Measurement is Not CountingPrinciples for Social Media and ROI

Beth Kanter

Share Pairs

Name, Title, Organization

How is your organization using social media?

Flickr Photo by John K

One Minute Share Pairs: Find A Partner

Report: Popcorn and Twinkle

Principles of Social Media Measurement and ROI

Photo by Miriam

1. Integrate measurement into strategy and practice

Nonprofit and Social MediaMaturity of Practice ModelCrawl, Walk, Run, Fly

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.”

Inspiration

CRAWL WALK RUN FLYWhere to focus …

Social Media StrategySMART ObjectivesAudienceListeningExperiments/Pilots

Integrate Social Media StrategyEngagementContent

Communications StrategyCulture ChangeBenchmarking

Multiple ChannelsReflection/ImprovementNetwork Building

http://www.emediat.org

Listen ParticipatePromote Publish BuildNetworkLow Engagement

High Engagement

Content IntensiveNo Engagement Broadcast/Share

CRAWL WALK RUN FLY

Original concept by Beth Kanter – remix by Aliza Sherman

15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk+ + + +

Goals:1. To promote Independent Sector with “non-attending audiences” through attendees’ social media mentions2. To capture summaries of the 2010 conference to show the richness of the content as a means to promote the event for 20113. To test pilot social media at the conference and to capture lessons learned and ideas for future social media efforts

Metrics for Success1. Seven bloggers and seven Tweeters are identified and recruited to cover the event2. Content from seven sessions is posted to the IS blog or other blogs3. The number of retweets using the hashtag #ISconf increases from 20094. The team gains social media experience and insights about social media practice

WALK

Social Media strategy is part of integrated communications strategy.

Track Awareness: Share of Conversion About Hunger

Conversions for advocacy (Child Nutrition Bill) and donations

Cross Department Dashboard

KPI: Linked to Job PerformanceFLY

Share Pairs: What level is your organization’s social media measurement, strategy, and practice? Crawl, Walk, Run, Fly – and why?

2. Measurement at the beginning, not the end

Start with a SMART Social Media Objective

S Specific

M Measurable

A Attainable

R Relevant

T Timely

• Tangible: money, time, or conversions

Results

• Specific to a channel, platform, or tool

Tactical

• People, content, learning, work flow,

Capacity

SMART Social Media Objectives

1. How many? 2. By when?

IQ TEST: Which one is the SMART objective?

Recruit 40 organizations to join our LinkedIn organization page by June 30, 2012

Set up LinkedIn organization page

Examples: SMART Social Media Objectives

ResultsAcquire 100 new donors through social media channels by June 30, 2012

Tactical Increase likes and comments with fans on Facebook to 3 comments per post by June 30, 2012

CapacityCreate one video per month to tell stories about the impact of our organization by January, 2012.Integrate social media across organization staff and board to use it reach goals by September 30, 2012

Share Pairs: What’s your organization’s SMART social media objective?

It isn’t about getting all A’s or FAIL

Cut the Salami into Smaller Pieces

3. Use Benchmarking To Measure in Context

Compare to your past performance

Use industry studies

DYI Benchmark Study of Peers

Intent: Raise brand awareness

Objective: By December, 2011, we will increase the number of Fans who "Like" us on Facebook by 500

What’s your current baseline: How many Fans does you have now?

Compare To: Peer Organization Benchmark Median Number of FB Fans: 1600 per peer benchmarking study

4. Pick the right metrics to track your SMART objective and track over time

Awareness: Views, Percent of Conversation, Likes

To get 1000 Facebook fans to test their blood sugar and update their status on World Diabetes Day

To get 75,000 views on YouTube video

Attitude: Sentiment

Shared best practices

Discovered they could learn from each other

Shared listening

Coordinated Twitter campaign

Increase pro climate action Twitter hashtag #climate action by 25%

Action/Behavior Change: Conversions

Wisdom of the Crowds Meets Person-to-Person Fundraising

To convert 10% of Facebook fans into Spay Day Donors on Spay DayTo raise $500,000 from Spay Day donors on Spay DayTo get 5000 people to enter the Spay Day photo contest

150 people will stop smoking for 6 months by December, 2011

Getting Started? Spreadsheet Aerobics: Begin with 2-3 data points

Instigators

Evangelists

Donors

Spreaders

Happy Bystanders

Listen Share Money Solicit Create

Measure the Whole Ladder of Engagement

5. Pick the right tool for the job, set up a dashboard, and collect data regularly

There are many free, low cost , and professional social media analytics and measurement tools ..

Dashboards Are Your Best Friend

6. ROI: A Continuum of Value

6.

6. Consider both tangible and intangible values

Photo by edyson

How much income?How much time?What the ROI?

And he wants to know …..

Number of Months Strategy, Measure, Improve

Investment

Insight

Continuum of Value:

Crawl, Walk, Run, Fly

Interaction

Results

Impact

Tangible and Intangible Value

KD Paine

TangibleDonations

LeadsSubscribersMembers

Saved Time Saved Costs

Increased page rankIncreased media attention

Signed petitionsCalls or emails to government

officials

IntangibleInsights about what works

Interaction EngagementReputation

LoyaltySatisfactionSentimentFeedback

It’s a continuum of value

You want me to Tweet and

measure it too? And Track my

time?

Track your time, don’t waste it …

• Compare the total costs of different solutions• Compare the total costs with the value• Compare the costs of not doing the project • Identify pilot goal to identify

cost/benefit

Translate into numbers ……

Share Pairs: Identify the value of your social media strategy. What are the tangibles? Intangibles? What are the costs?

7. Communicate and Reflect on Results

ROI Storytelling: System for collecting stories not in the charts and numbers

Conclusion

Social media measurement goes hand in hand with good practice

Social media measurement is a discipline, not a task, and it needs to be part of the organization’s culture

Measure along the continuum of value and share results

There’s a big need for improvement of practice and sharing the measurement stories

Measuring the Networked Nonprofit

Thank you

Beth’s Blog: http://www.bethkanter.orgTwitter: @kanterFacebook: http://www.facebook.com/beth.kanter.blogSlides: http://bit.ly/fr-orch