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Using ROI Thinking to Build A Community for Your Blog Using measurement to learn what works and what doesn’t Beth Kanter, ...
Beth Kanter: Trainer Photo by Steve Goodman
 
Let’s define Return on  Investment  Thinking
Executive Director  How much will it cost? What are the results? How much staff time?  Can we afford it?
How do I calculate that?
Sum of Time & Money Saved  Plus …. Minus … Time & Money spent on your blog Equals … Return on Investment Money earned or d...
It is more than just math …
It is looking in the mirror . . .
Benchmarking with metrics as guides for improvement ….
Especially if you just started to climb the social media mountain …
When I started blogging in 2003 …
 
How come no one is commenting?
I was talking to myself
Set a goal Identify the audience Strategy and Tactics
Beth’s Blog: Nonprofits and Social Media Profiles & Presence Content in many places   RSS Powered Fundraising Sharing phot...
<ul><li>How can I engage?  </li></ul><ul><li>Listening by using monitoring tools  </li></ul><ul><li>Read other blogs in RS...
Then I discovered the measurement gurus …
The Secret Sauce Raw Author Contribution Unique Blog Readers  Conversation Index Authority Cost  Return on Investment  Avi...
1. Raw Author Contribution
2. Unique Blog Readers RSS Subscribers
Unique Daily Visitors
Do I really want visitors because they Googled “Beth”?
So, I added a tagline to my blog – “how nonprofits can use social media.”  Good thing because after Howard Stern married a...
 
Much better to show up first when people google the words  social media nonprofit.
3. Conversation Index
I got obsessed with conversations in the comments …
But there are other ways to evaluate engagement
 
2008 2007 What drives other social media sites and bloggers to link to you?
The Three R’s of Relationship Building
Relationship Building
Rewards
Reciprocity
4. Cost
Reading Writing Maintenance Outreach Commenting Work Flow 5-10 hours per week
Value
 
 
Increased and more efficient inquiries for service
Over $215,000 raised ….
There are also intangible benefits
Deepens expertise
“ Your blog has made a tremendous difference in my work at my nonprofit .” “ You've really been a huge help. Thank you for...
 
Yes!
<ul><li>Goal </li></ul><ul><li>Audience </li></ul><ul><li>Strategy </li></ul><ul><li>Metrics and Benchmark  </li></ul><ul>...
Thank You!  Beth’s Blog http://beth.typepad.com My Wiki http://socialmediametrics.wikispaces.com Have a blog post topic id...
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E-Metrics: Followers, Friends, and Fans - Expanding Your Online Community

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http://beth.typepad.com slides for e-metrics

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  • Very interesting ppt. The research indicated PPT only contains 30% of information; therefore the 70% valuable information comes from the presenter himself/herself. soEZLecturing.com provides you a chance to record your voice with your PowerPoint presentation and upload to the website. It can share with more readers and also promote your presentation more effectively on soEZLecturing.com.
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E-Metrics: Followers, Friends, and Fans - Expanding Your Online Community

  1. Using ROI Thinking to Build A Community for Your Blog Using measurement to learn what works and what doesn’t Beth Kanter, Beth’s Blog eMetrics – October 21, 2008
  2. Beth Kanter: Trainer Photo by Steve Goodman
  3.  
  4. Let’s define Return on Investment Thinking
  5. Executive Director How much will it cost? What are the results? How much staff time? Can we afford it?
  6. How do I calculate that?
  7. Sum of Time & Money Saved Plus …. Minus … Time & Money spent on your blog Equals … Return on Investment Money earned or donated Benefits translated into value Plus …. The ROI of Blogging ….
  8. It is more than just math …
  9. It is looking in the mirror . . .
  10. Benchmarking with metrics as guides for improvement ….
  11. Especially if you just started to climb the social media mountain …
  12. When I started blogging in 2003 …
  13.  
  14. How come no one is commenting?
  15. I was talking to myself
  16. Set a goal Identify the audience Strategy and Tactics
  17. Beth’s Blog: Nonprofits and Social Media Profiles & Presence Content in many places RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
  18. <ul><li>How can I engage? </li></ul><ul><li>Listening by using monitoring tools </li></ul><ul><li>Read other blogs in RSS reader </li></ul><ul><li>Incorporate posts with questions, contests, etc. </li></ul><ul><li>Got my first comment and started to engage in conversation </li></ul><ul><li>Started to use comments for blog post ideas </li></ul><ul><li>Started linking to other bloggers in the space </li></ul><ul><li>Commented on other blogs, joined and engaged in other blog/social media communities </li></ul><ul><li>Incorporated blog as part of my face-to-face training work </li></ul>
  19. Then I discovered the measurement gurus …
  20. The Secret Sauce Raw Author Contribution Unique Blog Readers Conversation Index Authority Cost Return on Investment Avinash
  21. 1. Raw Author Contribution
  22. 2. Unique Blog Readers RSS Subscribers
  23. Unique Daily Visitors
  24. Do I really want visitors because they Googled “Beth”?
  25. So, I added a tagline to my blog – “how nonprofits can use social media.” Good thing because after Howard Stern married a woman named Beth and the band KISS posted that song on YouTube, my blog was no longer number one! (Although still on the top page of results)
  26.  
  27. Much better to show up first when people google the words social media nonprofit.
  28. 3. Conversation Index
  29. I got obsessed with conversations in the comments …
  30. But there are other ways to evaluate engagement
  31.  
  32. 2008 2007 What drives other social media sites and bloggers to link to you?
  33. The Three R’s of Relationship Building
  34. Relationship Building
  35. Rewards
  36. Reciprocity
  37. 4. Cost
  38. Reading Writing Maintenance Outreach Commenting Work Flow 5-10 hours per week
  39. Value
  40.  
  41.  
  42. Increased and more efficient inquiries for service
  43. Over $215,000 raised ….
  44. There are also intangible benefits
  45. Deepens expertise
  46. “ Your blog has made a tremendous difference in my work at my nonprofit .” “ You've really been a huge help. Thank you for taking the time to help us newbies along. I especially appreciate both the quality and the personal nature of your posts and learning tools.&quot;   - Nonprofit Reader
  47.  
  48. Yes!
  49. <ul><li>Goal </li></ul><ul><li>Audience </li></ul><ul><li>Strategy </li></ul><ul><li>Metrics and Benchmark </li></ul><ul><li>Look at benefits and values </li></ul><ul><li>Intangibles are important </li></ul><ul><li>Reflect on the data to improve </li></ul>
  50. Thank You! Beth’s Blog http://beth.typepad.com My Wiki http://socialmediametrics.wikispaces.com Have a blog post topic idea? [email_address]

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