Five New Measures & Five New Channels for Organizations

Julie O’Neil, Ph.D & Laura F. Bright, Ph.D.

Schieffer School of Journalism

Texas Christian University

Introductions Julie O’Neil, Ph.D.

Associate Professor

Schieffer School of Journalism

Laura F. Bright, Ph.D.

Assistant Professor

Schieffer School of Journalism

Overview Transition from Old to New Media

5 New Channels

5 New Measurements

Integration for Your Non-Profit

Conclusions

Q & A

Media Transitions

12

DemassificationNarrowcasting

Changes in Media ConsumptionMultitasking

Media Models are RedefiningConsumer-centric

Reasons for Change

On a typical day ...

92% of Americans get news from multiple platforms

55% of Americans think it is easier to keep up with the news today than 5 years ago

63% read the news online first and foremost

Of that 63%, roughly 30% have engaged with news content socially, i.e. retweeting, commenting, etc. Source:

http://www.flickr.com/photos/theonlinecirclemarketing/4982666728/

Consumers shifting to ...

Using Social Media to Your Advantage

Cross Market

Spread the word

Educate your audience

Engage your causeSource: http://blog.justgiving.com/community/top-five-ways-to-

use-social-media/

5 New Channels &

5 New Measures

Channel 1: Facebook Timeline

Who is on Facebook

845 million monthly active users

Over 50% of users between 35 - 54 years old

57% have some college education

57% female / 43% male

47% make $50,000 - $99,999 per year

Average time on site: 23.5 minutes

Source: http://thecontentwrangler.com/2012/03/09/infographic-social-media-demographics-facebook-twitter-linkedin-google-and-more/

Source: http://www.socialmediaexaminer.com/study-reveals-why-consumers-fan-facebook-pages/

Source: http://mashable.com/2012/03/21/non-profits-digital-infographic/

Benefits of FB Timeline

Tell your story

Visually connect with your donors, volunteers, prospective markets

Engage & educate your visitors

Keep constituents informed over time

Cross marketing with other media outlets

Visually engage your audience

Keep audience informed

Tell your story …

Cross Marketing

Educate your audience

Engage your audience

Measurement Social Opt-ins

Social Sharing

Likes via External Sites

Local Integration (Check-Ins)

Relevant Moments

Channel 2: Twitter

Who is on Twitter

127 million active users

Average time on site: 11.5 minutes

54% of Tweeters on mobile devices

59% female / 41% male

Mostly 25 - 44 years old

38% at $50,000 - $99,999 annual income

59% have some college education

Source: http://thecontentwrangler.com/2012/03/09/infographic-social-media-demographics-facebook-twitter-linkedin-google-and-more/

Reasons to Use Twitter Cross Marketing

Engage consumers via live chat

Organize a Tweet Up

Involve followers in improvements

Create a hashtag to inspire a conversation

Interact with volunteers

Follow experts in your field

Top 10 Twitter Tips

Be authentic

Reply & Retweet

Follow back

Use favorites

Be an expert

Tweet about others

Send direct messages

Don’t worry about unfollows

Limit tweets to 5 per day

You get out what you put in - have fun!

Source: http://www.fundraising123.org/article/10-twitter-tips-nonprofit-organizations/

Measurement Listen to responses

Followers

Hashtag usage

Click through rates on links

Sentiment

Klout

PeerIndex

Retweet Rank

Twitalyzer

Source: http://www.mediabistro.com/alltwitter/5-tools-to-measure-your-twitter-influence_b3570/

Channel 3: Pinterest

Who is on Pinterest

Women constitute 70% of users

Women primarily ages 25-44; from Midwest and Central U.S.

Average length on site is 16 minutes, just behind YouTube at 16.5 minutes

3rd most popular platform, behind Facebook and Twitter

Source: http://dailyinfographic.com/a-very-pinteresting-infographic

Reasons to Use Pinterest

Tell your story with images

Curate content

Build community among your values

Drive behavior: website traffic, money, activism, and more

Use Pinterest to Visually Tell a Story

Use Pinterest to Secure Donations

Use Pinterest to Drive Behavior

Use Pinterest to Create Community

Measuring Pinterest

Pinpuff

PinReach

Pinerly

Google Analytics

Channel 4: QR Codes

Source: http://www.forbes.com/sites/ilyapozin/

2012/03/08/are-qr-codes-dead/

Users of QR Codes

In June 2011, 14 million U.S. smartphone users scanned a QR code. That’s 17% of smartphone users.

54% of QR code scanners are between 18-24 years of age

QR code scanners are 60% male and 40% female

36% of QR code scanners have a household income of $100,000 or more

Source: comScore, inc.

QR codes to tell a story

http://www.springwise.com/retail/totem/

QR codes to increase transparency

Source: Selfishgiving

QR codes to increase donations

Measuring QR Codes?

Depends on your purpose.

Channel 5: Geolocation Marketing

Source: http://itsallpartoftheplan.wordpress.com/2011/07/2

4/location-based-services-are-they-useful/

Users of Geolocation apps

75% ages 23 to 45

37% female, 63% male

Average income $92,000

In 2010, 42% had used a geolocation app; in 2011, 32% had used a geolocation app.

Source: Forrester

Geolocation app to increase patronage

Brooklyn Museum provided a 1-

year free membership for its “mayor” on Target First

Saturday

Geolocation app to engage

Streams and Valleys:•96 Foursquare friends. •15 spots checked 297 times

Geolocation to encourage exploration

Source: http://www.slideshare.net/chadnorman/50-more-social-media-tactics-for-nonprofits

Measuring Geolocation

apps?

Depends on your purpose.

In summary

It’s not about the tactic, it’s about the results.

And your organization.And your mission.

And your goals and objectives.And your resources.

Questions &

Comments