Affect How to Prove the Value of Your Social Media Efforts for Non-Profits
•
1 j'aime•1,173 vues
Presented at the Social Media for Nonprofits Summit presented by Ragan in St. Louis on September 10, 2013
Recommandé
Contenu connexe
Tendances
Tendances (19)
Similaire à Affect How to Prove the Value of Your Social Media Efforts for Non-Profits
Similaire à Affect How to Prove the Value of Your Social Media Efforts for Non-Profits (20)
Plus de Sandra Fathi
Plus de Sandra Fathi (20)
Dernier
Dernier (20)
Affect How to Prove the Value of Your Social Media Efforts for Non-Profits
- 1. Presented to Absolute Soware | May 29, 2009© Affect Strategies
- 2. Sandra Fathi • President, Affect – Public Relations and Social Media Firm – Serving Technology, Healthcare & Professional Services • Past President, PRSA-NY Chapter • Past President, PRSA Technology Section • Sample Clients: 2
- 3. How Brands Use SM • Build awareness • Educate constituents • Strengthen customer loyalty • Provide customer service • Conduct market research • Target media and key influencers • Recruit employees • Generate leads • Generate revenue Reputation Make Money Education Save Money 3
- 4. How Nonprofits Use SM • Build awareness • Educate constituents • Strengthen donor & volunteer loyalty • Provide donor services • Provide recipient services • Conduct market research • Target media and key influencers • Generate leads • Generate revenue and/or donations Reputation Make Money Education Save Money 4
- 5. B2B vs. B2C Brands vs. Nonprofits Business-to- Business Business-to- Consumer Nonprofits Goals & Objectives Direct Tie to Business Goals Direct Tie to Marketing Goals Direct Tie to Marketing & Business Goals Fans & Followers Quality Over Quantity Quantity Quality & Quantity Approach Strategic & Niche Strategic (or Not) & Broad Strategic & Niche Measurement Clear ROI: Business Outcomes Unclear ROI: Activity Over Outcomes Clear ROI: Activity & Business Outcomes Focus Controlled Ride the Wave Controlled & Opportunistic 5
- 6. B2B vs. B2C Brands vs. Nonprofits 6 $37 Billion in Annual Sales $37 Billion in Annual Sales for All of Mars Candy $3.4 Billion in Revenue
- 7. The Right Channel(s) For Your Audience • Who are we trying to reach? – Donors – Volunteers – Employees – Businesses/sponsors • Where do they congregate online? – General Social Media Platforms • LinkedIn • Twier • Facebook • Pinterest • Instagram • Etc. – Message Boards or Forums – Private Groups or Associations 7 – Media – Community
- 8. The Right Channel(s) For Your Audience • Does Your Organization Provide a Home for Your Constituents? – Website – Blog – User Group/Forum – Owned Social Network – Branded Presence on SM Platforms 8
- 9. Rules of Engagement • What are the rules of engagement in this group? – Business or Personal? – Brands/Organizations Participating? – Open to Marketing Messages? – Open to Events? – Open to Solicitations? (i.e. Jobs, Donations etc.) – Don’t know? Ask the organizer. 9
- 10. Green Interest What specific groups, associations or platforms are of interest to the green community? – LinkedIn group – Yahoo! Message board – Recycling Mommy-Blog 10
- 11. Goal Seing Top Priorities/Goals: 1. Increase donations 2. Increase event aendance 3. Increase volunteer volume and frequency Objectives – Finite & Measurable : 1. Increase donations by $500,000 in one year 2. Increase event aendance by 20% in Q4 3. Add 20 new volunteers by August 1. 11 Identify organizational goals and match your objectives to meet those goals:
- 12. Goal Seing 12 Ensure your goals are realistic: ü Grounded in reality? • Based on past performance • Takes into consideration current and future audience participation ü Backed by resources (human and financial)? ü Executive commitment/support from the C-suite?
