measuring and managing a social media presence

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  • 1. Measuring and ManagingA Social Media PresenceBeth KanterAuthor, Speaker, and TrainerNovember, 2014 - PIO Peer Session

2. Beth Kanter: Master Trainer, Author, and Blogger@kanter 3. Measuring and Managing Social Media PresenceAgenda OUTCOMES To leave theroom with oneidea to developand tryFRAMING Interactive Co-Learning-Strategy-ContentOptimization-Measurement-Time Saving Tips 4. So many questions!Only 30 minutes! 5. Networked Organizations: Maturity of PracticeCRAWL WALK RUN FLYLinking Social withResults andNetworksPilot: Focus oneprogram or channelwith measurementIncremental CapacityLadder ofEngagementContent StrategyInformal ChampionsStrategyBest PracticesMeasurement andlearning in all aboveCommunicationsStrategyDevelopmentNetwork Mindsetand MapCulture ChangeNetwork BuildingFormal Champions internal/external StrategyMulti-Channel Engagement,Content, and MeasurementReflection and ContinuousImprovement 6. Maturity of Practice: Crawl-Walk-Run-FlyCategories PracticesCULTURE Networked MindsetInstitutional SupportCAPACITY StaffingStrategyMEASUREMENT AnalysisToolsAdjustmentLISTENING Brand MonitoringInfluencer ResearchENGAGEMENT Ladder of EngagementCONTENT Integration/OptimizationNETWORK Influencer EngagementRelationship Mapping1 2 3 4 7. Survey Response: Integrated Social Media Strategy Consideration of communications strategy with SMART objectives andaudiences and strategies for branding and web presence. Social Media isnot fully aligned. Strategic plan with SMART objectives and audiences for branding andweb presence, include strategy points to align social media for one or twosocial media channels. Strategic plan with SMART objectives and audience definition. Includesintegrated content, engagement strategy, and informalchampions/influencer program and working with aligned partners. Usesmore than two social media channels. Strategic plan with SMART objectives and audience definition. Includesintegrated 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 testingand adopting social media channels. 8. SMARTER SOCIAL MEDIA: POST FRAMEWORKFlickr Photo: graceinhim 9. POST APPLIED: MENTALHEALTH.GOV 10. POST APPLIED: ARTS NONPROFITPEOPLE: Artists and people in their neighborhoodOBJECTIVES:Increase engagement by 2 comments per post by FY 2014Content analysis of conversations: Does it make theorganization more accessible?Increase enrollment in classes and attendance at events by5% by FY 201410% students /attenders say they heard about us throughFacebook, Instagram, or TwitterSTRATEGYShow the human face of artists, remove the mystique, getaudience to share their favorites, connect with otherorganizations.TOOLSFocused on Facebook, Twitter, and Instagram to use bestpractices and align engagement/content with other channelswhich includes flyers, emails, and web site. 11. POST: PEOPLE - KNOW YOUR AUDIENCE 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? Whats important to them? What do they care about? What makes them act? 12. POST: DEFINE YOUR AUDIENCE Arts Attenders Arts Donors Arts AdvocatesCONSUMERS Policy makers Journalists Civic/Biz LeadersINFLUENCERS Grantees Arts Nonprofits ArtistsORGANIZATIONS 13. Consumers: The Landscape of Social Media Users in the US 14. Audience Perception VS Reality 15. Important Social Sites for NonprofitsSource: Nonprofit Marketing Guide 16. Nonprofits Use of Social MediaSource: Nonprofit Marketing Guide 17. Nonprofits Use of Social MediaSource: Nonprofit Marketing Guide 18. Influencers: JournalistsSource Washington Post 19. Influencers What do you want to accomplishw/ influencer engagement viasocial? Identify policy makers that areyour influencers Find and follow them on socialmedia channels Evaluate if feeds are being used Monitoring their streams Engage with them as appropriate Measure, Refine, and Repeat4,5,6 20. Summarize Your Insights: Use PersonasRESEARCH Analytics AudienceData Survey InterviewsPERSONA Name DefineNeeds Segment Create 21. POST: DEFINE OBJECTIVES and METRICS 22. POST: DEFINE OBJECTIVE AND METRICSOBJECTIVE METRICIncrease donations % reduction in cost per dollarraisedIncrease donor base % increase in new donorsIncrease number of volunteers % increase in volunteersIncrease awareness % increase in awareness,% increase invisibility/prominenceImprove relationships with existingaudiences% improvement in relationshipscores,% increase in donation fromexisting donorsImprove engagement withstakeholders% increase in engagement(comments on YouTube, shareson Facebook, comments onblog, etc.Change in behavior % decrease in bad behavior,% increase in good behaviorChange in attitude about yourorganization% increase in trust score orrelationship score 23. POST: SOCIAL STRATEGYMonitor EngageContent Champions 24. United Ways of Californiawww.unitedwaysCA.orgPOST: EDITORIAL CALENDAREditorial Calendar Template: 25. POST: CONTENT OPTIMIZATION FOR SOCIAL 26. POST: CONTENT OPTIMIZATION FOR SOCIAL 27. Social Content Optimization Focus on publishing high-quality,engaging, relevantcontent Optimize sharing widgets Timing and Frequency Write headlines 25x Use images/visuals, but varytype of content and test Clear to call to action Test, Test, Test 28. POST: CONTENT OPTIMIZATION FOR SOCIAL 29. Social Content Optimization 30. Social Content Optimization Write 25 headlines, pick the best ones to test Dont give it all away in the headline Also, dont give it all away in the excerpt,share image, or share text Dont be shrill. Dont form an opinion for theend user. Let them do that Dont depress people And dont over-think it. Some of yourheadlines will be terrible. Accept it and keepwriting Lastly, be clever. But not TOO cleverMore Headline Tips: 31. Write Better Headlines 32. Measuring Your ContentResult Metrics Analysis QuestionConsumption ViewsReachFollowersDoes your audience care about the topics yourcontent covers? Are they consuming yourcontent?Engagement Re-tweetsSharesCommentsDoes your content mean enough to youraudience for them to share it or engage with it?Action ReferralsSign UpsPhone CallsDoes your content help you achieve your goals?Revenue DollarsDonorsVolunteersDoes your content help you raise money, recruitvolunteers or save time? 33. Facebook: Measuring Reach and Engagement 34. Google Analytics: Traffic ReferralsCentre Gives & Social Media Strategy Increase Website Traffic/Donors1800160014001200100080060040020002013Jan2013Centre GivesInternalChampionsFeb March April May Jun July Aug Sept Oct Nov Dec 2014JanOn average,65% areNEWvisitors.Feb MarchAll TrafficBefore the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May andAugust spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. Amedia strategy supported by social media has significantly increased our monthly website visits. 35. Social Media: Time Box TasksMINUTES TASK20 Browse and Engage15 Monitor5 Post20 Analyze15 Schedule Use your mobile phone for browseand engage Use found time in betweenmeetings Use scheduling tools andautomation Batch create content 36. Social Media: Use Automation Tools Wisely Don't automate everything Automate repetitive tasks Automate at ideal times Automate a mix of contenttypes Automate evergreencontent Maintain a live presence torespond Automate during vacations 37. Takeaways: Share Pairs Implement: Whats one tip or techniquethat you can put into practice next weekto improve your social media strategy? 38. Thank you! on Twitter


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