day 2: listen learn adapt
Post on 12-May-2015
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Listen Learn Adapt
Social Media and Nonprofits: Two-Day Intensive Workshop
We Are Media Project:The Social Media Starter Kit forNonprofits
Visit the WeAreMedia wiki for additionalresources and to connect with othernonprofit social media practitioners viahttp://www.wearemedia.org
Funded by the Surdna Foundation
Objectives
• To provide a basic overview of how to apply listen,
learn, and adapt in your social media implementation
David Armano wrote this brilliant articleabout why we need to think about return on“insight” versus investment in a connectedage.
That’s David
Go read it, I’ll wait.
How can Phil apply it?
http://www.flickr.com/photos/johnjoh/376275220/
Start with …
• What you will do with the tools
• Who you are trying to reach
• What you want them to doknow/do/learn/
• Results
Check
http://www.flickr.com/photos/johnjoh/376275220/
Investigate before you leapthe first time
•Research excellent practices and advice
•Get to know the tool(s) you will use andreview examples of what other nonprofits aredoing
• Participate as an individual beforeparticipating as an organization
Check
http://www.flickr.com/photos/johnjoh/376275220/
ListenLearn
Adapt
Return on Insight
Listening isknowing what isbeing said onlineabout yourorganization andyour field.
Can I take theseoff now?
GenerateBuzzShare
Story
Listen
Participate
CommunityBuilding &
SocialNetworking
Listening is the first step, but you do it …
See WeAreMedia Wiki for more information http://www.wearemedia.org
Before
During
After
Hmm .. Need towear them all the
time.
See Beth’s Social Media Listening PersonalLearning Space
http://socialmedia-listening.wikispaces.com/
The Red Cross knows how to listen
• Keeping abreast of dailyconversation, knowing what needsaction• Compile by line of service• Distribute, consult with subjectmatter experts
Leads to Engagement
“I took an American Red Cross class I thought was
less than satisfactory. […] Someone found myblog post and told the local chapter director. Hecalled me to talk about it honestly. […] They careabout me and they’re willing to go the extra mile.[…] This gives the American Red Cross HUGEpoints. I am now significantly more likely to takeanother class than I was before.” - Blogger
Relationshipbuilding
Customerserviceissue
Influencercomplaining …
Staff determines comments or tweets that needresponse
Insight Harvesting
“Look for trends over time, whatpeople find compelling enoughabout their intersection with theRed Cross to spend time writingabout publicly.”
• Relationship building lays groundwork for futurecampaigns 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
Learn
http://www.flickr.com/photos/lwr/1408972724/
“If you don’t launch, you don’tlearn.” David Armano
Think like a scientist
Essential
Optional
Observe and sift through qualitativedata like a Primatologist
You’re saying thatdonors areprimates?
Anthropologist * is a better metaphorArmano describes it as “digital anthropologist”
• Document on the fly
• Test and tweak
• Pick the right hard data points
• Harvest your insights
• Look at what other nonprofitsare doing in the space
• Pause for reflection time beforenext reiteration: How to improveresults?
A Process I’ve Used With All My FundraisingCampaigns
Document on the fly
I like to visuallydocument too …
Test and Tweak
Synthesize alongthe way – reflect inaction
Look at numbers .. Youstill have to measure toimprove
Harvest Insights
A few points about social media metrics
Well not dead, but it’s not all about page views
Create
Comment
ClickCollect
Critic
5
Engagement
Metrics
“We don’t really care about views as much as wecare about comments. If we get 1,000 video viewsthat is good. The comments are a focus group withour influencers. If they like it, they’ll spread it andthat helps get to our objectives.”
Jake Brewer
• Objective, audience, strategy and linkto your metric
• Pick the right ones!
• Numbers alone are meaningless
• Combine with other measures andqualitative data
• Harvest insights
Social Media Metrics
Adapt
http://www.flickr.com/photos/lwr/1408972724/
This is the hard part becauseyou have to get past mistakephobia
You have to be nimble
The Humane Society of the United States
Did they stop doing photo contests as a result?
Theyadapted …
ThankGod!
Carrie Lewis, HSUS
“Since this was our first run at a photopetition, it was difficult to get acrossexactly what we wanted people to dowithout writing a book. So every personwho needed help was answeredpersonally. This gave us a good idea ofhow to more clearly explain ourselvesnext time. “
3,000 submissions
Did it evolve?
Wisdom of the Crowds Meets Person-to-Person Fundraising
It is easier to adaptyour social mediaproject
Harder to changeorganizations
Summary
• Don’t take off your listening ears• Think like a primatologist• Evolution is a good thing
Small Group
Discussion the listen, learn, andadapt discussion questions
All sources and additional material can be found onthe WeAreMedia Wiki
WeAreMedia: Listeninghttp://www.wearemedia.org/Tactical+Track+Module+1
WeAreMedia: Metrics
http://www.wearemedia.org/Strategy+Track+Module+6
WeAreMedia: Experimentshttp://www.wearemedia.org/Tactical+Track+Module+6
If you remix this presentation,please add your remixed versionto the wiki.
Thank you
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