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Measuring the Networked Nonprofit Book Launch
Beth Kanter gave a presentation on using data and networks to drive social change. She discussed how nonprofits can progress from just crawling in their use of social media and networks to walking, running, and flying by becoming more data-informed. Kanter presented models for measuring social media return on investment and becoming a networked nonprofit at different maturity levels. She emphasized starting small with data collection, defining goals and key performance indicators, and using measurement to continually learn and improve strategies for social change.
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Measuring the Networked Nonprofit Book Launch
- 1. Measuring the NetworkedNonprofit Using Data To Change The World Beth Kanter, Author, Blogger, and Trainer San Francisco Foundation Center October, 2012
- 2. Beth Kanter: MasterTrainer, Blogger, Author, ChangeMaker
- 3. Meet Keo Savon I’mdonating my author royalties to send her to college!
- 4. Is Your NonprofitUsing Online Social Networks for Social Change? Stand Up Photo by net_efekt
- 5. Stay standing ifyour organization is using networks and social media effectively and getting measurable results?
- 7. Measuring Completion AgainstDeadline….. 0…1…2…3…4…5…6…7…8…9…10
- 18. Social Media NonprofitROI Poetry Slam 2009
- 20. If you wantto change the world: Be Networked, Use Measurement, and Make Sense of Your Data!
- 21. Social Change isIncreasingly Network-Centric
- 22. A Network Mindset:A Leadership Style • Openness, transparency, decentralized decision-making, and collective action. • Listening and cultivating organizational and professional networks to achieve impact • Leadership through active participation. • Sharing control of decision-making • Blending networking with strategy for results • Data-Informed culture
- 23. Leading With ANetwork Mindset: Shift From Push To Pull SF Goodwill's CEO, Debbie Alvarez- Rodriguez
- 24. Leading With ANetwork Mindset
- 25. Leading With ANetwork Mindset Social Media and Networks has to be connected to your organization’s mission and programs
- 26. Blends Network StrategyWith Communications Strategy
- 27. Feeding A Networkof Networks
- 28. A Bridge BetweenNetwork of Networks
- 30. If you can’tfly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
- 31. Becoming A NetworkedNonprofit: Maturity of Practice Model: Overview Crawl Walk Run Fly Time Investment Link Social to Integrated Integrated Communications Content Strategy Multiple Channels Objective Culture Change Social Media Engage Network Building Policy Influencers, Partners, Staff, and Board Basics Small Pilots for Best Practices in Reflection, Insights and Tactics Continually Practice Tangible Results Improve Results From “Measuring the Networked Nonprofit” http://bit.ly/measure-networknp
- 32. Share Pair: Crawl,Walk, Run, Fly Where is your organization now? What does that look like? do you need to get to the next level?
- 33. Crawl, Walk, Run,Fly Model: Networked Nonprofit Practices Themes Categories Indicators INTERNAL CULTURE Networked Mindset Institutional Support Communications Strategy CAPACITY Hours Expertise Practices Channels Differ for MEASUREMENT Analysis Tools Crawl, Walk, Adjustment Run, Fly EXTERNAL LISTENING Brand Monitoring Relationship Mapping Influencer Research ENGAGEMENT Ladder of Engagement Responsiveness CONTENT Integration Social Optimization NETWORK Networking and Networking Building Collaboration with Partners Social Fundraising
- 34. The Five Stagesof Measurement Acceptance in the Nonprofit Sector Data Delight Informed Confusion Fear Denial
- 35. Denial I don’t have the time to measure.
- 36. Fear What if my strategy or program doesn’t show success?
- 37. Confusion I know I should measure our social media and network, but not sure what or how?
- 38. Hey check out Delight these cool charts and graphics!
- 39. Data Informed Successful networks and social media start with measurement
- 40. Data-Informed Culture: Itstarts from the top! Do Something.org
- 42. Tear down thosesilos and walls around data …
- 43. More time thinkabout that the data, then collect it
- 45. Why did itfail? What did we learn? What insights can use next time around? DoSomething.Org’s Fail Fest
- 46. Becoming A NetworkedNonprofit: Maturity of Practice Model – Data Informed Crawl Walk Run Fly Lacks consistent data Data collection Data from multiple Org Wide KPIs collection consistent but not sources shared No reporting or Data not linked to System and structure for Organizational synthesis results, could be wrong data collection Dashboard with data different views, sharing Decisions based on gut Rarely makes decisions Discussed at staff Data visualization, to improve meetings, decisions reporting, formal made using it reflection process
- 47. Advice for Nonprofits:Becoming Data-Informed: Change Is Easier With Baby Steps • Begin at the end – discuss and identify results • Curator of metrics • Use experiments to help evolve • Get started with a small data collection project that is high priority in your organization • Make time to learn from results
- 48. KD PAINE’s: The7 Steps to Social Media Measurement Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your investments. What is it really costing you to achieve this outcome? Step 4: Define your benchmarks. Who or what are you going to compare your results to? Step 5: Define your metrics. What are the Indicators by which you will judge your progress? Step 6: Select your data collection tool(s). Step 7: Analyze your data, turn it into action, measure again.
- 49. Step 1: DefineResults
- 50. Step 1: DefineResults Key results generally include: • increasing the movement size by increasing membership • garnering attention from all media through creative engagements • getting policies passed • working with aligned partner organizations • increasing capacity
- 51. Step 2: DefineAudience Audience: Artists and people in their community Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations Focused on one channel (Facebook) to use best practices to: Increase awareness by doubling our number of fans METRIC: We went from 343 to 593 fans Increase engagement by doubling comments/likes per post METRIC: Our post feedback went up 269% Increase enrollment in classes and attendance at events METRIC: 10% new students /attenders say they heard about us through Facebook
- 52. Step 2: DefineAudience
- 53. Step 3: DefineYour Time and Costs Be honest – Social Media is not “free” Be transparent Given your investment, are your expected results reasonable? Compare alternate ways to achieve goals
- 54. Step 3: Definethe Investment 800,000 Uniques 180,000 700,000 Twitter Referring Traffic 160,000 Facebook Referring Traffic 140,000 600,000 120,000 500,000 100,000 400,000 80,000 300,000 60,000 200,000 40,000 100,000 20,000 0 0 January February March April Tracked Results: Stage 1 – Integrated into staff Stage 2 – Hired social media staff
- 55. Step 4: DetermineYour Benchmarks
- 56.
- 57. DYI Benchmark Studyof Peers
- 59. Step 5: DefineKey Performance Indicators The Perfect KPI • Is actionable • Is there when you need it • Specific to your priority • Continuously improves your processes • Gets you where you want to go • You become what you measure, so pick your KPI carefully
- 60. Results Value Metric Increase donations More efficient fund raising % reduction in cost per dollar raised Increase donor base More revenue from a more diverse % increase in new donors base Increase number of volunteers More gets done, % increase in volunteers Less burden on existing volunteers or staff Increase awareness Increase donors/volunteers % increase in awareness, Change in behavior % increase in visibility/prominence, Positive correlation between increase in donors vs. visibility Improve relationships with existing Better management, more stable % improvement in relationship donors/volunteers finances scores, % increase in donation from existing donors Improve engagement with Better feedback and ideas for % increase in engagement stakeholders innovation (comments on YouTube, shares on Better understanding of attitudes Facebook, comments on blog, etc. and perceptions of stakeholders Change in behavior Achieve the mission % decrease in bad behavior, % increase in good behavior Change in attitude about your % likely to volunteer or donate % increase in trust score or organization increases relationship score Increase in skills and knowledge of Improved results from intangible to Increase in revenue per employee, staff Learning tangible % employees understanding their Using best practices, saving time roles and organizational mission
- 62. Step 6: Picka Tool To Collect Data
- 63. Step 6: TheRight Tool for the Job Content • Positioning • Themes Analysis • Sentiment Survey • Awareness • Relationships Research • Preferences, Perception Web • Engagement Analytics • Action 63
- 64.
