Measuring the Networked Nonprofit - Session 2


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  • Welcome – count down
  • Remind people to call for tech support*6 to mute conference line*7unmute
  • recording about 2 minutes late to let people join *2
  • Official Welcome by Beth
  • The whole reason I’m taking a deep dive into this topic is because I’m writing a book over the next months – it is tentatively called “Measuring the Networked Nonprofit” My Co-Author is KD Paine, esteemed measurement guru – a sage with a gaugeWe are hoping to do a “mashup” of our books.The peer learning group will help inform case studies and content in the book.
  • Beth will read list of participantsBeth will introduce herself“The last few calls I realized that it was hard for me to moderate, work the software, take notes, read the chat and present. So, I’m lucky to have recruited a fabulous co-moderator, Becky Jain. She is going to help me with the back channel – the chat.Becky is a blogger and active on many social media communities. After studying at Wesleyan and the London School of Economics, she came to India to live with her husband, and to work in the development sector. Say hello!
  • This is our agenda – we’ll pause along the way for questions.Use this #measurenp on Twitter
  • If you haven’t started keeping your wiki journal, please try to spend a few minutes on the site.If you haven’t joined the Facebook Group, please do so, office hours if you’re feeling stuck. I’ve added some more options soon as we get the pilot projects organized, I’ll add some small group cohort coaching time
  • the work sheet
  • 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?
  • was all in the worksheet on the wiki, but did you have a meeting to discuss the pilot? What happened?
  • I’m keeping a public journal too – about the program and using it to reflect on what I’m learning about tracking the program against the SMART objectives. I will be tweaking as we go to get better results …. And welcome you to add your reflections
  • Focus: Focus on measuring social media as part of a communications strategy for a single event. Measuring through the ladder of engagement.Leadership Learning Community – Social media integrated with launch of publicationAmerican Leadership Forum –Social media integrated with October event keyed to organizational outcomesSurfriderOne Channel Focus: Focusing on measuring one social media channel as part of an integrated campaign to focus on practice. Blog, Twitter, FacebookCommunity Catalyst – Twitter tied to working w/partners on one campaignMonitor Institute – Measure single topic blog as prelude to launching organizational wide blogSecond Harvest Food Bank - Measure one channel, FacebookSoutheast Asia Resource Action Center – Measure one channel, Twitter, to grow networkArts Council of Silicon Valley – Measure one channel, internal blog.Systems Improvement: Measuring pilot project is focused on designing and implementing or improving upon a cross-department dashboardGlobal Giving – Dashboard for social media metrics to inform marketing plan objectivesNational Wildlife Federation – Cross-Department dashboardSocial Media Proof of Concept: Focusing on a very focused and low-risk pilot that can document how social media can align with organizational goals to get buy-in for more investment.Leopold Leadership ProgramZER01The Trust for Hidden VillaBenchmark Study: Focusing on research project that collects and measures best practices on social media related to SMART objectives.Resource Legacy FundResource Media Pilot Project12 out of the 27 have not15 out of the 27 have defined project or preliminary definitionCall Participation27 participated Call 126 participated Call 2Wiki Journal Entries7 out of 27 have not added anything10 out of 27 have added 1 entry10 out of 27 have added 2 entriesDefined Pilot Project12 out of the 27 have not15 out of the 27 have defined project or preliminary definitionCall Participation27 participated Call 126 participated Call 2Wiki Journal Entries7 out of 27 have not added anything10 out of 27 have added 1 entry10 out of 27 have added 2 entries
  • Measurement is a feedback loop KD Paine's Basic Steps for Social Media Measurement
  • In KD Paine’s decades of experience, the measurement process looks like this – no matter what you’re measuring to get at measuring what matters … The strategy piece includes creating a plan, it might include research (audience research or benchmarking w/peers). For some of you, your pilot might be “prospective” – as part of planning a future campaign or program. Or it might be analyzing the past – something you’ve already implemented but want to go back and measure results/value for planning next reiteration or to do present to senior management to pave the way for more incorporating social media into your program delivery or communications channel. The do part – your tactics, tools – The measure is your data collection – as part of your strategy you define this – it includes analysis – you don’t just collect data, you figure out what it means in terms of improving your results – and then you adapt your plan/strategy and the cycle continues.Make sense? Does this sound familiar? Is this way you measure other programs or communications efforts that do not include social media?
  • These are the basic steps that you will follow for your measurement pilot …. Or any project that involves social media ..The challenge here is that you are not just measuring, but measuring around your practice or strategy.The pilot is making it very simple.
