14. Take the Time to Learn the
Communities
• Listen All the Time
• Be Responsive
• Add Value
• Spark Discussion
• Be Present
• Follow the Passion
• Provide
Visuals, Messages
and an Action
15.
16. Art of Quality Conversations
• Speak Less- Listen More
• Develop Your Sense of Humor
• Know Your Current Events
• Keep Track of Interesting Experiences
• Be a Bearer of Good Tidings
• Keep Comments Short and To the Point
17. Improving Reputation
• Customer Service Help
• Correcting Misinformation
• Providing Relevant Information
• Receiving Feedback
31. The Reality of Facebook
• Difficult to foster community
• Challenging to connect with individuals
• Few people interact with brands
• Low response to advertisements
61. How Does NWF Use Pinterest?
http://www.pinterest.com/nwfpins
62. Building Out Our Presence
• Picking visual elements of your work
• Providing visuals along with resources
• Tracking Pinterest referral traffic to our site
• Have fun and communicate with others!
• Make more content out of “what’s working”
72. Meet Instagram
• Twitter for Photos
• Relies heavily on #hashtags
• 57% of US adult Instagram users
visit the site once a day
• 40M photos are uploaded Daily
73. Instagram Tips
• Listen to keywords and hashtags
• Make the most of events and on-the-ground
• We take the fun/beautiful approach
• Make the most of trends
• Create content based on popular content
85. 2013 Photo Contest Results
• 3,000 people entered 32,000 photos
• 10,300 were donated
• Users cast 646,000 votes
• Over 150,000 Page views
from Facebook
86. Creative Storytelling and
Visual Elements
• What is visual about your current work?
Take a moment and discuss with your
neighbor ways your work could translate on
social media through images.
88. How are you
listening?
Search Keywords
• Organization’s Name
• Key individuals
• Branding mistakes
• Program references
• Important subjects
Referring Traffic
• Google Analytics
• Facebook insights
94. Just RSS Your Search Results!
RSS = Real Simple Syndication
95. Research Social Media
Search Sites
• Blogs
– Icerocket
– Google Blog Search
– Technorati
• Facebook/Twitter
– Search.twitter
– Social Mention
– Mention.net
– Boardreader
– RSS Notifications
104. Ways to Measure Your Objective
• Research and Learning
Develop monitoring
dashboard
• Build
Relationships/Increase
Awareness
# fans or number of
followers
• Improve Reputation
Survey results
• Content Generation #
of passionate bloggers
• Drive Traffic Increase
time on site, page
views
• Actions Taken # of
comments, tweets, etc
• Fundraise or Sell # of
dollars directly and
indirectly
105. Important Questions
• Who are you trying to reach?
• Where do they currently interact online?
• How much capacity do you have and how will
you add value?
• What would “success” look like?
• When will you report back?
129. Some of Our Social Media Reports
Quarterly Report Campaign Specific Report
Works to Build Respect, Accountability and
Actionable Next Steps
130. Frequency and Audience
• Audience: All Staff
• Quarterly
• It’s Always Changing
• Encourages next steps
• Worth Reading EVERY
Time
131. Main Sections of the Report
• Increasing Reach - # of followers, fans
• Engagement Stats – Most shared posts
• Traffic from Social Sites – Pageviews or visits
• Revenue Stats – If any are applicable
• Key Lessons Learned (Crowdsourced from Staff)
• Trends and Industry News
• Tips of the Quarter
• Social Media Mentions
132. Report Sample
National Wildlife Federation Increased from 124,343 to 136,486 *139
new likes per day
@NWF Followers: Increased from 126,397 to 146,762
*229 new followers per day
National Google+ Followers: Increased from 246,947 to 294,020
*517 new followers per day
400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,000
0
Q1 2013 Q2 2013 Q3 2013 Q4 2013
Facebook
Twitter
Google+
134. Analyze Don’t Regurgitate
• Pick metrics to measure ahead of time
• Evaluate over time
• Identify anomalies
• Tell a story with your data
• Track metrics that matter
135. Listen, Communicate, Create, Track
Time on Social Media
Listening
Communicating
Creating/Experimenting
Tracking
30%
30%
25%
15%
137. Questions?
Danielle Brigida
Sr. Manager of Social Strategy
National Wildlife Federation
@starfocus
Judy N, Flickr
Notas do Editor
At NWF, we encourage people to write posts that one of our audiences would benefit from knowing. We then measure the posts both individually and how the blog is performing overall. This allows us to see where we can grow and where there are great examples.