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Social Media Listening Dashboard April 22, 2010Audio is only available by calling this number:Conference Call: 866-740-1260; Access Code: 6339392

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Social Media Listening Dashboard

Sponsored by

Presenters: Amy Sample Ward, Allen Gunn


Today’s Speakers

Allen Gunn

Facilitating: Kami Griffiths, TechSoup Assisting with chat questions: Becky Wiegand

Amy Sample Ward


Agenda

1. Why is listening important

2. How can I get started

3. What do I do now that I'm listening

4. Questions and Sharing


Why Is Listening Important?

Flickr:Ky Olsen


Why Is Listening Important?

Flickr:Laszlo photo

• What are people saying already?

• Is your work relevant?

• Are your services relevant?

• What information is needed?


What Does Listening Mean?

Flickr:Gene Hunt


What Doesn’t Listening Mean?

Flickr:Jason Gulledge


How Can Groups Benefit?

• Listening lets you respond rapidly– Respond to comments and mentions

• Know who's with you and against– Work with them to build relationships

• Research your resonance– Test which messages propagate

• Gain strategic advantage– Monitor “all sides”, shape messaging


How Can I Get Started?

• Google Alerts

• RSS

• Netvibes

• Analytics

• & moreFlickr:tanakawho


How Can I Get Started: Alerts


How Can I Get Started: RSS


How Can I Get Started: Netvibes


How Can I Get Started: Analytics


How Can I Get Started: Other Tools

• Goodbyebuddy

• Tweetscan

• Social Mention

• Radian6

• Biz 360


Managing Social Media Processes• Follow Best Practices

– Know the conventions, be consistent

• Coordinate your online channels with a Publishing Matrix– Get the most out of each content event– “Mulch” your content

• Plan your narrative arc with Messaging Calendars


Managing Social Media Processes• Best Practices to support listening

– Define and consistently use a #hashtag for your org, possibly for program areas

– Be consistent: Ideally same domain name, Twitter name, Facebook name, hashtag• aspirationtech.org• twitter.com/aspirationtech, @aspirationtech• facebook.com/aspirationtech• #aspirationtech


Process Essential: URL Shorteners• Social networks require short URLs• http://bit.ly is an excellent service

– Convert www.veeeerrrrylongurl.com to http://bit.ly/be8s9o

• Critical: Bit.ly provides analytics– Who clicks, how many, when and where

• Then Tweet with trackable impunity– “Doing webinar w/ #techsoup http://bit.ly/be8s9o”


Publishing Matrix

• Organizational Questions– Do you think intentionally about the

different types of content you publish?• Press releases, newsletters, events, blog

post...

– Do you have an integrated way for deciding which messages go to which online channels?• e.g. What's tweet-worthy, what is “just” web

content?


Publishing Matrix

• Build a publishing matrix– Each row is a type of content

• Press release, newsletter, event, blog post

– Each column is an online channel• Web site, email list, blog, Facebook, Twitter

– For each type of content, which channels do you use?

– Aspiration Example• www.aspirationtech.org/training/eadvocacy/templates/publishingmatrix


Publishing Matrix


Messaging Calendar

• Too many organizations have anemic planning horizons for messaging

• Online success lies in planning out narrative arcs

• Follow the time-honored triple:– Tell 'em you're gonna tell 'em– Tell 'em– Tell 'em you told 'em


Messaging Calendar

• Pick a primary channel– e.g. email

• Plan out the goal of each message– Education, feedback, action, support

• Design each message– Subject line, ask, narrative outline

• Use publishing matrix to support core messaging strategy


What Do I Do Now?

• Set up a simple dashboard– Netvibes is a great place to start

• Track basic things– Google alerts for org name, etc– Twitter searches for hashtag

• Watch what comes back– Add more listening widgets– Focus energy where there's action


What Do I Do Now?

• Once listening dashboard is in place– Plan out your messaging, start simple

• Periodic e-newsletters• Web updates

– Use publishing matrix to weave in more

• Tweet about “traditional” content• Use social media to drive traffic to site• Capture contact info, engage• Lather, Rinse, Repeat


Listening To Improve Work: Internally

From crossed wires to working seamlessly.

Flickr: farleyjand quapan


Listening to improve work externally• Use your listening dashboard to build:

– Relationships: Thank people who retweet and otherwise propagate

– Audiences: Find out where your messages resonate and engage

– Appreciation: Mention others, and give heads up to others when mentioned

– Intuition: Listening makes you smarter as an organization

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Questions?

Submit your questions using the chat box.


Continue the Discussion…

• Additional questions can be answered by posting in the Virtual Community Forum:– http://bit.ly/dwM07T


Get the Most Out of TechSoup

• At TechSoup, you’ll find a range of technology services to help your nonprofit:

– Read helpful articles in our Learning Center– Request donated software, hardware, and

online services– Join our community forums to learn from

your colleagues– Browse upcoming events and conferences


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Kami Griffiths, [email protected], 415-633-9392