1. Developing and measuring social media for nonprofits Katie Delahaye Paine CEO Paine Publishing www.painepublishing.com @kdpaine

2. Social Change is Increasingly Network-Centric

3. Important Numbers to Remember The average audience for a MyDrunkKitchen video (http://www.youtube.com/watch?v=uSXQNred3is) 1,000,000 Anderson Cooper’s average nightly audience 179,000 The amount HSUS raised from its first Flickr photo contest $650,000 The number of times per hour Digital Natives switch media—every 2.2 minutes. 27 The percentage of adults who get most of their news by word of mouth 72%

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

5. 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

6. Like Are Not Engagement 6 Advocacy Commitment Trial/Consideration Followers Likes Impressions

7. The 6 steps of Measurement Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define your audiences. 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). Step 6: Find insight in your data. Turn it into action, measure again 7 Define the goal Understand the Audience and Motivations Define Benchmark Define the Metrics Pick a Tool Insight and Action Six Steps to Success 1 2 3 4 5 6

8. What are you measuring? Paid – Google Adwords, Facebook Ads, popups, banners etc. Owned – @victoriavisitor; http://www.pinterest.com/tourismvictoria /pins/ictoriavisitor http://www.pinterest.com/tourismvictoria /pins/ Earned -- Everything else (Including Shared) 8

9. Why Do We Communicate? 9 Outcomes (Target Audience Action) Engagement Advocacy Revenue/Cost Savings Outtakes (Intermediary Effects) Awareness Knowledge/Education Understanding Activities

10. 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? 10

11. Goals, Actions and Metrics 11 Goal Move volunteers along the path to sustaining donors Increase membership Action Create an ambassador program New website & newsletter Outcome Metric % increase in sustaining donors % increase in membership Activity Metric % increase in brand ambassadors Volume of activity Increase in % of members reading/using sites

12. Real-Time Metrics focus on Outcomes 12

13. Step 2: Understand the parameters. 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? 13 Goal: Get the cat to stop howling Options: Local? Cheap? Convenient? Strategy: Buy cat food

14. GWA’s, Photos Drive Shares & Likes Mia Farrow David Beckham & Dierks Bentley Video

15. Step 3: Establish benchmarks Past Performance With whom do you compete for share of wallet? Whatever keeps the C-suite up at night 15

16. 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 16

17. 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

18. Step 5: Selecting a measurement tool 18 Objective Increase inquiries, web traffic, recruitment Increase awareness/preference Engage Volunteers Communicate messages KPI % increase in traffic #s of clickthrus or downloads % of audience understanding your messages % increase in engagement index Total opportunities to see key messages Cost per opportunity to see key messages Tool Web Analytics: Google Analytics, Omniture, Web trends Survey: Phone Calls, SurveyMonkey, or Mail Web analytics or Content Analysis: Facebook Insights, Convio, Omniture, Google Analytics Media content analysis, Survey Research

19. Step 6: Be data informed not data driven 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 Page 19

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

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

22. Thank You! For a copy of this presentation give me your card or go to: http://www.painepublishing.com/archive-of-katie-delahaye- paines-speeches-and-presentations/ http://www.painepublishing.com/archive-of-katie-delahaye- paines-speeches-and-presentations/ For more information on measurement, go to www.painepublishing.com and subscribe to our newsletter Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-682-0735 22