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Social Media Impact

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Presentation from Lake Superior Initiative webinar on measuring the impact of social media for nonprofits. Presented by Cameron Kruger.

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Social Media Impact

  1. 1.
  2. 2. SPONSORED BY<br />POWERED BY<br />
  3. 3. WEBINAR WORKSPACE<br />FULL SCREEN<br />PARTICIPANTS<br />PRESENTATION<br />CHAT BOX <br />
  4. 4.
  5. 5. WHAT IS<br />SOCIAL MEDIA<br />AND HOW DO WE USE IT?<br />
  6. 6. IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING<br />FACEBOOK MESSAGES, TWITTERING,LOOKING<br />AT PHOTOS ON FLICKR, BOOKMARKING WEB<br />PAGES ON DELICIOUS, TELLING PEOPLE<br />WHERE YOU ARE ON BRIGHTKITE, BECOMING<br />MAYOR OF STARBUCKS ON FOURSQUARE,<br />READING A BLOG POST, TEACHING THE WEB <br />WITH HUNCH, OR SHARING YOUR STUMBLES.<br />
  7. 7. MINIMUM ENGAGEMENT<br />Active Facebook presence.<br />Regularly updated web content.<br />Current multimedia images<br />or video. (YouTube or Flickr)<br />
  8. 8. NEXT LEVEL ENGAGEMENT<br />Topic on Linkedin.<br />Tweet, retweet, and trend.<br />Check-in on Foursquare.<br />
  9. 9. BUT…<br />Don’t hang your hat <br />on any one tool.<br />Your favorite site might go<br />up in flames tomorrow.<br />Plan first. Then match the<br />tools to meet your goals.<br />
  10. 10. Discovery<br />Outcomes<br />Strategy<br />Execution<br />Maintenance<br />Source: 5 Phases of Social Media Marketing<br />http://socialcomputingjournal.com/viewcolumn.cfm?colid=789<br />
  11. 11. DISCOVERY<br />WHO ARE THEY AND<br /> WHAT DO THEY SAY?<br />
  12. 12. RESEARCH<br />Search<br />Track<br />Alert<br />“Organization Name” +<br />City or Region Served<br />
  13. 13. MEASURE<br />Traffic<br />Interaction<br />Donations<br />Retention<br />Mentions<br />Linkbacks<br />Search Trends<br />Quality<br />
  14. 14. EVALUATE<br />Comparison to outside standards.<br />What are they saying about us?<br />Who is connected? <br />Who are they connected to?<br />How are they interacting?<br />
  15. 15. OUTCOMES<br />WHAT ARE WE MEASURING?<br />
  16. 16. Outcomes should be S.M.A.R.T.<br />Specific<br />Measurable<br />Achievable<br />Realistic<br />Timely<br />
  17. 17. Outcomes should relate back to<br />the mission of your organization.<br />Mission<br />Vision<br />Strategic Plan<br />Tech Plan<br />
  18. 18. Outcomes should relate to time.<br />Short-term<br />Mid-term<br />Long-term<br />Vision<br />
  19. 19. Outcome examples…<br />Increase traffic from Facebook<br />to our website by 5% in 3 months.<br />
  20. 20. Outcome examples…<br />Receive $500 in online donations<br />by November 20th.<br />
  21. 21. Outcome examples…<br />Have Mother’s Day 5K<br />reposted/retweeted by 6 key<br />social connectors before event.<br />
  22. 22. Outcomes as a Logic Model…<br />Inputs<br />Outputs<br />Outcomes<br />Impact<br />Staff<br />Volunteers<br />Computers<br />Website<br />Tech Skills<br />Outside Help<br />3 meaningful Facebook posts per week.<br />Active conversations on Twitter and LinkedIn.<br />Increase traffic from Facebook to online donation tool by 5% in 3 months<br />Receive $500 in online donations by November 30.<br />Primary form of giving is through online donation system.<br />Organization is mentioned positively in organic online interactions<br />Logic Model Development Guide from W.K. Kellogg Foundation<br />http://www.wkkf.org/knowledge-center/resources/2010/Logic-Model-Development-Guide.aspx<br />
  23. 23. STRATEGY<br />EXECUTION<br />HOW WILL WE DO IT?<br />
  24. 24. Develop Capabilities<br />Identify internal champions<br />Train and support implementers<br />Stay knowledgeable<br />
  25. 25. Define Activities<br />Identify resources required<br />Define phases and timeline<br />Establish responsibilities<br />
  26. 26. Engage in Conversation<br />Select the mediums for interaction<br />Provide relevant content<br />Engage the influencers<br />New Media Worksheet at Aids.gov<br />http://blog.aids.gov/downloads/new-media-strategy-map.pdf<br />
  27. 27. Implementer<br />Innovator<br />Decision-makers<br />And Policies<br /> How do we get people there?<br /> How many posts per day?<br /> What info do they want?<br /> Do we use events, causes, …?<br /> Who in our network is influential?<br />Outcomes<br />Objectives<br />
  28. 28. MAINTENANCE<br />HOW WILL WE KNOW<br /> HOW WE ARE DOING?<br />
  29. 29. Quality and frequency<br />of interactions.<br />Number of “Likes”.<br />Number of reposts.<br />Number of retweets.<br />Number of followers.<br />Number of references.<br />
  30. 30. Number of subscribers (FeedBurner)<br />Number of linkbacks (Bit.ly)<br />Overall shares on social media sites.<br />Frequency and quality of comments.<br />
  31. 31. Increased online donations<br />Increased traffic and conversions<br />
  32. 32. Did We Meet Our Outcomes?<br />$<br />Quality<br />Traffic<br />Linkbacks<br />Reposts<br />Positive Buzz<br />
  33. 33. Discovery<br />Outcomes<br />Strategy<br />Execution<br />Maintenance<br />Source: 5 Phases of Social Media Marketing<br />http://socialcomputingjournal.com/viewcolumn.cfm?colid=789<br />
  34. 34. Cameron Kruger<br />Training and Technical Assistance<br />Lake Superior Initiative<br />Twitter: @cckruger<br />Facebook: facebook.com/cckruger<br />
  35. 35. APPENDIX<br />A FEW MORE THINGS<br />
  36. 36. Considerations for the use of Social Media tools<br />Source: BlumaSussman and Mike Robert at Booz, Allen, and Hamilton<br />http://noteandpoint.com/documents/pdf/socialmediabizdev.pdf<br />
  37. 37. Links to tools mentioned in this presentation<br />www.bit.ly<br />www.google.com/alerts<br />www.dimdim.com<br />www.feedburner.com<br />www.tweetbeep.com<br />www.google.com/analytics<br />www.notify.me<br />www.addictomatic.com<br />www.twitalyzer.com<br />www.razoo.com<br />www.instantconference.com<br />
  38. 38. Further reading on the web<br />Nonprofit Tech 2.0 blog, Heather Mansfield<br />http://nonprofitorgs.wordpress.com<br />Beth’s Blog, Beth Kanter<br />http://www.bethkanter.org<br />NTEN Nonprofit Technology Network<br />http://www.nten.org<br />Mashable<br />http://www.mashable.com<br />Tech Soup Learning Center<br />http://www.techsoup.org/learningcenter<br />SmartBrief on Social Media<br />http://smartblogs.com/socialmedia/<br />

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