Bridge Conference 2009Social Media ROI:Mapping Social Media Strategy to Success MetricsBeth Kanter Beth’s Bloghttps://www1.gotomeeting.com/register/438218753

About MeBeth Kanter, Beth’s Blog

Session Objectives How to improve results of your social media strategy so it returns value to your organization Selecting the right success metrics that translate into value A few analytical tips, tools, and techniques

How to improve results of your social media strategy so it returns value to your organization

Selecting the right success metrics that translate into value

A few analytical tips, tools, and techniques

Session Tag: #bridge09VolunteersLive TweetersTwitter Advocate

Live Tweeters

Twitter Advocate

Share Pair1. What’s your org’s social media strategy?2. What’s your metric to measure success?Photo by Franie

My Social Media ROI Circle of the WiseIndustry ExpertsNP Practitioners@starfocus @ntenhross @daveiam @wharman @cariegrls@avinashkaushik @charleneli @armano @kdpaine

Doesn’t it sum up what many nonprofit experience with their first social media strategy and finding the value!

Maybe this why social media has the reputation for not returning value and being difficult to measure or track …

Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance. Report Available: http://www.engagementdb.com/

Engagement Strategy Best PracticesEmphasize quality, not just quantityTo scale, make social media part of everyone’s jobDoing it all may not be for you, but you must do somethingFind your sweet spot

Non-profits using engagement best practices are seeing similar connections!

$600,000

Mobilizing an action – online petition, email, phone call, or letter

People share their wildlife sightings

Goals drive metrics, metrics drive resultsPick the right metric, not meaningless onesTranslate the valueKD Paine

Return on Investment looks at …

The Secret Sauce: Listen, Learn, Adapt Review your goals against your metrics and refine strategies or filter out channels that don’t get good returns. Rinse and repeat.David Armano

LearnListenAdaptReturn on InsightPhoto by lwr

Put on your listening ears

BeforeDuringAfter

Some listening tools …Turning a river of noise into insights

The Red Cross Case Study: Listening to Improve Relationshipsand Gain InsightsFirst project was a listening project over two years agoPeople were talking and they needed to listenAt first, felt like going to war, but changed internal perception of social media

Listen: Monitor, Compile, DistributeI took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger

Look for Trends Over TimeVery important step!

Listen: What’s the Value? Changes internal perception of social media value Improves relationships with audience and identifies influencers Incremental improvements for campaigns Working with affiliates

Changes internal perception of social media value

Improves relationships with audience and identifies influencers

Incremental improvements for campaigns

Working with affiliates

Influencer complaining …Customer service issueRelationship buildingStaff determines comments or tweets that need response

http://bit.ly/HGkno

Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.

Learnhttp://www.flickr.com/photos/lwr/1408972724/

“If you don’t launch, you don’t learn.” David Armano

“We spend more time figuring out whether something is a good idea than we would have just trying it." - Clay Shirky

Think like a rocket scientistOptionalEssential

Observe and sift through qualitative data like a Primatologist

You’re saying that our clients are primates?Anthropologist * is a better metaphorArmano describes it as “digital anthropologist”

Twitter As Focus Group

Source: Nina Simonhttp://museumtwo.blogspot.com

Source: Nina Simonhttp://museumtwo.blogspot.com

Source: Nina Simonhttp://museumtwo.blogspot.com

They think the people who work at the Smithsonian are coolSource: Nina Simonhttp://museumtwo.blogspot.com

Source: Nina Simonhttp://museumtwo.blogspot.com

Source: Nina Simonhttp://museumtwo.blogspot.com

How might the Smithsonian use this research to improve its web presence or visitor content?

DuringAfterLearning happens in real time, not just after …

Birthday Campaign Objectives Raise $5,200 using Causes Increase the # of people joining by 100 Test birthday feature to understand how time/effort is needed and document for others Test Causes matching feature Test conversational fundraising

Raise $5,200 using Causes

Increase the # of people joining by 100

Test birthday feature to understand how time/effort is needed and document for others

Test Causes matching feature

Test conversational fundraising

My Learning Process For Every Campaign… Document on the fly Test and tweak Pick the right hard data points Harvest insights Look at what other nonprofits are doing in the space Pause for reflection time before next reiteration: How to improve results?

Document on the fly

Test and tweak

Pick the right hard data points

Harvest insights

Look at what other nonprofits are doing in the space

Pause for reflection time before next reiteration: How to improve results?

Document on the fly

I like to visually document too …

Test and Tweak

Look at numbers .. You still have to measure to improve

Harvest Insights

Synthesize

Pick the right metrics that translates into a value …Photo by smitty

There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy

Not dead!My point: It’s not all about page views

Increased and more efficient inquiries for service

Adapthttp://www.flickr.com/photos/lwr/1408972724/

This is the hard part

You have to be nimble

The Humane Society knows this …

They adapted …Thank God!Did they stop doing photo contests as a result?

“Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person who needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “Carrie Lewis, HSUS

3,000 submissions3,000 submissions

Did it evolve?

Wisdom of the Crowds Meets Person-to-Person Fundraising

13,000 installations

Was it worth it?

One Last ThingIt is easier to adapt your social media projectHarder to adapt your organization

Remember … Listen must first Follow best practices in engagement strategy Set goals and pick right metric Measure and revise strategy Ditch what doesn’t work

Listen must first

Follow best practices in engagement strategy

Set goals and pick right metric

Measure and revise strategy

Ditch what doesn’t work

Insight Comes Before Investment: ROIDollars$ReturnInsightNumber of Months Using of Listen, Learn, Adapt Process

Thank You! Beth’s Bloghttp://beth.typepad.comHave a blog post topic idea?beth@bethkanter.org