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Peer Exchange Group 2:                           Measuring the                            Networked                       ...
Welcome!If you experience any technical difficultieslogging into the system, please contactReady/Talk Customer support:800...
Peer Exchange Group 2:                           Measuring the                            Networked                       ...
This call is beingrecorded          *2          Flickr Photo          by Malinki
On The“wikito Today your reflections               Don’t forget jot down               in your                        Call...
Agenda                Beth’s Reflection/Journal                Peer Assist:                LAUP                Second Harv...
Beth’s Journal             Program Outcomes             At least 50% of 27 participants implement a             social med...
October
November
December
CHAT:If you have finished planning, but notimplementing, why?For next year, do you feel you’ve learned enough fromplanning...
History: Since 2005, Los AngelesUniversal Preschool (LAUP) hassupported the operation and/ordevelopment of more than 325 p...
Measurement Pilots•   Track the number of new LAUP parents who like our Facebook page.     o OBJECTIVE/STRATEGY: To see ho...
Communication for Pilot #1
Communication for Pilot #2
Pilot ResultsMeasurement Pilot #1       Date                Before           AfterOct. 1 – Oct. 31   1,279            1,33...
Challenges/Reflections•   Start collecting new parent email info before September so we can begin    communicating with th...
Mission:Surfrider Foundation is dedicated to the protection &enjoyment of oceans, waves and beaches through apowerful acti...
Pilot Program• Measure the success of our first ever  RAPtoberfest event.  – RAPtoberfest was a month-long Rise Above Plas...
What Success Means• Enviro: 300 unique visitors to our micro-site• Chapter: 20 RAPtober Events.• Membership: 100 new membe...
One Foot At A Time• Hosted an plastic cleanup event on October 1 that  brought together volunteers from across the country...
Social Media Outreach• Created suggested SM messaging for all of our  chapters.   – Created #RAPTOBERFEST hashtag and trac...
Results• Over 6,000 Unique Visitors to  www.raptoberfest.org/• 343 Memberships/Donations - $14.6K• 24 Chapter Hosted Event...
Reflections• Low hopes ~ Huge Success• Weren’t able to measure all of the unique visitors  and web visitors we wanted to.•...
Second Harvest Food Bank Measurement Pilot:                  A Visual Approach to Facebook EngagementGoal: Increase Facebo...
Online Action Challenge Sets the Stage                         for Measurement and ActionIn September, we ran our 3rd soci...
Oracle Online Action Challenge
What’s in the Warehouse Wednesdays  WITWW photos received 30% moreimpressions and 44% more feedback than              othe...
September Oracle Online Action Challenge–     Raise Your Fork Against Hunger!    Cute animal received 10x     more likes t...
November– Perky the Turkey      Animals can fight hunger, too!               Cute        Perky thePicture   +   Animal   =...
Promoting Perky                  In addition to                  promoting                  Perky on                  Face...
Combined Perky the Turkey with   Silicon Valley Turkey Trot       On posting day we had 73 new page likes     compared to ...
Promoting Perky through the Silicon        Valley Turkey Trot                        As a beneficiary of                  ...
Perky the Turkey Helps Reach Turkey Goal in Record Time!               Perky the Turkey               142 photo tags      ...
Perky’s Popularity = December Encore
Growing ForwardNow that the busy holiday season is ending, we will consistently measure onlineactivities to create content...
KD Paine’s Basic StepsDefine ResultsStrategyBenchmarksMetrics – KPICostsSelect Right Tool To Collect DataTurn Data in Action
After                                                         Action                                                      ...
CHAT:Reflection Questions:•    What is your formal process formaking decisions and changes based onyour data?•    How does...
Next Session:                    January 12 at 11 PST/ 2 EST                    Learning Culmination, Peer                ...
Measuring the Networked Nonprofit - GROUP 2, Session 7: Reflection and Reiteration
Measuring the Networked Nonprofit - GROUP 2, Session 7: Reflection and Reiteration
Measuring the Networked Nonprofit - GROUP 2, Session 7: Reflection and Reiteration
Measuring the Networked Nonprofit - GROUP 2, Session 7: Reflection and Reiteration
Measuring the Networked Nonprofit - GROUP 2, Session 7: Reflection and Reiteration
Measuring the Networked Nonprofit - GROUP 2, Session 7: Reflection and Reiteration
Measuring the Networked Nonprofit - GROUP 2, Session 7: Reflection and Reiteration
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Measuring the Networked Nonprofit - GROUP 2, Session 7: Reflection and Reiteration

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Measuring the Networked Nonprofit - GROUP 2, Session 7: Reflection and Reiteration

  1. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve Session 7: Reflection and Reiteration January 5, 2012 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  2. Welcome!If you experience any technical difficultieslogging into the system, please contactReady/Talk Customer support:800.843.9166Please use *6 to Mute your conferenceline
  3. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve Session 7: Reflection and Reiteration January 5, 2012 Beth Kanter,Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
  4. This call is beingrecorded *2 Flickr Photo by Malinki
  5. On The“wikito Today your reflections Don’t forget jot down in your Call journal”Beth Kanter Becky Jain
  6. Agenda Beth’s Reflection/Journal Peer Assist: LAUP Second Harvest Food Bank Surfrider United Way Reflection and Reiteration Next Session ReflectionAsk Your Questions and Share Your Insights in the Chat! Twitter Hashtag: #measurenp
  7. Beth’s Journal Program Outcomes At least 50% of 27 participants implement a social media measurement pilot that helps document value/results or improve social media practice by end of the Peer Group 1/2012 At least 50% of 27 participants, generate case studies and/or insightful quotes for the Measuring the Networked Nonprofit book by 1/2012http://measure-netnon.wikispaces.com/Peer+Group+Review+of+Book
  8. October
  9. November
  10. December
  11. CHAT:If you have finished planning, but notimplementing, why?For next year, do you feel you’ve learned enough fromplanning? How to get to doing – a project that isuseful, short-term, and doesn’t get stuck?
  12. History: Since 2005, Los AngelesUniversal Preschool (LAUP) hassupported the operation and/ordevelopment of more than 325 preschoolsin Los Angeles County, touching the livesof more than 50,000 children throughenriching curricula and nurturingenvironments aimed to best preparechildren to succeed in kindergarten andbeyond.Mission: To provide high-qualitypreschool for all four year olds in LosAngeles County.
  13. Measurement Pilots• Track the number of new LAUP parents who like our Facebook page. o OBJECTIVE/STRATEGY: To see how many new families are coming to our FB page for information. This will helps us in our long-term strategy of finding ways to engaging and strengthening relationships with our families, and also help increase awareness about the importance of early education and preschools. o Audience: New preschool parents• Track the number of likes/comments around the posts for the annual Dream Big Online Auction which ran from Oct. 17 - Oct 28. o OBJECTIVE/STRATEGY: To gauge the number of people who entered the auction, submitted items, and eventually bid on the items. We also wanted to analyze if people were going to the auction site, via posts on Facebook. o Audience: New parents, Alumni, Teachers, local elected officials
  14. Communication for Pilot #1
  15. Communication for Pilot #2
  16. Pilot ResultsMeasurement Pilot #1 Date Before AfterOct. 1 – Oct. 31 1,279 1,338Oct. 1 – Dec. 31 1,279 1,395(year-end)Measurement Pilot #2
  17. Challenges/Reflections• Start collecting new parent email info before September so we can begin communicating with them over the summer. We are still sending out “welcome parent letters” now and it’s fully five months after school has started.• Need to collaborate with LAUP’s Research/Evaluation team regarding this issue.• LAUP has one-year to establish strong relationships. We provide only one- year of preschool to four-year-olds, so the earlier we start talking to parents, the better.• The annual auction didn’t resonate with our FB community. For next year, we may have to rely solely on direct mail to communicate news about the auction.
  18. Mission:Surfrider Foundation is dedicated to the protection &enjoyment of oceans, waves and beaches through apowerful activist network. Community Manger: Vickie McMurchie vic@surfrider.org @surfrider
  19. Pilot Program• Measure the success of our first ever RAPtoberfest event. – RAPtoberfest was a month-long Rise Above Plastics campaign hosted throughout the month of October. Measure the following: • Membership Sign-Ups • Revenue • Interactions & Social Media Growth • National Event
  20. What Success Means• Enviro: 300 unique visitors to our micro-site• Chapter: 20 RAPtober Events.• Membership: 100 new members or $2500.• Engagement: We hosted a photo contest in connection with RAPtober called One Foot At a Time. We hoped to receive 50 submissions.
  21. One Foot At A Time• Hosted an plastic cleanup event on October 1 that brought together volunteers from across the country to raise awareness of the dangers of plastic pollution by removing pieces of plastic trash from our environment, one square foot at a time. Supporters then collected the material to create unique mosaic sculptures on templates we provided.
  22. Social Media Outreach• Created suggested SM messaging for all of our chapters. – Created #RAPTOBERFEST hashtag and trackable links using bit.ly for easier tracking.• Increased FB fans by 5K from mid-Sept to Oct. 31• 1.5 Million Unique Users on Facebook (monthly total)• 115K Monthly Active Users – 2nd highest month in 2011• Increased Twitter Followers by 2.5K
  23. Results• Over 6,000 Unique Visitors to www.raptoberfest.org/• 343 Memberships/Donations - $14.6K• 24 Chapter Hosted Events• 1000s of pieces of plastic removed from beaches.• 300 Photo Submissions.
