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