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Beth Kanter, Co-Author, The Networked Nonprofit- Why Social Media Measurement is Fun!
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Beth Kanter, Co-Author, The Networked Nonprofit- Why Social Media Measurement is Fun!

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Why Social Media Measurement is Fun! ...

Why Social Media Measurement is Fun!
Beth Kanter, Co-Author, The Networked Nonprofit

The most compelling social media and nonprofit success stories come from organizations that have embraced the core principles of being a Networked Nonprofit and use measurement to learn and improve. In this interactive session, Beth will share a few inspiring stories and practical social media measurement tips that any nonprofit can put into practice to improve results.

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  • http://www.flickr.com/photos/notemily/4765940264/sizes/l/in/photostream/
  • Number of Toolshttp://www.flickr.com/photos/ebarney/3348965637/sizes/l/Stay standing, listening to what saying about your brandStay standing, promoting your message Twitter, Share this buttonStay standing, participating Stay standing, content strategy for your social channels that is integrated, encouraging user generated content …Stay standing, if you have measurement and reflection strategy
  • 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.”
  • http://www.flickr.com/photos/chicagobart/2746380980/sizes/l/in/faves-cambodia4kidsorg/
  • http://www.flickr.com/photos/codybadger/2072528071/sizes/l/in/photostream/
  • http://www.momsrising.org/
  • http://www.bethkanter.org/momsrising-key-results/Their key results generally include:• increasing the movement size by increasing membership• garnering attention from all media through creative engagements• getting policies passed• working with aligned partner organizations• increasing capacity
  • http://www.bethkanter.org/momsrising-key-results/Take for example how they responded over the summer to the ongoing budget negotiations, when  tens of billions of dollars in cuts to Medicaid and Medicare were put on the table.Momsrising wanted to demonstrate to Congress that there was a grassroots constituency that supported Medicaid and dispel a misperception that while Medicare has a strong constituency, Medicaid did not.
  • Momsrising knows from years of message testing and research, that to change minds about an issue, wonky stats fall flat.   But stories resonate.   They identified a rapid response goal of getting the stories dozens of moms who benefited from Medicaid and who could put out a strong defense for the program in the media.Using a story collection landing page on their site, they urged their members to share their stories.   They collected over 500 stories from 43 states about how Medicaid was helping families.   They curated the best ones that illustrated their message and re-purposed these stories in to all their action alerts across channels.  This generated over 100,000 letters to Congress about the debt ceiling and the importance of Medcaid.
  • http://www.bethkanter.org/momsrising-key-results/
  • http://www.bethkanter.org/momsrising-key-r esults/Notes Kristen, “Social Media channels like Twitter and Facebook are important to us because we share those stories directly with targeted members of Congress. We post specific stories on targeted legislator’s Facebook Walls or we @reply them on Twitter. We’ve found that there are less filters between us and Congress when we use social media channels. While they can easily ignore our emails and phone calls, sharing the story directly with them through social media channels – they have to respond.”   Recent studies have shown that 64% of  Congressional offices use social media to gauge public opinion.)Another key result area is to bring about policy change to create a more family-friendly nation.  Last month, Momsrising was invited tobring moms to the White House to talk with policy staff about their experience with Medicaid.   The White House  blogged about power of people’s stories.
  • http://www.bethkanter.org/momsrising-key-r esults/https://www.facebook.com/photo.php?fbid=10150249212856610&set=a.10150249212851610.322274.8321461609&type=1Masters of the multi-channel approach, Momsrising’s other tactics included hand delivering “story books”, hard copy compilations of the stories to Congress and the White House.  
  • They also place these stories as letters to the editors in traditional newspapers.  
  • The process of setting key results and collecting key metrics to measure progress is only half the battle.   It is the process using the data to make decisions and getting member feedback.Momsrising holds a weekly staff meeting nicknamed “Metrics Monday.”   Each program and campaign staff person reviews their reports in preparation for a group conversation about what actions to reinforce, how refine messages, and other improvements.    Says Kristin, “Our dashboards have multiple views – a high level view and the ability to drill down into specific campaigns – this informs our discussion.”An important part of the mix is the use of member feedback – both qualitative and surveys. “We are in dialogue with our members to figure out what works, what doesn’t.   The metrics keep us focused on our mission of building a movement for family economic security, while listening and engaging with our members breathes life into our movement.”  As a Networked Nonprofit, they understand the importance of learning loops when working a rapid response environment.
  • http://www.flickr.com/photos/ruminatrix/2734602916/sizes/o/in/photostream/Funerals in Ghana are an event - up there with weddings in terms of planning, cost, and level of celebration. They can take months, even up to a year, to plan and save for. Obituaries are made into color posters and put up around town. There is music, drumming, dancing and singing as they parade through town. These processions, which occur on Friday afternoons, kick off the 3-day affairs.
  • KSW's mission is to produce, present, and promote art that empowers Asian American artists and communities.
  • PhotosWorked: Showing our faces, looking behind-the-scenesDidn’t Work: Posting on evenings/weekends, links to event albumsAH-HA! Our FB page needed a personality makeover; we needed to be ourselves QuestionsWorked: Fun, easy to answer questions that tapped into our fans’ expertiseDidn’t Work: Anything too personal and open-ended questions.AH-HA! We needed to engage our audience in a two-way conversation PartnershipsWorked: Mutually supporting another page, using that page as a source of contentDidn’t Work: Last-minute giveawaysAH-HA! Partnering with another org can expand our audience and provide interesting content. OtherMultiple posts per dayWeekly editorial calendaringCommenting on other pagesTaggingEnlisting board members to invite friends (result: +40 fans)
  • http://www.flickr.com/photos/chicagobart/2746380980/sizes/l/in/faves-cambodia4kidsorg/
  • Start with your results and incorporate social media into it .. Keep asking to what end? Why is this important? AwarenessReputationRelationshipsActionsDonationsVolunteersBehavior ChangePartner Engagement
  • What are you going to do to get those results with an integrated social media plan?SMART ObjectivesMeasurement PlanAudience Definition: Target Audience InfluencersEnvironmentMessaging/ContentChannelsBudgetTimeline
  • A strategy is a plan of action designed to achieve a particular objective. Tactics and tools are the means by which a strategy is carried out – these are on the ground methods to executive strategy. Ways to be strategic …Smart Objectiveshttp://www.bethkanter.org/25-smart/How many by when?Results, Capacity, or TacticsGuides, not report cards
  • http://www.flickr.com/photos/kevlar/2636361561/sizes/o/in/faves-cambodia4kidsorg/Measurement is a comparable tool. One of the most common question that many nonprofits ask when crafting SMART objectives is, “How do you know that we’ve identified the right how many number?” You always want to know not just the number of the month or the quarter, but whether that number is bigger or smaller than something else. Last month, or last quarter, or the peer organizations. So the next step in this process is to decide what you are going to compare yourself to. The most effective comparisons are to peer organizations or to your organization’s past performance over time. Sometimes the latter is difficult because social media is relatively new for many nonprofits. So most organizations begin by measuring over time, and then add in peer institutions or organizations with whom you might collaborate with … for share of volunteer hours or share of wallet. Again, what is important is to benchmark against what matters to your organization.. essentially whatever keeps the board and the executive director up at night. Doing a benchmark study of similar organizations doesn’t have to be an elaborate time consuming burden. Pang HouaMoua is the first communications director hired for SEARAC, a national organization that advances the interests of Cambodian, Laotian, and Vietnamese Americans by empowering communities through advocacy, leadership development, and capacity building to create a socially just and equitable society.“I didn’t want to pick a number of out of the air – or one that was too high and created unrealistic expectations or a number that was so low that we easily made it.”  
  • Key performance indicators are 3-5 metrics that are critical to knowing you have been reach your result or not ….
  • http://www.flickr.com/photos/sassyartz/2193601777/sizes/o/in/photostream/
  • http://www.webanalyticsdemystified.com/ae/index.aspWe got help from the Analytics Exchange which provides volunteers who will help your nonprofit make better use of analyticsWe got a mentor and a “student” who the work of helping us think through the design of the project
  • Describe how you came up with these .. Were these in your communications plan?
