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Social Media Metrics Alchemy:

Transforming Data Into Engaging Content

Debra Askanase & Ash Shepherd

July 18, 2012

Twitter Hashtag - #npweb

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Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

info@synthesispartnership.com

INTEGRATED PLANNING

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www.mission.do

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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: debra@communityorganizer20.com 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: ash@mod-lab.com 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!

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