nrb research symposium - pam ovwigho
TRANSCRIPT
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How a 70-year-old “start up” is learning to use social media effectively
Pamela Ovwigho
c4be.org | 800.759.6655
…and you can too!
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Transformation Guiding Principles
Reach new audiences Leverage media & technology If you can’t measure it, it didn’t
happen
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Evaluation
Not just “effective” or “not effective”
Reliable & actionable information Process & outcome
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Evaluation Process
Define expected outcomes/goals of social media outreach
Decide how you will measure those outcomes
Collect data Analyze data
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Source: Digital Brand Expressions, 2010; R2Integrated, 2010
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Goals
Specific Measurable Guide your strategies
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Goal Examples
Expanding who we reach Learning more about those we
reach Getting people engaged in the Bible Conversing with people about their
spiritual lives Getting people to come to a website
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MeasurementGood news
Many tools available Much data at hand
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MeasurementBad news
You’ll need to go beyond what’s at hand
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Data at hand: Facebook
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Change date range
Export so you can do more!
Read documentation to know what numbers mean. Come back often – things change
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Google Trends
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Built In Features
50,000 foot view of activity Generally which indicators are
increasing, stable, or decreasing Insufficient to measure
effectiveness
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Level of Engagement & Metrics
Newsfeed impressionsLikes & comments
uncertaintycertainty
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Is it real…or it is an illusion?
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Example: Footnote
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Digging Deeper
Looking at one time when “likes” spiked Is the same as an anecdote
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411God Footnote Hope for the Heroes MBT Powered by 4
Average Likes & Comments by Day of the Week
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Practice Wisdom
Excellent content Ask questions Respond to comments and
questions b/c most will expect this “Nothing says ‘authentic Twitter
engagement’ like an automatic Facebook update tweet that gets cut off” - ThinkTraffic
Ask people to spread the word