potential Radio Listeners 1 • Influencers on Coverage 2 • Young & Engaged Web Citizens, Mexican 3 ListenersWe have a general understanding of our demographics over the air, but we have not dug indeep into how they access RB online and where their connections lie there. Part of that willalso include doing some testing and experimenting to see what they respond to online ascompared to over the air (as measured by our calls in to popular programs).
  • OBJECTIVESRB Twitter followers will reach 2,000 and FBlikes will reach 5,000 by mid-2014 Average of 5 weekly mentions/RT on Twitter. Average of 5 comments on Facebook with 3 shares per week by mid-2014Via call to action, convert x number of socialmedia audience to radio listeners, andengage in off-air participation.
  • STRATEGIES • Who is following us? Why? What are our Listen partners saying online? What are they sharing ? • Cross pollinate between on-air content and Promote mentions with social media platforms. • Reply to comments and tweets, pose Participate questions, test Twitter Parties. • Provide original content on Twitter and Publish Facebook, especially for news programming. • RT partner content, mention, look for followers,Build Networks respond to followers
  • TOOLS • Experiment • RB events YouTube • Highlight Programs • Follower Engagement Facebook• Follower Engagement• Feedback• Promote Content Twitter • Building Networks • Direct Content Feed • Promote Content
  • IMPLEMENTATION Staff & Timeline BudgetTraining
  • Ideas and Proposals…• Our proposed content will be:• Creating new hashtags to organize key news content (#immigrationradio), adding new ones to existing programs• Live tweeting of news programming• Tweeting of “Now Playing” for select musical programming• Posting of upcoming events, sponsorships, and programs• Provide live feed (through Ustream) of selected events• In progress:• Prompting listener feedback with directed questions• Set up of “Twitter Party”• “Inside Radio Bilingue” photos
  • POST: CORE ALIGN
  • Linking Your Content Strategy To People and Objectives People Target Audience Content Strategy
  • Editorial Calendar • Identify Audience • Channel • Frequency • Content • Optimization • Measurement
  • How To Think About Content Ideas Features News How To Idea Pieces Highlights Breaking News Tips Interviews Reviews Policy News Tutorials Opinion Stories Data Lists Analysis Case Studies Reports Resources Long Form OriginalShort-Form Curated
  • Maturity of Practice: CWRF - Content CRAWL WALK RUN FLY Score Integration Shares content Uses an editorial Uses an editorial Uses an editorial 1.29 and that may be calendar to align calendar to align calendar to align Optimization relevant to content with content with content with audience, but not objectives and objectives and objectives and consistently and audiences to audiences to audiences to not measuring publish across publish across publish across channels channels channels consistently consistently and consistently, measures measures performance performance, and uses data to plan content
  • PEOPLE 1 • Life Long Learners 2 • Teens 3 • Families 4 • Young ProfessionalsFocusing on a pilot with #4 because most likely touse social media. Series of events to get thistarget group into the Arts Center.
  • OBJECTIVES Capture x number of emails Recruit x number of champions 100 people attend eventsSeries of Events
  • Editorial Calendar
  • Editorial CalendarNational Abortion Federation (NAF)Although we have been bogged down in breaking news issues, we were able to puttogether an editorial calendar. However, other than highlighting annual events like theanniversary of Roe v. Wade, International Womens Day, Providers Appreciation Day, andcampaigns - we really dont plan what we post on Twitter and Facebook. Most of thecontent that is posted is dependent on breaking news and or legislative issues. We doregularly post a collection of patient stories to our blog ever Wednesday, calledWednesdays Words from Women. We do try to post something to Facebook somethingto Facebook daily, so below please find a weeks work of ideas as well as our reach andlikes for the following dates: April 8-12
  • How To Think About ContentEvergreen Content: Core ContentUse Anytime Perennial Content: Keyed to Events/Holidays Blog Posts, Newsletter Articles, Annual Color Content Short Life Span/Social Media This idea from NTC session on Content with Kivi Leroux Miller
  • Editorial Calendar
  • Use the FacebookInsights Tool
  • Blue = Reach Green = Engagement - People Talking About Purple = Content Size of circle = frequencyWhere are the Mountains and Canyons?What caused them?
  • Blue = ReachGreen = Engagement - People Talking AboutPurple = ContentSize of circle = frequency
  • Blue = ReachGreen = Engagement - People Talking AboutPurple = ContentSize of circle = frequency
  • Had highest virility rate
  • Learning:Post fun geeky visual stuff that is useful on Fridays
  • What caused this Devil’s Tower?
  • Visuals of research studies that share insightsabout social media users
  • Tagged an influencer, who shared it with hernetworks. Timely topic, was current in thenews.
  • Discussion: Debrief How can you streamline content creationacross channels? How can you repurpose for social media channels? How can you make the time to measure Facebook for one month?
  • Next Session Questions? Next Session: Content and Engagement Tips April 28th 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 • Measure One Month of Content on Facebook Need Help: Book a Coaching Session with Stephanie Rudat