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Measuring the Networked Nonprofit - Session 2


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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 />