Becoming a Data Informed Nonprofit - Beth Kanter Webinar

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Nonprofits spend considerable time creating and curating content to share on Twitter, Facebook, and other social networks. But most groups aren’t properly measuring whether these efforts are worth the …

Nonprofits spend considerable time creating and curating content to share on Twitter, Facebook, and other social networks. But most groups aren’t properly measuring whether these efforts are worth the time and cost. And it can seem like a daunting task to put together an effective strategy for collecting and analyzing data about your social-media efforts.

How does one know where to begin? Beth Kanter, co-author of Measuring the Networked Nonprofit, will discuss how to measure the return on social-media investments with a FREE WEBINAR.

During this free webinar, you’ll learn how to:

• Do more than just count friends and followers.
• Explore how to identify what data is available.
• Collect and analyze these numbers so that you can make smart decisions about your social-media strategies.

Beth Kanter, co-author of Measuring the Networked Nonprofit, will teach this webinar.

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  • 1.  Be  Networked,    Use  Measurement,    and  Make  Sense  of  Your  Data    Beth  Kanter,    Author,    Blogger,  and    Master  Trainer    June  13,  2013  Salesforce  Founda>on    
  • 2. Beth  Kanter:    Master  Trainer,  Author,    and  Blogger  @kanter  
  • 3. Who  are  you?  ANSWER  THE  QUESTIONS  ON  THE  ONLINE  POLL    .…    Budget  Size  Social  Media  ImplementaOon  Currently  Measure?  
  • 4. Networked  Nonprofits  Data  Informed  How  To  Measure  Agenda  #netnon    Ask  your  ques>on  in  the  chat    
  • 5. Maturity  of  PracOce  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 FLYWhere is your organization?Linking Social withResults andNetworksPilot: Focus oneprogram or channelwith measurementIncremental CapacityLadder ofEngagementContent StrategyBest PracticesMeasurement andlearning in all aboveCommunicationsStrategyDevelopmentCulture ChangeNetwork BuildingMany Free Agents work foryouMulti-Channel Engagement,Content, and MeasurementReflection and ContinuousImprovement
  • 7. Maturity  of  PracOce:    Crawl-­‐Walk-­‐Run-­‐Fly  Categories   PracOces   Average  CULTURE   Networked  Mindset   2.3  Ins>tu>onal  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   Integra>on/Op>miza>on   1.8    NETWORK   Influencer  Engagement   2.0       Rela>onship  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  Aus>n  Crea>ve  Alliance  Theatre  Bay  Area  C4  Atlanta  All  Indicators  
  • 8. The  Data  Informed  Nonprofit  
  • 9. Crawl Walk Run FlyLacks  consistent  data  collec>onData  collec>on  consistent  but  not  sharedData  from  mul>ple  sourcesOrg  Wide  KPIs  No  repor>ng  or  synthesisData  not  linked  to  results,  could  be  wrong  dataSystem  and  structure  for  data  collec>onOrganiza>onal  Dashboard  with  different  views,  sharingDecisions  based  on  gut Rarely  makes  decisions  to  improveDiscussed  at  staff  mee>ngs,  decisions  made  using  itData  visualiza>on,  real-­‐>me  repor>ng,  formal  reflec>on  processCWRF:    Becoming  Data  Informed:  What  Does  It  look  like?      Analysis  Tools  Sense-­‐Making  
  • 10. Data-Informed Culture: It starts from the top!Do  Something.org  
  • 11. Data Nerds Partner with Staff
  • 12. Tear down those silos and walls around data …
  • 13. More time think about that the data, then collect it
  • 14. Video  
  • 15.    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  >me  “+  data      Scaling  Data-­‐Informed  
  • 16. 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  
  • 17. 020000400006000080000100000120000140000Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna140,000120,000100,00080,00060,00040,00020,000
  • 18. 020000400006000080000100000120000140000Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna140,000120,000100,00080,00060,00040,00020,000
  • 19. 133,167745,0301,683,6700200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,0001,800,000Shark Week 2010 Shark Week 2011 Shark Week 2012One  Metric  That  Maers:      Increase  Shark  ConservaOon  ConversaOon  
