JD Lasica Founder, Socialbrite.org [email protected] June 27, 2012
Using social media to build community & measure impact
Who is this guy anyway?Chief strategist, Socialbrite
Spoken at the UN, Harvard, Stanford, MIT, Cannes Film Festival and at events in Paris, Milan and Seoul.
Named one of the Top 40 Silicon Valley Influencers, one of the Top 100 Social Media Influencers and one of Top 100 Media Bloggers.
Co-founded Ourmedia.org, the first free video hosting site (before YouTube) About 17,000 followers on Twitter at @jdlasica
What we’ll cover today
Lay the foundationCreate a strategyFacebookTwitterStorytellingBuild communityMobileMetrics: Goals, SEO & keywords, Google Analytics, Facebook Insights Q&A, hugs, tearful goodbyes
Relax!http://socialbrite.org/etr
Creative Commons BY photo on Flickr by Tom@HK
(Your homework assignment!)
BlogsSocial networksMicroblogs (Twitter)Online video Curation (Pinterest)WidgetsPhoto sharing PodcastsVirtual worldsWikisSocial bookmarkingForumsPresentation sharing
T H E E C O S Y S T E M
Types of social media
150 million active blogs; 1 million blog posts created per day
YouTube, Facebook, Wikipedia, VEVO, Twitter are among top sites in world
Facebook: 900+ million active members
Twitter: 150 million active users, 250 million+ tweets per day
Google+: On track to 400 million users
YouTube: 3 billion videos watched per day
8 trillion text messages sent in 2011
Staggering growth
http://socialbrite.org/sharing-center
R E S O U R C E S
Socialbrite Sharing Center
1. Raise public awareness of your mission or cause2. Raise funds for a cause or campaign3. Reach new constituents or supporters4. Build a community of champions5. Recruit volunteers6. Get people to take real-world actions7. Enhance existing communications programs 8. Involve the community in decision-making9. Advance your organization’s mission in other ways
How can nonprofits use social media?P R E P W O R K : E S T A B L I S H B U S I N E S S G O A L S
10. Have fun!
Social media is a marathon, not a sprintDo you have buy-in from top management?Do you have a social media policy or guidelines?Do you have a Strategic Plan in place?Have you researched your audiences/community?Have you identified & trained your team members?Do you have an idea worth spreading?Have you built a program before you turn to a campaign?
L A Y T H E G R O U N D W O R K
Before you plunge in ...
Boil down your cause to a strong, single sentence
Vittana:Help anyone go to college
Alter Eco:Support fair trade
ActBlue: Elect progressive candidates
DonorsChoose: Support public classrooms in need
Have you defined a clear theme?
Begin with a strategy document
360° assessment of social media capabilities
Spell out business goals
Identify online community
Proposed use of social tools & platforms
Recommendations on expanded capabilities
Lay out metrics program
Competitive/peer analysis
Elements of a Strategic Plan
Create a listening post
900 million members worldwide — 70% of Americans on Facebook use it every day
0
300
600
900
20042005
20062007
20082009
20102011
TodayFacebook’s global growth rate, 2004-2012, in millions
Facebook: The social networkF A C E B O O K
Get into those news feeds!edgerankchecker.com
Article: http://bit.ly/edgerank-checker
F A C E B O O K
How to get more engagementKeep your posts short & simplePost visually appealing content Include calls to action, including SharesAsk questions the right wayUse fill-in-the-blank postsBe topical & relevantMake it easy to share outside of Facebook
F A C E B O O K T I P S
Facebook’s Timeline
Public figure pages
Secret groups on Facebookfacebook.com/groups
Staff should be trained on how to use Twitter.Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing.Be yourself, be conversational, lose the marketing jargon.Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts.#1 traffic driver: retweets. Use ‘Please RT’ strategically.Tweets with a URL are 3x more likely to be retweeted.Twitter drives 4%+ of traffic to NY Times, 10% to AOL, MSN.
