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Kansas City Keynote Deck

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From my Keynote on October 21 in Kansas City

Publicado en: Empresariales, Tecnología
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Kansas City Keynote Deck

  1. Becoming a Networked Nonprofit Be Networked, Use Measurement, and Learn from Your Data Beth Kanter, Master Trainer, Author, and Blogger Nonprofit Solutions Conference October 21, 2013
  2. Beth Kanter: Master Trainer, Author, and Blogger @kanter
  3. Photo by Steve Goodman 2007
  4. 2012
  5. 2012
  6. 3 Digital Revolutions Broadband NGO Photography Mobile Social Networks
  7. 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.”
  8. Maturity of Practice: Network Nonprofits CRAWL WALK Communications Strategy Development Linking Social with Results and Networks Culture Change Pilot: Focus one campaign or channel RUN Ladder of Engagement Content Strategy Incremental Capacity Best Practices Some measurement and learning in all above FLY Network Building Many champions & Influencers Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
  9. Maturity of Practice: Crawl-Walk-Run-Fly Categories CULTURE Practices Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4
  10. A Networked Mindset: A Leadership Style • Leadership through active social participation • Listening and cultivating organizational and professional networks to achieve the impact • Sharing control of decision-making • Communicating through a network model, rather than a broadcast model • Openness, transparency, decentralized decisionmaking, and collective action. • Being Data Informed, learning from failure
  11. The Social CEO: In Service of Strategy
  12. One Tweet by Director = 1,000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
  13. Different Voices
  14. Leveraging Networks
  15. You want me to make the time to Tweet? Who has time? Are you thinking this?
  17. SOCIAL MEDIA IS PART OF EVERYONE’S JOB! I have work to do! Can finally tweet about our programs from my personal account!
  19. The Data Informed Nonprofit
  20. SMALL NONPROFITS CAN BE DATA INFORMED! PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. Editorial Calendar. TACTICS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
  21. Data-Informed Culture: It starts from the top! Do
  22. More time think about that the data, then collect it Tear down those silos and walls around data …
  23. Video
  24. 140,000 120,000 100,000 80,000 60,000 40,000 20,000
  25. 140,000 120,000 100,000 80,000 60,000 40,000 20,000
  26. One Metric That Matters: Increase Shark Conservation Conversation 1,800,000 1,683,670 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
  27. Nonprofit Social Media Measurement Practice
  28. Go Beyond Just Counting
  29. Measurement Discipline: But Start Small Goal Insight Audience Tool Cost KPI Benchmark
  30. Pick The Right Data Point(s) To Track Outcomes
  31. Results Value Metric Increase donations More efficient fund raising % reduction in cost per dollar raised Increase donor base More revenue from a more diverse base More gets done, Less burden on existing volunteers or staff Increase donors/volunteers Change in behavior % increase in new donors Increase number of volunteers Increase awareness Improve relationships with existing donors/volunteers Better management, more stable finances Improve engagement with stakeholders Better feedback and ideas for innovation Better understanding of attitudes and perceptions of stakeholders Achieve the mission Change in behavior Change in attitude about your organization Increase in skills and knowledge of staff Learning % likely to volunteer or donate increases Improved results from intangible to tangible Using best practices, saving time % increase in volunteers % increase in awareness, % increase in visibility/prominence, Positive correlation between increase in donors vs. visibility % improvement in relationship scores, % increase in donation from existing donors % increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc. % decrease in bad behavior, % increase in good behavior % increase in trust score or relationship score Increase in revenue per employee, % employees understanding their roles and organizational mission
  32. Data Literacy: Collect, Clean, Analyze, Visualize, Apply
  33. Pick the Right Tool To Get the Right Data Content Analysis Survey Research Analytics • Sentiment • Messaging • Attitudes • Preferences • Traffic • Engagement • Action
  34. Reflection and Improvement: Learning from Data Step 7 – Analyze Results Joyful Funerals Metrics Mondays
  35. Summary 1. Different stages of maturity, requires incremental steps to improve organizational practice 2. Measurement discipline but not at the expense of being networked – balance serendipity with strategy, relationship building with ROI 3. Linking social media to outcomes requires silo busting for both effective strategy and metrics 4. Data literacy - working with experts and improving organizational skills 5. Go beyond counting your data, learn from it
  36. Thank you! @kanter on Twitter