  • Start with your results and incorporate social media into it .. Keep asking to what end? Why is this important? AwarenessReputationRelationshipsActionsDonationsVolunteersBehavior ChangePartner Engagement
  • Theory of Change series of if, then statements that are laid out as a path …This might be a useful approach for those of you working more on policy or program outcomes – and how to integrate social media For example:Kansas Action for Children has helped shape policy that puts children first.
  • What are you going to do to get those results with an integrated social media plan?SMART ObjectivesMeasurement PlanAudience Definition: Target Audience InfluencersEnvironmentMessaging/ContentChannelsBudgetTimeline
  • A strategy is a plan of action designed to achieve a particular objective. Tactics and tools are the means by which a strategy is carried out – these are on the ground methods to executive strategy. Ways to be strategic …Smart Objectives many by when?Results, Capacity, or TacticsGuides, not report cards
  • Key performance indicators are 3-5 metrics that are critical to knowing you have been reach your result or not ….
  • Key Performance IndicatorsMetrics
  • Key Performance Indicators: Key performance indicators are the most important metrics to understand how successful your are ..This is the conversation to have with your team …..Metrics
  • USA for UNHCR (my client) is a 501(c)(3) headquartered in Washington, D.C. They raise funds and awareness in the United States for the lifesaving work that more than 6,000 staffers of Geneva-based UNHCR undertake for refugees around the world, 24/7.   Given that there are more than 43.3 million refugees worldwide, this is pretty important work… and did I mention lifesaving? (Just look at what’s happening in Somalia right now.) The challenge is that typically refugees are so far removed from our “normal” lives that we don’t automatically think of giving to organizations that work to support them.USA for UNHCR created the Blue Key campaign as a way to drive awareness of this global issue in the US. The $5 blue key pin or pendant symbolizes the one thing most of us have and that refugees don’t: a key to their own home.My role is to work with USA for UNHCR on building out the digital and social media aspects of the campaign, particularly from an online community-building point of view. That is where the Blue Key Champion strategy came in; to bring on board US-based bloggers who are active online, and cause-passionate, to help spread the word and, hopefully, get more keys ordered.
  • The Blue Key site was only launched in December 2010, and its social/digital aspects were relatively new, so there was not a lot of data to base KPIs on. Overall, when we went into the first phase of the campaign, we had two goals: to secure at least three Blue Key Champions, and  to get 6,000 keys ordered between May 9 and June 20 (World Refugee Day).
  • to implement your social media pilot – including measurement time! We know that most of the software/platforms are free, so the cost is going to be an investment in staff time. What is the level of time?What is the opportunity cost?Are you adding resources or shifting them?What are the consequences?How can you be as efficient as possible in your execution time? Data collection time?You’ll need this for reporting … and also helps you get better and more efficient
  • measurement tools are the techniques you will use to collect data – the key performance indicators – These are covered in a later session. Remember – any tool is useless unless it covers the sort of data that help you evaluate progress towards to your goalsContent analysis of social or traditional media- Primary audience via online, mail, or phone surveys- AnalyticsAffordable ….
  • is a continuous improvement process – feedback loopsAny measurement to work, you need to assess results, make changes, and see if those changes had impact, make more changes, and so on. Valid, actionable conclusionsAvoid focusing on only the most exciting, look for failures …You need a regular reporting schedule – not just do a data dump at the end – important for buy-in
  • These are the basic steps that you will follow for your measurement pilot ….
  • These are the basic steps that you will follow for your measurement pilot ….
