TEEB Training Session 4: Framing the Issue; Case study examples using the TEEB Approach ©TEEB.
Framing Session Metrics
-
Upload
juliawatson -
Category
Technology
-
view
732 -
download
2
description
Transcript of Framing Session Metrics
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 1
One Thing I Wish I Had Known: Metrics
withSamer Rabadi
Social Tech Training
10 km
0 km
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 2
A Simple Question
How do you know the Widget is worth your time and effort?
Imperial Metrics
• intuitive• visionary• arbitrary• reckless
factual planned
mechanistic soulless
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 3
Shiny Object Syndrome
The Next Big iThing!™
•No one wants to get left behind
•Jumping the bandwagon, maybe going nowhere
For example:
•Second Life
•Facebook (for donations)
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 4
The Starting Line
What is your organizations goal for engaging in Social Media?
• Who is your target?
• What action do you want them to take?
Know where you’re headed—otherwise just running aimlessly
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 5
“Not All Who Wander Are Lost”
If you don’t have goals, then can’t know if succeeding
• Diagnose what's working and not working
• Compare versus others working in your issue area
“But it sure helps to have a map!”
The S.M.A.R.T. Runner
The same rules apply:
S – specific
M – measureable
A – attainable
R – realistic
T – timely
Measurement
Is it?• Awareness• Loyalty• Relationship building• Brand Creation• Donations• Advocacy• Persuasion• Event attendance• Sales.• Etc., etc., etc. …
How do define success once you have a goal?
Problem:
Measurement, Part II
More problems:• Success might not have a value• Multiple campaigns, i.e. the source of benefit?
Use proxies/signals of success:• Awareness study• Net Promoter Score (NPS)• Referrals• Friends, fans, follows• What your boss wants!
Measurement, Part III
One way to measure:
Determine the cost of equivalent benefits
“Free Running”
“Not quite!”
Just because social media is free or low-cost, don’t assume that any benefit is a net gain
Not magic:• Staff time• Opportunity cost
Running the ROI
RETURN ON INVESTMENT (ROI):the value of a benefit divided by what you spent to get it
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 12
Running the ROI, Part II
Social Network Calculator:
http://www.frogloop.com/social-network-calculator
Email is easy—just look at open, click, conversion rates
For everything else, there’s Frogloop
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 13
Running the ROI, Part III
Social Network Calculator:• Calculate estimate of cost and ROI for the efforts of staff in social networking sites like Facebook or MySpace
• Works like an online mortgage calculator
• Enter the starting assumptions in the yellow boxes and the tool calculates results automatically
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 14
Running the ROI, Part IV
The last mile:
Are you being as effective or more effective using these tools rather than other tools?*
* Laying the groundwork for future effectiveness is also important
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 15
The Breakdown
ROIIs the benefit worth the cost?
Useful for:
• promoting/justifying projects internally
• knowing when projects need to be tweaked
• killing unproductive, vanity projects
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 16
Samer RabadiSenior Campaign Manager—Care2.com
[email protected]://www.care2.com
Twitter: 3seed
Fin*
* The presenter hopes that the return is good for those investing the time and resources to attend this session.