1. Becoming A Data Informed Nonprofit
The 7 Basic Steps of Measurement
Beth Kanter and KD Paine, Co-Authors
Measuring the Networked Nonprofit
Washington, DC
October, 2012
4. Katie Delahaye Paine
Chairman & Founder
KDPaine & Partners
Chief Marketing Officer
News Group International
kdpaine@kdpaine.com
www.kdpaine.com
http:/kdpaine.blogs.com
Fellow and Board Member: Society for New Communications Research
IPR Measurement Commission
5. About Us- It’s Complicated
Katie Paine is Chief
Marketing Officer of News
Group, a global monitoring,
measurement & social
media company
Her company, KDPaine &
Partners is part of Salience
Insight, News Group’s
measurement practice
We provide customized
research to help you define 5
6.
7.
8.
9.
10.
11.
12.
13. Who are you?
Raise your hand if …….
- Executive Director or Board Member
- Staff Person who Implements Social Media
- Other Staff
- Consultant/Social Media
- Consultant/Measurement or Evaluation
- Other
14. And your Org?
Raise your hand if
organization is budget is ..
-Less than $1 million
-$1-$5 million
-Over $5 million
Type ..
-Social Service
-Environment
-Arts
-Education
-Animal Welfare
-Community Services
-Health Care
-Other
15. Is Your Nonprofit Using Online Social
Networks ….
Stand Up and Keep
Standing
Photo by net_efekt
16. Stay standing if your
organization is using
networks and social media
effectively and getting
measurable results?
17. Measuring the Networked Nonprofit:
What Nonprofits Need to Know about Measurement
to Succeed in a Networked World
October 2012 Book Tour
Beth Kanter and KD Paine
Foundation Center, Washington DC
24. A Network Mindset: A Leadership Style
• Openness, transparency, decentralized
decision-making, and collective action.
• Listening and cultivating organizational and
professional networks to achieve impact
• Leadership through active participation.
• Sharing control of decision-making
• Blending networking with strategy for results
• Data-Informed culture
25. 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.”
26. Where to focus …
CRAWL WALK RUN FLY
Linking Social with Ladder of
Communications Network Building
Results and Engagement
Strategy
Networks
Development Multi-Channel Engagement,
Content Strategy Content, and Measurement
Pilot: Focus one
Culture Change
program or channel Best Practices Reflection and Continuous
with measurement
Improvement
Measurement in all
Incremental Capacity above
27. Crawl, Walk, Run, Fly Model: Networked Nonprofit
Practices
Themes Categories Indicators
INTERNAL CULTURE Networked Mindset
Institutional Support
Communications Strategy
CAPACITY Hours
Expertise
Practices
Channels Differ for
MEASUREMENT Analysis
Tools
Crawl, Walk,
Adjustment Run, Fly
EXTERNAL LISTENING Brand Monitoring
Relationship Mapping
Influencer Research
ENGAGEMENT Ladder of Engagement
Responsiveness
CONTENT Integration
Social Optimization
NETWORK Networking and Networking Building
Collaboration with Partners
Social Fundraising
28. The Five Stages of Measurement
Acceptance in the Nonprofit Sector
Data
Delight Informed
Confusion
Fear
Denial
43. Why did it fail?
What did we learn?
What insights can use next
time around?
DoSomething.Org’s Fail Fest
44. Becoming A Networked Nonprofit: Maturity of
Practice Model – Data Informed
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,
to improve meetings, decisions reporting, formal
made using it reflection process
45. Advice for Nonprofits: Becoming Data-Informed:
Change Is Easier With Baby Steps
• Begin at the end – discuss
and identify results
• Curator of metrics
• Use experiments to help
evolve
• Get started with a small data
collection project that is high
priority in your organization
• Make time to learn from
results
46. Strategy /Tactics KD Paine’s 7
• Goals Measurement
• Target Audience Steps
• Measurement 1. Goals
• Engagement/Content 2. Target Audience
• Channels/Tools 3. Time Investment
• Pilot 4. Benchmark
• Budget 5. KPI
• Timeline 6. Tools
• Measurement 7. Sense-Making
Measurement isn’t something you do once at the end ….
