Notes+Group+2,+Session+1

=**Group 2**= =**Session 1**= =**Chat Transcript**=

**Icebreaker: What was your most retweeted Tweet?**
Beth Kanter: My most retweeted link this was "Marketing without proper ROI measurements is like running a marathon, in an earthquake, blindfolded. A" with a link to the article Why? Punchy, witty tweets with a link get the most play for me

Vickie McMurchie: Plastic is forever. Make a pledge to rise above plastics today. http://bit.ly/3ZKm86 was our most RTed I believe it resonated well because it conveys our mission and allows people to feel like they are making a difference. it received 865 clicks and was RTed 78 times

Danielle Brigida: Our most retweeted post this month is this one: http://blog.nwf.org/wildlifepromise/2011/07/exxon-mobil-oil-pipeline-ruptures-under-montanas-yellowstone-river/ My reports show 275 but the button shows even more

Geoff Drake: Our tweet at the Aquarium: How Whales Create Bubble Nets to Catch Prey!

Nicole Lampe: A photo slideshow of seaslugs was by far the hottest FB post for us-showing how important good visuals are to marine conservation!

Michelle Berg: Our "What's in the Warehouse Wednesday" photos have been popular

Natalia Castaneda: Tweets about our webinars have been popular -opportunity for people to get value/information

Nathalie Arch: My most retweeted tweet in the last month regarded an open position at our organization. I think it was popular because there were hashtags in there related to searching for jobs in nonprofits and helpful RT'ers.

**Maturity of Practice: Where Is Your Organization?**
Vickie McMurchie: I think surfrider is in the JOG stage... we're past walking... but not quite a good runner

Debbie Ford-Scriba: We have also found that our #s went up when social media was integrated throughout staff. We set aggressive goals that all staff needed to be involved, easier said than done. We religiously grab stats, but we were not able to push the needle until we connected social media results with job performance.

Maria Ibanez: Prior to adding social media to job performance what kind of training was given to staff and how long did it take?

Geoff Drake: The Aquarium is "running." For better results, we need to have more backing and investment in social media as a marketing channel.

Danielle Brigida: I think we think we're running (or trying to) but we're tripping all the time and that slows us down.

Natalia Castaneda: I think we are walkingâ€¦in our way to running, developing content and promoting it, measuring what content resonates more, also recruiting people for our events. To move to the next level we need to integrate the metrics across channels and devise strat

David Taylor: We got staff buy-in to social media by developing our own in house all staff training series. We called it Web Wednesday with brown bag lunches. We did a series of ten sessions over a couple of months. We had beginner to advanced training. What made the difference was using our own social media practice as the materials.

Christine Lindberg: For our senior leadership/resistent staff getting buy-in became easier with winning over peer influencers -- people important to us online and offline

**Potential Social Media Measurement Pilot Projects**
Jocelyn Garovoy Herbert: Social media measure pilot: MLPA campaign. There is a group of partners. They want to do a benchmark study of where everyone in the collaboration is with their social media use – both quantifiable stats and looking at their practices on different channels.

Nathalie Arch: Hidden Villa's social media pilot could fold in with the launch of our new website and multidepartmental blogging, we could push traffic to and from social media and the sight. A few meetings will be needed to explain goals and avoid politics. Baby steps would revolve around enhancing communication between departments to quickly cross promote blog posts, identify which items are more popular and proving to the staff writing them that the community is interested in accessing this information.

Debbie Ford-Scriba: #1 Maybe it is something as simple as devloping the dashboard for all staff similar to the old-fashioned media "news budget". #2 We are lucky that our entire org. is onboard w/the imp. of social media.

Sara Thomas: Small measure pilot for staff by in to help with organizational politics -- taking program staff from arms crossed, I don't have time for this, to arms open, how can I help you make this better attitude.

Geoff Drake: We're considering a campaign to build our e-mail list. Organizational politics: since another department owns the e-mail program, we will need to work across depts.

Vickie McMurchie: We're going to be hosting RAPTober - a monthlong Rise Above Plastics campaign hosted throughout the month of October. I would like to monitor interactions (clicks) - how many people are taking an online pledge to rise above plastics, merchandise purchasing and of course membership sign-ups

Nicole Lampe: On the same met project Joscelin is describing (the MLPA), where, in addition to the centralize social media channels we manage, there are many websites, Twitter and FB pages, and blogs managed by NGOs, does it make sense to develop a sort of engagement model.

Pam Sturner: a) I envision a "fun on-ramps" project to move our content from informing to engaging (our model is similar to Grist's); b) we'll probably need to bring along resistant senior fellows & work closely with our institutional home (Woods Inst.

**Next Action Steps**
Natalia Castaneda: Define ladder of engagement for our pilot - and metrics for each step

Debbie Ford-Scriba: Do my homework & read Measure What Matters! Formally incorporate this N/P Measurement project into bi-weekly staff meetings.

Sara Thomas: Next Steps: fill out worksheets and use them to guide us through creating a pilot.

Geoff Drake: Meet with team internally to agree on scope of project. Is it too broad? How can we narrow and define our objective? Is it measurable?

Vickie McMurchie: Next Steps: meet with our Environmental, Membership & Chapter Departments to see what their goals are - and work that into the social media pilot homework assignment.

Danielle Brigida: Next steps, discuss with a few people in leadership if setting up a social media dashboard could be a useful. Or if there's another case study I could investigate.

Danielle Siembieda: Next Step; Identify a bechmark measurable goal within the next 3 months, go through the checklist

Maria Ibanez: Encouraging to hear that there can be successful buy in and staff participation.

Sara Thomas: As part of building out the pilot, I'm looking to engage my entire department/team on the effort rather than working solo on the project to help with buy-in.

Alison Carlman: My next steps are to develop my key performance indicators for our existing marketing strategy. I'm not sure whether that is a pilot in and of itself (identifying indicators and sources of information) or whether I actually need to run an experiment as we

Pam Sturner: Next steps: 1) figure out whom to contact at Grist about their on-ramp project; 2) identify team to help flesh out measurement pilot; 3) finish reading "Networked Nonprofit" & "KD Paine's book

Lyle hurst: Review our ladders of engagement model, rewrite our outreach goals, prepare a supporting social media initiative

Nicole Lampe: First, I want to fill out the worksheets to help me organize my thinking on the pilot projects. Then, I'll check in with Jocelyn and Sara (who are also in this group and working on the MLPA campaign) to ensure we're on the same page in terms of pilot pro

Steven Wirt: 1) Draft a core organizational communicatons plan that includes social media strategy. 2) Begin to build measurement infrastructure (i.e. research, choose and implement baseline measurement tools such as Google Analytics.

Christine Lindberg: Meet with communications team and decide what avenue to persue for our benchmarking pilot. Really think that focus on our content strategy is important to me. Can measuring how followers respond to support certain content types be helpful?


 * Good Questions To Post On Facebook Group**

What are some good tools for measuring referring traffic from Twitter to our website? How do you cross check what other "competitors" or doing? Can those who have done the staff trainings and have created materials or plans, can they share with the group?