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Peer Learning Group 2:
                   Improving Social Media
                  Monitoring, Engagement,
                      and Measuring

                                 Content
                               April 16, 2013


                  Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
 The David and Lucile Packard Foundation
    Organizational Effectiveness Program
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Participant Roll Call
                                         California Coverage & Health Initiatives
                                           Center for Excellence in Nonprofits
                                          Center for Health and Gender Equity
                                                Coastal Watershed Council
                                       Community Foundation for Monterey County
                                                        CoreAlign
             *7 unmute                                 Hidden Villa
              * 6 mute                      Immigrant Legal Resource Center
                                            Los Altos Community Foundation
                                          National Abortion Federation (NAF)
                                          National Center Family Philanthropy
                                                     Opera San Jose
                                                   Palo Alto Art Center
                                           Philanthropic Ventures Foundation
                                                   Preschool California
                                                         Provide
                                                      Radio Bilingue
                                        Reproductive Health Technologies Project
                                                  Resources Law Group
                                                 Resources Legacy Fund
                                                       World YWCA
Auditors: Cheryl Chang, Packard Foundation
Friends of Deer Hollow (requested a profile, but necessary for auditing)
Farallones Marine Sanctuary Association
MEarth
The HEAL Project
AlbaFarmers
This call is being
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          Flickr Photo
          by Malinki
Peer Learning Group 2:
                   Improving Social Media
                  Monitoring, Engagement,
                      and Measuring

                                 Content
                               April 16, 2013


                  Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
 The David and Lucile Packard Foundation
    Organizational Effectiveness Program
Agenda
                • Roll Call/Recap
                • POST Examples
                • Editorial Calendar Examples
                • Best Practices for content optimization and
                  measurement
                • Next Steps




  Only the                                      Tweet your
moderator can                                    insights
see you chats                                    #netnon
Participants

  California Coverage & Health Initiatives
    Center for Excellence in Nonprofits
   Center for Health and Gender Equity
         Coastal Watershed Council
Community Foundation for Monterey County
                 CoreAlign
                Hidden Villa
     Immigrant Legal Resource Center
     Los Altos Community Foundation
   National Abortion Federation (NAF)
   National Center Family Philanthropy
               Opera San Jose
            Palo Alto Art Center
    Philanthropic Ventures Foundation
            Preschool California
                  Provide
               Radio Bilingue
 Reproductive Health Technologies Project
           Resources Law Group
          Resources Legacy Fund
                World YWCA
Beth Kanter and Stephanie Rudat
Reminders: The Wiki



                                         If you want a
                                       wiki tutorial, we
                                        will do this at
                                        the end of the
                                              call.




         http://measure-netnon.wikispaces.com/

 71% of participants have updated their wiki journals!!!
Share the Group
                 with other
               people on staff


  Stealth
Measurement
  Closed
 Facebook
   Group
Peer Learning Program Outcomes
 • Baseline level or score for social media practice improves by .5

 • 50% or 10 of participants improve social media practices in at
 least one area:
 capacity, culture, strategy, measurement, monitoring, engagement
 , or content.

 • 25% or 5 participants apply social media best practices and
 share what they’ve learned with others on the culmination call.




   SCORE: 1.30
Ladder of Engagement: Improving Best Practices



                                   Case Study           25% (5)


                             Applied, Learned, Shared   50% (10)


                                Applied, Learned


                               Applied, No Learning


                                  Did Not Apply



   Measurement Plan: Webinar Polls
Maturity of Practice: CWRF – Strategy and Measurement

               CRAWL                 WALK                     RUN                FLY                       Score

Communications Consideration of      Strategic plan with      Strategic plan with Strategic plan with      1.24
Strategy       communications        SMART objectives         SMART objectives SMART objectives and
               strategy with SMART   and audiences for        and audience        audience definition.
               objectives and        branding and web         definition.         Includes integrated
               audiences and         presence, include        Includes integrated content, engagement
               strategies for        strategy points to       content,            strategy, and formal
               branding and web      align social media for   engagement          champions/influencer
               presence. Social      one or two social        strategy, and       program and working
               Media is not fully    media channels.          formal              with aligned partners.
               aligned.                                       champions/influen Uses more than three
                                                              cer program and social media channels.
                                                              working with        Formal process for
                                                              aligned partners. testing and adopting
                                                              Uses more than      social media channels.
                                                              two social media
                                                              channels.
POST FRAMEWORK


People
 Objectives
 Strategies
Tools
POST: KNOW YOUR AUDIENCE
•   What keeps them up at night?
•   What are they currently seeing?
•   Where do they go for information?
•   What influences their decisions?
•   What’s important to them?
•   What makes them act?
POST: SMART OBJECTIVES



                    Results


                    • Reach, Engagement, Action, Dollars

1. How many?                                                  5.   Reflect




    2.   By when?             3.   Benchmark
                                                  4.   Measure with metrics
POST: STRATEGY and TOOLS
Listen          Promote           Participate Publish                  Build
No Engagement   Broadcast/Share   Low Engagement   Content Intensive   Network
                                                                       High Engagement




How will you connect to other channels you are using?
Immigrant Legal Resource Center
        Social Media Plan
                March 2013




          © 2013 Immigrant Legal Resource Center   18
PEOPLE

1   • Existing Customers

2   •Potential Customers

3   •Donors

4   •Funders
OBJECTIVES



                     Increase visibility for
                     products



                     Raise awareness of brand



Measurement: Referral traffic from social networks, views and reach on social
platforms
POST: STRATEGIES

Social Strategies:
LISTENING:
Monitor and respond to customer and follower responses
PROMOTE:
Promote sales & special discounts, updated & new publications, training events, and other
potential revenue generating activities on SNS
Promote our presence on SNS via Vertical Response and Listserv marketing emails
ENGAGEMENT:

Check-in with attorneys at LT meetings re: advocacy work that can be promoted on SNS; advise
attorneys of process for getting announcements and photos posted to SNS
Continue to build our community on Facebook
CONTENT:
Create a content calendar for SNS




                                    © 2013 Immigrant Legal Resource Center                     21
TACTICS




© 2013 Immigrant Legal Resource Center   22
People   Objectives   Strategies   Tools
PEOPLE


                 • New and Potential Radio Listeners
        1

                 • Influencers on Coverage
        2

                 • Young & Engaged Web Citizens, Mexican
        3          Listeners


We have a general understanding of our demographics over the air, but we have not dug in
deep into how they access RB online and where their connections lie there. Part of that will
also include doing some testing and experimenting to see what they respond to online as
compared to over the air (as measured by our calls in to popular programs).
OBJECTIVES


RB Twitter followers will reach 2,000 and FB
likes will reach 5,000 by mid-2014


   Average of 5 weekly mentions/RT on Twitter.
   Average of 5 comments on Facebook with 3
   shares per week by mid-2014


Via call to action, convert x number of social
media audience to radio listeners, and
engage in off-air participation.
STRATEGIES

                 • Who is following us? Why? What are our
    Listen         partners saying online? What are they sharing ?


                 • Cross pollinate between on-air content and
   Promote         mentions with social media platforms.


                 • Reply to comments and tweets, pose
  Participate      questions, test Twitter Parties.


                 • Provide original content on Twitter and
   Publish         Facebook, especially for news programming.


