storytelling, social media and metrics

StorytellingSocial Media, & Metrics

Marisol Pierce-QuinonezKnowledge Management & Learning Specialist, Agrilinks.org

Communications and Web Coordinator, NESAWG.org

Overview Identifying your

Goals

Audience

Content

Tools

Indicators

Story

Identify your goals

Source: socialmediaexplorer.com

Identifying your audience

Donors

Volunteers

Constituents

Service Recipients

Corgis

Identifying Your Audience

Source: onlinemba.com

Social Media

Website Static

Content management system

Proprietary out-of-box services

Identifying your tools

Identifying your tools

Source: marketplacemaven.com

ToolsStatic Page

ToolsOpen Source Content

Management

ToolsKnowledge Sharing Page

ToolsProprietary

ToolsProprietary

Source: salsalabs.com/

Identifying good content

Source: internetz

More than just likes

Source: intersectionconsulting.com

Identifying your metrics

Don’t confuse activity with results

Tie your measurements to your theory of change

Source: toolsforchange.net

Identifying good content

Funny/inspiring stories

Accomplishments

News and updates

Source: instagram.com/plovgh

Identifying your tools Infinite combinations

of data to choose from!

Identify your indicators

Objective Key Performance Indicator

Tools

Share knowledge

Number of downloadsNumber of active conversations

Web analytics, content analysis

Advocacy Number of petitions signed

Calls (tweets!) to congress

Web analytics, hootsuite

Fundraising Increase in donations/donors

click-through conversions

Recruit volunteers

Number of volunteers Web analytics, conversions

Adapted from “Measuring the Networked Nonprofit”

Identify your indicatorsTime on site Date Date Date

Number of website visitorsMost viewed website page besides home pageTop referral source to websiteFacebook visitors to websiteTwitter visitors to websiteLinkedin visitors to website

Total Facebook Likes# Facebook posts this time periodMost popular updateLikes, comments and shares on update

Most popular blog post Total blog subscribers# blog posts this time periodmost popular postTotal blog pageviewsComments

Adapted from: htt[://bit.ly/SMARTgoaltracking

Storytelling!

Adjust as Necessary Celebrate your failures

Tweak what works

Try different variations

Additional Resources Slideshare: http://goo.gl/gfjho

Measuring the Networked Nonprofit by Beth Kanter and Katie Delahaye Paine

NTEN.org

http://www.communityorganizer20.com/

http://www.aecf.org/upload/publicationfiles/DA3622H5000.pdf