Group+2+Resource+Media+-+Nitrogen+Cycle


 * Resource Media - Nitrogen Cycle**

Participant Name: Brendan McLaughlin Web Site: http://www.resource-media.org Email: brendan@resource-media.org Phone: 415-397-5000


 * Social Media Presences**

Facebook: Blog: YouTube: Twitter: http://www.twitter.com/nitrogencycle LinkedIn: http://www.linkedin.com/company/resource-media Listening:

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

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

Did not attend

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

Did not attend

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

Aligning social media measurement with organizational goals Reminders: wiki journals? I need to figure out what this is. I need to reflect, write my thoughts there and make notes about the pilot on there. Office hours: can set up time for one-on-one help. For the pilot: focus on smaller, doable activity – “baby steps” Agreeing on measurable objectives: how do I measure? Many of the organizations struggle to establish parameters for their pilot, getting on the same page with various staff/depts. At their orgs. How do you take something that’s big, and pull something specific related to social media and measurement and make sure you’ve picked the right thing. The “why” – Awareness, reputation, relationships, action, donations, volunteers, behavior change? SMART objectives: Results – tangible and intangible Tactical – specific to a channel/platform Capacity – work
 * Define results
 * Strategy
 * Benchmarks
 * Metriks – KPI
 * Costs
 * Select Right Tool to collect data
 * Turn data into action

Checklist for defining pilot: up on website

Office hours: can set up time for one-on-one help. For the pilot: focus on smaller, doable activity – “baby steps”

M EASUREMENT P ILOT D ESIGN W ORKSHEET


 * 1) **W ****HAT ARE THE ****R ****ESULTS OF THE ****A ****CTIVITY ****Y ****OU ****W ****ANT ****T ****O ****M ****EASURE FOR THE PILOT ****? **

 **D ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ESCRIBE ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">T ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">HE ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">A ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">CTIVITY ** Greater media awareness of the environmental footprint of agriculture, which translates into more press coverage.


 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">D ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ESCRIBE THE ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">R ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ESULT FROM THE ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">A ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">CTIVITY **
 * Leads to reforms in agricultural policies to encourage environmental sustainability
 * Illustrates voluntary best management practices that agricultural producers can and do employ to improve environmental performance of agriculture.


 * 1) **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">STRATEGY **

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">SMART O ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">BJECTIVES ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">(R ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ESULTS ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">, C ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">APACITY ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">, T ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OOLS ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">) ** Increase the number of mainstream journalists and bloggers that follow our @nitrogencycle twitter property for emerging information on agriculture issues, specifically nutrient management policy and biofuels.

o **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">A ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">UDIENCE ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">D ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ESCRIPTION ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">: Agricultural and energy journalists and bloggers ** o **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">T ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ARGET ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">A ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">UDIENCE ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">: see above ** o **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">I ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">NFLUENCER ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">: environmental organizations, ag trade groups, regulators, individual farmers, ** o **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">L ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ADDER OF ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">E ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">NGAGEMENT ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">: **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">Following the four numbered SMART items above, with 1 being the lowest rung and 4 being the highest.
 * 1) <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Send 5 questions or other “direct engagement” tweets to journalists/bloggers per week.
 * 2) <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Get 10 journalists and bloggers who we are following to follow us back on Twitter by 1/1/12
 * 3) <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Get journalists to RT our info 5 times by 1/1/12
 * 4) <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Get three news articles or blog posts as a direct result of our Twitter outreach.


 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">Current number of target audience members that meet criteria: **
 * 1) <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">98
 * 2) <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">69
 * 3) <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">29
 * 4) <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">N/A

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">M ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ESSAGING ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">/C ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ONTENT ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">Serve as a news feed for emerging scientific breakthroughs and media coverage on the issues of environmental performance in agriculture. Expository, fact-based, very light on opinion

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">C ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">HANNELS ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">Twitter @nitrogencycle

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">B ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">UDGET ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">5 hours a month (no hard costs)

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">T ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">IMELINE ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">3.5 months

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">H ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OW DID YOU COME UPWITH YOUR ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">“H ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OW ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">M ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ANY ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">” ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">AND ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">“B ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">Y ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">W ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">HEN ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">”? ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">Analysis of our current twitter account using Friend or Follow, as well as anecdotal experience moderating the property.
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">3. B ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ENCHMARKS **

Ultimately we want to see articles, but the interim step is to populate the lower rungs on the ladder of engagement.
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">4. K ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">EY ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">P ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ERFORMANCE ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">M ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ETRICS **

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">H ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OW MUCH STAFF TIMEWILL YOU INVEST IN IMPLEMENTING THE ACTIVITY ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">? Approximately 20 hours **
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">5. C ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OSTS **

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">W ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">HAT IS THE OPPORTUNITY COSTS ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">? ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">Other professional development exercises in the social media realm or elsewhere

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">A ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">RE YOU ADDING RESOURCES OR SHIFTING THEM ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">? ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">shifting

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">W ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">HAT ARE THE CONSEQUENCES OF NOT INVESTING TIME ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">? ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">We are already invested in this digital property – this is just a chance to make sure we are investing well, and if necessary adjust our approach.

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">H ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OW CAN YOU EFFICIENTLY TRACK TIME SPENT ON THE ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">A ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">CTIVITY ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">? ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">Standard Workplanning process will work

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">C ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ONTENT ANALYSIS OF SOCIAL OR TRADITIONAL MEDIA **
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">6. R ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">IGHT ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">T ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OOL FOR THE ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">J ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OB **
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">Y ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OUR MEASUREMENT TOOLS ARE THE TECHNIQUES YOU WILL USE TO COLLECT DATA ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">– ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">THE KEY PERFORMANCE INDICATORS ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">. R ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">EMEMBER ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">– ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ANY TOOL IS USELESS UNLESS IT COVERS THE SORT OF DATA THAT HELP YOU EVALUATE PROGRESS TOWARDS TO YOUR ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">O ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">BJECTIVES **
 * 1) <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Send 5 questions or other “direct engagement” tweets to journalists/bloggers per week.
 * <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Collection method: spreadsheet
 * 1) <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Get 10 journalists and bloggers who we are following to follow us back on Twitter by 1/1/12
 * <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Collection method: email alerts transferred to spreadsheet
 * 1) <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Get journalists to RT our info 5 times by 1/1/12
 * <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Collection method: hootsuite to spreadsheet
 * 1) <span style="color: #000000; font-family: 'Tahoma','sans-serif'; font-size: 13.3333px;">Get three news articles or blog posts as a direct result of our Twitter outreach.
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">Collection method: google alerts, existing media tracking system

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">A ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">NALYTICS **

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">F ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ORMAL REFLECTION PROCESS ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">At the conclusion of this pilot we will review the results and compare them, at least anecdotally, to the performance of the property before.  **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">R ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">EVIEW ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">D ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ATA ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">P ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ROCESS ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">During this review, we will examine the efficacy of our data collection method to answer following questions:
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">7. T ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">URN ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">D ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">ATA ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">I ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">NTO ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">A ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">CTION **
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">Was this method effective?
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">Was it efficient?
 * <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">If not, how could it be improved?

 **<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">R ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">EAL ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">T ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">IME ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">F ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">EEDBACK ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 14px;">L ****<span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">OOPS ** <span style="font-family: 'Calibri,Bold','sans-serif'; font-size: 12px;">If the metrics are deemed appropriate, regardless of the success of the pilot, we will continue to track performance over time using the system described above.

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.