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
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
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
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?
41. “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.”
42. Remember
Pick the right ones!
Numbers alone are
meaningless
Combine with other
measures and
qualitative data
Harvest Insights
48. Phew!
They
adapted …
Did they stop doing photo contests as a result?
49. “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
58. It is easier to adapt
your social media
project
Harder to change
other areas
59. Summary
• Don’t take off your listening ears
• Think like a primatologist
• Evolution is a good thing
60. 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
http://www.flickr.com/photos/lwr/1408972724/Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environmentLearn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’tAdapt: Using insights to make corrections to improve results
http://www.flickr.com/photos/lwr/1408972724/Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environmentLearn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’tAdapt: Using insights to make corrections to improve results
http://www.flickr.com/photos/niclindh/1389750548/
Listening:Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit.
Knew people were talking, decided to listen. Social media presence to achieve goals of increased transparency and increased donations of blood, time, and money. In that order. http://www.flickr.com/photos/balzen/39429034/Katrina hitWe know people are talking but we’re not listening to conversation.First, feeling defensive and like going to war. Needed more transparencyNow, embracing social media.
2. Blog UpdateCompile by line of serviceDistribute, consult with subject matter expertsKeeping abreast of daily conversation, knowing what needs actionStarted with free tools, built the radar and skills
http://www.flickr.com/photos/americanredcross/2584636379/3. ResponseDetermine who needs action, whether thanks and relationship building or repairing a customer service issue. Spend time reading other posts by blogger to get a sense of what they’re aboutUse judgment in avenue of response – email, comment, or better left alone.
5. Reporting and Internal ChangeSend monthly update to Communication leads consisting of aggregated data on mentions from their lines of service. J&J: watched mentions to determine where various industries stood so we’d know whether to back off or continue our aggressive PR push to shame them into dropping the suit.
Tag everything that’s included in the daily blog update by line of service and other keyword identifiers, Over time, can see trends, what people find compelling enough about their intersection with the Red Cross to spend time writing about publicly. Good for tracking!
http://www.flickr.com/photos/lwr/1408972724/Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environmentLearn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’tAdapt: Using insights to make corrections to improve results
Observe them in their natural environment, listen to them, and have a conversation ..http://www.flickr.com/photos/doug88888/2913687575/http://www.flickr.com/photos/festivaldellascienza/1755616104/
Observe them in their natural environment, listen to them, and have a conversation ..http://www.flickr.com/photos/doug88888/2913687575/http://www.flickr.com/photos/festivaldellascienza/1755616104/
http://www.flickr.com/photos/dwinton/15491767/
While some of the measurement concepts for social media remain the same as traditional Web analytics, there are some new ideas to embrace. Unlike the traditional website where users browse and harvest information, the tools of social media are unique by allowing people to connect with one another. Also, Web marketing has expanded beyond just the traditional organizational website and search results pages — it has spread to everywhere people are talking about your industry or market. \"The page view has served us well. It has established a universal way to measure web sites. However, the metric is about to become a moot point. The page view does not offer a suitable way to measure the next generation of web sites. These sites will be built with Ajax, Flash and other interactive technologies that allow the user to conduct affairs all within a single web page - like Gmail or the Google Reader. This eliminates the need to click from one page to another. The widgetization of the web will only accelerate this.\"
I also use aideRSS – and look at my “best posts’ – I do a pattern analysis – gives me ideas for topics for posts – and also the format.Expertise roundups on how to use a particular social media tool – includes how-to, tips, and links to other articlesStrategic technology topics – time investment, ROIPersonality
http://www.flickr.com/photos/lwr/1408972724/Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environmentLearn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’tAdapt: Using insights to make corrections to improve results
http://www.flickr.com/photos/midgley/2246835853/
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. http://beth.typepad.com/beths_blog/2007/11/the-flickr-hold.html