Packard Foundation Peer Learning Group

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  • http://www.flickr.com/photos/adobemac/2438960714/Defining Conversion: What percentage of referral traffic from Facebook (in general)?How many visitors are you getting from social sources and what is the difference in bounce rate? What data points to ignore because they’re crap?Two important Google Analytics Features: What: Advanced Segment and Customized URLSlick Tool – Advanced Segment: Allows you to filter your traffic by source by page– compare Twitter VS Facebook VS Total TrafficFocusing lensEasy way to compare value of Twitter and Facebook – easily just see the valueHow does the amount of time we spend on FB or Twitter generate referral traffic? Is this worth it?Evaluate the effectiveness of our actions Like Direct   How to do a simple A/B test? Learn More VS Take Action  How To Set Up Custom Links to Track whether Facebook/TwitterThe very simple approach for crawlers: Let’s see how much value social is providing in terms of getting people to click on a link on FB or Twitter that takes them to our web site. And once they are on our web site, did they do x – download a report or click on another link to a page with information about x.Walking StageWe want to compare two different messages during the same time period (A/B) to see how well it gets people to click from social to our web site.Can we increase the value of social media to test the best message:Learn More VS Take Action NowSet Up Custom Links – Bit.ly or Google Analytics Tool – you can remember what they were long term – what source you put it on.Put it on your ad, Tweet, or FB Post – anythingGo into google analytics – set up an advanced segment -- just looks at people who came from a specific source (e.g. custom link) - compare the raw numbers – and compare percent conversions 
  • Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
  • Every few minutes as we get started, tech support reminder, type into the chat, roll call
  • Because this is our first call, I’m going to run down the names of the organizations and have everyone say their name – so we can hear each other’s voices. I won’t be doing this for every call – we will get into grove where you should arrive 5-10 minutes early and announcement yourself. If you arrive after the call is underway, let us know you are hear by using the chat.
  • http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  • Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
  • Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
  • This is our agendaRoll CallThe 7 Steps of Measurement: OverviewTechniques for Identifying Success and Getting Consensus On MeasurementAction Learning Projects: What is your idea for an Action Learning ProjectReflectionNext SessionHomework from Last CallReview your CWRF Assessment and the information on your wiki profile pageWrite in your Wiki JournalWhat area of practice do you want to improve and how could that be part of your action learning project?What small measurement project would help your organization create a measurement habit?What is your initial idea for an action learning project? – we’ll pause along the way for questions.
  • These are the measurement indicators that were on the baseline survey and have been used to guide the content of the peer learning groupsBut since the focus is on improving your measurement skills, I’m only go to measure and report on the three measurement indicators …….
  • Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
  • http://www.flickr.com/photos/lentzstudios/3878525551/
  • HubSpot Sources tool brings it all together!
  • Easy to collect, difficult to actionUse
  • http://www.flickr.com/photos/adobemac/2438960714/Defining Conversion: What percentage of referral traffic from Facebook (in general)?How many visitors are you getting from social sources and what is the difference in bounce rate? What data points to ignore because they’re crap?Two important Google Analytics Features: What: Advanced Segment and Customized URLSlick Tool – Advanced Segment: Allows you to filter your traffic by source by page– compare Twitter VS Facebook VS Total TrafficFocusing lensEasy way to compare value of Twitter and Facebook – easily just see the valueHow does the amount of time we spend on FB or Twitter generate referral traffic? Is this worth it?Evaluate the effectiveness of our actions Like Direct   How to do a simple A/B test? Learn More VS Take Action  How To Set Up Custom Links to Track whether Facebook/TwitterThe very simple approach for crawlers: Let’s see how much value social is providing in terms of getting people to click on a link on FB or Twitter that takes them to our web site. And once they are on our web site, did they do x – download a report or click on another link to a page with information about x.Walking StageWe want to compare two different messages during the same time period (A/B) to see how well it gets people to click from social to our web site.Can we increase the value of social media to test the best message:Learn More VS Take Action NowSet Up Custom Links – Bit.ly or Google Analytics Tool – you can remember what they were long term – what source you put it on.Put it on your ad, Tweet, or FB Post – anythingGo into google analytics – set up an advanced segment -- just looks at people who came from a specific source (e.g. custom link) - compare the raw numbers – and compare percent conversions 
  • http://www.flickr.com/photos/sfphotocraft/2393694683/sizes/l/Defining Conversion: Clicking through to link on your web site or downloading a report or filling out a formKnow about the action, desire to do the action, do the actionCell phone – hear it ring, ability to get your phone, motivation to pick it up
  • Conversion is about changing behavior. You won’t know it’s changed unless you can measure it.www.bjfogg.com
  • http://www.flickr.com/photos/mikebaird/3298842872/
  • How many visitors are you getting from social sources and what is the difference in bounce rate? Define Bounce Rate and Why ImportantI clicked, I saw, I pucked, I leftWhat is a “good” bounce rate? How to benchmark against yourself.
