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Be Networked, Use Measurement,
   and Make Sense of Your Data
 Beth Kanter, Author, Blogger, and Master Trainer
                 UN Foundation
                   October, 2012
Beth Kanter: Master Trainer, Blogger, Author, ChangeMaker
Meet Keo Savon




I’m donating my author royalties to send her to college!
Photo by Steve Goodman
                         2007
2012
2012
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Social Change is Increasingly Network-Centric
A Network Mindset: A Leadership Style




• Openness, transparency, decentralized
  decision-making, and collective action.
• Listening and cultivating organizational and
  professional networks to achieve impact
• Leadership through active participation.
• Sharing control of decision-making
• Blending networking with strategy for results
• Data-Informed culture
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.”
Where to focus …
 CRAWL                WALK                      RUN                     FLY




                 Linking Social with    Ladder of
Communications                                               Network Building
                 Results and            Engagement
Strategy
                 Networks
Development                                                  Multi-Channel
                                        Content Strategy     Engagement, Content, and
                 Pilot: Focus one
Culture Change                                               Measurement
                 program or channel     Best Practices
                 with measurement
                                                             Reflection and Continuous
                                        Measurement in all   Improvement
                 Incremental Capacity   above
Crawl, Walk, Run, Fly Model: Networked Nonprofit
Practices
Themes     Categories    Indicators
INTERNAL   CULTURE       Networked Mindset
                         Institutional Support
                         Communications Strategy
           CAPACITY      Hours
                         Expertise
                                                               Practices
                         Channels                              Differ for
           MEASUREMENT   Analysis
                         Tools
                                                              Crawl, Walk,
                         Adjustment                             Run, Fly
EXTERNAL   LISTENING     Brand Monitoring
                         Relationship Mapping
                         Influencer Research
           ENGAGEMENT    Ladder of Engagement
                         Responsiveness
           CONTENT       Integration
                         Social Optimization
           NETWORK       Networking and Networking Building
                         Collaboration with Partners
                         Social Fundraising
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Social Media Nonprofit ROI Poetry Slam
2009
KD PAINE’s: The 7 Steps to Social Media
                   Measurement
Step 1: Define your goal(s). What outcomes is this strategy or
tactic going to achieve? What are your measurable objectives?
Step 2: Define your audiences. Who are you are trying to
reach? How do your efforts connect with those audiences to
achieve the goal.
Step 3: Define your investments. What is it really costing you to
achieve this outcome?
Step 4: Define your benchmarks. Who or what are you going to
compare your results to?
Step 5: Define your metrics. What are the Indicators by which
you will judge your progress?
Step 6: Select your data collection tool(s).
Step 7: Analyze your data, turn it into action, measure again.
Step 1: Define Goals/Results
Becoming Data-Informed: Change Is Easier With
                 Baby Steps
Don’t Get Distracted By the Tools Or Data
The Kick Butt Indicator
The Five Stages of Measurement
Acceptance in the Nonprofit Sector

                                       Data
                             Delight   Informed
                 Confusion
          Fear
 Denial
Data-Informed Culture: It starts from the top!




                         Do Something.org
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Tear down those silos and walls around data …
More time think about that the data, then collect it
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Video
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
Why did it fail?
What did we learn?
What insights can use next
time around?




DoSomething.Org’s Fail Fest
Becoming A Networked Nonprofit: Maturity of
  Practice Model – Data Informed

      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, sharing


Decisions based on gut   Rarely makes decisions       Discussed at staff        Data visualization,
                               to improve            meetings, decisions        reporting, formal
                                                        made using it           reflection process
Advice for Nonprofits: Becoming Data-Informed:
        Change Is Easier With Baby Steps

                          • Begin at the end – discuss
                            and identify results
                          • Curator of metrics
                          • Use experiments to help
                            evolve
                          • Get started with a small data
                            collection project that is high
                            priority in your organization
                          • Make time to learn from
                            results
Strategy /Tactics            KD Paine’s 7
•   Goals                    Measurement
•   Target Audience          Steps
•   Measurement              1.   Goals
•   Engagement/Content       2.   Target Audience
•   Channels/Tools           3.   Time Investment
•   Pilot                    4.   Benchmark
•   Budget                   5.   KPI
•   Timeline                 6.   Tools
•   Measurement              7.   Sense-Making


Measurement isn’t something you do once at the end ….
KD PAINE’s: The 7 Steps to Social Media
                   Measurement
Step 1: Define your goal(s). What outcomes is this strategy or
tactic going to achieve? What are your measurable objectives?
Step 2: Define your audiences. Who are you are trying to
reach? How do your efforts connect with those audiences to
achieve the goal.
Step 3: Define your investments. What is it really costing you to
achieve this outcome?
Step 4: Define your benchmarks. Who or what are you going to
compare your results to?
Step 5: Define your metrics. What are the Indicators by which
you will judge your progress?
Step 6: Select your data collection tool(s).
Step 7: Analyze your data, turn it into action, measure again.
Step 1: Define Goals/Results
Momsrising: Strategy and Tactics To Get Results


              Key results generally include:

              • increasing the movement size by increasing
              membership
              • garnering attention from all media
              through creative engagements
              • getting policies passed
Success: Getting Family Friendly Policies Passed




 Momsrising wanted to demonstrate to Congress that there was a grassroots
 constituency that supported Medicaid and dispel a misperception that while
 Medicare has a strong constituency, Medicaid did not.
Asking for Stories: Creative Engagements
Spreading Stories Through Social Channels
Garnering Attention from All Media Through
          Creative Engagements
Engaging on Social Networks
Not An After Thought: Metric Mondays
Metric Mondays – Action Alert Metrics
                              Measuring Goals:
                              • Movement Growth
                              • Policy Change




                              Measuring Goal:
                              Movement Growth
Momsrising: Joyful Funerals….




