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Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
Measuring the Impact of Social Media
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Measuring the Impact of Social Media

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Recording: http://www.youtube.com/watch?v=CD5w6irusoI …

Recording: http://www.youtube.com/watch?v=CD5w6irusoI

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How do you know if the efforts your charity is putting into social media are worth it? Are you even measuring the right things? Join this webinar to learn about the ROI you should expect from investing resources into this means of outreach, marketing and fundraising, and how you can present your successes to senior staff and your Board with more confidence.

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  • 1. Measuring the Impact of Social Media June 16, 2010
  • 2. CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  • 3. Today’s Presenter Kirstin Beardsley Communications and Marketing Coordinator CanadaHelps
  • 4. You can hear us, but we can’t hear you Type questions in the Questions Log Webinar recording and slides will be available on www.mycharityconnects.org Turn up your volume For the best webinar experience, close all other applications.
  • 5. THE VALUE IN MEASURING
  • 6. “Measure what is measurable, and make measurable what is not so.” Galileo Galilei
  • 7. Why measure? • Track progress objectively • Creates objectives *Photo courtesy of wikipedia
  • 8. BEFORE YOU MEASURE
  • 9. How does your organization define success?
  • 10. What are you trying to achieve? GOAL • ABC charity will become an expert and trusted resource in our local community about adult literacy. AUDIENCE • Local literacy service providing organizations, local media outlets TOOL • Blog
  • 11. Objectives • Increase blog subscribers by 50% over the next 12 months • 40% of blog posts contain active discussion in the comments about the issues raised
  • 12. S-M-A-R-T Method Specific Measurable Actionable Realistic Timed *Term first used by George T. Doran
  • 13. What is [traditional] ROI? Benefit – Cost ROI = Cost
  • 14. What is [social media] ROI? Exposure Engagement Influence Action *Adapted from Don Bartholomew
  • 15. Exposure • Number of visits • Number of unique visitors • Search engine rank • Message inclusion • # of followers/likes • Article/post readership
  • 16. Engagement • Click-thrus and view-thrus • Repeat visitors • Duration of stay • Subscribe to feeds (RSS) • Comments/posts ratio
  • 17. Influence • Change in awareness • Change in attitudes • Association with your brand
  • 18. Action • Donation • Tell a friend • Sign a petition • Visit the organization • Attend a fundraising event • Volunteer
  • 19. What’s Your Strategy? • Tied to social media plan • Establish a timeline • Tactics to accomplish objective • If-Then plans • Create an simple way to track progress
  • 20. What Are Your Tools? • Google Analytics • Google Alerts • TwitterSearch • Facebook Insights • Hootsuite *Photo courtesy of geishaboy500
  • 21. Spreadsheets! • Track your measures in a simple spreadsheet • Graph changes over time
  • 22. GETTING STARTED
  • 23. “Any measurement must take into account the position of the observer. There is no such thing as measurement absolute, there is only measurement relative.” Jeanette Winterson
  • 24. • Chose a few things to measure • Track progress • Record data based on monthly or bi-weekly timeframe
  • 25. Baseline measurements • number of followers/subscribers • action/donation/sharing/clicks • resources expended (people, time, money) *Photo courtesy of conray
  • 26. WHAT TO MEASURE
  • 27. Actionable Data • Focus on actionable data: – Measurement should inform specific decisions and/or actions. – Do not measure everything, but do measure what is most important to your goals. – The data you gather should help you learn - From the Bill & Melinda Gates Foundation
  • 28. Website Data • Number of unique visitors • Page views • Length of time on site • $$$ raised
  • 29. Website Data • Search rank • Registrations • Referrals • Donation average
  • 30. Social Media • Subscribers/ Unsubscribes • Followers • Comments • Favourites • Video/photo views • Retweets • Likes
  • 31. Social Media • Page/post views • # of posts • Most popular posts • Conversations • Feedback • Repeat supporters
  • 32. Added Value Measures • New ideas • New partnerships • Reduced training / professional development costs • Reduction in communication costs • Reduction in phone calls, emails about a particular issue
  • 33. EXAMPLE
  • 34. XYZ Charity & P2P Fundraising Campaign GOAL: • Promote a new peer-to-peer fundraising campaign to raise awareness of our organization and raise funds through social media AUDIENCE: • Young professionals in Windsor
  • 35. XYZ Charity & P2P Fundraising Campaign TOOLS: • Facebook Page & Twitter OBJECTIVES: • Recruit 20 fundraisers to set up GivingPages • Raise $1500 by September 31st through our campaign • Raise awareness – increase likes by 150 & Twitter followers by 150 by September 31st
  • 36. Measures Exposure: • Traffic to page • # of “Likes” Engagement: • Links to campaign landing page • # of posts to page • Conversations
  • 37. Measures Influence: • # of posts on other pages/sites about campaign Action: • # of GivingPages set up • # of new donors • $ raised
  • 38. TIPS
  • 39. Don’t analyze too much/too soon • Analyze a manageable amount of data after a reasonable amount of time
  • 40. Make measurement part of your social media plan • Makes it easier to track progress
  • 41. Don’t just watch, observe and record • Accurate and thorough records creates a more complete picture of your efforts
  • 42. Have a time-frame for your objective • Easier to assess the success of your objective • Don’t make it too short *Photo courtesy of alexkerhead
  • 43. Measure a relevant amount of time • Ensures that you’ve gotten a representative sample that can be used to spot trends
  • 44. Experiment! • Now that you’re measuring, test out different styles of post, frequency or messaging *Photo courtesy of we are dc
  • 45. Tie it to long term goals • Increases the likelihood of success of your shorter-term social media objectives *Photo courtesy of rtadlock
  • 46. ABOUT MYCHARITYCONNECTS
  • 47. www.mycharityconnects.org Next Webinar • Free online resources • Information about technology “Peer to Peer • Video demonstrations Fundraising with CanadaHelps • More webinars GivingPages” • Past webinar recordings • Learning opportunities June 23, 2010 • Events 2PM – 3PM (Eastern Time)
  • 48. Question and Answer You can hear us, but we can’t hear you Ask questions here Ask away!
  • 49. Thank you for attending! Webinar slides and recording will be up on: www.mycharityconnects.org/pastwebinars Check out www.mycharityconnects.org for more resources! Questions, feedback, comments? Email us at: info@canadahelps.org
  • 50. • socialmediatoday.com – Brian Solis • altitudebranding.com – Amber Naslund • asimplerway.com – Evo Terra • metricsman.wordpress.com - Don Bartholomew • bethkanter.org – Beth Kanter

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