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Social Media…
   you can measure it!




Ann Oleson, Converge Consulting
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
Our Time Together
•  Social Media, “It’s about
   people”
•  Social Media Strategy and
   Metrics
•  How Do We Really Know if
   This Stuff Works?
•  Case study- Centennial
•  Questions
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
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.
Create a plan




                                                    http://www.dilbert.com/strips/comic/2011-10-30/




http://www.flickr.com/photos/foxypar4/2168375264/
Social Media Strategy

•    Goal
•    Channel
•    Reach/Credible
•    Sustainable
•    Measureable




Source: www.admissionslab.com
4 Keys to Putting your Social Media Strategy to Work
Nonprofit Social Media ROI
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.” #AMAHihgerEd
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)
Nonprofit Social Media ROI
Nonprofit Social Media ROI
Editorial Calendar: December 2012

  Monday      Tuesday   Wednesday          Thursday         Friday             Saturday        Sunday

                                                                                          1


2 – FB+T    3 – FB+T    4 – FB+T         5 – FB+T       6 – FB+T           7              8
                        +Blog

9 – FB+T    10 – FB+T   11 – FB+T        12 – FB+T      13 – FB+T          14             15
            +Video      +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 – FB+T        26 – FB+T      27 – FB+T          28             29
                        +Blog

30 – FB+T   31 – FB+T
            +Video
Social Media Strategy

•    Goal
•    Channel
•    Reach/Credible
•    Sustainable
•    Measureable




Source: www.admissionslab.com
4 Keys to Putting your Social Media Strategy to Work
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!
Email


                              Postcard
    Facebook




                 Website
   Magazine Ad               LinkedIn


                   Twitter




Your Marketing Hub
Repeat
                               Registered
         Purchased

Engaged with
  the Site



    Went to a
  landing page




                     Received an email
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
Blogs
      Hopkins Interactive
•  http://www.hopkins-
   interactive.com/




                                    31
Key Blogging Metrics:

•  Number of posts
•  Number of comments
•  Audience growth (unique and return visitors)
•  Number of conversions
•  Subscribers
•  Inbound links
Just Launched! Hail It Forward
Give back to your Michigan community by sharing one-to-one career guidance with U-M alumni and
students, including assistance with mentoring, professional branding, relocation, and employment
opportunities. For example, Zachary Rable, '10, is looking for an internship/shadowing opportunity
in the field of urban planning. It takes only a few minutes through Facebook. To help grow your
Michigan community and help Zachary, visit
facebook.com/Michiganalumni and click on the Hail It Forward application tab.
Key Social Media Metrics

•  Referrals from social networks
•  Conversions from social networks
•  Facebook Fans, Likes, Shares, and Comments
Facebook Metrics: Fans


    Link to Facebook Fan Analytics
Nonprofit Social Media ROI
Linked In

•    Connections
•    Who has viewed page/profile
•    Number of Groups
•    Advanced analytics
Twitter
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
Video
http://www.alumni.hbs.edu/giving/thankyou/thankyoudonors.html"
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
Nonprofit Social Media ROI
Facebook
Twitter
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
Questions?

Ann Oleson
ann@convergeconsulting.org

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Nonprofit Social Media ROI

  • 1. Social Media… you can measure it! Ann Oleson, Converge Consulting
  • 2. 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
  • 3. Our Time Together •  Social Media, “It’s about people” •  Social Media Strategy and Metrics •  How Do We Really Know if This Stuff Works? •  Case study- Centennial •  Questions
  • 4. LET’S WATCH THIS YOUTUBE VIDEO TO LEARN A BIT MORE
  • 5. Social media is exploding
  • 6. Almost half a billion unique visitors to YouTube every month
  • 7. Close to 200 million tweets per day on Twitter
  • 8. Google+ has nearly 50 million users and growing
  • 9. Facebook today is the size of the entire Internet in 2004
  • 10. The average American is exposed to between 650-3,000 advertising messages a day! each day
  • 11. There are dozens of social media channels that marketers are using to reach individuals
  • 12. How Do We Measure the impact of Social Media?
  • 13. Measurement If you can track it, you can measure it. If you can measure it, you can improve upon it.
  • 14. Create a plan http://www.dilbert.com/strips/comic/2011-10-30/ http://www.flickr.com/photos/foxypar4/2168375264/
  • 15. Social Media Strategy •  Goal •  Channel •  Reach/Credible •  Sustainable •  Measureable Source: www.admissionslab.com 4 Keys to Putting your Social Media Strategy to Work
  • 17. 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.” #AMAHihgerEd
  • 18. 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 – FB+T 5 – FB+T 6 – FB+T 7 8 +Blog 9 – FB+T 10 – FB+T 11 – FB+T 12 – FB+T 13 – FB+T 14 15 +Video +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 – FB+T 26 – FB+T 27 – FB+T 28 29 +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. ROI Analysis Build a Business Case
  • 24. 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!
  • 25. Email Postcard Facebook Website Magazine Ad LinkedIn Twitter Your Marketing Hub
  • 26. Repeat Registered Purchased Engaged with the Site Went to a landing page Received an email
  • 27. Measuring Social Media Impact: Direct- Use Google Analytics •  Goals for: •  Online donation form •  Mobile giving form •  Registrations Homecoming/ Events •  Updating Contact information
  • 30. Measuring Social Media Impact: Indirect •  Dashboards (specific channels) •  Campaign Reporting •  Social Monitoring
  • 31. Blogs Hopkins Interactive •  http://www.hopkins- interactive.com/ 31
  • 32. Key Blogging Metrics: •  Number of posts •  Number of comments •  Audience growth (unique and return visitors) •  Number of conversions •  Subscribers •  Inbound links
  • 33. Just Launched! Hail It Forward Give back to your Michigan community by sharing one-to-one career guidance with U-M alumni and students, including assistance with mentoring, professional branding, relocation, and employment opportunities. For example, Zachary Rable, '10, is looking for an internship/shadowing opportunity in the field of urban planning. It takes only a few minutes through Facebook. To help grow your Michigan community and help Zachary, visit facebook.com/Michiganalumni and click on the Hail It Forward application tab.
  • 34. Key Social Media Metrics •  Referrals from social networks •  Conversions from social networks •  Facebook Fans, Likes, Shares, and Comments
  • 35. Facebook Metrics: Fans Link to Facebook Fan Analytics
  • 37. Linked In •  Connections •  Who has viewed page/profile •  Number of Groups •  Advanced analytics
  • 39. 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
  • 41. Key YouTube Metrics •  Number of YouTube channel subscribers •  Referrals from YouTube •  Views of videos on YouTube •  Pages ranking on key terms from YouTube
  • 47. Screen cap of DePaul Overview
  • 52. Make changes Do more of what is working Eliminate what is not working