SXSW 2013 Sampler

More documents

Recommendations

Info

United States (HSUS), the nation ’s largest animal protection organization, where she has been responsible for social media for more than fi ve years. Th e HSUS has a pet-friendly offi ce policy because its staff , like its constituents, are animal lovers. Th e party hats? Th ey were celebrating because Th e HSUS Facebook page had just broken the 1 million fan mark. Says Lewis, “Although we prefer not to focus on numbers of fans as a measure of ultimate success, 1 million fans is a huge landmark that we celebrated with our online community of animal lovers.” According to a 2011 nonprofi t social media benchmark study sponsored by Craig Newmark, animal charities are among the most active on social networks, perhaps because people love photos of cute animals. 2 But there was more to it than that. Th e HSUS fans are more than just fans; they love to talk about how much they love their pets and care for animals. Th ey share photos online, donate to Th e HSUS (and tell their friends to do so), and take action on animal rights issues when they receive a call to action. In answer to the question of how Th e HSUS built a fan base on Facebook that is not only large but is always ready get involved in supporting animals, Lewis responds, “We would not be successful if we were not using measurement to track and learn and constantly improve.” 3 Lewis is a curator of social media metrics. She and her colleagues in other departments build their integrated advocacy or fundraising campaigns around outcomes, key performance indicators, and associated metrics. “We look at three things,” Lewis noted: “actions taken, donations made, and customer service wins. Th at ’s also how our department has been able to obtain more resources to handle the volume we have.” Th ey use measurable objectives for specifi c campaigns, and Lewis tracks everything they do on social networks in order to improve and get better results. For its campaign to reach 1 million fans, depicted in the screen capture in Figure 1.2 , Th e HSUS wanted to create a celebration so that fans could engage and participate in the fun. Th ey wanted to create a personalized experience that makes the fans feel that they are a part of something really great. Carie noted, “Because we ’ve been using measurement to improve our social media use for years, we know that we need to make these participatory campaigns as easy and simple as possible for stakeholders.” Lewis found that getting everyone in her organization on the same page about evaluating results is crucial: “Before launching any campaign, I present The Secret Sauce for Nonprofi ts 5
6 Figure 1.2 The HSUS ’s Million Fan Campaign Facebook Page the measurable objectives and strategies at a cross-department meeting. We spend a lot of time clarifying what success looks like and what metrics we will collect to measure it.” Th ese sessions also generate many great ideas for strategy, including the idea to create an infographic describing the organization ’s fans on Facebook. Lewis is oft en called in to consult with diff erent departments or affi liates: “We ’ve codifi ed our best practices on measurement and off er a menu of social media tactics that we review with them, letting them know the options, and use cases for each. Most important is a report template that helps them collect the right metrics and to do a content analysis. We even have a section that asks, ‘What did you learn?’” Carie writes out “the objectives and metrics and measurement plan before we launch. Th at way we know what it will take to reach the goals, but also we get an opportunity to continuously improve what we ’re doing. In the long run, we know it is helping the animals we all love. Working as a networked nonprofi t Measuring the Networked Nonprofi t
