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Listen Learn Adapt

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Listen Learn Adapt

  1. http://www.flickr.com/photos/truebluetitan/273269366/ * Inspired by David Armano By Beth Kanter, Beth’s Blog Listen, Learn, Adapt *
  2. David Armano says Insight must before Investment when implementing a social media project. David Armano Go read it, I’ll wait. Listen, Learn, Adapt
  3. Sum of Time & Money Saved Plus …. Minus … Time & Money spent Equals … ROI Money earned or donated Benefits translated into value Plus …. Traditional Return on Investment Process
  4. Listen Learn Adapt Return on Insight
  5. Insight comes before financial calculations
  6. Put on your listening ears
  7. Before During After
  8. Why do I need to keep these ears on all the time?
  9. The Red Cross has discovered the value of continuous listening
  10. <ul><li>Monitors </li></ul><ul><li>Compiles </li></ul><ul><li>Distributes </li></ul>Wendy Harman
  11. Leads to Engagement
  12. <ul><li>“ 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 </li></ul>
  13. Relationship building Customer service issue BIG PROBLEM! Staff determines what type of response
  14. Look for Trends Over Time Very important step!
  15. <ul><li>Documentation creates internal value </li></ul><ul><li>Relationship building </li></ul><ul><li>Identifies influencers </li></ul><ul><li>Incremental campaign improvements </li></ul>Continuous Listening Offers Value
  16. Learn http://www.flickr.com/photos/lwr/1408972724/
  17. Think like a scientist Essential Optional
  18. Observe and sift through qualitative data like a Primatologist
  19. You’re saying that our clients are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
  20. <ul><li>Document on the fly </li></ul><ul><li>Test and tweak </li></ul><ul><li>Pick the right hard data points </li></ul><ul><li>Harvest insights </li></ul><ul><li>Look at what other nonprofits are doing in the space </li></ul><ul><li>Pause for reflection time before next reiteration: How to improve results? </li></ul>My Learning Process For Every Campaign…
  21. Document on the fly
  22. I like to visually document too …
  23. Look at numbers .. You still have to measure to improve
  24. Harvest Insights
  25. Synthesize
  26. The most important thing: Pick the right social media metric!
  27. My point: It’s not all about page views Not dead!
  28. Create Comment Click Collect Critic Engagement Metrics
  29. There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy
  30. Adapt http://www.flickr.com/photos/lwr/1408972724/
  31. This is the hard part
  32. You have to be nimble
  33. The Humane Society knows this
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  35.  
  36. Did they stop doing photo contests as a result? They adapted … Thank God!
  37. Carrie Lewis, HSUS “ 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 who needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “
  38.  
  39. 3,000 submissions 3,000 submissions
  40. Did it evolve?
  41. Wisdom of the Crowds Meets Person-to-Person Fundraising
  42.  
  43. 13,000 installations
  44. Was it worth it?
  45. It is easier to adapt your social media project Harder to adapt your organization One Last Thing
  46. Remember … <ul><li>Don’t take off your listening ears </li></ul><ul><li>Think like a scientist and primatologist </li></ul><ul><li>Evolution is a good thing </li></ul>
  47. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $
  48. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address]
  49. Beth’s Writings and Resource Collections I have two personal learning spaces Social Media Listening http://socialmedia-listening.wikispaces.com/ Social Media Metrics http://socialmediametrics.wikispaces.com/ Plus you can check out my blog posts on the topic http:// beth.typepad.com/beths_blog/listening / http:// beth.typepad.com/beths_blog/roi / http:// beth.typepad.com/beths_blog/socialmediametrics /
  50. Inspiration and Sources Sources of Inspiration 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

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