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I Love Social Media Measurement

by Beth Kanter on Feb 13, 2012

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Since it is the day before Valentine’s Day, I thought I’d do a little theme about love and measurement.So, with apologies to Elizabeth Barrett Browning …. Social Media Measurement: How Do I Love Thee, Let Me Count the Ways …Do you want your social media efforts to get results and have greater impact, but calculating gives you’re the collywobbles? Here’s a little secret: measurement doesn't have to be complicated or hard to do. Good social media measurement is a reiterative process of strategy formation, implementation, measurement, and making changes. It isn’t a report card ! This webinar covers the basics steps of putting a measurement strategy in place and how to analyze and present your results. It will include case studies, basic tips and tools for getting started with social media measurement based on Beth Kanter's forthcoming book, "Measuring the Networked Nonprofit" co-authored with KD Paine.
Every few minutes as we get started, tech support reminder, type into the chat, roll call
Let me introduce myself …I’m the co-author the Networked Nonprofit, published in 2010 and author of the Beth’s Blog. I’ve been lucky to have a front row seat of the creation of new field – how nonprofits can use the Internet for social change – I got started back in 1992 with teaching nonprofits how to integrateInternet-based technologies into their strategies – working as a trainer.My passion, my calling – is teaching and learning – designing and facilitating learning experiences for nonprofits to embrace different technologies – and most recently it has been about social media – strategy as well as tools and practice. Since 2009, I’ve also had the honor of being “Visiting Scholar” at the David and Lucile Packard Foundation – that has been a dream experience because I’ve been able to work on many different training and capacity building projects with grantees – from coaching to peer groups. And before I go further, I would like to thank the Packard Foundation – the Local Program – for their generous support of work and to make this webinar possible. Also, to the OE program for the support of a peer learning exchange that helped test and generate case stories for my next book with KD Paine which is about measurement. I’ll tell you more about that in moment.
But first, here’s the agenda.There are three sections to the webinar – the good practice of measurement in your organization, a couple of case studies, and some basic how to’s.My teaching philosophy is that you are co-learner with me – and that I often learn as much from the audience as hopefully the audience learns from me.. So this webinar is going to be very interactive – I have polls, chats questions … so please share your insights, and share your questions along the way.If any of you are on Twitter, please feel free to tweet what you are learning. The hashtag is #love2measure or if you have questions. I’ll answer after the webinar My definition of success for this webinar is that you leave ready to take a small step to improve how you measure and learn your social media strategy I have the slides up on my http://bit.ly/love2measureNow, let me tell you about the book that I’ve just finished writing with KD Paine, social media measurement guru. It’s called Measuring the Networked Nonprofit: Using Data for Drive Social Change …I want to share my own journey with measurement
I used think that measurement was like DarthVadar chasing me with an interactive light saber …Unlike that dog, I wanted to run screaming …. Because I thought it was going to too much work …..
But I knew that measurement was important, especially for social media.One thing I’ve learned is that when I need to learn a new skill or practice, I read and reach out to the best of the best in the area. That’ show I met KD Paine, second on the right, wearing the Tiara – she has been known as the Queen of Measurement.I organized a panel at SXSW that was a Social Media Nonprofit ROI Poetry Slam … the presenters – included Red Cross, HUS, NWF, American Cancer Society – had to present their measurement case studies in poetic format. And we had a panel of expert judges along with KD – including Holly Ross at SXW.
It was there that KD really opened my eyes to measurement – that it wasn’t just collecting data or doing math – that it was an opportunity to learn how to improve your strategy and get better results.
She had many words of wisdom … and that’s why we ended up writing this book together.
So, we put our heads together .. And wrote this bookAs part of my work with the OE program at the Packard Foundation, I worked with a group of 50 grantees who tested the different frameworks and helped generate case studies and insights … I’m going to share a few ideas with you today …. But first, I want to get a baseline – gather an important piece of data related to the outcomes of this workshop.But before we dive into the how-to, one of the things I learned is that using measurement for learning and continuously improvement requires a bit of mind shift in our organizations.So, I want to explore that first with tyou.
Not everyone or every nonprofit organization starts out loving measurement. I know I didn’t … and there are five stages that we go through before we reach the best practice of using measurement data to improve our results.
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I’ve had the pleasure of working closely with Momsrising in one of the peer groups that I’m facilitating here at the Packard Foundation – they are grantee in the CFC.I’ve learned a lot about effective integrated social media strategies and tactics from them, but makes them very successful is that they are measurement mavens …Momsrising mission is to effect policy change to make our country more family friendly …They were early adopters of social media and have built a robust network …..
They establish overall key results and metrics to measure – and it isn’t just about counting likes on Facebook. They have these overarching goals, metrics from different channels or KPIs
The process of setting key results and collecting key metrics to measure progress is the most important first step – spending time on the what are we measuring and are the most metrics or data we need to know. Too often, this step is skipped over before jumping into action …
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 …
Momsrising knows from years of message testing and research, that to change minds about an issue, wonky stats fall flat. But stories resonate. They identified a rapid response goal of getting the stories dozens of moms who benefited from Medicaid and who could put out a strong defense for the program in the media. Using a story collection landing page on their site, they urged their members to share their stories. They collected over 500 stories from 43 states about how Medicaid was helping families. They curated the best ones that illustrated their message and re-purposed these stories in to all their action alerts across channels. This generated over 100,000 letters to Congress about the debt ceiling and the importance of Medcaid.
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.
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
All their messaging is aligned -- through every channel – they know through measurement that tweeting messages directly to a legislator gets more attention …
They also make sure that they’re getting their message out through mainstream news media – and they know which outlets product for them through measurement
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.
What makes momsrising a measurement maven is the their process using the data to make decisions and getting member feedback.Momsrising holds a weekly staff meeting nicknamed “Metrics Monday.” Each program and campaign staff person reviews their reports in preparation for a group conversation about what actions to reinforce, how refine messages, and other improvements. Says Kristin, “Our dashboards have multiple views – a high level view and the ability to drill down into specific campaigns – this informs our discussion.”
KSW’s mission is to produce, present, and promote art that empowers Asian Americanartists and communities. Founded in 1972 in San Francisco's Chinatown/Manilatown, its artisticprograms both honor the community’s cultural heritage and nurture emerging artists andcontemporary practices. The organization offers educational workshops, performances, andexhibitions that showcase stories of diverse individuals and communities in the Bay Area. It usesits website, email, print, local, and ethnic media channels to promote its programs. ItÓ hadrecently started to experiment with social media.
Like any good measurement maven, Leong started out with clear objectives. “Our goalwas to increase awareness, engagement, and participation in our programs both for audiencesand artists. But we are a small nonprofit, with a two-person staff,” Lisa explained. “I am thesocial media manager, but it isn’t 100% of my job. We started with identifying our objectivesand metrics that would help us improve our content and engagement strategy. We tracked resultsby collecting several metrics from Facebook Insights, tracking participation in our events, and byadding some questions to our event surveys.”
It takes a unique person to recognize the correlation between adding personality toFacebook posts and an increase in exhibit attendance, but that is exactly what Lisa Leong,Program Manager at the Kearny Street Workshop (KSW), discovered as she poured over hermonthly social media metrics spreadsheet. She regularly analyzed all the comments on KSW’sFacebook page and categorized them by topic. She compared those results to her FacebookInsights metrics to figure out what content resonated with their audience. “Who knew we couldinspire all those online conversations about our artists, just by adding a bit of our ownpersonality to our posts?”Leong explained, “Doing this tracking over several months we discovered that ourprevious approach of posting promotional content about events with an impersonalorganizational “voice” simply fell flat with our audience on Facebook. As we started to give itmore personality, we discovered that this not only initiated conversations about the art andartists, but our survey data was showing us that new people were coming through the doorsbecause they heard about us on Facebook.”
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 ….
Defining measurable results at the front end is your first step – and it is important to do. IT is important to have this conversation as a team. Don’t settle for answers like “We want to get 1000 fans on Facebook” – get at the real and important results.Questions to ask:What does success look like?What does failure look like?Keep drilling down and asking to what end until you get a crisp set of statements that describe results.
Theory of Changehttp://www.bethkanter.org/sm-toc/Theory of change – is a sound methodology – but one approach is to take a series of if, then statement and lay them out as a path …This might be a useful approach for those of you working more on policy or program outcomes – and how to integrate social media For example:Kansas Action for Children has helped shape policy that helps kids get health care insurance …
Here’s what that path might look liked at a high level … you’d use this to brainstorm what you need to get there – and what you need to measure at step
Then start to consider your social media channels and metrics – drilling down ….
http://visual.ly/twitter
Key performance indicators are 3-5 metrics that are critical to knowing you have been reach your result or not ….
Key Performance IndicatorsMetricshttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117581
Key Performance Indicators: Key performance indicators are the most important metrics to understand how successful your are ..This is the conversation to have with your team …..Metricshttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117581
http://www.flickr.com/photos/booleansplit/3534412370/sizes/o/in/photostream/Be A Connoisseur of Social Media MetricsKey Result Metrics: These are a handful of metrics that help you measure over-arching goals or also known as KPIsOutcome Metrics: These are metrics measure specific objective for a campaign or program that your organization is working on. This might include: awareness, engagement, attitude change, encouraging interaction, facilitating support, promoting advocacy, or encouraging innovation. Counting Metrics: These are the lowest level of metrics and represent the minutia of your different channels. This is fans, followers, visitors, and views. The list goes on and on. These are important to use to help you improve what you’re doing, but many times organizations get stuck in only tracking low-level metrics and often in an inconsistent way or without discipline. There are many different tools that you could use to do this, but don’t get distracted by that.
Carie’s example“We look at three things: actions taken, donations made, and customer service wins. That’s also how our department has been able to obtain more resources to handle the volume we have.” Recent campaign they tracked: http://www.bethkanter.org/million-fans/Counting Metrics: They’ve codified it for every departmentFor this campaign, they wanted to create a celebration so that fans could engage and participate in the fun. They wanted to create a personalized experience that makes the fans feel like they are a part of something really great that’s why they created a video and an opportunity for their fans to share their photos of their pets and why they love them.Some counting metrics they captured were: # likes, # photo submissions, # mobile submissions, # tab views, # video views, # sharesCodified
http://www.flickr.com/photos/tjblackwell/5659432136/sizes/m/in/photostream/Cost to implement your social media pilot – including measurement time!
http://www.flickr.com/photos/kaptainkobold/80911944/sizes/o/in/photostream/Your measurement tools are the techniques you will use to collect data – the key performance indicators – These are covered in a later session. Remember – any tool is useless unless it covers the sort of data that help you evaluate progress towards to your goalsContent analysis of social or traditional media- Primary audience via online, mail, or phone surveys- AnalyticsAffordable ….
Categorize your specific social media measurement activities and relate to your objectivesSentiment (Messaging, positioning, themes)Attitudes (perceptions, behavior change, preferences, awareness)Do (Reach, Engagement, Action, Donate, Purchase)http://www.flickr.com/photos/leeontheroad/89666692/sizes/z/in/photostream/
grist.org’s editorial mission is to publish a new, positive form of green journalism with a comical twist. The vision is to spread independent environmental online content free of charge to a young and growing readership. grist.org reports on everything from climate change to the organic food movement, demonstrating how the environment intersects with critical issues like poverty, health care, and economic growth. What started as a quirky website with a hundred readers has grown to a leading news source that engages millions who might otherwise be turned off by the-bummer-of-the-day environmental news.Grist.org Uses Measurement to Learn How to Deepen Relationships grist.org has succeeded in connecting with a younger audience that not only reads its content but is also inspired to take action. It has accomplished this by using measurement to learn what it takes to move readers from being passive consumers of content to taking offline action. Says Giller, “We avoid the sign-the-petition type of actions. What we’re after is getting people to change their behavior and thus creating a more environmentally just society.” grist.org’s combination of entertaining content — dubbed “The Daily Show of the environmental movement” — and clever integration of social media channels has inspired a whole new generation of environmentalists who don’t take themselves so seriously. And who create on-the-ground change. grist.org operates on a modest budget but is highly effective at uncovering real meaning behind green stories and connecting big issues like climate change to daily life. While grist.org constantly attracts new readers, these are not the passive consumers typical of most media. They engage in the comments, share their own stories, take action, and, more importantly, are changing their personal behavior to benefit the environment and, ultimately, to save the planet. Grist.org Builds Its Own Ladder of Engagementgrist.org is a data-informed organization that uses a ladder of engagement not only to guide its content and social media integration strategy, but uses measurement at each rung of the ladder to ensure that they are getting results. Says Giller, “Our theory of change is engaging users around content that empowers personal behavior change and ultimately impacts society at large. We’re getting results because 87 percent of readers from our surveys have told us that they have taken action based on reading grist.org.” http://www.bethkanter.org/tweet-huggers/grist.org’s ladder of engagement is elegantly simple and illustrates how their audience makes the journey from passive consumers of information to sustainable living champions, see Figure 6.2. The steps include fun on-ramps, sharing stories of personal behavior change, personal calls to action, and calls to action on policy change. grist.org does not consider pageviews or other web traffic stats the end point, but only an indicator of success at the bottom rung of their ladder. Their real goal is higher up the ladder, and that is societal change. If they aren’t successful, the consequences are dire. Or as Giller says, “The planet will get it.”
