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Nonprofits, Social Media and ROI ….Beth Kanter, Zoetica
COF, Annual Conference, April 2011
Measuring and learning from social media practice must start from the beginning ….
CRAWL WALK RUN FLY
Nonprofit and Social MediaMaturity of Practice Model
Capacity Building in Best Practices
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 FLY
Where to focus …
Social Media StrategySMART ObjectivesAudienceListeningExperiments/Pilots
Social Media StrategyEngagementContent
Communications StrategyCulture Change
Multiple ChannelsReflection/ImprovementNetwork Building
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+ + + +
What is your biggest challengeusing social media effectively?
Tools
Awareness of Tools
System
Dashboard
Skills
Don’t Know What to Measure
Collect lots of data, have no idea what it
means
Culture
Don’t Value Learning
Lack Resources
Culture
Fear of Failure
CultureDon’t Value Learning
MomsRising:Joyful Funerals
You want me to Tweet and
measure it too?
Lack Resources: Time and Staff
Tools
Not aware of the many free, low cost , and professional social media analytics and measurement tools (and how to use them)
Tools/System: No Dashboard or Siloed Dashboard
Skills: Confusion between counting and measurement
Not sure what to measure ….
Collect a lot data, but not sure what it means
Many do not start off with a SMART Social Media Objective
Source: Kami Huysehttp://www.slideshare.net/IABCHouston/measure-this
If they did, they would know that there are just 3 things to measure ….
Awareness
Attitude
Action/Behavior Change
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 Performance
FLY
Crawl: Spreadsheet Aerobics: Begin with 2-3 data points
Benefits
Value
Costs
The ROI Analysis Puzzle
Math
Executive Directors and Pot Holes Problem
Photo by edyson
What are the results? What’s the value?How much time?
Executive directors want to know ….
Number of Months Strategy, Measure, Improve
Investment
Insight
ROI: Crawl, Walk, Run, Fly
$
Interaction
Results
Impact
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
Cost of acquisitionDonor conversionsLife time value of a donor
Wisdom of the Crowds Meets Person-to-Person Fundraising
Results
More timely and accurate public health messaging communities. and more efficient use of staff timeBooking appointmentsAnswering public health questionsLess time on phone or other channels
Ease of communication with journalists More press coverage, less staff time
“People regard our program as honest and informative. After almost two years on the social media front, we’ve developed a good system to get timely and accurate public health messaging to our communities. We firmly believe that our presence on social media sites has really enhanced our communication with the media and public.
Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tough economic times, SLVHD rose to the occasion and found innovative, cost effective ways to communicate with our community. “ - Vanna Livaditis, New Media Coordinator
X number of smokers quit smoking over x months
A/B testingIsolate variables
ROI Storytelling: System for collecting stories not in the charts
Measuring the Networked Nonprofit
Conclusion
Social media measurement goes hand in hand with good practice
Slightly more mature practice for measuring business results vs social impact
Social media measurement is a discipline, not a task, and it needs to be part of the organization’s culture
There’s a big need for more training/capacity for measurement discipline and improvement of practice and sharing the stories