                 • RT partner content, mention, look for followers,
Build Networks     respond to followers
TOOLS


                                                            •   Experiment
                                                            •   RB events
                                                  YouTube   •   Highlight Programs
                                                            •   Follower
                                                                Engagement
                Facebook

• Follower Engagement
• Feedback
• Promote Content

                                                Twitter
                        • Building Networks
                        • Direct Content Feed
                        • Promote Content
IMPLEMENTATION




 Staff &
             Timeline       Budget
Training
Ideas and Proposals…

• Our proposed content will be:

• Creating new hashtags to organize key news content
  (#immigrationradio), adding new ones to existing programs
• Live tweeting of news programming
• Tweeting of “Now Playing” for select musical programming
• Posting of upcoming events, sponsorships, and programs
• Provide live feed (through Ustream) of selected events

•   In progress:
•   Prompting listener feedback with directed questions
•   Set up of “Twitter Party”
•   “Inside Radio Bilingue” photos
POST: CORE ALIGN
Linking Your Content Strategy To People and Objectives



          People


          Target Audience


          Content Strategy
Editorial Calendar




        •   Identify Audience
        •   Channel
        •   Frequency
        •   Content
        •   Optimization
        •   Measurement
How To Think About Content


    Ideas        Features         News           How To
  Idea Pieces   Highlights     Breaking News    Tips
  Interviews    Reviews        Policy News      Tutorials
  Opinion       Stories        Data             Lists
  Analysis      Case Studies   Reports          Resources



           Long Form
                                               Original



Short-Form                          Curated
Maturity of Practice: CWRF - Content


                CRAWL               WALK                RUN                 FLY                 Score

   Integration Shares content       Uses an editorial   Uses an editorial   Uses an editorial   1.29
   and          that may be         calendar to align   calendar to align   calendar to align
   Optimization relevant to         content with        content with        content with
                audience, but not   objectives and      objectives and      objectives and
                consistently and    audiences to        audiences to        audiences to
                not measuring       publish across      publish across      publish across
                                    channels            channels            channels
                                    consistently        consistently and    consistently,
                                                        measures            measures
                                                        performance         performance, and
                                                                            uses data to plan
                                                                            content
PEOPLE

                1       • Life Long Learners

                2       • Teens

                3       • Families

                4       • Young Professionals

Focusing on a pilot with #4 because most likely to
use social media. Series of events to get this
target group into the Arts Center.
OBJECTIVES


                   Capture x number of emails


                     Recruit x number of
                     champions


                   100 people attend events


Series of Events
Editorial Calendar
Editorial Calendar
National Abortion Federation (NAF)


Although we have been bogged down in breaking news issues, we were able to put
together an editorial calendar. However, other than highlighting annual events like the
anniversary of Roe v. Wade, International Women's Day, Providers Appreciation Day, and
campaigns - we really don't plan what we post on Twitter and Facebook. Most of the
content that is posted is dependent on breaking news and or legislative issues. We do
regularly post a collection of patient stories to our blog ever Wednesday, called
Wednesday's Words from Women. We do try to post something to Facebook something
to Facebook daily, so below please find a weeks work of ideas as well as our reach and
likes for the following dates: April 8-12
How To Think About Content




Evergreen Content: Core Content
Use Anytime                         Perennial Content: Keyed to
                                    Events/Holidays
                                    Blog Posts, Newsletter Articles,




                                  Annual Color Content
                                  Short Life Span/Social Media



                                    This idea from NTC session on Content
                                    with Kivi Leroux Miller
Editorial Calendar
Use the Facebook
Insights Tool
Blue = Reach
       Green = Engagement - People Talking About
       Purple = Content
       Size of circle = frequency




Where are the Mountains and Canyons?
What caused them?
Blue = Reach
Green = Engagement - People Talking About
Purple = Content
Size of circle = frequency
Blue = Reach
Green = Engagement - People Talking About
Purple = Content
Size of circle = frequency
Session 4 group 2 april 16
Session 4 group 2 april 16
Had highest virility rate
Learning:
Post fun geeky visual stuff that is useful on Fridays
What caused this Devil’s Tower?
Visuals of research studies that share insights
about social media users
Tagged an influencer, who shared it with her
networks. Timely topic, was current in the
news.
Discussion: Debrief



  How can you streamline content creation
across channels? How can you repurpose for
           social media channels?
  How can you make the time to measure
         Facebook for one month?
Next Session


  Questions?

