Be networked, use measurement and make sense of your data - Beth Kanter


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Be networked, use measurement and make sense of your data - Beth Kanter

  1. 1. Be Networked, Use Measurement, and Make Sense of Your DataBeth Kanter, Master Trainer, Author, and BloggerConnecting Up ConferenceAustralia – May, 2013
  2. 2. Beth Kanter: Master Trainer, Author, and Blogger
  3. 3. SocialCultureDataInformedLearningfrom FailureAgenda#13CU
  4. 4. CRAWL WALK RUN FLYNetworked Nonprofits: Maturity of PracticeLinking Social withResults andNetworksPilot: Focus oneprogram or channelwith measurementIncremental CapacityLadder ofEngagementContent StrategyBest PracticesMeasurement andlearning in all aboveCommunicationsStrategyDevelopmentCulture ChangeNetwork BuildingMany Free Agents work foryouMulti-Channel Engagement,Content, and MeasurementReflection and ContinuousImprovement
  5. 5. Maturity of Practice: Crawl-Walk-Run-FlyCategories PracticesCULTURE Networked MindsetInstitutional SupportCAPACITY StaffingStrategyMEASUREMENT AnalysisToolsSense-MakingLISTENING Brand MonitoringInfluencer ResearchENGAGEMENT Ladder of EngagementCONTENT Integration/OptimizationNETWORK Influencer EngagementRelationship Mapping1 2 3 4
  7. 7. All staff willconnect with ouraudiences viasocial!Social integratedacrossdepartmentsCEO uses socialmedia forleadership!Institutional Support
  8. 8. The Social CEO: In Service of Strategy• Enhances Current Work• Tweetutorials• Found Time
  9. 9. Hybrid Model Staffing: Social Media Isn’t Just One PersonSource: SSIR – Mogus, Silberman, and Roy
  10. 10. @rdearborn works for UpWell and sheLOVES sharks.Leverage Staff Personal Passion In Service of Mission
  11. 11. 532 41How social is your organization’s culture?What are some of your challenges? Whatare your success stories?
  12. 12. The Data Informed Nonprofit
  13. 13. Crawl Walk Run Flyinconsistent datacollectionData collectionconsistent but notsharedData from multiplesourcesOrg Wide KPIsHaphazard reporting Reporting moreconsistent, but notalways linked tooutcomesSystem and structure fordata collectionOrganizationalDashboard withdifferent views, sharingDecisions based on gut Rarely makes decisionsbased on dataDiscussed at staffmeetings, decisionsmade using itData visualization, real-time reporting, formalreflection processCWRF: Becoming Data Informed: What Does Practice looklike?AnalysisToolsSense-Making
  14. 14. Data-Informed Culture: It starts from the top!Do
  15. 15. Tear down those silos and walls around data …More time to think about that the data, then collect it
  16. 16. Video
  17. 17. HSUS Analysis Process:• Everyone gathers their data• We sit in a room and analyze it• The project manager develops a report of “what we did/what we learned/whatwe recommend for next time “+ dataScaling Data-Informed
  18. 18. Jogging!2011: Not Using Source Codes forAll Campaigns To Measure SocialMedia Conversion2013: Using Source Codes for AllCampaigns To Measure SocialMedia Conversion
  19. 19. 140,000120,000100,00080,00060,00040,00020,000
  20. 20. 140,000120,000100,00080,00060,00040,00020,000
  21. 21. 133,167745,0301,683,6700200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,0001,800,000Shark Week 2010 Shark Week 2011 Shark Week 2012One Metric That Matters:Increase Shark Conservation Conversation
  22. 22. Audience: Artists and people in their communityShow the human face of artists, remove the mystique, getaudience to share their favorites, connect with otherorganizations.Focused on one channel (Facebook) to use best practices to:Increase engagement by comments per postConversations that made the organization more accessibleIncrease enrollment in classes and attendance at events10% new students /attenders say they heard about us throughFacebookSmaller Steps for Smaller NGOs
  23. 23. GoalAudienceCostBenchmarkKPIToolInsightMeasurement Discipline: But Start Small
  24. 24. Pick The Right Data Point(s) To Track Outcomes
  25. 25. Don’t Start with the Tools
  26. 26. Now That’s A Spreadsheet!
  27. 27. Learn, Pivot, Improve
  28. 28. The Finger of Failure!It’s allyourfault!Whatfailure?
  29. 29. No! Itwas allmyfault!!
  30. 30. Blame OTHERSDENY BlameBlame YOURSELFSaul Rosenzweig TheoryReactions to Failure
  31. 31. Cultivate Self-Awareness: The Failure Bow1. Raise hands in the air and bow2. Grin like a submissive dog3. Say Thank You I’ve Failed4. Move on and learn
  32. 32. Cultivate Organizational Awareness:Momsrising: Joyful Funerals
  33. 33. Summary• Success happens by taking the right incremental step toget to the next level, but keep moving forward• Use social media a strategy for organizational ANDpersonal leadership• Scale your organization’s social culture with a livingsocial media policy• Allow staff to leverage their personal passion in serviceif your strategy• Place little bets, but learn from failure and pivot
  34. 34. Thank you! on Twitter
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