Uploaded byBeth Kanter
Mekong ict camp
Beth Kanter discusses how non-profits and NGOs can use social media effectively through measurement and data-informed practices. She outlines a "Crawl Walk Run Fly" framework for maturing an organization's social media use over time. Key aspects include starting small with a pilot program, developing strategies for multiple channels and content, integrating measurement into all activities, and making decisions based on data through reflection and continuous improvement. Kanter also provides specific tips for NGOs on identifying the right metrics to measure, tools to use, and developing a regular process of analyzing results to improve practices. The overall message is that even small organizations can become more data-informed to understand their impact and success with social change work.
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- 1. Measuring the SociallyNetworked NGO Beth Kanter, Master Trainer, Blogger, Author Mekong ICT Camp May, 2013
- 2. Beth Kanter: MasterTrainer, Author, and Blogger @kanter
- 5. 2007: Cambodian BloggersConference
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- 11. The point isthat we want to use social media tools for on the ground social change …… And, we must use measurement and make sense of our data to understand if we have been successful!
- 12. CRAWL WALK RUNFLY Maturity of Practice Framework: Effective Social Media Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Best Practices Measurement and learning in all above Communications Strategy Development Culture Change Network Building Many Free Agents work for you Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
- 13. Crawl Walk RunFly Lacks consistent data collection Data collection consistent but not shared Data from multiple sources Org Wide KPIs No reporting or synthesis Data not linked to results, could be wrong data System and structure for data collection Organizational Dashboard with different views, sharing Decisions based on gut Rarely makes decisions to improve Discussed at staff meetings, decisions made using it Data visualization, real- time reporting, formal reflection process CWRF: Becoming Data Informed: What Does It look like? Analysis Tools Sense-Making
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- 17. 133,167 745,030 1,683,670 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 Shark Week 2010Shark Week 2011 Shark Week 2012 One Metric That Matters: Increase Shark Conservation Conversation
- 18. Audience: Artists andpeople 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 engagement by comments per post Conversations that made the organization more accessible Increase enrollment in classes and attendance at events 10% new students /attenders say they heard about us through Facebook Small NGOs Can Be Data Informed
- 19. Goal Audience Cost BenchmarkKPI Tool Insight The 7 SimpleSteps of Measurement
- 20. Goal Metric Increase donations% reduction in cost per dollar raised Increase donor base % increase in new donors Increase number of volunteers % increase in volunteers Increase awareness % increase in awareness, % increase in visibility/prominence Improve relationships with existing donors/volunteers % improvement in relationship scores, % increase in donation from existing donors Improve engagement with stakeholders % increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc. Change in behavior % decrease in bad behavior, % increase in good behavior Change in attitude about your organization % increase in trust score or relationship score Pick The Right Data Point
- 21. Now That’s ASpreadsheet!
- 22. • Sentiment • Themes •Messaging Content Analysis • Attitudes • Preferences • Behavior Survey Research • Reach • Engagement • Action Analytics Pick the Right Tool for the Job
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- 24. Data Is LikeFresh Bread
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- 26. Review your Spreadsheetfor 20 Minutes Look for patterns
- 27. Step 7 –Analyze Results Joyful Funerals Metrics Mondays Specific Time for Reflection and Improvement
- 28. 1. Take smallor incremental to improve practice 2. Identify results and one metric that matters 3. Measure in context – don’t ever collect data unless you can connect it to your goals 4. Don’t wait until the end to collect or analyze data 5. Uses measurement pilots to create a habit of collecting and apply data and to learn Improving Your Measurement Practice!
