3. Measuring and Managing Social Media Presence
Agenda OUTCOMES
• To leave the
room with one
idea to develop
and try
FRAMING
• Interactive
• Co-Learning
-Strategy
-Content
Optimization
-Measurement
-Time Saving Tips
http://bethkanter.wikispaces.com/nasaa-pio
4. So many questions!
Only 30 minutes!
http://bethkanter.wikispaces.com/nasaa-pio
5. Networked Organizations: Maturity of Practice
CRAWL WALK RUN FLY
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Ladder of
Engagement
Content Strategy
Informal Champions
Strategy
Best Practices
Measurement and
learning in all above
Communications
Strategy
Development
Network Mindset
and Map
Culture Change
Network Building
Formal Champions –
internal/external Strategy
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
6. Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices
CULTURE Networked Mindset
Institutional Support
CAPACITY Staffing
Strategy
MEASUREMENT Analysis
Tools
Adjustment
LISTENING Brand Monitoring
Influencer Research
ENGAGEMENT Ladder of Engagement
CONTENT Integration/Optimization
NETWORK Influencer Engagement
Relationship Mapping
1 2 3 4
7. Survey Response: Integrated Social Media Strategy
• Consideration of communications strategy with SMART objectives and
audiences and strategies for branding and web presence. Social Media is
not fully aligned.
• Strategic plan with SMART objectives and audiences for branding and
web presence, include strategy points to align social media for one or two
social media channels.
• Strategic plan with SMART objectives and audience definition. Includes
integrated content, engagement strategy, and informal
champions/influencer program and working with aligned partners. Uses
more than two social media channels.
• Strategic plan with SMART objectives and audience definition. Includes
integrated content, engagement strategy, and formal champions
(Internal/external) influencer program and working with aligned partners.
Uses more than three social media channels. Formal process for testing
and adopting social media channels.
11. POST APPLIED: ARTS NONPROFIT
PEOPLE: Artists and people in their neighborhood
OBJECTIVES:
Increase engagement by 2 comments per post by FY 2014
Content analysis of conversations: Does it make the
organization more accessible?
Increase enrollment in classes and attendance at events by
5% by FY 2014
10% students /attenders say they heard about us through
Facebook, Instagram, or Twitter
STRATEGY
Show the human face of artists, remove the mystique, get
audience to share their favorites, connect with other
organizations.
TOOLS
Focused on Facebook, Twitter, and Instagram to use best
practices and align engagement/content with other channels
which includes flyers, emails, and web site.
12. POST: PEOPLE - KNOW YOUR AUDIENCE
• Who are they?
• What social channels do they use?
• What are info are they currently seeking?
• What are they sharing on social channels?
• What influences their attitudes?
• What influences their decisions?
• What’s important to them?
• What do they care about?
• What makes them act?
13. POST: DEFINE YOUR AUDIENCE
• Arts Attenders
• Arts Donors
• Arts Advocates
CONSUMERS
• Policy makers
• Journalists
• Civic/Biz Leaders
INFLUENCERS
• Grantees
• Arts Nonprofits
• Artists
ORGANIZATIONS
20. Influencers
• What do you want to accomplish
w/ influencer engagement via
social?
• Identify policy makers that are
your influencers
• Find and follow them on social
media channels
• Evaluate if feeds are being used
• Monitoring their streams
• Engage with them as appropriate
• Measure, Refine, and Repeat
4,5,6
21. Summarize Your Insights: Use Personas
RESEARCH
• Analytics
• Audience
Data
• Survey
• Interviews
PERSONA
• Name
• Define
Needs
• Segment
• Create
23. POST: DEFINE OBJECTIVE AND METRICS
OBJECTIVE METRIC
Increase donations % reduction in cost per dollar
raised
Increase donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness,
% increase in
visibility/prominence
Improve relationships with existing
audiences
% improvement in relationship
scores,
% increase in donation from
existing donors
Improve engagement with
stakeholders
% increase in engagement
(comments on YouTube, shares
on Facebook, comments on
blog, etc.
Change in behavior % decrease in bad behavior,
% increase in good behavior
Change in attitude about your
organization
% increase in trust score or
relationship score
25. United Ways of California
www.unitedwaysCA.org
POST: EDITORIAL CALENDAR
Editorial Calendar Template:
http://www.lightboxcollaborative.com/2015-editorial-calendar
28. Social Content Optimization
• Focus on publishing high-quality,
engaging, relevant
content
• Optimize sharing widgets
• Timing and Frequency
• Write headlines 25x
• Use images/visuals, but vary
type of content and test
• Clear to call to action
• Test, Test, Test
31. Social Content Optimization
• Write 25 headlines, pick the best ones to test
• Don’t give it all away in the headline
• Also, don’t give it all away in the excerpt,
share image, or share text
• Don’t be shrill. Don’t form an opinion for the
end user. Let them do that
• Don’t depress people
• And don’t over-think it. Some of your
headlines will be terrible. Accept it and keep
writing
• Lastly, be clever. But not TOO clever
More Headline Tips:
http://www.scoop.it/t/content-and-curation-for-nonprofits/?tag=Headlines
33. Measuring Your Content
Result Metrics Analysis Question
Consumption Views
Reach
Followers
Does your audience care about the topics your
content covers? Are they consuming your
content?
Engagement Re-tweets
Shares
Comments
Does your content mean enough to your
audience for them to share it or engage with it?
Action Referrals
Sign Ups
Phone Calls
Does your content help you achieve your goals?
Revenue Dollars
Donors
Volunteers
Does your content help you raise money, recruit
volunteers or save time?
