1. Nonprofits, Social Media and ROI ….
Beth Kanter, Zoetica
COF, Annual Conference, April 2011

2. Measuring and learning from social media
practice must start from the beginning ….

3. CRAWL WALK RUN FLY
Nonprofit and Social Media
Maturity of Practice Model
Capacity Building in Best Practices

4. 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

5. Where to focus …
CRAWL WALK RUN FLY
Communications Social Media Social Media Multiple Channels
Strategy Strategy Strategy Reflection/Improvement
Culture Change SMART Objectives Engagement Network Building
Audience Content
Listening
Experiments/Pilots

6. Listen Promote Participate Publish Build
No Engagement Broadcast/Share Low Engagement Content Intensive Network
High Engagement
15 min/day + 20 min/day + 30 min/day + 3-5 hrs/wk + 5-10 hrs/wk
CRAWL WALK RUN FLY
Original concept by Beth Kanter – remix by Aliza Sherman

7. What is your biggest challenge
using social media effectively?
Tools Skills Culture
Don’t Know
Awareness of Don’t Value
What to
Tools Learning
Measure
Collect lots of
System data, have no Lack
Dashboard idea what it Resources
means

8. Culture
Fear of Failure

9. Culture
Don’t Value Learning

10. MomsRising:
Joyful Funerals

11. You want me
to Tweet and
measure it
too?
Lack Resources: Time and Staff

13. Tools
Not aware of the many free, low cost , and professional social media
analytics and measurement tools (and how to use them)

14. Tools/System: No Dashboard or Siloed Dashboard

15. Skills: Confusion between counting and measurement

16. Not sure what to measure ….

17. Collect a lot data, but not sure what it means

18. Many do not start off with a SMART Social Media
Objective

19. If they did, they would know that there
are just 3 things to measure ….
Source: Kami Huyse
http://www.slideshare.net/IABCHouston/measure-this

20. Awareness

21. Attitude

22. Action/Behavior Change

23. 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
FLY KPI: Linked to Job
Performance

25. Crawl: Spreadsheet Aerobics: Begin with 2-3 data
points

26. Benefits
Value
Costs
Math
The ROI Analysis Puzzle

27. Executive Directors and Pot Holes Problem

28. What are the
results? What’s
the value?
How much time?
Executive directors want to know ….
Photo by edyson

29. ROI: Crawl, Walk, Run, Fly
Results
Impact
Investment
$
Interaction
Insight
Number of Months
Strategy, Measure, Improve

30. Goals:
1. To promote Independent Sector with “non-attending audiences” through attendees’
social media mentions
2. To capture summaries of the 2010 conference to show the richness of the content as
a means to promote the event for 2011
3. To test pilot social media at the conference and to capture lessons learned and ideas
for future social media efforts
Metrics for Success
1. Seven bloggers and seven Tweeters are identified and recruited to cover the event
2. Content from seven sessions is posted to the IS blog or other blogs
3. The number of retweets using the hashtag #ISconf increases from 2009
4. The team gains social media experience and insights about social media practice

34. Cost of acquisition
Donor conversions
Life time value of a
donor

35. Wisdom of the Crowds Meets Person-to-Person Fundraising

37. Results
More timely and accurate public health messaging communities. and more efficient use
of staff time
Booking appointments
Answering public health questions
Less time on phone or other channels
Ease of communication with journalists
More press coverage, less staff time

38. “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

39. A/B testing
Isolate variables
X number of smokers quit smoking over x
months

40. ROI Storytelling: System for collecting stories not in the
charts

41. Measuring the Networked
Nonprofit

42. 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