OE Peer Group 2 - Session 1 Orientation

Peer Learning Group 2:
Improving Social Media
practices with
Measurement

Orientation Call: Jan. 23, 2013

Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program

Welcome!

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Participants

California Coverage & Health Initiatives
Center for Excellence in Nonprofits
Center for Health and Gender Equity
Coastal Watershed Council
*7 unmute Community Foundation for Monterey County
* 6 mute CoreAlign
Hidden Villa
Immigrant Legal Resource Center
Los Altos Community Foundation
National Abortion Federation (NAF)
National Center Family Philanthropy
Opera San Jose
Palo Alto Art Center
Philanthropic Ventures Foundation
Preschool California
Provide
Radio Bilingue
Reproductive Health Technologies Project
Resources Law Group
Resources Legacy Fund
World YWCA

This call is being
recorded

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Flickr Photo
by Malinki

Agenda

Intros
Program Overview
Maturity of Practice
Assessment
Next Session
Reflection
Only the Tweet your
moderator can insights
see you chats #netnon

Participants

California Coverage & Health Initiatives
Center for Excellence in Nonprofits
Center for Health and Gender Equity
Coastal Watershed Council
Community Foundation for Monterey County
CoreAlign
Hidden Villa
Immigrant Legal Resource Center
Los Altos Community Foundation
National Abortion Federation (NAF)
National Center Family Philanthropy
Opera San Jose
Palo Alto Art Center
Philanthropic Ventures Foundation
Preschool California
Provide
Radio Bilingue
Reproductive Health Technologies Project
Resources Law Group
Resources Legacy Fund
World YWCA

Notifications Sign Up

More than one person per organization can
participate and tag team the work, but
whoever joins the call must be prepared
https://www.surveymonkey.com/s/measure-netnon-grp-2-notifications

I will also be sending out calendar invitations for the
rest of the calls so you can add it to your calendars.
Note, for some folks, it might not work depending what
you use for your calendar system and your IT set up.

Auditors
http://measure-netnon.wikispaces.com/13_Group_2_Participants

Participation Expectations
2-8 hours per month

• More than one person per organization can participate and tag team the
work, but whoever joins the call must be prepared

• Attend conference calls and participate in Facebook Group

• Participants will self-define their “homework” related to the topic of the call

• Each organization will have a “wiki” journal for notes during the program and
“look over the shoulder learning” is encouraged

• Beth will publish a regular blog post summarizing the best practices or a case
study

• Beth will offer office hours to help organizations prep for presentations for
culmination call

Schedule and Syllabus

Date/Time Topic
January 23 Orientation
Maturity of Practice Assessment
February 5 Capacity/Culture
February 26 Strategy/Measurement
March 19 Engagement/Content
April 16 Influencer Research/Relationship Mapping
May 28 Brand Champions/Aligned Partners
June 25 Learning Culmination

• All calls at 1 PM PST – except for 1/23
• All calls one hour – except for 6/24
• All calls on Tuesdays – except for 1/23

Peer Learning Conference Calls: Structure

Check In

Next
Topic
Action

Discussion

Call-In:
866-740-1260 passcode: 740-5939
http://www.readytalk.com passcode: 740-5939

Office Hours: Optional

• Coaching for Presenting on Call
• 30 minute sessions
• https://my.timedriver.com/4QHZG

The Wiki

If you want a
wiki tutorial, we
will do this at
the end of the
call.

http://measure-netnon.wikispaces.com/

Stealth
Measurement
Closed
Facebook
Group

Peer Learning Program: My Use of Measurement

I’m eating my own dog food so I have empathy for you!

Grantees communications
strategies have more impact on
policy and social change
Theory of Change
outcomes

Grantees have better
relationships with
influencers , partners, and
stakeholders

Grantees learn
from each other’s
experiences, saving
time and getting
better results

Grantees get better
at social media best
practices

Grantees practice
best practices and
share learning with
each other

Peer Learning Program Outcomes

• Baseline level or score for social media practice
improves by .5

• 50% or 10 of participants improve social media
practices in at least one area:
capacity, culture, strategy, measurement, monitoring, en
gagement, or content.

