Social Media ROI - Chris Garrett and I presenting at Techsoup.Org
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This document summarizes a conference call about understanding the return on investment (ROI) of social media for nonprofits. It discusses starting with goals for social media use, calculating ROI as results divided by investment, ways to measure investments like time and money, returns like donations and brand mentions, and case studies of campaigns by the National Wildlife Federation and EpicChange.org that achieved clear results from social media. The document provides resources for nonprofits to evaluate and improve their social media strategies.
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Social Media ROI - Chris Garrett and I presenting at Techsoup.Org
- 1. talks! Understanding the ROI of Social Media August 13, 2009 Sponsored by Audio is only available by calling this number: Conference Call: 866-740-1260; Access Code: 6339392 1
- 2. Using ReadyTalk • Chat & raise hand • Mute = *6, Unmute = *7 • If you lose your internet connection, reconnect using the link emailed to you. • If you lose your phone connection, re-dial the phone number and re- join. • ReadyTalk support: 800-843-9166 Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 2
- 3. You are being recorded… • This seminar will be available on the TechSoup website along with past webinar presentations: – www.techsoup.org/go/webinars • You will receive a link to this presentation, material and links. • After the webinar, you can ask follow-up questions in the Emerging Technology Forum: – tinyurl.com/ku7e4z • Twitter hashtag: #tsroi Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 3
- 4. talks! Understanding the ROI of Social Media Facilitator: Kami Griffiths, TechSoup Sponsored by Presenters: John Haydon, Chris Garrett 4
- 5. Today’s Speakers Kami Griffiths John Haydon Chris Garrett TechSoup johnhaydon.com chrisg.com Volunteer: Becky Wiegand, TechSoup Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 5
- 6. Agenda • Social Media Goals • The magic formula • Investment (Cause) • Return (Effect) • Case Study • Next Steps • Resources Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 6
- 7. Start with Goals How do you know when you’ve arrived? Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 7
- 8. Start with Goals • Grow your traffic • Inspire action • Build visibility and authority • Encourage links • Add to your Search Profile • Boost your audience • Attract prospects Example: “$10,000 in 48 hours” Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 8
- 9. The magic formula Results / Investment = ROI Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 9
- 10. Investment (cause) • Time • Money (Staff, consulting, web services) • Opportunity costs (bandwidth issue) • Passion • Measurement and debrief Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 10
- 11. Investment - EpicChange • Planning • Reached out to key influencers • 107 blog posts • Recognition • Time • Money • Social Capital Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 11
- 12. Return (effect) • Money • Resources • Time • Brand equity • Future opportunities • Growth - organizational and personal Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 12
- 13. Return - What to measure • Brand Mentions • Opt-ins • Donations • Volunteers • Word of Mouth • Survey Responses • Comments Received • Blog posts, Retweets Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 13
- 14. Return - Tracking strategies • Web stats (Google Analytics) • Click tracking (Bit.ly) • Alerts (Google, Twitter) • Donation measurements • Facebook Fan growth • Facebook engagement • Twitter engagement • Survey Responses • Comments Received Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 14
- 15. Web metrics • Increase in Overall Traffic • Repeat vs. New Visitors • Referrers, Link Growth • Content Popularity and Downloads Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 15
- 16. Measured results - NWF Created a campaign around what supporters cared about. Very simple: What endangered animal do you love? Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 16
- 17. Measured results - NWF Twitter Numbers: Total Number of Tweets: 700+ Total Number of Species: 195 Number of People who participated: over 500 Blog Mentions: Change.org Green Upgrader Animal Planet Blog Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 17
- 18. Measured results - NWF “It worked because it was engaging and fun with purpose. It was also centered around an event.” Danielle Brigida National Wildlife Federation Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 18
- 19. Case Study - EpicChange.Org Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 19
- 20. Why TweetsGiving Worked • Clear, achievable goals • It was not about money • Action was achievable (small $$) • Compressed time-frame Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 20
- 21. Why TweetsGiving Worked • Kept it simple and fun • Multiple initiation points • Planning way ahead • Recognition Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 21
- 22. Why TweetsGiving Worked • Timely • Common, universal connection • Hard work • Widget created visibility Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 22
- 23. Why TweetsGiving Worked How to measure gratitude Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 23
- 24. Next Steps • Brand your profiles • Share valuable content • Engage where people already are • Be helpful • Monitor keywords, searches and alerts • Group friends and followers • Measure Your Chosen Metrics • Determine "most wanted outcomes" Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 24
- 25. More Resources • Beth Kanter’s site • We are media • Nonprofit workshop • Mind map (chris) • Social media case studies • More case studies • Epic Change Case Study • NWF Case Study Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 25
- 26. talks! Questions? Submit your questions using the chat box. 26
- 27. Continue the Discussion… • Additional questions can be answered by posting in the Emerging Technology Forum: – tinyurl.com/ku7e4z Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 27
- 28. Get the Most Out of TechSoup • At TechSoup, you’ll find a range of technology services to help your nonprofit: – Read helpful articles in our Learning Center – Request donated software, hardware, and online services – Join our community forums to learn from your colleagues – Browse upcoming events and conferences Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 28
- 29. Upcoming Webinars • Disaster Planning: What Organizations Need to Know to Protect Their Tech – Thursday, August 20, 11 a.m. • Disaster Planning: Backup, Backup, Backup! – Thursday, August 27, 11 a.m. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 29
- 30. Thank you ato our Webinar Sponsor! ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per week: Monday 1:00 pm Mountain Standard Time (MST) Wednesday 9:00 am MST Thursday 1:00 pm MST Friday 9:00 am MST For more information: pages.readytalk.com/ techsoup.html Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 30
- 31. talks! Thank you! Please complete the post event survey! 31