  • http://www.flickr.com/photos/mikebaird/3298842872/
  • About Advanced Segments: https://support.google.com/analytics/bin/answer.py?hl=en&answer=1033017
  • http://www.flickr.com/photos/mikebaird/3298842872/
  • The Leopold Leadership Program is a leadership development program for outstanding academic researchers.We provide them with frameworks, training & networking to help them translate their knowledge to action and catalyze change to address the world’s most pressing sustainability challenges.In 2011 we completed a strategic plan taking us from “Leopold 1.0” (focus = helping fellows work effectively with national media and Congress) to “Leopold 2.0” (focus = helping fellows work in a networked way on change initiatives from local to global scales).We are now overhauling our communications strategy to support this new way of working. Emphasis = peer-to-peer communications among fellows on off-the-shelf platforms (WordPress, LinkedIn, listserv, Twitter), rather than content produced & pushed out by staff.The action learning project you see here is the first step in a larger project: building the online community of practice for people who are teaching & learning environmental leadership in academe.In my coaching call with Beth, we fleshed out the full ladder of engagement for this vision. It made me realize that I need to focus initially on creating the content machine to start bringing the community together. Beth helped me scope out the tools & approaches you see here for getting that process going.(Walk through bullets; note team approach)We also fleshed out KPIs for both the initial phase & later phases [NEXT SLIDE]
  • This is our full ladder of engagement.For this project, we’ll be focusing on the first rung – the outcomes & KPI shown in blue.Once we’ve gone through a full month or so of publishing and measuring, we’ll use the data analysis (from “create” + some “consume”) to refine our editorial calendar & process As soon as we’re ready, we’ll move to the “Amplify” phase and incorporate Twitter & email subscription drives into the content creation processAll along, we’ll be looking for evidence of engagement, application of our content, and sharing as noted above.
  • http://www.flickr.com/photos/cgc/5259321/sizes/m/

Transcript

  • 1. Peer Learning Group 1: Measuring the Networked Nonprofit: Simple Recipes for Measuring ConversionPackard Foundation Grantees Learning Group Beth Kanter, Visiting Scholar Special Guest Bob Filbon, DoSomething Data Scientist
  • 2. Peer Learning Group 1: Measuring the Networked Nonprofit: Simple Recipes for Measuring Conversion Session 3: March 18, 2013 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  • 3. Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Please use *6 to Mute your conference line While we are waiting, play with the chat: Type in your Only the name, organization, and location. I’llmoderator do the roll call. Take this time to jotcan see you down notes in your wiki journal. chats
  • 4. Participants: Roll Call AAPIP American Civil Liberties Union American Leadership Forum - Silicon Valley Arts Council Silicon Valley Community Foundation Santa Cruz County *7 unmute COMPASS * 6 mute Exhale GlobalGiving Grantmakers for Effective Organizations Ibis Reproductive Health International Womens Health Coalition Kuumbwa Jazz Leadership Learning Community Leopold Leadership Program Marine Science Institute PACT Population Action International Roots of Change Stanford Social Innovation ReviewThe Encore Fellowships Network (hosted by encore.org) United Way Silicon Valley Upwell, incubated by Ocean Conservancy WildAid Young Invincibles
  • 5. This call is beingrecorded *2 Flickr Photo by Malinki
  • 6. Peer Learning Group 1: Measuring the Networked Nonprofit: Simple Recipes for Measuring Conversion Session 3: March 18, 2013 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  • 7. Beth Kanter and Stephanie Rudat
  • 8. Agenda • Reminders and Recap • Simple Recipes for Measuring Conversion • Bob Filbin • Action Learning Projects: Peer Share • Next Action Steps and Next Session Only the Tweet yourmoderator can insightssee you chats #netnon
  • 9. Peer Learning Program Outcomes • 50% (12) of participants design, implement, and document an action learning project that improve results of social media strategy through measurement • Participants generate six case studies of how nonprofits can measure social media effectively that are published on Beth’s Blog and/or presented during a call • 50% (12) of participants improve baseline level of maturity for one or more CWRF Measurement Indicators and average for group increases by .5 point
