Social media, online campaigns, and community engagement can be tricky things to dive into and do well without measuring, monitoring and evaluating. But what to measure? How to evaluate? This session talks about the importance of data and metrics to your work and offers how-to guidelines on ways to map and monitor your community and your work.

1. DIY Community Engagement Metrics
Amy Sample Ward
Use Twitter Hashtag #npweb
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3. Today’s Speakers
Amy Sample Ward
TechSoup
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: April Hunt, Nonprofit Webinars

4. DIY:
Community Engagement Metrics
Amy Sample Ward – January 19, 2011
http://amysampleward.org Amy Sample Ward http://netsquared.org

5. Welcome
I’m Amy:
a blogger, trainer, and facilitator focused on supporting organizations and
local communities to use social media in strengthening networks and
making lasting change. I’m also the Community Development Manager,
CDI at TechSoup Global.
http://amysampleward.org | @amyrsward | amy@amysampleward.org
Transparency:
I work for TechSoup Global but present from a tool agnostic position.
Likewise, I invite everyone to join me in recognizing that all organizations,
community groups and individuals face a different set of needs around
capacity, funding, accessibility and community that impact tool choices.
http://amysampleward.org Amy Sample Ward http://netsquared.org

6. Tweet This
Tweet this session:
#DIYmetrics
@NPWebinars
Connect with me:
@amyrsward

7. Agenda
• Definitions
• Becoming
Data-Driven
• Community
Mapping
• Content
Planning
• Metrics &
much more!
http://amysampleward.org Amy Sample Ward http://netsquared.org

8. Definitions: Community
http://amysampleward.org Amy Sample Ward http://netsquared.org

9. Definitions: Social Media
http://amysampleward.org Amy Sample Ward http://netsquared.org

10. Definitions: Data
http://amysampleward.org Amy Sample Ward http://netsquared.org

11. Definitions: DIY
http://amysampleward.org Amy Sample Ward http://netsquared.org

12. Becoming Data Driven

13. Data-Driven: Measure, everything

14. Data-Driven: Understand Goals

15. Data-Driven: Use the Sweet Spot

16. Community Mapping

17. Community Mapping: Step 1 - Groups
Questions 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?

18. Community Mapping: Step 2 - Goals
Questions 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?

19. Community Mapping: Step 3 Tools
Questions 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?

20. Community Mapping: Complete
Get this template! http://bit.ly/DIYcommunity

21. Content Planning

22. Content Planning: Step 1 – Content
Examples:
• Program or service updates/changes
• Staff announcements
• Jobs
• Volunteer opportunities
• Fundraisers
• Events

23. Content Planning: Step 2 – Goals
Examples:
• Increase visibility of the organization
• Increase participation
• Raise funds
• Build leadership
• Find sponsors or partners
• Recruit volunteers
• Build community

24. Content Planning: Step 3 – Outlets
Examples:
• Newsletter or mailing
• Email newsletter
• Twitter
• Facebook
• LinkedIn
• Website
• Blog

25. Content Planning: Complete
Get this template! http://bit.ly/DIYtemplate

26. Metrics

27. Metrics: Google Analytics

28. Metrics: Alerts

29. Metrics: Tracking
Get this template! http://bit.ly/DIYmetrics

30. Metrics: Reporting
Internal 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

31. Today: 1 Thing You Can Do
Use the community map to ignite enthusiasm!

32. Photo Credits
Slide 1: http://www.flickr.com/photos/wwworks/4472384764/
Slide 4: http://www.flickr.com/photos/comedynose/4230176889/
Slide 5: http://flickr.com/photos/efleming/237379252/
Slide 6: http://www.flickr.com/photos/ivanwalsh/3677282034/
Slide 7: http://www.flickr.com/photos/grapecity/4237886048
Slide 8: http://www.flickr.com/photos/lenore-m/806037362
Slide 9: http://www.flickr.com/photos/lagthenoggin/19325231/
Slide 10: http://www.flickr.com/photos/aussiegall/286709039
Slide 11: http://www.flickr.com/photos/scott06/4156991609/
Slide 13: http://xkcd.com/256/
Slide 18: http://www.flickr.com/photos/7819129@N07/
Slide 23: http://www.flickr.com/photos/49333515@N03/5244045076/
Slide 28: http://www.flickr.com/photos/theknowlesgallery/4536616288/
Slide 31: http://www.flickr.com/photos/-bast-/349497988/

33. Resources
Templates:
• Community Map Template: http://bit.ly/DIYcommunity
• Content Map Template: http://bit.ly/DIYtemplate
• Metrics Template: http://bit.ly/DIYmetrics
Blog 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.html
• http://www.web-strategist.com/blog/2010/03/19/list-of-social-media-
management-systems-smms/

34. Questions & Discussion
http://amysampleward.org Amy Sample Ward http://netsquared.org

35. Thanks!
I look forward to continuing the conversation with all of you:
http://amysampleward.org
http://netsquared.org
http://techsoupglobal.org
@amyrsward
@netsquared
amy@amysampleward.org
http://amysampleward.org Amy Sample Ward http://netsquared.org

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