                                1. Fail
                                2. Increment al Success
                                3. Dramatic Success
Step 1: Meeting To Discuss/Define Success
Keep asking to what end?
Awareness
Reputation
Relationships
Action
Donations
Volunteers
Behavior Change
Share Pair: What does success look like for your
  organization? What does failure look like?
Step 2: Know and Define Your Audience

   •   What keeps them up at night?
   •   What are they currently seeing?
   •   Where do they go for information?
   •   What influences their decisions?
   •   What’s important to them?
   •   What makes them act?
Small Nonprofits Can Do This Too!

        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
        KPI % virality Conversations that made the organization more
        accessible

        Increase enrollment in classes and attendance at events
        KPI 10% new students /attenders say they heard about us
        through Facebook
Step 2: Understand Their Online Context
Step 3: Define Your Time and Costs

                     Be honest – Social
                     Media is not “free”
                     Be transparent
                     Given your
                     investment, are
                     your expected
                     results reasonable?
                     Compare alternate
                     ways to achieve
                     goals
Time Tracking
Step 3: Define the Investment
800,000         Uniques                                           180,000


700,000         Twitter Referring Traffic                         160,000

                Facebook Referring Traffic                        140,000
600,000

                                                                  120,000
500,000
                                                                  100,000
400,000
                                                                  80,000
300,000
                                                                  60,000

200,000
                                                                  40,000

100,000                                                           20,000

     0                                                            0
            January                    February   March   April




                  Tracked Results:
            Stage 1 – Integrated into staff
          Stage 2 – Hired social media staff
Get (free) Help When You Need It!
Step 4: Determine Your Benchmarks
Peer Organization
DYI Benchmark Study of Peers
Benchmark Study: Looks at larger group of
organizations or departments using a metric and
also learning about strategy and tactics.
Step 5: Define Key Performance Indicators

    The Perfect KPI
       •   Is actionable
       •   Is there when you need it
       •   Specific to your priority
       •   Continuously improves your
           processes
       •   Gets you where you want to go
       •   You become what you measure, so
           pick your KPI carefully
Results                               Value                                   Metric
Increase donations                    More efficient fund raising             % reduction in cost per dollar raised
Increase donor base                   More revenue from a more diverse        % increase in new donors
                                      base
Increase number of volunteers         More gets done,                         % increase in volunteers
                                      Less burden on existing volunteers or
                                      staff
Increase awareness                    Increase donors/volunteers              % increase in awareness,
                                      Change in behavior                      % increase in visibility/prominence,
                                                                              Positive correlation between
                                                                              increase in donors vs. visibility
Improve relationships with existing   Better management, more stable          % improvement in relationship
donors/volunteers                     finances                                scores,
                                                                              % increase in donation from existing
                                                                              donors
Improve engagement with               Better feedback and ideas for           % increase in engagement
stakeholders                          innovation                              (comments on YouTube, shares on
                                      Better understanding of attitudes       Facebook, comments on blog, etc.
                                      and perceptions of stakeholders
Change in behavior                    Achieve the mission                     % decrease in bad behavior,
                                                                              % increase in good behavior
Change in attitude about your         % likely to volunteer or donate         % increase in trust score or
organization                          increases                               relationship score
Increase 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
Step 6: Pick a Tool To Collect Data
Step 6: The Right Tool for the Job

Content     • Positioning
            • Themes
Analysis    • Sentiment


 Survey     • Awareness
            • Relationships
Research    • Preferences, Perception


  Web       • Engagement

Analytics   • Action




                                 64
Tools are good at extracting data and
crunching numbers, but the act of translating
the data and numbers into valuable insights
actually requires additional work.
Focus Your Data Collection
Data to measure progress on
your goals will come from a
variety sources and
measurement tools.
Many Analytics Tools, Many Data Points
Channel                 Counting Metrics        Tool
Email                   Open Rate, Click        Platform
                        Thru, Sign Ups,
                        Un subscribers
Web Site Platform       Downloads,              Google Analytics
                        registrations, views,
                        conversions, time
                        onsite
Facebook                Fans, impressions,  FB Insights
                        feedback percentage

Twitter                 Retweets, Click         Crowdbooster, Bit.ly
                        Thrus
Blogs                   Subscribers, Views,     Google Analytics,
                        Comments per post       Feedburner, WP

* Plus tools that combine management with measurement and monitoring into
a one tool: Sprout Social, Thrive,
Be A Maven of Social Media Metrics, Not A Pack Rat
KPI:
Actions taken, donations made, and customer
service wins

Specific: Celebration Campaign for fans to engage
and participate in fun – share why they love their
pets

Counting:
# Photo submissions # shares # tab views (FB
Insights)
Positive responses/Screen capture (Hand-code)
Content Analysis of Comments

Desirable or Undesirable

•   Amplified Key Message
•   Full Key Message
•   Partial Key Message
•   No message
•   Wrong or opposite message
Step 7: Data Without Insight is Trivia
Step 7: Analyze and Apply Results
Cookies, Convening, and Coffee:  Measuring the Networked Nonprofit
After
                                                         Action
                                                         Review




Source: Michelle Martin -
http://michelemmartin.wikispaces.com/Reflective+Practice+for+TAFE
KD PAINE’s: The 7 Steps to Social Media
                   Measurement
Step 1: Define your goal(s). What outcomes is this strategy or
tactic going to achieve? What are your measurable objectives?
Step 2: Define your audiences. Who are you are trying to
reach? How do your efforts connect with those audiences to
achieve the goal.
Step 3: Define your investments. What is it really costing you to
achieve this outcome?
Step 4: Define your benchmarks. Who or what are you going to
compare your results to?
Step 5: Define your metrics. What are the Indicators by which
you will judge your progress?
Step 6: Select your data collection tool(s).
Step 7: Analyze your data, turn it into action, measure again.
You can measure !




