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Patrick Culp, Sprout Social: Measuring Return on Engagement in Nonprofit Social Media


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How can nonprofits measure the effectiveness of investments of time and money in social media marketing? Patrick will explore social media analytics and efficiency opportunities through both best practices and examples of what not to do.

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Patrick Culp, Sprout Social: Measuring Return on Engagement in Nonprofit Social Media

  1. 1. Social Media in the Nonprofit World:<br />Can you measure a “ROI”? <br />Patrick Culp<br />Director of Sales, Sprout Social Inc.<br />September 27, 2011<br />
  2. 2. The Hard Questions<br /><ul><li>Is there a key tactic for a successful social media engagement strategy?
  3. 3. What can we measure to determine success with social media engagement?
  4. 4. Sounds like a lot of work … how can we be more efficient?</li></li></ul><li>Distribution<br />Volume<br />Velocity<br />Reach<br />Content<br />Desired Outcome?<br />Awareness<br />Behavior<br />
  5. 5. Volume … Yes<br />Velocity … Yes<br />Reach … Yes<br />Content … No thank you<br />
  6. 6. Levels of Social Media Engagement<br />Shallow<br />Deep<br />Adapted from copyright 2009<br />
  7. 7. Key Tactic<br />What is your hub (website or fan page)?<br />Your social media efforts need to revolve around pointing users back to that hub. <br />
  8. 8. “ROI”<br />Return on Investment - What does this mean to you?<br />What are we measuring?<br />Return = ? <br />Behavior<br />Contribution<br />Purchase<br />Investment =?<br />Time <br />Opportunity<br />Money<br />
  9. 9. Attaching Social Effort to the ‘Return’<br />Most Social Media ROI is going to be intangible<br />… We think that's OK and expected.<br />
  10. 10. Metrics to Track<br /><ul><li>What percentage of your audience is engagingwith you?
  11. 11. Is your online audience growing?</li></ul>Specifically is it growing in meaningful ways?<br /><ul><li>Are you getting website traffic from social networks?
  12. 12. Is the volume &frequency of conversationsabout your cause growing?</li></li></ul><li>Tip 1: Measure Against Your Own Growth<br />
  13. 13. Tip 2: Increase Conversations in Meaningful Ways<br />
  14. 14. Tip 3: Measure Success of Social Networks as Traffic Sources<br />
  15. 15. Tip 3: Measure Potential Virality / Reach<br />How many people are spreading/owning your message, and how far is the message reaching?<br />
  16. 16. If it’s all about engagement….<br />How do you determine what works and what doesn’t in a ‘one to one’ engagement world?<br />… when your audience is many <br />… and there is only one of you <br />… (or less)<br />
  17. 17. …kind of makes you feel like this mule.<br />
  18. 18. With current established networks and the growing presence of more venues on a regular basis – management for consistency, efficiency, and promptness become critical.<br />But How?<br />More People<br />Tools<br />Maybe both…<br />
  19. 19. It is being done…<br />
  20. 20. Exceptionally well…<br />Social media is ideal for Not-for-profit organizations, people want to get behind causes, and they want to do it publicly.<br />charity:water Success<br />In two years,charity:waterraised $9.7 million and funded 1,341 clean water projects that serve 727,110 people, very much driven by the use social media.<br />
  21. 21. Q&A<br />Social is a tool to help people get behind your movement, cause or purpose, and SM is the greatest catalyst for a movement that we've ever seen<br />If you agree – keep an eye on us. We strive to help the community in everyway possible.<br />
  22. 22. Social media made easy!<br />