Data: Strategy and Storytelling
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Data! Strategy & Storytelling
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This presentation was given as a guest lecture in Laurel Hart's Spring 2011 Masters progra course for Corporate and Organizational Communications in the NYU school of continuing studies by Amy Sample Ward. Learn more at http://amysampleward.org
Transcript of Data: Strategy and Storytelling
Data! Strategy & Storytelling
AgendaBecoming Data-Driven
1. Community Mapping2. Content Planning3. Metrics & Reporting
Storytelling with Data1. Tools2. Case Study
DEFINITIONS
Definitions: Community vs Network
Definitions: Social Media
Definitions: Data
Definitions: DIY
BECOMING DATA-DRIVEN
Data-Driven: Measure, everything
Data-Driven: Understand Goals
Data-Driven: Use the Sweet Spot
COMMUNITY MAPPING
Community Mapping
Community Mapping: Step 1 - GroupsQuestions to ask:Do different programs or departments connect
with different groups?Do services or products target different groups?How would you describe your community or
audience to someone unfamiliar with your work, and if it is relevant to them?
Community Mapping: Step 2 - GoalsQuestions to ask:Why does the community continuing needing your
services, programs or work?What is in it for others to participate?
-----What do you need help with or involvement from
the community to do?How can your work improve with engagement?
Community Mapping: Step 3 ToolsQuestions to ask:Where does this group already talk or engage
online?Which tools are most appropriate to the kind of
message or content?What kind of engagement is required to match the
goals?
Community Mapping: Complete
CONTENT MAPPING
Content Planning
Content Planning: Step 1 – ContentExamples:Program or service updates/changesStaff announcementsJobs Volunteer opportunitiesFundraisersEvents
Content Planning: Step 2 – GoalsExamples:Increase visibility of the organizationIncrease participationRaise fundsBuild leadershipFind sponsors or partnersRecruit volunteersBuild community
Content Planning: Step 3 – OutletsExamples:Newsletter or mailingEmail newsletterTwitterFacebookLinkedInWebsiteBlog
Content Planning: Complete
METRICS & REPORTING
Metrics
Metrics: Analytics
Metrics: Alerts
Metrics: Tracking
Metrics: ReportingInternal reporting:• Weekly metrics for various platforms• Add metrics as you go• Look at long term, not just short term changes• Monthly reporting of trends and insights
External reporting:• Share when there is something worth sharing• Reporting context, not just numbers• Ask for input and feedback• Highlight where others can get involved
STORYTELLING WITH DATA
County Sin Ranking
TOOLS
Tools: Google Earth
Hard-to-understandpublic notice of
redwood logging plan Plan remapped in Google Earth
Impact: Stopped the plan
Neighbours Against Irresponsible Logging (NAIL)
Open Street Map
SeeClickFix
Ushahidi
CASE STUDY
Join To Mama With LoveGet in on the love!
Want in on the action? There’s a secret team conspiring behind the scenes preparing this year’s launch. If you want to join in, send me an email and I’ll send you the secret link to join us!
Photo CreditsSlide 2: http://www.flickr.com/photos/comedynose/4230176889/Slide 4: http://flickr.com/photos/efleming/237379252/Slide 5: http://www.flickr.com/photos/ivanwalsh/3677282034/Slide 6: http://www.flickr.com/photos/grapecity/4237886048 Slide 7: http://www.flickr.com/photos/lenore-m/806037362Slide 9: http://www.flickr.com/photos/aussiegall/286709039Slide 10: http://www.flickr.com/photos/scott06/4156991609/Slide 13: http://xkcd.com/256/Slide 18: http://www.flickr.com/photos/7819129@N07/ Slide 25: http://www.flickr.com/photos/49333515@N03/5244045076/
ResourcesTemplates:Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics
Research & Tools:http://www.nten.org/research/2011-enonprofit-benchmarks-studyhttp://www.nten.org/research/2011-nonprofit-social-networking-benchmark-
reporthttp://www.nten.org/research/lets-talk-how-open-apis-can-change-how-nonprofits-manage-
datahttp://www.tweetwhen.com/http://www.makeuseof.com/tag/awesome-free-tools-infographics/
ResourcesBlog Posts:http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-base/http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.htmlhttp://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-systems-smms/
http
://www.wildapricot.com/blogs/newsblog/archive/2010/05/25/make-your-own-infographic.aspx
NTEN Membership
Questions & Discussion
What data do you already have?
What story is most compelling?
What is the single most important action?
