Nonprofits, Social Media and ROI ….              Beth Kanter, Zoetica       COF, Annual Conference, April 2011
Measuring and learning from social mediapractice must start from the beginning ….
CRAWL   WALK           RUN               FLY         Nonprofit and Social Media         Maturity of Practice Model        ...
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 k...
Where to focus …CRAWL            WALK                 RUN             FLYCommunications   Social Media         Social Medi...
Listen                Promote               Participate Publish                          BuildNo Engagement         Broadc...
What is your biggest challengeusing social media effectively?   Tools           Skills         Culture                Don’...
CultureFear of Failure
CultureDon’t Value Learning
MomsRising:Joyful Funerals
You want me                           to Tweet and                            measure it                               too...
ToolsNot aware of the many free, low cost , and professional social mediaanalytics and measurement tools (and how to use t...
Tools/System: No Dashboard or Siloed Dashboard
Skills: Confusion between counting and measurement
Not sure what to measure ….
Collect a lot data, but not sure what it means
Many do not start off with a SMART Social MediaObjective
If they did, they would know that thereare just 3 things to measure …. Source: Kami Huyse http://www.slideshare.net/IABCHo...
Awareness
Attitude
Action/Behavior Change
Social Media strategy is part      of integrated      communications strategy.      Track Awareness: Share of      Convers...
Crawl: Spreadsheet Aerobics: Begin with 2-3 datapoints
BenefitsValueCostsMath        The ROI Analysis Puzzle
Executive Directors and Pot Holes Problem
What are the   results? What’s   the value?   How much time?Executive directors want to know ….                          P...
ROI: Crawl, Walk, Run, Fly              Results  ImpactInvestment                                           $Interaction  ...
Goals:1. To promote Independent Sector with “non-attending audiences” through attendees’social media mentions2. To capture...
Cost of acquisitionDonor conversionsLife time value of adonor
Wisdom of the Crowds Meets Person-to-Person Fundraising
ResultsMore timely and accurate public health messaging communities. and more efficient useof staff timeBooking appointmen...
“People regard our program as honest and informative. After almost two years on thesocial media front, we’ve developed a g...
A/B testing                            Isolate variablesX number of smokers quit smoking over xmonths
ROI Storytelling: System for collecting stories not in thecharts
Measuring the NetworkedNonprofit
ConclusionSocial media measurement goes hand in hand withgood practiceSlightly more mature practice for measuringbusiness ...
Council on Foundations ROI Panel
Council on Foundations ROI Panel
Council on Foundations ROI Panel
Council on Foundations ROI Panel
Council on Foundations ROI Panel
Council on Foundations ROI Panel
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Council on Foundations ROI Panel

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Council on Foundations ROI Panel

  1. Nonprofits, Social Media and ROI …. Beth Kanter, Zoetica COF, Annual Conference, April 2011
  2. Measuring and learning from social mediapractice must start from the beginning ….
  3. CRAWL WALK RUN FLY Nonprofit and Social Media Maturity of Practice Model Capacity Building in Best Practices
  4. 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
  5. Where to focus …CRAWL WALK RUN FLYCommunications Social Media Social Media Multiple ChannelsStrategy Strategy Strategy Reflection/ImprovementCulture Change SMART Objectives Engagement Network Building Audience Content Listening Experiments/Pilots
  6. Listen Promote Participate Publish BuildNo Engagement Broadcast/Share Low Engagement Content Intensive Network High Engagement 15 min/day + 20 min/day + 30 min/day + 3-5 hrs/wk + 5-10 hrs/wkCRAWL WALK RUN FLY Original concept by Beth Kanter – remix by Aliza Sherman
  7. What is your biggest challengeusing social media effectively? Tools Skills Culture Don’t KnowAwareness of Don’t Value What to Tools Learning Measure Collect lots of System data, have no Lack Dashboard idea what it Resources means
  8. CultureFear of Failure
  9. CultureDon’t Value Learning
  10. MomsRising:Joyful Funerals
  11. You want me to Tweet and measure it too?Lack Resources: Time and Staff
  12. ToolsNot aware of the many free, low cost , and professional social mediaanalytics and measurement tools (and how to use them)
  13. Tools/System: No Dashboard or Siloed Dashboard
  14. Skills: Confusion between counting and measurement
  15. Not sure what to measure ….
  16. Collect a lot data, but not sure what it means
  17. Many do not start off with a SMART Social MediaObjective
  18. If they did, they would know that thereare just 3 things to measure …. Source: Kami Huyse http://www.slideshare.net/IABCHouston/measure-this
  19. Awareness
  20. Attitude
  21. Action/Behavior Change
  22. Social Media strategy is part of integrated communications strategy. Track Awareness: Share of Conversion About Hunger Conversions for advocacy (Child Nutrition Bill) and donations Cross Department DashboardFLY KPI: Linked to Job Performance
  23. Crawl: Spreadsheet Aerobics: Begin with 2-3 datapoints
  24. BenefitsValueCostsMath The ROI Analysis Puzzle
  25. Executive Directors and Pot Holes Problem
  26. What are the results? What’s the value? How much time?Executive directors want to know …. Photo by edyson
  27. ROI: Crawl, Walk, Run, Fly Results ImpactInvestment $Interaction Insight Number of Months Strategy, Measure, Improve
  28. Goals:1. To promote Independent Sector with “non-attending audiences” through attendees’social media mentions2. To capture summaries of the 2010 conference to show the richness of the content asa means to promote the event for 20113. To test pilot social media at the conference and to capture lessons learned and ideasfor future social media effortsMetrics for Success1. Seven bloggers and seven Tweeters are identified and recruited to cover the event2. Content from seven sessions is posted to the IS blog or other blogs3. The number of retweets using the hashtag #ISconf increases from 20094. The team gains social media experience and insights about social media practice
  29. Cost of acquisitionDonor conversionsLife time value of adonor
  30. Wisdom of the Crowds Meets Person-to-Person Fundraising
  31. ResultsMore timely and accurate public health messaging communities. and more efficient useof staff timeBooking appointmentsAnswering public health questionsLess time on phone or other channelsEase of communication with journalistsMore press coverage, less staff time
  32. “People regard our program as honest and informative. After almost two years on thesocial media front, we’ve developed a good system to get timely and accurate publichealth messaging to our communities. We firmly believe that our presence on social mediasites has really enhanced our communication with the media and public.Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tougheconomic times, SLVHD rose to the occasion and found innovative, cost effective ways tocommunicate with our community. “ - Vanna Livaditis, New Media Coordinator
  33. A/B testing Isolate variablesX number of smokers quit smoking over xmonths
  34. ROI Storytelling: System for collecting stories not in thecharts
  35. Measuring the NetworkedNonprofit
  36. ConclusionSocial media measurement goes hand in hand withgood practiceSlightly more mature practice for measuringbusiness results vs social impactSocial media measurement is a discipline, not a task,and it needs to be part of the organization’s cultureThere’s a big need for more training/capacity formeasurement discipline and improvement ofpractice and sharing the stories

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