http://beth.typepad.com slides for e-metrics

1. Using ROI Thinking to Build A Community for Your Blog Using measurement to learn what works and what doesn’t Beth Kanter, Beth’s Blog eMetrics – October 21, 2008

2. Beth Kanter: Trainer Photo by Steve Goodman

4. Let’s define Return on Investment Thinking

5. Executive Director How much will it cost? What are the results? How much staff time? Can we afford it?

6. How do I calculate that?

7. Sum of Time & Money Saved Plus …. Minus … Time & Money spent on your blog Equals … Return on Investment Money earned or donated Benefits translated into value Plus …. The ROI of Blogging ….

8. It is more than just math …

9. It is looking in the mirror . . .

10. Benchmarking with metrics as guides for improvement ….

11. Especially if you just started to climb the social media mountain …

12. When I started blogging in 2003 …

14. How come no one is commenting?

15. I was talking to myself

16. Set a goal Identify the audience Strategy and Tactics

17. Beth’s Blog: Nonprofits and Social Media Profiles & Presence Content in many places RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network

19. Then I discovered the measurement gurus …

20. The Secret Sauce Raw Author Contribution Unique Blog Readers Conversation Index Authority Cost Return on Investment Avinash

21. 1. Raw Author Contribution

22. 2. Unique Blog Readers RSS Subscribers

23. Unique Daily Visitors

24. Do I really want visitors because they Googled “Beth”?

25. So, I added a tagline to my blog – “how nonprofits can use social media.” Good thing because after Howard Stern married a woman named Beth and the band KISS posted that song on YouTube, my blog was no longer number one! (Although still on the top page of results)

27. Much better to show up first when people google the words social media nonprofit.

28. 3. Conversation Index

29. I got obsessed with conversations in the comments …

30. But there are other ways to evaluate engagement

32. 2008 2007 What drives other social media sites and bloggers to link to you?

33. The Three R’s of Relationship Building

34. Relationship Building

35. Rewards

36. Reciprocity

37. 4. Cost

38. Reading Writing Maintenance Outreach Commenting Work Flow 5-10 hours per week

39. Value

42. Increased and more efficient inquiries for service

43. Over $215,000 raised ….

44. There are also intangible benefits

45. Deepens expertise

46. “ Your blog has made a tremendous difference in my work at my nonprofit .” “ You've really been a huge help. Thank you for taking the time to help us newbies along. I especially appreciate both the quality and the personal nature of your posts and learning tools." - Nonprofit Reader

48. Yes!

50. Thank You! Beth’s Blog http://beth.typepad.com My Wiki http://socialmediametrics.wikispaces.com Have a blog post topic idea? [email_address]