JD Lasica Founder, Socialbrite.org jd@socialbrite.org June 27, 2012

Using social media to build community & measure impact

Who is this guy anyway?Chief strategist, Socialbrite

Spoken at the UN, Harvard, Stanford, MIT, Cannes Film Festival and at events in Paris, Milan and Seoul.

Named one of the Top 40 Silicon Valley Influencers, one of the Top 100 Social Media Influencers and one of Top 100 Media Bloggers.

Co-founded Ourmedia.org, the first free video hosting site (before YouTube) About 17,000 followers on Twitter at @jdlasica

What we’ll cover today

Lay the foundationCreate a strategyFacebookTwitterStorytellingBuild communityMobileMetrics: Goals, SEO & keywords, Google Analytics, Facebook Insights Q&A, hugs, tearful goodbyes

Relax!http://socialbrite.org/etr

Creative Commons BY photo on Flickr by Tom@HK

(Your homework assignment!)

BlogsSocial networksMicroblogs (Twitter)Online video Curation (Pinterest)WidgetsPhoto sharing PodcastsVirtual worldsWikisSocial bookmarkingForumsPresentation sharing

T H E E C O S Y S T E M

Types of social media

150 million active blogs; 1 million blog posts created per day

YouTube, Facebook, Wikipedia, VEVO, Twitter are among top sites in world

Facebook: 900+ million active members

Twitter: 150 million active users, 250 million+ tweets per day

Google+: On track to 400 million users

YouTube: 3 billion videos watched per day

8 trillion text messages sent in 2011

Staggering growth

http://socialbrite.org/sharing-center

R E S O U R C E S

Socialbrite Sharing Center

1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Reach new constituents or supporters4. Build a community of champions5. Recruit volunteers6. Get people to take real-world actions7. Enhance existing communications programs 8. Involve the community in decision-making9. Advance your organization’s mission in other ways

How can nonprofits use social media?P R E P W O R K : E S T A B L I S H B U S I N E S S G O A L S

10. Have fun!

Social media is a marathon, not a sprintDo you have buy-in from top management?Do you have a social media policy or guidelines?Do you have a Strategic Plan in place?Have you researched your audiences/community?Have you identified & trained your team members?Do you have an idea worth spreading?Have you built a program before you turn to a campaign?

L A Y T H E G R O U N D W O R K

Before you plunge in ...

Boil down your cause to a strong, single sentence

Vittana:Help anyone go to college

Alter Eco:Support fair trade

ActBlue: Elect progressive candidates

DonorsChoose: Support public classrooms in need

Have you defined a clear theme?

Begin with a strategy document

360° assessment of social media capabilities

Spell out business goals

Identify online community

Proposed use of social tools & platforms

Recommendations on expanded capabilities

Lay out metrics program

Competitive/peer analysis

Elements of a Strategic Plan

Create a listening post

900 million members worldwide — 70% of Americans on Facebook use it every day

0

300

600

900

20042005

20062007

20082009

20102011

TodayFacebook’s global growth rate, 2004-2012, in millions

Facebook: The social networkF A C E B O O K

Get into those news feeds!edgerankchecker.com

Article: http://bit.ly/edgerank-checker

F A C E B O O K

How to get more engagementKeep your posts short & simplePost visually appealing content Include calls to action, including SharesAsk questions the right wayUse fill-in-the-blank postsBe topical & relevantMake it easy to share outside of Facebook

F A C E B O O K T I P S

Facebook’s Timeline

Public figure pages

Secret groups on Facebookfacebook.com/groups

Staff should be trained on how to use Twitter.Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing.Be yourself, be conversational, lose the marketing jargon.Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts.#1 traffic driver: retweets. Use ‘Please RT’ strategically.Tweets with a URL are 3x more likely to be retweeted.Twitter drives 4%+ of traffic to NY Times, 10% to AOL, MSN.

Make Twitter work for youT W I T T E R

JD’s 60-30-10 Twitter rule

60% retweets, pointing to value, sharing other voices

30% responding, connecting

10% promoting, announcing

http://search.twitter.com

Prospecting on Twitter

Twitter Advanced Search

Search by location

Tweeting about breast cancer in LA

The power of storytelling

Cave drawing, Lascaux, France, 17,000 years ago

C O N T E N T S T R A T E G I E S

Conversation follows interesting content

Be the blue fish!

Don’t look now but you’re a content creator! Using Animoto

Create lightweight mediaS T O R Y T E L L I N G

Create an Events CalendarKey off both internal events & community events

sfgoodwill.org/community/

P R O D U C T I O N P R O C E S S E S

Map out a weekly or monthly game plan

Create an Editorial Calendar

Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

Use personal storytelling

here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a

sword. A community will fall on a sword for you.

— Chris BroganAuthor, “Trust Agents”

Build community, not eyeballsU S E Y O U R C O M M U N I T Y

Don’t be like this guy!

Creative Commons photo on Flickr byJason Means

Don’t do all the heavy lifting

350.org

Involve your supporterslivestrong.org

C A S E S T U D I E S

Find your champions!

Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet.Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.Scope out Twitter Lists that intersect with your organization or social cause.Useful tools: Klout, SocialMention, Google Analytics.

Generate an Attention Wave

Use social love handles!

WordPress & its plug-insOpen Office, Google docsDrupal, Joomla

Free content! Free resources!

Free services!

Free photos Free videos (eg, TED talks)Free music & audio

Socialbrite.org/sharing-centerCreativecommons.orgTechsoup

Free expertise!BarCampPodCampWordCampSocial Media ClubFree software & platforms!

Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits

The awesome power of free

Creativecommons.org• Rich source of free commercial & noncommercial images

• Flickr: 228 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses

• Use them for your blog, website, email or print newsletter, presentations, etc.

• Don’t just take. Share!

flickr.com/creativecommons

Don’t overlook mobileNew Goodwill Bay Area app

Text 'jdlasica' to 50500

Create your own at http://contxts.com

Create a mobile calling cardE X E R C I S E

Is your site mobile-ready?WPtouch Pro & UppSite for mobile phones, Onswipe for iPad

Why measure?Because ‘data is better than gut’

Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)

P A R T 2 : M E T R I C S

For internal & external reasonsInternal purposes:

Inform decision-making about your brand or cause

Testing messages or products before launch

Market research into constituents, supporters, volunteers

Data about supporters’ giving habits

External purposes:

charity: water

ACTIONFunnel of love

INSIGHTS

INFORMATION

KPIsWho, how, why

T H E M E T R I C S P R O C E S S S I M P L I F I E D

Business goals/objectives

Grow our list of supporters

Get more volunteers

Hit fundraising target

Increase positive mentions of organization or cause

Increase # of people served

Make our content more viral

Get people to take action

Get people to attend event

Increase website visibility

Things to measure

# newsletter, RSS subscribers

# of volunteers & volunteer hours

# new, online donors, $ raised

mentions or pick-ups in blogs & social networks

# constituents contacted, helped

# of shares, # of comments/post

# of petition signatures

# of registrants, year over year

Map metrics to goals S O C I A L M E D I A M E T R I C S

increase in traffic or linkback #s

Set up a metrics program1. Get buy-in at the top2. Identify a Chief Metrics Guru

& give him or her support 3. Interview stakeholders across depts.

to identify key goals & target audiences4. Create internal document that ties these

goals to specific KPIs you can track5. Identify tools to use and begin tracking6. Print out monthly reports, circulate among key execs and

managers. Make this a part of someone’s job. (Watch her evolve from Chief Metrics Guru to Number-Crunching Superstar.)

