Successfully reported this slideshow.
Be Networked, Use Measurement,      and Make Sense of Your DataBeth Kanter, Author, Blogger, and Master Trainer           ...
Agenda   AGENDA                                            OUTCOMES                                        Leave workshop ...
Beth Kanter: Master Trainer, Blogger, Author, ChangeMaker
Meet Keo SavonI’m donating my author royalties to the Sharing Foundation’s Education Program                            to...
Is Your NP Using Online Social Networks for              Social Change? Stand Up and Remain       Standing                ...
Stay standing if yourorganization is usingnetworks and social mediaeffectively and gettingmeasurable results?
Social Media Nonprofit ROI Poetry Slam2009
Used Design-Thinking To Develop Book Packard Foundation – OE Program
Maturity of Practice Framework  If you can’t fly then run, if you can’t runthen walk, if you can’t walk then crawl, butwha...
Where to focus … CRAWL               WALK                      RUN                         FLY                 Linking Soc...
Share Pair: Where Is Your Organization?Where is your nonprofit now? What does that look like?     What do you need to get ...
Maturity of Practice: Crawl-Walk-Run-Fly                                                   CRAWL -1   WALK-2   RUN-3   FLY...
The Data Informed Nonprofit
What’s Your Biggest Measurement Challenge?Lack of timeConcern that social media does not return ROILack of SkillsDefining ...
The Five Stages of MeasurementAcceptance in the Nonprofit Sector                                       Data               ...
Denial         I don’t have the time              to measure.
Fear       What if my strategy       or program doesn’t         show success?
Confusion     I know I should            measure our social                 media and             network, but not        ...
Delight          Hey check out            these cool           charts and             graphics!
Data Informed                Successful networks and                social media start with                    measurement
CWRF: Becoming Data Informed: What Does It look like?       Crawl                    Walk                        Run      ...
Data-Informed Culture: It starts from the top!                         Do Something.org
Tear down those silos and walls around data …
More time think about that the data, then collect it
Video
Why did it fail?What did we learn?What insights canuse next timearound?DoSomething.Org’s Fail Fest
CWRF: Becoming Data Informed: What Does It look like?       Crawl                    Walk                        Run      ...
Advice for Nonprofits: Becoming Data-Informed:                          • Use the 7 Steps of                            Me...
The 7 Simple Steps of Measurement                    Goal    Insight                      Audience  Tool                  ...
Measurement Pilots: Small Steps       Audience: Artists and people in their community       Show the human face of artists...
Define Success, Pick The Right Data Points
Result                        KPI - MetricIncrease donations            % reduction in cost per dollar raisedIncrease dono...
Share Pair• What’s your definition of success? (Pick  One)• What are your most important metrics to  measure along the way?
Hooking Up Your Measurement Dashboard
Setting Up Measurement Dashboard: FlyingGoal: Grow the Movement   MomsRising is building a strong multicultural movement o...
Growing the Movement: Web Site and Email Metrics               Website Metrics                             Google Analytic...
Growing the Movement: Social Media Metrics               Social Media Metrics  Twitter  Facebook  Twitalyzer  Klout
Qualitative DataQualitative Feedback
Share Pair• Now that you have defined success and  identified KPIs, what are your key  performance metrics for Web, Email,...
What do you not need to collect?                Easy           Hard                               Not              Useful ...
Evaluate Your Key Performance Metrics: Useful• If you collected this metric, how many people in  your organization would c...
Evaluate Your Key Performance Metrics: Ease of Collection  • Are you currently tracking this metric?  • Can it be easily a...
Don’t Get Distracted With Tools
Right Tool for the JobContent      • Positioning             • ThemesAnalysis     • Sentiment Survey      • Awareness     ...
Maturity of Practice: CWRF – Measuring Content  CRAWL                  WALK                    RUN                    FLY ...
Editorial Calendar Example                                       January 2013Include hashtags (#) and URL resources for st...
Measuring Your Content: To What End?Result           Metrics       Analysis QuestionConsumption      Views         Does yo...
Collect Less, Think About It More
Review your Spreadsheet for 20 Minutes                     Look for patterns
Data Without Insight is Trivia
Use Your Data For Editorial Decision-Making
Is the time youare spending on  social media    worth it?
How much did it cost?            Be honest – Social            Media is not “free”            Be transparent            Gi...
Results                               Value/Cost                              MetricIncrease donations                    ...
Was Your Time Worth It?800,000         Uniques                                           180,000700,000         Twitter Re...
Use Measurement To Improve
Affordable Losses          Insert Report Card Image          Growth Mindset VS Fixed Mindset
Share Pair: Using Measurement To ImproveDoes Your Organization Have A Formal Process For            Learning From “Failure”?
The After Action ReviewSource: Michelle Martin - http://michelemmartin.wikispaces.com/Reflective+Practice+for+TAFE
What Typically Happens?
The Failure Bow1.   Raise hands in the air and bow2.   Grin like a submissive dog3.   Say Thank You I’ve Failed4.   Move o...
Specific Time for Reflection and Improvement                  Step 7 – Analyze ResultsJoyful Funerals                 Metr...
Global Giving Staff Meeting: Who is the Biggest Loser?
Asking Powerful Questions
SummaryThink about how to implement incremental changes in yournetworked strategy and social media practice to build capac...
One Minute of Silence: What is one idea that you can put into                    practice next week?     Flickr Photo by J...
Thank you!www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter
Compasspoint Measurement Workshop
Compasspoint Measurement Workshop
Compasspoint Measurement Workshop
Compasspoint Measurement Workshop
Compasspoint Measurement Workshop
Compasspoint Measurement Workshop
Compasspoint Measurement Workshop
Upcoming SlideShare
Loading in …5
×

