Uploaded byBeth Kanter
Workshop
This document provides an overview of using social media effectively for social change. It discusses adopting a network mindset in leadership and strategy. Key aspects include understanding, engaging with, and tuning organizational networks. Measurement is presented as essential for becoming data-informed and improving practices incrementally. Specific metrics and tools are outlined. Managing attention online through mindfulness is also covered as an important networking skill. The overall message is that social change is increasingly network-centric, and nonprofits can progress from crawling to flying in their use of social media through small experiments, benchmarking, and developing a data-informed culture.
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Workshop
- 1. Photo by Thomas Hawk Step-by-Step: Mindful and Effective Social Media Beth Kanter, Author, Blogger, and Trainer December, 2012 Community Foundation of Monterey County
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- 3. Meet Keo Savon I’mdonating my author royalties to the Sharing Foundation’s Education Program to send her to college!
- 4. Intro Agenda Effectiveness Measurement Photo by Thomas Hawk Mindfulness Reflection
- 6. Is Your NonprofitUsing Online Social Networks for Social Change? Stand Up Photo by net_efekt
- 7. Stay standing ifyour organization is using networks and social media effectively and getting measurable results?
- 8. Photo by SteveGoodman 2007
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- 16. An Most ImportantLesson: Don’t Focus On Tools
- 17. Social Change isIncreasingly Network-Centric
- 18. A Network Mindset:A Leadership Style • Openness, transparency, decentralized decision-making, and collective action. • Listening and cultivating organizational and professional networks to achieve the impact • Leadership through active participation. • Sharing control of decision-making • Communicating through a network model, rather than a broadcast model
- 19. Leading With ANetwork Mindset: Shift From Push To Pull SF Goodwill's CEO, Debbie Alvarez- Rodriguez
- 20. Leading With ANetwork Mindset
- 21. Leading With ANetwork Mindset
- 22. Understand, Feed, andTune Your Networks
- 23. Blending Network StrategyWith Communications Strategy From CEO to CNO Tweets links related to organization’s mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions.
- 24. Networking Is DynamicLearning SEEK SENSE SHARE Identified key blogs and Summarizes article in a Engages with aligned online sites in issue area tweet partners Scans and reads every Writes for Huffington Post Presentations morning and picks out best
- 26. Be the Brokerin the Structural Hole
- 27. Share Pair: Areyou leading your nonprofit with a “Network Mindset”? What are the benefits? What are the challenges?
- 28. 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.” Inspiration
- 29. Where to focus… CRAWL WALK RUN FLY Linking Social with Ladder of Network Building Communications Results and Engagement Strategy Networks Many Free Agents work for Development Content Strategy you Pilot: Focus one Culture Change program or channel Best Practices Multi-Channel Engagement, with measurement Content, and Measurement Measurement and Incremental Capacity learning in all above Reflection and Continuous Improvement
- 30. Pair/Table Exercise: Review/DiscussCULTURE Indicators Themes Categories Indicators INTERNAL CULTURE Networked Mindset Institutional Support Communications Strategy CAPACITY Hours Expertise Best Channels Practices and MEASUREMENT Analysis Tools Metrics Differ Adjustment for Crawl, EXTERNAL LISTENING Brand Monitoring Relationship Mapping Walk, Run, Influencer Research Fly ENGAGEMENT Ladder of Engagement Responsiveness CONTENT Integration Social Optimization NETWORK Networking and Networking Building Collaboration with Partners Social Fundraising
- 31. Four Corners ofthe Room: Crawl, Walk, Run, Fly Where is your organization now? What does that look like? do you need to get to the next level?
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- 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
- 36. Creating A DataInformed Culture: The Five Stages of Measurement Acceptance Data Delight Informed Confusion Fear Denial
- 37. Denial I don’t have the time to measure. It’s an art, not a science – so why bother
- 38. Fear What if my strategy or program doesn’t show success?
- 39. Confusion I know I should measuring our social media and network, but not sure what or how?
- 40. Hey check out Delight these cool charts and graphics!
- 41. Data Informed Successful networks and social media start with measurement
- 42. Data-Informed Culture: Itstarts from the top! Do Something.org
- 45. Tear down thosesilos and walls around data …
- 46. More time thinkabout that the data, then collect it
- 50. Why did itfail? What did we learn? What insights can use next time around? DoSomething.Org’s Fail Fest
- 51. Share Pair: Whereis Your Organization? 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 Becoming A Networked Nonprofit: Maturity of Practice Model – Data Informed
- 52. Advice for Nonprofits:Becoming Data-Informed: Change Is Easier With Small Bets • Use experiments to help evolve • Get started with a small data collection project that is high priority in your organization using the 7 steps of measurement
- 53. 10 Minutes Break Writelingering questions ….
