Upload
4goodorg
View
774
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Creating great, engaging content that builds your community is just a few key data points away! Knowing what social media data to track is critical to transforming raw data into content your community wants. In this webinar, we’ll focus on the five data metrics that tell you what you need to know about your community and the content it wants, and how to create personalized data dashboards using Google Analytics and Facebook Insights.
Citation preview
Sponsored by: A Service
Of:
Social Media Metrics Alchemy:
Transforming Data Into Engaging Content
Debra Askanase & Ash Shepherd
July 18, 2012
Twitter Hashtag - #npweb
Sponsored by: A Service
Of:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
INTEGRATED PLANNING
Sponsored by: A Service
Of:
www.mission.do
Sponsored by: A Service
Of:
Today’s Speakers
Debra Askanase Founder and Engagement Strategist
Community Organizer 2.0
Hosting:
Sam Frank, Synthesis Partnership Assisting with chat questions: Jamie Maloney, Nonprofit Webinars
Ash Shepherd Strategy & Process
Minds on Design Lab
Social Media Alchemy: Transforming Data into
Engaging Content
Presented by Debra Askanase
Engagement Strategist
Ash Shepherd Strategy & Process
Today’s conversation about social media data
I. A moment of theory: tying relationship and community- building to content creation
II. Know what you’re looking for III. Know how to organize it: Keeping it focused with
your own toolbox IV. Know how to use it to build community
a. Continual optimization of content b. Build community
V. Do-able takeaways
I. Tying relationship and community-building to content creation
http://www.flickr.com/photos/escuchoelecodetuvoz/5064648324/in/photostream/
Soci
al M
edia
Engage Cre
ates
Trust
Mo
ve t
o
Action
The social media activity funnel
ROE is fan engagement and trust
Create a video,
message, tweet,
blog post product
about the company
Become a fan
Friend Follow
Join Discuss
Post
reviews Give
feedback Vote
Contribute ideas
Visit Watch
Download Read Play
Engage Contribute Participate Create
TRUST
RECIPROCITY
Content alchemy
Assess what content resonates
with your community
Optimize that content and
deepen follower engagement
Include community in
content development as contributors and
curators
Research to find out what engages
Deepen engagement, create trust
Move to action (community organizing)
http://www.flickr.com/photos/walkn/4078791799/in/photostream/
II. Know what you are looking for
Content design begins with SMART goals
Specific
Measurable
Attainable
Realistic
Timely
Design your social media activities to meet your org or programmatic goals: • resource awareness • membership • fundraising • activism • sign up for a program
2. Is social content sending people to specific pages? *view in Google Analytics?
3. What content do social fans care about? And why? *view in Google Analytics *view in Facebook Insights *view in YouTube Insights *view in bit.ly clicks and RTs
1. Are my social activities referring visitors to the site? *view in Google Analytics
4. Who are my biggest fans…and what do I know about them? *Crowdbooster (Twitter), FB posts, YouTube comments
Four key questions to ask, and which data-gathering tools can get you there
http://www.flickr.com/photos/ludiecochrane/3786547188/in/photostream/
III. Know how to organize it
Your simple suite of (free) tools
Google Analytics Facebook Insights
YouTube Insights, if relevant Rowfeeder
Crowdbooster
http://www.flickr.com/photos/usefulguy/226373498/
1. Are my social activities referring visitors to the site?
Social sources: 100 feet
*using Advanced Segments within Google Analytics
2. Is it sending them to a specific action page?
Lily the Black Bear FB page
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
Added resource - visitor flow
Facebook content: what resonates
4. Who are my biggest fans…and why?
Who takes actions on my behalf?
Tracking clicks: what resonates
Tracking tweets: what resonates
http://bit.ly/SMARTgoaltracking (feel free to use, note two different tabs offer different use options)
Put it all together for your org
Define your goals
What content engages?
Optimize that content!
The engaging content development cycle
Develop content and data points
Measure key data points
against goals
Post to social media
channels
What content does not engage?
Pulling it all together: Content optimization case study
http://www.flickr.com/photos/casimusica/
Facebook content: what resonates
What we know about who interacts with content vs. Likes the Page
Digging deeper …
…and deeper still into content popularity/reach
What we learned
1. Fan demographics do not equal participation demographics
2. Not all top content is equal
3. Demographics change frequently – stay on top of them
4. Fans share certain types of content much more than others, though they view many types
5. The more posts/week, the corresponding increase in the PTAT number
How we used it to optimize content
1. More content aimed at older audience
2. More frequent posting
3. More photos and especially more video
4. Experimented with adding photo collages, different types of photo albums, video documentary vs. video footage of events
5. Popular FB content inspired corresponding blog posts
6. Added photos to announcements and blog posts
http://www.flickr.com/photos/n0thing/2111474/in/photostream/
Stop Content that doesn’t resonate or achieve goals
Caution Experiment and try new things, extend concepts, modifications based on data
Go! Delve deeper: refine and strengthen content Include your biggest fans to form community
http://www.flickr.com/photos/57038784@N00/2215481444/
IV. How will you use content to build a community?
*How can you give them the chance to own the content?
Engage content contributors build community
• Identify your most frequent commenters and engagers and invite them into a content-building “secret” Facebook Group to discuss and develop community-based content for the page
• DM or Message fans and ask them to contribute content
• Hold a contest for best content about…
• Ask for videos to upload
• Hold a weekly content contribution theme
Twitter curator for a day
Repost and highlight content fans post
Repost and highlight content fans post
Sourcing content to and from FB
Sourcing content to and from FB
FB Group for sourcing campaign content
http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/
Content is for building community
Easy to do next steps…
1. Set up Advanced Segments for social media sources in Google Analytics.
2. Look at what tweets are actually being retweeted through Crowdbooster.
3. Identify your top-engaged content type on Facebook, the blog, twitter.
4. Create a list of 5 things you’ve learned about your content.
5. Create a plan for optimizing your content.
6. Create a plan for deepening engagement by building community around your content.
How will you create content to build your community?
http://www.flickr.com/photos/moriza/2565606353/
Debra is always available to answer follow-up questions!
Email: [email protected] Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
Ash is always available to answer follow-up questions!
Email: [email protected] Website: mod-lab.com Blog: http://mod-lab.com/blog Linkedin: linkedin.com/in/ashshepherd Twitter: @NPTech_Ash Telephone: 718-858-1066
http://www.flickr.com/photos/maistora/483238384/in/photostream/
Added bonus: DIY Google Analytics dashboards in less than 5 minutes!
Sponsored by: A Service
Of:
Find listings for our current season of webinars and register at:
NonprofitWebinars.com