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My slides from the Bridge Conference

My slides from the Bridge Conference

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  • http://www.flickr.com/photos/matt_gibson/2180312914/
  • http://www.flickr.com/photos/franie/471300085/
  • Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
  • The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels.We critiqued the brands on not only their breadth of engagement across these channels, but also their depth, such as whether they reply to comments made on blog posts. Each brand was given a numerical score. The top 10 ENGAGEMENTdb brands with their scores are:Starbucks (127)Dell (123)eBay (115)Google (105)Microsoft (103)Thomson Reuters (101)Nike (100)Amazon (88)SAP (86)Tie - Yahoo!/Intel (85)The report is available at http://bit.ly/KRGNt and the main site is at engagementdb.com (includes ways for you to do a quick ranking of your engagement). A very neat interactive feature of the site is the ability to see the rankings in different ways, from highest to lowest scores, alphabetical, etc.
  • Emphasize quality, not just quantity. Engagement is more than just setting up a blog and letting viewers post comments; it’s more than just having a Facebook profile and having others write on your wall. It’s also about keeping your blog content fresh and replying to comments; it’s building your friends network and updating your profile status. Don’t just check the box; engage with your customer audience. To scale engagement, make social media part of everyone’s job.The best practice interviews have a common theme — social media is no longer the responsibility of a few people in the organization. Instead, it’s important for everyone across the organization to engage with customers in the channels that make sense — a few minutes each day spent by every employee adds up to a wealth of customer touch points. Doing it all may not be for you — but you must do something.The optimal social media marketing strategy will depend on a variety of factors, including your industry. If your most valuable customers do not depend on or trust social media as a communication medium, or if your organization is resistant to engagement in some channels, you will have to start smaller and slower. But start you must, or risk falling far behind other brands, not only in your industry, but across your customers’ general online experience. Find your sweet spot.Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. True engagement means full engagement in the channels where you choose to invest. Thus, choose carefully and advocate strongly to acquire the resources and support you will need to succeed. If you are resource-constrained, it is better to be consistent and participate in fewer channels than to spread yourself too thin
  • California Parks Foundation is used Youtube/Facebook as part of its battle to save the California State Parks budget cuts. Thousands signed an online petition and tens of thousands contacted the governor’s office. The Humane Society raised over $600,000 as part of its Spay Day Photo Contest using social media channels like Facebook The Red Cross leveraged a $50,000 grant from the Western Union Foundation by mobilizing fans and supporters on Facebook to participate in a contest. NWF is getting thousands of people to talk about their wildlife watching on Twitter and tracking how these individuals who are new to the organizations are becoming members. NDRC was able to get 100,000 to flood lawmakers in Washington with phone calls and emails urging them to not support a bill with less strict fuel standards – and this all got started by a social media strategy that listened to and engaged Prius owners. 
  • donations, leads, new subscribers, increased page rank,
  • Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring - 2007

Bridge Conference Slides Bridge Conference Slides Presentation Transcript

  • Bridge Conference 2009
    Social Media ROI:Mapping Social Media Strategy to Success Metrics
    Beth Kanter Beth’s Blog
    https://www1.gotomeeting.com/register/438218753
  • About Me
    Beth Kanter, Beth’s Blog
  • Session Objectives
    • How to improve results of your social media strategy so it returns value to your organization
    • Selecting the right success metrics that translate into value
    • A few analytical tips, tools, and techniques
  • Session Tag:
    #bridge09
    Volunteers
    • Live Tweeters
    • Twitter Advocate
  • Share Pair
    1. What’s your org’s social media strategy?
    2. What’s your metric to measure success?
    Photo by Franie
  • My Social Media ROI Circle of the Wise
    Industry Experts
    NP Practitioners
    @starfocus @ntenhross @daveiam @wharman @cariegrls
    @avinashkaushik @charleneli @armano @kdpaine
  • Doesn’t it sum up what many nonprofit experience with their first social media strategy and finding the value!
  • Maybe this why social media has the reputation for not returning value and being difficult to measure or track …
  • Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance.
    Report Available: http://www.engagementdb.com/
  • Engagement Strategy Best Practices
    Emphasize quality, not just quantity
    To scale, make social media part of everyone’s job
    Doing it all may not be for you, but you must do something
    Find your sweet spot
  • Non-profits using engagement best practices are seeing similar connections!
  • $600,000
  • Mobilizing an action – online petition, email, phone call, or letter
  • People share their wildlife sightings
  • Goals drive metrics, metrics drive results
    Pick the right metric, not meaningless ones
    Translate the value
    KD Paine
  • Return on Investment looks at …
  • The Secret Sauce: Listen, Learn, Adapt
    Review your goals against your metrics and refine strategies or filter out channels that don’t get good returns. Rinse and repeat.
    David Armano
  • Learn
    Listen
    Adapt
    Return on Insight
    Photo by lwr
  • Put on your listening ears
  • Before
    During
    After
  • Some listening tools …
    Turning a river of noise into insights
  • The Red Cross Case Study: Listening to Improve Relationshipsand Gain Insights
    First project was a listening project over two years ago
    People were talking and they needed to listen
    At first, felt like going to war, but changed internal perception of social media
  • Listen: Monitor, Compile, Distribute
    I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
  • Look for Trends Over Time
    Very important step!
  • Listen: What’s the Value?
    • Changes internal perception of social media value
    • Improves relationships with audience and identifies influencers
    • Incremental improvements for campaigns
    • Working with affiliates
  • Influencer complaining …
    Customer service issue
    Relationship building
    Staff determines comments or tweets that need response
  • http://bit.ly/HGkno 
  • Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.
  • Learn
    http://www.flickr.com/photos/lwr/1408972724/
  • “If you don’t launch, you don’t learn.” David Armano
  • “We spend more time figuring out whether something is a good idea than we would have just trying it." - Clay Shirky
  • Think like a rocket scientist
    Optional
    Essential
  • Observe and sift through qualitative data like a Primatologist
  • You’re saying that our clients are primates?
    Anthropologist * is a better metaphor
    Armano describes it as “digital anthropologist”
  • Twitter As Focus Group
  • Source: Nina Simonhttp://museumtwo.blogspot.com
  • Source: Nina Simonhttp://museumtwo.blogspot.com
  • Source: Nina Simonhttp://museumtwo.blogspot.com
  • They think the people who work at the Smithsonian are cool
    Source: Nina Simonhttp://museumtwo.blogspot.com
  • Source: Nina Simonhttp://museumtwo.blogspot.com
  • Source: Nina Simonhttp://museumtwo.blogspot.com
  • How might the Smithsonian use this research to improve its web presence or visitor content?
  • During
    After
    Learning happens in real time, not just after …
  • Birthday Campaign Objectives
    • Raise $5,200 using Causes
    • Increase the # of people joining by 100
    • Test birthday feature to understand how time/effort is needed and document for others
    • Test Causes matching feature
    • Test conversational fundraising
  • My Learning Process For Every Campaign…
    • Document on the fly
    • Test and tweak
    • Pick the right hard data points
    • Harvest insights
    • Look at what other nonprofits are doing in the space
    • Pause for reflection time before next reiteration: How to improve results?
  • Document on the fly
  • I like to visually document too …
  • Test and Tweak
  • Look at numbers .. You still have to measure to improve
  • Harvest Insights
  • Synthesize
  • Pick the right metrics that translates into a value …
    Photo by smitty
  • There are also other metrics, but numbers alone are meaningless unless you look at trends against your objectives, audience, and strategy
  • Not dead!
    My point: It’s not all about page views
  • Increased and more efficient inquiries for service
  • Adapt
    http://www.flickr.com/photos/lwr/1408972724/
  • This is the hard part
  • You have to be nimble
  • The Humane Society knows this …
  • They adapted …
    Thank God!
    Did they stop doing photo contests as a result?
  • “Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person who needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. “
    Carrie Lewis, HSUS
  • 3,000 submissions
    3,000 submissions
  • Did it evolve?
  • Wisdom of the Crowds Meets Person-to-Person Fundraising
  • 13,000 installations
  • Was it worth it?
  • One Last Thing
    It is easier to adapt your social media project
    Harder to adapt your organization
  • Remember …
    • Listen must first
    • Follow best practices in engagement strategy
    • Set goals and pick right metric
    • Measure and revise strategy
    • Ditch what doesn’t work
  • Insight Comes Before Investment: ROI
    Dollars
    $
    Return
    Insight
    Number of Months Using of Listen, Learn, Adapt Process
  • Thank You!
    Beth’s Bloghttp://beth.typepad.com
    Have a blog post topic idea?beth@bethkanter.org