Measuring the Networked Nonprofit

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  • Every few minutes as we get started, tech support reminder, type into the chat, roll call
  • http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  • Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
  • This is our agenda – we’ll pause along the way for questions.#measurenp
  • Now time for everyone to introduce themselves
  • Now time for everyone to introduce themselves
  • Now time for everyone to introduce themselves
  • http://www.scoop.it/t/social-media-and-nonprofits-measurement/
  • But we also have a similar ladder—moving people from on-ramps to real deeper conversation. Social can hook people into all of these, and works especially well with on-ramps.
  • You can see exactly on this graph when we hired a social media coordinator and you can see exactly what that means for our traffic.
  • Our social media strategy focuses on brand awareness and engagement and is part of an integrated communications strategy.    We spend time identifying and building relationships with  super-advocates online and engage them — similar to the way you engage major donors or champion advocacy constituents. “but we are seeing social media become very important in helping with public policy efforts – like the recent Child Nutrition Bill.   We saw a lot of interest and click thrus from Twitter particularly.” They used Google Analytics to see where traffic is coming from specifically to their advocacy pages surrounding the bill and looked at Twitter retweets.
  • http://www.flickr.com/photos/striatic/107910471/
  • http://www.flickr.com/photos/striatic/107910471/
  • http://www.flickr.com/photos/striatic/107910471/http://www.flickr.com/photos/hendry/3979885054/sizes/l/in/photostream/You might be stepping on someone’s toes, challenge conventional wisdom, put someone else’s project on hold or challenge internal politics … You may get pushback. What are some strategies for dealing with it?
  • http://www.flickr.com/photos/striatic/107910471/
  • Measuring the Networked Nonprofit

    1. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve<br />Session 1: July 28, 2011<br />Improving Social Media Practice with Measurement Pilot<br />Beth Kanter, Visiting Scholar, Social Media and Nonprofits<br />The David and Lucile Packard Foundation<br />Organizational Effectiveness Program<br />
    2. Welcome!<br />If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166<br />Please use *6 to Mute your conference line<br />While we are waiting, play with the chat: What was your most re-tweeted tweet this past month and why? Or most commented Facebook post and why?<br />
    3. This call is being recorded<br />* 2<br />Flickr Photo by Malinki<br />
    4. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve<br />Session 1: July 28, 2011<br />Improving Social Media Practice with Measurement Pilot<br />Beth Kanter, Visiting Scholar, Social Media and Nonprofits<br />The David and Lucile Packard Foundation<br />Organizational Effectiveness Program<br />
    5. Agenda<br />Intros/Share Fair<br />Maturity of Practice ModelMeasurement Pilot <br />Next Session<br />Reflection<br />Ask Your Questions and Share Your Insights in the Chat! <br />Hashtag: #measurenp<br />
    6. Thank you Danielle!<br />https://twitter.com/#!/01SJ/stealth-measurement<br />
    7. Don’t forget to jot down your reflections in your “wiki journal”<br />
    8. http://www.standupforhealthcare.org/tweet<br />
    9. http://www.scoop.it/t/social-media-and-nonprofits-measurement/<br />
    10. Social Media<br />Maturity of Practice Model<br />
    11. Where to focus …<br />SMART Social Media Objective<br />Pilot: Focus on one channel<br />Incremental Capacity Building<br />Ladder of Engagement<br />Content <br />Best Practices<br />Basic Measurement<br />Internet Presence: Blog or Website<br />Communications Strategy<br />Culture Change<br />Advanced Measurement<br />Network Building<br />Multi-Channel Engagement<br />
    12. Goals:1.    To promote Independent Sector with “non-attending audiences” through attendees’ social media mentions2.    To capture summaries of the 2010 conference to show the richness of the content as a means to promote the event for 20113.    To test pilot social media at the conference and to capture lessons learned and ideas for future social media efforts<br />Metrics for Success1.    Seven bloggers and seven Tweeters are identified and recruited to cover the event2.    Content from seven sessions is posted to the IS blog or other blogs3.    The number of retweets using the hashtag #ISconf increases from 20094.    The team gains social media  experience and insights about social media practice <br />
    13. gristastic ladder ‘o engagement<br />grist sets the agenda by showing how green is reshaping our world. we cut through the noise and empower a new generation to make change.<br />
    14. Using Measurement for Capacity Building<br />Tracked Results: Stage 1 – Integrated into staff<br />Stage 2 – Hired social media staff<br />
    15. Social Media strategy is part of integrated communications strategy.<br />Track Awareness: Share of Conversion About Hunger<br />Conversions for advocacy <br />(Child Nutrition Bill) and donations<br />Cross Department Dashboard<br />KPI: Linked to Job Performance<br />FLY<br />
    16. Are you crawling, walking, running, or flying? <br />What do you need to get to the next level?<br />What do you want to improve or get better results?<br />
    17. Defining a Measurement Pilot Project for Peer Exchange<br />
    18. Annual Measurement Program Is Daunting …….<br />
    19. Begin with baby steps<br />Benchmark studyFocus on one channel<br />Focus on event, campaign, or other project<br />Go for the easy wins<br />
    20. Picking a Learning Project<br />Priority in work plan<br />Keeps ED up at night<br />Are of practice to improve<br />
    21. Agreeing on Measurable Objectives<br />1: Understand Background<br />2: Assemble Your Team<br />3: Meeting<br />Success/Failure<br />4: Brainstorm<br />5: Vote<br />Source: KD Paine – Measure What Matters<br />
    22. What social media measure pilot that involves baby steps can best move your practice forward?<br />What organizational politics do you anticipate? How to mitigate?<br />How will you get everyone on the same page?<br />
    23. Questions?<br />Next Session:August 25 at 11:00 am PST/ 2:00 EST<br />Homework: Define a social media pilot and share it on the wiki<br />Worksheets on Wiki<br />Reflection: Write in chat and on your journal – what are you next steps<br />

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