  24. Reflections• Low hopes ~ Huge Success• Weren’t able to measure all of the unique visitors and web visitors we wanted to.• Received a lot of great feedback from our Chapters & Members.• Lot of Interest from Schools & younger demographic.• Largest # of submissions of photos EVER.• Will definitely repeat this event.
  25. Second Harvest Food Bank Measurement Pilot: A Visual Approach to Facebook EngagementGoal: Increase Facebook engagement to create a more educated online community that isready for more tangible calls to action. Specific goals include: • Increase page likes to 12,000 by 12/31/2011 (achieved on 12/1/11) • Increase post feedback by 300% in September and by 200% in following months • Increase post sharabilityStrategy: Create more fun and sharable content and build atmosphere conducive tosupporter-initiated posts.Tactics: Measure what works, especially during Online Action Challenge, and implementthroughout 2011 holiday season. Use visuals to tell our story and reach friends of fans.Primary measurement tool: Facebook Insights Michelle Berg New Media and Events Manager Second Harvest Food Bank of Santa Clara and San Mateo Counties
  26. Online Action Challenge Sets the Stage for Measurement and ActionIn September, we ran our 3rd social media challenge, in this case, the Oracle Online ActionChallenge. Oracle made donations for all online actions(likes, comments, RTs, photos, etc) during Hunger Action Month, reaching a maximumdonation of $25,000. Creation of content and user interactions were considerably higherthan in other time periods. We used findings from this month to guide efforts throughoutthe critical holiday season. Jul Aug Sept Oct Nov Dec Total page likes 10,260 10,321 11,521 11,649 11,996 12,122 Avg. daily 16 19 147 28 58 43 talking about Monthly active 5,321 6,746 9,246 10,478 10,101 9,656 users Daily news feed 5,659 8,234 21,415 11,001 15,920 9,369 impressions
  27. Oracle Online Action Challenge
  28. What’s in the Warehouse Wednesdays WITWW photos received 30% moreimpressions and 44% more feedback than other posts
  29. September Oracle Online Action Challenge– Raise Your Fork Against Hunger! Cute animal received 10x more likes than people!
  30. November– Perky the Turkey Animals can fight hunger, too! Cute Perky thePicture + Animal = Turkey!
  31. Promoting Perky In addition to promoting Perky on Facebook, we also had flyers at the docks where people donate food. He was also called out in our eNews (50,000 recipients)
  32. Combined Perky the Turkey with Silicon Valley Turkey Trot On posting day we had 73 new page likes compared to November average of 14 per day
  33. Promoting Perky through the Silicon Valley Turkey Trot As a beneficiary of the race, we were able to place a free ad in the Virtual Race Bag (sent to 21,000 participants). Perky was popular here, too!
  34. Perky the Turkey Helps Reach Turkey Goal in Record Time! Perky the Turkey 142 photo tags 98 likes 21 shares 25 comments Goal: 11,500 turkeys Result: 11,500 by Thanksgiving Over 12,500 through December
  35. Perky’s Popularity = December Encore
  36. Growing ForwardNow that the busy holiday season is ending, we will consistently measure onlineactivities to create content that shares our story in an engaging way and meetsthe evolving needs of our online community. Perky may become a year-roundfixture or lead to another sharable ambassador for the Food Bank.Some areas of focus will include formalization of cause marketing guidelines(based on performance of similarly categorized posts) and measurement of postsuccess based on SHFB functional area.Weekly “Facebook Friday” e-mails to all staff will serve to inform our internalaudience and also capture more viral stories to share across our online channels. www.facebook.com/2ndharvest www.SHFB.org
  37. KD Paine’s Basic StepsDefine ResultsStrategyBenchmarksMetrics – KPICostsSelect Right Tool To Collect DataTurn Data in Action
  38. After Action ReviewSource: Michelle Martin -http://michelemmartin.wikispaces.com/Reflective+Practice+for+TAFE
  39. CHAT:Reflection Questions:• What is your formal process formaking decisions and changes based onyour data?• How does your organization withdeal with “failure”?
  40. Next Session: January 12 at 11 PST/ 2 EST Learning Culmination, Peer Presentations Homework: Should be implementing, done designing. But if your measurement pilot is based on future program, it is ok Office HoursOptional: Peer Review Book Chapterhttp://measure-netnon.wikispaces.com/Peer+Group+Review+of+Book

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