Keynote: Measuring the Networked Nonprofit

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Beth Kanter, Co-Author of Networked Nonprofit …

Beth Kanter, Co-Author of Networked Nonprofit
For nonprofit, there are two key processes that are crucial to mastering social media for social good: getting networked; and learning to measure and optimize the impact of your online efforts. Join us as Beth, co-author of the award winning book, Measuring the Networked Nonprofit, shares tips on how to do more than just count friends and followers, helping you maximize your networked strategies.

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  • 1. Be  Networked,  Use  Measurement,  and  Make  Sense  of  Your  Data   Beth  Kanter,  Master  Trainer,  Author,  and  Blogger   Author  Talks  @  Google   September  18,  2013  
  • 2. Beth  Kanter:    Master  Trainer,  Author,    and  Blogger   @kanter  
  • 3. Winner  of  the  2013  Terry  McAdam  Nonprofit  Book  Award  
  • 4. •  Online  Fundraiser  for  Surf  Rider  FoundaAon     •  Online  Memorial  Event:  #OceanLoveEarl  Virtual  Paddle  Out   Source:  Surf  Rider  Fdn  
  • 5. •  Raised  $5,563     •  128  donors  with  87%  donaAng  suggested  entry   giK  amount  or  more   •  85%  converted  from  Facebook   •  62%  were  strong  Aes   •  “Social  Reach”  according  to  Thunder  Clap  was   1,058,410     •  3,094  people  used  the  hashtag  #OceanLoveEarl   from  6/23-­‐7/15   •  30  influencers  that  shared,  donated,  or   parAcipated    
  • 6. Go  Beyond  Just  CounSng  and  Learn  from  Your  Data  
  • 7. Raised  $5,563  or  10%  over     $5,000  goal  
  • 8. 128  donors  with  87%  donaSng  suggested  entry  gi[  level   or  more  
  • 9. Social  Proofing  Helps  Generate  Most  DonaSons   •  Most  effecAve  channels:     thanking  people  publically   in  a  social  way  and  DM  ask   •  85%  converted  to  donors   from  Facebook  
  • 10. Offer  A  ConSnuum  of  Engagement   Higher:   Donate   Share  A  Personal   Story  About  the   Ocean   Provide  Advice   Lower:   Retweet  Links   ThunderClap  
  • 11. Get  Influencers  To  Leverage  Networks   There  were  11  blog  posts  or  Facebook  posts   by  “influencers”  modeling  the  different   levels  of  engagement  
  • 12. Use  Facebook  Promoted  Posts  for  Reinforcement   Used  promoted  to  increase  reach  of  event   parAcipaAon  Amed  to  Mashable  post  
  • 13. Honor  the  CreaSvity  of  Your  Network  
  • 14. The  Data  Informed  Nonprofit  
  • 15. Data-Informed Culture: It starts from the top! Do  Something.org  
  • 16. More time think about that the data, then collect it Tear down those silos and walls around data …
  • 17. Video  
  • 18. Ocean Acidification 140000 120000 100000 80000 60000 40000 20000 Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
  • 19. Ocean Acidification 140000 120000 100000 80000 60000 40000 20000 Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
  • 20. One  Metric  That  Macers:       Increase  Shark  ConservaSon  ConversaSon   1,683,670 1,800,000 1,600,000 1,400,000 1,200,000 1,000,000 745,030 800,000 600,000 400,000 200,000 133,167 0 Shark Week 2010 Shark Week 2011 Shark Week 2012
  • 21. Nonprofit  Social  Media  Measurement  PracSce  
  • 22. Measurement  Discipline   Goal   Insight   Audience   Tool   Cost   KPI   Benchmark  
  • 23. Pick  The  Right  Data  Point  to  Track  Results  
  • 24. Data  Literacy:    Collect,  Clean,  Analyze,  Visualize,  Apply  
  • 25. Pick  the  Right  Tool  To  Get  the  Right  Data   Content   Analysis   •  SenAment   •  Messaging   Survey   Research   •  Aatudes   •  Preferences     AnalyAcs   •  Traffic   •  Engagement   •  AcAon  
  • 26. Analysis  Skills  
  • 27. Now  That’s  A  Spreadsheet!     hdp://fuckyeahnpspreadsheets.tumblr.com/  
  • 28. ReflecSon  and  Improvement:  Learning  from  Data   Step  7  –  Analyze  Results   Joyful  Funerals   Metrics  Mondays  
  • 29. Summary   1.  Measurement  discipline  but  not  at  the  expense  of   being  networked  –  balance  serendipity  with   strategy,  relaSonship  building  with  discipline   2.  Linking  social  media  to  outcomes  requires  silo   busSng  for  both  effecSve  strategy  and  metrics   3.  Data  literacy    -­‐  work  with  experts  but  also  improve   staff  skills   4.  Go  beyond  counSng  your  data,  learn  from  it  
  • 30. Thank  you!   www.bethkanter.org   www.facebook.com/beth.kanter.blog   @kanter  on  Twider