Social mediaroi


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  • Parrallels- in fact, success is often more likely for non-profits
  • (or continue using it) Biased, sure
  • Beats us
  • Before we start talking about platforms and what is out there. Think for a minute and write down which of these appeals to you. It could be one, all three, a combo. Whatever. As we talk think of ways in which you can use these tools to achieve those SPECIFIC goals.
  • It’s important to
  • Step 3: Engagement
  • * Remember: Social media is more art than science. This trial and error is an important part of the process
  • The jury’s still out on social media ROI, but this should give you the resources you need to measure some results and improve your strategy and tactics.
  • Social mediaroi

    1. 1. Measuring social media Return on Investment Presented By Frank Macinsky Strategic Images It’s worth it!
    2. 2. A little housekeeping <ul><li>Please press *6 in order to silence your line </li></ul><ul><li>We’ll be monitoring feedback and questions by using the ‘chat’ function </li></ul><ul><li>Don’t worry… we’ll still have a Q&A session at the end </li></ul>
    3. 3. Agenda <ul><li>Recap </li></ul><ul><li>Definitions </li></ul><ul><li>The ROI debate </li></ul><ul><li>Qualitative and Quantitative </li></ul><ul><li>Measuring ROI </li></ul><ul><li>Qualitative self-assessment </li></ul><ul><li>Questions </li></ul>
    4. 4. Where are we? <ul><li>The 5 D’s </li></ul><ul><ul><li>Dedicate </li></ul></ul><ul><ul><li>Decide </li></ul></ul><ul><ul><li>Define </li></ul></ul><ul><ul><li>Delegate </li></ul></ul><ul><ul><li>Develop </li></ul></ul><ul><li>Build a foundation </li></ul><ul><li>Manage staff/time </li></ul><ul><li>Measure results… </li></ul>
    5. 5. Return on Investment <ul><li>“ The net result of a given input.” </li></ul><ul><li>“ What you get from doing something.” </li></ul><ul><li>Traditionally: </li></ul><ul><li>Increase in revenue (donations) </li></ul><ul><li>Reduction in costs </li></ul><ul><li>ROI 2.0: </li></ul><ul><li>Qualitative </li></ul><ul><li>Social currency (Engagement, awareness, etc.) </li></ul>
    6. 6. Social media ROI is a hot topic Social media and marketing gurus are debating how to measure ROI: “ When people ask me the ROI of social media, I respond with a question of my own, ‘What’s the ROI of your phone.’” “ “ Ultimately, the key question to ask when measuring engagement is, ‘Are we getting what we want out of the conversation?’” And, as stubborn as it sounds Mr. CEO, you don’t get money out of a conversation.” “ Social media is an extension of business ethics… should we or can we measure it?”
    7. 7. Should we measure it? <ul><li>By analyzing our social media ROI, we are already ahead of the curve. </li></ul>Let’s talk some ROI…
    8. 8. Where do we start? <ul><li>Know what we’re trying to track </li></ul><ul><li>Remember our goals from the first webinar… </li></ul><ul><ul><li>Increase donations </li></ul></ul><ul><ul><ul><li>Number of donors, total revenue, number of donations, etc. </li></ul></ul></ul><ul><ul><li>Improve volunteer turnout </li></ul></ul><ul><ul><ul><li>How often, number of volunteers, event attendance, etc. </li></ul></ul></ul><ul><ul><li>Your specific goals with specific parameters </li></ul></ul>
    9. 9. Where do these goals fit? Short-Term Branding Financial Long-Term <ul><li>- Increase campaign impact </li></ul><ul><li>Increase # of donors </li></ul><ul><li>Event ticket sales </li></ul><ul><li>Annual donations </li></ul><ul><li>Number of donations </li></ul><ul><li>Repeat donors </li></ul><ul><li>Average donation </li></ul><ul><li>Followers/fans </li></ul><ul><li>Pageviews </li></ul><ul><li>Click-throughs </li></ul><ul><li>- Awareness </li></ul><ul><li>Engagement </li></ul>
    10. 10. Qualitative vs. Quantitative <ul><li>Contextually, quantitative (Financial) means ‘numerical data with a direct financial impact’ </li></ul><ul><li>Qualitative (Branding) data can be numeric: </li></ul>Non- Financial Impact Words (Qualitative) <ul><li>Web: </li></ul><ul><li>Visitors </li></ul><ul><li>Opens </li></ul><ul><li>Clicks </li></ul><ul><li>Social Media: </li></ul><ul><li>Engagement </li></ul><ul><li>Mentions </li></ul><ul><li>Shares </li></ul><ul><li>Comments </li></ul><ul><li>Traditional: </li></ul><ul><li>Impressions </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Viewers </li></ul>The real impact is in using both
    11. 11. Why both? <ul><li>Quantitative- Financial </li></ul><ul><ul><li>Most direct way to measure ROI </li></ul></ul><ul><ul><li>The easiest to bring to the board room, meeting, Executive Director, etc. </li></ul></ul><ul><ul><li>The proof is in the pudding </li></ul></ul><ul><li>Qualitative- Branding </li></ul><ul><ul><li>Social media is rarely measured in ‘dollar terms’ </li></ul></ul><ul><ul><li>Similar to ‘tough to measure’ traditional communication </li></ul></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><li>Branding </li></ul></ul></ul><ul><ul><li>Describes your activity and tactics </li></ul></ul><ul><ul><li>We’re being asked to measure conversation… it’s all about quality </li></ul></ul>
