• Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,739
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
0
Comments
0
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • http://www.flickr.com/photos/kwl/4493219149/
  • 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
  • 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!
  • 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/
  • The maturing of practice framework includes looking at 7 best practice areas for networked approaches and social media – and some specific indicators – and looking at what they look at the different maturity levels. If you remember the application form, it asked you questions and that’s how I came up with the scoring system. If you were “crawl” you got 1, Walk 2, Run 3, and Fly 4 – and then I average the scores for the group. I also could come up with a score for your organization overall.So, if you got a 1.5, it means that you are on your way to walking.https://docs.google.com/spreadsheet/ccc?key=0AtsV5h84LWk0dFhENWFXVzBwZ2lWOGlzazZSek5Iemc#gid=1
  • http://www.flickr.com/photos/firecloak/6774418629/sizes/l/in/photostream/
  • http://www.flickr.com/photos/hockeyshooter/4132732687/
  • http://www.flickr.com/photos/theimagegroup/369893824/
  • 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/
  • 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.”
  • 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
  • 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.
  • 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/
  • HubSpot Sources tool brings it all together!
  • Easy to collect, difficult to actionUse
  • 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/
  • They focused on developing a robust engagement and content strategy – that was integrated with other channels, all to support objectives in communications strategy and outcomes – and used measurement. They started with one channel – FB …
  • http://www.flickr.com/photos/40991157@N02/3923081100/
  • http://www.flickr.com/photos/kwl/4493219149/
  • http://bit.ly/network-leadership

Transcript

  • 1. Is the time youare spendingbeing networkedworth it?Be Networked, Use Measurement,and Make Sense of Your DataBeth Kanter, Author, Blogger, and Master TrainerApril 21, 2013Leadership Learning Community
  • 2. Beth Kanter: Master Trainer, Blogger, Author, Speaker
  • 3. Meet Keo SavonI’m donating my author royalties to the Sharing Foundation’s Education Programto send her to college!
  • 4. AGENDAOUTCOMES• Interactive: Ask Questions, Use ChatLeave webinar readyto take a small step toimprove how youmeasure and learn toimprove your socialmedia strategy!Becoming DataInformedNonprofit MeasurementStoriesHow To Measure SocialMedia in 7 Easy StepsAgenda
  • 5. Maturity of Practice Framework: Measure ProgressIf you can’t fly then run, if you can’t run then walk, ifyou can’t walk then crawl, but whatever you do youhave to keep moving forward.”
  • 6. CRAWL WALK RUN FLYWhere to focus …Linking Social withResults andNetworksPilot: Focus oneprogram or channelwith measurementIncremental CapacityLadder ofEngagementContent StrategyBest PracticesMeasurement andlearning in all aboveCommunicationsStrategyDevelopmentCulture ChangeNetwork BuildingMany Free Agents work foryouMulti-Channel Engagement,Content, and MeasurementReflection and ContinuousImprovement
  • 7. Maturity of Practice: Crawl-Walk-Run-FlyCategories Practices AverageCULTURE Networked Mindset 2.3Institutional Support 1.5CAPACITY Staffing 1.8Strategy 1.5MEASUREMENT Analysis 1.5Tools 2.0Adjustment 1.8LISTENING Brand Monitoring 1.5Influencer Research 1.3ENGAGEMENT Ladder of Engagement 1.5CONTENT Integration/Optimization 1.8NETWORK Influencer Engagement 2.0Relationship Mapping 1.31 2 3 40.0 0.5 1.0 1.5 2.0 2.5Arts & Cultural Alliance ofCentral FloridaLA Stage AllianceThe Alliance of ResidentTheatres/New YorkAustin Creative AllianceTheatre Bay AreaC4 AtlantaAll Indicators
  • 8. The Data Informed Nonprofit
  • 9. DenialFearConfusionDelightDataInformedThe Five Stages of MeasurementAcceptance in the Nonprofit Sector
  • 10. DenialI don’t have the timeto measure.
  • 11. FearWhat if my strategyor program doesn’tshow success?
  • 12. Confusion I know I shouldmeasure our socialmedia andnetwork, but notsure what or how?
  • 13. DelightHey check outthese coolcharts andgraphics!
  • 14. Data InformedSuccessful networks andsocial media start withmeasurement
  • 15. Crawl Walk Run FlyLacks consistent datacollectionData collectionconsistent but notsharedData from multiplesourcesOrg Wide KPIsNo reporting orsynthesisData not linked toresults, could be wrongdataSystem and structure fordata collectionOrganizationalDashboard withdifferent views, sharingDecisions based on gut Rarely makes decisionsto improveDiscussed at staffmeetings, decisionsmade using itData visualization, real-time reporting, formalreflection processCWRF: Becoming Data Informed: What Does It look like?AnalysisToolsSense-Making
  • 16. Data-Informed Culture: It starts from the top!Do Something.org
  • 17. Tear down those silos and walls around data …
  • 18. More time think about that the data, then collect it
  • 19. Video
  • 20. DoSomething.Org’s Fail FestWhy did it fail?What did we learn?What insights canuse next timearound?
