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Right Tool for the Job
1. Peer Exchange Group 2:
Measuring the
Networked
Nonprofit:
Proving Results To Improve
Session 5: November 17, 2011
Finding the Right Social Media
Measurement Tool for the Job
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:
What is your favorite social media
measurement tool and why?
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 5: November 17, 2011
Finding the Right Social Media
Measurement Tool for the Job
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
5. On The“wikito Today your reflections
Don’t forget jot down
in your
Call
journal”
Ashley Boyd Beth Kanter Becky Jain
6. Agenda
Beth’s Reflection/Journal
Peer Assist: Leadership Networks Launch
Measurement Tools Overview
Momsrising Case Study
Next Session
Reflection
Ask 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
1/2012
http://measure-netnon.wikispaces.com/Beth-Kanter-Journal
9. QUICK POLL
-Have not started planning/designing
-Have started planning/designing, but
not finished because stuck or have
questions
-Finished designing, haven’t started
implementation yet
-Finished designing, started
implementing
-Finished implementing
13. • External impact:
Goals
• Increase awareness about the intersection between leadership and
networks
• Network strategies and skills are essential for leadership
• Increase demand for network approaches in the leadership
development field
• Encourage programs to use network strategies to evaluate impact
• Internal impact:
• Inspire conversations about the topic
• Get a case study from a program that is implementing some
recommendations from the report
• Strengthen the relationship between the collaborators and
supporters of the publication
• Work with key champions in the networks area to create a resource
directory of providers/resources
13
14. Key points
• The main, new components of this year’s
launch strategy (compared to last year) are:
– Champions program
• Work with network providers to help develop a
resource directory and host meetings
– Survey and case study
– Twitter chat/activity
• Engaging key influencers via Twitter
– Self-organizing program
– Content analysis of online coverage (optional)
14
15. Target audience
• Leadership development programs
• Foundations investing in leadership development and in
networks
• “Champions”: Network providers such as network
weavers, network facilitators, network evaluators
15
16. Ladder of engagement
Download Join LLC/LNE Sign up for
1 Promote report
report website newsletter
Write about the Participate in Help organize
2 Discuss report
report events event
Agree to
Donate to
3 Take survey participate in
support LNE
case study
16
17. Key metrics & tools
Metric 1 Metric 2 Metric 3 Metric 4 Metric 5 Metric 6 Metric 7
Awareness Views Download Registrations Bit.ly link click- Referring site
for newsletter throughs stats
TOOL Google Analytics LLC Form Constant Bit.ly Google
Contact Analytics
Engagement Number of blog Comments Twitter Hashtag use Speaking Quality of coverage: key Endorsements
(part 1) posts & articles (on FB, conversations/ opportunities message alignment,
citing study LinkedIn, LLC, mentions secured accuracy of facts,
LNE, etc) frequency of positive
mentions
TOOL Samepoint.com, Each channel Topsy Hashtracking Count Content analysis Count
socialmention.c
om
Engagement Webinar Twitter chat LLC learning Donations Survey Case study participant Network
(part 2) participants circle responses providers secured
participants
TOOL Gotomeetings Hashtracking Count Groundspring Google Form Count Count
Self-organizing Number of Number of
meetings hosted participants
TOOL Count Count
17
18. KD Paine’s Basic Steps
Define Results
Strategy
Benchmarks
Metrics – KPI
Costs
Select Right Tool To Collect Data
Turn Data in Action
21. Data to measure progress on
your objectives will come from
a variety sources and
measurement tools.
22. Tools are good at extracting data and
crunching numbers, but the act of translating
the data and numbers into valuable insights
actually requires additional work.
23. The Right Tool for the Job
• Sentiment
Content
S Analysis
• Themes
• Messaging
Survey • Attitudes
A Research
• Preferences
• Behavior
• Reach
D Analytics • Engagement
• Action
KD Paine Framework
25. Many Analytics Tools, Many Data Points
Channel Counting Metrics Tool
Email Open Rate, Click Platform
Thru, Sign Ups,
Un subscribers
Web Site Platform Downloads, Google Analytics
registrations, views,
conversions, time
onsite
Facebook Fans, impressions, FB Insights
feedback percentage
Twitter Retweets, Click Crowdbooster, Bit.ly
Thrus
Blogs Subscribers, Views, Google Analytics,
Comments per post Feedburner, WP
* Plus tools that combine management with measurement and monitoring into
a one tool: Sprout Social, Thrive,
26. Key Result Metrics
Outcome Metrics
Counting Metrics
Be A Maven of Social Media Metrics, Not A Pack Rat
27. Results:
Actions taken, donations made, and
customer service wins
Outcome: Celebration Campaign for fans
to engage and participate in fun
Positive responses/Screen capture
Counting Metrics:
# Photo submissions # shares # tab views
28. You CAN become
Metric Mavens
Ashley Boyd
Campaign Director, MomsRising
MomsRising.org Mamás Superándose
29. Metrics don’t fall from the sky
Organizational Mission
Top Line Goals
Key Results Areas
Associated Metrics
30. Mission & Top Line Goals
• MomsRising Mission: To build a more truly family-friendly nation, as well
as to work toward the economic equality of women and mothers.
• MomsRising Top Line Goals: Grow the movement, garner media coverage
to change the culture, win legislative policy changes, engage with
traditionally underrepresented communities, experiment and learn new
online and on-the-ground tactics, and listen to and serve our
members/our constituency.
31. Focus on Key Results Area #1
Goal: Grow the Movement
Matching Key Result Area: MomsRising is building a strong multicultural
movement of people who care about family economic security and
well-being.
