Post on 22-Nov-2014
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By Danielle BrigidaNational Wildlife Federation
@starfocus
Confession: I’m a Wildlife and Technology Geek
Learning about the
environment is FUN!
Why We’re Here…
Important Social Sites for Nonprofits
Source: Nonprofit Marketing Guide
Where Nonprofits are Experimenting
Source: Nonprofit Marketing Guide
Types of Social Media
Source: Altimeter
Social Media Objectives• Researching and Learning• Building Relationships• Improving Reputation• Generating Content• Increasing Awareness• Driving Traffic• Taking Action• Sales• Fundraising
National Wildlife Federation
Reasons NWF is Active on Social
Fire = Criticism
Earth = Relationships
Flood = Support
Typical Behaviors on Social Media
Social Media Participation Chart by Oversocialized
Owned Social Media Tips for Branded Accounts
Take the Time to Learn the Communities
• Listen All the Time• Be Responsive• Add Value• Spark Discussion• Be Present • Follow the Passion• Provide
Visuals, Messagesand an Action
Art of Quality Conversations
• Speak Less- Listen More• Develop Your Sense of Humor• Know Your Current Events• Keep Track of Interesting Experiences• Be a Bearer of Good Tidings• Keep Comments Short and To the Point
Improving Reputation
• Customer Service Help• Correcting Misinformation• Providing Relevant Information• Receiving Feedback
We Remember To…• Listen and set goals• Focus on audience• Be relevant• Track and analyze • Learn and adapt
We Do NOT Just “Push it Out”
Facebook Insights
• Know your popular posts• Find timing that works• Follow algorithm trends• Think of your audience first
Twitter: Personal and Professional
Personal
Professional
We Cater to Passion and Audience
Our Techniques Grow and Adapt
Add Social Elements to Current Programs
Make it Easy to Share Your Content
addthis.com or sharethis.com
Repurpose, Alter, & Crowdsource
We Work to be a Reliable Resource
Social Media Isn’t Free– but Use the Technology
The Reality of Facebook
• Difficult to foster community• Challenging to connect with individuals• Few people interact with brands• Low response to advertisements
Hone Your Maintenance and Outreach
Organize Friends, Followers and Fans
Empower Staff, Volunteers and Advocates
Linkedin: Groups and Page
5 Ways Linkedin is Better Than a Rolodex
• Public Contacts• Understand Your Network• Search for People• Aggregate Job Updates• Stay Connected
Convert Career Seekers
We will periodically Encourage our career seeking traffic to our page or groups on LinkedIN
Encourage Sharing Volunteer Info
Advisory Groups and Boards
Experiment with Groups
• Invest Time• Monitor Posts• Keep alumni
and job seekers in the loop
• Offer Resources
Moderation Takes Time
Group Statistics Offer a Glimpse at Your Audience
Company Pages
• Post Job Updates• Experiment with content• Interact with donors• Engage with volunteers
Build Out Staff Profiles as Touch Points
Track Personal Stats
Social Media Management vs. Achieving Broader Goals
Make Sure People Can Find You…
http://wefollow.com/http://twellow.com
Be Reciprocal! (Mutualistic and Symbiotic)
Photo by James Jordan, Flickr
Learn from the Community
@klsnature
We Use Tools Like Yammer and Facebook to Organize Internally
Work to Strengthen Current Programs
Celebrate the little victories!
No Need to Run and Hide (but do take a break!)
Content and Visuals: Crucial to the Social Media Ecosystem
Use Powerful Imagery – Engage Your Community
Be smart about what you choose to make into an Infographic!
Legal Places to Get Images
• Your Staff• Your Community • http://list.ly/list/703-free-stock-or-low-cost-im
age-sites
Places to Edit Images for Social
• Pixlr• PicMonkey• Liveluvcreate• Canva
Awesome Screenshot:https://chrome.google.com/webstore/detail/awesome-screenshot-captur/
alelhddbbhepgpmgidjdcjakblofbmce?hl=en
Building Out Our Presence
• Picking visual elements of your work• Providing visuals along with resources• Tracking Pinterest referral traffic to our site• Have fun and communicate with others!• Make more content out of “what’s working”
Experimenting with Boards
Use Pinterest Search to Find Inspiration
Pinterest Search
Audience Specific Boards
• Activism• Shopping• Crafts/Recipes• Photography• Gardening• Fun
Donors, Partners & Programs
Equipping Your Website
Make Things Pin-able
Share Boards and Collaborate
Keep Things Light and Useful
Pinterest Analytics
Meet Instagram
• Twitter for Photos• Relies heavily on #hashtags• 57% of US adult Instagram users
visit the site once a day• 40M photos are uploaded Daily
Instagram Tips
• Listen to keywords and hashtags• Make the most of events and on-the-ground• We take the fun/beautiful approach• Make the most of trends• Create content based on popular content
Using Instagram to Listen
• Iconosquare• Tagboard• Hashatit
Iconosquare: Instagram Tracking
Use Search Results as Next Steps for Outreach
Visual Sites to Explore
Tumblr Flickr
#WildlifeSelfies are Lighthearted and Promote Talented Photographers
Youtube: Channel Metrics
Individual Video Metrics
Always Remember Goals
Inspire Americans To Protect Wildlife For Our
Children’s future
Photographs Getting Outdoors
Watching for Wildlife
Google+
Flickr
National Wildlife Photo Contest
We Empowered Our Supporters Through Visual Content
We Selected Our Measurement Tools
• Google Analytics/Adobe– Trackbacks– Referrers– Social/Content Tracking
• Bitly • Sharethis.com• Source-coded links
2013 Photo Contest Results
• 3,000 people entered 32,000 photos• 10,300 were donated• Users cast 646,000 votes • Over 150,000 Page views
from Facebook
• What is visual about your current work?
