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Be Networked, Use Measurement,
      and Make Sense of Your Data
Beth Kanter, Author, Blogger, and Master Trainer

                   March 27, 2013
                       APIP
Beth Kanter: Master Trainer, Blogger, Author, Speaker
Meet Keo Savon




I’m donating my author royalties to the Sharing Foundation’s Education Program
                            to send her to college!
Raise Your Hand If Your Goal For Using Social Media Is ….
                                     Improve relationships
                                     Change behavior
                                     Increase awareness
                                     Increase engagement
                                     Increase dollars
                                     Increase action
Stand Up If …..




             Photo by net_efekt
Stay standing if your
organization is using social
media and getting
measurable results given
your goals?
Share Pair: What is your burning question about measurement?
Agenda

   Measurement
     Practice




 How To




     Questions
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.”
Where to focus …
 CRAWL               WALK                      RUN                         FLY




                 Linking Social with    Ladder of               Network Building
Communications   Results and            Engagement
Strategy         Networks                                       Many Free Agents work for
Development                             Content Strategy        you
                 Pilot: Focus one
Culture 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
Share Pair: Where Is Your Organization?
Where is your nonprofit now? What does that look like?
     What do you need to get to the next level?
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
Measurement Practice: Analysis
   Crawl               Walk                    Run                Fly
     Lacks         Data collection       Data from multiple   Org Wide KPIs
consistent data   consistent but not           sources
  collection            shared



                  53%


                            29%

                                       12%
                                              6%
Measurement Practice: Tools

        Crawl               Walk                    Run                       Fly
      Not using data    Free or low cost       Uses social media       Uses professional
       collection or   analytics tools and   management/metrics        measurement and
       survey tools    analyzes further in    professional tool to      analytics tools.
                         spreadsheets.           collect data.        Provides training or
                                                                          uses expert
                                                                     consultants to assist in
                                                                         data/analysis.

                                       55%

                             35%


                                             10%
Measurement Practice: Sense-Making
     Crawl                    Walk                      Run                        Fly
  No reporting or       Data not linked to     System and structure for       Organizational
synthesis, decisions     results, could be          data collection.         Dashboard with
   based on gut         wrong data, rarely         Discussed at staff         different views,
                       makes decisions based       meetings, makes            sharing. Data
                             on data                   decisions          visualization, real time
                                                                          data, formal reflection


                                     70%




                                               18%
                            12%
The Data Informed Nonprofit
Denial

         I don’t have the time
              to measure.
Fear
       What if my strategy
       or program doesn’t
         show success?
Confusion     I know I should
            measure our social
                 media and
             network, but not
            sure what or how?
Delight



          Hey check out
            these cool
           charts and
             graphics!
Data Informed
                Successful networks and
                social media start with
                    measurement
Data-Informed Culture: It starts from the top!




                         Do Something.org
APIP Book Talk
Tear down those silos and walls around data …
More time think about that the data, then collect it
APIP Book Talk
Video
APIP Book Talk
Why did it fail?
What did we learn?
What insights can
use next time
around?




DoSomething.Org’s Fail Fest
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
How To Improve Measurement Practice


                       • Use the 7 Steps of
                         Measurement
                       • Identify small
                         pilots and iterate
The 7 Simple Steps of Measurement

                    Goal

    Insight                      Audience




  Tool                                 Cost




              KPI          Benchmark
Measurement Pilots: Small Steps

       Audience: Artists and people in their community

       Show the human face of artists, remove the mystique, get
       audience to share their favorites, connect with other
       organizations.