• Don’t start to measure anything until you have clearly
  defined success in terms of your mission
• Start with something small and easy to measure
• You may not need fancy tools, just a spreadsheet
• Collect less, think about what it means more
• Ask so what 3 times when you find success and failure
• Use your data to make better decisions
Thank you!




www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter

www.measurenetworkednonprofit.org

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Cookies, Convening, and Coffee: Measuring the Networked Nonprofit

  • 1. Be Networked, Use Measurement, and Make Sense of Your Data Beth Kanter, Author, Blogger, and Master Trainer UN Foundation October, 2012
  • 2. Beth Kanter: Master Trainer, Blogger, Author, ChangeMaker
  • 3. Meet Keo Savon I’m donating my author royalties to send her to college!
  • 4. Photo by Steve Goodman 2007
  • 12. Social Change is Increasingly Network-Centric
  • 13. A Network Mindset: A Leadership Style • Openness, transparency, decentralized decision-making, and collective action. • Listening and cultivating organizational and professional networks to achieve impact • Leadership through active participation. • Sharing control of decision-making • Blending networking with strategy for results • Data-Informed culture
  • 14. 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.”
  • 15. Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder of Communications Network Building Results and Engagement Strategy Networks Development Multi-Channel Content Strategy Engagement, Content, and Pilot: Focus one Culture Change Measurement program or channel Best Practices with measurement Reflection and Continuous Measurement in all Improvement Incremental Capacity above
  • 16. Crawl, Walk, Run, Fly Model: Networked Nonprofit Practices Themes Categories Indicators INTERNAL CULTURE Networked Mindset Institutional Support Communications Strategy CAPACITY Hours Expertise Practices Channels Differ for MEASUREMENT Analysis Tools Crawl, Walk, Adjustment Run, Fly EXTERNAL LISTENING Brand Monitoring Relationship Mapping Influencer Research ENGAGEMENT Ladder of Engagement Responsiveness CONTENT Integration Social Optimization NETWORK Networking and Networking Building Collaboration with Partners Social Fundraising
  • 20. Social Media Nonprofit ROI Poetry Slam 2009
  • 21. KD PAINE’s: The 7 Steps to Social Media Measurement Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your investments. What is it really costing you to achieve this outcome? Step 4: Define your benchmarks. Who or what are you going to compare your results to? Step 5: Define your metrics. What are the Indicators by which you will judge your progress? Step 6: Select your data collection tool(s). Step 7: Analyze your data, turn it into action, measure again.
  • 22. Step 1: Define Goals/Results
  • 23. Becoming Data-Informed: Change Is Easier With Baby Steps
  • 24. Don’t Get Distracted By the Tools Or Data
  • 25. The Kick Butt Indicator
  • 26. The Five Stages of Measurement Acceptance in the Nonprofit Sector Data Delight Informed Confusion Fear Denial
  • 27. Data-Informed Culture: It starts from the top! Do Something.org
  • 29. Tear down those silos and walls around data …
  • 30. More time think about that the data, then collect it
  • 32. Video
  • 34. Why did it fail? What did we learn? What insights can use next time around? DoSomething.Org’s Fail Fest
  • 35. Becoming A Networked Nonprofit: Maturity of Practice Model – Data Informed 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, sharing Decisions based on gut Rarely makes decisions Discussed at staff Data visualization, to improve meetings, decisions reporting, formal made using it reflection process
  • 36. Advice for Nonprofits: Becoming Data-Informed: Change Is Easier With Baby Steps • Begin at the end – discuss and identify results • Curator of metrics • Use experiments to help evolve • Get started with a small data collection project that is high priority in your organization • Make time to learn from results
  • 37. Strategy /Tactics KD Paine’s 7 • Goals Measurement • Target Audience Steps • Measurement 1. Goals • Engagement/Content 2. Target Audience • Channels/Tools 3. Time Investment • Pilot 4. Benchmark • Budget 5. KPI • Timeline 6. Tools • Measurement 7. Sense-Making Measurement isn’t something you do once at the end ….
  • 38. KD PAINE’s: The 7 Steps to Social Media Measurement Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your investments. What is it really costing you to achieve this outcome? Step 4: Define your benchmarks. Who or what are you going to compare your results to? Step 5: Define your metrics. What are the Indicators by which you will judge your progress? Step 6: Select your data collection tool(s). Step 7: Analyze your data, turn it into action, measure again.
  • 39. Step 1: Define Goals/Results
  • 40. Momsrising: Strategy and Tactics To Get Results Key results generally include: • increasing the movement size by increasing membership • garnering attention from all media through creative engagements • getting policies passed
  • 41. Success: Getting Family Friendly Policies Passed Momsrising wanted to demonstrate to Congress that there was a grassroots constituency that supported Medicaid and dispel a misperception that while Medicare has a strong constituency, Medicaid did not.
  • 42. Asking for Stories: Creative Engagements
  • 43. Spreading Stories Through Social Channels
  • 44. Garnering Attention from All Media Through Creative Engagements
  • 45. Engaging on Social Networks
  • 46. Not An After Thought: Metric Mondays Metric Mondays – Action Alert Metrics Measuring Goals: • Movement Growth • Policy Change Measuring Goal: Movement Growth
