Group+2+Monterey+Bay+Aquarium


 * Monterey Bay Aquarium**

Participant Name: Geoff Drake Web Site: http://www.mbayaq.org Email: gdrake@mbayaq.org Phone: 831.402.4757

Participant Name: Anne-Marie Alden Email: AAlden@mbayaq.org


 * Social Media Presences**

Facebook: http://www.facebook.com/montereybayaquarium Blog: http://montereybayaquarium.typepad.com/http://montereybayaquarium.typepad.com/ YouTube: http://www.youtube.com/user/MontereyBayAquarium?blend=1 Twitter: http://twitter.com/#!/MontereyAq LinkedIn: Listening:

After each session, use the wiki journal to jot down key takeaways, ahas, next action steps, or questions.
 * Wiki Journal**

August 25 session:

Unfortunately I was unable to attend due to the fact that my wife had a little mountain bike accident! (She's fine.) Anne-Marie Alden attended in my place.

We are actually proceeding with more experiments to test the effect of social media in generating onsite visitation and revenue. A month ago we did a "Facebook Deal" for a special weekend at the Aquarium that generated 305 discounted purchases in our gift and bookstore. (Promoted on FB and Twitter.)

We are doing so again, this weekend, for an event called Otter Days. [] People can check in via Facebook and will be entitled to a 10% discount in the store, and a free gift with purchase of $25 or more. We are trying to establish a baseline for these types of promotions, and are planning another in October.

Orientation: Overview of the Peer Exchange and answer questions July 13, 2011 at 11:00 am PST/ 2:00 EST

It's great to see so many prominent organizations represented and I look forward to the collaboration. At the Aquarium we've been involved with social media for quite a while. While we've been successful in terms of pure numbers, we're ready to take it to the next level, ensuring that it meets our strategic goals of increasing visitation, membership and conservation outcomes. I look forward to working with everyone! -Geoff Drake
 * Reflections:**

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

We have two pressing questions about social media and the Aquarium:
 * Reflections:**

1) What is the value of social media in driving attendance? 2) How effective is social media in keeping people connected to the Aquarium, regardless of where they live?

For the first, we propose an onsite promotion (store discount or the like), over a discrete time period, that uses Facebook Places to drive and measure attendance. This could include special creative and a landing page. We know that we have 150-300 people checking-in daily with no promotional efforts—how will these numbers increase if we promote check-in and provide incentive to do so?

The second is more difficult. How can we show that increasing numbers of people are using social media (any channel) to stay connected to the Aquarium and its mission over time? What are the correct metrics? And what can we do to improve these numbers over time?


 * Final Presentation**

I've uploaded a PowerPoint representing final findings. Thanks!

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

Session 3: Why Does Bad Measurement Practice Happen To Good Nonprofits? September 22 at 11:00 am PST/ 2:00 EST

Session 4: Benchmarking: Networked Nonprofits Measure Social Media in Context October 27 at 11:00 am PST/ 2:00 EST

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.