Global Giving Briefing for Staff and Partners

1,545 views

Published on

  • Be the first to comment

  • Be the first to like this

Global Giving Briefing for Staff and Partners

  1. Be Networked, Use Measurement, and Make Sense of Your Data Beth Kanter, Author, Blogger, and Master Trainer Social Media for Global Giving October, 2012
  2. Beth Kanter: Master Trainer, Blogger, Author, ChangeMaker
  3. Meet Keo SavonI’m donating my author royalties to send her to college!
  4. Photo by Steve Goodman 2007
  5. 2012
  6. 2012
  7. Social Change is Increasingly Network-Centric
  8. 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
  9. If you can’t fly then run, if you can’trun then walk, if you can’t walk thencrawl, but whatever you do you have to keep moving forward.”
  10. Where to focus … CRAWL WALK RUN FLY Linking Social with Ladder ofCommunications Network Building Results and EngagementStrategy NetworksDevelopment Multi-Channel Engagement, Content Strategy Content, and Measurement Pilot: Focus oneCulture Change program or channel Best Practices Reflection and Continuous with measurement Improvement Measurement in all Incremental Capacity above
  11. Share Pair: Crawl, Walk, Run, FlyWhere is your organization now? What does that look like? do you need to get to the next level?
  12. Crawl, Walk, Run, Fly Model: Networked NonprofitPracticesThemes Categories IndicatorsINTERNAL CULTURE Networked Mindset Institutional Support Communications Strategy CAPACITY Hours Expertise Practices Channels Differ for MEASUREMENT Analysis Tools Crawl, Walk, Adjustment Run, FlyEXTERNAL 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
  13. Social Media Nonprofit ROI Poetry Slam2009
  14. The Five Stages of MeasurementAcceptance in the Nonprofit Sector Data Delight Informed Confusion Fear Denial
  15. Denial I don’t have the time to measure.
  16. Fear What if my strategy or program doesn’t show success?
  17. Confusion I know I should measure our social media and network, but not sure what or how?
  18. Hey check outDelight these cool charts and graphics!
  19. Data Informed Successful networks and social media start with measurement
  20. Data-Informed Culture: It starts from the top! Do Something.org
  21. Tear down those silos and walls around data …
  22. More time think about that the data, then collect it
  23. Video
  24. Why did it fail?What did we learn?What insights can use nexttime around?DoSomething.Org’s Fail Fest
  25. Becoming A Networked Nonprofit: Maturity of Practice Model – Data Informed Crawl Walk Run FlyLacks 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
  26. 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
  27. 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-MakingMeasurement isn’t something you do once at the end ….
  28. KD PAINE’s: The 7 Steps to Social Media MeasurementStep 1: Define your goal(s). What outcomes is this strategy ortactic going to achieve? What are your measurable objectives?Step 2: Define your audiences. Who are you are trying toreach? How do your efforts connect with those audiences toachieve the goal.Step 3: Define your investments. What is it really costing you toachieve this outcome?Step 4: Define your benchmarks. Who or what are you going tocompare your results to?Step 5: Define your metrics. What are the Indicators by whichyou will judge your progress?Step 6: Select your data collection tool(s).Step 7: Analyze your data, turn it into action, measure again.
  29. Step 1: Define Goals/Results
  30. 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
  31. 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.
  32. Asking for Stories: Creative Engagements
  33. Spreading Stories Through Social Channels
  34. Garnering Attention from All Media Through Creative Engagements
  35. Engaging on Social Networks
  36. Not An After Thought: Metric MondaysMetric Mondays – Action Alert Metrics Measuring Goals: • Movement Growth • Policy Change Measuring Goal: Movement Growth
  37. Momsrising: Joyful Funerals…. 1. Fail 2. Increment al Success 3. Dramatic Success
  38. Step 1: Meeting To Discuss/Define SuccessKeep asking to what end?AwarenessReputationRelationshipsActionDonationsVolunteersBehavior Change
  39. Share Pair: What does success look like for your organization? What does failure look like?
  40. 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?
  41. 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
  42. Step 2: Understand Their Online Context
  43. 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
  44. Time Tracking
  45. Step 3: Define the Investment800,000 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
  46. Get (free) Help When You Need It!
  47. Step 4: Determine Your Benchmarks
  48. Peer Organization
  49. DYI Benchmark Study of Peers
  50. Benchmark Study: Looks at larger group oforganizations or departments using a metric andalso learning about strategy and tactics.
  51. 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
  52. Results Value 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
  53. Step 6: Pick a Tool To Collect Data
  54. Step 6: The Right Tool for the JobContent • Positioning • ThemesAnalysis • Sentiment Survey • Awareness • RelationshipsResearch • Preferences, Perception Web • EngagementAnalytics • Action 65
  55. Tools are good at extracting data andcrunching numbers, but the act of translatingthe data and numbers into valuable insightsactually requires additional work.
  56. Focus Your Data Collection
  57. Data to measure progress onyour goals will come from avariety sources andmeasurement tools.
  58. Many Analytics Tools, Many Data PointsChannel Counting Metrics ToolEmail Open Rate, Click Platform Thru, Sign Ups, Un subscribersWeb Site Platform Downloads, Google Analytics registrations, views, conversions, time onsiteFacebook Fans, impressions, FB Insights feedback percentageTwitter Retweets, Click Crowdbooster, Bit.ly ThrusBlogs Subscribers, Views, Google Analytics, Comments per post Feedburner, WP* Plus tools that combine management with measurement and monitoring intoa one tool: Sprout Social, Thrive,
  59. Be A Maven of Social Media Metrics, Not A Pack Rat
  60. KPI:Actions taken, donations made, and customerservice winsSpecific: Celebration Campaign for fans to engageand participate in fun – share why they love theirpetsCounting:# Photo submissions # shares # tab views (FBInsights)Positive responses/Screen capture (Hand-code)
  61. Content Analysis of CommentsDesirable or Undesirable• Amplified Key Message• Full Key Message• Partial Key Message• No message• Wrong or opposite message
  62. Step 7: Analyze and Apply Results
  63. Step 7: Data Without Insight is Trivia
  64. After Action ReviewSource: Michelle Martin -http://michelemmartin.wikispaces.com/Reflective+Practice+for+TAFE
  65. KD PAINE’s: The 7 Steps to Social Media MeasurementStep 1: Define your goal(s). What outcomes is this strategy ortactic going to achieve? What are your measurable objectives?Step 2: Define your audiences. Who are you are trying toreach? How do your efforts connect with those audiences toachieve the goal.Step 3: Define your investments. What is it really costing you toachieve this outcome?Step 4: Define your benchmarks. Who or what are you going tocompare your results to?Step 5: Define your metrics. What are the Indicators by whichyou will judge your progress?Step 6: Select your data collection tool(s).Step 7: Analyze your data, turn it into action, measure again.
  66. 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
  67. Thank you!www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitterwww.measurenetworkednonprofit.org

×