Marine+Science+Institute


 * Marine Science Institute **


 * Contact Person:** Hayley Usedom, Education Coordinator


 * Phone:** 650-364-2760x21


 * Email:** hayley@sfbaymsi.org


 * Executive Director:** Marilou Seiff


 * Communications Director:** Aaron Tinker


 * Social Media Staff:** Hayley Usedom


 * Baseline **


 * CWRF Overall Level:** Walk


 * Overall Score:** 1.62


 * Detailed Score:**[]
 * Burning Questions To Be Answered**: We want to learn the best way of tracking our social media effectiveness. Is social media building a stronger connection with our audience.


 * Measurement Indicators [Crawl=1, Walk=2, Run=3, Fly=4]**


 * Data-Informed:** 1


 * Tools:** 1


 * Sense-Making:** 3


 * Social Media Presence **

Blog: http://sfmsi.wordpress.com/

Facebook: http://www.facebook.com/marinescienceinstitute

Fans:start project:480 as of 1/28/2013=520; 3/11/13=561; 4/15/13 651

YouTube:

Subscribers:

Views:

Twitter:https://twitter.com/sfbaymsi (grand start will be on 4/20/13

Followers: 4/15/ 13 (before our big push) 13

Hashtags:

**1/22/13**
I would like to improve interactions and comments from our community. Not sure what to focus on. I will be bringing all the information to the office staff meeting to discuss what we would like to do. Office staff meeting: Everyone will look over the material and bring ideas for the meeting on 1/29/13

=
1) MSI Earth Day: we would like to increase sharable comments through our FB page and blog to see how many people come to Earth Day and would take a mini survey either day of or online; we would like to promote a certain perception by Earth Day promoting what do you think MSI is all about? =====

3)Social media increase comments/interactions aspects toward audiences stewardship ideas.
Beth Comments > > To measure the perception, you are right on about the need for a survey. In my book, Measuring the Networked Nonprofit, you will find a lot of good information about doing surveys. There are different types of questions you can compose to measure awareness/understanding of earth day .. aided/unaided recall, etc. [|Yesterday at 9:57am] · [|Like] [|Beth Kanter] Sorry pressed return too fast. For the social media measurement piece - depending on your capacity, you can simply narrow it down to measuring one channel (Facebook) - again we're trying for small wins and don't want to get to overwhelmed with trying to measure too much. Anyway, you can measure likes/comments on your content around earth day - you can focus on the reach and virality - but you will also want to do some content analysis of the comments and see how they link back to your goals. > > So, what I'd like to see you do is tease out your outcomes a bit more and audience detail. > > WHat do you hope to accomplish by getting more local people to know about your event through your social channels? > > What will happens if their perception or understanding changes?
 * is is a terrific start. I would add some more detail in the description about your specific goals/outcomes/results for Earth Day. It sounds from the description that it is awareness and increase an understanding of a "certain perception" of Earth Day (spell that out). Also,spell out the audience too.
 * [[image:http://profile.ak.fbcdn.net/hprofile-ak-prn1/27423_504747699_533805405_q.jpg link="http://www.facebook.com/beth.kanter"]]

Perception of MSI that we want changed:
Having people know we exist That we are a non-profit MSI serves all levels of income students – and lots of them: more than 50,000 a year. Only behind Cal Academy and Monterey Bay for number of students served per year. We have public programs throughout the year

How are we going to measure this?
Survey online and at Earth Day on the Bay

Why do we want people to know these things?
If more people know we exist, more people will pursue using our programs (telling their teachers, coming to events), more people will donate, and potentially get involved in a Capital Campaign in the future to secure a permanent location.

Increasing Sharable Comments:
For Earth Day on the Bay specifically, this will help us create a ‘buzz’ for the event. This spreads awareness about MSI. Also will lead to more higher participation in the event (goal of 2000 participants, compared to 1500 for the past two years).

How are we going to measure this?
Count how many shares result from FB posts associated with Earth Day on the Bay. Blog posts count the shares. Count click through from FB to blog, and vice versa. Constant Contact forwards to a friend Web Site – email ‘tell your friend’ generator – we can count the clicks on that function.
 * //Survey//**: ‘how did you hear?’, ‘did you attend’ have one online, and at the event.

