CASE D1 - Amherst & EverTrue: Like, Comment, Share

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  • How many people feel like senior leadership doesn’t take social media seriously?
    How many people feel like you need more staff to help with social media?
  • Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014
    Over 50% of LinkedIn visits expected to be via mobile in 2014
  • Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014
    Over 50% of LinkedIn visits expected to be via mobile in 2014
  • 49% earn over $100,000
    >30 million students and recent college graduates on LinkedIn
    Two new members per second
    > $1 billion in 2013 revenue
  • Over 50% of Facebook visits via mobile in 2013 to be via mobile in 2014
    Over 50% of LinkedIn visits expected to be via mobile in 2014
  • Social Donor Segmentation
    Identification
    Relationship Mapping
    Major Gift Fundraising
    Volunteer Identification
  • But this isn’t about Raiser’s Edge - this is across the board. Traditional donor management software is a secure way of storing highly inaccurate data.
  • Which are my professionally engaged
    *lapsed-donors* and *non-donors*?
  • Likes are strongly correlated to giving participation
    432 people who’ve “liked” SPS on Facebook did NOT give last year….~5% of the population
  • 46% of population on LinkedIn
    5,700 interactions with 515 Facebook posts
    450 of the socially engaged people did not give last year
  • Engagement = engagement of industry members relative to other industries
    Capacity = gift size of industry members relative to other industries
    Bubble size = number of people in the industry
    Every time someone joins linkedin (every day) or likes your facebook content (every day) the graph changes
  • Out of those 1082, 449 have given a lifetime total of $3.2 million ($354,912 to the college in FY13   .)
    $266,738 of that amount came from 10 donors (gifts of $10k+) and had 26 gifts of more than $1,821 (leadership giving society)
    Pull in lifetime giving (Ellie)
    Who on Facebook didn’t give?   Opportunity for Annual Fund - half of those who didn’t give did engage on social media. Consider ways to target this audience.
    Worth spending some resources on social media? YES!
    Position social media as stewardship vehicle
  • Facebook Insights: content is still king
    Photos most popular
    consistently yield 1k+ reach (other posts much lower)
    Engagement Rates (% of people who liked, commented, clicked or shared)
    informational/announcements don’t garner engagement (are we surprised??))!
    Sample posts
    Coder/Victoria’s secret post 
    only 81 likes but 458 post click
    Winter 2013 post
  • Facebook Insights: content is still king
    Photos most popular
    consistently yield 1k+ reach (other posts much lower)
    Engagement Rates (% of people who liked, commented, clicked or shared)
    informational/announcements don’t garner engagement (are we surprised??))!
    Sample posts
    Coder/Victoria’s secret post 
    only 81 likes but 458 post click
    Winter 2013 post
  • compare to Fresh snow photo (not boosted, better return)
    Annual Fund Year End appeal
    20.6K reach
    252 post clicks (want more than likes as linked to online giving form)
    36 likes
    Spent $75
  • Facebook Ads: Mobile App Install campaign (long term ROI)
    179 new mobile app installs
    Spent $107.03, $0.60 per install
    Received 68 new email addresses in the period where we ran the Mobile App install
    Question for audience - what’s the cost of an email address? Industry trends
  • Facebook Ads: Promote page for Likes campaign (long term ROI)
    Page growth had been stagnant
    729 new likes
    Build audience and increase engagement - have them for the long term
    Spent $110, $0.15 per like (included sponsored story = Jane Smith likes Amherst College Alumni/ FB just axed Sponsored Stories this week)
    Ran October 9-19 (leading up to Homecoming, most effective first 4 days)
    Will run at least twice per year to expand audience reach (create base for engagement)
  • How many people have “problems” with engaging alumni in the 80s and 90s? Guess what? Social media is an effective way to engage them. 
    really important point. great data.
  • How many have a strategy
    How many have articulated, number-based goals or growth-oriented goals?
    Amherst - haven’t set number goals but strategy
    Digital strategy - To harness the connective power of social media to engage our alumni in an interactive dialogue about Amherst and with each other, and to meet our alumni where they are online already. Build social media audience to increase engagement. In this rapidly changing digital environment, thoughtful experimentation with new technologies and programs and deliberate assessment of new tools is critical when determining how to build and leverage online communities. The more we can integrate our website with social media widgets and other industry-standard features (utilizing data to inform faceted searches, i.e. “you might also like…”), the more powerful our online programs and services will be. Using data and analytics, assess where our online presence is having the greatest impact and allocate resources accordingly.
     