       Focused on one channel (Facebook) to use best practices to:


       Increase engagement by comments per post
       Conversations that made the organization more accessible

       Increase enrollment in classes and attendance at events
       10% new students /attenders say they heard about us through
       Facebook
Define Success, Pick The Right Data Point
APIP Book Talk
Results                               Metric
Increase donations                    % reduction in cost per dollar raised
Increase donor base                   % increase in new donors

Increase number of volunteers         % increase in volunteers


Increase awareness                    % increase in awareness,
                                      % increase in visibility/prominence,
                                      Positive correlation between
                                      increase in donors vs. visibility
Improve relationships with existing   % improvement in relationship
donors/volunteers                     scores,
                                      % increase in donation from existing
                                      donors
Improve engagement with               % increase in engagement
stakeholders                          (comments on YouTube, shares on
                                      Facebook, comments on blog, etc.

Change in behavior                    % decrease in bad behavior,
                                      % increase in good behavior
Change in attitude about your         % increase in trust score or
organization                          relationship score
Increase in skills and knowledge of   Increase in revenue per employee,
staff Learning                        % employees understanding their
                                      roles and organizational mission
Hooking Up Your Measurement Dashboard
Measuring Your Content: Flying
Goal: 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
 Are we adding new members? Increased New Members
 Are we losing members?             Decreased Lapsed Members
 Are we diversifying                Number of Collaborations
 membership?                        with multicultural orgs
Growing the Movement: Conversions/Traffic Referral
                      Website Metrics




      • What is quantity of referral traffic from social media
        sources?
      • What is quality of referral traffic from social media
        sources?
      • What percentage or number converted or completed an
        action on our web site?
      • What message/content encourages conversion?
What tools?
Use Your Data For Decision-Making
Specific Time for Reflection and Improvement
                  Step 7 – Analyze Results




Joyful Funerals                 Metrics Mondays
How much did it cost?

            Be honest – Social
            Media is not “free”
            Be transparent
            Given your
            investment, are
            your expected
            results reasonable?
            Compare alternate
            ways to achieve
            goals
Improving Your Measurement Practice!
1. You identify success and failure first
2. 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 can connect it to your goals
4. Don’t wait until the end to collect or analyze data
5. Less is more
6. Uses measurement pilots to create a habit of
   collecting and apply data
7. Do the is it worth it math!
Thank you!




