Measurement is Not Counting: Social Media & Return on Investment, presented by Beth Kanter


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You are actively using Facebook or Twitter or LinkedIn or a blog as part of your organization’s marketing or fundraising strategy. But do you know what your audience wants from you? Are you measuring how effective you are with these tools? Can you answer your boss’s or board’s questions about the value of spending time on social media? How do you know social media is a good investment and that you are getting strong results? Beth’s session addresses how to measure social media return on investment, including a strong framework and practical tips to measure and refine your social media tactics.

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Measurement is Not Counting: Social Media & Return on Investment, presented by Beth Kanter

  1. 1. Measurement is Not CountingPrinciples for Social Media and ROI<br />Beth Kanter<br />
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  3. 3. Share Pairs<br />
  4. 4. Speed Dating<br />Name, Title, Organization<br />How is your organization using social media?<br />Share a social media success story<br />What is your biggest challenge as it relates to social media, measurement, and ROI? <br />Flickr Photo by John K <br />Report: Popcorn and Twinkle<br />
  5. 5. Principles of Social Media Measurement and ROI<br />Photo by Miriam<br />
  6. 6. 1. Integrate measurement into strategy and practice<br />
  7. 7. Nonprofit and Social MediaMaturity of Practice Model<br />Capacity Building in Best Practices<br />
  8. 8. 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.”<br />Inspiration<br />
  9. 9. Where to focus …<br />Social Media Strategy<br />SMART Objectives<br />Audience<br />Listening<br />Experiments/Pilots<br />Integrate Social Media Strategy<br />EngagementContent<br />Communications Strategy<br />Culture Change<br />Multiple Channels<br />Reflection/Improvement<br />Network Building<br />
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  11. 11. BuildNetwork<br />Participate<br />Listen<br />Promote<br />Publish<br />Low Engagement<br />Content Intensive<br />No Engagement<br />Broadcast/Share<br />High Engagement<br />+<br />+<br />+<br />+<br />15 min/day<br />20 min/day<br />30 min/day<br />3-5 hrs/wk<br />5-10 hrs/wk<br />Original concept by Beth Kanter – remix by Aliza Sherman<br />
  12. 12. Goals:1.    To promote Independent Sector with “non-attending audiences” through attendees’ social media mentions2.    To capture summaries of the 2010 conference to show the richness of the content as a means to promote the event for 20113.    To test pilot social media at the conference and to capture lessons learned and ideas for future social media efforts<br />Metrics for Success1.    Seven bloggers and seven Tweeters are identified and recruited to cover the event2.    Content from seven sessions is posted to the IS blog or other blogs3.    The number of retweets using the hashtag #ISconf increases from 20094.    The team gains social media  experience and insights about social media practice <br />WALK<br />
  13. 13. Social Media strategy is part of integrated communications strategy.<br />Track Awareness: Share of Conversion About Hunger<br />Conversions for advocacy <br />(Child Nutrition Bill) and donations<br />Cross Department Dashboard<br />KPI: Linked to Job Performance<br />FLY<br />
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  15. 15. Share Pairs: What is your measurement, strategy, and practice? Crawl, Walk, Run, Fly – and why?<br />
  16. 16. 2. Measurement at the beginning, not the end<br />
  17. 17. Start with a SMART Social Media Objective<br />
  18. 18. SMART Social Media Objectives<br />1. How many?<br />2.By when?<br />
  19. 19. IQ TEST: What objective SMART?<br />Recruit 40 organizations to join our LinkedIn organization page by June 30, 2012<br />Set up LinkedIn organization page<br />
  20. 20. Results<br />Acquire 100 new donors through social media channels by June 30, 2012<br />Tactical Increase likes and comments with fans on Facebook to 3 comments per post by June 30, 2012<br />Capacity<br />Create one video per month to tell stories about the impact of our organization by January, 2012.<br />Integrate social media across organization staff and board to use it reach goals by September 30, 2012<br />Examples: SMART Social Media Objectives<br />
  21. 21. Share Pairs: What’s your organization’s SMART social media objective?<br />
  22. 22. It isn’t about getting all A’s <br />or FAIL<br />
  23. 23. Cut the Salami into Smaller Pieces<br />
  24. 24. 3. Use Benchmarking To Measure in Context<br />
  25. 25. Compare to your past performance<br />
  26. 26. Use industry studies<br />
  27. 27. DYI Benchmark Study of Peers<br />
