SOCIAL MEDIA + ROI
Renee Alexander Hamilton
Did you know?
Photo Credit: http://www.flickr.com/photos/jemsweb
http://www.flickr.com/photos/jemsweb/
About Me
About Operation Smile
Integrating Social Media
First Steps
We learned that our supporters are there, they are engaged and ready to take action.
We spent 6 months listening, researching, communicating
and testing.
Exploring the Channels
Did an informal audit of our online presence Decided to focus primarily on two channels Continue to maintain multiple channels and
remain on the look-out
Currently Utilized Channels Primary: Facebook, Twitter & Linked IN YouTube & Flickr as a resource to other networks MySpace and others moderately
ALERT!
Social media is a paradigm shift into relationship marketing, NOT an adoption of technology or specific tools. The channels will change but the methods of conversation and communication will will remain the same…it’s about the SOCIAL not the MEDIA!
WHY?We already had a strong following on Facebook and that is where the majority of social media users, across a variety of demographics live online.
Using Facebook
Our Fan Page has5,701 Fans
• We post daily to stay current on users “wall”• seen by our
fans + their avg. 120+ friends
• We post news, updates photos, links, video
• E-mail directly to fans inbox weekly
Our Cause Page Currently
has 39,260 FansAnd has raised
$7,875• We accept
donations through Network for Good
• Create fundraising goals
• We email directly to fans weekly
• Avg. 300 new fans each week
Why?
Twitter has been generating the most buzz, particularly in the entertainment and technology sectors so we saw this as a channel that would allow us opportunities to be early adopters and position us well with trend setters and decision makers.
Using Twitter
We constantly monitor Twitter, Searching on key words to identify conversations about us, clefts, our competitors etc.…………………………….…………………………………RTWe test strategy for how to engage and increase our number of followers including message tone, style and content.……………………………………………………..…………RTWe Tweet relevant information, news and interesting links, appreciation to followers and donors, and lastly asks or fundraising engagement. …………………………………………………………………RTConstant messaging and monitoring has led to new grassroots fundraisers, increased donor service and the 140 Smiles campaign.………………………….…………………………………RT
Current # of Followers: 4,070
Twitter Reach: 26,000 –1, 020,000 daily
• Completely planned and promoted through Twitter• Design and Strategy donated by Common Knowledge• Planned & Executed in 30 days
About the Campaign: Worked withPrograms to
getCampaign specific
Image from a mission!
• Est. $75k in donated goods and services; all received through leveraging Twitter
• Over $11,000 raised with an anticipated $28k+ to come in from TwestivalSF
• Created long term opportunities with major brands, tech celebrities and companies
“Mobilize and empower online supporters of Operation Smile through social media to create new smiles for children around the world.”
Create Your Social Media Mission
Objectives to achieve the mission:
Objectives Contribute to building online brand awareness of Operation
Smile
Acquire and cultivate online advocates, volunteers and donors
Employ Social Media as a donor service & engagement tool
Share the Operation Smile cause through online communications
Leverage Social Media as an integrated component of direct response fundraising campaigns and development initiatives
Three Methods to fulfill our objectives
We are using Social Media in three primary ways to reach these objectives
1. Donor Engagement/Service Tool
2. Communication/Information Tool
3. Fundraising Tool
“Operation Smile, thank you for reaching out to me and allowing me the chance to become an advocate for you in honor of baby Liam”
- Kate Mack who established a One Smile page after we saw her tweet that her friends baby was born with a cleft
1. Donor Engagement/Donor Service Tool
Donor Engagement/Donor Service tool
Using search tools to find people talking about us; respond and engage
Identify potential supporters i.e. parents of children born with cleft and introducing them to the Organization
Bring focus to supporters and donors and show how we value and include them
Identify potential Brand, Celebrity and Strategic partners for Operation Smile
Donor Service in Action
Direct Customer Service: Direct Mail complaint through Twitter Resulted in a second donation from disgruntled donor Addition of 4 followers on Twitter who also clicked through to the
main site and reportedly donated
Turning a negative into a positive: NYC Prep Negative tweets questioning the organization More than 15 young people inquired about starting student clubs Generated over 200 new cause fans on Facebook
*Our goal is to be able to track these acquired fundraisers and donors in the future to determine long term value.
2. Communication/Information Tool
“I used to donate to (competitor) but Operation Smile really tells me about the children I want to help”
- Tweet from @maressaz
2. Communication, Information Tool
Updates from missions Statistics and reports from missions Links to news and personal blogs about
Operation Smile Links to video, photo streams and main
website Ability to respond, address and promote
news items in real time Increase Market awareness
“Social Media is about long term engagement and relationship building. While it’s not a direct fundraising tool, the value and benefit to your organization is immeasurable”
-The Agitator
3. Fundraising
3. Fundraising Tool
Testing monthly and/or quarterly fundraising campaigns
Encourage grassroots fundraising Provide resources and support
Enhance Development and Cause Related Marketing efforts by offering additional promotional support
Social Media Value
Social Media Metrics + ROI
Social Media ROI (Relationships, Opportunities,
Involvement) Social Media as a relationship building
tool to increase Brand Loyalty
Unique opportunities are creating using Social Media tools
Increased donor involvement with Operation Smile
Social Media Metrics
We set monthly goals and track the following metrics: # of friends, fans, followers [3/09-
7/09=14,633] # of referrals from social media
channels [3/09-7/09 over 5k] $ raised [3/09-7/09 over $16k through] Key mentions Leads generated
Questions
?
Thank You.
Connect with me:
www.twitter.com/reneeahamilton www.facebook.com/reneeAhamilton www.linkedin.com/reneeahamilton http://reneeahamilton.wordpress.com