Measuring Success
When Profits Are Not the
     Bottom Line
        Emira Mears | Partner
   Raised Eyebrow Web Studio, Inc...
What Do We Mean by ROI?
• Created in 1920s to measure
  performance & profit margin in industry

• Evaluation process looki...
Business Vs. Non Profits
Traditional ROI Variables
• Profit
• Cost of Doing Business or Cost of Goods


Non Profit ROI Variab...
Business Vs. Non Profits
How are they similar?

• Both share a need to measure success in
  reaching larger goals
• In orde...
Value of ROI for Non Profits

• Getting organizational/leadership
  buy-in
• Grants/Funding
• Increase strategic use of res...
Measuring ROI for Non Profits
Quantitative
        Donations
    •

        Volunteers
    •

        Page Views/Site visit...
Measuring ROI for Non Profits
Qualitative

        Awareness Raising
    •

        Numbers of Views vs. Level of Influence
...
Value of Internal Resources
    Can not be underestimated
•

    Resources are often scare and should be
•
    used strate...
Quantitative Measurement Tools
Google Tools
• Set up Goals as you might with E-commerce
• Time spent on site
• Trafficed pa...
Quantitative Measurements Tools
Memberships
• List growth
• Member engagement/volunteering etc.
• New vs. Longterm


Email...
Quantitative Measurements
Social Media Metrics:
  – Twitter
     • Followers
     • Retweets
     • Hash Tag tracking
  – ...
Qualitative Measurements
Listen to what people are saying not just how often/how much

   – Observe, record and analyze
  ...
Metrics & Benchmarks
    Track before and after data
•

    – What will success look like for your
      organization?
   ...
What Next?
Listen, Learn, Adapt
    Don’t be afraid to tweak/evolve over the
•
    course of your measurements
    Increme...
Case Studies
Measurement Tools
Q: So what metrics should you use?
A: Anything that helps you measure
whether or not you’re reaching you...
Quantitative Tools

• Google                 • RSS
  •   Analytics/Goals     •   Feedburner
  •   Blog Searches       •   ...
Qualitative Tools

• Surveys/Feedback
• Scanning/reading comments
• Google keyword searches
• Listen & Learn
Compiling Data

• Track progress & document
  learnings
• Story telling: combine the hard
  data with the qualitative
• Do...
Resources & Links
•   NTEN Benchmarks: www.nten.org/research

•   Social Media Metrics: www.thesocialorganization.com/
   ...
Measuing ROI When Profit Is Not The Motive
Measuing ROI When Profit Is Not The Motive
Measuing ROI When Profit Is Not The Motive
Measuing ROI When Profit Is Not The Motive
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Measuing ROI When Profit Is Not The Motive

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This presentation was delivered at the Calgary Web Strategy Summit in May of 2009. The presentation description is as follows:

What metrics do you use when the bottom line for an organization is not measured in profit margins or sales figures? Raised Eyebrow Web Studio Inc has specialized in working with the non-profit sector since 2000 to create organizational websites, online campaigns and to develop online communications plans that base their success criteria outside of the more traditional return on investments metrics. In the non-profit sector, resources are often
limited (both financially and staffing) which can influence how decisions are made about
resource investment for online communications, impacting everything from ongoing content development to engagement strategies for Web 2.0 activities within an organization. Whether or not resources are limited the bottom line in a non-profit situation is not the same as those in the corporate world. Over their years of working in the sector, Raised Eyebrow has developed alternative frameworks to aid their clients in measuring success outside of the profit motive.

