Social Media- the Great Debate Can it impact my fundraising?

Ann Oleson, Converge Consulting

• Why is social media

important?

• The demographics of social

media users

• Will it work for us?

• Creating a social strategy

• Measuring ROI

• Questions

Our Time Together

Question

• Why is social media important?

The Top 50 Non-Profits

• 92% of the top 50 non-profits have at least

1 social media presence on their

homepage

• PBS has most Twitter followers 840,653

• American Red Cross first to create a

Twitter account

• Food for the Poor most talked about on

Facebook 220 posts in 2 months

Correlations

LET’S WATCH THIS YOUTUBE VIDEO

TO LEARN A BIT MORE

Social media is exploding

Almost half a billion unique

visitors to YouTube every month

Close to 200 million tweets per day on Twitter

Google+ has nearly 50 million users and

growing

Facebook today is the size of the

entire Internet in 2004

The average American is exposed to between

650-3,000 advertising messages a day! each day

There are dozens of social media channels that

marketers are using to reach individuals

Question

• Who is using social media/how?

• Is it working?

http://www.dilbert.com/strips/comic/2011-10-30/

http://www.flickr.com/photos/foxypar4/2168375264/

Create a plan

Social Media Strategy

• Goal

• Channel

• Reach/Credible

• Sustainable

• Measureable

Source: www.admissionslab.com

4 Keys to Putting your Social Media Strategy to Work

Results

• Over 1500 Tweets #AMAHigherEd

• Reward for Engagement Random

Drawing almost 50% of the attendees

• Top Tweeter 66 tweets in 3 days

• Most retweeted 22times

@lizgross144 “The Marketing Office is

Not a Kinko’s.” #AMAHigherEd

Goal for Social Media

• Direct action (drive

dollars and donors)

• Engagement (connected

with young alums)

• Customer Service (find

out what people are

happy/unhappy with)

• Campaign (short burst)

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1

2 – FB+T

3 – FB+T 4 –

FB+T+Blog

5 – FB+T 6 – FB+T 7 8

9 – FB+T 10 – FB+T+Video

11 –

FB+T+Blog

12 – FB+T 13 – FB+T 14 15

16 – FB+T 17 – FB+T 18 FB+Blog

– Tweet about

the cool event

19. – FB

– The cool

event occurs

20 – FB+T

– Blog about the

cool event

21 22

23 – FB+T 24 – FB+T 25 –

FB+T+Blog

26 – FB+T 27 – FB+T 28 29

30 – FB+T 31 – FB+T+Video

Editorial Calendar: December 2012

Social Media Strategy

• Goal

• Channel

• Reach/Credible

• Sustainable

• Measureable

Source: www.admissionslab.com

4 Keys to Putting your Social Media Strategy to Work

How Do We Measure the

impact of Social Media?

Measurement

If you can track it,

you can measure it.

If you can measure it,

you can improve upon it.

ROI Analysis Build a Business Case

Establishing ROI- Direct

If we can work backwards from the

value of an online action we can

establish the value of a specific Social

Media connection.

*All numbers are created as examples

Website

Your Marketing Hub

Email

Facebook Postcard

Magazine Ad

Twitter

LinkedIn

Received an email

Went to a

landing page

Engaged with

the Site

Measuring Social Media Impact:

Direct- Use Google Analytics

• Goals for:

• Online donation form

• Mobile giving form

• Registrations

Homecoming/Events

• Updating Contact information

Sources

Social Report

Measuring Social Media Impact:

Indirect

• Dashboards (specific channels)

• Campaign Reporting

• Social Monitoring

Examples

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Keep Reading

Blogs

Blogs- Top 50 Non-profit

36

http://www.businessesgrow.com/2011/05/08/the-worlds-best-non-profit-blogs/

Blogs

• Superior content

• Non-intrusive yet effective calls to action

• Good use of multi-media photography and video

• Superb use of story-telling to align with objectives

• Attractive and functional design

• Convenient social sharing

• Features that involve key stakeholders

Key Blogging Metrics:

• Number of posts

• Number of comments

• Audience growth (unique and return visitors)

• Number of conversions

• Subscribers

• Inbound links

Key Social Media Metrics

• Referrals from social networks

• Conversions from social networks

• Facebook Fans, Likes, Shares, and Comments

Linked In

• Connections

• Who has viewed page/profile

• Number of Groups

• Advanced analytics

Key Twitter Metrics

• Number of Followers

• 2nd-order followers (follower’s follower

count)

• Velocity: average of first-and second-

order followers attracted per day since

the account was established

• Social Capital: Influence of twitter

followers

• Centralization: How much influence

(reach) is invested in a small number of

followers

• Pages ranking on key terms from

microblogging sites

http://mashable.com/2013/01/02/youtube-non-profit-2012/

http://www.youtube.com/watch?v=64G5FfG2Xpg

Key YouTube Metrics

• Number of

YouTube channel

subscribers

• Referrals from

YouTube

• Views of videos on

YouTube

• Pages ranking on

key terms from

YouTube

Social Media Monitoring

DePaul University Centennial

Facebook

Twitter

Screen cap of DePaul Overview

Channel Report

Sentiment by Channel

Top Tweeters

Wordcloud (frequency)

Make changes

Do more of what is working

Eliminate what is not working

Questions?

Ann Oleson

ann@convergeconsulting.org