11. The point is that we want to use social media
tools for on the ground social change ……
And, we must use measurement and make
sense of our data to understand if we have
been successful!
12. CRAWL WALK RUN FLY
Maturity of Practice Framework: Effective Social Media
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Ladder of
Engagement
Content Strategy
Best Practices
Measurement and
learning in all above
Communications
Strategy
Development
Culture Change
Network Building
Many Free Agents work for
you
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
13. Crawl Walk Run Fly
Lacks consistent data
collection
Data collection
consistent but not
shared
Data from multiple
sources
Org Wide KPIs
No reporting or
synthesis
Data not linked to
results, could be wrong
data
System and structure for
data collection
Organizational
Dashboard with
different views, sharing
Decisions based on gut Rarely makes decisions
to improve
Discussed at staff
meetings, decisions
made using it
Data visualization, real-
time reporting, formal
reflection process
CWRF: Becoming Data Informed: What Does It look like?
Analysis
Tools
Sense-Making
18. Audience: Artists and people in their community
Show the human face of artists, remove the mystique, get
audience to share their favorites, connect with other
organizations.
Focused on one channel (Facebook) to use best practices to:
Increase engagement by comments per post
Conversations that made the organization more accessible
Increase enrollment in classes and attendance at events
10% new students /attenders say they heard about us through
Facebook
Small NGOs Can Be Data Informed
20. Goal Metric
Increase donations % reduction in cost per dollar
raised
Increase donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness,
% increase in
visibility/prominence
Improve relationships with existing
donors/volunteers
% improvement in relationship
scores,
% increase in donation from
existing donors
Improve engagement with
stakeholders
% increase in engagement
(comments on YouTube, shares
on Facebook, comments on
blog, etc.
Change in behavior % decrease in bad behavior,
% increase in good behavior
Change in attitude about your
organization
% increase in trust score or
relationship score
Pick The Right Data Point
27. Step 7 – Analyze Results
Joyful Funerals Metrics Mondays
Specific Time for Reflection and Improvement
28. 1. Take small or incremental to improve practice
2. Identify results and one metric that matters
3. Measure in context – don’t ever collect data
unless you can connect it to your goals
4. Don’t wait until the end to collect or analyze data
5. Uses measurement pilots to create a habit of
collecting and apply data and to learn
Improving Your Measurement Practice!
My kids were adopted from Cambodia and I took them to visit their homeland last month – and there is now pervasive broadband wifi and even 3 g in the on smart phones that can be access in rural areas CHEAPLY
Also through Facebook, I’ve kept connected to the bloggers, like Mongkol who we met in Phnom Phnom. We decided to take a taxi from Phnom Penh to Siem Reap – a five hour drive – the road was good, but still the safety standards are not what they are in the US – and the drivers go fast. So I had mongkol write a sign in Khmer that read …
We made safely to Siem Reap and the Temples – and even climbed up to the Tre Rup and got this photo with the monk … … .. Had a glorius time
But we had to drive back to Phnom Penh. This time, the taxi had seat belts in the back of the card, but thee road often looked this … Our driver didn’t understand much english, and was talking on his cell phone a lot of the time!
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/
Upwell is definitely flying …..Upwell is focused on Ocean Conservation – their goal is to increase engagement and conversation about ocean conversationThey focus on listening, using Radian 6 and monitoring key words like “Ocean” and look at the “chatter” out there on social networks about these topics. They have developed a baseline methodology so they know what the base is for “share of conversation” on a particular ocean conservation conversation they are monitoring. They identify opportunities to engage to “increase the conversation” on the topic and measure it. One might say they have one metric that matters or “Lean impact” - increase conversation about ocean conservation. As a networked nonprofit – and hoping to build a movement, they are also transparent and share practices - iteratehttp://www.bethkanter.org/upwell-campaign/
This chart is probably very appealing to all of you – and if you want details – Rachel is out there hanging out in our hashtag and can point you to more details ….This graphic is a snap shot of their social media monitoring of eight different ocean conservation areas ..Each line represents the social mention volume in one of our issue keyword sets.The pair of pink lines are mentions of sharks and cetaceans. Shark week makes big spikes, but cetaceans get more social mentions a day. Hanging out on the bottom of the graph are tuna, overfishing, the Gulf of mexico, ocean acidification, sustainable seafood and tiny tiny MPAs.
They were monitoring and saw this opportunity around the keyword “Shark” because of shark week was the biggest attention spike within the eight ocean issues they monitor – it provided a big opportunity to expand audiences, and to grow their distributed network. They campaign was to set an ambitious goal to spike a conversation around shark conversation.More detail on Shark Week:We tried about a dozen things to make that Shark Week conversation bump, including live tweeting ourselves, image macros, and a toolkit for shark evangelists. What really worked was the pair of sharkinars we hosted for shark evangelists. We shared that the big attention spike was coming up, reviewed top hashtags, identified shark influencers, and that YAY chart was our tone/sentiment analysis of #sharkweek tweets. We taught the shark evangelists that it was mainly a FAN conversation on Twitter, not at FEAR (sensationalized) conversation.
They packaged content and worked with partners working on Shark – and were able to analyze and attribute the increase of conversation in 2012 to the campaign tactics. Through this, were able to target new activists/champions – not on their Radar through social media conversations.Then that bar chart with the knitting: the shark week conversation grew 109% over 2011, but the shark conservation mentions grew 210% year over year. That made us happy!
The best tool is excelMany of these professional and free tools export to excel – need to do a little more work to make it a dashboard, not just the data – otherwise it is just triva
A lot of shiny object syndrome with metrics tools – big mistake is that they start with the tools – often free analytics – and that gets in the way of good measurement discipline or laddering up to big outcomes ….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 …
