This report analyzes social media performance for Habitat for Humanity International's Cars for Homes department. It covers content engagement on facebook, twitter, pinterest, and also mailchimp and the HFHI blog during the month of April 2012. This is a well-documented summary of the type of work completed by Larry J Galante Consulting.

1. Social Media Report
April 1 – 30, 2012
Compiled by
Larry J. Galante
Social Media Consultant

2. Overview
Content production for Cars for Homes broken down by
social media platform & affiliates engaged in CFH posts:
Jan Feb Mar April Total - 2012
Facebook posts 5 1 0 5 11
Tweets 8 0 0 22 30
Google+ posts 1 1 0 4 6
Pinterest pins 0 0 0 12 12
Unique affiliates engaged 18 13 7 30 68
Total affiliate social actions 19 14 7 59 99

3. Vehicle of the Month program initiated on CarsforHomes.org
April Highlights | Cars for Homes

4. CFH donor story featured on Habitat World Blog and Habitat.org
homepage rotation
April Highlights | Cars for Homes

5. CFH social media distribution list created for affiliates, with 70
affiliates opted-in to help promote CFH locally on social media
April Highlights | Cars for Homes

6. What success looks like for Cars for Homes social media:
facebook | Cars for Homes

7. Click-throughs via

8. bit.ly | Cars for Homes
What is bit.ly?
Bit.ly is a service that HFHI uses to shorten links for posting on twitter,
facebook, and Google+
Once a bit.ly link is created, data is collected on how many people
actually click the link and where the link came from (site referrals)

9. 19
95
1721
FY 2010 FY 2011 FY 2012
bit.ly | Cars for Homes
Overview of click-throughs to
CarsforHomes.org via bit.ly links
Jan-
Mar,
367
April,
1354
FY 2012
As depicted on
the left, more
than 75% of
click-throughs in
FY 2012 have
occurred this
month (April’12)

10. bit.ly | Cars for Homes
306
823
0
225
CFH.org Photos Videos Blogs & Stories
CFH.org any standard web content from
CFH (i.e. Benefits of recycling
junk cars, How to claim vehicle
donation on your taxes, etc.)
Photos slideshows, pinterest pins,
Vehicle of the Month, etc.
Videos CFH videos from youtube, ARS,
and HFHI
Blogs & Stories CFH stories posted on the
Habitat World blog or Stories &
Multimedia section of Habitat.org
Total clicks in April
broken down by
type of content
NOTE: no videos
were posted in April

11. Twitter
71%
Facebook
26%
Google+
1%
Other
2%
bit.ly | Cars for Homes
April referrals by social media platform
Important notes:
The majority of CFH content
published through HFHI is
posted on Twitter.
Standard links to CFH.org
do far better on Twitter than
Facebook.
Links with photos perform
better on Facebook than
standard links to CFH.org

13. facebook
Performance of CFH content published to HFHI’s
facebook page in April 2012:
Date Post Reach
Engaged
Users
Engaged
Affiliates
4/1 Photo slideshow 15,654 264 21
4/17 Habitat World blog post 22,876 176 2
4/22 Earth Day post 10,108 91 2
TOTAL 48,638 531 25
Reach – the number of unique people who have seen the facebook post
Engaged users – the number of unique people who have clicked on, liked, commented,
or shared the facebook post
Engaged affiliates – the number of unique affiliates who have liked, commented, or
shared the facebook post

14. Comparison between performance of CFH content on
HFHI facebook page vs. ARS facebook page
Example: Habitat World blog post - Bus Donor
Same content posted on both facebook pages
facebook | Cars for Homes
Facebook page/post Reach Engaged Users
facebook.com/Habitat 22,876 176
facebook.com/CarsForHomes 47 3
Recommendation : Focus energy on posting CFH content to HFHI facebook
page (facebook.com/Habitat) to maximize reach

15. What success looks like for Cars for Homes social media:
facebook | Cars for Homes

16. Rather than segment support for Cars for Homes through a
separate facebook page, it’s much more effective to push
content through HFHI for a far greater reach and impact.
facebook | Cars for Homes

18. twitter
Performance of CFH content published to HFHI’s twitter
account in April 2012:
CFH Tweets Re-Tweets Affiliate RTs
Engaged
Affiliates
Potential
Reach
22 157 46 30 10,779
Engaged affiliates – the number of unique affiliates who have re-tweeted or
posted CFH content
Potential Reach – the number of people in affiliate networks who potentially
saw CFH content by following their local affiliate on twitter

19. twitter | Cars for Homes
This month, we noticed a few affiliates have started to use the hashtag
#CarsforHomes

20. twitter | Cars for Homes
HFH of Chesapeake has a strong following on twitter and has adopted
the hashtag #CarsforHomes

21. twitter | Cars for Homes
Taking inspiration from affiliates, HFHI will begin using the
hashtag, #CarsforHomes, in May 2012 to organize
discussion around the program.
infographics created with

23. Engaged users – number of unique people who have +1’d, commented, or shared the post
Engaged affiliates – number of unique affiliates who have +1’d, commented, or shared the post
Google+
Performance of CFH content published to HFHI’s Google+
page in April 2012:
Date Post Engaged Users Engaged Affiliates
4/1 Photo slideshow 8 2
4/12 Tax benefits 2 0
4/17 Habitat World blog post 4 0
4/22 Earth Day post 3 0
TOTAL 17 2

24. Although Google+ hasn’t gained much traction overall, some
affiliates such as Habitat LA and Habitat NOVA have used the
platform to promote Cars for Homes on their own accord.
Google+ | Cars for Homes

26. pinterest
The Cars for Homes
pinterest board was
created on HFHI’s
pinterest account on
April 11, 2012.
April Stats
12 pins posted
5 repins
pinterest.com/habitathumanity/cars-for-homes

27. Each vehicle
of the month
will be added
to pinterest.
All pins link
back to
CarsforHomes.org
pinterest | Cars for Homes

29. mailchimp
April 2012 marked the start of an email distribution list
for affiliates, providing affiliates with quick, easy ways to
share CFH content on social media.
Month Subscribers
Unique
Affiliates Opens Clicks
April 82 70 180 132
Subscribers – the total number of people subscribed to the monthly email list
Unique affiliates – the number of different affiliates subscribed to the list
Opens – the total number of times the CFH Social Media email was opened
Clicks – the total number of click-throughs on links contained in the email

30. mailchimp| Cars for Homes
Stats on April CFH
Social Media
email:
Industry – the
average open and
click rates for
non-profit emails

31. mailchimp | Cars for Homes
This CFH tweet had 5 retweets before the April social media email went
out to affiliates. After the email was distributed, 9 affiliates took
immediate action and retweeted this HFHI post about Cars for Homes.

32. mailchimp | Cars for Homes
Both of these facebook posts did very well, however, the top post was featured in
the April social media email and thus received 21 shares from affiliates versus
the bottom post, which was not in the email, & only had 2 shares from affiliates

33. 2/3 of subscribed affiliates are utilizing the social
media content to promote CFH locally
Top 3 affiliates utilizing April social media content
from the monthly mailchimp email:
 HFH of Portage County (OH)
 HFH of East Jefferson County (WA)
 HFH of Utah County (UT)
mailchimp| Cars for Homes
Takeaways:

34. Recommendations for Social Media

35. Continue to post CFH content to facebook & Google+ on average,
once per week
Vehicle of the Month*
Post Vehicle of the Month to facebook, twitter, Google+ and pinterest
the second week of every month
*Instead of including just the bit.ly link to Vehicle of the Month,
upload the original photo with each post to generate more
engagement (especially on facebook)
Utilize #CarsforHomes hashtag in every CFH tweet
Revise content distribution in email to affiliates
Provide more facebook posts to affiliates, recognizing that many
affiliates only use facebook (vs. twitter)
recommendations | Cars for Homes

36. Uploading the Vehicle of the Month photo to facebook is quite eye-
catching and will generate more engaged users for CFH.
recommendations | Cars for Homes