PACT+People+Acting+in+Community+Together+-+group+1


 * PACT: People Acting in Community Together**

Participant Name: Akemi Flynn, Mercy Martinez, Leslye Penticoff Web Site: http://www.pactsj.org Email: akemiflynn@pactsj.org Phone: 408-998-8001 ext 303

Facebook: http://www.facebook.com/PACTSJ Blog: YouTube: http://www.youtube.com/PACTSJ Twitter: www.twitter.com/pactsj LinkedIn:
 * Social Media Presences**

20, 2011 ||<  ||<   ||<   ||<   ||
 * Facebook Benchmarking**
 * <  ||< June 2011 ||< Aug 2011 ||< Sept
 * < Fans ||< 190 ||< 201 ||< 205 ||<  ||<   ||<   ||<   ||
 * < Total Posts ||< 10 ||< 13 ||< 7 ||<  ||<   ||<   ||<   ||
 * < Total Comments ||< 7 ||< 4 ||<  ||<   ||<   ||<   ||<   ||
 * Total Likes ||  || 22 ||   ||   ||   ||   ||   ||
 * < Comments per post ||< 0.7 ||< 0.3 ||<  ||<   ||<   ||<   ||<   ||

Sept 20, 2011
 * 174 monthly active users[[image:http://www.facebook.com/images/insights/green-up.gif]] 26 since last week ||
 * 203 people like this[[image:http://www.facebook.com/images/insights/green-up.gif]] 0 since last week ||
 * 10 wall posts or comments this week[[image:http://www.facebook.com/images/insights/green-up.gif]] 4 since last week ||
 * 46 visits this week[[image:http://www.facebook.com/images/insights/green-up.gif]] 6 since last week ||


 * 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)**

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

//Group 1A: 11:00 am PST - 2:00 pm EST// //Group 1B: 1:00 pm PST - 4:00 pm EST//
 * December 16, 2011: Learning from Measurement**
 * **Resources and Materials** **

//Group 1A: 11:00 am PST - 2:00 pm EST// //Group 1B: 1:00 pm PST - 4:00 pm EST'//
 * November 18, 2011: Brand Ambassadors**
 * **Resources and Materials** **



Notes: Using the Facebook "Causes" page to raise money for Annual Fundraiser

What has been successful for recruitment & engagement? + Linking content to events leading up - Always easier to get the "Likes" rather than the comments + If the question is too hard for people to answer, people will not respond + Try questions that are easier to answer + Call people out by tagging them in your posts + **Landing pages only appear to people who aren't fans already** --> Planned Parenthood: Join our Facebook page, this is where we talk about... - Don't ask for money on your landing page

Q: Are we more inclined to make posts more positive to get a "Like" out of it? - Dan G? Studies viral hits online. **More positive news generates more discussion and Likes**. And cute animals. - Should we shy away from negative news, or should we reframe negative news in a positive light? - Suggestion: Reframe and test. Go with what works and generates the most comments. Q: I want our fans to talk and question. But there are deep-seated fears in our org about open-ended question? Suggestions about non-risky posting strategies? - As long as it's something that's already written on our website, we can repurpose that and put it on Facebook and Twitter. - However, then those pieces of data or news start to flatline and become repetitive. - Suggestion: Create a content plan for Facebook in advance, say the question is related to this policy piece. Helping higher-ups warm up to it. - Afraid of people saying something negative. BUT we could think of open-ended questions as being a kind of focus group - to hear what people really think. If they aren't talking about it on your Facebook page, they're just saying it somewhere else. Q: How do we generate more shares, rather than just likes or comments? - MORE VISUALS. Have a call to action - please share this with your friends! - Make dense articles/data easier to understand. - People aren't engaging in the tougher material, so we're worried that they're not learning from us. - Are social media channels fun "on-ramps" to the more serious issues that your organization works on? --> Grist does outreach on Facebook. Grist lawn chair photo, then connecting those people to an article tying the earthquake into climate change. --> Use the fun and fluffy stuff to get a base of people to engage in the more serious stuff.

