Presentation from Lake Superior Initiative webinar on measuring the impact of social media for nonprofits. Presented by Cameron Kruger.

2. SPONSORED BY POWERED BY

3. WEBINAR WORKSPACE FULL SCREEN PARTICIPANTS PRESENTATION CHAT BOX

5. WHAT IS SOCIAL MEDIA AND HOW DO WE USE IT?

6. IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING FACEBOOK MESSAGES, TWITTERING,LOOKING AT PHOTOS ON FLICKR, BOOKMARKING WEB PAGES ON DELICIOUS, TELLING PEOPLE WHERE YOU ARE ON BRIGHTKITE, BECOMING MAYOR OF STARBUCKS ON FOURSQUARE, READING A BLOG POST, TEACHING THE WEB WITH HUNCH, OR SHARING YOUR STUMBLES.

7. MINIMUM ENGAGEMENT Active Facebook presence. Regularly updated web content. Current multimedia images or video. (YouTube or Flickr)

8. NEXT LEVEL ENGAGEMENT Topic on Linkedin. Tweet, retweet, and trend. Check-in on Foursquare.

9. BUT… Don’t hang your hat on any one tool. Your favorite site might go up in flames tomorrow. Plan first. Then match the tools to meet your goals.

10. Discovery Outcomes Strategy Execution Maintenance Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

11. DISCOVERY WHO ARE THEY AND WHAT DO THEY SAY?

12. RESEARCH Search Track Alert “Organization Name” + City or Region Served

13. MEASURE Traffic Interaction Donations Retention Mentions Linkbacks Search Trends Quality

14. EVALUATE Comparison to outside standards. What are they saying about us? Who is connected? Who are they connected to? How are they interacting?

15. OUTCOMES WHAT ARE WE MEASURING?

16. Outcomes should be S.M.A.R.T. Specific Measurable Achievable Realistic Timely

17. Outcomes should relate back to the mission of your organization. Mission Vision Strategic Plan Tech Plan

18. Outcomes should relate to time. Short-term Mid-term Long-term Vision

19. Outcome examples… Increase traffic from Facebook to our website by 5% in 3 months.

20. Outcome examples… Receive $500 in online donations by November 20th.

21. Outcome examples… Have Mother’s Day 5K reposted/retweeted by 6 key social connectors before event.

22. Outcomes as a Logic Model… Inputs Outputs Outcomes Impact Staff Volunteers Computers Website Tech Skills Outside Help 3 meaningful Facebook posts per week. Active conversations on Twitter and LinkedIn. Increase traffic from Facebook to online donation tool by 5% in 3 months Receive $500 in online donations by November 30. Primary form of giving is through online donation system. Organization is mentioned positively in organic online interactions Logic Model Development Guide from W.K. Kellogg Foundation http://www.wkkf.org/knowledge-center/resources/2010/Logic-Model-Development-Guide.aspx

23. STRATEGY EXECUTION HOW WILL WE DO IT?

24. Develop Capabilities Identify internal champions Train and support implementers Stay knowledgeable

25. Define Activities Identify resources required Define phases and timeline Establish responsibilities

26. Engage in Conversation Select the mediums for interaction Provide relevant content Engage the influencers New Media Worksheet at Aids.gov http://blog.aids.gov/downloads/new-media-strategy-map.pdf

27. Implementer Innovator Decision-makers And Policies How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Who in our network is influential? Outcomes Objectives

28. MAINTENANCE HOW WILL WE KNOW HOW WE ARE DOING?

29. Quality and frequency of interactions. Number of “Likes”. Number of reposts. Number of retweets. Number of followers. Number of references.

30. Number of subscribers (FeedBurner) Number of linkbacks (Bit.ly) Overall shares on social media sites. Frequency and quality of comments.

31. Increased online donations Increased traffic and conversions

32. Did We Meet Our Outcomes? $ Quality Traffic Linkbacks Reposts Positive Buzz

33. Discovery Outcomes Strategy Execution Maintenance Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

34. Cameron Kruger Training and Technical Assistance Lake Superior Initiative Twitter: @cckruger Facebook: facebook.com/cckruger

35. APPENDIX A FEW MORE THINGS

36. Considerations for the use of Social Media tools Source: BlumaSussman and Mike Robert at Booz, Allen, and Hamilton http://noteandpoint.com/documents/pdf/socialmediabizdev.pdf

37. Links to tools mentioned in this presentation www.bit.ly www.google.com/alerts www.dimdim.com www.feedburner.com www.tweetbeep.com www.google.com/analytics www.notify.me www.addictomatic.com www.twitalyzer.com www.razoo.com www.instantconference.com

38. Further reading on the web Nonprofit Tech 2.0 blog, Heather Mansfield http://nonprofitorgs.wordpress.com Beth’s Blog, Beth Kanter http://www.bethkanter.org NTEN Nonprofit Technology Network http://www.nten.org Mashable http://www.mashable.com Tech Soup Learning Center http://www.techsoup.org/learningcenter SmartBrief on Social Media http://smartblogs.com/socialmedia/