7. Spend time analyzing the data & drawing conclusions 8. Refine and fine-tune

Metrics tools for your arsenal H A N D O U T

Where Socialbrite keywords rank on Google

Why keywords are key

What does your site rank for?Search your site’s keyword juju

on semrush.com & spyfu.com

H A N D S - O N D E M O

(Hint: 'etr' and 'ccap')

Average global search phrase length:

Focus on 1- to 4-word phrases K E Y W O R D S T R A T E G Y

1 word (24%)

2 words (23%)

3 words (21%)

4 words (14%)

5 words (8%)

6 words (4%)

7 words (2%)

8+ words (4%)

0 10 20 30

Source: Experian Hitwise

https://adwords.google.com/o/Targeting/Explorer

Google Keyword tool R E S O U R C E

Google Keyword tool

google.com/analytics

Google Analytics

Visitors Overview

Start with the big picture G O O G L E A N A L Y T I C S

Audience > Demographics > Location

What countries? G O O G L E A N A L Y T I C S

Audience > Demographics > Location > click on USA

What states? G O O G L E A N A L Y T I C S

Audience > Demographics > Location > click on a state

What cities? G O O G L E A N A L Y T I C S

Traffic Sources > Overview

Traffic sources

Search traffic: traffic you get from search engines

Referral traffic: traffic you get from other sites

Direct traffic: visitors coming by tying in your url or through bookmarks

G O O G L E A N A L Y T I C S

Traffic Sources > Sources > Referrals

H A N D S - O N D E M O

Social referral traffic G O O G L E A N A L Y T I C S

What content is most popular?Content > Overview

G O O G L E A N A L Y T I C S

H A N D S - O N D E M O

What nav links are working?Content > In-Page Analytics

Google Analytics cheat sheet H A N D O U T

Facebook Insights

Demographics & location of Likes

Who likes your page F A C E B O O K I N S I G H T S

Sort by Date, Reach, Engaged Users & more

Posts with the most reach F A C E B O O K I N S I G H T S

Try to stoke more engagement

People Talking About This F A C E B O O K I N S I G H T S

PostPlanner.com: Rank your updates by likes, comments or clicks to see what time of day is most prevalent

When should you post?

Guide to Facebook Insights H A N D O U T

15-page handoutfor Facebook developers by Facebook

Twitter analyticsbit.ly tracks who’s clicking on your links in Twitter. (Add “+” to end of your bit.ly url to see the stats.)

Twitter Counter lets you count registrations and comments on a particular campaign you’re running.

Klout, Tweet Grader & Twitaholic assess your impact.

Twittorati tracks tweets from high-profile bloggers.

tweetreach offers reach metrics, statistics and analysis for marketing and PR pros.

Retweetrank measures how often you get retweeted.

Tweeteffect determines which tweets make you lose or gain followers.

Google+ to increase visibility• Private or public Hangouts

• Share photos & campaign information

• Set up targeted circles

• Give your content a search boost

G O O G L E P L U S

Get found in Google search. Integrate keywords into your organization profile.

Recruit staff or board members.

Host fundraising events.

Create community vibrancy.

Generate viral awareness.

Find connections & expert advice through Groups.

LinkedIn for nonprofitshttp://learn.linkedin.com/nonprofits/

L I N K E D I N

Pinterest C U R A T I O N T O O L S

Pace yourself, don’t stress!

http://bit.ly/smdash

HootSuite

Tweetdeck Spredfast

ThinkUpCrowdbooster

S O C I A L M E D I A D A S H B O A R D S

Buffer

Create teams of participants.Knock down the silos.Get people using the tools. Use ‘reverse mentoring.’Share monthly metrics reports.Provide evidence of how social media moved the needle.Shine a light on examples of employees doing social media well — reward best practices.

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Convert the skeptics

Integrate social into the culture

Begin with an Aligned Strategy, not with the tools.

Tell your stories

Use your community — your biggest resource: your supporters!

Measure, measure, measure! Evaluate, iterate, relaunch.

Key takeaways

And spur real-world action!Turn supporters into champions

Photo on Flickr by 350.org

If you do not change direction, you may end up where you

are heading.

— Lao Tse

Don’t settle for the status quo

JD Lasica, founderSocialbrite: Social media consulting for nonprofitsemail: jd@socialbrite.orgTwitter: @jdlasica @socialbrite

Thank you, let’s talk!

http://socialbrite.org/etr/