5. Beth Kanter “ I” stands for Insight and Investment February 18, 2009 Conference Call: 866-740-1260 Access Code: 6339392 The ROI of Social Media
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7. An analysis that looks at the benefits, costs, and value of a technology project over time. It uses metrics to measure your results and help you improve your strategy over time. Helps us move away from tool driven decisions to results. What is ROI?
8. Created by DuPont and used by Alfred Sloan to help make General Motors manageable in the 1920s. Return on Investment
10. What your executive director thinks when you mention social media strategy How much will it cost? What are the results? How much staff time? Was it worth it?
11. How do I calculate that? Can I even calculate that?
29. My 7 th Fundraising Campaign Objective: Use the birthday feature in causes to double the dollars in TSF Cause and recruit more people Audience: My friends and people who had joined the Cause previously Before 206 members $955
37. Adapt: Making Change Carrie Lewis, HSUS “ 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.“
41. Adapt: More than the Social Media The Humane Society has successfully broken down staff silos. The HSUS team has daily 9 minute meetings, unless there is something really important then they can run a few minutes longer. These short briefing meetings have helped them be more efficient and effective with every aspect of multi-channel campaigns.
42. Adapt: Getting to Investment Tangible Benefits Increased email database Obtained original content Obtained free PSAs Raised some money Recruited new donors Recruited members, fans, friends Intangible Benefits Raised awareness about our issues Engaged people to participate in the issue Generated discussions on our issues Received buy-in from the top Received recognition and media attention (online buzz)
43. Adapt: Pick the Right Metrics # of submissions/comments # of friends, fans, members over time # of new names added to email file # of donations/amount of donations # of video / photo views # of subscribers (RSS, blog) # of blog and wall comments # of voting participants # of blogs linking to us / covering our story (consider quality) # of friends recruited Content of keywords, comments (what are people talking about?)
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45. Insight: Listen, Learn, and Adapt Number of Months Using of Listen, Learn, Adapt Process Dollars Return Insight $
56. Articulate Benefits: Tangible and Intangible Tangible: Easily Converts to $ or Time Market Research Mainstream media mentions Inquiries for consulting Helps me prepare for trainings/consulting Program Ideas Increased Relevant Visitor Traffic Increased Page Rankings Fundraising – reach new donors – both small and large
57. Translate Tangible Benefits Into Value: $ or Saved Time Time saved, Income from contract Streamline Inquiries for service $ amount raised Fundraising – New donors Cost of Google Ads or SEO consultant Increased Page Rankings Cost of PR agent Mainstream media mentions Cost of A Focus Group or Survey Market Research Value Benefit
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60. Collect Stories About Intangibles 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
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63. You may need to collect other data Staff Surveys Staff Interviews Client surveys Clients Interviews Data from system Task Analysis Times Sheet Analysis Articles Field research (Listening) Observation Secondary research reports Benchmark studies Budget and Financial Analysis
64. Now You Can Do Math! Compare the total cost/benefit of different options Compare the total costs with the benefits/value Compare the costs of not doing the project Identify pilot(s) to identify cost/benefit (Listen, Learn, Adapt )
65. ROI Storytelling Blend the numbers and non-financial factors into a concise and informative presentation Focus on the value Be honest about the issues and facts, but spotlight value to mission Creating effective stories is not hard, provided you clearly understand who these decision influencers are, know well what they most care about and understand where to place stories for the most impact.
68. Metrics and Tools for Podcasting Liberated Syndication (LibSyn) includes metrics Cross check with other sources Corey Pudhorodsky Twitter: @CoreyPud [email_address]
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70. Metrics for video How many times was a video watched? How many times was it rated and what were the ratings? How many comments did it get? How many times has it been favorited? How many times has it been embedded? How many times has it been linked to? KD Paine, Measuring YouTube
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