Beth Kanter, Co-Author of Networked Nonprofit For nonprofit, there are two key processes that are crucial to mastering social media for social good: getting networked; and learning to measure and optimize the impact of your online efforts. Join us as Beth, co-author of the award winning book, Measuring the Networked Nonprofit, shares tips on how to do more than just count friends and followers, helping you maximize your networked strategies.

1. Be
Networked,
Use
Measurement,
and
Make
Sense
of
Your
Data
Beth
Kanter,
Master
Trainer,
Author,
and
Blogger
Author
Talks
@
Google
September
18,
2013

2. Beth
Kanter:
Master
Trainer,
Author,
and
Blogger
@kanter

3. Winner
of
the
2013
Terry
McAdam
Nonprofit
Book
Award

7. • Online
Fundraiser
for
Surf
Rider
FoundaAon
• Online
Memorial
Event:
#OceanLoveEarl
Virtual
Paddle
Out
Source:
Surf
Rider
Fdn

8. • Raised
$5,563
• 128
donors
with
87%
donaAng
suggested
entry
giK
amount
or
more
• 85%
converted
from
Facebook
• 62%
were
strong
Aes
• “Social
Reach”
according
to
Thunder
Clap
was
1,058,410
• 3,094
people
used
the
hashtag
#OceanLoveEarl
from
6/23-­‐7/15
• 30
influencers
that
shared,
donated,
or
parAcipated

9. Go
Beyond
Just
CounSng
and
Learn
from
Your
Data

10. Raised
$5,563
or
10%
over
$5,000
goal

11. 128
donors
with
87%
donaSng
suggested
entry
gi[
level
or
more

12. Social
Proofing
Helps
Generate
Most
DonaSons
• Most
effecAve
channels:
thanking
people
publically
in
a
social
way
and
DM
ask
• 85%
converted
to
donors
from
Facebook

13. Offer
A
ConSnuum
of
Engagement
Higher:
Donate
Share
A
Personal
Story
About
the
Ocean
Provide
Advice
Lower:
Retweet
Links
ThunderClap

14. Get
Influencers
To
Leverage
Networks
There
were
11
blog
posts
or
Facebook
posts
by
“influencers”
modeling
the
different
levels
of
engagement

15. Use
Facebook
Promoted
Posts
for
Reinforcement
Used
promoted
to
increase
reach
of
event
parAcipaAon
Amed
to
Mashable
post

16. Honor
the
CreaSvity
of
Your
Network

17. The
Data
Informed
Nonprofit

18. Data-Informed Culture: It starts from the top!
Do
Something.org

19. More time think about that the data, then collect it
Tear down those silos and walls around data …

21. Video

25. Ocean Acidification
140000
120000
100000
80000
60000
40000
20000
Cetaceans
Gulf of Mexico
MPAs
Ocean
Overfishing
Sustainable Seafood
Sharks
Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12

26. Ocean Acidification
140000
120000
100000
80000
60000
40000
20000
Cetaceans
Gulf of Mexico
MPAs
Ocean
Overfishing
Sustainable Seafood
Sharks
Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12

27. One
Metric
That
Macers:
Increase
Shark
ConservaSon
ConversaSon
1,683,670
1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
745,030
800,000
600,000
400,000
200,000
133,167
0
Shark Week 2010
Shark Week 2011
Shark Week 2012

28. Nonprofit
Social
Media
Measurement
PracSce

29. Measurement
Discipline
Goal
Insight
Audience
Tool
Cost
KPI
Benchmark

30. Pick
The
Right
Data
Point
to
Track
Results

31. Data
Literacy:
Collect,
Clean,
Analyze,
Visualize,
Apply

32. Pick
the
Right
Tool
To
Get
the
Right
Data
Content
Analysis
• SenAment
• Messaging
Survey
Research
• Aatudes
• Preferences
AnalyAcs
• Traffic
• Engagement
• AcAon

33. Analysis
Skills

34. Now
That’s
A
Spreadsheet!
hdp://fuckyeahnpspreadsheets.tumblr.com/

35. ReflecSon
and
Improvement:
Learning
from
Data
Step
7
–
Analyze
Results
Joyful
Funerals
Metrics
Mondays

36. Summary
1. Measurement
discipline
but
not
at
the
expense
of
being
networked
–
balance
serendipity
with
strategy,
relaSonship
building
with
discipline
2. Linking
social
media
to
outcomes
requires
silo
busSng
for
both
effecSve
strategy
and
metrics
3. Data
literacy
-­‐
work
with
experts
but
also
improve
staff
skills
4. Go
beyond
counSng
your
data,
learn
from
it

37. Thank
you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter
on
Twider