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

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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

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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?