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Social Media Listening Dashboard April 22, 2010Audio is only available by calling this number:Conference Call: 866-740-1260; Access Code: 6339392

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Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

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Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

You are being recorded…

• Streaming into Second Life• This seminar will be available on the

TechSoup website along with past webinar presentations:– www.techsoup.org/go/webinars

• You will receive a link to this presentation, material and links.

• After the webinar, you can ask follow-up questions in the Virtual Community Forum:– http://bit.ly/dwM07T

• Twitter hashtags: #techsoup

talks!

Social Media Listening Dashboard

Sponsored by

Presenters: Amy Sample Ward, Allen Gunn

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Today’s Speakers

Allen Gunn

Facilitating: Kami Griffiths, TechSoup Assisting with chat questions: Becky Wiegand

Amy Sample Ward

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Agenda

1. Why is listening important

2. How can I get started

3. What do I do now that I'm listening

4. Questions and Sharing

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Why Is Listening Important?

Flickr:Ky Olsen

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Why Is Listening Important?

Flickr:Laszlo photo

• What are people saying already?

• Is your work relevant?

• Are your services relevant?

• What information is needed?

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

What Does Listening Mean?

Flickr:Gene Hunt

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

What Doesn’t Listening Mean?

Flickr:Jason Gulledge

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

How Can Groups Benefit?

• Listening lets you respond rapidly– Respond to comments and mentions

• Know who's with you and against– Work with them to build relationships

• Research your resonance– Test which messages propagate

• Gain strategic advantage– Monitor “all sides”, shape messaging

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

How Can I Get Started?

• Google Alerts

• RSS

• Netvibes

• Analytics

• & moreFlickr:tanakawho

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

How Can I Get Started: Alerts

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

How Can I Get Started: RSS

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

How Can I Get Started: RSS

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

How Can I Get Started: Netvibes

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

How Can I Get Started: Netvibes

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

How Can I Get Started: Analytics

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

How Can I Get Started: Other Tools

• Goodbyebuddy

• Tweetscan

• Social Mention

• Radian6

• Biz 360

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Managing Social Media Processes• Follow Best Practices

– Know the conventions, be consistent

• Coordinate your online channels with a Publishing Matrix– Get the most out of each content event– “Mulch” your content

• Plan your narrative arc with Messaging Calendars

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Managing Social Media Processes• Best Practices to support listening

– Define and consistently use a #hashtag for your org, possibly for program areas

– Be consistent: Ideally same domain name, Twitter name, Facebook name, hashtag• aspirationtech.org• twitter.com/aspirationtech, @aspirationtech• facebook.com/aspirationtech• #aspirationtech

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Process Essential: URL Shorteners• Social networks require short URLs• http://bit.ly is an excellent service

– Convert www.veeeerrrrylongurl.com to http://bit.ly/be8s9o

• Critical: Bit.ly provides analytics– Who clicks, how many, when and where

• Then Tweet with trackable impunity– “Doing webinar w/ #techsoup http://bit.ly/be8s9o”

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Publishing Matrix

• Organizational Questions– Do you think intentionally about the

different types of content you publish?• Press releases, newsletters, events, blog

post...

– Do you have an integrated way for deciding which messages go to which online channels?• e.g. What's tweet-worthy, what is “just” web

content?

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Publishing Matrix

• Build a publishing matrix– Each row is a type of content

• Press release, newsletter, event, blog post

– Each column is an online channel• Web site, email list, blog, Facebook, Twitter

– For each type of content, which channels do you use?

– Aspiration Example• www.aspirationtech.org/training/eadvocacy/templates/publishingmatrix

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Publishing Matrix

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Messaging Calendar

• Too many organizations have anemic planning horizons for messaging

• Online success lies in planning out narrative arcs

• Follow the time-honored triple:– Tell 'em you're gonna tell 'em– Tell 'em– Tell 'em you told 'em

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Messaging Calendar

• Pick a primary channel– e.g. email

• Plan out the goal of each message– Education, feedback, action, support

• Design each message– Subject line, ask, narrative outline

• Use publishing matrix to support core messaging strategy

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

What Do I Do Now?

• Set up a simple dashboard– Netvibes is a great place to start

• Track basic things– Google alerts for org name, etc– Twitter searches for hashtag

• Watch what comes back– Add more listening widgets– Focus energy where there's action

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

What Do I Do Now?

• Once listening dashboard is in place– Plan out your messaging, start simple

• Periodic e-newsletters• Web updates

– Use publishing matrix to weave in more

• Tweet about “traditional” content• Use social media to drive traffic to site• Capture contact info, engage• Lather, Rinse, Repeat

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Listening To Improve Work: Internally

From crossed wires to working seamlessly.

Flickr: farleyjand quapan

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Listening to improve work externally• Use your listening dashboard to build:

– Relationships: Thank people who retweet and otherwise propagate

– Audiences: Find out where your messages resonate and engage

– Appreciation: Mention others, and give heads up to others when mentioned

– Intuition: Listening makes you smarter as an organization

talks!

Questions?

Submit your questions using the chat box.

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Continue the Discussion…

• Additional questions can be answered by posting in the Virtual Community Forum:– http://bit.ly/dwM07T

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Get the Most Out of TechSoup

• At TechSoup, you’ll find a range of technology services to help your nonprofit:

– Read helpful articles in our Learning Center– Request donated software, hardware, and

online services– Join our community forums to learn from

your colleagues– Browse upcoming events and conferences

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Upcoming Webinars

• Winning Campaigns with Powerful Collateral – Thursday, April 29, 11 a.m. Pacific time

Social Media Listening Dashboard Conference Call: 866-740-1260 Access Code: 6339392

Thank you to our Webinar Sponsor!

ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per week.

For more information: pages.readytalk.com/techsoup.html

talks!

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Kami Griffiths, kami@techsoup.org, 415-633-9392