Five new measures five new channels
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The document discusses 5 new media channels and 5 new measures for non-profit organizations. It introduces Dr. Julie O'Neil and Dr. Laura Bright from Texas Christian University. They discuss how consumers are shifting to new media like social media and how organizations can use channels like Facebook, Twitter, Pinterest, QR codes, and geolocation marketing to engage supporters. Each channel is described in terms of typical users, benefits for non-profits, examples, and potential measurement metrics. The document emphasizes that the best approach depends on an organization's goals, mission and resources.
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Five new measures five new channels
- 1. Five New Measures & Five New Channels for Organizations Julie O’Neil, Ph.D & Laura F. Bright, Ph.D. Schieffer School of Journalism Texas Christian University
- 2. Introductions ¥ Julie O’Neil, Ph.D. ¥ Associate Professor ¥ Schieffer School of Journalism ¥ Laura F. Bright, Ph.D. ¥ Assistant Professor ¥ Schieffer School of Journalism
- 3. Overview ¥ Transition from Old to New Media ¥ 5 New Channels ¥ 5 New Measurements ¥ Integration for Your Non-Profit ¥ Conclusions ¥ Q&A
- 6. Reasons for Change Demassification Narrowcasting Changes in Media Consumption Multitasking Media Models are Redefining Consumer-centric 12
- 8. On a typical day ... ¥ 92% of Americans get news from multiple platforms ¥ 55% of Americans think it is easier to keep up with the news today than 5 years ago ¥ 63% read the news online first and foremost ¥ Of that 63%, roughly 30% have engaged with news content socially, i.e. retweeting, commenting, etc. Source: http://www.flickr.com/photos/theonlinecirclemarketing/4982666728/
- 9. Consumers shifting to ...
- 11. Using Social Media to Your Advantage ¥ Cross Market ¥ Spread the word ¥ Educate your audience ¥ Engage your cause Source: http://blog.justgiving.com/community/top-five-ways-to-use-social-media/
- 12. 5 New Channels & 5 New Measures
- 14. Who is on Facebook ¥ 845 million monthly active users ¥ Over 50% of users between 35 - 54 years old ¥ 57% have some college education ¥ 57% female / 43% male ¥ 47% make $50,000 - $99,999 per year ¥ Average time on site: 23.5 minutes Source: http://thecontentwrangler.com/2012/03/09/infographic-social-media-demographics-facebook-twitter-linkedin-google-and-more/
- 17. Benefits of FB Timeline ¥ Tell your story ¥ Visually connect with your donors, volunteers, prospective markets ¥ Engage & educate your visitors ¥ Keep constituents informed over time ¥ Cross marketing with other media outlets
- 18. Visually engage your audience
- 20. Tell your story …
- 22. Cross Marketing
- 28. Measurement ¥ Social Opt-ins ¥ Social Sharing ¥ Likes via External Sites ¥ Local Integration (Check-Ins) ¥ Relevant Moments
- 30. Who is on Twitter ¥ 127 million active users ¥ Average time on site: 11.5 minutes ¥ 54% of Tweeters on mobile devices ¥ 59% female / 41% male ¥ Mostly 25 - 44 years old ¥ 38% at $50,000 - $99,999 annual income ¥ 59% have some college education Source: http://thecontentwrangler.com/2012/03/09/infographic-social-media-demographics-facebook-twitter-linkedin-google-and-more/
- 31. Reasons to Use Twitter ¥ Cross Marketing ¥ Engage consumers via live chat ¥ Organize a Tweet Up ¥ Involve followers in improvements ¥ Create a hashtag to inspire a conversation ¥ Interact with volunteers ¥ Follow experts in your field
- 36. Top 10 Twitter Tips ¥ Be authentic ¥ Send direct messages ¥ Reply & Retweet ¥ Don’t worry about unfollows ¥ Follow back ¥ Limit tweets to 5 per day ¥ Use favorites ¥ You get out what you put ¥ Be an expert in - have fun! ¥ Tweet about others Source: http://www.fundraising123.org/article/10-twitter-tips-nonprofit-organizations/
- 37. Measurement ¥ Listen to responses ¥ Klout ¥ Followers ¥ PeerIndex ¥ Hashtag usage ¥ Retweet Rank ¥ Click through rates on links ¥ Twitalyzer ¥ Sentiment Source: http://www.mediabistro.com/alltwitter/5-tools-to-measure-your-twitter-influence_b3570/
- 39. Who is on Pinterest ¥ Women constitute 70% of users ¥ Women primarily ages 25-44; from Midwest and Central U.S. ¥ Average length on site is 16 minutes, just behind YouTube at 16.5 minutes ¥ 3rd most popular platform, behind Facebook and Twitter
- 41. Reasons to Use Pinterest ¥ Tell your story with images ¥ Curate content ¥ Build community among your values ¥ Drive behavior: website traffic, money, activism, and more
- 42. Use Pinterest to Visually Tell a Story
- 43. Use Pinterest to Secure Donations
- 44. Use Pinterest to Drive Behavior
- 45. Use Pinterest to Create Community
- 46. Measuring Pinterest ¥ Pinpuff ¥ PinReach ¥ Pinerly ¥ Google Analytics
- 47. Channel 4: QR Codes Source: http://www.forbes.com/sites/ilyapozin/2012/03/08/are-
- 48. Users of QR Codes ¥ In June 2011, 14 million U.S. smartphone users scanned a QR code. That’s 17% of smartphone users. ¥ 54% of QR code scanners are between 18-24 years of age ¥ QR code scanners are 60% male and 40% female ¥ 36% of QR code scanners have a household income of $100,000 or more Source: comScore, inc.
- 49. QR codes to tell a story http://www.springwise.com/retail/totem/
- 50. QR codes to increase transparency Source: Selfishgiving
- 51. QR codes to increase donations
- 52. Measuring QR Codes? Depends on your purpose.
- 53. Channel 5: Geolocation Marketing Source: http://itsallpartoftheplan.wordpress.com/2011/07/24/location- based-services-are-they-useful/
- 54. Users of Geolocation apps ¥ 75% ages 23 to 45 ¥ 37% female, 63% male ¥ Average income $92,000 ¥ In 2010, 42% had used a geolocation app; in 2011, 32% had used a geolocation app. Source: Forrester
- 55. Geolocation app to increase patronage Brooklyn Museum provided a 1-year free membership for its “mayor” on Target First Saturday
- 56. Geolocation app to engage Streams and Valleys: •96 Foursquare friends. •15 spots checked 297 times
- 57. Geolocation to encourage exploration Source: http://www.slideshare.net/chadnorman/50-more-social-media-tactics-for- nonprofits
- 58. Measuring Geolocation apps? Depends on your purpose.
- 59. In summary It’s not about the tactic, it’s about the results. And your organization. And your mission. And your goals and objectives. And your resources.
- 60. Questions & Comments