  • 10. Measurement Indicators: 50% improve at least one by .5 Score: 1.67 Score: 2.21 Score: 2.38
  • 11. The Wiki http://measure-netnon.wikispaces.com/ 24% updated journals by Feb. 1st 88% updated journals by March 15th
  • 12. Poll: Defining Your Action Learning Project Case Study Project Finished Implementing, Not Finished Designed, Not Implementing Started designing Not Started
  • 13. Poll: Defining Your Action Learning Project
  • 14. Poll Results: Defining Your Action Learning Project Making Progress on designing action learning projects! Take First Step Designing Begin Doing Doing, Not Done
  • 15. Poll: Defining Your Action Learning Project Case Study Project Finished Implementing, Not Finished Designed, Not Implementing Started designing Not Started
  • 16. Result KPI - MetricIncrease donations % reduction in cost per dollar raisedIncrease donor base % increase in new donorsIncrease number of % increase in volunteersvolunteersIncrease awareness % increase in awareness, % increase in visibility/prominence, Positive correlation between increase in donors vs. visibilityImprove relationships with % improvement in relationship scores,existing donors/volunteers % increase in donation from existing donorsImprove engagement with % increase in engagement (commentsstakeholders on YouTube, shares on Facebook, comments on blog, etc.Change in behavior % decrease in bad behavior, % increase in good behaviorChange in attitude about % increase in trust score or relationshipyour organization scoreIncrease in skills and Increase in revenue per employee,knowledge of staff Learning % employees understanding their roles and organizational mission
  • 17. Linking Results To KPIs To Associated Metrics
  • 18. Evaluating Your Associated Metrics Easy Hard Not Useful Useful
  • 19. Simple Recipes for Measuring Conversions from Social Media
  • 20. Bob FilbinData ScientistDoSomething.org@bobfilbin@DoSomething
  • 21. Defining ConversionA conversion occurs when a user takes a valuable action, such as…• Signing up for a campaign• Downloading a report• Donating A conversion usually involves the submission of a form with some user information.
  • 22. Increasing ConversionsBJ Fogg’s Three Steps to Action:1. Trigger2. Ability3. Motivation
  • 23. Tracking Social Conversions with Google Analytics 1. Sources 2. Advanced Segments 3. Custom Link TrackingAnswers Questions Like:• How much web traffic do we get from Social Media?• What are our best ads on Facebook?• Should we invest in many social media platforms, or concentrate on Facebook?• Next week, for my org… • How much time should I spend on Facebook? • How should I spend that time? Determines Resource Allocation
  • 24. Tracking Social Media Referrals by SourceGoogle Analytics > Traffic Sources > Sources > All Traffic
  • 25. Which Source Sends… - The Best Traffic? - The Most Traffic?
  • 26. Bounce Rate: What’s Good? Self-Comparison
  • 27. Tracking Social Conversions with Google Analytics 1. Sources 2. Advanced Segments 3. Custom Link TrackingAnswers Questions Like:• Which Social Media source leads to the most conversions?• Which Social Media source sends the highest quality visitors?
  • 28. Which Social Media Source Converts? Google Analytics > Content > Site Content > All PagesAbout Advanced Segments: https://support.google.com/analytics/bin/answer.py?hl=en&answer=1033017
  • 29. Which Social Media Source Converts?Google Analytics > Content > Site Content > All Pages
  • 30. Tracking Social Conversions with Google Analytics 1. Sources 2. Advanced Segments 3. Custom Link TrackingAnswers Questions Like:• Which Facebook post led to the most conversions? Which ad?• Should we say, “learn more” or “take action”?
  • 31. Tracking Individual LinksThe Toolhttp://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867How To Use Ithttp://www.socialmediaexaminer.com/google-analytics-custom-campaigns/
  • 32. Google URL BuilderGoogle Analytics > Traffic Sources > Sources > Campaigns
  • 33. Google URL Builder + Advanced Segments• Maintain a spreadsheet with all custom campaign URLs• Consistency in names: If you’re tracking Facebook wall posts, it’s important to pick a consistent name for the Campaign Source, such as ‘Facebook’, ‘facebook’, ‘FB’ or ‘fb’• Use an underscore to separate multiple words in a string. Instead of inputting ‘wall post’ as a parameter, enter ‘wall_post’.
