Be Networked, Use Measurement, and Make Sense of Your Data

Beth Kanter, Author, Blogger, and Master TrainerFebruary 20, 2013

Nonprofit Marketing Guide Webinar

Beth Kanter: Master Trainer, Blogger, Author, Speaker

Meet Keo Savon

I’m donating my author royalties to the Sharing Foundation’s Education Programto send her to college!

AGENDA

OUTCOMES

• Interactive: Ask Questions, Use Chat

Leave webinar ready to take a small step to

improve how you measure and learn to improve your social

media strategy!

Becoming Data Informed

Nonprofit Measurement Stories

How To Measure Social Media in 7 Easy Steps

Agenda

Maturity of Practice Framework: Measure Progress

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.”

CRAWL WALK RUN FLY

Where to focus …

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

POLL: Where Is Your Organization?

CrawlWalkRunFly

Maturity of Practice: Crawl-Walk-Run-Fly

Categories Practices ScoreCULTURE Networked Mindset 1.14

Institutional Support 1.62CAPACITY Staffing 1.24 Communications Strategy 1.38MEASUREMENT Analysis 1.14 Tools 1.52 Adjustment 1.67LISTENING Brand Monitoring 1.19 Influencer Research 1.19CONTENT Integration and Optimization 1.29ENGAGEMENT Ladder of Engagement 1.14 NETWORK Champions/Aligned Partners 1.10 Relationship Mapping 1.29

CRAWL -1 WALK-2 RUN-3 FLY-4

The Data Informed Nonprofit

POLL: What’s Your Biggest Measurement Challenge?

Lack of timeConcern that social media does not return ROILack of SkillsDefining success or resultsIdentifying right KPITools to collect and analyze dataMaking sense and learning from the data

Denial

I don’t have the time to measure.

Fear

What if my strategy or program doesn’t

show success?

Confusion I know I should measure our social

media and network, but not sure what or

how?

Delight

Hey check out these cool charts and graphics!

Data Informed

Successful networks and social media start with

measurement

What does the data say?

Crawl Walk Run Fly

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?

AnalysisToolsSense-Making

Data-Informed Culture: It starts from the top!

Do Something.org

Tear down those silos and walls around data …

More time think about that the data, then collect it

Video

DoSomething.Org’s Fail Fest

Why did it fail?What did we learn?What insights can use next time around?

Crawl Walk Run Fly

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?

AnalysisToolsSense-Making

POLL: Where Is Your Organization?

CrawlWalkRunFly

How To Improve Measurement Practice

• Use the 7 Steps of Measurement

• Identify small pilots and iterate

Goal

Audience

Cost

BenchmarkKPI

Tool

Insight

The 7 Simple Steps of Measurement

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 postConversations 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

Measurement Pilots: Small Steps

Define Success, Pick The Right Data Point

Results MetricIncrease 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,Positive correlation between increase in donors vs. visibility

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

Increase in skills and knowledge of staff Learning

Increase in revenue per employee,% employees understanding their roles and organizational mission

Goal: Grow the Movement

MomsRising is building a strong multicultural movement of people who care about family economic security and well-being.

Need To Know KPI

Are we adding new members? Increased New Members

Are we losing members? Decreased Lapsed Members

Are we diversifying membership?

Number of Collaborations with multicultural orgs

Measuring Your Content: Flying

Website MetricsGrowing the Movement: Web Site and Email Metrics

Google Analytics & CMS Analytics

Social Media MetricsGrowing the Movement: Social Media Metrics

TwitterFacebookTwitalyzer Klout

Qualitative FeedbackQualitative Data

What if you are crawling or walking?

Maturity of Practice: CWRF – Content

CRAWL WALK RUN FLY

Shares content that may be relevant to audience, but not consistently and not measuring

Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently – aligns with program and advocacy calendars

Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently and measures performance

Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently, measures performance, and uses data to plan content

POLL: Where Is Your Organization?

CrawlWalkRunFly

Result Metrics Analysis QuestionConsumption Views

ReachFollowers

Does your audience care about the topics your content covers? Are they consuming your content?

Engagement Re-tweetsSharesComments

Does your content mean enough to your audience for them to share it or engage with it?

Action ReferralsSign UpsPhone Calls

Does your content help you achieve your goals?

Revenue DollarsDonorsVolunteers

Does your content help you raise money, recruit volunteers or save time?

Measuring Your Content: To What End?

Collect Less, Think About It More

Review your Spreadsheet for 20 Minutes

Look for patterns

Data Without Insight is Trivia

• Sentiment• Themes• Messaging

Content Analysis

• Attitudes• Preferences• Behavior

SurveyResearch

• Reach• Engagement• Action

Analytics

The Right Tool for the Job

Use Your Data For Decision-Making

Step 7 – Analyze Results

Joyful Funerals Metrics Mondays

Specific Time for Reflection and Improvement

Is the time you are spending on

social media worth it?

Be honest – Social Media is not “free”Be transparent Given your investment, are your expected results reasonable?Compare alternate ways to achieve goals

How much did it cost?

Results Value/Cost MetricIncrease donations More efficient fund raising % reduction in cost per dollar raised

Increase donor base More revenue from a more diverse base

% increase in new donors

Increase number of volunteers More gets done,Less burden on existing volunteers or staff

% increase in volunteers

Increase awareness Increase donors/volunteersChange in behavior

% increase in awareness,% increase in visibility/prominence,Positive correlation between increase in donors vs. visibility

Improve relationships with existing donors/volunteers

Better management, more stable finances

% improvement in relationship scores,% increase in donation from existing donors

Improve engagement with stakeholders

Better feedback and ideas for innovationBetter understanding of attitudes and perceptions of stakeholders

% increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc.

Change in behavior Achieve the mission % decrease in bad behavior, % increase in good behavior

Change in attitude about your organization

% likely to volunteer or donate increases

% increase in trust score or relationship score

Increase in skills and knowledge of staff Learning

Improved results from intangible to tangibleUsing best practices, saving time

Increase in revenue per employee,% employees understanding their roles and organizational mission

Was Your Time Worth It?

Tracked Results: Stage 1 – Integrated into staff

Stage 2 – Hired social media staff

January February March April0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000Uniques

Twitter Referring Traffic

Facebook Referring Traffic

1. You identify success and failure first2. Spend more time identifying what you want to measure, not how to measure it 3. Measure in context – don’t ever collect data

unless you can connect it to your goals4. Don’t wait until the end to collect or analyze data5. Less is more6. Uses measurement pilots to create a habit of

collecting and apply data7. Do the is it worth it math!

Improving Your Measurement Practice!

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter