PACT


 * PACT **


 * Contact Person:** Akemi Flynn, Director of Operations / Interim Executive Director
 * Phone:** 408-998-8001 ext 303
 * Email:** akemiflynn@pactsj.org
 * Executive Director:** Akemi Flynn (interim)
 * Communications Director:** Akemi Flynn (that's one of my "hats" that's hard to keep up with as much as I'd /we'd like)
 * Social Media Staff:** Akemi Flynn with our team...


 * Baseline **


 * CWRF Overall Level:** Walk
 * Overall Score:** 1.48
 * Detailed Score:**[]
 * Burning Questions To Be Answered**: 1) What are the most effective tools and strategies for our local grassroots organizing organization to have an impact in our local work and through our regional, statewide and national network (given limited time and other resources) 2) What are the most effective ways to engage community organizers and grassroots leaders in embracing and driving our social media strategies to build power to win? (The staff organizers and volunteer leaders we want to engage are from diverse backgrounds who have a range of experiences and feelings about technology, online communication/advocacy vs. in-person, relational organizing, different languages, educational backgrounds, ages, etc) Note: I selected "Intermediate" above, since we did the "Beginning" group earlier, but maybe it would be better to have some different/additional people participate in the "Beginning" group this time.


 * Measurement Indicators [Crawl=1, Walk=2, Run=3, Fly=4]**
 * Data-Informed:** 1
 * Tools:** 1
 * Sense-Making:** 2


 * Social Media Presence **

Blog: Facebook: https://www.facebook.com/PACTSJ Fans: 527 YouTube: http://www.youtube.com/PACTSJ Subscribers: 75 Views: 0 Twitter: https://twitter.com/PACTSJ Followers: 167 Hashtags: #Prop30, #eldercare - spotty use since our Americorp Resident left, unfortunately

__**3/18 Webinar:**__
KPI - key performance indicator Do Something KPI - young people getting involved

Conversion occurs when user takes a valuable action: - sign up for campaign - download report - donate

Trigger

Tracking social conversions with Google Analytics - Sources - Advanced segment - Custom link tracking

Tools to track social conversion: Google Analytics > Traffic Sources > Sources > All Traffic Google Analytics > Content > Site Content > All Pages

Should we say "learn more" or "take action" views vs. take action?

Google URL Builder build custom campaign parameter - create custom link

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3/8 Measuring Pilot Design
Goal: Increase the number of our contacts taking action by signing petitions in support of our Campaign for Citizenship. We will measure which of our 3 different ways of engagement (twitter, Facebook, mass email) will give us the most participation.

We are also interested in comparing the number of people signing our petition on Facebook based on its content: image with text vs. picture with a meme.

Organizational consensus: E.D. and communication staff met with all staff twice to talk about communication priorities. E.D. and communication staff have been meeting regularly to fine-tune our project.

Audience Definition: - PACT contacts thru mass emails (2500?) - contacts of contacts - Likers on PACT Facebook page (554) - friends of likers - Followers on PACT's Twitter (192) - followers or followers (3/18/13 numbers)

SMART Objectives:

Benchmarks:

By April 30, at least 75 people will take action (e.g. sign a petition, make a call) in response to one call to action sent by PACT through online tools/sites

By May 30, at least 150 people will take action (e.g. sign a petition, make a call) in response to at least one additional online call to action sent by PACT though online tools/sites

By June 1, we will have identified preliminary "keys to success" for moving PACT's contacts (and their contacts) to action online

Baseline:

Oct 2012 Petition to ARUSD Trustees re. process for filling school board vacancy: 86 supporters - 90 actions taken - 443 mssgs sent to 5 targets

July 2012 Petition to MTC Commissioners re. support for VTA pilot for low-income transportation: 66 supporters - 70 actions - 550 mssgs sent to 9 targets

June 2012 Petition to State Senators & Assembly members re. support for Homeowners Bill of Rights: 36 supporters - 38 actions - 76 mssgs sent to 23 targets

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 * __2/27 Coaching call w/ Beth__:**

- AF will research PICO Salsa measurement opp - LM will look up PACT Salsa baseline - LM research bitly
 * Next steps:**


 * 2/27 Call w/ Beth:**

- AF will research PICO Salsa measurement opp - LM will look up PACT Salsa baseline - LM research bitly
 * Next steps:**

- Design project testing different tactics for FB posting with Salsa petitions - which tactics get best responses - Send Beth our plan
 * After that:**

Questions/Brainstorming: How well do Salsa petitions ... How do our activities online ... How well does our work on FB and Twitter drive people to sign petitions

Salsa: Referral traffic - tracking code (different bitly codes) 50% came from FB Conversion rate: 100 people clicked on, 30 completed survey

Goal: Inspire online engagement on immigration ...

KPI = - % increase of conversion rate for signing petitions (can only measure if can control) - % referral traffic from FB to petition landing page - % referral traffic from Twitter to landing page

Measure/Test: 1) Content/Mssg: different ways to post info to get them to petition landing page a) photo b) text c) 2) Frequency 3) Day, Time of day 4) How well it's being shared

Ways to track/measure: - Spreadsheet tracking - Beth will share spreadsheet - Salsa, Google Analytics

Idea to consider for engagement: post content about issue - link to something to read - link to petition Example: Enviro Org FB, Twitter - on-ramp to website funny FB post > engage and inspire to take action > take action: petition We think we will lose people with so many steps

Influencers Champion Program - tactic (not measurement pilot) - how many on FB, sharing PACT FB campaign info, how to get more of them to share - set up private FB group - email - invite special champions FB group - cheat sheet of how they can help us - social grouping

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 * __~2/22 Project Ideas__:**

Challenges: - linking on-line strategies to on-line action through our PICO National Network - not all our online allies are from our zip code - linking on-line strategies and in-person action - Measuring our on-line strategies' contribution to changing the public narrative, community support and political will for policy change: immigration reform with a pathway to citizenship

__**2/4 Webinar:**__ Marine Science Institute, ALF, Stanford, Comm Fndtn of Santa Cruz - good examples of wiki use

Measurement: goal, audience, measurement-choose metric, reasonable, data collection tool, data review & analysis Small project - "rinse & repeat" - something doable that we can go thru cycle and replicate Priority on workplan - easy win, focused-project, measurable

New Journal Page for PACT~