You are actively using Facebook or Twitter or LinkedIn or a blog as part of your organization’s marketing or fundraising strategy. But do you know what your audience wants from you? Are you measuring how effective you are with these tools? Can you answer your boss’s or board’s questions about the value of spending time on social media? How do you know social media is a good investment and that you are getting strong results? Beth’s session addresses how to measure social media return on investment, including a strong framework and practical tips to measure and refine your social media tactics.

1. Measurement is Not CountingPrinciples for Social Media and ROI Beth Kanter

3. Share Pairs

4. Speed Dating Name, Title, Organization How is your organization using social media? Share a social media success story What is your biggest challenge as it relates to social media, measurement, and ROI? Flickr Photo by John K Report: Popcorn and Twinkle

5. Principles of Social Media Measurement and ROI Photo by Miriam

6. 1. Integrate measurement into strategy and practice

7. Nonprofit and Social MediaMaturity of Practice Model Capacity Building in Best Practices

8. 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

9. Where to focus … Social Media Strategy SMART Objectives Audience Listening Experiments/Pilots Integrate Social Media Strategy EngagementContent Communications Strategy Culture Change Multiple Channels Reflection/Improvement Network Building

11. BuildNetwork Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement + + + + 15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk Original concept by Beth Kanter – remix by Aliza Sherman

12. 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 WALK

13. 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

15. Share Pairs: What is your measurement, strategy, and practice? Crawl, Walk, Run, Fly – and why?

16. 2. Measurement at the beginning, not the end

17. Start with a SMART Social Media Objective

18. SMART Social Media Objectives 1. How many? 2.By when?

19. IQ TEST: What objective SMART? Recruit 40 organizations to join our LinkedIn organization page by June 30, 2012 Set up LinkedIn organization page

20. Results Acquire 100 new donors through social media channels by June 30, 2012 Tactical Increase likes and comments with fans on Facebook to 3 comments per post by June 30, 2012 Capacity Create one video per month to tell stories about the impact of our organization by January, 2012. Integrate social media across organization staff and board to use it reach goals by September 30, 2012 Examples: SMART Social Media Objectives

21. Share Pairs: What’s your organization’s SMART social media objective?

22. It isn’t about getting all A’s or FAIL

23. Cut the Salami into Smaller Pieces

24. 3. Use Benchmarking To Measure in Context

25. Compare to your past performance

26. Use industry studies

27. DYI Benchmark Study of Peers

28. Intent: Raise brand awareness Objective: By December, 2011, we will increase the number of Fans who "Like" us on Facebook by 500 What’s your current baseline: How many Fans does you have now? Compare To: Peer Organization Benchmark Median Number of FB Fans: 1600 per peer benchmarking study

31. 4. Pick the right metrics to track your SMART objective and track over time

32. Awareness: Views, Percent of Conversation, Likes

33. To get 1000 Facebook fans to test their blood sugar and update their status on World Diabetes Day To get 75,000 views on YouTube video

34. Attitude: Sentiment

35. Shared best practices Discovered they could learn from each other Shared listening Coordinated Twitter campaign Increase pro climate action Twitter hashtag #climate action by 25%

36. Action/Behavior Change: Conversions

37. Wisdom of the Crowds Meets Person-to-Person Fundraising To convert 10% of Facebook fans into Spay Day Donors on Spay Day To raise $500,000 from Spay Day donors on Spay Day To get 5000 people to enter the Spay Day photo contest

39. 150 people will stop smoking for 6 months by December, 2011

40. Getting Started? Spreadsheet Aerobics: Begin with 2-3 data points

41. Pick the Right Metrics

42. Measure the Whole Ladder of Engagement

43. 5. Pick the right tool for the job, set up a dashboard, and collect data regularly

44. There are many free, low cost , and professional social media analytics and measurement tools ..

45. Dashboards Are Your Best Friend

47. 6. 6. Consider both tangible and intangible values 6. ROI: A Continuum of Value

48. Tangible and Intangible Value

49. How much income? How much time? What the ROI? And he wants to know ….. Photo by edyson

50. It’s a continuum of value KD Paine

51. Continuum of Value: Crawl, Walk, Run, Fly Results Impact Investment Interaction Insight Number of Months Strategy, Measure, Improve

52. Translate Value Into Financial 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 More effective services to audienceAccurate and timely health information, less spreading of diseaseMore timely customer service in answering questions, booking appointmentsGenerates positive word of mouth Ease of communication with journalists More press coverage, less staff timeLess paper, less email

53. “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. “ - VannaLivaditis, New Media Coordinator

55. You want me to Tweet and measure it too? And Track my time? Track your time, don’t waste it …

57. 7. Communicate and Reflect on Results

59. MomsRising: Joyful Funerals

60. ROI Storytelling: System for collecting stories not in the charts and numbers

61. Conclusion Social media measurement goes hand in hand with good practice Social media measurement is a discipline, not a task, and it needs to be part of the organization’s culture Measure along the continuum of value and share results There’s a big need for improvement of practice and sharing the measurement stories

62. Measuring the Networked Nonprofit

63. Thank you Beth’s Blog: http://www.bethkanter.org Twitter: @kanter Facebook: http://www.facebook.com/beth.kanter.blog Slides: http://bit.ly/fr-orch