Resource+Media+-+group+1


 * Resource Media**

Participant Name: Jessica Brand Web Site: http://www.resource-media.org/ Email: jessica@resource-media.org Phone: (202) 454-4620

Facebook: https://www.facebook.com/mobileprotection#!/ClimateChangeNews Blog: YouTube: Twitter: http://www.twitter.com/ClimateChangeUS LinkedIn: http://www.linkedin.com/company/resource-media
 * Social Media Presences**

June, 2011
 * Facebook Benchmarking**

Fans: 2914 Total Posts: 21 Total Comments: 21 Comments per Post: 1


 * 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)**

//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
 * July 29, 2011:** **Orientation**

Resource Media's Climate Team Facebook presence was initially established in conjunction with a specific contract for a report roll out. After the roll out we were left with a great online community that likely had an interest in many aspects of our climate work. So now we would like to build on the work we have already put into Facebook, with the goal of creating a permanent online asset for Resource Media that we can use on behalf of our climate partners and clients to add value to their work.
 * Homework: Why does Resource Media want to improve our practice on Facebook?**

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


 * Homework: Draft Facebook community guidelines**
 * 1) ** Cool words on a warming world ** - This page is a forum for civil dialogue. Please refrain from profanity and personal attacks.
 * 2) ** Zero spam emissions - ** Posts that promote good or services will be removed.
 * 3) ** Cut the hot air by staying relevant ** - This page is dedicated to providing a forum for people to exchanges views and information about climate change, its causes and impacts, as well as other issues relevant to this topic. Please make sure your comments are pertinent.

In the interest of fostering a healthy dialogue, we reserve the right to delete comments and/or ban users who do not adhere to the guidelines described above. This is your community; make it a better place by sharing your ideas in a respectful way.

Thanks, Global Warming Climate Change Report

**Homework: Identify part of another organization's SM policy that is relevant to your organization** Ford's "Be Honest About Who You Are" - Resource Media has many partners and clients, but we also have our own identity and mission. Beth, this is an area I'd love to discuss more with you. Although I realize it may not be relevant to a lot of the groups in your training. I'll email you. Thanks!

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

Homework: SMART objectives

Using Facebook Effectively

Session 2: Smart Objectives 1. What is your intent for using Facebook? What is the result that you want to achieve that defines success? Our overall goal is to educate people on the scientific linkages between climate change and extreme weather events, as well as the costs of inaction. We are trying to raise public awareness as well as empowering existing supporters with information. We are not trying to influence deniers. We are doing this to create a more fertile environment for action and debate on climate change. 2. What are your SMART objectives? Results To reach our target audiences in Washington, Oregon, California, New Mexico and Colorado we will: Tactic/Facebook Capacity (Learning, Content, Staff, etc) 3. Benchmarks
 * increase likes/fans in target states by 25% by the end of the year
 * track response levels to content about different kinds of climate impacts, and identify the top three topics that motivate dialogue
 * Use top three topics identifed as motivational to inform future traditional and social media strategies
 * increase frequency of content posting to at least 2 posts a day, for 5 days a week, with additional time devoted to dialogue engagement
 * send private message to fans in target states and ask them to recommend our page to friends in the state
 * engage with other facebook groups 3 times a week, with focus on 5 most relevant groups
 * One member of staff between currently at 2.5 hours a week increasing to 5-8 hours a week, with technical and strategic support
 * How did you come up with your “How Many” and “By When”?
 * We are aiming slightly above (25%) the current trajectory of new fans in target states to reflect the increase in time input and focus.
 * Compared to peers? Compared to History?
 * Based on history due to incompatable comparison groups
 * Realistic or not?
 * Yes
 * Monthly, Weekly Targets?
 * Monthly – weekly is too short a timeframe

4. Metrics
 * Look at each of your SMART objectives and ask what is the single best metric to know you are on track?
 * to increase overall likes/fans on facebook, with particular emphasis on people in the Northwest and Southwest – metric = unique fans or likes
 * to increase likes/fans in target regions by 25% by the end of the year – metric = unique fans and likes
 * to track response levels to content about different kinds of climate impacts, and identify the top three topics that motivate dialogue – metric = comments likes and shares


 * **Awareness** || **Engagement** || **Action** ||
 * **Number of Fans** || **Number of comments, likes and shares Per Post** ||  ||


 * 5. Right Tool for the Job**
 * Your measurement tools are the techniques you will use to collect data – the key performance indicators. Remember – any tool is useless unless it covers the sort of data that help you evaluate progress towards to your Objectives**
 * **our primary tool will be facebook insights with sysomos map as a complementary tool**

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