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Social media the great debate
- 1. Social Media- the Great Debate Can it impact my fundraising? Ann Oleson, Converge Consulting
- 2. Our Time Together • Why is social media important? • The demographics of social media users • Will it work for us? • Creating a social strategy • Measuring ROI • Questions
- 3. Question • Why is social media important?
- 4. 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
- 5. Correlations
- 6. LET’S WATCH THIS YOUTUBE VIDEO TO LEARN A BIT MORE
- 7. Social media is exploding
- 8. Almost half a billion unique visitors to YouTube every month
- 9. Close to 200 million tweets per day on Twitter
- 10. Google+ has nearly 50 million users and growing
- 11. Facebook today is the size of the entire Internet in 2004
- 12. The average American is exposed to between 650-3,000 advertising messages a day! each day
- 13. There are dozens of social media channels that marketers are using to reach individuals
- 14. Question • Who is using social media/how? • Is it working?
- 17. Create a plan http://www.dilbert.com/strips/comic/2011-10-30/ http://www.flickr.com/photos/foxypar4/2168375264/
- 18. Social Media Strategy • Goal • Channel • Reach/Credible • Sustainable • Measureable Source: www.admissionslab.com 4 Keys to Putting your Social Media Strategy to Work
- 19. 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
- 20. 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)
- 21. Editorial Calendar: December 2012 Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1 2 – FB+T 3 – FB+T 4– 5 – FB+T 6 – FB+T 7 8 FB+T+Blog 9 – FB+T 10 – 11 – 12 – FB+T 13 – FB+T 14 15 FB+T+Video FB+T+Blog 16 – FB+T 17 – FB+T 18 FB+Blog 19. – FB 20 – FB+T 21 22 – The cool – Tweet about event occurs – Blog about the the cool event cool event 23 – FB+T 24 – FB+T 25 – 26 – FB+T 27 – FB+T 28 29 FB+T+Blog 30 – FB+T 31 – FB+T+Video
- 22. Social Media Strategy • Goal • Channel • Reach/Credible • Sustainable • Measureable Source: www.admissionslab.com 4 Keys to Putting your Social Media Strategy to Work
- 23. How Do We Measure the impact of Social Media?
- 24. Measurement If you can track it, you can measure it. If you can measure it, you can improve upon it.
- 25. ROI Analysis Build a Business Case
- 26. 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
- 27. Email Postcard Facebook Website Magazine Ad LinkedIn Twitter Your Marketing Hub
- 28. Engaged with the Site Went to a landing page Received an email
- 29. Measuring Social Media Impact: Direct- Use Google Analytics • Goals for: • Online donation form • Mobile giving form • Registrations Homecoming/Events • Updating Contact information
- 30. Sources
- 31. Social Report
- 32. Measuring Social Media Impact: Indirect • Dashboards (specific channels) • Campaign Reporting • Social Monitoring
- 33. Examples
- 34. National Philanthropy Day! That’s How It’s Done In Texas: Philanthropy Made Rice What It Is Today is National Philanthropy Day, "the special day set aside to recognize and pay tribute to the great contributions that... Keep Reading
- 35. Blogs
- 36. Blogs- Top 50 Non-profit http://www.businessesgrow.com/2011/05/08/the-worlds-best-non-profit-blogs/ 36
- 37. 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
- 40. Key Blogging Metrics: • Number of posts • Number of comments • Audience growth (unique and return visitors) • Number of conversions • Subscribers • Inbound links
- 46. Key Social Media Metrics • Referrals from social networks • Conversions from social networks • Facebook Fans, Likes, Shares, and Comments
- 50. Linked In • Connections • Who has viewed page/profile • Number of Groups • Advanced analytics
- 55. 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
- 59. Key YouTube Metrics • Number of YouTube channel subscribers • Referrals from YouTube • Views of videos on YouTube • Pages ranking on key terms from YouTube
- 63. Facebook
- 64. Twitter
- 65. Screen cap of DePaul Overview
- 66. Channel Report
- 68. Top Tweeters
- 71. Make changes Do more of what is working Eliminate what is not working