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Social Media Measurement with Beth Kanter

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Nonprofits spend considerable time reaching out to supporters via Twitter, Facebook, and other social networks. But most groups aren’t properly measuring whether these efforts are worth the time and …

Nonprofits spend considerable time reaching out to supporters via Twitter, Facebook, and other social networks. But most groups aren’t properly measuring whether these efforts are worth the time and cost. And it can seem like a daunting task to put together an effective strategy for collecting and analyzing data about your social-media efforts. Beth Kanter shares tips for how to measure your social media efforts.

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  • Worked in the nonprofit sector for over 33 years. Had a front row seat at the creation of a field – nonprofit technology – use of technology for mission-driven work. I’m a master trainer so I get to travel around the work and work with changemakers on how to use the tools for social change or mission driven work. Most recently, have designed and delivered curriculum for nonprofits to become networked nonprofit – Middle East, Africa, India, etc. There are wicked problems in the world -- I’m passionate about social change and strongly believe that two of the skills that nonprofits need to embrace to solve them. Also a share of the royalities are going
  • Meet KeoSavon. It is important to me that the book has a social change mission so I am donating my royalities to send her to college in Cambodia through supporting the Sharing Foundation program for education. It will make difference in her life.She is a civil engineering major and is 2nd in her class. I met her this summer when I visited Cambodia. She lives in the orphanage that my daughter came from in Cambodia – and KeoSavon also calls me “mom.” She told me she wants to go to graduate school in the US – MIT or Stanford. I told her that I would have to sell a lot of books!
  • http://www.flickr.com/photos/oreoqueen/3235090633/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/jonathandesign/7031920221/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/bdfbrasil/2416260064/sizes/m/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/levymh/6891554365/in/faves-cambodia4kidsorg/
  • http://www.flickr.com/photos/firecloak/6774418629/sizes/l/in/photostream/
  • http://www.flickr.com/photos/hockeyshooter/4132732687/
  • http://www.flickr.com/photos/theimagegroup/369893824/
  • There’s another important organizational skill - data-informed this describes agile, responsive, and intelligent nonprofitsthat are better able to succeed in a rapidly changing environment and can fuel networks of networks. DoSomething.org has a big hairy social change goal:  To harnesses teenage energy and unleash it on causes teens care about by launching a national campaign per week.  The call to action is always something that has a real impact and does not require money, an adult, or a car.   Their measurable goal is to get 5 million active teen members engaged in social change campaigns by 2015.    Their use of social media, mobile, and data all strategically selected and use to reach that goal.They are a networked nonprofit with a data informed culture – and it started at the top with their board and advisors ..Reid Hoffman and DjPatil – “A Data Scientist” – have advised the CEO – Nancy Lublin – not only what infrastructure is needed to collect and make sense of data, but how she as the leader can’t rely on hunches – decisions – have to be informed by data.
  • http://www.flickr.com/photos/mkrigsman/3428179614/DoSomething has two data analyst positions on staff .. And they aren’t sitting in the corner playing with their spreadsheetsWhile a big part of their job is to become the stewards of the dashboard, they work with staff – so that making sense of data Is not an adhoc process, but one of continous improvement of the programs. The data analysts work collaboratively with staff to help them apply and understand their data.
