data: strategy and storytelling

Data! Strategy & Storytelling

AgendaBecoming Data-Driven

1. Community Mapping2. Content Planning3. Metrics & Reporting

Storytelling with Data1. Tools2. Case Study

DEFINITIONS

Definitions: Community vs Network

Definitions: Social Media

Definitions: Data

Definitions: DIY

BECOMING DATA-DRIVEN

Data-Driven: Measure, everything

Data-Driven: Understand Goals

Data-Driven: Use the Sweet Spot

COMMUNITY MAPPING

Community Mapping

Community Mapping: Step 1 - GroupsQuestions to ask:Do different programs or departments connect

with different groups?Do services or products target different groups?How would you describe your community or

audience to someone unfamiliar with your work, and if it is relevant to them?

Community Mapping: Step 2 - GoalsQuestions to ask:Why does the community continuing needing your

services, programs or work?What is in it for others to participate?

-----What do you need help with or involvement from

the community to do?How can your work improve with engagement?

Community Mapping: Step 3 ToolsQuestions to ask:Where does this group already talk or engage

online?Which tools are most appropriate to the kind of

message or content?What kind of engagement is required to match the

goals?

Community Mapping: Complete

CONTENT MAPPING

Content Planning

Content Planning: Step 1 – ContentExamples:Program or service updates/changesStaff announcementsJobs Volunteer opportunitiesFundraisersEvents

Content Planning: Step 2 – GoalsExamples:Increase visibility of the organizationIncrease participationRaise fundsBuild leadershipFind sponsors or partnersRecruit volunteersBuild community

Content Planning: Step 3 – OutletsExamples:Newsletter or mailingEmail newsletterTwitterFacebookLinkedInWebsiteBlog

Content Planning: Complete

METRICS & REPORTING

Metrics

Metrics: Analytics

Metrics: Alerts

Metrics: Tracking

Metrics: ReportingInternal reporting:• Weekly metrics for various platforms• Add metrics as you go• Look at long term, not just short term changes• Monthly reporting of trends and insights

External reporting:• Share when there is something worth sharing• Reporting context, not just numbers• Ask for input and feedback• Highlight where others can get involved

STORYTELLING WITH DATA

County Sin Ranking

Casualties

TOOLS

Tools: Google Earth

Hard-to-understandpublic notice of

redwood logging plan Plan remapped in Google Earth

Impact: Stopped the plan

Neighbours Against Irresponsible Logging (NAIL)

Open Street Map

SeeClickFix

Ushahidi

CASE STUDY

To Mama With Love

Join To Mama With LoveGet in on the love!

Want in on the action? There’s a secret team conspiring behind the scenes preparing this year’s launch. If you want to join in, send me an email and I’ll send you the secret link to join us!

amy@nten.org

Photo CreditsSlide 2: http://www.flickr.com/photos/comedynose/4230176889/Slide 4: http://flickr.com/photos/efleming/237379252/Slide 5: http://www.flickr.com/photos/ivanwalsh/3677282034/Slide 6: http://www.flickr.com/photos/grapecity/4237886048 Slide 7: http://www.flickr.com/photos/lenore-m/806037362Slide 9: http://www.flickr.com/photos/aussiegall/286709039Slide 10: http://www.flickr.com/photos/scott06/4156991609/Slide 13: http://xkcd.com/256/Slide 18: http://www.flickr.com/photos/7819129@N07/ Slide 25: http://www.flickr.com/photos/49333515@N03/5244045076/

ResourcesTemplates:Community Map Template: http://bit.ly/DIYcommunity Content Map Template: http://bit.ly/DIYtemplate Metrics Template: http://bit.ly/DIYmetrics

Research & Tools:http://www.nten.org/research/2011-enonprofit-benchmarks-studyhttp://www.nten.org/research/2011-nonprofit-social-networking-benchmark-

reporthttp://www.nten.org/research/lets-talk-how-open-apis-can-change-how-nonprofits-manage-

datahttp://www.tweetwhen.com/http://www.makeuseof.com/tag/awesome-free-tools-infographics/

ResourcesBlog Posts:http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-your-organization/http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-energize-your-base/http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.htmlhttp://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-systems-smms/

http

://www.wildapricot.com/blogs/newsblog/archive/2010/05/25/make-your-own-infographic.aspx

NTEN Membership

Questions & Discussion

What data do you already have?

What story is most compelling?

What is the single most important action?

THANKS! AmySampleWard.orgNTEN.org SocialBySocial.com

@AmyRSWard

amy@nten.orgamy@amysampleward.org