47. Momsrising: Strategy and Tactics To Get Results
Key results generally include:
• increasing the movement size by increasing
membership
• garnering attention from all media
through creative engagements
• getting policies passed
48. Success: Getting Family Friendly Policies Passed
Momsrising wanted to demonstrate to Congress that there was a grassroots
constituency that supported Medicaid and dispel a misperception that while
Medicare has a strong constituency, Medicaid did not.
53. Not An After Thought: Metric Mondays
Metric Mondays – Action Alert Metrics
Measuring Goals:
• Movement Growth
• Policy Change
Measuring Goal:
Movement Growth
57. How to use data to change the world
Katie Delahaye Paine
Chairman & Founder
KDPaine & Partners
Chief Marketing Officer
News Group International
kdpaine@kdpaine.com
www.kdpaine.com
http:/kdpaine.blogs.com
Fellow and Board Member: Society for New Communications Research
IPR Measurement Commission
58. It’s not all about you, so get over it
Conversations
Customer Prod. Mkt
Mktg CI Sales IR HR R&D
Service Mktg Research
Savings, shorter cycles, more renewals, better ideas, research
59. The 7 steps to Social Media
Measurement
Step 1: Define your goal(s). What outcomes is
this strategy or tactic going to achieve? What
are your measurable objectives?
Step 2: Define your audiences. Who are you
are trying to reach? How do your efforts
connect with those audiences to achieve the
goal.
Step 3: Define your investments. What is it
really costing you to achieve this outcome?
Step 4: Define your benchmarks. Who or what
are you going to compare your results to?
Step 5: Define your metrics. What are the
Indicators by which you
will judge your progress?
60. Step 1: Define the goals: Why
Social Media?
What return is expected? – Define in
terms of the mission.
What problems is Social Media
supposed to solve?
What were you hired to do? What
difference are you expected to make?
If you are celebrating complete 100%
success a year from now, what is
different about the organization?
If your Social Media is eliminated, what
60
61. Goals, Actions and Metrics
Goal Action Activity Metric Outcome Metric
Increased Conduct a Number of likes % increase in
Donations photo & share of donations
contest contest link Cost per new donor
acquired
Increase Modify % increase in % increase in
membership content, traffic to web membership as
add site share of income
interactivity
functions
62. Step 2: Don’t ask me, ask your
stakeholders
What you need to listen
for:
What keeps them up at
night?
What are they currently
seeing?
Where do they go for
information?
What influences their
decisions? 62
64. Step 3: Establish benchmarks
Past Performance
Think 3
Peer
Underdog nipping at your
heels
Stretch goal
Whatever keeps the C-
suite up at night
65. Step 4: Why you need a Kick-Butt
Index
The Perfect KPI
Is actionable
Is there when you need it
Specific to your priority
Continuously improves
your processes
Gets you where you want
to go
You become what you
65
measure, so pick your KPI
66. Step 5: Define your investment
Be honest – Social Media is not “free”
Be transparent
Don’t forget opportunity costs
The CFAC example
67. Step 6: Pick the right
measurement tools
If you want to measure
messaging, positioning,
themes, sentiment:
Content analysis
If you want to measure
awareness, perception,
relationships,
preference: Survey
research
If you want to measure
engagement, action, 67
68. Step 6: Selecting a
measurement tool Tool
Objective KPI
Increase inquiries, % increase in traffic Web Analytics:
web traffic, recruitment #s of clickthrus or Google Analytics,
downloads Omniture, Web trends
Increase % of audience Survey: Phone Calls,
awareness/preference preferring your brand SurveyMonkey, or Mail
to the competition
Engage marketplace Conversation index Web analytics or
greater than .8 Content Analysis:
Rankings Facebook Insights,
% increase in Convio, Omniture,
engagement Google Analytics
Communicate % of articles Media content
messages containing key analysis, Survey
messages Research
68
Total opportunities to
69. Choosing the right system
Measure Complex Messages
something High Degree of Accuracy
else required Human
Code
Everything
Human
Code
Random Human
Sample Code 5-10%
0% Budget Budget
Influential
Only
Students
Auto-Code
Simple All
Messages
70. Step 7: Research without insight
is just trivia
Find your “Abby”
Ask “So What” three times
Look for failures first
Check on what the competition is
doing
Then look for exceptional success
Compare to last month, last quarter,
13-month average
Move resources from what isn’t Page 70
72. So What = Revenue
35,152,789 OTS
Red line
indicates
media
6,253,852 OTS impressions
72
73. GWA’s, Photos Drive Shares &
Likes
David Beckham
Share & Likes Over Time
& Dierks Average of PostLikes Average of PShares
Bentley Video Mia Farrow
1027
968
914
510
297 328
234 261 269
188 222 208 215 222 204
145
107
41 71 50 36 56 71 45
25 30
74. Corporation for National and
Community Service (CNCS)
The department in charge of White
House efforts to encourage volunteerism
and community service.
