Oe peer learning group 1 - session 4 - april 18
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Oe peer learning group 1 - session 4 - april 18
- 1. Peer Learning Group 1: Measuring the Networked Nonprofit: Social Media Measurement Tool Box Session 5: April 15, 2013 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: Type in your name, organization, and location. I’ll do the roll call. Take this time to jot down notes in your wiki journal. Only the moderator can see you chats
- 3. Participants: Roll Call AAPIP American Civil Liberties Union American Leadership Forum - Silicon Valley Arts Council Silicon Valley Community Foundation Santa Cruz County COMPASS Exhale GlobalGiving Grantmakers for Effective Organizations Ibis Reproductive Health International Women's Health Coalition Kuumbwa Jazz Leadership Learning Community Leopold Leadership Program Marine Science Institute PACT Population Action International Roots of Change Stanford Social Innovation Review The Encore Fellowships Network (hosted by encore.org) United Way Silicon Valley Upwell, incubated by Ocean Conservancy WildAid Young Invincibles *7 unmute * 6 mute
- 4. Flickr Photo by Malinki This call is being recorded * 2
- 5. Peer Learning Group 1: Measuring the Networked Nonprofit: Social Media Measurement Tool Box Session 5: April 15, 2013 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
- 6. Beth Kanter and Stephanie Rudat
- 7. Agenda Only the moderator can see you chats Tweet your insights #netnon • Roll Call/Recap • Find the Right Tool for the Job • Tool Box Share • Spreadsheet and Dashboard Share: Action Learning Projects
- 8. • 50% (12) of participants design, implement, and document an action learning project that improve results of social media strategy through measurement • Participants generate six case studies of how nonprofits can measure social media effectively that are published on Beth’s Blog and/or presented during a call • 50% (12) of participants improve baseline level of maturity for one or more CWRF Measurement Indicators and average for group increases by .5 point Peer Learning Program Outcomes
- 9. Poll: Defining Your Action Learning Project Case Study Project Finished Implementing, Not Finished Designed, Not Implementing Started designing Not Started
- 10. Poll: Defining Your Action Learning Project
- 11. Poll: Defining Your Action Learning Project
- 12. The Right Tool for the Job Goal KPI Tools Increase donations or donors % reduction in cost per dollar raised % increase in donors CRM Database Increase web traffic and sign ups % increase in referral traffic % increase in conversion rate Web Analytics Increase awareness % increase in awareness, % increase in visibility/prominence Survey Improve relationships with existing donors/volunteers % improvement in relationship scores, % increase in donation from existing donors Survey Improve engagement with stakeholders % increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc. Web and Social Media Analytics Change in behavior % decrease in bad behavior, % increase in good behavior Survey Communicate Messages % of articles containing key messages % of mentions on message or positive/negative Percentage aware of or believing key message Media Content Analysis Survey
- 13. • Sentiment • Themes • Messaging Content Analysis • Attitudes • Preferences • Behavior Survey Research • Reach • Engagement • Action Analytics Three Categories of Tools
- 14. Media Content Analysis Tools Authority Visibility Tone Messages Communicated Conversation Type Chapter 8 Goal: Communicate Messages % of articles containing key messages % of mentions on message or positive/negative
- 15. Manual Content Analysis Pages 133-137 Analytics ToolsMedia Content Analysis Tools http://www.jeremyfloyd.com/2013/03/google-alerts-alternatives/
- 17. Manual Content Analysis Pages 133-137 Analytics ToolsMedia Content Analysis Tools
- 18. Manual Content Analysis Pages 133-137 Analytics ToolsMedia Content Analysis Tools
- 19. Manual Content Analysis Pages 133-137 Analytics ToolsSocial Network Analysis Tool: NodelXL Network Metrics Project Goal: measure our network in at least two new ways using NodeXL by June 1 Objectives: Test a way to assess the health and strength of network relationships over time Test hypothesis that our work strengthened network relationships Train at least two team members in social network analysis (SNA) Share results publicly
- 20. Manual Content Analysis Pages 133-137 Analytics ToolsSocial Network Analysis Tool: NodelXL
- 21. Manual Content Analysis Pages 133-137 Analytics Tools There are many more analytics tools out there: free, low cost, enterprise level
- 22. Manual Content Analysis Pages 133-137 Analytics Tools
- 23. Manual Content Analysis Pages 133-137 Analytics Tools http://simplymeasured.com/free-social-media-tools
- 24. Manual Content Analysis Pages 133-137 Analytics Tools: Foller.Me
- 25. Manual Content Analysis Pages 133-137 Analytics Tools: Foller.Me
- 26. Manual Content Analysis Pages 133-137 Analytics Tools: TweetReach
- 28. Spreadsheet and Dashboard Share • Roots of Change • Global Giving • Community Foundation of Santa Cruz • Compass • Leopold Leadership • Leadership Learning Community
- 30. CA FOOD POLICY COUNCIL - List of Key Influencers - Our list includes: •Councils •Organizations •Individuals/ bloggers