www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter

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APIP Book Talk

  • 1. Be Networked, Use Measurement, and Make Sense of Your Data Beth Kanter, Author, Blogger, and Master Trainer March 27, 2013 APIP
  • 2. Beth Kanter: Master Trainer, Blogger, Author, Speaker
  • 3. Meet Keo Savon I’m donating my author royalties to the Sharing Foundation’s Education Program to send her to college!
  • 4. Raise Your Hand If Your Goal For Using Social Media Is ….  Improve relationships  Change behavior  Increase awareness  Increase engagement  Increase dollars  Increase action
  • 5. Stand Up If ….. Photo by net_efekt
  • 6. Stay standing if your organization is using social media and getting measurable results given your goals?
  • 7. Share Pair: What is your burning question about measurement?
  • 8. Agenda Measurement Practice How To Questions
  • 9. 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.”
  • 10. Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder of Network Building Communications Results and Engagement Strategy Networks Many Free Agents work for Development Content Strategy you Pilot: Focus one Culture 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
  • 11. Share Pair: Where Is Your Organization? Where is your nonprofit now? What does that look like? What do you need to get to the next level?
  • 12. 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
  • 13. Measurement Practice: Analysis Crawl Walk Run Fly Lacks Data collection Data from multiple Org Wide KPIs consistent data consistent but not sources collection shared 53% 29% 12% 6%
  • 14. Measurement Practice: Tools Crawl Walk Run Fly Not using data Free or low cost Uses social media Uses professional collection or analytics tools and management/metrics measurement and survey tools analyzes further in professional tool to analytics tools. spreadsheets. collect data. Provides training or uses expert consultants to assist in data/analysis. 55% 35% 10%
  • 15. Measurement Practice: Sense-Making Crawl Walk Run Fly No reporting or Data not linked to System and structure for Organizational synthesis, decisions results, could be data collection. Dashboard with based on gut wrong data, rarely Discussed at staff different views, makes decisions based meetings, makes sharing. Data on data decisions visualization, real time data, formal reflection 70% 18% 12%
  • 16. The Data Informed Nonprofit
  • 17. Denial I don’t have the time to measure.
  • 18. Fear What if my strategy or program doesn’t show success?
  • 19. Confusion I know I should measure our social media and network, but not sure what or how?
  • 20. Delight Hey check out these cool charts and graphics!
  • 21. Data Informed Successful networks and social media start with measurement
  • 22. Data-Informed Culture: It starts from the top! Do Something.org
  • 24. Tear down those silos and walls around data …
  • 25. More time think about that the data, then collect it
  • 27. Video
  • 29. Why did it fail? What did we learn? What insights can use next time around? DoSomething.Org’s Fail Fest
  • 30. 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
  • 31. How To Improve Measurement Practice • Use the 7 Steps of Measurement • Identify small pilots and iterate
  • 32. The 7 Simple Steps of Measurement Goal Insight Audience Tool Cost KPI Benchmark
  • 33. Measurement Pilots: Small Steps Audience: Artists and people in their community Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. Focused on one channel (Facebook) to use best practices to: Increase engagement by comments per post Conversations that made the organization more accessible Increase enrollment in classes and attendance at events 10% new students /attenders say they heard about us through Facebook
  • 34. Define Success, Pick The Right Data Point
  • 36. Results Metric Increase donations % reduction in cost per dollar raised Increase donor base % increase in new donors Increase number of volunteers % increase in volunteers Increase awareness % increase in awareness, % increase in visibility/prominence, Positive correlation between increase in donors vs. visibility Improve relationships with existing % improvement in relationship donors/volunteers scores, % increase in donation from existing donors Improve engagement with % increase in engagement stakeholders (comments on YouTube, shares on Facebook, comments on blog, etc. Change in behavior % decrease in bad behavior, % increase in good behavior Change in attitude about your % increase in trust score or organization relationship score Increase in skills and knowledge of Increase in revenue per employee, staff Learning % employees understanding their roles and organizational mission
  • 37. Hooking Up Your Measurement Dashboard
  • 38. Measuring Your Content: Flying Goal: 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 Are we adding new members? Increased New Members Are we losing members? Decreased Lapsed Members Are we diversifying Number of Collaborations membership? with multicultural orgs
  • 39. Growing the Movement: Conversions/Traffic Referral Website Metrics • What is quantity of referral traffic from social media sources? • What is quality of referral traffic from social media sources? • What percentage or number converted or completed an action on our web site? • What message/content encourages conversion?
  • 41. Use Your Data For Decision-Making
  • 42. Specific Time for Reflection and Improvement Step 7 – Analyze Results Joyful Funerals Metrics Mondays
  • 43. How much did it cost? Be honest – Social Media is not “free” Be transparent Given your investment, are your expected results reasonable? Compare alternate ways to achieve goals
  • 44. Improving Your Measurement Practice! 1. You identify success and failure first 2. 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 can connect it to your goals 4. Don’t wait until the end to collect or analyze data 5. Less is more 6. Uses measurement pilots to create a habit of collecting and apply data 7. Do the is it worth it math!

Editor's Notes

  1. 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
  2. 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!
  3. http://www.flickr.com/photos/tallmariah/185557867/sizes/z/in/faves-cambodia4kidsorg/
  4. 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/
  5. 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/
  6. 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/
  7. 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/
  8. 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/
  9. http://www.flickr.com/photos/firecloak/6774418629/sizes/l/in/photostream/
  10. http://www.flickr.com/photos/hockeyshooter/4132732687/
  11. http://www.flickr.com/photos/theimagegroup/369893824/
  12. 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.
  13. 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.
  14. 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.”
  15. 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
  16. 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.
  17. 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/
  18. 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/
  19. HubSpot Sources tool brings it all together!
  20. http://www.flickr.com/photos/40991157@N02/3923081100/
  21. http://bit.ly/network-leadership