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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 Media
         Maturity 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
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
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
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
Culture

Fear of Failure
Culture
Don’t Value Learning
MomsRising:
Joyful Funerals
You want me
                           to Tweet and
                            measure it
                               too?




Lack Resources: Time and Staff
Council on Foundations ROI Panel
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
If they did, they would know that there
are just 3 things to measure ….




 Source: Kami Huyse
 http://www.slideshare.net/IABCHouston/measure-this
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


FLY   KPI: Linked to Job
      Performance
Council on Foundations ROI Panel
Crawl: Spreadsheet Aerobics: Begin with 2-3 data
points
Benefits
Value

Costs
Math




        The ROI Analysis Puzzle
Executive Directors and Pot Holes Problem
What are the
   results? What’s
   the value?
   How much time?




Executive directors want to know ….
                          Photo by edyson
ROI: Crawl, Walk, Run, Fly


              Results

  Impact



Investment
                                           $

Interaction




  Insight

              Number of Months
              Strategy, Measure, Improve
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
Council on Foundations ROI Panel
Council on Foundations ROI Panel
Council on Foundations ROI Panel
Cost of acquisition
Donor conversions
Life time value of a
donor
Wisdom of the Crowds Meets Person-to-Person Fundraising
Council on Foundations ROI Panel
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
“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
A/B testing
                            Isolate variables




X number of smokers quit smoking over x
months
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

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Council on Foundations ROI Panel

  • 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
  • 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
  • 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
  • 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