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!
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What is your favorite social media
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Flickr Photo
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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

8. October

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

10. CHAT:
If you are finished designing, what helped
you the most?

11. CHAT:
If you have started
planning/designing, but not finished -
why? Are you stuck? Do you have
questions? What do you need to move
forward?

12. Social Media Measurement Pilot:
Leadership & Networks Launch
November 2011
12

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

19. Data Everywhere!

20. Focus Your Data Collection

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

24. Time Tracking

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

33. Metric Mondays – Action Alert Metrics
Measuring Goals:
• Movement Growth
• Policy Change

34. Metric Mondays – Social Media Metrics
Measuring Goal:
Movement Growth

35. Metric Mondays – Website Metrics
Measuring Goal:
Movement Growth

36. Qualitative Feedback

37. Medicaid Action Alert #1

38. Medicaid Action Alert #2

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.

40. Building on Successful Messaging

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.

42. Thank You
ashley@momsrising.org
@ashleyboyd

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