  • 21. Crawl Walk Run FlyLacks consistent datacollectionData collectionconsistent but notsharedData from multiplesourcesOrg Wide KPIsNo reporting orsynthesisData not linked toresults, could be wrongdataSystem and structure fordata collectionOrganizationalDashboard withdifferent views, sharingDecisions based on gut Rarely makes decisionsto improveDiscussed at staffmeetings, decisionsmade using itData visualization, real-time reporting, formalreflection processCWRF: Becoming Data Informed: What Does It look like?AnalysisToolsSense-Making
  • 22. How To Improve Measurement Practice• Use the 7 Steps ofMeasurement• Identify small pilotsand iterate• Learn and improve
  • 23. GoalAudienceCostBenchmarkKPIToolInsightThe 7 Simple Steps of Measurement
  • 24. Audience: Artists and people in their communityShow the human face of artists, remove the mystique, getaudience to share their favorites, connect with otherorganizations.Focused on one channel (Facebook) to use best practices to:Increase engagement by comments per postConversations that made the organization more accessibleIncrease enrollment in classes and attendance at events10% new students /attenders say they heard about us throughFacebookMeasurement Pilots: Small Steps
  • 25. Define Success, Pick The Right Data Point
  • 26. Outcomes MetricIncrease donations % reduction in cost per dollar raisedIncrease donor base % increase in new donorsIncrease number of volunteers % increase in volunteersIncrease awareness % increase in awareness,% increase in visibility/prominence,Positive correlation between increasein donors vs. visibilityImprove relationships with existingdonors/volunteers% improvement in relationship scores,% increase in donation from existingdonorsImprove engagement withstakeholders% increase in engagement (commentson YouTube, shares on Facebook,comments on blog, etc.Change in behavior % decrease in bad behavior,% increase in good behaviorChange in attitude about yourorganization% increase in trust score orrelationship scoreIncrease in skills and knowledge ofstaff LearningIncrease in revenue per employee,% employees understanding theirroles and organizational mission
  • 27. Hooking Up Your Measurement Dashboard
  • 28. Goal: Grow the MovementMomsRising is building a strong multicultural movement of people whocare about family economic security and well-being.Need To Know KPIAre we adding new members? Increased New MembersAre we losing members? Decreased Lapsed MembersAre we diversifyingmembership?Number of Collaborationswith multicultural orgsMeasuring Your Content: Flying
  • 29. Website MetricsGrowing the Movement: Web Site and Email MetricsGoogle Analytics& CMS Analytics
  • 30. Social Media MetricsGrowing the Movement: Social Media MetricsTwitterFacebookTwitalyzerKlout
  • 31. What do you not need to collect?Easy HardUsefulNotUseful
  • 32. The Tools
  • 33. • Sentiment• Themes• MessagingContentAnalysis• Attitudes• Preferences• BehaviorSurveyResearch• Reach• Engagement• ActionAnalyticsThree Categories of Tools
  • 34. http://www.bethkanter.org/datanerds-nonprofits/The Skills
  • 35. Collect Less, Think About It More
  • 36. Review your Spreadsheet for 20 MinutesLook for patterns
  • 37. Data Without Insight is Trivia
  • 38. Use Your Data For Decision-Making
  • 39. Step 7 – Analyze ResultsJoyful Funerals Metrics MondaysSpecific Time for Reflection and Improvement
  • 40. Bit.ly/npfail-13ntc
  • 41. Is the time youare spending onsocial mediaworth it?
  • 42. Be honest – SocialMedia is not “free”Be transparentGiven yourinvestment, areyour expectedresults reasonable?Compare alternateways to achievegoalsHow much did it cost?
  • 43. Results Value/Cost MetricIncrease donations More efficient fund raising % reduction in cost per dollar raisedIncrease donor base More revenue from a more diversebase% increase in new donorsIncrease number of volunteers More gets done,Less burden on existing volunteers orstaff% increase in volunteersIncrease awareness Increase donors/volunteersChange in behavior% increase in awareness,% increase in visibility/prominence,Positive correlation betweenincrease in donors vs. visibilityImprove relationships with existingdonors/volunteersBetter management, more stablefinances% improvement in relationshipscores,% increase in donation from existingdonorsImprove engagement withstakeholdersBetter feedback and ideas forinnovationBetter understanding of attitudesand perceptions of stakeholders% increase in engagement(comments on YouTube, shares onFacebook, comments on blog, etc.Change in behavior Achieve the mission % decrease in bad behavior,% increase in good behaviorChange in attitude about yourorganization% likely to volunteer or donateincreases% increase in trust score orrelationship scoreIncrease in skills and knowledge ofstaff LearningImproved results from intangible totangibleUsing best practices, saving timeIncrease in revenue per employee,% employees understanding theirroles and organizational mission
  • 44. Was Your Time Worth It?Tracked Results:Stage 1 – Integrated into staffStage 2 – Hired social media staff020,00040,00060,00080,000100,000120,000140,000160,000180,0000100,000200,000300,000400,000500,000600,000700,000800,000January February March AprilUniquesTwitter Referring TrafficFacebook Referring Traffic
  • 45. 1. You identify success and failure first2. Spend more time identifying what you want tomeasure, not how to measure it3. Measure in context – don’t ever collect dataunless you can connect it to your goals4. Don’t wait until the end to collect or analyze data5. Less is more6. Uses measurement pilots to create a habit ofcollecting and apply data and to learn7. Do the is it worth it math!Improving Your Measurement Practice!
  • 46. Thank you!www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on TwitterLeadership Learning Community