Northeast Arc

Achieving and Measuring Social Success

(for non-profits)

I Work for Lots of Mikes

• I bragged to a CEO client about our phenomenal Twitter growth stats once…

• Once…

So what???

The Good News

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/sterlic/4299633060/

You can measure everything…

The Bad News

You can measure everything…

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/sterlic/4299633060/

Have you ever tried to do any last-minute research on a day the Internet decides to stage a protest with a black-out?

By the way…

It’s not easy…

THE STEPS TO SUCCESSNortheast Arc – Todd Van Hoosear – @vanhoosear

Step #1: Define Success

1. Overall, and for each campaign, start by defining your conversion indicator• Donation?• Volunteer sign-up?• Information retrieval?

2. What are the leading indicators of progress toward this conversion?• Maybe # of Twitter followers is one of those, maybe not…

Image lifted shamelessly, then modified, from: http://www.frogloop.com/social-network-calculator

Worth It?

Step #2 – Calculate Risk Tolerance

• I’ve seen some great campaigns scuttled before they’ve even launched because of insufficient risk tolerance…

1. To succeed, you need to delegate…2. To delegate, you need to give up

control…3. To give up control, you need to

trust!Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/jon_a_ross/3392389382/

The more you trust, the more you risk, but the more you can achieve.

Step #3 – Inventory Your Assets

• Who and what do you have at your disposal currently to help– Champion the program?– Create content?– Engage with your community?–Measure the effectiveness of your program?– Escalate and respond to issues and

feedback?

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/lazzarello/4602738032/

What’s more effective: 10% of of 10 people’s time, or 100% of 1 person?

Step 4 – Find Tools & Techniques

• Discovery• Listening• Creating, Sharing &

Amplifying• Engagement &

Workflow• Automation*• Collaborating• Measuring & Reporting• Outsourcing*

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/jamarr/88716882/

* These can be extremely useful, but are also dangerous. Use with caution.

Step #5 – Create a Policy• Define clear

parameters for– Who your community

is– How you will engage

with them– How you will not

engage with them– How to delineate

official from unofficial communications

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/axis/1892931/

People will talk, no matter what. Equip them, don’t silence them.

Step #6 – Align Your Program

• Invest in a social media marketing specialist not to execute your program, but to design the right program for you given your answers to steps 1-5 above

Here are some different ways to think about your alignment…

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/a_brenden/578259595/

FRAMEWORKS FOR UNDERSTANDING SOCIAL SUCCESS

Northeast Arc – Todd Van Hoosear – @vanhoosear

The Four Ts

Non-profits need to understand and respect these four social media fundamental philosophical tenets:

• Technology• Time• Transparency• TrustFlickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/ilmatte/1891092762/

The Five Ls

Non-profits need to recognize that social media is a process. Don’t get ahead of yourself: crawl before you walk

• Lurk• Listen• Leverage• Lead• Learn

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/badwsky/3221448663/

The Four Cs

Pick one of these basic functions as your focus at first, then add more to the mix as you grow your program

• Content• Community• Conversation• Conversion

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/augustusoz/584678385/

The Seven Ss

Here’s another way to categorize all of the tools that are available to you

• Social Content• Social Networking• Social Sharing• Social Collaborating

• Social Intelligence• Social

Aggregation• Social CRM &

Measurement

Just a Few Tools

LURKING & LISTENING (THE PROCESS OF DISCOVERY)

Northeast Arc – Todd Van Hoosear – @vanhoosear

(Stare at that for too long and you’ll get dizzy…)

The Four Rs

Let’s focus on discovery: who do you follow, who do you reach out to given your limited resources? How do you measure influence?

• Reach (e.g., Klout)• Reputation (e.g., lists)• Relevance (should they care?)• Receptivity (don’t waste time)

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/earlg/160807760/

How to Target Your Influencers

• Find out who is in your “1%”

• Find out what your 1% likes to share

• Find out where your 1% goes to connect and share

• Find out what motivates your 1%

• Make your 1% famous

List lifted from April 15, 2010 article by Ben Straley in Mashable: http://on.mash.to/AoKxj2Image lifted from October 17, 2011 article by Rachelle Hruska in Guest of a Guest: http://bit.ly/A0DxH6

Non-Profit Social Media Influencers

• Beth Kanter - http://www.bethkanter.org/• Gary Vee - http://garyvaynerchuk.com/ • John Haydon - http://www.johnhaydon.com

/• Larry Blumenthal -

http://larryblumenthal.wordpress.com/

• Great Resource: http://philanthropy411.wordpress.com/2010/07/30/20-social-media-resources-for-nonprofits/

Add Your Own Influencers

• Google (but maybe not today)• Twitter Search:

http://search.twitter.com/• Twillow: http://twillow.com/ (Twitter)• Klout: http://klout.com/ (Twitter, etc.)• Ripples: http://bit.ly/xOi2rY

(Google+)• Slideshare: http://slideshare.com/ • LinkedIn Groups: http://linkd.in/y9YeYi

Start Listening: Twitter

1. Create a Twitter account if you don’t have one

2. Create a Twitter list (public or private) of your influencers– Maybe start here:

http://www.fenton.com/blog/twitter-top-list-of-non-profit-influencers/

3. Install TweetDeck or Hootsuite and add columns for– Tweets from these influencers– Search terms relevant to your community

Start Listening: Blogs

1. Get set up in Google Reader: http://reader.google.com/

2. Find the RSS feeds for each influencer’s blog

3. Add those RSS feeds to Google Reader and check it once a day

Tools, Tactics & Successes

• http://www.triplepundit.com/2011/11/social-media-nonprofits-step-step/

• http://www.slideshare.net/chadnorman/50-social-media-tactics-to-help-nonprofits-meet-their-mission

• http://www.smcitizens.com/ • http://www.arikhanson.com/2011/03/

09/3-non-profit-social-media-case-studies-that-deserve-center-stage/

• http://convio.com/

There’s So Much More…

But only so much time…

Parting Shot

Despite all this talk about social media, the most effective tool for reaching, engaging and motivating your community is still EMAIL.!

@

Northeast Arc

Achieving and Measuring Social Success

THANK YOU.!

Todd Van Hoosear@vanhoosearvanhoosear@gmail.comhttp://itsfreshground.com/+1.617.326.3211

This presentation will be available online tonight at:

http://www.slideshare.net/

vanhoosear