Notes+Group+2+Session+4

= = = Chat Transcript: Group 2, Session 4 = October 27

**What stage are you at? **

Pam Sturner:done planning, implementing Brendan McLaughlin:just getting a plan in place and moving forward, with the idea that we'd tweak as we went. not letting the perfect be the enemy of the good Alison Carlman: Writing out an overall strategy for my work so that I could then decide on which KPIs to measure


 * What helped most in the process? Are you stuck? **

Revision, revision, revision Get peer learning team together and agreeing on something to move forward with What helped most: 1) interviews with peers 2) resources encountered (blogs, reading assignments for this group); 3) "trying and fixing" Getting agreement from involved groups about what represents success. It was vital that we work with our policy team to stay on the same page. Our issue --payment reform -- is also emerging as an organizational priority, so that helps us make time for it What has helped us is the wonderful input from our Analysis Exchange team. In addition to a big picture overview, they provided some tangible tips that are easy to implement. Different aproaches from management and programming Trying to tackle technical resources as well as getting everyone on the same page. We have a really hard time simplfying! I'm guilty of this as well! I just need to carve out time after traveling for the past 6 weeks. I also need to make sure it adds value to my work/projects, and is not an addition just for the sake of this practicum. It has been reall difficult to honor the work time I have scheduled fo rthis with competing demands on my time. I'm actually looking forward to doing the research...! Not clear messaging on program initiatives - know where to go and what to do, but constrained from other departments. My one-on-one conversation with Beth was very helpful

Had great experience with AnalysisEchange/ Web Analytics Demystified group free services. Beth can offer an intro to anyone in this group, please email her.
 * Debbie from American Leadership Forum - Silicon Valley **

More than 7 years of solid engagement tracking for many years. Senior fellows, community members in evaluation database (Microsoft Access). Social media tracking since the beginning. 2 accounts on FB & Twitter each.

How our work in social media has helped to push the needle with our theory of change: getting people engaged and taking action & creating social change.

With Analysis Exchange, submitted proposal, picked student & mentor. Found they needed an advanced tool like Radian 6. The team provided a thorough presentation and analysis.

Learned difference between metrics & KPI. Precentages are benchmarks, starting points & will be adjusted. Objectives developed in consultation

The Social Analytics Framework: Looking for Participation Loyalty & Engagement (not fundraising). Determined KPI for each objective

Benchmarked against peer/partner CAFWD: helped to see the type of content they are sharing. Comparing to yourself: learned bitly can help with tracking & SEO; also that working with YouTube improves SEO. Overall, there’s more engagement around events and that was an important lesson to learn.  Beth’s tip: On Twitter to figure out and improve clickthroughs, Time Buffer & Timely can help with scheduling.

Alison Carlman: Do you think it's dangerous to have all KPIs relating to your own org's history vs. comparing to external peers? (comparing to peers is a lot more difficult beccause it requires more sophisticated "listeining" tools?) Geoff Drake: We just committed to Radian6 today! Nonprofit pricing. Danielle Brigida: The social analytics framework is golden! Amazing.

SMART Objectives: lots of different social accounts, so starting with regional offices & programs. Helping them report back and pick out KPIs. From that we’ll create a shared dashboard and help them benchmark themselves. We want at least one insight/month to improve internal learning.
 * Danielle from** **National Wildlife Federation, Creating learning process & metrics dashboard **

Looking at how many messages are shared, and how many people are taking action or donating from them. Before we had a montly blog report and quarterly report of national account (not regional ones). Tried to elicit feedback from field offices about their successes but they didn’t have a good process to give input & weren’t thinking about it from measurement standpoint.

We were measuring a lot but need to simplify by letting regional offices pick KPIs. I need to do an office hour for people to report back & add to the benchmarking process. Collecting a lot of data but it’s not all useful. I have to ask what they want; the information has been one-sided. Over 12 field offices with regionally-specific issues, want to develop more regional relationships. Specific KPIs have been challenging but helpful and we’ll continue to edit them. I took a survey asking what they wanted to measure, they initially said fans & followers but then realized it might make them competitive with one another on the dashboard and they only care about their own pages. Now we’ll mostly compare them to themselves and have different views on the dashboard.

Benchmarking study: create a process for collecting data and learning from it. Design: Use social KPIs and create dashboard that’s online & easily accessible. Example from what museums are doing and comparing growth to each other.

Challenges: Need help with simplifying. Scared of pitting people against one another--potentially doing a buddy system.

**Geoff from** **Monterey Bay Aquarium **

We always think we’re at the beginning of the learning curve but Facebook invited us to speak.

Objectives: trying to drive attendance. How can Social Media drive it? If you’re not here, how can we keep you connected?

Key Measurements: Check-ins, which have increased now that Facebook changed their features. Have conducted Facebook deals. Likes & Interactions/Talking About. Comparison of content type.

Benchmarking against national list of zoos & aquariums compiled by zookeeper social media enthusiast Anthony Brown.

Obligatory content never as popular as Animal content. I track cumulative engagements. I intend to send reports weekly but often it’s just when there are meaningful milestones with highlights, kept in a shared drive.

Social media provides immediacy. We do cross-pollination: linking to website and blog from FB/Twitter and vice versa. We post at 10 & 2 for Facebook. On Twitter throughout day.

Measuring average interactions over time--there is overall growth but lots of peaks & valleys. Photos are more compelling than videos for us.

Onsite promotion with Facebook Deals--trying to see if it’s a carrot for people & what’s the best means to activate people.

Trying to get staff engaged & need a social media policy, presenting it next week.