- 54. Strategy /Tactics 7 Measurement • Goals Steps • Target Audience • Measurement 1. Goals • Engagement/Content 2. Target Audience • Channels/Tools 3. Time Investment • Pilot 4. Benchmark • Budget 5. KPI • Timeline 6. Tools • Measurement 7. Sense-Making Measurement isn’t something you do once at the end ….
- 55. The 7 SimpleSteps of Measurement Goal Insight Audience Tool Cost Metrics Benchmark
- 56. Small Nonprofits CanDo This Too! 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 engagement by comments per post KPI 8% virality and comments that indicate the people are more feel the organization more accessible Increase enrollment in classes and attendance at events KPI 10% new students /attenders say they heard about us through Facebook Benchmarks – other similar arts organization and national studies from NTEN
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- 59. Congratulations! Take AMonth Off! Goal 59
- 60. Ask Your Audience! • What keeps them up at night? • What are they currently seeing? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act? • What’s your ladder of engagement? Audience 60
- 61. Benchmarks: Measurement isComparisons Benchmark What is one similar nonprofit that you can compare your organization to?
- 62. Define Key PerformanceIndicators or Metrics 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
- 63. Success Cost/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
- 64. Share Pair: IdentifyGoal, Value, and Metric • Use the chart on page 68-69 of the book • Pick one goal • Discuss these questions • What does being successful with that goal mean for your organization? • What’s the benefit/value? • What if you were not successful? • What other nonprofit would you benchmark against? • How would you modify the suggested metrics on the chart?
- 65. The Right Toolfor the Job Content • Positioning • Themes Analysis • Sentiment Survey • Awareness • Relationships Research • Preferences, Perception Web • Engagement Analytics • Action 65
- 66. Best Tool forSense-Making: Spreadsheet
- 67. Survey Findings: GetStarted!
- 68. Best Tool forSense-Making: Spreadsheet
- 69. Review your Spreadsheetfor 20 Minutes Look for patterns
- 70. The 7 SimpleSteps of Measurement Goal Insight Audience Tool Cost Metrics Benchmark
- 71. Mindful Social Media or Mind Full? Photo by pruzicka
- 72. Managing Your AttentionOnline: Why Is It An Important Networking Skill?
- 73. Self-Knowledge Is TheFirst Step 1. When you open email or do social media tasks, does it make you feel anxious? 2. When you are seeking information to curate, have you ever forgotten what it was in the first place you wanted to accomplish? 3. Do you ever wish electronic information would just go away? 4. Do you experience frustration at the amount of electronic information you need to process daily? 5. Do you sit at your computer for longer than 30 minutes at a time without getting up to take a break? 6. Do you constantly check (even in the bathroom on your mobile phone) your email, Twitter or other online service? 7. Is the only time you're off line is when you are sleeping? 8. Do you feel that you often cannot concentrate? 9. Do you get anxious if you are offline for more than a few hours? 10.Do you find yourself easily distracted by online resources that allow you to avoid other, pending work? A few quick assessment questions Add up your score: # of YES answers
- 74. What’s Your AttentionFocusing Score? Source: Lulumonathletica 0…1…2…3…4…5…6…7…8…9…10 Mindful Online………………………………………………………..Need Help Now
- 75. What does itmean to manage your attention while your curate or other social media tasks? • Understand your goals and priorities and ask yourself at regular intervals whether your current activity serves your higher priority. • Notice when your attention has wandered, and then gently bringing it back to focus on your highest priority • Sometimes in order to learn or deepen relationships -- exploring from link to link is permissible – and important. Don’t Source: Howard Rheingold NetSmart make attention training so rigid that it destroys flow.
- 76. What are sometechniques that you can use to help you or staff stay focused while networking online or managing your staff?
- 78. A Few Tips Manage Your Attention, Not Just Your Time Visualize on Paper Establish Rituals Reflection Manage Electronic Distractions Manage Physical Space Just Say No
- 79. Share Pair: Whatone small change will you try? To establish new attention habits, start small, find a place in your routine for new behavior and repeat until paying attention has become a habit. Source: Bandragirl: http://bandragirl.tumblr.com/
- 80. Takeaways • What isone idea that you will apply about using social media effectively? • What is one small step you can take in using measurement to improve your social media? • How can you become more mindful online?
- 81. One Minute ofSilence: What is one idea that you can put into practice next week? Write down on an index card Flickr Photo by John K
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Editor's Notes
- #2 Becoming Networked Nonprofits: What Nonprofit Leaders Need to Know to Succeed in Age of Connectedness
- #3 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!
- #4 Meet KeoSavon. It is important to me that the book has a social change mission so I am donating my royalities to send her to college in Cambodia through supporting the Sharing Foundation program for education. It will make difference in her life.She is a civil engineering major and is 2nd in her class. I met her this summer when I visited Cambodia. She lives in the orphanage that my daughter came from in Cambodia – and KeoSavon also calls me “mom.” She told me she wants to go to graduate school in the US – MIT or Stanford. I told her that I would have to sell a lot of books!
- #10 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
- #11 I originally got started blogging in 2002 because I had adopted two beautiful kids from Cambodia – early on combined my love of Cambodia with experimenting with social fundraising – raised money on my blog and took first place in America’s Giving Challenge to support the Sharing Foundation’s education programs – and to send LengSopharath to college. My kids got to meet her finally her face-to-face and communicating with her through Facebook …
- #12 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 …
- #13 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
- #14 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!
- #15 I distracted myself by looking at Facebook with my 3G connection! So I posted this status update …
- #17 Becoming Networked Nonprofits: What Nonprofit Leaders Need to Know to Succeed in Age of Connectedness
- #18 As you can see networks are a part of our every day and social change is be becoming network-centric.Nonprofits need to do – connect with their networks to create on the ground change. …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.
- #19 To work with a network mindset means embracing an emerging leadership style that is characterized by greater openness, transparency, decentralized decision-making, and collective action. It means operating with an awareness of the networks you are embedded in, and listening to and cultivating these networks to achieve the impact you care about. It means exercising leadership through active participation. It means sharing by default. It means communicating through a network model, rather than a broadcast model—finding where the conversations are happening and taking part.Individuals leading with a network mindset are prioritizing activities that are often associated with facilitative or collaborative leadership. They’re seeking opportunities to distribute, rather than centralize, responsibility and authority. They’re convening diverse stakeholders, reaching out and engaging new participants in dialogues and projects, and generating coordination, cooperation and collaboration. They’re also working with an attentiveness to the nature of networks by creating and protecting spaces that build social capital (connectedness, trust, reciprocity), by brokering connections, especially across difference and nurturing self-organization, and by genuinely participating in networks and thereby leading by doing.More concretely, leading with a network mindset might, for a funder, mean:Developing an ecosystem awareness by mapping funding flows or relationships in order to better understand an issue area.Openly asking important questions, like the Packard Foundation did when they hosted their public Nitrogen Wiki for generating input to a new program strategy.Hosting town halls for listening to stakeholders—online and in-person—like Marguerite Casey Foundation has been doing with its Equal Voice campaign.Making and strengthening connections among other funders and stakeholders in an issue area.Pooling funds like the Hewlett, Packard, and McKnight Foundations have done to launch ClimateWorks.Listening to and participating in the blogosphere and Twitter stream related to an issue area, like program staff at the Robert Wood Johnson Foundation are working to do as part of their Web 2.0 Philanthropy initiative.
- #20 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.”
- #21 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.
- #22 So, it is not really about using the tools – it is organizational mindshift that begins with the leadership …..
- #23 Let’s look at some of the first steps of this change …The first step is to understand, feed, and tune your networksNetworks consist of people and organizationsYou have your professional network – and your organization has a network – there are connected.
- #24 Bruce Lesley is one of a growing number of nonprofit executive directors and senior leaders that use Twitter. And, he isn’t tweeting about what he ate for breakfast or one of his personal passions, basketball. He uses Twitter to curate information related to his organization’s mission and work as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions. He also uses content curation for sources for his guest blogging. His use of Twitter (and his organization’s use of Twitter and all communications channels for that matter) serve this intent: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.If you take a look at Bruce Lesley’s Twitter stream, you will see that he is curating information on public policies impacting children. Bruce does his own curating, using Google Reader and FlipBoard. Any individual or nonprofit organization can curate information using these tools. They can make it strategic by linking the information to their mission. But what is the secret sauce to doing it well?
