Mapping Metrics to Strategy
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This document outlines a framework for mapping social media strategy to metrics using a listen, learn, adapt process. It discusses the importance of listening on social media through monitoring tools and engagement. The learning process involves testing, tweaking strategies, selecting the right metrics, and reflecting on insights. Adapting requires being nimble and revising projects based on what is learned. Successful examples are given of non-profits that adapted their social media projects, such as clarifying instructions based on user feedback. Overall, the document advocates for an iterative process of listening, learning, and adapting strategies based on insights rather than focusing only on metrics or financial returns.
Mapping Metrics to Strategy
- 1. http://www.flickr.com/photos/truebluetitan/273269366/* Inspired by David Armano Mapping Social Media Strategy to Metrics Listen, Learn, Adapt *
- 2. Agenda 1.Intro of session and speakers 2.Share Pair and Laser Out -What do you want to learn? 3.Listening -Overview -Panelist Stories -Discussion 4.Learning -Overview -Panelist Stories -Discussion 1.Adapt -Overview -Panelist Stories -Discussion •Share Pair and Laser Out -What is your takeaway?
- 5. Insight comes before financial calculations
- 6. Number of Months/Experiments Using of Listen, Learn, Adapt Process Insight Comes Before Investment: ROI
- 7. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI
- 8. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $
- 9. Put on your listening ears
- 11. Listen: Keep Your Listening Ears On All The Time! • Use monitoring tools • Know your keywords • Use your RSS reader like a rock star • Engage and monitor responses from clients • Engage internally
- 12. Discussion How/why does listening provide value? What are the best practices for listening? Share a tip that saved you a lot of time What tools are you using for listening?
- 14. “If you don’t launch, you don’t learn.” David Armano
- 15. Think like a rocket scientist Essential Optional
- 16. Observe and sift through qualitative data like a Primatologist
- 17. You’re saying that our clients are primates? Anthropologist * is a better metaphor Armano describes it as “digital anthropologist”
- 18. • Document on the fly • Test and tweak • Pick the right metrics • Harvest insights • Look at what other nonprofits are doing in the space • Pause for reflection time before next reiteration: How to improve results? My Learning Process For Every Campaign…
- 19. The most important thing: Pick the right social media metric!
- 20. Not dead! My point: It’s not all about page views
- 22. There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy
- 23. Discussion What is your learning process from social media? How to involve the organization? What are some examples of using the right metrics to track your strategy? Is qualitative data useful? How? What analytics tools are you using?
- 25. This is the hard part
- 26. You have to be nimble
- 29. Did they stop doing photo contests as a result? They adapted … Thank God!
- 30. Carrie Lewis, HSUS “Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person who needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “
- 33. Did it evolve?
- 34. Wisdom of the Crowds Meets Person-to-Person Fundraising
- 37. Discussion What are some examples of how you’ve reiterated social media projects? How does your organization look at learning? How do you change it around from failure? It is easier to adapt a project than your organization. Has your organization changed?
- 38. Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight Insight Comes Before Investment: ROI $
- 39. Remember … • Don’t take off your listening ears • Think like a scientist and primatologist • Evolution is a good thing
Editor's Notes
- #2: http://www.flickr.com/photos/truebluetitan/273269366/ http://darmano.typepad.com/logic_emotion/2009/01/weve-been-thinking-about-the-current-economic-climate-and-the-pressure-not-to-mention-scrutiny-digital-if-not-all-initi.html
- #4: http://www.flickr.com/photos/lwr/1408972724/ Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environment Learn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’t Adapt: Using insights to make corrections to improve results
- #6: (Time & Money Saved + Money Earned from your blog) - (Time & Money Spent on your blog) = ROI http://www.flickr.com/photos/zendragon/104117481/
- #7: http://darmano.typepad.com/
- #8: http://darmano.typepad.com/
- #9: http://darmano.typepad.com/
- #10: http://www.flickr.com/photos/niclindh/1389750548/
- #11: http://www.flickr.com/photos/therapycatguardian/2721469523/ http://www.flickr.com/photos/therapycatguardian/2722295800/ http://www.flickr.com/photos/therapycatguardian/2722296148/
- #12: http://www.flickr.com/photos/niclindh/1389750548/
- #14: http://www.flickr.com/photos/lwr/1408972724/ Learn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’t Adapt: Using insights to make corrections to improve results
- #15: http://www.flickr.com/photos/wackystuff/2739656924/ http://altitudebranding.com/2009/01/the-social-media-stalemate/
- #16: http://www.flickr.com/photos/jeremywilburn/2555536389/in/set-72157605462736884/ http://www.flickr.com/photos/proteinbiochemist/3167660996/
- #17: Observe them in their natural environment, listen to them, and have a conversation .. http://www.flickr.com/photos/doug88888/2913687575/ http://www.flickr.com/photos/festivaldellascienza/1755616104/
- #18: Observe them in their natural environment, listen to them, and have a conversation .. http://www.flickr.com/photos/doug88888/2913687575/ http://www.flickr.com/photos/festivaldellascienza/1755616104/
- #22: This model comes from post rank – and I use for my blog to learn what content is most valuable to readers and look for patterns
- #23: http://www.thesocialorganization.com/social-media-examples.html
- #25: http://www.flickr.com/photos/lwr/1408972724/ Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environment Learn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’t Adapt: Using insights to make corrections to improve results
- #27: http://www.flickr.com/photos/midgley/2246835853/
- #28: Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person that wrote in and needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. http://beth.typepad.com/beths_blog/2007/11/the-flickr-hold.html
- #30: http://www.flickr.com/photos/bonfire2k4/350108245/
- #34: http://www.flickr.com/photos/gaylon/180104571/
- #39: http://darmano.typepad.com/
- #40: http://www.flickr.com/photos/fwp-dawson/2821182851/