- 65. Step 7: Analyzeand Apply Results
- 66. Step 7: DataWithout Insight is Trivia
- 67. Step 7: OnlyCollect Data You Can Use 75. Customers assisted 51. Method of content discovery 76. Savings per customer assisted through direct social media interactions 52. Clicks compared to other channels (e.g., call centers, in-store) 53. Percentage of traffic generated from earned media 77. Savings generated by enabling customers to connect with each other 54. View-throughs 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research 55. Number of interactions for that one) 56. Interaction/engagement rate 79. Customer satisfaction 57. Frequency of social interactions per consumer 80. Volume of customer feedback generated 58. Percentage of videos viewed 81. Research & development time saved based on feedback from social media 59. 60. Polls taken / votes received Brand association What you 82. Suggestions implemented from social feedback 61. Purchase consideration Measure 83. Costs saved from not spending on traditional research Make 62. Number of user-generated submissions received could 84. Impact on online sales Decisions 85. Impact on offline sales 63. 64. Everything Exposures of virtual gifts Number of virtual gifts given To Improve 86. Results redemption rate Discount 65. 66. Relative popularity of content Tags added measure 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated 67. Attributes of tags 89. Products sampled 68. Registrations from third-party social logins 90. Visits to store locator pages 69. Registrations by channel ( 91. Conversion change due to user ratings, reviews 70. Contest entries 92. Rate of customer/visitor retention 71. Number of chat room participants 93. Impact on customer lifetime value 72. Wiki contributors 94. Customer acquisition / retention costs through social media 73. Impact of offline marketing/events 95. Change in market share 74. User-generated content created that 96. Earned media's impact on results from paid media 75. Customers assisted 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received
- 68. After Action Review Source: Michelle Martin - http://michelemmartin.wikispaces.com/Reflective+Practice+for+TAFE
- 69. Momsrising: Joyful Funerals…. 1. Fail 2. Increment al Success 3. Dramatic Success
- 70. If you wantto change the world: Be Networked, Use Measurement, and Make Sense of Your Data!
- 71. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter onTwitter www.measurenetworkednonprofit.org
Editor's Notes
- #2 Becoming Networked Nonprofits: What Nonprofit Leaders Need to Know to Succeed in Age of Connectedness
- #3 Worked in the nonprofit sector for over 33 years. Had a front row seat at the creation of a field – nonprofit technology – use of technology for mission-driven work. I’m a master trainer so I get to travel around the work and work with changemakers on how to use the tools for social change or mission driven work. Most recently, have designed and delivered curriculum for nonprofits to become networked nonprofit – Middle East, Africa, India, etc. There are wicked problems in the world -- I’m passionate about social change and strongly believe that two of the skills that nonprofits need to embrace to solve them. Also a share of the royalities are going
- #4 Worked in the nonprofit sector for over 33 years. Had a front row seat at the creation of a field – nonprofit technology – use of technology for mission-driven work. I’m a master trainer so I get to travel around the work and work with changemakers on how to use the tools for social change or mission driven work. Most recently, have designed and delivered curriculum for nonprofits to become networked nonprofit – Middle East, Africa, India, etc. There are wicked problems in the world -- I’m passionate about social change and strongly believe that two of the skills that nonprofits need to embrace to solve them. Also a share of the royalities are going
- #7 The book covers basic measurement techniques and frameworks like how to measure engagement, relationships, influence, define success, social fundraising, as well as some of the more difficult networked nonprofit strategies like networks, transparency, and crowdsourcing.It has a lot of practical information and tips – but I’d like to share with you one idea from the book – and that’s about becoming data informed, but first I have to tell you about my own measurement story.
- #8 I was little worry about making our deadline since we were collaborating and creating something new … we had 9 months and 14 chapters and 65,000 words. But KD showed how to use measurement to keep us on track …We had a 10 stage writing process – from 0 to 10 (click) With 0 not started yet and 10 perfection that we knew we’d never reach (click)We worked with a fantastic editor, Bill Paarlberg … so one author would start, the other author add/revise and the editor would smooth out the styles ..From 0 to 3 was the first crappy draft .. We rinsed and repeated two more times ..A work flow that went from first crappy draft to perfection never reached
- #9 This was reflected on our dashboard … red meant writer’s block or other trouble and green was in the writing groveWe could see progress along the way ..
- #10 And having a measurement process helped us make our deadline ..Lesson learned: Don’t ever sign a book contract that has a final manuscript delivery on January 2nd!
- #11 And there were other differences, KD is a cat person
- #12 Beth is a dog person
- #13 So, in the book, there are stories from animal welfare charities – an equal number of cat and dog shelters
- #21 The central message of the book is: If you want to change the world: Be Networked, Use Measurement, and Make Sense of Your Data!
