Nonprofits, Social Media and ROI ….Beth Kanter, Zoetica

COF, Annual Conference, April 2011

Measuring and learning from social media practice must start from the beginning ….

CRAWL WALK RUN FLY

Nonprofit and Social MediaMaturity of Practice Model

Capacity Building in Best Practices

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.”

Inspiration

CRAWL WALK RUN FLY

Where to focus …

Social Media StrategySMART ObjectivesAudienceListeningExperiments/Pilots

Social Media StrategyEngagementContent

Communications StrategyCulture Change

Multiple ChannelsReflection/ImprovementNetwork Building

Listen ParticipatePromote Publish BuildNetworkLow Engagement

High Engagement

Content IntensiveNo Engagement Broadcast/Share

CRAWL WALK RUN FLY

Original concept by Beth Kanter – remix by Aliza Sherman

15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk+ + + +

What is your biggest challengeusing social media effectively?

Tools

Awareness of Tools

System

Dashboard

Skills

Don’t Know What to Measure

Collect lots of data, have no idea what it

means

Culture

Don’t Value Learning

Lack Resources

Culture

Fear of Failure

CultureDon’t Value Learning

MomsRising:Joyful Funerals

You want me to Tweet and

measure it too?

Lack Resources: Time and Staff

Tools

Not aware of the many free, low cost , and professional social media analytics and measurement tools (and how to use them)

Tools/System: No Dashboard or Siloed Dashboard

Skills: Confusion between counting and measurement

Not sure what to measure ….

Collect a lot data, but not sure what it means

Many do not start off with a SMART Social Media Objective

Source: Kami Huysehttp://www.slideshare.net/IABCHouston/measure-this

If they did, they would know that there are just 3 things to measure ….

Awareness

Attitude

Action/Behavior Change

Social Media strategy is part of integrated communications strategy.

Track Awareness: Share of Conversion About Hunger

Conversions for advocacy (Child Nutrition Bill) and donations

Cross Department Dashboard

KPI: Linked to Job Performance

FLY

Crawl: Spreadsheet Aerobics: Begin with 2-3 data points

Benefits

Value

Costs

The ROI Analysis Puzzle

Math

Executive Directors and Pot Holes Problem

Photo by edyson

What are the results? What’s the value?How much time?

Executive directors want to know ….

Number of Months Strategy, Measure, Improve

Investment

Insight

ROI: Crawl, Walk, Run, Fly

$

Interaction

Results

Impact

Goals:1. To promote Independent Sector with “non-attending audiences” through attendees’ social media mentions2. To capture summaries of the 2010 conference to show the richness of the content as a means to promote the event for 20113. To test pilot social media at the conference and to capture lessons learned and ideas for future social media efforts

Metrics for Success1. Seven bloggers and seven Tweeters are identified and recruited to cover the event2. Content from seven sessions is posted to the IS blog or other blogs3. The number of retweets using the hashtag #ISconf increases from 20094. The team gains social media experience and insights about social media practice

Cost of acquisitionDonor conversionsLife time value of a donor

Wisdom of the Crowds Meets Person-to-Person Fundraising

Results

More timely and accurate public health messaging communities. and more efficient use of staff timeBooking appointmentsAnswering public health questionsLess time on phone or other channels

Ease of communication with journalists More press coverage, less staff time

“People regard our program as honest and informative. After almost two years on the social media front, we’ve developed a good system to get timely and accurate public health messaging to our communities. We firmly believe that our presence on social media sites has really enhanced our communication with the media and public.

Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tough economic times, SLVHD rose to the occasion and found innovative, cost effective ways to communicate with our community. “ - Vanna Livaditis, New Media Coordinator

X number of smokers quit smoking over x months

A/B testingIsolate variables

ROI Storytelling: System for collecting stories not in the charts

Measuring the Networked Nonprofit

Conclusion

Social media measurement goes hand in hand with good practice

Slightly more mature practice for measuring business results vs social impact

Social media measurement is a discipline, not a task, and it needs to be part of the organization’s culture

There’s a big need for more training/capacity for measurement discipline and improvement of practice and sharing the stories