  • One of their organizational mantra is “Spend More Time Thinking About The Data, Less On Collecting ItPregnancy Text” Campaign featured on their quarterly dashboard.    This clever sex education campaign is an updated version of the teen pregnancy education program where young people carried eggs around and pretend they are babies.   It was a text campaign where teens opted in to receive texts on their mobile phones from the “baby.”     Once they joined (and they could share it with their friends). they received regular annoying text messages at all hours from the “baby”  that poops, cries, and needs their immediate attention.The team at DoSomething.org uses data to base the program design, key performance indicators and a hypothesis to be tested.    They looked at  survey data from the National Campaign:  nearly 9 in 10 (87%) young people surveyed also say that it would be much easier for teens to delay sexual activity and avoid teen pregnancy if they were able to have more open, honest conversations about these topics with their parents and/or friends.    So, success of this campaign would be mean that participants talk with their family or friends about the issue and delay sexual activity.The basic design had those who signed up challenge their friends to take care of a text baby either by (1) going to DoSomething website and selecting 5 friends to challenge or (2) after receiving a text from DoSomething (sent to DoSomething’s 300k mobile subscribers) would opt to challenge friends after reading a quick stat on US teen pregnancy.   Participants that accepted the challenge would then start receiving texts the following morning from the text-baby.  After completing the challenge user were prompted to send it to their own friends.DoSomething.org also followed up with 5k of the users with a text-based survey to measure impact.Once defining success and identifying the right data collect, here’s some of the insights they gleaned  according to Nancy Lublin, CEO of DoSomething and Jeffrey Bladt:SMS as a platform:  They are monitoring engagement per communication channel and it has revealed SMS to be 30xs more powerful for getting their users to take action as compared to emailChallenging 5 friends: we’ve tested various group sizes for SMS experience and have found the a group of 6 (1 alpha inviting friends) leads to the highest overall engagementResearch Based Messaging:  The general messaging for the campaign was based on survey findings that found (1) big scare tactics (e.g. getting pregnant = not going to college) we not as effective as highlighting who being a teen parent changes daily life (e.g can’t go to the movies because baby sitter cancelled); (2) a CDC report that found: “The impact of strong pregnancy prevention messages directed to teenagers has been credited with the [recent] teen birth rates decline.A/B Testing: They pre-tested different messages and frequency of sending the messages to smaller test groups of  teens to optimize the number of messages the baby would send during the day, as well as the content.   They ended up doubling the frequency and rewording several interactions as well as building in a response system (so the baby would respond if  teen texted an unsolicited response).  The insights from these tests pushed up engagement and likelihood of forwarding at the end.Impact:  They did a survey to measure this.   1 in 2 teens said that taking the Pregnancy Text made it more likely that they would talk about the issue of teen pregnancy with their family and friends.As you can see from the above insights,  DoSomething just not gather and analyze topline data:101,444 people took part in the campaign with 100,000 text-babies delivered171,000 unsolicited incoming messages, or 1 every 20 seconds for the duration of the campaign. During the initial launch period (first 2 weeks), a new text message was received every 10 seconds.For every 1 direct sign-up, DoSomething gained 2.3 additional sign-ups from forward to a friend functionality.  The viral coefficient was between 0.60 and 0.70 for the campaign.1 in 4 (24%) of teens could not finish a day with their text-baby (texted a stop word to the baby)DoSomething.org uses its data to continuously improve programs, develop content, and shape campaign strategies. So DoSomething.org wants its staff to spend more of its brainpower thinking about the data, rather than collecting it. To ensure that this happens, DoSomething.org’s Data Analyst Bob Filbin’s job is more than programming formulas in Excel spreadsheets. Says Filbin, “One of the biggest barriers in nonprofits is finding the time to collect data, the time to analyze, and the time to act on it. Unless someone is put in charge of data, and it’s a key part of their job description, accelerating along the path towards empowered data-informed culture is going to be hard, if not impossible.”
  • No addhttp://www.youtube.com/watch?v=QhgsJjNVbu0http://gawker.com/5950941/kathie-lee-dropped-a-puppy-on-his-head-on-live-tv-todayhttp://www.youtube.com/watch?v=sQzo_3yIc8M
  • Back in the office, the data scientists were looking at the data in real time to figure out what was driving people to their landing page and getting them to sign up.
  • Fail Fest And Pink Boas: Don’t Be Afraid To FailDoSomething.org doesn’t use its data to pat itself on the back or make the staff feel good. Lublin notes that they’re not afraid of failure. They hold regular “Fail Fest” meetings, where each person on staff has to present a campaign or program failure. They share three things they learned about themselves and three things the organization learned. To remove the stigma from failure, Lublin says, “We have to wear pink boas when we present.” http://www.flickr.com/photos/ruminatrix/2734602916/in/faves-cambodia4kidsorg/
  • The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Runhttp://www.flickr.com/photos/clover_1/2647983567/Flyhttp://www.flickr.com/photos/micahtaylor/5018789937/
  • Carie’s example“We look at three things: actions taken, donations made, and customer service wins. That’s also how our department has been able to obtain more resources to handle the volume we have.” Recent campaign they tracked: http://www.bethkanter.org/million-fans/Counting Metrics: They’ve codified it for every departmentFor this campaign,  they wanted to create a celebration so that fans could engage and participate in the fun.   They wanted to create a personalized experience that makes the fans feel like they are a part of something really great that’s why they created a video and an opportunity for their fans to share their photos of their pets and why they love them.Some counting metrics they captured were:   # likes, # photo submissions, # mobile submissions, # tab views, # video views, # sharesCodified
  • HubSpot Sources tool brings it all together!
