By Danielle BrigidaNational Wildlife Federation

@starfocus

Confession: I’m a Wildlife and Technology Geek

Learning about the

environment is FUN!

Why We’re Here…

Important Social Sites for Nonprofits

Source: Nonprofit Marketing Guide

Where Nonprofits are Experimenting

Source: Nonprofit Marketing Guide

Types of Social Media

Source: Altimeter

Social Media Objectives• Researching and Learning• Building Relationships• Improving Reputation• Generating Content• Increasing Awareness• Driving Traffic• Taking Action• Sales• Fundraising

National Wildlife Federation

Reasons NWF is Active on Social

Fire = Criticism

Earth = Relationships

Flood = Support

Typical Behaviors on Social Media

Social Media Participation Chart by Oversocialized

Owned Social Media Tips for Branded Accounts

Take the Time to Learn the Communities

• Listen All the Time• Be Responsive• Add Value• Spark Discussion• Be Present • Follow the Passion• Provide

Visuals, Messagesand an Action

Art of Quality Conversations

• Speak Less- Listen More• Develop Your Sense of Humor• Know Your Current Events• Keep Track of Interesting Experiences• Be a Bearer of Good Tidings• Keep Comments Short and To the Point

Improving Reputation

• Customer Service Help• Correcting Misinformation• Providing Relevant Information• Receiving Feedback

Facebook

We Remember To…• Listen and set goals• Focus on audience• Be relevant• Track and analyze • Learn and adapt

We Do NOT Just “Push it Out”

Facebook Insights

• Know your popular posts• Find timing that works• Follow algorithm trends• Think of your audience first

Twitter: Personal and Professional

Personal

Professional

We Cater to Passion and Audience

Our Techniques Grow and Adapt

Add Social Elements to Current Programs

Make it Easy to Share Your Content

addthis.com or sharethis.com

Repurpose, Alter, & Crowdsource

We Work to be a Reliable Resource

Social Media Isn’t Free– but Use the Technology

The Reality of Facebook

• Difficult to foster community• Challenging to connect with individuals• Few people interact with brands• Low response to advertisements

Hone Your Maintenance and Outreach

Organize Friends, Followers and Fans

Empower Staff, Volunteers and Advocates

Linkedin: Groups and Page

5 Ways Linkedin is Better Than a Rolodex

• Public Contacts• Understand Your Network• Search for People• Aggregate Job Updates• Stay Connected

Convert Career Seekers

We will periodically Encourage our career seeking traffic to our page or groups on LinkedIN

Encourage Sharing Volunteer Info

Advisory Groups and Boards

Experiment with Groups

• Invest Time• Monitor Posts• Keep alumni

and job seekers in the loop

• Offer Resources

Moderation Takes Time

Group Statistics Offer a Glimpse at Your Audience

Company Pages

• Post Job Updates• Experiment with content• Interact with donors• Engage with volunteers

Build Out Staff Profiles as Touch Points

Track Personal Stats

Social Media Management vs. Achieving Broader Goals

Make Sure People Can Find You…

http://wefollow.com/http://twellow.com

Make These Tools Work For You www.nwf.org/foursquare

Be Reciprocal! (Mutualistic and Symbiotic)

Photo by James Jordan, Flickr

Learn from the Community

@klsnature

We Use Tools Like Yammer and Facebook to Organize Internally

Work to Strengthen Current Programs

Celebrate the little victories!

No Need to Run and Hide (but do take a break!)

Content and Visuals: Crucial to the Social Media Ecosystem

Use Powerful Imagery – Engage Your Community

Be smart about what you choose to make into an Infographic!

Legal Places to Get Images

• Your Staff• Your Community • http://list.ly/list/703-free-stock-or-low-cost-im

age-sites

Places to Edit Images for Social

• Pixlr• PicMonkey• Liveluvcreate• Canva

Awesome Screenshot:https://chrome.google.com/webstore/detail/awesome-screenshot-captur/

alelhddbbhepgpmgidjdcjakblofbmce?hl=en

How Does NWF Use Pinterest?http://www.pinterest.com/nwfpins

Building Out Our Presence

• Picking visual elements of your work• Providing visuals along with resources• Tracking Pinterest referral traffic to our site• Have fun and communicate with others!• Make more content out of “what’s working”

Experimenting with Boards

Use Pinterest Search to Find Inspiration

Pinterest Search

Audience Specific Boards

• Activism• Shopping• Crafts/Recipes• Photography• Gardening• Fun

Donors, Partners & Programs

Equipping Your Website

Make Things Pin-able

Share Boards and Collaborate

Keep Things Light and Useful

Pinterest Analytics

Meet Instagram

• Twitter for Photos• Relies heavily on #hashtags• 57% of US adult Instagram users

visit the site once a day• 40M photos are uploaded Daily

Instagram Tips

• Listen to keywords and hashtags• Make the most of events and on-the-ground• We take the fun/beautiful approach• Make the most of trends• Create content based on popular content

Using Instagram to Listen

• Iconosquare• Tagboard• Hashatit

Iconosquare: Instagram Tracking

Use Search Results as Next Steps for Outreach

Visual Sites to Explore

Tumblr Flickr

#WildlifeSelfies are Lighthearted and Promote Talented Photographers

Youtube: Channel Metrics

Individual Video Metrics

Always Remember Goals

Inspire Americans To Protect Wildlife For Our

Children’s future

Photographs Getting Outdoors

Watching for Wildlife

Instagram

Google+

Facebook

Flickr

National Wildlife Photo Contest

We Empowered Our Supporters Through Visual Content

We Selected Our Measurement Tools

• Google Analytics/Adobe– Trackbacks– Referrers– Social/Content Tracking

• Bitly • Sharethis.com• Source-coded links

2013 Photo Contest Results

• 3,000 people entered 32,000 photos• 10,300 were donated• Users cast 646,000 votes • Over 150,000 Page views

from Facebook

• What is visual about your current work?

