CoreAlign


 * CoreAlign **


 * Contact Person: ** Sujatha Jesudason, Director

** Phone: ** 5109868949

** Email: **jesudasons@obgyn.ucsf.edu

**Web Site:** www.corealign.org

** Executive Director: ** Sujatha Jesudason

** Communications Director: ** Destiny Lopez (consultant)

** Social Media Staff: ** Whitney Losh


 * Baseline **

** CWRF Overall Level: ** Crawl

** Overall Score: **1.77

** Detailed Score: ** []
 * Indicator || Pre-Program Score || Post Program Score ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Networked Mindset || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Institutional Support || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Communications Strategy || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Staffing || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Analysis || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Tools || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Sense-Making || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Brand Monitoring || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Influencer Researcher || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Content || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Engagement || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Champions || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Relationship Mapping || <span style="font-family: Arial,sans-serif; font-size: 9pt;">3 ||  ||


 * <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;">Burning Questions To Be Answered **<span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;">: 1. How can we make measurement a regular part of what we do? 2. How can we better identify/prioritize measurable objectives organizationally?

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Blog: Launched with website launch
 * <span style="background-color: white; font-family: Arial,sans-serif;">Social Media Presence **

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Facebook: Yes

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Fans:57

<span style="font-family: Arial,sans-serif; font-size: 10pt;">YouTube no

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Subscribers:

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Views:

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Twitter Yes

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Followers:126 <span style="font-family: Arial,sans-serif; font-size: 10pt;">Hashtags:#corealigning


 * <span style="font-family: 'Times New Roman','serif'; font-size: 16px;">2/5/2013 Reflections from Orientation **

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">It's nice to know the group is in about the same range as we are, crawling. I feel there will be a lot of value gained for our organization throughout this learning group.

Topic: Organizational Culture Indicators Questions to reflect on:
 * Session 1: 2/5/13 (prep)**
 * Leadership buy in
 * Not just engaging buy interacting
 * Are we creating a policy and if so how/when?
 * o Policy= guidelines or principles of communications online
 * o What example templates should we use.
 * o Data analyst necessary to be complete
 * “Closing the data loop; making sure each department can access its data to answer their questions.”
 * What do we want to measure? This has to be specifically addressed.
 * Reviewing twitter and facebook and website. Who does this?
 * Measurement = goals->strategies->tactics->metrics
 * Session 1: 2/5/2013 (call)**
 * Create a chart from where we are and one step up (in the right direction). Make sure to be realistic. At end review again.
 * Organizational transformation
 * o Understand that have own network but also have key players in other networks.
 * Networked Mindset: How do we get to that 2nd tier of people? Past the advocates etc.
 * “Interest-based” data: recording all activity of participants
 * Policy is an ongoing practice
 * o Write down the rules. Living document
 * o Adding a 2 sentence policy for FB
 * Next Steps = developing strategy.
 * What do we invision CoreAlign to be on social media?
 * Importance of website vs. FB vs twitter. The website will house the most information as well as provide links to the blog and network mapping tool.

POST Worksheet **LISTEN- PROMOTE-PARTICIPATE-PUBLISH** The CoreAlign Communication Team has been working hard the last month to create a Digital Strategy. We used the POST Framework worksheet, examples Social Media Policies and editorial calendar to create the strategy. Breaking up the work between the team made the project more collaborative. The communications team was recently created (three people, working between 5-10weeks on communications). This was the first project we have completed together. The outcomes of our strategy give us a better sense of where we are at, who our audience is, what platforms we will use to connect with our audience, and how we are going to connect with our audience. We struggled a bit with mapping out an editorial calendar using the templates offered. We created a calendar that works best for us now, but know we will be making adjustments in the near future. Now that we are organized we have started to follow and implement our Media Calendar this week. The Communications Team has weekly calls scheduled so we can continue to implement the digital strategy.
 * Session 2: 2/26/2013 (call)**
 * Topic: Strategy, Capacity, and Measurement**
 * Capacity
 * o Spreading the love between the staff
 * o Staff have different objectivities and different platforms
 * Facebook Checklist
 * o The about section
 * o Cover photo is branding opportunity
 * Session 3: 3/19/2013 (call)**
 * Content**
 * Objectives: increase fans, posting content, events via social media, min 3x week, links and questions
 * Take items down to one campaign. Not too much too fast.
 * **PEOPLE- TARGET AUDIENCE- CONTENT MANAGEMENT**
 * Editorial Calendars
 * o Tempaltes on the wiki
 * o Create a plan for a month (google document a good option)
 * o Content generating meetings
 * o Do we want themes for the week?
 * <span style="font-family: 'Times New Roman','serif'; font-size: 16px;">4/16/2013 Digital Strategy **

One of the next steps we are interested in adding to our Digital Strategy is evaluation and assessment.

Questions for CoreAlign Results:
 * Session 4: 4/16/2013 (call)**
 * Engagement, Monitoring, and Measuring**
 * What are our key performance indicators (KPI) that staff agree?
 * Event sign up platforms?
 * What does success look like? What does “engaged” mean to us?
 * We want 200 engaged
 * Google analytics->twitter, facebook, website
 * o Where are we getting referral traffic
 * o How long did people stay on our site?
 * o Looking at both quality and quantity.
 * o Twitter and a facebook measurements
 * § How many per week (w/o an event)?
 * Types of content
 * o Evergreen content: content use anything
 * o Perennial content: keyed to events/holidays. Blogs, newsletters
 * o Annual color content: short life/social media
 * Take some time on what content resonated with our audience. How to streamline content into the channels.
 * Ideas: adding events as facebook events, building out content on Facebook and twitter, movement level images to share.

Attached is our online engagement anaylsis which includes mailchimp, website, facebook and twiiter. After completing this anaylsis we became more aware of who our audience is, where they are coming from and which platforms they are using.
 * Session 5: 5/28/2013 (prep)**
 * Working Smarter and Champions**

Mailchimp was our first way to connect with our network. Before we had FB, twitter or a website our mailers were the only way folks could connect with us. As we started to ramp up with the other platforms we did not have the capacity to stay consistant wtih mailchimp. We now realize mailchimp is really for those who want to engage with us but are not in active on social media. Having this information has lead us prioritize a weekly email to go out to our entire mailing list. We are working on a template that is clean, easy to read, and captures major events or stories about CoreAlign. Additionally, we have had more success (open and click rates) when we send out regional or outreach specific emails. We will continue to send weekly and specific regional mailers for 1-2 months before we do another anaylsis on them. We have a very clear and specific trend with twitter. Our day to dayengagements are minimual, but our engagement during events creates huge spikes of participation. We will conitnue to tweet a few times daily, but are now more focused on building attention and engagement during events and creating additional tweet chats to continue to engage our network between the physical, in person events.

Facebook has been a challenge and low priority for CoreAlign up to this point. We are not sure how to use it and who our audience is on Facebook. So far we have used it to announce new blogs, events and event photos. This comes out to about 1-2 posts per week.Now that we are in more of a routine with twitter we want to spend more time working on Facebook posts and interactions.


 * Session 5: 5/28/2013 (call)**
 * Working Smarter and Champions**


 * Review**
 * Editorial calendar decreases stress levels
 * Analyst of FB for one month
 * New Content**
 * Post consistently
 * Post engaging, relevant information
 * Short and sweet
 * Videos and photos
 * Call to actions
 * //Questions to ask: where, when, would, should//
 * Twitter Tips**
 * Converse with influencers
 * Use lists to filter
 * Honestly follow interesting followers
 * Thank re-tweets
 * Give shout outs
 * Follow hashtags & chats
 * How to review in 20 minutes**
 * Curate
 * Respond
 * Engage
 * Measure
 * Share Content

<span style="font-family: Arial,sans-serif; font-size: 10pt;">website: []
 * 6/24 Reflections**
 * <span style="background-color: #ffffff; font-family: Arial,sans-serif;">Social Media Presence **

<span style="font-family: Arial,sans-serif; font-size: 10pt;">blog: [] <span style="font-family: Arial,sans-serif; font-size: 10pt;">Facebook: Yes <span style="font-family: Arial,sans-serif; font-size: 10pt; line-height: 1.5;">Fans: 157 <span style="font-family: Arial,sans-serif; font-size: 10pt;">Twitter Yes; @corealigning <span style="font-family: Arial,sans-serif; font-size: 10pt;">Followers:208 <span style="font-family: Arial,sans-serif; font-size: 10pt;">Hashtags: #repromvmt; #30Year; #PracticeCircle []
 * Network Map:** Interactive map of folks within the movement

Below is the original Baseline Assessment. At the beginning of the class I wrote out what we needed to do to be at the next step. Today I went back and added an additional column of where we are actually at. To my surprise I feel we are further along in the crawl-walk-run-fly process. Our major needs are still to work through analysis of our major social media platforms (twitter and Facebook). What we have really focused on, and I think shows, is our digital strategy, building staff, building our network mapping platform. We now know the major tools and platforms we will be using for the near future and can work to refine our presents online.