  • 47. Momsrising: Joyful Funerals…. 1. Fail 2. Increment al Success 3. Dramatic Success
  • 48. Step 1: Meeting To Discuss/Define Success Keep asking to what end? Awareness Reputation Relationships Action Donations Volunteers Behavior Change
  • 49. Share Pair: What does success look like for your organization? What does failure look like?
  • 50. Step 2: Know and Define Your Audience • What keeps them up at night? • What are they currently seeing? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act?
  • 51. Small Nonprofits Can Do This Too! 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 KPI % virality Conversations that made the organization more accessible Increase enrollment in classes and attendance at events KPI 10% new students /attenders say they heard about us through Facebook
  • 52. Step 2: Understand Their Online Context
  • 53. Step 3: Define Your Time and Costs Be honest – Social Media is not “free” Be transparent Given your investment, are your expected results reasonable? Compare alternate ways to achieve goals
  • 55. Step 3: Define the Investment 800,000 Uniques 180,000 700,000 Twitter Referring Traffic 160,000 Facebook Referring Traffic 140,000 600,000 120,000 500,000 100,000 400,000 80,000 300,000 60,000 200,000 40,000 100,000 20,000 0 0 January February March April Tracked Results: Stage 1 – Integrated into staff Stage 2 – Hired social media staff
  • 56. Get (free) Help When You Need It!
  • 57. Step 4: Determine Your Benchmarks
  • 60. Benchmark Study: Looks at larger group of organizations or departments using a metric and also learning about strategy and tactics.
  • 61. Step 5: Define Key Performance Indicators The Perfect KPI • Is actionable • Is there when you need it • Specific to your priority • Continuously improves your processes • Gets you where you want to go • You become what you measure, so pick your KPI carefully
  • 62. Results Value Metric Increase donations More efficient fund raising % reduction in cost per dollar raised Increase donor base More revenue from a more diverse % increase in new donors base Increase number of volunteers More gets done, % increase in volunteers Less burden on existing volunteers or staff Increase awareness Increase donors/volunteers % increase in awareness, Change in behavior % increase in visibility/prominence, Positive correlation between increase in donors vs. visibility Improve relationships with existing Better management, more stable % improvement in relationship donors/volunteers finances scores, % increase in donation from existing donors Improve engagement with Better feedback and ideas for % increase in engagement stakeholders innovation (comments on YouTube, shares on Better understanding of attitudes Facebook, comments on blog, etc. and perceptions of stakeholders Change in behavior Achieve the mission % decrease in bad behavior, % increase in good behavior Change in attitude about your % likely to volunteer or donate % increase in trust score or organization increases relationship score Increase 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
  • 63. Step 6: Pick a Tool To Collect Data
  • 64. Step 6: The Right Tool for the Job Content • Positioning • Themes Analysis • Sentiment Survey • Awareness • Relationships Research • Preferences, Perception Web • Engagement Analytics • Action 64
  • 65. Tools are good at extracting data and crunching numbers, but the act of translating the data and numbers into valuable insights actually requires additional work.
  • 66. Focus Your Data Collection
  • 67. Data to measure progress on your goals will come from a variety sources and measurement tools.
  • 68. Many Analytics Tools, Many Data Points Channel Counting Metrics Tool Email Open Rate, Click Platform Thru, Sign Ups, Un subscribers Web Site Platform Downloads, Google Analytics registrations, views, conversions, time onsite Facebook Fans, impressions, FB Insights feedback percentage Twitter Retweets, Click Crowdbooster, Bit.ly Thrus Blogs Subscribers, Views, Google Analytics, Comments per post Feedburner, WP * Plus tools that combine management with measurement and monitoring into a one tool: Sprout Social, Thrive,
  • 69. Be A Maven of Social Media Metrics, Not A Pack Rat
  • 70. KPI: Actions taken, donations made, and customer service wins Specific: Celebration Campaign for fans to engage and participate in fun – share why they love their pets Counting: # Photo submissions # shares # tab views (FB Insights) Positive responses/Screen capture (Hand-code)
  • 71. Content Analysis of Comments Desirable or Undesirable • Amplified Key Message • Full Key Message • Partial Key Message • No message • Wrong or opposite message
  • 72. Step 7: Data Without Insight is Trivia
  • 73. Step 7: Analyze and Apply Results
  • 75. After Action Review Source: Michelle Martin - http://michelemmartin.wikispaces.com/Reflective+Practice+for+TAFE
  • 76. KD PAINE’s: The 7 Steps to Social Media Measurement Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your investments. What is it really costing you to achieve this outcome? Step 4: Define your benchmarks. Who or what are you going to compare your results to? Step 5: Define your metrics. What are the Indicators by which you will judge your progress? Step 6: Select your data collection tool(s). Step 7: Analyze your data, turn it into action, measure again.
  • 77. You can measure ! • Don’t start to measure anything until you have clearly defined success in terms of your mission • Start with something small and easy to measure • You may not need fancy tools, just a spreadsheet • Collect less, think about what it means more • Ask so what 3 times when you find success and failure • Use your data to make better decisions

