1. Peer Learning Group 1:
Measuring the Networked
Nonprofit:
Simple Recipes for Measuring
Conversion
Packard Foundation Grantees Learning Group
Beth Kanter, Visiting Scholar
Special Guest
Bob Filbon, DoSomething Data Scientist
2. Peer Learning Group 1:
Measuring the Networked
Nonprofit:
Simple Recipes for Measuring
Conversion
Session 3: March 18, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
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4. Participants: Roll Call
AAPIP
American Civil Liberties Union
American Leadership Forum - Silicon Valley
Arts Council Silicon Valley
Community Foundation Santa Cruz County *7 unmute
COMPASS
* 6 mute
Exhale
GlobalGiving
Grantmakers for Effective Organizations
Ibis Reproductive Health
International Women's Health Coalition
Kuumbwa Jazz
Leadership Learning Community
Leopold Leadership Program
Marine Science Institute
PACT
Population Action International
Roots of Change
Stanford Social Innovation Review
The Encore Fellowships Network (hosted by encore.org)
United Way Silicon Valley
Upwell, incubated by Ocean Conservancy
WildAid
Young Invincibles
5. This call is being
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Flickr Photo
by Malinki
6. Peer Learning Group 1:
Measuring the Networked
Nonprofit:
Simple Recipes for Measuring
Conversion
Session 3: March 18, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
8. Agenda
• Reminders and Recap
• Simple Recipes for Measuring Conversion
• Bob Filbin
• Action Learning Projects: Peer Share
• Next Action Steps and Next Session
Only the Tweet your
moderator can insights
see you chats #netnon
9. Peer Learning Program Outcomes
• 50% (12) of participants design, implement, and
document an action learning project that improve results
of social media strategy through measurement
• Participants generate six case studies of how
nonprofits can measure social media effectively that are
published on Beth’s Blog and/or presented during a call
• 50% (12) of participants improve baseline level of
maturity for one or more CWRF Measurement Indicators
and average for group increases by .5 point
11. The Wiki
http://measure-netnon.wikispaces.com/
24% updated journals by Feb. 1st
88% updated journals by March 15th
12. Poll: Defining Your Action Learning Project
Case Study
Project Finished
Implementing, Not
Finished
Designed, Not
Implementing
Started designing
Not Started
14. Poll Results: Defining Your Action Learning Project
Making Progress on
designing action
learning projects!
Take First Step Designing Begin Doing Doing, Not Done
15. Poll: Defining Your Action Learning Project
Case Study
Project Finished
Implementing, Not
Finished
Designed, Not
Implementing
Started designing
Not Started
16. Result KPI - Metric
Increase donations % reduction in cost per dollar raised
Increase donor base % increase in new donors
Increase number of % increase in volunteers
volunteers
Increase awareness % increase in awareness,
% increase in visibility/prominence,
Positive correlation between increase
in donors vs. visibility
Improve relationships with % improvement in relationship scores,
existing donors/volunteers % increase in donation from existing
donors
Improve engagement with % increase in engagement (comments
stakeholders on YouTube, shares on Facebook,
comments on blog, etc.
Change in behavior % decrease in bad behavior,
% increase in good behavior
Change in attitude about % increase in trust score or relationship
your organization score
Increase in skills and Increase in revenue per employee,
knowledge of staff Learning % employees understanding their roles
and organizational mission
21. Defining Conversion
A conversion occurs when a user takes a valuable action, such as…
• Signing up for a campaign
• Downloading a report
• Donating A conversion usually involves the submission of
a form with some user information.
23. Tracking Social Conversions with Google Analytics
1. Sources
2. Advanced Segments
3. Custom Link Tracking
Answers Questions Like:
• How much web traffic do we get from Social Media?
• What are our best ads on Facebook?
• Should we invest in many social media platforms, or
concentrate on Facebook?
• Next week, for my org…
• How much time should I spend on Facebook?
• How should I spend that time?
Determines Resource Allocation
24. Tracking Social Media Referrals by Source
Google Analytics > Traffic Sources > Sources > All Traffic
27. Tracking Social Conversions with Google Analytics
1. Sources
2. Advanced Segments
3. Custom Link Tracking
Answers Questions Like:
• Which Social Media source leads to the most conversions?
• Which Social Media source sends the highest quality visitors?
28. Which Social Media Source Converts?
Google Analytics > Content > Site Content > All Pages
About Advanced Segments: https://support.google.com/analytics/bin/answer.py?hl=en&answer=1033017
29. Which Social Media Source Converts?
Google Analytics > Content > Site Content > All Pages
30. Tracking Social Conversions with Google Analytics
1. Sources
2. Advanced Segments
3. Custom Link Tracking
Answers Questions Like:
• Which Facebook post led to the most conversions? Which ad?
• Should we say, “learn more” or “take action”?
31. Tracking
Individual Links
The Tool
http://support.google.com/a
nalytics/bin/answer.py?hl=e
n&answer=1033867
How To Use It
http://www.socialmediaexa
miner.com/google-analytics-
custom-campaigns/
33. Google URL Builder + Advanced Segments
• Maintain a spreadsheet with all custom campaign URLs
• Consistency in names: If you’re tracking Facebook wall posts, it’s important
to pick a consistent name for the Campaign Source, such as
‘Facebook’, ‘facebook’, ‘FB’ or ‘fb’
• Use an underscore to separate multiple words in a string. Instead of inputting
‘wall post’ as a parameter, enter ‘wall_post’.
34. A/B Testing on Facebook in 5 Steps
1. Create two ads for Facebook, only changing one variable. For
example, the link to your website could say “Take Action” or “Learn
More”
2. Set up custom tracking links with Google URL Builder
3. Set up advanced segments for each custom link on Google Analytics
4. Make sure your “thank you” page has a unique URL
5. For the actual link in the post, put the custom tracking link through
a link shortener, such as Bitly
37. Action Learning Project: Leopold Leadership Program
Goal: Build the “content creation machine” to gather our
online community of practice
Audience: Academics who are teaching and learning
environmental leadership development
Involves:
• Establishing a practice of editorial calendar planning, starting with our blog
(identify 10-12 topics of greatest interest to audience; develop templates for
posts; use “Idea dashboard” and calendar template)
• Using a team approach (establish beats; share templates with writers; make
assignments; provide technical assistance; manage workflow)
• Tracking *consume, amplify, and engage metrics to see what content performs
well
38. Action Learning Project: Leopold Leadership Program
Ladder of Engagement
Outcomes KPI
Number of blog posts per month
Create What is a doable publishing schedule?
What is the frequency of publication?
Word length
Past data from newsletters – teaching/learning
How many writers: ~dozen
Unique views of blog posts
Consume Subscribers
Tweets
Amplify Retweets
Comments on posts
Engage
User surveys
Apply content
Number of blog posts or comments that discuss how
Share lessons the writer applied learning
39. Action Learning Project: Grantmakers for Effective
Organizations (GEO)
• GEO’s Mission: Understanding that
grantmakers are successful only to the
extent that their grantees achieve
meaningful results, GEO promotes strategies and practices
that contribute to grantee success.
• Action Learning Project: Establishing a LinkedIn group
with active contributions from our members
• Much of GEO’s work focuses on sharing best
practices, knowledge and stories from across the sector.
LinkedIn was good fit for a social network to enhance
this.
40. Action Learning Project: Grantmakers for Effective
Organizations (GEO
Goals KPI
To share best practices, knowledge, news, and timely • # of posts by members of the group
resource (blog posts, studies, etc) between members • # of comments
• # of members that participate that haven’t participated on
GEOList (our listserv)
• # of summaries from discussion on LinkedIn shared on the GEOList
To increase engagement between staff and members • # of comment threads where is a direct exchange between staff
before or after face-to-face conferences and other offline and members
events • # of “likes” of staff posts
• Audience
• Professionally focused
• Many not social media savvy
• Already active on GEONews (listserv)
• Benchmarks: 5 new conversations/week from at least 3 individuals; more
than 500 members
• Measurement methodology
• Updating spreadsheet weekly with KPI’s
• Using other measurements to inform content (ex. job titles of group
members, using Bit.ly to identify popular links)
41. Action Learning Project: Leadership Learning Community
We are a national nonprofit
organization transforming the way
leadership development work is
conceived, conducted and
evaluated, primarily within the
nonprofit sector. We focus on
leveraging leadership as a means to
create a more just and equitable
society.
