Stanford+Social+Innovation+Review


 * Stanford Social Innovation Review **


 * Contact Person:** Jenifer Morgan, Digital Editor, Stanford Social Innovation Review
 * Phone:** 650-721-6149
 * Email:** jeniferm@stanford.edu
 * Executive Director:** Kim Nyegaard Meredith, Stanford PACS Center
 * Communications Director:** N/A
 * Social Media Staff:** Jenifer Morgan and Carrie Pogorelc (SSIR Marketing Assistant)


 * Baseline **


 * CWRF Overall Level:** Walk
 * Overall Score:** 1.37
 * Detailed Score:**[]
 * Burning Questions To Be Answered**: 1. What are the latest and best tools and metrics for measuring performance on Facebook, but also other prominent social media platforms--namely, Twitter, Google+, and LinkedIn? 2. What are some strategies for doing regular, efficient measurement across multiple platforms?


 * Measurement Indicators [Crawl=1, Walk=2, Run=3, Fly=4]**
 * Data-Informed:** 1
 * Tools:** 2
 * Sense-Making:** 2


 * Social Media Presence **

Blog: http://www.ssireview.org/blog Facebook: https://www.facebook.com/social.innovation Fans: 14547 YouTube: http://www.youtube.com/stanfordsocialinnov Subscribers: 2 Views: 421 Twitter: http://www.twitter.com/SSIReview Followers: Hashtags: #socent #impinv #microfinance

Measuring the Nonprofit Network Peer Group Notes: For this project, we are thinking we may focus on increasing our number of online subscribers via a series of deals/promotions that tie into SSIR's 10th anniversary. The project would begin in late February and run through mid-May, with 1 deal per week (10 total) that we share only on social media. This sparks some new questions, including: Do we run the same promotions across all four of our social media platforms? To experiment with measurement, should we run each deal twice with different wording/different launch times to compare the effectiveness of the messaging? Are there creative ways to tap into new audiences/readers via social media apart from broadcasting the deals?

2-22-13 Still working on organizational buy-in and project parameters. Before designing the campaign, we need to establish a unique tracking code for subscriptions that originate with a call to action on social media, which requires a third party. It's doable--we are just waiting to hear back. I like the idea of doing A/B testing of messaging per the last call, with a new call to action each week tied into subscriptions--some using images, some simple discounts/text, etc. Need to determine whether we are just measuring results of messages themselves or if we also want to do measurement around time of day/day of week. Also need to determine whether to run this project just on Facebook or across all four of our social media platforms (LinkedIn, Google+, Twitter, and FB); if we have only a single tracking code, it might be better to measure from one platform only. To date, we have not scheduled social media posts on weekends--this might be an area to explore as well.

3-4-13 Coaching session with Beth was hugely productive. Below is a draft of the SSIR Learning Project Design: We want to test offers for subscription on social channels. We want to determine whether we can get people to convert to subscriptions from social media by asking them. This project will establish a baseline, as well as a case for more strategic engagement on social channels //. // I had one very casual brainstorming session with our publisher, followed by a more formal one a few weeks later. Everyone agrees on the goal and the general structure of it, and has offered needed support. 1. Click-throughs to Subscribe page (via unique bit.ly link – one for each platform and each offer) 2. Number of new subscriptions per (third-party tracking codes – one for each platform and each offer) Percent of converted subscribers (measuring number of subscribers, total revenue), compared by social media platform (to include Twitter, Facebook, LinkedIn, and Google+) and by specific offer (to include no discount, 50% off discount, $20 off discount, and $19.95 normally $39.95; last three for 24 hours only) We will need to set a benchmark during the first few weeks, then run the three 24-hour-only special offer campaigns against it. We will post each promotion across all four social media channels at the exact same times each week (say, every four hours for 12 hours), each set with the same core message. Since we have buy-in and a relatively simple project, we do not plan to incur any major costs. We will compare the data from these two to interpolate conversion percentage.
 * Stanford Social Innovation Review – Learning Project Design **
 * GOAL: **
 * ORGANIZATIONAL CONSENSUS: **
 * AUDIENCE DEFINITIONS: **
 * || ** Description ** || ** What motivates them to help you reach your goal? ** ||
 * ** Target Group 1: ** || Leaders of social change – nonprofits, philanthropists, business executives, social entrepreneurs || They are striving for social change and value the research and practical advice SSIR offers because it helps their work. ||
 * LADDER OF ENGAGMENT: **
 * What is the **first step** audiences need to take to move toward your objective? || Step 1: Reading the post ||
 * What is the **second step** audiences need to take to move them toward your objective? || Step 2: Liking or retweeting posts ||
 * What is the **third step** audiences need to take to move them toward your objective? || Step 3: Sharing or commenting/mentioning ||
 * What is the **fourth step** audiences need to take to move them toward your objective? || Step 4: Clicking through to the website ||
 * What is the **fifth step** audiences need to take to move them toward your objective? || Step 5: Actually subscribing to the publication ||
 * SMART OBJECTIVE: ** Get 100 new subscribers via social media by mid-May 2013.
 * METRICS: **
 * KPI: **
 * BENCHMARKS: **
 * COSTS: **
 * TOOLS: **
 * Metric #1: ** We will set up 16 different tracking links through bit.ly, one for each unique platform and offer
 * Metric #2: ** We will set up 16 different promotion codes through our third-party subscription fulfillment company, one for each unique platform and offer