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Measuring the Networked Nonprofit Book Launch


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Measuring the Networked Nonprofit Book Launch

  1. Measuring the Networked Nonprofit Using Data To Change The World Beth Kanter, Author, Blogger, and Trainer San Francisco Foundation Center 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. Is Your Nonprofit Using Online Social Networks for Social Change? Stand Up Photo by net_efekt
  5. Stay standing if yourorganization is usingnetworks and social mediaeffectively and gettingmeasurable results?
  6. Measuring Completion Against Deadline….. 0…1…2…3…4…5…6…7…8…9…10
  7. Social Media Nonprofit ROI Poetry Slam2009
  8. If you want to change the world: Be Networked,Use Measurement, and Make Sense of Your Data!
  9. Social Change is Increasingly Network-Centric
  10. 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
  11. Leading With A Network Mindset: Shift From Push To PullSF Goodwills CEO, Debbie Alvarez-Rodriguez
  12. Leading With A Network Mindset
  13. Leading With A Network MindsetSocial Media and Networks has to be connected toyour organization’s mission and programs
  14. Blends Network Strategy With Communications Strategy
  15. Feeding A Network of Networks
  16. A Bridge Between Network of Networks
  17. 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.”
  18. Becoming A Networked Nonprofit: Maturity ofPractice Model: Overview Crawl Walk Run FlyTime Investment Link Social to Integrated Integrated Communications Content Strategy Multiple Channels ObjectiveCulture Change Social Media Engage Network Building Policy Influencers, Partners, Staff, and Board Basics Small Pilots for Best Practices in Reflection, Insights and Tactics Continually Practice Tangible Results Improve Results From “Measuring the Networked Nonprofit”
  19. Share Pair: Crawl, Walk, Run, FlyWhere is your organization now? What does that look like? do you need to get to the next level?
  20. 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
  21. The Five Stages of MeasurementAcceptance in the Nonprofit Sector Data Delight Informed Confusion Fear Denial
  22. Denial I don’t have the time to measure.
  23. Fear What if my strategy or program doesn’t show success?
  24. Confusion I know I should measure our social media and network, but not sure what or how?
  25. Hey check outDelight these cool charts and graphics!
  26. Data Informed Successful networks and social media start with measurement
  27. Data-Informed Culture: It starts from the top! Do
  28. Tear down those silos and walls around data …
  29. More time think about that the data, then collect it
  30. Why did it fail?What did we learn?What insights can use nexttime around?DoSomething.Org’s Fail Fest
  31. 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
  32. 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
  33. 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.
  34. Step 1: Define Results
  35. Step 1: Define Results Key results generally include: • increasing the movement size by increasing membership • garnering attention from all media through creative engagements • getting policies passed • working with aligned partner organizations • increasing capacity
  36. Step 2: Define Audience 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 awareness by doubling our number of fans METRIC: We went from 343 to 593 fans Increase engagement by doubling comments/likes per post METRIC: Our post feedback went up 269% Increase enrollment in classes and attendance at events METRIC: 10% new students /attenders say they heard about us through Facebook
  37. Step 2: Define Audience
  38. 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
  39. 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
  40. Step 4: Determine Your Benchmarks
  41. Peer Organization
  42. DYI Benchmark Study of Peers
  43. 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
  44. 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
  45. Step 6: Pick a Tool To Collect Data
  46. Step 6: The Right Tool for the JobContent • Positioning • ThemesAnalysis • Sentiment Survey • Awareness • RelationshipsResearch • Preferences, Perception Web • EngagementAnalytics • Action 63
  47. Step 6: Spreadsheets 64
  48. Step 7: Analyze and Apply Results
  49. Step 7: Data Without Insight is Trivia
  50. Step 7: Only Collect Data You Can Use 75. Customers assisted51. Method of content discovery 76. Savings per customer assisted through direct social media interactions52. Clicks compared to other channels (e.g., call centers, in-store)53. Percentage of traffic generated from earned media 77. Savings generated by enabling customers to connect with each other54. View-throughs 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research55. Number of interactions for that one)56. Interaction/engagement rate 79. Customer satisfaction57. Frequency of social interactions per consumer 80. Volume of customer feedback generated58. Percentage of videos viewed 81. Research & development time saved based on feedback from social media59.60. Polls taken / votes received Brand association What you 82. Suggestions implemented from social feedback61. Purchase consideration Measure 83. Costs saved from not spending on traditional research Make62. Number of user-generated submissions received could 84. Impact on online sales Decisions 85. Impact on offline sales63.64. Everything Exposures of virtual gifts Number of virtual gifts given To Improve 86. Results redemption rate Discount65.66. Relative popularity of content Tags added measure 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated67. Attributes of tags 89. Products sampled68. Registrations from third-party social logins 90. Visits to store locator pages69. Registrations by channel ( 91. Conversion change due to user ratings, reviews70. Contest entries 92. Rate of customer/visitor retention71. Number of chat room participants 93. Impact on customer lifetime value72. Wiki contributors 94. Customer acquisition / retention costs through social media73. Impact of offline marketing/events 95. Change in market share74. User-generated content created that 96. Earned medias impact on results from paid media75. Customers assisted 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received
  51. After Action ReviewSource: Michelle Martin -
  52. Momsrising: Joyful Funerals…. 1. Fail 2. Increment al Success 3. Dramatic Success
  53. If you want to change the world: BeNetworked, Use Measurement, and Make Senseof Your Data!
  54. Thank you! on