Associated Metrics: Weekly and annual measurement of new members,
member retention, and full incorporation of MomsRising’s diversity and
inclusion initiatives.
Goal: Win Legislative Policy Changes
Matching Key Result Area: MomsRising is exercising our power to pass
family-friendly policies at the state and federal levels and to change the
culture.
Associated Metrics: Number of actions per year and per member, as
well as the number of target policies moved forward or passed.
32. Metrics Review Process
• Metrics Monday Review of spreadsheet (we’ll take a
peak at this shortly!) – full staff
• Qualitative feedback (email, Facebook comments,
blog comments, etc.)– full staff
• Deeper analysis – smaller issue teams
39. Overview of Data Analysis
Member Retention (metric for Movement Growth)
Alert #1 had an unsubscribe rate 4 times our historical average; Alert #2’s unsubscribe
rate was average
Member Growth (metric for Movement Growth)
Alert #1 generated average member growth while Alert #2 had 1 ½ times member
growth, primarily FB shares 10 times our average
Action Rate (metric for Policy Change)
Alert #2 had 20% higher “click rate” and 10% higher “conversion” rate than Alert #1,
resulting in more overall actions.
41. Final Thoughts
• Measuring is important but what you measure
is really important.
• No “one-size-fits-all” metrics for all situations
or organizations.
• Choose metrics that will give you the
information you need to meet your specific
organizational goals/mission.
43. CHAT:
Reflection Questions:
What's your measurable objective and
KPI?
What data do you need to collect?
What is the best tool for the job?
How will you collect?
How will you report and use data?
44. Next Session: Overview of
Measurement Tools
November 17th 11:00 am PST/ 2:00 EST
Homework: Should be
implementing, done designing.
Identify what you need to move forward
– what’s keeping you back
Office Hours
Editor's Notes
Session 5: Overview of Measurement Tools: The Right Tool for the JobPeer Share on action learning projectsPicking the right measurement tool for the jobAshley Boyd, Momsrising Case StudyReflection QuestionsWhat's your measurable objective and KPI?What data do you need to collect?What is the best tool for the job?How will you collect?How will you report and use data?
Remind people to call for tech support*6 to mute conference line*7 unmuteFinish the plan for measurement pilot. Take the first steps. Figure out what's holding you back and do it. Set up an office session if you need it!
http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
Session 5: Overview of Measurement Tools: The Right Tool for the JobPeer Share on action learning projectsPicking the right measurement tool for the jobAshley Boyd, Momsrising Case StudyReflection QuestionsWhat's your measurable objective and KPI?What data do you need to collect?What is the best tool for the job?How will you collect?How will you report and use data?
This is our agenda – we’ll pause along the way for questions.Use this #measurenp on Twitter
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 reflectionshttp://measure-netnon.wikispaces.com/Beth-Kanter-Journal
Data Everywhere!Almost every action we perform on social media sites (that is clicking, reviewing, reading and so on) can be recordedas data. Measurement tools collect that data. The challenge for measuring all this becomes determining why it matters.Both qualitative and quantitative data is used to measure progress on your objectives: Quantitative is counting or the numbers, qualitative may explain the why the numbers are moving in a particular directionIt is relatively easy to collect data, but analysis requires more effort.
http://www.flickr.com/photos/mikebaird/3298842872/sizes/l/in/photostream/Focus Your Data CollectionSet expectations for what you want to learn. Setmeasurable objectives, but also figure out what you want to learn, pick your toolData collection in small chunks: spreadsheet aerobics, weekly collection. Add worksheet or column: What did we learn? You can automate, but since you are pulling from different sources, will require some manual tweakingRefine: expectations, collection methods, and analysis
http://www.flickr.com/photos/43846796@N00/4287293576/sizes/l/in/photostream/Analytics and social media monitoring tools are often sold with the premise that “actionable information is just a click away,” a promise that is not usually the case. Tools are good at extracting data and crunching numbers, but the act of translating the data and numbers into valuable insights actually requires additional work.
Categorize your specific social media measurement activities and relate to your objectivesSentiment (Messaging, positioning, themes)Attitudes (perceptions, behavior change, preferences, awareness)Do (Reach, Engagement, Action, Donate, Purchase)http://www.flickr.com/photos/leeontheroad/89666692/sizes/z/in/photostream/
http://www.flickr.com/photos/booleansplit/3534412370/sizes/o/in/photostream/Be A Connoisseur of Social Media MetricsKey Result Metrics: These are a handful of metrics that help you measure over-arching goals or also known as KPIsOutcome Metrics: These are metrics measure specific objective for a campaign or program that your organization is working on. This might include: awareness, engagement, attitude change, encouraging interaction, facilitating support, promoting advocacy, or encouraging innovation. Counting Metrics: These are the lowest level of metrics and represent the minutia of your different channels. This is fans, followers, visitors, and views. The list goes on and on. These are important to use to help you improve what you’re doing, but many times organizations get stuck in only tracking low-level metrics and often in an inconsistent way or without discipline. There are many different tools that you could use to do this, but don’t get distracted by that.
Carie’s example“We look at three things: actions taken, donations made, and customer service wins. That’s also how our department has been able to obtain more resources to handle the volume we have.” Recent campaign they tracked: http://www.bethkanter.org/million-fans/Counting Metrics: They’ve codified it for every departmentFor this campaign, they wanted to create a celebration so that fans could engage and participate in the fun. They wanted to create a personalized experience that makes the fans feel like they are a part of something really great that’s why they created a video and an opportunity for their fans to share their photos of their pets and why they love them.Some counting metrics they captured were: # likes, # photo submissions, # mobile submissions, # tab views, # video views, # sharesCodified