Editor's Notes

  1. Becoming Networked Nonprofits: What Nonprofit Leaders Need to Know to Succeed in Age of Connectedness
  2. Worked in the nonprofit sector for over 33 years. Had a front row seat at the creation of a field – nonprofit technology – use of technology for mission-driven work. I’m a master trainer so I get to travel around the work and work with changemakers on how to use the tools for social change or mission driven work. Most recently, have designed and delivered curriculum for nonprofits to become networked nonprofit – Middle East, Africa, India, etc. There are wicked problems in the world -- I’m passionate about social change and strongly believe that two of the skills that nonprofits need to embrace to solve them. Also a share of the royalities are going
  3. Worked in the nonprofit sector for over 33 years. Had a front row seat at the creation of a field – nonprofit technology – use of technology for mission-driven work. I’m a master trainer so I get to travel around the work and work with changemakers on how to use the tools for social change or mission driven work. Most recently, have designed and delivered curriculum for nonprofits to become networked nonprofit – Middle East, Africa, India, etc. There are wicked problems in the world -- I’m passionate about social change and strongly believe that two of the skills that nonprofits need to embrace to solve them. Also a share of the royalities are going
  4. My kids were adopted from Cambodia and I took them to visit their homeland last month – and there is now pervasive broadband wifi and even 3 g in the on smart phones that can be access in rural areas CHEAPLY
  5. I originally got started blogging in 2002 because I had adopted two beautiful kids from Cambodia – early on combined my love of Cambodia with experimenting with social fundraising – raised money on my blog and took first place in America’s Giving Challenge to support the Sharing Foundation’s education programs – and to send LengSopharath to college. My kids got to meet her finally her face-to-face and communicating with her through Facebook …
  6. Also through Facebook, I’ve kept connected to the bloggers, like Mongkol who we met in Phnom Phnom. We decided to take a taxi from Phnom Penh to Siem Reap – a five hour drive – the road was good, but still the safety standards are not what they are in the US – and the drivers go fast. So I had mongkol write a sign in Khmer that read …
  7. We made safely to Siem Reap and the Temples – and even climbed up to the Tre Rup and got this photo with the monk … … .. Had a glorius time
  8. But we had to drive back to Phnom Penh. This time, the taxi had seat belts in the back of the card, but thee road often looked this … Our driver didn’t understand much english, and was talking on his cell phone a lot of the time!
  9. I distracted myself by looking at Facebook with my 3G connection! So I posted this status update …
  10. That’s what nonprofits need to do – connect with their networks to create on the ground change. …Let’s broaden the lens …The leading edge of social change is increasingly network-centric. Collaboration, coordination, and working in networks are becoming the new normal, as leaders across sectors work to move the needle on today’s most pressing problems. Individuals and organizationsare taking increasing advantage of technology’s ability to facilitate and expand their impact through connection, coordination, and collaboration. Using data to understand what is working or not.What are the skills?
  11. For nonprofits, to be successful means leading with a network mindset … that’s an emerging leadership style that characterized by greater openess, transparency, collective action AND achieve impact. And that means using measurement and data for decisiono-making …
  12. 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.”
  13. Framework to guide my coaching and peer learning design over the yearsAssessment – self-assessment, guide coaches –differiented approaches, guides content, helps with vetting participantsBaseline – pre-test and post test
  14. Nonprofits are often slow to change and it helps having a framework that lays out the practices in baby steps .. And we provide this in the book “Crawl, Walk, Run, Fly” -- which lays out the steps for incremental change and is very detailed , of course, about measurement – that KD will explain in detail in a minute.
  15. The book covers basic measurement techniques and frameworks like how to measure engagement, relationships, influence, define success, social fundraising, as well as some of the more difficult networked nonprofit strategies like networks, transparency, and crowdsourcing.It has a lot of practical information and tips – but I’d like to share with you one idea from the book – and that’s about becoming data informed, but first I have to tell you about my own measurement story.
  16. Becoming Data-Informed: Change Is Easy With Baby StepsChanging an organization’s culture to a more data-informed approach must begin with baby steps. While it does not have to be difficult to orchestrate, it does need to start from the top. Unless senior management can agree on the definitions of success and how they will be measured, you can waste a tremendous amount of time accumulating data but not using it. In Chapter 4, we describe the basic steps of any measurement program and discuss how to set up a measurement pilot program. Chapter 5 discusses how to identify the value of success. Getting started on the path to becoming a data-informed nonprofit is a matter of having some important internal conversations. It is not just about having new inspiration about measurement or working with new tools; it means thinking differently about the organization and how it works.Begin at the End: Discuss and Identify ResultsIf your organization doesn’t know exactly what you’re going to measure, you can’t become data-informed. Unless you have a discussion upfront of what success looks like, you’ll end up collecting data, but it won’t help you make decisions. You will waste your time. So begin at the end by carefully identifying desired outcomes. Don’t be afraid of a bit of healthy disagreement. The best measurement programs are borne of—and benefit from—lively conversations about what really matters to the organization and who can “claim credit” for what. You need to keep your “mission” hat on and keep the conversation focused on the ultimate goals of the organization. Just keep repeating, it’s not about “credit”—it’s about achieving the mission. You will also want to manage expectations: What is realistic to expect given your current investment in social media, or compared to peer organizations? What do short-term, medium, and longer-term results look like?You might need to bring in an outside consultant to facilitate a meeting to help get consensus on what you want to measure or clarity on results. Or you may need to bring in a measurement expert to help you clarify what you want to measure and why. This doesn’t have to be expensive. For example, as we discuss in Chapter 8, the Analytics Exchange helped the American Leadership Forum by supplying an analytics volunteer to help create a framework and system for gathering data. Become a Curator of MetricsIf you are the person responsible for implementing social media for your organization, either part time or as your whole job, you need to become what John Lovett defines as a “Curator of Metrics” in his book Social Media Metrics Secrets.This is someone, like Carie Lewis from the Humane