Provide


 * Provide **


 * Contact Person: **  Jenny O'Donnell, Deputy Director

 ** Phone: ** 617 661 1161

 ** Email: **jo@provideaccess.org

 **Web Site:** http://www.provideaccess.org

 ** Executive Director: ** Melanie Zurek

 ** Communications Director: ** N/A (position to be newly created in 2013)

 ** Social Media Staff: ** Shared among 3 staff


 * Baseline **

 ** CWRF Overall Level: ** Crawl

 ** Overall Score: **1.23

 ** 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;">2 ||  ||
 * <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;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Staffing || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <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;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Sense-Making || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <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;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Content || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Engagement || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Champions || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Relationship Mapping || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||


 * <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="background-color: white; 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: http://www.facebook.com/ProvideAccess

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Fans: 1,369

<span style="font-family: Arial,sans-serif; font-size: 10pt;">YouTube: 1 video

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Subscribers: 1

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Views: 328

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

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Followers: 172

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Hashtags: #abortion, #reprohealth, #everyonehasarole


 * <span style="background-color: white; font-family: Arial,sans-serif;">Organizational Notes: **


 * <span style="background-color: white; font-family: Arial,sans-serif;">//Session 1 - 1.23.13// **

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Improvement is key -- we're aiming to go from "crawl" to "walk" not "crawl" to "fly" <span style="font-family: Arial,sans-serif; font-size: 10pt;">Set feasible goals as part of the OE program, built around prep assignments


 * <span style="font-family: Arial,Helvetica,sans-serif;">Session 2 - 2.5.13 (prep) **


 * <span style="font-family: Arial,Helvetica,sans-serif;">//Review your scores for the culture indicators and reflect on what is needed to get your organization to the next level.// **

<span style="font-family: Arial,Helvetica,sans-serif;">We are definitely in a crawl space, though with some hints of walking thanks to a year of (sometimes arduous) culture change efforts. We still struggle with where to ‘put’ our communications work. Our aspirations are beyond simply alerting others to our presence, but our broader communications purpose (to change the perception of where and how abortion care is delivered, emphasizing destigmatization of this care and broader engagement around its provision) isn’t connected to our (very specific and heavily evaluated) program plans. This may be a stumbling block (i.e. we need to integrate it) or this may be an asset (we get to develop activities in a thoughtful, stand alone discussion).


 * <span style="font-family: Arial,Helvetica,sans-serif;"> //Describe your social media policy on your wiki profile. What might be a good internal process for ensuring it is an active, living policy?// **

<span style="font-family: Arial,Helvetica,sans-serif;">We have weekly meetings with all staff where each person brings 1-2 internal or external news items, with some suggested framing using the organizational messages as guidance. We quickly workshop contributions in the meeting and one staff person polishes them up. Polished notes are circulated to the group and recorded in our log. Our ED uses a green, yellow, and red light system for each item. Both the polishing and the labeling happens within the hour after the communications call.

<span style="font-family: Arial,Helvetica,sans-serif;">Note: when I think’ social media policy,’ I think of ‘what policy guides how staff members use their own personal social media presence in relation to their work. This orientation clearly points towards the less networked and more traditional/controlled approach. I am curious though how organization’s guide this intersection between organizational and personal communications about work-related topics.


 * <span style="font-family: Arial,Helvetica,sans-serif;">Session 2 - 2.5.13 (call notes) **

All of our programs are defined by person-to-person on-the-ground interactions. We use mapping heavily in that context. We don't have a social media component for our current (non-communications) programs. I'm struggling with if the communications work should rely on those maps, or create something specific to the more general, less systems-based, audiences for our communications work. ANSWER FROM BETH: start with those that exist offline, and then build out.

Social media policy should be a living document. Some organizations make their policy available on their web sites, esp. government entities http://www.bethkanter.org/trust-control/

We've just encouraged all staff to personally experiment with the social media tools we use. From this point, I would draft the policy, discuss and revise it with our management team, and then circulate and discuss with all staff on our weekly communications call. We'd put it into our office procedure manual and possibly note it on our website.


