1. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve Session 1: July 28, 2011 Improving Social Media Practice with Measurement Pilot Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program

2. Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Please use *6 to Mute your conference line While we are waiting, play with the chat: What was your most re-tweeted tweet this past month and why? Or most commented Facebook post and why?

3. This call is being recorded * 2 Flickr Photo by Malinki

4. Peer Exchange Group 2: Measuring the Networked Nonprofit: Proving Results To Improve Session 1: July 28, 2011 Improving Social Media Practice with Measurement Pilot Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program

5. Agenda Intros/Share Fair Maturity of Practice ModelMeasurement Pilot Next Session Reflection Ask Your Questions and Share Your Insights in the Chat! Hashtag: #measurenp

6. Thank you Danielle! https://twitter.com/#!/01SJ/stealth-measurement

7. Don’t forget to jot down your reflections in your “wiki journal”

8. http://www.standupforhealthcare.org/tweet

9. http://www.scoop.it/t/social-media-and-nonprofits-measurement/

11. Social Media Maturity of Practice Model

12. Where to focus … SMART Social Media Objective Pilot: Focus on one channel Incremental Capacity Building Ladder of Engagement Content Best Practices Basic Measurement Internet Presence: Blog or Website Communications Strategy Culture Change Advanced Measurement Network Building Multi-Channel Engagement

13. 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

14. gristastic ladder ‘o engagement grist sets the agenda by showing how green is reshaping our world. we cut through the noise and empower a new generation to make change.

15. Using Measurement for Capacity Building Tracked Results: Stage 1 – Integrated into staff Stage 2 – Hired social media staff

16. 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

18. Are you crawling, walking, running, or flying? What do you need to get to the next level? What do you want to improve or get better results?

19. Defining a Measurement Pilot Project for Peer Exchange

20. Annual Measurement Program Is Daunting …….

21. Begin with baby steps Benchmark studyFocus on one channel Focus on event, campaign, or other project Go for the easy wins

22. Picking a Learning Project Priority in work plan Keeps ED up at night Are of practice to improve

24. Agreeing on Measurable Objectives 1: Understand Background 2: Assemble Your Team 3: Meeting Success/Failure 4: Brainstorm 5: Vote Source: KD Paine – Measure What Matters

25. What social media measure pilot that involves baby steps can best move your practice forward? What organizational politics do you anticipate? How to mitigate? How will you get everyone on the same page?

26. Questions? Next Session:August 25 at 11:00 am PST/ 2:00 EST Homework: Define a social media pilot and share it on the wiki Worksheets on Wiki Reflection: Write in chat and on your journal – what are you next steps