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Authored & Presented by

John Kenyon

June 1, 2011

Principles of 

Effective

Social Media& Tracking

Results

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Social MediaNetworked Nonprofit Concepts

Metrics

Q&A

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Basic Truths

Email + Website Still #1

Need effective, engaging website

Tracking

Track website, email & social media analytics

Social Media

It’s a conversation, not blasting your message

Importance of 2nd action (website traffic, volunteer)

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Facebook at top

Twitter, YouTube & LinkedIn steady

Percentage of Respondents on:

Facebook - 89%

Twitter - 57%

YouTube - 47%

LinkedIn - 30%

Flickr - 19%

MySpace - 7%

.25/.5 FTE is norm for staffing (86% of orgs)

Latest Data

www.nonprofitsocialnetworksurvey.com

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Latest Data

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NetNon Concepts

Support Free Agent Activists

Embrace Culture of Openness & Connectedness

Simplicity & Openness Power Social Media

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Sharing [AddThis; ShareThis]

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NetNon Concepts

Distributing Work, Sharing Ideas

Giving Credit, Thanking People

Relationship Building as Core Responsibility for all Staff 

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NetNon Concepts

Catalyze & Mange the Conversation

Influencers - Identify, Reach, Cultivate

then Appreciate, Thank, Celebrate (generously & publicly)

1:10:100, 90:9:1 Rules

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Principles

Listen First, Engage Second

Staff Time and Expertise

The Right Metrics

Source: www.slideshare.net/kanter

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Source: www.slideshare.net/kanter

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Real Time

Learning Loops

Micro Planning

Listening

Measurement

Reflection

Reiteration

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SocMed Mentions: Seesmic

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SocMed Mentions:

Twitterific, HootSuite

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SocMed Mentions: netvibes

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http://sites.google.com/site/wharman/social-media-strategy-handbook

Staff Time and Expertise

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Online MetricsThe Right Metrics

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Measuring Success

Email messaging

List growth, open rates, click-through rates,

fundraising response rates, gift sizes

Landing page completion/abandonment

Fundraising sources

Email click-through giving

Passive Website giving

Facebook giving, Facebook traffic to giving pages

Direct mail source of online giving

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Website Metrics

Unique Visitors

Most [Least] Popular Pages/Stories

Time on Site/on Page

Keywords

Website Traffic Sources

Document Downloads

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Email/Enews Metrics

Open Rate

Click-through Rate

Response Rate for Requested Action

eNewsletter Subscribes /Unsubscribes

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Facebook Insights

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Your Own Metrics are More Important

Interesting to Compare

No True Industry-Wide Benchmark

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SocMed Metrics: URL Tracking

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Reflection

What could we be tracking?

How can we create a learning loop?

What outcomes would I measure?

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Online Engagement Coordinated Approach

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Review

Email + Website + Soc Med Integration

Engaging the Audience - Conversation

Tracking Activity, Tracking Activity, Tracking Activity Responding to Data

Try New Things!

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Question & Discussion

Social Media/Technology

Free-for-all

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Thank You!

All Images: Flickr - Creative Commons License

Presenter contact: www.johnkenyon.org