Nonprofits spend considerable time creating and curating content to share on Twitter, Facebook, and other social networks. But most groups aren’t properly measuring whether these efforts are worth the time and cost. And it can seem like a daunting task to put together an effective strategy for collecting and analyzing data about your social-media efforts. How does one know where to begin? Beth Kanter, co-author of Measuring the Networked Nonprofit, will discuss how to measure the return on social-media investments with a FREE WEBINAR. During this free webinar, you’ll learn how to: • Do more than just count friends and followers. • Explore how to identify what data is available. • Collect and analyze these numbers so that you can make smart decisions about your social-media strategies. Beth Kanter, co-author of Measuring the Networked Nonprofit, will teach this webinar.

1.
Be
Networked,
Use
Measurement,
and
Make
Sense
of
Your
Data
Beth
Kanter,
Author,
Blogger,
and
Master
Trainer
June
13,
2013
Salesforce
Founda>on

2. Beth
Kanter:
Master
Trainer,
Author,
and
Blogger
@kanter

3. Who
are
you?
ANSWER
THE
QUESTIONS
ON
THE
ONLINE
POLL
.…
Budget
Size
Social
Media
ImplementaOon
Currently
Measure?

4. Networked
Nonprofits
Data
Informed
How
To
Measure
Agenda
#netnon
Ask
your
ques>on
in
the
chat

5. Maturity
of
PracOce
Framework:
Networked
Nonprofits
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.”

6. CRAWL WALK RUN FLY
Where is your organization?
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

7. Maturity
of
PracOce:
Crawl-­‐Walk-­‐Run-­‐Fly
Categories
PracOces
Average
CULTURE
Networked
Mindset
2.3
Ins>tu>onal
Support
1.5
CAPACITY
Staffing
1.8
Strategy
1.5
MEASUREMENT
Analysis
1.5
Tools
2.0
Adjustment
1.8
LISTENING
Brand
Monitoring
1.5
Influencer
Research
1.3
ENGAGEMENT
Ladder
of
Engagement
1.5
CONTENT
Integra>on/Op>miza>on
1.8
NETWORK
Influencer
Engagement
2.0
Rela>onship
Mapping
1.3
1
2
3
4
0.0
0.5
1.0
1.5
2.0
2.5
Arts
&
Cultural
Alliance
of
Central
Florida
LA
Stage
Alliance
The
Alliance
of
Resident
Theatres/New
York
Aus>n
Crea>ve
Alliance
Theatre
Bay
Area
C4
Atlanta
All
Indicators

8. The
Data
Informed
Nonprofit

9. Crawl Walk Run Fly
Lacks
consistent
data
collec>on
Data
collec>on
consistent
but
not
shared
Data
from
mul>ple
sources
Org
Wide
KPIs
No
repor>ng
or
synthesis
Data
not
linked
to
results,
could
be
wrong
data
System
and
structure
for
data
collec>on
Organiza>onal
Dashboard
with
different
views,
sharing
Decisions
based
on
gut Rarely
makes
decisions
to
improve
Discussed
at
staff
mee>ngs,
decisions
made
using
it
Data
visualiza>on,
real-­‐
>me
repor>ng,
formal
reflec>on
process
CWRF:
Becoming
Data
Informed:
What
Does
It
look
like?
Analysis
Tools
Sense-­‐Making

10. Data-Informed Culture: It starts from the top!
Do
Something.org

11. Data Nerds Partner with Staff

12. Tear down those silos and walls around data …

13. More time think about that the data, then collect it

15. Video

19.
HSUS
Analysis
Process:
• Everyone
gathers
their
data
• We
sit
in
a
room
and
analyze
it
• The
project
manager
develops
a
report
of
“what
we
did/what
we
learned/what
we
recommend
for
next
>me
“+
data
Scaling
Data-­‐Informed

20. Jogging!
2011:
Not
Using
Source
Codes
for
All
Campaigns
To
Measure
Social
Media
Conversion
2013:
Using
Source
Codes
for
All
Campaigns
To
Measure
Social
Media
Conversion

22. 0
20000
40000
60000
80000
100000
120000
140000
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000

23. 0
20000
40000
60000
80000
100000
120000
140000
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000

24. 133,167
745,030
1,683,670
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Shark Week 2010 Shark Week 2011 Shark Week 2012
One
Metric
That
Maers:
Increase
Shark
ConservaOon
ConversaOon

25. Audience:
Ar>sts
and
people
in
their
community
Show
the
human
face
of
ar>sts,
remove
the
mys>que,
get
audience
to
share
their
favorites,
connect
with
other
organiza>ons.
Focused
on
one
channel
(Facebook)
to
use
best
prac>ces
to:
Increase
engagement
by
comments
per
post
Conversa>ons
that
made
the
organiza>on
more
accessible
Increase
enrollment
in
classes
and
ajendance
at
events
10%
new
students
/ajenders
say
they
heard
about
us
through
Facebook
Measurement
Pilots:
Small
Steps

26. Crawl Walk Run Fly
Lacks
consistent
data
collec>on
Data
collec>on
consistent
but
not
shared
Data
from
mul>ple
sources
Org
Wide
KPIs
No
repor>ng
or
synthesis
Data
not
linked
to
results,
could
be
wrong
data
System
and
structure
for
data
collec>on
Organiza>onal
Dashboard
with
different
views,
sharing
Decisions
based
on
gut Rarely
makes
decisions
to
improve
Discussed
at
staff
mee>ngs,
decisions
made
using
it
Data
visualiza>on,
real-­‐
>me
repor>ng,
formal
reflec>on
process
CWRF:
Becoming
Data
Informed:
What
Does
It
look
like?
Analysis
Tools
Sense-­‐Making

27. Where
is
your
organiza>on?
CRAWL
WALK
RUN
FLY

28. How
To
Improve
Measurement
PracOce
• Measurement
discipline
• Iden>fy
small
pilots
and
iterate
• Learn
and
improve

29. Goal
Audience
Cost
Benchmark
KPI
Tool
Insight
The
7
Simple
Steps
of
Measurement

30. Define
Success,
Pick
The
Right
Data
Point

31. Outcomes
Metric
Increase
donaOons
%
reduc>on
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,
Posi>ve
correla>on
between
increase
in
donors
vs.
visibility
Improve
relaOonships
with
exisOng
donors/volunteers
%
improvement
in
rela>onship
scores,
%
increase
in
dona>on
from
exis>ng
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
aatude
about
your
organizaOon
%
increase
in
trust
score
or
rela>onship
score
Increase
in
skills
and
knowledge
of
staff
Learning
Increase
in
revenue
per
employee,
%
employees
understanding
their
roles
and
organiza>onal
mission

32. Hooking
Up
Your
Measurement
Dashboard

33. Goal:
Grow
the
Movement
MomsRising
is
building
a
strong
mulOcultural
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
Collabora>ons
with
mul>cultural
orgs
Measuring
Your
Content:
Flying

34. Website
Metrics
Growing
the
Movement:
Web,
Email,
Social
Media
Metrics

36. What
do
you
not
need
to
collect?
Easy
Hard
Useful
Not
Useful

37. The
Tools

38. • Sen>ment
• Themes
• Messaging
Content
Analysis
• Antudes
• Preferences
• Behavior
Survey
Research
• Reach
• Engagement
• Ac>on
Analy>cs
Pick
the
Right
Tool
for
the
Job

40. hjp://www.bethkanter.org/datanerds-­‐nonprofits/
The
Skills

41. Use
Your
Data
For
Decision-­‐Making

42. Start
Small

43. Review your Spreadsheet for 20 Minutes
Look
for
pajerns

44. Step
7
–
Analyze
Results
Joyful
Funerals
Metrics
Mondays
Specific
Time
for
ReflecOon
and
Improvement

45. Is
the
Ome
you
are
spending
on
social
media
worth
it?

46. 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?

47. Was
Your
Time
Worth
It?
Traffic Referral: Unique Views
Look at Results Against Amount of Staff Time
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
January
February
March
April
Uniques
Twijer
Referring
Traffic
Facebook
Referring
Traffic

48. 1. Measure
in
context
–
don’t
ever
collect
data
unless
you
can
connect
it
to
your
goals
2. Have
measurement
discipline
3. Pick
the
right
measurement
tool
for
the
job
4. Build
measurement
capacity
within
your
organizaOon
5. Uses
measurement
pilots
to
create
a
habit
of
collecOng
and
apply
data
and
to
learn
6. Do
the
is
it
worth
it
math!
Improving
Your
Measurement
PracOce!

49. Thank
you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter
on
Twijer
QuesOons!