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Measuing ROI When Profit Is Not The Motive

  1. 1. Measuring Success When Profits Are Not the Bottom Line Emira Mears | Partner Raised Eyebrow Web Studio, Inc. emira@raisedeyebrow.com Twitter: @emiramears Google Profile: emiramears
  2. 2. What Do We Mean by ROI? • Created in 1920s to measure performance & profit margin in industry • Evaluation process looking and pre & post implementation metrics (very difficult to measure after if you don’t measure first) • Measuring Cost, Benefit & Value
  3. 3. Business Vs. Non Profits Traditional ROI Variables • Profit • Cost of Doing Business or Cost of Goods Non Profit ROI Variables • Operating Costs • Donations & Revenue • Engagement & Awareness
  4. 4. Business Vs. Non Profits How are they similar? • Both share a need to measure success in reaching larger goals • In order to measure ROI you need to know your goals ahead of time
  5. 5. Value of ROI for Non Profits • Getting organizational/leadership buy-in • Grants/Funding • Increase strategic use of resources • Process enables learning
  6. 6. Measuring ROI for Non Profits Quantitative Donations • Volunteers • Page Views/Site visits • Take Action #s • Email Sign-ups • Twitter activity/hash tags • Facebook Activity •
  7. 7. Measuring ROI for Non Profits Qualitative Awareness Raising • Numbers of Views vs. Level of Influence • Resources reallocated • Investigating not just changes in • understanding but changes in actions/ behaviors of your audience
  8. 8. Value of Internal Resources Can not be underestimated • Resources are often scare and should be • used stratetically Good ROI/Strong Analysis should enable: Streamline processes & ability to be more • strategic about outreach
  9. 9. Quantitative Measurement Tools Google Tools • Set up Goals as you might with E-commerce • Time spent on site • Trafficed pages • Benchmarks and trends (1 month, 3 months, 6 months, etc.) Donations • Online vs. Offline • E-Newsletter vs. Traditional Mail Out • Campaign Comparisons
  10. 10. Quantitative Measurements Tools Memberships • List growth • Member engagement/volunteering etc. • New vs. Longterm Email List/RSS Subscribers • List size & #s • Multi-variant testing for emails • Open rates and click throughs 10
  11. 11. Quantitative Measurements Social Media Metrics: – Twitter • Followers • Retweets • Hash Tag tracking – Facebook • Members/Fans • Wall Posts/Comments • Funds Raised – Other • MySpace, Second Life, etc.
  12. 12. Qualitative Measurements Listen to what people are saying not just how often/how much – Observe, record and analyze – Use monitoring tools to gather data • Custom RSS feeds • Hash tags • Delicious.com – Create a media citation style report – Don’t be afraid to go after the negative info – Share within the organization and elevate important info right to the key staff person
  13. 13. Metrics & Benchmarks Track before and after data • – What will success look like for your organization? – Set metrics that match your goals Look to see what others are doing that is similar • Industry benchmarks may apply • Be sure to save/document all the data you are • collecting to build your own benchmarks
  14. 14. What Next? Listen, Learn, Adapt Don’t be afraid to tweak/evolve over the • course of your measurements Incremental change can be less risky • Ask users for feedback and have the capacity • to evolve/change quickly 14
  15. 15. Case Studies
  16. 16. Measurement Tools Q: So what metrics should you use? A: Anything that helps you measure whether or not you’re reaching your goal. 20
  17. 17. Quantitative Tools • Google • RSS • Analytics/Goals • Feedburner • Blog Searches • Stats • Custom searches/ RSS Feeds • Facebook • Twitter • Page/Group Stats • Members/Fans • Hashtag.org • Bit.ly/ Hootsuite.com
  18. 18. Qualitative Tools • Surveys/Feedback • Scanning/reading comments • Google keyword searches • Listen & Learn
  19. 19. Compiling Data • Track progress & document learnings • Story telling: combine the hard data with the qualitative • Don’t get overwhelmed with data/collection
  20. 20. Resources & Links • NTEN Benchmarks: www.nten.org/research • Social Media Metrics: www.thesocialorganization.com/ social-media-metrics.html • Setting up Google Goals: www.google.com/support/googleanalytics/bin/ answer.py?hl=en&answer=55515 • 10 Must Track Google Analytics: www.webanalyticsworld.net/2009/03/10-must-track- google-analytics-goals.html • Twitter Search Operators: search.twitter.com/operators • Social Media & Non Profits: www.bethkantor.org

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