Measure THIS! Social Media ROI
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Measure THIS!
Deanna ZandtJune 11, 2009
http://deannazandt.com/
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Moments in communication history
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History needs you
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Social capital
connections
reputation
influence
access to ideas and talent
“potential” access to further resources
the saved up
accomplishments
access to resources
Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/
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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
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• 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
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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)
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• Groups versus Pages– Groups are good for
personal communications, or smaller issue/action needs
– Pages are good for larger organizations, brand identities
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• 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 Finehttp://is.gd/Odkj
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• 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
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Find the conversation
• Search for relevant topics, titles, names
• Save these searches– RSS feed– Tweetdeck, Tweetie, etc.
• Follow and respond
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Let’s talk: Quality
• Loyalty & Trust• Satisfaction• Authority
• In all of these:– Specified time frame– Specified arena
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Let’s talk: Quantity
• Number of subscribers
• Traffic from social media sites
• Donations
• Other conversions
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Blogging ROICr
edit:
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auth
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roun
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ell
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Takeaways
• ROI isn’t always about dollars• The more specific you can get, the better• Audience, audience, audience• Ditch things that don’t work