group+2+session+7

=**Group 2 Session 7**= =**1/5/2012**=


 * Is your pilot underway?**
 * Danielle Siembieda**: New leadership in org, bringing in new people to contribute to project. We had to go back a few times to bring in key people


 * Jocelyn Herber**t: We'll be better positioned to implement a pilot this year, now that MPAs are in the water. I have used this time to do some benchmarking research on our peers' use of facebook.


 * Caroline An** I think we have a good baseline metrix to move forward with our pilot


 * Geoff Drake** One challenge for us has been that social media is changing so fast, that the parameters set out a year ago are no longer relevant (Facebook insights, advent of Google+, etc.).


 * Vickie McMurchie** I think that this whole pilot program helped me to realize just how much of our efforts are really promoted (mostly) by social media. This pilot program will definitely help me to monitor our successes and conversions for our upcoming initiatives and campaigns


 * Nicole Lampe** Not yet finished because I had been waiting for the right opportunity that made sense both in terms of my project workflow and also this peer learning exercise. I am now awaiting 2012 funding to complete my pilot project, but the planning and listening in has been valuable already.


 * lyle hurst** we had a surprising result - by far our most successful component was LinkedIn, which we did not expect. So we are reworking our test plan to dive deeper into LinkedIn and de-prioritize some of our other channels. So it's a reset, but in a positive way.


 * Christine Lindberg** We're finally starting to implement (yay!) since the 2012 legislative sessions are starting. I think that this really helped for future planning because in the past we've had idea and then had a harder time implementing it. This group's focus on baby steps has been really important -- it's grounded me whenever I start to get caught up in the little details


 * Pam Sturner** I've realized that the 2 pilots I designed are interrelated. One, as it turns out, is best suited to doing at a Fellows' reunion in June '12. So, my implementation will continue beyond next week. The insights I've gained about what other kinds of monitoring we need to understand how our website is being used have been invaluable & generated another pilot idea.


 * Caroline, LAUP**

2 small measurement pilots: -tracking number of new LAUP parents who like the FB page -tracking likes/comments on posts for auction during October social media page in handbook

contest for new parents--winners of draw would recieve books Direct mail through constant contact

Mixed results 1st pilot: 1000 increase in fans 2nd pilot: didn't do as well, most auction traffic didn't come from FB but constant contact Reflections: Need to get parent emails sooner for next year, collaborate with other teams internally. Wanted at least 100 new likes which we achieved, but want to involve more next year.


 * Jeff Drake:** We post at 10am and 2pm every day. Morning posts get most eyeballs so I post the most engaging stuff then. I put up obligatory, promotional content in the afternoon

Pilot to measure RAPtoberfest event, wanted to see if we could inspire conversion. we had 5 weeks to plan and get chapters involved. Previous micro-sites & events did badly so we had low expectations of success. One Foot at a time was successful--effective partnership with companies and made it easy for chapters to participate. Created suggested Social Media messaging for chapters. One image we re-posted with plastic fact got 12000 likes and 5000 shares.
 * Vickie, Surfrider**

Reflections

Far surpassed goals in terms of metrics. Uunexpected interest from schools & youth. Couldn't track traffic as well as hoped. Largest number of photo submissions ever. We got messaging out to chapters and reviewed tools with them a month in advance.


 * Michelle, Second Harvest**

Oracle Online Action Challenge sparked our growth in engagement in September. We reached our $25k goal. Oracle did promote but it was mostly our organization. In June, started visuals on "what's in our warehouse wednesdays" to educate our supporters. "Raise your fork against hunger" animal photos got many likes

Tagging on turkey image to promote donations was successful--exceeded donations on turkey throughout December. Surprised by huge impact of images. Want to continue to measure and find more ways to have fun.

Goals: formalize standards around cause marketing, promotions. measure according to type of post

Sending "Facebook Friday" email to staff to remind staff to send info and keep them informed


 * Patrick, United Way**

Need to meet supporters where they are. Reinventing the blog: engaging and drawing people to our work. Directly linked to FB and collaborative, fresh, regular content. Working with bloggers to give them clear instructions and ideas for what to write on