  Next Session: Content and Engagement Tips
  April 28th at 1 PM PST

  Use Content Spreadsheet:
  • Think through the “People” and “Objectives”
  • Identify one social channel that makes sense for who you want
    to reach and your results
  • Plot out a month of content
  • Measure One Month of Content on Facebook

  Need Help: Book a Coaching Session with Stephanie Rudat

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Session 4 group 2 april 16

  • 1. Peer Learning Group 2: Improving Social Media Monitoring, Engagement, and Measuring Content April 16, 2013 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 Announce yourself when you get on the line Please use *6 to Mute your conference line Only the moderator can see you While we are waiting, play with the chats chat: Type in your name, organization, and location.
  • 3. Participant Roll Call California Coverage & Health Initiatives Center for Excellence in Nonprofits Center for Health and Gender Equity Coastal Watershed Council Community Foundation for Monterey County CoreAlign *7 unmute Hidden Villa * 6 mute Immigrant Legal Resource Center Los Altos Community Foundation National Abortion Federation (NAF) National Center Family Philanthropy Opera San Jose Palo Alto Art Center Philanthropic Ventures Foundation Preschool California Provide Radio Bilingue Reproductive Health Technologies Project Resources Law Group Resources Legacy Fund World YWCA Auditors: Cheryl Chang, Packard Foundation Friends of Deer Hollow (requested a profile, but necessary for auditing) Farallones Marine Sanctuary Association MEarth The HEAL Project AlbaFarmers
  • 4. This call is being recorded *2 Flickr Photo by Malinki
  • 5. Peer Learning Group 2: Improving Social Media Monitoring, Engagement, and Measuring Content April 16, 2013 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  • 6. Agenda • Roll Call/Recap • POST Examples • Editorial Calendar Examples • Best Practices for content optimization and measurement • Next Steps Only the Tweet your moderator can insights see you chats #netnon
  • 7. Participants California Coverage & Health Initiatives Center for Excellence in Nonprofits Center for Health and Gender Equity Coastal Watershed Council Community Foundation for Monterey County CoreAlign Hidden Villa Immigrant Legal Resource Center Los Altos Community Foundation National Abortion Federation (NAF) National Center Family Philanthropy Opera San Jose Palo Alto Art Center Philanthropic Ventures Foundation Preschool California Provide Radio Bilingue Reproductive Health Technologies Project Resources Law Group Resources Legacy Fund World YWCA
  • 8. Beth Kanter and Stephanie Rudat
  • 9. Reminders: The Wiki If you want a wiki tutorial, we will do this at the end of the call. http://measure-netnon.wikispaces.com/ 71% of participants have updated their wiki journals!!!
  • 10. Share the Group with other people on staff Stealth Measurement Closed Facebook Group
  • 11. Peer Learning Program Outcomes • Baseline level or score for social media practice improves by .5 • 50% or 10 of participants improve social media practices in at least one area: capacity, culture, strategy, measurement, monitoring, engagement , or content. • 25% or 5 participants apply social media best practices and share what they’ve learned with others on the culmination call. SCORE: 1.30
  • 12. Ladder of Engagement: Improving Best Practices Case Study 25% (5) Applied, Learned, Shared 50% (10) Applied, Learned Applied, No Learning Did Not Apply Measurement Plan: Webinar Polls
  • 13. Maturity of Practice: CWRF – Strategy and Measurement CRAWL WALK RUN FLY Score Communications Consideration of Strategic plan with Strategic plan with Strategic plan with 1.24 Strategy communications SMART objectives SMART objectives SMART objectives and strategy with SMART and audiences for and audience audience definition. objectives and branding and web definition. Includes integrated audiences and presence, include Includes integrated content, engagement strategies for strategy points to content, strategy, and formal branding and web align social media for engagement champions/influencer presence. Social one or two social strategy, and program and working Media is not fully media channels. formal with aligned partners. aligned. champions/influen Uses more than three cer program and social media channels. working with Formal process for aligned partners. testing and adopting Uses more than social media channels. two social media channels.
  • 15. POST: KNOW YOUR AUDIENCE • What keeps them up at night? • What are they currently seeing? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act?
  • 16. POST: SMART OBJECTIVES Results • Reach, Engagement, Action, Dollars 1. How many? 5. Reflect 2. By when? 3. Benchmark 4. Measure with metrics
  • 17. POST: STRATEGY and TOOLS Listen Promote Participate Publish Build No Engagement Broadcast/Share Low Engagement Content Intensive Network High Engagement How will you connect to other channels you are using?
  • 18. Immigrant Legal Resource Center Social Media Plan March 2013 © 2013 Immigrant Legal Resource Center 18
  • 19. PEOPLE 1 • Existing Customers 2 •Potential Customers 3 •Donors 4 •Funders
  • 20. OBJECTIVES Increase visibility for products Raise awareness of brand Measurement: Referral traffic from social networks, views and reach on social platforms
  • 21. POST: STRATEGIES Social Strategies: LISTENING: Monitor and respond to customer and follower responses PROMOTE: Promote sales & special discounts, updated & new publications, training events, and other potential revenue generating activities on SNS Promote our presence on SNS via Vertical Response and Listserv marketing emails ENGAGEMENT: Check-in with attorneys at LT meetings re: advocacy work that can be promoted on SNS; advise attorneys of process for getting announcements and photos posted to SNS Continue to build our community on Facebook CONTENT: Create a content calendar for SNS © 2013 Immigrant Legal Resource Center 21
  • 22. TACTICS © 2013 Immigrant Legal Resource Center 22
  • 23. People Objectives Strategies Tools
  • 24. PEOPLE • New and Potential Radio Listeners 1 • Influencers on Coverage 2 • Young & Engaged Web Citizens, Mexican 3 Listeners We have a general understanding of our demographics over the air, but we have not dug in deep into how they access RB online and where their connections lie there. Part of that will also include doing some testing and experimenting to see what they respond to online as compared to over the air (as measured by our calls in to popular programs).
  • 25. OBJECTIVES RB Twitter followers will reach 2,000 and FB likes will reach 5,000 by mid-2014 Average of 5 weekly mentions/RT on Twitter. Average of 5 comments on Facebook with 3 shares per week by mid-2014 Via call to action, convert x number of social media audience to radio listeners, and engage in off-air participation.
  • 26. STRATEGIES • Who is following us? Why? What are our Listen partners saying online? What are they sharing ? • Cross pollinate between on-air content and Promote mentions with social media platforms. • Reply to comments and tweets, pose Participate questions, test Twitter Parties. • Provide original content on Twitter and Publish Facebook, especially for news programming. • RT partner content, mention, look for followers, Build Networks respond to followers
  • 27. TOOLS • Experiment • RB events YouTube • Highlight Programs • Follower Engagement Facebook • Follower Engagement • Feedback • Promote Content Twitter • Building Networks • Direct Content Feed • Promote Content
  • 28. IMPLEMENTATION Staff & Timeline Budget Training