  • Session 3: Why Does Bad Measurement Practice Happen To Good Nonprofits?September 22 at 11:00 am PST/ 2:00 EST
  • Measuring the Networked Nonprofit - Session 2

    1. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve<br />Session 2: August 25, 2011<br />Aligning Social Media Measurement with Organizational Results<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, type into the chat:How does your organization’s social media practice align with your organization’s outcomes ? Social media – to what end?<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 2: August 25, 2011<br />Aligning Social Media Measurement with Organizational Results<br />Beth Kanter, Visiting Scholar, Social Media and Nonprofits<br />The David and Lucile Packard Foundation<br />Organizational Effectiveness Program<br />
    5. Don’t forget to jot down your reflections in your “wiki journal”<br />On The Call Today<br />Beth Kanter Becky Jain<br />
    6. Agenda<br />A Few Reminders<br />Last Month: Quick ReviewBeth’s Reflection/JournalMeasurement Pilot: Peer Share <br />KD Paine’s Basic Measurement Steps<br />Next Session<br />Reflection<br />Ask Your Questions and Share Your Insights in the Chat! <br />Hashtag: #measurenp<br />
    7. Reminders<br />Wiki JournalsFacebook GroupOffice HoursScoop.It Resources<br />Don’t forget to jot down your reflections in your “wiki journal”<br />
    8. Last Month: Quick Review<br />Social Media Maturity of Practice<br />How to Define A Measurement Pilot Project for Peer Exchange<br />Slides/Recording/Notes/Checklists <br />
    9. PILOT<br />Begin with baby steps<br />Focus on smaller, doable activity to measure<br />Don’t measure everything about it<br />Go for the easy wins<br />
    10. Picking A Measurement Pilot<br />Priority in work plan<br />Keeps ED up at night<br />Area of practice to improve<br />
    11. Meeting To Agree on Measurable Objectives<br />1: Understand Background<br />2: Assemble Your Team<br />3: Meeting: Discuss<br />Success/Failure<br />4: Brainstorm<br />5: Vote<br />CHAT: Did you have a meeting to discuss the pilot? What happened?<br />Source: KD Paine – Measure What Matters<br />
    12. Beth’s Journal<br />At least 50% of 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<br />At least 50% of participants, generate case studies and/or insightful quotes for the Measuring the Networked Nonprofit book by 1/2012<br /><br />
    13. 16 out of 27 have identified or discussing pilot<br /><br />
    14. POLL<br />-Define a pilot and write on wiki -Discussed a pilot internally, but have not decided or written on wiki<br />-Have thought about the pilot, but not discussed or defined<br />
    15. CHAT: <br />If you defined a pilot, what made it easy? Do you have a tip? <br />If you discussed pilot, but haven’t decided what help do you need ?<br />If you haven’t discussed pilot, what help do you need?<br />
    16. Putting It Into Practice: Challenges<br /><ul><li> How to tie social media metrics/use with communications objectives, program or policy goals or overall organizational outcomes?
    17. How to get buy-in from senior staff and others?</li></li></ul><li>KD Paine’s Measurement Basics<br />
    18. Measurement<br />Is GPS<br />
    19. KD Paine’s Basic Steps<br />Define ResultsStrategy BenchmarksMetrics – KPICosts<br />Select Right Tool To Collect DataTurn Data in Action <br />
    20. Define Results<br />Keep asking to what end?<br />AwarenessReputationRelationshipsActionDonationsVolunteersBehavior Change<br />
    21. Theory of Change Lite: To What End? <br />Kidds<br />
    22. Key Result: Kids get health care<br />Gets better at communication, proactive planning, partner engagement, message discipline and social media integration<br />More and better partners, more and better relationships with reporters and more or better policy maker relationships<br />Communications strategy has more impact<br />More attention from policymakers<br />Policies are adopted<br />Kids get health care coverage<br />
    23. StrategySMART ObjectivesMeasurement PlanAudience Definition:<br /> Target Audience InfluencersEnvironmentMessaging/ContentChannelsBudgetTimeline<br />
    24. SMART objectives<br />1.How many?<br />2. By when?<br />
    25. Integrated Social Media StrategyFacebook Measurement Pilot<br />
    26. Target Audience: AdvocatesIntermediary Audience: Policy Makers<br />Advocates send 200 emails, make 300 phone calls, and post on FB page to endorse an issue related to ACAIdentify and establish relationships with “influencers” (lawmakers, parents, etc) through Facebook so they spread stories of Children’s Health Care by 1/2012<br />Increase number of fans for Facebook page by 10% by 2012<br />Increase engagement with Facebook fans to 3 comments per post by 2012<br />Repurpose policy paper content into series of regular Facebook posts by 2012 <br />Two aligned partners collaborate on an online event on Facebook to draw attention to issue by 2012<br />
    27. Benchmarks<br />"The greatest danger for most of us is not that our aim is too high and we miss it but that it is too low and we reach it." Michelangelo<br />
    28. DYI Benchmark Study of Peers<br />
    29. Use industry studies<br />
    30. Define Your Key Performance Indicators <br />What are the metrics you will report with? <br />