Society whom we introduced you to do in Chapter 1, who knows the difference between different types of metrics and ensures that her organization is using data in an intelligent way. A curator of metrics knows how to help guide their organization into choosing the right metrics, and knows how to report insights in a way that connects them to organizational goals.Use Experiments To Make The Case To EvolveOne way to evolve into a data-informed organization is through implementing a series of social media measurement experiments, as described below and in Chapter 4. Each one needs to have solid metrics, and should be designed to provide results that will help you make the case to evolve. Keep the end in mind when agreeing on how experiments will be structured, run, and measured. The experiments should not be willy-nilly, but help you develop and test your strategies and tactics – and lead the way to best practices. Take a Baby Step: My First Data Collection ProjectTo get started, select a project, event, small campaign, or program that is a high priority on your organization’s work plan for the year, that incorporates social media, and that you can apply a couple of good metrics to. Be mindful of other organizational deadlines that may divert energy and focus from this important first baby step. You might find it difficult to set aside quality time to focus on it. Don’t try to measure every objective or collect all potential relevant data. Make it easy to manage. You should also have a very clear idea about what you want to learn. Keep in mind that you are going to take your report and use it to make the case for a more comprehensive measurement program. It’s important to make sure that anyone who is going to use the data, or sit in a meeting and review the data, buys into your metrics. That could be the Executive Director, a program manager, the board of trustees, or other people in your department. If there are many different decision makers you may need to do a formal survey to make sure that everyone ends up on the same page. Sara Thomas, who handles social media for the Ocean Conservancy, says, “It was really useful to bring in my entire department on the effort rather than working solo on the project. This helped with buy-in.”Learn from Your ResultsOnce you collect your data, analyze it and understand how it can help inform decisions. Make sure you educate through examples. Show how adding a data-informed approach to your social media or all media or programs can avoid ineffective campaigns and increase audience satisfaction.More importantly, you don’t just need to develop discipline around collecting data, what you want is the discipline to look at what you’ve collected and generate insights. That requires reflection, not just counting.Doing a measurement pilot will help create the discipline of stepping back from whirlwind of social media tactical implementation, but also wrestle with larger questions about how social media fits into an organization’s overall efforts. Which vehicles and channels gain us the most traction? How should we adjust our workload internally to reflect those results? How are our social media activities helping us meet our overall strategic goals? How are our efforts using social media supporting our programs?Reflecting does not have to be a private activity. It can be done in connected, transparent ways. The organization’s blog or website can be a place to share lessons learned with readers, and ask them for their feedback and suggestions as well. The result: a powerful way to learn and improve over time.ConclusionTo start the shift to a data-informed culture, you must begin with small incremental steps with the full support of leadership. It’s important to think big, looking at key results, but since many outcomes deal with long-term changes, you can’t get there overnight, nor can your organization transform its culture overnight. Keep the steps small and manageable. As your organization’s culture begins to shift, then when you present reports on social media activities, you get better questions from your executive director or board. You don’t get asked how many fans do we have or what does that mean? You get questions that help you Kanter, Beth. (October, 2011) Are You A Curator of Metrics? [Blog post]. Retrieved from http://www.bethkanter.org/curator-metrics/Thomas, Sara, private conference call peer learning group with David and Lucile Packard grantees with Beth Kanter, September, 2011
  17. One of the reasons why I wanted to co-author this book with the goddess of measurement is that the nonprofit sector has some challenges in embracing measurement …. We wanted to create a handbook that help nonprofits get past these challenges .. .and approach measurement like many of you do – being data informed.
  18. There’s another important organizational skill - data-informed this describes agile, responsive, and intelligent nonprofitsthat are better able to succeed in a rapidly changing environment and can fuel networks of networks. DoSomething.org has a big hairy social change goal:  To harnesses teenage energy and unleash it on causes teens care about by launching a national campaign per week.  The call to action is always something that has a real impact and does not require money, an adult, or a car.   Their measurable goal is to get 5 million active teen members engaged in social change campaigns by 2015.    Their use of social media, mobile, and data all strategically selected and use to reach that goal.They are a networked nonprofit with a data informed culture – and it started at the top with their board and advisors ..Reid Hoffman and DjPatil – “A Data Scientist” – have advised the CEO – Nancy Lublin – not only what infrastructure is needed to collect and make sense of data, but how she as the leader can’t rely on hunches – decisions – have to be informed by data.
  19. 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.
  20. 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.”
  21. http://gawker.com/5950941/kathie-lee-dropped-a-puppy-on-his-head-on-live-tv-todayhttp://www.youtube.com/watch?v=sQzo_3yIc8M
  22. Fail Fest And Pink Boas: Don’t Be Afraid To FailDoSomething.org doesn’t use its data to pat itself on the back or make the staff feel good. Lublin notes that they’re not afraid of failure. They hold regular “Fail Fest” meetings, where each person on staff has to present a campaign or program failure. They share three things they learned about themselves and three things the organization learned. To remove the stigma from failure, Lublin says, “We have to wear pink boas when we present.” http://www.flickr.com/photos/ruminatrix/2734602916/in/faves-cambodia4kidsorg/
  23. 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/
