how can social media be impactful, actionable, and … you... · facebook 2011 - 600 million users...

HOW CAN SOCIAL MEDIA BE

IMPACTFUL, ACTIONABLE, AND

PROFITABLE?

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July 12, 2012, 2:00 p.m. ET

In this session, Charity Dynamics’s Stuart Boyd wil l share insights on selecting the best networks for your or ganization and how to use them to attract new event participants, increase participant retention, empower participants to fund raise, and generate awareness for your event.

WWW @

AREAS OF FOCUS

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Supporter Experience

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Supporter Experience

KE Y M E T RICS

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KE Y M E T RICS

ADOPTION OF PLATFORMS

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Pinterest

VALUE OF A LIKE/FOLLOWER

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KEY DATA AND COMPARISON

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KEY DATA AND COMPARISON

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KEY DATA AND COMPARISON

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TRENDS

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http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2011/05/Infographic-The-Real-Cost-Of-Social-Media.png

ANOTHER VIEW

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KE Y T RE NDS

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KE Y T RE NDS

ONE CHART TO RULE THEM ALL!

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GO ONLINE – BUDGET SHIFTS

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SOCIAL GROWING FAST, MOBILE TOO

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SOCIAL IS MOBILE

Mobile Users33%

Facebook 2011 - 600 million users

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PC Only67%

SOCIAL IS MOBILE

PC Only 46%

Mobile Users

March 2012 - 901 million users

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Mobile Users54%

SOCIAL IS MOBILE

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T HRE E L E V E L S OF S OCIAL M E DIA

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T HRE E L E V E L S OF S OCIAL M E DIA

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E X AM P L E

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E X AM P L E

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W HE RE TO S TART

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W HE RE TO S TART

• Organize your stakeholders• Agree on the desired outcome

GET BUY IN ON GOAL(S)

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WHAT IS THE ASK?

� Share – forward, like, comment

� Promote – write, campaign, vote

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� Create – post, link, integrate

� Extend – augment, adapt

� Support – give (money, time, other)

• Broadcast - Grow• Utilize - Learn• Empower - Impact• Try, Test, Review, Repeat

CONNECT GOALS AND APPROACHES

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• Try, Test, Review, Repeat

BROADCAST - FACEBOOK PAGE

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UTILIZE – FACEBOOK PAGE

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BROADCAST – FACEBOOK ADS

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IMPACT – LOOK FOR THE RIPPLE EFFECT

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1,000 Facebook Followers equates to:

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70 views or impressions on a post

To reach 70 views or impressions from a supporter’s message, we need to have:

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to have:

NE Supporter Message

1,000 Facebook Followers equates to:

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NE Supporter Message

EMPOWER – SHARE ENTHUSIASM

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SOCIAL SIGN ON FOR FRIENDS ASKING FRIENDS

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SOCIAL SHARE FOR FRIENDS ASKING FRIENDS

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SOCIAL SHARE HQ FOR FRIENDS ASKING FRIENDS

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SOCIAL SHARE REPORTING FOR EVENT ADMINS

Field Label Description / Calc Formula

Google+ Sent • Number of Google+ Sent

• Count field

$ from Google+ • Amount of $ raised from Google+

• $ field

# of gifts from Google+ • Number of Gifts from Google+

Google+ Conversion Rate • (# of gifts from Google+ / # of

Google+ sent)

• % field

Yahoo! Messages Sent • Number of Yahoo! Messages Sent

• Count field

Field Label Description / Calc Formula

Total Message Sent • (Sum of count for email,

Facebook, Google+, Twitter, and

Yahoo!)

$ per message • (Total Amount (from Facebook,

Google+, Twitter, Yahoo!, &

email) / Total Message Sent)

• $ field

Average donation

amount

• (Total Amount / # of gifts)

• Will now include Google+ and

Yahoo!

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• Count field

$ from Yahoo! • Amount of $ raised from Yahoo!

Messages

• $ field

# of gifts from Yahoo! • Number of Gifts from Yahoo!

Messages

Yahoo! Conversion rate • (# of gifts from Yahoo! Messages / #

of Yahoo! Messages sent)

• % field

Total Conversion Rate • (# of total gifts / # of total messages

sent)

• % field

• Will now include Google+ and Yahoo!

data

Yahoo!

$ from Mobile • Amount of $ raised from gifts

made through mobile version of

the donation form

• $ field

# of gifts from Yahoo! • Number of gifts made through

mobile version of the donation

form

% of gifts from mobile • (Total Amount Raised by Mobile /

Total amount raised)

• % field

EMPOWER – APPS W/SOCIAL INTEGRATION

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• Check out the entire Blackbaud Web Seminar Summer Series at: www.Blackbaud.com/RWR

• www.CharityDynmaics.com

WANT MORE

Find out what fashion, football and

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Find out what fashion, football and fundraising have in common at: www.FriendsAskingAmy.com