Social Media ROI
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Social Media ROI

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Social Media ROI Social Media ROI Presentation Transcript

  • BEST ROI (UNDER $500)
    2010 Portland SoMe AwardsAgency: Josh Groth / FreelanceClient: Digital Wish, 501 (c)3 NonprofitROI: $1,102,738 in Q4Budget: $0
  • THE FREELANCE CONSULTANT
    Josh Groth
    A graduate of the University of Oregon Honors Business School, Josh got his degree in marketing in 2008. Upon graduation, he started a career in management consulting. Due to the economic downturn, he was laid off in the summer of 2009.
    While looking for full-time work in the digital marketing industry, Josh provided pro-bono social media consulting to deserving nonprofits nationwide. What started off as a way to build relevant experience, turned into a passion for working with nonprofits.
    Josh is now a social media specialist for a Portland, OR digital marketing firm – AdPearance.
  • THE CLIENT
    Digital Wish is on a mission to modernize classrooms and prepare students for tomorrow's workforce.100% of every donation funds classroom technology, and Digital Wish matches every dollar with an additional 2%-10% in funding. Like a gift registry, teachers create "wish lists" of needed technology products and describe how each item will be utilized. Teachers are then encouraged to send the wish list to the local community, parents and friends and ask them to get involved. Visiting donors can elect to buy items from the teacher's wish list, or donate money directly to a classroom so that wish list items can be purchased.
  • THE SITUATION
    Partnership with Flip (video cameras)
    • For every Flip video camera that was purchased with a Digital Wish promo code, Flip would donate a camera
    • Prior to engagement, Digital Wish did not have a means for promoting the deal
    Relevant information prior to engagement:
    • New website redesign
    • $5,000 – 10,000 in monthly donations (2 year average)
    • 14,000 active teachers making ‘wish lists’ (2 year total)
    • 120 website visits per day
    Goal
    • Increase donations and the amount of registered users
    Resources
    • $0 budget
    • Full time community manager
  • THE STRATEGY
    Leverage the 14,000 registered teachers
    • The teachers were motivated to see Digital Wish succeed
    • Put it on the teachers to be the catalyst for success
    • Provide the teachers with consistent emails detailing how to support the Flip promotion (specific Tweets, hash tags, links, etc.)
    Twitter
    • Co-branded Flip and Digital Wish background
    • Transition to becoming a resource on new media in classrooms
    • Announce and coordinate contests for students using the Flip in the classroom
    Facebook
    • Co-branded Flip and Digital wish picture
    • Targeted announcements regarding contests
    • Host pictures and video of students using the Flip video camera in the classroom
  • THE STRATEGY
    Blog
    • Highlight stories of teachers incorporating new technologies into the classroom
    • Provide more in-depth coverage of contests, news, and resources for teachers
    YouTube
    • Hold a contest and have students/teachers submit creative videos about how they are incorporating the Flip into their studies and lessons
  • THE OUTCOME
    Prior to campaign launch
    • $5,000 – 10,000 in monthly donations (2 year average)
    • 14,000 registered teachers (2 year total, or 533 new users/mth)
    • 250 website visits per week
    Post Launch
    • Donations
    • Q4 donation total = $1,132,738
    • Less $30,000 ($10,000 old donation average x3)
    TOTAL ROI = $1,102,738
  • THE OUTCOME
    Post Launch
    • Registration
    • Registration +3,500 in the first month
    • Registration +1,500 in the second month
    • Registration up 469% over two months
    • Website Traffic
    • 1,200 visits/day (maintained month-over-month)
    • 1000% increase in web traffic
    Factors Contributing to Success
    • Partnership with Flip
    • Social media campaign to market the partnership with Flip
    • New website design
  • CONTACT INFORMATION
    The Consultant
    Josh Groth
    E: joshuagroth@gmail.com
    T: @joshgroth
    W: http://joshgroth.com
    The Client
    Heather Chirtea
    Executive Director, Digital Wish
    E: heather@digitalwish.org
    T: @DigitalWish
    W: http://digitalwish.com