A short talk on basics of social media ROI given at Social Tech Training, June 11, 2009. http://webofchange.com/social-tech-training/

1. Measure THIS!
Deanna Zandt
June 11, 2009
http://deannazandt.com/

3. Moments in communication history

4. History needs you

5. Social capital
access to ideas
connections and talent
the saved up
reputation access to
resources
influence
accomplishments
“potential” access
to further resources
Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/

6. Authenticity is key
• Your org has a unique
voice and presence; be
yourself
• Tremendous value is
placed on the “gift
economy;” one-way
streets go nowhere

7. Facebook
• According to Non Profit Social
Network Survey, 80% of respondents
have a staff person dedicating 25%
of their time to social media
• 40% have raised money, BUT: a good
chunk have raised less than $500 in
last year

8. Fundraising?
“It's still all about building
relationships, telling your story,
and taking potential donors
through the process of cultivation,
stewardship and solicitation”
(Betsy Harman, http://is.gd/Odkj)

9. Facebook
• Groups versus Pages
– Groups are good for
personal
communications, or
smaller issue/action
needs
– Pages are good for larger
organizations, brand
identities

10. Facebook
• Causes!
– Help spread the word
– Measure success
through awareness,
not dollars
– Majority of Facebookers
are younger still
– Build an identity
Credit: Beth Kanter and Allison Fine
http://is.gd/Odkj

11. Twitter
• Get the word
out, sure, BUT…
• Get buy-in or advice on
new projects
• Share others’ info
relevant to your work
• Find like-minded folk
• Connect with media

12. Find the conversation
• Search for relevant
topics, titles, names
• Save these searches
– RSS feed
– Tweetdeck, Tweetie, etc.
• Follow and respond

13. Let’s talk: Quality
• Loyalty & Trust
• Satisfaction
• Authority
• In all of these:
– Specified time frame
– Specified arena

14. Let’s talk: Quantity
• Number of subscribers
• Traffic from social
media sites
• Donations
• Other conversions

15. Credit: Charlene Li, author, Groundswell
Blogging ROI

16. Takeaways
• ROI isn’t always about dollars
• The more specific you can get, the better
• Audience, audience, audience
• Ditch things that don’t work