- 31. Who’s responsible? What’s the communication channel? By When? Who are you communicating to? CA FOOD POLICY COUNCIL ADVOCACY DAY Good Food For All Learn – Engage -Advocate
- 32. Action Learning Project: Peer Tool Share Organization Name: GlobalGiving Action Learning Project: Pro-active Twitter Engagement Experiment Goals KPI Tools To determine whether pro-active engagement with donors on twitter elicits higher quality conversations on twitter (and higher engagement rates) % increase in conversation quality Homemade tools (spreadsheet) to track conversation quality [creation in progress] To determine whether pro-active engagement on twitter (and higher quality conversations + higher engagement rates) turns donors into better advocates for GlobalGiving on twitter % increase in engagement rates (aggregate of: applause rate, conversation rates, & amplification rates) Argyle Social To increase donations from this target group of donors. % increase in donations over control group Argyle social (publishing with google url parameters) and google analytics and our own donation database • What is your project? An experiment in pro-actively engaging with our donors on twitter over a period of 4-6 months • Where are you in implementation or design? Still designing tools and forming test groups.
- 33. Action Learning Project: Pick One Tool to Share • Name of the tool/ Free or Paid tool? • Argyle Social • What do you like about this tool? • It tracks most of the metrics I want for twitter • What data points does it collect that help you understand whether your reached your goal or match your KPI? • Applause rate (clicks on urls in posts) • Amplification rate (RTs) • Conversation rate (replies)
- 34. Inside Argyle Social’s dashboard In theory, you can see all the info you want on a per-post level: • Applause rate (clicks) • Amplification rate (RTs) • Conversation rate (replies) • Donation rate ($ - questionable accuracy.)
- 35. Argyle Social’s downloadable reports (not as helpful!) For some reason the data dump is not as helpful. It’s not at a per-post level anymore, and there are no click rates available in data download. I still have to do a lot with this manually to get it into the form I want.
- 37. Action Learning Project: Peer Tool Share Organization Name: Community Foundation Santa Cruz County Action Learning Project: Philanthropy 831 Blog Where are we? We have a communications (and blog) strategy and a content curation calendar. We’re blogging weekly and are now working to refine tracking methods and a simple dashboard for reporting.
- 38. Action Learning Project: Peer Tool Share Organization Name: Community Foundation Santa Cruz County Action Learning Project: Philanthropy 831 Blog Goals (from Jan 1 to June 15) KPI Tools Increase subscribers Minimum 50% increase in RSS subscribers, from 1-4 to 2-6, per blog category. Feedburner Increase traffic 50% increase in Unique Pageviews, from 461 to 690. Google Analytics Increase engagement Minimum 50% increase, from 0-2 to 1-3 comments, ratings or shares per post. Feedburner, Google Analytics, Hootsuite & Website
- 39. Action Learning Project: Philanthropy 831 Blog Primary Tool(s): Free Analytics (Google, Feedburner, HootSuite and website’s blog page) Why? Easy to use, rich data and free. We think it makes sense (and not too much) to look at all four sources above, not just one. Data Points we’ll track: Subscriptions, Traffic flow (Where did they come from?), Visitors and Page Views and Comments/Ratings (What did they do when they got here?) and Clicks (Where did they go?). How we’ll organize: Create customized dashboard that aggregates this data and measures engagement.
- 40. Action Learning Project: Philanthropy 831 Blog Our plan is to customize the data collection from Google Analytics on a page like this and aggregate it with the other analytics in a simple dashboard coming soon! We promise.
- 41. Manual Content Analysis Pages 133-137 Action Learning Project Goals KPIs Visibility % increase average weekly unique page views % increase in Twitter followers Value % increase in subscriptions % increase in RTs on Twitter Engagement % increase in comments on blog % increase in @ mentions on Twitter
- 42. Manual Content Analysis Pages 133-137 Action Learning Project
- 43. Action Learning Project: Leopold Leadership Program Outcomes KPI Create Number of blog posts per month What is a doable publishing schedule? What is the frequency of publication? Word length Past data from newsletters – teaching/learning How many writers: ~dozen Consume Unique views of blog posts Subscribers Amplify Tweets Retweets Engage Comments on posts Apply content User surveys Share lessons Number of blog posts or comments that discuss how the writer applied learning Ladder of Engagement
- 44. Tools for Action Learning Project: Leopold Leadership Program Templates help us: • manage work flow • design for measurement • know which formats work & why with our readers
- 45. Action Learning Project: Leadership Learning Community We are a national nonprofit organization transforming the way leadership development work is conceived, conducted and evaluated, primarily within the nonprofit sector. We focus on leveraging leadership as a means to create a more just and equitable society. We are going to focus our project on our upcoming national meeting, Creating Space.
