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Session 4 group 2 april 16
1. Peer Learning Group 2:
Improving Social Media
Monitoring, Engagement,
and Measuring
Content
April 16, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
2. Welcome!
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3. Participant Roll Call
California Coverage & Health Initiatives
Center for Excellence in Nonprofits
Center for Health and Gender Equity
Coastal Watershed Council
Community Foundation for Monterey County
CoreAlign
*7 unmute Hidden Villa
* 6 mute Immigrant Legal Resource Center
Los Altos Community Foundation
National Abortion Federation (NAF)
National Center Family Philanthropy
Opera San Jose
Palo Alto Art Center
Philanthropic Ventures Foundation
Preschool California
Provide
Radio Bilingue
Reproductive Health Technologies Project
Resources Law Group
Resources Legacy Fund
World YWCA
Auditors: Cheryl Chang, Packard Foundation
Friends of Deer Hollow (requested a profile, but necessary for auditing)
Farallones Marine Sanctuary Association
MEarth
The HEAL Project
AlbaFarmers
4. This call is being
recorded
*2
Flickr Photo
by Malinki
5. Peer Learning Group 2:
Improving Social Media
Monitoring, Engagement,
and Measuring
Content
April 16, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
6. Agenda
• Roll Call/Recap
• POST Examples
• Editorial Calendar Examples
• Best Practices for content optimization and
measurement
• Next Steps
Only the Tweet your
moderator can insights
see you chats #netnon
7. Participants
California Coverage & Health Initiatives
Center for Excellence in Nonprofits
Center for Health and Gender Equity
Coastal Watershed Council
Community Foundation for Monterey County
CoreAlign
Hidden Villa
Immigrant Legal Resource Center
Los Altos Community Foundation
National Abortion Federation (NAF)
National Center Family Philanthropy
Opera San Jose
Palo Alto Art Center
Philanthropic Ventures Foundation
Preschool California
Provide
Radio Bilingue
Reproductive Health Technologies Project
Resources Law Group
Resources Legacy Fund
World YWCA
9. Reminders: The Wiki
If you want a
wiki tutorial, we
will do this at
the end of the
call.
http://measure-netnon.wikispaces.com/
71% of participants have updated their wiki journals!!!
10. Share the Group
with other
people on staff
Stealth
Measurement
Closed
Facebook
Group
11. Peer Learning Program Outcomes
• Baseline level or score for social media practice improves by .5
• 50% or 10 of participants improve social media practices in at
least one area:
capacity, culture, strategy, measurement, monitoring, engagement
, or content.
• 25% or 5 participants apply social media best practices and
share what they’ve learned with others on the culmination call.
SCORE: 1.30
12. Ladder of Engagement: Improving Best Practices
Case Study 25% (5)
Applied, Learned, Shared 50% (10)
Applied, Learned
Applied, No Learning
Did Not Apply
Measurement Plan: Webinar Polls
13. Maturity of Practice: CWRF – Strategy and Measurement
CRAWL WALK RUN FLY Score
Communications Consideration of Strategic plan with Strategic plan with Strategic plan with 1.24
Strategy communications SMART objectives SMART objectives SMART objectives and
strategy with SMART and audiences for and audience audience definition.
objectives and branding and web definition. Includes integrated
audiences and presence, include Includes integrated content, engagement
strategies for strategy points to content, strategy, and formal
branding and web align social media for engagement champions/influencer
presence. Social one or two social strategy, and program and working
Media is not fully media channels. formal with aligned partners.
aligned. champions/influen Uses more than three
cer program and social media channels.
working with Formal process for
aligned partners. testing and adopting
Uses more than social media channels.
two social media
channels.
15. POST: KNOW YOUR AUDIENCE
• What keeps them up at night?
• What are they currently seeing?
• Where do they go for information?
• What influences their decisions?
• What’s important to them?
• What makes them act?
16. POST: SMART OBJECTIVES
Results
• Reach, Engagement, Action, Dollars
1. How many? 5. Reflect
2. By when? 3. Benchmark
4. Measure with metrics
17. POST: STRATEGY and TOOLS
Listen Promote Participate Publish Build
No Engagement Broadcast/Share Low Engagement Content Intensive Network
High Engagement
How will you connect to other channels you are using?
20. OBJECTIVES
Increase visibility for
products
Raise awareness of brand
Measurement: Referral traffic from social networks, views and reach on social
platforms
24. PEOPLE
• New and Potential Radio Listeners
1
• Influencers on Coverage
2
• Young & Engaged Web Citizens, Mexican
3 Listeners
We have a general understanding of our demographics over the air, but we have not dug in
deep into how they access RB online and where their connections lie there. Part of that will
also include doing some testing and experimenting to see what they respond to online as
compared to over the air (as measured by our calls in to popular programs).
