proving your worth: social media's roi
DESCRIPTION
2012 Social Media for Nonprofits Conference breakout session featuring Andrew LeVasseur with CreateDigitalTRANSCRIPT
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Proving Your Worth: Social Media's ROI
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Who We AreA team of strategists, user experience experts, creatives and developers
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Who We Work WithIndustry Leaders in Telecom, Fashion, Home Goods, Utilities, Finance and Philanthropy
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Make a Difference
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Listening + Engaging
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Donate & Volunteer
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Awareness
Consideration
Selection
Donate & Volunteer
Retention
Loyalty
Advocacy
CustomerLifecycle
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Awareness
Consideration
Selection
Donate and Volunteer
Retention
Loyalty
Advocacy
Objectives&
Milestones
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AwarenessConsiderationSelectionDonate and
VolunteerRetentionLoyaltyAdvocacy
CustomerExperience
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Awareness
ConsiderationSelecti
on
Donate and
Volunteer
RetentionLoyaltyAdvocacy
SocialADVERTISING
Social SEARCH/SEO
Social SHOPPING
Social COMMERCE
Social SERVICING
Social CRM
Social PR
Example
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SocialADVERTISING
Social SEARCH/SEO
Social SHOPPING
Social
COMMERCE
Social
SERVICING
Social
CRM
Social
PR
Awareness
ConsiderationSelecti
on
Donate and
Volunteer
RetentionLoyaltyAdvocacy
REACH
INTENTION
CONVERSION
$ $$ $$$
REFRERRAL
Evaluation&
Metrics
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Buy or Sell or Hold
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Fundraiser or “Friendraiser”
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Summary
• It’s about $• It’s about listening and engaging• It’s about creating value throughout the customer lifecycle• It’s about aligning your objectives and milestones based on your
ability to serve your customers needs at every step• It’s about implementing measures and metrics that let you see
you are succeeding • It is about correlating success with $: revenue, cost savings and
cost avoidance• Finally, it’s about accepting that not everything is measurable, like
the value of a great friend
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Questions &
Thank you!