    31. There is no shortage of metrics you could use …….<br />27.  Social bookmarks<br />28.  Subscriptions (RSS, podcasts, video series)<br />29.  Pageviews (for blogs, microsites, etc)<br />30.  Effective CPM based on spend per impressions received<br />31.  Change in search engine rankings for the site linked to through social media<br />32.  Change in search engine share of voice for all social sites promoting the brand<br />33.  Increase in searches due to social activity<br />34.  Percentage of buzz containing links<br />35.  Links ranked by influence of publishers<br />36.  Percentage of buzz containing multimedia (images, video, audio)<br />37.  Share of voice on social sites when running earned and paid media in same environment<br />38.  Influence of consumers reached<br />39.  Influence of publishers reached (e.g., blogs)<br />40.  Influence of brands participating in social channels<br />41.  Demographics of target audience engaged with social channels<br />42.  Demographics of audience reached through social media<br />43.  Social media habits/interests of target audience<br />44.  Geography of participating consumers<br />45.  Sentiment by volume of posts<br />46.  Sentiment by volume of impressions<br />47.  Shift in sentiment before, during, and after social marketing programs<br />48.  Languages spoken by participating consumers<br />49.  Time spent with distributed content<br />50.  Time spent on site through social media referrals<br />1.     Volume of consumer-created buzz<br />2.     Amount of buzz 3.     Shift in buzz over time<br />4.     Buzz by time of day <br />5.     Seasonality of buzz<br />6.     Competitive buzz<br />7.     Buzz by category <br />8.     Buzz by social channel 9.     Buzz by stage in purchase funnel <br />10.  Asset popularity <br />11.  Mainstream media mentions<br />12.  Fans<br />13.  Followers<br />14.  Friends<br />15.  Growth rate of followers friends<br />16.  Rate of pass-along<br />17.  Change in rates <br />18.  Second-degree reach <br />19.  Embeds / Installs<br />20.  Downloads<br />21.  Uploads<br />22.  User-initiated views <br />23.  Ratio of embeds to views<br />24.  Likes / favorites<br />25.  Comments<br />26.  Ratings<br />Source: 100 Ways to Measure Social Media by David Berkowitz <br />
    32. There is no shortest of metrics you could use …….<br />75.  Customers assisted<br />76.  Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store)<br />77.  Savings generated by enabling customers to connect with each other<br />78.  Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)<br />79.  Customer satisfaction<br />80.  Volume of customer feedback generated<br />81.  Research & development time saved based on feedback from social media<br />82.  Suggestions implemented from social feedback<br />83.  Costs saved from not spending on traditional research<br />84.  Impact on online sales<br />85.  Impact on offline sales<br />86.  Discount redemption rate<br />87.  Impact on other offline behavior (e.g., TV tune-in)<br />88.  Leads generated<br />89.  Products sampled<br />90.  Visits to store locator pages<br />91.  Conversion change due to user ratings, reviews<br />92.  Rate of customer/visitor retention<br />93.  Impact on customer lifetime value<br />94.  Customer acquisition / retention costs through social media<br />95.  Change in market share<br />96.  Earned media's impact on results from paid media<br />97.  Responses to socially posted events<br />98.  Attendance generated at in-person events<br />99.  Employees reached (for internal programs)<br />100.  Job applications received<br />51.  Method of content discovery<br />52.  Clicks<br />53.  Percentage of traffic generated from earned media<br />54.  View-throughs<br />55.  Number of interactions<br />56.  Interaction/engagement rate<br />57.  Frequency of social interactions per consumer<br />58.  Percentage of videos viewed<br />59.  Polls taken / votes received<br />60.  Brand association<br />61.  Purchase consideration<br />62.  Number of user-generated submissions received<br />63.  Exposures of virtual gifts<br />64.  Number of virtual gifts given<br />65.  Relative popularity of content<br />66.  Tags added<br />67.  Attributes of tags 68.  Registrations from third-party social logins <br />69.  Registrations by channel (<br />70.  Contest entries<br />71.  Number of chat room participants<br />72.  Wiki contributors<br />73.  Impact of offline marketing/events<br />74.  User-generated content created that <br />75.  Customers assisted<br />What matters most?<br />Source: 100 Ways to Measure Social Media by David Berkowitz <br />
    33. Cost<br />
    34. The right tool for the job<br />
    35. Turn Data in Action<br />
    36. KD Paine’s Basic Steps<br />Define ResultsStrategy BenchmarksMetrics – KPICosts<br />Select Right Tool To Collect DataTurn Data in Action <br />
    37. Measure Value<br />Direct RevenueCost Savings<br />Traffic/Search Engine Rankings<br />Social Capital<br />
    38. If you haven’t defined a social media measurement pilot, what is your next step?<br />If you have defined a social media measurement pilot, what do you need to do to move it forward?<br />
    39. Questions?<br />Next Session:September 22at 11:00 am PST/ 2:00 EST<br />Homework: Define a social media pilot and share it on the wiki. Use the Social Media Pilot worksheet to flesh out your pilot design.<br />Worksheets on Wiki<br />