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Measurement Peer Group 2
1. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve Orientation Call: July 13, 2011 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
2. Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Please use *6 to Mute your conference line Play with the chat: Just three words that are top of mind when you think about social media measurement and improvement?
3. This call is being recorded * 2 Flickr Photo by Malinki
4. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve Orientation Call: July 13, 2011 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
5. Agenda Intros Summary of SurveyProgram Overview Learning in Public Next Session Reflection
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7. Roll Call: Phone/Voice When I call your name, share your organization name and your three words Unmute by *7 Mute by *6 Play with the Chat: Type in your three words about measurement
9. A Wide Range of Communication and Program ObjectivesAdvance 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 Action Mobilize actions on legislative and policy issuesBehavior change Business ResultsIncrease DonationsIncrease MembershipsIncrease visitorsIncrease ticket salesIncrease volunteer/member involvement in programs
10. AUDIENCE Direct Consumers of Messages: Individuals, OrganizationsInfluencers: Journalists, Legislators, Policy Makers
11. Communications Strategy and Plans Strong Alignment 80% have a formal, written communications plan and strategy Medium Alignment Low Alignment How strongly does your current social media use align with your communications or program objectives and audience?
12. Implementation 40% do not have a social media policy 60% have a social media policy 15% have FT staff dedicated to social media, rest of the organizations it is part of the job description 50% spend less than 10 hours per week implementing social media
13. Content and Engagement Approaches Tailor Content for the Audience/Channel Cross Distribution Strategy Approach as a Media Outlet Chop Shop Curation of other’s content Branded Voice/Standards Challenges Evoking response! Policy content is complex, hard to make it engaging and ACCURATE for the average person Hard to target different specific audiences through same channel Internal approval processes for approving content Finding creative ways to recycle, repurpose Lack of skills, best practices to create effective content Making our jargon engaging to our audiences
14. Measurement Practices and Approaches Range of practices “We do it from time-to-time, not formal” “We hold small weekly social media check-ins to evaluate what’s working and what’s not, as well as, any feedback we may have received that would help shape our future campaigns” “We pull detailed statistics from our social media platforms and draft a 4-6 page report to senior leadership which details our successes, challenges, and recommendations for moving forward.” Tools Google Analytics Facebook Insights Export.ly Tweetstats Rowfeeder Thrive Omniture
15. 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 information Better data analysis, linking it to decisions Conversion, as measured in dollars and cents, as a means to evaluate and justify the time spent on social media. How to measure behavioral change Picking the right measurement tool for the job and how to use it How to use the metrics to improve on our social media efforts.
16. Peer Exchange Program Outcomes Participants implement a social media measurement pilot that helps document value improve results Case studies of how nonprofit can measure social media effectively for the book “Measuring Networked Nonprofit” Generate insights and tips about implementing a measurement program for social media in a nonprofit context
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18. Participants will self-define their “homework” related to the topic of the call
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20. Office Hours: 3-5 PM PST To book office hours, use Beth’s online appointment book: https://my.timedriver.com/4QHZG
http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
Integrated ContentTailor Content for the Audience/ChannelCross Distribution StrategyApproach as a Media OutletChop ShopsCurationBranded Voice/StandardsContent ChallengesEvoking response! Having the time to create specific content for specific distribution channels Policy content is complex, hard to make it engaging and ACCURATE for the average personHard to target different specific audiences through same channelMostly the challenge is in making the time to create content Put our audience research into actionable content strategyAvoiding mission creep in our content strategy - alignmentInternal approval processes for approving contentFinding creative ways to recycle limited multi-media content that brings our topic to lifeLack of skills and knowledge about best practices for effective content creationBeing a multi issue organization, being too broad.Making our jargon more appealing to our audiences
Measurement ChallengesPicking the right measurement tool for the job and how to use itBetter data analysis, linking it to decisionsGetting accurate dataConversion, as measured in dollars and cents, as a means to evaluate and justify the time spent on social media.Collecting/gathering and making sure it's the right information.How to measure behavioral changeFindingthe time to devote to measurement.Articulating measurable goals Not knowing where to begin.A streamlined framework and data collection processHow to use the metrics to improve on our social media efforts. http://www.flickr.com/photos/tzofia/270800047/sizes/l/in/photostream/
The content of this Peer Exchange is focused on measurement of social media and networked approaches. It is also an experiment in designing effective networked peer learning or "Learning in Public."Wikis can be terrific platforms for supporting professional learning in real time, but it requires a level of comfort learning in public. Learning in private is what most of us did in school. You wrote your essay, studied your spelling words, took tests (without looking at anyone else’s answers!). Learning was an individual, often solitary activity. For many of us of a certain age, that style has carried over to our work culture where we are rewarded for our expertise and to keep quiet what we don’t know (or screw up).Social media has unleashed a fabulous opportunity for professional learning about practice in public. And that can be fun too! Certainly less exhausting than having to know everything.Creating an environment for learning in public means that it is okay to say “I don’t know” about an issue or problem and to ask others what they think. When professionals acknowledge not knowing and reach out to a colleague, it not only opens us to learning, but it signals to others. Using social media and networked approaches successfully requires a culture shift away from learning in private to learning public or what Nancy White has called “Over the Shoulder Learning.”How do you do this? How do create an environment where it is okay to learn in public? This environment can be a training workshop or it can be in an organization. One answer comes from Eugene Eric Kim in a presentation he did about networks, “Be the Change You Want To See” – it’s about modeling.We are modeling ways to learn in public and share what we are learning in real time through this wiki and our social media channels.1. Twitter Hashtag: Tweeting what you learn is encouraged! Use the hashtag #measurenp2. Wiki Journals: Everyone will have a wiki journal where they can jot down lessons learned from the calls and working their action learning experiments. We're also encouraging everyone to reach other's people journals and comment.3. Facebook Group: This is for just in time help from others in the group. Request to join the group here4. Google + - We can start circle once it is up and running - I'll be cross posting there.What are some other ways we can learn in public about social media measurement?
Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