Page 1 and 2:
SXSW ® 2013 Sampler Foreword by Je
Page 3 and 4:
Contents Acknowledgements ix Introd
Page 5 and 6:
4 Twitter 53
Page 7 and 8:
56 Channels Percentage of Tweets Th
Page 9 and 10:
58 Channels tweeted around 22 times
Page 11 and 12:
60 Channels Average # of Followers
Page 13 and 14:
62 Channels Percentage of Tweets Re
Page 15 and 16:
64 Channels 6 5 4 3 2 1 0 12:00 am
Page 17 and 18:
66 Channels life, feel free to talk
Page 19 and 20:
68 Channels 1. game 2. going 3. hah
Page 21 and 22:
70 Channels CTR 18% 16% 14% 12% 10%
Page 23 and 24:
72 Channels If you ’re sharing co
Page 25:
74 Channels 0.2% 0% -0.2% -0.4% -0.
Page 29 and 30:
Chapter 1 Great Britain ‘‘In a
Page 31 and 32:
Great Britain 29 programs. This aus
Page 33 and 34:
Great Britain 31 that made WhipCar
Page 35 and 36:
Great Britain 33 younger drivers, s
Page 37 and 38:
Great Britain 35 On the night we me
Page 39 and 40:
Great Britain 37 she recalled, ‘
Page 41 and 42:
Great Britain 39 things as basic as
Page 43 and 44:
Great Britain 41 system and from so
Page 45 and 46:
Great Britain 43 proposals to suppo
Page 47 and 48:
Great Britain 45 motivate others to
Page 49 and 50:
Great Britain 47 The average return
Page 51 and 52:
Great Britain 49 The consumers are
Page 53 and 54:
Great Britain 51 well-known local o
Page 55:
Great Britain 53 Remarkably, Cherie
Page 59:
11 IMPROVING THE UMOT TO OPTIMIZE T
Page 62 and 63:
TOTAL RECALL
Page 64 and 65:
How do we ensure that our customers
Page 66 and 67:
Yet even with the pervasiveness of
Page 68 and 69:
looking for the experience. Busines
Page 70 and 71:
SORRY, WE’RE CLOSED How to Surviv
Page 72 and 73:
The customer journey is still evolv
Page 74 and 75:
[ ] DISRUPTIVE TECHNOLOGY IS A CATA
Page 76:
They include: Blockbuster Borders C
Page 80 and 81:
Case Study: What’s the Worst That
Page 82 and 83:
world—faster, more competitive, a
Page 84 and 85:
No one can pinpoint where we exist
Page 86 and 87:
xx INTRODUCTION
Page 88:
To that end, we’ve engaged a tale
Page 91 and 92:
Contents Foreword: The Benchmark of
Page 93 and 94:
Introduction In my last corporate j
Page 95 and 96:
Introduction xxvii day, I gain insi
Page 97 and 98:
Introduction xxix from studying bas
Page 99 and 100:
Introduction xxxi is happening in r
Page 101:
Introduction xxxiii Part Three allo
Page 105 and 106:
INTRODUCTION Properly organized and
Page 107 and 108:
● Fortune 500 companies that are
Page 109 and 110:
● How to evaluate results ● The
Page 111 and 112:
In 2000, Goldcorp CEO Rob McEwen wa
Page 113 and 114:
4 CROWDSTORM What LEGO discovered w
Page 115 and 116:
6 CROWDSTORM While Coase is focused
Page 117 and 118:
8 CROWDSTORM Finally, in business a
Page 119 and 120:
10 CROWDSTORM then-candidate Barack
Page 121 and 122:
12 CROWDSTORM together collaborativ
Page 123 and 124: 14 CROWDSTORM In 2010, what was uni
Page 125 and 126: 16 CROWDSTORM We have focused so fa
Page 127 and 128: 18 Key Partners Key Activities Valu
Page 129: 20 CROWDSTORM few of the success st
Page 133 and 134: viii CONTENTS Chapter 3 Take Stock
Page 135 and 136: x CONTENTS Chapter 29 Celebrate Suc
Page 137 and 138: xiv YOU CHOOSE THE PATH TO FOLLOW o
Page 139 and 140: xvi PREFACE it became that focusing
Page 141 and 142: Short On Time, But Still Crave Amaz
Page 143 and 144: Short On Time 3 If all these pages