Take a moment and discuss with your neighbor ways your work could translate on social media through images.
Creative Storytelling and Visual Elements
Break Time!
How are you listening?
Search Keywords • Organization’s Name• Key individuals• Branding mistakes• Program references• Important subjects
Referring Traffic• Google Analytics• Facebook insights
Community, Network, and Crowd
Start With Your Community:Know Your Most Active Social Supporters
Research Those Who Already Love Your Cause
You Use Search All the Time
Just RSS Your Search Results!RSS = Real Simple Syndication
Research Social Media Search Sites
• Blogs– Icerocket– Google Blog Search– Technorati
• Facebook/Twitter– Search.twitter– Social Mention– Mention.net– Boardreader– RSS Notifications
Organize with Tags Feedly.com
Now That you’ve listened…
•Comment and Respond•Show Respect•Ask Questions•Offer Value!
Common Response to Social Measurement
Just Remember:Good Measurement Leads to Action
• Don’t stop at measuring what’s easy• Ask tough questions• Learn tool capability and experiment
And Always Remember Why You’re There
Reach Reach
EngagementEngagement
RevenueRevenue
Ways to Measure Your Objective• Research and Learning
Develop monitoring dashboard
• Build Relationships/Increase Awareness # fans or number of followers
• Improve Reputation Survey results
• Content Generation # of
passionate bloggers
• Drive Traffic Increase time on site, page views
• Actions Taken # of comments, tweets, etc
• Fundraise or Sell # of dollars directly and indirectly
Important Questions
• Who are you trying to reach?• Where do they currently interact online?• How much capacity do you have and how will
you add value?• What would “success” look like?• When will you report back?
Facebook Insights: Audiences
Facebook Insights: Referrers
Facebook Insights: Exporting Data
Twitter Analyticshttps://analytics.twitter.com
Twitter Analyticshttps://analytics.twitter.com
Profile Details: Twtrland
Twtrland: Create a Profile and Explore
Other Twitter Measurement Tools• Twittercounter• TweetBeep• Followerwonk• Klout • Monitter• Topsy• Retweet Rank
Many Free Tools Require a Login
• Manageflitter• Socialbro• Tweetreach• Twazzup• Twitonomy• Rt.ly
There are Tons of Ways to Measure Twitter Specific Metrics
• Crowdbooster – mentions, replies & followers• Hootsuite – mentions, replies & followers• Twitter Counter - # of followers• Rowfeeder - mentions• Topsy and Topsy Analytics
Additional Free Social Reports• Simplymeasured• Socialbakers• Quintly
Measuring Content Clicks
• Bit.ly• Bufferapp• Hootsuite
Measuring Earned Social Media
• Shared Content: Sharethis & Addthis• Web Analytics (ex. Google, SiteCatalyst)• Trackbacks or Linkbacks• RSS Reader (Feedly, Digg Reader)• Mentions (Mentions.net)
Track Content Sharing – not just visits
Don’t be afraid–Explore Web Analytics
Ex: Pages•Pageviews•Subscribers•Shares
Ex. Site Sections•Pageviews•Subscribers•Entrance paths
Familiarize Yourself with Social Performance
Track Top Content By Social Site
Explore Social Features: Trackbacks
Track links ahead of time: Tool: URL Builder
Tagboard – search hashtags
BuzzSumo: See Popular Content on a Site
Tackling Social Measurement with a Small Budget
• Crowdbooster ($9 a month) • Bufferapp ($8.50 a month)• Hootsuite ($8.99 a month)
It’s VERY Important to Stay Organized
Create Your Own Excel or Google Drive Tracking System
Some of Our Social Media Reports
Works to Build Respect, Accountability and Actionable Next Steps
Quarterly Report Campaign Specific Report
Frequency and Audience
• Audience: All Staff• Quarterly• It’s Always Changing• Encourages next steps• Worth Reading EVERY
Time
Main Sections of the Report
• Increasing Reach - # of followers, fans• Engagement Stats – Most shared posts• Traffic from Social Sites – Pageviews or visits• Revenue Stats – If any are applicable• Key Lessons Learned (Crowdsourced from Staff)• Trends and Industry News• Tips of the Quarter• Social Media Mentions
Report Sample National Wildlife Federation Increased from 124,343 to 136,486*139 new likes per day @NWF Followers: Increased from 126,397 to 146,762*229 new followers per day National Google+ Followers: Increased from 246,947 to 294,020*517 new followers per day
Q1 2013 Q2 2013 Q3 2013 Q4 20130
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
FacebookTwitterGoogle+
Collect Qualitative Data Too
Analyze Don’t Regurgitate
• Pick metrics to measure ahead of time• Evaluate over time• Identify anomalies • Tell a story with your data• Track metrics that matter
Listen, Communicate, Create, TrackTime on Social Media
ListeningCommunicatingCreating/ExperimentingTracking
30%
30%
25%
15%
Follow Helpful Resources
http://www.Bethkanter.org http://www.mashable.com http://www.socialbrite.org/
http://www.johnhaydon.com/
Questions?
Danielle BrigidaSr. Manager of Social StrategyNational Wildlife Federation@starfocus
Judy N, Flickr