Principles of Social Media Success:
One Women’s Story Beth Kanter, Co-Author, Networked Nonprofit

What I am going to
talk about today ….. • My story • Content curation as part of your content strategy • Measuring social media to get better results

E-mediat project

Who Are You? • Organization
• Role Stand up, Sit Down

Raise Your Hand! If your
organization or startup and using these tools? Measurement?

Share Pair What is something
you know already about makes social media, content, or measurement successful? What’s your burning question? Photo by Franie

My Story ….

Follow your passion!

Beth Kanter: Trainer Photo by
Steve Goodman

2003-2005

“Schwank”

Gave away a lot of
t-shirts!

“The key to success is
tell the story of one person and the impact”

• Set realistic and measurable
objectives • Get organized • Identify and cultivate champions and influencers • Engaging stories that inspire people to share • Weave, support, and rally the network • Say thank you in creative ways Ongoing relationship building • Use measurement and reflection to learn and improve I’ve been using social media since 2003, the tools have changed, but principles are the same

Say Thank You In Creative
Ways

Light Touches Not Just Asks
Relationships

My principles … • Follow
your passion • Set realistic and measurable objectives • Get organized • Identify and cultivate champions and influencers • Engaging stories that inspire people to share • Weave, support, and rally the network • Say thank you in creative ways Ongoing relationship building • Use measurement and reflection to learn and improve

What inspires you about the
work you do or your organization’s mission? How do you tell your story to inspire others?

Integrated Content Strategy The coordinated
process of distributing created and curated content through different channels to reach your audience, and move them to action to reach your goals Creation Channels Audience Coordination Curation

Why Important: Getting Attention in
An Age of Overload Traditional Social Tradigital Media Owned Source: Steve Rubel

Content Creation: Strategy • Audience
• Channel • Frequency Tool: Editorial Calendar What will you say? What does your audience want?

Content Strategy: Organize

Content Strategy: Organize Organize your
ideas so you A few tools …. can curate and create

Content Strategy: Topic Ideas Features
News Highlights Breaking News Reviews Industry News Stories Data Case Studies Reports How To Opinion Tips Idea Pieces Tutorials Interviews Lists Opinion Resources

Content Strategy: Remix It and
Mix it Up

Content curation is the organizing,
filtering and “making sense of” information on the web and sharing the very best content with your audience.

Content Curators Are Like Radio
DJs

Why is Content Curation Important?

There is too much information
on the Internet! Information is measured in exabytes, a unit of in formation or a computer storage equal to one quintillion bytes

There is too much information
being shared! Flickr photo by dkalo

More Thoughtful Consumption

Your Brand Will Be Seen
As Thought Leader Photo by spdl_n1

Content Curation: Learn from the
Experts Robin Good: http://www.masternewmedia.org

Content Curation: How To Get
Started SEEK SENSE SHARE Framework: Harold Jarche Networked Learning Is Working Smarter

Seek Getting Started: Seek •
Define objective, audience, and topics • Know and organize sources • Use discovery tools • Scan more than you capture • Don’t share unless it adds great value • Discipline • No more than 20 minutes a day

SENSE Sense • Product: Blog
post, report, memo, presentation • Annotate, Archive, Apply • Helps you get work done for organization • Takes concentration

Share SHARING • Feed your
network a steady diet of good stuff • Comment on other people’s stuff • Collaborative sense-making

Content Curation Tools Collecting and
Sharing Discovery Tools

How does your organization apply
the 3 Cs of content: creation, coordination, and curation? What makes you successful?

Social Media Measurement

The Five Stages of Social
Media Measurement Acceptance Improved Delight Results Confusion Fear Denial

Denial Social media is an
art form, not a science. It can’t be measured!

Fear What if my social
media strategy doesn’t show a return?

Confusion I know I should
measuring our social media, but not sure what or how?

Delight Hey check out these
cool metrics!

Acceptance: Improved Results Successful social
media decisions start with measurement

What can we learn from
a measurement maven?

Key results generally include: •
increasing the movement size by increasing membership • garnering attention from all media through creative engagements • getting policies passed • working with aligned partner organizations • increasing capacity

Momsrising wanted to demonstrate to
Congress that there was a grassroots constituency that supported Medicaid and dispel a misperception that while Medicare has a strong constituency, Medicaid did not.

500 Stories from 43 states
Curated best ones that illustrated their message Repurposed across channels 100K emails to congress

Metric Mondays – Social Media
Metrics Measuring Goal: Movement Growth

Strategy Goals Measurement Measurement Steps
Audience Definition Goals Target Audience Benchmarks Influencers Metrics – KPI Environmental Scan Costs Messaging/Content Select Right Tool To Channels/Tactics Collect Data Pilot Turn Data in Action Budget Timeline

Define Goals Keep asking to
what end? Awareness Reputation Relationships Action Donations Volunteers Behavior Change

Making Your Goals Measurable •
What is your result? • Who do you want to reach? • What do you want them to do? • How will you measure success? S Specific M Measurable A Attainable R Relevant 1. How many? T Timely 2. By when?

Benchmark: Peer Organization THEM US
Followers Average RT per Tweet

There is no shortage of
metrics you could use ……. 27. Social bookmarks 28. Subscriptions (RSS, podcasts, video series) 1. Volume of consumer-created buzz 29. Pageviews (for blogs, microsites, etc) 2. Amount of buzz 30. Effective CPM based on spend per impressions received 3. Shift in buzz over time 31. Change in search engine rankings for the site linked to through 4. Buzz by time of day social media 5. Seasonality of buzz 32. Change in search engine share of voice for all social sites 6. Competitive buzz promoting the brand 7. Buzz by category 33. Increase in searches due to social activity 8. Buzz by social channel 34. Percentage of buzz containing links 9. Buzz by stage in purchase funnel 35. Links ranked by influence of publishers 10. Asset popularity 36. Percentage of buzz containing multimedia (images, video, audio) 11. Mainstream media mentions 37. Share of voice on social sites when running earned and paid media 12. Fans in same environment 13. Followers 38. Influence of consumers reached 14. Friends 39. Influence of publishers reached (e.g., blogs) 15. Growth rate of followers friends 40. Influence of brands participating in social channels 16. Rate of pass-along 41. Demographics of target audience engaged with social channels 17. Change in rates 42. Demographics of audience reached through social media 18. Second-degree reach 43. Social media habits/interests of target audience 19. Embeds / Installs 44. Geography of participating consumers 20. Downloads 45. Sentiment by volume of posts 21. Uploads 46. Sentiment by volume of impressions 22. User-initiated views 47. Shift in sentiment before, during, and after social marketing 23. Ratio of embeds to views programs 24. Likes / favorites 48. Languages spoken by participating consumers 25. Comments 49. Time spent with distributed content 26. Ratings 50. Time spent on site through social media referrals Source: 100 Ways to Measure Social Media by David Berkowitz

There is no shortest of
metrics you 75. Customers assisted could use ……. 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other 51. Method of content discovery 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research 52. Clicks for that one) 53. Percentage of traffic generated from earned media 79. Customer satisfaction 54. View-throughs 80. Volume of customer feedback generated 55. Number of interactions 81. Research & development time saved based on feedback from social 56. Interaction/engagement rate media 57. Frequency of social interactions per consumer 82. Suggestions implemented from social feedback 58. Percentage of videos viewed 83. Costs saved from not spending on traditional research 59. 60. Polls taken / votes received Brand association What you 84. Impact on online sales 61. Purchase consideration Measure 85. Impact on offline sales 86.What Discount redemption rate 62. Number of user-generated submissions received 87. Impact could matters on other offline behavior (e.g., TV tune-in) 63. 64. Everything Exposures of virtual gifts Number of virtual gifts given 88.most? generated Leads 65. 66. Relative popularity of content Tags added measure 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews 67. Attributes of tags 92. Rate of customer/visitor retention 68. Registrations from third-party social logins 93. Impact on customer lifetime value 69. Registrations by channel ( 94. Customer acquisition / retention costs through social media 70. Contest entries 95. Change in market share 71. Number of chat room participants 96. Earned media's impact on results from paid media 72. Wiki contributors 97. Responses to socially posted events 73. Impact of offline marketing/events 98. Attendance generated at in-person events 74. User-generated content created that 99. Employees reached (for internal programs) 75. Customers assisted 100. Job applications received Source: 100 Ways to Measure Social Media by David Berkowitz

KPI: Actions taken, donations made,
and customer service wins Outcome: Celebration Campaign for fans to engage and participate in fun Positive responses/Screen capture Counting Metrics: # Photo submissions # shares # tab views

Cost

The right tool for the
job

The Right Tool for the
Job • Sentiment Content • Themes Analysis • Messaging Survey • Attitudes • Preferences Research • Behavior • Reach Analytics • Engagement • Action KD Paine Framework

Data to measure progress on
your objectives will come from a variety sources and measurement tools.

Turn Data into Action

Blue = Reach Green =
Engagement - People Talking About Purple = Content Size of circle = frequency Where are the Mountains and Canyons? What caused them?

Blue = Reach Green =
Engagement - People Talking About Purple = Content Size of circle = frequency

Had highest virilaty rate

Learning: Post fun geeky visual
stuff that is useful on Fridays

Tagged an influencer, who shared
it with her networks. Timely topic, was current in the news.

After Action Review Source: http://nwlink.com/~donclark/leader/leadaar.html
Curated by Michelle Martin

Basic Steps Goals Benchmarks Metrics
– KPI Costs Select Right Tool and Collect Data Turn Data in Action

Thank you Beth’s Blog: http://www.bethkanter.org
Twitter: @kanter Facebook: http://www.facebook.com/beth.kanter.blog http://bit.ly/social-fundraising