- 29. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter onTwitter Mekong ICT Camp
Editor's Notes
- #3 http://www.flickr.com/photos/socialgoodbrasil/8179199091/sizes/l/in/photostream/
- #7 My kids were adopted from Cambodia and I took them to visit their homeland last month – and there is now pervasive broadband wifi and even 3 g in the on smart phones that can be access in rural areas CHEAPLY
- #8 Also through Facebook, I’ve kept connected to the bloggers, like Mongkol who we met in Phnom Phnom. We decided to take a taxi from Phnom Penh to Siem Reap – a five hour drive – the road was good, but still the safety standards are not what they are in the US – and the drivers go fast. So I had mongkol write a sign in Khmer that read …
- #9 We made safely to Siem Reap and the Temples – and even climbed up to the Tre Rup and got this photo with the monk … … .. Had a glorius time
- #10 But we had to drive back to Phnom Penh. This time, the taxi had seat belts in the back of the card, but thee road often looked this … Our driver didn’t understand much english, and was talking on his cell phone a lot of the time!
- #13 http://www.flickr.com/photos/mkburgos/83787http://www.flickr.com/photos/el_floz/3079790734/18399/sizes/l/http://www.flickr.com/photos/jonashansel/5490600245/http://www.flickr.com/photos/archer10/3511369982/
- #14 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/
- #15 Upwell is definitely flying …..Upwell is focused on Ocean Conservation – their goal is to increase engagement and conversation about ocean conversationThey focus on listening, using Radian 6 and monitoring key words like “Ocean” and look at the “chatter” out there on social networks about these topics. They have developed a baseline methodology so they know what the base is for “share of conversation” on a particular ocean conservation conversation they are monitoring. They identify opportunities to engage to “increase the conversation” on the topic and measure it. One might say they have one metric that matters or “Lean impact” - increase conversation about ocean conservation. As a networked nonprofit – and hoping to build a movement, they are also transparent and share practices - iteratehttp://www.bethkanter.org/upwell-campaign/
- #16 This chart is probably very appealing to all of you – and if you want details – Rachel is out there hanging out in our hashtag and can point you to more details ….This graphic is a snap shot of their social media monitoring of eight different ocean conservation areas ..Each line represents the social mention volume in one of our issue keyword sets.The pair of pink lines are mentions of sharks and cetaceans. Shark week makes big spikes, but cetaceans get more social mentions a day. Hanging out on the bottom of the graph are tuna, overfishing, the Gulf of mexico, ocean acidification, sustainable seafood and tiny tiny MPAs.
- #17 They were monitoring and saw this opportunity around the keyword “Shark” because of shark week was the biggest attention spike within the eight ocean issues they monitor – it provided a big opportunity to expand audiences, and to grow their distributed network. They campaign was to set an ambitious goal to spike a conversation around shark conversation.More detail on Shark Week:We tried about a dozen things to make that Shark Week conversation bump, including live tweeting ourselves, image macros, and a toolkit for shark evangelists. What really worked was the pair of sharkinars we hosted for shark evangelists. We shared that the big attention spike was coming up, reviewed top hashtags, identified shark influencers, and that YAY chart was our tone/sentiment analysis of #sharkweek tweets. We taught the shark evangelists that it was mainly a FAN conversation on Twitter, not at FEAR (sensationalized) conversation.
- #18 They packaged content and worked with partners working on Shark – and were able to analyze and attribute the increase of conversation in 2012 to the campaign tactics. Through this, were able to target new activists/champions – not on their Radar through social media conversations.Then that bar chart with the knitting: the shark week conversation grew 109% over 2011, but the shark conservation mentions grew 210% year over year. That made us happy!
- #22 The best tool is excelMany of these professional and free tools export to excel – need to do a little more work to make it a dashboard, not just the data – otherwise it is just triva
- #23 A lot of shiny object syndrome with metrics tools – big mistake is that they start with the tools – often free analytics – and that gets in the way of good measurement discipline or laddering up to big outcomes ….http://www.flickr.com/photos/leeontheroad/89666692/sizes/z/in/photostream/
- #25 http://www.flickr.com/photos/caitriana/4855708319/
- #26 They focused on developing a robust engagement and content strategy – that was integrated with other channels, all to support objectives in communications strategy and outcomes – and used measurement. They started with one channel – FB …
- #28 http://www.flickr.com/photos/avidcruiser/4821548986/sizes/l/
- #30 http://bit.ly/network-leadership