  • http://visual.ly/twitter
  • Categorize your specific social media measurement activities and relate to your objectivesSentiment (Messaging, positioning, themes)Attitudes (perceptions, behavior change, preferences, awareness)Do (Reach, Engagement, Action, Donate, Purchase)http://www.flickr.com/photos/leeontheroad/89666692/sizes/z/in/photostream/
  • Have the data ready when you are making decisionsData is like homemade bread. When it’s still in the over, not quite ready, the anticipation is huge. You can’t wait to see it. When you take it out of the oven, it’s perfect. You can use it for anything. You serve it with dinner, then have it for breakfast, and make sandwiches with it for lunch. After a while, it gets old and stale and you stick in in the freezer. A few months later you take it out and make bread pudding with it. When data is fresh, you can mine it for all kinds of data and insights, but the older it gets the less useful it is. Eventually, it makes for a good benchmark, but isn’t really that useful anymore. So make sure that your data is ready and at hand when you have to make decisions. http://www.flickr.com/photos/umpqua/388856350/sizes/l/in/photostream/
  • http://www.flickr.com/photos/40991157@N02/3923081100/
  • http://bit.ly/network-leadership

Transcript

  • 1. Measurement: How Do I Love Thee, Let Me Count the Ways HubspotBeth Kanter, Beth’s Blog – February 14, 2013
  • 2. Beth Kanter: Master Trainer, Blogger, Author, Speaker
  • 3. Meet Keo SavonI’m donating my author royalties to the Sharing Foundation’s Education Program to send her to college!
  • 4. Agenda AGENDA OUTCOMES5 Stages of Leave webinar readyMeasurement to take a small step toLove improve how you measure and learn to improve your socialTales of Romance media strategy!Nonprofit MeasurementStoriesHow To Fall In LoveWith Measurement in 7 • Interactive: Ask Questions, Use ChatEasy Steps
  • 5. Maturity of Practice Framework: Measure Progress If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
  • 6. Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder of Network BuildingCommunications Results and EngagementStrategy Networks Many Free Agents work forDevelopment Content Strategy you Pilot: Focus oneCulture Change program or channel Best Practices Multi-Channel Engagement, with measurement Content, and Measurement Measurement and Incremental Capacity learning in all above Reflection and Continuous Improvement
  • 7. Maturity of Practice: Crawl-Walk-Run-Fly CRAWL -1 WALK-2 RUN-3 FLY-4Categories Practices ScoreCULTURE Networked Mindset 1.14 Institutional Support 1.62CAPACITY Staffing 1.24 Communications Strategy 1.38MEASUREMENT Analysis 1.14 Tools 1.52 Adjustment 1.67LISTENING Brand Monitoring 1.19 Influencer Research 1.19CONTENT Integration and Optimization 1.29ENGAGEMENT Ladder of Engagement 1.14 NETWORK Champions/Aligned Partners 1.10 Relationship Mapping 1.29
  • 8. 5 Stages of Nonprofit Measurement Love
  • 9. Denial I don’t have the time to measure.
  • 10. Fear What if my strategy or program doesn’t show success?
  • 11. Confusion I know I should measure our social media and network, but not sure what or how?
  • 12. Delight Hey check out these cool charts and graphics!
  • 13. Data Informed = Love Successful networks and social media start with measurement
  • 14. Nonprofit Measurement Love Story
  • 15. Data-Informed Culture: It starts from the top! Do Something.org
  • 16. Tear down those silos and walls around data …
  • 17. More time think about that the data, then collect it
  • 18. Video
  • 19. Why did it fail?What did we learn?What insights canuse next timearound?DoSomething.Org’s Fail Fest
  • 20. CWRF: Becoming Data Informed: What Does It look like? Crawl Walk Run Fly Lacks consistent data Data collection Data from multiple Org Wide KPIs collection consistent but not sources shared No reporting or Data not linked to System and structure for Organizational synthesis results, could be wrong data collection Dashboard with data different views, sharing Decisions based on gut Rarely makes decisions Discussed at staff Data visualization, real- to improve meetings, decisions time reporting, formal made using it reflection process Analysis Tools Sense-Making
  • 21. Type Your Reflection Into the Chat! Where is your organization’s measurement practice? What do you need to do to get to the next level?