Compasspoint Measurement Workshop

2,149 views

Published on

Published in: Technology
  • Be the first to comment

Compasspoint Measurement Workshop

  1. Be Networked, Use Measurement, and Make Sense of Your DataBeth Kanter, Author, Blogger, and Master Trainer February 20, 2013
  2. Agenda AGENDA OUTCOMES Leave workshop readyBecoming Data to take a small step toInformed improve how you measure and learn to improve your socialNonprofit Measurement media strategy!StoriesHow To Measure SocialMedia in 7 Easy Steps • Interactive
  3. Beth Kanter: Master Trainer, Blogger, Author, ChangeMaker
  4. Meet Keo SavonI’m donating my author royalties to the Sharing Foundation’s Education Program to send her to college!
  5. Is Your NP Using Online Social Networks for Social Change? Stand Up and Remain Standing Photo by net_efekt
  6. Stay standing if yourorganization is usingnetworks and social mediaeffectively and gettingmeasurable results?
  7. Social Media Nonprofit ROI Poetry Slam2009
  8. Used Design-Thinking To Develop Book Packard Foundation – OE Program
  9. Maturity of Practice Framework If you can’t fly then run, if you can’t runthen walk, if you can’t walk then crawl, butwhatever you do you have to keep moving forward.”
  10. Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder of Network BuildingCommunications Results and EngagementStrategy Networks Many Free Agents work forDevelopment Content Strategy you Pilot: Focus oneCulture Change program or channel Best Practices Multi-Channel with measurement Engagement, Content, and Measurement and Measurement Incremental Capacity learning in all above Reflection and Continuous Improvement
  11. Share Pair: Where Is Your Organization?Where is your nonprofit now? What does that look like? What do you need to get to the next level?
  12. Maturity of Practice: Crawl-Walk-Run-Fly CRAWL -1 WALK-2 RUN-3 FLY-4Categories Practices ScoreCULTURE Networked Mindset 1.14 Institutional Support 1.62CAPACITY Staffing 1.24 Communications Strategy 1.38MEASUREMENT Analysis 1.14 Tools 1.52 Adjustment 1.67LISTENING Brand Monitoring 1.19 Influencer Research 1.19CONTENT Integration and Optimization 1.29ENGAGEMENT Ladder of Engagement 1.14 NETWORK Champions/Aligned Partners 1.10 Relationship Mapping 1.29
  13. The Data Informed Nonprofit
  14. What’s Your Biggest Measurement Challenge?Lack of timeConcern that social media does not return ROILack of SkillsDefining success or resultsIdentifying right KPITools to collect and analyze dataMaking sense and learning from the data
  15. The Five Stages of MeasurementAcceptance in the Nonprofit Sector Data Delight Informed Confusion Fear Denial
  16. Denial I don’t have the time to measure.
  17. Fear What if my strategy or program doesn’t show success?
  18. Confusion I know I should measure our social media and network, but not sure what or how?
  19. Delight Hey check out these cool charts and graphics!
  20. Data Informed Successful networks and social media start with measurement
  21. CWRF: Becoming Data Informed: What Does It look like? Crawl Walk Run Fly Lacks consistent data Data collection Data from multiple Org Wide KPIs collection consistent but not sources shared No reporting or Data not linked to System and structure for Organizational synthesis results, could be wrong data collection Dashboard with data different views, sharingDecisions based on gut Rarely makes decisions Discussed at staff Data visualization, to improve meetings, decisions reporting, formal made using it reflection process Analysis Tools Sense-Making
  22. Data-Informed Culture: It starts from the top! Do Something.org
  23. Tear down those silos and walls around data …
  24. More time think about that the data, then collect it
  25. Video
  26. Why did it fail?What did we learn?What insights canuse next timearound?DoSomething.Org’s Fail Fest
