Social media the great debate

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Social media the great debate

  1. 1. Social Media- the Great Debate Can it impact my fundraising? Ann Oleson, Converge Consulting
  2. 2. Our Time Together• Why is social media important?• The demographics of social media users• Will it work for us?• Creating a social strategy• Measuring ROI• Questions
  3. 3. Question• Why is social media important?
  4. 4. The Top 50 Non-Profits• 92% of the top 50 non-profits have at least 1 social media presence on their homepage• PBS has most Twitter followers 840,653• American Red Cross first to create a Twitter account• Food for the Poor most talked about on Facebook 220 posts in 2 months
  5. 5. Correlations
  6. 6. LET’S WATCH THIS YOUTUBE VIDEOTO LEARN A BIT MORE
  7. 7. Social media is exploding
  8. 8. Almost half a billion uniquevisitors to YouTube every month
  9. 9. Close to 200 million tweets per day on Twitter
  10. 10. Google+ has nearly 50 million users andgrowing
  11. 11. Facebook today is the size of theentire Internet in 2004
  12. 12. The average American is exposed to between650-3,000 advertising messages a day! each day
  13. 13. There are dozens of social media channels thatmarketers are using to reach individuals
  14. 14. Question• Who is using social media/how?• Is it working?
  15. 15. Create a plan http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/foxypar4/2168375264/
  16. 16. Social Media Strategy• Goal• Channel• Reach/Credible• Sustainable• MeasureableSource: www.admissionslab.com4 Keys to Putting your Social Media Strategy to Work
  17. 17. 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.” #AMAHigherEd
  18. 18. 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)
  19. 19. Editorial Calendar: December 2012 Monday Tuesday Wednesday Thursday Friday Saturday Sunday 12 – FB+T 3 – FB+T 4– 5 – FB+T 6 – FB+T 7 8 FB+T+Blog9 – FB+T 10 – 11 – 12 – FB+T 13 – FB+T 14 15 FB+T+Video FB+T+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 – 26 – FB+T 27 – FB+T 28 29 FB+T+Blog30 – FB+T 31 – FB+T+Video
  20. 20. Social Media Strategy• Goal• Channel• Reach/Credible• Sustainable• MeasureableSource: www.admissionslab.com4 Keys to Putting your Social Media Strategy to Work
  21. 21. How Do We Measure theimpact of Social Media?
  22. 22. MeasurementIf you can track it,you can measure it.If you can measure it,you can improve upon it.
  23. 23. ROI AnalysisBuild a Business Case
  24. 24. 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
  25. 25. Email Postcard Facebook Website Magazine Ad LinkedIn TwitterYour Marketing Hub
  26. 26. Engaged with the Site Went to a landing page Received an email
  27. 27. Measuring Social Media Impact:Direct- Use Google Analytics• Goals for:• Online donation form• Mobile giving form• Registrations Homecoming/Events• Updating Contact information
  28. 28. Sources
  29. 29. Social Report
  30. 30. Measuring Social Media Impact:Indirect• Dashboards (specific channels)• Campaign Reporting• Social Monitoring
  31. 31. Examples
  32. 32. 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
  33. 33. Blogs
  34. 34. Blogs- Top 50 Non-profithttp://www.businessesgrow.com/2011/05/08/the-worlds-best-non-profit-blogs/ 36
  35. 35. Blogs• Superior content• Non-intrusive yet effective calls to action• Good use of multi-media photography and video• Superb use of story-telling to align with objectives• Attractive and functional design• Convenient social sharing• Features that involve key stakeholders
  36. 36. Key Blogging Metrics:• Number of posts• Number of comments• Audience growth (unique and return visitors)• Number of conversions• Subscribers• Inbound links
  37. 37. Key Social Media Metrics• Referrals from social networks• Conversions from social networks• Facebook Fans, Likes, Shares, and Comments
  38. 38. Linked In• Connections• Who has viewed page/profile• Number of Groups• Advanced analytics
  39. 39. 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
  40. 40. http://mashable.com/2013/01/02/youtube-non-profit-2012/
  41. 41. http://www.youtube.com/watch?v=64G5FfG2Xpg
  42. 42. Key YouTube Metrics• Number of YouTube channel subscribers• Referrals from YouTube• Views of videos on YouTube• Pages ranking on key terms from YouTube
  43. 43. Social Media Monitoring
  44. 44. DePaul University Centennial
  45. 45. Facebook
  46. 46. Twitter
  47. 47. Screen cap of DePaul Overview
  48. 48. Channel Report
  49. 49. Sentiment by Channel
  50. 50. Top Tweeters
  51. 51. Wordcloud (frequency)
  52. 52. Make changesDo more of what is workingEliminate what is not working
  53. 53. Questions?Ann Olesonann@convergeconsulting.org

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