- 13. SM Launch Checklist ü Identify Target Audience ü Set Goals & Objectives ü Cra SM Messaging Document & Creative Brief ü Determine Platforms, Channels & Technology ü Create Social Media Workflow Plan ü Dra a SM Usage Policy ü Develop an Editorial Calendar ü Write & Implement Launch Plan Download at techaffect.com/social-media-tip-sheets/ 13
- 14. Social Media Policies You may already have one! • Employee Handbook • Volunteer Handbook What to include in a dedicated SM Policy 1. Encouraged Behavior 2. Required Behavior 3. Restricted Behavior 4. Terms & Conditions – Training Required – Executive Level – Personal Disclaimers – Legal Mumbo-Jumbo 14
- 15. SAMPLE KEY PERFORMANCE INDICATORS (KPIs) 1. # of Visitors 2. # of Engagements 3. # of Comments 4. # of Posts 5. # of Clicks 6. # of Leads 7. $ Revenue 1. Content Popularity 2. Language & Tone 3. Sense of Community 4. Quality of Engagement 5. Relevancy of Content 6. Responsiveness 7. Influencers/Ambassadors Quantitative Qualitative
- 16. SM Measurement 16 Holy Grail: Revenue Data 6 Step Approach: 1. Measure 2. Track 3. Trip 4. Analyze 5. Tweak 6. Repeat
- 17. Architecting for Measurement 17 Incorporate tracking links and measurement techniques into your social media program • bit.ly • ow.ly • Google Analytics • Radian 6
- 18. CARON TREATMENT CENTERS 18 Goals: • Alcohol and drug addiction education • Drug and alcohol addiction treatment • Support and education for families & loved ones of addicts • Fundraising for donations & scholarships CASE STUDY
- 19. CARON TREATMENT CENTERS 19 Social Media Audience: Not addicts themselves, but influencers for addicts to seek treatment. This includes spouses, parents, teachers, counselors, therapists, psychiatrists, etc. of addicts. CASE STUDY
- 20. Create a Measurement Dashboard 20 1. Number of Tier 1 Patients 2. Traffic to Website 3. Calls to Hotline Platform Audience Activity Engagement Web Traffic Lead Gen Twier # of Followers # of Tweets # of Tweets # of Mentions # of Retweets # of Conversations (DM) # of Clicks to Website # of Calls to Hotline Facebook # of Likes # of Favorites # of Posts # of Events # of Comments # of Shares # of Aendees (Events) # of Clicks to Website # of Calls to Hotline Corporate Blog # of Readers # of Subscribers (RSS) # of Posts # of Comments # of Link Backs # of Clicks to Website # of Calls to Hotline
- 21. 21 90
- 22. 22 CON EDISON SWEEPSTAKES CASE STUDY Con Edison operates one of the most complex electrical power systems in the world, serving New York City and Westchester County. • 3.3 million customers • Serving a population of over 9 million people • 660 square mile service territory • Hundreds of strategic partners
- 23. CON EDISON SWEEPSTAKES 23 Goals: • Engage and grow social media audiences for the Con Edison SM presences including Facebook & Twier • Generate positive engagement on Con Edison social media channels • Promote Con Edison’s support of strategic partners – and the work of these partners – throughout New York Metropolitan Area • Build stronger relationships and engagement with strategic partners CASE STUDY
- 24. 24 CON EDISON SWEEPSTAKES CASE STUDY Program: • 6 Week FB Contest • Prizes from Partner Organizations • Daily, Weekly & Grand Prizes • Points for Sharing • Points for Answering Quiz • Online & Offline Promotion (Email, Billing Notes, Advertisements, Social Media)
- 25. 25 CON EDISON SWEEPSTAKES CASE STUDY
- 26. CON EDISON SWEEPSTAKES 26 Key Social Media Highlights: • 72,000 Visits to the Contest • 19,084 Entries • 2,775 Shares • 4,736 Click throughs to the Website • 1800 Email Opt-ins • 300% Increase in Facebook Likes • 200% Increase in Twier Followers CASE STUDY All Positive Interaction 16 Partner Promotions 200-300% Increase in SM Following
- 27. Presented to Absolute Soware | May 29, 2009© Affect Strategies How to Prove the Value of your Social Media Efforts Ragan’s Social Media for Nonprofits Summit Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect September 10, 2013