We are going to focus our project on
our upcoming national
meeting, Creating Space.
42. Description KPI
Primary channel is
email. Testing calls to
Goal 1: Registration action from emails - Register 80 People
what works best to
convert to subscription
Promote subscription Grow List to 4,000
Goal 2: Build Email List through social (currently at 3,500)
media, blog, webinars 12% increase
Give registration codes
to design group and
encourage them to
Goal 3: Influencer promote to their
Drive 20 Registrations
channels, track
conversions
Twitter chat before the 50% of registered
event, promote the attendees engage
Goal 4: Engagement hashtag during and before, during, and
after the event after
43. Action Learning Project: Leadership Learning Community
• Audience: Leadership development
programs, funders, evaluators, researchers and
consultants
• Benchmarking: Registration target based on
previous conference. The other targets are
estimates based on similar promotional
campaigns (i.e. publication launch)
• Measurement methodology:
– Registrations: Brown Paper Tickets
– List Building: Constant Contact
– Influencer: Brown Paper Tickets, bit.ly, Rowfeeder
– Engagment: HootSuite, Rowfeeder
44. Action Learning Project: Reflection
• What do you need to implement your action
learning project?
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45. Next Session
April 15, 2013
1:00 PM PST
Virtual Tool Box Share Session – Use PPT Slide Template
Spreadsheet Gallery Share – share on wiki or email to
me
Continue to implement action learning project
Need help? Book a coaching session (I’m adding dates)
https://my.timedriver.com/4QHZG
Editor's Notes
http://www.flickr.com/photos/adobemac/2438960714/Defining Conversion: What percentage of referral traffic from Facebook (in general)?How many visitors are you getting from social sources and what is the difference in bounce rate? What data points to ignore because they’re crap?Two important Google Analytics Features: What: Advanced Segment and Customized URLSlick Tool – Advanced Segment: Allows you to filter your traffic by source by page– compare Twitter VS Facebook VS Total TrafficFocusing lensEasy way to compare value of Twitter and Facebook – easily just see the valueHow does the amount of time we spend on FB or Twitter generate referral traffic? Is this worth it?Evaluate the effectiveness of our actions Like Direct How to do a simple A/B test? Learn More VS Take Action How To Set Up Custom Links to Track whether Facebook/TwitterThe very simple approach for crawlers: Let’s see how much value social is providing in terms of getting people to click on a link on FB or Twitter that takes them to our web site. And once they are on our web site, did they do x – download a report or click on another link to a page with information about x.Walking StageWe want to compare two different messages during the same time period (A/B) to see how well it gets people to click from social to our web site.Can we increase the value of social media to test the best message:Learn More VS Take Action NowSet Up Custom Links – Bit.ly or Google Analytics Tool – you can remember what they were long term – what source you put it on.Put it on your ad, Tweet, or FB Post – anythingGo into google analytics – set up an advanced segment -- just looks at people who came from a specific source (e.g. custom link) - compare the raw numbers – and compare percent conversions
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
Every few minutes as we get started, tech support reminder, type into the chat, roll call
Because this is our first call, I’m going to run down the names of the organizations and have everyone say their name – so we can hear each other’s voices. I won’t be doing this for every call – we will get into grove where you should arrive 5-10 minutes early and announcement yourself. If you arrive after the call is underway, let us know you are hear by using the chat.
http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
This is our agendaRoll CallThe 7 Steps of Measurement: OverviewTechniques for Identifying Success and Getting Consensus On MeasurementAction Learning Projects: What is your idea for an Action Learning ProjectReflectionNext SessionHomework from Last CallReview your CWRF Assessment and the information on your wiki profile pageWrite in your Wiki JournalWhat area of practice do you want to improve and how could that be part of your action learning project?What small measurement project would help your organization create a measurement habit?What is your initial idea for an action learning project? – we’ll pause along the way for questions.
These are the measurement indicators that were on the baseline survey and have been used to guide the content of the peer learning groupsBut since the focus is on improving your measurement skills, I’m only go to measure and report on the three measurement indicators …….
Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
http://www.flickr.com/photos/adobemac/2438960714/Defining Conversion: What percentage of referral traffic from Facebook (in general)?How many visitors are you getting from social sources and what is the difference in bounce rate? What data points to ignore because they’re crap?Two important Google Analytics Features: What: Advanced Segment and Customized URLSlick Tool – Advanced Segment: Allows you to filter your traffic by source by page– compare Twitter VS Facebook VS Total TrafficFocusing lensEasy way to compare value of Twitter and Facebook – easily just see the valueHow does the amount of time we spend on FB or Twitter generate referral traffic? Is this worth it?Evaluate the effectiveness of our actions Like Direct How to do a simple A/B test? Learn More VS Take Action How To Set Up Custom Links to Track whether Facebook/TwitterThe very simple approach for crawlers: Let’s see how much value social is providing in terms of getting people to click on a link on FB or Twitter that takes them to our web site. And once they are on our web site, did they do x – download a report or click on another link to a page with information about x.Walking StageWe want to compare two different messages during the same time period (A/B) to see how well it gets people to click from social to our web site.Can we increase the value of social media to test the best message:Learn More VS Take Action NowSet Up Custom Links – Bit.ly or Google Analytics Tool – you can remember what they were long term – what source you put it on.Put it on your ad, Tweet, or FB Post – anythingGo into google analytics – set up an advanced segment -- just looks at people who came from a specific source (e.g. custom link) - compare the raw numbers – and compare percent conversions
http://www.flickr.com/photos/sfphotocraft/2393694683/sizes/l/Defining Conversion: Clicking through to link on your web site or downloading a report or filling out a formKnow about the action, desire to do the action, do the actionCell phone – hear it ring, ability to get your phone, motivation to pick it up
Conversion is about changing behavior. You won’t know it’s changed unless you can measure it.www.bjfogg.com
How many visitors are you getting from social sources and what is the difference in bounce rate? Define Bounce Rate and Why ImportantI clicked, I saw, I pucked, I leftWhat is a “good” bounce rate? How to benchmark against yourself.
The Leopold Leadership Program is a leadership development program for outstanding academic researchers.We provide them with frameworks, training & networking to help them translate their knowledge to action and catalyze change to address the world’s most pressing sustainability challenges.In 2011 we completed a strategic plan taking us from “Leopold 1.0” (focus = helping fellows work effectively with national media and Congress) to “Leopold 2.0” (focus = helping fellows work in a networked way on change initiatives from local to global scales).We are now overhauling our communications strategy to support this new way of working. Emphasis = peer-to-peer communications among fellows on off-the-shelf platforms (WordPress, LinkedIn, listserv, Twitter), rather than content produced & pushed out by staff.The action learning project you see here is the first step in a larger project: building the online community of practice for people who are teaching & learning environmental leadership in academe.In my coaching call with Beth, we fleshed out the full ladder of engagement for this vision. It made me realize that I need to focus initially on creating the content machine to start bringing the community together. Beth helped me scope out the tools & approaches you see here for getting that process going.(Walk through bullets; note team approach)We also fleshed out KPIs for both the initial phase & later phases [NEXT SLIDE]
This is our full ladder of engagement.For this project, we’ll be focusing on the first rung – the outcomes & KPI shown in blue.Once we’ve gone through a full month or so of publishing and measuring, we’ll use the data analysis (from “create” + some “consume”) to refine our editorial calendar & process As soon as we’re ready, we’ll move to the “Amplify” phase and incorporate Twitter & email subscription drives into the content creation processAll along, we’ll be looking for evidence of engagement, application of our content, and sharing as noted above.
