Knowing what social media data to track is critical to transforming data into content your community wants. In this session, we’ll focus on the important questions you need to ask, the metrics that tell you what you need to know; how to optimize your content to engage community; and how to build a social media community of content contributors and curators.

1. Building Community from
Content (Data)
Presented by Debra Askanase
Engagement Strategist
Social Media for Nonprofits – Boston
August 28, 2012

2. [Kitty photo]
http://www.flickr.com/photos/johnymutton/3652077613/in/photostream/

3. Today’s conversation
I. Know What Content Resonates: Significant Data
I. Design User-Generated Content Paths: Trust the
Research
III. Putting it together: Community-based content
(consistent engagement and action, multiplied by
love)

4. Social
Media
Engage Creates
Trust
Move
to
Action
The social media activity funnel

5. Diagram courtesy of Darim Online

6. Know your SMART Goals
Specific
Measurable
Attainable
Realistic
Timely
Design your social
media activities to
meet your org or
programmatic goals:
• resource awareness
• membership
• fundraising
• activism
• sign up for a program

7. Define
your goals
Develop
content and
data points
Post to
social media
channels
What content
engages?
What content
does not
engage?
Measure key
data points
against goals
Optimize that
content!

8. http://www.flickr.com/photos/melkiad/2274406074/
Significant Data

9. Facebook Insights – PTAT is key metric

10. Track bit.ly clicks

11. Track RTs (Crowdbooster)

12. What content resonates? And why?

13. Significant Data
Resources:
Facebook Insights (PTAT)
YouTube Insights (shares)
Bit.ly clicks
Twitter RTs
Pinterest repins
Simply Measured
Crowdbooster

14. Content depends on fans caring:
Know your fans
http://www.flickr.com/photos/moriza/2565606353/

17. Digging into engagement metrics …

18. Digging even deeper into reach
*Using Facebook Insights

19. 1. Fan demographics do not equal participation
demographics
2. Not all top content is equal
3. Demographics change frequently – stay on top
of them
4. Fans share certain types of content much more
than others, though they view many types
What we learned

20. 1. More content aimed at older audience
2. More frequent posting
3. More photos and especially more video
4. Experimented with adding photo collages,
different types of photo albums, video
documentary vs. video footage of events
5. Popular FB content inspired corresponding blog
posts
6. Added photos to announcements and blog posts
How we used it to optimize content

21. http://www.flickr.com/photos/bitzi/230188091/in/photostream/
User-Generated Content Paths

22. Create a
video,
message,
tweet,
blog post
product
about the
company
Become a
fan
Friend
Follow
Join
Discuss
Post
reviews
Give
feedback
Vote
Contribute
ideas
Visit
Watch
Download
Read
Play
Engage Contribute
Participate Create
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
ROE of user-generated content

23. Creators talked and proactively
shared information about the
brand the most. They also
influenced buying decisions the
most, and spent the most $.
Low-level engagement by itself did not produce
significant ROE

24. Create a
video,
message,
tweet,
blog post
product
about the
company
Become a
fan
Friend
Follow
Join
Discuss
Post
reviews
Give
feedback
Vote
Contribute
ideas
Visit
Watch
Download
Read
Play
Engage Contribute
Participate Create
20% 26% 32% 35%
Percentage of each group that spurred a purchase
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
How they influenced purchases

25. “…brand pages that are very effective at
engaging advocates were 3x more engaging
across the board and would grow 13x more than
the typical active Facebook Page over a year.”
http://www.istrategyconference.com/blog/?category=Social-Media&title=How-Superbrands-Breed-
Superfans-5-Best-Practices-for-10X-Greater-Fan-Growth-on-Facebook&pid=811
2012 Wildfire study: engage brand
advocates (+ build community)
Brand advocates bring in an average of 1.3 new
people each

26. http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/
Content is for building community

27. Create connections between fans:
What content encourages this? Ask them to tag each other,
respond, and help each other.
Weaving your community
> Offer Connection, Trust, and Content
Bring them Inside
Be part of the planning
Control:
What would giving the content over to them mean? How might
you create trust?

28. Twitter curator for a day

32. Building community on FB:
Lily the Black Bear

33. • Know your SMART Goals
• Understand your own Venn Diagram
• Mine Significant Data: what content engages, who’s
engaged, and to what extent
• Create user-generated content paths
• Facilitate reciprocity: co-created content, let them in
on the plan, demonstrate that you value their
contributions
• Bring fans inside your social media: they’re your
advisory board
*p.s. Offline events are fabulous for creating community!
Actionable next steps

34. = engagement + action,
multiplied by love
Build community based on content data
http://www.flickr.com/photos/zooboing/5443502902/in/photostream/

35. I’m always available to answer follow-up
questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977