  • 20. Audience:    Ar>sts  and  people  in  their  community    Show  the  human  face  of  ar>sts,  remove  the  mys>que,  get  audience  to  share  their  favorites,  connect  with  other  organiza>ons.          Focused  on  one  channel  (Facebook)  to  use  best  prac>ces  to:      Increase  engagement  by  comments  per  post  Conversa>ons  that  made  the  organiza>on  more  accessible    Increase  enrollment  in  classes  and  ajendance  at  events    10%  new  students  /ajenders  say  they  heard  about  us  through  Facebook  Measurement  Pilots:    Small  Steps  
  • 21. Crawl Walk Run FlyLacks  consistent  data  collec>onData  collec>on  consistent  but  not  sharedData  from  mul>ple  sourcesOrg  Wide  KPIs  No  repor>ng  or  synthesisData  not  linked  to  results,  could  be  wrong  dataSystem  and  structure  for  data  collec>onOrganiza>onal  Dashboard  with  different  views,  sharingDecisions  based  on  gut Rarely  makes  decisions  to  improveDiscussed  at  staff  mee>ngs,  decisions  made  using  itData  visualiza>on,  real-­‐>me  repor>ng,  formal  reflec>on  processCWRF:    Becoming  Data  Informed:  What  Does  It  look  like?      Analysis  Tools  Sense-­‐Making  
  • 22. Where  is  your  organiza>on?    CRAWL  WALK  RUN    FLY  
  • 23. How  To  Improve  Measurement  PracOce  •  Measurement  discipline  •  Iden>fy  small  pilots  and  iterate  •  Learn  and  improve  
  • 24. Goal  Audience  Cost  Benchmark  KPI  Tool  Insight  The  7  Simple  Steps  of  Measurement  
  • 25. Define  Success,  Pick  The  Right  Data  Point  
  • 26. Outcomes   Metric  Increase  donaOons   %  reduc>on  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,  Posi>ve  correla>on  between  increase  in  donors  vs.  visibility  Improve  relaOonships  with  exisOng  donors/volunteers  %  improvement  in  rela>onship  scores,  %  increase  in  dona>on  from  exis>ng  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  aatude  about  your  organizaOon    %  increase  in  trust  score  or  rela>onship  score  Increase  in  skills  and  knowledge  of  staff  Learning  Increase  in  revenue  per  employee,  %  employees  understanding  their  roles  and  organiza>onal  mission    
  • 27. Hooking  Up  Your  Measurement  Dashboard  
  • 28. Goal:  Grow  the  Movement        MomsRising  is  building  a  strong  mulOcultural  movement  of  people  who  care  about  family  economic  security  and  well-­‐being.            Need  To  Know KPIAre  we  adding  new  members? Increased  New  MembersAre  we  losing  members? Decreased  Lapsed  MembersAre  we  diversifying  membership?Number  of  Collabora>ons  with  mul>cultural  orgsMeasuring  Your  Content:    Flying  
  • 29. Website  Metrics  Growing  the  Movement:  Web,  Email,  Social  Media  Metrics  
  • 30. What  do  you  not  need  to  collect?    Easy   Hard  Useful  Not  Useful  
  • 31. The  Tools  
  • 32. •  Sen>ment  •  Themes  •  Messaging  Content  Analysis  •  Antudes  •  Preferences  •  Behavior    Survey  Research  •  Reach  •  Engagement  •  Ac>on  Analy>cs  Pick  the  Right  Tool  for  the  Job  
  • 33. hjp://www.bethkanter.org/datanerds-­‐nonprofits/  The  Skills  
  • 34. Use  Your  Data  For  Decision-­‐Making  
  • 35.  Start  Small  
  • 36. Review your Spreadsheet for 20 MinutesLook  for  pajerns  
  • 37. Step  7  –  Analyze  Results  Joyful  Funerals   Metrics  Mondays  Specific  Time  for  ReflecOon  and  Improvement  
  • 38. Is  the  Ome  you  are  spending  on  social  media  worth  it?  
  • 39. 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?  
  • 40. Was  Your  Time  Worth  It?  Traffic Referral: Unique ViewsLook at Results Against Amount of Staff Time0  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  Twijer  Referring  Traffic  Facebook    Referring  Traffic  
  • 41. 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  organizaOon  5.  Uses  measurement  pilots  to  create  a  habit  of  collecOng  and  apply  data  and  to  learn  6.  Do  the  is  it  worth  it  math!  Improving  Your  Measurement  PracOce!    
  • 42. Thank  you!  www.bethkanter.org  www.facebook.com/beth.kanter.blog  @kanter  on  Twijer    QuesOons!