- #22 That’s what nonprofits need to do – connect with their networks to create on the ground change. …Let’s broaden the lens …The leading edge of social change is increasingly network-centric. Collaboration, coordination, and working in networks are becoming the new normal, as leaders across sectors work to move the needle on today’s most pressing problems. Individuals and organizationsare taking increasing advantage of technology’s ability to facilitate and expand their impact through connection, coordination, and collaboration. Using data to understand what is working or not.What are the skills?
- #23 For nonprofits, to be successful means leading with a network mindset … that’s an emerging leadership style that characterized by greater openess, transparency, collective action AND achieve impact. And that means using measurement and data for decisiono-making …
- #24 I recently heard Debbie Alvarez –Rodriguez from Goodwill SF give a talk about leading with a network mindset ….She’s the CEO - and was talking about how see is often up late at night. And back a year or so ago, her org was going through layoffs ..Tough times – so she up late, checking her email ..She received an email from some employees requesting to be part of the decision-making. She thought, “I better call my board chair because he calls me.”As they were talking, she realized, “They could have put it on Facebook.” This could have created a public relations nightmare (It’s happened in the orchestra world when the Detroit Symphony musicians went on strike and used social media to air their concerns. Instead, these Goodwill employees went to their CEO.This lead them to really examine how to effect culture change. As Debbie says, it wasn’t about just using the tools and platforms like Facebook and Twitter – even for herself as the CEO or her organization. That it required a shift from “pushing to engaging.”
- #25 One of the things they did early was to take an inventory of their team members’ skills to discover who was good at the various required skills writing, photography, and video as well as social media savvy. At SF Goodwill they created a Blog Squad to kick things off.Once established, this became one of many platforms for them to engage their community and share control.
- #26 So, it is not really about using the tools – it is organizational mindshift that begins with the leadership …..
- #27 Bruce Lesley is one of a growing number of nonprofit executive directors and senior leaders that are blending their networking with organizational communications strategy – from CEO to CNO. He’s the CEO of First Focus First Focus is working to change the dialogue around children’s issues by taking a cross-cutting and broad based approach to federal policy making. In all of our work, we seek to raise awareness regarding public policies impacting children and ensure that related programs have the resources necessary to help them grow up in a healthy and nurturing environment.He curates on Twitter – tracking articles and trends about children’s issues, making sense of them, and sharing the best with his network of individuals and aligned partners …
- #28 He’s feeding a network of networks .. Partners at the state level also working on children’s issues – who curate from Bruce’s feed to share with their networks – for social good outcomes like getting kids health care insurance ..
- #29 But this is not a networked silo --- he is a bridge between networks of networks in other issues – Network mindset ..
- #31 If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
- #32 The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Runhttp://www.flickr.com/photos/clover_1/2647983567/Flyhttp://www.flickr.com/photos/micahtaylor/5018789937/
- #34 Nonprofits are often slow to change and it helps having a framework that lays out the practices in baby steps .. And we provide this in the book “Crawl, Walk, Run, Fly” -- which lays out the steps for incremental change and is very detailed , of course, about measurement – that KD will explain in detail in a minute.
- #35 One of the reasons why I wanted to co-author this book with the goddess of measurement is that the nonprofit sector has some challenges in embracing measurement …. We wanted to create a handbook that help nonprofits get past these challenges .. .and approach measurement like many of you do – being data informed.
- #38 http://www.flickr.com/photos/firecloak/6774418629/sizes/l/in/photostream/
- #39 http://www.flickr.com/photos/hockeyshooter/4132732687/
- #40 http://www.flickr.com/photos/theimagegroup/369893824/
- #41 There’s another important organizational skill - data-informed this describes agile, responsive, and intelligent nonprofitsthat are better able to succeed in a rapidly changing environment and can fuel networks of networks. DoSomething.org has a big hairy social change goal: To harnesses teenage energy and unleash it on causes teens care about by launching a national campaign per week. The call to action is always something that has a real impact and does not require money, an adult, or a car. Their measurable goal is to get 5 million active teen members engaged in social change campaigns by 2015. Their use of social media, mobile, and data all strategically selected and use to reach that goal.They are a networked nonprofit with a data informed culture – and it started at the top with their board and advisors ..Reid Hoffman and DjPatil – “A Data Scientist” – have advised the CEO – Nancy Lublin – not only what infrastructure is needed to collect and make sense of data, but how she as the leader can’t rely on hunches – decisions – have to be informed by data.