  27. CWRF: Becoming Data Informed: What Does It look like? Crawl Walk Run Fly Lacks consistent data Data collection Data from multiple Org Wide KPIs collection consistent but not sources shared No reporting or Data not linked to System and structure for Organizational synthesis results, could be wrong data collection Dashboard with data different views, sharingDecisions based on gut Rarely makes decisions Discussed at staff Data visualization, to improve meetings, decisions reporting, formal made using it reflection process Analysis Tools Sense-Making
  28. Advice for Nonprofits: Becoming Data-Informed: • Use the 7 Steps of Measurement • Identify small pilots and iterate • Don’t let lack of data nerd skills stop you …
  29. The 7 Simple Steps of Measurement Goal Insight Audience Tool Cost KPI Benchmark
  30. Measurement Pilots: Small Steps 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 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events 10% new students /attenders say they heard about us through Facebook
  31. Define Success, Pick The Right Data Points
  32. 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
  33. Share Pair• What’s your definition of success? (Pick One)• What are your most important metrics to measure along the way?
  34. Hooking Up Your Measurement Dashboard
  35. Setting Up Measurement Dashboard: FlyingGoal: 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 Number of Collaborations membership? with multicultural orgs
  36. Growing the Movement: Web Site and Email Metrics Website Metrics Google Analytics & CMS Analytics
  37. Growing the Movement: Social Media Metrics Social Media Metrics Twitter Facebook Twitalyzer Klout
  38. Qualitative DataQualitative Feedback
  39. Share Pair• Now that you have defined success and identified KPIs, what are your key performance metrics for Web, Email, or Social Media?• Do you need any qualitative data?
  40. What do you not need to collect? Easy Hard Not Useful Useful
  41. Evaluate Your Key Performance Metrics: Useful• If you collected this metric, how many people in your organization would care?1: No One ………………………………..……….. 5: Everyone• To what extent would tracking this metric help you make better decisions?1: Not at all………………………………………..5: A Great Deal
  42. Evaluate Your Key Performance Metrics: Ease of Collection • Are you currently tracking this metric? • Can it be easily and quickly captured or exported into a spreadsheet? • Can you easily summarize or analyze this metric? • If qualitative data, can you easily and quickly do a content analysis manually or with an automated system?
  43. Don’t Get Distracted With Tools
  44. Right Tool for the JobContent • Positioning • ThemesAnalysis • Sentiment Survey • Awareness • RelationshipsResearch • Preferences, Perception Web • EngagementAnalytics • Action 51
  45. Maturity of Practice: CWRF – Measuring Content CRAWL WALK RUN FLY Shares content that Uses an editorial Uses an editorial Uses an editorial may be relevant to calendar to align calendar to align calendar to align audience, but not content with content with content with consistently and not objectives and objectives and objectives and measuring audiences to publish audiences to publish audiences to publish across channels across channels across channels consistently – aligns consistently and consistently, with program and measures measures advocacy calendars performance performance, and uses data to plan content
  46. Editorial Calendar Example January 2013Include hashtags (#) and URL resources for staff to do some research on topicsUnited Ways of Californiawww.unitedwaysCA.org
