Group+2+Surfrider+Foundation


 * Surfrider Foundation**

Participant Name: Vickie McMurchie Web Site: http://www.surfrider.org Email: vic@surfrider.org Phone: 949.732.6426


 * Social Media Presences**

Facebook: http://www.facebook.com/surfrider Blog: http://www.surfrider.org/jims-blog YouTube: http://www.youtube.com/surfriderfoundation Twitter: http://www.twitter.com/surfrider or http://www.twitter.com/vmcmurch LinkedIn: http://www.linkedin.com/company/36652? Listening:

After each session, use the wiki journal to jot down key takeaways, ahas, next action steps, or questions.
 * Wiki Journal**

Orientation: Overview of the Peer Exchange and answer questions July 13, 2011 at 11:00 am PST/ 2:00 EST

It was so nice to be on a call with so many other organizations that I look to as guiding lights in the social media field - I'm feeling really lucky to be a part of such a fascinating group. It's also nice to hear that other people are as overwhelmed as I am with time management and content creation. Additionally, I find it refreshing that others are also seeking to expand on their listening tools and translate it into real time action.

When preparing Board/Director reports for fellow staff members, what information do you include? How many orgs pre-schedule tweets as opposed to manually entering them?
 * Questions:** What tools are other organizations using that have completely simplified their social media routines?

1. Measurement & reports: Right now, I have a number of programs set up to track social media analytics, but besides collecting that information for my own knowledge, not much is done with this information. By the end of this program, I would like to be generating monthly reports for my staff and board to reflect the growth and value of our social media channels.
 * Goals of the Program:**

2. Identify Key Influencers and Engage their Network More.

3. Turn fans/followers into members/donors. I am hoping that by the end of this program, my IT department will have installed Omniture and I will be able to track how people are arriving to our "join" pages and whether my tweets/posts are transforming slacktivists into actual activists.

4. Obtain & Train an Intern: I can't continue to be the only one who controls the networks of Surfrider. Seek a college level intern to help me with scheduling tweets and assembling reports.


 * Next Action:** Read Measure What Matters & talk to Surfrider's 7 Directors to see what information about our social networks would be of most interest to them.

Session 1: Assessing Your Networked Nonprofit Maturity of Practice July 28 at 11:00 am PST/ 2:00 EST

Social Media Measurement Pilot "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."

Department Goals: Enviro Dept The goal of RAPtober is to make people more aware that the Rise Above Plastics program is actually associated with Surfrider Foundation (up until last month, there was absolutely no co-branding on RAP's website or merchandise). Additionally, we would like to see 300 unique visitors sign our Rise Above Plastics Pledge. At the end of the month we will email all of those that signed the pledge how much impact they would make if they really chose to eliminate plastics from their lives.

Chapter Dept Ideally we would like to host 20 RAPtober events throughout the United States. We will assemble toolkits and essential social media messaging for all chapter members to keep our mission and goals of RAPtober well defined. This will help our volunteers to post relevant information in a timely manner and to ensure that our message is reaching a broad audience.

Membership Dept Our goal is to sign up 100 new members to Surfrider Foundation. We will utilize trackable links in order to track whether or not our social media promotion results in a site visit, analyze how long they are staying on our pages and ideally, whether they are monetarily lending their support to Surfrider Foundation. As of right now, our IT dept. has continued to disappoint with a lack of analytics for our social media sites. Additionally, we will track the popularity of our RAP premium items available for purchase. We will promote the items on our Facebook storefront and again use trackable links to see if our promotion results in high sales.

Challenges:
 * As stated above, we don't have formal analytics in place and while it will be easy to track how many clicks our links are receiving, we will have to largely rely on our IT dept to provide us with the information we seek. Our IT dept. is often difficult to deal with.
 * We have a late start. The event is a little more than 5 weeks away and we have yet to launch the microsite and information JUST went out to the chapters about having a national event. I'm worried that our late start will result in lackluster results.
 * The economy. Donor fatigue.

The goal of this program is to measure our outreach and impressions for our inaugural event, so that for future events we have a baseline to compare to.

Session 2: Align Social Media Measurement With Results August 25 at 11:00 am PST/ 2:00 EST

Session 3: Why Does Bad Measurement Practice Happen To Good Nonprofits? September 22 at 11:00 am PST/ 2:00 EST

Session 4: Benchmarking: Networked Nonprofits Measure Social Media in Context October 27 at 11:00 am PST/ 2:00 EST

Session 5: Overview of Measurement Tools November 17 at 11:00 am PST/ 2:00 EST

Session 6: Transform Data into Wisdom and Reporting December 15 at 11:00 am PST/ 2:00 EST

Session 7: Reflection and Reiteration January 5 at 11:00 am PST/ 2:00 EST

Learning Culmination January 12 at 11:00 am PST/ 2:00 EST This session will be a “virtual party” to celebration the completion of the program and for participants to share what they learned through their action learning projects.