  • We didn’t set the numbers in isolated – we did some benchmarking with peer organizations … describe
  • Can you describe how you came up with this? Overview ..It would be fantastic if she would share the PPT – this could be a great template for folks.
  • http://www.flickr.com/photos/deadhorse/79236362/in/faves-cambodia4kidsorg/
  • Key Performance Indicators: Key performance indicators are the most important metrics to understand how successful your are ..This is the conversation to have with your team …..Metricshttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117581
  • http://www.youtube.com/kanterbeth#p/a/u/1/7SzYH0tg3Us
  • USA for UNHCR  is a 501(c)(3) headquartered in Washington, D.C. They raise funds and awareness in the United States for the lifesaving work that more than 6,000 staffers of Geneva-based UNHCR undertake for refugees around the world, 24/7.   USA for UNHCR created the Blue Key campaign as a way to drive awareness of this global issue in the US. The $5 blue key pin or pendant symbolizes the one thing most of us have and that refugees don’t: a key to their own home.
  • The Blue Key site was only launched in December 2010, and its social/digital aspects were relatively new, so there was not a lot of data to base KPIs on. Overall, when we went into the first phase of the campaign, we had two goals: to secure at least three Blue Key Champions, and  to get 6,000 keys ordered between May 9 and June 20 (World Refugee Day).http://www.bethkanter.org/un-blue-key/
  • http://www.flickr.com/photos/tjblackwell/5659432136/sizes/m/in/photostream/
  • This is an example I heard the other idea from GristThey are online news site for environmental issues – anyone familiarGetting to running
  • http://www.flickr.com/photos/kaptainkobold/80911944/sizes/o/in/photostream/Your measurement tools are the techniques you will use to collect data – the key performance indicators – These are covered in a later session. Remember – any tool is useless unless it covers the sort of data that help you evaluate progress towards to your goalsContent analysis of social or traditional media- Primary audience via online, mail, or phone surveys- AnalyticsAffordable ….
  • To get from walking – to power walking, maybe even jogging –You need a ladder of engagement, consumer decision-journey or well thought out marketing funnelDifference for different goals and organizations ..But having a ladder – helps you understand what messaging, tactics you need to move people through – and when you add measurement to the mixHelps you really understand what is working ….Explain what we are seeing here
  • Fun example.
  • http://www.flickr.com/photos/theimagegroup/369893824/Measurement is a continuous improvement process – feedback loopsAny measurement to work, you need to assess results, make changes, and see if those changes had impact, make more changes, and so on. Valid, actionable conclusionsAvoid focusing on only the most exciting, look for failures …You need a regular reporting schedule – not just do a data dump at the end – important for buy-in
  • Learned a few things over timeMore I learn the less I know….!
  • 1. Visualize success and failure2. Spend more time identifying what you want to measure, not how to measure it 3. Measure in context – don’t ever collect data unless you have SMART objectives and a benchmark to measure it against.4. Don’t wait until the end of the pilot to gather and analyze your data. Build measurement in from the start and then collect in regular weekly or monthly increments.5. Don’t ever just shovel data over the fence and onto your executive director’s desk. Share high level insights, make recommendations that can spark ideas on improvement6. Less is more. Discipline yourself to measure only one objective or one channel and don’t collect more than data points.7 . Start with a small measurement pilot that helps your organization create a habit of collecting, analyzing, and applying data. We describe in this great detail in the next sections.

Beth Kanter, Co-Author, The Networked Nonprofit- Why Social Media Measurement is Fun! Beth Kanter, Co-Author, The Networked Nonprofit- Why Social Media Measurement is Fun! Presentation Transcript

  • Why Social Media Measurement is Fun!Beth Kanter, Beth’s Blog and Co-Author Networked Nonprofit
  • Stand up if …… and remain standing ….