Page 145 and 146: Why a Guide? 5 If it were as simple
Page 147 and 148: Why a Guide? 7 4. Taking the Road L
Page 149 and 150: How to Be a Passion Hit 33 Those wh
Page 151: How to Be a Passion Hit 35 Each of
Page 155 and 156: viii Contents The Direct Approach
Page 157 and 158: x Contents Recording and Distributi
Page 159 and 160: xviii Introduction and make good gr
Page 161 and 162: xx Introduction more informed decis
Page 163 and 164: xxii Introduction The next question
Page 165 and 166: 4 The Art of Explanation Trevor had
Page 168 and 169: BETH KANTER KATIE DELAHAYE PAINE FO
Page 170 and 171: x SIX The Ladder of Engagement: How
Page 172 and 173: The Secret Sauce for Nonprofi ts Ne
Page 176 and 177: without a measurement plan is a was
Page 178 and 179: An important part of MomsRising ’
Page 180: Theme 9: Measurement Is Valuable at
Page 183 and 184: I N T R O I INTRODUCTION A BRIEF HI
Page 185 and 186: C H A P T E R 04 EDITORIAL INFOGRAP
Page 187 and 188: C H A P T E R 08 WHAT MAKES A GOOD
Page 189 and 190: fig. 1.1-1.17 01 02 03 08 09 10 IMP
Page 191 and 192: I M P O R TA N C E A N D E F F I C
Page 215: I M P O R TA N C E A N D E F F I C
Page 219 and 220: vi Contents 13 How to Apologize to
Page 221 and 222: 1 How One Man Changed a Billion-Dol
Page 223 and 224: How One Man Changed a Billion-Dolla
Page 225 and 226:
Marketing Is a Verb 5 haven’t eve
Page 227 and 228:
3 Companies Aren’t Awesome; Peopl
Page 229 and 230:
Companies Aren’t Awesome; People
Page 232 and 233:
Contents 1 Usually High Call Volume
Page 234 and 235:
Contents vii 33 Hall of Shame 103 3
Page 236 and 237:
2 The Book of Business UnAwesome do
Page 238 and 239:
4 The Book of Business UnAwesome If
Page 240 and 241:
3 Customers Don’t See Silos Being
Page 242 and 243:
4 How to Flip Off Your Customers It
Page 244:
10 The Book of Business UnAwesome T
Page 248 and 249:
xii Contents The Toilet Business 31
Page 250 and 251:
xiv Contents Hypnotizing Chickens 1
Page 252 and 253:
xxviii Introduction: Likeability, R
Page 254 and 255:
xxx Introduction: Likeability, Rogu
Page 256 and 257:
xxxii Introduction: Likeability, Ro
Page 258 and 259:
xxxiv Introduction: Likeability, Ro
Page 260 and 261:
xxxvi Introduction: Likeability, Ro
Page 262 and 263:
xxxviii Introduction: Likeability,
Page 264:
xl Introduction: Likeability, Rogue
Page 267 and 268:
CONTENTS Foreword vii by Jeff Dachi
Page 269 and 270:
FOREWORD Everything that can be soc
Page 271 and 272:
Foreword ix commit to the path of s
Page 273 and 274:
2 SOCIAL BUSINESS BY DESIGN future
Page 275:
4 SOCIAL BUSINESS BY DESIGN moving
Page 279 and 280:
viii Contents 9 Connected TVs: Blen
Page 281 and 282:
x Preface screen” companion conte
Page 283 and 284:
2 Introduction see Granny chase a k
Page 285 and 286:
4 Introduction us to watch and expe
Page 287:
6 Introduction share the programmin
Page 290 and 291:
Contents Introduction 1 1 The Art o
Page 292 and 293:
Introduction Though I’ve run a sm
Page 294 and 295:
Introduction 3 Small businesspeople
Page 296 and 297:
Introduction 5 the ads that refl ec
Page 298 and 299:
Introduction 7 Consider any job or
Page 300 and 301:
Introduction 9 You might say that,
Page 302:
Introduction 11 of your customers c
Page 305 and 306:
Contents Foreword by David Meerman
Page 307 and 308:
Contents ix Off-Page SEO: The Power
Page 309 and 310:
Contents xi Chapter 13. Picking and
Page 311 and 312:
4 Inbound Marketing well. More rece
Page 313 and 314:
6 Inbound Marketing Ten years ago,
Page 315 and 316:
8 Inbound Marketing co-founder of F
show all

SXSW 2013 Sampler

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?