Getting Strategic With Social Media: Approach, Integration and Measurement

Getting Strategic With Social MediaCombining the Right Approach with Integration and Measurement to Ensure Success Wendy Harman, Red Cross @wharmanJaime-Alexis Fowler, Pathfinder @jaimealexisJordan Viator, Convio @jordanv

What’s Your Social Strategy?

Define Your Goals
Improve Customer Service
Increase Donors and Donations
Mission Impact
Mobilize Volunteers

Cornerstones of success
Listen
Respond
Engage
Build Community

Achieve Goals in 5 Steps
Step 1: Listen

Step 2: Learn

Step 3: Participate

Step 4: Create

Step 5: Implement

The right tactics…integrate, integrate, integrate

What works for “them,” may not work for you
Once you set your goals, you have to choose the right tactics…

Evaluate what’s worthwhile for you
Survey of your housefile?
Analyze your metrics
Research other success stories

Goal: Increase housefile?
Tactic: Choose a mechanism that helps you obtain email addresses

Goal: Increase awareness of issue?
Tactic: Increase issue over branding

To integrate or not integrate

Social Media Measurement:Choosing the right metrics & showing ROI
Jordan Viator | @jordanv
www.connectioncafe.com

So many metrics, so little time

Various different metrics exist that can be tracked across multiple platforms
Choose meaningful metrics to show awareness, pull-though & effect on events, campaigns
Keep in Mind

Before you get started
Define goal(s) of activity
Increase awareness of XXX issue
Raise XXX funds for XXX campaign
Get XXX people to take action for XXX
Pre-define metrics to track
Set up tracking report to easily update
Set up tracking tools to monitor in ongoing capacity

Metrics to consider

Create On-Going Report
Easy view of growth, impact over time

Tips for Tracking
Use tools & apps that make tracking:
Easier
More efficient
Streamlined
Gather actionable data
Know where you are when you start
Be realistic in what you want to track

What type of content is most compelling to community?
What helped spike # of followers?
Who to reach out to for campaigns?

Toolbox to help you get started

Thank You!

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Getting Strategic With Social Media: Approach, Integration and Measurement

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