 * <span style="font-family: Arial,Helvetica,sans-serif;">Session 3 - 2.26.13 (prep) **


 * <span style="font-family: Arial,Helvetica,sans-serif;">//Practice in culture indicators.// **

<span style="font-family: Arial,Helvetica,sans-serif;">

<span style="font-family: Arial,Helvetica,sans-serif;">We used the the social media policy template as a starting place. Our management team had an initial conversation about the existing sections and any omitted areas. One area of discussion was whether or not we wanted the policy to serve as a tool to protect the organization or as informal guidance for employees. We have a lot of lived experiences with the trust trumps enforcement, but also see real value in including this in our personnel policy as an actionable tool. For that reason, we are pursuing finding 'best practices' that suit our organization, but having the social media policy communicate more baseline expectation in a way that is complementary to other policies (like our Confidentiality Agreement and our Freedom from Harassment Policy). The draft policy generated by that discussion is currently open for more detailed comments through 2/25/13. We then plan to have it reviewed by pro bono legal counsel. One of our team members is from a legal background and another is from an worker's rights background; both emphatically see this as an emerging and sticky area. Three articles on that topic that circulated as background for our initial discussion:

[]

[|http://www.healthcarecommunication.com/SocialMedia/Articles/What_to_do_when_employees_gripe_online_10339.aspx#]

http://blogs.hbr.org/hbr/hbreditors/2013/02/is_your_social_media_policy_useless.html?referral=00563&cm_mmc=email-_-newsletter-_-daily_alert-_-alert_date&utm_source=newsletter_daily_alert&utm_medium=email&utm_campaign=alert_date

<span style="font-family: Arial,Helvetica,sans-serif;">We are just starting to see the benefits of leveraging personal social media tools for the gain to our work (spearheaded by our visionary individual giving officer), so setting up a policy feels very timely.

On "network mentality,' we have used SNA in our on-the-ground organizing work, mostly in the formative and process evaluation of these efforts. We haven't included other audiences in those exercises. Doing so requires having a particular group of people in the organization, so we have time scheduled for the next time our geographically dispersed team comes together to do the mapping work (week of April 22).

In addition to moving ahead on the specific culture indicators, we followed the lead of colleagues on the call to set up a tracker for our progress across the crawl-walk-run-fly model. The tracker has been circulated to management team and development staff.




 * <span style="font-family: Arial,Helvetica,sans-serif;">Session 3 - 2.26.13 (call notes) **

(this went super fast)
 * //SMART// //M////easures//**

<span style="font-family: Arial,Helvetica,sans-serif;">People: "Know your audience," what important to them, where do they get their information. <span style="font-family: Arial,Helvetica,sans-serif;">Objectives: How many and by when? # of people taking a specific action (giving, etc). <span style="font-family: Arial,Helvetica,sans-serif;">Strategies: Humanizing, starting a dialogue <span style="font-family: Arial,Helvetica,sans-serif;">Tool

<span style="font-family: Arial,Helvetica,sans-serif;">//**Getting** **Hours**//

<span style="font-family: Arial,Helvetica,sans-serif;"> Free (intern, board), integrated (spread across staff), staff (part-time or full-time). We currently use the integrated approach, but we are doing second round interviews for a full-time position! I still see great value in still using an integrated approach because it engages the whole organization thinking about the organization's voice and messages, keeping other staff engaged in processing happenings inside and outside the organization.

<span style="font-family: Arial,Helvetica,sans-serif;">ACTION STEP: Use Facebook checklist, apply the POST worksheet using one example, record in wiki journal


 * <span style="font-family: Arial,Helvetica,sans-serif;">Session 4 - 3.19.13 (prep) **

Experimenting with the POST tool: With a matching gift from a new Board member already in the works to support this effort, we already had a budding plan to increase our network on Facebook from its current size (273) to 1,000 ($1 pledge by the Board member for every 1 "like" on Facebook). We used the POST tool as a way to capture the ongoing discussions we've been having and the audience section was especially helpful in highlighting the important of each staff and board member bringing a personal touch for their participation. In particular, the idea that we could ask friends/contacts in our networks to also share the call with their networks. Creating buy-in internally has been a big concern for this effort, but we settled on inviting board and staff to take the pledge to post daily about //Provide//'s work for 14 days. To put some teeth in it, our Executive Director has committed to make a $20 donation to the organization for any days during the Campaign that she doesn't make good on her promise and asked others to follow suit.



