Social Media ROI
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Social Media ROI



Presentation given at the Mayo Clinic, October 6th 2009 for healthcare industry communicators on Social Media.

Presentation given at the Mayo Clinic, October 6th 2009 for healthcare industry communicators on Social Media.



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  • how many people have a personal myspace/facebook or twitter profileHow many have been active on any or all for more than 3 months?Active meaning once a day or multiple times a month How many of you are terrified of using these channels for your professional communications?Be honest
  • Operation Smile is an International Children’s Medical charity founded here in Hampton Roads in 1982 Teams of Medical Volunteers from around the world travel to developing countries and provide FREE reconstructive surgery to children born with cleft lip and cleft palateI came on board in early 2007 to help build a donor relations programWhen I arrived at Operation Smile the extent of their donor service was a tri-fold brochure sent to the potential supporter. Additionally the caller would not have been entered into our database system and therefore no follow up would have been madeOur thank you letters were lengthy and impersonal“Donor First Philosophy”We created all new letters and materials to enable our donors and supporters to better serve Operation Smile through fundraising and eventsWe built a Donor Relations call center with a focus on out-bound thank you calls as well as the original functions of inbound account servicesWe re-created how we used the database adding action notes for each call and using rich reporting for quality control and follow-upTo give you some perspective; in 2006 there were 13,716 actions recorded in our database and in 2008 there were 54, 786 actionsEach of these actions represents an interaction our team of 4 phone agents had with a donorSo in almost 2 years of very hard work and focus on our core constituents, we were able to understand how to best serve and honor our donors and supporters.
  • General StatsMore than 250 million active usersMore than 120 million users log on to Facebook at least once each dayThe fastest growing demographic is those 35 years old and olderUser Engagement Average user has 120 friends on the siteMore than 30 million users update their statuses at least once each dayMore than 8 million users become fans of Pages each day International GrowthMore than 50 translations available on the site, with more than 40 in developmentAbout 70% of Facebook users are outside the United States
  • While solid numbers on Twitter activity are not readily available the power of twitter is evident in instances such as The government asked Twitter to hold of on scheduled maintenance during the recent protests in Iran as the only way people were able to communicate was through Twitter Lance Armstrong recently brought a town in Switzerland to a stand still with his Tweet “”Hey Glasgow, Scotland!! I’m coming your way tomorrow. Who wants to go for a bike ride??” where 100’s of people showed up to the small town center ALL major and most local news outlets communicate through Twitter, offer exclusive news through Twitter and field news stories from viewers through the micro-blogging site
  • - Additionally people like @adventuregirl and @mattsingly who tweet on our behalf and have close to 1 mill followers
  • Just like any other marketing channel, you need to set a goal, a clear mission for how you use the tools. Once we had spent time listening and testing, we came up with the following
  • Facebook “Summer of Smiles” $240 - $350 each week for the last 5 week. Total earned to date=$1450 not counting what come through the main website as we have seen some use that donation method.
  • How many of you have attended a networking cocktail party?And of those, how many of you have found a great lead or contact that has helped your business through one of those events?Now, when you got to work on Monday, what did you plug into your spreadsheet, how did you report on the ROI of that event?Additionally, did you spend weeks, maybe months creating a solid plan of attack for that event?Who you are going to talk to, what you were going to say---what did your “Networking Gin & Tonic” flow chart look like?
  • Social Media is a cocktail party onlineYou may have heard it before and I am here to tell you that it is true.The good news is; if you have mastered the art of mingling and chatting and smiling at a party-you’ll do well on social mediaThe Bad news is; if you’re the guy or gal in the back of the room clinging to the wallpaper and your white wine, you may need to loosen up a tad before diving in.
  • More than 15 young people inquired about starting student clubsGenerated over 200 new cause fans on Facebook
  • Modern Media was the company putting on TWTRCON-they offered their services for strategyWe quickly realized we wanted to do something really dynamic and innovative and that we couldn’t do it alone-but we couldn’t afford an agencyClickWe approached common knowledge an agency we were working with on some web design who offered the campaign strategy and design for free we created a goal based on 140 characters allowed in Twitter and 140 Smiles was bornclickWe needed prizes and marketing tools like postcards and t-shirts so we tweeted the needs-from those tweets we got donations fromClickVirgin americaClickThreadless-a super trendy, very popular t-shirt companyclickFlip Mino CamsClickLe colonial-even the venue where we held the launch party was brought to us by someone who saw us tweet
  • Key Mentions: Popular Bloggers, Huffington Post/Scarlett JohansenLeads: 140 Smiles, Demi Moore, Kodak, Venues for events

Social Media ROI Social Media ROI Presentation Transcript

  • Social Media Strategy + ROI
    Renee Alexander Hamilton, Operation Smile
  • About Operation Smile
  • About Me
  • Embarking on Social Media
  • Baby Steps
    Built a solid donor first philosophy and had internal processes down (Stock the fridge)
    Find Key Influencers
    Stop, Watch and Listen
    Communicate and Test
    Test tone, frequency and content
    We learned that our supporters are there, they are engaged and ready to take action.
  • Exploring the Channels
    Informal audit of our online presence
    Decided to focus primarily on two channels
    Continue to maintain multiple channels and remain on the look-out
    Currently Utilized Channels
    Primary: Facebook, Twitter & Linked IN
    YouTube & Flickr as a resource to other networks
    MySpace and others moderately
    Social media is a paradigm shift into relationship marketing, NOT an adoption of technology or specific tools. The channels will change but the methods of conversation and communication will remain the same…it’s about the SOCIAL not the MEDIA!
    Hammer & House
  • WHY?
    We already had a strong following on Facebook and that is where the majority of social media users, across a variety of demographics live online.
    Using Facebook
    • Fan Page has 5,701 Fans
    • Post daily to stay current on users “wall”
    • Content: news, updates photos, links, video
    • Daily Updates
    • Cause Page currently
    has 41,371 Fans
    • Raised $8,807
    • We accept donations through Network for Good
    • Create fundraising goals
    • e-mail directly to fans weekly
    • Avg. 300 new fans each week
  • Why?
    Twitter has been generating the most buzz, particularly in the entertainment and technology sectors so we saw this as a channel that would allow us opportunities to be early adopters and position us well with trend setters and decision makers.
    Using Twitter
  • Current # of Followers: 4,596
    Twitter Reach: 26,000 –
    1, 020,000 daily
    We constantly monitor Twitter, Searching on key words to identify conversations about us, clefts, our competitors etc.
    We test strategy for how to engage and increase our number of followers including message tone, style and content.
    We Tweet relevant information, news and interesting links, appreciation to followers and donors, and lastly asks or fundraising engagement. …………………………………………………………………RT
    Constant messaging and monitoring has led to new grassroots fundraisers, increased donor service and the 140 Smiles campaign.
  • “Mobilize and empower online supporters of Operation Smile through social media to create new smiles for children around the world.”
    Create A Social Media Mission
  • Objectives to achieve the mission:
    • Objectives
    • Contribute to building online brand awareness of Operation Smile
    • Acquire and cultivate online advocates, volunteers and donors
    • Employ Social Media as a donor service & engagement tool
    • Share the Operation Smile cause through online communications
    • Leverage Social Media as an integrated component of direct response fundraising campaigns and development initiatives
  • Donor Engagement/Customer Service
    Use search tools to find people talking about us; respond and engage
    Identify potential supporters i.e. parents of children born with cleft and introducing them to the Organization
    Bring focus to supporters and donors and show how we value and include them
    Identify potential Brand, Celebrity and Strategic partners for Operation Smile
    “Operation Smile, thank you for reaching out to me and allowing me the chance to become an advocate for you in honor of baby Liam”
    • Kate Mack is raising funds after we saw her tweet that
    • her friends baby was born with a cleft
  • Communication & Information
    Post real time mission stats and reports
    Post News and blogs links about Operation Smile
    Post Links to video, photo streams and main website
    Respond, address and promote issues and crisis in
    real time
    Increase market awareness
    “I used to donate to (competitor) but Operation Smile really tells me about the children I want to help”
    - Tweet from @maressaz
  • Fundraising
    Test monthly and/or quarterly fundraising campaigns
    Encourage grassroots fundraising
    Provide resources and support
    Enhance Development and Cause Related Marketing efforts by offering additional promotional support
    “Social Media is about long term engagement and relationship building. While it’s not a direct fundraising tool, the value and benefit to your organization is immeasurable”
    -The Agitator
  • But who is going to do all of that?
    Communicate-Don’t Automate!
    Social media is a communication tool, do not get involved if you are not prepared to communicate
    GOOD NEWS! You’re best communicator may be the girl at the front desk.
    When you use SM strategically, you will reap inherent benefits based on the time you spend. Do what you can until you find what those benefits are for your organization.
  • Social Media Value
  • Photo Credit:
  • ROI Case Study
    “If you want to get to Operation Smile, you have to go through me!” ~Jessie, NYC Prep
  • ROI Case Study
  • About the Campaign:
    Worked with
    Programs to get
    Campaign specific
    Image from
    a mission!
    • Completely planned and promoted through Twitter
    • Design and Strategy donated by Common Knowledge
    • Planned & Executed in 30 days
    • Est. $75k in donated goods and services; all received through leveraging Twitter
    • Over $17,000 raised
    • Created long term opportunities with major brands, tech celebrities and media outlets
  • Social Media Metrics + ROI
    Social Media ROI (Relationships, Opportunities, Involvement)
    Social Media is a relationship building tool to increase Brand Loyalty
    Unique opportunities are created using Social Media tools
    Increased donor involvementthrough real time engagement
  • Social Media Metrics
    Set monthly goals and track the following metrics:
    # of friends, fans, followers
    # of referrals from social media channels
    $ raised
    Key mentions
    Leads generated
    There are many third party FREE & Low cost monitoring and analytic tools
  • Key Take-Aways
  • Find & Follow the rock-stars
  • Stock the Fridge before the party
    Make sure your stories, systems and services are in place to support new inquiries, donors and issues.
  • It’s the house not the hammer
    Determine what you want to build THEN what tool you want to use
  • Be Fearless
  • Questions?
    Support Operation Smile:
    Connect with me: