measuring and managing a social media presence
DESCRIPTION
NASAA ConferenceTRANSCRIPT
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Measuring and Managing A Social Media Presence
Beth KanterAuthor, Speaker, and Trainer
November, 2014 - PIO Peer Session
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Beth Kanter: Master Trainer, Author, and Blogger
@kanter
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• To leave the room with one idea to develop and try
Agenda OUTCOMES
• Interactive
• Co-Learning
FRAMING
Measuring and Managing Social Media Presence
http://bethkanter.wikispaces.com/nasaa-pio
-Strategy-Content Optimization-Measurement-Time Saving Tips
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So many questions! Only 30 minutes!
http://bethkanter.wikispaces.com/nasaa-pio
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CRAWL WALK RUN FLY
Networked Organizations: Maturity of Practice
Linking Social with Results and Networks
Pilot: Focus one program or channel with measurement
Incremental Capacity
Ladder of Engagement
Content Strategy
Informal Champions Strategy
Best Practices
Measurement and learning in all above
Communications Strategy Development
Network Mindset and Map
Culture Change
Network Building
Formal Champions – internal/external Strategy
Multi-Channel Engagement, Content, and Measurement
Reflection and Continuous Improvement
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Maturity of Practice: Crawl-Walk-Run-Fly
Categories PracticesCULTURE Networked Mindset
Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping
1 2 3 4
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Survey Response: Integrated Social Media Strategy
• Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned.
• Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels.
• Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and informal champions/influencer program and working with aligned partners. Uses more than two social media channels.
• Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions (Internal/external) influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.
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SMARTER SOCIAL MEDIA: POST FRAMEWORK
Flickr Photo: graceinhim
POST
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POST APPLIED: MENTALHEALTH.GOV
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PEOPLE: Artists and people in their neighborhood
OBJECTIVES: Increase engagement by 2 comments per post by FY 2014Content analysis of conversations: Does it make the organization more accessible?
Increase enrollment in classes and attendance at events by 5% by FY 201410% students /attenders say they heard about us through Facebook, Instagram, or Twitter
STRATEGYShow the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations.
TOOLSFocused on Facebook, Twitter, and Instagram to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
POST APPLIED: ARTS NONPROFIT
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• Who are they? • What social channels do they use?• What are info are they currently seeking?• What are they sharing on social channels?• What influences their attitudes?• What influences their decisions?• What’s important to them?• What do they care about?• What makes them act?
POST: PEOPLE - KNOW YOUR AUDIENCE
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• Arts Attenders• Arts Donors• Arts Advocates
CONSUMERS
• Policy makers• Journalists• Civic/Biz Leaders
INFLUENCERS
• Grantees• Arts Nonprofits• Artists
ORGANIZATIONS
POST: DEFINE YOUR AUDIENCE
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Consumers: The Landscape of Social Media Users in the US
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Audience Perception VS Reality
http://www.bethkanter.org/social-research/
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Important Social Sites for Nonprofits
Source: Nonprofit Marketing Guide
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Nonprofits Use of Social Media
Source: Nonprofit Marketing Guide
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Nonprofits Use of Social Media
Source: Nonprofit Marketing Guide
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Influencers: Journalists
Source Washington Post
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Influencers
• What do you want to accomplish w/ influencer engagement via social?
• Identify policy makers that are your influencers
• Find and follow them on social media channels
• Evaluate if feeds are being used• Monitoring their streams• Engage with them as appropriate• Measure, Refine, and Repeat
4,5,6
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Summarize Your Insights: Use Personas
RESEARCH
• Analytics• Audience
Data• Survey• Interviews
PERSONA
• Name• Define
Needs• Segment• Create
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POST: DEFINE OBJECTIVES and METRICS
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OBJECTIVE METRICIncrease donations % reduction in cost per dollar
raisedIncrease donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness,% increase in visibility/prominence
Improve relationships with existing audiences
% improvement in relationship scores,% increase in donation from existing donors
Improve engagement with stakeholders
% increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc.
Change in behavior % decrease in bad behavior, % increase in good behavior
Change in attitude about your organization
% increase in trust score or relationship score
POST: DEFINE OBJECTIVE AND METRICS
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Monitor Engage
Content Champions
POST: SOCIAL STRATEGY
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United Ways of California www.unitedwaysCA.org
Editorial Calendar Template: http://www.lightboxcollaborative.com/2015-editorial-calendar
POST: EDITORIAL CALENDAR
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POST: CONTENT OPTIMIZATION FOR SOCIAL
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POST: CONTENT OPTIMIZATION FOR SOCIAL
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Social Content Optimization
• Focus on publishing high-quality, engaging, relevant content
• Optimize sharing widgets• Timing and Frequency• Write headlines 25x• Use images/visuals, but
vary type of content and test
• Clear to call to action• Test, Test, Test
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POST: CONTENT OPTIMIZATION FOR SOCIAL
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Social Content Optimization
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• Write 25 headlines, pick the best ones to test• Don’t give it all away in the headline• Also, don’t give it all away in the excerpt,
share image, or share text• Don’t be shrill. Don’t form an opinion for the
end user. Let them do that• Don’t depress people• And don’t over-think it. Some of your
headlines will be terrible. Accept it and keep writing
• Lastly, be clever. But not TOO clever
More Headline Tips: http://www.scoop.it/t/content-and-curation-for-nonprofits/?tag=Headlines
Social Content Optimization
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Write Better Headlines
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Result Metrics Analysis QuestionConsumption Views
ReachFollowers
Does your audience care about the topics your content covers? Are they consuming your content?
Engagement Re-tweetsSharesComments
Does your content mean enough to your audience for them to share it or engage with it?
Action ReferralsSign UpsPhone Calls
Does your content help you achieve your goals?
Revenue DollarsDonorsVolunteers
Does your content help you raise money, recruit volunteers or save time?
Measuring Your Content
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Facebook: Measuring Reach and Engagement
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Centre Gives & Social Media Strategy Increase Website Traffic/Donors
Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and August spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. A media strategy supported by social media has significantly increased our monthly website visits.
2013 Jan
Feb March April May Jun July Aug Sept Oct Nov Dec 2014 Jan
Feb March0
200
400
600
800
1000
1200
1400
1600
1800
All Traffic
On average, 65% are
NEW visitors.
2013 Centre Gives
Internal Champions
Google Analytics: Traffic Referrals
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Social Media: Time Box Tasks
MINUTES TASK
20 Browse and Engage
15 Monitor
5 Post
20 Analyze
15 Schedule
• Use your mobile phone for browse and engage
• Use “found time” in between meetings
• Use scheduling tools and automation
• Batch create content
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Social Media: Use Automation Tools Wisely
• Don't automate everything• Automate repetitive tasks• Automate at ideal times• Automate a mix of content
types• Automate evergreen
content• Maintain a live presence to
respond• Automate during vacations
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Takeaways: Share Pairs • Implement: What’s one tip or technique
that you can put into practice next week to improve your social media strategy?
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Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter