Knowing what social media data to track is critical to transforming raw data into content your community wants. The presentation focuses on the key data metrics that tell you what you need to know about the content your community wants, how to optimize it, and and how to build an engaged community around your content. Bonus content: Information on how to create personalized data dashboards using Google Analytics and Facebook Insights. Learn more about this presentation in the related blog post: http://www.communityorganizer20.com/2012/07/19/content-alchemy-building-community-from-content-data/

1. Social Media Alchemy:
Transforming Data into
Engaging Content
Presented by Debra Askanase
Engagement Strategist
Ash Shepherd
Strategy & Process

2. 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

3. I. Tying relationship and community-
building to content creation
http://www.flickr.com/photos/escuchoelecodetuvoz/5064648324/in/photostream/

4. Social
Media
Engage
Creates
Trust
Move
to
Action
The social media activity funnel

5. 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
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

6. 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)

7. http://www.flickr.com/photos/walkn/4078791799/in/photostream/
II. Know what you are looking for

8. 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

9. 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

10. http://www.flickr.com/photos/ludiecochrane/3786547188/in/photostream/
III. Know how to organize it

11. Your simple suite of (free) tools
Google Analytics
Facebook Insights
YouTube Insights, if relevant
Rowfeeder
Crowdbooster
http://www.flickr.com/photos/usefulguy/226373498/

12. 1. Are my social activities referring
visitors to the site?

13. Social sources: 100 feet
*using Advanced Segments within
Google Analytics

14. 2. Is it sending them to a specific action
page?

15. Lily the Black Bear FB page
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/

16. Added resource - visitor flow

17. Facebook content: what resonates

18. 4. Who are my biggest fans…and why?

19. Who takes actions on my behalf?

20. Tracking clicks: what resonates

21. Tracking tweets: what resonates

24. http://bit.ly/SMARTgoaltracking
(feel free to use, note two
different tabs offer different use
options)
Put it all together for your org

25. 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?

26. Pulling it all together:
Content optimization case study
http://www.flickr.com/photos/casimusica/

27. Facebook content: what resonates

28. What we know about who interacts with
content vs. Likes the Page

29. Digging deeper …

30. …and deeper still into content
popularity/reach

31. 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

32. 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

33. 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

34. 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?

35. 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

36. Twitter curator for a day

38. Repost and highlight content fans post

39. Repost and highlight content fans post

40. Sourcing content to and from FB

41. Sourcing content to and from FB

42. FB Group for sourcing campaign content

43. http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/
Content is for building community

44. 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.

45. How will you create content to build
your community?
http://www.flickr.com/photos/moriza/2565606353/

46. 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

47. 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

48. http://www.flickr.com/photos/maistora/483238384/in/photostream/
Added bonus: DIY Google Analytics
dashboards in less than 5 minutes!