Presented at the Social Media for Nonprofits Summit presented by Ragan in St. Louis on September 10, 2013

1. Presented to Absolute Soware | May 29, 2009© Affect Strategies

2. Sandra
Fathi
• President, Affect
– Public Relations and Social Media Firm
– Serving Technology, Healthcare & Professional Services
• Past President, PRSA-NY Chapter
• Past President, PRSA Technology Section
• Sample Clients:
2

3. How Brands Use SM
• Build awareness
• Educate constituents
• Strengthen customer loyalty
• Provide customer service
• Conduct market research
• Target media and key influencers
• Recruit employees
• Generate leads
• Generate revenue
Reputation
Make
Money
Education
Save
Money
3

4. How Nonprofits Use SM
• Build awareness
• Educate constituents
• Strengthen donor & volunteer
loyalty
• Provide donor services
• Provide recipient services
• Conduct market research
• Target media and key influencers
• Generate leads
• Generate revenue and/or donations
Reputation
Make
Money
Education
Save
Money
4

5. B2B vs. B2C Brands vs.
Nonprofits
Business-to-
Business
Business-to-
Consumer
Nonprofits
Goals &
Objectives
Direct Tie to
Business Goals
Direct Tie to
Marketing Goals
Direct Tie to
Marketing & Business
Goals
Fans &
Followers
Quality Over
Quantity
Quantity Quality & Quantity
Approach Strategic & Niche Strategic (or Not) &
Broad
Strategic & Niche
Measurement Clear ROI:
Business Outcomes
Unclear ROI:
Activity Over
Outcomes
Clear ROI:
Activity & Business
Outcomes
Focus Controlled Ride the Wave Controlled &
Opportunistic
5

6. B2B vs. B2C Brands vs.
Nonprofits
6
$37
Billion
in
Annual
Sales
$37
Billion
in
Annual
Sales
for
All
of
Mars
Candy
$3.4
Billion
in
Revenue

7. The Right Channel(s) For
Your Audience
• Who are we trying to reach?
– Donors
– Volunteers
– Employees
– Businesses/sponsors
• Where do they congregate online?
– General Social Media Platforms
• LinkedIn
• Twier
• Facebook
• Pinterest
• Instagram
• Etc.
– Message Boards or Forums
– Private Groups or Associations 7
– Media
– Community

8. The Right Channel(s) For
Your Audience
• Does Your Organization
Provide a Home for Your
Constituents?
– Website
– Blog
– User Group/Forum
– Owned Social Network
– Branded Presence on SM
Platforms
8

9. Rules of Engagement
• What are the rules of
engagement in this group?
– Business or Personal?
– Brands/Organizations
Participating?
– Open to Marketing Messages?
– Open to Events?
– Open to Solicitations? (i.e. Jobs,
Donations etc.)
– Don’t know? Ask the organizer.
9

10. Green Interest
What specific groups, associations or platforms are of interest
to the green community?
– LinkedIn group
– Yahoo! Message board
– Recycling Mommy-Blog
10

11. Goal Seing
Top Priorities/Goals:
1. Increase donations
2. Increase event
aendance
3. Increase volunteer
volume and frequency
Objectives – Finite &
Measurable :
1. Increase donations by
$500,000 in one year
2. Increase event aendance
by 20% in Q4
3. Add 20 new volunteers by
August 1.
11
Identify organizational goals and match your objectives to meet
those goals:

12. Goal Seing
12
Ensure your goals are realistic:
ü Grounded in reality?
• Based on past performance
• Takes into consideration current and
future audience participation
ü Backed by resources (human and
financial)?
ü Executive commitment/support from
the C-suite?

13. SM Launch Checklist
ü Identify Target Audience
ü Set Goals & Objectives
ü Cra SM Messaging Document &
Creative Brief
ü Determine Platforms, Channels &
Technology
ü Create Social Media Workflow Plan
ü Dra a SM Usage Policy
ü Develop an Editorial Calendar
ü Write & Implement Launch Plan
Download at techaffect.com/social-media-tip-sheets/ 13

14. Social Media Policies
You may already have one!
• Employee Handbook
• Volunteer Handbook
What to include in a dedicated SM
Policy
1. Encouraged Behavior
2. Required Behavior
3. Restricted Behavior
4. Terms & Conditions
– Training Required
– Executive Level
– Personal Disclaimers
– Legal Mumbo-Jumbo
14

15. SAMPLE KEY PERFORMANCE
INDICATORS (KPIs)
1. # of Visitors
2. # of Engagements
3. # of Comments
4. # of Posts
5. # of Clicks
6. # of Leads
7. $ Revenue
1. Content Popularity
2. Language & Tone
3. Sense of Community
4. Quality of Engagement
5. Relevancy of Content
6. Responsiveness
7. Influencers/Ambassadors
Quantitative Qualitative

16. SM Measurement
16
Holy
Grail:
Revenue
Data
6 Step Approach:
1. Measure
2. Track
3. Trip
4. Analyze
5. Tweak
6. Repeat

17. Architecting for
Measurement
17
Incorporate tracking links and measurement techniques into
your social media program
• bit.ly
• ow.ly
• Google Analytics
• Radian 6

18. CARON TREATMENT CENTERS
18
Goals:
• Alcohol and drug addiction education
• Drug and alcohol addiction treatment
• Support and education for families & loved ones of addicts
• Fundraising for donations & scholarships
CASE STUDY

19. CARON TREATMENT CENTERS
19
Social Media Audience:
Not addicts themselves, but
influencers for addicts to seek
treatment. This includes spouses,
parents, teachers, counselors,
therapists, psychiatrists, etc. of
addicts.
CASE STUDY

20. Create a Measurement
Dashboard
20
1. Number of Tier 1 Patients
2. Traffic to Website
3. Calls to Hotline
Platform Audience Activity Engagement Web Traffic Lead Gen
Twier # of Followers # of Tweets
# of Tweets
# of Mentions
# of Retweets
# of Conversations
(DM)
# of Clicks
to Website
# of Calls to
Hotline
Facebook
# of Likes
# of Favorites
# of Posts
# of Events
# of Comments
# of Shares
# of Aendees
(Events)
# of Clicks
to Website
# of Calls to
Hotline
Corporate
Blog
# of Readers
# of
Subscribers
(RSS)
# of Posts
# of Comments
# of Link Backs
# of Clicks
to Website
# of Calls to
Hotline

21. 21
90

22. 22
CON EDISON SWEEPSTAKES
CASE STUDY
Con Edison operates one of the most complex electrical
power systems in the world, serving New York City and
Westchester County.
• 3.3 million customers
• Serving a population of over 9 million people
• 660 square mile service territory
• Hundreds of strategic partners

23. CON EDISON SWEEPSTAKES
23
Goals:
• Engage and grow social media audiences for the Con Edison SM presences
including Facebook & Twier
• Generate positive engagement on Con Edison social media channels
• Promote Con Edison’s support of strategic partners – and the work of
these partners – throughout New York Metropolitan Area
• Build stronger relationships and engagement with strategic partners
CASE STUDY

24. 24
CON EDISON SWEEPSTAKES
CASE STUDY
Program:
• 6 Week FB Contest
• Prizes from Partner
Organizations
• Daily, Weekly & Grand
Prizes
• Points for Sharing
• Points for Answering Quiz
• Online & Offline Promotion
(Email, Billing Notes,
Advertisements, Social Media)

25. 25
CON EDISON SWEEPSTAKES
CASE STUDY

26. CON EDISON SWEEPSTAKES
26
Key Social Media Highlights:
• 72,000 Visits to the Contest
• 19,084 Entries
• 2,775 Shares
• 4,736 Click throughs to the Website
• 1800 Email Opt-ins
• 300% Increase in Facebook Likes
• 200% Increase in Twier Followers
CASE STUDY
All Positive
Interaction
16 Partner
Promotions
200-300%
Increase in SM
Following

27. Presented to Absolute Soware | May 29, 2009© Affect Strategies
How to Prove the Value of your Social
Media Efforts
Ragan’s Social Media for Nonprofits Summit
Sandra Fathi
President, Affect
sfathi@affect.com
affect.com
techaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
September 10, 2013