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Nonprofit Social Media ROI
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Nonprofit Social Media ROI

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As part of Agilon's Fall Webinar Series, Ann Oleson, Founder of Converge Consulting presents a case study of one nonprofit's efforts to track Social Media ROI.

As part of Agilon's Fall Webinar Series, Ann Oleson, Founder of Converge Consulting presents a case study of one nonprofit's efforts to track Social Media ROI.

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Nonprofit Social Media ROI Presentation Transcript

  • 1. Social Media… you can measure it!Ann Oleson, Converge Consulting
  • 2. National Philanthropy Day!That’s How It’s Done In Texas: Philanthropy Made Rice What It IsToday is National Philanthropy Day, "the special day set aside to recognizeand pay tribute to the great contributions that...Keep Reading
  • 3. Our Time Together•  Social Media, “It’s about people”•  Social Media Strategy and Metrics•  How Do We Really Know if This Stuff Works?•  Case study- Centennial•  Questions
  • 4. LET’S WATCH THIS YOUTUBE VIDEOTO LEARN A BIT MORE
  • 5. Social media is exploding
  • 6. Almost half a billion uniquevisitors to YouTube every month
  • 7. Close to 200 million tweets per day on Twitter
  • 8. Google+ has nearly 50 million users andgrowing
  • 9. Facebook today is the size of theentire Internet in 2004
  • 10. The average American is exposed to between650-3,000 advertising messages a day! each day
  • 11. There are dozens of social media channels thatmarketers are using to reach individuals
  • 12. How Do We Measure theimpact of Social Media?
  • 13. MeasurementIf you can track it,you can measure it.If you can measure it,you can improve upon it.
  • 14. Create a plan http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/foxypar4/2168375264/
  • 15. Social Media Strategy•  Goal•  Channel•  Reach/Credible•  Sustainable•  MeasureableSource: www.admissionslab.com4 Keys to Putting your Social Media Strategy to Work
  • 16. Results•  Over 1500 Tweets #AMAHigherEd•  Reward for Engagement Random Drawing almost 50% of the attendees•  Top Tweeter 66 tweets in 3 days•  Most retweeted 22times @lizgross144 “The Marketing Office isNot a Kinko’s.” #AMAHihgerEd
  • 17. Goal for Social Media • Direct action (drive dollars and donors) • Engagement (connected with young alums) • Customer Service (find out what people are happy/unhappy with) • Campaign (short burst)
  • 18. Editorial Calendar: December 2012 Monday Tuesday Wednesday Thursday Friday Saturday Sunday 12 – FB+T 3 – FB+T 4 – FB+T 5 – FB+T 6 – FB+T 7 8 +Blog9 – FB+T 10 – FB+T 11 – FB+T 12 – FB+T 13 – FB+T 14 15 +Video +Blog16 – FB+T 17 – FB+T 18 FB+Blog 19.  – FB 20 – FB+T 21 22 – The cool – Tweet about event occurs – Blog about the the cool event cool event23 – FB+T 24 – FB+T 25 – FB+T 26 – FB+T 27 – FB+T 28 29 +Blog30 – FB+T 31 – FB+T +Video
  • 19. Social Media Strategy•  Goal•  Channel•  Reach/Credible•  Sustainable•  MeasureableSource: www.admissionslab.com4 Keys to Putting your Social Media Strategy to Work
  • 20. ROI AnalysisBuild a Business Case
  • 21. Establishing ROI- Direct If we can work backwards from the value of an online action we canestablish the value of a specific Social Media connection." *All numbers are created as examples!
  • 22. Email Postcard Facebook Website Magazine Ad LinkedIn TwitterYour Marketing Hub
  • 23. Repeat Registered PurchasedEngaged with the Site Went to a landing page Received an email
  • 24. Measuring Social Media Impact:Direct- Use Google Analytics•  Goals for:•  Online donation form•  Mobile giving form•  Registrations Homecoming/ Events•  Updating Contact information
  • 25. Sources
  • 26. Social Report!
  • 27. Measuring Social Media Impact:Indirect•  Dashboards (specific channels)•  Campaign Reporting•  Social Monitoring
  • 28. Blogs Hopkins Interactive•  http://www.hopkins- interactive.com/ 31
  • 29. Key Blogging Metrics:•  Number of posts•  Number of comments•  Audience growth (unique and return visitors)•  Number of conversions•  Subscribers•  Inbound links
  • 30. Just Launched! Hail It ForwardGive back to your Michigan community by sharing one-to-one career guidance with U-M alumni andstudents, including assistance with mentoring, professional branding, relocation, and employmentopportunities. For example, Zachary Rable, 10, is looking for an internship/shadowing opportunityin the field of urban planning. It takes only a few minutes through Facebook. To help grow yourMichigan community and help Zachary, visitfacebook.com/Michiganalumni and click on the Hail It Forward application tab.
  • 31. Key Social Media Metrics•  Referrals from social networks•  Conversions from social networks•  Facebook Fans, Likes, Shares, and Comments
  • 32. Facebook Metrics: Fans Link to Facebook Fan Analytics
  • 33. Linked In•  Connections•  Who has viewed page/profile•  Number of Groups•  Advanced analytics
  • 34. Twitter
  • 35. Key Twitter Metrics•  Number of Followers•  2nd-order followers (follower’s follower count)•  Velocity: average of first-and second- order followers attracted per day since the account was established•  Social Capital: Influence of twitter followers•  Centralization: How much influence (reach) is invested in a small number of followers•  Pages ranking on key terms from microblogging sites
  • 36. Videohttp://www.alumni.hbs.edu/giving/thankyou/thankyoudonors.html"
  • 37. Key YouTube Metrics•  Number of YouTube channel subscribers•  Referrals from YouTube•  Views of videos on YouTube•  Pages ranking on key terms from YouTube
  • 38. Social Media Monitoring
  • 39. DePaul University Centennial
  • 40. Facebook
  • 41. Twitter
  • 42. Screen cap of DePaul Overview
  • 43. Channel Report
  • 44. Sentiment by Channel
  • 45. Top Tweeters
  • 46. Wordcloud (frequency)
  • 47. Make changesDo more of what is workingEliminate what is not working
  • 48. Questions?Ann Olesonann@convergeconsulting.org