5. Maturity of Practice Framework: Networked Nonprofits
If you can’t fly then run, if you can’t run then walk, if
you can’t walk then crawl, but whatever you do you
have to keep moving forward.”
6. CRAWL WALK RUN FLY
Where is your organization?
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
7. Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices Average
CULTURE Networked Mindset 2.3
Institutional Support 1.5
CAPACITY Staffing 1.8
Strategy 1.5
MEASUREMENT Analysis 1.5
Tools 2.0
Adjustment 1.8
LISTENING Brand Monitoring 1.5
Influencer Research 1.3
ENGAGEMENT Ladder of Engagement 1.5
CONTENT Integration/Optimization 1.8
NETWORK Influencer Engagement 2.0
Relationship Mapping 1.3
1 2 3 4
0.0 0.5 1.0 1.5 2.0 2.5
Arts & Cultural Alliance of
Central Florida
LA Stage Alliance
The Alliance of Resident
Theatres/New York
Austin Creative Alliance
Theatre Bay Area
C4 Atlanta
All Indicators
9. 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
19. HSUS Analysis Process:
• Everyone gathers their data
• We sit in a room and analyze it
• The project manager develops a report of
“what we did/what we learned/what we
recommend for next time “+ data
Scaling Data-Informed
20. Jogging!
2011: Not Using Source Codes for
All Campaigns To Measure Social
Media Conversion
2013: Using Source Codes for All
Campaigns To Measure Social
Media Conversion
25. 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
Measurement Pilots: Small Steps
26. 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
31. Outcomes 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,
Positive correlation between increase
in donors vs. visibility
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
Increase in skills and knowledge of
staff Learning
Increase in revenue per employee,
% employees understanding their
roles and organizational mission
33. Goal: Grow the Movement
MomsRising is building a strong multicultural movement of people who
care about family economic security and well-being.
Need To Know KPI
Are we adding new members? Increased New Members
Are we losing members? Decreased Lapsed Members
Are we diversifying
membership?
Number of Collaborations
with multicultural orgs
Measuring Your Content: Flying
44. Step 7 – Analyze Results
Joyful Funerals Metrics Mondays
Specific Time for Reflection and Improvement
45. Is the time you
are spending on
social media
worth it?
46. Be honest – Social
Media is not “free”
Be transparent
Given your
investment, are
your expected
results reasonable?
Compare alternate
ways to achieve
goals
How much did it cost?
47. Was Your Time Worth It?
Traffic Referral: Unique Views
Look at Results Against Amount of Staff Time
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
January February March April
Uniques
Twitter Referring Traffic
Facebook Referring Traffic
48. 1. Measure in context – don’t ever collect data
unless you can connect it to your goals
2. Have measurement discipline
3. Pick the right measurement tool for the job
4. Build measurement capacity within your
organization
5. Uses measurement pilots to create a habit
of collecting and apply data and to learn
6. Do the is it worth it math!
Improving Your Measurement Practice!
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
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/
Bob Filbin from DoSomething is here at this meeting – so if you want more details be sure to talk to him today – and he can tweet more detailsDoSomething has a mission to get 1.5 million teens active on social change campaigns by 2015My talk from TED last year sort of summarized the whole thing. (Its only 5 mins.)Basically, it is a help line for kids by text. Terrific to give them support via a mechanism they prefer. Its private (noboy hears you talking.) Blah blahblah.But what makes this a baller idea? The data! We're going to be using natural language tagging (from the MIT Media Lab) to makr key words in real time--and map out youth issues. We'll finally have real data on every youth issue, every zip code, time of day, etc. This information will change EVERYTHING.
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.”
This is an example of a recent campaign to help reduce the number of dogs/cats being killed in kill sheltersResearch found that this was happening because many aren’t posting good photos on social networks and the internetThey created an app to recruit “furtographers”
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.
-Humane Society of US – Carie Lewis participated in the SXSW in 2009 and in 2013 we did the session again at SXSW-HSUS is an early adopter of social media – and in many areas of practice is flying, although they self-assessed their measurement practice at walking to running …-They have org wide KPIs for their social media – customer service wins, fundraising, and actions taken – plus associated metrics that help figure out whether their digital campaigns and social media integration is helping to push the needle on the KPIS
One reason is more cultural than anything else … Data collection is consistent – walking stage, and they are getting to running – getting data to be shared among departments.They have a cross-functional team in place with social media/digital in different departmentsThey have established regular 9 minutes meetings to debrief on campaigns, use a template/common language to collect data.
