Affect How to Prove the Value of Your Social Media Efforts for Non-Profits

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Presented at the Social Media for Nonprofits Summit presented by Ragan in St. Louis on September 10, 2013

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Affect How to Prove the Value of Your Social Media Efforts for Non-Profits

  1. 1. Presented to Absolute Soware | May 29, 2009© Affect Strategies
  2. 2. Sandra  Fathi   •  President, Affect –  Public Relations and Social Media Firm –  Serving Technology, Healthcare & Professional Services •  Past President, PRSA-NY Chapter •  Past President, PRSA Technology Section •  Sample Clients: 2  
  3. 3. How Brands Use SM •  Build awareness •  Educate constituents •  Strengthen customer loyalty •  Provide customer service •  Conduct market research •  Target media and key influencers •  Recruit employees •  Generate leads •  Generate revenue Reputation Make Money Education Save Money 3  
  4. 4. How Nonprofits Use SM •  Build awareness •  Educate constituents •  Strengthen donor & volunteer loyalty •  Provide donor services •  Provide recipient services •  Conduct market research •  Target media and key influencers •  Generate leads •  Generate revenue and/or donations Reputation Make Money Education Save Money 4  
  5. 5. B2B vs. B2C Brands vs. Nonprofits Business-to- Business Business-to- Consumer Nonprofits Goals & Objectives Direct Tie to Business Goals Direct Tie to Marketing Goals Direct Tie to Marketing & Business Goals Fans & Followers Quality Over Quantity Quantity Quality & Quantity Approach Strategic & Niche Strategic (or Not) & Broad Strategic & Niche Measurement Clear ROI: Business Outcomes Unclear ROI: Activity Over Outcomes Clear ROI: Activity & Business Outcomes Focus Controlled Ride the Wave Controlled & Opportunistic 5  
  6. 6. B2B vs. B2C Brands vs. Nonprofits 6   $37  Billion  in     Annual  Sales   $37  Billion  in     Annual  Sales  for  All  of   Mars  Candy   $3.4  Billion  in  Revenue  
  7. 7. The Right Channel(s) For Your Audience •  Who are we trying to reach? –  Donors –  Volunteers –  Employees –  Businesses/sponsors •  Where do they congregate online? –  General Social Media Platforms •  LinkedIn •  Twier •  Facebook •  Pinterest •  Instagram •  Etc. –  Message Boards or Forums –  Private Groups or Associations 7   –  Media –  Community  
  8. 8. The Right Channel(s) For Your Audience •  Does Your Organization Provide a Home for Your Constituents? –  Website –  Blog –  User Group/Forum –  Owned Social Network –  Branded Presence on SM Platforms 8  
  9. 9. Rules of Engagement   •  What are the rules of engagement in this group? –  Business or Personal? –  Brands/Organizations Participating? –  Open to Marketing Messages? –  Open to Events? –  Open to Solicitations? (i.e. Jobs, Donations etc.) –  Don’t know? Ask the organizer. 9  
  10. 10. Green Interest What specific groups, associations or platforms are of interest to the green community? –  LinkedIn group –  Yahoo! Message board –  Recycling Mommy-Blog 10  
  11. 11. Goal Seing Top Priorities/Goals: 1.  Increase donations 2.  Increase event aendance 3.  Increase volunteer volume and frequency Objectives – Finite & Measurable : 1.  Increase donations by $500,000 in one year 2.  Increase event aendance by 20% in Q4 3.  Add 20 new volunteers by August 1. 11   Identify organizational goals and match your objectives to meet those goals:  
  12. 12. Goal Seing 12   Ensure your goals are realistic: ü Grounded in reality? •  Based on past performance •  Takes into consideration current and future audience participation ü Backed by resources (human and financial)? ü Executive commitment/support from the C-suite?
  13. 13. SM Launch Checklist ü  Identify Target Audience ü  Set Goals & Objectives ü  Cra SM Messaging Document & Creative Brief ü  Determine Platforms, Channels & Technology ü  Create Social Media Workflow Plan ü  Dra a SM Usage Policy ü  Develop an Editorial Calendar ü  Write & Implement Launch Plan Download at techaffect.com/social-media-tip-sheets/ 13  
  14. 14. Social Media Policies You may already have one! •  Employee Handbook •  Volunteer Handbook What to include in a dedicated SM Policy 1.  Encouraged Behavior 2.  Required Behavior 3.  Restricted Behavior 4.  Terms & Conditions –  Training Required –  Executive Level –  Personal Disclaimers –  Legal Mumbo-Jumbo 14  
  15. 15. SAMPLE KEY PERFORMANCE INDICATORS (KPIs) 1.  # of Visitors 2.  # of Engagements 3.  # of Comments 4.  # of Posts 5.  # of Clicks 6.  # of Leads 7.  $ Revenue 1.  Content Popularity 2.  Language & Tone 3.  Sense of Community 4.  Quality of Engagement 5.  Relevancy of Content 6.  Responsiveness 7.  Influencers/Ambassadors Quantitative Qualitative
  16. 16. SM Measurement 16   Holy  Grail:     Revenue   Data   6 Step Approach: 1.  Measure 2.  Track 3.  Trip 4.  Analyze 5.  Tweak 6.  Repeat
  17. 17. Architecting for Measurement 17   Incorporate tracking links and measurement techniques into your social media program •  bit.ly •  ow.ly •  Google Analytics •  Radian 6
  18. 18. CARON TREATMENT CENTERS 18   Goals: •  Alcohol and drug addiction education •  Drug and alcohol addiction treatment •  Support and education for families & loved ones of addicts •  Fundraising for donations & scholarships CASE STUDY
  19. 19. CARON TREATMENT CENTERS 19   Social Media Audience: Not addicts themselves, but influencers for addicts to seek treatment. This includes spouses, parents, teachers, counselors, therapists, psychiatrists, etc. of addicts. CASE STUDY
  20. 20. Create a Measurement Dashboard 20   1.  Number of Tier 1 Patients 2.  Traffic to Website 3.  Calls to Hotline Platform Audience Activity Engagement Web Traffic Lead Gen Twier # of Followers # of Tweets # of Tweets # of Mentions # of Retweets # of Conversations (DM) # of Clicks to Website # of Calls to Hotline Facebook # of Likes # of Favorites # of Posts # of Events # of Comments # of Shares # of Aendees (Events) # of Clicks to Website # of Calls to Hotline Corporate Blog # of Readers # of Subscribers (RSS) # of Posts # of Comments # of Link Backs # of Clicks to Website # of Calls to Hotline
  21. 21. 21   90
  22. 22. 22   CON EDISON SWEEPSTAKES CASE STUDY Con Edison operates one of the most complex electrical power systems in the world, serving New York City and Westchester County. •  3.3 million customers •  Serving a population of over 9 million people •  660 square mile service territory •  Hundreds of strategic partners
  23. 23. CON EDISON SWEEPSTAKES 23   Goals: •  Engage and grow social media audiences for the Con Edison SM presences including Facebook & Twier •  Generate positive engagement on Con Edison social media channels •  Promote Con Edison’s support of strategic partners – and the work of these partners – throughout New York Metropolitan Area •  Build stronger relationships and engagement with strategic partners CASE STUDY
  24. 24. 24   CON EDISON SWEEPSTAKES CASE STUDY Program: •  6 Week FB Contest •  Prizes from Partner Organizations •  Daily, Weekly & Grand Prizes •  Points for Sharing •  Points for Answering Quiz •  Online & Offline Promotion (Email, Billing Notes, Advertisements, Social Media)
  25. 25. 25   CON EDISON SWEEPSTAKES CASE STUDY
  26. 26. CON EDISON SWEEPSTAKES 26   Key Social Media Highlights: •  72,000 Visits to the Contest •  19,084 Entries •  2,775 Shares •  4,736 Click throughs to the Website •  1800 Email Opt-ins •  300% Increase in Facebook Likes •  200% Increase in Twier Followers CASE STUDY All Positive Interaction 16 Partner Promotions 200-300% Increase in SM Following
  27. 27. Presented to Absolute Soware | May 29, 2009© Affect Strategies How to Prove the Value of your Social Media Efforts Ragan’s Social Media for Nonprofits Summit Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect September 10, 2013

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