Measuring and Managing A Social Media Presence

Beth KanterAuthor, Speaker, and Trainer

November, 2014 - PIO Peer Session

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

• 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

So many questions! Only 30 minutes!

http://bethkanter.wikispaces.com/nasaa-pio

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

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

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.

SMARTER SOCIAL MEDIA: POST FRAMEWORK

Flickr Photo: graceinhim

POST

POST APPLIED: MENTALHEALTH.GOV

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

• 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

• Arts Attenders• Arts Donors• Arts Advocates

CONSUMERS

• Policy makers• Journalists• Civic/Biz Leaders

INFLUENCERS

• Grantees• Arts Nonprofits• Artists

ORGANIZATIONS

POST: DEFINE YOUR AUDIENCE

Consumers: The Landscape of Social Media Users in the US

Audience Perception VS Reality

http://www.bethkanter.org/social-research/

Important Social Sites for Nonprofits

Source: Nonprofit Marketing Guide

Nonprofits Use of Social Media

Source: Nonprofit Marketing Guide

Nonprofits Use of Social Media

Source: Nonprofit Marketing Guide

Influencers: Journalists

Source Washington Post

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

Summarize Your Insights: Use Personas

RESEARCH

• Analytics• Audience

Data• Survey• Interviews

PERSONA

• Name• Define

Needs• Segment• Create

POST: DEFINE OBJECTIVES and METRICS

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

Monitor Engage

Content Champions

POST: SOCIAL STRATEGY

United Ways of California www.unitedwaysCA.org

Editorial Calendar Template: http://www.lightboxcollaborative.com/2015-editorial-calendar

POST: EDITORIAL CALENDAR

POST: CONTENT OPTIMIZATION FOR SOCIAL

POST: CONTENT OPTIMIZATION FOR SOCIAL

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

POST: CONTENT OPTIMIZATION FOR SOCIAL

Social Content Optimization

• 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

Write Better Headlines

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

Facebook: Measuring Reach and Engagement

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

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

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

Takeaways: Share Pairs • Implement: What’s one tip or technique

that you can put into practice next week to improve your social media strategy?

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter