be networked, use measurement and make sense of your data - beth kanter
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Be Networked, Use Measurement, and Make Sense of Your Data
Beth Kanter, Master Trainer, Author, and Blogger
Connecting Up Conference Australia – May, 2013
Beth Kanter: Master Trainer, Author, and Blogger
Social Culture
Data Informed
Learning from Failure
Agenda #13CU
CRAWL
WALK
RUN
FLY
Networked Nonprofits: Maturity of Practice
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Ladder of
Engagement
Content Strategy
Best Practices
Measurement and
learning in all above
Communications
Strategy
Development
Culture Change
Network Building
Many Free Agents work for
you
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices CULTURE Networked Mindset
Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Sense-Making LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping
1 2 3 4
SOCIAL CULTURE
All staff will connect with our
audiences via social!
Social integrated across
departments
CEO uses social media for
leadership!
Institutional Support
The Social CEO: In Service of Strategy
• Enhances Current Work • Tweetutorials • Found Time
Hybrid Model Staffing: Social Media Isn’t Just One Person
Source: SSIR – Mogus, Silberman, and Roy
@rdearborn works for UpWell and she
LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
5 3 2 4 1
How social is your organization’s culture? What are some of your challenges? What
are your success stories?
The Data Informed Nonprofit
Crawl Walk Run Fly
inconsistent data collection
Data collection consistent but not
shared
Data from multiple sources
Org Wide KPIs
Haphazard reporting Reporting more consistent, but not
always linked to outcomes
System and structure for data collection
Organizational Dashboard with
different views, sharing
Decisions based on gut Rarely makes decisions based on data
Discussed at staff meetings, decisions
made using it
Data visualization, real-time reporting, formal
reflection process
CWRF: Becoming Data Informed: What Does Practice look like?
Analysis Tools Sense-Making
Data-Informed Culture: It starts from the top!
Do Something.org
Tear down those silos and walls around data …
More time to think about that the data, then collect it
HSUS Analysis Process: • Everyone gathers their data • We sit in a room and analyze it • The project manager develops a report of “what we did/what we learned/what
we recommend for next time “+ data
Scaling Data-Informed
Jogging!
2011: Not Using Source Codes for All Campaigns To Measure Social
Media Conversion
2013: Using Source Codes for All Campaigns To Measure Social
Media Conversion
140,000
120,000
100,000
80,000
60,000
40,000
20,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
133,167
745,030
1,683,670
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Shark Week 2010 Shark Week 2011 Shark Week 2012
One Metric That Matters: Increase Shark Conservation Conversation
Audience: Artists and people in their community Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. Focused on one channel (Facebook) to use best practices to: Increase engagement by comments per post Conversations that made the organization more accessible Increase enrollment in classes and attendance at events 10% new students /attenders say they heard about us through Facebook
Smaller Steps for Smaller NGOs
Goal
Audience
Cost
Benchmark KPI
Tool
Insight
Measurement Discipline: But Start Small
Pick The Right Data Point(s) To Track Outcomes
Don’t Start with the Tools
Now That’s A Spreadsheet!
http://fuckyeahnpspreadsheets.tumblr.com/
Learn, Pivot, Improve
The Finger of Failure!
It’s all your fault!
What failure?
No! It was all
my fault!!
Blame OTHERS
DENY Blame
Blame YOURSELF
Saul Rosenzweig Theory
Reactions to Failure
Cultivate Self-Awareness: The Failure Bow
1. Raise hands in the air and bow 2. Grin like a submissive dog 3. Say Thank You I’ve Failed 4. Move on and learn
Cultivate Organizational Awareness: Momsrising: Joyful Funerals
Summary
• Success happens by taking the right incremental step to get to the next level, but keep moving forward
• Use social media a strategy for organizational AND personal leadership
• Scale your organization’s social culture with a living social media policy
• Allow staff to leverage their personal passion in service if your strategy
• Place little bets, but learn from failure and pivot
Thank you!
www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter
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