Engagement & metrics:How to get it on!

JD Lasica Founder, Socialbrite.org jd@socialbrite.org

Advancing a New Vision for Youth Sexuality through New MediaISIS, Nov. 8, 2011

What we’ll cover today

1. Engagement: Strategies, tactics, tips & campaigns

2. Tracking the data

3. Q&A

Hugs, tearful goodbyes

Goal: 3 insights

Topics:

Tweet this preso! Hashtag: #youthsexuality

Creative Commons photo on Flickrby Prakhar

Today’s hashtag

Flickr photo “relaxation, the maldivian way” by notsogoodphotography

Relax!

www.socialbrite.org/isis

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

Lay the groundwork R U L E S O F E N G A G E M E N T

Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem

Is your strategy aligned?thehopeinstitute.us

12 steps to success

socialbrite.org/isis

1. First, listen and observe 2. Begin with a Plan (including metrics) 3. Define a clear theme4. Frame it with a personal story 5. Create lightweight media6. Create a simple call to action7. Create a conversation hub for participants8. Consider a mobile component9. Find your champions! Turn influencers into evangelists

10. Use immediacy & urgency: Headlines & deadlines11. Use social love handles12. Connect online with real-world events

Activate your supporters

360 assessment of social media capabilitiesList of goalsDescription of online communityProposed use of social tools & platformsRecommendations on expanded capabilitiesSpecifics of metrics programCompetitive/peer analysis

It could include:

It should not include:Shiny object syndrome

Begin with a Strategic Plan

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

Have you defined a clear theme?

Conversation follows interesting content

Be the blue fish!

Lascaux, France, 17,000 years ago

Tap into our shared humanity C R E A T E C O N T E N T , T E L L S T O R I E S

Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

Use personal storytelling

Find your internal storytellersList 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

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.

Key off both internal events & community events

Create an Events Calendar

1,700 couples raised $1 million+ for Equality California

No on 8 Wedding Registry C A S E S T U D Y

Chunk out your fundraising

$300,000 raised in 2 months

SaveMaryLake.com

C A S E S T U D Y

2,922 people have tweeted reaching 1.6 million followers

http://gwendolynstrongfoundation.org

SMA: Tweet for a Cure C A S E S T U D Y

http://bit.ly/tweet4cure

SMA: Tweet for a Cure E X E R C I S E

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 BroganAuthor, “Trust Agents”

Build community, not eyeballs U S E Y O U R C O M M U N I T Y

Before you start, measure! M E A N I N G F U L M E T R I C S

Metrics tool handout

‘Data is better than gut’Gather, analyze, act

Photo on Flickr by Vee Dub (CC-BY)

Goals

Grow email list of supporters

Increase comments on blog

Increase website visibility

Increase positive mentions of organization or cause

Have visitors stick around

Make our content more viral

Get people to take action

Get people to attend event

Metrics to measure

# newsletter, RSS subscribers

avg. # comments/post

increase in traffic or linkback #s

mentions in blogs & social networks

stick rate, bounce rate

# of shares

# of petition signatures

# of registrants, year over year

Set goals, map metrics

Geek out! Search ‘socialbrite.org’ on semrush.com

Keywords are key H A N D S - O N D E M O

https://adwords.google.com/o/Targeting/Explorer

Google Keyword tool

Google Keyword tool

google.com/analytics

Google Analytics

Who loves ya, baby? See which Twitter users drive most traffic

Google Analytics

Write down keywords driving traffic & attention

Keep track of traffic referrers

Facebook Insights H A N D S - O N D E M O

Broadband speeds at schools & colleges in Miami

M E T R I C S A S D A T A V I S U A L I Z A T I O N

Map mashups with open data

‘The Deeper Into Brooklyn You Go, the Kinkier People Get’

New York sex heat map

The darker the color, the more likely a neighborhood's residents are to respond to contact on OkCupid.

openheatmap.com

Other metrics tools

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

Pace yourself, don’t stress!Hootsuite

Tweetdeck

CoTweet

Spredfast

Netvibes

http://bit.ly/smdash

S O C I A L M E D I A D A S H B O A R D S

Socialbrite Sharing Center

http://socialbrite.org/sharing-center

R E S O U R C E S

If you do not change direction, you may

end up where you are heading.

— Lao Tse

Don’t settle for the status quo

JD Lasica, founderSocialbrite.orgemail: jd@socialbrite.orgTwitter: @jdlasica @socialbrite

Thank you, let’s talk!

http://socialbrite.org/isis