- 46. Goal 1: Registration Primary channel is email. Testing calls to action from emails - what works best to convert to subscription Register 80 People Goal 2: Build Email List Promote subscription through social media, blog, webinars Grow List to 4,000 (currently at 3,500) 12% increase Goal 3: Influencer Give registration codes to design group and encourage them to promote to their channels, track conversions Drive 20 Registrations Goal 4: Engagement Twitter chat before the event, promote the hashtag during and after the event 50% of registered attendees engage before, during, and after Description KPI
- 47. Action Learning Project: Leadership Learning Community
- 48. Action Learning Project: Reflection • What do you need to implement your action learning project? Only the moderator can see you chats Type into Chat *6 mute * 7 unmute
- 49. May 29, 2013 1:00 PM PST Wednesday Continue to implement action learning project Topic: Making Sense of Your Data Need help? Book a coaching session (I’m adding dates) https://my.timedriver.com/4QHZG Next Session
Notas del editor
- Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …AgendaRoll Call/RecapFramework for Selecting Measurement ToolsTool Box ShareSmart Spreadsheet TricksROC - (Tracking Spreadsheet for influencers and content)Leadership Learning Community (Tracking/Spreadsheet)Upwell - Nodel XLMarine Science Institute - SurveyNext StepsHow To Be Prepared:Keep moving on implementation of your action learning project - book a coaching session with Beth Kanter if you need some helpHomework: Fill in the 2-3 PPT slides in this template (it won't take you long!)What measurement tools are you using and why?What data does it collect to help you understand whether you have reached your goal?Share your spreadsheet (not the data, but the structure)
- Every few minutes as we get started, tech support reminder, type into the chat, roll call
- Because this is our first call, I’m going to run down the names of the organizations and have everyone say their name – so we can hear each other’s voices. I won’t be doing this for every call – we will get into grove where you should arrive 5-10 minutes early and announcement yourself. If you arrive after the call is underway, let us know you are hear by using the chat.
- http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
- Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …AgendaRoll Call/RecapFramework for Selecting Measurement ToolsTool Box ShareSmart Spreadsheet TricksROC - (Tracking Spreadsheet for influencers and content)Leadership Learning Community (Tracking/Spreadsheet)Upwell - Nodel XLMarine Science Institute - SurveyNext StepsHow To Be Prepared:Keep moving on implementation of your action learning project - book a coaching session with Beth Kanter if you need some helpHomework: Fill in the 2-3 PPT slides in this template (it won't take you long!)What measurement tools are you using and why?What data does it collect to help you understand whether you have reached your goal?Share your spreadsheet (not the data, but the structure)
- Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
- AgendaRoll Call/RecapFramework for Selecting Measurement ToolsTool Box ShareSmart Spreadsheet TricksROC - (Tracking Spreadsheet for influencers and content)Leadership Learning Community (Tracking/Spreadsheet)Upwell - Nodel XLMarine Science Institute - SurveyNext StepsHow To Be Prepared:Keep moving on implementation of your action learning project - book a coaching session with Beth Kanter if you need some helpHomework: Fill in the 2-3 PPT slides in this template (it won't take you long!)What measurement tools are you using and why?What data does it collect to help you understand whether you have reached your goal?Share your spreadsheet (not the data, but the structure)
- Categorize your specific social media measurement activities and relate to your objectivesSentiment (Messaging, positioning, themes)Attitudes (perceptions, behavior change, preferences, awareness)Do (Reach, Engagement, Action, Donate, Purchase)http://www.flickr.com/photos/leeontheroad/89666692/sizes/z/in/photostream/
- http://www.jeremyfloyd.com/2013/03/google-alerts-alternatives/
- http://www.bethkanter.org/listener/http://www.upwell.us/upwells-ocean-conversation-baseline-methodology
- Network Metrics ProjectGoal: measure our network in at least two new ways using NodeXL by June 1Objectives:Test a way to assess the health and strength of network relationships over timeTest hypothesis that our work strengthened network relationshipsTrain at least two team members in social network analysis (SNA)Share results publiclyActivities to date:Used NodeXL to map an overfishing conversation on twitter, and included this analysis in final report to the Waitt Foundation.Two team members individually attended NodeXL open office hours on G+.Introduced Marc Smith of the Social Media Research Foundation to Allen Gunn and Aspiration Technology. Facilitated an invite for Marc to the Strategic Technology Teach-in to be held on T, 3/26. Signed up to assist Marc at his SNA workshop for the Predictive Analytics conference.Worked with Marc to map the #netnon twitter hashtag, the full results of which are hosted here - a static image of which is pasted below.http://nodexl.codeplex.com/
