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Measuing ROI When Profit Is Not The Motive

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This presentation was delivered at the Calgary Web Strategy Summit in May of 2009. The presentation description is as follows:...

This presentation was delivered at the Calgary Web Strategy Summit in May of 2009. The presentation description is as follows:

What metrics do you use when the bottom line for an organization is not measured in profit margins or sales figures? Raised Eyebrow Web Studio Inc has specialized in working with the non-profit sector since 2000 to create organizational websites, online campaigns and to develop online communications plans that base their success criteria outside of the more traditional return on investments metrics. In the non-profit sector, resources are often
limited (both financially and staffing) which can influence how decisions are made about
resource investment for online communications, impacting everything from ongoing content development to engagement strategies for Web 2.0 activities within an organization. Whether or not resources are limited the bottom line in a non-profit situation is not the same as those in the corporate world. Over their years of working in the sector, Raised Eyebrow has developed alternative frameworks to aid their clients in measuring success outside of the profit motive.

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  • This was really helpful. Especially page #3. Thank you.
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  • Hi Emira,
    I tutor NFP specalists who are taking the entrance examinations of these UK professional bodies - Chartered Institute of Marketing and the Institute of Direct & Digital Marketing.
    We don't have many different presentations or case studies that spell out what professionals like us can do in the NFP world.
    Your presentation would be a great help. Please may I have a download link.
    many thanks,
    Turlough
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    Measuing ROI When Profit Is Not The Motive Measuing ROI When Profit Is Not The Motive Presentation Transcript

    • Measuring Success When Profits Are Not the Bottom Line Emira Mears | Partner Raised Eyebrow Web Studio, Inc. emira@raisedeyebrow.com Twitter: @emiramears Google Profile: emiramears
    • What Do We Mean by ROI? • Created in 1920s to measure performance & profit margin in industry • Evaluation process looking and pre & post implementation metrics (very difficult to measure after if you don’t measure first) • Measuring Cost, Benefit & Value
    • Business Vs. Non Profits Traditional ROI Variables • Profit • Cost of Doing Business or Cost of Goods Non Profit ROI Variables • Operating Costs • Donations & Revenue • Engagement & Awareness
    • Business Vs. Non Profits How are they similar? • Both share a need to measure success in reaching larger goals • In order to measure ROI you need to know your goals ahead of time
    • Value of ROI for Non Profits • Getting organizational/leadership buy-in • Grants/Funding • Increase strategic use of resources • Process enables learning
    • Measuring ROI for Non Profits Quantitative Donations • Volunteers • Page Views/Site visits • Take Action #s • Email Sign-ups • Twitter activity/hash tags • Facebook Activity •
    • Measuring ROI for Non Profits Qualitative Awareness Raising • Numbers of Views vs. Level of Influence • Resources reallocated • Investigating not just changes in • understanding but changes in actions/ behaviors of your audience
    • Value of Internal Resources Can not be underestimated • Resources are often scare and should be • used stratetically Good ROI/Strong Analysis should enable: Streamline processes & ability to be more • strategic about outreach
    • Quantitative Measurement Tools Google Tools • Set up Goals as you might with E-commerce • Time spent on site • Trafficed pages • Benchmarks and trends (1 month, 3 months, 6 months, etc.) Donations • Online vs. Offline • E-Newsletter vs. Traditional Mail Out • Campaign Comparisons
    • Quantitative Measurements Tools Memberships • List growth • Member engagement/volunteering etc. • New vs. Longterm Email List/RSS Subscribers • List size & #s • Multi-variant testing for emails • Open rates and click throughs 10
    • Quantitative Measurements Social Media Metrics: – Twitter • Followers • Retweets • Hash Tag tracking – Facebook • Members/Fans • Wall Posts/Comments • Funds Raised – Other • MySpace, Second Life, etc.
    • Qualitative Measurements Listen to what people are saying not just how often/how much – Observe, record and analyze – Use monitoring tools to gather data • Custom RSS feeds • Hash tags • Delicious.com – Create a media citation style report – Don’t be afraid to go after the negative info – Share within the organization and elevate important info right to the key staff person
    • Metrics & Benchmarks Track before and after data • – What will success look like for your organization? – Set metrics that match your goals Look to see what others are doing that is similar • Industry benchmarks may apply • Be sure to save/document all the data you are • collecting to build your own benchmarks
    • What Next? Listen, Learn, Adapt Don’t be afraid to tweak/evolve over the • course of your measurements Incremental change can be less risky • Ask users for feedback and have the capacity • to evolve/change quickly 14
    • Case Studies
    • Measurement Tools Q: So what metrics should you use? A: Anything that helps you measure whether or not you’re reaching your goal. 20
    • Quantitative Tools • Google • RSS • Analytics/Goals • Feedburner • Blog Searches • Stats • Custom searches/ RSS Feeds • Facebook • Twitter • Page/Group Stats • Members/Fans • Hashtag.org • Bit.ly/ Hootsuite.com
    • Qualitative Tools • Surveys/Feedback • Scanning/reading comments • Google keyword searches • Listen & Learn
    • Compiling Data • Track progress & document learnings • Story telling: combine the hard data with the qualitative • Don’t get overwhelmed with data/collection
    • Resources & Links • NTEN Benchmarks: www.nten.org/research • Social Media Metrics: www.thesocialorganization.com/ social-media-metrics.html • Setting up Google Goals: www.google.com/support/googleanalytics/bin/ answer.py?hl=en&answer=55515 • 10 Must Track Google Analytics: www.webanalyticsworld.net/2009/03/10-must-track- google-analytics-goals.html • Twitter Search Operators: search.twitter.com/operators • Social Media & Non Profits: www.bethkantor.org