As part of Agilon's Fall Webinar Series, Ann Oleson, Founder of Converge Consulting presents a case study of one nonprofit's efforts to track Social Media ROI.

1. Social Media…
you can measure it!
Ann Oleson, Converge Consulting

2. National Philanthropy Day!
That’s How It’s Done In Texas: Philanthropy Made Rice What It Is
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3. Our Time Together
• Social Media, “It’s about
people”
• Social Media Strategy and
Metrics
• How Do We Really Know if
This Stuff Works?
• Case study- Centennial
• Questions

4. LET’S WATCH THIS YOUTUBE VIDEO
TO LEARN A BIT MORE

5. Social media is exploding

6. Almost half a billion unique
visitors to YouTube every month

7. Close to 200 million tweets per day on Twitter

8. Google+ has nearly 50 million users and
growing

9. Facebook today is the size of the
entire Internet in 2004

10. The average American is exposed to between
650-3,000 advertising messages a day! each day

11. There are dozens of social media channels that
marketers are using to reach individuals

12. How Do We Measure the
impact of Social Media?

13. Measurement
If you can track it,
you can measure it.
If you can measure it,
you can improve upon it.

14. Create a plan
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.flickr.com/photos/foxypar4/2168375264/

15. Social Media Strategy
• Goal
• Channel
• Reach/Credible
• Sustainable
• Measureable
Source: www.admissionslab.com
4 Keys to Putting your Social Media Strategy to Work

17. 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.” #AMAHihgerEd

18. 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)

21. Editorial Calendar: December 2012
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1
2 – FB+T 3 – FB+T 4 – FB+T 5 – FB+T 6 – FB+T 7 8
+Blog
9 – FB+T 10 – FB+T 11 – FB+T 12 – FB+T 13 – FB+T 14 15
+Video +Blog
16 – FB+T 17 – FB+T 18 FB+Blog 19. – FB 20 – FB+T 21 22
– The cool
– Tweet about event occurs – Blog about the
the cool event cool event
23 – FB+T 24 – FB+T 25 – FB+T 26 – FB+T 27 – FB+T 28 29
+Blog
30 – FB+T 31 – FB+T
+Video

22. Social Media Strategy
• Goal
• Channel
• Reach/Credible
• Sustainable
• Measureable
Source: www.admissionslab.com
4 Keys to Putting your Social Media Strategy to Work

23. ROI Analysis
Build a Business Case

24. 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!

25. Email
Postcard
Facebook
Website
Magazine Ad LinkedIn
Twitter
Your Marketing Hub

26. Repeat
Registered
Purchased
Engaged with
the Site
Went to a
landing page
Received an email

27. Measuring Social Media Impact:
Direct- Use Google Analytics
• Goals for:
• Online donation form
• Mobile giving form
• Registrations Homecoming/
Events
• Updating Contact information

28. Sources

29. Social Report!

30. Measuring Social Media Impact:
Indirect
• Dashboards (specific channels)
• Campaign Reporting
• Social Monitoring

31. Blogs
Hopkins Interactive
• http://www.hopkins-
interactive.com/
31

32. Key Blogging Metrics:
• Number of posts
• Number of comments
• Audience growth (unique and return visitors)
• Number of conversions
• Subscribers
• Inbound links

33. Just Launched! Hail It Forward
Give back to your Michigan community by sharing one-to-one career guidance with U-M alumni and
students, including assistance with mentoring, professional branding, relocation, and employment
opportunities. For example, Zachary Rable, '10, is looking for an internship/shadowing opportunity
in the field of urban planning. It takes only a few minutes through Facebook. To help grow your
Michigan community and help Zachary, visit
facebook.com/Michiganalumni and click on the Hail It Forward application tab.

34. Key Social Media Metrics
• Referrals from social networks
• Conversions from social networks
• Facebook Fans, Likes, Shares, and Comments

35. Facebook Metrics: Fans
Link to Facebook Fan Analytics

37. Linked In
• Connections
• Who has viewed page/profile
• Number of Groups
• Advanced analytics

38. Twitter

39. 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

40. Video
http://www.alumni.hbs.edu/giving/thankyou/thankyoudonors.html"

41. Key YouTube Metrics
• Number of
YouTube channel
subscribers
• Referrals from
YouTube
• Views of videos on
YouTube
• Pages ranking on
key terms from
YouTube

42. Social Media Monitoring

43. DePaul University Centennial

45. Facebook

46. Twitter

47. Screen cap of DePaul Overview

48. Channel Report

49. Sentiment by Channel

50. Top Tweeters

51. Wordcloud (frequency)

52. Make changes
Do more of what is working
Eliminate what is not working

53. Questions?
Ann Oleson
ann@convergeconsulting.org