Having browsed through the notes of colleagues in the Peer Learning group, it seems like the POST tool can we used for Social Media Strategy with a capital "S". Our application of the tool was on a smaller scale (a mini-campaign). //**__Can the tool be useful with a range of efforts?__**// We can also try to use it to create a capital "S" strategy, though we would like to undertake that planning process with our new Communications Officer in place.


 * <span style="font-family: Arial,Helvetica,sans-serif;">Session 4 - 3.19.13 (call notes) **

Unmute = *7

//Potential Objectives:// Increase number of Twitter followers (similar to Facebook campaign? Different because of the ping-pong not golf nature of Twitter?) Increase number of Facebook 'likes' (see mini-campaign effort) Increase number of posts on Twitter or on Facebook (we currently post on Twitter and Facebook everyday, though we have been actively working to have more of our content reflect the content/impact of our work rather than just commenting on thoughts or events in the broader world)

Important as you starting thinking about reach, you have to put content out there and you have to engage with them. Thinking of our Facebook Matching Campaign, this is why we need to put think about the outreach effort, but also pay special attention to the content we feature during that week. For activating those in our network, we should ask them to either share some of our statements, but also some of our other content. Finally, are we activating current Facebook fans and asking them to do outreach to their networks? We should!

//Editorial Calendar// We've tried this with google docs (see older, currently unused form below), but found it to be an extra step. The "post every day" routine has helped, in combination to our weekly 'let's generate some things to say" meetings (notes from this week's call, marked up with the yellow, green, red system, is attached below). Ideas for improving our process: instead of divvying it by medium, divvying it by content area (nursing, referrals, miscarriage management, general); having one person monitor the calendar, observing inputs from others on the team; calendars can mark yearly events like Abortion Appreciation Day, International Women's Day, Roe Anniversary, etc.; use weekly themes as a rally cry for the social media content; calendar can help ensure that website content become Facebook content/twitter content.





Burning question: DO WE KNOW IF WE ARE POSTING TOO MUCH FOR OUR AUDIENCE? Typically, we'd post 3-5 times a week? Fun extra: tweetsmap to view Twitter followers.

ACTION STEPs: (1) use a coaching session with Stephanie RE the org-level planning and timing with com hire; (2) Plan out a month's worth of editorial content. Follow through. Report back. Then get help measuring it. Don't need to measure all channels.


 * <span style="font-family: Arial,Helvetica,sans-serif;">Session 5 - Measurement 4.16.13 (prep) **

<span style="font-family: Arial,Helvetica,sans-serif;">A fascinating exploration of the data out there. Though we haven't set up the google analytics account to do anything special, there is already helpful information. We renamed our organization in Sept 2012 and there has been a lot of hand-wringing about how people are finding our website. Our new name, //Provide//, is a very common word. Our website developers have gently broken the news that we will never come up first on the name as a search term. The google analytics do show how people are finding our site though, which is good to know. Apparently search terms like "provide abortion access" bring us up first, which is great.

