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Many organizations are considering social media as a part of their marketing mix and looking for how to strategically approach this new area for their nonprofit’s needs. This presentation discusses how to define the right strategy for your organization, integrate with other marketing efforts, measure social media for ROI and shares examples of nonprofit social media campaigns.
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Getting Strategic With Social Media Combining the Right Approach with Integration and
Measurement to Ensure Success
Wendy Harman, Red Cross @wharmanJaime-Alexis Fowler, Pathfinder @jaimealexis
Jordan Viator, Convio @jordanv
What’s Your Social Strategy?
Define Your Goals
Improve Customer
Service
Mission Impact
Increase Donors and Donations
Mobilize Volunteers
Cornerstones of success
Listen Respond EngageBuild Community
Achieve Goals in 5 Steps
Step 1: Listen
Achieve Goals in 5 Steps
Step 2: Learn
Achieve Goals in 5 Steps
Step 3: Participate
Achieve Goals in 5 Steps
Step 4: Create
Achieve Goals in 5 Steps
Step 5: Implement
The right tactics…integrate, integrate, integrate
What works for “them,” may not work for you
• Once you set your goals, you have to choose the right tactics…
Evaluate what’s worthwhile for you
• Survey of your housefile?
• Analyze your metrics
• Research other success stories
Goal: Increase housefile?
Tactic: Choose a mechanism that helps you obtain email addresses
Goal: Increase awareness of issue?
Tactic: Increase issue over branding
To integrate or not integrate
16©2010 Convio, Inc. | Page
Social Media Measurement:Choosing the right metrics & showing ROI
Jordan Viator | @jordanv
www.connectioncafe.com
17©2010 Convio, Inc. | Page
So many metrics, so little time
18©2010 Convio, Inc. | Page
• Various different metrics exist that can be tracked across multiple platforms
• Choose meaningful metrics to show awareness, pull-though & effect on events, campaigns
Keep in Mind
19©2010 Convio, Inc. | Page
Before you get started
• Define goal(s) of activity1. Increase awareness of XXX issue2. Raise XXX funds for XXX campaign3. Get XXX people to take action for XXX
• Pre-define metrics to track
• Set up tracking report to easily update
• Set up tracking tools to monitor in ongoing capacity
20©2010 Convio, Inc. | Page
Metrics to considerFacebook Twitter Blog General
Facebook “likes” (previously fans)
Number organization mentions
Blog comments & responses
Media Coverage from social media
Funds raised on Facebook Causes/ social presence
Twitter retweets Linkbacks to blog Social Shares from respective outlets
# of tags on Facebook Number of Twitter followers over time
Influencer pick-up of blog posts, topics
Number of new supporters in housefile from social
Number of Facebook event RSVPs
Mentions of brand/ organization
Referring traffic to blog from social media
Referring traffic to campaign landing page(s)
Number of Facebook “likes” of organization post(s)
Influencer pick-up of tweets Linkbacks to event/campaign page from blog
Number of click-throughs to campaign from each source
Shares of event on Facebook
Twitter lists organization “listed”
Donations sourced from blog traffic
Number of user-generated submissions
Number of sign-ups on or sourced through Facebook
Twitter-sourced donations Media pick-up of content from blog
Number of video calls to action taken (URL visits, regs)
Number of influencers who share message with network
Number of key influencers who share message on behalf
21©2010 Convio, Inc. | Page
Create On-Going Report
1-Jan 7-Jan 14-Jan 21-Jan 28-Jan
@ followers 2,321 2,346 2,482 2,593 2,701
@ new 10 25 136 111 108
Number of Tweets 12 15 13 16 12
References 9 15 17 14 21
Retweets of updates 3 16 19 27 24
Referrals to website 15 19 25 24 32
Referrals to blog 20 27 29 36 32
Number of Fans 700 715 727 734 743
New fans 9 15 12 7 9
Number of Interactions 3 6 13 7 9
Post Quality
YOUTUBE
# of Videos 13 13 14 14 15
# of Total Views 1356 1391 1520 1593 1683
# of Subscribers 38 38 41 42 48
Blog
Number of Posts 94 98 104 107 116
Number of Comments 184 192 204 215 228
Easy view of growth, impact over time
22©2010 Convio, Inc. | Page
Tips for Tracking
• Use tools & apps that make tracking:• Easier• More efficient• Streamlined
• Gather actionable data
• Know where you are when you start
• Be realistic in what you want to track
23©2010 Convio, Inc. | Page
What helped spike # of followers?
Who to reach out to for campaigns?
What type of content is most compelling to community?
24©2010 Convio, Inc. | Page
Toolbox to help you get startedTool Tracking for Use
Hootsuite, Tweetdeck, Spredfast Twitter, Facebook, blogs Managing all social media
Social Mention All social media Real-time search and alerts
Addictomatic All social media Automatically personalized dashboard of all social activity
Facebook Insights Facebook Fans, Demographics, Interactions
TwitterCounter Twitter Followers, Following, Tweets, etc. over time
Technorati Blogs Linkbacks, blog rank
Bit.ly Links in social media Clicks, conversions
Twitalyzer Twitter Finding Influencers, Retweeters, Community info
Klout Twitter Influencing, influencers, type of user
Twitter Analyzer Twitter Charts of mentions, friend trends, subjects, hashtags used
What the Hashtag?! Twitter Number of Tweets
Thank You!
