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Peer Exchange Group 1:
Stealth Measurement:Using Social Media Effectively:
One Channel Focus
Using Insights To Get InsightsDecember 16, 2011
Beth Kanter, Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard FoundationOrganizational Effectiveness Program
Flickr Photo by Malinki
This call is being recorded
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Peer Exchange Group 1:
Stealth Measurement:Using Social Media Effectively:
One Channel Focus
Using Insights To Get InsightsDecember 16, 2011
Beth Kanter, Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard FoundationOrganizational Effectiveness Program
Don’t forget to jot down your reflections in your “wiki journal”
On The Call Today
Beth Kanter Becky Jain
Agenda
Intros/RemindersPrinciple #6: Measurement for Learning and ImprovementPeer Discussion Next SessionReflection
Twitter Hashtag: #measurenp
Type into the chat:
What content tactics did you try? What worked? What didn’t?
It’s a like, it’s a comment, it’s a wall post, it’s a status update, no it is Superfan!
How Do We Work 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
How do you find people who love you?
Type into the chat:
What campaign or program might benefit from a group of champions? What
Coordinate all content channelsEditorial EcosystemFacebook Content
Chop ShopPhotosAutomate SelectivelyOnline/Offline Connections
Content As Food Preparation
Principle #4: Content
What can be chopped into small pieces?
Content As Food Preparation: The Shopping List and Pantry
Month Content/Type Topic
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
Monthly Menus
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
Restaurant Critic
Type into the chat:
What are some efficient ways to create or repurpose content through different channels?
What are some of the challenges?
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
Principle #6: Build Time for Learning Into the Work Flow
Making Time for Learning: Turn Data in Action
Metric Mondays – Social Media Metrics
Measuring Goal:Movement Growth
Momsrising: Joyful Funerals….
1. Fail2. Increment al Success3. Dramatic Success
Watch other organizations ….
The best advice from Wendy
Harmon, Red Cross Blogger
• A project that 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.
Use the Facebook Insights Tool
Blue = Reach Green = Engagement - People Talking AboutPurple = ContentSize of circle = frequency
Where are the Mountains and Canyons? What caused them?
Blue = Reach Green = Engagement - People Talking AboutPurple = ContentSize of circle = frequency
Blue = Reach Green = Engagement - People Talking AboutPurple = ContentSize of circle = frequency
Had highest virility rate
Learning: Post fun geeky visual stuff that is useful on Fridays
What caused this Devil’s Tower?
Visuals of research studies that share insights about social media users
Tagged an influencer, who shared it with her networks. Timely topic, was current in the news.
Animal News, Especially Photos Engage Our Facebook Audience
Next Session:January 6, 201211:00 am PST1:00 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?