Take a moment and discuss with your neighbor ways your work could translate on social media through images.

Creative Storytelling and Visual Elements

Break Time!

How are you listening?

Search Keywords • Organization’s Name• Key individuals• Branding mistakes• Program references• Important subjects

Referring Traffic• Google Analytics• Facebook insights

Community, Network, and Crowd

Start With Your Community:Know Your Most Active Social Supporters

Research Those Who Already Love Your Cause

Measuring Mentionshttps://en.mention.net/

You Use Search All the Time

Just RSS Your Search Results!RSS = Real Simple Syndication

Research Social Media Search Sites

• Blogs– Icerocket– Google Blog Search– Technorati

• Facebook/Twitter– Search.twitter– Social Mention– Mention.net– Boardreader– RSS Notifications

Organize with Tags Feedly.com

Now That you’ve listened…

•Comment and Respond•Show Respect•Ask Questions•Offer Value!

Common Response to Social Measurement

Just Remember:Good Measurement Leads to Action

• Don’t stop at measuring what’s easy• Ask tough questions• Learn tool capability and experiment

And Always Remember Why You’re There

Reach Reach

EngagementEngagement

RevenueRevenue

Ways to Measure Your Objective• Research and Learning

Develop monitoring dashboard

• Build Relationships/Increase Awareness # fans or number of followers

• Improve Reputation Survey results

• Content Generation # of

passionate bloggers

• Drive Traffic Increase time on site, page views

• Actions Taken # of comments, tweets, etc

• Fundraise or Sell # of dollars directly and indirectly

Important Questions

• Who are you trying to reach?• Where do they currently interact online?• How much capacity do you have and how will

you add value?• What would “success” look like?• When will you report back?

Facebook Insights: Audiences

Facebook Insights: Referrers

Facebook Insights: Exporting Data

Twitter Analyticshttps://analytics.twitter.com

Twitter Analyticshttps://analytics.twitter.com

Profile Details: Twtrland

Twtrland: Create a Profile and Explore

Other Twitter Measurement Tools• Twittercounter• TweetBeep• Followerwonk• Klout • Monitter• Topsy• Retweet Rank

Many Free Tools Require a Login

• Manageflitter• Socialbro• Tweetreach• Twazzup• Twitonomy• Rt.ly

There are Tons of Ways to Measure Twitter Specific Metrics

• Crowdbooster – mentions, replies & followers• Hootsuite – mentions, replies & followers• Twitter Counter - # of followers• Rowfeeder - mentions• Topsy and Topsy Analytics

Additional Free Social Reports• Simplymeasured• Socialbakers• Quintly

Measuring Content Clicks

• Bit.ly• Bufferapp• Hootsuite

Measuring Earned Social Media

• Shared Content: Sharethis & Addthis• Web Analytics (ex. Google, SiteCatalyst)• Trackbacks or Linkbacks• RSS Reader (Feedly, Digg Reader)• Mentions (Mentions.net)

Track Content Sharing – not just visits

Don’t be afraid–Explore Web Analytics

Ex: Pages•Pageviews•Subscribers•Shares

Ex. Site Sections•Pageviews•Subscribers•Entrance paths

Familiarize Yourself with Social Performance

Track Top Content By Social Site

Explore Social Features: Trackbacks

Track links ahead of time: Tool: URL Builder

Tagboard – search hashtags

BuzzSumo: See Popular Content on a Site

Tackling Social Measurement with a Small Budget

• Crowdbooster ($9 a month) • Bufferapp ($8.50 a month)• Hootsuite ($8.99 a month)

It’s VERY Important to Stay Organized

Create Your Own Excel or Google Drive Tracking System

Some of Our Social Media Reports

Works to Build Respect, Accountability and Actionable Next Steps

Quarterly Report Campaign Specific Report

Frequency and Audience

• Audience: All Staff• Quarterly• It’s Always Changing• Encourages next steps• Worth Reading EVERY

Time

Main Sections of the Report

• Increasing Reach - # of followers, fans• Engagement Stats – Most shared posts• Traffic from Social Sites – Pageviews or visits• Revenue Stats – If any are applicable• Key Lessons Learned (Crowdsourced from Staff)• Trends and Industry News• Tips of the Quarter• Social Media Mentions

Report Sample National Wildlife Federation Increased from 124,343 to 136,486*139 new likes per day @NWF Followers: Increased from 126,397 to 146,762*229 new followers per day National Google+ Followers: Increased from 246,947 to 294,020*517 new followers per day

Q1 2013 Q2 2013 Q3 2013 Q4 20130

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

FacebookTwitterGoogle+

Collect Qualitative Data Too

Analyze Don’t Regurgitate

• Pick metrics to measure ahead of time• Evaluate over time• Identify anomalies • Tell a story with your data• Track metrics that matter

Listen, Communicate, Create, TrackTime on Social Media

ListeningCommunicatingCreating/ExperimentingTracking

30%

30%

25%

15%

Follow Helpful Resources

http://www.Bethkanter.org http://www.mashable.com http://www.socialbrite.org/

http://www.johnhaydon.com/

Questions?

Danielle BrigidaSr. Manager of Social StrategyNational Wildlife Federation@starfocus

Judy N, Flickr