  47. Measuring Your Content: To What End?Result Metrics Analysis QuestionConsumption Views Does your audience care about the topics your Reach Followers content covers? Are they consuming your content?Engagement Re-tweets Does your content mean enough to your Shares Comments audience for them to share it or engage with it?Action Referrals Does your content help you achieve your goals? Sign Ups Phone CallsRevenue Dollars Does your content help you raise money, recruit Donors Volunteers volunteers or save time?
  48. Collect Less, Think About It More
  49. Review your Spreadsheet for 20 Minutes Look for patterns
  50. Data Without Insight is Trivia
  51. Use Your Data For Editorial Decision-Making
  52. Is the time youare spending on social media worth it?
  53. How much did it cost? Be honest – Social Media is not “free” Be transparent Given your investment, are your expected results reasonable? Compare alternate ways to achieve goals
  54. Results Value/Cost MetricIncrease donations More efficient fund raising % reduction in cost per dollar raisedIncrease donor base More revenue from a more diverse % increase in new donors baseIncrease number of volunteers More gets done, % increase in volunteers Less burden on existing volunteers or staffIncrease awareness Increase donors/volunteers % increase in awareness, Change in behavior % increase in visibility/prominence, Positive correlation between increase in donors vs. visibilityImprove relationships with existing Better management, more stable % improvement in relationshipdonors/volunteers finances scores, % increase in donation from existing donorsImprove engagement with Better feedback and ideas for % increase in engagementstakeholders innovation (comments on YouTube, shares on Better understanding of attitudes Facebook, comments on blog, etc. and perceptions of stakeholdersChange in behavior Achieve the mission % decrease in bad behavior, % increase in good behaviorChange in attitude about your % likely to volunteer or donate % increase in trust score ororganization increases relationship scoreIncrease in skills and knowledge of Improved results from intangible to Increase in revenue per employee,staff Learning tangible % employees understanding their Using best practices, saving time roles and organizational mission
  55. Was Your Time Worth It?800,000 Uniques 180,000700,000 Twitter Referring Traffic 160,000 Facebook Referring Traffic 140,000600,000 120,000500,000 100,000400,000 80,000300,000 60,000200,000 40,000100,000 20,000 0 0 January February March April Tracked Results: Stage 1 – Integrated into staff Stage 2 – Hired social media staff
  56. Use Measurement To Improve
  57. Affordable Losses Insert Report Card Image Growth Mindset VS Fixed Mindset
  58. Share Pair: Using Measurement To ImproveDoes Your Organization Have A Formal Process For Learning From “Failure”?
  59. The After Action ReviewSource: Michelle Martin - http://michelemmartin.wikispaces.com/Reflective+Practice+for+TAFE
  60. What Typically Happens?
  61. The Failure Bow1. Raise hands in the air and bow2. Grin like a submissive dog3. Say Thank You I’ve Failed4. Move on and learn
  62. Specific Time for Reflection and Improvement Step 7 – Analyze ResultsJoyful Funerals Metrics Mondays 1. Fail 2. Increment al Success 3. Dramatic Success
  63. Global Giving Staff Meeting: Who is the Biggest Loser?
  64. Asking Powerful Questions
  65. SummaryThink about how to implement incremental changes in yournetworked strategy and social media practice to build capacityStart with small pilots and iterate using the 7 steps ofmeasurementDefine success and the “kicking butt index” firstDon’t get distracted by too much data or tools – but pick the righttool for the jobUse measurement to improve what you’re doing, not to patyourself on the back
  66. One Minute of Silence: What is one idea that you can put into practice next week? Flickr Photo by John K
  67. Thank you!www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter

×