<span style="font-family: Arial,Helvetica,sans-serif;">The Facebook Insights page offer helpful data for building the foundation of our Facebook Campaign (described above in the POST tool). It gives information on the people that currently 'like' us: <span style="font-family: Arial,Helvetica,sans-serif;">

<span style="font-family: Arial,Helvetica,sans-serif;">And now Twitter, on the basics: <span style="font-family: Arial,Helvetica,sans-serif;">

<span style="font-family: Arial,Helvetica,sans-serif;">Update 4.16.13: While we didn't do targeting planning of our content and continued to rely on the brainstorm-driven communications call, we did use the editorial calendar to capture Facebook data for a week: <span style="font-family: Arial,Helvetica,sans-serif;">


 * <span style="font-family: Arial,Helvetica,sans-serif;">Session 5 - 4.18.13 (call notes) **

<span style="font-family: Arial,Helvetica,sans-serif;">Categories of content:
 * <span style="font-family: Arial,Helvetica,sans-serif;">Ideas
 * <span style="font-family: Arial,Helvetica,sans-serif;">Features
 * <span style="font-family: Arial,Helvetica,sans-serif;">News
 * <span style="font-family: Arial,Helvetica,sans-serif;">How to

<span style="font-family: Arial,Helvetica,sans-serif;">There can be short AND long forms on similar topics.


 * <span style="font-family: Arial,Helvetica,sans-serif;">Session 6 - 5.28.13 (prep) **

<span style="font-family: Arial,Helvetica,sans-serif;">We launched our campaign to broaden our network on Facebook on 5/6/13. So far, following our post plan, it's been a success! We've increased from 292 to 502 just one day! We reached our goal of 1,300 by 5/10/13, nine days ahead of schedule. With new followers, we're starting to eye doing an editorial calendar as a way to strategically pursue different aims for our Facebook posts (engagement might focus on current events for example versus educating our followers on our work would use internal updates). We've been putting off the task (as well as pushing ourselves to keep up on the monitoring of reach/etc that goes with it), waiting to bring our new Communications Officer hire on board.

<span style="font-family: Arial,Helvetica,sans-serif;">On other capacity items, we completed the mapping exercise, using the good ol' fashioned sticky notes method with our management team. The group felt like it was a valuable exercise, particularly the highlighting of "influencers" in various circles. The legal review of our draft social media policy is complete and we will be finalizing the document in a meeting the first week of June.

<span style="font-family: Arial,Helvetica,sans-serif;">


 * Consultation Call with Beth - 6.11.13**


 * Question: can we use the POST tool to create an organization-wide communications plan?**


 * The POST tool is not a classic strategic planning/marketing plan. It’s a marketing plan light!
 * Simple, but not simplistic
 * POST is good for organization at an early phase in development, that are experimenting
 * We want to get more ‘likes’ – by why? Takes the experimentation, an interim step to a full communications plan
 * Gives a higher purposes, but doesn’t require the full blown process
 * POST is well-suited for project-level, or issue level, thinking and can link to the SMART Chart
 * A formal communications plan captures a movement to the broad goal, audiences and what moves people (are you educating, changing their opinion?), lots of different types of tools
 * Spitfire tool is the full (Smart Chart)


 * Question: What should we do next? POST or Smart Chart?**


 * Depends on the skill set of the incoming Communications Officer
 * We could be ready for the full communications plan, but might need some external support
 * Go through the Smart Chart with our current goal
 * The main piece of work is to define their audience more specifically
 * Use survey research or focus group research on what they care about – what resonates, what prompts change
 * How do they get their information? Word of mouth, professional conferences
 * EX Analyzing #sharkweek
 * The audience could be as small as a single person, an influencer
 * THEN tools/tactic
 * Face-to-face
 * Website
 * Facebook, Twitter, and


 * Question: Should we loop our programmatic work (with referrals trainings, for example) with the communications plan?**


 * Yes! Especially for the audiences of our trainings (health and social service providers)


 * Question: Should we structure our evaluation of the communications work parallel to our programmatic work?**


 * Do it yourself measurement might be a good place to start
 * External evaluator? Depends on what kind of evaluation you want
 * Formative – start in house, use the same categories of questions
 * Summative – Might want some hired guns
 * Consider communication consultant to support to the new staff member and coach around evaluation coach


 * Action Item**


 * Pull together a few slides (3-4)
 * 5 to 7 minutes
 * Snapshot of capacity building e.g. network maps, the measurement steps
 * Slides to Beth on Monday, June 24th