social media measurement with beth kanter
TRANSCRIPT
HubspotBeth Kanter, Beth’s Blog – February 14, 2013
Measurement: How Do I Love
Thee, Let Me Count the Ways
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!
5 Stages of MeasurementLove
Tales of RomanceNonprofit Measurement Stories
How To Fall In Love With Measurement 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
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
Data Informed = Love
Successful networks and social media start with
measurement
What does the data say?
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
Where is your organization’s measurement practice?
What do you need to do to get to the next level?
Type Your Reflection Into the Chat!
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
KPI:Actions taken, donations made, and customer service wins
Celebration Campaign for fans to engage and participate in fun
Counting Metrics: # Photo submissions # shares # tab views
Qualitative Data: Positive responses/Screen capture
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
How fast are we adding members?
Increased New Members
Are we losing members? Decreased Lapsed Members
Are we diversifying membership?
Number of Collaborations with multicultural orgs
Metrics Should Ladder Up To Your Goals
"The greatest danger for most of us is not that our aim is too high and we miss it but that it is too low and we reach it." Michelangelo
Measurement Is A Comparative Science
• Sentiment• Themes• Messaging
Content Analysis
• Attitudes• Preferences• Behavior
SurveyResearch
• Reach• Engagement• Action
Analytics
The Right Tool for the Job
fun on-ramps
stories of people making change
personal calls to action
policy level discussions/calls to action
gristastic ladder ‘o engagement
grist sets the agenda by showing how green is reshaping our world. we cut through the noise and empower a new generation to make change.
GRIST.ORG
KPI: Footprint: The reach of their activities, both online and offlineViewsGoogle Analytics
KPI: Engagement: Readers engage with their contentComments, Virility, RetweetsChart BeatFacebook InsightsTwitter Crowd
KPI: Individual Behavior Change: Impact on users behaviors, purchase decisions, and daily lives that are in line with sustainabilityQuestions about habitsSurvey Monkey
KPI: Societal Change: Impact on society, policy discussions, and conversations that advance sustainable practices.Anecdotal stories
Step 7 – Analyze Results
Joyful Funerals Metrics Mondays
Specific Time for Reflection and Improvement
1. You visualizes success and failure2. 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 data5. Don’t ever just shovel data over the fence and onto the executive director’s desk 6. Less is more7. Uses measurement pilots to create a habit of
collecting and apply data
If your nonprofit loves measurement …