Why do we want these things?
More buzz leads to more support for MSI: greater event participation, program bookings, donations, and future support.

**3/8/13 Meeting**

 * What’s our Plan??**


 * Measure Metrics:**


 * 1)** **Change in Attitude about our organization:**
 * 1) **Survey people on the way in**
 * 2) **Survey people via FBook /Email afterwards**
 * 3) **Survey would ask:**
 * 4) **Had they heard of MSI before?**
 * 5) **Been to MSI before?**
 * 6) **Define what MSI does?**
 * 7) **Know our hours of operation?**
 * 8) **Know how long MSI has been in operation?**
 * 9) **Know how many people MSI reaches each year?**
 * 10) **Know about upcoming events?**
 * 11) **Know about Summer Camp?**
 * 12) **Know we are a non-profit?**
 * 2)** **Increase Awareness**
 * 1) **% Increase in Awareness**
 * 2) **New Facebook Likes**
 * 3) **Reach of Earthday Posts (FBook & Blog)**
 * 4) **Shares**
 * 5) **Facebook Event Participant Signups**
 * 6) **# People who visit Earthday Web Page**
 * 7) **# People who click throughs from Constant Contact**
 * 8) **# Downloads of Earthday documents**
 * 9) **% Increase in Visibility / Prominence**
 * 10) **Positive correlation between donors and visibility**

Change FBook Cover image to reflect EDay Series of posts scheduled for Blog /Fbook / Constant Contact Twitter?? Felicia Add Google Analytics onto our web site
 * How are going to do this?**

**3/11/13**

 * Measurement Pilot Design: Using the 7 Steps of Measurement**


 * **GOAL:** // Describe the results of the activity, campaign, or program that is using social media that you want to measure? How does this support your organization’s mission? Can the activity be implemented and measured by June 1, 2013? //

Perception of MSI that we want changed:
Having people know we exist That we are a non-profit MSI serves all levels of income students – and lots of them: more than 50,000 a year. Only behind Cal Academy and Monterey Bay for number of students served per year. We have public programs throughout the year

Increasing Sharable Comments:
For Earth Day on the Bay specifically, this will help us create a ‘buzz’ for the event. This spreads awareness about MSI. Also will lead to more higher participation in the event (goal of 2000 participants, compared to 1500 for the past two years).


 * ** Tip: Your goals will consist of one or more of the following: ** ||
 * * **// Changes in perceptions or awareness of your brand or mission //**
 * **// Changes in positioning of your brand or mission //**
 * **// Improvement in or establishment of relationships //**
 * **// Changes in the health or strength of your relationships //**
 * **// Increase in specific actions – attendance, donations, volunteering, or other //**
 * **// Increase or decrease in specific behaviors //** ||


 * **ORGANIZAIONTAL CONSENSUS:** //Describe your process getting everyone on the same page around this goal? Does everyone agree? Gut-Check: Are you trying to measure too much?//
 * Had a meeting trying to figure out what we wanted to focus on based on the timing we had. Earth Day is our big public event. We wanted to focus on some concerns we have about our perception and being able to connect that with the public and get buzz about our event.
 * We narrowed what we wanted to measure down to above from multiple ideas


 * **AUDIENCE DEFINITIONS:** Who can help you achieve your goals? Think small - segment your audiences as much as possible. This is not the general public. Your audience may be the decision maker, or it may be the people who can help influence your decision maker. What motivates them? How do they use social media channels to get their information?
 * || ** Description ** || ** What motivates them to help you reach your goal? ** ||
 * ** Target Group 1: ** || “Friends” (members, people who know/participate) || They like and know what we do and want MSI to continue providing these experiences. ||
 * ** Target Group 2: ** || “New Friends” People who come to Earth Day either for the first time or people who want to know and discover more || Will learn/know who we are. Want to join other MSI activities/ new members/individual donors etc. ||
 * ** Target Group 3: ** || Parents with young kids || Earth Day is a free activity for families. It will help get us on their radar and help draw them into other activities ||

