Be Networked, Use Measurement, and Make Sense of Your Data

Beth Kanter, Master Trainer, Author, and Blogger

Connecting Up Conference Australia – May, 2013

Beth Kanter: Master Trainer, Author, and Blogger

Social Culture

Data Informed

Learning from Failure

Agenda #13CU

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

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

SOCIAL CULTURE

All staff will connect with our

audiences via social!

Social integrated across

departments

CEO uses social media for

leadership!

Institutional Support

The Social CEO: In Service of Strategy

• Enhances Current Work • Tweetutorials • Found Time

Hybrid Model Staffing: Social Media Isn’t Just One Person

Source: SSIR – Mogus, Silberman, and Roy

@rdearborn works for UpWell and she

LOVES sharks.

Leverage Staff Personal Passion In Service of Mission

5 3 2 4 1

How social is your organization’s culture? What are some of your challenges? What

are your success stories?

The Data Informed Nonprofit

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

Data-Informed Culture: It starts from the top!

Do Something.org

Tear down those silos and walls around data …

More time to think about that the data, then collect it

Video

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

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

140,000

120,000

100,000

80,000

60,000

40,000

20,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

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

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

Goal

Audience

Cost

Benchmark KPI

Tool

Insight

Measurement Discipline: But Start Small

Pick The Right Data Point(s) To Track Outcomes

Don’t Start with the Tools

Now That’s A Spreadsheet!

http://fuckyeahnpspreadsheets.tumblr.com/

Learn, Pivot, Improve

The Finger of Failure!

It’s all your fault!

What failure?

No! It was all

my fault!!

Blame OTHERS

DENY Blame

Blame YOURSELF

Saul Rosenzweig Theory

Reactions to Failure

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

Cultivate Organizational Awareness: Momsrising: Joyful Funerals

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

Thank you!

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