    12. 12. Measuring Combined ROI <ul><li>Step 1: Establish a baseline </li></ul><ul><li>Step 2: Chart your activity </li></ul><ul><li>Step 3: Measure community activity </li></ul><ul><li>Step 4: Look at internal data </li></ul><ul><li>Step 5: Make correlations and assumptions </li></ul>
    13. 13. Step 1: Establish a baseline Question: What was life like before social media? <ul><li>Use key statistics for your organization </li></ul><ul><li>Business examples: </li></ul><ul><ul><li>Market share </li></ul></ul><ul><ul><li>Growth percentage </li></ul></ul><ul><ul><li>Same store sales </li></ul></ul><ul><li>Use this to establish a period to focus on </li></ul>
    14. 14. Step 1: Establish a Baseline Beginning of social media usage
    15. 15. Step 2: Chart Your Activity <ul><li>Question: What have we been doing? </li></ul><ul><li>Make a timeline </li></ul><ul><ul><li>Be as specific as you can </li></ul></ul><ul><ul><li>Generate it yourself OR </li></ul></ul><ul><ul><li>Use social media measurement tools </li></ul></ul><ul><ul><ul><li>Facebook Insights (left toolbar on your fanpage) </li></ul></ul></ul><ul><ul><ul><li>Tweetstats ( ) </li></ul></ul></ul><ul><ul><ul><li>Twitter Counter ( ) </li></ul></ul></ul><ul><ul><ul><li>Hootsuite ( ) </li></ul></ul></ul>
    16. 16. Step 2: Chart Your Activity Activity Log: Week 1: Created profiles/added content Week 2: Promoted internally Week 3: Invited personal friends Week 4: Added logos to web/ e-mail Week 5: Added photos of event Week 6: Volunteer promotion
    17. 17. Step 3: Measure Community <ul><li>Question: What is the community doing that affects our bottom-line? </li></ul><ul><li>Things that we typically describe as ‘engagement’ </li></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><li>Follower/Fan growth </li></ul></ul><ul><li>Once again, social media tools are your friends </li></ul><ul><ul><li>Facebook Insights </li></ul></ul><ul><ul><li>Tweetstats/Twitter Counter </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul>
    18. 18. Step 3: Measure Community
    19. 19. Step 4: Look at Internal Stats Question: What statistics do we already chart internally that can help us measure ROI? <ul><li>These are different for every organization </li></ul><ul><li>Think of things that you typically use to measure success </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>New donations </li></ul></ul></ul><ul><ul><ul><li>New donors </li></ul></ul></ul><ul><ul><ul><li>Volunteer turnout </li></ul></ul></ul><ul><ul><ul><li>Event attendance </li></ul></ul></ul><ul><li>Chart these statistics similarly to previous steps </li></ul>
    20. 20. Step 5: Draw Conclusions <ul><li>Overlay the information that you’ve gathered </li></ul><ul><ul><li>Input values into Excel (or similar program) or </li></ul></ul><ul><ul><li>Print off charts and spread out on a conference table </li></ul></ul><ul><li>Look for patterns </li></ul><ul><ul><li>Increase in page views = increase in donations </li></ul></ul><ul><ul><li>More followers = more volunteers </li></ul></ul><ul><ul><li>Number of posts ≠ more donors </li></ul></ul><ul><li>Examine and explain correlations </li></ul><ul><ul><li>Ask yourself, “Why does this activity lead to that result?” </li></ul></ul><ul><li>Self-Evaluate your presence </li></ul><ul><li>Repeat the positives and measure next time </li></ul><ul><ul><li>Avoid/refine the negatives </li></ul></ul>
    21. 21. Side note: Qualitative <ul><li>This qualitative stuff can be hard to measure. Sometimes you just need the FAQs: </li></ul><ul><li>Ask for F eedback </li></ul><ul><ul><li>Only 18% of non-profits ask their stakeholders about their communication effectiveness </li></ul></ul><ul><ul><li>Asking for this feedback is acceptable in the social media world </li></ul></ul><ul><li>Establish A uthority </li></ul><ul><ul><li>Every community (geographic or digital) has experts and social connectors </li></ul></ul><ul><ul><li>Use your listening activities to identify these people </li></ul></ul><ul><ul><ul><li>Note when they ‘mention’ you and how to reach them </li></ul></ul></ul><ul><li>Assess Q uality </li></ul><ul><ul><li>Look at your activities and grade yourself on what you do and what you need to work on </li></ul></ul>Let’s take a look…
    22. 22. Edited Slide During this portion of the presentation, the webinar or workshop is opened up to discussion. The good, the bad, and the ugly of industry profiles are explored as well as where improvement can be made. As the next 8 slides are client-specific, they have been removed from the presentation.
    23. 23. Takeaways <ul><li>Social media ROI can be measured, it’s just a little different </li></ul><ul><li>Balance ‘quantitative’ and ‘qualitative’ </li></ul><ul><li>Establish correlations and make connections </li></ul><ul><li>Don’t forget to critique your presence </li></ul><ul><li>There are lots of resources to gather social media data…explore! </li></ul>
    24. 24. Questions?
    25. 25. Visit us online: