storytelling, social media and metrics
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TRANSCRIPT
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
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