Stocking your pantry, making your shopping list....

What works? - Tag people who are your friends in the photos that you upload. - Going off the cute animal thing. - Virality gets lower if you have a large number of people seeing the post but a small number engaging.

What does love mean on Facebook? - Talking about you with their friends and talking about you offline because they heard about you on Facebook. - Superfan: people who comment/like stuff on your page a lot, incorporating you into their Facebook statuses. Concerns: Possibility for a rogue fan (someone who's crazy), lose control, superfans may be flighty Benefits:

Recognize and cultivate your fans by shouting out & tagging them! - Formalize it a bit by inviting them to be an ambassador - Create your cohort of champions - Use SimplyMeasured to discover your superfans and ambassadors. - Using Facebook to discover people who appreciate your work, and to build relationships with them (potential donors, etc). __Steps:__ Track, Recognize, Cultivate, Proposal/Tools, Engage/Amplify

Hard to give people shoutouts without being friends with them. - Master your privacy settings on Facebook, so you can become friends with lots of people

**Homework for next time:** **- Continue writing in the wiki journal, and experiment with getting more shares and/or designing an ambassador program.**

//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**

Homework: - Promoting our Facebook page through at least three other channels - Engaging Facebook users with three creative/intriguing questions each week and tracking the number of fan increases

Tactics PACT chose to promote the fan page: - Including a Facebook button in our staff email signatures - Tell our Twitter followers to Like us on Facebook - Putting a tag/link on our YouTube videos to direct them to our Facebook

Results: Increase from 206 to 242 fans in the last month.

Next steps: - Inviting all of our friends to Like the PACT page & instructing all staff to do so - Mass email inviting our mailing list to Like us on Facebook & invite their friends

Results from our Facebook engagement strategy: - One of our YouTube videos went viral --> now with 23,000+ views - Peak of 333 people "reached" - number of unique people who have viewed our posts - Peak of

Lessons - Videos go viral, not text posts - Integration is key - integrate Youtube with Facebook to maximize views of both platforms

**September 23, 2011: Recruitment and Engagement**
**Resources and Materials**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

Homework: 9/23/11: FB Changes - Beth's summary: - be careful about your posts - sharing with all, friends, friends to friends - be careful about privacy settings - think twice about adding apps - lock down everything until understand privacy implications, so don't unintentionally share

What does it mean for org pages? - lots more noise and clutter, so important to have compelling content, stories - new analytics - implications for privacy settings - get to know those...

Ladder of engagement - attention > action

Tactics: - Cross promote all channels text to 32665: "like facebook.com/PACTSJ" http://www.facebook.com/help?page=821

- Custom Landing page/tab Unicef - rotate - convert visitors to fans leader stories free apps - pagemoto

Learn about/check out: Pagemoto SEO - search engine optimization BK's Link for easy how-tos Google analytics - eval traffic Nutshell Mail Engagement: convo starters - open ended ?s & photos/videos, comment, get fans to shrare

HW: - Try 3 recruitment/attention/engagement tactics (list of 22) & measure results - 3 questions/wk - increase feedback

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

8/26/11 Intention?, To do?, By when? Use SMART objectives (very helpful) Pick the right metrics. (research needed) Beth spelled out the differences and different metrics to come out of each Edgerank and Export.ly Measurement and relevance need to be foremost in my mind. I've been working on engagement and awareness to have more supporters for our annual donor appeal. ~Mercy

AF: Specific Measurable Attainable Results Timely

Intention statements quantified by how many & when

Results ($), Tactical, Capacity (learning)

How we define success: - increased awareness of PACT and our grassroots leadership development - increased awareness of issues we work on - the problems and solutions - increased support from allies, e.g. taking action in support of our campaigns, attending our events - increased engagement/feedback from supporters - increased donations

Increase number of visitors (non-fans) - ? metric tool/measure

Increase number of fans > By Nov 3 (for year end donor appeal), increase FB fans to 300 (from 201 on 8/26, 205 on 9/21). Tactics: - ID at least 5 PACT volunteer leaders who are active on FB and engage them in becoming regular posters & inviting their friends to like PACT (Akemi: Susan, Barbara, Jill; Mercy: Vivian, Harriet, Beth, Bev) - Engage staff to invite friends to fan PACT, starting with Leslye inviting friends and training staff about privacy settings - TBD ?Maybe? ID key allies who are active on FB and engage them in becoming regular posters & inviting their friends to like PACT (Kathy Wheeler, Teresa Castellanos, Sheila Bernus Dowd, who else?)?

- Promote thru/at Nov 3 Luncheon - Promote thru website - move web links to top (in process since 9/2) - Add links to staff email signatures (by 9/30) - Include in all mass emails starting 10/1 (?should we do a join us on FB email? Either 1st wk of Oct or timed w/ something exciting - stories, donor appeal, help us reach our goal of increasing X% of fans)

> By Dec 1, increase by X from Luncheon for donor appeal > By Jan 1, increase FB likes to ??300 or higher?? - Promote thru year-end donor appeal

Additional measurable obj TBD based on pending research re. analytics tools

Notes for consideration: > More measurable obj TBD: By ?, increase comments per post (or a FB % impressions) to X. By ?, increase likes per post By ?, post X/wk or x/mos with engaging questions vs. pushing info out.

Possible tactics to consider and then develop measurable obj: By Oct 1, invite at least 3 active FB users to post By Oct 15, launch series of leader stories (coord w/ new website section) By Nov 15, launch an organizing campaign strategy > take action By Nov 30, launch year-end donor appeal > $

Follow up to learn about/how to access Download FB insights over time FB % of responses

Edgerank checker - analysis by posting timing - free version, more info monthly fee Export.ly - freemium version, charge by export depending on number of likes

What do we get that's not in FB insights? FB doesn't provide comments per post Exportly provides names of commenters Edgerank more fine tuning of analysis - types of posts, time of day, recommendations

Next steps: - Develop SMART obj w/ Mercy in prep for Leslye joining us - Engage key PACT volunteer leaders

Ina - Board challenge donate $1 for every new like

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

8/4/11-We could have used today's session last year when we were struggling to put our Social Media Policy in place. We asked for volunteers from Staff and Board to be on the Social Media committee. We ended up with a small group researching other social media policies. I would like to put a 'Community Guidelines' on our Facebook page, need to discuss this with the committee. But I'm sure that will be our next step. We have removed a post that was inappropriate, without these guidelines posted. Would love to get more buy-in from staff, they are resistant to Facebook period. Right now we have three or four Admins but I'm the only one maintaining the page. I used to do it at home but now find some time each day to check the page and see what is posted. Not much time, ten minutes maybe. I posted something simple once, 'what great education organizers we have!' and it got a few responses. I need to post more simple messages like that to get our 'fans' engaged. Look forward to the next session.-Mercy Martinez, Office Manager.

AF: To-do: 1) Check out policy/guidelines Ford - personal Mayo - personal talk about work; official org spokespeople

2) Post community guidelines on FB: GS - FB statement posted (e.g. no curses) so can delete posts/remove fans/friends Where: - Box on upper right, couple sentences and post on wall periodically (GS) - Separate tab (AARP) BK - when delete post, send private mssg explaining

Share easy steps/value added for getting staff/volunteers started Integrate social media into all job descriptions & performance evals

Document how we benefit/what we learn from soc media

More interaction after reach 1K Campfire - regularly post, engage and throw a few sparks Reward people who post - ping privately

Ideally don't automate posts across channels - customize

HW: What's one thing we can put into practice?

//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**

AF: We want to us FB to amplify the power and influence of our grassroots community organizing campaigns for community and policy change.