  24. Becoming Data-Informed: Change Is Easy With Baby StepsChanging an organization’s culture to a more data-informed approach must begin with baby steps. While it does not have to be difficult to orchestrate, it does need to start from the top. Unless senior management can agree on the definitions of success and how they will be measured, you can waste a tremendous amount of time accumulating data but not using it. In Chapter 4, we describe the basic steps of any measurement program and discuss how to set up a measurement pilot program. Chapter 5 discusses how to identify the value of success. Getting started on the path to becoming a data-informed nonprofit is a matter of having some important internal conversations. It is not just about having new inspiration about measurement or working with new tools; it means thinking differently about the organization and how it works.Begin at the End: Discuss and Identify ResultsIf your organization doesn’t know exactly what you’re going to measure, you can’t become data-informed. Unless you have a discussion upfront of what success looks like, you’ll end up collecting data, but it won’t help you make decisions. You will waste your time. So begin at the end by carefully identifying desired outcomes. Don’t be afraid of a bit of healthy disagreement. The best measurement programs are borne of—and benefit from—lively conversations about what really matters to the organization and who can “claim credit” for what. You need to keep your “mission” hat on and keep the conversation focused on the ultimate goals of the organization. Just keep repeating, it’s not about “credit”—it’s about achieving the mission. You will also want to manage expectations: What is realistic to expect given your current investment in social media, or compared to peer organizations? What do short-term, medium, and longer-term results look like?You might need to bring in an outside consultant to facilitate a meeting to help get consensus on what you want to measure or clarity on results. Or you may need to bring in a measurement expert to help you clarify what you want to measure and why. This doesn’t have to be expensive. For example, as we discuss in Chapter 8, the Analytics Exchange helped the American Leadership Forum by supplying an analytics volunteer to help create a framework and system for gathering data. Become a Curator of MetricsIf you are the person responsible for implementing social media for your organization, either part time or as your whole job, you need to become what John Lovett defines as a “Curator of Metrics” in his book Social Media Metrics Secrets.This is someone, like Carie Lewis from the Humane Society whom we introduced you to do in Chapter 1, who knows the difference between different types of metrics and ensures that her organization is using data in an intelligent way. A curator of metrics knows how to help guide their organization into choosing the right metrics, and knows how to report insights in a way that connects them to organizational goals.Use Experiments To Make The Case To EvolveOne way to evolve into a data-informed organization is through implementing a series of social media measurement experiments, as described below and in Chapter 4. Each one needs to have solid metrics, and should be designed to provide results that will help you make the case to evolve. Keep the end in mind when agreeing on how experiments will be structured, run, and measured. The experiments should not be willy-nilly, but help you develop and test your strategies and tactics – and lead the way to best practices. Take a Baby Step: My First Data Collection ProjectTo get started, select a project, event, small campaign, or program that is a high priority on your organization’s work plan for the year, that incorporates social media, and that you can apply a couple of good metrics to. Be mindful of other organizational deadlines that may divert energy and focus from this important first baby step. You might find it difficult to set aside quality time to focus on it. Don’t try to measure every objective or collect all potential relevant data. Make it easy to manage. You should also have a very clear idea about what you want to learn. Keep in mind that you are going to take your report and use it to make the case for a more comprehensive measurement program. It’s important to make sure that anyone who is going to use the data, or sit in a meeting and review the data, buys into your metrics. That could be the Executive Director, a program manager, the board of trustees, or other people in your department. If there are many different decision makers you may need to do a formal survey to make sure that everyone ends up on the same page. Sara Thomas, who handles social media for the Ocean Conservancy, says, “It was really useful to bring in my entire department on the effort rather than working solo on the project. This helped with buy-in.”Learn from Your ResultsOnce you collect your data, analyze it and understand how it can help inform decisions. Make sure you educate through examples. Show how adding a data-informed approach to your social media or all media or programs can avoid ineffective campaigns and increase audience satisfaction.More importantly, you don’t just need to develop discipline around collecting data, what you want is the discipline to look at what you’ve collected and generate insights. That requires reflection, not just counting.Doing a measurement pilot will help create the discipline of stepping back from whirlwind of social media tactical implementation, but also wrestle with larger questions about how social media fits into an organization’s overall efforts. Which vehicles and channels gain us the most traction? How should we adjust our workload internally to reflect those results? How are our social media activities helping us meet our overall strategic goals? How are our efforts using social media supporting our programs?Reflecting does not have to be a private activity. It can be done in connected, transparent ways. The organization’s blog or website can be a place to share lessons learned with readers, and ask them for their feedback and suggestions as well. The result: a powerful way to learn and improve over time.ConclusionTo start the shift to a data-informed culture, you must begin with small incremental steps with the full support of leadership. It’s important to think big, looking at key results, but since many outcomes deal with long-term changes, you can’t get there overnight, nor can your organization transform its culture overnight. Keep the steps small and manageable. As your organization’s culture begins to shift, then when you present reports on social media activities, you get better questions from your executive director or board. You don’t get asked how many fans do we have or what does that mean? You get questions that help you Kanter, Beth. (October, 2011) Are You A Curator of Metrics? [Blog post]. Retrieved from http://www.bethkanter.org/curator-metrics/Thomas, Sara, private conference call peer learning group with David and Lucile Packard grantees with Beth Kanter, September, 2011
  25. I want to make a distinction between measurement and strategy .. There are overlaps … The strategy is all the stuff you do to get results – including measurement ….
  26. "Facebook Likes Are Not A Victory" - http://www.bethkanter.org/momsrising-key-results/ We need to think about the social media strategy as something that isn’t separate but linked to our overall social change or “Big Hairy Goals” around change. Mission statement or overall goals. From there, we need to describe what success looks like. What is the definition of success? How would you visit this sentence … our organization was successful with our social media because …. And if you are answering “getting likes on Facebook” keep asking to what end ..This gets you to some “results” statements. We’ll see some examples from Momsrising -- Reach, Awareness, Engagement, Action, Behavior Change, Policies Passed, etc … too often we confuse activities or tactics with results.Key Performance Indicators: These are the most important metrics or data points that are the mileposts along the way to knowing you have been successful. Associated metrics .. This where we get into likes, open rates, traffic – all those numbers that help figure out if the tactics we’re using are working and helping us get to those results.BIG HAIRY GOALSMomsRising Mission: To build a more truly family-friendly nation, as well as to work toward the economic equality of women and mothers.MomsRising Top Line Goals:  Grow the movement, garner media coverage to change the culture, win legislative policy changes, engage with traditionally underrepresented communities, experiment and learn new online and on-the-ground tactics, and listen to and serve our members/our constituency.