35. Google Analytics: Traffic Referrals
Centre Gives & Social Media Strategy Increase Website Traffic/Donors
1800
1600
1400
1200
1000
800
600
400
200
0
2013
Jan
2013
Centre Gives
Internal
Champions
Feb March April May Jun July Aug Sept Oct Nov Dec 2014
Jan
On average,
65% are
NEW
visitors.
Feb March
All Traffic
Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and
August spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. A
media strategy supported by social media has significantly increased our monthly website visits.
36. Social Media: Time Box Tasks
MINUTES TASK
20 Browse and Engage
15 Monitor
5 Post
20 Analyze
15 Schedule
• Use your mobile phone for browse
and engage
• Use “found time” in between
meetings
• Use scheduling tools and
automation
• Batch create content
37. Social Media: Use Automation Tools Wisely
• Don't automate everything
• Automate repetitive tasks
• Automate at ideal times
• Automate a mix of content
types
• Automate evergreen
content
• Maintain a live presence to
respond
• Automate during vacations
38. Takeaways: Share Pairs
• Implement: What’s one tip or technique
that you can put into practice next week
to improve your social media strategy?
35 years, last 20 front row seat
Passion for teaching and learning, not just a job, taken me all over the world working thousands of NGOs on becoming networked nonprofits and use social media effectively
My greatest hope in writing a book about networks and measurement that nonprofits would improve their practice
While Visiting scholar at the David and Lucile Packard Foundation, I didn’t just sit in the corner and write a book, I had the change to work closely with many of their grants to build capacity
I had 60 grantees testing the frameworks – chased after them – were able to implement, how would you change – and they developed a lot of the case studies
Honored that the book received the 2013 Terry McAdams award ..
-Crawl, Walk, Run, Fly
-Content Strategy: Social Content Optimization Tips
-Measurement Practice –
ROI – how to do it
-Time-Saving Tips
Squeezing in social in-between meetings
Social media channels are the tip of the ice berg
Too often we by-pass strategy in favor of the tools ..
You need a strategy, a structured way to think through your social media presence so it is integrated into your communications objectives ..
POST – People, Objectives, Strategy, and Technology is a great way to think about this ..
This format can be used by small nonprofits as well as large government agencies
Here is an example of MENTAL HEALTH.GOV communication strategy that explains how they apply POST to their new media strategy ….
There is an example on the wiki if you want to look at more closely –This approach incorporates POST into overall communications strategy – not just social media, but how social media is used in conjunction with traditional media to reach audience to get objectives ..
They have tied each of their social channels to a strategic objective and specific audience to reach .
The same for this small arts nonprofit
You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
There is a lot of free research on social media usage for consumers ….
http://www.pewinternet.org/2013/02/14/the-demographics-of-social-media-users-2012/
http://www.pewinternet.org/2013/12/30/social-media-update-2013/
http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243
https://leveragenewagemedia.com/blog/social-media-infographic/
Monthly
Common messaging - along with partners on health care
Share the responsibility – brainstorm content
Integrate with what is timely
Get input from partners and friends – group learning
http://topnonprofits.com/posting-guide/
http://www.slideshare.net/Upworthy/the-sweet-science-of-virality
All those items on Facebook editable.
These are some guidelines about headlines
This gets more into the implementation – but for your strategy plans – you have to think about the work flow -- optimizing for social channels very essential task – often skip it.
This slide shows the number of website visitors by month. The two spikes you see are due to the 2013 Centre Gives event and a new social media strategy that began in August, which included new post formats, more frequent posts, and inviting all my Facebook friends to like the Foundation’s page. Even after the drop-off after the August spike, monthly website visitors still averaged around 1,025. We want to keep improving that number, which will increase our name recognition in the community and introduce our services to more people – including those who have never heard of the Foundation (65% are new visitors).
2012 Centre Gives was in June, which had 629 website visitors that month. October 2012 was the only month that performed above average, at 820 visitors.
(I have 216 FB friends that Like CF’s FB page.)
http://www.socialmediatoday.com/content/five-tips-squeezing-social-media-your-workday
http://blog.hootsuite.com/social-media-plan-for-small-businesses/
Browse and Engage
Interaction with your customers is one of the most important reasons for your business to make a leap to social media. In fact, 9 out of 10 customers wish to have the ability to have meaningful interactions with brands on social media, but many businesses just aren’t standing up to the task. Your first step in your social media routine, no matter how long it takes at first, should always be to pay attention to your most important audience—your current and potential customers.
Monitor
Once you have responded to people who have reached out to you directly, dedicate some time to see what’s happening in the network that day. Notice trending topics to see if there is any content relevant to your field or your clients.
POST
Post any real-time (non-scheduled) content as needed. If you don’t use a scheduler tool, use this time to post the content you have lined up in your daily plan—and you should always have something interesting and informative for your social media audience, whether it comes to the original content from your business or external articles.
ANALYZE
In order to develop an efficient content plan, you need to know what kind of existing content performs best on various social networks. In order to do that, you can use analytics tools that tell you about performance of several social networks at once—such as Hootsuite, or Google Analytics—or use native data tools for each social network. Once you pick your analytics tools, set aside some time to look over your social media reports to make sure you’re on track with your social media goals.
Notice how this is the last block of the 10-minute plan. No matter how much time social media automation helps us save, it’s important that your audience knows there’s a real person behind those Tweets and Facebook messages, and that their comment is worth more than an obviously automated response. Use scheduling to help you curate content for the next day, pick optimal posting times based on your audience’s habits, and find relevant social media content for your channels.