FOR YOUTH DEVELOPMENT                                     FOR HEALTHY LIVING                                     FOR SOCIA...
Providing tech tools                  doesn’t magically create                       digital authors                      ...
OverviewGradually Shift the Culture1.Publish Metrics2.Establish Structure and  Accountability3.Remove Barriers4.Regular Tr...
Publish MetricsWhat gets measured, gets done.4   | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
Make a connection to the numbersData without context is just noise.                                                       ...
Make a connection to the numbers       We send out a monthly email with the       metrics and a quick recap6   | Enabling ...
Make a connection to the numbers    We also cover    key metrics and    tips on a    monthly    webinar                   ...
Publish MetricsThe trick is knowing what to measure.              Marketing Strategy              Goals              Busin...
Establish Structure andAccountability    The Team                                                                     Rule...
Establish Structure andAccountability                                                                                 Auth...
Establish Structure andAccountabilityMetro Staff• Provides support and training• Manages Branding and Voice• Monitors all ...
Establish Structure andAccountability                          Core Metro Team     Marketing                              ...
Remove BarriersWell first, identify them…Staff                                                                            ...
Remove Barriers• Celebrate Success• Automate where possible• Streamline tools• Process Improvement• Distribute tasks14   |...
Regular Training and Resources                                                                                 • Create a ...
Enable Individuals whileManaging the Brand16   | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
Enable Individuals whileManaging the Brand• Monitor• Publish Guidelines                                                   ...
Resourceswww.idealware.org – unbiased, nonprofit technology reviewswww.nten.org – nonprofit technology conference and trai...
Thank YouFor More Information:sheye@ymcachicago.orgTwitter @steveheyeBlog steveheye.blogspot.com
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Program staff as digital editors

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  • Numbers, stats, regular reports make something realVisibly seeing the improvement, changeCompare against peers, peer pressureStaff get same info as execs
  • But numbers don’t inherently have meaningProvide insight and contextOur website is the core of our communication strategyBut there is a purpose, do we have content that drives a call to actionAnalyze behavior, not just measure volume
  • Regular communication with notes on how to read and highlightsCall out individual success, reinforce the good results. Be specificInclude ways to learn more
  • But email is not everyone’s way to learn, so we also do a monthly webinar\\phone callDemonstrations on web, email, facebook, video, content trendsHighlight changes, new toolsCall out individuals and highlight success
  • Just selecting numbers isn't enough though, they need to have a tie to real life outcomes and have visible impactOn our metrics we researched benchmarks and looked at competitors to set our goals, but picked our metrics to measure reach and engagement
  • Identify the players, explain what their jobs are, what they should and shouldn’t do and here is our game plan.Clear roles and expectations for the authors, managing staff and organizationProgram staff know they have a group of staff behind themFull set of resources
  • Some people might worry about providing too many rules, however we decided that clear guidelines and responsibilities actually make people more comfortable in an area they might be unsure about.We turned over primary management of our websites and Facebook pages to our center staff. It was their job.Our primary way to enforce this was through metrics and peer pressureHowever we do monitor communications from our Metro office
  • Clearly outlined what resources will come from Metro and what their responsibility isClearly identify who they can contact for help and to escalate issuesKeep materials, brand standards and resources easily accessed.
  • Clearly outlined what resources will come from Metro and what their responsibility isClearly identify who they can contact for help and to escalate issuesKeep materials, brand standards and resources easily accessed.
  • Staff are quick to come up with excuses about why they are not able to create online content. It is important to not just blow those off. Many of those excuses may represent a real barrier.Don’t play into their excuses to enable them, rather take it seriously and ask detailed questionsAnother trick is to get someone to job shadow and look for barriers
  • Transcript of "Program staff as digital editors"

    1. 1. FOR YOUTH DEVELOPMENT FOR HEALTHY LIVING FOR SOCIAL RESPONSIBILITYEnabling Program Staffto Become DigitalEditorsSteve Heye – YMCA of Metro ChicagoNTEN webinar
    2. 2. Providing tech tools doesn’t magically create digital authors Author2 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    3. 3. OverviewGradually Shift the Culture1.Publish Metrics2.Establish Structure and Accountability3.Remove Barriers4.Regular Training and Resources5.Enable Individuals while Maintaining the Brand3 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    4. 4. Publish MetricsWhat gets measured, gets done.4 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    5. 5. Make a connection to the numbersData without context is just noise. Create an understanding of Gets people to: what the numbers mean, not just what they are. Gets people to:5 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    6. 6. Make a connection to the numbers We send out a monthly email with the metrics and a quick recap6 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    7. 7. Make a connection to the numbers We also cover key metrics and tips on a monthly webinar We record these meetings an post the videos with a private link on YouTube.7 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    8. 8. Publish MetricsThe trick is knowing what to measure. Marketing Strategy Goals Business Objectives OutcomesKeep numbers meaningful and easy.8 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    9. 9. Establish Structure andAccountability The Team Rules: Author Agreement Escalation Process RolesPlaybook: Content Calendar Comment Escalation Process Content Templates9 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    10. 10. Establish Structure andAccountability Authors 1. Monitor Daily 2. Post Weekly 3. Manage Page 4. Ensure 2 Authors exist10 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    11. 11. Establish Structure andAccountabilityMetro Staff• Provides support and training• Manages Branding and Voice• Monitors all channels• Provides guidance as tools change• Suggests Content11 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    12. 12. Establish Structure andAccountability Core Metro Team Marketing IT -primary -primary business tool owner owner -messaging -process12 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    13. 13. Remove BarriersWell first, identify them…Staff Policies Time Know How Access Fear Experience Technology Content13 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    14. 14. Remove Barriers• Celebrate Success• Automate where possible• Streamline tools• Process Improvement• Distribute tasks14 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    15. 15. Regular Training and Resources • Create a hub for resources • Run a regular training • Keep it simple15 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    16. 16. Enable Individuals whileManaging the Brand16 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    17. 17. Enable Individuals whileManaging the Brand• Monitor• Publish Guidelines But this is a full presentation in• Constant Feedback itself…• Metrics• Evaluate Outcomes17 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    18. 18. Resourceswww.idealware.org – unbiased, nonprofit technology reviewswww.nten.org – nonprofit technology conference and trainingswww.techsoup.org – nonprofit technology donation program & articleswww.socialbrite.org – nonprofit social media information18 | Enabling Program Staff as Digital Editors | ©2012 YMCA of Metro Chicago
    19. 19. Thank YouFor More Information:sheye@ymcachicago.orgTwitter @steveheyeBlog steveheye.blogspot.com

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