  • 22. How To Fall In Love: 7 Steps
  • 23. The 7 Simple Steps of Measurement Goal Insight Audience Tool KPI/Metric Benchmark Cost
  • 24. Define Success, Pick The Right Data Point
  • 25. Results Value/Cost MetricIncrease donations More efficient fund raising % reduction in cost per dollar raisedIncrease donor base More revenue from a more diverse % increase in new donors baseIncrease number of volunteers More gets done, % increase in volunteers Less burden on existing volunteers or staffIncrease awareness Increase donors/volunteers % increase in awareness, Change in behavior % increase in visibility/prominence, Positive correlation between increase in donors vs. visibilityImprove relationships with existing Better management, more stable % improvement in relationshipdonors/volunteers finances scores, % increase in donation from existing donorsImprove engagement with Better feedback and ideas for % increase in engagementstakeholders innovation (comments on YouTube, shares on Better understanding of attitudes Facebook, comments on blog, etc. and perceptions of stakeholdersChange in behavior Achieve the mission % decrease in bad behavior, % increase in good behaviorChange in attitude about your % likely to volunteer or donate % increase in trust score ororganization increases relationship scoreIncrease in skills and knowledge of Improved results from intangible to Increase in revenue per employee,staff Learning tangible % employees understanding their Using best practices, saving time roles and organizational mission
  • 26. KPI:Actions taken, donations made, and customerservice winsCelebration Campaign for fans to engage andparticipate in funCounting Metrics:# Photo submissions # shares # tab viewsQualitative Data: Positive responses/Screencapture
  • 27. Metrics Should Ladder Up To Your GoalsGoal: Grow the Movement MomsRising is building a strong multicultural movement of people who care about family economic security and well-being. Need To Know KPI How fast are we adding Increased New Members members? Are we losing members? Decreased Lapsed Members Are we diversifying Number of Collaborations membership? with multicultural orgs
  • 28. Growing the Movement: Web Site and Email Metrics Website Metrics Google Analytics & CMS Analytics
  • 29. Growing the Movement: Social Media Metrics Social Media Metrics Twitter Facebook Twitalyzer Klout
  • 30. Qualitative DataQualitative Feedback
  • 31. Measurement Is A Comparative Science"The greatest danger for most of us is not that ouraim is too high and we miss it but that it is too lowand we reach it." Michelangelo
  • 32. Measurement Is A Comparable Science
  • 33. Benchmark: Peer Organization THEM US Followers Average RT per Tweet
  • 34. Don’t Get Distracted With Too Much Data or Tools
  • 35. The Right Tool for the Job • SentimentContent • ThemesAnalysis • Messaging Survey • Attitudes • PreferencesResearch • Behavior • ReachAnalytics • Engagement • Action
  • 36. gristastic ladder ‘o engagement policy level discussions/calls personal calls to to action action stories of people making change fun on-rampsgrist sets the agenda by showing how green is reshaping our world. we cut through the noise and empower a new generation to make change.
  • 37. GRIST.ORGKPI: Footprint: The reach of their activities, both online and offlineViewsGoogle AnalyticsKPI: Engagement: Readers engage with their contentComments, Virility, RetweetsChart BeatFacebook InsightsTwitter CrowdKPI: Individual Behavior Change: Impact on users behaviors, purchase decisions,and daily lives that are in line with sustainabilityQuestions about habitsSurvey MonkeyKPI: Societal Change: Impact on society, policy discussions, and conversations thatadvance sustainable practices.Anecdotal stories
  • 38. Use Your Data For Decision-Making
  • 39. Specific Time for Reflection and Improvement Step 7 – Analyze ResultsJoyful Funerals Metrics Mondays
  • 40. If your nonprofit loves measurement …1. You visualizes success and failure2. Spend more time identifying what you want tomeasure, not how to measure it3. Measure in context – don’t ever collect data unless you can connect it to your goals4. Don’t wait until the end to collect data5. Don’t ever just shovel data over the fence andonto the executive director’s desk6. Less is more7. Uses measurement pilots to create a habit of collecting and apply data
  • 41. Type Your Reflection Into the Chat! What is one idea that you can put into practice?
  • 42. Thank you!www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter