http://www.bethkanter.org/measure-netnon/

1. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve Session 2: August 25, 2011 Aligning Social Media Measurement with Organizational Results Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program

2. Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Please use *6 to Mute your conference line 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?

3. This call is being recorded * 2 Flickr Photo by Malinki

4. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve Session 2: August 25, 2011 Aligning Social Media Measurement with Organizational Results Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program

6. Don’t forget to jot down your reflections in your “wiki journal” On The Call Today Beth Kanter Becky Jain

7. Agenda A Few Reminders Last Month: Quick ReviewBeth’s Reflection/JournalMeasurement Pilot: Peer Share KD Paine’s Basic Measurement Steps Next Session Reflection Ask Your Questions and Share Your Insights in the Chat! Hashtag: #measurenp

8. Reminders Wiki JournalsFacebook GroupOffice HoursScoop.It Resources Don’t forget to jot down your reflections in your “wiki journal”

9. Last Month: Quick Review Social Media Maturity of Practice How to Define A Measurement Pilot Project for Peer Exchange Slides/Recording/Notes/Checklistshttp://bit.ly/measure-netnon-july-2011

10. PILOT Begin with baby steps Focus on smaller, doable activity to measure Don’t measure everything about it Go for the easy wins

11. Picking A Measurement Pilot Priority in work plan Keeps ED up at night Area of practice to improve

13. Meeting To Agree on Measurable Objectives 1: Understand Background 2: Assemble Your Team 3: Meeting: Discuss Success/Failure 4: Brainstorm 5: Vote CHAT: Did you have a meeting to discuss the pilot? What happened? Source: KD Paine – Measure What Matters

14. Beth’s Journal 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 At least 50% of participants, generate case studies and/or insightful quotes for the Measuring the Networked Nonprofit book by 1/2012 http://measure-netnon.wikispaces.com/Beth-Kanter-Journal

15. 16 out of 27 have identified or discussing pilot http://measure-netnon.wikispaces.com/Beth-Kanter-Journal

16. POLL -Define a pilot and write on wiki -Discussed a pilot internally, but have not decided or written on wiki -Have thought about the pilot, but not discussed or defined

17. CHAT: If you defined a pilot, what made it easy? Do you have a tip? If you discussed pilot, but haven’t decided what help do you need ? If you haven’t discussed pilot, what help do you need?

20. Measurement Is GPS

21. KD Paine’s Basic Steps Define ResultsStrategy BenchmarksMetrics – KPICosts Select Right Tool To Collect DataTurn Data in Action

22. Define Results Keep asking to what end? AwarenessReputationRelationshipsActionDonationsVolunteersBehavior Change

23. Theory of Change Lite: To What End? Kidds

24. Key Result: Kids get health care Gets better at communication, proactive planning, partner engagement, message discipline and social media integration More and better partners, more and better relationships with reporters and more or better policy maker relationships Communications strategy has more impact More attention from policymakers Policies are adopted Kids get health care coverage

25. StrategySMART ObjectivesMeasurement PlanAudience Definition: Target Audience InfluencersEnvironmentMessaging/ContentChannelsBudgetTimeline

26. SMART objectives 1.How many? 2. By when?

27. Integrated Social Media StrategyFacebook Measurement Pilot

28. Target Audience: AdvocatesIntermediary Audience: Policy Makers 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 Increase number of fans for Facebook page by 10% by 2012 Increase engagement with Facebook fans to 3 comments per post by 2012 Repurpose policy paper content into series of regular Facebook posts by 2012 Two aligned partners collaborate on an online event on Facebook to draw attention to issue by 2012

29. Benchmarks "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

32. DYI Benchmark Study of Peers

33. Use industry studies

34. Define Your Key Performance Indicators What are the metrics you will report with?

35. There is no shortage of metrics you could use ……. 27. Social bookmarks 28. Subscriptions (RSS, podcasts, video series) 29. Pageviews (for blogs, microsites, etc) 30. Effective CPM based on spend per impressions received 31. Change in search engine rankings for the site linked to through social media 32. Change in search engine share of voice for all social sites promoting the brand 33. Increase in searches due to social activity 34. Percentage of buzz containing links 35. Links ranked by influence of publishers 36. Percentage of buzz containing multimedia (images, video, audio) 37. Share of voice on social sites when running earned and paid media in same environment 38. Influence of consumers reached 39. Influence of publishers reached (e.g., blogs) 40. Influence of brands participating in social channels 41. Demographics of target audience engaged with social channels 42. Demographics of audience reached through social media 43. Social media habits/interests of target audience 44. Geography of participating consumers 45. Sentiment by volume of posts 46. Sentiment by volume of impressions 47. Shift in sentiment before, during, and after social marketing programs 48. Languages spoken by participating consumers 49. Time spent with distributed content 50. Time spent on site through social media referrals 1. Volume of consumer-created buzz 2. Amount of buzz 3. Shift in buzz over time 4. Buzz by time of day 5. Seasonality of buzz 6. Competitive buzz 7. Buzz by category 8. Buzz by social channel 9. Buzz by stage in purchase funnel 10. Asset popularity 11. Mainstream media mentions 12. Fans 13. Followers 14. Friends 15. Growth rate of followers friends 16. Rate of pass-along 17. Change in rates 18. Second-degree reach 19. Embeds / Installs 20. Downloads 21. Uploads 22. User-initiated views 23. Ratio of embeds to views 24. Likes / favorites 25. Comments 26. Ratings Source: 100 Ways to Measure Social Media by David Berkowitz

36. There is no shortest of metrics you could use ……. 75. Customers assisted 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one) 79. Customer satisfaction 80. Volume of customer feedback generated 81. Research & development time saved based on feedback from social media 82. Suggestions implemented from social feedback 83. Costs saved from not spending on traditional research 84. Impact on online sales 85. Impact on offline sales 86. Discount redemption rate 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews 92. Rate of customer/visitor retention 93. Impact on customer lifetime value 94. Customer acquisition / retention costs through social media 95. Change in market share 96. Earned media's impact on results from paid media 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received 51. Method of content discovery 52. Clicks 53. Percentage of traffic generated from earned media 54. View-throughs 55. Number of interactions 56. Interaction/engagement rate 57. Frequency of social interactions per consumer 58. Percentage of videos viewed 59. Polls taken / votes received 60. Brand association 61. Purchase consideration 62. Number of user-generated submissions received 63. Exposures of virtual gifts 64. Number of virtual gifts given 65. Relative popularity of content 66. Tags added 67. Attributes of tags 68. Registrations from third-party social logins 69. Registrations by channel ( 70. Contest entries 71. Number of chat room participants 72. Wiki contributors 73. Impact of offline marketing/events 74. User-generated content created that 75. Customers assisted What matters most? Source: 100 Ways to Measure Social Media by David Berkowitz

40. Cost

41. The right tool for the job

42. Turn Data in Action

43. KD Paine’s Basic Steps Define ResultsStrategy BenchmarksMetrics – KPICosts Select Right Tool To Collect DataTurn Data in Action

44. Measure Value Direct RevenueCost Savings Traffic/Search Engine Rankings Social Capital

45. If you haven’t defined a social media measurement pilot, what is your next step? If you have defined a social media measurement pilot, what do you need to do to move it forward?

46. Questions? Next Session:September 22at 11:00 am PST/ 2:00 EST Homework: Define a social media pilot and share it on the wiki. Use the Social Media Pilot worksheet to flesh out your pilot design. Worksheets on Wiki