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Presentation from Lake Superior Initiative webinar on measuring the impact of social media for nonprofits. Presented by Cameron Kruger.
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POWERED BY
SPONSORED BY
WEBINAR WORKSPACE
PARTICIPANTS
CHAT BOX
FULL SCREEN
PRESENTATION
SOCIAL MEDIAWHAT IS
AND HOW DO WE USE IT?
IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING
FACEBOOK MESSAGES, TWITTERING, LOOKING
AT PHOTOS ON FLICKR, BOOKMARKING WEB
PAGES ON DELICIOUS, TELLING PEOPLE
WHERE YOU ARE ON BRIGHTKITE, BECOMING
MAYOR OF STARBUCKS ON FOURSQUARE,
READING A BLOG POST, TEACHING THE WEB
WITH HUNCH, OR SHARING YOUR STUMBLES.
Active Facebook presence.
Regularly updated web content.
Current multimedia imagesor video. (YouTube or Flickr)
MINIMUM ENGAGEMENT
Tweet, retweet, and trend.
Check-in on Foursquare.
Topic on Linkedin.
NEXT LEVEL ENGAGEMENT
BUT…Don’t hang your hat
on any one tool.
Your favorite site might goup in flames tomorrow.
Plan first. Then match thetools to meet your goals.
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
Discovery
Outcomes
Strategy
Execution
Maintenance
DISCOVERYWHO ARE THEY AND WHAT DO THEY SAY?
RESEARCHAlert
“Organization Name” +City or Region Served
Search Track
MEASURETraffic
Interaction
Donations
Retention
Mentions
Linkbacks
Search Trends
Quality
EVALUATEComparison to outside standards.
What are they saying about us?
Who is connected? Who are they connected to?How are they interacting?
OUTCOMESWHAT ARE WE MEASURING?
Specific
Measurable
Achievable
Realistic
Timely
Outcomes should be S.M.A.R.T.
Outcomes should relate back tothe mission of your organization.
Mission
Vision
Strategic Plan
Tech Plan
Outcomes should relate to time.
Short-term
Mid-term
Long-term
Vision
Outcome examples…
Increase traffic from Facebook
to our website by 5% in 3 months.
Outcome examples…
Receive $500 in online donations
by November 20th.
Outcome examples…
Have Mother’s Day 5K
reposted/retweeted by 6 key
social connectors before event.
Outcomes as a Logic Model…
StaffVolunteersComputers
WebsiteTech Skills
Outside Help
3 meaningful Facebook posts
per week.
Active conversations on
Twitter and LinkedIn.
Increase traffic from Facebook to online donation tool by 5% in 3
months
Receive $500 in online donations by November 30.
Primary form of giving is through online donation
system.
Organization is mentioned positively in
organic online interactions
Inputs Outputs Outcomes Impact
Logic Model Development Guide from W.K. Kellogg Foundationhttp://www.wkkf.org/knowledge-center/resources/2010/Logic-Model-Development-Guide.aspx
STRATEGY
HOW WILL WE DO IT?
EXECUTION
Develop Capabilities
Identify internal champions
Train and support implementers
Stay knowledgeable
Define Activities
Identify resources required
Define phases and timeline
Establish responsibilities
Engage in Conversation
Select the mediums for interaction
Provide relevant content
Engage the influencers
New Media Worksheet at Aids.govhttp://blog.aids.gov/downloads/new-media-strategy-map.pdf
How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Who in our network is influential?
Decision-makersAnd Policies
ImplementerInnovator
OutcomesObjectives
HOW WILL WE KNOW HOW WE ARE DOING?
MAINTENANCE
Number of retweets.
Number of followers.
Number of references.
Quality and frequencyof interactions.
Number of “Likes”.
Number of reposts.
Number of subscribers (FeedBurner)
Number of linkbacks (Bit.ly)
Overall shares on social media sites.
Frequency and quality of comments.
Increased online donations
Increased traffic and conversions
Did We Meet Our Outcomes?
$
Positive Buzz
LinkbacksReposts
Traffic Quality
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
Discovery
Outcomes
Strategy
Execution
Maintenance
Cameron KrugerTraining and Technical AssistanceLake Superior Initiative
Twitter: @cckrugerFacebook: facebook.com/cckruger
A FEW MORE THINGSAPPENDIX
Considerations for the use of Social Media tools
Source: Bluma Sussman and Mike Robert at Booz, Allen, and Hamiltonhttp://noteandpoint.com/documents/pdf/socialmediabizdev.pdf
Links to tools mentioned in this presentation
www.notify.me
www.google.com/alerts
www.tweetbeep.com
www.feedburner.com
www.google.com/analytics
www.addictomatic.com
www.twitalyzer.com
www.bit.ly
www.instantconference.com
www.dimdim.com
www.razoo.com
Further reading on the web
Nonprofit Tech 2.0 blog, Heather Mansfieldhttp://nonprofitorgs.wordpress.com
Beth’s Blog, Beth Kanterhttp://www.bethkanter.org
NTEN Nonprofit Technology Networkhttp://www.nten.org
Mashablehttp://www.mashable.com
Tech Soup Learning Centerhttp://www.techsoup.org/learningcenter
SmartBrief on Social Mediahttp://smartblogs.com/socialmedia/