Measuring the Impact of Social Media

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How do you know if the efforts your charity is putting into social media are worth it? Are you even measuring the right things? Join this webinar to learn about the ROI you should expect from investing resources into this means of outreach, marketing and fundraising, and how you can present your successes to senior staff and your Board with more confidence.

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Measuring the Impact of Social Media

  1. 1. Measuring the Impact of Social Media June 16, 2010
  2. 2. CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  3. 3. Today’s Presenter Kirstin Beardsley Communications and Marketing Coordinator CanadaHelps
  4. 4. You can hear us, but we can’t hear you Type questions in the Questions Log Webinar recording and slides will be available on www.mycharityconnects.org Turn up your volume For the best webinar experience, close all other applications.
  5. 5. THE VALUE IN MEASURING
  6. 6. “Measure what is measurable, and make measurable what is not so.” Galileo Galilei
  7. 7. Why measure? • Track progress objectively • Creates objectives *Photo courtesy of wikipedia
  8. 8. BEFORE YOU MEASURE
  9. 9. How does your organization define success?
  10. 10. What are you trying to achieve? GOAL • ABC charity will become an expert and trusted resource in our local community about adult literacy. AUDIENCE • Local literacy service providing organizations, local media outlets TOOL • Blog
  11. 11. Objectives • Increase blog subscribers by 50% over the next 12 months • 40% of blog posts contain active discussion in the comments about the issues raised
  12. 12. S-M-A-R-T Method Specific Measurable Actionable Realistic Timed *Term first used by George T. Doran
  13. 13. What is [traditional] ROI? Benefit – Cost ROI = Cost
  14. 14. What is [social media] ROI? Exposure Engagement Influence Action *Adapted from Don Bartholomew
  15. 15. Exposure • Number of visits • Number of unique visitors • Search engine rank • Message inclusion • # of followers/likes • Article/post readership
  16. 16. Engagement • Click-thrus and view-thrus • Repeat visitors • Duration of stay • Subscribe to feeds (RSS) • Comments/posts ratio
  17. 17. Influence • Change in awareness • Change in attitudes • Association with your brand
  18. 18. Action • Donation • Tell a friend • Sign a petition • Visit the organization • Attend a fundraising event • Volunteer
  19. 19. What’s Your Strategy? • Tied to social media plan • Establish a timeline • Tactics to accomplish objective • If-Then plans • Create an simple way to track progress
  20. 20. What Are Your Tools? • Google Analytics • Google Alerts • TwitterSearch • Facebook Insights • Hootsuite *Photo courtesy of geishaboy500
  21. 21. Spreadsheets! • Track your measures in a simple spreadsheet • Graph changes over time
  22. 22. GETTING STARTED
  23. 23. “Any measurement must take into account the position of the observer. There is no such thing as measurement absolute, there is only measurement relative.” Jeanette Winterson
  24. 24. • Chose a few things to measure • Track progress • Record data based on monthly or bi-weekly timeframe
  25. 25. Baseline measurements • number of followers/subscribers • action/donation/sharing/clicks • resources expended (people, time, money) *Photo courtesy of conray
  26. 26. WHAT TO MEASURE
  27. 27. Actionable Data • Focus on actionable data: – Measurement should inform specific decisions and/or actions. – Do not measure everything, but do measure what is most important to your goals. – The data you gather should help you learn - From the Bill & Melinda Gates Foundation
  28. 28. Website Data • Number of unique visitors • Page views • Length of time on site • $$$ raised
  29. 29. Website Data • Search rank • Registrations • Referrals • Donation average
  30. 30. Social Media • Subscribers/ Unsubscribes • Followers • Comments • Favourites • Video/photo views • Retweets • Likes
  31. 31. Social Media • Page/post views • # of posts • Most popular posts • Conversations • Feedback • Repeat supporters
  32. 32. Added Value Measures • New ideas • New partnerships • Reduced training / professional development costs • Reduction in communication costs • Reduction in phone calls, emails about a particular issue
  33. 33. EXAMPLE
  34. 34. XYZ Charity & P2P Fundraising Campaign GOAL: • Promote a new peer-to-peer fundraising campaign to raise awareness of our organization and raise funds through social media AUDIENCE: • Young professionals in Windsor
  35. 35. XYZ Charity & P2P Fundraising Campaign TOOLS: • Facebook Page & Twitter OBJECTIVES: • Recruit 20 fundraisers to set up GivingPages • Raise $1500 by September 31st through our campaign • Raise awareness – increase likes by 150 & Twitter followers by 150 by September 31st
  36. 36. Measures Exposure: • Traffic to page • # of “Likes” Engagement: • Links to campaign landing page • # of posts to page • Conversations
  37. 37. Measures Influence: • # of posts on other pages/sites about campaign Action: • # of GivingPages set up • # of new donors • $ raised
  38. 38. TIPS
  39. 39. Don’t analyze too much/too soon • Analyze a manageable amount of data after a reasonable amount of time
  40. 40. Make measurement part of your social media plan • Makes it easier to track progress
  41. 41. Don’t just watch, observe and record • Accurate and thorough records creates a more complete picture of your efforts
  42. 42. Have a time-frame for your objective • Easier to assess the success of your objective • Don’t make it too short *Photo courtesy of alexkerhead
  43. 43. Measure a relevant amount of time • Ensures that you’ve gotten a representative sample that can be used to spot trends
  44. 44. Experiment! • Now that you’re measuring, test out different styles of post, frequency or messaging *Photo courtesy of we are dc
  45. 45. Tie it to long term goals • Increases the likelihood of success of your shorter-term social media objectives *Photo courtesy of rtadlock
  46. 46. ABOUT MYCHARITYCONNECTS
  47. 47. www.mycharityconnects.org Next Webinar • Free online resources • Information about technology “Peer to Peer • Video demonstrations Fundraising with CanadaHelps • More webinars GivingPages” • Past webinar recordings • Learning opportunities June 23, 2010 • Events 2PM – 3PM (Eastern Time)
  48. 48. Question and Answer You can hear us, but we can’t hear you Ask questions here Ask away!
  49. 49. Thank you for attending! Webinar slides and recording will be up on: www.mycharityconnects.org/pastwebinars Check out www.mycharityconnects.org for more resources! Questions, feedback, comments? Email us at: info@canadahelps.org
  50. 50. • socialmediatoday.com – Brian Solis • altitudebranding.com – Amber Naslund • asimplerway.com – Evo Terra • metricsman.wordpress.com - Don Bartholomew • bethkanter.org – Beth Kanter

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