So, one of their KPIs is donations $ - but if their web department is not going to use source codes – how can they measure conversions from social media traffic referral? In 2011, they didn’t. Through the 9 minute meetings, web team began to understand the importance of doing this – and now can accurately track conversions from social media traffic referral – and make adjustments. They use a report template for all campaigns, all departments – right now a simple word document that summarizes data from excel – from free or low cost tools such as Google Analytics, FB Insights, Twitter Analytics, and Convio. They do an after action review for each campaign, write down what worked and what didn’t and use those reports when planning the next campaign.
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 “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
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/
1. Look Within Your Walls: The first place to look is down the hall or ask at your next board meeting. There may be someone in another department who is a data nerd with expert excel skills. Ask around. Or maybe you have a board member who works in the business world and is or has connections to people who work in finance, market research, or analytics.2. Recruit Through LinkedIn Board Connect: Earlier this fall, LinkedIn launched “Board Connect” that can facilitate recruitment of new board members or volunteers with professional skills. I’ve said this many times, but if I was running a nonprofit today, I would sign up for this service and put together an advisory group of data nerds to help with my data and measurement needs.3. Get Free Help with Your Google Analytics: TheAnalysis Exchange has a goal to “dramatically increase the number of people on Earth doing web analytics the right way.” They provide free web analytics consulting to non-profits and NGOs around the world by matching analytics professionals, students, and charities. The team works on a practical project that take less than four weeks to complete.They are teaching digital measurement best practices by connecting great causes with experienced mentors and motivated students.4. Find a Data Scientist with a Heart: Data Scientists are in high demand and have an unusual skill set, including: data jujitsu skills (combine data from different places, clean it, analyze it, and make sense of it). The organization, DataKind, has the goal of matching Data Scientists with nonprofits to help them better use their data. So, if you have a pile of data in spreadsheets that hasn’t been analyzed, go find your organization a data scientist.5. Get Training : NTEN is offering regular webinars on the topic of how nonprofits can effectively use data. Leap of Reason offers toolkits for boards, nonprofits, and foundations on “do it yourself” outcomes based measurement. Or if you are good self-learner and just need to learn a few techniques for creating charts in excel, here’s some terrific video tutorials.6. Read Sector Blogs That Cover Data: If you want to stay current on data in the nonprofit and philanthropic sector, the best place to go is Lucy Bernholz’s Philanthropy 2173 Blog. Start with this this post about Data as a buzz word, subscribe to Lucy’s blog, and read ”Navigating the New Social Economy.” Another place to keep current on data is Markets for Good, an initiative to discover how the social sector can better use and share information to improve outcomes and change lives. NTEN is also publishing blog posts, articles, and reports and a good place to start is their September NTEN Journal issue on data.7. Hire A Consultant: NTEN’s annual nonprofit technology conference and other events, you will find an ecosystem of consultants who do measurement, data analysis, and other skills required to make sense of your data. If you are looking for an evaluation specialist, check out the American Evaluators Association directory. Or ask around for consultants that your colleagues have used. (And my co-author, KD Paine, has been doing measurement consulting for nonprofits and businesses for over 25 years)8. Become Someone’s Homework: If you have a college or university in your town, why not become someone’s homework? Both my books, “Networked Nonprofit,” and ”Measuring the Networked Nonprofit” has been added to the syllabus of many college courses – from nonprofit management survey courses, philanthropy, communications, measurement, and more. I speak to college students regularly, many times through skype like this group of students in Indiana this past month who shared stories about their internships which often included measurement and spreadsheets. Some courses, like this one for nonprofits and communications taught by my colleague Shonali Burke, often include a student project working with a nonprofit.9. Attend a Data or Measurement Panel at Your Next Nonprofit Conference or Networking Event: This month, the Independent Sector had a packed house for the Data 360 Panel and put together this set of resources. Last year, there was a panel at the NTC on Nonprofit Data Visualization and there will be many more in 2013. If you go to a session at a nonprofit conference, you will probably not only find data nerds presenting, but the room might just be packed with them too.So, if you are not using data or measurement because your organization does not have someone with the skills, there are ways around this challenge! Has your organization from a data nerd to help you? What’s your story?15 Responses
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 …