Needs to connect the dots between PR
and Social Outreach and desired
outcome – people going to serve.gov and
offering to volunteer.
Uses social and traditional media
measurement to evaluate each effort
against this goal 74
75. White House Volunteerism Office (CNCS) is able to
connect specific social outreach to registrations on
serve.gov
ReTweets compared to Visitors to Serve.gov
75
76. CNCS has learned which specific
outreach has lead to the most visits to
serve.gov
76
77. Thank You!
For more information on
measurement, read my blog:
http://kdpaine.blogs.com or subscribe to The
Measurement Standard:
www.themeasurementstandard.com
For a copy of this presentation go to:
http://www.kdpaine.com
Follow me on Twitter: KDPaine
Friend me on Facebook: Katie Paine
Or call me at 1-603-752-5111
Editor's Notes
Becoming Networked Nonprofits: What Nonprofit Leaders Need to Know to Succeed in Age of Connectedness
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
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
The book covers basic measurement techniques and frameworks like how to measure engagement, relationships, influence, define success, social fundraising, as well as some of the more difficult networked nonprofit strategies like networks, transparency, and crowdsourcing.It has a lot of practical information and tips – but I’d like to share with you one idea from the book – and that’s about becoming data informed, but first I have to tell you about my own measurement story.
And there were other differences, KD is a cat person
Beth is a dog person
So, in the book, there are stories from animal welfare charities – an equal number of cat and dog shelters
http://www.flickr.com/photos/tom-poes/505598151/in/photostreamI’ve been watching you ….Some of you already know that ….
Becoming Networked Nonprofits: What Nonprofit Leaders Need to Know to Succeed in Age of Connectedness
The central message of the book is: If you want to change the world: Be Networked, Use Measurement, and Make Sense of Your Data!
That’s what nonprofits need to do – connect with their networks to create on the ground change. …Let’s broaden the lens …The leading edge of social change is increasingly network-centric. Collaboration, coordination, and working in networks are becoming the new normal, as leaders across sectors work to move the needle on today’s most pressing problems. Individuals and organizationsare taking increasing advantage of technology’s ability to facilitate and expand their impact through connection, coordination, and collaboration. Using data to understand what is working or not.What are the skills?
For nonprofits, to be successful means leading with a network mindset … that’s an emerging leadership style that characterized by greater openess, transparency, collective action AND achieve impact. And that means using measurement and data for decisiono-making …
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.”
Framework to guide my coaching and peer learning design over the yearsAssessment – self-assessment, guide coaches –differiented approaches, guides content, helps with vetting participantsBaseline – pre-test and post test
Nonprofits are often slow to change and it helps having a framework that lays out the practices in baby steps .. And we provide this in the book “Crawl, Walk, Run, Fly” -- which lays out the steps for incremental change and is very detailed , of course, about measurement – that KD will explain in detail in a minute.
One of the reasons why I wanted to co-author this book with the goddess of measurement is that the nonprofit sector has some challenges in embracing measurement …. We wanted to create a handbook that help nonprofits get past these challenges .. .and approach measurement like many of you do – being data informed.
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.
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.
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.”
