Social Media Impact

download Social Media Impact

of 38

  • date post

    18-Nov-2014
  • Category

    Technology

  • view

    890
  • download

    1

Embed Size (px)

description

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

Transcript of Social Media Impact

  • 1.
  • 2. SPONSORED BY
    POWERED BY
  • 3. WEBINAR WORKSPACE
    FULL SCREEN
    PARTICIPANTS
    PRESENTATION
    CHAT BOX
  • 4.
  • 5. WHAT IS
    SOCIAL MEDIA
    AND HOW DO WE USE IT?
  • 6. ITS 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
    Dont 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 Mothers 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
    Beths 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/