Upwell,+incubated+by+Ocean+Conservancy


 * Upwell, incubated by Ocean Conservancy **


 * Contact Person:** Rachel Weidinger, Director, Upwell
 * Phone:** 415-793-2939
 * Email:** rachel at upwell.us
 * Executive Director:** Andreas Merkl
 * Communications Director:** Rachel Weidinger, Director ([|@rachelannyes])
 * Social Media Staff:**Ray Dearborn ([|@rdearborn]), Matt Fitzgerald ([|@fitz350]), Saray Dugas ( [|@saraydugas]), Britt Bravo ([|@bbravo]), Kieran Mulvaney ([|@kieranmulvaney])


 * Baseline **


 * CWRF Overall Level:** Run
 * Overall Score:** 2.77

//1.a. How large is the reach of our network, and does it matter?// b. // How does it change over time? // c. // How have we built or broken connections? // =**==**= [In progress] We're tracking our direct network in terms of Tide Report subscribers, Facebook fans and Twitter followers. We're tracking conversational networks (people talking about particular issues) through Big Listening, and through initial experiments with social network analysis using NodeXL (Upwell twitter network examples [|here] and [|here]; "overfishing" twitter conversation example, [|here]). Due to the size of 1.5 or 2 degree-out network graphs (i.e. your network's network), we may have to find some workarounds for twitter or facebook API calls.
 * Detailed Score:**[]
 * Burning Questions To Be Answered**:

//2. What is the baseline on an online conversation's volume?// More progress here: we've upgraded our baseline methodology! [|Here's a new blog post about it].


 * Measurement Indicators [Crawl=1, Walk=2, Run=3, Fly=4]**


 * Data-Informed:** 4
 * Tools:** 4
 * Sense-Making:** 3


 * Social Media Presence **

Blog: [|www.upwell.us/blog] Facebook: [] Fans: 432 YouTube: [] Subscribers: 3 Views: 2857 Twitter: [|@upwell_us] Followers: 1441 Hashtags: #vote4theocean, #jointhewatch, #sharkweek, #savesharks, #oceanacidification

=**Journal**=


 * 2/20/2013:**

**Project:** To come up with a measurement method that is streamlined and useful to decision-making for micro-attention campaigns. **Goal:** Describe current process (including campaign start template) and how it might be improved. **Stretch Goal:** prototype some testing protocols for new Big Listening topics.


 * 3/14/2013:**

As a more detailed follow-up to our guest post on Beth's Blog ("[|Why Your Nonprofit Should Be a Big Listener]"), we've written up much of our listening and campaign methodology as part of a gimungous report! We're going to be releasing the full thing shortly, but in the meantime, here's a boatload of blog posts that summarize key sections:

[|What's a "Social Mention"?] Our primary metric for understanding the conversations we analyze is what we refer to as a “social mention.” How does that differ from other more traditional online campaigning metrics like impressions? Why is this the most exciting thing ever? Find out.

[|Upwell's Spike Quantification of the Ocean Conversation] A “spike” is a significant increase in online attention for a particular topic. When you graph social mentions, you can see that burst of attention ‘spike’ the graph -- hence the name. We’ve detailed how we differentiate between a normal bump and actual spike in this post.

[|Upwell's Ocean Conversation Baseline Methodology] Upwell informally defines a conversation’s “Baseline” as the point below which the daily volume doesn’t drop. It’s the number of social mentions that occur each day by the topic’s diehard conversationalists. If everyone else left the party, the Baseline would still be there, dancing by itself.

[|Conversation Metrics for Overfishing and Sustainable Seafood] We’ve compared and analysed the conversational volume in the Sustainable Seafood and Overfishing conversations over the past year plus. Spoiler alert: both conversations have changed substantially since 2011, with significant increases in spike volume, spike frequency, and ratio of average daily social mentions to the average baseline. There’s some hot data here.

[|Upwell's Distributed Network Campaigning Method] What is that special sauce that makes an Upwell campaign? We’ve described the basic building blocks of an Upwell campaign and the importance of our distributed network (that’s all of you!) for the work that we do.

[|The Lifecycle of an Upwell Campaign] Have you ever wondered how an Upwell campaign works? What is the process by which we identify, clarify and amplify an issue? How do we devise a campaign plan, whether it’s a campaign that lasts only an hour or one that is spread over several days? There’s more to it than posting a tweet with a link and then move on. Here’s a behind-the-scenes look at our creative process from beginning to end:



**3/15/2013:**

To follow up on an office hours chat we had with Beth last month, here's (a copy of) our //current// campaign start form. We use it to capture the key metrics and categorizations for our attention campaigns. Since we launched 150+ in our first year, the underlying spreadsheet that aggregates all the data gets quite a workout. One of our hopes for the action learning project is to streamline the form so that data cleaning time is minimized and adding in metrics for campaign results is simplified.

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 * 3/25/2013:**

After a team meeting last week to discuss our Action Learning Project, we've decided to go in a different direction: away from the campaign form redesign and towards network analysis. This shift reflects our current organizational priorities and will allow us to level up our team's skills, develop new relationships and apply what we're learning to active projects.

//Goal:// measure our network in at least two new ways using NodeXL by June 1 //Objectives://
 * Network Metrics Project**
 * 1) Test a way to assess the health and strength of network relationships over time
 * 2) Test hypothesis that our work strengthened network relationships
 * 3) Train at least two team members in social network analysis (SNA)
 * 4) Share results publicly

Activities to date:
 * Used NodeXL to map an overfishing conversation on twitter, and included this analysis in final report to the Waitt Foundation.
 * Two team members individually attended NodeXL open office hours on G+.
 * Introduced Marc Smith of the Social Media Research Foundation to Allen Gunn and Aspiration Technology. Facilitated an invite for Marc to the Strategic Technology Teach-in to be held on T, 3/26. Signed up to assist Marc at his SNA workshop for the Predictive Analytics conference.
 * Worked with Marc to map the #netnon twitter hashtag, the full results of which are hosted [|here] - a static image of which is pasted below.



 It's Tax Day [runs out of the office to the post office]! Ok, where was I? After another great #netnon call with Beth, our next steps are to assist at Marc Smith's SNA workshop, finalize our research design, and begin the data calls on the twitter and/or facebook API's. Onwards!
 * 4/15/2013: **