Social Media Measurement for Nonprofits: Katie Delahaye Paine CEO Paine Publishing

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1 Social Media Measurement for Nonprofits: Katie Delahaye Paine CEO Paine Publishing

2 Paine Publishing ( Providing communications professionals the knowledge and information they need to navigate the journey to good measurement The Wikipedia for Measurement Standards The Measurement Advisor Training Courses & Online Education Measurement Sherpa & Consulting Services

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5 Important Numbers to Remember 1,000, ,000 $650, % The average audience for a MyDrunkKitchen video ( Anderson Cooper s average nightly audience The amount HSUS raised from its first Flickr photo contest The number of times per hour Digital Natives switch media every 2.2 minutes. The percentage of adults who get most of their news by word of mouth

6 More Important Numbers to Remember 90% The percent of conversation that happens OFF LINE 82% 40% The percent of online ads that are ignored The amount of conversations generated by bots, spammers and pay-per-click sites 10% The percent of on-line conversations that are public < 5% The percent of Facebook & Twitter posts that are actually seen

7 3 Trends That Will Impact Your Metrics 1. Increased emphasis on accountability and outcomes Shrinking budgets raise issues of effectiveness and efficiency Proliferation of options Corporate leaders moving to non-profit world 2. Big data raises expectations Social media makes it seem easy Assumes answers are just a matter of data crunching 3. Transparency Sharing in public Need for benchmarks The Rise of the Networked Nonprofit

8 It s all about measuring relationships News Group International 8

9 Like Are Not Engagement Impressions Likes Followers Trial/Consideration Commitment Advocacy 9

10 The 6 steps of Measurement Six Steps to Success Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Clarify the parameters. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal Step 3: Define your benchmarks. Who or what are you going to compare your results to? Step 4: Define your metrics. What are the indicators to judge your progress? Step 5: Select your data collection tool(s). 2 3 Step 6: Find insight in your data. Turn it into action, measure again 1 10

11 Why Do We Communicate? Activities Outtakes (Intermediary Effects) Awareness Knowledge/Education Understanding Outcomes (Target Audience Action) Engagement Advocacy Revenue/Cost Savings 11

12 Step 1: Define the goals What return is expected? Define in terms of the mission. Define your champagne moment. If you are celebrating complete 100% success a year from now, what is different about the organization? 12

13 Goals, Actions and Metrics Goal Action Activity Metric Outcome Metric Move volunteers along the path to sustaining donors Create an ambassador program % increase in brand ambassadors Volume of activity % increase in sustaining donors Increase membership New website & newsletter Increase in % of members reading/using sites % increase in membership 13

14 Real-Time Metrics focus on Outcomes 14

15 Step 2: Understand the parameters. Goal: Get the cat to stop howling Strategy: Buy cat food What management s priorities? Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal? What influences their decisions? What s important to them? What makes them act? Options: Local? Cheap? Convenient? 15

16 Step 3: Establish benchmarks Past Performance With whom do you compete for share of wallet? Whatever keeps the Board up at night 16

17 Step 4: Why you need a Kick-Butt Index The Perfect KPI Is actionable Is there when you need it You become what you measure, so pick your KPI carefully Continuously improves your processes Gets you where you want to go 17

18 GWA s, Photos Drive Shares & Likes David Beckham & Dierks Bentley Video Mia Farrow

19 Ask So What Three times, the ROI of Emily 19

20 20 So What = Revenue 35,152,789 OTS 6,253,852 OTS Red line indicates media impressions

21 21 CNCS has learned which specific outreach has lead to the most visits to serve.gov

22 Step 5: Pick the right measurement tools If you want to measure messaging, positioning, themes, sentiment: Content analysis If you want to measure awareness, perception, relationships, preference: Survey research If you want to measure engagement, action, purchase: Web analytics If you want predictions and correlations you need two out of three

23 Step 5: Selecting a measurement tool Objective KPI Tool Increase inquiries, web traffic, recruitment Increase awareness/preference Engage Volunteers % increase in traffic #s of clickthrus or downloads % of audience understanding your messages % increase in engagement index Web Analytics: Google Analytics, Omniture, Web trends Survey: Phone Calls, SurveyMonkey, or Mail Web analytics or Content Analysis: Facebook Insights, Convio, Omniture, Google Analytics Communicate messages Total opportunities to see key messages Cost per opportunity to see key messages Media content analysis, Survey Research 23

24 Step 6: Research without insight is just trivia Find your Abby Ask So What three times Rank everything from worst performing to best Compare to last month, last quarter, 13-month average Move resources from what isn t working to what is Be data informed not data driven Page 24

25 Be data informed not data driven 25

26 Data without insight is just trivia 26

27 Ranking program visibility vs. resource use High Outcomes Total Volume of Coverage KLM Winter Sport in Canada campaign Kings Partnership Low Resources Ultimate Road Trip Media Day Authentic Alberta Low High Resources Medium High Very High Albertosaurus Small Town Saturday Night Resource Use Roots Fall 2012 Live with Kelly in Banff Very high High Medium Low Billabong Winter 2012 Low Outcomes

28 Remember These Points 1 It s not about the media, it s about the mission and the goal 2 It s not about Big Data, but about how you use it. 3 You need to be data informed, not data-driven 4 It s not how loud you re shouting it s about relationships. 5 Standards are a reality not an excuse to hide behind

29 Thank You! For a copy of this presentation give me your card or go to: For more information on measurement, go to and subscribe to our newsletter Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at