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/
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/
Becoming Data-Informed: Change Is Easy With Baby StepsChanging an organization’s culture to a more data-informed approach must begin with baby steps. While it does not have to be difficult to orchestrate, it does need to start from the top. Unless senior management can agree on the definitions of success and how they will be measured, you can waste a tremendous amount of time accumulating data but not using it. In Chapter 4, we describe the basic steps of any measurement program and discuss how to set up a measurement pilot program. Chapter 5 discusses how to identify the value of success. Getting started on the path to becoming a data-informed nonprofit is a matter of having some important internal conversations. It is not just about having new inspiration about measurement or working with new tools; it means thinking differently about the organization and how it works.Begin at the End: Discuss and Identify ResultsIf your organization doesn’t know exactly what you’re going to measure, you can’t become data-informed. Unless you have a discussion upfront of what success looks like, you’ll end up collecting data, but it won’t help you make decisions. You will waste your time. So begin at the end by carefully identifying desired outcomes. Don’t be afraid of a bit of healthy disagreement. The best measurement programs are borne of—and benefit from—lively conversations about what really matters to the organization and who can “claim credit” for what. You need to keep your “mission” hat on and keep the conversation focused on the ultimate goals of the organization. Just keep repeating, it’s not about “credit”—it’s about achieving the mission. You will also want to manage expectations: What is realistic to expect given your current investment in social media, or compared to peer organizations? What do short-term, medium, and longer-term results look like?You might need to bring in an outside consultant to facilitate a meeting to help get consensus on what you want to measure or clarity on results. Or you may need to bring in a measurement expert to help you clarify what you want to measure and why. This doesn’t have to be expensive. For example, as we discuss in Chapter 8, the Analytics Exchange helped the American Leadership Forum by supplying an analytics volunteer to help create a framework and system for gathering data. Become a Curator of MetricsIf you are the person responsible for implementing social media for your organization, either part time or as your whole job, you need to become what John Lovett defines as a “Curator of Metrics” in his book Social Media Metrics Secrets.This is someone, like Carie Lewis from the Humane Society whom we introduced you to do in Chapter 1, who knows the difference between different types of metrics and ensures that her organization is using data in an intelligent way. A curator of metrics knows how to help guide their organization into choosing the right metrics, and knows how to report insights in a way that connects them to organizational goals.Use Experiments To Make The Case To EvolveOne way to evolve into a data-informed organization is through implementing a series of social media measurement experiments, as described below and in Chapter 4. Each one needs to have solid metrics, and should be designed to provide results that will help you make the case to evolve. Keep the end in mind when agreeing on how experiments will be structured, run, and measured. The experiments should not be willy-nilly, but help you develop and test your strategies and tactics – and lead the way to best practices. Take a Baby Step: My First Data Collection ProjectTo get started, select a project, event, small campaign, or program that is a high priority on your organization’s work plan for the year, that incorporates social media, and that you can apply a couple of good metrics to. Be mindful of other organizational deadlines that may divert energy and focus from this important first baby step. You might find it difficult to set aside quality time to focus on it. Don’t try to measure every objective or collect all potential relevant data. Make it easy to manage. You should also have a very clear idea about what you want to learn. Keep in mind that you are going to take your report and use it to make the case for a more comprehensive measurement program. It’s important to make sure that anyone who is going to use the data, or sit in a meeting and review the data, buys into your metrics. That could be the Executive Director, a program manager, the board of trustees, or other people in your department. If there are many different decision makers you may need to do a formal survey to make sure that everyone ends up on the same page. Sara Thomas, who handles social media for the Ocean Conservancy, says, “It was really useful to bring in my entire department on the effort rather than working solo on the project. This helped with buy-in.”Learn from Your ResultsOnce you collect your data, analyze it and understand how it can help inform decisions. Make sure you educate through examples. Show how adding a data-informed approach to your social media or all media or programs can avoid ineffective campaigns and increase audience satisfaction.More importantly, you don’t just need to develop discipline around collecting data, what you want is the discipline to look at what you’ve collected and generate insights. That requires reflection, not just counting.Doing a measurement pilot will help create the discipline of stepping back from whirlwind of social media tactical implementation, but also wrestle with larger questions about how social media fits into an organization’s overall efforts. Which vehicles and channels gain us the most traction? How should we adjust our workload internally to reflect those results? How are our social media activities helping us meet our overall strategic goals? How are our efforts using social media supporting our programs?Reflecting does not have to be a private activity. It can be done in connected, transparent ways. The organization’s blog or website can be a place to share lessons learned with readers, and ask them for their feedback and suggestions as well. The result: a powerful way to learn and improve over time.ConclusionTo start the shift to a data-informed culture, you must begin with small incremental steps with the full support of leadership. It’s important to think big, looking at key results, but since many outcomes deal with long-term changes, you can’t get there overnight, nor can your organization transform its culture overnight. Keep the steps small and manageable. As your organization’s culture begins to shift, then when you present reports on social media activities, you get better questions from your executive director or board. You don’t get asked how many fans do we have or what does that mean? You get questions that help you Kanter, Beth. (October, 2011) Are You A Curator of Metrics? [Blog post]. Retrieved from http://www.bethkanter.org/curator-metrics/Thomas, Sara, private conference call peer learning group with David and Lucile Packard grantees with Beth Kanter, September, 2011
I want to make a distinction between measurement and strategy .. There are overlaps … The strategy is all the stuff you do to get results – including measurement ….