• 25% or 5 participants apply social media best practices
and share what they’ve learned with others on the
culmination call.

Ladder of Engagement: Improving Best Practices

Case Study 25% (5)

Applied, Learned, Shared 50% (10)

Applied, Learned
POLL
Example
Applied, No Learning

Did Not Apply

Measurement Plan: Webinar Polls

Maturity of Practice: CWRF Baseline

SCORE: 1.30

• Overall baseline level of
social media practice
improves by .5

Maturity of Practice: Crawl-Walk-Run-Fly
CRAWL -1 WALK-2 RUN-3 FLY-4
Categories Practices Average
CULTURE Networked Mindset 1.14
Institutional Support 1.62
CAPACITY Staffing 1.24
Communications Strategy 1.38
MEASUREMENT Analysis 1.14
Tools 1.52
Adjustment 1.67
LISTENING Brand Monitoring 1.19
Influencer Research 1.19
CONTENT Integration and Optimization 1.29
ENGAGEMENT Ladder of Engagement 1.14
NETWORK Champions/Aligned Partners 1.10
Relationship Mapping 1.29

• 50% or 10 of participants improve social media practices in at
least one or more areas:
capacity, culture, strategy, measurement, monitoring, engagement,
or content.

If you can’t fly then run, if you can’t
run then walk, if you can’t walk then
crawl, but whatever you do you have
to keep moving forward.”

Inspiration

Where to focus …
CRAWL WALK RUN FLY

Linking Social with Ladder of Network Building
Communications Results and Engagement
Strategy Networks Many Free Agents work for
Development Content Strategy you
Pilot: Focus one
Culture Change program or channel Best Practices Multi-Channel
with measurement Engagement, Content, and
Measurement and Measurement
Incremental Capacity learning in all above
Reflection and Continuous
Improvement

Maturity of Practice: CWRF - Culture
CRAWL WALK RUN FLY Score

Networked Understanding of Listening to and Comfort level with Leadership is 1.14
Mindset networks that are cultivating greater comfortable using
connected to relationships with organizational decentralized
organization networks based on openness and decision-making and
mapping networks. transparency. collective action with
Leadership is using networks. Considers
social networks and people inside and
comfortable with outside of the
showing organizations as
personality. assets in strategy.
Institutional Social media policy Social media policy Social media staff All staff use social 1.62
Support is drafted and has been discussed position includes media effectively to
gaining support and approved by facilitating training support organization
through “road leadership. other staff to use objectives.
shows” with social networks.
departments

Maturity of Practice: CWRF -Capacity

Communications Consideration of Strategic plan with Strategic plan with Strategic plan with 1.24
Strategy communications SMART objectives SMART objectives SMART objectives and
strategy with SMART and audiences for and audience audience definition.
objectives and branding and web definition. Includes integrated
audiences and presence, include Includes integrated content, engagement
strategies for strategy points to content, strategy, and formal
branding and web align social media forengagement champions/influencer
presence. Social one or two social strategy, and program and working
Media is not fully media channels. formal with aligned partners.
aligned. champions/influen Uses more than three
cer program and social media channels.
working with Formal process for
aligned partners. testing and adopting
Uses more than social media channels.
two social media
channels.
Hours 5 hours or less per 5-19 hours per week 20-29 hours per 30-40 hours of staff 1.38
week of staff time is of staff time is week of staff time time is invested in a
invested invested in one in a dedicated dedicated social media
position. Other staff social media position with support
or intentions position. Other staff. Other staff or
implement social staff or interns or interns or influencers
media. influencers implement social
implement social media.
media strategy.

Maturity of Practice: CWRF - Measurement
Analysis Lacks consistent data Data collection is Data is from multiple Establishes
collection or formal consistent, but not sources and shared organizational KPIs and
1.14
reporting. Draws shared between across departments tracks in organizational
conclusions from departments. Not all through a dashboard. dashboard with
incomplete data or data is linked to Does not collect data it different views for
“drive by” analysis. decision-making for doesn’t use. departments or levels.
better results. Measurable objectives May have data analyst
are based on on staff.
benchmarking.
Tools Not using or not using Using free or low cost Using free/low cost Uses professional
fully. analytics tools to analytics tools to measurement and
1.52
collect metrics and collect metrics and analytics tools.
analyze further in analyze further in Provides training or
spreadsheets if spreadsheets if uses expert
required for actionable required for actionable consultants to assist in
insights. insights. Uses social data/analysis.
media
management/metrics
professional tool to
collect data.
Adjustment Does not use data to Uses data for decision- Reports are discussed Formal process for
make planning making but not a at staff meetings and analyzing, discussing,
1.67
decisions. formal organizational used to make and applying results.
process. decisions that improve Data visualization and
results. formal reflection
processes.

Maturity of Practice: CWRF - Listening

Brand Observing Tracking keywords, Tracking keywords,Tracking keywords, 1.19
Monitoring conversations and influencers, or influencers, and influencers, and
receiving Google conversations using conversations using
conversations using
Alerts, but not doing free tools, but does free tools and free and paid tools
analysis not have a formal weekly/monthly and weekly/monthly
organizational reporting and reporting and
process for synthesis. synthesis. Capacity
synthesis and to use “real-time”
reporting. information to
respond. Uses both
to make decisions,
avoid social media
crisis before
escalating.
Influencer Not using Uses online systems Uses online systems Uses online systems 1.19
Research and “desk research” and “desk research” and “desk research”
to identify, but is to identify, monitor, to identify, monitor,
not monitoring. and cultivate. and cultivate and to
build an influencer
strategy.

Maturity of Practice: CWRF - Content


Integration Shares content Uses an editorial Uses an editorial Uses an editorial 1.29
and that may be calendar to align calendar to align calendar to align
Optimization relevant to content with content with content with
audience, but not objectives and objectives and objectives and
consistently and audiences to audiences to audiences to
not measuring publish across publish across publish across
channels channels channels
consistently consistently and consistently,
measures measures
performance performance, and
uses data to plan
content

Maturity of Practice: CWRF - Engagement


Ladder of Not using Informal Formal description Formal description 1.10
Engagement description of of different levels of different levels
different levels of of engagement of engagement
engagement on based on survey or based on survey or
different platforms qualitative qualitative
or across platforms, research. Aligns research. Aligns
but doesn’t align with strategy, but with strategy and
with strategy or does not collects data and
measurement. measurement reports organized
process for all by engagement and
steps. conversion levels.

Maturity of Practice: CWRF - Networking
CRAWL Score
WALK RUN FLY

Champions Has partners but Connects and Consistent Consistent 1.10
is not collaborates with conversations and collaborations with
collaborating on aligned partners inconnections with aligned partners on
social networks. a haphazard way, aligned partners on social channels
not consistent or social media with activities that
strategic. platform(s) and are mutually
implements small aligned with
pilots. objectives.
Relationship Lists Uses low tech Uses low tech Uses low tech 1.29
Mapping organizations or methods (drawings methods and free methods and free
partners but has and sticky notes) to social network and paid social
not visualized or visualize networks analysis tools to network analysis
identified new of individuals and visualize networks tools and uses
ones. organizations of individuals and resulting
organizations. Uses visualizations to
data to inform inform strategy
strategy and and/or measure
tactics. results.

Maturity of Practice: Reflection

• What are your greatest concerns? Poll
• What are your greatest hopes? Poll
• What is unclear? Questions?
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Type into Chat
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moderator can
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Next Session
Questions?

Next Session:
Feb 5: 1:00 pm PST

Use Assessment :

• Review your scores for the culture/capacity indicators and
reflect on what is needed to get your organization to the next
level
• Read the articles and resources on the wiki or shared in FB grp
• If you want share your assessment for culture/capacity next
week, contact me via bkanter@packard.org

OE Peer Group 2 - Session 1 Orientation

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Editor's Notes