This document summarizes a discussion session on using social media effectively through focusing on one channel. It discusses identifying superfans and cultivating their engagement, as well as efficient ways to create and repurpose content across different channels. Metrics and analytics from the Facebook Insights tool are reviewed to understand what types of content perform best. Learning from data and other organizations is emphasized, and attendees are assigned homework to analyze their own content and share insights from the past few months.
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Measure Networked Nonprofit
1. Peer Exchange Group 1:
Stealth Measurement:
Using Social Media Effectively:
One Channel Focus
Using Insights To Get Insights
December 16, 2011
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
2. This call is being
recorded
*2
Flickr Photo
by Malinki
3. Peer Exchange Group 1:
Stealth Measurement:
Using Social Media Effectively:
One Channel Focus
Using Insights To Get Insights
December 16, 2011
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
4. On The“wikito Today your reflections
Don’t forget jot down
in your
Call
journal”
Beth Kanter Becky Jain
5. Agenda
Intros/Reminders
Principle #6: Measurement for Learning and
Improvement
Peer Discussion
Next Session
Reflection
Twitter Hashtag: #measurenp
6. Type into the chat:
What content tactics did
you try?
What worked? What didn’t?
7. It’s a like, it’s a comment, it’s a
wall post, it’s a status update, no
it is Superfan!
8. How Do We Work With Them?
Track:
Who Are They?
Recognize:
Shout Outs, Tagging
Cultivate:
What do they want to do?
Proposal/Tools:
Ways to participate
Engage and Amplify: Make it fun
10. Type into the chat:
What campaign or program
might benefit from a group
of champions? What
11. Principle #4: Content
Coordinate all content channels
Editorial Ecosystem
Facebook Content
Chop Shop
Photos
Automate Selectively
Online/Offline Connections
Content As Food Preparation
12. Content As Food Preparation: The Shopping List and Pantry
What can be chopped into small
pieces?
13. Monthly Menus
Month Content/Type Topic
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
14. Restaurant Critic
Month Content/Type Topic Metrics Metrics
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
15. Type into the chat:
What are some efficient
ways to create or repurpose
content through different
channels?
What are some of the
challenges?
16. Principle #6: Build Time for Learning
Into the Work Flow
Make a regular time to hit the pause button and
reflect on your social media
Watch how other organizations are using Facebook,
Social Media
Use the FB Insights program to track specific
metrics against specific posts
Read and monitor comments on your posts
24. • A project that won’t take much
time and relates to org goals.
• Write down your successes.
• Write down your challenges.
• Ask the people you want to
connect with whether they think
your outreach and listening is
valuable.
• Watch other nonprofits and copy
and remix for your next project.
• Rinse, repeat.
29. Blue = Reach
Green = Engagement - People Talking About
Purple = Content
Size of circle = frequency
Where are the Mountains and Canyons?
What caused them?
30. Blue = Reach
Green = Engagement - People Talking About
Purple = Content
Size of circle = frequency
31. Blue = Reach
Green = Engagement - People Talking About
Purple = Content
Size of circle = frequency
42. Next Session:January 6, 2012
11:00 am PST
1:00 pm PST
Topic: Learning Culmination
Homework: Analyze your content from
the past couple of months and be ready
to share your insights. Extra credit if you
create a two-slide PPT.
Reflection: What are your next steps?
Editor's Notes
http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
Beth will read list of participantsBeth will introduce herself“The last few calls I realized that it was hard for me to moderate, work the software, take notes, read the chat and present. So, I’m lucky to have recruited a fabulous co-moderator, Becky Jain. She is going to help me with the back channel – the chat.Becky is a blogger and active on many social media communities. After studying at Wesleyan and the London School of Economics, she came to India to live with her husband, and to work in the development sector. She recently moved to back to the US and in NYC.Say hello!
This is our agenda – we’ll pause along the way for questions.
Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
http://www.flickr.com/photos/theimagegroup/369893824/Measurement is a continuous improvement process – feedback loopsAny measurement to work, you need to assess results, make changes, and see if those changes had impact, make more changes, and so on. Valid, actionable conclusionsAvoid focusing on only the most exciting, look for failures …You need a regular reporting schedule – not just do a data dump at the end – important for buy-in
http://www.flickr.com/photos/ruminatrix/2734602916/sizes/o/in/photostream/Funerals in Ghana are an event - up there with weddings in terms of planning, cost, and level of celebration. They can take months, even up to a year, to plan and save for. Obituaries are made into color posters and put up around town. There is music, drumming, dancing and singing as they parade through town. These processions, which occur on Friday afternoons, kick off the 3-day affairs.Momsrising also understands that learning leads to success.Fail: Some experiments bomb. Momrising staff gives themselves permission to kill each other’s projects or tactical ideas that were brilliant at the time but simply don’t work. They do this with humor to remove the failure stigma and call it a “Joyful Funeral” Before they bury the body, they reflect on why it didn’t work. Any staff person can call a Joyful Funeral on anyone else’s idea.Incremental Success Is Not A Failure: They do a lot of experiments and set realistic expectations for success. Many times victories happen in baby steps. They know from experience that many of their campaigns that incorporate social media lead to incremental successes, small wins or small improvements.Soaring Success: Some experiments, actions, or issues will see dramatic results – beyond the organization’s wildest dreams. For example, an interactive educational video ended up garnering over 12 million views and hundreds of comments and lead to thousands of new members signing up or taking action. Kristen says, “That type of success does not happen every day, but we need to try for that kind of success every day. We can only do it if we kill things that don’t work.” They also analyze game changing successes to make sure it can be replicated or wasn’t an accident
http://www.facebook.com/americanrepertorytheaterSet a goal, find other examples, analyze them,
http://www.facebook.com/MOCACleveland
http://www.facebook.com/ybca.org
I didn’t post! Sad, but that’s why drives visitors – when I posted, email goes out, tweets, etc.
Data without insights is just trivia. Everyone can look at a chart, but few people will know what it means unless you tell them, and nothing makes a meeting go south faster than someone pointing to a PowerPoint slide and saying “There’s a big spike in June” -- people want a conclusion. As in “there’s was a big spike in online donations in June due to the effort we put into to growing our follower base.” We call these conclusionary headlines and every PowerPoint slide you show should have one. If you produce results in a Dashboard, make sure there are conclusions presented along with the data.