1. Be Networked, Use Measurement, and Make Sense of Your Data
Beth Kanter, Master Trainer, Author, and Blogger
Connecting Up Conference
Australia – May, 2013

3. Beth Kanter: Master Trainer, Author, and Blogger

4. Social
Culture
Data
Informed
Learning
from Failure
Agenda
#13CU

5. CRAWL WALK RUN FLY
Networked Nonprofits: Maturity of Practice
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

6. Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices
CULTURE Networked Mindset
Institutional Support
CAPACITY Staffing
Strategy
MEASUREMENT Analysis
Tools
Sense-Making
LISTENING Brand Monitoring
Influencer Research
ENGAGEMENT Ladder of Engagement
CONTENT Integration/Optimization
NETWORK Influencer Engagement
Relationship Mapping
1 2 3 4

7. SOCIAL CULTURE

8. All staff will
connect with our
audiences via
social!
Social integrated
across
departments
CEO uses social
media for
leadership!
Institutional Support

9. The Social CEO: In Service of Strategy
• Enhances Current Work
• Tweetutorials
• Found Time

10. Hybrid Model Staffing: Social Media Isn’t Just One Person
Source: SSIR – Mogus, Silberman, and Roy

11. @rdearborn works for UpWell and she
LOVES sharks.
Leverage Staff Personal Passion In Service of Mission

12. 532 41
How social is your organization’s culture?
What are some of your challenges? What
are your success stories?

13. The Data Informed Nonprofit

14. Crawl Walk Run Fly
inconsistent data
collection
Data collection
consistent but not
shared
Data from multiple
sources
Org Wide KPIs
Haphazard reporting Reporting more
consistent, but not
always linked to
outcomes
System and structure for
data collection
Organizational
Dashboard with
different views, sharing
Decisions based on gut Rarely makes decisions
based on data
Discussed at staff
meetings, decisions
made using it
Data visualization, real-
time reporting, formal
reflection process
CWRF: Becoming Data Informed: What Does Practice look
like?
Analysis
Tools
Sense-Making

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

16. Tear down those silos and walls around data …
More time to think about that the data, then collect it

18. Video

22. 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 time “+ data
Scaling Data-Informed

23. 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

25. 140,000
120,000
100,000
80,000
60,000
40,000
20,000

26. 140,000
120,000
100,000
80,000
60,000
40,000
20,000

27. 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 Matters:
Increase Shark Conservation Conversation

28. 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 post
Conversations 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
Smaller Steps for Smaller NGOs

29. Goal
Audience
Cost
BenchmarkKPI
Tool
Insight
Measurement Discipline: But Start Small

30. Pick The Right Data Point(s) To Track Outcomes

31. Don’t Start with the Tools

32. Now That’s A Spreadsheet!
http://fuckyeahnpspreadsheets.tumblr.com/

33. Learn, Pivot, Improve

34. The Finger of Failure!
It’s all
your
fault!
What
failure?

35. No! It
was all
my
fault!!

36. Blame OTHERS
DENY Blame
Blame YOURSELF
Saul Rosenzweig Theory
Reactions to Failure

37. Cultivate Self-Awareness: The Failure Bow
1. Raise hands in the air and bow
2. Grin like a submissive dog
3. Say Thank You I’ve Failed
4. Move on and learn

38. Cultivate Organizational Awareness:
Momsrising: Joyful Funerals

39. Summary
• Success happens by taking the right incremental step to
get to the next level, but keep moving forward
• Use social media a strategy for organizational AND
personal leadership
• Scale your organization’s social culture with a living
social media policy
• Allow staff to leverage their personal passion in service
if your strategy
• Place little bets, but learn from failure and pivot

40. Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter