Presentation to the TCU Nonprofit Communicators Conference on May 18, 2012

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

4. Media Transitions

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

13. Channel 1:
Facebook Timeline

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/

15. Source: http://www.socialmediaexaminer.com/study-reveals-why-consumers-fan-facebook-pages/

16. Source: http://mashable.com/2012/03/21/non-profits-digital-infographic/

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

19. Keep audience informed

20. Tell your story …

22. Cross Marketing

24. Educate your audience

25. Engage your audience

28. Measurement
¥ Social Opt-ins
¥ Social Sharing
¥ Likes via External Sites
¥ Local Integration (Check-Ins)
¥ Relevant Moments

29. Channel 2:
Twitter

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/

38. Channel 3: Pinterest

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

40. Source:
http://dailyinfographic.com/a-very-pinteresting-

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