social media the great debate
TRANSCRIPT
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Social Media- the Great Debate Can it impact my fundraising?
Ann Oleson, Converge Consulting
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• Why is social media
important?
• The demographics of social
media users
• Will it work for us?
• Creating a social strategy
• Measuring ROI
• Questions
Our Time Together
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Question
• Why is social media important?
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The Top 50 Non-Profits
• 92% of the top 50 non-profits have at least
1 social media presence on their
homepage
• PBS has most Twitter followers 840,653
• American Red Cross first to create a
Twitter account
• Food for the Poor most talked about on
Facebook 220 posts in 2 months
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Correlations
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LET’S WATCH THIS YOUTUBE VIDEO
TO LEARN A BIT MORE
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Social media is exploding
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Almost half a billion unique
visitors to YouTube every month
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Close to 200 million tweets per day on Twitter
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Google+ has nearly 50 million users and
growing
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Facebook today is the size of the
entire Internet in 2004
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The average American is exposed to between
650-3,000 advertising messages a day! each day
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There are dozens of social media channels that
marketers are using to reach individuals
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Question
• Who is using social media/how?
• Is it working?
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http://www.dilbert.com/strips/comic/2011-10-30/
http://www.flickr.com/photos/foxypar4/2168375264/
Create a plan
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Social Media Strategy
• Goal
• Channel
• Reach/Credible
• Sustainable
• Measureable
Source: www.admissionslab.com
4 Keys to Putting your Social Media Strategy to Work
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Results
• Over 1500 Tweets #AMAHigherEd
• Reward for Engagement Random
Drawing almost 50% of the attendees
• Top Tweeter 66 tweets in 3 days
• Most retweeted 22times
@lizgross144 “The Marketing Office is
Not a Kinko’s.” #AMAHigherEd
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Goal for Social Media
• Direct action (drive
dollars and donors)
• Engagement (connected
with young alums)
• Customer Service (find
out what people are
happy/unhappy with)
• Campaign (short burst)
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Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1
2 – FB+T
3 – FB+T 4 –
FB+T+Blog
5 – FB+T 6 – FB+T 7 8
9 – FB+T 10 – FB+T+Video
11 –
FB+T+Blog
12 – FB+T 13 – FB+T 14 15
16 – FB+T 17 – FB+T 18 FB+Blog
– Tweet about
the cool event
19. – FB
– The cool
event occurs
20 – FB+T
– Blog about the
cool event
21 22
23 – FB+T 24 – FB+T 25 –
FB+T+Blog
26 – FB+T 27 – FB+T 28 29
30 – FB+T 31 – FB+T+Video
Editorial Calendar: December 2012
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Social Media Strategy
• Goal
• Channel
• Reach/Credible
• Sustainable
• Measureable
Source: www.admissionslab.com
4 Keys to Putting your Social Media Strategy to Work
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How Do We Measure the
impact of Social Media?
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Measurement
If you can track it,
you can measure it.
If you can measure it,
you can improve upon it.
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ROI Analysis Build a Business Case
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Establishing ROI- Direct
If we can work backwards from the
value of an online action we can
establish the value of a specific Social
Media connection.
*All numbers are created as examples
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Website
Your Marketing Hub
Facebook Postcard
Magazine Ad
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Received an email
Went to a
landing page
Engaged with
the Site
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Measuring Social Media Impact:
Direct- Use Google Analytics
• Goals for:
• Online donation form
• Mobile giving form
• Registrations
Homecoming/Events
• Updating Contact information
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Sources
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Social Report
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Measuring Social Media Impact:
Indirect
• Dashboards (specific channels)
• Campaign Reporting
• Social Monitoring
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Examples
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National Philanthropy Day!
That’s How It’s Done In Texas: Philanthropy Made Rice What It Is
Today is National Philanthropy Day, "the special day set aside to recognize
and pay tribute to the great contributions that...
Keep Reading
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Blogs
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Blogs- Top 50 Non-profit
36
http://www.businessesgrow.com/2011/05/08/the-worlds-best-non-profit-blogs/
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Blogs
• Superior content
• Non-intrusive yet effective calls to action
• Good use of multi-media photography and video
• Superb use of story-telling to align with objectives
• Attractive and functional design
• Convenient social sharing
• Features that involve key stakeholders
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Key Blogging Metrics:
• Number of posts
• Number of comments
• Audience growth (unique and return visitors)
• Number of conversions
• Subscribers
• Inbound links
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Key Social Media Metrics
• Referrals from social networks
• Conversions from social networks
• Facebook Fans, Likes, Shares, and Comments
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Linked In
• Connections
• Who has viewed page/profile
• Number of Groups
• Advanced analytics
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Key Twitter Metrics
• Number of Followers
• 2nd-order followers (follower’s follower
count)
• Velocity: average of first-and second-
order followers attracted per day since
the account was established
• Social Capital: Influence of twitter
followers
• Centralization: How much influence
(reach) is invested in a small number of
followers
• Pages ranking on key terms from
microblogging sites
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http://mashable.com/2013/01/02/youtube-non-profit-2012/
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http://www.youtube.com/watch?v=64G5FfG2Xpg
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Key YouTube Metrics
• Number of
YouTube channel
subscribers
• Referrals from
YouTube
• Views of videos on
YouTube
• Pages ranking on
key terms from
YouTube
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Social Media Monitoring
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DePaul University Centennial
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Screen cap of DePaul Overview
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Channel Report
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Sentiment by Channel
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Top Tweeters
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Wordcloud (frequency)
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Make changes
Do more of what is working
Eliminate what is not working