    Growth oriented goals: so what if you reach 5,000 people? Are those people any more engaged or is building audience good enough?
    Have to either pay to reach people with content or have really good content that will go viral
     
  • Frame social in context of other strategic priorities - major gifts, leadership annual fund, stewardship, etc. Not as a separate initiative.
  • Social Donor Segmentation
    Identification
    Relationship Mapping
    Major Gift Fundraising
    Volunteer Identification
  • Social Donor Segmentation
    Identification
    Relationship Mapping
    Major Gift Fundraising
    Volunteer Identification
  • CASE D1 - Amherst & EverTrue: Like, Comment, Share

    1. 1. #CASED1 and Like, Share, and Comment: Constituent Insights from Facebook
    2. 2. #CASED1 Ellie Swain Ballard Director of Alumni Engagement/Alumni and Parent Programs, Amherst College Former Director of Alumni Relations, Bancroft School Amherst College ‘95 Brent Grinna (@brentgrinna) Founder & CEO, EverTrue Board Member, Brown Alumni Association Class Agent, Harvard Business School
    3. 3. Mapping Strategic Importance
    4. 4. Facebook is the Social Graph *~70% of all US internet users
    5. 5. LinkedIn is the Professional Graph *Credit: LinkedIn Marketing
    6. 6. The Mobile Wave
    7. 7. 2013 Mobile + Social Convergence
    8. 8. What Does This Mean For Advancement?
    9. 9. Traditional Donor Segmentation Age Real estate assets Wealth screening Other giving Engagement + Capacity Class Leadership Reunion Attendance Event Attendance Other Volunteerism Engagement
    10. 10. The Donor Graph ? Engagement
    11. 11. 98% of donor management records have inaccurate or incomplete career data* *EverTrue analysis; accurate and complete career data defined as current title, company and industry
    12. 12. LinkedIn Members Are 40% More Likely to Give than Non-Members*… *Participation defined as lifetime giving greater than zero
    13. 13. Facebook Likers Are 30% More Likely to Participate…
    14. 14. More Likes = More Participation
    15. 15. The Amherst Donor Graph ? 11,000+ alumni 17,000+ interactions Engagement
    16. 16. Amherst Donor Graph
    17. 17. Linking Facebook to Giving Who are they? Do they give? • • • • • 1082 people engaged on Facebook or LinkedIn in FY13 449 donors gave a total of $354,912 in FY13 Lifetime giving of socially-engaged donors is $3.2 million 633 socially-engaged non-donors 95 (10% of audience) did not engage with the college otherwise (no events, website login, volunteer)
    18. 18. Experimenting on Facebook
    19. 19. Allow Volunteers to Post!
    20. 20. Focusing on Short Term ROI
    21. 21. Focusing on Short Term ROI $0.60 per user 68 new email addresses collected 179 installs What’s the cost of an e-mail address?
    22. 22. Focusing on Long Term ROI 10 days 729 new likes $110
    23. 23. Who is Engaging with Us? Social Media by Decade (Alums)
    24. 24. Think Outside Your Database!
    25. 25. Key Takeaways • • • • • • • Experiment cheaply and measure Set realistic goals Start reporting to senior leadership (even if they don’t ask) Position efforts around existing strategic priorities High impact, low cost (one meeting per week) Plan for the future – marrying external and internal data Mobilize your volunteers!
    26. 26. Mapping Strategic Importance
    27. 27. Q&A eballard@amherst.edu brent@evertrue.com

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