Social Media ROI


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Social Media ROI

  1. 1. BEST ROI (UNDER $500)<br />2010 Portland SoMe AwardsAgency: Josh Groth / FreelanceClient: Digital Wish, 501 (c)3 NonprofitROI: $1,102,738 in Q4Budget: $0<br />
  2. 2. THE FREELANCE CONSULTANT<br />Josh Groth<br />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.<br />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.<br />Josh is now a social media specialist for a Portland, OR digital marketing firm – AdPearance.<br />
  3. 3. THE CLIENT<br />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.<br />
  4. 4. THE SITUATION<br />Partnership with Flip (video cameras)<br /><ul><li> For every Flip video camera that was purchased with a Digital Wish promo code, Flip would donate a camera
  5. 5. Prior to engagement, Digital Wish did not have a means for promoting the deal</li></ul>Relevant information prior to engagement:<br /><ul><li>New website redesign
  6. 6. $5,000 – 10,000 in monthly donations (2 year average)
  7. 7. 14,000 active teachers making ‘wish lists’ (2 year total)
  8. 8. 120 website visits per day</li></ul>Goal<br /><ul><li>Increase donations and the amount of registered users</li></ul>Resources<br /><ul><li> $0 budget
  9. 9. Full time community manager</li></li></ul><li>THE STRATEGY<br />Leverage the 14,000 registered teachers<br /><ul><li>The teachers were motivated to see Digital Wish succeed
  10. 10. Put it on the teachers to be the catalyst for success
  11. 11. Provide the teachers with consistent emails detailing how to support the Flip promotion (specific Tweets, hash tags, links, etc.)</li></ul>Twitter<br /><ul><li>Co-branded Flip and Digital Wish background
  12. 12. Transition to becoming a resource on new media in classrooms
  13. 13. Announce and coordinate contests for students using the Flip in the classroom</li></ul>Facebook<br /><ul><li>Co-branded Flip and Digital wish picture
  14. 14. Targeted announcements regarding contests
  15. 15. Host pictures and video of students using the Flip video camera in the classroom</li></li></ul><li>THE STRATEGY<br />Blog<br /><ul><li>Highlight stories of teachers incorporating new technologies into the classroom
  16. 16. Provide more in-depth coverage of contests, news, and resources for teachers</li></ul>YouTube<br /><ul><li>Hold a contest and have students/teachers submit creative videos about how they are incorporating the Flip into their studies and lessons</li></li></ul><li>THE OUTCOME<br />Prior to campaign launch<br /><ul><li>$5,000 – 10,000 in monthly donations (2 year average)
  17. 17. 14,000 registered teachers (2 year total, or 533 new users/mth)
  18. 18. 250 website visits per week</li></ul>Post Launch<br /><ul><li>Donations
  19. 19. Q4 donation total = $1,132,738
  20. 20. Less $30,000 ($10,000 old donation average x3)</li></ul>TOTAL ROI = $1,102,738<br />
  21. 21. THE OUTCOME<br />Post Launch<br /><ul><li>Registration
  22. 22. Registration +3,500 in the first month
  23. 23. Registration +1,500 in the second month
  24. 24. Registration up 469% over two months
  25. 25. Website Traffic
  26. 26. 1,200 visits/day (maintained month-over-month)
  27. 27. 1000% increase in web traffic</li></ul>Factors Contributing to Success<br /><ul><li>Partnership with Flip
  28. 28. Social media campaign to market the partnership with Flip
  29. 29. New website design</li></li></ul><li>CONTACT INFORMATION<br />The Consultant<br />Josh Groth<br />E:<br />T: @joshgroth<br />W:<br />The Client<br />Heather Chirtea<br />Executive Director, Digital Wish<br />E:<br />T: @DigitalWish<br />W:<br />