Presentation given by JD Lasica at the bootcamp "Advancing a New Vision for Youth Sexuality through New Media" given by ISIS and convened by the Ford Foundation in Oakland, fall 2011.

1. Engagement & metrics:
How to get it on!
Advancing a New Vision for
Youth Sexuality through New Media
ISIS, Nov. 8, 2011
JD Lasica
Founder, Socialbrite.org
jd@socialbrite.org

2. What we’ll cover today
Goal: 3 insights
Topics:
1. Engagement: Strategies,
tactics, tips & campaigns
2. Tracking the data
3. Q&A
Hugs, tearful goodbyes

3. Today’s hashtag
Creative Commons
photo on Flickr
by Prakhar
Tweet this preso! Hashtag:
#youthsexuality

4. Relax!
Flickr photo “relaxation, the
maldivian way” by
notsogoodphotography
www.socialbrite.org/isis

5. RULES OF ENGAGEMENT
Lay the groundwork
Do you have a social media policy or guidelines?
Do you have a Strategic Plan in place?
Have you studied or surveyed your community?
Have you identified your social media team members?
Are they properly trained?
Do you have buy-in from top management?
Do you know how to build evergreen programs before
campaigns?
http://socialbrite.org/isis
for policies, best practices

6. Is your strategy aligned?
thehopeinstitute.us
Moving from tactics to strategy: Direct mail, events marketing &
social media working as an integrated ecosystem

7. 12 steps to success
socialbrite.org/isis

8. Activate your supporters
1. First, listen and observe
2. Begin with a Plan (including metrics)
3. Define a clear theme
4. Frame it with a personal story
5. Create lightweight media
6. Create a simple call to action
7. Create a conversation hub for participants
8. Consider a mobile component
9. Find your champions! Turn influencers into evangelists
10. Use immediacy & urgency: Headlines & deadlines
11. Use social love handles
12. Connect online with real-world events

9. Begin with a Strategic Plan
It could include:
360 assessment of social media
capabilities
List of goals
Description of online community
Proposed use of social tools
& platforms
Recommendations on expanded
capabilities
Specifics of metrics program
Competitive/peer analysis
It should not include:
Shiny object syndrome

10. Have you defined a clear theme?
Boil down your cause to a strong, single sentence
Vittana:
Help anyone go to college
Alter Eco:
Support fair trade
ActBlue:
Elect progressive candidates
DonorsChoose:
Support public classrooms in need

11. Be the blue fish!
Conversation follows interesting content

12. C R E AT E C O N T E N T, T E L L S T O R I E S
Tap into our shared humanity
Lascaux, France, 17,000 years ago

13. Use personal storytelling
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv

14. Find your internal storytellers
List staffers’ skills
Who’s good at photography?
Video?
Writing?
Facebook or Twitter?
Create a Blog Squad
Who’s good at campaigns?
Open your blog to guest posts,
partner with community orgs
Find free content

15. Find your external champions!
Find the big kahunas in your sector by using your listening
post. Then, influence the influencers. Post on their blogs &
retweet.
Establish a rapport and only then reach out to try to convert
them into evangelists & ambassadors for your cause.
Scope out Twitter Lists that intersect with your organization or
social cause.
Useful tools: Klout, SocialMention, Google Analytics.

16. Create an Events Calendar
Key off both internal events & community events

17. CASE STUDY
No on 8 Wedding Registry
1,700 couples raised $1 million+ for Equality California

18. CASE STUDY
Chunk out your fundraising
SaveMaryLake.com
$300,000 raised in 2 months

19. CASE STUDY
SMA: Tweet for a Cure
2,922 people have tweeted reaching 1.6 million followers
http://gwendolynstrongfoundation.org

20. EXERCISE
SMA: Tweet for a Cure
http://bit.ly/tweet4cure

21. USE YOUR COMMUNITY
Build community, not eyeballs
here’s an amazing difference
between building an
audience and building a
community. An audience will
watch you fall on a sword. A
community will fall on a
sword for you.
— Chris Brogan
Author, “Trust Agents”

22. MEANINGFUL METRICS
Before you start, measure!

23. Metrics tool handout

24. ‘Data is better than gut’
Gather, analyze, act
Photo on Flickr by Vee Dub (CC-BY)

25. Set goals, map metrics
Goals Metrics to measure
Grow email list of supporters # newsletter, RSS subscribers
Increase comments on blog avg. # comments/post
Increase website visibility increase in traffic or linkback #s
Increase positive mentions of mentions in blogs & social
organization or cause networks
Have visitors stick around stick rate, bounce rate
Make our content more viral # of shares
Get people to take action # of petition signatures
Get people to attend event # of registrants, year over year

26. HANDS-ON DEMO
Keywords are key
Geek out! Search ‘socialbrite.org’ on semrush.com

27. Google Keyword tool
https://adwords.google.com/o/Targeting/Explorer

28. Google Keyword tool

29. Google Analytics
google.com/analytics

30. Google Analytics
Who loves ya, baby? See which Twitter users drive most traffic

31. Keep track of traffic referrers
Write down keywords driving traffic & attention

32. HANDS-ON DEMO
Facebook Insights

33. M E T R I C S A S D ATA V I S U A L I Z AT I O N
Map mashups with open data
Broadband speeds at schools & colleges in Miami

34. New York sex heat map
‘The Deeper Into Brooklyn You Go, the Kinkier People Get’
The darker the
color, the more
likely a
neighborhood's
residents are to
respond to contact
on OkCupid.
openheatmap.com

35. Other metrics tools
Metricly.com (metrics dashboard)
Crowdbooster.com (Twitter)
Klout.com (influence score)
Socialbrite roundup of Twitter tools

36. SOCIAL MEDIA DASHBOARDS
Pace yourself, don’t stress!
Hootsuite CoTweet
Tweetdeck Spredfast
Netvibes
http://bit.ly/smdash

37. RESOURCES
Socialbrite Sharing Center
http://socialbrite.org/sharing-center

38. Don’t settle for the status quo
If you do not change
direction, you may
end up where you are
heading.
— Lao Tse

39. Thank you, let’s talk!
JD Lasica, founder
Socialbrite.org
email: jd@socialbrite.org
Twitter: @jdlasica
@socialbrite
http://socialbrite.org/isis