- #43 http://www.flickr.com/photos/mkrigsman/3428179614/DoSomething has two data analyst positions on staff .. And they aren’t sitting in the corner playing with their spreadsheetsWhile a big part of their job is to become the stewards of the dashboard, they work with staff – so that making sense of data Is not an adhoc process, but one of continous improvement of the programs. The data analysts work collaboratively with staff to help them apply and understand their data.
- #44 One of their organizational mantra is “Spend More Time Thinking About The Data, Less On Collecting ItPregnancy Text” Campaign featured on their quarterly dashboard. This clever sex education campaign is an updated version of the teen pregnancy education program where young people carried eggs around and pretend they are babies. It was a text campaign where teens opted in to receive texts on their mobile phones from the “baby.” Once they joined (and they could share it with their friends). they received regular annoying text messages at all hours from the “baby” that poops, cries, and needs their immediate attention.The team at DoSomething.org uses data to base the program design, key performance indicators and a hypothesis to be tested. They looked at survey data from the National Campaign: nearly 9 in 10 (87%) young people surveyed also say that it would be much easier for teens to delay sexual activity and avoid teen pregnancy if they were able to have more open, honest conversations about these topics with their parents and/or friends. So, success of this campaign would be mean that participants talk with their family or friends about the issue and delay sexual activity.The basic design had those who signed up challenge their friends to take care of a text baby either by (1) going to DoSomething website and selecting 5 friends to challenge or (2) after receiving a text from DoSomething (sent to DoSomething’s 300k mobile subscribers) would opt to challenge friends after reading a quick stat on US teen pregnancy. Participants that accepted the challenge would then start receiving texts the following morning from the text-baby. After completing the challenge user were prompted to send it to their own friends.DoSomething.org also followed up with 5k of the users with a text-based survey to measure impact.Once defining success and identifying the right data collect, here’s some of the insights they gleaned according to Nancy Lublin, CEO of DoSomething and Jeffrey Bladt:SMS as a platform: They are monitoring engagement per communication channel and it has revealed SMS to be 30xs more powerful for getting their users to take action as compared to emailChallenging 5 friends: we’ve tested various group sizes for SMS experience and have found the a group of 6 (1 alpha inviting friends) leads to the highest overall engagementResearch Based Messaging: The general messaging for the campaign was based on survey findings that found (1) big scare tactics (e.g. getting pregnant = not going to college) we not as effective as highlighting who being a teen parent changes daily life (e.g can’t go to the movies because baby sitter cancelled); (2) a CDC report that found: “The impact of strong pregnancy prevention messages directed to teenagers has been credited with the [recent] teen birth rates decline.A/B Testing: They pre-tested different messages and frequency of sending the messages to smaller test groups of teens to optimize the number of messages the baby would send during the day, as well as the content. They ended up doubling the frequency and rewording several interactions as well as building in a response system (so the baby would respond if teen texted an unsolicited response). The insights from these tests pushed up engagement and likelihood of forwarding at the end.Impact: They did a survey to measure this. 1 in 2 teens said that taking the Pregnancy Text made it more likely that they would talk about the issue of teen pregnancy with their family and friends.As you can see from the above insights, DoSomething just not gather and analyze topline data:101,444 people took part in the campaign with 100,000 text-babies delivered171,000 unsolicited incoming messages, or 1 every 20 seconds for the duration of the campaign. During the initial launch period (first 2 weeks), a new text message was received every 10 seconds.For every 1 direct sign-up, DoSomething gained 2.3 additional sign-ups from forward to a friend functionality. The viral coefficient was between 0.60 and 0.70 for the campaign.1 in 4 (24%) of teens could not finish a day with their text-baby (texted a stop word to the baby)DoSomething.org uses its data to continuously improve programs, develop content, and shape campaign strategies. So DoSomething.org wants its staff to spend more of its brainpower thinking about the data, rather than collecting it. To ensure that this happens, DoSomething.org’s Data Analyst Bob Filbin’s job is more than programming formulas in Excel spreadsheets. Says Filbin, “One of the biggest barriers in nonprofits is finding the time to collect data, the time to analyze, and the time to act on it. Unless someone is put in charge of data, and it’s a key part of their job description, accelerating along the path towards empowered data-informed culture is going to be hard, if not impossible.”