  • 29. Ideas and Proposals… • Our proposed content will be: • Creating new hashtags to organize key news content (#immigrationradio), adding new ones to existing programs • Live tweeting of news programming • Tweeting of “Now Playing” for select musical programming • Posting of upcoming events, sponsorships, and programs • Provide live feed (through Ustream) of selected events • In progress: • Prompting listener feedback with directed questions • Set up of “Twitter Party” • “Inside Radio Bilingue” photos
  • 31. Linking Your Content Strategy To People and Objectives People Target Audience Content Strategy
  • 32. Editorial Calendar • Identify Audience • Channel • Frequency • Content • Optimization • Measurement
  • 33. How To Think About Content Ideas Features News How To Idea Pieces Highlights Breaking News Tips Interviews Reviews Policy News Tutorials Opinion Stories Data Lists Analysis Case Studies Reports Resources Long Form Original Short-Form Curated
  • 34. Maturity of Practice: CWRF - Content CRAWL WALK RUN FLY Score Integration Shares content Uses an editorial Uses an editorial Uses an editorial 1.29 and that may be calendar to align calendar to align calendar to align Optimization relevant to content with content with content with audience, but not objectives and objectives and objectives and consistently and audiences to audiences to audiences to not measuring publish across publish across publish across channels channels channels consistently consistently and consistently, measures measures performance performance, and uses data to plan content
  • 35. PEOPLE 1 • Life Long Learners 2 • Teens 3 • Families 4 • Young Professionals Focusing on a pilot with #4 because most likely to use social media. Series of events to get this target group into the Arts Center.
  • 36. OBJECTIVES Capture x number of emails Recruit x number of champions 100 people attend events Series of Events
  • 38. Editorial Calendar National Abortion Federation (NAF) Although we have been bogged down in breaking news issues, we were able to put together an editorial calendar. However, other than highlighting annual events like the anniversary of Roe v. Wade, International Women's Day, Providers Appreciation Day, and campaigns - we really don't plan what we post on Twitter and Facebook. Most of the content that is posted is dependent on breaking news and or legislative issues. We do regularly post a collection of patient stories to our blog ever Wednesday, called Wednesday's Words from Women. We do try to post something to Facebook something to Facebook daily, so below please find a weeks work of ideas as well as our reach and likes for the following dates: April 8-12
  • 39. How To Think About Content Evergreen Content: Core Content Use Anytime Perennial Content: Keyed to Events/Holidays Blog Posts, Newsletter Articles, Annual Color Content Short Life Span/Social Media This idea from NTC session on Content with Kivi Leroux Miller
  • 42. Blue = Reach Green = Engagement - People Talking About Purple = Content Size of circle = frequency Where are the Mountains and Canyons? What caused them?
  • 43. Blue = Reach Green = Engagement - People Talking About Purple = Content Size of circle = frequency
  • 44. Blue = Reach Green = Engagement - People Talking About Purple = Content Size of circle = frequency
  • 48. Learning: Post fun geeky visual stuff that is useful on Fridays
  • 49. What caused this Devil’s Tower?
  • 50. Visuals of research studies that share insights about social media users
  • 51. Tagged an influencer, who shared it with her networks. Timely topic, was current in the news.
  • 52. Discussion: Debrief How can you streamline content creation across channels? How can you repurpose for social media channels? How can you make the time to measure Facebook for one month?
  • 53. Next Session Questions? Next Session: Content and Engagement Tips April 28th at 1 PM PST Use Content Spreadsheet: • Think through the “People” and “Objectives” • Identify one social channel that makes sense for who you want to reach and your results • Plot out a month of content • Measure One Month of Content on Facebook Need Help: Book a Coaching Session with Stephanie Rudat

