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Peer Exchange Group 1:
                     Stealth Measurement:
                     Using Social Media Effectively:
                          One Channel Focus



                                  Content
                              October 28, 2011




                  Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
   The David and Lucile Packard Foundation
     Organizational Effectiveness Program
Welcome!

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800.843.9166

Please use *6 to Mute your conference
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While we are waiting, play with the chat:
What’s something you learned about
engaging people on Facebook?
This call is being
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          Flickr Photo
          by Malinki
Peer Exchange Group 1:
                     Stealth Measurement:
                     Using Social Media Effectively:
                          One Channel Focus



                                  Content
                              October 28, 2011




                  Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
   The David and Lucile Packard Foundation
     Organizational Effectiveness Program
On The“wikito Today your reflections
 Don’t forget jot down
 in your
          Call
             journal”




Beth Kanter    Becky Jain
Agenda

     Intros/Reminders

     Principle #4: Content
     Peer Discussion
     Next Session
     Reflection



Quick Roll Call
Twitter Hashtag: #measurenp
Quick Reminders
  Groups 1a at 11:00 am
  Groups 1b at 1:00 pm

  Switch groups: OK
  Missed Session:
  Listen to Recording

  Multiple people from organization can
  participate, tag team – be prepared

  Do your homework – light and easy!
  Write in your wiki journals

  Facebook Stealth Measurement Group
•A social media policy provides the rule book for all staff to participate through personal use
•Organizational guidelines for official spokespersons and department presence
•Community guidelines for online discussions and posts
•Allocates enough staff time for oversight and implementation
•Implementation time is effective and efficient

                                                      Quick Review:
                                                      Principle #3:
                                                      Recruitment and Engagement

                                                         Ladder of Engagement on Facebook
                                                         Cross Promote All Channels
                                                         Staff and volunteers can help recruit
                                                         Custom Landing Tab
                                                         22 Recruitment Tactics
                                                         Engagement: Open-Ended Questions, Brevity,
                                                         Photos, and humor
                                                         Preventing Engagement Drops: Don’t Just Talk
                                                         About You
                                                         Always be commenting
Type into the chat:

What recruitment tactics
did you try?
What engagement tactics
did you try?
What worked? What didn’t?
Principle #4: Content


Coordinate all content channels
Editorial Ecosystem
Coordinate all your
content channels:
print, web, social,
mobile, and email
Coordinated Content



                                 Website/Blog

                                                                    Enewsletter


                                                                       Email


                                                                       Print


                                                                      Mobile


                                                Image: marketwire
Slide Source: John Kenyon
http://johnkenyon.typepad.com/
Content Flow Example - Event
Slide Source: John Kenyon
http://johnkenyon.typepad.com/

                            Event        Two Weeks
                 Save
                          Registration   One Week        Event
               the date
                           Now Open         left                     Thank You


Website     Where, Why    Registration   Registration    Quotes

                                                        Comments
Email/
Enewsletter                                             Pictures/
                                                         Videos
Facebook/
Twitter/                                                 Next
etc.                                                     Event

Print         Postcard    Newsletter     Reminder                   Newsletter
Content for Facebook
Content for Facebook
Content for Facebook
Content on Facebook




Flickr photo by dkalo
Chop Shop
Content for Facebook
Content for Facebook
Content for Facebook
Content for Facebook
Don’t automate
Offline/Online
Connections
Has to be in align with your SMART
objectives ….
Content As Food Preparation: The Shopping List and Pantry




What can be chopped into small
pieces?
Monthly Menus

Month                    Content/Type   Topic

Monday                   Question
Tuesday                  Photo
Wednesday                Video
Thursday                 Link
Friday                   Question


Monday                   Question
Tuesday                  Photo
Wednesday                Video
Thursday                 Link
Friday                   Question
Restaurant Critic

Month                   Content/Type   Topic     Reach     Virility

Monday                  Question
Tuesday                 Photo
Wednesday               Video
Thursday                Link
                                         Reach = The number of
Friday                  Question
                                         unique people who have
                                         seen your post
Monday                  Question
Tuesday                 Photo
                                         Virility = The percentage
Wednesday               Video
                                         of people who engaged
Thursday                Link
                                         out of total reach
Friday                  Question
1. Look for Pattern




2. Look at Reach
3. Look at Virility
4. Spreadsheet
                          weekly
Content for Facebook
What works: news about our animals and
exhibits…
Next Session: October 28, 2011
11:00 am PST
1:00 pm PST

Topic: Brand Ambassadors

Homework: Write in the wiki journal. Plan a
month’s worth of content and implement and track.
Go back and analyze how your content for the month
of September did – based on per post metrics.

WORKSHEET on the WIKI

Reflection: What are your next steps?

