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Measuring Social Change and Media: Beyond BS
 

Measuring Social Change and Media: Beyond BS

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  • Measuring Social Change & Media: Beyond BS This workshop will dramatically demonstrate how the practice of measurement, social media, social change, and networks have evolved over the past 5 years. In 2009, the "Social Media ROI Poetry Slam" SXSW lead to a book "Measuring the Networked Nonprofit." The thesis: For nonprofit organizations there are two key processes that lead to social change: To become networked, and to use measurement. The book's co-authors, Beth Kanter and KD Paine will facilitate an updated of the original poetry-slam session with the same four nonprofit leaders about they have used networked strategies and measurement to improve results and transform failure into success. http://www.flickr.com/photos/e06158/6953185456/
  • http://www.flickr.com/photos/socialgoodbrasil/8179199091/sizes/l/in/photostream/
  • Overview of what Lights. Camera. Help. is. How It was founded why it’s important. A little about the book and that it’s for sale after the session.
  • Measuring Social Change & Media: Beyond BSMonday March 1111am-1:30pmAT&T Conference CenterClassroom 2041900 University Avenue Learning ObjectivesWalk away with a basic understanding of what it means to be data-informed and the 7 steps of measurementLearn about how leading nonprofits are using measurement to improve results of their social media and have a data-informed cultureHow to apply the first step of the 7 steps of measurement – linking your organization’s success to your department’s KPI
  • http://www.flickr.com/photos/tom-poes/505598151/in/photostreamI’ve been watching you ….Some of you already know that ….
  • The c-suite has just approved your strategy to leverage networks and social media for your mission. But, if your internal culture is not a social one how can you possibly expect to be successful? This workshop will share strategies and techniques for changing your nonprofits culture to be more agile, training other staff to be social to scale, and managing your nonprofit's c-suite and board. The workshop will share tips and techniques for culture change, training, and adoption. Best of all, there's nothing like peer to peer support in this effort to keep inspired. Designed as a peer learning session with Internationally acclaimed Master Trainer Beth Kanter and leading social media nonprofit practitioners like NWF's Danielle Bridiga, Rachel Weidinger from Upwell, and Laura Fitton from Hubspot. Walk away with a basic understanding of what it means to be data-informed and the 7 steps of measurementLearn about how leading nonprofits are using measurement to improve results of their social media and have a data-informed cultureHow to apply the first step of the 7 steps of measurement – linking your organization’s success to your department’s KPI
  • http://www.flickr.com/photos/tallmariah/185557867/sizes/z/in/faves-cambodia4kidsorg/
  • http://www.flickr.com/photos/firecloak/6774418629/sizes/l/in/photostream/
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  • 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/
  • Slide 1: Organizational Elevator Speech and Key Results for Social Media – What is an example of your KPI metric linked to your department or personal goal/definition of successNotes: My favorite is the customer service wins. These are the intangible benefits of social media, which we showcase via screenshots in a weekly Social Media Mentions Report. This way, executives can see when we turn people around one-by-one, even though there is no numerical way to measure this.
  • Notes:It was hard to get the web team to buy into source coding. It was a change in their daily routines of publishing content: now they had to get a source code for each hyperlink they inserted. But when they saw the change from the disaster campaign last year to this year, and web got much more credit for fundraising, they were really excited. They felt accomplished. That was what it took to get them to accept.
  • Overview of what Lights. Camera. Help. is. How It was founded why it’s important. A little about the book and that it’s for sale after the session.
  • This is great – you could link this to KD Paines “Think about a key performance indicators as a “kicking butt index” – and what would result if you could say, “Boy are we kicking butt” – also to ask what would it look like if “Wow, we’re getting butt kicked” More on selling tickets and how we measure that.
  • For your action learning projects, it will be important for crawlers – to set up a regular system and discipline – don’t take on too big a project .. Make it small winFor those walking, important to get everyone’s input …. I know this can be tricky – but we are here to support you.
