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Day 2: Listen Learn Adapt
- 1. Listen Learn Adapt Social Media and Nonprofits: Two-Day Intensive Workshop
- 2. We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org Funded by the Surdna Foundation
- 4. Objectives • To provide a basic overview of how to apply listen, learn, and adapt in your social media implementation
- 5. David Armano wrote this brilliant article about why we need to think about return on “insight” versus investment in a connected age. Go read it, I’ll wait. That’s David
- 7. Start with … • What you will do with the tools • Who you are trying to reach • What you want them to do know/do/learn/ • Results
- 9. Investigate before you leap the first time •Research excellent practices and advice •Get to know the tool(s) you will use and review examples of what other nonprofits are doing • Participate as an individual before participating as an organization
- 11. Learn Listen Adapt Return on Insight
- 12. Can I take these off now? Listening is knowing what is being said online about your organization and your field.
- 13. Listening is the first step, but you do it … Community Building & Social Networking Generate Buzz Share Story Participate Listen See WeAreMedia Wiki for more information http://www.wearemedia.org
- 14. Before During After
- 15. Hmm .. Need to wear them all the time. See Beth’s Social Media Listening Personal Learning Space http://socialmedia-listening.wikispaces.com/
- 16. The Red Cross knows how to listen
- 17. • Keeping abreast of daily conversation, knowing what needs action • Compile by line of service • Distribute, consult with subject matter experts
- 19. “I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.” - Blogger
- 20. Influencer Customer complaining … Relationship service building issue Staff determines comments or tweets that need response
- 22. “Look for trends over time, what people find compelling enough about their intersection with the Red Cross to spend time writing about publicly.”
- 23. • Relationship building lays groundwork for future campaigns to raise time, money, and blood • Identifies influencers • Documentation creates internal value • Listening skills and tools upgraded • What works used for future campaigns Continuous Listening Offers Value
- 25. “If you don’t launch, you don’t learn.” David Armano
- 26. Think like a scientist Optional Essential
- 27. Observe and sift through qualitative data like a Primatologist
- 28. You’re saying that donors are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
- 29. A Process I’ve Used With All My Fundraising Campaigns • Document on the fly • Test and tweak • Pick the right hard data points • Harvest your insights • Look at what other nonprofits are doing in the space • Pause for reflection time before next reiteration: How to improve results?
- 30. Document on the fly
- 31. I like to visually document too …
- 32. Test and Tweak
- 33. Synthesize along the way – reflect in action
- 34. Look at numbers .. You still have to measure to improve
- 35. Harvest Insights
- 37. A few points about social media metrics
- 39. Well not dead, but it’s not all about page views
- 40. Engagement Create Metrics Critic Comment 5 Collect Click
- 42. Jake Brewer “We don’t really care about views as much as we care about comments. If we get 1,000 video views that is good. The comments are a focus group with our influencers. If they like it, they’ll spread it and that helps get to our objectives.”
- 44. Social Media Metrics • Objective, audience, strategy and link to your metric • Pick the right ones! • Numbers alone are meaningless • Combine with other measures and qualitative data • Harvest insights
- 47. This is the hard part because you have to get past mistake phobia
- 48. You have to be nimble
- 49. The Humane Society of the United States
- 52. They Thank God! adapted … Did they stop doing photo contests as a result?
- 53. “Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person who needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “ Carrie Lewis, HSUS
- 58. Did it evolve?
- 59. Wisdom of the Crowds Meets Person-to-Person Fundraising
- 63. It is easier to adapt your social media project Harder to change organizations
- 64. Summary • Don’t take off your listening ears • Think like a primatologist • Evolution is a good thing
- 65. Small Group Discussion the listen, learn, and adapt discussion questions
- 66. All sources and additional material can be found on the WeAreMedia Wiki WeAreMedia: Listening http://www.wearemedia.org/Tactical+Track+Module+1 WeAreMedia: Metrics http://www.wearemedia.org/Strategy+Track+Module+6 WeAreMedia: Experiments http://www.wearemedia.org/Tactical+Track+Module+6
- 68. If you remix this presentation, please add your remixed version to the wiki. Thank you