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Listening for Nonprofits in a Connected World


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Listening for Nonprofits in a Connected World

  1. Listening in a Connected World for Nonprofits Beth Kanter, Beth’s Blog
  2. Workshop Leader Beth Kanter, Beth’s Blog
  3. This is a Remix of a Remix
  4. ::assumptions
  5. There are people out there who are interested in your issues or organization’s programs. (whether we know them or not)
  6. “ It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!)  ” Danielle Brigida
  7. Those people are active in our communities or organizations. (whether we help them or not)
  8. Source: Nina Simon
  9. We want to engage those interested and active people in our work. (whether we agree with them or not)
  11. That’s the heart of social media success … Engaging with interested and active people to take action.
  13. <ul><li>First foray into social media was a listening project in 2006 </li></ul><ul><li>People were talking and they needed to listen </li></ul><ul><li>At first, felt like going to war, but changed internal perception of social media </li></ul>The Red Cross Case Study: Listening Comes First
  14. Listen: Monitor, Compile, Distribute, Reflect I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
  15. Look for Trends Over Time Very important step!
  16. Relationship building Customer service issue Influencer complaining … Staff determines comments or tweets that need response
  17. Listening doesn’t have to stay in the communications department – becoming a listening organization leverage more dramatic results
  18. What’s in Wendy’s Tool Box?
  20. <ul><li>What can professional tools do that free ones can’t? </li></ul><ul><li>Start with free tools, perfect your radar, look for ways that professional tools can save you time </li></ul><ul><li>Growing number of vendors, do your due diligence </li></ul><ul><li>Demo </li></ul>
  21. <ul><li>Changes internal perception of social media value </li></ul><ul><li>Improves relationships with audience and identifies influencers </li></ul><ul><li>Incremental improvements for campaigns </li></ul><ul><li>Working with affiliates </li></ul>Listen: What’s the Value?
  22. ::the six steps <ul><li>Get your organization ready </li></ul><ul><li>Use your RSS Reader like a Rock Star </li></ul><ul><li>Brainstorm Keywords </li></ul><ul><li>Set up your listening dashboard </li></ul><ul><li>Make listening and engaging a practice an ongoing process </li></ul><ul><li>Build in time for reflection </li></ul>
  23. 1. Get your organization ready to listen
  24. How will you organize listening? <ul><li>Who will do the listening and responding? </li></ul><ul><li>Response policy? </li></ul><ul><li>How much time will you allocate? </li></ul><ul><li>How will you analyze the results and share insights? </li></ul><ul><li>How will you know if listening has be useful? </li></ul>
  25. 2. Use Your RSS Reader Like A Rock Star!
  26. Which one is right for you?
  31. Small block of time for daily reading Clean house, reorganize Don’t feel obligated to read everything Good RSS Habits
  32. <ul><li>Nonprofit Name </li></ul><ul><li>Other nonprofit names in your space </li></ul><ul><li>Program, services, and event names </li></ul><ul><li>CEO or well-known personalities associated with your organization </li></ul><ul><li>Other nonprofits with similar program names </li></ul><ul><li>Your brand or tagline </li></ul><ul><li>URLs for your blog, web site, online community </li></ul><ul><li>Industry terms or other phrases </li></ul><ul><li>Issue area, synonyms, geography </li></ul><ul><li>Your known strengths and weaknesses. </li></ul><ul><ul><li>3. Brainstorm Keywords </li></ul></ul>
  33. Try to avoid generic terms.  If your organization's name or program names contain generic words, use Boolean operators like &quot;AND&quot; or &quot;NOT.&quot; <ul><ul><li>What NOT to search for? </li></ul></ul>
  34. <ul><ul><li>Think Offline, Involve Other People in Your Organization </li></ul></ul>Brainstorm Related Words Why Important List Your Key Words/Phrases
  35. https:// Use Online Keyword Tools
  39. 4. Set up Your Feeds and Add To Your Reader or Dashboard
  40. What Where else is does your audience hang out? Other Blog Feeds Influencer Bloggers Key words/phrases Persistent Searches Basics Ego Searches
  41. Where
  42. Don’t Panic!!
  43. 5. Make Listening and Engaging a Practice
  44. Just Starting: Lurk for the first 30 days
  45. Start with a small, select number of feeds Review feeds as part of your routine Open interesting links in new tabs Read and follow interesting links in comments Subscribe to new feeds Revise keywords as you go Identify mission critical keywords Share a summary weekly w/others Establish Good Habits
  46. Example: Finding Influencer Bloggers
  48. Look for bridge bloggers
  49. Add them to your reader
  50. <ul><li>Slow growth at first, spider out </li></ul><ul><li>Don’t be afraid to clean, unsubscribe, and reorganize </li></ul><ul><li>Check out Google Page Rank </li></ul><ul><li>You can check out their monthly views </li></ul><ul><li>You can check out their technorati ranking </li></ul>Building Your Feeds and Finding Influencer Bloggers
  52. Source: Kd Paine – Buy her book, read her blog
  55. Start engaging
  56. Not Problem If you find people talking about you …. Keep track of themes Keep track of positives Engage Look for stories to repurpose
  58. Respond like a queen Add value to the conversation Don’t be afraid to disagree Keep to the point of the topic Point to relevant sources if you have more information Watch the conversation develop Humor works Avoid big brother
  60. Problem If you find people talking about you …. Big Problem Little Problem Track themes Be prepared to engage Be prepared to act swiftly
  61. Listening for Tone, Volume, and Sentiment
  62. Swing into crisis mode and call in the boss
  64. 6. Regular Time for Reflection
  65. Are the topics of conversation changing? Is the tone, sentiment, or volume changing? Where are the most interesting conversations taking place? What does this mean for your strategy or programs? How can you use the information to improve what your are doing? Is there great content (stories) that you can repurpose elsewhere?
  66. Questions? Reflections?
  67. ::the six steps <ul><li>Get your organization ready </li></ul><ul><li>Use your RSS Reader like a Rock Star </li></ul><ul><li>Brainstorm Keywords </li></ul><ul><li>Set up your listening dashboard </li></ul><ul><li>Make listening and engaging a practice an ongoing process </li></ul><ul><li>Build in time for reflection </li></ul>
  68. Sources of Inspiration KD Paine, Queen of Measurement http:// / (Buy her book, read her blog) WeAreMedia: Nonprofit Social Media Starter Kit (I’m the wiki facilitator and gardener. Check out the Tool Box section) Marnie Webb’s Slideshow on Listening All Photos Creative Commons Licensed from Flickr and attribution in notes
  69. Beth’s Writings and Resource Collections I have two personal learning spaces Social Media Listening Social Media Metrics Plus you can check out my blog posts on the topic http:// /
  70. Thank You! Beth’s Blog Have a blog post topic idea? [email_address]