  • Slide 2: Where are you on the CWRF scale for the measurement indicator: analysis? Why? Share a screen capture, photo, or something that you can explain why.  Walk-2Data collection is consistent, but not shared between departments. Not all data is linked to decision-making for better results.(I will insert audience poll – and depending on the results ask you for your advice to walkers to get to running, etc)
  • Analysis. Organization data collection is consistent, but not shared between departments. Not all data is linked to decision-making for better results.Data is from multiple sources and shared across departments through meetings. No dashboard, no staff to collect, just volunteers and board members helping get it all up and running.
  • Slide 3: Where are you on the CWRF scale for the measurement indicator for tools? Why? Screen shot, photo, or something. You can talk about your organization’s favorite metrics/analysis tool and why?ToolsUsing free/low cost analytics tools to collect metrics and analyze further in spreadsheets if required for actionable insights. Uses social media management/metrics professional tool to collect data.  Notes: my favorite is Google Analytics because I can create reports based on what I’m looking for. I do like SmallAct too, because it can drill down data on specific users, and there’s something very cool and big brother about that. 
  • We are executing great on our tools and collection of information through those tools. Using free/low cost analytics tools to collect metrics and analyze further in spreadsheets if required for actionable insights. Uses social media management/metrics professional tool to collect data. Uses professional measurement and analytics tools. However not training people or other volunteers. No outside experts helping us.
  • Slide 4: Where are you on the CWRF scale for the measurement indicator adjustment? This is about how you use your data for decision-making. It would be great to have an example of a data point that you collected – an KPI related to your goals – what the data said and how you applied to getting results or adjusting what you’re doing. Any formal processes for data visualization, learning from failure, etc would be great to cover. AdjustmentReports are discussed at staff meetings and used to make decisions that improve results. 
  • We are not identifying our data correctly. And not sourcing it correctly. Hence the Taxonomy fail. And since we are an all run volunteer organization it’s hard for us take action on the adjustments. Much like mindless zombies we repeat the mistakes of the past. We are big believers in failing fast and learning from our mistakes. As an all volunteer org this can be a hard thing to keep inYour DNA. So how are we planning to fix this in 2013?
  • Slide 5: Your wisdom or advice to audience about becoming data informed.Notes:We created a “source jar” where if you did the sourcing convention wrong (lazy) you had to put a quarter in the source jar. When we got enough money, we’d all go out for ice cream. We haven’t gotten enough money yet!From NTEN:Change, a quarterly journal for nonprofit leadersTech Across Your Org: Internal Communications Carie Lewis, HSUS How to Talk About the Right Data in the Right Way Within Your OrgThe Humane Society of the United States has a well-established and successful online communications program. But here’s one thing we’re not so great at: the world of data. And we know it. But we decided to turn that around this year, and so far it’s been successful for us.Our online team is 30 staffers strong, broken up by channel: email, website, social, mobile, and online advertising. There is no specific role for reporting; we all are pretty much on our own to evaluate our work. We’re always winning campaigns and creating real change for animals, but what if we could do that in a way that was – smarter?So we made a commitment to move towards a more data-driven culture. We wanted to know: how can we use statistical data to work smarter and make better decisions about how to be more effective in our work? Not having any existing structure, we made the mistake of getting in too deep to start. Each channel manager came to a meeting where we’d fill out this huge excel spreadsheet full of numbers, as well as a word document filled with explanations and screenshots. It seemed brilliant – every data point we could possibly get in one place! Until we had to do it again. It was such a huge task (not to mention exhausting) that we just gave up on it. We couldn’t even make meaning of the data anyway because there was too much of it. So we stopped meeting. And tracking. And we failed.Then, we realized our problem. We were trying to do too much. We decided we had to narrow down the stats to what meant the most to us (which for us is usually advocacy and fundraising-focused). We then had to determine what really mattered for the whole process -- why were we doing these reports? For us, it was to evaluate what we did, what worked (and what didn’t), and determine how we could do things differently next time. And from that was born our new reporting system which has worked very well for us so far in 2012.The New Reporting Process:Each time an online campaign is over, the channel managers meet to discuss how the campaign performed. We all have our own metrics and data, depending on what’s important to our channel, and have only 10 minutes to share with the rest of the group. (We’re all about reducing meeting time here at HSUS as well.) The discussion is usually very productive and eye-opening. We’ve found that metrics change from campaign to campaign, so it’s helpful NOT to have a standard template with every metric available. But the most important metric to focus on across all campaigns is conversions – in the end, did people do what you wanted them to do?After the initial meeting, each channel manager sends the campaign’s project manager a summary of the most relevant information, and the project manager compiles it into a one-pager. It’s easy for everyone (including executives!) to digest, and breaks the campaign down into what we did, what we learned, and what we recommend for next time. In the end, that’s exactly what we want the data to tell us.The Lessons We Learned:- Data matters. Do track – even if it’s exhausting.- Educate others on the importance of tracking and how to do it consistently.- Don’t try to do too much – it’s better to track a few key metrics consistently than to track a lot of data inconsistently or to the point that you give up.- Narrow down the stats that matter most to your bottom line.- Present data in a way that is easily digestible by anyone at your organization.As I mentioned, our biggest “ah-ha” moment was when we realized we were trying to do too much, and we lost focus and interest and just gave up. Figure out what really matters and how you can get that data. It was essential that we educate others about the importance of using trackable links and come up with a naming convention for those links so that when we pulled the data, we’d know where conversions were coming from. There’s a huge cross-organization education task here. We had to teach colleagues that don’t work in Online Communications why a page view wasn’t an acceptable success metric (it’s about conversions!)So, how is it going? I’ll let you know next year when we pull out the one-pager during the campaign planning process! The goal is for these one-pagers to help us make informed campaign planning decisions. Each one-pager represents the key take-aways from this year’s campaigns so we can see what worked and what didn’t. We can replicate the tactics that worked and improve or eliminate the tactics that failed.I can tell you that since we instituted this new tracking system we’ve garnered over 100,000 action takers from social media so far this year, which is double our goal for the year! That’s really great information as I work to prove the impact that social media has on our bottom line here at HSUS. And that’s really what it’s all about – meeting your goals and working smarter.
  • See slide and will add color.
  • 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
  • David and Carrie presentations on how their organizations applied 7 steps for a campaign or project or something – 12 minutes each – w/ 3 minutes of questions from KDGoal > Audience > Cost > Benchmark > Metrics > Tool > InsightStep 1: Define your goal(s). What outcomes is this strategyor tactic going to achieve? What are your measurableobjectives?Step 2: Define your audiences. Who are you are trying toreach? How do your efforts connect with those audiences toachieve the goal.Step 3: Define your investments. What is it really costing youto achieve this outcome?Step 4: Define your benchmarks. Who or what are you goingto compare your results to?Step 5: Define your metrics. What are the indicators to judgeyour progress?Step 6: Select your data collection tool(s).Step 7: Analyze your data, turn it into action, measure again
  • Launch the campaignRun a donations by source report in Convio, export to ExcelFill in reporting templateMeet with other channel managers to discuss dataFill out What we did/what we learned/what we recommend for next time reportSend report to stakeholdersLook at report before the next campaign and make decisions based on content of the report
  • Move people some simple awareness up the “Adoption” ladder to REAL ADOPTION. Shocking but true. You can watch the Sarah McLaughlin commmericals and donate all you want. But how do you get people to take action?
  • The problem with this project is that our audience was a littefuzZY. Just like this photo. And as our project involved User Generated Content (both from the app and the from the VWALL) we had a couple of weirdos pop up from the audience. Much like this guy in the front row. : )
  • Talk about costs and app development and user generated content
  • See slide and will add color
  • See slide and David will add color.
  • Overall numbers were very good for moving a tough subject into the public’s eye. As we talked about in the book on page 88 we had over 40k people visit the first month and got over 2,000 of them to take the pledge at one level of the engagement ladder or another. However Best Friends learned that the app was popular but not enough to keep it in the store. As part of this we launched the National Shelter Check-in Day. That program still takes places. It was initally a small part of this overall project. However it’s popularity was sustained and it’s remained a viable program for BFAS into 2013 and beyond.
  • http://www.flickr.com/photos/boellstiftung/5447787551/
  • http://www.flickr.com/photos/tracyhunter/144845928/sizes/l/
  • http://bit.ly/network-leadership