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Nonprofit Social Media ROI
 

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 Nonprofit Social Media ROI Presentation Transcript

    • Social Media… you can measure it!Ann Oleson, Converge Consulting
    • 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
    • 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
    • LET’S WATCH THIS YOUTUBE VIDEOTO LEARN A BIT MORE
    • Social media is exploding
    • Almost half a billion uniquevisitors to YouTube every month
    • Close to 200 million tweets per day on Twitter
    • Google+ has nearly 50 million users andgrowing
    • Facebook today is the size of theentire Internet in 2004
    • The average American is exposed to between650-3,000 advertising messages a day! each day
    • There are dozens of social media channels thatmarketers are using to reach individuals
    • How Do We Measure theimpact of Social Media?
    • MeasurementIf you can track it,you can measure it.If you can measure it,you can improve upon it.
    • Create a plan http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/foxypar4/2168375264/
    • Social Media Strategy•  Goal•  Channel•  Reach/Credible•  Sustainable•  MeasureableSource: www.admissionslab.com4 Keys to Putting your Social Media Strategy to Work
    • 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
    • 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)
    • 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
    • Social Media Strategy•  Goal•  Channel•  Reach/Credible•  Sustainable•  MeasureableSource: www.admissionslab.com4 Keys to Putting your Social Media Strategy to Work
    • ROI AnalysisBuild a Business Case
    • 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!
    • Email Postcard Facebook Website Magazine Ad LinkedIn TwitterYour Marketing Hub
    • Repeat Registered PurchasedEngaged with the Site Went to a landing page Received an email
    • Measuring Social Media Impact:Direct- Use Google Analytics•  Goals for:•  Online donation form•  Mobile giving form•  Registrations Homecoming/ Events•  Updating Contact information
    • Sources
    • Social Report!
    • Measuring Social Media Impact:Indirect•  Dashboards (specific channels)•  Campaign Reporting•  Social Monitoring
    • Blogs Hopkins Interactive•  http://www.hopkins- interactive.com/ 31
    • Key Blogging Metrics:•  Number of posts•  Number of comments•  Audience growth (unique and return visitors)•  Number of conversions•  Subscribers•  Inbound links
    • 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.
    • Key Social Media Metrics•  Referrals from social networks•  Conversions from social networks•  Facebook Fans, Likes, Shares, and Comments
    • Facebook Metrics: Fans Link to Facebook Fan Analytics
    • Linked In•  Connections•  Who has viewed page/profile•  Number of Groups•  Advanced analytics
    • Twitter
    • 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
    • Videohttp://www.alumni.hbs.edu/giving/thankyou/thankyoudonors.html"
    • Key YouTube Metrics•  Number of YouTube channel subscribers•  Referrals from YouTube•  Views of videos on YouTube•  Pages ranking on key terms from YouTube
    • Social Media Monitoring
    • DePaul University Centennial
    • Facebook
    • Twitter
    • Screen cap of DePaul Overview
    • Channel Report
    • Sentiment by Channel
    • Top Tweeters
    • Wordcloud (frequency)
    • Make changesDo more of what is workingEliminate what is not working
    • Questions?Ann Olesonann@convergeconsulting.org