CuriOdyssey+at+Coyote+Point+-+group+1


 * CuriOdyssey at Coyote Point**

Participant Name: Hillary Hempstead Web Site: http://www.CuriOdyssey.org Email: hhempstead@CuriOdyssey.org Phone: 650-340-7572

Facebook: http://www.facebook.com/CuriOdyssey Blog: http://www.curiodyssey.org/connect/blog YouTube: http://www.youtube.com/user/CuriOdyssey Twitter: http://twitter.com/#!/CuriOdyssey1 LinkedIn:
 * Social Media Presences**

June, 2011
 * Facebook Benchmarking**

Fans: 834 Total Posts: 6 Total Comments: 14 Comments per Post: 2.33333333333333


 * Wiki Journal (please jot down your "next action" and any high level insights you gained from session or questions you have as you implement your homework)**

//11:00 am PST - 2:00 pm EST// This one-hour session will introduce the program, expectations, and provide time for questions. Group 1A Group 1B Resources and Materials
 * July 29, 2011:** **Orientation**

Facebook gives our organization a way to connect with individuals that we might never have connected with before. Because it can be accessed by anyone, it provides people the opportunity to seek us out themselves. Once connected, they can engage with us on a personal level and share their thoughts and opinions. Facebook provides us with a great way to form deeper relationships with people by showing them who we are through photos, videos, and real-time updates. It offers us the opportunity to truly engage people and clarify what we stand for as an organization. By engaging people online, the hope is that we can turn more individuals into volunteers, donors, and champions for our brand and organization.
 * Homework:** Why do I want to improve our practices on Facebook?

So -- a question that comes to mind after answering the homework question is -- how can we effectively convert online supporters into offline donors? Is it just a "cross your fingers" kind of approach, or is there something we can actively do that will translate into new donors or members?

August 4, 2011: How To Create a Facebook culture inside your organization
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

**Resources and Materials**


 * Homework:** Share thoughts about creating a social media policy or expanding capacity. Review the social media policy examples and select one item from another organization's social media policy that might resonate with your organization. Write a Facebook Community Guidelines statement.

Our organization already has implemented a social media policy, but it's something that I believe can be updated based on further comparison to other organization's policies. The Ford Co. has a very strong SM policy, and the thing I found most compelling was the organization and clarity of their policy. There was no legalese; it was thoughtfully written and obviously very digestible. Their even briefer guideline box (in blue) calls out the most important points of the policy and brings them to the forefront. I also like the bit that says, "If you spot a potential issue and believe an official Company response is needed, bring it to the attention of a member of the Communications team…" I like the idea of having a second layer of protection, and that layer being in the Comm. Dept. makes sense to me.

My version of a FB guideline statement - CuriOdyssey welcomes discussion, commentary, questions and criticism but ask that comments are kept relevant and respectful. Personal attacks, inappropriate language, spamming and excessive posting will not be tolerated and may result in an individual’s permanent removal from our page.

August 26, 2011: SMART objectives and measurement strategy **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

Engaging our likers and making them more involved in what the museum is doing to fulfill its mission. Increase Facebook conversation to 10 comments per week by December 31, 2011 by adding engaging content on a more frequent basis. For the life of our Facebook page, the average number of comments per post is 1 (as evidenced by a customized Export.ly analysis of our FB page), and I post on an average of a few times per week, for an average of 4-5 comments per week. I chose to double the current number of comments we receive. I also compared the average number of comments other kid-friendly museums and zoos/aquariums receive, and I chose a number that seemed reasonable based our peers. My goal is slightly aggressive, but I believe it's attainable if I'm disciplined and creative in my posting.
 * Homework:** ID my SMART objective and benchmark with tools suggested (exportly, FB insights, etc.)
 * 1) What is my intent for using Facebook? What result do I want to achieve that defines success?**
 * 2) SMART objective:**
 * 3) Benchmarks:How did I come up with the "how many" and "by when"?**
 * 4) Metric**s:I'll measure if I'm on track by tracking the comments per post on Facebook on a weekly basis.
 * 5) Right tools for the job:** I'll continue to track progress by tracking our weekly posts and comparing what kinds of content garner the most robust responses from our likers.

September 23, 2011: Recruitment and Engagement **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

**Homework:** So far I tried/am currently trying four different methods for adding followers to CuriOdyssey's account. **1)** I added my Facebook page to my signature
 * 2)** we created a new general brochure for the museum and included our Facebook link on it
 * 3)** I wasn't able to execute on this one yet, but the ball is rolling to create a custom landing page graphic, and then tie that to ad copy in a Facebook ad that references the content of our landing page. We have the budget for the Facebook ads, now we just need to design the landing page.
 * 4)** I'm taking photos of kids who attend our Halloween event. I'll post those photos on Facebook, and which ever child's photo get the most "likes" gets something special from us. I'll be handing out the URL to our FB page when I take the photo so folks don't have to search for us - they can just type the URL.


 * Facebook Feedback % Results:** I've also been posting photos (occasionally video) on our FB page about 3-4 times a week, typically including a question. The response I've gotten is amazing! People really are engaged in what we have to say (with animal photos/videos being the most compelling, over science-related posts). Our feedback percentage is now around 1%, give or take just a little. This is higher than what it's been in prior months.

October 28, 2011: Content Strategy **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

November 18, 2011: Brand Ambassadors **Resources and Materials** After this last session, I reviewed our Facebook page and made a list of all of the folk to interact with us heavily (AKA "superfans"). After some analysis, I've come to the conclusion that most of our superfans are either volunteers, staff, or folks who really love animals. I've done some experimenting with tagging other organizations and individuals in posts in order to strengthen ties with them. I haven't gotten overwhelming response from the tags, but I think that will come with time once I do it more. As a next step, I'd like to create an ambassador program around our superfans give them some more incentive to continue being advocates for us. I'm also experimenting with asking folks to share things I post.
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST'//**

As a side note, I had a chance to execute a Pagemodo landing page that we talked about in previous sessions. At the same time, we began running FB ads. I've set a goal this month to reach 1000 "likers." I think with the new landing page and the ads, it's a definite possibility. I've also made the goal public and asked our current fans to share it with others to help us reach our goal.

December 16, 2011: Learning from Measurement **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

January 6, 2011: Learning Culmination** //Group 1A: 11:00 am PST - 2:00 pm EST// //Group 1B: 1:00 pm PST - 4:00 pm EST// Resources and Materials