Ladder of Engagement: Use this to brainstorm what steps your audience must take


 * What is the **first step** audiences need to take to move toward your objective? || Step 1: Open E-mail, read blog/FB posts ||
 * What is the **second step** audiences need to take to move them toward your objective? || Step 2: Share, comment, join event through various social media ||
 * What is the **third step** audiences need to take to move them toward your objective? || Step 3: Come to Earth Day Event. Fill out survey ||
 * What is the **fourth step** audiences need to take to move them toward your objective? || Step 4: Interacting post ED with social media (e-mails, FB posts, blog, comments, sharing pictures/stories, etc) ||
 * What is the **fifth step** audiences need to take to move them toward your objective? || Step 5: COME BACK. Participate in other MSI activities, become a member, individual donor, share content etc. ||


 * **SMART GOALS/KEY PERFORMANCE METRICS:** Look at your goals and make them SMART (Specific, Measurable, Actionable, Relevant, and Timely) by adding how many and by when. What is the single most important metric to know whether or not you have been successful in making your goal? Ask, what would we see that would make you say, “Wow we’re kicking it!”


 * SMART OBJECTIVE 1:**
 * Have 2000 people attend Earth Day on the Bay**
 * SMART OBJECTIVE 2:**
 * Greater interaction with our audience**
 * SMART OBJECTIVE 3:**
 * Increase awareness of MSI and what we do.**
 * ** Tip: If you come up with a list of more than 7 metrics to track, you’re gathering too much data! Prioritize. ** ||
 * ** List Your Metrics: **
 * 1. # Likes on Facebook Page **
 * 2. Readership of our Blog **
 * 3. Engagement of users **
 * 4. Sharing Activity **
 * 5. # People who come to event **
 * 6. Survey of Attitudes towards MSI **
 * 7. ** ||


 * Use this Cheat Sheet**
 * ** Goal ** || ** Key Performance Metric ** ||
 * ** Increase donations ** || ** % reduction in cost per dollar raised ** ||
 * ** Increase donor base ** || ** % increase in new donors ** ||
 * ** Increase number of volunteers ** || ** % increase in volunteers ** ||
 * Increase awareness || ** % increase in awareness **


 * % increase in visibility/prominence **


 * Positive correlation between increase in donors vs. visibility ** ||
 * ** Improve relationships with existing donors/volunteers ** || ** % improvement in relationship scores **


 * % increase in donation from existing donors ** ||
 * ** Improve engagement with stakeholders ** || ** % increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc. ** ||
 * ** Change in behavior ** || ** % decrease in bad behavior **


 * % increase in good behavior ** ||
 * Change in attitude about your organization || ** % increase in trust score or relationship score ** ||
 * ** Increase in skills and knowledge of staff Learning ** || ** Increase in revenue per employee, **
 * % employees understanding their roles and organizational mission ** ||


 * NEED TO FINISH BELOW**
 * **BENCHMARKS:** Measurement is a comparative art. You need to compare yourself to your past performance or peers. How did you come up with your “how many?” Is it realistic or not? If you need to compare to a peer organization, find 1-3 others that are similar to your organization.


 * **COSTS:** Be honest! How much time will you invest in this activity? What are the opportunity costs? Are you adding resources or shifting them?


 * **Tools:** These are the tools and techniques you will use to collect data – the key performance metrics. Remember, any tool is useless unless it collects the data you need to figure out whether or not you are making progress towards your objectives.


 * **Insights:** What is the formal reflection, review, and real time data feedback loops you will use.

=**Meeting 3/27/2013**=


 * Measurement Pilot Design: Using the 7 Steps of Measurement**

==Perception of MSI that we want changed:goal:To educate our audiences about our goals or missions. x % of survey responded know we are a nonprofit x % know us X% know we serve all level income students and more than 50,000 a year. X % know we are only behind CA and MBA students served per year x % know we offer public programs== Survey@ earthday will serve a baseline. Do different things in in communications strategies
 * **GOAL:** // Describe the results of the activity, campaign, or program that is using social media that you want to measure? How does this support your organization’s mission? Can the activity be implemented and measured by June 1, 2013? //

Having people know we exist That we are a non-profit MSI serves all levels of income students – and lots of them: more than 50,000 a year. Only behind Cal Academy and Monterey Bay for number of students served per year. We have public programs throughout the year

Increasing Sharable Comments: Goal: increase participation on earth day of the bay x % said they heard about event on twitter or FB x% of non members attenders becoming members
For Earth Day on the Bay specifically, this will help us create a ‘buzz’ for the event. This spreads awareness about MSI. Also will lead to more higher participation in the event (goal of 2000 participants, compared to 1500 for the past two years).


 * ** Tip: Your goals will consist of one or more of the following: ** ||
 * * **// Changes in perceptions or awareness of your brand or mission //**
 * **// Changes in positioning of your brand or mission //**
 * **// Improvement in or establishment of relationships //**
 * **// Changes in the health or strength of your relationships //**
 * **// Increase in specific actions – attendance, donations, volunteering, or other //**
 * **// Increase or decrease in specific behaviors //** ||


 * **ORGANIZAIONTAL CONSENSUS:** //Describe your process getting everyone on the same page around this goal? Does everyone agree? Gut-Check: Are you trying to measure too much?//
 * Had a meeting trying to figure out what we wanted to focus on based on the timing we had. Earth Day is our big public event. We wanted to focus on some concerns we have about our perception and being able to connect that with the public and get buzz about our event.
 * We narrowed what we wanted to measure down to above from multiple ideas


 * **AUDIENCE DEFINITIONS:** Who can help you achieve your goals? Think small - segment your audiences as much as possible. This is not the general public. Your audience may be the decision maker, or it may be the people who can help influence your decision maker. What motivates them? How do they use social media channels to get their information?
 * || ** Description ** || ** What motivates them to help you reach your goal? ** ||
 * ** Target Group 1: ** || “Friends” (members, people who know/participate) || They like and know what we do and want MSI to continue providing these experiences. ||
 * ** Target Group 2: ** || “New Friends” People who come to Earth Day either for the first time or people who want to know and discover more || Will learn/know who we are. Want to join other MSI activities/ new members/individual donors etc. ||
 * ** Target Group 3: ** || Parents with young kids || Earth Day is a free activity for families. It will help get us on their radar and help draw them into other activities ||

Ladder of Engagement: Use this to brainstorm what steps your audience must take


 * What is the **first step** audiences need to take to move toward your objective? || Step 1: Open E-mail, read blog/FB posts ||
 * What is the **second step** audiences need to take to move them toward your objective? || Step 2: Share, comment, join event through various social media ||
 * What is the **third step** audiences need to take to move them toward your objective? || Step 3: Come to Earth Day Event. Fill out survey ||
 * What is the **fourth step** audiences need to take to move them toward your objective? || Step 4: Interacting post ED with social media (e-mails, FB posts, blog, comments, sharing pictures/stories, etc) ||
 * What is the **fifth step** audiences need to take to move them toward your objective? || Step 5: COME BACK. Participate in other MSI activities, become a member, individual donor, share content etc. ||


 * **SMART GOALS/KEY PERFORMANCE METRICS:** Look at your goals and make them SMART (Specific, Measurable, Actionable, Relevant, and Timely) by adding how many and by when. What is the single most important metric to know whether or not you have been successful in making your goal? Ask, what would we see that would make you say, “Wow we’re kicking it!”


 * SMART OBJECTIVE 1:**
 * Have 2000 people attend Earth Day on the Bay**
 * SMART OBJECTIVE 2:**
 * Greater interaction with our audience**
 * SMART OBJECTIVE 3:**
 * Increase awareness of MSI and what we do.**
 * ** Tip: If you come up with a list of more than 7 metrics to track, you’re gathering too much data! Prioritize. ** ||
 * ** List Your Metrics: **
 * 1. # Likes on Facebook Page **
 * 2. Readership of our Blog **
 * 3. Engagement of users **
 * 4. Sharing Activity **
 * 5. # People who come to event **
 * 6. Survey of Attitudes towards MSI **
 * 7. Twitter followers & shares ** ||


 * Use this Cheat Sheet**
 * ** Goal ** || ** Key Performance Metric ** ||
 * ** Increase donations ** || ** % reduction in cost per dollar raised ** ||
 * ** Increase donor base ** || ** % increase in new donors ** ||
 * ** Increase number of volunteers ** || ** % increase in volunteers ** ||
 * ** Increase awareness ** || ** % increase in awareness **