- #46 Fail Fest And Pink Boas: Don’t Be Afraid To FailDoSomething.org doesn’t use its data to pat itself on the back or make the staff feel good. Lublin notes that they’re not afraid of failure. They hold regular “Fail Fest” meetings, where each person on staff has to present a campaign or program failure. They share three things they learned about themselves and three things the organization learned. To remove the stigma from failure, Lublin says, “We have to wear pink boas when we present.” http://www.flickr.com/photos/ruminatrix/2734602916/in/faves-cambodia4kidsorg/
- #47 The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Runhttp://www.flickr.com/photos/clover_1/2647983567/Flyhttp://www.flickr.com/photos/micahtaylor/5018789937/
- #48 Becoming Data-Informed: Change Is Easy With Baby StepsChanging an organization’s culture to a more data-informed approach must begin with baby steps. While it does not have to be difficult to orchestrate, it does need to start from the top. Unless senior management can agree on the definitions of success and how they will be measured, you can waste a tremendous amount of time accumulating data but not using it. In Chapter 4, we describe the basic steps of any measurement program and discuss how to set up a measurement pilot program. Chapter 5 discusses how to identify the value of success. Getting started on the path to becoming a data-informed nonprofit is a matter of having some important internal conversations. It is not just about having new inspiration about measurement or working with new tools; it means thinking differently about the organization and how it works.Begin at the End: Discuss and Identify ResultsIf your organization doesn’t know exactly what you’re going to measure, you can’t become data-informed. Unless you have a discussion upfront of what success looks like, you’ll end up collecting data, but it won’t help you make decisions. You will waste your time. So begin at the end by carefully identifying desired outcomes. Don’t be afraid of a bit of healthy disagreement. The best measurement programs are borne of—and benefit from—lively conversations about what really matters to the organization and who can “claim credit” for what. You need to keep your “mission” hat on and keep the conversation focused on the ultimate goals of the organization. Just keep repeating, it’s not about “credit”—it’s about achieving the mission. You will also want to manage expectations: What is realistic to expect given your current investment in social media, or compared to peer organizations? What do short-term, medium, and longer-term results look like?You might need to bring in an outside consultant to facilitate a meeting to help get consensus on what you want to measure or clarity on results. Or you may need to bring in a measurement expert to help you clarify what you want to measure and why. This doesn’t have to be expensive. For example, as we discuss in Chapter 8, the Analytics Exchange helped the American Leadership Forum by supplying an analytics volunteer to help create a framework and system for gathering data. Become a Curator of MetricsIf you are the person responsible for implementing social media for your organization, either part time or as your whole job, you need to become what John Lovett defines as a “Curator of Metrics” in his book Social Media Metrics Secrets.This is someone, like Carie Lewis from the Humane Society whom we introduced you to do in Chapter 1, who knows the difference between different types of metrics and ensures that her organization is using data in an intelligent way. A curator of metrics knows how to help guide their organization into choosing the right metrics, and knows how to report insights in a way that connects them to organizational goals.Use Experiments To Make The Case To EvolveOne way to evolve into a data-informed organization is through implementing a series of social media measurement experiments, as described below and in Chapter 4. Each one needs to have solid metrics, and should be designed to provide results that will help you make the case to evolve. Keep the end in mind when agreeing on how experiments will be structured, run, and measured. The experiments should not be willy-nilly, but help you develop and test your strategies and tactics – and lead the way to best practices. Take a Baby Step: My First Data Collection ProjectTo get started, select a project, event, small campaign, or program that is a high priority on your organization’s work plan for the year, that incorporates social media, and that you can apply a couple of good metrics to. Be mindful of other organizational deadlines that may divert energy and focus from this important first baby step. You might find it difficult to set aside quality time to focus on it. Don’t try to measure every objective or collect all potential relevant data. Make it easy to manage. You should also have a very clear idea about what you want to learn. Keep in mind that you are going to take your report and use it to make the case for a more comprehensive measurement program. It’s important to make sure that anyone who is going to use the data, or sit in a meeting and review the data, buys into your metrics. That could be the Executive Director, a program manager, the board of trustees, or other people in your department. If there are many different decision makers you may need to do a formal survey to make sure that everyone ends up on the same page. Sara Thomas, who handles social media for the Ocean Conservancy, says, “It was