  • If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have to keep moving forward.” Inspiration
  • Where to focus strategy and measurement… CRAWL WALK RUN FLYInternet Presence: SMART Social Media Ladder of Objective Engagement Advanced MeasurementBlog or Website Pilot: Focus on one Content Network BuildingCommunicationsStrategy channel Best Practices Multi-Channel EngagementCulture Change Incremental Capacity Building Basic Measurement Formal reflection process
  • How do you feel about measurement?
  • A few campfire stories …
  • Flying
  • Key results generallyinclude:• increasing themovement size byincreasing membership• garnering attentionfrom all mediathrough creativeengagements• getting policies passed• working with alignedpartner organizations• increasing capacity
  • Momsrising wanted to demonstrate to Congress that there was a grassrootsconstituency that supported Medicaid and dispel a misperception that whileMedicare has a strong constituency, Medicaid did not.
  • 500 Stories from 43statesCurated best ones thatillustrated theirmessageRepurposed acrosschannels100K emails to congress
  • Momsrising: Joyful Funerals…. 1. Fail 2. Increment al Success 3. Dramatic Success
  • Not all organizations areflyersIt‘s a lot like learning howto juggle. You don’t startwith more than 2 balls ….
  • KSWs mission is to produce, present, andpromote art that empowers AsianAmerican artists and communities.
  • Focused on one channel (Facebook) to use best practices to:Increase awareness by doubling our number of fansRESULT: We went from 343 to 593 fansIncrease engagement by doubling comments/likes per postRESULT: Our post feedback went up 269%Increase participation of new people in classes and eventsRESULT: 10% new students /attenders say they heard about usthrough Facebook-Audience: Artists and community-Strategy: Show the human face of artists, remove the mystique,get audience to share their favorites, connect with otherorganizations
  • PhotosWorked: Showing our faces, looking behind-the-scenesDidn’t Work: Posting on evenings/weekends, links to event albumsAH-HA! Our FB page needed a personality makeover; we needed to be ourselvesQuestionsWorked: Fun, easy to answer questions that tapped into our fans’ expertiseDidn’t Work: Anything too personal and open-ended questions.AH-HA! We needed to engage our audience in a two-way conversationPartnershipsWorked: Mutually supporting another page, using that page as a source of contentDidn’t Work: Last-minute giveawaysAH-HA! Partnering with another org can expand our audience and provide interestingcontent.OtherMultiple posts per dayWeekly editorial calendaringCommenting on other pagesTaggingEnlisting board members to invite friends (result: +40 fans)
  • How do you feel about measurement?What resonated?What have you thought about before?
  • KD Paine’s Basic Steps Define Results Strategy Benchmarks Metrics – KPI Costs Select Right Tool sTurn Data in Action
  • Define ResultsKeep asking to what end?AwarenessReputationRelationshipsActionDonationsVolunteersBehavior Change
  • StrategySMART ObjectivesMeasurement PlanAudience Definition: Target Audience InfluencersEnvironmentMessaging/ContentChannels/ToolsBudgetTimeline
  • SMART Social Objectives 1. How many? 2. By when? S Specific M Measurable A Attainable R Relevant T Time Bound
  • IQ TEST: What objective SMART? Recruit 10 organizations to join our LinkedIn organization page by June 30, 2012 Set up LinkedIn organization page
  • The Naked Truth About SMART Objectives"The greatest danger for most of us is not thatour aim is too high and we miss it but that it istoo low and we reach it." Michelangelo
  • How will I know if I got taller next year?Measurement is a Comparable Tool
  • BenchmarkDefine Your KeyPerformance IndicatorsWhat are the meaningfulmetrics you will reportwith?
  • @erictpeterson
  • American Leadership Forum Silicon Valley
  • Social Analytics Framework
  • Peer Organization
  • Results@johnlovett
  • Are you feeling like that dog right now?
