Five new measures five new channels

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Presentation to the TCU Nonprofit Communicators Conference on May 18, 2012

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Five new measures five new channels

  1. 1. Five New Measures &Five New Channels for Organizations Julie O’Neil, Ph.D & Laura F. Bright, Ph.D. Schieffer School of Journalism Texas Christian University
  2. 2. Introductions ¥ Julie O’Neil, Ph.D. ¥ Associate Professor ¥ Schieffer School of Journalism ¥ Laura F. Bright, Ph.D. ¥ Assistant Professor ¥ Schieffer School of Journalism
  3. 3. Overview¥ Transition from Old to New Media¥ 5 New Channels¥ 5 New Measurements¥ Integration for Your Non-Profit¥ Conclusions¥ Q&A
  4. 4. Media Transitions
  5. 5. Reasons for ChangeDemassification NarrowcastingChanges in Media Consumption MultitaskingMedia Models are Redefining Consumer-centric 12
  6. 6. On a typical day ...¥ 92% of Americans get news from multiple platforms¥ 55% of Americans think it is easier to keep up with the news today than 5 years ago¥ 63% read the news online first and foremost¥ Of that 63%, roughly 30% have engaged with news content socially, i.e. retweeting, commenting, etc. Source: http://www.flickr.com/photos/theonlinecirclemarketing/4982666728/
  7. 7. Consumers shifting to ...
  8. 8. Using Social Media to Your Advantage¥ Cross Market¥ Spread the word¥ Educate your audience¥ Engage your cause Source: http://blog.justgiving.com/community/top-five-ways-to-use-social-media/
  9. 9. 5 New Channels &5 New Measures
  10. 10. Channel 1:Facebook Timeline
  11. 11. Who is on Facebook¥ 845 million monthly active users¥ Over 50% of users between 35 - 54 years old¥ 57% have some college education¥ 57% female / 43% male¥ 47% make $50,000 - $99,999 per year¥ Average time on site: 23.5 minutes Source: http://thecontentwrangler.com/2012/03/09/infographic-social-media-demographics-facebook-twitter-linkedin-google-and-more/
  12. 12. Source: http://www.socialmediaexaminer.com/study-reveals-why-consumers-fan-facebook-pages/
  13. 13. Source: http://mashable.com/2012/03/21/non-profits-digital-infographic/
  14. 14. Benefits of FB Timeline¥ Tell your story¥ Visually connect with your donors, volunteers, prospective markets¥ Engage & educate your visitors¥ Keep constituents informed over time¥ Cross marketing with other media outlets
  15. 15. Visually engage your audience
  16. 16. Keep audience informed
  17. 17. Tell your story …
  18. 18. Cross Marketing
  19. 19. Educate your audience
  20. 20. Engage your audience
  21. 21. Measurement¥ Social Opt-ins¥ Social Sharing¥ Likes via External Sites¥ Local Integration (Check-Ins)¥ Relevant Moments
  22. 22. Channel 2: Twitter
  23. 23. Who is on Twitter¥ 127 million active users¥ Average time on site: 11.5 minutes¥ 54% of Tweeters on mobile devices¥ 59% female / 41% male¥ Mostly 25 - 44 years old¥ 38% at $50,000 - $99,999 annual income¥ 59% have some college education Source: http://thecontentwrangler.com/2012/03/09/infographic-social-media-demographics-facebook-twitter-linkedin-google-and-more/
  24. 24. Reasons to Use Twitter¥ Cross Marketing¥ Engage consumers via live chat¥ Organize a Tweet Up¥ Involve followers in improvements¥ Create a hashtag to inspire a conversation¥ Interact with volunteers¥ Follow experts in your field
  25. 25. Top 10 Twitter Tips¥ Be authentic ¥ Send direct messages¥ Reply & Retweet ¥ Don’t worry about unfollows¥ Follow back ¥ Limit tweets to 5 per day¥ Use favorites ¥ You get out what you put¥ Be an expert in - have fun!¥ Tweet about others Source: http://www.fundraising123.org/article/10-twitter-tips-nonprofit-organizations/
  26. 26. Measurement¥ Listen to responses ¥ Klout¥ Followers ¥ PeerIndex¥ Hashtag usage ¥ Retweet Rank¥ Click through rates on links ¥ Twitalyzer¥ Sentiment Source: http://www.mediabistro.com/alltwitter/5-tools-to-measure-your-twitter-influence_b3570/
  27. 27. Channel 3: Pinterest
  28. 28. Who is on Pinterest¥ Women constitute 70% of users¥ Women primarily ages 25-44; from Midwest and Central U.S.¥ Average length on site is 16 minutes, just behind YouTube at 16.5 minutes¥ 3rd most popular platform, behind Facebook and Twitter
  29. 29. Source:http://dailyinfographic.com/a-very-pinteresting-
  30. 30. Reasons to Use Pinterest¥ Tell your story with images¥ Curate content¥ Build community among your values¥ Drive behavior: website traffic, money, activism, and more
  31. 31. Use Pinterest to Visually Tell a Story
  32. 32. Use Pinterest to Secure Donations
  33. 33. Use Pinterest to Drive Behavior
  34. 34. Use Pinterest to Create Community
  35. 35. Measuring Pinterest¥ Pinpuff¥ PinReach¥ Pinerly¥ Google Analytics
  36. 36. Channel 4: QR Codes Source: http://www.forbes.com/sites/ilyapozin/2012/03/08/are-
  37. 37. Users of QR Codes¥ In June 2011, 14 million U.S. smartphone users scanned a QR code. That’s 17% of smartphone users.¥ 54% of QR code scanners are between 18-24 years of age¥ QR code scanners are 60% male and 40% female¥ 36% of QR code scanners have a household income of $100,000 or more Source: comScore, inc.
  38. 38. QR codes to tell a storyhttp://www.springwise.com/retail/totem/
  39. 39. QR codes to increase transparency Source: Selfishgiving
  40. 40. QR codes to increase donations
  41. 41. Measuring QR Codes? Depends on your purpose.
  42. 42. Channel 5:Geolocation MarketingSource: http://itsallpartoftheplan.wordpress.com/2011/07/24/location- based-services-are-they-useful/
  43. 43. Users of Geolocation apps¥ 75% ages 23 to 45¥ 37% female, 63% male¥ Average income $92,000¥ In 2010, 42% had used a geolocation app; in 2011, 32% had used a geolocation app. Source: Forrester
  44. 44. Geolocation app to increase patronage Brooklyn Museumprovided a 1-year free membership for its “mayor” on Target First Saturday
  45. 45. Geolocation app to engage Streams and Valleys: •96 Foursquare friends. •15 spots checked 297 times
  46. 46. Geolocation to encourage explorationSource: http://www.slideshare.net/chadnorman/50-more-social-media-tactics-for- nonprofits
  47. 47. Measuring Geolocation apps?Depends on your purpose.
  48. 48. In summaryIt’s not about the tactic, it’s about the results. And your organization. And your mission. And your goals and objectives. And your resources.
  49. 49. Questions &Comments

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