  27. Let’s look at an example around a specific campaign.Back over the summer, Momsrising wanted to demonstrate to Congress that there was a grassroots constituency that supported Medicaid and dispel a misperception that while medicare has a strong constuetncy, medicaid did not …So, they used their overall results to shape their strategy …
  28. http://www.bethkanter.org/momsrising-key-results/Here’s what the story collection form looked like.Being measurement maven, they have done a lot of testing about what makes the perfect landing page to get people to add their story – photos? Placement of the form, etc.
  29. All their messaging is aligned -- through every channel – they know through measurement that tweeting messages directly to a legislator gets more attention …
  30. One of their key results is creative on the ground actions – here they’ve bundled up those stories into a package and shared with a legislator – and of course, got the photo to post on FB.Everything they do is aligned around outcomes
  31. Finally, one of their key results is working with aligned partners – both online and offline. They do chats on FB with them .. Or might do an on the ground action or work with policy partners to hone their messaging.They also do a regular content analysis – a form of measurement – of what how their members are responding to the messages ..An important part of the mix is the use of member feedback – both qualitative and surveys. “We are in dialogue with our members to figure out what works, what doesn’t.   The metrics keep us focused on our mission of building a movement for family economic security, while listening and engaging with our members breathes life into our movement.”  As a Networked Nonprofit, they understand the importance of learning loops when working a rapid response environment.
  32. http://www.flickr.com/photos/ruminatrix/2734602916/sizes/o/in/photostream/Funerals in Ghana are an event - up there with weddings in terms of planning, cost, and level of celebration. They can take months, even up to a year, to plan and save for. Obituaries are made into color posters and put up around town. There is music, drumming, dancing and singing as they parade through town. These processions, which occur on Friday afternoons, kick off the 3-day affairs.
  33. http://www.flickr.com/photos/officenow/2631534424/sizes/z/
  34. http://www.flickr.com/photos/tjblackwell/5659432136/sizes/m/in/photostream/
  35. http://pewinternet.org/Presentations/2012/Oct/Networked-and-Hyperconnected.aspx
  36. http://www.flickr.com/photos/tjblackwell/5659432136/sizes/m/in/photostream/
  37. We didn’t set the numbers in isolated – we did some benchmarking with peer organizations … describe
  38. http://www.flickr.com/photos/kozumel/4625046441/sizes/l/The Perfect KPIIs actionableIs there when you need itSpecific to your priorityContinuously improves your processesGets you where you want to go You become what you measure, so pick your KPI carefully
  39. There really are only three times of tools in social media measurement If you want to measure messaging, positioning, themes, sentiment you need Content analysisIf you want to measure awareness, perception, preference you need Survey researchIf you want to measure engagement, action, purchase: you need Web analyticsIf you want predictions and correlations you need two out of three
  40. http://www.flickr.com/photos/43846796@N00/4287293576/sizes/l/in/photostream/Analytics and social media monitoring tools are often sold with the premise that “actionable information is just a click away,” a promise that is not usually the case. Tools are good at extracting data and crunching numbers, but the act of translating the data and numbers into valuable insights actually requires additional work. 
  41. http://www.flickr.com/photos/mikebaird/3298842872/sizes/l/in/photostream/Focus Your Data CollectionSet expectations for what you want to learn. Setmeasurable objectives, but also figure out what you want to learn, pick your toolData collection in small chunks: spreadsheet aerobics, weekly collection. Add worksheet or column: What did we learn? You can automate, but since you are pulling from different sources, will require some manual tweakingRefine: expectations, collection methods, and analysis
  42. http://www.flickr.com/photos/booleansplit/3534412370/sizes/o/in/photostream/Be A Connoisseur of Social Media MetricsKey Result Metrics: These are a handful of metrics that help you measure over-arching goals or also known as KPIsOutcome Metrics: These are metrics measure specific objective for a campaign or program that your organization is working on. This might include: awareness, engagement, attitude change, encouraging interaction, facilitating support, promoting advocacy, or encouraging innovation. Counting Metrics: These are the lowest level of metrics and represent the minutia of your different channels. This is fans, followers, visitors, and views. The list goes on and on. These are important to use to help you improve what you’re doing, but many times organizations get stuck in only tracking low-level metrics and often in an inconsistent way or without discipline. There are many different tools that you could use to do this, but don’t get distracted by that.
  43. Carie’s example“We look at three things: actions taken, donations made, and customer service wins. That’s also how our department has been able to obtain more resources to handle the volume we have.” Recent campaign they tracked: http://www.bethkanter.org/million-fans/Counting Metrics: They’ve codified it for every departmentFor this campaign,  they wanted to create a celebration so that fans could engage and participate in the fun.   They wanted to create a personalized experience that makes the fans feel like they are a part of something really great that’s why they created a video and an opportunity for their fans to share their photos of their pets and why they love them.Some counting metrics they captured were:   # likes, # photo submissions, # mobile submissions, # tab views, # video views, # sharesCodified
  44. Carie’s example“We look at three things: actions taken, donations made, and customer service wins. That’s also how our department has been able to obtain more resources to handle the volume we have.” Recent campaign they tracked: http://www.bethkanter.org/million-fans/Counting Metrics: They’ve codified it for every departmentFor this campaign,  they wanted to create a celebration so that fans could engage and participate in the fun.   They wanted to create a personalized experience that makes the fans feel like they are a part of something really great that’s why they created a video and an opportunity for their fans to share their photos of their pets and why they love them.Some counting metrics they captured were:   # likes, # photo submissions, # mobile submissions, # tab views, # video views, # sharesCodified
  45. 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 …
  46. http://bit.ly/network-leadership