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Measure Networked Nonprofit
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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- 1. Peer Exchange Group1: 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 isbeing recorded *2 Flickr Photo by Malinki
- 3. Peer Exchange Group1: 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 Todayyour 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 thechat: 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 WeWork 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
- 9. How do you find people wholove you?
- 10. Type into thechat: What campaign or program might benefit from a group of champions? What
- 11. Principle #4: Content Coordinateall content channels Editorial Ecosystem Facebook Content Chop Shop Photos Automate Selectively Online/Offline Connections Content As Food Preparation
- 12. Content As FoodPreparation: 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 thechat: What are some efficient ways to create or repurpose content through different channels? What are some of the challenges?
- 16. Principle #6: BuildTime 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
- 17. Making Time forLearning: Turn Data in Action
- 19. Metric Mondays –Social Media Metrics Measuring Goal: Movement Growth
- 20. Momsrising: Joyful Funerals…. 1. Fail 2. Increment al Success 3. Dramatic Success
- 22.
- 23. The best advicefrom Wendy Harmon, Red Cross Blogger
- 24. • A projectthat 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.
- 28.
- 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
- 34.
- 35. Learning: Post fun geekyvisual stuff that is useful on Fridays
- 36. What caused thisDevil’s Tower?
- 37. Visuals of researchstudies that share insights about social media users
- 38. Tagged an influencer,who shared it with her networks. Timely topic, was current in the news.
- 40. Animal News, EspeciallyPhotos Engage Our Facebook Audience
- 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
- #3 http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
- #5 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!
- #6 This is our agenda – we’ll pause along the way for questions.
- #9 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.
- #10 http://simplymeasured.com/freebies/facebook-fan-page-analytics
- #15 http://www.flickr.com/photos/marcofieber/6271955856/sizes/z/in/photostream/
- #18 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
- #19 http://www.flickr.com/photos/f-oxymoron/6322238198/sizes/l/in/photostream/
- #21 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
- #23 http://www.flickr.com/photos/den_arion/345003904/sizes/l/in/photostream/
- #26 http://www.facebook.com/americanrepertorytheaterSet a goal, find other examples, analyze them,
- #27 http://www.facebook.com/MOCACleveland
- #28 http://www.facebook.com/ybca.org
- #33 I didn’t post! Sad, but that’s why drives visitors – when I posted, email goes out, tweets, etc.
- #41 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.