25. OBJECTIVES
RB Twitter followers will reach 2,000 and FB
likes will reach 5,000 by mid-2014
Average of 5 weekly mentions/RT on Twitter.
Average of 5 comments on Facebook with 3
shares per week by mid-2014
Via call to action, convert x number of social
media audience to radio listeners, and
engage in off-air participation.
26. STRATEGIES
• Who is following us? Why? What are our
Listen partners saying online? What are they sharing ?
• Cross pollinate between on-air content and
Promote mentions with social media platforms.
• Reply to comments and tweets, pose
Participate questions, test Twitter Parties.
• Provide original content on Twitter and
Publish Facebook, especially for news programming.
• RT partner content, mention, look for followers,
Build Networks respond to followers
29. Ideas and Proposals…
• Our proposed content will be:
• Creating new hashtags to organize key news content
(#immigrationradio), adding new ones to existing programs
• Live tweeting of news programming
• Tweeting of “Now Playing” for select musical programming
• Posting of upcoming events, sponsorships, and programs
• Provide live feed (through Ustream) of selected events
• In progress:
• Prompting listener feedback with directed questions
• Set up of “Twitter Party”
• “Inside Radio Bilingue” photos
33. How To Think About Content
Ideas Features News How To
Idea Pieces Highlights Breaking News Tips
Interviews Reviews Policy News Tutorials
Opinion Stories Data Lists
Analysis Case Studies Reports Resources
Long Form
Original
Short-Form Curated
34. Maturity of Practice: CWRF - Content
CRAWL WALK RUN FLY Score
Integration Shares content Uses an editorial Uses an editorial Uses an editorial 1.29
and that may be calendar to align calendar to align calendar to align
Optimization relevant to content with content with content with
audience, but not objectives and objectives and objectives and
consistently and audiences to audiences to audiences to
not measuring publish across publish across publish across
channels channels channels
consistently consistently and consistently,
measures measures
performance performance, and
uses data to plan
content
35. PEOPLE
1 • Life Long Learners
2 • Teens
3 • Families
4 • Young Professionals
Focusing on a pilot with #4 because most likely to
use social media. Series of events to get this
target group into the Arts Center.
36. OBJECTIVES
Capture x number of emails
Recruit x number of
champions
100 people attend events
Series of Events
38. Editorial Calendar
National Abortion Federation (NAF)
Although we have been bogged down in breaking news issues, we were able to put
together an editorial calendar. However, other than highlighting annual events like the
anniversary of Roe v. Wade, International Women's Day, Providers Appreciation Day, and
campaigns - we really don't plan what we post on Twitter and Facebook. Most of the
content that is posted is dependent on breaking news and or legislative issues. We do
regularly post a collection of patient stories to our blog ever Wednesday, called
Wednesday's Words from Women. We do try to post something to Facebook something
to Facebook daily, so below please find a weeks work of ideas as well as our reach and
likes for the following dates: April 8-12
39. How To Think About Content
Evergreen Content: Core Content
Use Anytime Perennial Content: Keyed to
Events/Holidays
Blog Posts, Newsletter Articles,
Annual Color Content
Short Life Span/Social Media
This idea from NTC session on Content
with Kivi Leroux Miller
42. Blue = Reach
Green = Engagement - People Talking About
Purple = Content
Size of circle = frequency
Where are the Mountains and Canyons?
What caused them?
43. Blue = Reach
Green = Engagement - People Talking About
Purple = Content
Size of circle = frequency
44. Blue = Reach
Green = Engagement - People Talking About
Purple = Content
Size of circle = frequency
51. Tagged an influencer, who shared it with her
networks. Timely topic, was current in the
news.
52. Discussion: Debrief
How can you streamline content creation
across channels? How can you repurpose for
social media channels?
How can you make the time to measure
Facebook for one month?
53. Next Session
Questions?
Next Session: Content and Engagement Tips
April 28th at 1 PM PST
Use Content Spreadsheet:
• Think through the “People” and “Objectives”
• Identify one social channel that makes sense for who you want
to reach and your results
• Plot out a month of content
• Measure One Month of Content on Facebook
Need Help: Book a Coaching Session with Stephanie Rudat
Editor's Notes
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
Every few minutes as we get started, tech support reminder, type into the chat, roll call
http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
Agenda1. Intro/Announcements2. Share Examples of Content Calendars from ParticipantsPalo Alto Art Center: Content Calendar for an EventCEN: http://measure-netnon.wikispaces.com/Center+for+Excellence+in+Nonprofits3. Best practices for content optimization, engagement, and measurement4. Share Examples of POSTImmigrant Legal Resource Center5. Next Steps
Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
The action learning projects are very critical to the success of the program .. So I will be measuring
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.
