Debra Askanase: Staffing and Budgeting for Social Media Success

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  • Methodology: Results are based on an online survey of 462 VerticalResponse customers (123 non-profit organizations and 339 small businesses). The survey was conducted between Sept. 17, 2012, and Oct. 5, 2012.
  • Social media examiner survey: 3,813 participants. The largest group who took the survey work for small businesses of 2-10 employees (34%) followed by the self- employed (21%). Twenty percent of people taking the survey work for businesses with 100 or more employees. Most participants (57%) were based in the United States. Followed by Canada (9%), United Kingdom (9%) and Australia (5%).
  • Debra Askanase: Staffing and Budgeting for Social Media Success

    1. 1. Staffing and Budgeting forSocial Media SuccessPresented by Debra AskanaseDigital Engagement StrategistSocial Media for Nonprofits Boston, May 20,
    2. 2. About Debra AskanaseFormer executivedirector, organizer, business consultantDigital EngagementStrategist for mission-driven organizationsdebra@communityorganizer20.com@askdebra
    3. 3. You gotta prep for success
    4. 4. Staff supporthttp://www.flickr.com/photos/elanaspantry/3811903195/in/photostream/4FTEs, time and roles
    5. 5. Success factor 5http://nonprofitsocialnetworksurvey.com/download.phpDedicated staff
    6. 6. No social presence:No staff or budget 6http://nonprofitsocialnetworksurvey.com/download.php
    7. 7. Staff time allocated forsocial media 7http://nonprofitsocialnetworksurvey.com/download.php
    8. 8. Staff time by role and sizeof orghttp://www.nten.org/research/download_it_staffing_20128
    9. 9. Staff time by tech type oforganizationhttp://www.nten.org/research/download_it_staffing_20129
    10. 10. 6+ hours/week 10http://www.verticalresponse.com/blog/non-profits-investing-more-time-money-social-media/
    11. 11. Business comparable:Weekly time commitment 11http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
    12. 12. 12http://nonprofitsocialnetworksurvey.com/download.php
    13. 13. Social media channelscorrelate to hours availablehttp://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/13
    14. 14. How do they all connect?http://www.flickr.com/photos/santos/2252824606/in/photostream/14
    15. 15. What department makessense? 15http://nonprofitsocialnetworksurvey.com/download.php
    16. 16. It’s not what it’scalled, it’s your approach16http://nonprofitsocialnetworksurvey.com/download.php
    17. 17. How would you put communityin the center of your org?CommunityExecutivestaffDevelopmentPrograms17communications
    18. 18. Budgeting for successhttp://www.flickr.com/photos/ladymixy-uk/4189535985/in/photostream/18
    19. 19. The trend is to budget“The number of respondents allocating some budget (>$0)grew from 47% (2010) to 52% (2011) to 54% (2012) over 3years.”http://nonprofitsocialnetworksurvey.com/download.php
    20. 20. Yearly budget for socialpresence 20http://nonprofitsocialnetworksurvey.com/download.php
    21. 21. Yearly budget forin-house social networks 21http://nonprofitsocialnetworksurvey.com/download.php
    22. 22. NPOs are paying for social toolshttp://www.verticalresponse.com/blog/non-profits-investing-more-time-money-social-media/
    23. 23. http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream/StaffConsultantsSoftwareCloud servicesHardwareOnline campaignsPromotionGraphic designVideo editingPutting together your budget
    24. 24. (Pro tip…)A successful budget isbased on a thoughtfulstrategy24
    25. 25. Salary benchmarkshttp://www.nten.org/research/download_it_staffing_201225
    26. 26. Typically outsourcedmarketing serviceshttp://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/26
    27. 27. 3 budget scenariosItem Minimum Prepping forSuccessSupportingSuccessPersonnel .25 time .5 time 1+ FTEVideo $300/year $1,500/year $2,500+/yearSocial media monitoring $0 $300/month $500 - $1,000/monthStrategy In-house - $0 Consultant developsstrategy, $2,000 +Plan + ongoing support$5,000+Facebook services Free services plusone customization$300 - $500$500 - $1,000/year(customization, mini-campaign)$1,500 - $2,000/yearPaid social mediaservices (Flickr Pro,backup)No paid services $500/year $1,000+/yearGraphics support DIY orpurchase/training forgraphics$200/yearMix of graphic designerand paid service $300-$850/yr$850 - $2,000/year
    28. 28. Checking your list 28 Sufficient staff time Realistic salary for staff Realistic budget for lineitems to supportstrategy Staffing structure
    29. 29. I’m always available toanswer follow-upquestions!Email: debra@communityorganizer20.comWebsite & blog:communityorganizer20.comTwitter: @askDebraSlides: slideshare.net/debaskLinkedin: linked.com/in/debraaskanaseTelephone: (617) 682-2977
    30. 30. Staffing and Budgeting forSocial Media SuccessPresented by Debra AskanaseDigital Engagement StrategistSocial Media for Nonprofits Boston, May

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