"Facebook Likes Are Not A Victory" - http://www.bethkanter.org/momsrising-key-results/ We need to think about the social media strategy as something that isn’t separate but linked to our overall social change or “Big Hairy Goals” around change. Mission statement or overall goals. From there, we need to describe what success looks like. What is the definition of success? How would you visit this sentence … our organization was successful with our social media because …. And if you are answering “getting likes on Facebook” keep asking to what end ..This gets you to some “results” statements. We’ll see some examples from Momsrising -- Reach, Awareness, Engagement, Action, Behavior Change, Policies Passed, etc … too often we confuse activities or tactics with results.Key Performance Indicators: These are the most important metrics or data points that are the mileposts along the way to knowing you have been successful. Associated metrics .. This where we get into likes, open rates, traffic – all those numbers that help figure out if the tactics we’re using are working and helping us get to those results.BIG HAIRY GOALSMomsRising Mission: To build a more truly family-friendly nation, as well as to work toward the economic equality of women and mothers.MomsRising Top Line Goals: Grow the movement, garner media coverage to change the culture, win legislative policy changes, engage with traditionally underrepresented communities, experiment and learn new online and on-the-ground tactics, and listen to and serve our members/our constituency.
Let’s look at an example around a specific campaign.Back over the summer, Momsrising wanted to demonstrate to Congress that there was a grassroots constituency that supported Medicaid and dispel a misperception that while medicare has a strong constuetncy, medicaid did not …So, they used their overall results to shape their strategy …
http://www.bethkanter.org/momsrising-key-results/Here’s what the story collection form looked like.Being measurement maven, they have done a lot of testing about what makes the perfect landing page to get people to add their story – photos? Placement of the form, etc.
All their messaging is aligned -- through every channel – they know through measurement that tweeting messages directly to a legislator gets more attention …
One of their key results is creative on the ground actions – here they’ve bundled up those stories into a package and shared with a legislator – and of course, got the photo to post on FB.Everything they do is aligned around outcomes
Finally, one of their key results is working with aligned partners – both online and offline. They do chats on FB with them .. Or might do an on the ground action or work with policy partners to hone their messaging.They also do a regular content analysis – a form of measurement – of what how their members are responding to the messages ..An important part of the mix is the use of member feedback – both qualitative and surveys. “We are in dialogue with our members to figure out what works, what doesn’t. The metrics keep us focused on our mission of building a movement for family economic security, while listening and engaging with our members breathes life into our movement.” As a Networked Nonprofit, they understand the importance of learning loops when working a rapid response environment.
http://www.flickr.com/photos/ruminatrix/2734602916/sizes/o/in/photostream/Funerals in Ghana are an event - up there with weddings in terms of planning, cost, and level of celebration. They can take months, even up to a year, to plan and save for. Obituaries are made into color posters and put up around town. There is music, drumming, dancing and singing as they parade through town. These processions, which occur on Friday afternoons, kick off the 3-day affairs.
http://bit.ly/network-leadership
Where do I start? Is a question I get frequently, and my response always is “Don’t ask me, ask your stakeholders.” You may need to do some research before you jump in. That’s what listening really is, isn’t it? You need to know what keeps them up at night, where they go for information, what ELSE they’re seeing out there and what makes them act.
Measurement is a comparative tool. You don’t know if your results are good or bad unless you can put them into context, either looking at them over time, or in comparison to a peer group. The most important entity to measure against is whatever keeps your bosses up at night.
There really are only three times of tools in social media measurement If you want to measure messaging, positioning, themes, sentiment you need Content analysisIf you want to measure awareness, perception, preference you need Survey researchIf you want to measure engagement, action, purchase: you need Web analyticsIf you want predictions and correlations you need two out of three
