BEYOND TRANSACTIONAL    MEASUREMENTThe Squishy Realm of Non-Profit Social Media                Engagement
NON-PROFITSCan be fully fundedMay have operating unitsCan be: religious, educational, charitable, scientific,literary, char...
KNOWLEDGEWORKSAn operating foundation with 3 national subsidiariesNational and State advocacy teamsDeep history of social ...
WHAT’S YOUR MEASURE?If you are not in the business of raising money?If your product is non-transactional?
SUCCESS IN SOCIAL MEDIABrands can easily buy likes with product, coupons, etc.Provocateurs also draw audiencesSnark sellsP...
WHERE DO THE NICE GUYS       FINISH?Playing by the rulesBeing authenticProviding good, original contentParticipating socia...
DEFINE THE AUDIENCEThe communities, districts and states who wouldbenefit from a B2B relationship with usPolicy makers in a...
IDENTIFY PARTICIPANTSPlus: By its very nature your industry attracts the kindof people that are comfortable, willing and e...
CONDUCT A SOCIAL MEDIA      REVIEWIdentify all brandidentities acrossplatformsFind your naturalstrengths andweaknesses
CONTENT REFINERYContent audit  Social engagement is about sharing  you have to have shareable content
THREE R’SRelevanceResonanceReach
RAW DATAImportant for measurement baselineHelps determine if you are moving in the rightdirection with your contentCan sho...
TYPICAL REPORT
4 KEY METRICSConnections (fans, followers, friends, subscribers)Audience engagements (comments, posts, mentions)Social med...
KLOUT MATRIX, R.I.PGave communitymanagers continuousfeedback on Twitteraccount performanceBroadened the waymarketers thoug...
TWITTER
FACEBOOK
BLOGGING
BECAUSE EACH BRAND IS        UNIQUEPinterestQuoraNewsletter publicationEmail marketingLinkedIn
RECAPdefine audience             supplement with real                           world examplesidentify participants        ...
The Squishy Realm of Non-Profit Social Media                Engagement            Jeanne Kelly Bernish              @Jeanne...
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Cincinnati Digital Non Conference presentation on non-profit social media engagement

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  • Dignc2012 copy

    1. 1. BEYOND TRANSACTIONAL MEASUREMENTThe Squishy Realm of Non-Profit Social Media Engagement
    2. 2. NON-PROFITSCan be fully fundedMay have operating unitsCan be: religious, educational, charitable, scientific,literary, charitable or non-charitable
    3. 3. KNOWLEDGEWORKSAn operating foundation with 3 national subsidiariesNational and State advocacy teamsDeep history of social justice and thought leadership6 brands 2 divisions each with their own social mediareal estate (Twitter, Pinterest, LinkedIn,YouTube, Blog,etc.)
    4. 4. WHAT’S YOUR MEASURE?If you are not in the business of raising money?If your product is non-transactional?
    5. 5. SUCCESS IN SOCIAL MEDIABrands can easily buy likes with product, coupons, etc.Provocateurs also draw audiencesSnark sellsPolitical in a highly politicized space
    6. 6. WHERE DO THE NICE GUYS FINISH?Playing by the rulesBeing authenticProviding good, original contentParticipating socially
    7. 7. DEFINE THE AUDIENCEThe communities, districts and states who wouldbenefit from a B2B relationship with usPolicy makers in a position to remove barriers toprogressActivists and innovators seeking solutions
    8. 8. IDENTIFY PARTICIPANTSPlus: By its very nature your industry attracts the kindof people that are comfortable, willing and eager toparticipate in the social media space.Minus: By its very nature your industry attracts thekind of people that are comfortable, willing and eagerto participate in the social media space.
    9. 9. CONDUCT A SOCIAL MEDIA REVIEWIdentify all brandidentities acrossplatformsFind your naturalstrengths andweaknesses
    10. 10. CONTENT REFINERYContent audit Social engagement is about sharing you have to have shareable content
    11. 11. THREE R’SRelevanceResonanceReach
    12. 12. RAW DATAImportant for measurement baselineHelps determine if you are moving in the rightdirection with your contentCan show impressive growth - easy wins
    13. 13. TYPICAL REPORT
    14. 14. 4 KEY METRICSConnections (fans, followers, friends, subscribers)Audience engagements (comments, posts, mentions)Social media referrals (to-web conversions)Social media conversions (off-line conversations)
    15. 15. KLOUT MATRIX, R.I.PGave communitymanagers continuousfeedback on Twitteraccount performanceBroadened the waymarketers thoughtabout brand persona
    16. 16. TWITTER
    17. 17. FACEBOOK
    18. 18. BLOGGING
    19. 19. BECAUSE EACH BRAND IS UNIQUEPinterestQuoraNewsletter publicationEmail marketingLinkedIn
    20. 20. RECAPdefine audience supplement with real world examplesidentify participants measure what mattersconduct sm review evangelize forcontent refinery engagement over popularityfocus on 3 R’sbenchmark raw data
    21. 21. The Squishy Realm of Non-Profit Social Media Engagement Jeanne Kelly Bernish @JeanneBernish

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