Creating great, engaging content that builds your community is just a few key data points away! Knowing what social media data to track is critical to transforming raw data into content your community wants. In this webinar, we’ll focus on the five data metrics that tell you what you need to know about your community and the content it wants, and how to create personalized data dashboards using Google Analytics and Facebook Insights.

1. Social Media Metrics Alchemy:
Transforming Data Into Engaging Content
Debra Askanase & Ash Shepherd
July 18, 2012
Twitter Hashtag - #npweb
A Service
Of: Sponsored by:

2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com
A Service
Of: Sponsored by:

3. www.mission.do
A Service
Of: Sponsored by:

4. Today’s Speakers
Debra Askanase Ash Shepherd
Founder and Engagement Strategist Strategy & Process
Community Organizer 2.0 Minds on Design Lab
Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership
A Service
Of: Sponsored by:

5. Social Media Alchemy:
Transforming Data into
Engaging Content
Presented by Debra Askanase
Engagement Strategist
Ash Shepherd
Strategy & Process

6. Today’s conversation about
social media data
I. A moment of theory: tying relationship and
community- building to content creation
II. Know what you’re looking for
III. Know how to organize it: Keeping it focused with
your own toolbox
IV. Know how to use it to build community
a. Continual optimization of content
b. Build community
V. Do-able takeaways

7. I. Tying relationship and community-
building to content creation
http://www.flickr.com/photos/escuchoelecodetuvoz/5064648324/in/photostream/

8. The social media activity funnel
Move to
Action
Creates
Trust
Social Media
Engage

9. ROE is fan engagement and trust
Engage Contribute Participate Create
Create a
Post Become a
Visit video,
reviews fan
Watch TRUST message,
Give Friend
Download tweet,
feedback Follow
Read blog post
Vote Join
Play product
Contribute RECIPROCITY
Discuss
about the
ideas
company

10. Content alchemy
Include
Assess what Optimize that community in
content resonates content and content
with your deepen follower development as
community engagement contributors and
curators
Research to find
Deepen Move to action
out what engages
engagement, (community
create trust organizing)

11. II. Know what you are looking for
http://www.flickr.com/photos/walkn/4078791799/in/photostream/

12. Content design begins with SMART goals
Design your social
Specific media activities to
Measurable meet your org or
Attainable programmatic goals:
Realistic
Timely • resource awareness
• membership
• fundraising
• activism
• sign up for a program

13. Four key questions to ask, and which data-
gathering tools can get you there
1. Are my social activities referring visitors to the site?
*view in Google Analytics
2. Is social content sending people to specific pages?
*view in Google Analytics?
3. What content do social fans care about? And why?
*view in Google Analytics
*view in Facebook Insights
*view in YouTube Insights
*view in bit.ly clicks and RTs
4. Who are my biggest fans…and what do I know about
them?
*Crowdbooster (Twitter), FB posts, YouTube comments

14. III. Know how to organize it
http://www.flickr.com/photos/ludiecochrane/3786547188/in/photostream/

15. Your simple suite of (free) tools
Google Analytics
Facebook Insights
YouTube Insights, if relevant
Rowfeeder
Crowdbooster
http://www.flickr.com/photos/usefulguy/226373498/

16. 1. Are my social activities referring
visitors to the site?

17. Social sources: 100 feet
*using Advanced Segments within
Google Analytics

18. 2. Is it sending them to a specific action
page?

19. Lily the Black Bear FB page
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/

20. Added resource - visitor flow

21. Facebook content: what resonates

22. 4. Who are my biggest fans…and why?

23. Who takes actions on my behalf?

24. Tracking clicks: what resonates

25. Tracking tweets: what resonates

28. Put it all together for your org
http://bit.ly/SMARTgoaltracking
(feel free to use, note two
different tabs offer different use
options)

29. The engaging content development cycle
Define Develop Post to
your goals content and social media
data points channels
What content Measure key
does not data points
engage? against goals
Optimize that What content
content! engages?

30. Pulling it all together:
Content optimization case study
http://www.flickr.com/photos/casimusica/

31. Facebook content: what resonates

32. What we know about who interacts with
content vs. Likes the Page

33. Digging deeper …

34. …and deeper still into content
popularity/reach

35. What we learned
1. Fan demographics do not equal participation
demographics
2. Not all top content is equal
3. Demographics change frequently – stay on top
of them
4. Fans share certain types of content much more
than others, though they view many types
5. The more posts/week, the corresponding
increase in the PTAT number

36. How we used it to optimize content
1. More content aimed at older audience
2. More frequent posting
3. More photos and especially more video
4. Experimented with adding photo collages,
different types of photo albums, video
documentary vs. video footage of events
5. Popular FB content inspired corresponding blog
posts
6. Added photos to announcements and blog posts

37. Stop
Content that doesn’t
resonate or achieve goals
Caution
Experiment and try new
things, extend concepts,
modifications based on
data
Go!
Delve deeper: refine and
strengthen content
Include your biggest fans
to form community
http://www.flickr.com/photos/n0thing/2111474/in/photostream/

38. IV. How will you use content to build a
community?
*How can you give them
the chance to own the
content?
http://www.flickr.com/photos/57038784@N00/2215481444/

39. Engage content contributors build
community
• Identify your most frequent commenters and
engagers and invite them into a content-building
“secret” Facebook Group to discuss and develop
community-based content for the page
• DM or Message fans and ask them to contribute
content
• Hold a contest for best content about…
• Ask for videos to upload
• Hold a weekly content contribution theme

40. Twitter curator for a day

42. Repost and highlight content fans post

43. Repost and highlight content fans post

44. Sourcing content to and from FB

45. Sourcing content to and from FB

46. FB Group for sourcing campaign content

47. Content is for building community
http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/

48. Easy to do next steps…
1. Set up Advanced Segments for social media sources in Google
Analytics.
2. Look at what tweets are actually being retweeted through
Crowdbooster.
3. Identify your top-engaged content type on Facebook, the blog,
twitter.
4. Create a list of 5 things you’ve learned about your content.
5. Create a plan for optimizing your content.
6. Create a plan for deepening engagement by building
community around your content.

49. How will you create content to build
your community?
http://www.flickr.com/photos/moriza/2565606353/

50. Debra is always available to answer follow-
up questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977

51. Ash is always available to answer
follow-up questions!
Email: ash@mod-lab.com
Website: mod-lab.com
Blog: http://mod-lab.com/blog
Linkedin: linkedin.com/in/ashshepherd
Twitter: @NPTech_Ash
Telephone: 718-858-1066

52. Added bonus: DIY Google Analytics
dashboards in less than 5 minutes!
http://www.flickr.com/photos/maistora/483238384/in/photostream/

56. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
A Service
Of: Sponsored by: