talks!
Understanding the ROI of Social Media
August 13, 2009
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Conference Call: 866-740-1260; Access Code: 6339392
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Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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talks!
Understanding the ROI of Social Media
Facilitator: Kami Griffiths, TechSoup Sponsored by
Presenters: John Haydon, Chris Garrett
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Today’s Speakers
Kami Griffiths John Haydon Chris Garrett
TechSoup johnhaydon.com chrisg.com
Volunteer:
Becky Wiegand, TechSoup
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Agenda
• Social Media Goals
• The magic formula
• Investment (Cause)
• Return (Effect)
• Case Study
• Next Steps
• Resources
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Start with Goals
How do
you know
when
you’ve
arrived?
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Start with Goals
• Grow your traffic
• Inspire action
• Build visibility and authority
• Encourage links
• Add to your Search Profile
• Boost your audience
• Attract prospects
Example: “$10,000 in 48 hours”
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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The magic formula
Results /
Investment
= ROI
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
9

Investment (cause)
• Time
• Money (Staff, consulting, web services)
• Opportunity costs (bandwidth issue)
• Passion
• Measurement and debrief
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Investment - EpicChange
• Planning
• Reached out to key influencers
• 107 blog posts
• Recognition
• Time
• Money
• Social Capital
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
11

Return (effect)
• Money
• Resources
• Time
• Brand equity
• Future opportunities
• Growth - organizational and personal
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
12

Return - What to measure
• Brand Mentions
• Opt-ins
• Donations
• Volunteers
• Word of Mouth
• Survey Responses
• Comments Received
• Blog posts, Retweets
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Return - Tracking strategies
• Web stats (Google Analytics)
• Click tracking (Bit.ly)
• Alerts (Google, Twitter)
• Donation measurements
• Facebook Fan growth
• Facebook engagement
• Twitter engagement
• Survey Responses
• Comments Received
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Web metrics
• Increase in Overall Traffic
• Repeat vs. New Visitors
• Referrers, Link Growth
• Content Popularity and Downloads
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Measured results - NWF
Created a campaign
around what supporters
cared about.
Very simple:
What endangered
animal do you love?
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Measured results - NWF
Twitter Numbers:
Total Number of Tweets: 700+
Total Number of Species: 195
Number of People who participated: over 500
Blog Mentions:
Change.org
Green Upgrader
Animal Planet Blog
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Measured results - NWF
“It worked because it was engaging and
fun with purpose.
It was also centered around an event.”
Danielle Brigida
National Wildlife Federation
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Case Study - EpicChange.Org
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Why TweetsGiving Worked
• Clear, achievable goals
• It was not about money
• Action was achievable (small $$)
• Compressed time-frame
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Why TweetsGiving Worked
• Kept it simple and fun
• Multiple initiation points
• Planning way ahead
• Recognition
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
21

Why TweetsGiving Worked
• Timely
• Common, universal connection
• Hard work
• Widget created visibility
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
22

Why TweetsGiving Worked
How to measure gratitude
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Next Steps
• Brand your profiles
• Share valuable content
• Engage where people already are
• Be helpful
• Monitor keywords, searches and alerts
• Group friends and followers
• Measure Your Chosen Metrics
• Determine "most wanted outcomes"
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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More Resources
• Beth Kanter’s site
• We are media
• Nonprofit workshop
• Mind map (chris)
• Social media case studies
• More case studies
• Epic Change Case Study
• NWF Case Study
Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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talks!
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Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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Understanding the ROI of Social Media
Conference Call: 866-740-1260 Access Code: 6339392
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