National Health CouncilCommunications Affinity Group

And Grassroots Team

November 14, 2012

Presentation #2Measuring the Networked Nonprofit

How to use data to change the world Katie Delahaye PaineChairman & FounderKDPaine & Partners Chief Marketing OfficerNews Group Internationalkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comFellow and Board Member: Society for New Communications ResearchIPR Measurement Commission

Member Service HRFundersVolunteers Recipient

sResearchDevelopment

Conversations

Savings, shorter cycles, more renewals, better ideas, research

It’s not about you, so get over it

What is a networked nonprofit? Builds capacity by leveraging social media to grow its network Understands the broader ecosystem Inspirational Data informed Relationship-driven Experimental Thinks different

The Ladder of Engagement

LikesImpressions Followers

Trial/Consideration Donate Advocacy

What matters: Keep moving forwardCrawl

• Monitoring/• Listening• Establish

Rules

Walk Run Fly

• Participate• Develop

metrics• Begin

measurement

• Integrate SM and Metrics into Strategy

• Use Multiple Channels

• Follow best practices

• Tie efforts & metrics to outcomes

• Crowd source

• Integrate with all Mktg

• Continuously improve

The 7 steps to Social Media Measurement

1. Define the goal

2. Understand the audience & motivations

3. What’s the investment?

4. Define benchmark

5. Define the metrics

6. Pick a tool

7.Insight & action

Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives?Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your investments. What is it really costing you to achieve this outcome? Step 4: Define your benchmarks. Who or what are you going to compare your results to?Step 5: Define your metrics. What are the indicators to judge your progress?Step 6: Select your data collection tool(s). Step 7: Analyze your data, turn it into action, measure again

Step 1: Define the goals: Why Social Media?

What return is expected? – Define in terms of the mission.What problems is Social Media supposed to solve? What were you hired to do? What difference are you expected to make? If you are celebrating complete 100% success a year from now, what is different about the organization?If your Social Media is eliminated, what would be different?

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Goals, Actions and Metrics

Goal Action Activity Metric

Outcome Metric

Increased Donations

Conduct a photo contest

Number of likes & share of contest link

% increase in donationsCost per new donor acquired

Increase membership

Modify content, add interactivity functions

% increase in traffic to web site

% increase in membership as share of income

Step 2: Don’t ask me, ask your stakeholders

What you need to listen for: 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? 10

Where do people get their news?

Step 3: Establish benchmarks Past Performance Think 3

PeerUnderdog nipping at your heelsStretch goal

Whatever keeps the C-suite up at night

Step 4: Why you need a Kick-Butt Index

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

Step 5: Define your investmentBe honest – Social Media is not “free”Be transparent Don’t forget opportunity costsThe CFAC example

Step 6: Pick the right measurement tools

If you want to measure messaging, positioning, themes, sentiment: Content analysisIf you want to measure awareness, perception, relationships, preference: Survey research If you want to measure engagement, action, purchase: Web analyticsIf you want predictions and correlations you need two out of three

Objective KPI Tool Advocate for women’s health

Number of letters to congress written

Excel

Increase awareness/preference

% of audience aware of the issue

Survey: Phone Calls, SurveyMonkey, or Mail

Engage constituencies

% of comments that are high quality

Web analytics plus Content Analysis: Facebook Insights, Convio, Omniture, Google Analytics

Increase donor base

% increase in items containing key messages% increase in donor base

Convio, Media content analysis

Step 6: Selecting a measurement tool

Find your “Abby”Ask “So What” three timesLook for failures firstCheck on what the competition is doing Then look for exceptional successCompare to last month, last quarter, 13-month averageMove resources from what isn’t working to what is

Step 7: Research without insight is just trivia

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The ROI of Emily

The ROI of Emily

So What = Revenue

So What = Revenue

CNCS has learned which specific outreach has lead to the most visits to serve.gov

White House Volunteerism Office (CNCS) is able to connect specific social outreach to registrations on serve.gov

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ReTweets compared to Visitors to Serve.gov

The Amethyst Initiative resulted in MADD’s visibility reaching an all-time high

Amethyst Initiative

Repeat offenders, Holiday Travel & CNN.com

Tampa WLM, Ignition Interlock

Push, Obama

Key Messages penetration lags the non-profit average

Contains a message

Does not contain a message

Average number of words per message

Number of messages tracked

Blue/Purple: GoodwillYellow/Gold: Non-profit average

Thank You!For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard:

www.themeasurementstandard.comFor a copy of this presentation go to: http://www.kdpaine.comFollow me on Twitter: KDPaineFriend me on Facebook: Katie Paine Or call me at 1-603-752-5111

National Health CouncilCommunications Affinity Group

And Grassroots Team

November 14, 2012

Thank You for Participating!