really useful to bring in my entire department on the effort rather than working solo on the project. This helped with buy-in.”Learn from Your ResultsOnce you collect your data, analyze it and understand how it can help inform decisions. Make sure you educate through examples. Show how adding a data-informed approach to your social media or all media or programs can avoid ineffective campaigns and increase audience satisfaction.More importantly, you don’t just need to develop discipline around collecting data, what you want is the discipline to look at what you’ve collected and generate insights. That requires reflection, not just counting.Doing a measurement pilot will help create the discipline of stepping back from whirlwind of social media tactical implementation, but also wrestle with larger questions about how social media fits into an organization’s overall efforts. Which vehicles and channels gain us the most traction? How should we adjust our workload internally to reflect those results? How are our social media activities helping us meet our overall strategic goals? How are our efforts using social media supporting our programs?Reflecting does not have to be a private activity. It can be done in connected, transparent ways. The organization’s blog or website can be a place to share lessons learned with readers, and ask them for their feedback and suggestions as well. The result: a powerful way to learn and improve over time.ConclusionTo start the shift to a data-informed culture, you must begin with small incremental steps with the full support of leadership. It’s important to think big, looking at key results, but since many outcomes deal with long-term changes, you can’t get there overnight, nor can your organization transform its culture overnight. Keep the steps small and manageable. As your organization’s culture begins to shift, then when you present reports on social media activities, you get better questions from your executive director or board. You don’t get asked how many fans do we have or what does that mean? You get questions that help you Kanter, Beth. (October, 2011) Are You A Curator of Metrics? [Blog post]. Retrieved from http://www.bethkanter.org/curator-metrics/Thomas, Sara, private conference call peer learning group with David and Lucile Packard grantees with Beth Kanter, September, 2011
- #51 "Facebook Likes Are Not A Victory" - http://www.bethkanter.org/momsrising-key-results/ We need to think about the social media strategy as something that isn’t separate but linked to our overall social change or “Big Hairy Goals” around change. Mission statement or overall goals. From there, we need to describe what success looks like. What is the definition of success? How would you visit this sentence … our organization was successful with our social media because …. And if you are answering “getting likes on Facebook” keep asking to what end ..This gets you to some “results” statements. We’ll see some examples from Momsrising -- Reach, Awareness, Engagement, Action, Behavior Change, Policies Passed, etc … too often we confuse activities or tactics with results.Key Performance Indicators: These are the most important metrics or data points that are the mileposts along the way to knowing you have been successful. Associated metrics .. This where we get into likes, open rates, traffic – all those numbers that help figure out if the tactics we’re using are working and helping us get to those results.BIG HAIRY GOALSMomsRising 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.
- #54 http://www.flickr.com/photos/tjblackwell/5659432136/sizes/m/in/photostream/
- #57 We didn’t set the numbers in isolated – we did some benchmarking with peer organizations … describe
- #60 http://www.flickr.com/photos/kozumel/4625046441/sizes/l/The Perfect KPIIs actionableIs there when you need itSpecific to your priorityContinuously improves your processesGets you where you want to go You become what you measure, so pick your KPI carefully
- #64 There really are only three times of tools in social media measurement If you want to measure messaging, positioning, themes, sentiment you need Content analysisIf you want to measure awareness, perception, preference you need Survey researchIf you want to measure engagement, action, purchase: you need Web analyticsIf you want predictions and correlations you need two out of three
- #65 There really are only three times of tools in social media measurement If you want to measure messaging, positioning, themes, sentiment you need Content analysisIf you want to measure awareness, perception, preference you need Survey researchIf you want to measure engagement, action, purchase: you need Web analyticsIf you want predictions and correlations you need two out of three
- #68 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 …..Metricshttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117581
- #70 http://www.flickr.com/photos/ruminatrix/2734602916/sizes/o/in/photostream/Funerals in Ghana are an event - up there with weddings in terms of planning, cost, and level of celebration. They can take months, even up to a year, to plan and save for. Obituaries are made into color posters and put up around town. There is music, drumming, dancing and singing as they parade through town. These processions, which occur on Friday afternoons, kick off the 3-day affairs.
- #71 The central message of the book is: If you want to change the world: Be Networked, Use Measurement, and Make Sense of Your Data!
- #72 http://bit.ly/network-leadership