 * % increase in visibility/prominence **


 * Positive correlation between increase in donors vs. visibility ** ||
 * ** Improve relationships with existing donors/volunteers ** || ** % improvement in relationship scores **


 * % increase in donation from existing donors ** ||
 * ** Improve engagement with stakeholders ** || ** % increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc. ** ||
 * ** Change in behavior ** || ** % decrease in bad behavior **


 * % increase in good behavior ** ||
 * ** Change in attitude about your organization ** || ** % increase in trust score or relationship score ** ||
 * ** Increase in skills and knowledge of staff Learning ** || ** Increase in revenue per employee, **
 * % employees understanding their roles and organizational mission ** ||


 * **BENCHMARKS:** Measurement is a comparative art. You need to compare yourself to your past performance or peers. How did you come up with your “how many?” Is it realistic or not? If you need to compare to a peer organization, find 1-3 others that are similar to your organization.


 * For metrics that we have data for in 2012, we will compare data from April 2013 to that baseline. Blog and Twitter data will have no baseline for comparison, but we will track progress by post to see what proves most effective.**
 * ** Metrics ** || ** 2012 ** || ** Goal 2013 (April) ** ||
 * ** # Likes on Facebook Page ** || 50 || 100 ||
 * ** FB Virality ** || 324 || 373 (15% increase) ||
 * ** Readership of our Blog ** || ave. 13 views/day || ave. 20 views / day (50% increase) ||
 * ** Blog shares ** || 24 (current) || 28 (15% increase) ||
 * ** Twitter followers ** || 2 (current) || 50 (ask Felicia) ||
 * ** # People who come to event ** || 1500 || 2000 ||
 * ** Survey of Attitudes towards MSI ** ||  || increase in awareness of MSI ||

Just our staff time and that of volunteers.
 * **COSTS:** Be honest! How much time will you invest in this activity? What are the opportunity costs? Are you adding resources or shifting them?


 * **Tools:** These are the tools and techniques you will use to collect data – the key performance metrics. Remember, any tool is useless unless it collects the data you need to figure out whether or not you are making progress towards your objectives.
 * Xcel spreadsheet with our benchmarks and tabbed sheets for comparing 2012 April data to 2013 April data. The survey will be carried out by trained volunteers the day of our Earth Day event.**


 * **Insights:** What is the formal reflection, review, and real time data feedback loops you will use.
 * After this event each year, there is a debriefing meeting with all office staff. This opportunity will be used to present data on the effectiveness of our social media efforts and assess their success and future directions.**

**4/15/2013**




Great information about different types of analytics. We will implement our Survey on April 20th and next week begin analyzing. I love the dashboards that people created. =**5/29/2013**=

Marine Science Institute goals for measuring Earth Day on the Bay interaction for the month of April 1. To educate our audiences about our organization’s mission and programs
 * Marine Science Earth Day on the Bay survey was created and given to one person in a group to fill out
 * % of survey respondents know we are a nonprofit
 * % of heard of our organization’s name
 * % know that we serve all level of income students and more than 50,000 a year
 * % know that we are only behind Cal Academy and MBA in terms of students serve per year
 * % know that we offer public programs throughout the year, not just summer camp
 * The survey at Earth Day will serve as a baseline
 * MSI received 378 responses

2. To increase participation at Earth Day on the Bay 3. To increase online participation while at the event offline and post event
 * Marine Science Earth Day on the Bay survey
 * 25% increase in event participation (from 1,500 to 2,000)
 * x% say they heard about the event on Twitter or Facebook (Check what the baseline is from last year)
 * Thriva was used to collect increase membership after Earth Day
 * X% non-member attendees convert to becoming a member post event
 * Facebook analytics were used to figure out Virility
 * X number join Facebook (will have signage at the event)
 * capture number of Fans before the event and number after
 * Blog
 * X number of views
 * X number of shares
 * Created Facebook and twitter interaction signs asking questions or activities to post or tweet
 * # number of hash tag mentions
 * # photos shared

1474 participated with Earth Day on the Bay 2013