- #26 Note: This is not only the big outcomes, but also the evidence of peer learning work. ]You all have been doing amazing work since we last got together and your growing skills and networks really paid off recently with regard to the Supreme Court’s decision on the ACA. In her blog, Beth highlighted this day as one of those opportunities to balance strategic communications with the spontaneity of social media. You all jumped on this historic event and demonstrated your social media smarts, including:Being flexible and keeping it simple;Using multiple channels and shaping content for each channel;Leveraging the organic sharing properties of Facebook;Having a broad narrative in mind in advance (win, lose or something in between);Getting your social media ambassadors and “super-users” to help spread your message;Curating content from trusted sources; andFocusing on the story after the immediate announcement and providing analysis.There was a huge amount of activity across our network on decision day and it really was a great demonstration of putting into action what we have been learning as a peer community.
- #29 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.”
- #30 Framework to guide my coaching and peer learning design over the yearsThere are different stages of development for networked nonprofits. The Crawl StageCrawlers are not using social media consistently or measurement processes; they also lack a robust communications strategy. Crawlers can be small or large nonprofits that have all the basics in place, but they either lack a social culture or resist transforming from a command-and-control style to a more networked mindset. These nonprofits need to develop a strategy. Even with a communications strategy in place, some organizations may face challenges to adopting a networked way of working. If so, they should start with a discussion of the organizational issues, followed by codifying the rules in a social media policy. They should also anticipate learning and benefiting from inspiring stories from peers.The Walk StageNonprofits in this stage are using several social media channels consistently, but may not be strategic or fully embracing best practices—maybe they don’t engage with users, or they only share content and messaging produced by their own organization. These nonprofits need to create a social media strategy to support short- and long-term objectives, such policy change or increasing public engagement on an issue. Walkers internalize listening, and use the data they collect to improve engagement and some content best practices.These organizations implement small, low-risk projects that collect stories, learning, and metrics to help leadership better understand the value, benefits, and costs. Walkers should focus on one or two social media tools, going deep on tactics and generating tangible results and learning. They must identify low-cost ways to build capacity internally, such as integrating social media responsibilities into existing staff jobs. Capacity is built with support from leadership and a social media policy formalizes the value and vision.The Run StageRunners use more than two social media channels as part of an integrated strategy, identifying key result areas and metrics that drive everything they do. They have a formal ladder of engagement that illustrates how supporters move from just hearing about your organization to actively engaging, volunteering, or donating to your organization. This is used to guide strategy and measurement. They visualize their networks and measure relationships. These organizations practice basic measurement religiously and use data to make decisions about social media best practices.In these organizations, a single department does not guard social media, and staff are comfortable working transparently and with people outside the organization. The board is also using social media as part of its governance role.To build internal capacity, runners invest in a community manager whose job it is to build relationships with people on social media or emerging platforms. These organizations know how to create great content, and use an editorial calendar to coordinate and curate content across channels. They are routinely tracking the performance of their content strategy and adjust based on measurement.The Fly StageThese organizations have institutionalized everything in the running stage. Flyers embrace failure and success alike, and learn from both. Flyers are part of a vibrant network of people and organizations all focused on social change. They use sophisticated measurement techniques, tools, and processes.http://www.flickr.com/photos/oreoqueen/3235090633/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/jonathandesign/7031920221/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/bdfbrasil/2416260064/sizes/m/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/levymh/6891554365/in/faves-cambodia4kidsorg/
- #31 We customized the model to the FFL program and added detailed indicators and metrics. Keep in mind, in real life, the model is messy. So, this is simply a guide to help you self assess where you are and how to get to the next level on different practices. The metrics are a guide and based on broader benchmarks from nonprofits. The best practices are a checklist of tasks. As we explain the model, please share your reactions and questions in the chat. This is a living assessment, so we will be refine and customize as we test our assumptions.
- #33 http://www.youtube.com/watch?v=PbY306NBgEgDance with me, make me swayLike a lazy ocean hugs the shoreHold me close, sway me moreLike a flower bending in the breezeBend with me, sway with easeWhen we dance you have a way with meStay with me, sway with meOther dancers may be on the floorDear, but my eyes will see only youOnly you have that magic techniqueWhen we sway I go weakI can hear the sounds of violinsLong before it beginsMake me thrill as only you know howSway me smooth, sway me nowOther dancers may be on the floorDear, but my eyes will see only youOnly you have that magic techniqueWhen we sway I go weakI can hear the sounds of violinsLong before it beginsMake me thrill as only you know howSway me smooth, sway me nowYou know howSway me smooth, sway me now Dean Martin sway
- #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.
- #40 http://www.flickr.com/photos/firecloak/6774418629/sizes/l/in/photostream/
- #41 http://www.flickr.com/photos/hockeyshooter/4132732687/
- #42 http://www.flickr.com/photos/theimagegroup/369893824/
- #43 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.
- #45 http://www.bethkanter.org/datanerds-nonprofits/
- #46 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.
- #47 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.”
- #49 http://www.youtube.com/watch?v=IpFptmui33Y
- #50 Back in the office, the data scientists were looking at the data in real time to figure out what was driving people to their landing page and getting them to sign up.
- #51 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/
- #52 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/
- #55 I want to make a distinction between measurement and strategy .. There are overlaps … The strategy is all the stuff you do to get results – including measurement ….
- #60 If you take away anything from this webinar, the most important thing is that you need to define success before you do anything else!One method for doing this is bring your team together and ask these questions:What would make your board or boss say, “Wow you really nailed it! Take a week off and celebrate” You were successful.Or conversely, wow, that failed – what does that look like?
- #61 You also have to understand audience -- I often get questions, what platform should we be using. I don’t know, ask your audience. You need a good understanding of these questions.
- #63 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
- #66 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
- #69 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 …
- #72 http://www.flickr.com/photos/pruzicka/335467743/sizes/l/
- #73 http://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/We have to cover a lot of ground in our work today and do it while logged on to the greatest tool for distraction and procrastination ever invented! And now we can access the Internet anytime, anywherehttp://techcrunch.com/2012/06/21/nomophobia-attacks-harris-says-74-of-users-panic-over-phone-loss-58-of-us-cant-stay-away-from-mobiles-for-more-than-an-hour/Nearly 60% said they don’t go an hour without checking their phone. Younger folks were the most addicted: 63% of women and 73% of men ages 18-34 say they don’t go an hour without checking their phones.Our connection never sleeps. 54% said they check their phones while lying in bed: before they go to sleep, after they wake up, even in the middle of the night.We need access everywhere. Nearly 40% admit to checking their phone while on the toilet.Learning how to use mindfulness online is an essential work place skill!
- #75 http://www.flickr.com/photos/tzofia/270800047/sizes/m/in/photostream/http://www.flickr.com/photos/lululemonathletica/5724696305/sizes/m/in/photostream/
- #79 1.) Manage Your Attention, Not Just Your Time: Don’t just create a to-do list, lay it out on daily and weekly schedules, breaking down key tasks of the project into chunks. Consider the level of concentration and focus that each type of task or chunk requires – and schedule accordingly. For example, if I have to do some writing that requires a higher level of attention for me than does scanning Twitter or reading and responding to email,I schedule my writing time during peak concentration hours in the day. (I’ve charted those – so I know when they occur). I also use a timer when I’m scanning my networks and limit those activities to 15-20 minute bursts.2.) Visualize On Paper: Over the past 10 months, I’ve made a return to paper and markers and using mind maps or visualization techniques to reflect, and plan my week or day. I use this as a pre-writing exercise as well as a reflection exercise. It’s why I felt the need to dive into visual facilitation and thinking techniques as a way to cope with getting “content fried.”3.) Establish Rituals: Rituals in your work life are valuable. The mind map offers a lot of good suggestions for rituals – from decluttering your workspace to healthy habits like sleep and exercise.4.) Reflection: Reflection doesn’t have to be a huge amount of time to be effective. I’m taking ten minutes every morning to practice some visual recording skills like drawing to create my “3 Most Important Things for Today List.” At the end of the day, I look at it, reflect on what I did – and plan for tomorrow. The advice is not to go online or check email until you get your three things done, but that is very hard for me – given so much of my work is online. What I do is try to avoid email first thing in the morning.5.) Managing Email and Other Distractions: I’ve turned off notifications that pop up on my computer screen or send me a text message to my mobile phone.6.) Managing Physical Space: When I see clutter in my physical work spaces, I try to take that as a sign that I need to hit a pause button. Usually it is because I’m doing too much.7.) Just Say No: Maybe you are going to say no to social media for a day and go to meet with people, take a class, read a book, or take a walk. When I’m feeling most overwhelmed, I take a break. Even if it is just to get up and walk around my desk.
- #81 http://www.flickr.com/photos/tracyhunter/144845928/sizes/l/
- #83 http://bit.ly/network-leadership