Social Media for Organisations Public Relations Online presence, management of online reputation and WOM Results Capture new members, increase frequency of donations, exposure to events and activities and lower cost in terms of advertising and promotion
Social Media for Organisations Member Loyalty Interaction, deepen customer relationship Members Support Feedback and response, cost reduction Human Resources Effective recruiting (Ernst and Young)
Example of Recruitment
First… Have a Clear Objective What is it that you want to achieve out of your Social Media tool? Increase in donation funds? Brand Awareness? Building your NPO’s Brand? Engage with volunteers, employees and donors? Will it save me money? How about increase in volunteers? Will it generate donations? How about positive WOM?
Return on Investment Equation (Gain from Investment – Cost of Investment) ROI = Cost of Investment Investment in terms of time, money, human resources (wages)
Investment - Return Relationship $$$ $$$ Non-Financial Impact Financial Impact Investment Action Reaction ROI lives here
To Generate Positive R.O.I… Your Social Media campaign must: Increase FREQUENCY of donations Increase REACH of donors and volunteers Increase YIELD of amount spent
Impact of Social Media Non-Financial Impact VS Financial Impact Website visitors Impressions #Fans/Friends/Followers/views Comments Increase in donations Cost Savings Increased number of volunteers
Measuring ROI Establish a baseline (Before and After Social Media) Create an activity timeline Monitor impact on conversation and the quality of it Measure and take note of where your audiences are coming from (Facebook, Flickr, Youtube, Blog…)Measure number of transactions and net new members Observe Revenue (Donation, Grant, Sales) Overlay abovementioned data together and look for a pattern
Some Examples of Social Media ROI Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006)Cost Savings Jupiter Research (now Forrester) reported in 2006 that customers report good experiences in forums more than twice as often as they do via calls or mail.Observing where customers are talking Ebayfound in 2006 that participants in online communities spend 54% more than non-community users. Increase in revenue
Old Spice: ROI 11 million views 183 video reactions increased sales by 107% Twitter saw 22,000 comments in 3 days.