AAPIP

Participant Name: Lori Kodama
Web Site: http://www.aapip.org
Email: lori@aapip.org
Phone: 510-684-1086

Social Media Presences
Facebook: https://www.facebook.com/aapip
Blog: http://aapip.org/news/
YouTube: http://www.youtube.com/user/AAPIPorg
Twitter: http://twitter.com/#!/aapip
LinkedIn: not yet! almost!

Facebook Benchmarking
June, 2011

Fans: 640
Total Posts: 7
Total Comments: 1
Comments per Post: 0.142857142857143

Wiki Journal (please jot down your "next action" and any high level insights you gained from session or questions you have as you implement your homework)

July 29, 2011: Orientation
11:00 am PST - 2:00 pm EST
This one-hour session will introduce the program, expectations, and provide time for questions.
Group 1A
Group 1B
Resources and Materials

Reflections:
Curious about "chop shop" approach to sm
Dashboard for metrics = the holy grail. What would it look like as a communications device to demonstrate progress on the campaigns? How do we connect metrics with stories, qualitative changes (let alone individual transformation, societal change we want to see?)
Conversion = when someone goes from listening to taking action eg: making a donation
Behaviors are easy to "metric" but the significance of the behavior change is hard to measure.
May be targeting "influencers" but also influencees (Those most affected should define the problem, and be partners in solving the problem. Giving circles?)
Why facebook? new tools come and go, but good strategies last. Learning "adagio" (slow and deeper learning) until can "play" it without thinking. Principles of good practice applicable to other channels.

New things learned -- More to explore/think about:
-Learning in public. Little scary! :)
-Scoopit (possible solution for organizational learning challenge of emailing articles?)
-Chop shop approach to sm: feels like what we are doing - repurposing content for different media.
-Testing/questioning communications logic of driving everything to the website
-FB raises the personal/professional line question, because the whole logic of starts at the personal. As an administrator of the AAPIP fb page, I have to log on as myself. I like how closed groups don't require friending.

Homework: Why do we want to improve results on fb?
1. Many members of our network are already on facebook, seems ripe for deepening engagement on multiple levels
2. Seems a good place for both a. closed groups (space for individual Chapters and/or Giving Circles to engage with each other), and b. using AAPIP page to promote network events, share community news, link back to website/blog.

August 4, 2011: How To Create a Facebook culture inside your organization
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
Resources and Materials

*Reflections: What idea or concept struck me? Why? How can I put it into practice?
A. Policies are becoming more crucial as we are getting more staff involved formally. Looking at the FB Workflow made me realize that we are already expanding our capacity (on fb) by getting more staff involved in monitoring, responding, developing and posting content and engaging. Previously, it was just one staffperson, occasionally posting photos after events. Now it is me, doing that, plus now I routinely post to fb links to our blogposts as soon as the blog goes up. In addition, I recently recruited the Membership Service Manager and Community Philanthropy Director, (who already post Chapter and Giving Circle events to an Events Calendar on aapip.org) to routinely post those events to aapip's facebook page. They are also responsible for monitoring and responding to comments to their posts -- this seems to be pretty intuitive (not too much "added" work, because their jobs are to engage their networks and this is just another tool to do so.
>Note: Did have to overcome fears about personal v professional use of fb. (eg: one staffperson did not want to expose her personal fb profile to the aapip network. I added her as an Admin, and showed her how to switch to Use FB as AAPIP. I encouraged her to re-post her "aapip" posts to her fb friends, though!)
B. The Work Flow chart also made me realize that we are not Measuring in any substantial way (which is what this peer exchange is all about, so that's great!) Can't wait to learn more about this part of the "flow".
C. Thinking about best use of Groups and Pages, and appropriate related policies. We are getting requests for aapip fb groups or pages, one chapter already set up their own and another is requesting it. Further explore the idea of creating/encouraging "closed groups" for individual Chapters and Giving Circles (If the purpose is that their members want a space talk to each other. ) Request that they include a staffperson as a member of the group.
Utilize AAPIP fb "page" more for posting links and promoting events. (So far, have not been able to use it much for curating content, mostly just posting links back to aapip blogposts.) Consider policy that for any AAPIP Chapter pages, require an aapip staffperson be included as an admin. [policy-wise, this should be added to the current Chapter bylaws/guidelines.]

To put into practice:
1. Formalize the social media responsibilities into the job descriptions of the Membership Services Manager and Community Philanthropy Director
2. Pushes me to develop policy (because it is not just me, monitoring myself!). Would like to include them in the process of developing the policy, starting with FB Community Guidelines statement, so I need to develop a draft, and discuss it with them to get their thoughts. (Use the Checklist).
3. Prep for meeting with our lawyer next week: Collect current policies that could be affected (personnel policy, Chapter policies, VIET Fellows guidelines, Giving Circles agreements?), collect good sample policies for review. Draft timeline for completion (anything for Sept board meeting?)

Homework:
1. Thoughts about creating social media policy or expanding capacity.
Expanding capacity, getting more staff and volunteers involved creates the pressing need for social media policy.

2. Review sm policy examples and select one item that resonates.
Starting with facebook community guidelines:
I like the Girl Scouts & Sierra Club BC's Facebook Community Guidelines statements - welcoming, simple, yet to-the-point and firm.

3. Write a fb Community Guidelines statement:
AAPIP welcomes your comments, stories, photos, questions, suggestions and criticism. We ask that you keep comments relevant and respectful; please, no spam or excessive posting. We reserve the right to remove comments or ban anyone who violates these guidelines.


August 26, 2011: SMART objectives and measurement strategy
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
Resources and Materials

Reflections: What idea or concept struck me? Why? How can I put it into practice?
1. ReadyTalk: This is kind of an aside, but I appreciate the provision of specific questions to invite Chat (works well to have it when people are first signing in, and during introductions - a little challenging in terms of multitasking, but good use of time.) We are experimenting with ReadyTalk for a.) webinars with members and giving circles, b.) webinars with staff onsite & offsite staff for organizational learning, and c.) staff meetings.

2. SMART objectives for fb (Specific, Measurable, Achievable, Relevant and Timely)
Ask: How many, by when?

Intent: Getting people to take action, Building relationships with allies, influencers

Three kinds of objectives:
Results: Money, time, conversion. Also intangibles such as "engagement" --> Communications strategy
Tactical: specific to channel, platform or tool --> platform-specific metrics
Capacity: (internal) --> content, people, adoption, learning, workflow

Engagement ladder:
- Awareness / Reach
- Engagement
- Action

Learned:
-- 1,000 fans is a good objective. Level at which more interaction, achievable.
-- Start with Intent, develop into SMART objectives, (think about baseline based on past performance and/or compared to peers) then select tools to benchmark data (see NTEN nonprofit benchmark report)

Homework:
Write in the wiki journal. Identify your SMART objectives based on your intent and, if possible, benchmark data. Identify the metrics or data that you will collect and the tool.

SMART OBJECTIVES:
1. Awareness: Increase Total "Likes" on Facebook to 750 and Active monthly users to 650 by Dec 31, 2011
(From 548 to 692 total Likes, and from 150-577 active monthly users from Jan 2011 to Sep 2011)
2. Engagement: Increase comments by _ by Dec 31, 2011
3. Capacity: Increase posts from other staff by 50% (don't know how to track this) by December 2011
4. Capacity: Start utilizing



September 23, 2011: Recruitment and Engagement
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
Resources and Materials

Sample objective: 5,000 "connections across all platforms"
Suggestion: break it down by month and by platform to manage expectations

Ladder of Engagement:
Attention/Awareness > Engagement > Action > Love! (superfans)

Attention:
-Cross promote thru all channels
"come join discussion and keep up with our program", not just "like" us)
- Idea: Join fb fan (by text)
-See #22 suggestions (slides)
-eg: #10 Harness the power of your team (Staff, volunteers, board)
- Get them to talk about you on their Status (eg: email all board members, give them a cut and paste status update)
- #13: Put your fan page URL on your Twitter profile background
- Custom landing tab (free apps: pagemoto?)
-Get friends/family to invite their friends/family to "like" our page
- (tell staff) Put aapip fan page url on email signature
- Call to Action on blog/website

Engagement:
-Secret is: Open ended conversation
-List of questions to ask: (slides)
-Always be commenting (Capacity: Use Nutshell mail to organize comments, and set time to do them all)

Need to share with other fb adminstrators) Tactic #
-Comment fast (24hours), respond to everyone. Make commenting core to fb activity. (
-Engage with fans daily (short, visual, questions)

HOMEWORK:
1. Refine SMART Objectives
2. Fill out Recruitment Tactics Worksheet
3. Post question 3x per week. Use 3 Tactics
4. Add custom tab (check out Pagemodo)
5. Try Nutshell mail

Reflection (10/28/11): Falling behind! Did not do my homework. But was able to:
1. Conduct a webinar on FB for network engagement with staff.
2. Recruited 4 Admins for AAPIP page: a.) CP Director will start formalizing "Groups" for Giving Circles on fb. b.) Membership Services Manager is setting policy for Chapter Pages, possible members only "Group".
3. Was not able to post questions, but will do so (will have Admins try it!)
4. Still trying to understand/absorb implications of changes to metrics. where to start? Will form a committee of the admins.


October 28, 2011: Content Strategy
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
Resources and Materials

