Measuring the Networked Non-profit

Common Good VermontFairlee, VermontMarch 21, 2013March 21, 2013

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122/03/2013

News Group International

About UsKatie Paine is Chief Marketing Offi f N GOfficer of News Group an international monitoring, measurement & Social Media company

We provide customized research to help you define and measure your success.

Goal: Become Sally Field

Crawl Walk Run Flyy

• Monitoring/ • Participate • Integrate SM • Tie efforts &Monitoring/Listening

• Establish Rules

Participate• Develop metrics• Begin

measurement

Integrate SM and Metrics into Strategy

• Use Multiple Channels

Tie efforts & metrics to outcomes

• Crowd source• Integrate with

• Follow best practices

gall Mktg

• Continuously improve

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3 Trends that are changing the nature of communications

Increased emphasis on accountability and outcomes

– Shrinking budgets raise issues of effectiveness and efficiency

– Proliferation of options

– Corporate leaders moving to non-profit world

Big data raises expectations

– Social media makes it seem easy

– Assumes answers are just a matter of data crunching

TTransparency

– Sharing in public

Need for benchmarks– Need for benchmarks

– The Rise of the Networked Nonprofit

What you thought was important, probably isn’t any more

72% of adults say that the most common way to get news from friends and family is word of mouth.mouth.

15% of adults get news from family and friends through social media

Local TV affiliates lost more than 6% of their prime time audiences in 2012.

People turn to local media outlets for sports, traffic & weather, not news.

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90 % of conversation that happens OFF LINE

But not everything has changed

35% - 40% of conversations are generated by content marketers, robots, spammers and pay per clicksp10% of on-line conversations are public Less than 1% of Facebook & Twitter posts are actually seenare actually seen 25% of emails never make it to an inbox

ImplicationsYou don’t own your brand, your customers

do

The conversation is taking place with you or

without you. y

When your leadership team is talking bottom

line, you can’t be talking about “hits” or “likes

If ’ t th th iti ill bIf you’re not there, the opposition will be

The definition of timely has changed

The definition of success has changed – it

isn’t how many you’ve reached, but how

those you’ve reached have responded

• You can’t measure intangibles

Myth Busting

HSPS can attribute a net $600,000 gain in donations from an online photo contest

ASPC attributed $250 000 in revenue to PRASPC attributed $250,000 in revenue to PR

DoSomething.Org increased conversions due to a spot on the Today Show

• Measurement will show that my program isn't working

Do you really expect all programs to work?

You learn more from failures than you do from successYou learn more from failures than you do from success

• Measurement is all about the numbers

Improvement comes from insight, not just number crunching

Insight comes from understanding the organization and how it can change

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Myth Busting

1 Social Media ≠ Facebook1. Social Media ≠ Facebook

2. Eyeballs ≠ Awareness

3. Followers ≠ Influence

4. Likes ≠ Engagement g g

5. Engagement ≠ROI

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Reality #2: Eyeballs are not awareness

MSM Online Social Media

Eyeball ti HITS Outcomes

Media

counting HITS Outcomes

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Reality #3: Followers/Reach does not = influence

Measure what matters

There is no “bible”

Influence ≠Reach, GRP, or any other magic bulletother magic bullet

All influence is relative

A computer cannot tell you whoA computer cannot tell you who matters most

It’s all about measuring relationships

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Myth #4: Like Are Not Engagement

LikesImpressions Followers

Trial/Consideration Commit Advocacy

Data Informed Successful networks and social media startand social media start

with measurement

More time think about that the data, then collect it

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Braided Metrics in Real Time

How to become data-informed

1822/03/2013News Group International

DefinitionsPaid – Google Adwords, Facebook Ads, popups, b tbanners etc.

Owned – www.confr.org

Earned -- Everything else

Definitions Monitoring – process by which data are systematically and regularly collected about a program over timeregularly collected about a program over time.

Measurement – a way of giving an activity a precise dimension, generally by comparison to some standard; usually done in a g y y p yquantifiable or numerical manner; see also: data, scale

Evaluation –a form of research that determines the relative effectiveness of a public relations campaign or program byeffectiveness of a public relations campaign or program by measuring program*

*IPR Dictionary of Measurement Terms, Dr. Donald Stacks www..instituteforpr.org

The 7 steps to Social Media Measurement Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurableor tactic going to achieve? What are your measurable objectives?Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiencesreach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your investments. What is it really costing you to achieve this outcome? yStep 4: Define your benchmarks. Who or what are you going to compare your results to?Step 5: Define your metrics. What are the indicators to judge your progress?Step 6: Select your data collection tool(s). Step 7: Analyze your data, turn it into action, measure

iagain

Wh do e comm nicate?Why do we communicate?

Activities

Outtakes (Intermediary Outcomes (Target Effects) • Awareness• Knowledge/Education

( gAudience Action)• Engagement• AdvocacyKnowledge/Education

• Understanding Advocacy

• Revenue/Cost Savings

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

l ?solve? What were you hired to do? What difference are you expected to make?you expected to make? If you are celebrating complete 100% success a year from now, what is different about the y ,organization?If your Social Media is eliminated, what would be diff ?different?

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Goals, Actions and Metrics Goal Action Activity Metric Outcome Metric Goal Action Activity Metric Outcome Metric

Increased D ti

Conduct a h t t t

Number of likes & h f t t

% increase in donationsC t d Donations photo contest share of contest

linkCost per new donor acquired

Increase membership

Modify content, add interactivity

% increase in traffic to web site

% increase in membership as share of income interactivity

functionsincome

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? Wh d th f– Where do they go for information?

– What influences theirWhat influences their decisions?

– What’s important to them?p– What makes them act?

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Step 3: Establish benchmarks

Past PerformanceWhoever you compete with for share of walletWhatever keeps your leadership team up at night

Step 5: Define your investment

Be honest Social Media is not “free”Be honest – Social Media is not free

Be transparent

Don’t forget opportunity costs

Step 4: Why you need a Kick-Butt I dIndex

The Perfect KPI

Is actionable

Is there when you need it

Specific to your priorityp y p y

Continuously improves your processes

Gets you where you want to goGets you where you want to go

You become what you measure, so pick your KPI carefully

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Step 6: Pick the right measurement tools

If you want to measure messaging, y g g,positioning, themes, sentiment: Content analysis

If t tIf 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 youIf you want predictions and correlations you need two out of three

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Step 5: Matching Goals to Metrics KPI MetricKPI Metric

Increase on-message media presence

% increase in OCS Score (via media analysis)

Increase in customer engagement

% increase in engagement index

Increase awareness % unaided recall of sponsorship% increase in brand preference

How to calculate Kick Butt Index for Earned Media

Desirable Criteria Score Undesirable Criteria ScoreContains a Message +4 Doesn’t contain a -4

messagePositions your organization as trustworthy, effective

+3 Positions organization as a untrustworthy, not effective

-2

effective

Positive Headline +2 Negative headline -3Spokesperson Quoted +1 Opposition Quote -1p p pp

Total 10 -10

KPIs for an Event

% share of the event Hashtag

Ratio of owned posts to earned posts/tweetsRatio of owned posts to earned posts/tweets

Share of voice in event media

% of mentions containing a key message% of mentions containing a key message

% message integrity – full, partial, negative

% favorable positioning on key issuesp g y

% share of quotes

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KPIs for engagement ABOUT your brand

Share of positioning

Share of rants vs. raves, positives/negatives

Share of visibility

Share of quotesq

Share of brand benefits mentioned

Types of conversationsTypes of conversations

Engagement – ratio of posts to comments

KPIs for engagement WITH your brand Increase in % if high quality comments

Ratio of comments to posts

Shares

% Posts containing original content

Subscriptions

Objective KPI Tool Increase inquiries web % increase in traffic Web Analytics: Google

Step 6: Selecting a measurement tool

Increase inquiries, web traffic, recruitment

% increase in traffic#s of clickthrus or downloads

Web Analytics: Google Analytics, Omniture, Web trends

Increase % of audience preferring Survey: Phone Calls, awareness/preference

p gyour brand to the competition

ySurveyMonkey, or Mail

Engage marketplace Conversation index greater than 8

Web analytics or Content Analysis: Facebook Insightsthan .8

Rankings % increase in engagement

Analysis: Facebook Insights, Convio, Omniture, Google Analytics

Communicate messages % of articles containing key messagesTotal opportunities to see key messages

Media content analysis, Survey Research

ey essagesCost per opportunity to see key messages

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Step 7: Research without insight is just trivia

Find your “Abby”Ask “So What” three timesLook for failures firstCheck on what the competition is doing Then look for exceptional successThen look for exceptional successCompare to last month, last quarter, 13-month averageMove resources from what isn’t workingMove resources from what isn t working to what is

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Key Messages penetration lags the non-profit average p g

Contains a Message57%

16% Average Number of Words Per Key Message 9

20

0% 50% 100%

Does not Contain a Message43%

84%Number of Messages Tracked 10

13

0% 50% 100%

Goodwill Non Profit Average0 5 10 15 20

Goodwill Non-Profit Average

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Goodwill Non-Profit Average

The ROI of Emily

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So What = Revenue

35,152,789 OTS

R d li Red line indicates media impressions6,253,852 OTS

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GWA’s, Photos Drive Shares & Likes

D id B kh & Di k Mia FarrowDavid Beckham & Dierks Bentley Video

CNCS has learned which specific outreach has lead to the most visits to serve.gov

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Thank You!For information about social media measurement standards go to www smmstandards orgwww.smmstandards.org

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.compy p g p p

Follow me on Twitter: KDPaine

Friend me on Facebook: Katie PaineFriend me on Facebook: Katie Paine

Or call us at 1-603-752-0111