measurement webinar
TRANSCRIPT
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
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