The second of two presentations at the National Health Council's Communications Affinity Group and Grassroots Team meeting on November 14, 2012. Featured speaker is Katie Paine of KDPaine and Partners.
2. How to use data to change
the world
Katie Delahaye Paine
Chairman & Founder
KDPaine & Partners
Chief Marketing Officer
News Group International
kdpaine@kdpaine.com
www.kdpaine.com
http:/kdpaine.blogs.com
Fellow and Board Member: Society for New
Communications Research
IPR Measurement Commission
3. It’s not about you, so get over it
Conver sations
Member
Development Resear ch Volunteer s Funder s HR Recipients
Service
Savings, shorter cycles, more renewals, better ideas, research
4. 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
5. The Ladder of Engagement
Impressions Likes Followers
Trial/Consideration Donate Advocacy
6. What matters: Keep moving forward
Crawl Walk Run Fly
• Monitoring/ • Participate • Integrate SM • Tie efforts &
• Listening • Develop and Metrics metrics to
• Establish metrics into Strategy outcomes
Rules • Begin • Use Multiple • Crowd source
measurement Channels • Integrate with
• Follow best all Mktg
practices • Continuously
improve
7. The 7 steps to Social Media
Measurement
Step 1: Define your goal(s). What outcomes is this strategy
7.Insight &
or tactic going to achieve? What are your measurable action
objectives? 6. Pick a tool
Step 2: Define your audiences. Who are you are trying to
5. Define th
reach? How do your efforts connect with those audiences metrics
e
to achieve the goal.
4. Defin
Step 3: Define your investments. What is it really costing benchm
e
ark
you to achieve this outcome? 3. Wh
a
inves t’s the
Step 4: Define your benchmarks. Who or what are you tmen
t?
going to compare your results to? 2. Un
d
audi erstand
Step 5: Define your metrics. What are the indicators to moti
ence
&
t he
vatio
judge your progress? ns
Step 6: Select your data collection tool(s). 1. D
goa efine t
Step 7: Analyze your data, turn it into action, measure l he
again
8. 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?
8
9. Goals, Actions and Metrics
Goal A ction A ctivity Metr ic Outcome Metr ic
Increased Conduct a Number of likes % increase in
Donations photo & share of donations
contest contest link Cost per new donor
acquired
Increase Modify % increase in % increase in
membership content, add traffic to web site membership as share
interactivity of income
functions
10. 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
12. Step 3: Establish benchmarks
Past Performance
Think 3
Peer
Underdog nipping at your
heels
Stretch goal
Whatever keeps the C-suite up
at night
13. Step 4: Why you need a Kick-Butt
Index
The Perfect KPI
Is actionable
Is there when you need it
Specific to your priority
Continuously improves
your processes
Gets you where you want
to go
You become what you
measure, so pick your KPI
carefully
14. Step 5: Define your investment
Be honest – Social Media is not “free”
Be transparent
Don’t forget opportunity costs
The CFAC example
15. Step 6: Pick the right measurement tools
If you want to measure
messaging, positioning, themes,
sentiment: Content analysis
If you want to measure
awareness, perception,
relationships, preference: Survey
research
If you want to measure
engagement, action, purchase:
Web analytics
If you want predictions and
correlations you need two out of
three
16. Step 6: Selecting a measurement
tool
Objective KPI Tool
Advocate for Number of letters to Excel
women’s health congress written
Increase % of audience Survey: Phone Calls,
awareness/ aware of the issue SurveyMonkey, or Mail
preference
Engage % of comments that Web analytics plus Content
constituencies are high quality Analysis: Facebook Insights,
Convio, Omniture, Google
Analytics
Increase donor % increase in items Convio, Media content
base containing key analysis
messages
% increase in donor
base
17. Step 7: Research without insight is
just trivia
Find your “Abby”
Ask “So What” three times
Look for failures first
Check on what the competition is
doing
Then look for exceptional success
Compare to last month, last
quarter, 13-month average
Move resources from what isn’t
working to what is
Page 17
22. CNCS has learned which specific outreach
has lead to the most visits to serve.gov
23. White House Volunteerism Office (CNCS) is
able to connect specific social outreach to
registrations on serve.gov
ReTweets compared to Visitors to Serve.gov
23
24. 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
25. Key Messages penetration lags the non-
profit average
Average
number of
Contains a words per
message message
Does not
Number of
contain a
messages
message
tracked
Blue/Purple: Goodwill
Yellow/Gold: Non-profit average
26. Thank You!
For more information on measurement, read my blog:
http://kdpaine.blogs.com or subscribe to The
Measurement Standard:
www.themeasurementstandard.com
For a copy of this presentation go to:
http://www.kdpaine.com
Follow me on Twitter: KDPaine
Friend me on Facebook: Katie Paine
Or call me at 1-603-752-5111
As Don Wright once says, “The world's greatest love letter is useless if it doesn't achieve the desired effect” In other words, if it doesn’t get you a date, or dinner, or sex or marriage – whatever your goal is, it really doesn’t matter how well written it is. What Don Wright is of course referring to is the need for all forms of measurement to start with a clearly articulated goal. In PR you can write the perfect press release, but if it doesn’t get picked up by the right outlet that actually reaches the people you’re trying to influence does it matter? So lets look at Social Media Engagement from that perspective. Impressions are the dating equivalent of a construction worker leering at the girls going by. Liking on Facebook is just a bit better. It’s so easy to hit that “like” button. No commitment, no involvement necessary. Heck you don’t even know if that person you’ve got your eye on is married, your cousin, a goat or of a different sexual preference. A recent Nielsen study showed that in one online campaign targeting women between the ages of 18-34, 55% of the impressions were actually served to men. So much for targeting. Followers on Twitter are a bit more engaged. When someone follows you on Twitter, or connects on Linked In or comments on your photos on Flickr, is essentially expressing a sufficient level of interest so that at least you know there is a possibility of a relationship. They may not be willing to have dinner with you yet, but at least you know they’re in the “eligible” category. You still don't have a clue if you’re really compatible. For all you know they may be willing to go out to dinner, but not at a place you can afford maybe they are delighted to go to dinner but she’s leaving next week to return home to Tanzania and needs a place to stay in the mean time. So you decide to move in or get engaged to see if you’re compatible. This is the social media equivalent of someone who repeatedly visits our blog, comments on your YouTube video or your photos on Flickr, engaging in a dialog on Facebook or Twitter. Small indications that they’re interested enough in what you have to say to stick around for a while. How soon you reach the next level really depends on the nature of your brand or cause. It may take weeks, months or even years of building a relationship just to get to that point of asking for commitment. But at some point they’ve moved from being a “friend” to being “the one.” So you put the ring on her finger. This is the social media equivalent of someone either registering for a newsletter, or downloading a White Paper, or attend a webinar. One way or the other by now you should have captured enough additional information to add them to add them to your CRM system so you can begin to track their progress towards purchase. After you’ve been living together or engaged for awhile, generally there is a moment, an event, or a happenstance that makes one think beyond the comfortable now to the committed future. It may be driven by an outside force or it may be internal, but in a relationship, you experience something that changes you enough to think about moving from friends with benefits to family planning. This is similar to what is happening with that prospect that has been happily sitting in your CRM system for months or even years, getting your newsletters, following you on Twitter. Paying attention but not paying money just yet. Then, one day, driven by a new job or a new boss or other changed circumstances – or a knock on the door from one of your competitors they have moved from consuming content to actually completing a purchase. This is where the health and strength of your relationship should pay off. Yours should be the trusted brand with the inside track. Even though the other guy may have the “cool shiny new tool” factor. Good relationships won’t make up for bad products, but they should give you an edge in a fair fight. This is why it is so important to not just measure the activity on your social media sites, but also the health of the relationships you are cultivating. So you pass the test, the invites go out, and the wedding planners come in. and the wedding day comes. But as anyone who has been married knows, the day after the wedding, a whole new relationship begins. There are kids, aunts, uncles, in-laws and you are now part of them all. For your organization or brand, this is the ultimate relationship. That state where your customer becomes your advocate and forgives you in a crisis, tells all their
Where do I start? Is a question I get frequently, and my response always is “Don’t ask me, ask your stakeholders.” You may need to do some research before you jump in. That’s what listening really is, isn’t it? You need to know what keeps them up at night, where they go for information, what ELSE they’re seeing out there and what makes them act.
Measurement is a comparative tool. You don’t know if your results are good or bad unless you can put them into context, either looking at them over time, or in comparison to a peer group. The most important entity to measure against is whatever keeps your bosses up at night.
There really are only three times of tools in social media measurement If you want to measure messaging, positioning, themes, sentiment you need Content analysis If you want to measure awareness, perception, preference you need Survey research If you want to measure engagement, action, purchase: you need Web analytics If you want predictions and correlations you need two out of three
The final step in the measurement process is to analyze your data and draw conclusions. Now most of you didn’t major in math, but there are people in your organizations that did, and that love statistics. Go find them. I call them the Abby because she is a hero in an American crime drama called NCIS. Even though the boss and the other star appear to solve all the crimes by their gut instinct, in reality it is Abby, the forensic scientist, and McGee the computer geek that really solve everything. SO you need to identify the Abby and McGees in your organization. Then when you have the data you need to ask So What at least three times to determine the real answers. Then look for what isn’t working, the failures, because that is the easiest way to improve performance. Then look at what the competition is doing and only after you’ve looked at all that data, can you start to look for the exceptional successes. You probably need to look at a 13-month time frame in order to spot trends and identify any seasonal abnormalities. From that vantage point you can figure out what worked and what didn’t and then move resources from what isn’t working to what is.