Make Twitter work for youT W I T T E R
JD’s 60-30-10 Twitter rule
60% retweets, pointing to value, sharing other voices
30% responding, connecting
10% promoting, announcing
Twitter Advanced Search
Search by location
Tweeting about breast cancer in LA
The power of storytelling
Cave drawing, Lascaux, France, 17,000 years ago
C O N T E N T S T R A T E G I E S
Conversation follows interesting content
Be the blue fish!
Don’t look now but you’re a content creator! Using Animoto
Create lightweight mediaS T O R Y T E L L I N G
Create an Events CalendarKey off both internal events & community events
sfgoodwill.org/community/
P R O D U C T I O N P R O C E S S E S
Map out a weekly or monthly game plan
Create an Editorial Calendar
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
Use personal storytelling
here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a
sword. A community will fall on a sword for you.
— Chris BroganAuthor, “Trust Agents”
Build community, not eyeballsU S E Y O U R C O M M U N I T Y
Don’t be like this guy!
Creative Commons photo on Flickr byJason Means
Don’t do all the heavy lifting
350.org
Involve your supporterslivestrong.org
C A S E S T U D I E S
Find your champions!
Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet.Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.Scope out Twitter Lists that intersect with your organization or social cause.Useful tools: Klout, SocialMention, Google Analytics.
Generate an Attention Wave
Use social love handles!
WordPress & its plug-insOpen Office, Google docsDrupal, Joomla
Free content! Free resources!
Free services!
Free photos Free videos (eg, TED talks)Free music & audio
Socialbrite.org/sharing-centerCreativecommons.orgTechsoup
Free expertise!BarCampPodCampWordCampSocial Media ClubFree software & platforms!
Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits
The awesome power of free
Creativecommons.org• Rich source of free commercial & noncommercial images
• Flickr: 228 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses
• Use them for your blog, website, email or print newsletter, presentations, etc.
• Don’t just take. Share!
flickr.com/creativecommons
Don’t overlook mobileNew Goodwill Bay Area app
Text 'jdlasica' to 50500
Create your own at http://contxts.com
Create a mobile calling cardE X E R C I S E
Is your site mobile-ready?WPtouch Pro & UppSite for mobile phones, Onswipe for iPad
Why measure?Because ‘data is better than gut’
Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
P A R T 2 : M E T R I C S
For internal & external reasonsInternal purposes:
Inform decision-making about your brand or cause
Testing messages or products before launch
Market research into constituents, supporters, volunteers
Data about supporters’ giving habits
External purposes:
charity: water
ACTIONFunnel of love
INSIGHTS
INFORMATION
KPIsWho, how, why
T H E M E T R I C S P R O C E S S S I M P L I F I E D
Business goals/objectives
Grow our list of supporters
Get more volunteers
Hit fundraising target
Increase positive mentions of organization or cause
Increase # of people served
Make our content more viral
Get people to take action
Get people to attend event
Increase website visibility
Things to measure
# newsletter, RSS subscribers
# of volunteers & volunteer hours
# new, online donors, $ raised
mentions or pick-ups in blogs & social networks
# constituents contacted, helped
# of shares, # of comments/post
# of petition signatures
# of registrants, year over year
Map metrics to goals S O C I A L M E D I A M E T R I C S
increase in traffic or linkback #s
Set up a metrics program1. Get buy-in at the top2. Identify a Chief Metrics Guru
& give him or her support 3. Interview stakeholders across depts.
to identify key goals & target audiences4. Create internal document that ties these
goals to specific KPIs you can track5. Identify tools to use and begin tracking6. Print out monthly reports, circulate among key execs and
managers. Make this a part of someone’s job. (Watch her evolve from Chief Metrics Guru to Number-Crunching Superstar.)
7. Spend time analyzing the data & drawing conclusions 8. Refine and fine-tune
Metrics tools for your arsenal H A N D O U T
Where Socialbrite keywords rank on Google
Why keywords are key
What does your site rank for?Search your site’s keyword juju
on semrush.com & spyfu.com
H A N D S - O N D E M O
(Hint: 'etr' and 'ccap')
Average global search phrase length:
Focus on 1- to 4-word phrases K E Y W O R D S T R A T E G Y
1 word (24%)
2 words (23%)
3 words (21%)
4 words (14%)
5 words (8%)
6 words (4%)
7 words (2%)
8+ words (4%)
0 10 20 30
Source: Experian Hitwise
https://adwords.google.com/o/Targeting/Explorer
Google Keyword tool R E S O U R C E
Google Keyword tool
google.com/analytics
Google Analytics
Visitors Overview
Start with the big picture G O O G L E A N A L Y T I C S
Audience > Demographics > Location
What countries? G O O G L E A N A L Y T I C S
Audience > Demographics > Location > click on USA
What states? G O O G L E A N A L Y T I C S
Audience > Demographics > Location > click on a state
What cities? G O O G L E A N A L Y T I C S
Traffic Sources > Overview
Traffic sources
Search traffic: traffic you get from search engines
Referral traffic: traffic you get from other sites
Direct traffic: visitors coming by tying in your url or through bookmarks
G O O G L E A N A L Y T I C S
Traffic Sources > Sources > Referrals
H A N D S - O N D E M O
Social referral traffic G O O G L E A N A L Y T I C S
What content is most popular?Content > Overview
G O O G L E A N A L Y T I C S
H A N D S - O N D E M O
What nav links are working?Content > In-Page Analytics
Google Analytics cheat sheet H A N D O U T
Facebook Insights
Demographics & location of Likes
Who likes your page F A C E B O O K I N S I G H T S
Sort by Date, Reach, Engaged Users & more
Posts with the most reach F A C E B O O K I N S I G H T S
Try to stoke more engagement
People Talking About This F A C E B O O K I N S I G H T S
PostPlanner.com: Rank your updates by likes, comments or clicks to see what time of day is most prevalent
When should you post?
Guide to Facebook Insights H A N D O U T
15-page handoutfor Facebook developers by Facebook
Twitter analyticsbit.ly tracks who’s clicking on your links in Twitter. (Add “+” to end of your bit.ly url to see the stats.)
Twitter Counter lets you count registrations and comments on a particular campaign you’re running.
Klout, Tweet Grader & Twitaholic assess your impact.
Twittorati tracks tweets from high-profile bloggers.
tweetreach offers reach metrics, statistics and analysis for marketing and PR pros.
Retweetrank measures how often you get retweeted.
Tweeteffect determines which tweets make you lose or gain followers.
Google+ to increase visibility• Private or public Hangouts
• Share photos & campaign information
• Set up targeted circles
• Give your content a search boost
G O O G L E P L U S
Get found in Google search. Integrate keywords into your organization profile.
Recruit staff or board members.
Host fundraising events.
Create community vibrancy.
Generate viral awareness.
Find connections & expert advice through Groups.
LinkedIn for nonprofitshttp://learn.linkedin.com/nonprofits/
L I N K E D I N
Pinterest C U R A T I O N T O O L S
Pace yourself, don’t stress!
http://bit.ly/smdash
HootSuite
Tweetdeck Spredfast
ThinkUpCrowdbooster
S O C I A L M E D I A D A S H B O A R D S
Buffer
Create teams of participants.Knock down the silos.Get people using the tools. Use ‘reverse mentoring.’Share monthly metrics reports.Provide evidence of how social media moved the needle.Shine a light on examples of employees doing social media well — reward best practices.
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Convert the skeptics
Integrate social into the culture
Begin with an Aligned Strategy, not with the tools.
Tell your stories
Use your community — your biggest resource: your supporters!
Measure, measure, measure! Evaluate, iterate, relaunch.
Key takeaways
And spur real-world action!Turn supporters into champions
Photo on Flickr by 350.org
If you do not change direction, you may end up where you
are heading.
— Lao Tse
Don’t settle for the status quo
JD Lasica, founderSocialbrite: Social media consulting for nonprofitsemail: [email protected]: @jdlasica @socialbrite
Thank you, let’s talk!
http://socialbrite.org/etr/