Transcript
Social Media- the Great Debate Can it impact my fundraising?
Ann Oleson, Converge Consulting
• Why is social media
important?
• The demographics of social
media users
• Will it work for us?
• Creating a social strategy
• Measuring ROI
• Questions
Our Time Together
Question
• Why is social media important?
The Top 50 Non-Profits
• 92% of the top 50 non-profits have at least
1 social media presence on their
homepage
• PBS has most Twitter followers 840,653
• American Red Cross first to create a
Twitter account
• Food for the Poor most talked about on
Facebook 220 posts in 2 months
Correlations
LET’S WATCH THIS YOUTUBE VIDEO
TO LEARN A BIT MORE
Social media is exploding
Almost half a billion unique
visitors to YouTube every month
Close to 200 million tweets per day on Twitter
Google+ has nearly 50 million users and
growing
Facebook today is the size of the
entire Internet in 2004
The average American is exposed to between
650-3,000 advertising messages a day! each day
There are dozens of social media channels that
marketers are using to reach individuals
Question
• Who is using social media/how?
• Is it working?
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.flickr.com/photos/foxypar4/2168375264/
Create a plan
Social Media Strategy
• Goal
• Channel
• Reach/Credible
• Sustainable
• Measureable
Source: www.admissionslab.com
4 Keys to Putting your Social Media Strategy to Work
Results
• Over 1500 Tweets #AMAHigherEd
• Reward for Engagement Random
Drawing almost 50% of the attendees
• Top Tweeter 66 tweets in 3 days
• Most retweeted 22times
@lizgross144 “The Marketing Office is
Not a Kinko’s.” #AMAHigherEd
Goal for Social Media
• Direct action (drive
dollars and donors)
• Engagement (connected
with young alums)
• Customer Service (find
out what people are
happy/unhappy with)
• Campaign (short burst)
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1
2 – FB+T
3 – FB+T 4 –
FB+T+Blog
5 – FB+T 6 – FB+T 7 8
9 – FB+T 10 – FB+T+Video
11 –
FB+T+Blog
12 – FB+T 13 – FB+T 14 15
16 – FB+T 17 – FB+T 18 FB+Blog
– Tweet about
the cool event
19. – FB
– The cool
event occurs
20 – FB+T
– Blog about the
cool event
21 22
23 – FB+T 24 – FB+T 25 –
FB+T+Blog
26 – FB+T 27 – FB+T 28 29
30 – FB+T 31 – FB+T+Video
Editorial Calendar: December 2012
Social Media Strategy
• Goal
• Channel
• Reach/Credible
• Sustainable
• Measureable
Source: www.admissionslab.com
4 Keys to Putting your Social Media Strategy to Work
How Do We Measure the
impact of Social Media?
Measurement
If you can track it,
you can measure it.
If you can measure it,
you can improve upon it.
ROI Analysis Build a Business Case
Establishing ROI- Direct
If we can work backwards from the
value of an online action we can
establish the value of a specific Social
Media connection.
*All numbers are created as examples
Website
Your Marketing Hub
Facebook Postcard
Magazine Ad
Received an email
Went to a
landing page
Engaged with
the Site
Measuring Social Media Impact:
Direct- Use Google Analytics
• Goals for:
• Online donation form
• Mobile giving form
• Registrations
Homecoming/Events
• Updating Contact information
Sources
Social Report
Measuring Social Media Impact:
Indirect
• Dashboards (specific channels)
• Campaign Reporting
• Social Monitoring
Examples
National Philanthropy Day!
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Keep Reading
Blogs
Blogs- Top 50 Non-profit
36
http://www.businessesgrow.com/2011/05/08/the-worlds-best-non-profit-blogs/
Blogs
• Superior content
• Non-intrusive yet effective calls to action
• Good use of multi-media photography and video
• Superb use of story-telling to align with objectives
• Attractive and functional design
• Convenient social sharing
• Features that involve key stakeholders
Key Blogging Metrics:
• Number of posts
• Number of comments
• Audience growth (unique and return visitors)
• Number of conversions
• Subscribers
• Inbound links
Key Social Media Metrics
• Referrals from social networks
• Conversions from social networks
• Facebook Fans, Likes, Shares, and Comments
Linked In
• Connections
• Who has viewed page/profile
• Number of Groups
• Advanced analytics
Key Twitter Metrics
• Number of Followers
• 2nd-order followers (follower’s follower
count)
• Velocity: average of first-and second-
order followers attracted per day since
the account was established
• Social Capital: Influence of twitter
followers
• Centralization: How much influence
(reach) is invested in a small number of
followers
• Pages ranking on key terms from
microblogging sites
http://mashable.com/2013/01/02/youtube-non-profit-2012/
http://www.youtube.com/watch?v=64G5FfG2Xpg
Key YouTube Metrics
• Number of
YouTube channel
subscribers
• Referrals from
YouTube
• Views of videos on
YouTube
• Pages ranking on
key terms from
YouTube
Social Media Monitoring
DePaul University Centennial
Screen cap of DePaul Overview
Channel Report
Sentiment by Channel
Top Tweeters
Wordcloud (frequency)
Make changes
Do more of what is working
Eliminate what is not working
top related