  • 34. A/B Testing on Facebook in 5 Steps1. Create two ads for Facebook, only changing one variable. For example, the link to your website could say “Take Action” or “Learn More”2. Set up custom tracking links with Google URL Builder3. Set up advanced segments for each custom link on Google Analytics4. Make sure your “thank you” page has a unique URL5. For the actual link in the post, put the custom tracking link through a link shortener, such as Bitly
  • 35. Questions?Bob FilbinData ScientistDoSomething.org@bobfilbin@DoSomething
  • 36. Action Learning Project: Design Template • GOAL • ORGANIZATIONAL CONSENSUS • AUDIENCE DEFINITIONS • SMART GOALS/KEY PERFORMANCE METRICS • BENCHMARKS • COSTS • TOOLS • INSIGHTS GEO Leopold Leadership Leadership Community
  • 37. Action Learning Project: Leopold Leadership ProgramGoal: Build the “content creation machine” to gather ouronline community of practiceAudience: Academics who are teaching and learningenvironmental leadership developmentInvolves:• Establishing a practice of editorial calendar planning, starting with our blog (identify 10-12 topics of greatest interest to audience; develop templates for posts; use “Idea dashboard” and calendar template)• Using a team approach (establish beats; share templates with writers; make assignments; provide technical assistance; manage workflow)• Tracking *consume, amplify, and engage metrics to see what content performs well
  • 38. Action Learning Project: Leopold Leadership Program Ladder of Engagement Outcomes KPI Number of blog posts per month Create What is a doable publishing schedule? What is the frequency of publication? Word length Past data from newsletters – teaching/learning How many writers: ~dozen Unique views of blog posts Consume Subscribers Tweets Amplify Retweets Comments on posts Engage User surveys Apply content Number of blog posts or comments that discuss how Share lessons the writer applied learning
  • 39. Action Learning Project: Grantmakers for EffectiveOrganizations (GEO) • GEO’s Mission: Understanding that grantmakers are successful only to the extent that their grantees achieve meaningful results, GEO promotes strategies and practices that contribute to grantee success. • Action Learning Project: Establishing a LinkedIn group with active contributions from our members • Much of GEO’s work focuses on sharing best practices, knowledge and stories from across the sector. LinkedIn was good fit for a social network to enhance this.
  • 40. Action Learning Project: Grantmakers for EffectiveOrganizations (GEO Goals KPI To share best practices, knowledge, news, and timely • # of posts by members of the group resource (blog posts, studies, etc) between members • # of comments • # of members that participate that haven’t participated on GEOList (our listserv) • # of summaries from discussion on LinkedIn shared on the GEOList To increase engagement between staff and members • # of comment threads where is a direct exchange between staff before or after face-to-face conferences and other offline and members events • # of “likes” of staff posts • Audience • Professionally focused • Many not social media savvy • Already active on GEONews (listserv) • Benchmarks: 5 new conversations/week from at least 3 individuals; more than 500 members • Measurement methodology • Updating spreadsheet weekly with KPI’s • Using other measurements to inform content (ex. job titles of group members, using Bit.ly to identify popular links)
  • 41. Action Learning Project: Leadership Learning Community We are a national nonprofit organization transforming the way leadership development work is conceived, conducted and evaluated, primarily within the nonprofit sector. We focus on leveraging leadership as a means to create a more just and equitable society. We are going to focus our project on our upcoming national meeting, Creating Space.
  • 42. Description KPI Primary channel is email. Testing calls to Goal 1: Registration action from emails - Register 80 People what works best to convert to subscription Promote subscription Grow List to 4,000Goal 2: Build Email List through social (currently at 3,500) media, blog, webinars 12% increase Give registration codes to design group and encourage them to Goal 3: Influencer promote to their Drive 20 Registrations channels, track conversions Twitter chat before the 50% of registered event, promote the attendees engage Goal 4: Engagement hashtag during and before, during, and after the event after
  • 43. Action Learning Project: Leadership Learning Community • Audience: Leadership development programs, funders, evaluators, researchers and consultants • Benchmarking: Registration target based on previous conference. The other targets are estimates based on similar promotional campaigns (i.e. publication launch) • Measurement methodology: – Registrations: Brown Paper Tickets – List Building: Constant Contact – Influencer: Brown Paper Tickets, bit.ly, Rowfeeder – Engagment: HootSuite, Rowfeeder
  • 44. Action Learning Project: Reflection • What do you need to implement your action learning project? *6 mute Type into Chat * 7 unmute Only the moderator can see you chats
  • 45. Next Session April 15, 2013 1:00 PM PST Virtual Tool Box Share Session – Use PPT Slide Template Spreadsheet Gallery Share – share on wiki or email to me Continue to implement action learning project Need help? Book a coaching session (I’m adding dates) https://my.timedriver.com/4QHZG