1. Open ended questions: Track and note, look for patterns.
2. Fb content should be integrated with overall communications - Coordinate
3. Integrated content strategy (Lightbox Collaborative): Biggest challenge is getting organized. Try the online google spreadsheet "SM Content Calendar", tie content to events/holidays/etc. (Export it as spreadsheet, don't edit in gDocs). If year is overwhelming, do it quarter by quarter
4. Facebook specifically: Become a chopshop - utilize existing content, eg: blogpost and chop into facebook "bits". Also, collect and recycle content (eg: re-use photos for other purposes).
5. TIP: Don't automate postings to fb - algorithm punishes you if you do.
6. Write burning questions on postit, and put up in meeting. Take picture and post it on fb wall. Stickynote questions get alot of comments.
7. Content on fb as food prep. Shopping list, pantry. (take our content, chop it up, post on fb. Eg: principles of sj philanthropy)
8. Other people's content (curated content). Limit to 5 best sources, pick one or two things to share a week.
9. *Menu: Vary TYPE of content. Algorithm favors pages that use a variety (eg: not just photos)
Examples: photo of sticky note question, link to a tool, brief "how to" videos. (You can tell which "type" it is by the icon)
10. Restaurant Critic (Insights)
- old fb: impressions (reach), feedback % (engagement)
*Suggest: new fb insights: weekly reach (# unique ppl who have seen your post, newsfeed, newsfeed of a friend, ads). "virility" (essentially, engagement = like, comment or share post)
11. Determine what time of day that works best for your community (time/day of week) Use *Edgerank
12. Go to insights as admin, and switch to new version of Insights. Dashboard. Look for pattern (monthly) (eg: Posting timely content, open ended questions, and summaries of content from popular experts.
13 Tie in online - offline events
14. Extract nuggets of info from insights to share - adjust.
15. on Twitter? 15 min per day. See how sources organized.
16. Tag relevant content of others' page, so shows up in both.

Objectives - plan month menus
Homework:
1. Refine SMART objectives with fb Team
2. Plan Monthly menu with team: Focus on FB first, and Giving Circles, Membership.


November 18, 2011: Brand Ambassadors
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST'
Resources and Materials

Could not complete my homework! But did start regular meetings with facebook team (Noelle, Tony, Kimi, Sandy). Decided on roles: Noelle starting a Giving Circle closed group, Tony organizing his Viet Fellows closed group. Kimi and I will continue to post content to AAPIP's page, Sandy will work with Joe on metrics. We spent some time understanding navigating around fb pages and groups, and looking at the A
We are about to go into "workplanning" mode in December with our Staff Retreat, so I asked that we settle on some objectives for fb. It is just taking some time to get everyone on the same page.

The REVIEW today was really helpful. Made me realize that the feeling I've had of being "behind" is that organizationally, we are "back" in "How To Create a Facebook culture inside your organization". I am trying to be more intentional about training, organizing and coordinating staff. Very basic practical tips and "how tos" seem to be what staff need.

Insight: For us, it seems that "Bullpen" sessions, where we are all looking at FB online and asking questions and trying things, fits our workstyles, fosters comraderie and sharing. No one is a big "expert" -- everyone has insights. Because ppl use FB in their personal time, everyone knows a few things that others don't, so we are figuring out how to apply what we have learned collectively to the organizational work.

RE: Brand Ambassadors.
I think maybe we have two different "targets" here:

Thought leaders: people with influence in the field, who are writing about say, social justice philanthropy, who are recognized, have a platform and we often link to their content. (I guess to them we are their "super fans").

Superfans__: Some of our members or giving circle donors are very enthusiastic and social media savvy. They, too, are "influencers" though not big names, they have their own networks. Often, message from a "peer" is more effective.

December 16, 2011: Learning from Measurement
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
Resources and Materials

Missed this session. Viewed the recording. Have not been able to dedicate the time to insights.

January 6, 2011: Learning Culmination**
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
Resources and Materials

Reflection: Learned so much! Really appreciated this opportunity. I regret that because I was not able to apply learnings "in the moment", so I don't feel that I very much contributed to the group. Sometimes it takes me some time to process what I am hearing. However, I know that this year we have much better organizational readiness. This provided me the time and focus to begin sheparding some major infrastructure investments and staffing changes which have been needed for a while, but were not prioritized until there much experimention, and a wider understanding of the potential of social media in our work.

Looked back and we did reach our goal of 750 page likes. But this was a very conservative goal. Experimenting with closed groups for specific network "segments", VIETFellows and Giving Circles, but not sure how to measure.
Past year was experimentation with several different platforms. Do not feel that I completely maximized this learning opportunity because my time and energy was not consistently focused on facebook. However we have adopted a "social media" culture within the organization -- it is really now a matter of being more organized internally and providing more structure for goals setting and metrics/insights, and dedicated staff. Earlier in the year, the questions I'd get were "what good it Twitter?" and now questions are "What is an MT? What hashtag should we use?" The recognition of the potential of using social media as a routine part of our communications work has led us to embark on major infrastructure investments: migrating our old database to SalesForce and our multiple blog/web platforms into a more unified and integrated platform. These major projects have pulled me away from establishing protocols and systems for facebook, and only allowed me to "maintain" a minimal presence. However, once it comes together, the whole package will be more powerful. On a management level, continuing talks about shifts in staffing to accomodate these organizational priorities - but this has been slow going.

Learned
It is easy to adopt and start "doing" social media as an individual. Harder to create a social media "culture" - establishing the time/resources, commitment, discipline to do it well is a challenge.
The many practical tools and skills provided over the last 6 months are like a treasure trove - especially coupled with Beth's blog posts and articles which give them meaning and purpose, so gives me confidence we can adopt them or adapt them.
This prompted us to establish brownbag lunches once a week to do skillsbuilding.

Next:
Continue internal discussions of staffing/management commitments
More cross skills building, sharing
Converting one Wednesday brown bag per month to metrics