Social Media Measurement with Beth Kanter

HubspotBeth Kanter, Beth’s Blog – February 14, 2013

Measurement: How Do I Love

Thee, Let Me Count the Ways

Beth Kanter: Master Trainer, Blogger, Author, Speaker

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

5 Stages of Nonprofit Measurement Love

Denial

I don’t have the time to measure.

Fear

What if my strategy or program doesn’t

show success?

Confusion I know I should measure our social

media and network, but not sure what or

how?

Delight

Hey check out these cool charts and graphics!

Data Informed = Love

Successful networks and social media start with

measurement

What does the data say?

Nonprofit Measurement Love Story

Data-Informed Culture: It starts from the top!

Do Something.org

Tear down those silos and walls around data …

More time think about that the data, then collect it

Video

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!

How To Fall In Love: 7 Steps

Goal

Audience

KPI/Metric

CostBenchmark

Tool

Insight

The 7 Simple Steps of Measurement

Define Success, Pick The Right Data Point

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

Website MetricsGrowing the Movement: Web Site and Email Metrics

Google Analytics & CMS Analytics

Social Media MetricsGrowing the Movement: Social Media Metrics

TwitterFacebookTwitalyzer Klout

Qualitative FeedbackQualitative Data

"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

Measurement Is A Comparable Science

Benchmark: Peer Organization

Followers Average RT per Tweet

USTHEM

Don’t Get Distracted With Too Much Data or Tools

• 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

Use Your Data For Decision-Making

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 …

What is one idea that you can put into practice?

Type Your Reflection Into the Chat!

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter