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Listen, Learn, Adapt *




                       By Beth Kanter, Beth’s Blog



* Inspired   by David Armano    http://ww...
Hi, my name is Beth Kanter
and I blog about nonprofits
and social media.
That’s my blog
David Armano wrote this brilliant article
about why harvesting insights is so critical for
business success.




         ...
It made me wonder ….
Learn
Listen
                        Adapt




Does it work for nonprofits?
I think it’s the Secret Sauce of Success for
   Your Nonprofit’s Social Media Strategy
I wrote about it here but the main point is …
Your social media projects will
not get the best results over
time if look at Return on
Investment …
Think differently
Listen
You are repeating
     yourself, Beth…




Listening is
knowing what is
being said online
about your
organization and
your...
Listening is the first step, but you do it …
                                                 Community
                  ...
Before

         During




                  After
The Red Cross has discovered this!
• Keeping abreast of daily
conversation, knowing what needs
action
• Compile by line of service
• Distribute, consult with...
Leads to Engagement
“I took an American Red Cross class I thought was
  less than satisfactory. […] Someone found my blog
  post and told the ...
Influencer
                                 complaining …
                Customer
 Relationship
                 service
...
Insight Harvesting
“Look for trends over time, what
people find compelling enough
about their intersection with the
Red Cross to spend time w...
• Relationship building lays groundwork for future
campaigns to raise time, money, and blood
• Identifies influencers
• Do...
Learn




http://www.flickr.com/photos/lwr/1408972724/
“If you don’t launch, you don’t
learn.” David Armano
Think like a scientist
                              Optional




                  Essential
Observe and sift through qualitative data
like a Primatologist
You’re saying that
   donors are
    primates?




Anthropologist is a better metaphor
A Process I’ve Used With All My Fundraising
Campaigns

    • Document on the fly
    • Test and tweak
    • Pick the right...
Document on the fly
Test and Tweak
Reflect in action
By the numbers ..
Harvest Insights
A few points about social media metrics
Well not dead, but it’s not all about page views
Engagement
              Create
                        Metrics


Critic                    Comment

               5

   ...
“We don’t really care about views as much as we care
about comments. If we get 1,000 video views that is
good. The comment...
Remember
Pick the right ones!
Numbers alone are
meaningless
Combine with other
measures and
qualitative data
Harvest Insig...
Adapt




http://www.flickr.com/photos/lwr/1408972724/
Adapt: Using insights to make
corrections to improve results
You have to be nimble
Phew!
       They
     adapted …




Did they stop doing photo contests as a result?
“Since this was our first run at a photo
petition, it was difficult to get across
exactly what we wanted people to do
with...
Did it evolve?
It is easier to adapt
your social media
project




Harder to change
other areas
Summary
• Don’t take off your listening ears
• Think like a primatologist
• Evolution is a good thing
Sources Sources  of Inspiration
    Inspiration and

Read David Armano’s “Listen, Learn, Adapt” – It’s
brilliant.
http://d...
Thank You!

Beth’s Blog
http://beth.typepad.com


Have a blog post topic idea?
beth@bethkanter.org
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
Listen Learn Adapt: The Secret To Nonprofit Social Media Success
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Listen Learn Adapt: The Secret To Nonprofit Social Media Success

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Listen Learn Adapt: The Secret To Nonprofit Social Media Success

  1. Listen, Learn, Adapt * By Beth Kanter, Beth’s Blog * Inspired by David Armano http://www.flickr.com/photos/truebluetitan/273269366/
  2. Hi, my name is Beth Kanter and I blog about nonprofits and social media.
  3. That’s my blog
  4. David Armano wrote this brilliant article about why harvesting insights is so critical for business success. Go read it now, I’ll wait … Go read it, I’ll wait. That’s David
  5. It made me wonder ….
  6. Learn Listen Adapt Does it work for nonprofits?
  7. I think it’s the Secret Sauce of Success for Your Nonprofit’s Social Media Strategy
  8. I wrote about it here but the main point is …
  9. Your social media projects will not get the best results over time if look at Return on Investment …
  10. Think differently
  11. Listen
  12. You are repeating yourself, Beth… Listening is knowing what is being said online about your organization and your field.
  13. Listening is the first step, but you do it … Community Building & Social Networking Generate Buzz Share Story Participate Listen
  14. Before During After
  15. The Red Cross has discovered this!
  16. • Keeping abreast of daily conversation, knowing what needs action • Compile by line of service • Distribute, consult with subject matter experts
  17. Leads to Engagement
  18. “I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.” - Blogger
  19. Influencer complaining … Customer Relationship service building issue Staff determines comments or tweets that need action
  20. Insight Harvesting
  21. “Look for trends over time, what people find compelling enough about their intersection with the Red Cross to spend time writing about publicly.”
  22. • Relationship building lays groundwork for future campaigns to raise time, money, and blood • Identifies influencers • Documentation creates internal value • Listening skills and tools upgraded • What works used for future campaigns Continuous Listening Offers Value
  23. Learn http://www.flickr.com/photos/lwr/1408972724/
  24. “If you don’t launch, you don’t learn.” David Armano
  25. Think like a scientist Optional Essential
  26. Observe and sift through qualitative data like a Primatologist
  27. You’re saying that donors are primates? Anthropologist is a better metaphor
  28. A Process I’ve Used With All My Fundraising Campaigns • Document on the fly • Test and tweak • Pick the right hard data points • Harvest your insights • Pause for reflection time before next reiteration: How to improve results?
  29. Document on the fly
  30. Test and Tweak
  31. Reflect in action
  32. By the numbers ..
  33. Harvest Insights
  34. A few points about social media metrics
  35. Well not dead, but it’s not all about page views
  36. Engagement Create Metrics Critic Comment 5 Collect Click
  37. “We don’t really care about views as much as we care about comments. If we get 1,000 video views that is good. The comments are a focus group with our influencers. If they like it, they’ll spread it and that helps get to our objectives.”
  38. Remember Pick the right ones! Numbers alone are meaningless Combine with other measures and qualitative data Harvest Insights
  39. Adapt http://www.flickr.com/photos/lwr/1408972724/
  40. Adapt: Using insights to make corrections to improve results
  41. You have to be nimble
  42. Phew! They adapted … Did they stop doing photo contests as a result?
  43. “Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person that wrote in and needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “ Carrie Lewis, HSUS
  44. Did it evolve?
  45. It is easier to adapt your social media project Harder to change other areas
  46. Summary • Don’t take off your listening ears • Think like a primatologist • Evolution is a good thing
  47. Sources Sources of Inspiration Inspiration and Read David Armano’s “Listen, Learn, Adapt” – It’s brilliant. http://darmano.typepad.com/ WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener) All Photos Creative Commons Licensed from Flickr and attribution in notes
  48. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org

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