Group 1 - Orientation
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Transcript of Group 1 - Orientation
Peer Exchange Group 1:
Stealth Measurement:Using Social Media Effectively:
One Channel Focus
Orientation Call: July 29, 2011
Beth Kanter, Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard FoundationOrganizational Effectiveness Program
Welcome!
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* 2
Peer Exchange Group 1:
Stealth Measurement:Using Social Media Effectively:
One Channel Focus
Orientation Call: July 29, 2011
Beth Kanter, Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard FoundationOrganizational Effectiveness Program
Agenda
IntrosSummary of SurveyProgram OverviewLearning in Public Next SessionReflection
Roll Call: Phone/Voice
When I call your name, share your organization name
Unmute by *7 Mute by *6
Play with the Chat:What three words about using measurement for improvement in social media strategy come to mind?
Group Composition
A Wide Range of Communication and Program Objectives
Advance MissionBrand recognition and Reputation
Educate, Inform, EngageEducate on issuesDisseminate research on topics/issuesConduct research on topics/issuesDisseminate quality, relevant, and timely information on a topicProfessional development/peer learningIncrease dialogue, engagement, or conversations on Topic/Program/Issue
ActionMobilize actions on legislative and policy issuesBehavior change
Business ResultsIncrease DonationsIncrease MembershipsIncrease visitorsIncrease ticket salesIncrease volunteer/member involvement in programs
AUDIENCE
Direct Consumers of Messages: Individuals, OrganizationsInfluencers: Journalists, Legislators, Policy Makers
Series1
0 2 4 6 8 10 12
Strong Alignment
Medium Alignment
Low Alignment
How strongly does your current social media use align with your communications or program objectives and audience?
60% have a formal, written communications plan and strategy
Communications/Program Strategy and Plans
Implementation
79% do not have a social media policy21% have a social media policy
Have a social media plan
PACT: People Acting in Community Together Fight Crime: Invest in KidsIndependent Sector Resource Media SeaChoice
Implementation
80% spend 10 hours or less per week implementing social media
Content and Engagement
ApproachesStory collectionTailor Content for the Audience/ChannelCross Distribution StrategyApproach as a Media OutletChop ShopCuration of related third-party contentEncourage user-generated content and guest postsBranded Voice/Standards
ChallengesEvoking response! Policy content or legal content is complex, hard to make it engaging and ACCURATE for the average personHard to target different specific audiences through same channelInternal approval processes for approving contentFinding creative ways to recycle, repurposeLack of skills, best practices to create effective contentMaking our jargon engaging to our audiencesHow to adapt or modify print content so that it is condensed for other channels It's an organic process!
Measurement Practices and Approaches
Tools Google Analytics Facebook Insights Export.ly Tweetstats Rowfeeder
Range of practices
“We don’t do it.”
“We do it from time-to-time, not formal”
“Usually monthly we try and see where our biggest spikes in followings exist and we try and mimic those types of postings. When we notice a considerable drop or rise we discuss the activities that are likely linked to this.”
“Social media is part of our agenda at the weekly communications team meeting. We assess how to apply social media to upcoming campaigns and events. “
Measurement Stress
Finding the time to devote to measurement.Articulating measurable goals A streamlined framework and data collection process
Getting accurate data and the right informationBetter data analysis, linking it to decisionsConversion, as measured in dollars and cents, as a means to evaluate and justify the time spent on social media.How to measure behavioral changePicking the right measurement tool for the job and how to use itHow to use the metrics to improve on our social media efforts.
Group Composition
Anything surprise? What? Why?
What area of practice do you want to
improve?
Program Overview
Group 1aAAPIP
BirdLife International COMPASS FishChoice
Friends of the Earth Europe GeoFunders
Georgetown University Center for Children and Families
Global Greengrants Fund Immigrant Legal Resource
Center Independent Sector MEarth at the Hilton Bialek Habitat
National Center for Family Philanthropy PICO National Network Resources
Legacy Fund Rose Foundation
Stanford Social Innovation Review
Group 1bCSMA
CuriOdyssey at Coyote Point Fight Crime: Invest in Kids
Food Bank for Monterey County Los Angeles Universal Preschool
MBARI PACT: People Acting in Community Together
Ragszzi Boys Chorus Resource Media Roots of Change San Jose Taiko
SeaChoice Shelter Network
Silicon Valley Council of Nonprofits United Way Silicon Valley
Young Invincibles
Peer Exchange Participants
Why Facebook?
FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
New tools come and go, but strategy sustains!
Why one channel?
Topics: Best Practices
1: Create a Facebook culture inside your organization2: Use SMART objectives that align with strategy3: Have a measurement strategy on the front-end4: Recruiting fans should be your first step5: Engage with your fans every day6: Recycle, reuse, or repurpose content from other channels7: Work with an energized group of your biggest fans8: Build time for learning into the work flow
Date/Time Topic
July 29 Orientation for both groups at 11:00 am
August 4 Social Media PolicyStaffing
August 26 SMART objectivesMeasurement Strategy
September 23 Recruitment Engagement
October 28 Content Strategy
November 18 Brand Advocates
December 16 Learning
January 6 Culmination Activity
Group 1: Call Schedule
Group 1a: Calls at 11:00 am PSTGroup 1b: Calls at 1:00 pm PST* = If you can’t make your assigned group call, but can make the other one, it is okay to switch.
Check In
Topic
Discussion
NextAction
Peer Coaching Conference Calls: Structure
Call-In:866-740-1260 passcode: 740-5939http://www.readytalk.com passcode: 740-5939
Twitter Hashtag: #measurenpWiki JournalsStealth Measurement Facebook GroupGoogle + Scoopit:
DEMOhttp://measure-netnon.wikispaces.com/
Wiki Journals: Over the Shoulder Learning
Wiki Journals: Contact Information and Check List
Stealth Measurement
Closed Facebook
Group
http://www.scoop.it/t/social-media-and-nonprofits-measurement/
Questions?
Next Session:August 4: 11:00 am PST 1:00 pm PST
Materials on the Wiki
Reflection: Why do you want to improve your results on Facebook?