Wading into the Data - Houston Netsquared September 2012 Presentation

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This presentation is from the Houston Netsquared meetup on September 11th, 2012. Dr. Rosalind Wyatt and Ahshia Berry shared advice to nonprofits and technologists on how to dig into the online data you are collecting, analyze it, and generate content that you can use for your organization's marketing, business development, and public relations campaigns, as well as for Grant Applications and other funding sources.
Find out more about Houston Netsquared online: http://meetup.com/net2houston and follow Netsquared Houston on Facebook: http://facebook.com/net2houston

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  • Wading into the Data - Houston Netsquared September 2012 Presentation

    1. 1. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good Looking For Data in All the Right Places Dr. Rosalind A. Wyatt, Founder and President Sustainable Houston Ahshia T. Berry, Owner, Events and Lagniappe Public Relations #NET2Houston
    2. 2. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good Mission: To build the Houston economy in a socially and economically just and environmentally sustainable manner by educating and guiding local, independent businesses in sustainable business development.  Four Tenets of Sustainability: •Fiscal Sustainability •Personnel Sustainability •Community Sustainability •Environmental Sustainability #NET2Houston
    3. 3. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good Marketing for Non-Profit Organizations • Focuses on reaching 3 targets: – Donors/Potential Donors – Volunteers – Program/Service Participants • How does the data you collect enhance/increase your effectiveness in engaging each of these targets? (moving them to act in some way) – Sometimes these are completely separate tasks but many times they overlap. #NET2Houston
    4. 4. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good Ultimately We Want To Know: • The Impact of Our Programs- How Much of Difference Are We Making? – Making a real impact will: • Help us increase donations • Help us get more volunteers • Help us to be seen as the source of real help to those we serve or wish to serve – Of course we use data to answer these questions. #NET2Houston
    5. 5. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good Active Data Collection vs. Passive Data Collection • Active Data Collection- A Concerted Effort to Gather Data – Surveys • E.g.- program evaluations, member feedback, volunteer feedback • Passive Data Collection- Data that is available just by virtue of the fact that you have a web page, an e- newsletter, a Facebook page, a Twitter account or digital tool. (You don’t have to do anything special to get the information) #NET2Houston
    6. 6. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good The Challenge of Analysis • Just because the collection effort is passive, doesn’t mean that the analysis is passive. • Actually it’s a bit more challenging to turn this passive data into something meaningful • Example: what does having ‘1000 likes’ mean in real terms when it comes to donations or volunteers? • Example: what’s the true relationship between page visits to donations? What are the actual number of page visits a person makes before he or she makes a donation? (conversion rate) #NET2Houston
    7. 7. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good So, how do we really use some of the passive data? Let’s brainstorm some ideas.  But First let’s think in terms of quantitative vs. qualitative data  Quantitative measures: # of likes, # of friends, x number of people talking about (PATA); easier to analyze  Qualitative data has more depth, richer. Example: reading posts and looking for themes and tone (how many times did people posting use a particular term? #NET2Houston
    8. 8. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good What are some new ways that we can tie the following measures to impact in either donations, volunteering, or service usage/ quality?  Facebook Likes  Facebook Mutual Friends  Twitter @Mentions #NET2Houston
    9. 9. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good CAUTION! Remember to take a motion picture rather than a snapshot approach (when analyzing passively or actively collected data  Use as many data points as possible.  The more data points you have typically, the more confident that you can be in your conclusions. #NET2Houston
    10. 10. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good The key here is that this “passive” data is free or at the very least cheap. Don’t be afraid to play with it and make all kinds of connections to donations, to event attendance, program participation, etc. Make the connections first and then look for clues to explain the why. #NET2Houston
    11. 11. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good Have Fun and Play! You never know what type of interesting connections you may make between seemingly disparate variables. #NET2Houston
    12. 12. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good Thanks for your attention! Contact me at rosalind.wyatt@gmail.com Follow me on Twitter: @MarkElements Follow SH on Twitter: @SustainHOU Friend SH at www.facebook.com/sustainablehouston #NET2Houston

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