Example of Client's Monthly Social Media Report

Social Media Report

April 1 – 30, 2012

Compiled by

Larry J. Galante

Social Media Consultant

Overview Content production for Cars for Homes broken down by

social media platform & affiliates engaged in CFH posts:

Jan Feb Mar April Total - 2012

Facebook posts 5 1 0 5 11

Tweets 8 0 0 22 30

Google+ posts 1 1 0 4 6

Pinterest pins 0 0 0 12 12

Unique affiliates engaged 18 13 7 30 68

Total affiliate social actions 19 14 7 59 99

Vehicle of the Month program initiated on CarsforHomes.org

April Highlights | Cars for Homes

CFH donor story featured on Habitat World Blog and Habitat.org homepage rotation


CFH social media distribution list created for affiliates, with 70

affiliates opted-in to help promote CFH locally on social media


What success looks like for Cars for Homes social media:

facebook | Cars for Homes

Click-throughs via

bit.ly | Cars for Homes

What is bit.ly?

Bit.ly is a service that HFHI uses to shorten links for posting on twitter,

facebook, and Google+

Once a bit.ly link is created, data is collected on how many people

actually click the link and where the link came from (site referrals)

19 95

1721

FY 2010 FY 2011 FY 2012


Overview of click-throughs to

CarsforHomes.org via bit.ly links

Jan-Mar, 367

April, 1354

FY 2012

As depicted on

the left, more

than 75% of

click-throughs in

FY 2012 have

occurred this

month (April’12)


306

823

0

225

CFH.org Photos Videos Blogs & Stories

CFH.org any standard web content from

CFH (i.e. Benefits of recycling

junk cars, How to claim vehicle

donation on your taxes, etc.)

Photos slideshows, pinterest pins,

Vehicle of the Month, etc.

Videos CFH videos from youtube, ARS,

and HFHI

Blogs & Stories CFH stories posted on the

Habitat World blog or Stories &

Multimedia section of Habitat.org

Total clicks in April

broken down by

type of content

NOTE: no videos

were posted in April

Twitter 71%

Facebook 26%

Google+ 1%

Other 2%


April referrals by social media platform

Important notes:

The majority of CFH content

published through HFHI is

posted on Twitter.

Standard links to CFH.org

do far better on Twitter than

Facebook.

Links with photos perform

better on Facebook than

standard links to CFH.org

facebook Performance of CFH content published to HFHI’s

facebook page in April 2012:

Date Post Reach Engaged

Users Engaged Affiliates

4/1 Photo slideshow 15,654 264 21

4/17 Habitat World blog post 22,876 176 2

4/22 Earth Day post 10,108 91 2

TOTAL 48,638 531 25

Reach – the number of unique people who have seen the facebook post

Engaged users – the number of unique people who have clicked on, liked, commented,

or shared the facebook post

Engaged affiliates – the number of unique affiliates who have liked, commented, or

shared the facebook post

Comparison between performance of CFH content on

HFHI facebook page vs. ARS facebook page

Example: Habitat World blog post - Bus Donor Same content posted on both facebook pages


Facebook page/post Reach Engaged Users

facebook.com/Habitat 22,876 176

facebook.com/CarsForHomes 47 3

Recommendation : Focus energy on posting CFH content to HFHI facebook

page (facebook.com/Habitat) to maximize reach

https://www.facebook.com/habitat/posts/322898331108759

https://www.facebook.com/CarsForHomes/posts/212053262238677

https://www.facebook.com/CarsForHomes/posts/212053262238677

What success looks like for Cars for Homes social media:


Rather than segment support for Cars for Homes through a

separate facebook page, it’s much more effective to push

content through HFHI for a far greater reach and impact.


twitter Performance of CFH content published to HFHI’s twitter

account in April 2012:

CFH Tweets Re-Tweets Affiliate RTs

Engaged Affiliates

Potential Reach

22 157 46 30 10,779

Engaged affiliates – the number of unique affiliates who have re-tweeted or

posted CFH content

Potential Reach – the number of people in affiliate networks who potentially

saw CFH content by following their local affiliate on twitter

twitter | Cars for Homes

This month, we noticed a few affiliates have started to use the hashtag

#CarsforHomes


HFH of Chesapeake has a strong following on twitter and has adopted

the hashtag #CarsforHomes


Taking inspiration from affiliates, HFHI will begin using the

hashtag, #CarsforHomes, in May 2012 to organize

discussion around the program.

infographics created with

Engaged users – number of unique people who have +1’d, commented, or shared the post

Engaged affiliates – number of unique affiliates who have +1’d, commented, or shared the post

Google+ Performance of CFH content published to HFHI’s Google+

page in April 2012:

Date Post Engaged Users Engaged Affiliates

4/1 Photo slideshow 8 2

4/12 Tax benefits 2 0

4/17 Habitat World blog post 4 0

4/22 Earth Day post 3 0

TOTAL 17 2

Although Google+ hasn’t gained much traction overall, some affiliates such as Habitat LA and Habitat NOVA have used the platform to promote Cars for Homes on their own accord.

Google+ | Cars for Homes

pinterest

The Cars for Homes

pinterest board was

created on HFHI’s

pinterest account on

April 11, 2012.

April Stats

12 pins posted

5 repins

pinterest.com/habitathumanity/cars-for-homes

http://pinterest.com/habitathumanity/cars-for-homes/







Each vehicle

of the month

will be added

to pinterest.

All pins link

back to CarsforHomes.org

pinterest | Cars for Homes

mailchimp April 2012 marked the start of an email distribution list

for affiliates, providing affiliates with quick, easy ways to

share CFH content on social media.

Month Subscribers Unique

Affiliates Opens Clicks

April 82 70 180 132

Subscribers – the total number of people subscribed to the monthly email list

Unique affiliates – the number of different affiliates subscribed to the list

Opens – the total number of times the CFH Social Media email was opened

Clicks – the total number of click-throughs on links contained in the email

mailchimp| Cars for Homes

Stats on April CFH

Social Media

email:

Industry – the

average open and

click rates for

non-profit emails

mailchimp | Cars for Homes

This CFH tweet had 5 retweets before the April social media email went

out to affiliates. After the email was distributed, 9 affiliates took

immediate action and retweeted this HFHI post about Cars for Homes.

mailchimp | Cars for Homes

Both of these facebook posts did very well, however, the top post was featured in

the April social media email and thus received 21 shares from affiliates versus

the bottom post, which was not in the email, & only had 2 shares from affiliates

2/3 of subscribed affiliates are utilizing the social

media content to promote CFH locally

Top 3 affiliates utilizing April social media content

from the monthly mailchimp email:

HFH of Portage County (OH)

HFH of East Jefferson County (WA)

HFH of Utah County (UT)

mailchimp| Cars for Homes

Takeaways:

Recommendations for Social Media

Continue to post CFH content to facebook & Google+ on average, once per week

Vehicle of the Month* Post Vehicle of the Month to facebook, twitter, Google+ and pinterest the second week of every month

*Instead of including just the bit.ly link to Vehicle of the Month, upload the original photo with each post to generate more engagement (especially on facebook)

Utilize #CarsforHomes hashtag in every CFH tweet

Revise content distribution in email to affiliates Provide more facebook posts to affiliates, recognizing that many affiliates only use facebook (vs. twitter)

recommendations | Cars for Homes

Uploading the Vehicle of the Month photo to facebook is quite eye-

catching and will generate more engaged users for CFH.

recommendations | Cars for Homes