Notes de l'éditeur

  1. Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
  2. Every few minutes as we get started, tech support reminder, type into the chat, roll call
  3. http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  4. Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …1. Review what how your organization applied the networked mindsetand institutional support indicators2. Strategy/Measurement Indicators3. A few practical and tactical tips4. Questions
  5. Agenda1. Intro/Announcements2. Share Examples of Content Calendars from ParticipantsPalo Alto Art Center: Content Calendar for an EventCEN: http://measure-netnon.wikispaces.com/Center+for+Excellence+in+Nonprofits3. Best practices for content optimization, engagement, and measurement4. Share Examples of POSTImmigrant Legal Resource Center5. Next Steps
  6. Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
  7. 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
  8. The action learning projects are very critical to the success of the program .. So I will be measuring
  9. You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
  10. Give a quick overview of your organization’’s mission and programs
  11. Describe your audiences and what you know aboutthemDescribe your objectives
  12. Describe your audiences and what you know aboutthemDescribe your objectives
  13. ListeningPromoteEngagementContentChampionsNetworksAnything that is a tactic should come in the tactic section
  14. Overview how you will use the tools, not as much detail needed as on the other slidesTalk about how you plan to do this give your staff capacity …
  15.   What keeps them up at night? Issues connected to family and community. What are they currently seeing? Good question…from us very little.Where do they go for information? Main Spanish language media (TV and radio)What influences their decisions? Connected to family, to community happenings. What’s important to them? Quality information with entertaining musical programming.What makes them act? We want to connect here with our more popular programs and hosts.
  16. Objective 1: Within one year (by mid 2014), RB Twitter followers will reach 2,000 and FB likes will reach 5,000 as measured by numbers on each respective account (e.g. Facebook Insights)Objective 2: By July 2014, we will have a sustained average of 5 weekly retweets and mentions on Twitter. We will have a sustained average of 5 comments on Facebook with 3 shares per week. Objective 3: By July 2014, we will have at least one weekly listener action connected to a tweet or FB comment (listenership on the air, attendance of event, civic participation, etc).
  17. We’ve already developed a tweet promo on the air! To prompt listeners to follow us on the air.
  18. We’ll keep it focused to Twitter and Facebook for now. However, we’ll keep an eye out on how some staff and volunteers may use other tools such as Tumblr and LinkedIn.
  19. Staff and TrainingWho will be responsible for implementation? How many hours per week will be dedicated to social media? What will be the specific job description and responsibilities? What training will you provide?We still need to sort this out. Currently, manager leaders will be by our News Director and our Broadcasting Director, but more hands-on implementation will need to be with younger staff such as Program Manager Jose Moran. We are looking at maintaining a minimum of 5 hours per week. Training will have to specified.TimelineCreate a monthly and weekly timeline of daily implementation tasks. Create your weekly to do list.This will have to remain a work in progress for the next 3-4 months. Sample:Daily- Linea Abierta tweets and program notices, signature program schedules, respond to key FB messages.Weekly- Edición Semanaria, #FF on TwitterBudgetWhile social media is free for the most part, your time is not and you may need to hire additional people to help with implementation or specific tasks. Identify your budget.No immediate budget is planned. But with a clear map and a new website, we are expecting to better clarify a “social media” position or responsibilities that may have a budget in terms of staff hours.
  20. CORE Align4/16/2013 Digital StrategyThe CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience.We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.
  21. Content strategy is the technique of creating, curating, repurposing, and sharing relevant and valuable content across your channels (web site, email, print, social, and mobile) to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving results. You need to have a clear logic path from objective, audience, and content – as well as an internal practice that allows you create, curate, repurpose, and track the performance of your social content so you can optimize it.
  22. You need to plan out your content, ideally on a monthly basis.Many NGOs use an editorial calendar that is a simple spreadsheet that lists:-Date-Channel-Frequency-Content IdeaThe can be curated or created, but it has to be what your audience will respond to meet your objectives.Photo Source: http://www.flickr.com/photos/peejeebee/4042966090/sizes/o/in/photostream/
  23. Describe your audiences and what you know aboutthemDescribe your objectives
  24. Describe your audiences and what you know aboutthemDescribe your objectives
  25. CORE Align4/16/2013 Digital StrategyThe CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience.We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.
  26. National Abortion Federation (NAF)Although we have been bogged down in breaking news issues, we were able to put together an editorial calendar. However, other than highlighting annual events like the anniversary of Roe v. Wade, International Women's Day, Providers Appreciation Day, and campaigns - we really don't plan what we post on Twitter and Facebook. Most of the content that is posted is dependent on breaking news and or legislative issues. We do regularly post a collection of patient stories to our blog ever Wednesday, called Wednesday's Words from Women. We do try to post something to Facebook something to Facebook daily, so below please find a weeks work of ideas as well as our reach and likes for the following dates: April 8-12CORE Align4/16/2013 Digital StrategyThe CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience.We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.
  27. I didn’t post! Sad, but that’s why drives visitors – when I posted, email goes out, tweets, etc.
  28. Will hand out worksheets