- http://foller.me/
- http://simplymeasured.com/
- http://simplymeasured.com/http://simplymeasured.com/free-social-media-tools
- http://foller.me/
- http://foller.me/
- http://tweetreachttp://tweetreach.com/reports/7203217?oauth=1h.com/reports/7203217
- Background/ overview of CAFPC
- ROC has created a list of key influencers to identify who in the CAFPC network would be a good ambassador for the CAFPC Advocacy DayExcel identifies whether or not they have a presence on FB and Twitter, if so how large is their followingThen we take it one step further by identifying select members within each of the councils and we track whether or not they have a presence on FB and Twitter, if so how large is their following
- Homework: Create a PPT slide with the following:What measurement tool(s) will you use to collect and organize your data? Why?Include a screen capture of the tool -- and you plan for cleaning, analyzing, and organizing the data to get insightsShare your spreadsheet (not the data, but the structure)
- Homework: Create a PPT slide with the following:What measurement tool(s) will you use to collect and organize your data? Why?Include a screen capture of the tool -- and you plan for cleaning, analyzing, and organizing the data to get insightsShare your spreadsheet (not the data, but the structure)
- Homework: Create a PPT slide with the following:What measurement tool(s) will you use to collect and organize your data? Why?Include a screen capture of the tool -- and you plan for cleaning, analyzing, and organizing the data to get insightsShare your spreadsheet (not the data, but the structure)
- Homework: Create a PPT slide with the following: What measurement tool(s) will you use to collect and organize your data? Why?Include a screen capture of the tool -- and you plan for cleaning, analyzing, and organizing the data to get insightsShare your spreadsheet (not the data, but the structure)
- Homework: Create a PPT slide with the following: What measurement tool(s) will you use to collect and organize your data? Why?Include a screen capture of the tool -- and you plan for cleaning, analyzing, and organizing the data to get insightsShare your spreadsheet (not the data, but the structure)
- SMART OBJECTIVE 1: Increase blog visibilitySMART OBJECTIVE 2: Increase value of our content to readersSMART OBJECTIVE 3: Increase community engagement with our postsWe want our blog to become the core of a engaged community of scientists who are committed to science outreach and engagement with the media and policy worlds. Specifically, we want more traffic, more subscribers, an increased number of commenters, and other evidence of a strengthened connection between these researchers and our team, and among the researchers. We hope they come for the content and stay for the community. This project directly supports our mission of helping scientists build the skills & relationships they need to effectively share their knowledge in broader social conversations.We are most keenly interested in engaging academic scientists in the environmental sciences. Grad students bring deep enthusiasm and energy, early career researchers can speak from recent personal experience on the tenure-track career, and mid-career and senior researchers have the authority and resources to make change within their institutions. Their social media use varies greatly, but part of our role in developing our network is to support greater familiarity with online conversations. For a sizeable number of scientists, we were their first real introduction to social media. For a small number of them, we continue to be a main conduit to that worldList Your Metrics:• Visibility:o % increase in average weekly unique pageviewso % increase in Twitter followers• Value:o % increase in subscriptionso % increase in RTs on Twitter• Engagement:o % increase in comments on blogo % increase in @ mentions on Twitter
- SMART OBJECTIVE 1: Increase blog visibilitySMART OBJECTIVE 2: Increase value of our content to readersSMART OBJECTIVE 3: Increase community engagement with our posts
- This is our full ladder of engagement.For this project, we’ll be focusing on the first rung – the outcomes & KPI shown in blue.Once we’ve gone through a full month or so of publishing and measuring, we’ll use the data analysis (from “create” + some “consume”) to refine our editorial calendar & process As soon as we’re ready, we’ll move to the “Amplify” phase and incorporate Twitter & email subscription drives into the content creation processAll along, we’ll be looking for evidence of engagement, application of our content, and sharing as noted above.
- https://docs.google.com/spreadsheet/ccc?key=0AqItQfVitRj-dENMODBaVktsemRwQUZGZGtibVFSd1E#gid=21
- http://www.flickr.com/photos/cgc/5259321/sizes/m/