Group+2+Next+Door+Solutions+to+Domestic+Violence


 * Next Door Solutions to Domestic Violence**

Participant Name: Elisabeth Copper Web Site: http://www.nextdoor.org Email: ecopper@nextdoor.org Phone: (408) 501-7544


 * Social Media Presences**

Facebook: http://www.facebook.com/NextDoorSolutions Blog: http://www.nextdoor.org/blog/ YouTube: in the works Twitter: NDSolutions LinkedIn: http://www.linkedin.com/company/next-door-solutions-to-domestic-violence 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

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

Before we begin implementing a more mature pilot, I'm becoming more and more convinced that we need to upgrade our social media dashboard. I currently track the number of Facebook and Twitter followers, as well as our FB content, in a very simple Excel spreadsheet but I don't think it's sophisticated enough. I'd like to create a dashboard that includes not only FB and Twitter but also our blog hits, e-newsletter response rates, and Google Analytics stats. I'm hoping that this dashboard will make it easier for me to see the type of content our audience responds to the most, how they respond, and the best times to reach them.

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

Measurement Pilot Design Worksheet


 * I. What are the results of the activity you want to measure for the pilot?**


 * 1) Describe the activity: Measure the success of our social media presence via a social media dashboard and understand whether or not that presence convinces people to move onto our website, and then donate/volunteer with the organization.
 * In the organizational work plan? Yes
 * Keeps Director up at night? Yes- engagement, donors, volunteers
 * Doable, manageable? Yes.
 * Everyone agrees? Yes.

2. Describe the result from the activity
 * A dashboard that will give us a greater understanding of the content our supporters relate to the most and learn what drives them to get involved, volunteer, and eventually donate.

3. Create a series of if/then statements that go from your result to your use of social media

If we understand what content drives supporters to act, then we get spend more time finding those stories and less time on extraneous content searches and uninspiring content that falls on deaf ears.

If we learn what makes individuals want to volunteer with our organization, we can continue to engage them and use it to attract other similar individuals.


 * II. Strategy**
 * 1) Audience description: Next Door currently has statistics only on our Facebook audience. Of our Facebook users, 82% are female and 14% are male. The majority of our audience is from the United States, hailing from San Jose, Santa Clara, Pleasanton, Seattle, San Francisco, and Los Angeles. The age breakdown is as follows:
 * 13-17: 1.54%
 * 18-24: 12.6%
 * 25-34: 25.3%
 * 35-44: 25.7
 * 45-54: 18%
 * 55+: 13.4%
 * 1) Target audience: Community members with an interest in preventing and ending domestic violence, victims themselves, and those who find themselves with the financial and emotional capacity to help women and children who have experienced DV and are looking to Next Door for help.
 * 2) Ladder of engagement: Like our page à Like our status à Click the link and go to our page à Comment on post à Volunteer and/or donate
 * 3) Environment
 * One that fosters intelligent and respectful dialogue about the causes of dating violence, its prevention, and possible solutions to ending violence against women. We strive not to focus on the “doom and gloom” but rather, we will be optimistic and demonstrate that a life of peace and safety is possible. We will inspire individuals to get involved, make a difference, and “be the change they wish to see in the world”.
 * 1) Messaging/Content
 * Our message will be one of hope and inspiration. It will focus on survival rather than tragedy. While there is a time and a place to demonstrate the ugly realities of DV, this will not be the majority of our content. We will share real life stories that demonstrate the complexities of violence against women and why it is important that we get involved. We will keep our audience up-to-date with current events that have to do with our mission, as well as with important pieces of legislation that will affect the health and safety of women. We will treat our audience as investors of our organization, keeping them abreast of changes, activities, events, and news that occur within the organization.
 * 1) Channels
 * Facebook
 * Twitter
 * LinkedIn?
 * Blog and Website
 * 1) Budget
 * None
 * 1) Timeline
 * This will be a continuing project but the dashboard should be complete by October 15th.


 * III. Benchmarks**
 * 1) How did you come up with your “How Many” and “By When”? Compared to peers or history? Realistic or not?
 * Will be compared with past ND history. As this project continues and our presence grows and expands, we will make it a priority to go back and look at our dashboard from past quarters. If we don’t successfully surpass our KPIs from the previous quarter, it’ll (hopefully) be easier to target why and what we need to do differently.


 * IV. Key Performance Indicators**
 * 1) Twitter: RTs, Mentions, Click Rates
 * 2) Facebook: Likes, comments on ND posted content, independent comments, shares, clicks
 * 3) Website: blog reads, RSS subscribers, unique page views, returning visitors, overall traffic, SM referrals, average time on site, most popular content, donations generated
 * 4) Constant Contact E-mail Blasts: Opens, clicks, shares, fwds, donations generated


 * Overall goal: Increase blog, email, and eNewsletter communications list by 10% by end of FY and increase number of SM subscribers, commentators, and average number of unique website visitors per month by 10% by end of FY.**

1. How much staff time will you invest in implementing the dashboard? a. Less than 7 hours a week. More towards the end of FY in order to perform a month-by-month trend analysis 2. What is the opportunity cost? 3. Are you adding resources or shifting them? 4. What are the consequences of not investing time? a. Wasting time that could have been used elsewhere. b. Wasting this opportunity granted to our organization by the Foundation c. Losing all of our SM progress, annoying and alienating our followers, not taking advantage of their interest which could cost us volunteers/dollars/valuable influencers in the community
 * V. Costs**


 * VI. Right Tool for the Job**
 * 1) Techniques used to collect data
 * Google Analytics
 * FB Insights
 * Buffer for Twitter
 * Constant Contact

Session 3: Why Does Bad Measurement Practice Happen To Good Nonprofits? September 22 at 11:00 am PST/ 2:00 EST
 * VII. Turn Data into Action**
 * 1) Formal reflection process: Quarterly/Annually
 * 2) Review data process: Monthly
 * 3) Real Time Feedback Loops: Weekly

Reflection questions: Session 4: Benchmarking: Networked Nonprofits Measure Social Media in Context October 27 at 11:00 am PST/ 2:00 EST
 * What does good measurement practice look like in your organization
 * To be quite honest, I'm not sure anyone in the organization has even given social media measurement a second thought before we began this project. Now, I believe we've come to a consensus that good measure practice involves consistency, accuracy, an attention to detail, an un-bias eye, and an understanding of what the numbers we're measuring truly mean.
 * Does your organization have measurement malaise? What does it look like?
 * The seven different reasons for measurement malaise that we discussed during this week's telephone call definitely rang true for our organization... some more than others. For me personally, I definitely agree that doing and creating is more fun than measurement. It's so easy for me to put content out there and converse with our supporters but when it's time for me to measure how effective that moment was, it becomes more of a "job" rather than a procedure that I actually enjoy doing. Additionally, there is definitely a fear of what our SM exploration efforts will find that has been holding me back from interpreting our numbers. While we do collect data, they're definitely not as aligned with appropriate SMART objectives as they could be but I do realize that everyone has to begin somewhere. I'm proud of the work I've done in my position here at ND, considering the obstacles I've had to face organizationally, and believe my findings will be better than what I give myself credit for but even still, it's time to jump on in and begin my measurement pilot!
 * As you scale your measurement program, who else in the organization needs to be involved?
 * Definitely our Fund Development Director & our Executive Director. Since I report directly to the FDD, she should be kept up to date with what I am working on and the time spent on it. Our ED doesn't need to be involved intimately with the details but she should know how my work is benefiting the organization as a whole. In terms of the actual creation of the dashboard, I'm the only one in the marketing/communications dept. and since I've already obtained the input of our FDD in terms of what we should measure, I'll design it myself and then show the finished product to the above individuals for their feedback.

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.