Give a quick overview of your organization’’s mission and programs
Describe your audiences and what you know aboutthemDescribe your objectives
Describe your audiences and what you know aboutthemDescribe your objectives
ListeningPromoteEngagementContentChampionsNetworksAnything that is a tactic should come in the tactic section
Overview how you will use the tools, not as much detail needed as on the other slidesTalk about how you plan to do this give your staff capacity …
What keeps them up at night? Issues connected to family and community. What are they currently seeing? Good question…from us very little.Where do they go for information? Main Spanish language media (TV and radio)What influences their decisions? Connected to family, to community happenings. What’s important to them? Quality information with entertaining musical programming.What makes them act? We want to connect here with our more popular programs and hosts.
Objective 1: Within one year (by mid 2014), RB Twitter followers will reach 2,000 and FB likes will reach 5,000 as measured by numbers on each respective account (e.g. Facebook Insights)Objective 2: By July 2014, we will have a sustained average of 5 weekly retweets and mentions on Twitter. We will have a sustained average of 5 comments on Facebook with 3 shares per week. Objective 3: By July 2014, we will have at least one weekly listener action connected to a tweet or FB comment (listenership on the air, attendance of event, civic participation, etc).
We’ve already developed a tweet promo on the air! To prompt listeners to follow us on the air.
We’ll keep it focused to Twitter and Facebook for now. However, we’ll keep an eye out on how some staff and volunteers may use other tools such as Tumblr and LinkedIn.
Staff and TrainingWho will be responsible for implementation? How many hours per week will be dedicated to social media? What will be the specific job description and responsibilities? What training will you provide?We still need to sort this out. Currently, manager leaders will be by our News Director and our Broadcasting Director, but more hands-on implementation will need to be with younger staff such as Program Manager Jose Moran. We are looking at maintaining a minimum of 5 hours per week. Training will have to specified.TimelineCreate a monthly and weekly timeline of daily implementation tasks. Create your weekly to do list.This will have to remain a work in progress for the next 3-4 months. Sample:Daily- Linea Abierta tweets and program notices, signature program schedules, respond to key FB messages.Weekly- Edición Semanaria, #FF on TwitterBudgetWhile social media is free for the most part, your time is not and you may need to hire additional people to help with implementation or specific tasks. Identify your budget.No immediate budget is planned. But with a clear map and a new website, we are expecting to better clarify a “social media” position or responsibilities that may have a budget in terms of staff hours.
CORE Align4/16/2013 Digital StrategyThe CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience.We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.
Content strategy is the technique of creating, curating, repurposing, and sharing relevant and valuable content across your channels (web site, email, print, social, and mobile) to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving results. You need to have a clear logic path from objective, audience, and content – as well as an internal practice that allows you create, curate, repurpose, and track the performance of your social content so you can optimize it.
You need to plan out your content, ideally on a monthly basis.Many NGOs use an editorial calendar that is a simple spreadsheet that lists:-Date-Channel-Frequency-Content IdeaThe can be curated or created, but it has to be what your audience will respond to meet your objectives.Photo Source: http://www.flickr.com/photos/peejeebee/4042966090/sizes/o/in/photostream/
Describe your audiences and what you know aboutthemDescribe your objectives
Describe your audiences and what you know aboutthemDescribe your objectives
CORE Align4/16/2013 Digital StrategyThe CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience.We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.
National Abortion Federation (NAF)Although we have been bogged down in breaking news issues, we were able to put together an editorial calendar. However, other than highlighting annual events like the anniversary of Roe v. Wade, International Women's Day, Providers Appreciation Day, and campaigns - we really don't plan what we post on Twitter and Facebook. Most of the content that is posted is dependent on breaking news and or legislative issues. We do regularly post a collection of patient stories to our blog ever Wednesday, called Wednesday's Words from Women. We do try to post something to Facebook something to Facebook daily, so below please find a weeks work of ideas as well as our reach and likes for the following dates: April 8-12CORE Align4/16/2013 Digital StrategyThe CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience.We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.
I didn’t post! Sad, but that’s why drives visitors – when I posted, email goes out, tweets, etc.