  28. 28. Intent: Raise brand awareness<br />Objective: By December, 2011, we will increase the number of Fans who "Like" us on Facebook by 500 <br />What’s your current baseline: How many Fans does you have now? <br />Compare To: Peer Organization Benchmark Median Number of FB Fans: 1600 per peer benchmarking study<br />
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  31. 31. 4. Pick the right metrics to track your SMART objective and track over time<br />
  32. 32. Awareness: Views, Percent of Conversation, Likes<br />
  33. 33. To get 1000 Facebook fans to test their blood sugar and update their status on World Diabetes Day<br />To get 75,000 views on YouTube video<br />
  34. 34. Attitude: Sentiment<br />
  35. 35. Shared best practices<br />Discovered they could learn from each other<br />Shared listening<br />Coordinated Twitter campaign<br />Increase pro climate action Twitter hashtag #climate action by 25% <br />
  36. 36. Action/Behavior Change: Conversions<br />
  37. 37. Wisdom of the Crowds Meets Person-to-Person Fundraising<br />To convert 10% of Facebook fans into Spay Day Donors on Spay Day<br />To raise $500,000 from Spay Day donors on Spay Day<br />To get 5000 people to enter the Spay Day photo contest<br />
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  39. 39. 150 people will stop smoking for 6 months by December, 2011<br />
  40. 40. Getting Started? Spreadsheet Aerobics: Begin with 2-3 data points<br />
  41. 41. Pick the Right Metrics<br />
  42. 42. Measure the Whole Ladder of Engagement<br />
  43. 43. 5. Pick the right tool for the job, set up a dashboard, and collect data regularly<br />
  44. 44. There are many free, low cost , and professional social media analytics and measurement tools ..<br />
  45. 45. Dashboards Are Your Best Friend<br />
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  47. 47. 6. <br />6. Consider both tangible and intangible values<br />6. ROI: A Continuum of Value <br />
  48. 48. Tangible and Intangible Value<br />
  49. 49. How much income?<br />How much time?<br />What the ROI?<br />And he wants to know …..<br />Photo by edyson<br />
  50. 50. It’s a continuum of value<br />KD Paine<br />
  51. 51. Continuum of Value: <br />Crawl, Walk, Run, Fly<br />Results<br />Impact<br />Investment<br />Interaction<br />Insight<br />Number of Months Strategy, Measure, Improve<br />
  52. 52. Translate Value Into Financial<br />More timely and accurate public health messaging communities. and more efficient use of staff time<br />Booking appointments<br />Answering public health questions<br />Less time on phone or other channels<br />More effective services to audienceAccurate and timely health information, less spreading of diseaseMore timely customer service in answering questions, booking appointmentsGenerates positive word of mouth<br />Ease of communication with journalists <br />More press coverage, less staff timeLess paper, less email<br />
  53. 53. “People regard our program as honest and informative. After almost two years on the social media front, we’ve developed a good system to get timely and accurate public health messaging to our communities. We firmly believe that our presence on social media sites has really enhanced our communication with the media and public.<br />Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tough economic times, SLVHD rose to the occasion and found innovative, cost effective ways to communicate with our community. “ - VannaLivaditis, New Media Coordinator<br />
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  55. 55. You want me to Tweet and measure it too? And Track my time?<br />Track your time, don’t waste it …<br />
  56. 56. Translate into numbers ……<br /><ul><li>Compare the total costs </li></ul>of different solutions<br /><ul><li>Compare the total costs </li></ul>with the value<br /><ul><li>Compare the costs </li></ul>of not doing the project <br /><ul><li>Identify pilot goal to identifycost/benefit</li></li></ul><li>Share Pairs: Identify the value of your social media strategy. What are the tangibles? Intangibles? What are the costs? <br />
  57. 57. 7. Communicate and Reflect on Results<br />
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  59. 59. MomsRising:<br />Joyful Funerals<br />
  60. 60. ROI Storytelling: System for collecting stories not in the charts and numbers<br />
  61. 61. Conclusion<br />Social media measurement goes hand in hand with good practice<br />Social media measurement is a discipline, not a task, and it needs to be part of the organization’s culture<br />Measure along the continuum of value and share results<br />There’s a big need for improvement of practice and sharing the measurement stories<br />
  62. 62. Measuring the Networked Nonprofit<br />
  63. 63. Thank you<br />Beth’s Blog:<br />Twitter: @kanter<br />Facebook:<br />Slides:<br />