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Content for Facebook

  • 1. Peer Exchange Group 1: Stealth Measurement: Using Social Media Effectively: One Channel Focus Content October 28, 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 While we are waiting, play with the chat: What’s something you learned about engaging people on Facebook?
  • 3. This call is being recorded *2 Flickr Photo by Malinki
  • 4. Peer Exchange Group 1: Stealth Measurement: Using Social Media Effectively: One Channel Focus Content October 28, 2011 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  • 5. On The“wikito Today your reflections Don’t forget jot down in your Call journal” Beth Kanter Becky Jain
  • 6. Agenda Intros/Reminders Principle #4: Content Peer Discussion Next Session Reflection Quick Roll Call Twitter Hashtag: #measurenp
  • 7. Quick Reminders Groups 1a at 11:00 am Groups 1b at 1:00 pm Switch groups: OK Missed Session: Listen to Recording Multiple people from organization can participate, tag team – be prepared Do your homework – light and easy! Write in your wiki journals Facebook Stealth Measurement Group
  • 8. •A social media policy provides the rule book for all staff to participate through personal use •Organizational guidelines for official spokespersons and department presence •Community guidelines for online discussions and posts •Allocates enough staff time for oversight and implementation •Implementation time is effective and efficient Quick Review: Principle #3: Recruitment and Engagement Ladder of Engagement on Facebook Cross Promote All Channels Staff and volunteers can help recruit Custom Landing Tab 22 Recruitment Tactics Engagement: Open-Ended Questions, Brevity, Photos, and humor Preventing Engagement Drops: Don’t Just Talk About You Always be commenting
  • 9. Type into the chat: What recruitment tactics did you try? What engagement tactics did you try? What worked? What didn’t?
  • 10. Principle #4: Content Coordinate all content channels Editorial Ecosystem
  • 11. Coordinate all your content channels: print, web, social, mobile, and email
  • 12. Coordinated Content Website/Blog Enewsletter Email Print Mobile Image: marketwire Slide Source: John Kenyon http://johnkenyon.typepad.com/
  • 13. Content Flow Example - Event Slide Source: John Kenyon http://johnkenyon.typepad.com/ Event Two Weeks Save Registration One Week Event the date Now Open left Thank You Website Where, Why Registration Registration Quotes Comments Email/ Enewsletter Pictures/ Videos Facebook/ Twitter/ Next etc. Event Print Postcard Newsletter Reminder Newsletter
  • 17. Content on Facebook Flickr photo by dkalo
  • 25. Has to be in align with your SMART objectives ….
  • 26. Content As Food Preparation: The Shopping List and Pantry What can be chopped into small pieces?
  • 27. Monthly Menus Month Content/Type Topic Monday Question Tuesday Photo Wednesday Video Thursday Link Friday Question Monday Question Tuesday Photo Wednesday Video Thursday Link Friday Question
  • 28. Restaurant Critic Month Content/Type Topic Reach Virility Monday Question Tuesday Photo Wednesday Video Thursday Link Reach = The number of Friday Question unique people who have seen your post Monday Question Tuesday Photo Virility = The percentage Wednesday Video of people who engaged Thursday Link out of total reach Friday Question
  • 29. 1. Look for Pattern 2. Look at Reach 3. Look at Virility 4. Spreadsheet weekly
  • 31. What works: news about our animals and exhibits…
  • 32. Next Session: October 28, 2011 11:00 am PST 1:00 pm PST Topic: Brand Ambassadors Homework: Write in the wiki journal. Plan a month’s worth of content and implement and track. Go back and analyze how your content for the month of September did – based on per post metrics. WORKSHEET on the WIKI Reflection: What are your next steps?

Hinweis der Redaktion

  1. http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  2. Beth will read list of participantsBeth will introduce herself“The last few calls I realized that it was hard for me to moderate, work the software, take notes, read the chat and present. So, I’m lucky to have recruited a fabulous co-moderator, Becky Jain. She is going to help me with the back channel – the chat.Becky is a blogger and active on many social media communities. After studying at Wesleyan and the London School of Economics, she came to India to live with her husband, and to work in the development sector. She recently moved to back to the US and in NYC.Say hello!
  3. This is our agenda – we’ll pause along the way for questions.
  4. Remember that application you filed out, here’s a summary of group compositionIf I had to say one word about the group: DiversityWide range of budget sizes, different program areas of the Foundation …..That should enrich our work together, hopefully. One thing we have in common -You all have gone beyond the beginner stage in social media and looking to refine your work through measurement or figure out how to document results.
  5. http://www.flickr.com/photos/dkalo/4815259737/sizes/z/in/photostream/
  6. http://www.flickr.com/photos/civisi/2930794542/sizes/o/in/photostream/
  7. http://www.flickr.com/photos/s4xton/461112546/sizes/l/in/photostream/
  8. https://www.facebook.com/photo.php?fbid=10150866233035408&set=a.10150148714310408.395031.212577490407&type=1
  9. Reach = The number of unique people who have seen your post
  10. Learned a few things over timeMore I learn the less I know….!