What they’ve learned from measurement is that …
grist.org uses a combination of tools to measure along the ladder of engagement, including Google Analytics, surveys, real-time monitoring tools, and collecting anecdotal stories. Say Giller, “Our whole team reviews reports from Google Analytics at staff meetings. It is like sipping fine wine. We analyze the content that users spend the most time, referral traffic, and other key metrics over time.” This helps inform decisions about content topics. The editorial team, particularly the writers, uses real-time monitoring, which they describe as “crack.” The team is careful not to do “drive-by” analysis, but balance real-time monitoring with other data sources to make editorial decisions. Says Giller, “Our content often plays off of breaking news, so real-time analysis can be really valuable in editorial choices.” For example, in August, 2011, when a freak earthquake hit the east coast, grist.org shared photos of some lawn chairs being turned over with the headline, “Photo of devastation from the East Coast earthquake” Not only did the photo get shared and liked by thousands of people through emails, on Twitter, and Facebook, but it generated mainstream media attention and even got a chuckle out of prominent climate scientists. Because they had this real-time data available, they knew they should quickly follow up with a series of articles highlighting scientific information about how extreme weather instances are tied to climate change. To understand what people are doing with their content, grist.org has created an engagement index based on commenting, sharing, likes, follows, and even donations. They use this index to guide decisions about engagement tactics, particularly through social media channels. Perhaps more important is how they measure behavioral change, including taking action as advocates, changing day-to-day behavior, and participating in policy discussions. They have regular surveys on the site as well as an in-depth annual reader survey that includes questions such as, “What actions have you taken based on something you read on Grist?” To better understand the numbers, they draw insights from anecdotal stories, interviews, and comments. Their survey questions are about their readers’ behavior changes to more sustainable practices: Have they changed their eating behaviors? Are they buying better? grist.org also asks about whether a story has inspired them to pursue an issue by contacting a company or local official. They know from survey responses that readers who have not taken an action based on Grist content include people who say, “I’m already so green, I can’t get any greener.” Giller acknowledges the huge challenge of measuring societal influence, noting, “We can’t rarely prove cause and effect and to be honest, it is mostly based on qualitative data. We look at the company we keep , who is asking to be interviewed, and if we’ve broken stories or inserted new ideas into the conversation. Then we use those insights to help drive the conversation about sustainable practices and climate change to people who are not yet aware of the policy issues.” Says Giller, “We have embraced intelligent decision-making, not excessive data collection. There’s so much data we could collect, but it’s potentially a morass. We pay attention to only a half-dozen key indicators related to our results around footprint, engagement, behavior change, and policy action.” With its approach of measuring along the ladder of engagement, grist.org has garnered considerable insight from about what works and what doesn’t. Giller shares, “Our content has to meet people where they’re at, so some is introductory level. We also know that facts alone do not drive behavior change. It is more important to see those changes modeled in your peer community, whatever that it is. We shine a light on people who do make changes, and that inspires others.” http://www.grist.org/list/2011-08-23-photos-of-deva+station-from-the-east-coast-earthquake
Data Everywhere!Almost every action we perform on social media sites (that is clicking, reviewing, reading and so on) can be recorded as data. Measurement tools collect that data. The challenge for measuring all this becomes determining why it matters.Both qualitative and quantitative data is used to measure progress on your objectives: Quantitative is counting or the numbers, qualitative may explain the why the numbers are moving in a particular directionIt is relatively easy to collect data, but analysis requires more effort.
http://www.flickr.com/photos/mikebaird/3298842872/sizes/l/in/photostream/Focus Your Data CollectionSet expectations for what you want to learn. Set measurable objectives, but also figure out what you want to learn, pick your toolData collection in small chunks: spreadsheet aerobics, weekly collection. Add worksheet or column: What did we learn? You can automate, but since you are pulling from different sources, will require some manual tweaking Refine: expectations, collection methods, and analysis
http://www.flickr.com/photos/43846796@N00/4287293576/sizes/l/in/photostream/Analytics and social media monitoring tools are often sold with the premise that “actionable information is just a click away,” a promise that is not usually the case. Tools are good at extracting data and crunching numbers, but the act of translating the data and numbers into valuable insights actually requires additional work.
Have the data ready when you are making decisionsData is like homemade bread. When it’s still in the over, not quite ready, the anticipation is huge. You can’t wait to see it. When you take it out of the oven, it’s perfect. You can use it for anything. You serve it with dinner, then have it for breakfast, and make sandwiches with it for lunch. After a while, it gets old and stale and you stick in in the freezer. A few months later you take it out and make bread pudding with it. When data is fresh, you can mine it for all kinds of data and insights, but the older it gets the less useful it is. Eventually, it makes for a good benchmark, but isn’t really that useful anymore. So make sure that your data is ready and at hand when you have to make decisions. http://www.flickr.com/photos/umpqua/388856350/sizes/l/in/photostream/
These are the basic steps that you will follow for your measurement pilot ….

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I Love Social Media Measurement

by Beth Kanter on Feb 13, 2012

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