  • Why do we need a frame work can’t we 75. Customers assistedjust collect data? 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other51. Method of content discovery 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research52. Clicks for that one)53. Percentage of traffic generated from earned media 79. Customer satisfaction54. View-throughs 80. Volume of customer feedback generated55. Number of interactions 81. Research & development time saved based on feedback from social56. Interaction/engagement rate media57. Frequency of social interactions per consumer 82. Suggestions implemented from social feedback58. Percentage of videos viewed 83. Costs saved from not spending on traditional research59.60. Polls taken / votes received Brand association What you 84. Impact on online sales61. Purchase consideration Measure 85. Impact on offline sales 86.What Discount redemption rate62. Number of user-generated submissions received 87. Impact could matters on other offline behavior (e.g., TV tune-in)63.64. Everything Exposures of virtual gifts Number of virtual gifts given 88.most? generated Leads65.66. Relative popularity of content Tags added measure 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews67. Attributes of tags 92. Rate of customer/visitor retention68. Registrations from third-party social logins 93. Impact on customer lifetime value69. Registrations by channel ( 94. Customer acquisition / retention costs through social media70. Contest entries 95. Change in market share71. Number of chat room participants 96. Earned medias impact on results from paid media72. Wiki contributors 97. Responses to socially posted events73. Impact of offline marketing/events 98. Attendance generated at in-person events74. User-generated content created that 99. Employees reached (for internal programs)75. Customers assisted 100. Job applications received Source: 100 Ways to Measure Social Media by David Berkowitz
  • Video
  • USA for UNHCR raises funds and awareness in the United States for the lifesavingwork that more than 6,000 staffers of Geneva-based UNHCR undertake for refugeesaround the world, 24/7.USA for UNHCR created the Blue Key campaign as a way to drive awareness of thisglobal issue in the US. The blue key pin or pendant symbolizes the one thing most ofus have and that refugees don’t: a key to their own home.
  • The Blue Key site was only launched in December 2010, and its social/digital aspects wererelatively new, so there was not a lot of data to base KPIs on. Overall, when we went intothe first phase of the campaign, we had two goals: to secure at least three Blue KeyChampions, and to get 6,000 keys ordered between May 9 and June 20 (World RefugeeDay).These goals were important to USA for UNHCR first, because the entire Blue Key campaignrevolves around more people purchasing keys, and second, because with a limited budgetfor traditional outreach, we relied on willing bloggers to help us get the word out.
  • Cost
  • Using Measurement for Capacity Building800,000 Uniques 180,000700,000 Twitter Referring Traffic 160,000 Facebook Referring Traffic 140,000600,000 120,000500,000 100,000400,000 80,000300,000 60,000200,000 40,000100,000 20,000 0 0 January February March April Tracked Results: Stage 1 – Integrated into staff Stage 2 – Hired social media staff
  • The right tool for the job Content analysis of social or traditional media - Primary audience via online, mail, or phone surveys - Analytics
  • 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.
  • Video
  • “We have embraced intelligent decision-making, not excessive data collection.There’s so much data we could collect, but it potentially could be a morass. Wepay attention to these key indicators. The data informs our editorial decisionsand choices for social media tactics so they are on track for moving people upthe rungs of the ladder – from passive readers to green consumers andultimately to a more sustainable planet.” - Chip Geller
  • GRIST.ORGKPI: Footprint: The reach of their activities, both online and offlineViewsGoogle AnalyticsEngagement: Readers engage with their contentComments, Virility, RetweetsChart BeatFacebook InsightsTwitter CrowdIndividual Behavior Change: Impact on users behaviors, purchase decisions, anddaily lives that are in line with sustainabilityQuestions about habitsSurvey MonkeySocietal Change: Impact on society, policy discussions, and conversations thatadvance sustainable practices.Anecdotal stories
  • twitsourcing #hipsterfarmerbands over 815 tweets in two days reach of over 290,000 people being quick and opportunistic reaches outside new audience
  • Turn Data in Action
  • DATA RORSCHACH TESTs!
  • Use Insights To Improve Strategy
  • The 7 Measurement Habits of HighlyEffective Nonprofits1. Spend more time identifying what you want to measure, not how to measure it2. Measure in context – don’t ever collect data unless you have SMART objectives and benchmarks3. Don’t wait until the end of project to collect data4. Don’t ever just shovel data over the fence and onto your executive director’s desk5. Less is more6. Visualize success and failure7. ? Tweet it #netnon
  • Thank you http://www.bethkanter.org @kanterhttp://www.facebook.com/beth.kanter.blog